Brochure & Order Form_Eastern Europe B2C E-Commerce Report 2011_by yStats.com

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Publication Date September 2011

Language English

Format PDF & PowerPoint

Number of Pages/Charts 275

Covered Countries Top Countries: Russia, Ukraine, Poland, Hungary, Czech Republic, Slovakia Additional Eastern European Countries: Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Estonia, Greece, Latvia, Lithuania, Macedonia, Romania, Slovenia

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Eastern Europe B2C E-Commerce Report 2011 September 2011

We deliver the facts – you make the decisionsRESEARCH ON INTERNATIONAL MARKETS

Provided by

September 2011


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Eastern Europe B2C E-Commerce Report 2011

Key Findings

Company and Product Information

Covering 17 Eastern European Countries

• Russia: In 2010, Moscow and St. Petersburg were the most important areas for B2C E-Commerce, accounting for approximately 60% of total online sales.

• Ukraine: Online shopping is increasingly popular, however, there are still obstacles such as price sensitivity and long delivery times.

• Poland: “Clothes, Sports Goods” was the leading product category in B2C E-Commerce in 2010, followed by “Household Goods”.

• Hungary: The number of Internet users reached more than 6 million in 2010, accounting for 62% of the population.

• Czech Republic: Market places Zbozi.cz, Aukro.cz and Heureka.cz were the leading E-Commerce sites in terms of unique monthly visitors in August 2010.

• Slovakia: Long product delivery time and dissatisfaction with the received products are some of the encountered problems in B2C E-Commerce.

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1. Management Summary

2. Trends

•B2CE-CommerceTrends,2011•ImpactofE-CommerceonRetailing,2010•ShareofMoscowandSt.PetersburgonB2CE-

Commerce Sales and Online Shoppers, in %, 2010•PaymentMethodsamongleadingE-CommerceSites,

in %, 2008-2010.•ResearchMethodsofOnlineShoppersinMoscow

and St. Petersburg, in %, April 2011•InternetandBroadbandTrends,2010•MostpopularInternetActivitiesofInternetUsers,

by Age Group, in %, December 2010•MobileInternetTrends,2010•SocialNetworkingUsage,August2010;incl.Top10CountriesforSocialNetworkingrankedbyTime spent per Visitor, August 2010

•TrendsaboutSocialNetworksandPrivateShopping,2011

•DeliveryMethodsusedinB2CE-CommerceinMoscow and St. Petersburg in %, April 2011

•FutureGrowthTrendsfortheB2CE-Commerce Market, 2011-2015

3. Sales

•B2CE-CommerceSalesandMail-OrderSales, in EUR billion, 2006-2010

•BreakdownoftheB2CE-CommerceSalesbyRegion,in %, April 2011

•LevelofaverageConsumption(in6Months)forB2CE-Commerce, by Region, in RUB, 2011

4. Shares

•B2CE-CommerceShareofTotalRetailandMail-OrderSales, in %, 2009-2010

5. Products

•BreakdownofB2CE-CommerceSales,byTypeofProducts, in %, 2010

•Productspurchasedonline,in%ofOnlineShoppers,2010

•Productspurchasedonline,byGender,in%ofOnlineShoppers, 2010

•Product/Servicespurchasedonline,in%ofInternetSales, 2010

•MonthlyOnlineRevenueperProductCategory, in RUB million, 2010

•NumberofdailyOrdersperProductCategory,2010•BreakdownofB2CE-CommerceSalesinMoscowand

St. Petersburg by Product Categories, in %, April 2011

•Breakdownof“expensiveSales”withinB2C E-Commerce in Moscow and St. Petersburg by Product Category, in %, April 2011

6. Users / Shoppers

•DevelopmentofInternetUsers18+(millions)andShare of Country Population (in %), 2006-2014f

•DevelopmentofInternetUsers(millions)andShareof Country Population (in %), 2011 & 2015f

•InternetPenetrationbyAgeGroups,in%,2010•PenetrationofInternetUsersinCEEcountries,

as % of the adult Population, July 2010•PopulationinCEECountrieswhohaveevershopped

on the Internet, in %, 2009•ShareofOnlineShoppersonInternetUsers

by Region, in %, May 2011•ShareofOnlineShoppersontheadultPopulation

by Region, in %, May 2011

7. Players

•Top30Online-Shops,rankedbyB2CE-CommerceSales, in RUB billion, 2010

•FactsaboutUtkonos.ru•FactsaboutOzon.ru•FactsaboutKupivip.ru•FactsaboutHolodilnik.ru


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Table of Contents (1 of 8) - Russia (Top Country)


2. Trends

•B2CE-CommerceTrends,2011•ThemostpopularReasonstouseOnlineShopping

for Internet Users, in %, Sep. 2009 & April 2011 •AttitudeofInternetUsersaboutOnlineShopping,

in %, September 2009 & April 2011•PaymentMethodsusedinB2CE-Commerce,in%,

2010 (by Cash on Delivery, Bank Transfer, Credit or Discount Card)

•StructureofOnlinePayments,in%,Q12010•MobileInternetUsers,in%ofInternetUsers,2007-firstHalf2010

•MobileandBroadbandMarketTrends•MobileInternetTrends,2010

3. Sales

•B2CE-CommerceSalesofGoods,inUAHmillion,2008-2010

•BreakdownofDistanceSales,byOrderingChannel, in %, 2010

4. Shares

•B2CE-Commerce(Goodsonly)ShareontotalRetailand Home-Shopping Sales, in %, 2009 & 2010

5. Products

•MostpopularProducts,purchasedinDistanceSelling,including Online, in %, 2010

•10mostimportantProductCategoriesinB2C E-Commerce, in %, September 2010 & April 2011

6. Users / Shoppers

•NumberofInternetUsersinmillions,June2010-June2011

•InternetUsers,byGenderandAgeGroups,in%,June 2011

•InternetUsers,byFrequencyandRegion,in%, June 2011

•PenetrationofInternetUsersinCEEcountries, as % of the adult Population, July 2010

•PopulationinCEECountrieswhohaveever shopped on the Internet, in %, 2009

•ShareofOnlineShoppersonInternetUsers,in%,September 2009 & April 2011

7. Players

•MostpopularOnlineShops,in%ofInternetUsers,April 2011

•MostpopularOnlineAuctions,in%ofInternetUsers,April 2011

•FactsaboutRozetka.com.ua•FactsaboutBonprix.ua•FactsaboutSokol.ua


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Table of Contents (2 of 8) – Ukraine (Top Country)


2. Trends

•B2CE-CommerceSalesTrends•PrinciplesofgoodE-Commerce,2011•ExpansionofE-Commerce,2011•TabletsandSmartphonesTrends,2011•B2CE-CommerceDeliveryTrends,2011•LogisticCompaniesusedbyInternetShops,

in %, 2009•TopOnlinePaymentCompaniesbyInternetShopUse,

in %, 2009•AvailabilityandPopularityofPaymentMethodsin

Internet Shops, in %, 2009•CustomerSpendingonB2CE-Commerce,in%,2009•OnlineActivitiesofInternetUsers,in%,April2010•PenetrationofMobilePhoneOwners,andPenetrationforMobileMediaUsageamongMobilePhoneOwners;Poland compared to the UK, Spain and France, in %, 2010

•MobileInternetUsers,in%ofthePopulation, 2007-2010

•InternetUsageviamobilePhones,byAgeGroups, in %, 2010

3. Sales

•B2CE-CommerceSales,inPLNbillion,2001-2010•B2CE-CommerceSales,inEURbillion,2010&2015f•B2CE-CommerceSales,inPLNbillion,2010&2011f•B2CE-CommerceSalesperHousehold,comparedto

Italy and Spain, in EUR, 2010

4. Shares

•B2CE-CommerceShareontotalRetailSales,in%,2006-2010

5. Products

•MostpopularProductCategoriesinB2CE-Commerce,in %, 2010

•TypesofGoodsandServicesboughtonline,byAgeGroups, in %, 2010

6. Users / Shoppers

•DevelopmentofInternetUsers(millions)andits Percentage of Country Population, 2006-2010

•IndividualsinEuropeusingtheInternet,byCountry,in %, 2008-2010

•PercentageofHouseholdsintheEUwithInternet Access / Broadband Connections in %, 2008-2010

•TotalBroadbandSubscribers,comparedtoGermany,USA and the OECD, 2006-2010

•TotalBroadbandSubscribersper100Inhabitants,compared to Germany, USA and the OECD Average, 2006-2010

•BroadbandSubscribers,byAccessTechnology compared to the OECD Average in %, 2010

•OnlineShoppersbyAgeGroups,comparedto EU27 Average, in %, 2010

•PenetrationofOnlineShoppers,byAgeGroup and Gender, in % of Population, 2010

•PenetrationofOnlineShoppers,comparedtoEU27Average, in %, 2006-2010

•EUComparisonofOnlineShopperPenetration, in % of Population, 2010

•FrequencyofShoppingontheInternet,in%,2009•OnlineShoppersbyAgeGroups,inmillions,2009•OnlineShoppersbyGender,in%,2008&2010

7. Players

•LeadingB2CE-CommerceSites,rankedbyB2C E-CommerceSales,inPLNbillion,2010

•FactsaboutAllegro.pl•FactsaboutNeo24.pl•FactsaboutElectro.pl•NewsaboutInteger.pl,2011•NewsaboutMerlin.pl,2011


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Table of Contents (3 of 8) – Poland (Top Country)


2. Trends

•B2CE-CommerceTrends•B2CE-CommerceGenderTrends,2010•PreferredOnlinePaymentMethod,in%,2010•OnlinePaymentTrends,2011•InternetandTelecommunicationTrends,2010•GroupShoppingTrends,2011•MostpopularOfferCategoriesatleadingGroup

Shopping Sites, May 2011•MobileInternetAccessPenetrationinEurope,

by Country, in %, 2010•MobilePaymentTrends,2010

3. Sales

•B2CE-CommerceSales,inHUFbillion,2005-2011f

4. Shares

•B2CE-CommerceShareontotalRetailSales,in%,2005-2011f

5. Products

•MostpopularProductCategoriesinB2CE-Commerce,in %, 2010

6. Users / Shoppers

•InternetUsers(millions)andPercentageofCountryPopulation, 2004-2010

•PenetrationofInternetUsersinCEECountries, as % of the adult Population, July 2010


•InternetandBroadbandHouseholdPenetration, by Households, in %, 2008-2010

•TotalBroadbandSubscribers,comparedtoGermany,USA and the OECD, 2006-2010

•BroadbandSubscribersper100Inhabitants, compared to Germany, USA and the OECD Average, 2006-2010

•BroadbandSubscribers,byAccessTechnology, compared to the OECD Average in %, 2010

•PenetrationofOnlineShoppers,comparedto EU27 Average, in %, 2006-2010


•InternetShoppersbyAgeGroups,comparedto EU27 Average, in %, 2010

7. Players

•B2CE-CommercePlayers,2010•LeadingB2CE-CommercePlayers;

by Unique Visitors and Audience Reach, July 2011•FactsaboutBookline.hu•FactsaboutEdigital.hu•FactsaboutLibri.hu•MonthlyTurnoverofleadingGroupShoppingSites,

in HUF million, May 2011•AveragePriceofOffersatleadingGroupShopping

Sites, in HUF, May 2011


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Table of Contents (4 of 8) – Hungary (Top Country)


2. Trends

•B2CE-CommerceTrends,2010•AttitudeofConsumersregardingOnlineShopping,

in %, 2010•OnlineStorescomparedwithOnlineAuctions,in%,

2010: Reasons for purchasing Online, encountered Problems, the most popular Payment Method, the most popular Products

•OnlineShoppingPaymentMethodsUsage, by Gender and Age, in %, 2010

•InternetandTelecommunicationTrends,2010•MobileInternetAccessPenetrationinEurope,

by Country, in %, 2010•MobilePaymentTrends,2011

3. Sales

•B2CE-CommerceSales,inCZKbillion,2006-2010

4. Shares

•B2CE-CommerceShareofTotalRetailSales,in%,2006-2010

5. Products

•TypesofGoodsorderedonline,in%ofOnline ShoppersAge16+,12MonthstoQ22010

•TypesofGoodsorderedonlinebyGender,in%ofOnlineShoppersAge16+,12MonthstoQ22010

•TypesofGoodsandServicesboughtonline, byAgeGroups,in%,12MonthstoQ22010

6. Users / Shoppers

•NumberofInternetUsers(millions)andShare(%) of Country Population, 2005-2010




•BroadbandSubscribers,byAccessTechnology, compared to the OECD Average in %, 2010

•NumberofInternetShoppers(millions)andShare of Country Population (%), 2005-2010

•ShareofRespondentswhohaveevershopped on the Internet, in %, 2010

•ShareofInternetShoppers,comparedtotheEU27Average, in %, 2005-2010

•OnlineShopperPenetrationbyAgeGroups, in %, 2010



7. Players

•RevenuesofselectedTopPlayersinB2C E-Commerce, in EUR million, 2009

•TopE-CommerceSites(incl.Auctions&MarketPlaces), by monthly Visitors, August 2010

•FactsaboutAlza.cz•FactsaboutKasa.cz•FactsaboutMall.cz


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Table of Contents (5 of 8) – Czech Republic (Top Country)


2. Trends

•B2CE-CommerceTrends,2010•AttitudeofInternetUsersaboutOnlineShopping,

in %, 2010•ComparisonofOnlineShopsandOnlineAuctions,

in %, 2010: Reasons for purchasing Online, Encountered Problems, most popular Payment Methods, most popular Products

•ShareofConsumerswhouseCashonDelivery for B2C E-Commerce, in %, 2010

•MobileInternetAccessPenetrationinEurope, by Country, in %, 2010

•InternetUsageviamobilePhones,byAgeGroups, in %, 2010

3. Sales

•B2CE-CommerceSales,inEURmillion,2009&2010

4. Shares

•B2CE-CommerceShareontotalRetailSales,in%,2009 & 2010

5. Products

•ProductspurchasedOnline,in%,Q12010

6. Users / Shoppers

•InternetUsers(millions)andShareofCountry Population, 2005, 2006 & 2010

•PenetrationofInternetUsersinCEEcountries, as % of the adult Population, July 2010



•TotalBroadbandSubscribers,comparedtoGermany,USA and the OECD Average, 2006-2010


•BroadbandSubscribers,byAccessTechnology compared to the OECD Average in %, 2010

•ShareofInternetUsers,whoevershoppedonline, in %, 2010

•PenetrationofInternetShoppers,comp.toEU27 Average, in %, 2006-2010


•OnlineShoppersbyAgeGroups, compared to EU27 Average, in %, 2010


7. Players

•LeadingB2CE-CommercePlayers;byUniqueVisitorsand Audience Reach, July 2011

•FactsaboutMall.sk•FactsaboutAlza.sk•FactsaboutHej.sk


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Table of Contents (6 of 8) – Slovakia (Top Country)

1. Albania

• Development of Internet Users and its Percentage of Country Population 2007, 2009 & 2010

• NewsaboutVodafone

2. Bosnia-Herzegovina

• Development of Internet Users (millions) and its Percentage of Country Population 2006, 2007 & 2010

3. Bulgaria

• Development of Internet Users (millions) and its Percentage of Country Population 2006 & 2010

• Internet Activities of Internet Users, in %, 2010• Online Activities of Internet Users, in %

of Individuals, 2010• Effects of the Economic Crisis on E-Commerce• Online Shoppers by Age Groups, in %, 2010• Penetration of Online Shoppers, by Age Group

and Gender, in % of Population, 2010• Share of Online Shoppers on the total Population,

in %, 2006-2010

4. Croatia

• Internet Users (millions) and Percentage of Country Population, 2004, 2006 & 2010

• Online Activities of Internet Users, in % of Individuals, 2010

• Online Shoppers by Age Groups, in %, 2010• Penetration of Online Shoppers, by Age Group

and Gender, in % of Population, 2010• Major Product Categories in B2C E-Commerce,

in % of Individuals, 2010

5. Estonia


• Development of Fixed and Mobile Broadband Subscribers 2009 & 2012f


• Major Product Categories in B2C E-Commerce, in % of Individuals, 2010

• Frequency of Online Shopping, in %, 2009• Online Shoppers by Age Groups, in %, 2010• Penetration of Online Shoppers, by Age Group


in %, 2006-2010• Top 3 Online Shops, by Percentage of Shoppers

that use the Shop most often, in %, 2009• Top 3 Auction Sites, by Percentage of Shoppers

that use the Site most often, in %, 2009

6. Greece

• Development of Internet Users and its Percentage of Country Population 2000 & 2010

• Internet Activities, in % of Online Shoppers, 2010• Online Activities of Internet Users, in % of Individu-

als, 2010• Development of B2C E-Commerce Sales, in EUR

billion, 2009 & 2010• B2C E-Commerce Product Categories, in % of Online

Shoppers, 2010• Major Product Categories in B2C E-Commerce,

in % of Individuals, 2010• Online Shoppers by Age Groups, in %, 2010• Penetration of Online Shoppers, by Age Group and

Gender, in % of Population, 2010• Share of Online Shoppers on the total Population,

in %, 2006-2010


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Table of Contents (7 of 8) – Additional Eastern European Countries

7. Latvia




• Online Shoppers by Age Groups, in %, 2010• Penetration of Online Shoppers, by Age Group and


in %, 2006-2009

8. Lithuania






in %, 2006-2010

9. Macedonia


• Share of Online Shoppers on the total Population, in %, 2008-2010

• Share of Online Shoppers on the total Population, in %, 2006-2010

10. Romania





in %, 2006 & 2010

11. Slovenia




• Online Shoppers by Age Groups, in %, 2010• Penetration of Online Shoppers, by Age Group


in %, 2006-2010• Penetration of Online Shoppers, by Age Group


in %, 2006-2010


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Table of Contents (8 of 8) – Additional Eastern European Countries


1%

33%

11%

55%

Telephone (incl. Mobile)

Internet

Mail

Other

In 2010, the Internet accounted for 33% of incoming distance selling orders in Ukraine.Ukraine: Breakdown of Distance Sales, by Ordering Channel, in %, 2010

Source: UDMA, 2011

Trends Sales Users / ShoppersProductsShares Players

72


Russia: Facts about Kupivip.ru

Furthermore, KupiVIP is a Russian private shopping club with online sales of RUB 2.4 billion in 2010.


60

Name of Company KupiVIP

Homepage www.kupivip.ru

Vertical Integration Retailer

Business Model Private Shopping Club

Product Range Fashion

B2C E-Commerce Revenue/Financials RUB 2.4 billion (2010)

Others

• KupiVIP.ru was founded by Oskar Hartmann in 2008. The company raised over $31 million in several rounds of venture capital funding from Accel Partners, Mangrove Capital, ABRT and Arlan as well as several European ‘angel’ investors Oliver Jung and Klaus Hommels.

• In 2011, The company closed another USD 55 million funding round with Balderton, Bessemer Venture Partners and Russian Partners.

Source: Company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations; Forbes, April 2011


Poland: Most popular Product Categories in B2C E-Commerce, in %, 2010

“Clothes, Sports Goods” (14%) were the leading product category in B2C E-Commerce in Poland in 2010, followed by “Household Goods”.

Note: Percentage of Individuals

Source: Eurostat, May 2011


106

2%

1%

3%

3%

3%

3%

5%

5%

6%

6%

6%

10%

13%

14%

0% 2% 4% 6% 8% 10% 12% 14% 16%

Other Types of Goods or Services

Shares/Financial Services/Insurance

Computer Software, delivered or upgraded online

Books/Magazines, delivered or upgraded online

Films/Music, delivered or upgraded online

Computer Hardware

Tickets for Events

Computer Software

Electronic Equipment

Films/Music

Food/Groceries

Books/Magazines/E-Learning Material

Household Goods

Clothes, Sports Goods


Hungary: Types of Goods and Services bought online, by Age Groups, in %, 2010

In 2010, 13% of the population in Hungary aged 25-34 ordered “Books/Magazines/E-learning Material” online.

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


141

Total 16-24 25-34 35-44 45-54 55-64 65-74

Books/Magazines/E-learning Material 8 10 13 11 8 3 1

Clothes, Sports Goods 5 9 11 7 4 1 0

Tickets for Events 5 5 9 6 5 2 0

Films/Music, Books online delivered 4 5 6 6 4 2 1

Household Goods 4 2 8 5 4 2 0

Computer Software (incl. Video Games) 3 4 4 4 3 1 0

Electronic Equipment 3 3 5 3 2 1 0

Films/Music 3 6 6 4 3 1 0

Computer Hardware 2 3 3 3 2 1 0

Computer Software online delivered 2 2 2 2 2 1 0

Food/Groceries 1 1 2 1 2 0 0

Shares/Financial Services/Insurance 1 0 2 1 1 0 0

Other Types of Goods or Services 5 5 7 6 6 2 1


Source: Czech Statistical Office, 2010

61% of Czech online shoppers paid by cash on delivery, and 34% preferred online banking transfers in 2010.Czech Republic: Online Shopping Payment Methods Usage, by Gender and Age, in %, 2010


164

Provided credit or debit

card details over the Internet

Provided pre-paid account details over the Internet (e.g. PayPal)

Electronic bank transfer via Internet

banking

Cash on delivery Cash payment

Other payment method

Total 16+ 2,9 3,6 33,5 60,8 22,0 1,2

Sex

Males 3,7 4,7 37,5 57,1 24,3 1,3

Females 2,1 2,5 28,8 64,9 19,3 1,2

Age group

16–24 3,4 3,7 25,8 62,4 22,1 1,5

25–34 2,4 3,8 37,5 60,7 19,9 1,3

35–44 2,1 2,9 34,0 65,1 20,9 1,3

45–54 4,6 5,3 35,0 57,7 22,5 n/a

55–64 n/a n/a 37,2 51,4 28,1 n/a

65–74 n/a n/a n/a 57,9 34,7 n/a

75+ n/a n/a n/a n/a 69,9 n/a


211

Mall.sk was the leading B2C E-Commerce player in Slovakia in terms of unique visitors, reaching 520 thousand in July 2011.Slovakia: Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011

Leading B2C E-Commerce Playersby Unique Visitors (Users)

520

320

260

240

160

0 100 200 300 400 500 600

nay.sk

martinus.sk

hej.sk

alza.sk

mall.sk

in thousand

Leading B2C E-Commerce Playersby Audience Reach

12,3

7,3

6,3

5,9

3,9

0 2 4 6 8 10 12 14

nay.sk

martinus.sk

hej.sk

alza.sk

mall.sk

in %

Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month;Selected online players with high traffic may not be included.

Source: DoubleClick Ad Planner, August 2011



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Transcript of Brochure & Order Form_Eastern Europe B2C E-Commerce Report 2011_by yStats.com