© 2018 FORRESTER. REPRODUCTION PROHIBITED.€¦ · Retail online share 17.5% Retail online sales 12.1% 12.0% 17.3% 13.8% Source: Forrester Research ForecastView Online Retail Forecasts

© 2018 FORRESTER. REPRODUCTION PROHIBITED.

© 2018 FORRESTER. REPRODUCTION PROHIBITED.

Presentation for Customer Engagement Summit London

Online Sales to Drive Half of Retail Growth in Western Europe

Michael O’Grady, Principal Forecast Analyst

12th November 2018

We work with business and

technology leaders to develop

customer-obsessed strategies

that drive growth.

3© 2018 FORRESTER. REPRODUCTION PROHIBITED.


Agenda

› Global eCommerce

› European eCommerce

› Digital and marketplace influence


What is Global Consumer Technographics?INSIGHTS INTO DIGITAL CONSUMERS TO HELP CLIENTS UNDERSTAND THEIR CUSTOMERS

Consumers and brands across 19 markets:

Argentina

Australia

Brazil

Canada

China

(and Hong Kong)

France

Germany

India

Italy

Japan

Mexico

The Netherlands

Poland

Russia

South Korea

Spain

Sweden

United Kingdom

United States


Forecasts are published in different regions of the world according to the following designations across

the four ForecastView packages:

1. E-Commerce

2. Digital Marketing

3. Business Technology

4. Mobile

Global Market Sizing and Projections


2018 Global eCommerce Forecast ScheduleForecasts Geography QuarterOnline Grocery Forecast Global Q1

Online Marketplace Tracker Global Q2

Online Luxury Goods Forecast Global* Q3

Mobile & Tablet Commerce Forecast US Q1

Online Retail Forecast Canada Q2

Online Retail Forecast US Q2

Business to Business eCommerce US Q2

Digitally Influenced Retail Sales Forecast US Q3

Online Luxury Goods Forecast US Q3

Online Holiday Retail Forecast US Q3

Online Retail Forecast, Update US Q4

Online Retail Forecast E. Europe Q1

Digitally Influenced Retail Sales Forecast EU- 7 Q1

Stores Forecast UK Q1

Online Retail Forecast W. Europe Q2

Online Luxury Goods Forecast EU- 7 Q3

Online Holiday Retail Forecast W. Europe Q3

Mobile & Tablet Commerce Forecast EU- 7 Q3

Online Retail Forecast, Update W. Europe Q4

Online Retail Forecast LATAM Q1

Online Retail Forecast APAC Q4

Brief: Retailers' Options For DM Spending Are Growing US Q1

Brief: eCommerce Impact On Offline Retail (Stores Forecast) UK Q1Brief: Online Grocery Retailing US, EU, Global Q1

Brief: Online Fashion Retailing US, EU, Global Q2

Brief: Click and Collect/BOPIS US & EU- 7 Q4


trillion

$1128 billion

$34 billion

$494 billion

$2.0the amount spent on RETAIL online in 2017 (in USD)

North

America

Latin

America

Western

Europe

Asia

Pacific

$291 billion

Eastern

Europe

$31 billion

13.7% 9.7%5.8%

17.6%

3.1%

Retail online share

Retail online sales

17.5%

12.1% 12.0%17.3%

13.8%

Retail online growth (CAGR 17-22)Source: Forrester Research ForecastView Online Retail Forecasts.

*Global figure comprises 33 countries: Argentina, Australia, Austria, Belgium, Brazil, Canada, China, Denmark, Finland, France, Germany, Greece,

India, Ireland, Italy, Japan, Luxembourg, Mexico, Netherlands, Norway, Portugal, South Korea, Spain, Sweden, Switzerland, United Kingdom, United

States, Canada. Eastern Europe includes Russia, Poland, Czech Republic, Romania and Hungary


Source: Forrester Research Online Retail Forecasts, 2017 To 2022

Significant online buyer growth potential in Eastern Europe, Latin America and Asia Pacific

Eastern

Europe


Source: Forrester Research World Online Population Forecast, 2017 To 2022 (Global)

60% of the world population will be online by 2022, Asia drives online population growth

Increase in online

population 2017-2022


Twenty Percent Of All B2C eCommerce Will Be Cross-Border By 2022

https://www.forrester.com/report/CrossBorder+Services+Will+Help+CrossBorder+eCommerce+Reach+627+Billion+By+2022/-/E-RES137902


https://www.forrester.com/report/CrossBorder+Services+Will+Help+CrossBorder++Reach+627+Billion+By+2022/-/E-RES137902#dialog-1499639202150-dialog


Agenda





https://www.forrester.com/report/Forrester+Data+Report+Online+Retail+Forecast+2016+To+2021+Western+Europe/-/E-RES136982

Online share of retail sales is significantly higher in

the UK


https://www.forrester.com/report/Forrester+Data+Online+Retail+Forecast+2017+To+2022+Western+Europe+Q4+2017+Update/-/E-RES142133

Grocery, Jewelry, DIY, and Beauty Will See The

Fastest Growth


By 2020, almost half of retail sales growth in Western Europe will come from online

https://www.forrester.com/report/Forrester+Analytics+Online+Retail+Forecast+2018+To+2023+Western+Europe/-/E-RES144001

Retail

sales

growth



Agenda





Mobile devices will impact 30% of a €2 trillion retail market by 2022


Marketplace Tracker

• A new report that captures eCommerce Gross Merchandising Volume across 11

global marketplaces in 16 countries in Europe, APAC, North America and Latin

America.

Source: ForresterAnalytics Online Marketplaces Tracker, 2015 to 2018 (Global)


Source: Forrester’s Business Technographics®

of global B2C eCommerce occurred via marketplaces in 2017 and this will increase to 67% by 2022.

56%

Source: ForresterAnalytics Online Marketplaces Tracker, 2015 to 2018 (Global)


https://www.forrester.com/report/Forrester+Analytics+Online+Marketplaces+Tracker+2015+To+2018+Global/-/E-RES143794

Forty eight percent of B2C eCommerce sales came from Amazon, Tmall and JD in 2017

Sales share of the global

online B2C market


Influence of Amazon is prominent in the customer journey

Source: EU-5, Consumer Technographics Europe Retail and Travel H1 Survey, Q1 2017

Base: Online or offline buyers, online survey of 17,500 adults 16+


https://www.forrester.com/report/Half+Of+B2C+Online+Retail+Spend+Came+From+Marketplaces+In+2016/-/E-RES139231

Free Shipping Drives Amazon Uptake


Base: Online or offline buyers, online survey of 17,500 adults 16+

Source: EU-5, Consumer Technographics Europe Retail and Travel H1 Survey, Q1 2017

https://www.forrester.com/report/Showrooming+Impacts+ThreeQuarters+Of+Online+Sales+In+The+EU7+In+2016/-/E-RES136367

In-store ads

22%

14%

11%

7%

In-Store Visits Play Important Role In The Exploration and Discovery Phase

THREE-

QUARTERS OF

ONLINE SALES

ARE OFFLINE

INFLUENCED

FORRESTER.COM

Thank you© 2018 FORRESTER. REPRODUCTION PROHIBITED.

Michael O’Grady

[email protected]

Documents

© 2018 FORRESTER. REPRODUCTION PROHIBITED.€¦ · Retail online share 17.5% Retail online sales 12.1% 12.0% 17.3% 13.8% Source: Forrester Research ForecastView Online Retail Forecasts