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Western Europe B2C E-Commerce Report 2011

June 2011
Provided by RESEARCH ON INTERNATIONAL MARKETS
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June 2011

Publication Date June 2011 Language English Format PDF & PowerPoint Number of Pages/Charts 253 Covered Countries UK, France, Spain, Italy, Netherlands, Belgium Price Single User License:
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Western Europe B2C E-Commerce Report 2011


Key Findings
Covering the UK, France, Spain, Italy, Netherlands & Belgium
10% of individuals in the UK accessed the Internet with their mobile phone in 2010 - above the EU average of 7%. UK M-Commerce sales are forecasted to more than double until 2013. The expected boom of M-Commerce will be driven by new technologies and the growing penetration of smartphones. B2C E-Commerce sales in France reached more than EUR 30 billion in 2010. El Corte Ingles was the leading B2C E-Commerce player in terms of unique monthly visitors in Spain in May 2011, followed by Privalia.com, Carrefour, Casa del Libro, Zara, La Redoute and Venca. The share of B2C E-Commerce on total retail sales in Italy grew from 4% in 2009 to 6% in 2010. The number of Internet users in the Netherlands reached 15 million in 2010, accounting for 90% of the total population. Belgian B2C E-Commerce sales increased by +15% in 2010 (vs. 2009). 95% of Belgian online retailers see a bright future for 2011, however, 84% expect more international competition.

Company and Product Information


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Western Europe B2C E-Commerce Report 2011


Table of Contents (1 of 6) - UK
1. Management Summary 2. Trends
UK E-Commerce Conversion Rate Developments, August 2010 UK Multichannel and B2C E-Commerce Trends, 2010 Sales Trends of UK Multichannel Retailers, 2009 & 2013f, incl. Breakdown of Retail Sales, by Channel Reach of Retail Sites in the UK and European Countries, January 2010 vs. January 2011 Average Price of Online Products in the UK and 10 other Countries worldwide, in GBP, January 2011 Online Fashion Sales Trends in the UK, 2011 UK Internet Usage Key Trends in 2010 Internet Usage by Purpose in the UK, by % of Households, 2010 Most popular Site Categories in the UK, by active Reach in %, 2010 Online Payment Methods in the UK, in %, 2010 Mobile Internet Access Penetration in the UK and Europe, by Country, in %, 2010 UK M-Commerce Revenue, in GBP million, 2009 & 2013f UK M-Commerce Sales Trends, 2010 UK M-Commerce Usage Trends, 2010 UK M-Commerce Growth and Spending Trends, 2010 UK M-Commerce Share Trends, 2009 M-Commerce Usage by UK Mobile and Smartphone Users, in %, 2010

5. Products
Types of Goods and Services bought online in the UK, by Age Groups, in % of Individuals, 2010 Products purchased over the Internet in the UK by Gender, in % of Online Shoppers, Jan.-March 2010 Products purchased over the Internet in the UK by Age, in % of Online Shoppers, January-March 2010 Top Online Product Categories, by average Spend per Head in GBP, August 2010

6. Users / Shoppers
Development of Internet Users and Penetration in the UK, in millions and %, 2005-2010 Internet Access in the UK by Age Groups, in %, 2010 Individuals in Europe using the Internet, by Country, in %, 2008-2010 Internet and Broadband Household Penetration, by Households, in %, 2008-2010 Total Broadband Subscribers in the UK, compared to Germany, USA and OECD, 2006-2010 Total Broadband Subscribers per 100 Inhabitants in the UK, compared to Germany, USA and the OECD Average, 2006-2010 Broadband Subscribers in the UK, by Access Technology compared to the OECD Average in %, 2010 Development of Online Shoppers (millions) and their Percentage of Internet Users in the UK, 2009-2014f Number of Online Shoppers in the UK, in millions, 2010 & 2014f Internet Shoppers in the UK by Age Groups, in %, 2010 Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010 EU Comparison of Online Shopper Penetration, in % of Population, 2010

3. Sales
B2C E-Commerce Sales in the UK, in GBP billion, 2002-2010 & 2014f B2C E-Commerce Sales in the UK, in EUR billion, 2009-2010 B2C E-Commerce Sales in the UK, in GBP billion, 2010-2011f B2C E-Commerce Sales on a monthly Basis in the UK, in GBP billion, January-April 2011 B2C E-Commerce Sales of Fashion in the UK, in GBP billion, 2010, 2011f & 2015f Average annual Spend of Online Shoppers in the UK, in GBP, 2005-2014f

7. Players
Top 10 UK Retailers ranked by Total Online Sales, in GBP billion, 2008-2010 Top 5 UK E-Commerce Websites, ranked by Unique Visitors, January 2011 Rank 1: Tesco Rank 2: Argos Rank 3: Shop Direct Group Rank 4: Dixons Retail Rank 5: Next Directory Rank 6: J Sainsbury Rank 7: Marks and Spencer Rank 8: John Lewis Rank 9: N Brown Group Rank 10: Comet.co.uk News about Kiddicare/Morrisons News about Asos Customer Satisfaction of the Top 10 UK Online Pure Players, in %, December 2009

4. Shares
B2C E-Commerce Share on total Retail Sales, in %, 2005-2010

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Western Europe B2C E-Commerce Report 2011


Table of Contents (2 of 6) - France
1. Management Summary 2. Trends
B2C E-Commerce Trends in France, 2010 Reach of Retail Sites in European Countries, incl. France, in %, January 2010 vs. January 2011 Number of B2C E-Commerce Websites in France, in thousand, 2006-2010 Average Price of Online Products in France and 10 other Countries worldwide, in GBP, January 2011 Most popular Payment Methods for E-Commerce in France, in % of Internet Users, 1st Quarter 2010 Mobile Internet Access Penetration in France and Europe, by Country, in %, 2010 Share of Mobile Phone Owners who use M-Commerce; France compared to UK and Germany, in %, April 2010 Most purchased Product Categories by Mobile Shoppers in France, in %, 2010 Top 20 Groups ranked by Number of Unique Visitors using Mobile Phones in France, 4th Quarter 2010

6. Users / Shoppers
Development of Internet Users in France, in million and Penetration in %, 2009-2015f Individuals in Europe using the Internet, by Country, in %, 2008-2010 Internet and Broadband Household Penetration, by Households, in %, 2008-2010 Total Broadband Subscribers in France, compared to Germany, USA and the OECD Total, 2006-2010 Total Broadband Subscribers per 100 Inhabitants in France, compared to Germany, USA and the OECD Average, 2006-2010 Broadband Subscribers in France, by Access Technology compared to the OECD Average in %, 2010 Penetration of Internet Shoppers in France, comp. to EU27 Average, in %, 2006-2010 EU Comparison of Online Shopper Penetration, in % of Population, 2010 Internet Shoppers in France by Age Groups, compared to EU27 Average, in %, 2010 Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010 Share of Internet Buyers on Internet Users in France, by Groups, in %, 1st Quarter 2010

3. Sales
B2C E-Commerce Sales in France, in EUR billion, 2006-2012f B2C E-Commerce Sales in France, in GBP billion, 2010-2011f

7. Players
Top 15 French E-Commerce Websites, ranked by Unique Visitors, 1st Quarter 2011 Top 5 Travel E-Commerce Sites in France, by Unique Visitors, 1st Quarter 2011 Top 5 Ticketing E-Commerce Sites in France, by Unique Visitors, 1st Quarter 2011 Top 5 Cosmetics E-Commerce Sites in France, by Unique Visitors, 2nd Quarter 2010 Company Profile: Amazon France Company Profile: Casino Group / Cdiscount Company Profile: Priceminister Company Profile: PPR Company Profile: Vente Prive

4. Shares
Share of B2C E-Commerce on total Retail Sales in France in %, 2006-2010 Share of B2C E-Commerce on total Home-Shopping Sales in France in %, 2006-2010

5. Products
Types of Goods and Services bought online in France, by Age Groups, in %, 2010 Types of Goods and Services bought online in France, in % of Internet Users, 2010 Share of B2C E-Commerce Sales on total Product Retail Sales in France, by Product Category, in %, 2007-2009

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Table of Contents (3 of 6) - Spain
1. Management Summary 2. Trends
Internet Usage Trends in Spain, 2010 B2C E-Commerce Trends in Spain Number of Online Purchases in Spain, in millions, Q4 2009 & Q4 2010 Purchase Frequency of Goods and Services bought online in Spain, in %, 2009 Average Price of Online Products in Spain and 10 other Countries worldwide, in GBP, January 2011 Activities of Internet Users in Spain, in %, October/ November 2010 Top 10 Web Properties in Spain, by total Unique Visitors, in thousands, September 2009 & 2010 Top 10 Website Categories in Spain, by unique Visitors, in thousands and Reach in %, September 2010 Payment Methods used for Online Shopping in Spain, in %, 2010 Mobile Internet Access Penetration in Europe, by Country, incl. Spain, in %, 2010 Penetration of Mobile Phone Owners, and Penetration for Mobile Media Usage among Mobile Phone Owners; Poland compared to the UK, Spain and France, in %, 2010 Purchases / Downloads from Mobile Devices in Spain, in %, 2009

6. Users / Shoppers
Internet Users (in millions) and Percentage of Country Population in Spain, 2009-2015f Internet Penetration by Regions in Spain, in %, 2009 Internet Access by Location in Spain, in %, 2006-2010 Internet Users by Gender in Spain, in %, 2006-2010 Individuals in Europe using the Internet, by Country incl. Spain, in %, 2008-2010 Internet and Broadband Household Penetration, by Households, in %, 2008-2010 Total Broadband Subscribers in Spain, compared to Germany, USA and the OECD Average, 2006-2010 Total Broadband Subscribers per 100 Inhabitants in Spain, compared to Germany, USA and the OECD Average, 2006-2010 Broadband Subscribers in Spain, by Access Technology compared to the OECD Average in %, 2010 Share of Internet Shoppers on Internet Users, 2003-2009 Penetration of Internet Shoppers in Spain, comp. to EU27 Average, in %, 2006-2010 EU Comparison of Online Shopper Penetration, in % of Population, 2010

3. Sales
B2C E-Commerce Sales in Spain, in EUR billion, 2007-2010 B2C E-Commerce Sales in Spain, in EUR billion, 2009 & 2010 B2C E-Commerce Sales in Spain, in EUR billion, Q4 2009 & Q4 2010

7. Players
Leading B2C E-Commerce Players in Spain; by Unique Visitors (Users) and Audience Reach, May 2011 Top Online Retailers in Groceries/Drinks/Drugs/ Toiletries & Perfumes, in %, 2010 Top Online Retailers in Entertainment Tickets, in %, 2010 Top Online Retailers in Travel & Tourism, in %, 2010 Company Profile: El Corte Ingles Company Profile: Privalia.com News about Amazon, 2011 News about Grupo Cortefiel, 2011

4. Shares
Share of B2C E-Commerce on total Retail Sales in Spain, in %, 2009-2010

5. Products
Types of Goods and Services bought online in Spain, by Age Groups, in %, 2010 Goods and Services purchased in Spain on the Internet, in % of Internet Shoppers, 2010

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Table of Contents (4 of 6) - Italy
1. Management Summary 2. Trends
B2C E-Commerce Trends in Italy, 2010/2011 Reasons to buy online in Italy, in %, 2010 Payment Methods used by Internet Shops in Italy, in %, 2010 Payment Providers utilized by Internet Shops in Italy, in %, 2010 Logistics Carriers utilized by Internet Shops in Italy, in %, 2010 Average Price of Online Products, in Italy and 10 other Countries, in GBP, January 2011 M-Commerce Trends in Italy, 2010 Mobile Activities of Italian Online Shops, in %, 2010 Mobile Internet Access Penetration in Europe, by Country, in %, 2010

6. Users / Shoppers
Internet Users and its Percentage of Country Population in Italy, in %, 2005-2010 Individuals in Europe using the Internet, by Country, in %, 2008-2010 Internet and Broadband Household Penetration, by Households, in %, 2008-2010 Penetration of Internet Shoppers in Italy, compared to EU27 Average, in %, 2006-2010 Share of Internet Shoppers on Internet Users in Italy, in %, 2005-2010 Internet Shoppers in Italy by Age Groups, compared to EU27 Average, in %, 2010 Internet Shoppers in Italy by Gender and Age Groups, in %, 2010 Penetration of Online Shoppers, by Age Group and Gender in Italy, in % of Population, 2010 EU Comparison of Online Shopper Penetration, in % of Population, 2010 Total Broadband Subscribers in Italy, compared to Germany, USA and the OECD Average, 2006-2010 Total Broadband Subscribers per 100 Inhabitants in Italy, compared to Germany, USA and the OECD Average, 2006-2010 Broadband Subscribers in Italy, by Access Technology compared to the OECD Average in %, 2010

3. Sales
B2C E-Commerce Sales in Italy, in EUR billion, 2006-2010 B2C E-Commerce Sales in Italy, in EUR billion, 2009-2011f

4. Shares
Share of B2C E-Commerce on total Retail Sales in Italy, in %, 2006-2010

7. Players
Leading B2C E-Commerce Players in Italy, ranked by estimated Online Sales, in EUR million, 2010 Further B2C E-Commerce Players in Italy, 2011 Company Profile: MediaShopping.it Company Profile: Yoox

5. Products
Types of Goods and Services bought online in Italy, by Age Groups, in %, 2010 Favorite Product Categories in Italy, in % of Online Buyers, 2010 Average Online Spending per Product Category in Italy, in EUR, 2010 Types of Goods and Services bought online in Italy, in % of Sales, 2010 Online Sales Growth by Product Category in Italy, in %, 2011 vs. 2010

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Table of Contents (5 of 6) - Netherlands
1. Management Summary 2. Trends
B2C E-Commerce Shopper Trends in the Netherlands, 2010 Average Amount spent Online per Year, Average Number of Orders per Year, Average Order Value in the Netherlands, in EUR, 2009 & 2010 Number of Online Shops in the Netherlands, 2005-2009 Offered Payment Methods in Dutch Online Shops, in %, 2009-2010 Average Price of Online Products in the Netherlands and 10 European Countries, in GBP, January 2011 Social Network Usage in the Netherlands, 2010 Social Shopping Trends in the Netherlands, 2011 Mobile Internet Access Penetration in Europe, by Country, in %, 2010

6. Users / Shoppers
Development of Internet Users and Penetration, in millions and %, 2005-2010 Individuals in Europe using the Internet, by Country, in %, 2008-2010 Internet and Broadband Household Penetration, by Households, in %, 2008-2010 Number of Online Shoppers in the Netherlands, in millions, 2009-2010 Internet Shoppers in the Netherlands by Age Groups, in %, 2010 Penetration of Online Shoppers in the Netherlands, by Age Group and Gender, in % of Population, 2010 Share of Internet Shoppers, compared to the EU27 Average, in %, 2005-2010 EU Comparison of Online Shopper Penetration, in % of Population, 2010 Total Broadband Subscribers in the Netherlands, compared to Germany, USA and the OECD, 2006-2010 Total Broadband Subscribers per 100 Inhabitants in the Netherlands, compared to Germany, USA and the OECD Average, 2006-2010 Broadband Subscribers in the Netherlands, by Access Technology compared to the OECD Average in %, 2010

3. Sales
B2C E-Commerce Sales in the Netherlands, in EUR billion, 2006-2010

4. Shares
B2C E-Commerce Share on total Retail Sales in the Netherlands, in %, 2006-2010

7. Players
Leading B2C E-Commerce Players in the Netherlands; by Unique Visitors and Audience Reach, May 2011 Company Profile: BOL.com Company Profile: Wehkamp

5. Products
Types of Goods and Services bought online, by Age Groups, in %, 2010 Turnover of major Online Product Categories, in EUR million, 2010

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Table of Contents (6 of 6) - Belgium
1. Management Summary 2. Trends
B2C E-Commerce Trends in Belgium, 2010 Average Amount spent per Online Purchase in Belgium, in %, 2008 & 2009 Delivery Methods used in E-Commerce in Belgium, in %, 2008 & 2009 Preferred Online Payment Methods of Internet Pure Players in Belgium, in %, 2009 Preferred Payment Methods of all Distance Sellers in Belgium, in %, 2009 Number and Growth of Online Shops in Belgium, 2007-2010f Sources of Information regarding Online Shops in Belgium, in %, 2010 Share of Internet Pure Players and Multi-Channel within Distance Selling, in %, 2008-2009 Average Price of Online Products, in Belgium and 10 European Countries, in GBP, January 2011 Mobile Internet Access Penetration in Europe, by Country, in %, 2010

6. Users / Shoppers
Development of Internet Users (millions) and Penetration (%), 2005-2010 Individuals in Europe using the Internet, by Country, in %, 2008-2010 Internet and Broadband Household Penetration, by Households, in %, 2008-2010 Share of Internet Shoppers, compared to the EU27 Average, in %, 2007-2010 EU Comparison of Online Shopper Penetration, in % of Population, 2010 Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010 Total Broadband Subscribers in Belgium, compared to Germany, USA and the OECD, 2006-2010 Total Broadband Subscribers per 100 Inhabitants in Belgium, compared to Germany, USA and the OECD Average, 2006-2010 Broadband Subscribers in Belgium, by Access Technology compared to the OECD Average in %, 2010

3. Sales
B2C E-Commerce Sales in Belgium, in EUR billion, 2006-2010f B2C E-Commerce Sales in Belgium, in EUR million, 2008 & 2010

7. Players
Leading B2C E-Commerce Players in Belgium; by Unique Visitors and Audience Reach, May 2011 Awarded B2C E-Commerce Shops in Belgium, by Category, 2011 Company Profile: La Redoute Company Profile: 3 Suisses Company Profile: Proxis Belgie NV Company Profile: Free Record Shop Company Profile: Coolblue Company Profile: Redcorp News about John Lewis, 2011

4. Shares
B2C E-Commerce Share of Total Retail Sales in Belgium, 2006-2010f

5. Products
Types of Goods and Services bought online in Belgium, by Age Groups, in %, 2010 Types of Goods and Services bought online in Belgium, in %, 2009

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Western Europe B2C E-Commerce Report 2011


Samples
RESEARCH ON INTERNATIONAL MARKETS
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Users / Shoppers Players

Trends

Sales

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Products

Users / Shoppers

Players

In 2010, 46% of individuals aged 25-34 bought Clothes, Sports Goods online in the UK.
Types of Goods and Services bought online in the UK, by Age Groups, in % of Individuals, 2010
Total Clothes, Sports Goods Films/Music Household Goods Books/Magazines/E-Learning Material Computer Software (incl. Video Games) Tickets for Events Electronic Equipment (incl Cameras) Food/Groceries Shares/Financial Services/Insurance Films/Music, Books online delivered Computer Software online delivered Computer Hardware 35 32 29 28 24 24 17 16 14 12 12 9 16-24 40 41 18 27 27 22 16 10 10 20 12 9 25-34 46 38 39 31 28 27 23 22 17 14 15 9 35-44 45 41 43 35 32 31 25 28 20 16 15 11 45-54 32 35 29 31 23 28 17 17 16 12 10 10 55-64 27 19 26 22 16 20 13 9 10 6 11 8 65-74 14 9 12 13 9 n/a n/a n/a n/a n/a n/a n/a

56% of the French population shopped online in 2010 the EU average accounted for 40%.
Penetration of Internet Shoppers in France, comp. to EU27 Average, in %, 2006-2010
60% 50% 40% 30% 22% 20% 10% 0% 2006 2007 2008 2009 2010 40% 35% 30% 26% 32% 56% 45% 37%

40%

France EU27

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the past Year; Percentage of individuals. Source: Eurostat, January 2011

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet
Source: Eurostat, December 2010

35

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Moreover, private shopping club Privalia.com reached B2C E-Commerce sales of EUR 83 million in 2010.
Company Profile: Privalia.com
Name of Company Homepage Vertical Integration Business Model Product Range B2C E-Commerce Sales in Spain Privalia www.privalia.com Retailer Private Shopping Club Fashion 2009: EUR 54.1 million 2010: EUR 83.0 million

Only 24% of the Italians aged 25-34 were Internet shoppers in 2010 the EU Average was 55%.
Internet Shoppers in Italy by Age Groups, compared to EU27 Average, in %, 2010
16-24 25-34 35-44 45-54 55-64 65-74 2% 0% 10% 8% 14% 20% 18% 24%

50% 55% 49% 40% 27%

Italy EU27

B2C E-Commerce Sales worldwide

2009: EUR 70.0 million 2010: EUR 168.4 million

Others

The company is also active in Spain, Brazil, Italy and Mexico. It is active on the Spanish market since 2006 Privalia.com offers discounts of up to 70% and has 5 million registered users in total.

14% 20% 30% 40% 50% 60% 70% 80%

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet at least once in 2010
Source: company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations

Source: Eurostat, December 2010

50

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The number of Internet buyers rose by 7% compared to H1 2009 up to 7.6 million Dutch citizens in H1 2010.
B2C E-Commerce Shopper Trends in the Netherlands, 2010
In 2010, 9.3 million Dutch 12 to 74-year-olds bought goods and services online, i.e. half a million more than one year previously. The proportion of Internet users who have never bought or ordered goods online has reduced further to 23 percent. Two thirds state the main reason to refrain from online shopping is that they prefer traditional shopping. In the period 2005-2010, the proportion of Internet users in the age category 12-74 engaged in online shopping (e-shopping) has grown from 55 to 77 percent. The increase is almost entirely attributable to the group of frequent e-shoppers, which grew from 36 to 55 percent over the same period. More than seven in ten e-shoppers are in the category frequent e-shoppers. Relative to 2005, the largest increase is observed among 25 to 44-year-old women, followed by men in the same age group. The largest relative growth was recorded among 65 to 74-year-old men followed by women in the age category 45-64. If education level is taken into account, the highest proportional increase in e-shoppers is recorded among higher educated women: from 40 percent in 2005 to 67 percent in 2010 followed by higher educated men with an increase from 55 to 74 percent. The smallest increase in e-shoppers (14 percentage points) was among lower educated men and women, but proportionally, the growth is much higher among women than among men, so lower educated women are catching up. Last year, 23 percent of Internet users had never bought anything online, i.e. half as many as in 2005. Nearly two in three Internet users who do not buy online prefer traditional shopping. This is more true for women than for men. Another 34 percent do not see the need for online shopping and some 30 percent are concerned about privacy violation or security risks; they are not prepared to use their credit card or personal data online.

47% of male, and 36% of female Belgians aged 16-24 shopped online in 2010.
Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010

16-24

47% 36%

25-54

51% 44%

Male Female

55-74

26% 12%
0% 10% 20% 30% 40% 50% 60%

Source: Statistics Netherlands, March 2011

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet at least once in 2010 Source: Eurostat, December 2010

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