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Europe M-Commerce Snapshot 2015

Europe M-Commerce Snapshot 2015

One third of online shoppers in Europe bought from mobile

Europe is the global leader in terms of mobile broadband penetration, though by mobile shopper penetration on online buyers it was behind such leaders as Asia-Pacific and the Middle East and Africa. One-third of online shoppers in Europe used their mobile phones to shop last year.

In the UK, the share of M-Commerce sales via smartphones was below that of tablets in 2014 and is forecasted to decrease further in the coming years. Both in Germany and France the share of M-Commerce was a small double-digit figure, and mobile shopper penetration on online shoppers in these two countries was also similar. Meanwhile, both in Russia and in Italy M-Commerce sales were estimated to double last year, while in Spain they more than tripled. In Poland and Turkey, smartphones were ahead of tablets in share of online shoppers using the device to make purchases over the Internet.

Europe-based international E-Commerce merchants take part in the mobile commerce boom. Cnova, a public E-Commerce company controlled by the French Casino Group, saw a double-digit share of gross merchandise value of its Cdiscount unit coming from mobile in the last quarter of 2014, an increase of over 50% compared to a year ago. Meanwhile, another prominent international player, Germany-based Otto Group, announced investment of a double-digit million Euro figure in tech startups, including those working in the mobile field.


1. Management Summary
2. Global
M-Commerce Overview and Trends, March 2015
Breakdown of Frequency of Mobile Purchase, by Smartphone and Tablet, in % of Online Shoppers, September 2014
App and Browser Usage for Mobile Shopping, in % of Mobile Shoppers, November 2014
Mobile Broadband Subscriptions per 100 Inhabitants, by Regions, 2014
Share of Online Shoppers Using Mobile Phones to Shop Online, by Regions, in %, March 2014
Share of Smartphone Users Who Make Purchases via Smartphone at Least Once a Week, in %, by Selected Countries, March 2014
Actions Conducted With Mobile Phones While Being In Store, incl. Purchase, in % of Consumers with Mobile Phone, 2014
Share of Consumers with Mobile Phone Comparing Prices via Mobile While Being In Store, in %, by Selected Countries, 2014
M-Commerce Overview and Trends, March 2015
3. Europe
3.1. Regional
Online Shopper Penetration in the EU5, by Smartphone and Tablet, in % of Internet Users, by Country, 2014e
Share of M-Commerce on Total B2C E-Commerce Sales in the EU7, 2014e & 2018f
3.2. UK
M-Commerce Sales, by Device, in GBP billion, 2012 - 2018f
Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2012-2018f
M-Commerce Sales, in GBP billion, Q1 2014 - Q3 2014
Breakdown of M-Commerce Sales, by Smartphones and Tablets, in %, Q4 2014
Share of M-Commerce on Total B2C E-Commerce Sales, in %, Q1 2013 - Q4 2014
Retail Websites/Applications Accessed via Smartphone, in % of Smartphone Owners, March 2014
Retail Websites and Applications Accessed via Smartphone, by Mobile Website and Mobile Application, in % of Smartphone Owners Accessing, March 2014
3.3. Germany
Mobile Shopper Penetration, by Age and Gender, in % of Online Shoppers, 2014
Share of M-Commerce on Total B2C E-Commerce Sales, in % and in EUR billion, 2013
Breakdown of the Last M-Commerce Purchase, by Product Categories, in % of Mobile Shoppers, August 2014
Devices Used in M-Commerce, in % of Mobile Shoppers, August 2014
3.4. France
Mobile Shopper Penetration, by Tablet and Smartphone, in % of Online Shoppers Who Own Tablet/Smartphone, 2013 & 2014
Share of M-Commerce on Total B2C E-Commerce Sales, in % and in EUR billion, 2014
Products Purchased in M-Commerce via Smartphones, in % of Mobile Shoppers, 2014 & 2015f
3.5. Russia
Number of Mobile Shoppers, in millions, 2012 & 2013
Number of Mobile Shoppers, by Smartphone and Tablet, in millions, 2013 & 2014
M-Commerce Sales, in USD billion, 2013 & 2014e
Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2013 & 2014e
Mobile Shopper Penetration, in % of Smartphone Owners, by Size of City of Location, 2014
3.6. Italy
M-Commerce Sales from Smartphones, in EUR billion, 2013 & 2014
Share of M-Commerce from Smartphones on Total B2C E-Commerce Sales, in %, 2014e
Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2014e
3.7. Spain
Mobile Shopper Penetration, in % of Internet Users, 2011 - 2013
M-Commerce Sales, in EUR billion, 2013 & 2014e
3.8. Netherlands
M-Commerce Sales, in EUR million, H2 2012, H1 2013, H2 2013
Breakdown of M-Commerce Sales, by Smartphones and Tablets, in % and in EUR million, H2 2013
Share of M-Commerce on Total B2C E-Commerce Sales, in %, H2 2013
3.9. Turkey
Devices Used to Connect to the Internet, in % Households with Internet Access, Q1 2014
Breakdown of Online Spending, by Device, incl. Mobile, in %, 12 Months to October 2014
3.10. Poland
Smartphone Penetration by Age Group, in % of Internet Users, May 2013 & May 2014
Mobile Shopper Penetration on Smartphone Owners, in %, May 2014
Devices Used for Shopping Online, in % of Online Shoppers, March 2014
3.11. Sweden
Devices Used for Shopping Online, in % of Online Shoppers, Q3 2014

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