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Working Group on
IMCO Working Group on the Digital Single Market
31st of January 2013
EMOTA represents 3,500 multi-channel/online retailers in 15 countries
• 15 European countries
• 16 member associations
• 3,500 companies
• € 250 billion turnover
• 83% of European e-commerce
-1-
E-Commerce contributes significantly to growth and job creation
0% 10% 20% 30% 40%
Italy
USA
France
UK
Germany
Sweden
12%
15%
18%
23%
24%
33%
Contribution to GDP growth • 2.6 jobs created for each lost
• internet-intensive companies create 2x jobs
Average: 21%
Source: McKinsey, 2011 Note: Internet % contribution to GDP growth 2004-2009 – mature countries
-2-
E-Commerce enables consumers to save money and time
0% 20% 40% 60% 80%
more product information
home delivery
wide selection
open anytime
price comparison
save time
lower prices
10%
11%
22%
33%
33%
50%
66%
Reasons for shopping online
Consumer gains from e-commerce (wider choice + lower prices): currently € 12 bn potentially € 200 bn
Source: Civic Consulting/TNS, 2011 Note: consumer survey – 3 most important reasons for shopping online (sample of 13,872 online shoppers)
-3-
154 170
210
250
300
171 185
215 237
270
66 84
122
158
215
13 19 26 33 48
-
50
100
150
200
250
300
2008 2009 2010 2011 2012
€ Billion Europe
N. America
Asia Pacific
ROW
+20%
+14%
+36%
+44%
E-commerce turnover by region
Source: EMOTA/IMRG, 2012
-4-
2012 European E-Commerce is estimated to have reached € 300 bn, with 20% growth
Growth
UK, France and Germany account for 60% of European E-Commerce
European E-commerce turnover by country 2012 (€ billion)
Source: EMOTA, 2012 Note: B2C e-commerce turnover estimate
-5-
UK
France
Germany
Scandinavia
Austria/ Switzerland
Benelux
Spain
Russia
Italy
Eastern Europe Other
90
46
45
29
17
15
11
10
10 15
12
E-Commerce is growing very fast throughout Europe
+0%
+5%
+10%
+15%
+20%
+25%
+30%
+14%
+22%
+27%
+14%
+18%
+12%
+20% +19%
+27%
E-commerce growth by country in 2012
Source: EMOTA, 2012; estimate
-6-
average European
growth
Share of online in retail is high in UK/Scandinavia, low in South/East Europe
European average
0%
5%
10%
15%
20%
25%
Source: EMOTA, 2012 Note: % of e-commerce turnover on total retail trade; estimate
-7-
Online share of retail by country 2012
There are significant differences in E-Commerce penetration and spend
0%
10%
20%
30%
40%
50%
60%
70%
80%
- 500 1.000 1.500 2.000 2.500 3.000 3.500
Average annual expenditure (€)
E-Commerce penetration
UK
Scandinavia
Austria/Switzerl.
France
Germany
Italy
Benelux
Eastern Europe
EU average 2011
Source: EMOTA, Eurostat, 2011 Note: E-commerce penetration: % of population aged 14-74 years buying online
-8-
Digital Agenda target 2015
Spain
43%
The level of cross-border shopping online is still low
EU average 2011
0%
5%
10%
15%
20%
25%
Digital Agenda target 2015
GA
P
Proportion of consumers buying online from another country
Source: Eurostat, 2011
-9-
In fact, consumers are more worried about international delivery
0% 5% 10% 15% 20% 25% 30% 35%
Uncertainty on rights
Data privacy
Payment security
No delivery
Guarantee
Returns
Long delivery times
Concerns about cross-border vs. domestic online purchases
Source: Civic Consulting/TNS, 2011 Note: % of consumers reporting concerns about buying products online in their own country vs. in another EU country (sample: 29.010 individuals)
-10-
% domestic % increase cross-border
Top E-Commerce players in Europe are mostly multi-channel
# Company Online sales Growth Country Channels Category
1 12.0 38% Books/Electron.
2 4.5 25% Apparel
3 3.9 11% Grocery
4 2.6 2% Office supplies
5 2.6 21% Apparel
6 2.4 18% Apparel/Home
7 1.5 9% Apparel/Home
8 1.3 28% Electronics
9 1.3 14% Electronics
10 1.2 10% Apparel
catalogues retail internet
-12-
Source: Internet Retailer, 2012 Note: Online sales in Europe in 2011 in € billion; growth % 2011 vs. 2010
However, most companies have still to embrace E-Commerce
-
5
10
15
20
25
30
35
- 5 10 15 20 25 30
% of SMEs
% of turnover Source: Eurostat, 2011 Note: companies with 10-249 employees and at least 1% of online sales
-13-
Proportion of companies selling online
European average 2011
Digital Agenda target 2015
GA
P
33%
In addition, only 27% of retailers sell across borders
0%
10%
20%
30%
40%
50%
Proportion of retailers selling in at least one other EU country
EU average
Source: TNS, Flash Eurobarometer 331, 2012
-14-
27%
In fact, many retailers are deterred by legal/tax and payment issues
Barriers to cross-border sales for retailers
0% 5% 10% 15% 20% 25% 30% 35%
Language differences
Customer service
Own restrictions
Complaints resolution
Delivery costs
Different tax regulations
Risk of fraud/non-payments
Different consumer laws
Source: TNS, Flash Eurobarometer 331, 2012 Note: % of retailers reporting obstacles to cross-border sales to other EU countries
-15-
EU initiatives that could help to remove these barriers
Green Paper on cross-border parcel
delivery
Green Paper on Payments
Common European Sales Law (CESL)
Directive on ADR/ Regulation on ODR
Regulation on Data Protection
-16-
Online Trustmarks
Consumer Rights Directive
• Harmonise data and consumer legislation across Europe
• Improve consumer trust
• Liberalise postal delivery services
• Ensure security and efficiency of online payment platforms
• Improve broadband networks development
EMOTA supports all EU initiatives aimed at facilitating E-Commerce
-17-
Balance consumer/
business interests
Avoid unnecessary
extra costs/burden for businesses