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Eastern Europe Clothing B2C E-Commerce Market 2015

Eastern Europe Clothing B2C E-Commerce Market 2015

Eastern Europe Leading the World in Cross-Border Online Shopping for Clothes

Clothing is one of the largest segments of the B2C E-Commerce markets worldwide. It rivals closely the consumer electronics category for first rank among product categories by share of online shoppers buying globally and tops it in many countries. Pure online, store-based mass merchants and clothing specialists compete for a share of this booming market.

Clothing has been the most purchased physical product in recent years in many countries across Eastern Europe, including Russia, Turkey, Poland, Greece, Czech Republic and others. Eastern Europe was also the region with the highest share of clothing on total cross-border online purchases.

The competition landscape in Eastern Europe features clothing specialists and mass merchants. In the region’s largest market, Russia, the top three players in terms of revenue were online clothing retailers Wildberries, Lamoda and online flash sales website KupiVIP. International companies Otto Group and Laredoute ranked among the top players in the clothing segment in B2C E-Commerce in Russia. In Turkey, the most popular websites in the clothing segment were Markafoni.com, Trendyol.com, Lcwaikiki.com and Morphipo.com. Both in Russia and Turkey online clothing retailers had an important target for investment in recent years. Meanwhile, in Poland the online mass merchant Allegro.pl was by far the most popular place to buy clothing online, followed by German online clothing retailers Zalando and Bonprix.


1. Management Summary
2. Global
Products to Purchase Online in the Next 6 Months, incl. Clothing, in % of Internet Users, Q1 2014
Product Categories Purchased Online, incl. “Fashion and Apparel”, in % of Online Shoppers, by Selected Countries, July 2014
Share of Online Shoppers Who Made Their Last Online Purchase of Clothing and Footwear via Smartphone, by Selected Countries, in %, Q1 2014
Places to Purchase Clothing and Footwear from After Researching the Product Online, by Online and In Store, in % of Shoppers Who Researched the Product Online, Q1 2014
Share of Clothing and Footwear on Cross-Border Online Purchases, by Regions, in %, 2014
3. Europe (Regional)
Share of Online Shoppers Buying Clothing, Footwear Online, by UK, Germany, Scandinavia*, France, Benelux, Spain, Italy and Poland, in % of Online Shoppers, 2013
Share of Online Shoppers Buying Clothing Online, by EU 5 Countries, in % of Online Shoppers, 2014
4. Eastern Europe
4.1. Sub Regional
Breakdown of the Last Online Purchase of “Clothing & Footwear”, by Type of Merchant Purchased From, in % of Online Shoppers, by Country, Q1 2014
4.2. Russia
Overview of Clothing B2C E-Commerce Market and Players, January 2015
Top Product Categories by B2C E-Commerce Sales, incl. “Clothes, Shoes”, in RUB billion, 2013
B2C E-Commerce Sales of Fashion, in RUB billion, 2012 & 2013
B2C E-Commerce Sales of Fashion, in RUB billion, 2012, 2013 & 2014e
Breakdown of B2C E-Commerce Sales of Fashion, by Product Segments, in %, 2013
Fashion Products Purchased Online, in % of Online Shoppers Purchasing Fashion Online, 2013
Overview of Product Segments in Fashion, by Clothing, Shoes, Clothing for Children and Accessories, incl. Share on Total Sales and Share of Specialized Shops, in %, 2014e
Average Order Value in Fashion B2C E-Commerce, in RUB, 2013 & 2014
Product Categories Purchased Online, incl. “Clothing, Shoes, Sports Goods”, in % of Online Shoppers in Relevant Group, by Gender and Location, 2013
Breakdown of Online Shoppers Buying from Fashion Category, by Location Type, in %, 2013
Most Purchased Product Categories in Cross-Border B2C E-Commerce, incl. “Clothing, Shoes”, in % of Cross-Border Online Shoppers, 12 Months to September 2013
Number of Online Fashion Stores and Number of Orders per Day, in Units and in % Share, by Category, 2013 & 2014e
Overview of Major Investment Deals in B2C E-Commerce* in Clothing Segment, Ranked by Value, 2011 - 2014
Overview of Top 3 Local Online Fashion Shops by Revenue, 2013
Top 5 Companies in Clothing B2C E-Commerce Segment, by Sales, in RUB billion, 2013
Top 20 Foreign E-Commerce Websites, by Number of Unique Visitors from Russia, November and December 2013
4.3. Turkey
Product Categories Purchased Online, in % of Online Shoppers, 12 Months to March 2014
Product Categories Purchased in Cross-Border B2C E-Commerce, incl. “Clothing, Shoes and Accessories”, in % of Cross-Border Online Shoppers, 2014
Overview of Mergers and Acquisitions in Clothing & Accessories B2C E-Commerce, 2010 - January 2015
Top 15 E-Commerce Sites, incl. Sites Selling Clothing, by Number of Page Views, January 2014 & October 2014, Ranked by October 2014
4.4. Poland
Product Categories Purchased Online, incl. “Clothing, Accessories”, in % of Online Shoppers, March 2014
Breakdown of Online Shoppers Buying Clothing Online, by Gender and Age Group, in %, May 2014
Most Known Sites Associated with Online Shopping for Clothing, in % of Internet Users, March 2014
4.5. Greece
Products Purchased Online, in % of Online Shoppers, 12 Months to March 2013
Top 10 Local E-Commerce Websites, incl. Fashion, by Website Rank, October 2014
4.6. Czech Republic
Products Purchased Online Most Frequently, incl. “Clothing”, in % of Online Shoppers, March 2014
Product Categories Purchased Online, incl. “Clothing, Footwear, Fashion Accessories”, in % of Online Shoppers, 2013
Breakdown of B2C E-Commerce Sales by Product Categories, incl. “Clothing, Shoes and Leather Goods”, in %, 2011 & 2013
4.7. Ukraine
Breakdown of B2C E-Commerce Sales by Product Categories, incl. “Fashion”, in % and in USD million, 2013
Breakdown of B2C E-Commerce Sales of “Fashion”, by Leading Players, in %, 2013
4.8. Belarus
Breakdown of Online Purchase Orders, by Product Categories, incl. “Clothing, Shoes and Accessories”, 2014e
Product Categories Purchased Online, incl. “Clothes, Shoes and Accessories”, by Purchased Ever and in the Pervious 6 Months, in % of Online Shoppers Who Purchased Ever/in the Previous 6 Months, Sept. 2014
4.9. Slovakia
Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers, 2013
Share of Online Shoppers Buying “Clothes, Sports Goods” Online, by Age Group and Gender, in % of Online Shoppers in the Respective Group, 2013
4.10. Lithuania
Product Categories Purchased Online, incl. “Clothes, Footwear, Sports Goods”, in % of Online Shoppers, 2013

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