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Eastern Europe B2C E-Commerce and Online Payment Market 2019

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  • Eastern Europe B2C E-Commerce Market 2019

Description

Countries Covered: Belarus, Bulgaria, Croatia, Czech Republic, Greece, Hungary, Poland, Romania, Russia, Slovakia, Slovenia, Turkey, Ukraine

Pages: 235

Publication Date: 23/10/2019

Questions Covered in the report:
Who are the leaders of B2C E-Commerce in Eastern Europe?
What payment methods are preferred by Eastern Europe’s online shoppers?
How do online and mobile shopper penetration rates differ in the countries of Eastern Europe?
What is the projected size of Russia’s online retail market in 2019 and 2023?
How fast are B2C E-Commerce sales growing across Eastern Europe?

Key findings:

Alternative payment methods battle bank cards in Eastern Europe’s B2C E-Commerce

Eastern Europe’s online retail sales grow rapidly

Although smaller in size compared to Western Europe, Eastern Europe’s B2C E-Commerce market is growing more rapidly, spurred by increasing online shopper penetration. The region’s top market, Russia, is projected to nearly double online retail sales between 2019 and 2023, according to the forecasts cited by yStats.com. Other countries are also expected to experience a double-digit growth rate in 2019 and beyond.

Alternative payment methods lead in Eastern Europe

Another major finding revealed in the yStats.com report is that alternative payment methods have the lead over bank cards in terms of online shoppers’ preference in most countries of Eastern Europe. Less than a third of countries covered in the report had credit or debit card as the top payment method used by online shoppers. Although this includes some of the region’s largest markets, such as Russia and Turkey, in the majority of other countries alternative payment methods such as bank transfer, digital wallet and cash on delivery have the upper hand.

Competition in Eastern European B2C E-Commerce intensifies

The leading online shopping platforms in Eastern Europe include mass merchants and marketplaces, price comparison portals, clothing and electronics retailers. The websites of local and regional players such as Allegro, eMag, Heureka, Hepsiburada, Rozetka, and Wildberries are in the lead, although cross-border E-Commerce destinations, for example, China’s AliExpress, are also gaining in popularity, as rankings cited in the yStats.com report reveal.

1. Management Summary

2. Regional Overview

  • Retail E-Commerce and M-Commerce Growth Rate, by Global Regions, in %, 2019f vs. 2018
  • Top 10 Countries Worldwide by Retail E-Commerce Sales, in USD billion, incl. Russia, 2018 & 2019f
  • B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 – 2019f
  • Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018
  • Internet Penetration in Europe, by Country, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration in Europe, by Country, in % of Individuals, 2012 – 2018
  • Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers, 2017 & 2018
  • Online and Mobile Payment Trends and News about Players, February 2019
  • Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
  • Top Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016 – 2018
  • Top Payment Methods Preferred in E-Commerce, in % of Online Shoppers, by Selected Countries, July 2018
  • Share of Internet Users Who Say They Would Never Use Selected Payment Providers to Pay for Goods and Services (Online or In-Store), in % of Internet Users, April 2018
  • Payment Methods Accepted in Online Stores, in % of Online Stores, February 2018
  • Overview of Strong Customer Authentication Requirements Under PSD2, April 2019
  • Overview of The Strong Customer Authentication Perceptions by Industry Participants, June 2019
  • E-Commerce Merchants’ Readiness to Support Strong Customer Authentication, in %, November 2018
  • Levels of Awareness and Preparation of E-Commerce Merchants to Strong Customer Authentication Requirements, by SMEs and Large Businesses, June 2019
  • Share of Consumers Who Are Unaware of the Strong Customer Authentication Requirements for Online Purchases, in %, June 2019
  • Share of Consumers Who Prefer One-time Passcodes for Authentication, Compared to Fingerprint Recognition, in %, June 2019
  • Barriers to Buying Online, in % of Online Shoppers, July 2018

3. Russia

3.1. Trends

  • B2C E-Commerce Market Overview and International Comparisons, September 2019
  • B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2013 – 2019f
  • B2C E-Commerce Sales, by Domestic and Cross-Border, in RUB billion, 2018e-2023f
  • Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2018
  • Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2018
  • Breakdown of Devices Used in the Latest Online Purchase from Russian and Foreign Online Stores, in % of Online Shoppers, 2017 & 2018
  • Social Commerce Shopper Penetration, in % of Internet Users, and Types of Social Commerce Platforms Used, in % of Social Commerce Shoppers, 2018
  • Top 10 Social Commerce Shopping Platforms, in % of Social Commerce Shoppers, 2018
  • B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 -2018

3.2. Sales & Share

  • B2C E-Commerce Sales Forecasts, in RUB billion, by Six Comparative Estimates, 2016 – 2023f
  • B2C E-Commerce Share of Total Retail Sales, by Non-Grocery Goods and Total Retail, in %, 2016-2018
  • B2C E-Commerce Share of Total Retail Sales, in %, 2018 & 2024f

3.3. Internet Users & Online Shoppers

  • Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 – 2018
  • Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 – 2018
  • Online Shopper Penetration by Age Group, Gender and Location Type, in % of Population, 2018
  • Reasons for Not Shopping Online, in % of Individuals Who Do Not Shop Online, 2017 & 2018

3.4. Products

  • Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2018
  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

3.5. Payment

  • Barriers to Buying Online, in % of Online Shoppers, July 2018
  • Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2017 & 2018
  • Online Payment Services Used to Pay for Products and Services Online, in % of Internet Users in Large Cities, 2017 & 2018
  • Online Payment Methods Used to Pay for Products and Services Online, by Desktop and Smartphone, in % of Internet Users in Large Cities, 2017 & 2018
  • Online Payment Methods Used to Pay for Products and Services Online, by Desktop and Smartphone, in % of Internet Users in Large Cities, 2018
  • Share of Apple Pay, Samsung Pay and Android Pay Users, by Age Group and Total, in % of Internet Users in Large Cities, 2018
  • Online Payment Transaction Value, in RUB billion, 2015-2019f

3.6. Delivery

  • Breakdown of B2C E-Commerce Delivery Time, in % of Deliveries, 2018
  • Number of Parcels Delivered in E-Commerce, by Delivery Method, in millions, Share, in % of Total Number of Parcels, and Change, in %, 2016 & 2018

3.7. Players

  • 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, 2018

4. Poland

4.1. Trends

  • B2C E-Commerce Market Overview and International Comparisons, September 2019
  • Devices Used for Online Shopping, in % of Online Shoppers, April 2018 & April 2019
  • Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2019
  • Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, May 2019

4.2. Sales & Share

  • B2C E-Commerce Sales, in PLN billion, 2013 – 2019f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2018

4.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018

4.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

4.5. Payment

  • Payment Methods Used in E-Commerce, in % of Online Shoppers, May 2019
  • Breakdown of Fast Transfer Services Used Most Often, in % of Online Shoppers Using Fast Transfer Services, April 2018
  • Payment Methods Used in M-Commerce, in % of Mobile Shoppers, 6 Months to November 2018

4.6. Delivery

  • Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2019

4.7. Players

  • Top E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2018 & April 2019
  • Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2018 & April 2019

5. Turkey

5.1. Trends

  • Shopping Activities Carried Out Online, in % of Internet Users, Q2 2018
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2013 – 2018
  • Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2016 – Q2 2019

5.2. Sales & Share

  • E-Commerce Share of Total Retail Sales, in %, 2014 – 2018
  • Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 – 2017
  • E-Commerce Sales by Segment, in TRY billion, 2017 & 2018

5.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2019

5.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, Q1 2018 & Q1 2019

5.5. Payment

  • Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018
  • Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
  • Top Payment Methods Accepted in Online Shops of the Top 100 Retailers in Turkey, in % of Top 100 Retailers with an Online Shop, July 2018
  • Top 3 Credit Cards Accepted in Online Shops of the Top 100 Retailers in Turkey, in % of Top 100 Retailers Accepting Credit Cards in Their Online Shops, July 2018
  • Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2016 – Q2 2019

5.6. Delivery

  • Share of Online Shoppers Whose Purchase Decision Is Affected by Delivery Costs and Speed, in %, February 2018

5.7. Players

  • Top 10 E-Commerce Platforms Purchased From, by Product Category, in % of Online Shoppers Purchasing Each Category, September 2018

6. Czech Republic

6.1. Trends

  • Devices Used to Shop Online, in % of Online Shoppers, June 2018
  • M-Commerce Share of Retail Sales, in %, 2018 & 2019f

6.2. Sales & Share

  • B2C E-Commerce Sales, in CZK billion, 2018 & 2019f
  • B2C E-Commerce Share of Retail Sales, in %, 2018

6.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018

6.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

6.5. Payment

  • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
  • Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018

6.6. Delivery

  • Breakdown of Expectations of Free Delivery Depending on the Order Value, in % of Online Shoppers, May 2019
  • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018

6.7. Players

  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Czech Republic’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

7. Greece

7.1. Trends

  • Breakdown of Main Devices Used to Shop Online, in % of Online Shoppers, 2018
  • Research and Purchase Behavior, in % of Respondents, 2018

7.2. Sales & Shares

  • B2C E-Commerce Sales, in EUR billion, 2018 & 2019f

7.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018

7.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

7.5. Payment

  • Top Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018

7.6. Delivery

  • Top 3 Delivery-Related Problems in E-Commerce, in % of Online Shoppers, 2018

7.7. Players

  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Greece’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

8. Romania

8.1. Trends

  • Top Reasons To Buy Online, in % of Online Shoppers, May 2018
  • Devices Used to Shop Online, in % of Online Shoppers, June 2018
  • Average E-Commerce Transaction Value, by Mobile and Desktop, in EUR, 2018

8.2. Sales & Shares

  • B2C E-Commerce Sales, in EUR billion, 2017 & 2018
  • B2C E-Commerce Share of Retail Sales, in %, 2016 – 2018

8.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018

8.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

8.5. Payment

  • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
  • Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
  • Breakdown of Online Card Payments, by Desktop and Mobile, in %, 2018

8.6. Delivery

  • Share of Online Shoppers Demanding Shorter Delivery Times, e.g. Same Day Delivery, in %, 2018
  • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018

8.7. Players

  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Romania’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
  • Revenues of the Top 1 E-Commerce Market Player (eMag), in RON billion, 2017 & 2018

9. Hungary

9.1. Trends

  • Devices Used to Shop Online, in % of Online Shoppers, June 2018
  • Number of Cross-Border Online Shoppers, in millions, and Cross-Border E-Commerce Spending, in HUF billion, 2018
  • Share of Online Shoppers Making Purchases via Smartphone, in %, May 2017 & April 2019

9.2. Sales & Shares

  • B2C E-Commerce Sales, in HUF billion, 2014 & 2018
  • B2C E-Commerce Share of Total Retail Sales, in %, 2018

9.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018

9.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

9.5. Payment

  • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018

9.6. Delivery

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

9.7. Players

  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Hungary’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

10. Ukraine

10.1. Trends

  • Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
  • Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, 2018
  • Share of Online Shoppers Purchasing via Mobile Shopping Apps, in %, 2018

10.2. Sales & Shares

  • B2C E-Commerce Sales, in UAH billion, 2016 – 2019f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2018

10.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2010 – 2019f
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018
  • Breakdown of Online Shoppers, by Age Group and Gender, in %, 2018

10.4. Products

  • Top Product Categories Purchased Online, in % of Online Shoppers, 2018

10.5. Payment

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

10.6. Delivery

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

10.7. Players

  • Top E-Commerce Websites Used, in % of Online Shoppers, May 2018
  • Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, 2018

11. Slovakia

11.1. Trends

  • Devices Used to Shop Online, in % of Online Shoppers, June 2018

11.2. Sales & Shares

  • B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018

11.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018

11.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

11.5. Payment

  • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018

11.6. Delivery

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

11.7. Players

  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Slovakia’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

12. Bulgaria

12.1. Sales & Shares

  • B2C E-Commerce Sales in Europe, in EUR million, and Year-on-Year Change, in %, 2013 – 2018e

12.2. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018

12.3. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

12.4. Payment

  • Top Payment Methods Used in E-Commerce, in % of Online Shoppers, July 2019

12.5. Players

  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Bulgaria’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

13. Belarus

13.1. Trends

  • Breakdown of Online Purchases by Device Used, by Age Group, in % of Online Shoppers, March 2018
  • Top 5 Reasons to Shop from Cross-Border Websites, in % of Online Shoppers, March 2018

13.2. Sales & Shares

  • B2C E-Commerce Sales, in USD million, 2017 & 2018
  • B2C E-Commerce Share of Total Retail Sales, in %, 2017 & 2018

13.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2013 – 2018
  • Online Shopper Penetration, in % of Individuals, March 2018
  • Breakdown of Online Shoppers by Those Who Purchase Most Products Online, Purchase Equally Over the Internet and In-Store, Purchase Over the Internet Sometimes, but Prefer In-Store Shopping and Who Rarely Purchase Online, in %, March 2018

13.4. Products

  • Products Purchased Online, by Purchased in the Last 12 Months, Purchased Most Frequently in the Past Year and Purchased at Least Once Online, in % of Online Shoppers, March 2018

13.5. Payment

  • Breakdown of Payment Methods Used in Last Online Purchase, in % of Online Shoppers, 2018

13.6. Delivery

  • Breakdown of Delivery Options Used in E-Commerce, in % of Deliveries, November 2018

13.7. Players

  • Top E-Commerce Websites Used, in % of Online Shoppers, March 2018

14. Croatia

14.1. Trends

  • Devices Used to Shop Online, in % of Online Shoppers, June 2018

14.2. Sales & Shares

  • B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018

14.3. Internet Users & Online Shoppers

  • Internet User Penetration and Online Shopper Penetration, in % of Individuals, 2018

14.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

14.5. Payment

  • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
  • Breakdown of Payment Methods Most Used in E-Commerce, in % of Online Shoppers, by Online Shoppers With a Bank Account and Online Shoppers With a Credit Card, 2018
  • Share of Online Shoppers Who Save Card Information for Future Purchases, in % of Online Shoppers With a Bank Account, 2018
  • Most Important Payment-Related Criteria in E-Commerce, in % of Online Shoppers, July 2018
  • Most Important Payment-Related Barriers in E-Commerce, in % of Online Shoppers, July 2018
  • Top 5 Payment Methods Accepted in Online Shops, in % of E-Commerce Merchants, February 2019

14.6. Delivery

  • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
  • Delivery Services Used by E-Commerce Merchants, in %, 2018

14.7. Players

  • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Croatia’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

15. Slovenia

15.1. Trends

  • Devices Used to Shop Online, in % of Online Shoppers, June 2018

15.2. Sales & Shares

  • B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018

15.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2018
  • Online Shopper Penetration, in % of Individuals, 2012 – 2018

15.4. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

15.5. Payment

  • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018

15.6. Delivery

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

15.7. Players

  • Top 5 Online Shopping Websites, October 2019
  • Alibaba Group Holding Ltd
  • Amazon.com Inc
  • DNS OOO
  • Hepsiburada.com
  • M Video Trade OOO
  • MasterCard Inc.
  • Ozon Holdings Limited
  • PayPro SA
  • Sberbank of Russia PJSC
  • Visa Inc.
  • Zalando SE
  • Allegro Group Sp. z oo
  • Ceneo S.A.
  • Gitti Gidiyor Bilgi Teknolojileri
  • Heureka
  • MIH PayU BV
  • OLX Inc.
  • PS Yandex Money LLC
  • Rozetka. Ua Ltd
  • VKontakte Ltd.
  • Wildberries LLC
  • eMag Group

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