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Poland B2C E-Commerce Report 2012

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Publication Date:

November 23rd, 2012

Description:

1.) B2C E-Commerce continues to increase in Poland, but Growth is slowing

In its "Poland B2C E-Commerce Report 2012", Hamburg-based secondary market research company yStats.com has compiled information about B2C E-Commerce in Poland. The report covers online revenue, trends, successful product categories and the share of B2C E-Commerce total retail sales as well as facts and figures about leading online retailers.

The significance of B2C E-Commerce in Poland continues to grow. However, the share of online shoppers in Poland only reached one third in 2011, which was below the European average of approximately 40 percent.
In 2011, M-Commerce grew more than sevenfold in Poland compared to the previous year. The number of mobile online orders is growing considerably, as is M-Commerce revenue.

B2C E-Commerce continues to grow, but only accounts for a small Share of Retail Sales
In 2012, B2C E-Commerce was expected to grow by approximately 25 percent in Poland, which is nevertheless a lower growth rate than in previous years. In June 2012, the most purchased products in B2C E-Commerce in Poland were clothing/shoes, followed by household appliances/consumer electronics/digital media. The most widely offered product categories were home/garden, followed by sports/hobbies and clothing/shoes. In 2011, B2C E-Commerce accounted for approximately 3 percent of all retail sales in Poland, which is more than in Italy (approx. one percent), but considerably less than in Great Britain (more than 10 percent). Bank transfer was the most commonly used payment method, followed by payment on invoice. PayU S.A. was more frequently used as an online payment method than Polish PayPal. The products reached the Internet users via parcel delivery or self-pick up.

Groupon is almost as popular as Allegro
Price comparison sites, some of which feature user ratings, were especially popular among Poles in 2011. Internet users most frequently visit the shopping site of mass merchant Allegro.pl, followed by Groupon.pl. In terms of revenue, Allegro.pl was also the leading website in Polish B2C E-Commerce in 2011, with 40 million users in Poland and a 50 percent annual revenue increase in April 2012 compared to the previous year. Groupon planned to send out personalized newsletters in Poland, so-called Smart Deals, and to expand its customer service by the end of 2012. Other retailers also benefit from B2C E-Commerce. On Neo24.pl, an online shop for computer and consumer electronics, the most frequently ordered products were TVs and consumer electronics, on Merlin.pl more than 200.000 products were offered. The website has one million registered users.

Even though the share of online shoppers continues to grow in Poland, as shown by Hamburg-based secondary market research company yStats.com in its "Poland B2C E-Commerce Report 2012", it still lags behind in a Europe-wide comparison.


2.) KEY FINDINGS

• 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”.


3.) About our Reports
- Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions
- yStats.com provides secondary market research: By using various sources of information we ensure maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of the market situation.
- The analyses, statistical reports and forecasts are only based on reliable sources including national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries and news portals.
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4.) About yStats.com
yStats.com has been committed to research up-to-date, objective and demand-based data on markets and competitors for top managers from various industries since 2005. Headquartered in Hamburg, Germany, the firm has a strong international focus and is specialized in secondary market research. In addition to offering reports on markets and competitors, yStats.com also carries out client-specific research. Clients include leading global enterprises from various industries including B2C E-Commerce, electronic payment systems, mail order and direct marketing, logistics, as well as banking and consulting.

Pages:

54

Table of contents:

1. Management Summary

2. Trends
• B2C E-Commerce Market Trends in Poland, 2011/2012
• M-Commerce and Group Shopping Trends in Poland, 2011/2012 and M-Commerce Growth in Poland, compared to Europe Average, in %, 2011 vs. 2010
• Online Purchases by Types of Websites in Poland, in % of Online Shoppers, 2010
• Change in Profit and Turnover of Online Shops in Poland, in %, 2011 vs. 2010
• Number of Products offered by Online Shops in Poland, in %, 2009-2011
• Number of Online Shops selling Clothing in Poland, in thousands, 2008-2012f
• Breakdown of Home Appliances, Consumer Electronics and digital Media Retail Market Sales Channels in Poland, by Value, in %, 2011
• Offered Online Delivery Options in Poland, in % of Online Shops, 2009-2011
• Online Delivery Methods in Poland, by Popularity, in % of Consumers, 2009-2011
• Cooperation with Logistics Companies in Poland, by Company, in % of Online Shops, 2010 & 2011
• Payment Methods offered by Online Shops in Poland, in % of Online Shops, 2009-2011
• Most popular Payment Methods when shopping at Online Shops in Poland, in % of Online Shoppers, 2009-2011
• Offered Online Payment Companies in Poland, in % of Online Shops, 2009-2011
• Online Payment Methods in Poland, by Acceptance among Online Shops, in %, 2011
• Problems encountered when selling Online in Poland, by Problem Area, in % of Online Shops, 2009-2011

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
• Share of B2C E-Commerce on total Retail Sales in Poland, in %, 2011 & 2012f
• Share of Online Sales on total Retail Trade Value in Poland, in %, June 2012
• Share of Online Sales on total Clothing and Footwear Revenues in Poland, in %, 12 Months to June 2012

5. Products
• Assortment of Online Shops in Poland, by Product Category, in % of Online Shops, 2012
• Purchased Online Product Categories in Poland, in % of Online Shoppers, June 2012
• Online Product Categories in Poland, by Popularity, in %, 2011
• Purchased Online Clothing Product Categories in Poland, in % of Online Shoppers, 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, compared to Germany, USA and the OECD Average, 2006-2011
• Fixed Broadband Subscribers in Poland, by Access Technology, compared to the OECD Average, in %, 2011
• Share of Online Shoppers on Individuals in Poland, compared to the EU Average, in %, 2006-2011
• EU Comparison of Online Shopper Penetration, by Country, including Poland, in % of Population, 2011

7. Players
• Top 20 B2C E-Commerce Websites in Poland, in million Users, February 2012
• Top 30 B2C E-Commerce Websites in Poland, by B2C E-Commerce Sales, in PLN million, 2011
• Profile of Allegro.pl
• Profile of Groupon.pl
• Profile of Neo24.pl
• Profile of Komputronik.pl
• Profile of Merlin.pl

Available Files:

  • Poland B2C E-Commerce Report 2012_by yStats.com.pdf(1,354kB)
  • Poland B2C E-Commerce Report 2012_by yStats.com.ppt(8,519kB)

Reference No.:
Please use when ordering!

R000995

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