EASTERN EUROPE B2C E-COMMERCE MARKET 2018 · Q1 2015 – Q1 2018 5.3. SALES & SHARES Retail...

EASTERN EUROPE B2C E-COMMERCE MARKET 2018 PUBLICATION DATE: AUGUST 2018

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-7 TABLE OF CONTENTS I PAGE 8 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 9 METHODOLOGY I PAGE 10 RELATED REPORTS I PAGE 11 CLIENTS I PAGE 12-13 FREQUENTLY ASKED QUESTIONS

PAGE 14 ORDER FORM I PAGE 15 TERMS AND CONDITIONS

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Eastern Europe B2C E-Commerce Market 2018

Report

B2C E-Commerce

Europe

Czech Republic, Poland, Russia, Turkey, Ukraine

English

PDF & PowerPoint

119

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QUESTIONS

ANSWERED

IN THIS REPORT

What was Eastern Europe’s share of global B2C E-Commerce sales in 2017?

How much online retail sales are generated by countries of the Eastern European region?

What are the main trends influencing the development of online retail in Russia, Poland and

Turkey?

What do online shoppers in Eastern Europe buy and how do they prefer to pay?

Who are the main online retail market players in Eastern Europe?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

EASTERN EUROPE B2C E-COMMERCE MARKET 2018

B2C E-COMMERCE SALES GROWTH POTENTIAL REMAINS HIGH IN EASTERN EUROPE

Eastern Europe has one of the smallest online retail markets among the global

regions in 2017, but is projected to see growth through 2018 and beyond. Currently

accounting for less than 5% of the region’s overall retail sales, B2C E-Commerce revenues in

Eastern Europe are spurred by market trends such as M-Commerce, social and cross-border

online shopping, as yStats.com’s report shows.

Of the three top economies of the region, only Poland managed to reach past the 5%

threshold in terms of E-Commerce’s share of retail sales in 2017. Still, even in this nation the

Internet and online shopper penetration rates are below the EU averages, indicating further

untapped potential. In Russia, B2C E-Commerce sales are the largest of all Eastern European

nations in 2018, but an increasing share of these is going to foreign online merchants, most

of all Chinese, according to data cited in the yStats.com report. In the Czech Republic,

Poland and Ukraine the awareness of China-based AliExpress is also growing, although

unlike in Russia, local E-Commerce competitors in these three countries continue to top

AliExpress in website popularity.

Market evidence from Turkey highlights two other major trends in Eastern Europe’s

B2C E-Commerce. These include mobile and social commerce. More than 50% of online

shoppers in this country make purchases through smartphones and close to that number

also place orders through social media platforms such as Facebook and Instagram.


MARKET 2017

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MANAGEMENT SUMMARY

REGIONAL OVERVIEW

Breakdown of Global Retail E-Commerce Sales by Regions, incl. Central and Eastern Europe, in %, 2017

B2C E-Commerce Share of Total Retail Sales in Central and Eastern Europe, in %, 2017

B2C E-Commerce Share of Total Retail Sales in Poland, Russia and Turkey, Compared to Selected Countries

Worldwide, in %, 2017

Internet Penetration in Europe, by Country, in % of Individuals, 2011 – 2017

Online Shopper Penetration in Europe, by Country, in % of Individuals, 2011 – 2017

RUSSIA

3.1. OVERVIEW

B2C E-Commerce Market Overview and International Comparisons, July 2018

3.2. TRENDS

B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 –

2017

Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017

Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017

Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2017

Mobile Shopper Penetration, in % of Online Shoppers, 2017

3.3. SALES & SHARES

B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 & 2017

B2C E-Commerce Sales, in RUB billion, by Three Comparative Estimates, 2014 – 2018f

B2C E-Commerce Sales CAGR, in %, 2010 – 2017 & 2018 – 2022f

B2C E-Commerce Share of Total Retail Sales, in %, 2017

B2C E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f

3.4. INTERNET USERS & ONLINE SHOPPERS

Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 - 2017

Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 – 2017

Online Shopper Penetration by Age Group, by Gender and Location Type, in % of Internet Users in the Respective

Group, 2017

Reasons for Not Buying Online, in % of Individuals Who Do Not Shop Online, 2016 & 2017

3.5. PRODUCTS

Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2017

Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017

Online Travel Sales, in RUB billion, and Year-on-Year Change, in %, 2010-2018f

3.6. PAYMENT

Payment Methods Used in Online Shopping, in % of Online Shoppers, by Gender, Location Type and Total, 2017

Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2016 & 2017

3.7. DELIVERY

Breakdown of E-Commerce and Direct Selling Orders, by Shipping Methods, in %, 2017

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TABLE OF CONTENTS (1 OF 4)

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RUSSIA (CONT.)

3.7. DELIVERY (CONT.)

Breakdown of Delivery Methods Used When Buying from Russian Online Stores, in % of Online Shoppers, by

Location Type, October 2017

3.8. PLAYERS

B2C E-Commerce Player Overview, July 2018

Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands,

Average Check, in RUB, Y-o-Y Change, and Main Product Category, 2017

Top 10 Online Shops by Number of Monthly Visitors, in millions, 6 Months to September 2017

POLAND

4.1. OVERVIEW

B2C E-Commerce Overview and International Comparisons, August 2018

4.2. TRENDS

Devices Used for Online Shopping, in % of Online Shoppers, April 2017 & April 2018

Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online

Shoppers, April 2018

Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, April 2018

Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 - 2017

4.3. SALES & SHARES

B2C E-Commerce Sales, in PLN billion, 2013 – 2017e

B2C E-Commerce Sales, in PLN billion, 2017 & 2018f

B2C E-Commerce Share of Total Retail Sales, in %, 2018e


Internet Penetration, in % of Individuals, 2012 – 2017

Online Shopper Penetration, in % of Individuals, 2012 – 2017

4.5. PRODUCTS


4.6. PAYMENT

Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2017

4.7. DELIVERY

Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2018

4.8. PLAYERS

B2C E-Commerce Player Overview, August 2018

Top 12 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2017 & April 2018

Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018

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TURKEY

5.1. OVERVIEW

B2C E-Commerce Overview and International Comparisons, August 2018

5.2. TRENDS

Devices Used in Online Shopping, by Computer and Smartphone, in % of Online Shoppers, 2017

Breakdown of Page Views and Orders in Online Stores, by Desktop and Mobile, in %, 2017

Social Commerce Shopper Penetration, in % of Online Shoppers, 2017

Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From

EU Countries and From Non-EU Countries, 2012 - 2017

Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million,

Q1 2015 – Q1 2018

5.3. SALES & SHARES

Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2017

E-Commerce Sales by Segment, in TRY billion, 2015 - 2017

B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2017


Internet Penetration, in % of Individuals, 2011 - 2017

Online Shopper Penetration, in % of Individuals, 2016 & 2017

5.5. PRODUCTS


5.6. PAYMENT

Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018

Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1

2015 – Q1 2018

5.7. DELIVERY

Breakdown of Delivery Operators Preferred in E-Commerce, in % of Orders, 2017

Barriers to Online Shopping, incl. Delivery-Related, in % of Individuals, 2017

5.8. PLAYERS

B2C E-Commerce Player Overview, August 2018

Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and

Category, June 2018

CZECH REPUBLIC

6.1. TRENDS

M-Commerce Share of B2C E-Commerce Sales, by Mobile and Tablet, in %, 2017e

Mobile Shopper Penetration, in % of Online Shoppers, 2017

Cross-Border Online Shopper Penetration, by Age Group and Gender, in % of Online Shoppers in the Czech Republic,

by Purchasing from Other EU Countries and Non-EU Countries, Compared to Domestic Online Shoppers, 2016 &

2017

6.2. SALES & SHARES

B2C E-Commerce Sales, in CZK billion and in % Year-on-Year Change, 2013 - 2017

B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2017

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CZECH REPUBLIC (CONT.)


Internet Penetration, in % of Individuals, 2011 – 2017

Online Shopper Penetration, in % of Individuals, 2011 – 2017

Online Shopper Penetration, by Age Group and Gender, in % of Individuals, 2013-2017e

6.4. PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, 2017

6.5. PAYMENT

Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017

6.6. DELIVERY

Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017

Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online

Shoppers, June 2017

6.7. PLAYERS

Top 10 E-Commerce Websites by Average Monthly Number of Visits, in millions, 6 Months to August 2017

UKRAINE

7.1. TRENDS

Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, April 2018

Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2017

7.2. SALES & SHARES

B2C E-Commerce Sales, in UAH billion, 2016 - 2018f

B2C E-Commerce Share of Total Retail Sales, in %, 2017e


Internet Penetration, in % of Individuals, 2010 – 2018f

Online Shopper Penetration, in % of Internet Users and in millions, 2017e

Breakdown of Online Shoppers by Age Group, in %, April 2018

7.4. PRODUCTS

Top 3 Categories Purchased Online, in % of Online Shoppers, 2017

Product Categories Purchased Online, in % of Online Shoppers, October 2017

7.5. PAYMENT

Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018

Top 3 Payment Methods Accepted by E-Commerce Websites, in % of E-Commerce Websites, 2017

7.6. DELIVERY

Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018

7.7. PLAYERS

Top 3 Local and Foreign E-Commerce Platforms by Website Reach, in % of Internet Users and in million Visitors, June

2017

Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, April 2018



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REPORT-SPECIFIC SAMPLE CHARTS


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GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research

The reports are compiled based on secondary market research.

Secondary research is information gathered from previously published

sources. Our reports are solely based on information and data acquired

from national and international statistical offices, industry and trade

associations, business reports, business and company databases,

journals, company registries, news portals and many other reliable

sources. By using various sources we ensure maximum objectivity for all

obtained data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to ensure

validity and reliability.

The source of information and its release date are provided on

every chart. It is possible that the information contained in one chart is

derived from several sources. If this is the case, all sources are mentioned

on the chart.

The reports include mainly data from the last 12 months prior

to the date of report publication. Exact publication dates are mentioned in

every chart.

Definitions

The reports take into account a broad definition of B2C E-

Commerce, which might include mobile commerce. As definitions may

vary among sources, exact definition used by the source (if available) is

included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings,

line graphs and tables. Every chart contains an Action Title, which

summarizes the main idea/finding of the chart and a Subtitle, which

provides necessary information about the country, the topic, units or

measures of currency, and the applicable time period(s) to which the data

refers. With respect to rankings, it is possible that the summation of all

categories amounts to more than 100%. In this case, multiple answers were

possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following

order: Cover page, preface, legal notice, methodology, definitions, table of

contents, management summary (summarizing main information

contained in each section of report) and report content (divided into

sections and chapters). When available, we also include forecasts in our

report content. These forecasts are not our own; they are published by

reliable sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance by using

evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for

example the time of survey and number of people surveyed, is provided in

the form of a note. In some cases, the note (also) contains additional

information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local

currencies are most often used. When referencing currency values in the

Action Title, the EUR values are also provided in brackets. The conversions

are always made using the average currency exchange rate for the

respective time period. Should the currency figure be in the future, the

average exchange rate of the past 12 months is used.

METHODOLOGY OF OUR EASTERN EUROPE B2C E-COMMERCE MARKET 2018

Report Coverage

This report covers the B2C E-Commerce market in Eastern

Europe. Major emerging markets in this region are covered, including

Czech Republic, Poland, Russia, Turkey, and Ukraine. A broad definition of

retail E-Commerce used by some original sources cited in this report

might include both B2C and C2C E-Commerce.

The report contains relevant information about international

comparisons, market trends, B2C E-Commerce sales and shares, Internet

users and shoppers, products, payment methods, delivery and players.

Report Structure

The report starts with an overview of the regional E-Commerce

market compared to other global regions and the region’s country

comparisons in terms of criteria relevant to B2C E-Commerce, such as

Internet and online shopper penetration rates. The rest of the report is

divided into country chapters, presented in the descending order of retail

E-Commerce sales. Data availability varied by country.

For the top emerging markets in the region, the country

description starts with an overview of the market, highlighting the overall

B2C E-Commerce development in that country.

The “Trends” section includes an overview of market trends, such

as M-Commerce, cross-border online shopping or omnichannel commerce.

Next, the section “Sales & Shares” covers the development of

retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.

Where available, information from several sources was provided for cross-

referencing.

In the “Users & Shoppers” section, information about Internet

penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading product

categories purchased online.

The next section, “Payment”, covers the payment methods most

used by online shoppers.

Furthermore, the “Delivery” section covers information related to

delivery in B2C E-Commerce.

Finally, the “Players” section includes information about the

leading E-Commerce companies, such as rankings of top online shopping

platforms by market shares, website visits, or usage rates by online

shoppers, where available.


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METHODOLOGY

Poland B2C E-Commerce Market 2018

Turkey B2C E-Commerce Market 2018

Russia B2C E-Commerce Market 2018

Online Retail in Emerging Markets 2018

Global B2C E-Commerce Market 2018

Europe B2C E-Commerce Market 2017

Europe Cross-Border B2C E-Commerce Market 2017

Europe Online Payment Methods: Full Year 2017

Germany B2C E-Commerce Sales Forecasts: 2017 to 2021

UK B2C E-Commerce Sales Forecasts: 2017 to 2021

Top 5 B2C E-Commerce Sales Forecasts: 2017 to 2021

Asia-Pacific B2C E-Commerce Market 2018

Southeast Asia B2C E-Commerce Market 2018

India B2C E-Commerce Market 2018

China B2C E-Commerce Market 2018

South Korea B2C E-Commerce Market 2018

August 2018

August 2018

August 2018

August 2018

August 2018

July 2017

February 2017

June 2018

November 2017

November 2017

December 2017

June 2018

May 2018

June 2018

May 2018

May 2018

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€ 750

€ 950

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€ 4,950

€ 3,950 € 2,450

€ 1,950 € 950

€ 1,950

€ 450

€ 450

€ 1,950 € 1,450

€ 3,950

€ 1,950

€ 950

€ 950

€ 750

Africa B2C E-Commerce Market 2018

MENA B2C E-Commerce Market 2018

GCC B2C E-Commerce Market 2018

Middle East B2C E-Commerce Market 2018

March 2018

March 2018

February 2018

January 2018

€ 1,950

€ 2,950

€ 1,450

€ 1,950

UPCOMING RELATED REPORTS

REPORT PUBLICATION

DATE

PRICE*

Europe B2C E-Commerce Market 2018

Europe Cross-Border B2C E-Commerce 2018

August 2018

August 2018

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EASTERN EUROPE B2C E-COMMERCE MARKET 2018 · Q1 2015 – Q1 2018 5.3. SALES & SHARES Retail...

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