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EUROPE CROSS-BORDER B2C E-COMMERCE 2017 PUBLICATION DATE: FEBRUARY 2017
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-7 TABLE OF CONTENTS I PAGE 8 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 9 METHODOLOGY I PAGE 10 RELATED REPORTS I PAGE 11 CLIENTS I PAGE 12-13 FREQUENTLY ASKED QUESTIONS
PAGE 14 ORDER FORM I PAGE 15 TERMS AND CONDITIONS
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PRODUCT DETAILS Title:
Type of Product:
Category:
Covered Regions:
Covered Countries:
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Europe Cross-Border B2C E-Commerce 2017
Report
Cross-Border
Europe
Czech Republic, France, Germany, Hungary, Italy, Netherlands,
Poland, Russia, Spain, Sweden, Switzerland, Turkey, UK
English
PDF & PowerPoint
108
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QUESTIONS
ANSWERED
IN THIS REPORT
How large is cross-border B2C E-Commerce in Europe compared to other global regions?
What is the cross-border online shopper penetration in 30+ European countries?
What are the preferred destinations for online shoppers in Europe when buying cross-border?
What product categories are demanded the most by cross-border online shoppers in Europe?
How do cross-border E-Commerce exports and imports develop in selected European markets?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions
EUROPE CROSS-BORDER B2C E-COMMERCE 2017
CROSS-BORDER B2C E-COMMERCE DRIVES INTRA-REGIONAL
RETAIL TRADE IN EUROPE
Europe is the second largest B2C E-Commerce market worldwide, behind Asia-Pacific,
and also one of the leaders of cross-border online retail trade. By 2020, cross-border B2C E-
Commerce sales in Europe are projected to rise by double-digit figures, with Eastern Europe
outpacing Western Europe in terms of growth rate, but lagging behind by market size,
according to a forecast cited in yStats.com’s market report. Several European countries,
such as Portugal, Ireland and Belgium rank among the top countries worldwide by share of
online shoppers buying cross-border.
An important trend revealed in the yStats.com report is the preference of many
online shoppers in Europe for buying from other European countries rather than from
outside of their region. This is especially the case for the EU member states, with the share
of online shoppers purchasing from other EU countries being more than 1.5 times higher
than the share of those buying from non-EU countries. Several legislative initiatives
announced by the European Commission in 2016 encourage this trend. The UK and
Germany are cited as the top destinations for European cross-border shoppers, though
China and the USA also rank among the favorites.
Not being an EU member state, Russia does not follow exactly the same trend,
though it also shows double-digit growth rates in cross-border E-Commerce imports,
according to market data cited by yStas.com. More than half of cross-border online
spending an even higher share of number of purchases by consumers in Russia are made
on Chinese E-Commerce websites. EU countries collectively rank second in both terms.
EUROPE CROSS-BORDER B2C E-COMMERCE 2017
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MANAGEMENT SUMMARY
GLOBAL DEVELOPMENTS
Cross-Border B2C E-Commerce Market Overview and Trends, February 2017
Cross-Border Share of B2C E-Commerce Sales, in %, 2015 & 2021f
Cross-Border B2C E-Commerce Sales, in USD billion, and Share of Total B2C E-Commerce Sales, in %, by Regions,
2014 & 2020f
Share of Online Purchases Imported from Other Regions, in %, by Regions, 2016
Cross-Border Online Shopper Penetration, in % of Online Shoppers, According to Three Consumer Surveys,
2015/2016
Top 10 Countries by Cross-Border Online Shopper Penetration, in % of Cross-Border Online Shoppers, October 2016
Top 3 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, August 2016
Top 10 Barriers to Cross-Border Online Shopping, in % of Online Shoppers, October 2016
Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, September 2015
Top 3 Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, August
2016
Breakdown of the Latest Cross-Border Online Purchase by Value in EUR, in % of Cross-Border Online Shoppers,
October 2016
Breakdown of the Latest Cross-Border Online Purchases by Parcel Weight in Kg, in % of Cross-Border Online
Shoppers, October 2016
Breakdown of the Latest Cross-Border Online Purchase by Shipping Cost in EUR, in % of Cross-Border Online
Shoppers, 2015 & 2016
Top 7 E-Commerce Websites Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online
Shoppers, October 2016
International Traffic Share of 11 Selected Leading E-Commerce Websites, incl. Total Website Visits on Desktop, in
millions, Share of International Traffic, in %, and Top 5 Countries by Share of Website Traffic, in %, January 2017
Share of World’s Top 1,000 Online Retailers Shipping Cross-Border, by Selected Countries, September 2016
EUROPE
3.1. REGIONAL
Overview of the European Commission’s Proposals Related to Boosting Cross-Border B2C E-Commerce in the EU,
December 2016
Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-
Border Shoppers Only, in %, by Selected Countries, October 2016
Cross-Border Online Shopper Penetration, in % of Online Shoppers, by France, Germany, Italy, Poland, Spain, Turkey,
Russia, and the UK, Q4 2015
Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, 2012 - 2016
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 - 2016
Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, by Country, 2016
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, 2016
Share of E-Commerce Companies Selling to Other EU Countries, in %, by EU Countries, EU 28, TFYR of Macedonia,
Norway, and Turkey, 2015
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EUROPE CROSS-BORDER B2C E-COMMERCE 2017 TABLE OF CONTENTS (1 OF 4)
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EUROPE (CONT.)
3.1. REGIONAL (CONT.)
Top 3 Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, by
Belgium, France, Germany, Italy, Netherlands, Nordics, Poland, Spain, and the UK, May 2016
Top 5 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, by
Belgium, France, Germany, Italy, Netherlands, Nordics, Poland, Spain, and the UK, May 2016
Reasons for Shopping Online from a Specific Country, in % of Cross-Border Online Shoppers, by Belgium, France,
Germany, Italy, Netherlands, Nordics, Poland, Spain, and the UK, May 2016
Average Annual Online Spending on Tangible Goods and Offline Services, by Domestic, Cross-Border Inside the EU,
and Cross-Border Outside the EU, in EUR, by EU Country, 2015
3.2. ADVANCED MARKETS
3.2.1. UK
Cross-Border B2C E-Commerce Overview and Trends, February 2017
Share of Online Shoppers in the UK Who Have Purchased Cross-Border and Who Would Consider Purchasing Cross-
Border, in %, August 2016
Top 3 Barriers to Cross-Border Online Shopping, in % of Online Shoppers in the UK, August 2016
Share of Online Shoppers in the UK Who Have Purchased and Who Would Purchase Cross-Border from Selected
Countries, incl. the USA, France, and Germany, in %, August 2016
Share of E-Commerce Orders Sent by UK Online Retailers Internationally, in %, July 2015 & July 2016
Shares of Top 150 Online Retailers in the UK Who Ship Internationally, Offer Prices in Other Currencies, and Offer
Non-English Language Options, in %, February 2016
Share of Top 150 Online Retailers in the UK Offering Shipping to China, in %, and Localization Options Offered by
Top Online Retailers Shipping to China, in %, February 2016
3.2.2. GERMANY
Cross-Border Online Shopper Penetration, by Online Shoppers Who Have Purchased Cross-Border and Online
Shoppers Who Plan to Purchase Cross-Border, in % of Online Shoppers in Germany, by Total Online Shoppers and
Online Shoppers 18-29, March 2016
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Germany, March 2016
Ways Used to Discover Foreign Online Shops, in % of Cross-Border Online Shoppers in Germany, March 2016
Top 5 Countries and Regions in Cross-Border Online Shopping, by Purchased From and Planned Purchase in the
Next 12 Months, in % of Cross-Border Online Shoppers in Germany, March 2016
Cross-Border Online Shopper Penetration, by Buying Cross-Border Regularly and Occasionally, in % of Online
Shoppers in Germany, December 2016
Top Regions in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, December 2016
Breakdown of Orders Receive by Cross-Border Online Merchants in Germany by Domestic, Europe and Non-
European Countries, in %, October 2015
Countries Sold to in Cross-Border Online Shopping, in % of Cross-Border Online Merchants in Germany, October
2015
Adaptations Made by Cross-Border Online Merchants in Their Online Stores to Account for Conditions in Other
Countries, in % of Cross-Border Online Merchants in Germany, October 2015
Breakdown of Perception of Suitability of Selected Payment Methods for Cross-Border E-Commerce, in % of Online
Merchants in Germany, October 2015
EUROPE CROSS-BORDER B2C E-COMMERCE 2017
TABLE OF CONTENTS (2 OF 4)
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EUROPE (CONT.)
3.2. ADVANCED MARKETS (CONT.)
3.2.3. FRANCE
Cross-Border Online Shopper Penetration, in % of Internet Users in France, June 2015 & June 2016
Top 2 Reasons for Shopping Cross-Border, in % of Cross-Border Online Shoppers in France, 2016
Top 2 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in France, 2016
Major Barriers to Cross-Border Online Shopping, in % of Online Shoppers in France Who Do Not Buy Cross-Border,
2016
3.2.4. NETHERLANDS
Cross-Border Online Shopper Penetration, in % of Individuals in the Netherlands, 2014 & 2015
Cross-Border Online Spending, in EUR million, 2014 & 2015
Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2014 & 2015
3.2.5. SWITZERLAND
Cross-Border B2C/C2C E-Commerce Imports, in CHF million, 2014 & 2015
Cross-Border B2C/C2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2014 & 2015
3.2.6. SPAIN
Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2014 – Q2 2016
Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2014 – Q2 2016
Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q2 2016
Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q2 2016
3.2.7. ITALY
Breakdown of B2C E-Commerce Sales by Domestic and Cross-Border Imports, in EUR billion, 2012 – 2016e
Cross-Border B2C E-Commerce Exports, in EUR billion, 2012 – 2016e
Breakdown of Cross-Border B2C E-Commerce Exports by Product Category, in %, 2016e
3.2.8. SWEDEN
Breakdown of Purchases from China, Germany, the UK and the USA by Product Categories, in % of Cross-Border
Online Shoppers in Sweden, Q2 2016
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
Breakdown of the Share of E-Commerce Exports in Total E-Commerce Sales, in % of E-Commerce Companies in
Sweden Selling to Other Countries, August 2016
Breakdown of Top 5 Countries That E-Commerce Companies in Sweden Sell to, in % of E-Commerce Companies
Selling to Other Countries, August 2016
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EUROPE CROSS-BORDER B2C E-COMMERCE 2017 TABLE OF CONTENTS (3 OF 4)
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EUROPE (CONT.)
3.3. EMERGING MARKETS
3.3.1. RUSSIA
B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic and Cross-Border Imports, in %, 2011 – 2016e
Cross-Border B2C E-Commerce Imports, in RUB billion, 2013 – 2016e
Number of Shipments of Goods from Foreign Online Stores, in millions, 2013 – 2016e
Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2016e
Share of Moscow and St. Petersburg in Cross-Border B2C E-Commerce Imports, in %, H1 2016
Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2016e
Product Categories Purchased Online, by Purchased from Russian Online Stores, Chinese Online Stores, and English
Language Online Stores, in % of Online Shoppers in Russia, September 2016
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 - 2016
Breakdown of Cross-Border B2C E-Commerce Exports by Product Category, in USD million and in %, 2016e
Breakdown of Cross-Border B2C E-Commerce Exports by Regions, by Sales and Number of Buyers, in %, 2016e
Main Barriers to Cross-Border B2C E-Commerce Exports, in % of Merchants in Russia Selling Goods or Services
Online to Other Countries, in %, September 2016
3.3.2. POLAND
Cross-Border Online Shopper Penetration, by Age Group, in % of Internet Users in Poland, April 2016
Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland,
April 2016
Top 3 Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers in Poland, 6 Months to April
2016
3.3.3. TURKEY
Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million,
Q1 2014 – Q4 2016
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 Only, 2016
3.3.5. HUNGARY
Cross-Border Online Shopper Penetration, in % of Online Shoppers in Hungary, 2015
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EUROPE CROSS-BORDER B2C E-COMMERCE 2017
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EUROPE CROSS-BORDER B2C E-COMMERCE 2017
REPORT-SPECIFIC SAMPLE CHARTS
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GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research
The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases,
journals, company registries, news portals and many other reliable
sources. By using various sources we ensure maximum objectivity for all
obtained data. As a result, companies gain a precise and unbiased
impression of the market situation.
Cross referencing of data is conducted in order to ensure
validity and reliability.
The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
The reports include mainly data from the last 12 months prior
to the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may
vary among sources, exact definition used by the source (if available) is
included at the bottom of the chart.
Chart Types
Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which
provides necessary information about the country, the topic, units or
measures of currency, and the applicable time period(s) to which the data
refers. With respect to rankings, it is possible that the summation of all
categories amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information
contained in each section of report) and report content (divided into
sections and chapters). When available, we also include forecasts in our
report content. These forecasts are not our own; they are published by
reliable sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance by using
evaluative criteria such as sales figures.
Notes and Currency Values
If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the
average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR EUROPE CROSS-BORDER B2C E-COMMERCE 2017
Report Coverage
This report covers cross-border B2C E-Commerce in Europe. It
includes information about cross-border E-Commerce exports and
imports, with a focus on cross-border imports and cross-border online
shopper behavior.
All major European markets are covered in this report, with
data availability varying across the countries.
Report Structure
Information about global developments and trends is
presented first. This includes forecasts regarding cross-border B2C E-
Commerce sales and their share of total B2C E-Commerce sales
worldwide and by region, cross-border online shopper penetration
worldwide and in top 10 countries, drivers and barriers of cross-border
online shopping according to consumers, ranking of product categories
purchased by cross-border online shoppers, information about payment
and delivery in cross-border E-Commerce.
The rest of the report devoted to Europe. Regional information is
presented first, covering regional development and country comparisons.
The countries are grouped by advanced and emerging E-
Commerce markets and are presented in the descending order of B2C E-
Commerce sales.
Depending on data availability, the following types of market
information are included: cross-border online shopper penetration, cross-
border B2C E-Commerce sales (imports and/or exports), countries most
purchased from by online shoppers in the country, countries most sold to
by online merchants in the country, most purchased product categories,
reasons for buying from out-of-country online sellers and barriers to cross-
border E-Commerce.
Not all the mentioned types of information are available for each
of the countries covered. For the largest B2C E-Commerce market in the
region, the UK, also a text chart with a qualitative overview of cross-border
B2C E-Commerce is presented.
EUROPE CROSS-BORDER B2C E-COMMERCE 2017
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METHODOLOGY
Global Cross-Border B2C E-Commerce 2017
Europe Online Payment Methods: Second Half 2016
Global Online Payment Methods: Second Half 2016
February 2017
February 2017
January 2017
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Europe B2C E-Commerce Market 2016
Western Europe B2C E-Commerce Market 2016
Eastern Europe B2C E-Commerce Market 2015
Turkey B2C E-Commerce Market 2016
Russia B2C E-Commerce Market 2015
Germany B2C E-Commerce Sales Forecasts: 2016 to 2020
UK B2C E-Commerce Sales Forecasts: 2016 to 2020
USA B2C E-Commerce Sales Forecasts: 2016 to 2020
China B2C E-Commerce Sales Forecasts: 2016 to 2020
Top 5 Country B2C E-Commerce Sales Forecasts: 2016 to 2020
Global E-Commerce Marketplaces 2016
Trends in Worldwide Internet Retail 2016
Global B2C E-Commerce Market 2016
Top Players in Global E-Commerce Market 2016
February 2016
February 2016
January 2016
April 2016
December 2016
December 2016
November 2016
November 2016
November 2016
November 2016
July 2016
June 2016
June 2016
December 2015
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€ 1,950
€ 1,950
€ 950
€ 450
€ 450
€ 450
€ 450
€ 450
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€ 1,450
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€ 950
Middle East B2C E-Commerce Market 2016
Africa B2C E-Commerce Market 2016
May 2016
May 2016
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Latin America B2C E-Commerce Market 2016
North America B2C E-Commerce Market 2015
Central Asia & Caucasus B2C E-Commerce 2015
Asia-Pacific B2C E-Commerce Market 2015
Europe B2C E-Commerce Delivery 2015
Global B2C E-Commerce Delivery 2015
March 2016
November 2015
November 2015
October 2015
October 2015
October 2015
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€ 950
€ 1,450
€ 3,450
€ 1,950
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UPCOMING RELATED REPORTS
REPORT PUBLICATION
DATE
PRICE*
Asia-Pacific Cross-Border B2C E-Commerce 2017
Europe Online Payment Methods: Full Year 2016
Global Online Payment Methods: Full Year 2016
February 2017
March 2017
March 2017
€ 950
€ 2,950
€ 2,950
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