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Europe Cross-Border B2C E-Commerce 2015

Europe Cross-Border B2C E-Commerce 2015
Cross-Border Online Shopping Flourishes Across Europe

The cross-border online shopping trend is growing around the world and Europe is no exception. The region’s share of global cross-border online retail sales is predicted to amount to one quarter within the next ten years. The share of online shoppers making purchases directly from foreign online retailers differs from country to country within Europe. Among the largest markets, Italy, Spain, Russia and the UK led in penetration of online shoppers making cross-border purchases at least once a year, as of early 2015. Of all the countries in the EU, small markets such as Cyprus, Malta and Luxembourg boasted the highest cross-border online shopper penetration last year. Generally, the share of online shoppers in the EU buying online from other EU member states was higher than the share of those buying from the rest of the world.

The largest B2C E-Commerce markets in Western Europe, the UK and Germany, are attractive destinations for cross-border online shoppers around the world. More than a quarter of all orders dispatched from online merchants in the UK were shipped internationally last summer, and in Germany over half of online merchants were selling to more than one country internationally. Italy and Spain saw their cross-border E-Commerce exports increase as well, though they were still outweighed by imports.

In Eastern Europe, cross-border online retail sales to Russia more than doubled in 2014. Chinese E-Commerce marketplace AliExpress significantly gained in popularity among Russian online shoppers and another China-based player, JD.com launched a Russian-language version of its website to gain a share of tens of millions of online orders shipped from China to Russia every year. In Poland, as well, AliExpress ranked in the top 3 overseas E-Commerce websites used by online shoppers, behind eBay and Amazon. Overall, the cross-border E-Commerce trend is expected to persist in all European sub-regions in the near future.


1. Management Summary
2. Global
Cross-Border B2C E-Commerce Overview, August 2014
Cross-Border B2C E-Commerce Sales, in USD billion, % Year-on-Year Change, 2014 – 2020f
Cross-Border B2C E-Commerce Share of Total B2C E-Commerce Sales, in % of Total, 2014 – 2020f
Number of Cross-Border Online Shoppers, in millions, % Year-on-Year Change, 2014 – 2020f
Cross-Border Online Shopper Penetration, in % of Total Online Shoppers, 2014 – 2020f
Breakdown of Cross-Border E-Commerce Sales, by Regions, in %, 2025f
Share of Clothing and Footwear on Cross-Border Online Purchases, by Region, in %, 2014
Reasons to Purchase Online Cross-Border, in % of Online Shoppers Who Purchased a Product or Service Abroad, by Selected Countries, April 2015
Perceived Barriers to Cross-Border Shopping, in % of Online Shoppers Who Never Purchased a Product or Service Abroad, by Selected Countries, April 2015
Overview of Cross-Border Activities of Top B2C E-Commerce Merchants, incl. Headquarter Location, Local Operations and Shipment to Countries/Regions without Local Operations, August 2015
3. Europe
3.1. Europe Regional
Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, April 2015
Cross-Border B2C E-Commerce Overview in the EU, August 2014
Cross-Border Online Shopper Penetration in the EU, in % of Total Online Shoppers, 2011 – 2014
Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of Total Online Shoppers, 2010 - 2014
Cross-Border Online Shopper Penetration on Total Online Shoppers in the EU, in %, by Country, 2014
Cross-Border Online Shopper Penetration on Total Online Shoppers in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in %, by Country, 2014
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, 2014
3.2. Western Europe
3.2.1. Western Europe Regional
Cross-Border Share of B2C E-Commerce Sales, in % and in EUR billion, 2014
3.2.2. UK
Cross-Border B2C E-Commerce Overview, August 2015
Cross-Border Online Shopper Penetration on Total Online Shoppers, in %, July 2014
Locations of Online Sellers Purchased from, incl. National, from Other EU Countries and from the Rest of the World, in % of Online Shoppers, 2012 - 2014e
Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
Reasons for Buying Online from a Non-UK Retailer, in % of Cross-Border Online Shoppers, July 2014
Potential Barriers for Buying Online from a Non-UK Retailer, in % of Online Shoppers, July 2014
B2C E-Commerce Exports, in GBP billion, 2013e & 2020f
Number of Cross-Border Online Shopping Orders Placed in the UK from Abroad, in millions, 2014e & 2017f
Proportion of Online Orders Dispatched from the UK to International Destinations, in % of Total Online Retail Order Volume, Dec. 2013 – Dec. 2014
3.2.3. Germany
Cross-Border B2C E-Commerce Overview, August 2015
Cross-Border Online Shopper Penetration, by Location of Seller, incl. Other EU Countries, Non-EU Countries, in % of Online Shoppers, 2012 – 2014
Cross-Border Online Shopper Penetration, by Location of Seller, incl. Other EU Countries, Non-EU Countries, in % of Online Shoppers, by Age Group and Gender, 2014
Cross-Border Online Shopper Penetration, in %, May 2015
Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
Reasons to Shop Online Cross-Border, in % of Cross-Border Online Shoppers, by Gender, May 2015
Barriers to Cross-Border Online Shopping, in % of Online Shoppers, August 2014
Cross-Border Online Merchant Penetration, by Merchants Selling to Austria and Merchants Selling to Austria and Other EU Countries, in %, 2014e
3.2.4. France
Cross-Border Online Shopper Penetration, in % of Internet Users, 2014
Share of Online Retailers Who Received Orders from Abroad, in %, 2014
Share of Cross-Border E-Commerce Sales on Total Company E-Commerce Sales, in % of Companies Who Received Orders From Customers Abroad, 2014
3.2.5. Spain
Value of E-Commerce Import Transactions, in EUR million, by Transactions with EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of the World and Total, 2009 – 2014
Value of E-Commerce Export Transactions, in EUR million, by Transactions with EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of the World and Total, 2009 – 2014
Breakdown of Total E-Commerce Sales and Number of E-Commerce Transactions, by Geographical Region, incl. Domestic, Cross-Border Exports and Cross-Border Imports, in %, Q4 2014
Breakdown of Cross-Border E-Commerce Imports and Exports, by Location, incl. EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of the World, in %, Q4 2014
3.2.6. Italy
Cross-Border B2C E-Commerce Imports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015f
Cross-Border B2C E-Commerce Exports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015f
3.2.7. Netherlands
Cross-Border Online Shopper Penetration, in % of Population, and Cross-Border Online Spending Penetration, in % of Total Online Spending and in EUR million, 2014
Breakdown of Cross-Border Online Spending, by Countries, in %, 2014
Top Product Categories Purchased in Cross-Border E-Commerce, in EUR million, 2014
3.2.8. Switzerland
Cross-Border B2C/C2C E-Commerce Imports, in CHF million, 2013 & 2014
B2C/C2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2013 & 2014
3.3. Eastern Europe
3.3.1. Russia
Cross-Border B2C E-Commerce Overview, August 2015
Cross-Border B2C/C2C Imports, in RUB billion, 2013 & 2014
Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 & 2014
Number of Cross-Border Online Shoppers, in millions, 2013 & 2014
Cross-Border Imports Share of Total B2C/C2C E-Commerce Sales in Russia, in %, 2013 & 2014
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2013 & 2014e
Product Categories Purchased in Foreign Online Shops, by Chinese Online Shops and English-Language Online Shops, September 2014
Foreign Online Shops Purchased From, in % of Cross-Border Online Shoppers, 2013 & 2014e
Number of Average Monthly Visitors to Foreign E-Commerce Marketplaces, in millions, by AliExpress, eBay and Amazon, H1 2013 - H2 2014
Breakdown of Cross-Border B2C/C2C E-Commerce Imports, in %, 2014
3.3.2. Turkey
Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2012 - Q1 2015
Product Categories Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, 12 Months to November 2014
Breakdown of Online Shopping Destinations, in % of Online Shoppers, by Local Only, Foreign Only and Both, November 2014
3.3.3. Poland
Cross-Border Online Shopper Penetration, in % of Internet Users, April 2015
Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2015
Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, April 2015
3.3.4. Czech Republic
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 2014
3.3.5. Estonia
Value and Number of Cross-Border B2C E-Commerce Card Transactions, by Debit and Credit Cards and Total, in EUR million and in thousands, Q1 2013 – Q1 2015
3.4. Scandinavia
3.4.1. Scandinavia Regional
Countries Purchased from in Cross-Border B2C E-Commerce, by Sweden, Norway, Denmark, Finland and Regional, in % of Online Shoppers Who Have Purchased from Foreign Sites, 2014
Product Categories Purchased from Foreign Websites, by Sweden, Norway, Denmark, Finland and Regional, in % of Online Shoppers Who Have Purchased from Foreign Sites, 2014
3.4.2. Sweden
Cross-Border B2C E-Commerce Imports, in SEK billion and in % Quarter-on-Quarter Change, 2014
3.4.3. Finland
Breakdown of B2C E-Commerce Sales by Cross-Border and Domestic, in %, by Product Segment, 2014

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