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Europe Cross-Border B2C E-Commerce 2020

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  • The Implications of Brexit for UK and EU B2C E-Commerce 2019

Description

Countries Covered: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK

Pages: 144

Publication Date: 19/02/2020

Questions Covered in the report:

  • How high are cross-border B2C E-Commerce sales in Europe in 2020?
  • How many online shoppers in Europe make purchases on foreign websites?
  • What are the preferred product categories of Europe’s cross-border online shoppers?
  • What are the top E-Commerce websites used by Europe’s online shoppers to buy internationally?
  • Which countries in Europe are leading in cross-border B2C E-Commerce?

Key findings:

Cross-border B2C E-Commerce growth in Europe driven by international marketplaces

European cross-border B2C E-Commerce growth in double-digits

Close to a quarter of all B2C E-Commerce sales in Europe are generated cross-border, with revenues projected to grow at a double-digit rate over the next few years, according to the latest research cited by yStats.com. Figures show that the share of digital buyers in the EU making purchases from other countries inched closer to 50% in 2019, up from around one-third in 2014. The top countries by cross-border online penetration rate in the EU are Malta and Cyprus, with Romania and Poland on the opposite end of the ranking. The most popular product categories purchased by Europe’s cross-border online shoppers are fashion and electronics.

Brexit’s impact on cross-border B2C E-Commerce market in Europe

The UK was the top European country purchased from by international buyers in the EU as of 2019. Brexit might have a negative impact on British B2C E-Commerce exports to the EU if additional charges begin to be applied at checkout. According to a 2019 survey cited in the yStats.com report, seven in ten online shoppers in Europe who currently buy on UK websites would stop purchasing internationally if extra costs such as customs clearance or other taxes were added.

Marketplaces spur cross-border online shopping growth

Marketplaces play an important role in European cross-border B2C E-Commerce. As the yStats.com report shows, a double-digit share of international online sales in this region were generated on these platforms, led by Amazon. Other popular marketplaces and international E-Commerce websites in Europe included Germany’s Zalando, UK-based ASOS, and eBay, Wish and Etsy from the U.S. Furthermore, Alibaba’s AliExpress has gained popularity, with China ranking as a top destination for cross-border online shoppers in 23 out of 28 countries mentioned in the yStats.com report.

1. Management Summary

2. Global Developments

  • Cross-Border B2C E-Commerce Sales Forecast, in USD billion, and in % of Total B2C E-Commerce Sales, 2023f
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, August 2019
  • Cross-Border Online Shopper Penetration in Selected Countries, in % of Online Shoppers, By Total Cross-Border Shoppers And Daily/Weekly Cross-Border Shoppers, September 2019
  • Top 5 Exporting Markets in Cross-Border B2C E-Commerce by Share of Purchases, in %, September 2019
  • Breakdown of Actions Cross-Border Online Shoppers Would Take If Imports From China Would Be Taxed Higher with Additional EUR 10 per Item, in % of Cross-Border Online Shoppers, September 2019
  • Reasons for Buying Cross-Border, in % of Cross-Border Online Shoppers, September 2019
  • Top Reasons For Cross-Border Online Shopping Cart Abandonment, September 2019
  • Breakdown of the Latest Cross-Border Online Purchase by Value in EUR, and Weight, in % of Cross-Border Online Shoppers, September 2019
  • Breakdown of the Latest Cross-Border Online Purchase by Delivery Costs in EUR, in % of Cross-Border Online Shoppers, September 2019
  • Breakdown of the Latest Cross-Border Online Purchase by Delivery Time, in % of Cross-Border Online Shoppers, September 2019
  • Share of Cross-Border Online Shoppers Expecting Delivery Within 6 Days If They Paid For It, in %, April 2019
  • Selected Localization Features Preferred by Cross-Border Online Shoppers, % of Cross-Border Online Shoppers, July 2019
  • Breakdown of E-Commerce Websites Purchased From In Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, September 2019
  • Top 10 Shopping Apps by Downloads, incl. Cross-Border E-Commerce Apps, by Total Downloads, App Store Downloads and Google Play Downloads, January 2020

3. Europe

3.1. Regional

  • Cross-Border B2C E-Commerce Market Overview and Trends, February 2020
  • Cross-Border B2C E-Commerce Sales (incl. Travel) in EU16, in EUR billion, 2018, 2020f & 2022f
  • Cross-Border B2C E-Commerce Sales Share of Total B2C E-Commerce Sales, in % by EU16 Countries, 2018
  • Breakdown of Cross-Border B2C E-Commerce Sales (Excl. Travel) in EU16 by Player Type, in EUR billion, and in %, 2018
  • Market Shares of the Top 12 European Marketplaces, in % of Cross-Border B2C E-Commerce Sales Generated by European Marketplaces in EU16, 2018
  • Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Individuals, 2014 – 2019
  • Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers, 2014 – 2019
  • Cross-Border Online Shopper Penetration, by EU and Selected Non-EU Countries, in % of Online Shoppers, 2018 & 2019
  • Top 3 Countries Purchased From In The Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, by Selected Countries, September 2019
  • Reasons for Shopping Online from a Specific Country, in % of Cross-Border Online Shoppers, by Selected European Countries, Spring 2019
  • Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, by Selected European Countries, Spring 2019
  • International E-Commerce Marketplaces Purchased From, in % of Online Shoppers in Selected European Countries, Spring 2019
  • Breakdown of the Latest Cross-Border Online Purchase by Type of Carrier Used For Delivery, in % of Cross-Border Online Shoppers, by Seller Location, 2018
  • Share of E-Commerce Companies Selling Abroad, by EU and Selected Non-EU Countries, in % of E-Commerce Companies, 2017 & 2019
  • Difficulties When Selling To Other Countries Online, in % of E-Commerce Companies in the EU Selling To Other EU Countries, 2019
  • Share of Online Shoppers in Europe Currently Buying Cross-Border from UK Websites Who Would Stop Buying From Foreign Websites In Case of Additional Costs After Checkout, in %, June 2019
  • Share of Online Shoppers in Europe Currently Buying Cross-Border from UK Websites Who Would Stop Buying In Case of Additional Costs After Checkout, in %, by Selected Countries, June 2019

3.2. Advanced Markets

3.2.1. UK

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in the UK, 2014 – 2019
  • Share of Online Shoppers in the UK Buying from European Websites Cross-Border Who Would Stop Buying Cross-Border In Case of Additional Costs After Checkout, in %, June 2019
  • Top 3 Countries That Cross-Border Online Shoppers in the UK Made Their Latest Purchase From, in %, 2018 & 2019
  • Share of Cross-Border E-Commerce Retailers in the UK Who Believe That Selling to Shoppers Internationally Will Become More Complex After Brexit, in %, June 2019
  • Share of UK Retailers Believing That Sales to The European Economic Area (EEA) Will Decrease After Brexit, in %, June 2019
  • Share of UK E-Commerce Sellers Who Rely on the EU for Some or Most of Their E-Commerce Export Revenue Growth, in %, September 2018
  • Most Desired International Markets Outside the EU According to UK E-Commerce Sellers, in %, September 2018

3.2.2. Germany

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Germany, 2014 – 2019
  • Cross-Border Online Spending, by Shopping Frequency of Cross-Border Online Shoppers in Germany, in EUR billion, 2018
  • Average Order Value in Foreign Online Stores by Shoppers in Germany, by Gender, in EUR, 2018
  • Delivery Methods Used in Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in Germany, 2018
  • Share of Cross-Border Online Shoppers in Germany Who Were in Contact With a Customs Authority, in %, 2018
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Germany, September 2019
  • Channels Through Which B2C E-Commerce Merchants Sell To Customers Abroad, in % of German B2C E-Commerce Merchants Selling To Customers Abroad, 2019
  • Top 10 Export Markets, in % of German E-Commerce Merchants, 2019
  • Average Net Online Order Value Of Purchases by Foreign Customers According to German B2C E-Commerce Merchants, Compared to Customers in Germany, in EUR, by Selected Countries, 2019

3.2.3. France

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in France, 2014 – 2019
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in France, September 2019
  • Share of French E-Commerce Merchants Selling Internationally, by Company Size in Terms of Revenues, in %, March 2019
  • Breakdown of French E-Commerce Merchants Selling Abroad by Share of Revenues Generated Abroad, in %, March 2019
  • Top 5 Foreign Markets Sold to by French E-Commerce Merchants, in %, March 2019

3.2.4. Spain

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Spain, 2014 – 2019
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Spain, September 2019
  • Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2017 – Q2 2019
  • Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2017 – Q2 2019
  • Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q2 2019
  • Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q2 2019

3.2.5. Italy

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Italy, 2014 – 2019
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Italy, September 2019
  • Cross-Border B2C E-Commerce Imports, in EUR billion, and Share of Total B2C E-Commerce Sales, in %, 2019e
  • Cross-Border B2C E-Commerce Exports, by Products and Services, in EUR billion, 2018 & 2019e
  • Breakdown of Cross-Border B2C E-Commerce Exports of Products By Product Categories, in %, 2019e
  • Breakdown of Cross-Border B2C E-Commerce Exports of Products By Country/Region, in %, 2019e

3.2.6. Netherlands

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in the Netherlands, 2014 – 2019
  • Cross-Border Online Spending by Shoppers in the Netherlands, in EUR million, 2017 & 2018
  • Breakdown of Cross-Border Online Spending of Shoppers in the Netherlands by Country, in %, 2017 & 2018

3.2.7. Belgium

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Belgium, 2014 – 2019
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Belgium, September 2019
  • Share of Cross-Border Online Shoppers in Belgium Who Received Their Latest Cross-Border Online Purchase On The Next Day and in 2-3 Days, in %, September 2019

3.2.8. Sweden

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Sweden, 2014 – 2019
  • Top 5 Countries Purchased From, in % of Cross-Border Online Shoppers in Sweden, H1 2019
  • Top 5 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Sweden, H1 2019

3.2.9. Denmark

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Denmark, 2014 – 2019
  • Top 5 Countries Purchased From, in % of Cross-Border Online Shoppers in Denmark, H1 2019
  • Top 5 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Denmark, H1 2019

3.2.10. Finland

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Finland, 2014 – 2019
  • Top 5 Countries Purchased From, in % of Cross-Border Online Shoppers in Finland, H1 2019
  • Top 5 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Finland, H1 2019

3.2.11. Norway

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Norway, 2014 – 2019
  • Top 5 Countries Purchased From, in % of Cross-Border Online Shoppers in Norway, H1 2019
  • Top 5 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Norway, H1 2019

3.2.12. Austria

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Austria, 2014 – 2019
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Austria, September 2019

3.2.13. Switzerland

  • Cross-Border B2C E-Commerce Imports, in CHF billion, 2017 & 2018
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Switzerland, September 2019

3.2.14. Ireland

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Ireland, 2014 – 2019
  • Breakdown of the Number of Purchases Made by Shoppers in Ireland from Sellers in the UK in the Past 2 Years, in %, August 2019
  • Expectations of Shoppers in Ireland Who Bought Online From the UK Regarding Their Online Shopping Behavior After Brexit, in %, August 2019

3.3. Emerging Markets

3.3.1. Russia

  • B2C E-Commerce Sales, by Domestic and Cross-Border, in RUB billion, 2018e-2023f
  • B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2013 – 2019e
  • Number of Shipments of Goods from Foreign Online Stores to Russia, in millions, 2013 – 2019e
  • Breakdown of Cross-Border Online Spending and Number of Shipments to Russia by Country, in %, 2018
  • Breakdown of Cross-Border Online Purchases by Shoppers in Russia by Value in EUR, in %, 2017 & 2018
  • Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2018
  • Breakdown of Devices Used in the Latest Online Purchase from Russian and Foreign Online Stores, in % of Online Shoppers in Russia, 2017 & 2018
  • Share of Online Shoppers in Russia Who Purchased from Russian Online, from Chinese Online Stores and from Online Stores in Other Countries, in %, 2015 – 2019
  • Average Order Value of Online Shoppers in Russia, by Purchases From Russian Online Stores, Chinese Online Stores, and Other Foreign Online Stores, in RUB, 2018 & 2019
  • Delivery Methods Used When Buying From Foreign Online Stores, in % of Cross-Border Online Shoppers in Russia, September 2019
  • Adequate Delivery Time According to Online Shoppers in Russia, by Purchases from Russian Online Stores to Large Cities, Medium-Sized Cities, Small Cities, and Purchases from Foreign Online Stores, in Days, September 2019
  • Share of Cross-Border Online Shoppers in Russia Who Waited for 30 or More Days For Their Latest Cross-Border Online Purchase, in %, September 2019

3.3.2. Poland

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Poland, 2014 – 2019
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Poland, September 2019
  • Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2018 & April 2019

3.3.3. Turkey

  • Cross-Border Online Shopper Penetration, in % of Online Shoppers in Turkey, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2014-2019
  • Number of Cross-Border E-Commerce Transactions with Bank Cards Issued in Turkey, in millions, and Value, in TRY million, Q1 2016 – Q2 2019
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Turkey, September 2019

3.3.4. Greece

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Greece, 2014 – 2019
  • Top Reasons To Buy Cross-Border, in % of Cross-Border Online Shoppers in Greece, 2018
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Greece, September 2019

3.3.5. Hungary

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Hungary, 2014 – 2019
  • Number of Cross-Border Online Shoppers in Hungary, in millions, and Cross-Border E-Commerce Spending, in HUF billion, 2018
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Hungary, September 2019

3.3.6. Portugal

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Portugal, 2014 – 2019
  • Countries Purchased From, in % of Cross-Border Online Shoppers in Portugal, 2018
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Portugal, September 2019
  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries and Total, in % of Online Shoppers in Portugal, 2014 – 2019
  • Countries Purchased From, in % of Cross-Border Online Shoppers in Portugal, 2018
  • Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Portugal, September 2019
  • ASOS PLC
  • Alibaba Group Holdings
  • Allegro Group
  • Amazon.com Inc
  • Etsy Inc.
  • Wish Inc.
  • Zalando SE
  • eBay Inc

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