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Europe B2C E-Commerce Market 2016

1. Manegement Sumary
2. Regional
Breakdown of Global B2C E-Commerce Sales, by Regions and Sub-Regions, incl. Western and Eastern Europe, in %, 2014 & 2019f
B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Western Europe, in %, 2015e
B2C E-Commerce Sales in Europe, by Sub-Region, in EUR billion, and in % Year-on-Year Change, 2014
Breakdown of B2C E-Commerce Sales in Europe, by Country, 2014
Breakdown of Europe’s Internet Audience, by Top 5 Countries and Others, in %, May 2015
Online Shopper Penetration Rate in the EU, by Age and Gender, in % of Internet Users, 2015
Reasons Not to Shop Online in the EU, in % of Individuals Who Ordered Goods/Services Online More than a Year Ago or Never, 2015
Product Categories Purchased Online in the EU, in % of Online Shoppers, 2015
Internet Penetration in the EU, by Country, in % of Individuals, 2011 - 2015
Online Shopper Penetration in the EU, by Country, in % of Internet Users, 2011 – 2015
Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers, 2015
Breakdown of E-Commerce Sales of Companies in the EU by Location, incl. Own Country, Other EU Countries, Countries Outside the EU, in %, by Country, incl. Western European Countries, 2014
3. Western Europe
3.1. UK
3.1.1. Overview
B2C E-Commerce Market Overview and International Comparisons, February 2016
3.1.2. Trends
Usage of Click-and-Collect Services, in % of Online Shoppers, 2012 & 2015
Usage of Omnichannel Offerings When Shopping Online, by Paying In-Store and Collecting In-Store, in % of Online Shoppers, July 2015
Devices Used for Shopping Online, by Shopping Online from Home and Away from Home, in % of Online Shoppers, July 2015
M-Commerce Sales, by Device and Total, in GBP billion, in % Year-on-Year Change and in % Share of Total, 2014 - 2019f
3.1.3. Sales & Shares
B2C E-Commerce Sales, in GBP billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2020f
B2C E-Commerce of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2020f
B2C E-Commerce Share of Total Retail Sales, in %, January 2013 - December 2015
3.1.4. Users & Shoppers
Penetration of Daily Internet Users, in % of Adult Population, 2011 – 2015
Online Shopper Penetration, in % of Adult Population, 2011 – 2015
Online Shopper Penetration, by Age Group and Gender, in % of Adults in the Respective Group, 2011-2015
3.1.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2014 & 2015
Product Categories Purchased Online, in % of Online Shoppers, by Age Group and Gender, 2015
B2C E-Commerce Sales, by Clothing and Footwear, Electrical and Electronic Goods and Groceries, in GBP billion, 2014 & 2015f, in % Share of Total B2C E-Commerce Sales and in % Share of Retail Sales in the Respective Category, 2015f
3.1.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, April 2015
3.1.7. Delivery
Delivery and Fulfillment Criteria for Choosing an Online Shop, in % of Online Shoppers, March 2015
Breakdown of Preferred Delivery Location for Online Shopping Orders, in % of Online Shoppers, March 2015
Breakdown of Delivery Time Expectations, by UK and Overseas Retailer, in % of Online Shoppers, March 2015
3.1.8. Players
B2C E-Commerce Players Overview, February 2016
Breakdown of B2C E-Commerce Sales, by Store-Based Retailers and Pure Online Retailers, in GBP billion, 2014 & 2015f
Top 10 Retailers by B2C E-Commerce Sales, in GBP billion, FY 2014/2015
Top 10 E-Commerce Websites, by Website Visits, in millions, 2015
3.2. Germany
3.2.1. Overview
B2C E-Commerce Market Overview and International Comparisons, February 2016
3.2.2. Trends
Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, August 2015
Share of Customers Searching for Information Online Prior to In-Store Purchases, in %, and Breakdown of Channels Used to Acquire Information about Products, in % of Online Shoppers, February 2015
Mobile Shopper Penetration, in % of Smartphone Users, by Age Group and Gender, 2013 - 2015
3.2.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2020f
B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2018f
3.2.4. Users & Shoppers
Number of Internet Users, by Gender, Age Group and Total, in millions, and Penetration, in % of Individuals in the Respective Group, Q1 2015
Number of Online Shoppers, by Gender, Age Group and Total, in millions, and Penetration, in % of Internet Users in the Respective Group, Q1 2015
3.2.5. Products
Product Categories Purchased Online, in % of Online Shoppers, Q1 2015
B2C E-Commerce Sales, by Product Categories, in EUR million, 2014
3.2.6. Payment
Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Gender, September 2015
Breakdown of Frequency of Usage of Payment Methods in Mobile Shopping, in % of Mobile Shoppers, September 2015
3.2.7. Delivery
Breakdown of Delivery Time Expectations, in % of Online Shoppers, 2014
Breakdown of Usage of Click and Collect and Same Day Delivery Service, in % of Internet Users, August 2015
3.2.8. Players
Top 15 Online Shops, by Sales, in EUR million, 2014
3.3. France
3.3.1. Overview
B2C E-Commerce Market Overview and International Comparisons, February 2016
3.3.2. Trends
M-Commerce Sales, in EUR billion, and in % Share of Total B2C E-Commerce Sales, 2015
Research and Purchase Methods, by Digitally and In-Store, in % of Online Shoppers, September 2015
3.3.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2018f
B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates & Forecasts, 2013 - 2018f
3.3.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011-2015
Online Shopper Penetration, in % of Internet Users, 2011-2015
3.3.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2015
3.3.6. Payment
Payment Methods Most Used in B2C E-Commerce, in % of Online Shoppers, Q1 2014 & H1 2015
Value of Online Bank Card Payment Transactions, in EUR billion, and in % Year-on-Year Change, Q1 2015 - Q3 2015
3.3.7. Delivery
Delivery Methods Used in Online Shopping, in % of Online Shoppers, June 2014 & June 2015
Overview of Selected E-Commerce Delivery Statistics, incl. Delivery Time, Successful Delivery Rate, and Rate of Deliveries Not Completed, by Average and Detailed, 12 Months to August 2015
3.3.8. Players
Top 15 E-Commerce Websites, by Average Monthly Unique Visitors, in thousands, Q3 2015
3.4. Spain
3.4.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
3.4.2. Trends
Value of E-Commerce Import Transactions, in EUR million, by Transactions with the EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of the World and Total, 2009 - 2014 & H1 2015
Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2015
3.4.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, and in % Year-on-Year Change, 2010-2014
B2C E-Commerce Share of Total Retail Sales, in %, 2015e & 2019f
3.4.4. Users & Shoppers
Number of Internet Users, in millions, 2013-2015
Breakdown of Online Shoppers, by Age and Gender, in % and in millions, 2015
3.4.5. Products
Products Purchased Online, in % of Online Shoppers, 12 Months to November 2015
3.4.6. Payment
Payment Methods Most Preferred in Online Shopping, in % of Online Shoppers, May 2015
Reasons for Online Shoppers Not to Return To a Shopping Website, incl. Payment, in % of Online Shoppers, May 2015
3.4.7. Delivery
Breakdown of Willingness to Pay for Fast Delivery, in % Online Shoppers, May 2015
Drivers for Online Shopping, in % of Online Shoppers, incl. Delivery-Related Services, May 2015
3.4.8. Players
Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015
3.5. Italy
3.5.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
3.5.2. Trends
M-Commerce Sales, in EUR billion, 2013-2015f
M-Commerce Share of Total E-Commerce Sales, in %, 2014 & 2017f
Cross-Border B2C E-Commerce Imports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015f
3.5.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, and in % Year-on-Year Change, 2011-2015e
B2C E-Commerce Share of Total Retail Sales, in %, 2015e
3.5.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011-2015
Online Shopper Penetration, in % of Internet Users, 2011-2015
Number of Online Shoppers, by Age Group and Gender, in thousands, 2015
3.5.5. Products
B2C E-Commerce Sales Breakdown, by Product Categories, in EUR billion and in %, 2015e
3.5.6. Payment
Payment Methods Preferred in Online Shopping, in % of Online Shoppers, July 2015
3.5.7. Delivery
Breakdown of Delivery Methods Preferred in Online Shopping, in % of Online Shoppers, 2014
3.5.8. Players
Top 10 E-Commerce Websites, by Number of Unique Monthly Visitors, in millions, February 2016
3.6. Netherlands
3.6.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
3.6.2. Trends
Breakdown of Devices Used in Online Shopping, in %, Q3 2014 & Q3 2015
Cross-Border Online Shopper Penetration, in % of Population, and Cross-Border Online Spending Penetration, in % of Total Online Spending and in EUR million, 2014
3.6.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2013 & 2014
Breakdown of B2C E-Commerce Sales, by Goods and Services, in % and in EUR billion, First 9 Months of 2015
B2C E-Commerce Share of Total Retail Sales, in %, 2014 & 2015e
3.6.4. Users & Shoppers
Online Shopper Penetration, in % of Internet Users, 2012-2014
Number of Online Shoppers, in millions, and % Year-on-Year Change, Q1 2015 - Q3 2015
3.6.5. Products
Product Categories Purchased Online, in % of Frequent Online Shoppers, 2014
3.6.6. Payment
Breakdown of Payment Methods Used in Online Shopping, in %, H1 2014 & H1 2015
3.6.7. Delivery
Usage of Same Day Delivery by Online Shoppers, by Already Used and Willing to Use, in % of Online Shoppers, September 2015
3.6.8. Players
Ranking of Top 10 Online Retailers, by Sales, in EUR million, 2014
3.7. Sweden
3.7.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
3.7.2. Trends
Cross-Border B2C E-Commerce Imports, in SEK billion and in % Quarter-on-Quarter Change, 2014
Mobile Shopper Penetration, in % of Internet Users, 2012-2015
3.7.3. Sales & Shares
B2C E-Commerce Sales, in SEK billion, 2010-2015f
B2C E-Commerce Share of Total Retail Sales, in %, 2014
3.7.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011-2015
Online Shopper Penetration, in % of Internet Users, 2011-2015
3.7.5. Products
Product Categories Purchased Online, in % of Online Shoppers, Q3 2015
3.7.6. Payment
Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2013 - 2015
3.7.7. Delivery
Breakdown of Maximum Amount of Days that Online Shoppers are Willing to Wait for Delivery, in % of Online Shoppers, Q1 2015
3.7.8. Players
Top 10 E-Commerce Websites, by Website Rank, January 2016
4. Eastern Europe
4.1. Russia
4.1.1. Overview
B2C E-Commerce Overview and International Comparisons, December 2015
4.1.2. 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
4.1.3. 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
4.1.4. 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
4.1.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2013 & 2014
B2C E-Commerce Sales by Product Categories, in RUB billion, 2013 & 2014
4.1.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, 2011 - 2014
4.1.7. Delivery
Breakdown of B2C E-Commerce Orders by Delivery Methods, in %, 2013 & 2014
4.1.8. 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
4.2. Poland
4.2.1. Overview
B2C E-Commerce Overview and International Comparison, January 2016
4.2.2. Trends
M-Commerce Sales, in PLN billion, 2013 & 2016f
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
4.2.3. 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
4.2.4. 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
4.2.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2014 & 2015
4.2.6. Payment
Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
4.2.7. Delivery
Breakdown of Delivery Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015
4.2.8. Players
E-Commerce Player Overview, December 2015
Top 5 Most Recognized E-Commerce Websites, in % Internet Users, April 2015
4.3. Turkey
4.3.1. Overview
B2C E-Commerce Market Overview and International Comparisons, January 2016
4.3.2. 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
4.3.3. Sales & Shares
B2C E-Commerce Sales, by Segment, in TRY billion, 2013 & 2014
B2C E-Commerce Share of Total Retail Sales, in %, 2014
4.3.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 - 2015
Online Shopper Penetration, in % of Internet Users, 2011 – 2015
4.3.5. Products
Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
4.3.6. Payment
Number and Value of Domestic E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q3 2015
4.3.7. Delivery
Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12 Months to March 2015
4.3.8. Players
B2C E-Commerce Players Overview, January 2016
Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014
4.4. Greece
4.4.1. Overview
Overview and International Comparisons, January 2016
4.4.2. 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
4.4.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2013 & 2014
4.4.4. 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
4.4.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 12 Months to March 2015
4.4.6. Payment
Breakdown of Payment Methods Used in Online Shopping, in %, July 2015
4.4.7. Delivery
Breakdown of Problems Encountered in Online Shopping, incl. Delivery-Related, in % of Online Shoppers, 12 Months to March 2015
4.4.8. Players
Top 10 E-Commerce Websites, by Website Rank, incl. Website Type and Website Visits, December 2015
4.5. Czech Republic
4.5.1. Overview
Overview and International Comparisons, January 2016
4.5.2. 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
4.5.3. 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
4.5.4. 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
4.5.5. Products
Product Categories Purchased Online, in % of Online Shoppers, by Gender and Age Group, Q2 2015
4.5.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015
4.5.7. Delivery
Breakdown of Preferences over the Speed of Delivery, in % of Online Shoppers, August 2015
4.5.8. Players
B2C E-Commerce Players Overview, January 2016
Breakdown of Online Shops’ Market Share by Product Category, in %, H1 2015

Europe B2C E-Commerce Market 2016



Europe of Different Speeds: B2C E-Commerce sales growth rates vary across the old continent

Europe is one of the largest B2C E-Commerce markets worldwide, a new report by yStats.com reveals. This region is home to two of the five highest ranking countries globally in terms of online retail sales. These two markets, the UK and Germany, accounted for nearly half of the region’s B2C E-Commerce sales and had some of the highest online shopper penetration rates in the region in 2015. France was Europe’s third leading country in B2C E-Commerce sales, likewise benefiting from a high double-digit online shopper penetration rate. Due to these markets being in advanced stages of development, their sales growth rates are predicted to be more moderate compared to the rapid growth of emerging B2C E-Commerce markets such as Turkey and Poland.

Some common characteristics emerge in the various online retail markets across Europe, including the increasing importance of mobile and cross-border shopping, yStats.com’s report reveals. For example, in Italy, M-Commerce’s share of total online retail sales is projected to more than double through 2017, and in Russia, China-based cross-border shopping websites are gaining popularity each year. Another market trait shared by many countries in Europe is the leadership of clothing as the product category purchased by the highest share of online shoppers in 2015.

The competition landscape in European B2C E-Commerce features both international and local companies. Amazon has remained one of the market leaders in terms of sales and website visits in the region’s major countries for the past several years. Due to the popularity of the clothing category, online fashion retailers, such as Germany-based Zalando and Bonprix, UK-based Asos and Russia-based Wildberries, have also kept high ranks in their markets of operation. Overall, the report by yStats.com shows that competition remains intense as some of the European B2C E-Commerce markets mature, while others continue to grow rapidly


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