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Europe Cross-Border B2C E-Commerce 2018

Europe Cross-Border B2C E-Commerce 2018

Cross-border online shopping expanding in Europe: yStats.com report

Hamburg-based secondary market research firm yStats.com’s new publication, “Europe Cross-Border B2C E-Commerce 2018,” provides detailed information on the continued growth of cross-border online shopping in 20 countries of Europe.

Online shoppers in Europe increasingly purchase outside home nation
The lure of products not available through domestic sources or a price advantage elsewhere has led to a double-digit increase of cross-border online shopping over the past five years. The yStats.com report indicates that while security of payments information and question of duties involved remain as concerns, nearly half of Europe’s online shoppers have made a cross-border purchase.

China and USA among top destinations of Europe’s online shoppers
The leading destination for cross-border purchases varies by country, but overall, the online merchants based in China, the USA, UK and Germany received the most traffic, with Alibaba, Amazon, eBay and Wish as popular portals. The top items purchased cross-border in Europe were apparel and electronics, with books or other media tied with cosmetics/fragrances for third place, according to sources cited in the yStats.com report.

European online sellers also join in cross-border E-Commerce
Europe-based online merchants of all sizes also have recognized the potential of cross-border sales and attempt to limit the dominance of the global giants of E-Commerce. A survey of online sellers in the EU summarized in the yStats.com report shows that cross-border sales penetration is essentially the same for large and small enterprises.


1. Management Summary
2. Global Developments
Cross-Border Retail E-Commerce Sales, in USD billion, 2017e & 2022f
Cross-Border Share of Retail E-Commerce Sales, in %, 2016 & 2022f
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers, October 2017
Top Two Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, 2016 & 2017
Main Concerns Related to Cross-Border E-Commerce, in % of Businesses, 2017e
Cross-Border Online Shopper Penetration, by Selected Countries and Regions, in % of Online Shoppers, Q3 2017
3. Europe
3.1. Regional
Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, 2012 – 2017
Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of Online Shoppers, 2012 - 2017
Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, by Country, 2017
Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of Online Shoppers, by Country, 2017
Cross-Border Online Shopper Penetration in Selected European Countries, in % of Online Shoppers, July 2017
Cross-Border Online Shopper Penetration in Selected European Countries, in % of Online Shoppers, May 2018
Share of Cross-Border Online Shoppers in Europe Who Purchased From Websites Outside Europe, in %, 2017, and Top 2 Destinations For Cross-Border Online Shopping Outside Europe, in % of Cross-Border Online Shoppers in Europe, 2016 & 2017
Top 5 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Selected European Countries, 2017e
Reasons for Shopping Online from a Specific Country, in % of Cross-Border Online Shoppers in Selected European Countries, 2017e
Top 3 Product Categories Purchased in Cross-Border Online Shopping in Selected European Countries, by Rank, 2017e
Top 5 Product Categories Purchased in the Last Cross-Border Purchase, in % of Cross-Border Online Shoppers in Europe, July 2017
Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Europe, July 2017
Top 5 Considerations When Purchasing Cross-Border, in % of Cross-Border Online Shoppers, Q3 2017
Percentage of Enterprises in the EU with Web Sales to Other EU Countries, by Enterprise Size, by All Enterprises and Enterprises with Web Sales, by Country, in %, 2017
Percentage of Enterprises in the EU with Web Sales to the Rest of the World (Non-EU), by Enterprise Size, by All Enterprises and Enterprises with Web Sales, by Country, in %, 2017
Difference Between Cross-Border and Domestic Average Order Value in E-Commerce, in %, by UK Retailers, French Retailers and German Retailers, Compared to the Global Average, 2017
Cross-Border B2C E-Commerce Sales in Selected European Countries, in USD billion, Share of Total B2C E-Commerce Sales, in %, and Year-on-Year Change, in %, 2016 & 2017e
3.2. Advanced Markets
3.2.1. UK
Cross-Border B2C E-Commerce Overview and Trends, July 2018
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in the UK, 2012 - 2017
Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in UK, July 2017
Drivers for Making Cross-Border Online Purchases More Often, in % of Cross-Border Online shoppers in the UK, 2017e
Top Countries for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in UK, 2017e
Share of E-Commerce Orders Sent by UK Online Retailers Internationally, in %, July 2016 & July 2017
Average Order Value at UK Online Retailers, by Destination Type, in GBP, December 2016 & May 2017
3.2.2. Germany
Cross-Border Online Shopper Penetration, in % of Online Shoppers in Germany, May 2017
Share of Online Shoppers Buying from Sellers from Other EU Countries and From Non-EU Countries, Compared to Domestic Sellers, by Age Group and Gender, in %, Q1 2017
Cross-Border Online Shoppers, in millions and Penetration, in % of Online Shoppers in Germany, 2016 – 2020f
Top 2 Reasons for Shopping Cross-Border, in % of Cross-Border Online Shoppers in Germany, May 2017
Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, May 2017
3.2.3. France
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
Top Product Categories Purchased Cross-Border in 2017 and Planned to be Purchased by Cross-Border Online Shoppers in 2018, in % of Cross-Border Online Shoppers in France, 2017
Share of Cross-Border Online Shoppers Who Bought From the EU and Non-EU Merchants, in %, 2017
Top Destinations for Cross-Border Online Shopping Outside the EU, in % of Cross-Border Online Shoppers Who Purchased From Outside the EU, 2017
Breakdown of Cross-Border Online Shopping Platforms Used, in % of Cross-Border Online Shoppers Who Purchased Outside the EU, 2017
Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in France, 2017
3.2.4. Italy
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in Italy, 2012 - 2017
Cross-Border B2C E-Commerce Exports, in EUR billion, 2012 – 2017e
3.2.5. Netherlands
Cross-Border Online Shopper Penetration, in % of Individuals, 2016 & 2017
Cross-Border Online Spending, in EUR million, 2014 - 2017
Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2016 & 2017
Breakdown of Cross-Border Online Spending by Products and Services, in %, 2017
Year-on-Year Growth in Cross-Border Online Spending, by Selected Categories, in %, 2017
3.2.6. Spain
Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2015 – Q4 2017
Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2015 – Q4 2017
Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q3 2017
Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q3 2017
3.2.7. Belgium
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
Top 10 E-Commerce Websites by Total Number of Visits, in millions, incl. Foreign Websites, 2017
3.2.8. Sweden
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
Breakdown of Online Shoppers by Buying Online from Sweden and Abroad, by Product Category, in %, Q1 2018
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
Top 3 Countries in Cross-Border Online Shopping, by Product Category, in % of Cross-Border Online Shoppers in Sweden, Q1 2018
Ways the Foreign E-Commerce Websites Used for the Latest Cross-Border Purchase Were Found, in % of Cross-Border Online Shoppers in Sweden, Q2 2016 & Q1 2018
Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, Q1 2018
Breakdown of Top Countries Sold to, in % of E-Commerce Companies in Sweden Selling to Other Countries, 2017
3.2.9. Switzerland
Cross-Border B2C E-Commerce Imports, in CHF billion, 2014 – 2017
Cross-Border B2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2016 & 2017
Top 10 Online Shops by Revenues, in CHF million, incl. Foreign Shops, 2016 & 2017
3.2.10. Denmark
Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2017
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
Top Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, H1 2017
3.2.11. Norway
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Norway, 2016 & 2017
3.2.12. Finland
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
3.2.13. Austria
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
3.3. Emerging Markets
3.3.1. Russia
B2C E-Commerce Market Overview and International Comparisons, July 2018
B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017
Cross-Border B2C E-Commerce Imports, in RUB billion, 2013 – 2018f
Number of Shipments of Goods from Foreign Online Stores, in millions, 2013 – 2017
Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
Share of Online Shoppers in Russia Who Purchased from Russian Online Stores from Own City and Another City, from Chinese Online Stores and from English Language Online Stores, in %, 2013 - 2017
Product Categories Purchased Online, by Purchased from Russian, Chinese and International Online Stores, in % of Online Shoppers, 2016 & 2017
Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017
Breakdown of Cross-Border Online Purchases by Value in EUR, in %, 2016 & 2017
Top Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, H1 2017
Main Barriers to Cross-Border Online Shopping, in % of Online Shoppers Who Did Not Shop Cross-Border, 2016 & 2017
E-Commerce Exports, in USD million, 2016 & 2017e
Breakdown of Cross-Border E-Commerce Exports by Product Category, in %, 2017e
Breakdown of E-Commerce Exports by Country, by CIS and Other Countries, in % of Cross-Border Shipments, 2017e
3.3.2. Poland
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 - 2017
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From Non-EU Countries, in % of Online Shoppers, 2012 – 2017
Cross-Border Online Shopper Penetration, by Age Group, in % of Online Shoppers in Poland, April 2016, 2017 and 2018
Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2018
Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018
3.3.3. Turkey
Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2012 - 2017
Breakdown of Online Shopping Preference, by Domestic and Foreign Online Stores, in % of Online Shoppers, 2017e
Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
3.3.4. Czech Republic
Cross-Border Online Shopper Penetration, by Age Group and Gender, in % of Online Shoppers in the Czech Republic, by Purchasing from Other EU Countries and Non-EU Countries, Compared to Domestic Online Shoppers, 2016 & 2017
3.3.5. Portugal
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
Top Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Portugal, 2016
Top 3 Websites in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Portugal, 2016
3.3.6. Hungary
Number of Cross-Border Online Shoppers, in millions, 2015 – 2017
Breakdown of Online Spending by Domestic and Cross-Border Imports, in %, 2017

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