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Europe M-Commerce 2017

Europe M-Commerce 2017

M-Commerce taking center stage in Europe, highlights new yStats.com publication

Nearly one-third of European Internet users completed purchases via mobile in 2016, confirms a survey from the yStats.com report. Regional countries with both advanced and emerging markets show a quickly growing increase to M-Commerce sales, leading to their share of total B2C E-Commerce sales rising. The UK, Europe’s leading market regarding online retail sales, had one-third of online retail coming from mobile in 2016, stemming from a hefty double-digit share of online shoppers purchasing with smartphones and tablets.

Another key finding highlighted from the yStats.com report is that regarding mobile sales growth, smartphones are outpacing tablets. Smartphone’s share of digital purchases increased more rapidly than tablets in countries like Belgium and the Netherlands. Tablets were even overtaken by smartphones in the UK for 2016. Nevertheless, in the UK, tablets retained a superior conversion rate than smartphones. Mobile shoppers from Germany and Russia preferred apps to browsers on both devices.

In terms of product preferences, European mobile shoppers from Russia and the UK chose clothing, whereas those in Belgium and Germany went for books in 2016, reveals the yStats.com report. Amazon dominated the field of mobile in countries like France and the UK, but in Russia mobile buyers preferred AliExpress. Despite these expansions, usability is a major concern, underlined by a quarter of shoppers in Europe that found website navigation for online purchases easier on a desktop.


1. Management Summary
2. Global Developments
Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Regions, 2011 – 2016e
Number of Smartphone Connections, in millions, by Region, 2010-2021f
M-Commerce Share of Total B2C E-Commerce Sales, in %, 2016 & 2021f
Mobile Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q2 2016
Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, 2016
Mobile Shopper Penetration, by Total and Via App, in % of Internet Users, by Region, March 2016
Reasons to Conduct Shopping-Related Activities On Mobile Devices, in % of Internet Users, by Region, March 2016
Types of Websites/Apps Purchased from via Mobile, in % of Mobile Shoppers, by Region, August 2016
Payment Methods Used in Mobile Shopping, in % of Mobile Shoppers, by Selected Regions, August 2016
Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, August 2016
Top 6 Countries by Share of Internet Users Who Made a Purchase via Mobile App, in %, March 2016
Mobile Shopper Penetration, in % of Online Shoppers, by Selected Countries and Territories, February 2017
Share of Online Shoppers Who Believe that Mobile Sites Are Not Easy to Use, in % of Online Shoppers, by Selected Countries and Territories, February 2017
Top 3 Technology Investments Planned by Retailers, by In-Store and Outside of Store, in % of Retailers, February 2017
3. Europe
3.1. Regional
Devices Used to Access the Internet, in % of Individuals in the EU, by Country, 2016
Mobile Shopper Penetration, by Selected Countries and Regional, in % of Mobile Device Owners, April 2016
Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
Number of Mobile Shoppers, in millions, Mobile Shopper Penetration, in % of Online Shoppers, Annual Mobile Spending per Shopper, in EUR, by Selected Countries, January 2017
Breakdown of Online Spending by Device, in %, by Selected Countries, January 2017
M-Commerce Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q4 2015 & Q4 2016
Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016
Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by August 2016
Share of Online Shoppers Who Consider the Adaptation of Website to Mobile as an Important Criteria When Buying Online, in %, October 2016
Consumer Motivation for Switching from Mobile to Desktop to Complete a Purchase, in % of Shoppers, 2015
3.2. UK
M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2014 - 2020f
M-Commerce Sales by Device, in GDP billion, and Share of M-Commerce Sales, in %, 2014 - 2020f
Breakdown of M-Commerce Sales by Smartphone and Tablet, in %, December 2015 & December 2016
Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017f
Conversion Rate by Device, in %, Q2 2015 & Q2 2016
Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
Shopping-Related Activities Conducted via Mobile, in % of Smartphone Owners, July 2016
Top 3 Mobile Shopping Apps Installed, in % of Smartphone Owners Who Installed Mobile Shopping Apps, July 2016
Top 10 Retail Websites Visited on Smartphones and Tablets, by Rank, December 2016
3.3. Germany
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f
Breakdown of Online Purchases by Mobile and PC, in %, 2015 & 2016
Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2016
Share of Mobile Shoppers Who Use Apps for Purchase, in %, by Tablet and Smartphone Shoppers, 2016
Product Categories Purchased via Mobile, in % of Mobile Shoppers, by Smartphone and Tablet, February 2016
3.4. France
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f
M-Commerce Share of B2C E-Commerce Sales, in %, Q1 2016 & Q1 2017
Activities Conducted via Mobile Devices Before Purchasing, in % of Online Shoppers, September 2016
Top 3 Barriers to M-Commerce, in % of Internet Users, February 2016
Top 5 E-Commerce Platforms by Monthly Unique Visitors on Mobile, in millions, Q2 2016
Top 15 E-Commerce Websites, by Total Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of Unique Visitors, in Q1 2017
3.5. Russia
M-Commerce Share of B2C E-Commerce Sales, in %, 2016
Mobile Devices Used to Access the Internet, in % of Internet Users by Gender, Area and Total, 2016
Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
Product Categories Purchased via Smartphone, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
Breakdown of Latest Mobile Purchase by Purchase Made through App and Browser, in % of Mobile Shoppers, in %, 2016
Top 10 E-Commerce Platforms Purchased From via Mobile Devices, in % of Mobile Shoppers, 2016
3.6. Spain
M-Commerce Share of B2C E-Commerce Sales, in %, 2015 & 2016e
Mobile Shopper Penetration, in % of Online Shoppers, 2015 & 2016
Product Categories Purchased via Mobile Devices, in % of Online Shoppers, 2016
3.7. Italy
M-Commerce Sales, in EUR billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 & 2016
Breakdown of M-Commerce Sales by Product Categories, in %, 2016
3.8. Netherlands
Breakdown of Online Purchases by Device, in %, Q1 2016 & Q1 2017
3.9. Belgium
Breakdown of Online Spending by Device, in %, Q1 2016 & Q1 2017
Devices Used for Online Shopping, in % of Online Shoppers, 2016
Top 20 Product Categories to Purchase via Mobile Devices, in % of Future Mobile Shoppers, April 2016
3.10. Austria
M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 – 2017
Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2016 & 2017
Share of Online Retailers With Additional Distribution Channels, in % of Online Retailers, 2016
3.11. Sweden
Mobile Shopper Penetration, in % of Internet Users, 2015 & 2016

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