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Poland B2C E-Commerce Report 2012
Key Findings
Company and Product Information
Covering Trends, Sales, Shares, Products, Users/Shoppers and Players
• Price comparison sites, websites showing user opinions and group-buying sites were popular among Polish online shoppers in 2011.
• Average per capita B2C E-Commerce sales in Poland were expected to increase by more than 10% between 2011 and 2012, but were forecasted to remain below the level of other European countries.
• In Poland, B2C E-Commerce only accounted for little more than +3% of total retail sales in 2011, compared to approximately +1% in Italy and more than +10% in the UK.
• In 2012, the most offered product category among online shops in Poland was “Home/Garden”, followed by “Sport/Hobby” and “Clothing/Shoes”.
• In February 2012, “Allegro.pl” was the most-visited B2C E-Commerce website in Poland, followed by “Groupon.pl”.
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1. MANAGEMENT SUMMARY
2. TRENDS
• B2C E-Commerce Market Trends in Poland, 2011/2012
• OnlinePurchasesbyTypesofWebsitesinPoland,in%ofOnlineShoppers,2010
• ChangeinProfitandTurnoverofOnlineShopsinPoland, in %, 2011 vs. 2010
• NumberofProductsofferedbyOnlineShopsinPoland, in %, 2009-2011
• NumberofOnlineShopssellingClothinginPoland,in thousands, 2008-2012f
• Breakdown of Home Appliances, Consumer Electronics and digital Media Retail Market Sales Channels in Poland, by Value, in %, 2011
• OfferedOnlineDeliveryOptionsinPoland, in%ofOnlineShops,2009-2011
• OnlineDeliveryMethodsinPoland,byPopularity,in % of Consumers, 2009-2011
• Cooperation with Logistics Companies in Poland, byCompany,in%ofOnlineShops,2010&2011
• PaymentMethodsofferedbyOnlineShopsinPoland,in%ofOnlineShops,2009-2011
• Most popular Payment Methods when shopping at OnlineShopsinPoland,in%ofOnlineShoppers,2009-2011
• OfferedOnlinePaymentCompaniesinPoland, in%ofOnlineShops,2009-2011
• OnlinePaymentMethodsinPoland, byAcceptanceamongOnlineShops,in%,2011
• ProblemsencounteredwhensellingOnlineinPoland,byProblemArea,in%ofOnlineShops,2009-2011
• M-Commerce and Group Shopping Trends in Poland, 2011/2012 and M-Commerce Growth in Poland, compared to Europe Average, in %, 2011 vs. 2010
4. SHARES (cont.)
• Share of B2C E-Commerce on total Retail Sales in Poland, in %, 2011 & 2012f
• ShareofOnlineSalesontotalRetailTradeValueinPoland, in %, June 2012
• ShareofOnlineSalesontotalClothingandFootwearRevenues in Poland, in %, 12 Months to June 2012
3. SALES
• B2C E-Commerce Sales in Poland, in EUR billion, 2008-2012f
• Average per Capita B2C E-Commerce Sales in Europe, by Country, including Poland, in EUR, 2011 & 2012f
• Average per Capita B2C E-Commerce Sales in Poland, in EUR, 2011 & 2012f
4. SHARES
• Share of B2C E-Commerce on total Retail Sales in Europe, by Country, including Poland, in %, 2011 & 2012f
5. PRODUCTS
• AssortmentofOnlineShopsinPoland, byProductCategory,in%ofOnlineShops,2012
• PurchasedOnlineProductCategoriesinPoland, in%ofOnlineShoppers,June2012
• OnlineProductCategoriesinPoland,byPopularity,in %, 2011
• PurchasedOnlineClothingProductCategoriesinPoland,in%ofOnlineShoppers, 12 Months to June 2012
6. USERS / SHOPPERS
• Individuals in Europe using the Internet, by Country, including Poland, in %, 2009-2011
• Internet and Broadband Household Penetration in Europe, by Country, incl. Poland, in %, 2007, 2009 & 2011
• Fixed Total Broadband Subscribers in Poland, in Total and per 100 Inhabitants, comparedtoGermany,USAandtheOECDAverage,2006-2011
• Fixed Broadband Subscribers in Poland, by Access Technology,comparedtotheOECDAverage,in%,2011
• ShareofOnlineShoppersonIndividualsinPoland,compared to the EU Average, in %, 2006-2011
• EUComparisonofOnlineShopperPenetration,by Country, including Poland, in % of Population, 2011
7. PLAYERS
• Top20B2CE-CommerceWebsitesinPoland, in million Users, February 2012
• Top30B2CE-CommerceWebsitesinPoland, by B2C E-Commerce Sales, in PLN million, 2011
• ProfileofAllegro.pl• ProfileofGroupon.pl• ProfileofNeo24.pl• ProfileofKomputronik.pl• ProfileofMerlin.pl
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Poland B2C E-Commerce Report 2012
Table of Contents
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We deliver the facts – you make the decisions RESEARCH ON INTERNATIONAL MARKETS
Groupon Poland planned to introduce personalized newsletters called Smart Deals and extend customer services by the end of 2012. Rank 4 (ranked by B2C E-Commerce Sales): Groupon.pl
40
Source: Google, company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations
Name of Company Groupon Sp. z o.o.
Headquarters Warsaw, Poland
Major Online Shop www.groupon.pl
Company Type Internet Pure Player
Product Range Mass Merchant
B2C E-Commerce Sales, 2011 In 2011, B2C E-Commerce sales of PLN 260 million were generated by Groupon.pl.
Year Ended n.a.
News (E-Commerce)
• As of October 2012, Groupon Poland was preparing to introduce personalized newsletters to be sent to its users on a daily basis. These newsletters, called Smart Deals, are planned to be based on demographic data and purchase history and are expected to be launched by the end of 2012.
• User support is planned to be improved at Groupon.pl, providing users with extended service periods for submitting claims up to 2 months after the end of the voucher validity period. Additionally, a self service return form was planned to be made available to all customers within 10 days after the purchase, making it possible to return a purchase and receive the paid money in form credit to the user’s Groupon account.
Trends Sales Users / Shoppers Products Shares Players
We deliver the facts – you make the decisions RESEARCH ON INTERNATIONAL MARKETS
457,6
523,2
0
200
400
600
2011 2012f
7
Average per Capita B2C E-Commerce sales in Poland are projected to reach EUR 523 in 2012, up by +14% from EUR 458 in 2011. Average per Capita B2C E-Commerce Sales in Poland, in EUR, 2011 & 2012f
Source: Centre for Retail Research, June 2012
+14%
in E
UR
Trends Sales Users / Shoppers Products Shares Players
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Poland B2C E-Commerce Report 2012
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Poland B2C E-Commerce Report 2012
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Poland B2C E-Commerce Report 2012
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