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Europe B2C E-Commerce Market 2022

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Description

Countries Covered: Czech Republic, France, Germany, Greece, Hungary, Italy, Poland, Romania, Russia, Spain, Turkey, United Kingdom

Pages: 181

Publication Date: 18/01/2022

Questions Covered in the report:

  • How did the online shopper penetration rates in Europe develop between 2015 and 2020?
  • What was the E-Commerce sales value of Top 500 European online retailers in 2020?
  • How are the European advanced markets compared to other global markets that are expected to improve their B2C E-Commerce sales value in 2021?
  • What are the 2025 forecast numbers for B2C E-Commerce market size and its share in the whole retail market in Western Europe?
  • How much sales did the largest B2C E-Commerce market player generate in 2020?

Key Findings:

The United Kingdom is expected to rank third globally in B2C E-Commerce sales in 2021: new yStats.com report.

E-Commerce sales revenue of top European online retailers saw a tremendous increase of almost 40% y-o-y in 2020, amid COVID-19

Due to the COVID-19 pandemic and enforced restrictions in Europe, the retail market experienced significant changes, namely, digitization of operations in 2020. Many businesses/retailers in the region decided to invest in E-Commerce. So, in 2020, the revenue of top European online retailers witnessed a considerable growth of about 40% from 2019, among which were specialist merchants VanMoof and Fenton, the fastest-growing online retailers in 2020. The major markets in the region as well have seen tremendous developments in the online retail market, meaning the UK still remained the leader in Europe in terms of B2C E-Commerce market and it saw over a 30% of y-o-y growth in 2020. In 2021, the market share of B2C E-Commerce in the UK was expected to reach almost a third of retail sales and is predicted to rank third globally in sales volume, after China and the USA. Another advanced market, Germany, had its B2C E-Commerce market increased by more than 20% y-o-y in 2020. And in the global rank, by its value, Germany was estimated to be the sixth compared to other countries in 2021.  In Spain, B2C E-Commerce values peaked in Q4 2020, however, compared to the same period the previous year, though the increase there was not as substantial as in other Western European neighbors. Furthermore, a considerable part of overall B2C E-Commerce sales value in Spain was from transactions from Spain to abroad.

Hardware and Food/beverage product categories experienced the fastest year-on-year growth in Europe in 2020

Consumer behavior rapidly changed after the onset of COVID-19, and the preference for what to buy online and what not to vary by country. However, in the region overall, among the top fastest-growing online product categories in Europe were hardware, food/beverage and health/beauty in 2020, according to a survey cited in the new yStats.com report. Taking a deep look at each market reveals some other details. Generally, in most markets of Europe clothes, shoes & accessories and electronics were commonly ranked as the top categories to be purchased when shopping online in 2020. For instance, in the UK, over half of respondents on average purchased clothing, shoes and accessories items online in 2020, which was the leading product category. In Germany, however, the fashion & accessories segment went down to second place, following consumer electronics that in 2020 accounted for almost a quarter of total online sales. Appliances and technology was the top product category to be purchased online in the future, followed by apparel and beauty & cosmetics, as per an October 2020 consumer survey. Technology/communication, entertainment/culture and food were the top 3 product categories purchased online in Spain, according to a June 2021 survey cited in the report.  In Russia, the preference for the product segment varied depending on the type of purchase, meaning that when shopping online locally, consumers opted for buying consumer electronics online, and clothes & footwear was the second choice, whereas when purchasing cross-border, clothes & footwear dominated and consumer & electronics’ share decreased.

  1. Management Summary
  2. Global Developments
  • B2C E-Commerce Sales Value, in USD trillion, and Year-on-Year Change, in %, 2019 – 2025f
  • B2C E-Commerce Sales Value, in USD trillion, and Share, in % of Total Retail Sales, 2019 – 2025f
  • Top 10 Countries, by B2C E-Commerce Sales Value, in USD billion, and Y-o-Y Change, in %, 2020 & 2021e
  • Breakdown of Top 10 Countries, by B2C E-Commerce Sales, in % of Total Global B2C E-Commerce, 2021e
  • Growth Rate of B2C E-Commerce Sales Worldwide and in the Top 10 Countries, incl. India, Brazil, Russia, in %, 2021e
  • E-Commerce Sales Compound Annual Growth Rate, in % Year-on-Year Change, 2020 – 2024f
  1. Regional Developments
  • Overview B2C E-Commerce Market, November 2021
  • Online Retailers’ E-Commerce Sales Value, in USD billion, 2019 & 2020
  • Top 5 Fastest-Growing Online Retailers, in % Year-on-Year Change, 2020
  • Top 5 Fastest-Growing Online Product Categories, in % Year-on-Year Change, 2020
  • Online Shopper Penetration Rate, by Age Group, in % of Internet Users, 2015 – 2020
  • Internet Penetration in the EU, by Country, in % of Individuals, 2015 – 2020
  • Online Shopper Penetration in the EU, by Country, in % of Individuals, 2015 – 2019
  • Online Shopper Penetration in the EU, by Country, in % of Individuals, 2020
  • B2C E-Commerce Sales Value, in USD trillion, and Year-on-Year Change, in %, 2019 – 2025f
  • B2C E-Commerce Sales Value, in USD trillion, and Share, in % of Total Retail Sales, 2019 – 2025f
  • Top Payment Methods Preferred, by Before & After COVID-19, in % of Adults, March 2021
  1. Advanced Markets

4.1. UK

  • B2C E-Commerce Market and Players Overview, November 2021
  • Impact of Brexit on Domestic & Cross-border B2C E-Commerce Market, November 2021
  • B2C E-Commerce Sales Value, in GBP billion, and Year-on-Year Change, in %, 2019 – 2024f
  • B2C E-Commerce Sales Value, in GBP billion, and Share, in % of Retail Sales, 2019 – 2024f
  • Share of Retail Sales, by E-Commerce and Non-E-Commerce, in % of Total Retail Sales, 2019 – 2025f
  • Proportion of Online Sales Value in Retail in Select Sectors, in %, and Month-on-Month Change, in %, August 2021
  • Online Purchases, by Product Category, by Age Group, and Average, in %, 2020
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
  • Frequency of Online Shopping Within the Last 3 Months, in % of Adults, 2020
  • Share of Contactless Card Payments Made In Stores, in % of Card Payments, 2020
  • Top Preferred Payment Methods, in % of Consumers, January 2021
  • Value of Debit Card Spending, in GBP billion, July 2019 & July 2020
  • Value of Credit Card Spending, in GBP billion, July 2019 & July 2020
  • Value of Faster Payments via Pay.uk, in GBP billion, and Year-on-Year Change, in %, December 2019 – December 2020
  • Shares of Faster Payments in Total Payments, in %, November 2019 & November 2020
  • Top Product Categories Purchased via the BNPL service, in % of Adult Respondents, June 2021
  • Breakdown of Credit and BNPL Providers Used, in % of Respondents, October 2020
  • Breakdown of Adults’ Attitudes Towards the Potential Increase of The Limit for Contactless Transactions, in %, February 2021
  • Top 3 Factors To Encourage Consumers To Try Open Banking Payment Method, in % of Online Shoppers, January 2021
  • Share of Consumers Who Did not Complete a Payment Online, in%, & Top Reasons for Not Completing a Payment Online, in % of Online Shoppers, January 2021

4.2. Germany

  • B2C E-Commerce Market and Players Overview, November 2021
  • B2C E-Commerce Sales Value, in EUR billion, and Year-on-Year Change, in %, 2010 – 2021e
  • B2C E-Commerce Sales Value, by Product Category, in EUR billion, 2020
  • Breakdown of Product Categories, in % of Total Online Sales Value, 2020
  • E-Commerce Sales Value, by Product Category, and Y-o-Y Change, in %, 2019 & 2020
  • Online Sales Value, by Non-Food and Food Category, in EUR billion, 2018 – 2020
  • Top 10 Online Shops, by Sales, in EUR million, 2020
  • Breakdown of Amazon and Marketplaces in B2C E-Commerce, in %, 2019 & 2020
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Breakdown of Devices Used for Online Shopping, in % Online Sales, 2018 – 2020
  • Preference for Stores, Restaurants/Other Sales Outlets to Offer At Least One Digital Payment Option, by Age Group, in % of Adults, August 2021
  • Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
  • Breakdown of the Usage Frequency of Payment Options in the Last 3 Months, incl. a Card, Smartphone or Smartwatch, in % of Respondents, May 2021
  • Breakdown of the Usage Frequency of Payment Options with a Card or a Smartphone/Smartwatch in the Last 3 Months, in % of Respondents, May 2021
  • Share of Retail Companies Who Sell Goods Online, in %, 2019 & 2021
  • Top Channels Used to Sell Goods/Services Online, in % Retail Companies, 2019 & 2021
  • Top Delivery Options Used When Products Bought Online, in % of Retail Companies, 2019 & 2021
  • Top Compromises to Be Made to Make More Sustainable Digital Purchases, in % of Online Shoppers, December 2020
  • Number of Click-and-Collect Buyers, in millions, and Share, in % of Population, 2020 – 2024f
  • Breakdown of Product Categories Where Click & Collect Service was Used, in % of Internet Users, 2020

4.3. France

  • B2C E-Commerce Sales Value, in EUR billion, 2019 & 2020
  • Share of B2C E-Commerce, in % Total Retail Trade, 2019 & 2020
  • Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
  • Top Product Categories That Will Be Purchased Online in the Future, incl. “Apparel”, in % of Consumers, October 2020
  • Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
  • Top Devices Used to Make a Purchase Online, in % of Internet Users, January 2021
  • Top Delivery Methods Used, in % of Internet Users, January 2021
  • Top E-Commerce Websites, by Number of Users, in millions, and Share of Users Who Made a Purchase on the Site over the Past 12 Months, October 2020
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Top Payment Application Used, incl. Google Pay and Apple Pay, in % of Adults, January 2021
  • Top Payment Application to be Used in the Future, incl. Paylib, Google Pay and Apple Pay, in % of Adults, January 2021
  • Share of Adults Who Trust Mobile Payments, in %, January 2021
  • Top Barriers for Using Mobile Payments in a Store, in % of Adults, January 2021

4.4. Spain

  • B2C E-Commerce Sales Value, in EUR million, and Year-on-Year Change, in %, Q1 2019 – Q1 2021
  • B2C E-Commerce Sales Value, by Cross-border and Local, in EUR billion, Q1 2019 – Q1 2021
  • Share of Online Shoppers, in % of Total Population, June 2021
  • Breakdown of Online Shopping Frequency, in % of Online Shoppers, June 2021
  • Breakdown of Spending Amount When Purchasing Online, in % of Online Shoppers, June 2021
  • Top Reasons for Purchasing Online Despite the Existence of a Physical Store, in % of Online Shoppers, June 2021
  • Top Product Categories Purchased or Ordered Online, in % of Online Shoppers, June 2021
  • Breakdown of Store Types, in % Sales Generated in the Last 6 Months, June 2021
  • Top Barriers Which Occurred When Setting Up E-Commerce among Business Professionals and Their Clients, in % of E-Commerce Professionals, June 2021
  • Top Marketplaces Used for Shopping, in % of Adult Online Shoppers, May 2021
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021

4.5. Italy

  • B2C E-Commerce Sales Value, by Product & Services, in EUR billion, 2018 – 2021e
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  1. Emerging Markets

5.1. Russia

  • Overview B2C E-Commerce Market, November 2021
  • B2C E-Commerce Sales Value, by Domestic and Cross-Border, in RUB billion, 2015 – 2021e
  • Breakdown of Domestic B2C E-Commerce Sales, by Product Category, in %, 2020
  • Breakdown of Cross-Border B2C E-Commerce Sales, by Product Category, in %, 2020
  • Share of Online Consumers Who Make Online Purchase More Than Once a Year, in %, 2019 & 2020
  • Shopping Frequency, in % of Online Consumers, 2019 & 2020
  • Top 10 Product Categories Purchased, in % of Online Consumers, 2019 & 2020
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
  • Top 10 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, in %, and Main Product Category, 2020
  • Breakdown of B2C E-Commerce Sales, by Payment Method, in %, 2019 & March – December 2020
  • Share of Consumer Fund Transfers via the Faster Payment System, in % of Total, December 2020
  • Average Daily Value of Payments via the Faster Payment System (FPS), in RUB million, January 2020 & September 2020
  • Share of Cashless Transactions With a Debit Card, in % of All Cashless Transactions Value, & Share of Cashless Transactions, in % of Total Expenditures of Citizens, 2010 – 2019 & January – September 2020
  • Share of Payments Made Via a Bank Card, in % of Online Purchases, 2019 & 2020

5.2. Poland

  • Overview B2C E-Commerce Market, November 2021
  • B2C E-Commerce Sales, by Product Category, in PLN billion, 2017 – 2026f
  • Top Devices Used for Online Shopping, in % of Internet Users, June 2021
  • Smartphone Owners Who Made and Did Not Make a Purchase Online, in %, 2019 – 2021
  • Online Shoppers Who Made and Did Not Make a Purchase via a Mobile Device, in %, 2019 – 2021
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Top Foreign Online Stores Used in the Last 6 Months, in % of Online Shoppers, June 2021
  • Breakdown of Preferred Payment Methods, in % of Internet Users, December 2020
  • Top Preferred Payment Methods, by Age Groups, in % of Internet Users, December 2020
  • Breakdown of Payment Methods Offered, in % of Online Retailers, October 2020
  • Digital Payment Methods Owned, in % of Internet Users, November 2020
  • Payment Methods Used When Purchasing via Computer/Laptop, in % of Online Shoppers Buying via Computer, 2019 & 2020
  • Payment Methods Used in M-Commerce, in % of Mobile Shoppers, 2019 & 2020

5.3. Turkey

  • B2C E-Commerce Sales Value, in TRY billion, 2019 – 2020
  • B2C E-Commerce Sales Value Distribution, by Month, in TRY billion, H1 2020 & H1 2021
  • Product Categories Purchased Online, in % of Online Shoppers, Q1 2020 & Q1 2021
  • Shopping Activities Carried Out Online, in % of Internet Users, Q3 2020
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
  • Online Shopper Penetration, in % of Individuals, Q1 2020 & Q1 2021

5.4. Czech Republic

  • B2C E-Commerce Sales, in CZK billion, 2019 & 2020
  • B2C E-Commerce Sales, in CZK billion, Q2 2020 & Q2 2021
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • B2C E-Commerce Share of Retail Sales, in %, 2020
  • Online Shopper Penetration, in % of Individuals, 2015 – 2020
  • Top Product Categories Purchased Online in the Last 3 Months, in % of Individuals, 2020

5.5. Greece

  • Online Shopper Penetration Rate, in % of Consumers, December 2019 & December 2020
  • Online Shopper Penetration, in % of Individuals, 2015 – 2020
  • Top Product Categories Intended to Purchase Online, in % of Consumers, June 2020, December 2020, June 2021
  • Top Product Categories to be Purchased Online in the Coming Months, by Very and Not Very Likely, in % of Adult Consumers, September 2020
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Number of Transactions with Payment Cards, in millions, 2019 & 2020
  • Share of Debit and Credit Cards Payments, in % of Total Volume, 2018 – 2020

5.6. Romania

  • B2C E-Commerce Market Value, in EUR billion, 2019 & 2020
  • Online Shopper Penetration, in % of Individuals, 2015 – 2020
  • Top Product Categories Purchased Online in the Last 3 Months, in % of Individuals, 2020
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Average Online Order Value, by Mobile & Desktop Transactions, in RON, 2019 & 2020

5.7. Hungary

  • B2C E-Commerce Market Value, in HUF billion, 2019 & 2020
  • Online Shopper Penetration, in % of Individuals, 2015 – 2020
  • Product Categories Purchased Online in the Last 3 Months, in % of Online Shoppers, 2020
  • Breakdown of Payment Methods, in % of B2C E-Commerce Transaction Number, 2020
  • Breakdown of Delivery Methods, in % of Total B2C E-Commerce Transaction Number, 2020
  • Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
  • Afterpay
  • Alibaba
  • Aliexpress
  • Allegro
  • Amazon
  • Apple Pay
  • Apple
  • Argo
  • Carrefour
  • Cashper
  • Cdiscount
  • Clearpay
  • Ebay
  • El Corte Ingles
  • Etsy
  • Fenton
  • Floa
  • Fnac
  • Gap
  • Google Pay
  • H&M
  • Ikea
  • Klarna
  • Media Markt
  • Openpay
  • Otto.de
  • Pay.uk
  • Paylib
  • Samsung Pay
  • Saturn
  • Sberbank
  • VanMoof
  • WebMoney
  • Wildberries
  • Wish
  • Yandex.Money
  • Zalando

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