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Eastern Europe B2C E-Commerce Market 2015

Eastern Europe B2C E-Commerce Market 2015

yStats.com reports double-digit B2C E-Commerce sales growth across Eastern Europe

The fourth largest region worldwide in terms of B2C E-Commerce sales, Eastern Europe is home to several emerging online retail markets. However, despite the double-digit growth rates of these markets, Eastern Europe’s share of global B2C E-Commerce is predicted to remain unchanged for the next four years, due to more rapid expansion of the Asia-Pacific region. As shown in yStats.com’s report, B2C E-Commerce sales accounted for only a small one-digit share of the total retail sales in Eastern Europe in 2015, less than half of the shares in North America, Western Europe and Asia-Pacific. This is an indication of the potential for further online retail growth in Eastern Europe, supported by increasing Internet and online shopper penetration in its leading countries.

Russia was by far the largest B2C E-Commerce market in Eastern Europe in 2014, according to the research findings of yStats.com. Though both in Russia and Ukraine unfavorable economic conditions and devaluation of currencies over the previous two years had a negative impact on the consumers’ purchasing power, B2C E-Commerce sales in local currency continue to grow rapidly there, spurred by improving Internet penetration and increasing interest in making purchases over the Internet.

In other major markets of the region, including Turkey and Poland, online retail is also evolving. Important trends include the growth of mobile and cross-border E-Commerce, yStats.com finds. Smartphone penetration is growing across the region, with countries such as the Czech Republic having already surpassed a 50% smartphone penetration rate among the mobile phone users. Another interesting trend is the popularity of price comparison websites, especially in Greece, Romania and Hungary. Moreover, local B2C E-Commerce websites have to cope with the growing popularity of Chinese online marketplaces, such as Alibaba.com and JD.com. However, the positions of national leaders, such as Allegro in Poland, Alza in the Czech Republic, Hepsiburada in Turkey, Rozetka in Ukraine, and Ulmart in Russia remain strong.


1. Management Summary
2. Regional
Breakdown of Global B2C E-Commerce Sales, by Regions and Sub-Regions, incl. Eastern Europe, in %, 2014 & 2019f
B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Eastern Europe, in %, 2015e
B2C E-Commerce Sales in Europe, by Sub-Region, incl. Eastern Europe, in EUR billion, and in % Year-on-Year Change, 2014
B2C E-Commerce Sales in Eastern Europe, in USD billion, and in % Year-on-Year Change, 2014 - 2019f
B2C E-Commerce Share of Total Retail Sales in Eastern Europe, in %, 2014 - 2019f
B2C E-Commerce Sales, by Selected Countries in Eastern Europe, in EUR billion, 2014
Number of Internet Users and Penetration in Eastern Europe, by Selected Countries, in millions and in % of Population, 2013 - 2019f
Number of Smartphone Users and Penetration in Eastern Europe, by Selected Countries, in millions and in % of Mobile Phone Users, 2013 - 2018f
Internet Penetration in the EU Countries, incl. Eastern European Countries, in % of Individuals, 2011 - 2015
Online Shopper Penetration in the EU Countries, incl. Eastern European Countries, in % of Internet Users, 2011 - 2015
3. Russia
3.1. Overview
B2C E-Commerce Overview and International Comparisons, December 2015
3.2. Trends
B2C E-Commerce Trends Overview, December 2015
Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 & 2014
Smartphone User Penetration and Mobile Shopper Penetration, in % of Online Shoppers, by Age Group and Total, October 2015
3.3. Sales & Shares
Historic B2C E-Commerce Sales, in RUB billion, by Comparative Estimates, 2009 – 2014
B2C E-Commerce Sales Forecasts, in RUB billion, by Comparative Estimates, 2014 - 2019f
B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2014 - 2020f
3.4. Users & Shoppers
Monthly Internet Audience, in millions and in % of Adult Population, Summer 2011 - Summer 2015
Number of Online Shoppers, in millions and in % of Internet Users, 2013 & 2014
Online Shopper Penetration, by Gender, Age Group and Location Type, in % of Internet Users in the Relevant Group, November 2014
3.5 Products
Product Categories Purchased Online, in % of Online Shoppers, 2013 & 2014
B2C E-Commerce Sales by Product Categories, in RUB billion, 2013 & 2014
3.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, 2011 – 2014
3.7. Delivery
Breakdown of B2C E-Commerce Orders by Delivery Methods, in %, 2013 & 2014
3.8. Players
B2C E-Commerce Players Overview, December 2015
Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB billion, Number of Orders, in thousands, Average Check, in RUB, and Main Product Category, H1 2015
4. Poland
4.1. Overview
B2C E-Commerce Overview and International Comparison, January 2016
4.2. Trends
M-Commerce Sales, in PLN billion, 2013 & 2016f
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
4.3. Sales & Shares
B2C E-Commerce Sales, in PLN billion, by Comparative Estimates, and CAGR, in %, 2013 - 2016f
B2C E-Commerce Share of Total Retail Sales, by Comparative Estimates, 2014 - 2018f
4.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 – 2015
Online Shopper Penetration, in % of Individuals, 2011 – 2015
Online Shopper Penetration, by Gender and Age Group, in % of Individuals, 2014 & 2015
4.5 Products
Product Categories Purchased Online, in % of Online Shoppers, 2014 & 2015
4.6. Payment
Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
4.7. Delivery
Breakdown of Delivery Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015
4.8. Players
E-Commerce Player Overview, December 2015
Top 5 Most Recognized E-Commerce Websites, in % Internet Users, April 2015
5. Turkey
5.1. Overview
B2C E-Commerce Market Overview and International Comparisons, January 2016
5.2. Trends
M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015
Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q1 2015
5.3. Sales & Shares
B2C E-Commerce Sales, by Segment, in TRY billion, 2013 & 2014
B2C E-Commerce Share of Total Retail Sales, in %, 2014
5.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 - 2015
Online Shopper Penetration, in % of Internet Users, 2011 - 2015
5.5 Products
Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
5.6. Payment
Number and Value of Domestic E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q3 2015
5.7. Delivery
Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12 Months to March 2015
5.8. Players
B2C E-Commerce Players Overview, January 2016
Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014
6. Greece
6.1. Overview
Overview and International Comparisons, January 2016
6.2. Trends
Share of Online Shoppers Purchasing Online due to Direct Price/Product Comparisons, in %, 2014 & 2015
Top Three Reasons to Shop Online and Top Three Main Sources of Information in Online Purchases, in % of Online Shoppers, 2015
6.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2013 & 2014
6.4 Users & Shoppers
Internet Penetration, in % of Households, 2011 – 2015
Online Shopper Penetration, in % of Internet Users, 2011 – 2015
Breakdown of Online Shopper Penetration, by Age and Gender, in %, Q1 2015
6.5 Products
Product Categories Purchased Online, in % of Online Shoppers, 12 Months to March 2015
6.6 Payment
Breakdown of Payment Methods Used in Online Shopping, in %, July 2015
6.7 Delivery
Breakdown of Problems Encountered in Online Shopping, incl. Delivery-Related, in % of Online Shoppers, 12 Months to March 2015
6.8 Players
Top 10 E-Commerce Websites, by Website Rank, incl. Website Type and Website Visits, December 2015
7. Czech Republic
7.1 Overview
Overview and International Comparisons, January 2016
7.2. Trends
Share of B2C E-Commerce Websites with Mobile Sites, in %, 2014 & 2015e
Cross-Border Online Shopper Penetration, by Location of Seller, incl. Any Foreign Country, Other EU Countries, Non-EU Countries, in % of Online Shoppers, by Gender and Age Group, Q2 2015
7.3. Sales & Shares
B2C E-Commerce Sales, in CZK billion and in % Year-on-Year Change, 2010 - 2015e
B2C E-Commerce Share of Total Retail, in %, 2015e & 2017f
7.4 Users & Shoppers
Internet Penetration, in % of Households, 2011 - 2015
Number of Online Shoppers, in millions and in % of Population, 2010, 2012, 2014 & 2015
Online Shopper Penetration, by Age and Gender, in % of Internet Users, Q2 2015
7.5 Products
Product Categories Purchased Online, in % of Online Shoppers, by Gender and Age Group, Q2 2015
7.6 Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015
7.7 Delivery
Breakdown of Preferences over the Speed of Delivery, in % of Online Shoppers, August 2015
7.8 Players
B2C E-Commerce Players Overview, January 2016
Breakdown of Online Shops‟ Market Share by Product Category, in %, H1 2015
8. Ukraine
8.1 Overview
Overview and International Comparisons, January 2016
8.2 Trends
Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2013 & 2014
8.3 Sales & Shares
B2C E-Commerce Sales, in UAH billion, 2014 - 2017f
B2C E-Commerce Share of Total Retail Sales, in %, 2014
8.4 Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Number of Online Shoppers, in millions, Q3 2013 & Q3 2014
8.5 Products
Product Categories Purchased Online, in % of Online Shoppers, Q3 2014
8.6 Payment
Share of Online Shoppers Paying by Card, in %, 2015
8.7 Delivery
Most Important Factors in Online Shopping, incl. Delivery, in % of Online Shoppers, Q3 2014
8.8 Players
Breakdown of Online Shops by Market Share, by Electronics & Household Appliances and Clothing & Shoes, 2014
9. Romania
9.1 Overview
Overview and International Comparisons, January 2016
9.2 Trends
Breakdown of Online Transactions with Payment Cards, by Cross-Border and Domestic, in %, 2014
9.3 Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2013 & 2014
B2C E-Commerce Share of Total Retail Sales, in %, 2014
9.4 Users & Shoppers
Internet Penetration, in % of Individuals, 2011 - 2015
Online Shopper Penetration, in % of Internet Users, 2012 - 2015
9.5 Products
Top 3 Product Categories in B2C E-Commerce, by Rank, 2014
9.6 Payment
Share of Cash on Delivery Payment for Online Purchases, in % of Online Purchases, 2014
9.7 Delivery
Main Disadvantages of Online Shopping, incl. Delivery Costs, September 2014
9.8 Players
Top 10 Most Visited E-Commerce websites, by in % Internet Users, September 2015
10. Hungary
10.1 Overview
Overview and International Comparisons, January 2016
10.2 Trends
Average Spending on Online Purchases via Mobile Devices per Shopper, in HUF thousand, 2014 & 2015f
10.3 Sales & Shares
B2C E-Commerce Sales, in HUF billion, 2013 & 2014
B2C E-Commerce Share of Total Retail, in %, 2013 & 2014
10.4 Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Online Shopper Penetration, in % of Population, 2010 - 2014
10.5 Products
Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2014
10.6 Payment
Share of Payment on Delivery of Total Online Shopping Spending, in %, 2014
10.7 Delivery
Preferences over Delivery Methods, in % of Online Shoppers, 2014 & 2015
10.8 Players
E-Commerce Websites Type Uses, in % of Online Shoppers, 2014 & 2015
Top 15 E-Commerce Websites, by Website Rank, incl. Website Type and Website Visits, November 2015
11. Belarus
11.1 Overview
Overview and International Comparisons, January 2016
11.2 Trends
Breakdown of Online Purchases by Device Used, in %, Q1 2015
Countries and Regions Purchased Online from, 6 Months to September 2014
11.3 Sales & Shares
B2C E-Commerce Sales, in USD million, 2013 & 2014
B2C E-Commerce Share of Total Retail Sales, in %, 2013
11.4 Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Online Shopper Penetration, in % of Internet Users, 2013 - 2015
11.5 Products
Products Purchased Online, in % of Online Shoppers, 2014
11.6 Payment
Breakdown of Last Online Purchase by Payment Methods, in % of Online Shoppers, September 2014
11.7 Delivery
Breakdown of the Last B2C E-Commerce Order by Delivery Method, by Order Value, in % of Online Shoppers, September 2014
11.8 Players
Top 10 E-Commerce Websites by Website Rank, January 2015

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