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GLOBAL
ECOMMERCE
PLATFORMS
2014
A Country-By-Country Look at
the Top Retail Ecommerce Sites
DECEMBER 2014
Rahul Chadha
Contributors: Victor Aka, Sherry Antoine, Osbaldo Franco, Natalie Marin-Sharp,
Man-Chung Cheung, Jennifer Jhun, Jeane Han, Jasmine Enberg, Hilary Rengert, Cindy Liu
Read this on
eMarketer for iPad
EXECUTIVE SUMMARY
Given Amazon’s dominance of the US market, it
would be easy to assume that the ecommerce giant
is well on its way to replicating its success globally.
In some places it has, but a closer look at the
major retail ecommerce sites in the core countries
eMarketer covers reveals a great deal of variety in
individual markets.
In some countries, such as Russia and Indonesia, the
ecommerce landscape remains populated by a large
number of homegrown competitors who benefit from
an understanding of local language and shopping
practices. In regions like Western Europe, friendly trade
policies along with small domestic markets for goods
drive consumers to price shop in neighboring countries,
driving up cross-border ecommerce. In a market like
China, however, just a handful of companies—such as
Alibaba Group and JD.com—dominate the landscape.
Alibaba’s success is due in part to its establishment
of a marketplace with low entry costs for retailers,
while simultaneously solving logistics problems,
such as providing merchants with a secure online
payment method.
This report is intended to give the reader an overview of
the major retail ecommerce platforms operating in the
23 countries for which we offer forecasts. In addition, we
have provided information about digital buyer behavior,
popular product categories, payment methods, and
mobile and cross-border commerce site preferences
when available.
KEY QUESTIONS
■■
■■
■■
What are the major retail ecommerce platforms in
countries around the world?
Retail Ecommerce Sales Worldwide, 2013-2018
trillions and % change
$2.489
$2.197
$1.888
$1.592
$1.316
$1.077
25.9%
2013
22.2%
20.9%
2014
2015
Retail ecommerce sales
18.6%
16.4%
2016
2017
13.3%
2018
% change
Note: includes products or services ordered using the internet via any
device, regardless of the method of payment or fulfillment; excludes travel
Source: eMarketer, Dec 2014
183001
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CONTENTS
2 Executive Summary
3Asia-Pacific
13Europe
36 Latin America
42 North America
45 Related eMarketer Reports
45 Related Links
46 Editorial and Production Contributors
What are the popular retail ecommerce product
categories in various markets?
What are the most commonly used retail
ecommerce payment methods in these countries?
GLOBAL ECOMMERCE PLATFORMS 2014: A COUNTRY-BY-COUNTRY LOOK AT THE TOP RETAIL ECOMMERCE SITES
©2014 EMARKETER INC. ALL RIGHTS RESERVED2
ASIA-PACIFIC
Consumers in the Asia-Pacific region show great
variation in ecommerce site preferences by country. In
more mature markets like Australia, Japan and South
Korea, where use of banks is widespread and delivery
and payment infrastructure suitably developed, digital
buyers certainly use business-to-consumer (B2C)
platforms like Amazon.com, but in some cases digital
marketplaces still play an integral role in the digital
shopping experience. Meanwhile, digital buyers in
emerging markets such as Indonesia and India tend to
rely more on consumer-to-consumer (C2C) platforms
due to the lack of access to online payment options
and barriers to deliveries.
AUSTRALIA
Top Ecommerce Sites
Australia’s ecommerce landscape is crowded with
international competitors—especially eBay-owned
properties—according to October 2014 data from
Experian Hitwise Australia. eBay Australia catalogued
the highest number of visits, 23.1 million, during the
week examined, accounting for 12.9% of retail site
visits during that timeframe. The local edition of
eBay-owned classifieds site Gumtree was second with
13.3 million visits and a 7.4% share, followed by eBay
with 13.2 million, for a 7.4% share, and Amazon with
11.6 million, for a 6.5% share. [Note: The Australian
version of Amazon’s site, Amazon.com.au, sells
only ebooks].
Top 10 Retail Sites in Australia, Ranked by Total Visits,
Week ending Oct 18, 2014
millions and % share of visits
1. eBay Australia
Total visits
% share of visits
23.1
12.9%
2. Gumtree AU Splashpage
13.3
7.4%
3. eBay
13.2
7.4%
4. Amazon
11.6
6.5%
5. OzBargain
1.9
1.1%
6. JB Hi-Fi Australia
1.8
1.0%
7. Bunnings Warehouse
1.6
0.9%
8. Apple
1.4
0.8%
9. AliExpress by Alibaba.com
1.4
0.8%
10. Target Australia
1.3
0.7%
Source: Experian Marketing Services, Oct 21, 2014
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The remaining top 10 ecommerce sites, with visitor
shares of around 1% of less, included user-supported
deals-posting site OzBargain, consumer electronics
retailer JB Hi-Fi Australia and hardware chain Bunnings
Warehouse, Apple’s site, Alibaba Group-owned
discounts site AliExpress and department store chain
Target Australia.
The list reflects a landscape dominated by C2C resale
sites, alongside options for B2C transactions.
An Interactive Advertising Bureau Australia (IAB Australia)
report citing September 2014 data from Nielsen Online
Ratings said that grocery store websites drew relatively
large audiences. While Amazon attracted the largest
crowd of unique visitors—3.3 million—in the month
studied, homegrown supermarket chain Woolworths drew
an audience of 2.5 million, followed by domestic grocery
retailer Coles (2.1 million) and Woolworths HomeShop
(1.4 million). Locally based electronics and furniture
merchant Harvey Norman, discount department store
Big W, office supply store Officeworks and midrange
department store Myer also made the top 10.
Top 10 Retail Sites Among Internet Users in Australia,
Ranked by Unique Visitors, Sep 2014
Unique Time per person Sessions per
visitors
person
(mins:secs)
(millions)
1. Amazon
3.3
24:10
3.5
2. Woolworths
2.5
19:32
3.1
3. Coles
2.1
17:27
3.2
4. Woolworths HomeShop
1.4
26:22
2.4
5. JB Hi-Fi
1.4
11:56
2.1
6. Target Australia
1.3
12:09
3.1
7. Harvey Norman
1.3
7:00
2.5
8. Big W
1.2
6:12
2.0
9. Officeworks
1.1
12:03
1.8
10. Myer
1.1
14:24
2.1
Source: Nielsen Online Ratings - Hybrid, "The Australian Online Landscape
Review September 2014," Oct 20, 2014
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Product Categories
Similar to other developed markets, digital sales in
Australia span a number of product categories. According
to data from National Australia Bank (NAB) for January
2014, department and variety stores pulled in the largest
share of retail ecommerce spending (34%), followed by
homewares and appliances (17%), groceries and liquor
(15%), media (12%) and fashion (11%). Personal and
recreational goods, daily deals and electronic games
and toys rounded out the list, but with just single-digit
shares each.
Payment Methods
Retail Ecommerce Spending Share in Australia, by
Product Category, Jan 2014
% of total
Department and variety stores
Homewares and appliances
Groceries and liquor
12%
Fashion
11%
6%
2%
17%
15%
Media*
3%
34%
Personal and recreational goods
Daily deals
Electronic games and toys
Note: based on 12 month period ending Jan 2014; *includes books, movies
and music
Source: National Australia Bank (NAB), "Online Retail Sales Index: Indepth
Report - January 2014" in association with Quantium, March 5, 2014
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NAB data for the same month, broken down by age
group, found that department and variety stores
commanded the highest spending share among all age
demographics, including those under 25. Homewares
and appliances factored strongly into the ecommerce
spending of all age groups, too. Consumers under age
25 purchased media and fashion via digital in greater
percentages than other age cohorts did, while consumers
ages 65 and above were the most likely to buy groceries
and liquor digitally.
Retail Ecommerce Spending Share in Australia, by
Age and Product Category, 12 months ending Jan 2014
% of total
<25
25-34 35-44 45-54 55-64 65+
Department and variety stores
34%
35%
34%
36%
35%
30%
Fashion
18%
12%
10%
10%
9%
7%
Media*
17%
13%
12%
10%
10%
9%
Homewares and appliances
13%
15%
16%
18%
20%
19%
Electronic games and toys
6%
2%
2%
1%
1%
1%
Personal and recreational goods
5%
6%
6%
6%
6%
5%
Groceries and liquor
4%
12%
16%
15%
18%
28%
Daily deals
3%
4%
4%
3%
3%
2%
Note: based on 12 month period ending Jan 2014; numbers may not add up
to 100% due to rounding; *includes books, movies and music
Source: National Australia Bank (NAB), "Online Retail Sales Index: Indepth
Report - January 2014" in association with Quantium, March 5, 2014
173939
When Hewlett-Packard (HP) and RFi surveyed digital
buyers in Australia in March 2014 about payment
methods, they found 70% had used PayPal during the
preceding 12 months, making it the country’s most
widely used digital payment method. Next was direct
debit (62%), followed by an electronic bill payment
system owned by Australia’s four largest banks called
BPAY (60%) and direct transfer (59%).
www.eMarketer.com
Payment Methods Used by Digital Buyers in Australia,
March 2014
% of respondents
PayPal
70%
Direct debit
62%
BPAY
60%
Direct transfer
59%
Note: in the past 12 months
Source: Hewlett-Packard (HP) and RFi, "Australian Payments Research:
Edition 6," May 16, 2014
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CHINA
Top Ecommerce Sites
Ecommerce in China is heavily dominated by homegrown
B2C retail companies—the most prominent of which
are owned by ecommerce and internet services giant
Alibaba Group—and by C2C transactions. According to
a July 2014 QQSurvey poll of digital buyers in China, the
most heavily used sites for purchasing digitally were
Alibaba Group-owned properties, with C2C platform
Taobao Marketplace used by 72.0% of respondents
and B2C platforms Tmall (formerly known as Taobao
Mall) and Jingdong Mall, or JD.com, used by 42.6% and
39.8% respectively. The remaining top 10 players, all of
whom trailed the three leaders by a considerable margin,
include Yihaodian, a grocery-focused B2C site owned in
part by Wal-Mart; Alibaba-owned discount group-buying
site MeiTuan; electronics retailer Suning; Alibaba.com;
discount retailer vip.com; and Amazon’s China-specific
site, Amazon.cn.
Top 10 Retail Sites Used to Make Digital Purchases
According to Digital Buyers in China,
July 2014
% of respondents
Retail and C2C Ecommerce Sales Share in China, by
Site, H1 2014
% of total
Taobao Marketplace
1. Taobao Marketplace
51.5%
72.0%
Tmall
2. Tmall
24.6%
42.6%
JD.com
3. JD.com
8.4%
39.8%
Suning
1.6%
4. Yihaodian
12.0%
Paipai.com
1.3%
5. Meituan
11.0%
Jingdong Wanggou
1.1%
6. Dangdang
10.6%
Amazon.cn
0.9%
7. Suning
7.7%
Yixun
0.9%
8. Alibaba
7.6%
vip.com
0.8%
9. vip.com
6.1%
Dangdang
0.7%
10. Amazon.cn
5.9%
Note: n=1,030; in the past 3 months
Source: QQSurvey, "Q3 2014 Survey Report of China Online Shopping
Prospects," July 6, 2014
180594
Yihaodian
0.7%
Other
7.5%
www.eMarketer.com
Data from Analysys International Enfodesk for H1 2014
showed that Taobao Marketplace dominated combined
retail and C2C ecommerce sales in China, accounting for
51.5%. Tmall, meanwhile, was responsible for 24.6%.
JD.com was third with an 8.4% share. There was a sharp
drop in share among the remaining key ecommerce
platforms; none managed a sales share higher than 1.6%.
Note: excludes travel
Source: Analysys International Enfodesk, "H1 2014 China Ecommerce
Statistics Report," Sep 17, 2014
180606
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When removing C2C platforms from the equation, Tmall
emerged as the clear leader of retail ecommerce sales
share with 57.4%, according to H1 2014 data from the
China e-Business Research Center (CERC), followed
by JD.com with 21.1%. The remaining players of note,
each with single-digit shares, included smartphone
manufacturer Xiaomi.com, electrical appliances retailer
GOME’s site, discount brand retailer Vipshop, Suning,
Amazon.cn, book retailer Dangdang.com, internet portal
Tencent and cosmetics group-buying site Jumei.
Retail Ecommerce Sales Share in China, by Site,
H1 2014
% of total
Top 10 Product Categories Purchased Digitally by
Digital Buyers in China, July 2014
% of respondents
Tmall.com
1. Clothing/accessories/shoes and hats/bags and suitcases
57.4%
JD.com
21.1%
Xiaomi.com
6.5%
3. Virtual products/recharge cards/certificate/coupon
information
39.3%
Gome.com.cn
3.0%
4. Cosmetics/personal care & wellness
38.4%
Vip.com
1.9%
5. Mobile phones/digital products/household appliances
38.2%
Suning.com
1.6%
6. Books/audio and video products/software
34.8%
Amazon.cn
1.5%
7. Household items/home supplies
31.7%
Dangdang.com
1.2%
8. Travel/air ticket reservations
16.7%
Tencent
0.8%
9. Mother and baby products
15.9%
Jumei.com
0.7%
10. Flowers/jewelry/gifts
8.8%
Other
4.3%
Note: excludes C2C and travel
Source: China e-Business Research Center (CECRC) as cited in company
blog, Aug 25, 2014
180583
78.8%
2. Food & beverages/health & wellness
44.2%
www.eMarketer.com
While Taobao Marketplace currently commands a greater
proportion of sales, Tmall is expected to eventually
overshadow its corporate cousin as China’s shoppers
migrate to the larger and often more expensive brands
featured on the site, according to analysts who spoke to
The New York Times in response to Alibaba’s financial
results for the quarter ended in September 2014.
Product Categories
Clothing and similar soft goods are popular items to
purchase online, according to digital buyers in China
polled by QQSurvey in July 2014. The survey found
that 78.8% of respondents had purchased clothing,
shoes, hats or similar accessories in the three months
prior to polling. That was followed by products related
to health and wellness, including food and beverages
(44.2%); virtual products and card recharges (39.3%);
cosmetics (38.4%); and mobile phones, digital products
and household appliances (38.2%). Only 16.7% of
respondents said they had made digital purchases of
travel tickets.
Source: QQSurvey, "Q3 2014 Survey Report of China Online Shopping
Prospects," July 6, 2014
180595
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A poll of digital buyers in China conducted by China
Internet Network Information Center (CNNIC) in
November 2013 also found that apparel and accessories
was the most popular product category for digital
purchases, with 75.6% of respondents saying they had
bought such goods electronically. Next were consumer
packaged goods (45.1%), computing products and
consumer electronics (43.3%), virtual cards (34.9%),
handbags and briefcases (32.7%), personal care and
beauty products (30.6%), and books, videos and other
media (25.7%). Overall, the patterns were similar to those
found in the QQSurvey poll.
Leading Product Categories Purchased Digitally by
Digital Buyers in China, Nov 2013
% of respondents
Payment Methods Used by Digital Buyers in China,
Japan and the US, 2013
% of respondents
China
Japan
US
Credit card
37.6%
63.4%
56.6%
Debit card
25.2%
3.9%
44.2%
Third-party payment services
(Paypal, alipay, etc.)
52.2%
2.2%
39.7%
Cash on delivery (COD)
40.6%
32.1%
22.5%
Payment transfer via online bank
49.5%
14.9%
14.2%
Payment transfer at store
(convenience store, post office, etc.)
7.6%
34.2%
9.2%
Emoney
9.1%
7.9%
8.8%
Payment via telecom carrier
3.0%
3.9%
2.4%
Other
0.4%
1.4%
3.6%
Apparel & accessories
75.6%
Consumer packaged goods (CPG)
45.1%
Computing products & consumer electronics
43.3%
Virtual cards (rechargeable cards, online game cards, etc.)
34.9%
Handbags, briefcases, etc.
32.7%
Personal care & beauty products
30.6%
Note: China n=1,927; Japan n=1,796; US n=1,727; ages 15+ who have
made purchases in the past year from retailers or providers located in the
country where the respondent resided
Source: Ministry of Economy, Trade and Industry (METI) - Japan, "2013
Ecommerce Report," Aug 26, 2014
Books, video, music, etc.
25.7%
Home appliances
179239
22.7%
Food and beverages
22.4%
Stationary, office supplies
18.0%
Note: ages 6+ who have made a digital purchase in the past 6 months
Source: China Internet Network Information Center (CNNIC), "2013 China
Online Shopping Market Report," April 21, 2014
177013
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Digital payments are making steady gains in China,
according to January 2014 data from the CNNIC. Its
research showed that the number of digital payment
users there had climbed from 220.7 million (39.1% of
internet users) in 2012 to 260.2 million (42.1% of internet
users) in 2013.
www.eMarketer.com
Payment Methods
A 2013 study of digital buyers in China conducted by
Ministry of Economy, Trade and Industry (METI) – Japan
found that buyers heavily relied on third-party payment
systems such as Alibaba Group’s Alipay or PayPal in
order to purchase items and goods. In fact, 52.2%
of respondents said they used a third-party payment
system, making it the most popular payment scheme in
the poll. However, online bank transfers were nearly as
popular, with 49.5% of respondents using the method.
And nondigital payment options were especially high—
40.6% of respondents in China still used cash on delivery
(COD) to buy items, a percentage higher than the 37.6%
who said they used a credit card.
INDIA
Top Ecommerce Sites
As India’s ecommerce landscape matures, various
platforms have jockeyed for market share and dominance.
According to a survey of consumers conducted by Jana in
March 2014, 36.7% named homegrown platform Flipkart
as their favorite online retailer. Amazon’s local outpost,
Amazon.in—which functions only as a marketplace for
local sellers due to government regulations—was not
far behind, named by 14.5% of respondents. Another
domestic platform focusing on fashion and lifestyle
products, Myntra, ranked third at 9.3%. (In May, Flipkart
acquired Myntra in a deal that several analysts saw as a
means of staving off competition from the increasingly
encroaching Amazon.) India’s version of online classifieds
site OLX.com, owned by South Africa-based Naspers,
was next with a 7.7% share, while a similar percentage
named marketplace Snapdeal.
Favorite Retail Sites Among Online Shoppers in India,
March 2014
% of respondents
Flipkart
36.7%
Amazon
14.5%
Myntra
OLX
9.3%
7.7%
Snapdeal
Ecommerce in India remains dominated by the online
travel industry, which accounted for 71% of ecommerce
revenues in January 2014, according to data from
Macquarie Research. Online retail, or “etailing,” made
up 16% of ecommerce revenues, financial services
accounted for 6% and classifieds for 5%.
7.3%
Source: Jana survey, Oct 23, 2014
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August 2014 data from comScore found that fashionfocused platform Jabong.com drew the largest number
of total unique visitors for the month, at 27.6 million. Next
were Amazon sites (18.8 million), Flipkart (17.2 million),
Snapdeal (11.3 million), eBay (10.8 million), Myntra
(9.2 million) and Homeshop18.com (5.8 million), the
website of the TV shopping channel of the same name.
Top 7 Retail Sites Among Internet Users in India,
Ranked by Unique Visitors, Aug 2014
millions
1. Jabong.com
27.6
2. Amazon sites
18.8
3. Flipkart.com
17.2
4. Snapdeal.com
11.3
5. eBay
10.8
6. Myntra.com
5.8
9.2
7. Homeshop18.com
Note: ages 15+ who access the internet from home or work locations via
desktop/laptop
Source: comScore Media Metrix, Oct 14, 2014
181358
Product Categories
www.eMarketer.com
Flipkart, Amazon and Snapdeal appear to have emerged
from a pile of competitors to battle it out for market
leadership. The trio have each either invested or raised
hundreds of millions of dollars in their respective
platforms in 2014, according to an October 2014 blog post
from Forrester Research analyst Satish Meena.
Ecommerce Revenue Share in India, by Segment,
Jan 2014
% of total
Financial services
6%
Classifieds market
5%
Other
2%
Etailing
16%
Online travel industry
71%
Source: Macquarie Research, "Indian E-commerce - Tip of the iceberg,"
Feb 7, 2014
174013
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A survey of internet users in India conducted by
comScore in June 2014 found that apparel attracted the
highest number of unique visitors for the month, at
26.6 million. Next were computer software (10.7 million),
comparison shopping sites (10.2 million) consumer
electronics (8.4 million), computer hardware (6.7 million)
and healthcare (6.6 million). While home furnishings drew
only 1.8 million unique visitors, those shoppers spent a
significant amount of time on furnishings sites, averaging
a visit length of 8.3 minutes. Only consumer electronics
shoppers spent a higher amount of time, on average, on
the retail sites they visited.
Thus far, the entry of foreign ecommerce players has
been somewhat limited by government regulations
restricting the operation of foreign-funded retailers in
India. While international platforms like Amazon and
Japan’s Rakuten are clearly interested in establishing a
B2C presence in India, they face an uphill battle to do so.
Top 10 Product Categories Among Internet Users in
India, Ranked by Unique Visitors, June 2014
Unique visitors
Average
(millions)
minutes per
visitor
1. Apparel
26.6
6.4
2. Computer software
10.7
7.9
3. Comparison shopping
10.2
4.4
4. Consumer electronics
8.4
9.3
5. Computer hardware
6.7
7.5
6. Healthcare
6.6
4.5
7. Retail—movies
4.5
4.0
8. Jewelry/luxury goods/accessories
3.4
5.8
9. Books
2.7
4.3
10. Home furnishings
1.8
8.3
Note: ages 15+ who access the internet from home and work locations via
desktop/laptop
181224
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Payment Methods
There are certainly parties in India working hard to make
online payments a fixture in ecommerce transactions, but
these efforts face challenges due to low rates of banking
access among much of the population. An October
2014 article in The Economic Times reported that Ankit
Khanna, senior vice president for product management
at Snapdeal, had said cash on delivery made up 50% to
60% of the payments made by its customers.
In a May 2014 article, Mint, a business newspaper
in India, citing figures from the Internet and Mobile
Association of India (IAMAI), reported that about 44%
of online payments in India—made overwhelmingly for
transactions related to travel, financial services and online
retail—were completed using internet banking. Debit
cards accounted for 32% of transactions and credit cards,
for 21%. The balance of transactions used either mobile
wallet, prepaid cash cards or mobile money transfers.
INDONESIA
Top Ecommerce Sites
Business-to-consumer retail sites have yet to take root in
Indonesia. Instead, consumers typically rely on grassroots
consumer-to-consumer platforms to shop and buy online.
According to a panel survey of online shoppers conducted
by Jana in March 2014, C2C classifieds platform
Tokobagus (which changed its name to OLX.co.id in May
2014) was considered the favorite online retailer by 38.9%
of respondents. Next was China-based Alibaba, at 14.7%;
Kaskus, a popular online forum with a C2C platform within
it called Jual Beli, with 14.0%; Berniaga, another C2C
platform, with 11.5%; and Lazada, a B2C site backed by
Germany-based venture capital firm Rocket Internet that
operates in several Southeast Asian countries, with 9.6%.
Favorite Retail Sites Among Online Shoppers in
Indonesia, March 2014
% of respondents
Tokobagus
38.9%
Alibaba
14.7%
Kaskus
Berniaga
Lazada
14.0%
11.5%
9.6%
Source: Jana survey, Oct 23, 2014
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Foreign-owned companies do not factor notably into the
ecommerce landscape in Indonesia due to government
regulations limiting their activities there.
Product Categories
Similarly to other Asia-Pacific countries, travel is a major
category for ecommerce in Indonesia. A survey of
internet users in the country conducted by Nielsen in
Q1 2014 found that 55% of respondents intended to
purchase or reserve an airline ticket online during the
next six months, while 46% said they planned to book a
tour or hotel during that period. Four in 10 respondents
planned to purchase an ebook, while 37% intended to
purchase clothing, shoes or accessories. Also, 34% said
they would purchase tickets for a live event online.
In December 2013, MasterCard Worldwide polled a
subset of mobile digital buyers who had a bank account,
finding that 19.2% had purchased apparel or accessories
via a mobile phone during the preceding three months.
The same percentage of respondents, 19.2%, had bought
a mobile device, app or accessory over the same time
period. The next most popular categories were music
downloads (18.2%), airline tickets (14.3%), movie tickets
(13.8%) and digital entertainment content (12.3%).
Leading Product Categories Purchased via Mobile
Phone by Mobile Buyers in Select Countries in
Southeast Asia, Dec 2013
% of respondents
ia
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M
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s
ne
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s
ne
i
pp
ili
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in
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e
or
p
ga
nd
la
i
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19.2%
22.5% 16.7% 25.3% 28.6% 22.2%
Mobile devices, apps
and accessories
Music downloads
(e.g., iTunes, MP3.com)
Coupon/deal sites
19.2%
20.9% 30.0% 24.0% 29.1% 27.5%
18.2%
15.5% 25.8% 13.3% 17.5% 20.3%
9.9%
20.9% 12.5% 35.3% 11.5% 14.4%
Movie tickets
13.8%
22.5% 10.0% 26.0% 13.2% 13.7%
8.9%
Toys and gifts
11.8%
Ebooks
11.3%
15.5%
8.3% 14.0% 20.5% 15.0%
11.6% 11.7% 12.7% 11.5% 17.6%
8.5% 14.2%
8.0%
9.0% 17.0%
8.0%
7.7% 12.4%
Online gaming products/
services (e.g., Xbox Live)
7.9%
4.7%
Books, CDs, DVDs
6.4%
10.1%
7.5%
Payment Method Share of Ecommerce Transactions in
Select Countries in Asia-Pacific, 2012
% of total
Card
73.8%
4.5%
2.1%
1.5%
0.3%
17.8%
Japan
56.0%
3.5%
6.6%
0.3%
0.9%
32.7%
Australia
53.4%
22.5%
20.0%
0.7%
1.3%
2.1%
Indonesia
26.0%
39.0%
2.7%
0.1%
1.2%
31.0%
Philippines
24.6%
20.1%
13.9%
7.5%
2.3%
31.6%
Thailand
24.5%
30.0%
4.8%
1.4%
0.8%
38.5%
India
24.0%
29.3%
1.5%
4.0%
3.7%
37.5%
15.0%
20.4%
44.3%
1.9%
-
18.4%
8.6%
56.1%
8.6%
0.3%
1.2%
25.2%
8.5%
China
7.8%
Vietnam
14.3%
17.8% 10.8% 10.0% 12.4%
Home appliances and
electronic products
11.8%
12.4%
Items from supermarkets/ 5.9%
superstores
Digital entertainment
content
8.3% 10.0%
8.1% 10.5%
5.4%
5.0%
9.3%
8.1%
7.8%
7.8%
9.2%
7.3%
8.5%
9.8%
7.7%
9.2%
Note: read as 53.4% of ecommerce transactions in Australia were by credit
card; *includes real-time and offline bank transfers; **includes local card
schemes, pre-pay cards or vouchers, post-pay methods requiring payment
at an affiliated outlet or store, e-invoices and digital currency
Source: WorldPay, "Your Global Guide to Alternative Payments" in
collaboration with First Annapolis Consulting, Jan 17, 2014
171853
Hotel accommodations
9.9%
14.0% 10.0% 10.7%
Computer software
7.9%
10.1%
6.7%
6.0% 11.1% 12.4%
Tickets for concert,
performing arts, etc.
8.9%
4.7%
3.3%
7.3%
8.1%
Travel packages,
promos, etc.
4.9%
10.1% 10.8%
8.0%
6.4% 11.1%
Emagazines
5.9%
7.8%
6.7%
2.7%
6.0% 11.1%
Magazine, newspaper
subscriptions
8.4%
7.0%
4.2%
8.0%
4.3%
3.9%
Bank
Ewallets Mobile Direct Other**
transfers*
debits
South Korea
8.3% 10.7% 15.4%
Airline tickets
12.3%
Payment methods—or the absence of them—remain
a significant barrier to ecommerce in Indonesia. Digital
shoppers in Indonesia are heavily reliant on bank transfers
in order to make payments. A WorldPay report found that
bank transfers constituted 39.0% of payments related to
ecommerce transactions in 2012, the most recent year
for which data was available. The next most commonly
employed payment method were cards, used in 26.0%
of transactions, followed by ewallets (2.7%), direct debit
(1.2%) and mobile payments (0.1%). It should be noted
that an assortment of other payment methods—among
them local card schemes and prepaid cards—accounted
for 31.0% of all transactions.
tn
e
Vi
Personal care & beauty
products
Payment Methods
www.eMarketer.com
Although mobile payment schemes were barely used
by consumers in Indonesia according to the WorldPay
data, a poll of mobile phone users conducted by Ericsson
in August 2014 found that 42% of respondents were
interested in using mobile payments for online shopping.
4.6%
Note: ages 18-64 who have a bank account and have made a purchase via
mobile phone in the past 3 months
Source: MasterCard Worldwide, "Online Shopping Survey 2013:
Asia-Pacific," Feb 26, 2014
174064
www.eMarketer.com
JAPAN
Product Categories Purchased Digitally Among Digital
Buyers in China, Japan and the US, 2013
% of respondents
Top Ecommerce Sites
China Japan
Rakuten remains the dominant presence in Japan’s
desktop ecommerce market, attracting 39.2 million
unique visitors in September 2014, according to
comScore Media Metrix. Amazon sites were second,
drawing 35.2 million visitors. Price comparison site Kakaku
ranked third, drawing 19.3 million visitors, although it
does not actually sell products. Next were Yahoo Japan
Auctions (17.9 million), Yahoo Shopping (17.4 million),
online retailer and video-on-demand (VOD) service
DMM.com (15.8 million) and Apple sites (9.9 million).
Top 10 Retail Sites in Japan, Ranked by Unique
Visitors, Sep 2013 & Sep 2014
millions and % change
Sep 2013
Sep 2014
% change
1. Rakuten
36.2
39.2
8%
2. Amazon sites
42.4
35.2
-17%
3. Kakaku.com
22.9
19.3
-16%
4. Yahoo Japan Auctions
25.5
17.9
-30%
5. Yahoo Shopping
34.1
17.4
-49%
6. DMM.com
11.9
15.8
33%
7. Apple worldwide sites
12.6
9.9
-21%
8. DMM.com Online Shopping
11.0
9.6
-13%
9. Nico Nico Ichiba
8.6
5.8
-33%
10. DMM.com PC Software
6.6
4.6
-30%
Note: ages 15+ who access the internet via home or work PC
181567
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In March 2014, Euromonitor reported that Rakuten
controlled 28% of the internet retailing market in
Japan, and that the company had moved focus to its
mcommerce efforts.
US
Apparel and accessories
21.4% 43.8% 56.9%
Books and magazines
45.5% 48.8% 47.4%
Music and video
41.5% 33.5% 39.0%
Consumer products, furniture, interior decor
26.8% 30.8% 38.6%
PC, mobile and communications devices, etc.
46.5% 28.8% 28.9%
AV systems
46.9% 17.5% 28.7%
Pharmaceuticals and cosmetics
37.6% 31.0% 27.4%
Video games
41.0% 13.6% 24.7%
Food & beverages, alcoholic drinks
75.9% 55.2% 23.5%
Office supplies & stationaries
13.3% 19.5% 20.1%
Home appliances
63.2% 27.4% 19.7%
Sporting goods
19.6% 12.9% 14.7%
Baby products
15.9%
6.7% 12.1%
Auto
13.6%
6.9% 11.5%
Other
4.4%
3.0%
8.7%
Have not made purchases in past year
0.0%
0.1%
0.1%
Note: China n=1,803; US n=1,491; Japan n=1,704; ages 15+ who have
made purchases in the past year from retailers or providers located in the
country where the respondent resided; includes physical goods only;
excludes cross-border purchases
Source: Ministry of Economy, Trade and Industry (METI) - Japan, "2013
Ecommerce Report," Aug 26, 2014
179240
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Payment Methods
Japan’s digital buyers have shown a strong willingness
to rely on cards to pay for their purchases. A poll of
internet users conducted by NTTCom Research and
japan.internet.com in September 2014 found that 55.9%
of those polled used a magnetic or integrated circuit
card to pay for their digital purchases, making it the most
popular payment method among digital buyers. The next
most popular payment method was a smartphone or
mobile phone (22.3%).
Product Categories
The survey of digital buyers conducted by METI
discovered that food, beverages and alcoholic drinks
was the most popular product category among
respondents, purchased by 55.2% of those polled.
Books and magazines (48.8%) was next, then apparel
and accessories (43.8%), music and video (33.5%),
pharmaceuticals and cosmetics (31.0%) and consumer
products, furniture and interior decor (30.8%).
Digital Payment Methods Used by Internet Users in
Japan, Sep 2014
% of respondents
Top 10 Retail Sites in South Korea, Ranked by Unique
Visitors, Aug 2014
millions
Currently using IC/magnetic card
1. 11st.co.kr
13.8
2. Gmarket.co.kr
13.8
55.9%
Currently using mobile phone/smartphone
22.3%
3. Auction.co.kr
Currently using PC
12.9
4. WeMakePrice
15.9%
Have used mobile phone/smartphone in the past but not
currently using
5.6%
Have used IC/magnetic card in the past but not currently using
2.9%
5. Interpark.com
7.7
6. Ssg.com
6.9
7. Gsshop.com
6.8
8. Ticketmonster.co.kr
6.3
9. Coupang.com
Have used PC in the past but not currently using
2.2%
10. Lotteimall.com
Not using
5.8
5.0
Source: Nielsen KoreanClick (formerly KoreanClick) as cited in company
newsletter, Sep 23, 2014
27.8
Note: n=1,076 ages 10+
Source: NTTCom Research and japan.internet.com, "2nd Emoney Survey"
as cited in press release, Sep 24, 2014
180842
7.9
www.eMarketer.com
A September 2014 report from CyberSource concurred
with the NTTCom Research/japan.internet.com data, also
finding that credit cards were the most common method
of payments among online buyers. It also noted that
major ecommerce players usually offered some form of
payment-on-delivery option, generally consisting of either
cash on delivery, or the use of some kind of payment
card. Consumers in Japan also make use of “konbini,”
convenience stores where cardless consumers can make
a payment for an online transaction.
181308
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Product Categories
Data from Statistics Korea (KOSTAT) shows that travel
related services were responsible for the largest share
of the country’s B2C and C2C ecommerce sales in 2013,
accounting for 16.7%. The next most popular category
was clothes, fashion and related goods (16.3%), then
household goods, automotive parts and accessories
(11.1%), home appliances and telecom equipment
(10.6%), food and beverage (8.4%), and computers and
computer accessories (8.0%).
SOUTH KOREA
Top Ecommerce Sites
According to Nielsen KoreanClick data for August 2014,
B2C platform 11Street and eBay-owned marketplace
Gmarket tied for drawing the largest numbers of unique
visitors for the month, each with 13.8 million. The
next most popular site was eBay’s Auction.co.kr site
(12.9 million), social commerce site WeMakePrice
(7.9 million), auction and retail site Interpark.com
(7.7 million), department store Shinsegae’s website
Ssg.com (6.9 million), home shopping television network
GS Home Shopping’s website Gsshop.com (6.8 million),
daily deal site Ticketmonster.co.kr (6.3 million), retailer
Coupang.com (5.8 million) and home shopping TV
network site Lotteimall.com (5.0 million).
EUROPE
B2C and C2C Ecommerce Sales in South Korea,
by Product Category, 2012 & 2013
billions of South Korean won, % of total and % change
2012
% of
total
2013
% of
%
total change
Travel arrangements and
reservation services
5.58
16.4%
6.45
16.7%
15.6%
Clothes, fashion, related goods
5.55
16.3%
6.26
16.3%
12.7%
Household goods, automotive
parts and accessories
3.66
10.7%
4.26
11.1%
16.4%
Home appliances, telecom
equipment
Food & beverage
3.75
11.0%
4.08
10.6%
8.7%
2.89
8.5%
3.25
8.4%
12.2%
Computer and computerrelated appliances
3.06
9.0%
3.07
8.0%
0.4%
Cosmetics
1.95
5.7%
2.09
5.4%
7.5%
Goods for infants and children
Sports and leisure appliances
1.66
1.33
4.9%
3.9%
2.02
1.71
5.2%
4.4%
21.6%
27.9%
Books
1.27
3.7%
1.20
3.1%
-6.0%
Agricultural and fishery products
0.96
2.8%
1.13
2.9%
18.2%
Office appliances, stationary
0.42
1.2%
0.47
1.2%
13.4%
Music CDs, videos and instruments 0.14
Software
0.08
0.4%
0.2%
0.15
0.08
0.4%
0.2%
7.4%
1.0%
Flowers
0.05
0.1%
0.05
0.1%
2.0%
1.73
5.1%
2.25
5.8%
29.8%
34.07 100.0% 38.49 100.0%
13.0%
Other
Total
Note: includes B2B and B2G from online shopping; numbers may not add
up to total due to rounding
Source: Statistics Korea (KOSTAT), "E-commerce and Cyber Shopping
Survey in 2013 and in the Fourth Quarter 2013," Feb 25, 2014
174818
www.eMarketer.com
Payment Methods
Credit cards are the preferred online payment method
in South Korea, used in 74.9% of transactions in 2013,
according to KOSTAT. Money transfers were the
second most popular option, accounting for 19.9%
of transactions.
The low trade barriers, small domestic markets
and ease of price comparison shopping in both the
EU-5 and the Nordic countries have helped drive
the popularity of cross-border shopping in Western
Europe. Companies like Germany-based Zalando have
taken advantage of these characteristics by building
ecommerce platforms that span a variety of countries,
providing localized language for individual markets.
Russia sits apart with a crowded ecommerce sector
characterized by some large homegrown internet
players and a number of smaller domestic upstarts all
scrabbling for market share.
DENMARK
Top Ecommerce Sites
In Denmark, online book seller Saxo accounted for 2.2%
of digital purchases, making it the top B2C ecommerce
site in the country in 2013, according to Foreningen for
Dansk Internethandel (FDIH). Amazon accounted for
the second highest share of digital purchases at 2.0%.
The next three sites—electronics and appliances retailer
Elgiganten, shoes and apparel seller Zalando and online
department store CDON—all commanded a 1.8% share.
Top 5 Retail Sites in Denmark, Ranked by Share of
Digital Purchases
% of total
Online Payment Method Share in South Korea,
2012 & 2013
% of transactions
1. Saxo
2.2%
2. Amazon
2.0%
2012
2013
3. Elgiganten
1.8%
Credit cards
74.1%
74.9%
4. Zalando
1.8%
Money transfers
20.2%
19.9%
Emoney
2.4%
1.6%
5. CDON
1.8%
Other
3.3%
3.6%
Source: Statistics Korea (KOSTAT), "E-commerce and Cyber Shopping
Survey in 2013 and in the Fourth Quarter 2013," Feb 25, 2014
174820
www.eMarketer.com
Note: n=4,732 ages 18-64; read as saying Saxo accounted for 2.2% of the
total number of ecommerce purchases made by digital buyers in Denmark
in 2013
Source: Foreningen for Dansk Internethandel (FDIH), "Dansk
e-handelsanalyse, Årsrapport 2013" as cited by Ecommerce Europe, Oct 9,
2014
180816
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Product Categories
Tickets, either for entertainment or travel, are a popular
purchase category among digital buyers in Denmark,
according to a survey of digital buyers conducted by
Statistics Denmark in May 2014. The government agency
found that 65% of digital buyers had purchased theater,
concert or cinema tickets digitally in the previous year,
while 60% had bought plane, train or ferry tickets
that way. Next were clothes, sports and recreational
equipment (57%); holiday accommodations (55%);
furniture and other household goods (40%); internet,
TV or phone bills (38%); movies or music (37%); and
electronics (29%).
Products/Services Purchased Digitally by Digital
Buyers in Denmark, May 2014
% of respondents
Theater, concert or cinema tickets
65%
Plane, train or ferry tickets
60%
Clothes, sports and recreational equipment
57%
Holiday accommodations
A poll of consumers conducted by PostNord in January
2014 that accounted only for sales of physical goods
found clothing was the most popular product category,
purchased by 38% of respondents during the previous
year. Next were home electronics (29%), books (26%),
movies on DVD or Blu-ray (14%), and cosmetics, hair and
skincare products (14%).
Consumers in Select Nordic Countries, Jan 2014
% of respondents
Denmark Finland Norway Sweden
Books
26%
24%
32%
38%
Clothing
38%
29%
34%
34%
Home electronics
29%
24%
36%
32%
Movies (DVD/Blu-ray)
14%
16%
16%
17%
Cosmetics, hair and skincare
14%
12%
17%
17%
Computer games/video games
12%
8%
12%
14%
CDs
10%
12%
10%
12%
Home furnishings/furniture
12%
10%
9%
12%
Footwear
13%
9%
12%
11%
Sports/leisure
14%
10%
18%
10%
Note: ages 18-79; in the past 12 months; excludes services such as digital
downloads, hotels, tickets and travel
Source: PostNord, "E-commerce in the Nordics 2014" conducted by TNS
Sifo, May 20, 2014
175424
55%
Furniture, toys and other items for the home
40%
www.eMarketer.com
Payment Methods
Denmark’s digital shoppers rely heavily on debit and
credit cards to make digital purchases. A poll of digital
buyers conducted by FDIH in Q4 2013 found that 87% of
respondents had made their most recent online purchase
with a debit or credit card. Invoices followed at 4%, then
online banking payments (4%), PayPal (3%) and click and
collect with in-store payment (1%).
Internet, TV or phone subscriptions
38%
Movies or music
37%
Electronics
29%
Computer hardware
28%
Books, ebooks, magazines, newspapers
26%
Video or computer games
20%
Financial services
17%
Groceries
15%
Medicine
10%
Online learning materials
9%
Note: among those who have made a digital purchase in the past year
Source: Statistics Denmark, "It-anvendelse i befolkningen 2014," Oct 27,
2014
181625
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Digital Buyers in Select Nordic Countries Who Have
Made a Digital Purchase from a Foreign Ecommerce
Site, Oct 2014
% of respondents
Payment Method Used for Last Digital Purchase
According to Digital Buyers in Denmark, Q4 2013
% of total
Debit/credit card
87%
Invoice
4%
Norway
Finland
50%
Denmark
Online banking payment
4%
38%
Sweden
PayPal
3%
31%
Total
43%
Note: ages 18-79; excludes services such as concert tickets, digital
downloads, hotels and travel; in the past three months
Source: PostNord, "E-commerce in the Nordic region, Q3 2014," Nov 5,
2014
Ordered online and paid in-store
1%
Other
1%
181711
Note: n=1,089 ages 18-64
e-handelsanalyse, Q4 2013," Jan 16, 2014
168433
www.eMarketer.com
When Bring surveyed digital buyers of physical goods
in Denmark this year, it also found that credit and debit
cards were by far the most popular methods by which
to make online payments. Nearly nine of 10 respondents
preferred using a card to make a digital purchase.
Preferred Payment Method for Digital Purchases
Among Digital Buyers in Select Nordic Countries, 2014
% of respondents
Domestic vs. Cross-Border B2C Ecommerce Sales in
Denmark, 2010-2013
billions of Danish kroner
62.4
Finland
Norway
Sweden
89%
28%
57%
38%
Micropayments
4%
8%
13%
5%
Internet bank**
2%
40%
13%
23%
40.0
Invoice
2%
17%
13%
29%
8.0
Cash
1%
2%
2%
2%
Installments
0%
2%
1%
1%
Other
2%
3%
1%
2%
Note: ages 18+; physical goods only; *credit/debit card; **payment via
internet bank
Source: Bring, "E-handelsrapporten 2014," Sep 18, 2014
180600
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FDIH has also noted an increase in cross-border
ecommerce sales in recent years. It found that
cross-border B2C ecommerce sales totaled DKK17.2 billion
($3.1 billion) in 2013, accounting for more than one-quarter
of Denmark’s B2C ecommerce sales. It also found that
sales from websites in Denmark increased by 7.1%
between 2012 and 2013, while sales from foreign sites
increased by 37.6% during the same period.
Denmark
Cards*
63%
54.7
46.0
32.0
17.2
12.5
9.0
37.0
45.2
42.2
www.eMarketer.com
Cross-Border Ecommerce
As in the other Nordic countries, cross-border
ecommerce in Denmark is aided by mutually intelligible
languages in the region (with the exception of Finland),
along with the increased product offerings that come
from shopping foreign sites. Price is also a strong factor,
as the Nordic markets are all individually quite small
and prices generally more expensive than other regions
of the world. A survey of digital buyers in Denmark
conducted by PostNord in October 2014 found that 38%
of consumers polled had made a cross-border digital
purchase during the previous three months, a rate slightly
lower than the regional average.
2010
Domestic
2011
2012
2013
Cross-border
e-handelsanalyse, Årsrapport 2013," Feb 7, 2014
169789
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Digital buyers in Denmark were also willing to make
purchases from sellers located farther afield than the
other Nordics. When Statistics Denmark polled digital
buyers in Denmark in May 2014, 46% said they had
bought something from a merchant in another European
Union (EU) country. Moreover, 20% of respondents had
made a purchase from a country outside of the EU.
Geographic Location of Sellers from Which Digital
Buyers in Denmark Have Made Purchases, May 2014
% of respondents
Domestic merchants
86%
Merchants in other EU countries
20%
46%
Merchants outside of the EU
Note: among those who have made a digital purchase in the past year
Source: Statistics Denmark, "It-anvendelse i befolkningen 2014," Oct 27,
2014
181624
Product Categories
A report from Asiakkuusmarkkinointiliitto (ASML) found
that tourism and travel accounted for the largest portion
of Finland’s B2C ecommerce sales in H1 2014 at 36%.
Gambling and betting accounted for the next largest
share at 11%, followed by consumer electronics and IT
(10%), apparel (7%), automotive and boating products
(6%), housing and energy (4%) and tickets (3%).
www.eMarketer.com
B2C Ecommerce Sales Share in Finland, by Industry,
H1 2014
% of total
FINLAND
Top Retail Sites
Tourism and travel
TNS Gallup Finland polled internet users in Finland in
May 2014 to discover the leading domestic sites. Its data,
which excludes travel and distinctly foreign ecommerce
sites such as Amazon, found that 39% had used online
department store CDON, making it the most popular
ecommerce site among shoppers in Finland. Next was
the national betting agency Veikkaus (32%), followed by
live event ticket seller Lippupalvelu (30%), movie theater
chain Finnkino (27%), live event ticket site Lippupiste
(25%), retailer Verkkokauppa (24%), online department
store NetAnttila (24%), home and fashion retailer Ellos
(22%), retailer Hobby Hall (21%) and electronics store
Gigantti (19%).
Gambling and betting
11%
36%
Leading Retail Sites Among Internet Users in Finland,
May 2014
% of respondents
CDON
39%
Veikkaus
32%
Lippupalvelu
30%
Finnkino
27%
Lippupiste (Lippu.fi)
25%
Verkkokauppa.com
24%
NetAnttila.com
24%
Ellos
Hobby Hall
Gigantti
22%
21%
19%
Note: n=1,005 ages 15+ who have ever bought a good/service from the
site; includes localized foreign ecommerce sites such as Zalando; excludes
travel and distinctly foreign ecommerce sites such as Amazon
Source: TNS Gallup Finland, "Online Shopping 2014," June 6, 2014
181309
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Consumer electronics and IT
10%
Apparel (includes sportswear)
7%
Automotive, boating (includes supplies)
6%
Housing and energy
4%
Tickets (includes entrance and cinema tickets)
3%
Other
23%
Note: includes purchases of all digital content, goods and services; includes
value-added tax and shipping/delivery fees; total B2C ecommerce sales for
H1 2014=€4.9 billion
Source: Asiakkuusmarkkinointiliitto (ASML), Finnish Commerce Federation
and TNS Gallup Finland, "Finnish E-commerce 2014: Facts about the
statistics and online shopping 2014/H1," Oct 2, 2014
180532
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Data released by Bring in September 2014 reported
different shopping category priorities among respondents
to its poll, but its results reflect the substantially different
response options offered, which were limited to physical
goods and excluded travel, gambling, tickets and
other services. It found that 42% of respondents had
purchased clothing or shoes, topping the list of product
categories. Next was books (40%), then small electronics
and household items (29%), beauty and cosmetics
(22%), sports items (14%), physical music media (14%)
and photography (14%). The “other” category—which
included sectors such as personal care and beauty,
healthcare (including contact lenses and eyeglasses),
kitchen and cleaning supplies (including appliances) and
other goods and services—accounted for a significant
23% of ecommerce sales.
Payment Methods
Product Categories Purchased Digitally by Digital
Buyers in Select Nordic Countries, 2014
% of respondents
Clothing/shoes
36%
42%
36%
42%
Books
26%
40%
36%
40%
Small electronics and
household items
23%
29%
38%
25%
Beauty/personal
care/cosmetics
17%
22%
22%
22%
Sports items
15%
14%
18%
14%
Brown goods (e.g., small
appliances like TVs and stereos)
14%
13%
7%
13%
Photography
11%
14%
17%
14%
Music (CD/vinyl)
11%
14%
13%
14%
Toys
11%
13%
10%
13%
9%
11%
10%
11%
Health products
Preferred Payment Method According to Digital
Buyers in Select Nordic Countries, Jan 2014
% of respondents
Denmark
Note: ages 18+; in the past 12 months; physical goods only
180622
According to a January 2014 study by TNS Sifo for
PostNord, 41% of digital buyers polled in Finland
preferred to use a credit or debit card to pay for a
purchase. The second most popular method was invoice
(27%), then direct payment via a bank (17%) and
PayPal, Payson or some similar service (5%). One in 10
respondents said they didn’t know or weren’t sure what
payment method they preferred. This survey accounted
only for purchases of physical goods, not for services.
www.eMarketer.com
When PostNord polled consumers in Finland in January
2014, it also found that clothing topped the list of product
categories purchased digitally, with 29% of respondents
saying they had made such a purchase during the
previous 12 months. Home electronics and books were
tied for the second most popular product category at
24%, followed by physical movie media (16%), beauty
products (12%), CDs (12%), home furnishings/furniture
(10%) and sports and leisure items (10%). Again,
PostNord only accounted for purchases of physical goods,
not services.
Consumers in Select Nordic Countries, Jan 2014
% of respondents
Against invoice
Norway
Sweden
36%
8%
27%
14%
80%
41%
67%
32%
Direct payment via bank
3%
17%
3%
20%
PayPal, Payson or similar
6%
5%
14%
8%
Other/unsure/don't know
3%
10%
2%
4%
Debit or credit card
Note: ages 18-79; excludes services such as digital downloads, hotels,
tickets and travel
Sifo, May 20, 2014
175626
www.eMarketer.com
A separate study of digital buyers in Finland conducted in
2014 by Bring found that payment made via an internet
bank was the most popular payment method, used by
40% of respondents. The next highest response was
for credit or debit cards (28%), then invoices (17%) and
micropayments (8%).
Among Digital Buyers in Select Nordic Countries, 2014
% of respondents
Books
26%
24%
32%
38%
Clothing
38%
29%
34%
34%
Home electronics
29%
24%
36%
32%
Cards*
Movies (DVD/Blu-ray)
14%
16%
16%
17%
Micropayments
Cosmetics, hair and skincare
14%
12%
17%
17%
Computer games/video games
12%
8%
12%
CDs
10%
12%
10%
Home furnishings/furniture
12%
10%
Footwear
13%
Sports/leisure
14%
Denmark
Finland
Norway
Sweden
89%
28%
57%
38%
4%
8%
13%
5%
Internet bank**
2%
40%
13%
23%
14%
Invoice
2%
17%
13%
29%
12%
Cash
1%
2%
2%
2%
9%
12%
Installments
0%
2%
1%
1%
9%
12%
11%
Other
2%
3%
1%
2%
10%
18%
10%
Note: ages 18+; physical goods only; *credit/debit card; **payment via
internet bank
Note: ages 18-79; in the past 12 months; excludes services such as digital
downloads, hotels, tickets and travel
Sifo, May 20, 2014
175424
Finland
180600
www.eMarketer.com
www.eMarketer.com
Cross-Border Commerce
Consumers in Finland are avid cross-border digital
buyers, especially when it comes to buying from other
Nordic countries. An April 2014 poll by PostNord of digital
buyers in Finland who had made a cross-border purchase
at another Nordic country in the prior three months
found that 22% had made a purchase from Sweden,
4% from Denmark and 2% from Norway. However, no
cross-border buyers in other Nordic countries made any
purchases from Finland.
When it polled internet users in the Nordic countries
earlier in 2014, Bring came away with a similar result.
It found 47% of respondents in Finland had made a
cross-border purchase of a digital good during the
preceding 12 months.
Cross-Border Digital Buyers in Select Nordic
Countries, 2014
% of internet users
Finland
47%
Norway
Cross-Border Digital Buyers in Select Nordic Countries
Who Made Purchases from Other Nordic Countries,
April 2014
% of respondents
Denmark
35%
Total
43%
Sweden
12%
6%
Note: ages 18+; purchased physical goods from a foreign merchant in the
past year
0%
-
0%
0%
180603
1%
2%
-
1%
18%
22%
17%
-
Finland
Norway
Sweden
Note: ages 18-79; in the past 3 months; excludes services such as concert
tickets, digital downloads, hotels, tickets and travel
Source: PostNord, "E-commerce in the Nordics, Q1 2014," May 7, 2014
175665
www.eMarketer.com
A more recent survey of Nordic consumers conducted by
PostNord found that cross-border ecommerce uptake had
widened. In October 2014 polling, half of digital buyers
surveyed in Finland said they had made a cross-border
ecommerce purchase during the preceding three months.
Only consumers in Norway had made more cross-border
ecommerce purchases.
Digital Buyers in Select Nordic Countries Who Have
Made a Digital Purchase from a Foreign Ecommerce
Site, Oct 2014
% of respondents
Norway
63%
Finland
www.eMarketer.com
FRANCE
Top Ecommerce Sites
While digital buyers in France appear to favor homegrown
businesses when it comes to favorite ecommerce
sites, retailers in the country face a significant challenge
from at least one US-based company. Data from
Médiamétrie//NetRatings and Fédération du E-commerce
et de la Vente à Distance (FEVAD) showed that Amazon
had the highest number of average monthly visitors for
the period lasting from April to June of 2014 by a notable
degree, with 15.60 million—a third of internet users. Its
nearest competitor, discount retailer Cdiscount, managed
9.12 million, followed by brick-and-mortar entertainment
retail chain Fnac and US-import eBay, with around
8.4 million visitors each.
50%
Denmark
Total
Sweden
Norway
-
Sweden
44%
4%
Denmark
Finland
47%
Denmark
38%
31%
43%
downloads, hotels and travel; in the past three months
Source: PostNord, "E-commerce in the Nordic region, Q3 2014," Nov 5,
2014
181711
www.eMarketer.com
Top 15 Retail Sites Among Internet Users in France,
Ranked by Average Monthly Unique Visitors, Q2 2014
Average monthly
unique visitors
(millions)
% of internet
users
Average daily
unique visitors
(thousands)
1. Amazon
Top 10 Retail Sites in France, Ranked by Digital Buyer
Reach, May 2014
% reach
1. Amazon.fr
56%
15.6
33.5%
1,669
2. Cdiscount
9.1
19.6%
723
3. Fnac
8.4
18.1%
628
4. eBay
8.4
18.1%
986
5. PriceMinister
7.2
15.5%
572
5. vente-privee.com
6. Voyages-sncf.com
6.8
14.6%
463
6. La Redoute
7. Carrefour
6.4
13.7%
461
8. La Redoute
6.0
12.9%
411
2. Fnac
36%
3. Voyages-sncf.com
4. Cdiscount.com
7. 3 Suisses
25%
22%
17%
16%
9. vente-privee
5.8
12.5%
972
8. Booking.com
10. Leroy Merlin
5.1
11.0%
322
9. Apple/iTunes 14%
11. Booking.com
5.0
10.7%
305
12. Rue du Commerce
4.8
10.4%
287
13. E.Leclerc
4.3
9.4%
275
14. Groupon
4.2
9.0%
422
15. Darty
4.2
8.9%
240
Note: all locations
Source: Médiamétrie//NetRatings and Fédération du E-commerce et de la
Vente à Distance (FEVAD) as cited in press release, Sep 25, 2014
181040
www.eMarketer.com
The remainder of France’s top ecommerce destinations,
all with less than half of Amazon’s visitor total, included
ecommerce platform PriceMinister; Voyages-sncf.com,
the website of France’s railway operator; hypermarket
chain Carrefour; apparel and housewares mail order
company La Redoute; home improvement chain Leroy
Merlin; hotel site Booking.com; ecommerce pure player
Rue du Commerce; hypermarket chain E.Leclerc; daily
deals purveyor Groupon; and electronics retailer Darty.
The Médiamétrie//NetRatings and FEVAD report
also found that Amazon was the most popular B2C
ecommerce site in France among digital buyers.
According to the report, 56% of digital buyers surveyed
had made a purchase on Amazon at least once during the
preceding six months. In second was Fnac with 36%,
followed by Voyages-sncf.com (35%), Cdiscount (25%),
flash-sales site Vente-privée (22%), La Redoute (17%),
mail order company 3 Suisses (16%), Booking.com (15%),
Apple sites and iTunes (14%) and PriceMinister (13%).
35%
15%
13%
10. PriceMinister
Note: who purchased at least once in the past 6 months
Source: Médiamétrie//NetRatings and Fédération du E-commerce et de la
Vente à Distance (FEVAD), "10ème baromètre des comportements d'achats
multicanaux des internautes," July 2014 as cited in press release, Sep 26,
2014
181031
www.eMarketer.com
Product Categories
While data on popular digital shopping categories in
France is scant, a report from DHL, citing data from
Euromonitor International, offered information on the
most popular product categories for distance selling, a
term that refers to products bought from home either
digitally or by nondigital means such as phone, fax or
mail order. However, Euromonitor estimated that online
shopping would account for 25.4% of total retail in 2014,
while nondigital home shopping only 3.0%.
When it came to the types of products purchased,
Euromonitor found apparel and footwear accounted for
the highest amount of distance sales in France in 2013, at
€4.24 billion ($5.65 billion), followed by food and beverages,
at €3.84 billion ($5.12 billion), consumer electronics
and computers, at €3.22 billion ($4.29 billion), physical
media products, at €3.91 billion ($5.21 billion), beauty
and personal care products, at €1.01 billion ($1.35 billion)
and household and consumer appliances, at €720 million
($960 million).
Purchases made on mobile devices, meanwhile, leaned
more toward digital goods than physical ones. According
to a January 2014 InMobi survey of mobile internet users
in France, 32% of respondents had purchased digital
goods via a mobile device, making it the most popular
product category for digital purchases. Physical goods
were purchased by 29% of those polled. Twenty-one
percent of respondents said they had purchased either
financial items or goods or services related to travel over
mobile. Surprisingly, entertainment was the least popular
category, with only 14% of respondents saying they had
made purchases of that type via mobile device.
According to JDN (Le Journal du Net), use of digital
bank cards in transactions continues to grow, albeit at
a somewhat unsteady clip. According to its data, digital
bank card transactions in France grew 15.5% year over
year in Q1 2014.
Digital Bank Card Transaction Growth in France,
Q1 2007-Q1 2014
% change vs. same quarter of prior year
39.4%
35.5%
30.9%
28.5%
Items that Mobile Internet Users in France Have
Purchased via Mobile, Jan 2014
% of respondents
22.1%
18.7%
15.5%
Digital goods
32%
Physical goods
29%
Financial
21%
Travel
21%
Entertainment
29.1%
14%
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
2007
2008
2009
2010
2011
2012
2013
2014
Source: JDN (Le Journal du Net), "La croissance de l'e-commerce s'établit à
9% au 1er trimestre," April 11, 2014
Note: 55% of respondents have spent money on an activity via mobile
Source: InMobi, "Global Mobile Media Consumption" conducted by
Decision Fuel and On Device Research, Feb 21, 2014
174493
170046
GERMANY
www.eMarketer.com
Payment Methods
www.eMarketer.com
Top Ecommerce Sites
According to PostNord data for 2013, digital buyers in
France showed a clear preference for plastic or online
payment services when paying for digital purchases.
PostNord’s data showed that 55% of digital buyers
preferred using a debit or credit card for their digital
purchases. The next most popular means was PayPal
or a similar method, named by 36% of respondents.
The rest of the methods offered, including direct bank
payments and cash on delivery, barely registered
among respondents.
According to Digital Buyers in the EU-5, 2013
% of total
France
Germany
Italy
Spain
UK
55%
14%
25%
34%
58%
PayPal or similar
36%
38%
55%
49%
38%
Against invoice
3%
36%
1%
1%
2%
Direct payment through bank
2%
9%
5%
1%
1%
COD
2%
1%
13%
13%
1%
Unsure/don't know
2%
2%
0%
2%
1%
The German version of Amazon’s website dominates
the country’s retail ecommerce landscape, according
to data from the October 2014 EHI Retail Institute and
Statista. Their report found that Amazon.de generated
€5.79 billion ($7.72 billion) in sales in 2013, more than
twice the €1.88 billion ($2.51 billion) in sales reported for
Amazon’s nearest competitor, the website of mail order
retailer Otto Group. Far behind were shoe and clothing
specialist Zalando, computer and electronics retailer
Notebooksbilliger.de, clothing retailer Bonprix, computer
retailer Cyberport.de, coffee retailer and cafe chain Tchibo,
electronics retailer Conrad.de, computer and electronics
online store Alternate.de and the German-language site
for clothing retailer H&M.
tickets and travel; numbers may not add up to 100% due to rounding
Source: PostNord, "E-commerce in Europe 2014," Feb 12, 2014
171423
www.eMarketer.com
Top 10 Retail Sites in Germany, Ranked by Sales, 2013
millions of €
1. Amazon.de*
€5,787.0
Products Purchased Digitally According to Digital
Buyers in Germany, July 2014
% of respondents
Clothes & shoes
69%
2. Otto.de
Consumer electronics/electronics/telecom
€1,880.0
57%
3. Zalando.de
€702.0
Books
4. Notebooksbilliger.de
€498.9
Hobby, recreational and household-related
56%
52%
5. Bonprix.de
€410.5
Furniture and decorations (including home textiles)
28%
6. Cyberport.de
€404.4
Flowers, plants, garden products
20%
7. Tchibo.de
€400.0
Other
21%
8. Conrad.de
€389.6
Source: Bundesverband E-Commerce und Versandhandel (bevh) and
e-velopment, "Verlässlichkeit und Vertrauen beim Online-Kauf," Sep 30,
2014
9. Alternate.de
€366.9
10. Hm.com/de/
€303.7
180642
Note: excludes discounts, returns and VAT; *excludes service-based sales
(e.g., Amazon Marketplace sales), sold items shipped internationally and
sales generated by other digital stores (e.g., Audible.de, de.BuyVIP.com,
Javari.de and Prime Instant Video)
Source: EHI Retail Institute and Statista, "E-Commerce-Markt Deutschland
2014" as cited in press release, Oct 21, 2014
182118
www.eMarketer.com
Product Categories
A poll of digital buyers in Germany conducted by
Bundesverband E-Commerce und Versandhandel (bevh)
and e-velopment in 2014 found that clothes and shoes
were the most popular product category for digital
purchases, bought by 69% of respondents during the
preceding year. The next most popular category was
consumer electronics (57%), then books (56%), household
and recreational goods (52%), furniture and decorations
(28%) and flowers and garden products (20%).
www.eMarketer.com
A separate survey of internet users in Germany,
conducted by A.T. Kearney in July 2014, found that
electronics was the most popular ecommerce product
category, with 90% of respondents saying they had
made a purchase in that sector during the previous
three months. Fashion and apparel (88%) followed close
behind, as did books (80%) and services (77%).
Internet Users in Germany Who Have Made a Digital
Purchase, by Product Category, July 2014
% of respondents
Electronics
90%
Fashion and apparel
88%
Books
80%
Services
77%
Home furnishings
66%
Sports and outdoor
66%
Music and games
66%
Tickets
63%
Beauty products
62%
Home appliances
58%
Toys, kids and babies
Household items
Groceries
49%
40%
36%
Note: ages 16+ who access the internet at least once per week; in the past
3 months
Source: A.T. Kearney, "Connected Consumers Are Not Created Equal: A
Global Perspective," Nov 12, 2014
182092
www.eMarketer.com
Payment Methods
When BITKOM polled digital buyers in Germany in
2014, it found that 63% used an invoice to pay for digital
purchases, making it the most widely used payment
method in the country. Next were online payment service
providers like PayPal (56%), then direct debit (46%),
credit cards (29%), instant bank transfer service (26%),
prepayment (24%) and cash on delivery (9%). Among
buyers ages 14 to 29, however, online payment service
providers were the most widely used payment method.
Payment Methods Used for Digital Purchases
According to Digital Buyers in Germany, by Age, 2014
% of respondents in each group
14-29
30-49
50-64
65+
Total
Invoice
52%
69%
63%
64%
63%
Online payment service providers
(e.g., PayPal, ClickandBuy)
54%
57%
60%
49%
56%
Direct debit
51%
46%
45%
37%
46%
Credit card
23%
33%
28%
30%
In an extremely detailed breakdown of payment method
use by demographic and platform among mcommerce
buyers via mobile devices, Creditreform Boniversum
and bevh found that the use of mobile payment service
providers had increased among both men and women
between spring 2013 and spring 2014, while the use of
traditional payment methods (described as invoices or
credit cards) had declined over the same period.
Payment Methods Used for Mobile Purchases
According to Smartphone and Tablet Mcommerce
Buyers in Germany, by Demographic,
Spring 2013 & Spring 2014
Mobile payment
service
providers*
Traditional
payment
methods**
Network
service
providers
Spring
2013
Spring
2014
Spring
2013
Spring
2014
Spring
2013
Spring
2014
Male
46.8%
49.2%
41.4%
36.2%
10.1%
13.0%
29%
Female
40.8%
50.2%
42.9%
38.2%
13.3%
9.3%
Age
Gender
Instant bank transfer service
(e.g., Sofort-Überweisung, Giropay)
32%
26%
25%
17%
26%
18-29
44.2%
50.3%
37.2%
38.0%
13.2%
9.2%
Prepayment
25%
26%
23%
20%
24%
30-39
45.3%
47.0%
42.5%
36.4%
11.3%
13.6%
Cash on delivery
14%
9%
6%
4%
9%
40-49
40.4%
50.6%
49.5%
35.9%
9.1%
12.8%
50-59
45.9%
53.7%
36.1%
38.0%
16.4%
7.4%
60-69
47.4%
43.9%
47.4%
38.6%
5.3%
14.0%
Note: bought digitally at least once in the past 12 months
Source: BITKOM, "Trends im Online-Shopping," May 8, 2014
179652
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In PostNord’s “E-Commerce in Europe 2014” report,
digital buyers in Germany had slightly different
preferences in the use of online payment services to
pay for digital purchases. In its survey of digital buyers
conducted in 2013, 38% of respondents preferred to use
PayPal or a similar service to pay for goods and services
purchased online. The next most popular method was
invoice (36%), then debit or credit card (14%), direct bank
transfers (9%) and cash on delivery (1%).
Monthly household income
<€1K
34.5%
51.1%
45.5%
33.3%
14.5%
12.2%
€1K-€1.5K
45.8%
54.8%
33.9%
33.3%
16.9%
10.7%
€1.5K-€2K
49.1%
50.5%
34.5%
39.6%
12.7%
8.9%
€2K-€2.5K
49.4%
44.1%
36.7%
37.6%
12.7%
15.1%
€2.5K-€3.8K
44.1%
47.6%
44.1%
37.4%
9.9%
12.9%
€3.8K+
39.1%
51.1%
55.1%
40.9%
5.8%
6.8%
Household size
1 person
38.5%
45.5%
50.5%
35.6%
7.7%
16.8%
2-3 people
46.2%
48.6%
39.1%
39.3%
11.9%
10.1%
4+ people
43.8%
56.8%
41.6%
31.4%
14.6%
10.2%
Children in household
% of total
Children
44.2%
56.3%
41.3%
31.7%
13.0%
9.6%
No children
44.1%
46.3%
42.4%
40.0%
10.8
12.0%
Total
44.1%
49.7%
42.0%
37.2%
11.5%
11.2%
France
Germany
Italy
Spain
UK
55%
14%
25%
34%
58%
PayPal or similar
36%
38%
55%
49%
38%
Against invoice
3%
36%
1%
1%
2%
Note: *such as sofortüberweisung.de or PayPal; **invoice or credit card
payment
Source: Creditreform Boniversum and Bundesverband E-Commerce und
Versandhandel (bevh), "Frühjahr-Umfrage 2014: Mobiler Einkauf und
Bezahlung mit Smartphone und Tablet," conducted by Innofact, May 22,
2014
2%
9%
5%
1%
1%
163534
COD
2%
1%
13%
13%
1%
Unsure/don't know
2%
2%
0%
2%
1%
171423
www.eMarketer.com
www.eMarketer.com
A 2013 study of digital buyers in Germany conducted
by PostNord found that 58% of respondents had made
a cross-border digital purchase. That result placed
Germany toward the bottom of the list of countries in
Europe examined.
Digital Buyers in Select Countries/Regions in Europe
Who Have Made a Cross-Border Digital Purchase, 2013
% of respondents
Italy
72%
Spain
71%
UK
67%
Nordics*
67%
France
59%
Germany
58%
Benelux
Poland
48%
38%
tickets and travel; *Denmark, Finland, Norway and Sweden
171419
Top 10 Retail Sites Among Internet Users in Italy,
Ranked by Unique Visitors, April 2014
www.eMarketer.com
ITALY
Top Ecommerce Sites
The most popular destinations for Italy’s digital shoppers
are a mix of domestic platforms and foreign-owned sites.
In fact, two foreign entities sit atop the pile of ecommerce
platforms in terms of visitors. According to comScore data
from April 2014, eBay drew the largest audience in the
country, attracting 12.1 million unique visitors for 36.4%
reach, followed by Amazon sites (8.9 million, 26.8%
reach). Trailing with 4.0 million visitors or fewer were
the network of sites operated by book-focused platform
IBS, marketplace TrovaPrezzi, China-headquartered
international retailer LightInTheBox, Apple sites,
Germany-based clothing and apparel retailer Zalando,
sites operated by pan-European company LeGuide,
appliance and consumer electronics seller Euronics and
Swedish furniture giant IKEA.
Total unique
visitors
(millions)
% reach
Average
minutes per
visitor
12.1
36.4%
31.7
2. Amazon sites
8.9
26.8%
20.6
3. IBS Network
4.0
12.1%
6.1
4. TrovaPrezzi
3.6
10.9%
2.7
5. LightInTheBox
3.2
9.6%
4.1
2.8
8.6%
6.1
7. Zalando
2.3
6.8%
21.3
8. LeGuide.com sites
2.1
6.3%
2.4
9. EURONICS
1.9
5.9%
2.6
10. IKEA
1.9
5.8%
10.4
1. eBay
Note: ages 6+ accessing the internet from home or work PC
Source: comScore Media Metrix, June 12, 2104
174992
www.eMarketer.com
Product Categories
According to Osservatorio ICT & School of Management
del Politecnico di Milano and Netcomm – Italy data for
2014, travel accounted for the largest percentage of Italy’s
ecommerce sales share by far, making up 40%. Next was
clothing, accounting for 14%, then tech and consumer
electronics (12%), insurance (9%), books/music/movies/TV
(3%) and groceries (1%).
B2C Ecommerce Sales Share in Italy, by Product
Category, 2014
% of total
Travel
40%
Clothing
14%
12%
Insurance
3%
1%
Tech and consumer electronics
9%
Books, music and movies/TV
Grocery
Other*
21%
Note: *includes C2C, event tickets, online auctions, etc.
Source: Osservatorio ICT & School of Management del Politecnico di Milano
and Netcomm - Italy as cited by IAB Italy, Oct 21, 2014
182525
www.eMarketer.com
comScore Media Metrix data for April 2014 found that
comparison shopping sites garnered the highest number
of unique visitors among retail sites, cataloging 7.5 million
unique visitors from Italy for the month. The next most
popular site category was consumer electronics with
7.3 million visitors, then apparel (6.6 million), computer
hardware (4.9 million), books (4.8 million), home
furnishings (4.4 million), computer software (4.2 million)
and sports/outdoor goods (3.0 million).
Leading Online Retail Categories Among Internet
Users in Italy, Ranked by Unique Visitors, April 2014
Total unique
visitors
(millions)
% reach
Comparison shopping
7.5
22.6%
Consumer electronics
7.3
22.1%
7.4
Apparel
6.6
20.0%
21.2
Computer hardware
4.9
14.7%
5.4
Books
4.8
14.5%
6.5
Home furnishings
4.4
13.4%
10.2
Computer software
4.2
12.6%
6.4
Sports/outdoor
3.0
9.2%
6.0
Mall
2.5
7.6%
3.1
Fragrances/cosmetics
1.8
5.5%
7.2
Tickets
1.4
4.2%
4.2
Jewelry/luxury goods/accessories
1.0
3.0%
4.1
Retail—movies
0.8
2.4%
1.8
Auctions
0.6
1.8%
20.7
Consumer goods
0.6
1.8%
1.8
Average
minutes per
visitor
4.2
A study by PostNord found a similar preference for PayPal
among Italy’s digital buyers. Fifty-five percent of buyers
it polled preferred PayPal or similar services, while 25%
expressed a preference for using a credit or debit card.
Interestingly, 13% of those polled said they preferred
cash on delivery, while 5% favored a direct payment
made through a bank.
% of total
France
Germany
Italy
Spain
UK
55%
14%
25%
34%
58%
PayPal or similar
36%
38%
55%
49%
38%
Against invoice
3%
36%
1%
1%
2%
2%
9%
5%
1%
1%
COD
2%
1%
13%
13%
1%
Unsure/don't know
2%
2%
0%
2%
1%
Note: ages 6+ accessing the internet from home or work PC
Source: comScore Media Metrix, June 12, 2104
174991
171423
www.eMarketer.com
www.eMarketer.com
Payment Methods
Payment methods used for digital commerce transactions
in Italy largely relied on cards and PayPal, according to
Netcomm data for Q1 2014. The company found that
39.2% of B2C ecommerce transaction payments were
made using PayPal and 21.1% relied on a prepaid card.
Another 18.5% used credit cards and 6.5% paid by cash
or check on delivery. Overall, the share of transactions
made via PayPal had increased from a year earlier, while
payments made by almost all other methods decreased
over the same period.
Cross-border digital purchasing is quite common in
Italy. PostNord’s survey found that 72% of the country’s
digital buyers it polled had made a digital purchase of
that sort in 2013, the highest rate among the European
countries studied.
Digital Buyers in Select Countries/Regions in Europe
Who Have Made a Cross-Border Digital Purchase, 2013
% of respondents
Italy
72%
Spain
Payment Method Share of B2C Ecommerce
Transactions in Italy, Q1 2013 & Q1 2014
% of total
Q1 2013
Q1 2014
PayPal
34.0%
39.2%
Prepaid card on the website
22.1%
21.1%
Credit card on the website
71%
UK
67%
Nordics*
67%
France
59%
Germany
58%
Benelux
48%
19.4%
18.5%
Cash/check on delivery
8.9%
6.5%
Credit card on delivery
3.5%
3.3%
Prepaid card on delivery
3.5%
3.3%
Bank transfer
4.1%
3.2%
tickets and travel; *Denmark, Finland, Norway and Sweden
Discount/purchase voucher
2.3%
2.7%
171419
Other
1.0%
1.1%
Don't remember
0.7%
0.7%
Poland
38%
www.eMarketer.com
Source: Netcomm, "Net Retail" conducted by Human Highway, May 9, 2014
175500
www.eMarketer.com
NETHERLANDS
Top 10 Travel Sites in the Netherlands, Ranked by B2C
Ecommerce Sales, 2013
millions of €
Top Ecommerce Sites
1. KLM
Domestic retailer Ahold remains the market leader among
retail ecommerce sites in the Netherlands. According to
B2C ecommerce sales data for 2013 from Twinkle, Ahold
led its competitors with annual sales of €686.4 million
($915.2 million). In second was RFS Holland Holding,
which operates a number of ecommerce companies;
then shoes and clothing retailer Zalando; appliance and
consumer electronics seller Coolblue; takeout food
ordering website Thuisbezorgd.nl; BAS Group, which
runs MyCom, Dixons and iCentre, telecommunications
company KPN; clothing retailer H&M; Ticketmaster
Nederland; and the website of discount store HEMA.
Top 10 Retail Sites in the Netherlands, Ranked by B2C
Ecommerce Sales, 2013
millions of €
1. Ahold
€686.4
2. RFS Holland Holding
€552.0
3. Zalando
€304.0
4. Coolblue
6. BAS Group
€150.8
8. H&M
€147.5
€136.0
10. HEMA
9. Ticketmaster Nederland
€125.0
Note: excludes VAT and returns
Source: Twinkle, "Twinkle100" as cited in press release, Sep 22, 2014
180696
€353.0
4. Transavia.com
€275.0
5. Thomas Cook Nederland
€251.6
6. Travix International
€217.3
7. Landal GreenParks
€154.0
8. Roompot Vakanties
€129.0
9. Emesa Nederland
€120.0
10. Corendon Dutch Airlines
€99.2
Note: excludes VAT and returns
Source: Twinkle, "Twinkle100" as cited in press release, Sep 22, 2014
www.eMarketer.com
Product Categories
5. Thuisbezorgd.nl
€164.1
7. KPN
€390.1
3. Sundio Group
180697
€213.5
€170.0
€515.0
2. TUI Nederland
www.eMarketer.com
Travel also factors prominently into ecommerce in the
Netherlands. Twinkle found airline KLM had the highest
B2C ecommerce sales in 2013, at €515.0 million
($686.6 million). Next was TUI Nederland, which owns a
number of travel brands in the country; then travel brand
owner Sundio Group; low-cost airline Transavia.com; travel
and tourism service Thomas Cook Nederland; online
travel provider brand owner Travix International; holiday
bungalow network Landal GreenParks; park and campsite
booking service Roompot Vakanties; booking service
Emesa Nederland; and Corendon Dutch Airlines.
According to Statistics Netherlands, travel tops the list
of products and services bought by the country’s digital
buyers. The government agency found that 63% of people
surveyed in 2013 who had made a digital purchase in the
preceding three months had bought something related
to travel, vacation or accommodations. The next most
popular categories were clothing and sporting goods
(62%), event tickets (52%), books and magazines (46%),
software (33%), electronic equipment (31%), household
goods and furniture (31%) and movies and music (28%).
Other product and service types were purchased digitally
by less than 20% respondents.
NORWAY
Buyers in the Netherlands, 2011-2013
% of respondents
2011
2012
2013
Travel, vacation, accommodation
60%
60%
63%
Clothes, sporting goods
52%
55%
62%
Event tickets
47%
46%
52%
Literature (books, magazines)
43%
40%
46%
Software
22%
26%
33%
Electronic equipment
27%
24%
31%
Household goods*
27%
30%
31%
Movies, music
27%
26%
28%
Shares, financial services, insurance
19%
17%
19%
Food, cosmetics or cleaning products
13%
13%
16%
Hardware
12%
12%
15%
8%
8%
11%
10%
12%
15%
Lottery or gambling
Other
Note: ages 12-74 who made a digital purchase in the past 3 months; *such
as furniture, toys and washing machines
Source: Statistics Netherlands, "ICT kennis en economie 2014," June 30,
2014
176890
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Cross-border ecommerce is popular among digital buyers
in the Netherlands, according to data from discount
code aggregator site Kortingscode.nl. The site found
that 72.4% of male and 52.6% of female digital buyers
in the Netherlands had made a purchase from a foreign
ecommerce site at some point.
Kortingscode.nl also found that sellers in Germany
received the largest share of the Netherlands’ cross-border
purchases (25.0%). The US was the next most popular
location at 22.4%, followed by the UK (20.2%), China
(18.5%), Belgium (4.9%) and France (1.8%).
Top Ecommerce Sites
A poll of digital buyers in Norway conducted by Nets in
March 2013, the most recent data that was available,
found that computer and consumer electronics retailer
Komplett.no was the favorite domestic ecommerce site,
chosen by 8.8% of respondents. Next was department
store CDON (3.6%), travel site Norwegian.no (2.0%),
music and movie seller Platekompaniet.no (1.7%),
book retailer Haugenbok.no (1.5%), department store
Netthandelen.no (1.5%), apparel retailer H&M (1.4%),
bookseller Bokklubben.no (1.3%), marketplace Finn.no
(1.3%) and department store Ellos (1.2%). The favorite
foreign ecommerce site was Amazon, followed closely
by eBay.
Favorite Retail Sites Among Digital Buyers in Norway,
by Domestic vs. Foreign Sites, March 2013
% of respondents
Domestic
Komplett.no
8.8% Amazon
9.0%
CDON.com*
3.6% eBay
8.4%
Norwegian.no
2.0% Play.com
2.1%
Platekompaniet.no
1.7% Dealextreme.com
1.4%
Haugenbok.no
1.5% Cdon.com*
0.6%
Netthandelen.no
1.5% Zara.com
0.4%
HM.com*
1.4% Hotels.com
0.4%
Bokklubben.no
1.3% Strawberry.net
0.4%
Finn.no
1.3% Applestore.com
0.3%
Ellos.no
1.2% HM.com*
0.3%
Note: n=972 ages 18+; *some sites can be perceived as either domestic or
foreign by respondents and appear in both lists
Source: Nets, "Nordic e-commerce 2013" conducted by TNS Gallup, Nov 7,
2013
176416
Geographic Location of Seller from Which
Cross-Border Digital Buyers in the Netherlands Made
Digital Purchases, July 2014
% of respondents
Germany
25.0%
US
22.4%
UK
20.2%
China
Belgium
1.8%
Other
18.5%
Foreign
www.eMarketer.com
When Enterprise Federation of Norway tracked the top
sites ranked by sales for the period lasting between July
2013 and June 2014, it listed many of the same names.
It found Komplett was the most popular Norwegian site
by sales for the period, followed by eBay, Apple, CDON,
Zalando, Amazon, consumer electronics store Elkjøp,
Netthandelen, H&M and Ellos. [Note: Specific sales
figures for each were not announced.]
4.9%
France
7.2%
Note: ages 18+
Source: Kortingscode.nl, "Kortingscode.nl rapport 2" as cited in press
release, Sep 26, 2014
181732
www.eMarketer.com
Product Categories
TNS Gallup Norway, researching for Enterprise Federation
of Norway, found that computers, consumer electronics
and appliances accounted for 30% of Norway’s
ecommerce sales in Q1 2014, making it the most popular
category by that measure. Apparel (22%) was second,
followed by home and garden (12%); sports, recreation
and hobbies (10%); newspapers, magazines and books
(5%); mobile phones and accessories (5%); and several
additional categories with shares of less than 5%.
Share of Retail Ecommerce Sales and Purchases in
Norway, by Product Category, Q1 2014
% of total
Sales
Purchases
Computers, consumer electronics, appliances
30%
15%
Clothes, shoes, accessories
22%
23%
Home & garden
12%
9%
Sports, recreation, hobbies
10%
9%
5%
14%
Newspapers, magazines, books, etc.
Mobile phones, mobile accessories
5%
3%
Personal care, health, etc.
4%
9%
Photos & videos
4%
3%
Music, films, computer games
3%
8%
Food & beverages
2%
3%
Children's toys & board games
2%
2%
Glasses, contact lenses, etc.
1%
1%
Note: retail ecommerce sales in Norway for Q1 2014=6.6 billion Norwegian
kroner; read as saying home & garden made up 12% of B2C ecommerce
sales but 9% of the number of purchases; numbers may not add up to
100% due to rounding
Source: Enterprise Federation of Norway, "Virkes e-Handelsbarometer 1.
kvartal 2014" conducted by TNS Gallup Norway, June 6, 2014
174871
www.eMarketer.com
TNS Gallup Norway also tracked ecommerce sales
and purchases in Q2 2014, finding that holiday and
leisure travel accounted for the largest share of both in
the quarter. According to its data, travel-related goods
and services accounted for 50% of sales and 56% of
purchases. Retail goods made up 40% of sales and
21% of purchases. Digital goods (i.e., goods delivered
via download) were only 1% of sales, but made up 6%
of purchases.
Share of B2C Ecommerce Sales and Purchases in
Norway, by Category, Q2 2014
% of total
Digital goods*
1%
Other
services
4%
Other
5%
Digital goods*
6%
Other
services
10%
Holiday/
leisure
travel
50%
Retail
goods
40%
Other
7%
Retail
goods
21%
Sales
Holiday/
leisure
travel
56%
Purchases
Note: B2C ecommerce sales in Norway for Q2 2014=18.8 billion Norwegian
kroner; read as retail goods made up 40% of B2C ecommerce sales but
56% of the number of purchases; *goods that can be delivered digitally
such as downloaded music, ebooks and games
Source: Enterprise Federation of Norway, "Virkes e-Handelsbarometer 2.
kvartal 2014" conducted by TNS Gallup Norway, Oct 21, 2014
181115
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Payment Methods
In Norway, debit and credit cards are a popular method
of making payments for digital purchases. According to
a survey of the country’s digital buyers conducted by
PostNord, 67% of respondents preferred using debit or
credit cards for their online purchases, excluding services
such as digital downloads, hotel and travel. The next
most preferred methods were invoice (14%) and PayPal,
Payson or some similar service (14%), then direct bank
payment (3%).
Preferred Payment Method According to Digital
Buyers in Select Nordic Countries, Jan 2014
% of respondents
Denmark
Finland
Norway
Sweden
8%
27%
14%
36%
80%
41%
67%
32%
Direct payment via bank
3%
17%
3%
20%
PayPal, Payson or similar
6%
5%
14%
8%
Other/unsure/don't know
3%
10%
2%
4%
Against invoice
tickets and travel
Sifo, May 20, 2014
175626
www.eMarketer.com
As in other Nordic countries, cross-border buying is
a significant part of Norway’s ecommerce activity.
According to a poll of digital buyers conducted by
PostNord in October 2014, more than half (63%) of
respondents were cross-border digital buyers.
Cross-border buying habits were also higher among
younger demographics, reaching 73% among those ages
18 to 29.
Data from Norway Post and Norwegian Distance Sellers
Association reported that domestic retail ecommerce
sites pulled in NOK18.4 billion ($3.1 billion) in domestic
sales and NOK5.1 billion ($867 million) in foreign sales
in 2013.
Retail Ecommerce Sales in Norway, Foreign vs.
Domestic Sites, 2013
billions of Norwegian kroner
Foreign
5.1
Digital Buyers in Norway Who Have Made a
Cross-Border Digital Purchase, by Age, Oct 2014
18-29
73%
30-49
50-64
52%
65-79
39%
Total
63%
Note: in the past three months; excludes services such as concert tickets,
digital downloads, hotels or travel
Source: PostNord, "E-barometer Q3 2014: Status netthandel i Norge," Nov
1 , 2014
182196
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A poll conducted by YouGov on behalf of Oslo
Handelsstands Forening (OHF) found that 58% of
respondents used domestic sites for digital purchases,
while 31% used foreign sites. However, the survey did
not account for the possibility that respondents might
use both.
Internet Users in Norway Who Use Domestic vs.
Foreign Ecommerce Sites for Digital Purchases,
June 2014
% of respondents
Don't buy on the internet
6%
Don't
know
6%
Foreign
31%
Domestic
58%
Note: n=1,008 ages 18+; numbers may not add up to 100% due to
rounding
Source: Oslo Handelsstands Forening (OHF) survey conducted by YouGov,
July 1, 2014
179125
Domestic*
18.4
68%
www.eMarketer.com
Note: physical goods only; includes value-added tax; *includes sales from
companies in Sweden with revenues in Norway
Source: Norway Post and Norwegian Distance Sellers Association,
"Netthandelsstatistik Norge 2013" conducted by Kvarud Analyse,
Sep 1, 2014
180396
www.eMarketer.com
RUSSIA
Top Ecommerce Sites
Russia’s ecommerce sector is deeply fractured, but
has thus far staved off advances from foreign-owned
companies. Classifieds sites and marketplaces draw
heavy traffic, while B2C platforms have yet to make
substantial headway due to problems with logistics.
According to data from Gemius for April 2014, classifieds
platform Avito.ru drew the largest number of unique
visitors for the month at 23.4 million. Next was search
engine and mail service Yandex.ru, which also has a
marketplace, with 12.8 million visitors; then classifieds site
Irr.ru (9.4 million); marketplace Tiu.ru (9.1 million); retailer
Ozon.ru (8.8 million); Alibaba Group’s factory-direct B2C
platform Aliexpress.com (8.4 million); apparel and shoe
retailer Wildberries.ru (7.9 million); daily deal site Biglion.ru
(6.4 million); fashion store Lamoda.ru (6.0 million);
eBay.com (6.0 million); online-offline hybrid retailer Enter.ru
(5.4 million); the website of mobile device seller Svyaznoy
(5.2 million); B2B platform Pulscen.ru (4.9 million);
consumer electronics and household appliances retailer
Eldorado.ru (4.3 million); and clothing retailer Bonprix.ru
(4.1 million).
Top 15 Retail Sites in Russia, Ranked by Unique
Visitors, April 2014
millions and % reach
Top 20 Retail Sites in Russia*, Ranked by Net Sales,
2013
Site category
Unique
visitors
% reach
1. Avito.ru
23.4
34.2%
2. Yandex.ru
12.8
18.6%
3. Irr.ru
9.4
13.7%
4. Tiu.ru
9.1
13.3%
Net sales
(millions)
Average
monthly
visitors
(billions)
1. Ulmart.ru
Home appliances &
electronics
$684
7.0
2. Svyaznoy.ru
Home appliances &
electronics
$507
8.0
5. Ozon.ru
8.8
12.9%
3. Wildberries.ru
Apparel & footwear
$487
13.0
6. Aliexpress.com
8.4
12.3%
4. Citilink.ru
$383
2.9
7. Wildberries.ru
7.9
11.5%
Home appliances &
electronics
8. Biglion.ru
6.4
9.3%
5. Exist.ru
Auto parts
$364
2.7
9. Lamoda.ru
6.0
8.8%
6. Ozon.ru
Diversified assortment
$289
8.1
10. eBay.com
6.0
8.7%
7. Quelle.ru
Apparel & footwear
$229
1.9
11. Enter.ru
5.4
7.9%
8. Lamoda.ru
Apparel & footwear
$191
5.8
12. Svyaznoy.ru
5.2
7.6%
9. Mvideo.ru
Home appliances &
electronics
$186
8.8
13. Pulscen.ru
4.9
7.1%
10. Bonprix.ru
Apparel & footwear
$185
2.9
14. Eldorado.ru
4.3
6.3%
11. Komus.ru
$181
0.9
15. Bonprix.ru
4.1
6.2%
12. KupiVIP.ru
Apparel & footwear
$170
2.6
13. Enter.ru
$169
4.2
14. Eldorado.ru
Home appliances &
electronics
$151
5.2
15. Wikimart.ru
$150
4.1
16. E96.ru
$144
2.1
17. Sotmarket.ru
$132
5.9
18. VseInstrumenti.ru Do-it-yourself
$115
1.4
19. Dns-shop.ru
Home appliances &
electronics
$104
4.9
20. Holodilnik.ru
Home appliances &
electronics
$101
1.3
Note: ages 18+
Source: Gemius SA, Oct 1, 2014
181770
www.eMarketer.com
In June 2014, Yandex.ru announced plans to expand its
marketplace into a B2C platform mirroring Amazon.com’s
online services in the US. With strong brand name
recognition among internet users who rely on its
search and mail services, Yandex could emerge as a
serious competitor to other large players like Ozon.ru
and Lamoda.
East-West Digital News, Data Insight and Enter Vision
reported the top 20 online retailers in Russia by net
sales for 2013. B2C retailer Ulmart.ru topped the list
with $684 million, followed by Svyaznoy.ru ($507 million),
Wildberries.ru ($487 million), Citilink.ru ($383 million),
Exist.ru ($364 million), Ozon.ru ($289 million), Quelle.ru
($229 million), Lamoda.ru ($191 million), Mvideo.ru
($186 million) and Bonprix.ru ($185 million).
Note: physical goods only; includes VAT; excludes B2B services; *includes
the Commonwealth of Independent States (Armenia, Azerbaijan, Belarus,
Kazakhstan, Kyrgyzstan, Moldova, Tajikistan, Turkmenistan, Ukraine and
Uzbekistan)
Source: East-West Digital News, Data Insight and Enter Vision,
"E-Commerce in Russia," Oct 1, 2014
181290
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Product Categories
According to a survey of internet users conducted by
A.T. Kearney in July 2014, electronics were a heavy
draw for digital buyers in Russia. Its poll found 71%
of respondents had purchased electronics online in
the preceding three months. The next most popular
categories with response rates above 50% were fashion
and apparel (64%), followed by services (63%), home
appliances (62%), beauty products (53%), books (52%),
sports and outdoor items (51%) and tickets (51%).
Payment Methods
Internet Users in Russia Who Have Made a Digital
% of respondents
Electronics
71%
Fashion and apparel
64%
Services
63%
Home appliances
62%
Beauty products
53%
Books
52%
Sports and outdoor
51%
Tickets
51%
44%
Home furnishings
43%
Music and games
43%
Household items
Groceries
Russia remains a relatively underbanked market, a
circumstance that is reflected in the methods of payment
used for ecommerce. According to iKS-Consulting, bank
cards accounted for the largest share of ecommerce sales
in 2013, used in RUB260 billion ($8.16 billion) worth of
transactions. Cash payments were a close second, used
in RUB248 billion ($7.79 billion) worth of sales. Electronic
money was more rarely used, making up RUB94 billion
($2.95 billion) in transactions, while mobile payments
were used even more rarely. However, iKS-Consulting
expects mobile payment methods to see a compound
annual growth rate of 33% between 2013 and 2017.
B2C Ecommerce Sales in Russia, by Payment Method,
2013 & 2017
billions of Russian rubles and CAGR
36%
31%
2013
2017
CAGR
3 months
Bank cards
260
903
37%
Cash payments
248
364
10%
Electronic money
94
111
4%
182094
Mobile payments
www.eMarketer.com
iKS-Consulting reported that the majority of B2C
commerce sales in Russia in 2013 were for goods,
accounting for RUB349 billion ($10.96 billion) that year. In
comparison, services (a category that includes travel and
reservations) accounted for RUS236 billion ($7.41 billion)
in sales, with digital distribution bringing in RUB37 billion
($1.16 billion).
97
33%
7
18
27%
Total
640
1,493
24%
Note: domestic operations only
Source: iKS-Consulting as cited in press release, July 1, 2014
181200
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SPAIN
Top Ecommerce Sites
B2C Ecommerce Sales in Russia, by Category,
2013 & 2017
billions of Russian rubles and CAGR
2013
2017
CAGR
Goods
349
795
23%
Services*
236
603
26%
Digital distribution
37
65
15%
Other
18
30
14%
Total
640
1,493
24%
Note: includes mcommerce; domestic operations; *includes travel and
reservations
Source: iKS-Consulting as cited in press release, July 1, 2014
181193
31
Other
www.eMarketer.com
According to September 2014 comScore data for online
retail properties in Spain, Amazon sites drew the largest
amount of traffic for the month at 7.0 million visitors.
Next was eBay (5.0 million), then department store El
Corte Ingles (3.6 million), Alibaba (3.1 million), French
hypermarket chain Carrefour (2.6 million), Apple.com
(2.5 million), bookseller Casadellibro.com (2.1 million),
furniture chain IKEA (1.9 million), superstore chain
MediaMarkt (1.9 million) and sale aggregator site Tiendeo
(1.8 million).
Top 10 Retail Sites in Spain, Ranked by Unique
Visitors, Sep 2014
millions
Top 10 B2C Ecommerce Categories in Spain, Ranked
by Transaction Volume, Q4 2013
% of total
1. Amazon sites
1. Travel agencies and tour operators
7.0
2. eBay
13.7%
2. Airlines
5.0
3. El Corte Ingles Group
8.7%
3. Direct marketing
3.6
5.5%
4. Alibaba
4. Clothing
3.1
5.0%
5. Carrefour Group
5. Ground transportation
4.4%
2.6
2.5
6. Other commerce specializing in food
3.7%
7. Casadellibro.com
7. Advertising
2.1
3.1%
8. IKEA
8. Arts, entertainment, sports and recreation
3.1%
1.9
9. Mediamarkt.es
9. Gambling
1.9
2.8%
10. Tiendeo sites
10. Public administration, taxes and social security
2.6%
1.8
Note: desktop only
Source: comScore Media Metrix, Nov 24, 2014
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Product Categories
Travel accounts for a significant portion of B2C
ecommerce transactions in Spain. The Comisión Nacional
de los Mercados y la Competencia (CNMC) reported
that travel agencies and tour operators accounted for
the largest transaction volume among B2C ecommerce
categories in Q4 2013 at 13.7%, followed by airlines
(8.7%), clothing (5.0%), ground transportation (4.4.%) and
other commerce related to food (3.7%).
Note: excludes ATMs, Electronic Data Interchange (EDI) and online financial
transactions
Source: Comisión Nacional de los Mercados y la Competencia (CNMC),
"Informe Sobre el Comercio Electrónico en España a Través de Entidades
de Medios de Pago, Cuarto Trimestre 2013," Sep 23, 2014
181111
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Payment Methods
Digital buyers in Spain surveyed by PostNord in 2013
revealed that they preferred PayPal (49% of respondents)
or some similar third-party payment processor above all
other methods. The next most preferred methods were
debit or credit cards (34%), cash on delivery (13%), direct
bank transfers (1%) and invoices (1%).
% of total
France
Germany
Italy
Spain
UK
55%
14%
25%
34%
58%
PayPal or similar
36%
38%
55%
49%
38%
Against invoice
3%
36%
1%
1%
2%
2%
9%
5%
1%
1%
COD
2%
1%
13%
13%
1%
Unsure/don't know
2%
2%
0%
2%
1%
171423
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SWEDEN
Product Categories
Top Ecommerce Sites
According to PostNord, many digital shoppers in
Sweden head online to purchase apparel. It found that
40% of respondents to a poll conducted in Q1 2014
had purchased clothing digitally in the previous three
months. Next were books (31%), consumer electronics
(18%), cosmetics, skin and haircare (18%), computers
and accessories (17%), sports and recreation (12%),
home decor and furniture (12%) and supplements and
pharmaceuticals (12%).
The top ecommerce sites in Sweden represent a mix of
US, domestic and Nordic businesses, according to data
from comScore. With 1.46 million unique visitors during
the August 2014 measurement period, Amazon drew the
largest share by a wide margin. eBay, with 1.02 million
visitors, was the nearest runner-up, followed by
department store CDON (864,000), furniture store IKEA
(720,000), price comparison site Prisjakt.nu (600,000),
price comparison site Pricerunner AB (570,000),
consumer electronics store Elgiganten.se (506,000),
Netflix (484,000), Apple.com (464,000), consumer
electronics retailer NetOnNet (453,000), apparel seller
Zalando (422,000), clothing retailer H&M (415,000), luxury
goods store Kering (408,000), Ticketmaster (391,000) and
automotive and hardware store Biltema.no (371,00).
Top 15 Retail Sites in Sweden, Ranked by Unique
Visitors, Aug 2014
thousands
1. Amazon
1,456
2. eBay
1,021
3. CDON.com
864
4. IKEA
720
5. Prisjakt.nu
600
6. Pricerunner AB
570
7. Elgiganten.se
506
8. Netflix
484
9. Apple.com
464
10. NetOnNet
453
11. Zalando
422
12. HM.com
415
13. Kering
408
40%
Books
31%
18%
Cosmetics, skin and haircare
18%
Computers and accessories
17%
Sports/recreation
12%
Home decor/furniture
12%
Supplements/pharmaceuticals
12%
Shoes
11%
DVDs/Blu-ray
10%
Computer/video games
10%
CDs
8%
Newspapers/magazines
7%
Children's goods
7%
Auto and boating parts
6%
Toys
5%
Groceries
5%
Jewelry/watches
5%
Building and garden goods
4%
Flowers/plants
4%
Wine/alcohol
4%
Lenses/eye glasses
3%
173055
371
Note: ages 15+; via PC only
Source: comScore Media Metrix, Sep 1, 2014
182170
Clothes
tickets, digital downloads, hotels and travel
Source: PostNord, "E-barometern Q1 2014" in conjunction with Svensk
Digital Handel and HUI Research, May 2, 2014
14. Ticketmaster 391
15. Biltema.no
Products Purchased Digitally by Digital Buyers in
Sweden, Q1 2014
% of respondents
www.eMarketer.com
www.eMarketer.com
A poll conducted by Bring in 2014 also found that clothing
was a popular product category among digital buyers in
Sweden. According to its data, 42% of respondents had
purchased clothing or shoes during the preceding 12
months, and 40% had purchased books. Next were small
electronics and household items (25%), beauty, personal
care and cosmetic items (22%) and sports items (14%).
Product Categories Purchased Digitally by Digital
Buyers in Select Nordic Countries, 2014
% of respondents
Clothing/shoes
36%
42%
36%
42%
Books
26%
40%
36%
40%
Small electronics and
household items
23%
29%
38%
25%
Beauty/personal
care/cosmetics
17%
22%
22%
22%
Sports items
15%
14%
18%
14%
Brown goods (e.g., small
appliances like TVs and stereos)
14%
13%
7%
13%
Photography
11%
14%
17%
14%
Music (CD/vinyl)
11%
14%
13%
14%
Toys
11%
13%
10%
13%
9%
11%
10%
11%
Health products
Sweden is no exception to Nordic consumers’ penchant
for cross-border ecommerce. According to PostNord,
32% of digital buyers in Sweden had made a purchase of
a physical good from a foreign ecommerce site in three
months prior to polling in July 2014.
Digital Buyers in Sweden Who Have Made a Digital
Purchase from a Foreign* Ecommerce Site, July 2014
% of respondents
Don't know
3%
Yes
32%
Note: ages 18+; in the past 12 months; physical goods only
180622
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No
65%
Payment Methods
PostNord’s data shows a complicated payment
method landscape in Sweden. According to its poll of
digital buyers, conducted in January 2014, the largest
percentage of respondents (36%) preferred to use
invoices to pay for digital purchases. Next were credit and
debit cards, preferred by 32%, then direct bank payments
(20%), PayPal, Payson or some similar service (8%) and
cash on delivery (2%).
According to Digital Buyers in Sweden, Jan 2014
% of total
PayPal, Payson
or similar
8%
COD
2%
Unsure/don't know
2%
Credit/debit card
32%
downloads, hotels and travel
Source: PostNord, "E-barometern årsrapport 2013" in conjunction with
Svensk Digital Handel and HUI Research, March 4, 2014
171713
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However, data from Bring showed that digital buyers had
some concerns regarding making such purchases. Its
poll of internet users in Sweden conducted in 2014 found
that 44% of respondents did not consider cross-border
ecommerce safe enough to warrant a purchase. Another
32% expressed concerns about pricing and taxes, while
30% were wary of complications related to making
returns and exchanges. Those concerns, however, were
similar among internet users across the region.
Reasons that Internet Users in Select Nordic
Countries Do Not Make Cross-Border Digital
Purchases, 2014
% of respondents
Invoice
36%
Direct bank
payment
20%
tickets, digital downloads, hotels and travel; *includes sites that buyers
believe are located outside of Sweden and goods that ship from abroad
Source: PostNord, "E-barometern Q2 2014" in conjunction with Svensk
Digital Handel and HUI Research, Sep 11, 2014
www.eMarketer.com
Denmark
Finland
Norway
Sweden
It doesn't feel safe enough
35%
41%
32%
44%
Unsure about returns and
exchanges
31%
43%
29%
30%
Unsure about total price after
tolls, fees, etc.
31%
38%
31%
32%
Shipping/delivery are
too expensive
17%
10%
12%
14%
Poor customer service
6%
9%
6%
3%
Delivery times are too long
4%
6%
5%
7%
Too expensive
4%
4%
2%
4%
Note: ages 18+
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UK
Product Categories
Top Ecommerce Sites
A survey of internet users conducted by A.T. Kearney in
July 2014 found that fashion and apparel was the leading
product category for digital purchases among internet
users, 85% of whom had purchased such goods. The
next most popular category was electronics at 84%, then
books (82%), services (76%), music and games (75%),
tickets (69%), home appliances (65%), home furnishings
(65%), groceries (60%) and beauty products (56%).
Two US ecommerce platforms—Amazon and eBay—
draw the largest number of visitors in the UK, according
to Nielsen Netview data collected in May 2014. Grocery
chains also had a strong presence on Nielsen’s list, as
did the sites of brick-and-mortar stores. After Amazon,
with 16.0 million unique visitors that month, and eBay
(15.2 million), the next most visited sites were grocery
and general merchandise chain Tesco (6.7 million),
general goods retailer Argos (5.3 million), grocer Asda
(3.9 million), classifieds site Gumtree (3.4 million), clothing
and high-end food retailer Marks & Spencer (3.2 million),
grocer Sainsbury’s (2.5 million), deal site Groupon
(2.4 million) and department store John Lewis (2.3 million).
Top 10 Retail Sites Among UK Internet Users, Ranked
by Unique Visitors, May 2014
millions
1. Amazon
16.0
2. eBay
15.2
3. Tesco
Fashion and apparel
85%
Electronics
84%
Books
82%
Services
76%
Music and games
75%
Tickets
69%
Home appliances
65%
Home furnishings
65%
Groceries
60%
Beauty products
6.7
4. Argos
5.3
3.9
56%
Sports and outdoor
53%
53%
Household items
5. Asda
48%
3 months
6. Gumtree
3.4
7. Marks & Spencer
3.2
182091
8. Sainsbury's
2.5
9. Groupon
2.4
10. John Lewis
2.3
Source: Nielsen Netview as cited by MediaTel, July 2, 2014
181018
UK Internet Users Who Have Made a Digital Purchase,
by Product Category, July 2014
% of respondents
www.eMarketer.com
www.eMarketer.com
A BloomReach survey of UK digital shoppers conducted
by Redshift Research in September 2014 found that
nearly one-quarter of respondents most often made
purchases at general or department stores. Auction sites
were nearly as popular, with 23% of those polled saying
such platforms were their most common online shopping
destination. Also popular were clothing stores and
entertainment retailers.
Most Frequent Retail Site Category from Which UK
Digital Shoppers Make Purchases, Sep 2014
% of respondents
General/department stores
24%
Auction sites
23%
Clothing stores
15%
Entertainment (music/film) stores
12%
Payment Methods
According to a survey of UK internet users conducted
by online payment company Skrill Holdings Ltd. in
August 2014, 57% of respondents used credit and debit
cards to make an online payment, making it the most
popular payment method. Digital wallets were used
by 29%, while only 2% used bank transfers. Only 1%
used text-pay services, and 1% also said they used
virtual currencies.
Food stores
Preferred Method of Paying for Goods/Services
Digitally According to UK Internet Users, Aug 2014
% of respondents
6%
Consumer electronics stores
5%
Text-pay
services
1%
Sporting goods stores
2%
Bank
transfers
2%
DIY stores
2%
Other
Virtual currencies
1%
Other/
don't know
10%
11%
Digital wallets
29%
Note: n=1,000; based on past 5 purchases
Source: BloomReach, "UK Consumer and Marketer Personalization Study"
conducted by Redshift Research, Sep 29, 2014
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Digital shoppers on mobile phones in the UK appear to
have a proclivity for physical media. In March 2014, Global
Market Insite (GMI) surveyed UK mobile buyers on behalf
of the Mobile Marketing Association (MMA), finding that
25% had bought DVDs or CDs via their device. The next
most popular category was clothing and accessories
(24%), then entertainment (20%) and fast food (19%).
Top 4 Product Categories Purchased via Mobile Phone
According to UK Mobile Buyers, March 2014
% of respondents
1. DVD/CDs
4. Fast food
Note: ages 18+
Source: Skrill Holdings Ltd. survey conducted by ICM Research as cited in
press release, Oct 8, 2014
182767
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One aspect of ecommerce in the UK worth taking note
of is the growing popularity of “click and collect”—
buying online and then picking up that purchase in-store
or at another physical location. According to Mintel,
click-and-collect sales will account for 15.0% of all UK
digital retail sales in the 2014, with that figure growing to
17.0% in 2015.
25%
2. Clothes/accessories
3. Entertainment
Credit/debit card
57%
24%
20%
19%
Source: Mobile Marketing Association (MMA), "Mobile Retail" conducted by
Global Market Insite (GMI) and in association with Imagine Mobile as cited
on company website, June 4, 2014
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UK Click-and-Collect Sales as a Percent of Digital and
Total Retail Sales, 2014 & 2015
17.0%
15.0%
2.2%
1.7%
2014
% of digital retail sales
2015
% of total retail sales
Source: Mintel, "UK Consumer Trends 2015," Oct 23, 2014
181447
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LATIN AMERICA
Marketplace MercadoLibre.com (known in Portuguese
as MercadoLivre) has carved out a sizeable chunk of
the ecommerce market in Latin America by replicating
eBay’s model. As a result, the site has a strong
presence in both Argentina and Brazil. Meanwhile,
Mexico’s proximity to the US is reflected in the
prominence of many US companies on the list of
popular ecommerce sites in that country.
ARGENTINA
Top Ecommerce Sites
In Argentina, the most popular ecommerce sites are a mix
of regional- and US-based companies, with marketplaces
factoring heavily into ecommerce behaviors. According
to comScore data from August 2014, homegrown
marketplace MercadoLibre—an eBay partner in the
region—drew the largest number of visitors for the month,
at 7.5 million. Next were eBay (2.62 million) and Amazon
sites (1.68 million), followed largely by local businesses
such as sporting goods retailer Netshoes (975,000),
appliances and consumer electronics store Garbarino
(896,000), consumer electronics seller Fravega (856,000),
appliances and electronics merchant Musimundo
(715,000) and hypermarket chain Cencosud (695,000).
Top 10 Retail Sites in Argentina, Ranked by Unique
Visitors, Aug 2014
thousands
B2C and C2C Ecommerce Sales in Argentina,
by Product Category, 2009-2013
billions of Argentinean pesos
2009 2010 2011 2012 2013
1. MercadoLibre
Travel
1.10 1.70
2.63
3.80
6.60
Electronics
0.60 0.90
1.33
1.60
2.50
Groceries
0.40 0.57
0.94
1.20
1.80
3. Amazon sites
1,678
Ringtones and other in-device purchases 0.35 0.55
0.85
1.10
1.55
Appliances
0.20 0.90
0.42
0.60
1.00
4. Netshoes Group
975
Home goods
0.15 0.22
0.33
0.44
0.84
Apparel
0.15 0.21
0.32
0.44
0.74
5. Garbarino.com
896
Entertainment tickets
0.15 0.20
0.30
0.48
0.69
Office supplies
0.13 0.19
0.27
0.37
0.55
6. AVG.com
885
Vehicle accessories
-
-
-
-
0.50
Sporting goods
-
-
-
-
0.42
7. Fravega.com
856
Games and toys
-
-
-
-
0.35
Baby clothing and accessories
-
-
-
-
0.33
8. Musimundo.com
715
Other (B2C)
3.44
5.26
5.13
9. Cencosud S.A.
695
C2C ecommerce
10. Netflix
675
Source: Cámara Argentina de Comercio Electrónico (CACE) and Prince
Consulting, "Estudio de Comercio Electrónico en Argentina 2013," Jan 30,
2014
7,755
2. eBay
2,621
Total B2C ecommerce
Total B2C + C2C ecommerce
Note: ages 15+; home and work locations; excludes traffic from public
computers such as internet cafes
Source: comScore Media Metrix, "Futuro Digital Argentina 2014," Oct 16,
2014
181572
1.94 2.82
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-
-
-
-
10.97 15.30 23.00
0.62
1.40
1.80
5.24 7.76 11.59 16.70 24.80
www.eMarketer.com
BRAZIL
Product Categories
Top Ecommerce Sites
When Cámara Argentina de Comercio Electrónico (CACE)
and Prince Consulting tracked ecommerce sales in
Argentina by category for both B2C and C2C transactions,
they found travel was the most popular ecommerce
product category in 2013, with sales of ARS6.60 billion
($1.21 billion). Next was electronics, with ARS2.50 billion
($457.0 million) in sales, followed by groceries, ringtones
and other in-device purchases, and appliances, all with
sales of between ARS1.00 billion and ARS1.80 billion.
According to data from comScore for February 2014, the
marketplace MercadoLibre drew the most traffic out of all
retail web properties in Brazil for the month, attracting
23.9 million unique visitors. Next was online retailer
B2W Digital (19.6 million); comparison shopping service
Buscapé (14.9 million); Nova Pontocom, which operates
a number of ecommerce brands in Brazil (14.0 million);
Wal-Mart (11.0 million); and sporting goods retailer
Netshoes (11.0 million). Sites with visitor traffic below
10 million included Alibaba, appliance and electronics
seller Magazineluiza.com.br, electronics, appliances and
furniture retailer Máquina de Vendas, book and electronics
seller Livraria Saraiva, price comparison site Shopping
UOL, apparel retailer Dafiti, sporting goods store
Centauro.com.br, Apple and Amazon.
Top 10 Retail Sites in Brazil, Ranked by Sales, Jan-Sep
2014
Top 15 Retail Sites in Brazil, Ranked by Unique
Visitors, Feb 2014
millions
1. B2W (Americanas.com, Submarino.com and Shoptime)
1. MercadoLibre
2. Cnova (Extra, Casas Bahia and Ponto Frio)
23.9
2. B2W Digital
3. Wal-Mart
4. Maquina Vendas (Ricardo Eletro, Insinuante)
19.6
3. Buscapé Company
5. Magazine Luiza
6. Netshoes
14.9
7. Saraiva
8. Dafiti (Dafiti, Dafiti Sports)
4. Nova Pontocom
14.0
9. Mobly
10. Dell
5. Wal-Mart
11.0
Note: excludes mobile, tablet and public access
Source: IBOPE E-commerce, Nov 1, 2014
6. Netshoes
182207
11.0
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Product Categories
7. Alibaba
9.4
Digital buyers in Brazil are keeping their eyes on apparel.
According to e-bit, fashion and accessories made up 18%
of retail ecommerce transactions in H1 2014. The next
largest share came from health and beauty aids (16%),
then household appliances (11%), books and magazines
(8%), telephones and mobile phones (7%), computers
(7%), home decorations (6%), consumer electronics
(6%), sport and leisure (5%) and toys and games (2%).
8. Magazineluiza.com.br
7.6
9. Máquina de Vendas
7.6
10. Livraria Saraiva
6.9
11. Shopping UOL
6.3
12. Dafiti
5.5
13. Centauro.com.br
5.5
Leading Retail Ecommerce Categories in Brazil,
Ranked by Share of Transactions, H1 2014
% of total
14. Apple
5.3
Fashion & accessories
15. Amazon
18%
4.6
Health & beauty aids
Note: ages 6+; home and work only, PC only
Source: comScore Inc., "2014 Brazil Digital Future in Focus," May 22, 2014
174182
16%
Household appliances
www.eMarketer.com
IBOPE E-commerce reported a list of the top 10 retail
ecommerce sites in Brazil for the period lasting January
to September 2014. In addition to several sites on
comScore’s list, it included CNOVA, which largely sells
home appliances, furnishings and consumer electronics
via several retail brands; home furnishings retailer Mobly;
and computer and technology retailer Dell.
11%
Books/magazines and subscriptions
8%
Telephone/mobile phones
7%
Computers
7%
Home decoration
6%
6%
Sport & leisure
5%
Toys & games
2%
Note: includes mobile; excludes airlines tickets, daily deal sites,
marketplaces, show tickets and travel packages; includes tablets
Source: e-bit, "WebShoppers 30th edition," July 31, 2014
163326
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In July 2014, when A.T. Kearney surveyed internet users
in Brazil who had made a purchase during the previous
three months, it found 86% had purchased electronics
during that period. Fashion and apparel (75%) and books
(75%) were tied for the second most popular category,
followed by home appliances (70%), services (70%),
tickets (65%), music and games (62%), beauty products
(59%), sports and outdoor products (49%) and home
furnishings (48%).
Internet Users in Brazil Who Have Made a Digital
% of respondents
Electronics
Payment Methods Used by Digital Buyers in Brazil,
by Demographic, 2013
Credit card
Financing
Billet banking
Don't pay anything/free
Online debit/electronic transfer
Don't know/no response
Payment on delivery
Gender
Female
77%
36%
7%
4%
1%
0%
0%
Male
70%
40%
10%
4%
1%
1%
0%
10-15
66%
47%
13%
10%
8%
2%
0%
16-24
64%
48%
7%
5%
1%
1%
0%
25-34
77%
37%
10%
3%
1%
0%
0%
Age
86%
Fashion and apparel
75%
35-44
75%
30%
6%
6%
1%
1%
0%
Books
75%
45-59
82%
30%
6%
2%
0%
0%
0%
60+
71%
40%
15%
5%
0%
0%
0%
Home appliances
70%
Services
70%
Tickets
65%
Music and games
62%
Beauty products
59%
Sports and outdoor
49%
Home furnishings
Groceries
A
84%
40%
13%
5%
0%
1%
0%
B
76%
37%
9%
4%
1%
0%
0%
C
67%
40%
6%
4%
1%
1%
0%
DE
58%
49%
2%
1%
1%
0%
1%
Total
73%
38%
8%
4%
1%
0%
0%
Note: ages 10+ who have used the internet in the past three months and
made at least one purchase in the past 12 months
Source: Centro de Estudos sobre as Tecnologias da Informação e da
Comunicação (CETIC.br), "TIC Domicílios 2014," June 26, 2014
48%
47%
Household items
Socioeconomic status
175682
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35%
29%
3 months
182093
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Payment Methods
According to Centro de Estudos sobre as Tecnologias da
Informação e da Comunicação (CETIC.br), credit cards
were the most popular payment method among digital
buyers in Brazil when polled in 2013—used by 73% of
respondents. Next was billet banking, used by 38%,
then online debit or electronic transfer (8%), payment on
delivery (4%) and financing (1%).
MEXICO
Top Ecommerce Sites
The ranks of the most popular ecommerce sites in
Mexico are populated largely by US companies, albeit
with some exceptions. C2C platforms are also a
significant factor, reflecting some remaining logistics
and payment hurdles Mexico faces in developing a more
robust B2C ecommerce market.
According to comScore data for June 2014, Argentinabased and eBay partner online marketplace MercadoLibre
attracted 4.6 million unique visitors in June 2014, making
it Mexico’s most popular retail ecommerce site for the
month. Next was Wal-Mart (2.1 million), then Amazon
(2.0 million), eBay (2.0 million), Apple.com (1.4 million),
Netflix (1.3 million), Ticketmaster (900,000) and
Amazon-like pure play ecommerce site Linio (700,000).
Top 8 Retail Sites in Mexico, Ranked by Unique
Visitors, June 2013 & June 2014
millions and % change
Buyers in Mexico, by Category, 2014
% of respondents
June 2013
June 2014
% change
1. MercadoLibre
6.5
4.6
-29.0%
2. Wal-Mart
1.1
2.1
96.7%
3. Amazon
2.5
2.0
-18.5%
4. eBay
1.6
2.0
27.7%
5. Apple.com
2.5
1.4
-42.1%
6. Netflix
1.9
1.3
-32.8%
7. Ticketmaster
1.3
0.9
-33.6%
8. Linio
0.3
0.7
117.3%
Note: ages 6+; home and work locations; excludes traffic from public
computers such as internet cafes
Source: comScore Media Metrix, "Futuro Digital México 2014," Aug 19,
2014
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Product Categories
According to data from The Competitive Intelligence Unit,
travel factored heavily into the purchase behaviors of
digital buyers in Mexico. The company found that 29%
of digital buyers polled in 2014 had bought travel tickets
digitally, the leading category by 6 percentage points.
The next most commonly purchased categories included
apparel and accessories (23%), electronics (18%), songs
(17%), tickets for events (15%), video games (9%), apps
(9%) and reservations (7%).
Tickets for travel
29%
Apparel/accessories
23%
Electronics
18%
Songs
17%
Tickets for events
15%
Video games
9%
Apps
9%
Reservations
7%
Books/magazines
7%
Paid a subscription
2%
Coupons
1%
Movies
1%
Groceries
1%
Courses/education
1%
Other
11%
Note: among those who have ever made at least one digital purchase
Source: The Competitive Intelligence Unit as cited in company newsletter,
May 23, 2014
179472
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Interactive Advertising Bureau México (IAB México)
and Millward Brown reported slightly different findings
when they polled internet users in December 2013.
According to their data, apparel was purchased by 29%
of respondents over the preceding three months. Next
were online banking transactions (26%), then utilities
(25%), apps (21%), games or game credit (20%), music
(18%), plane tickets (18%), money transfers (18%) and
entertainment (17%).
Types of Digital Purchases and Transactions Made by
Internet Users in Mexico, Dec 2013
% of respondents
Apparel
29%
Online banking transactions
26%
Utilities
25%
Apps
21%
Games or game credit
20%
Music
Payment Methods Used for Digital Purchases
According to Digital Buyers in Select Countries in
Latin America, July 2013
Brazil Colombia Chile Dominican Mexico Peru
Republic
Bank credit card
46%
43%
41%
34%
28%
22%
Bank slip
36%
0%
0%
0%
0%
0%
18%
Someone else's
credit card
20%
7%
9%
21%
3%
6%
Plane tickets
18%
Debit card
17%
22%
21%
12%
15%
16%
Money transfer
18%
8%
31%
12%
4%
32%
29%
Entertainment
17%
Cash (COD or
direct payment)
Bus tickets
13%
Bank deposit
6%
4%
5%
0%
2%
0%
Hotel reservations
13%
PayPal
5%
4%
13%
23%
11%
0%
Videos/movies
11%
Someone else's
debit card
4%
6%
4%
0%
2%
0%
Bank transfer
4%
8%
26%
15%
15%
12%
Store card
2%
0%
9%
0%
0%
2%
Prepaid card
0%
0%
2%
4%
0%
0%
Pay taxes
9%
Pay dues
9%
Buy virtual money/credit in social networks and/or communities
9%
Groceries and other home goods
8%
Digital magazines and ebooks
8%
Ringtones
7%
Coupons
7%
Note: ages 18-65
Source: Tecnocom, "Tendencias en Medios de Pago 2013" conducted by
The Cocktail Analysis, Dec 12, 2013
169442
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Note: in the past 3 months
Source: Interactive Advertising Bureau México (IAB México) and Millward
Brown, "Estudio de consumo de medios entre internautas mexicanos"
sponsored by Televisa, Jan 29, 2014
170457
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Payment Methods
The last available measure of credit card use for
ecommerce payments, from AMIPCI (Asociación
Mexicana de Internet), found it hovering around six in
10 by the end of 2012—a rate reflective of the country’s
relatively low rate of credit card adoption in general.
Euromonitor International found that both the number of
cards in circulation in Mexico, as well as the number of
transactions per card, had increased in 2013, but there
is no underlying structural change of the horizon that will
soon trigger a rush among residents in Mexico to adopt
credit cards.
Because making ecommerce payments present a
problem for a large swath of residents in Mexico, B2C
ecommerce companies have responded by offering
a variety of alternate payment methods for digital
purchases, including cash on delivery, a cash or card
payment made at a brick-and-mortar store, a deposit at a
bank branch and money transfers, to name a few.
When Tecnocom polled digital buyers in Mexico in July
2013, it found that 32% had used cash on delivery or a
direct payment to pay for digital purchases. The next most
popular method was a bank credit card (28%), then a
debit card (15%), bank transfer (15%) and PayPal (11%).
NORTH AMERICA
Product Categories
Amazon remains the most dominant ecommerce
player in the US. Unsurprisingly, the popularity of it
and other US-based ecommerce platforms carries
over to neighboring Canada, with eBay, Wal-Mart and
Sears all having a strong presence in the Great White
North. In addition, digital shoppers in Canada often
head to US sites to secure better prices and access
wider product selections.
CANADA
Top Ecommerce Sites
In Canada, Amazon leads the pack of online retailers,
according to data from Ipsos Reid. Nearly one-quarter of
digital buyers polled in July 2014 said Amazon was their
leading website for digital purchases. eBay was next at
10%, followed by online bookstore Indigo Books & Music
(4%), discount retailer Wal-Mart (3%), department store
chain Sears (3%), airline Air Canada (3%), wholesale club
Costco (2%) and rewards program AIR MILES (2%).
Leading Retail Sites Used to Make Digital Purchases
Among Digital Buyers in Canada, July 2014
% of respondents
Amazon
24%
eBay
10%
According to Forrester Research, books were the most
popular product purchased digitally by digital shoppers
in Canada in 2013, bought by 31% of poll respondents.
In second was apparel (30%), then event tickets (28%),
music (including digital downloads) (25%), video games
(including digital downloads) (18%), computer software
(16%), and videos (including digital downloads) (15%).
Products Purchased Digitally by Digital Shoppers in
Canada and the US, 2013
% of respondents
US
Canada
Books (including ebooks)
38%
31%
Clothing and accessories
38%
30%
Music (including digital downloads)
31%
25%
Event tickets (e.g., cinema, theater, sport)
25%
28%
Footwear
21%
12%
Electronics (e.g., digital camera, cellphone)
19%
14%
Video games (including digital downloads)
19%
18%
Computers and computer peripherals
(e.g., laptop, tablet, printer, speakers)
17%
15%
Computer software
16%
16%
Videos (including digital downloads)
16%
15%
Toys
15%
10%
Flowers/cards/gifts
15%
11%
Office supplies
14%
10%
Skincare (e.g., face cream, lotions)
14%
10%
Note: ages 18+ who researched products/services online in the past three
months; US n=45,450; Canada n=3,531;
Source: Forrester Research, "North American Technographics Online
Benchmark Survey, 2013" presented at eTail Canada, May 5, 2014
175912
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Payment Methods
Online shoppers have a strong preference for using credit
cards to pay for digital purchases, according to a survey
of internet users conducted by TSYS in February 2014.
The payment transaction processor found that 51% of
respondents preferred using a credit card. PayPal was
in second, preferred by 30% of respondents, followed
by debit cards (4%), then cash (2%). In addition, 13%
preferred using some other method, a category that
included prepaid/gift cards, store credit cards and checks.
Indigo Books & Music Inc.
4%
Wal-mart
3%
Sears
3%
Air Canada
3%
Costco
2%
AIR MILES
2%
Note: n=672 ages 18+; most recent digital purchase
Source: Ipsos Reid, "2014 Ipsos Canadian Inter@ctive Reid Report," Sep 3,
2014
179254
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Preferred Payment Method According to Internet
Users in Canada, by Retail Location, Feb 2014
% of total
Reasons that Digital Buyers in Canada Make
Cross-Border Purchases, July 2014
% of respondents
Credit
charge card*
Debit
card
Cash
PayPal
Other**
Online shopping
51%
4%
2%
30%
13%
Dine-in restaurant
44%
28%
15%
1%
12%
Department store
44%
28%
9%
1%
18%
Gas station/
convenience store
42%
29%
16%
1%
12%
Supermarket/
grocery store
40%
35%
17%
-
8%
Discount store
22%
26%
35%
1%
16%
Fast food restaurant
22%
29%
35%
1%
13%
Ease of shopping
13%
Coffee shop
17%
18%
47%
1%
17%
Quality
Cheaper prices
72%
Selection
49%
Free/discounted shipping
28%
Brand name
17%
Note: *branded with Visa, MasterCard or American Express; **prepaid/gift
card, store credit card, check
Source: TSYS, "2014 Canadian Consumer Payment Choice Study," April 3,
2014
172475
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Domestic vs. Cross-Border Digital Purchase Share
Among Cross-Border Shoppers* in Canada, July 2014
% of total expenditures
US
34%
Other
6%
Canada’s ecommerce sector is complicated by
cross-border traffic with its neighbor to the south, the
US. According to data from J.C. Williams Group, 51%
of total digital spending in Canada in July 2014 was on
products sold from Canada. The US accounted for 34%
of digital spending, while Asia-Pacific made up 10% and
Europe 3%.
Asia-Pacific
10%
13%
Customer service
2%
Europe
3%
Canada
51%
Note: respondents chose their top 2 reasons
Source: J.C. Williams Group, "Canadian E-tail Report: Q2 2014," Aug 13,
2014
180977
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UNITED STATES
Top Ecommerce Sites
An authoritative ranking of top US ecommerce sites is
difficult to locate. But when Experian Marketing Services
tracked traffic among US multiplatform shopping and
classified websites coming from PCs, mobile phones and
tablets during August 2014, it found Amazon pulled in the
highest share of site visits for the month at 10.2%. Next
was eBay (6.8%) then craigslist (3.3%), Wal-Mart (2.3%),
Google Play (1.7%), coupon site Shop at Home (1.3%),
Target (1.2%), Best Buy (0.8%), Groupon (0.7%) and
Apple iPod and iTunes (0.7%).
Note: in the past three months; read as saying 10% of total digital
spending was on products purchased from Asia-Pacific; numbers may not
add up to 100% due to rounding; *who made an online purchase from
outside of Canada
Source: J.C. Williams Group, "Canadian E-tail Report: Q2 2014," Aug 13,
2014
180976
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In the same study, J.C. Williams Group found that
cheaper prices were the main reason Canada’s digital
shoppers made cross-border ecommerce purchases.
Increased selection and free or discounted shipping also
served as strong incentives for cross-border purchases
among respondents.
Top 10 US Multiplatform Shopping and Classifieds
Websites, Aug 2014
% share of visits
Top 15 US Retailers, Ranked by Worldwide Digital
Sales, 2013
billions
1. Amazon
1. Amazon
$67.86
2. Apple
$18.30
3. Staples
$10.40
4. Wal-Mart
$10.03
10.2%
2. eBay
6.8%
5. Sears
$4.90
6. QVC
$4.80
7. Netflix
$4.38
8. Macy's
$4.15
5. Google Play
1.7%
9. Office Depot
$4.10
10. Dell
$3.55
6. Shop at Home
1.3%
11. CDW
$3.39
12. OfficeMax
$3.20
7. Target
1.2%
13. W.W. Grainger
$3.10
14. Costco
$3.09
8. Best Buy
0.8%
15. Best Buy
$3.04
3. craigslist
3.3%
4. Wal-Mart
2.3%
Source: Internet Retailer, "2014 Top 500 Guide" as cited by The Wall Street
Journal, May 5, 2014
9. Groupon
0.7%
181004
Product Categories
10. Apple iPod & iTunes
0.7%
Note: browser-based (excluding in-app) visits on desktops/laptops, mobile
phones and tablets; excludes traffic for all subdomains of certain websites
that could be reported separately
Source: Experian Marketing Services as cited by MarketingCharts, Sep 2,
2014
181396
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www.eMarketer.com
Looking farther afield than just purchases by US
consumers from US-based sites, Internet Retailer noted
that Amazon was the top US retailer by worldwide digital
sales in 2013, pulling in $67.86 billion. In a distant second
place was Apple ($18.30 billion), then office supply store
Staples ($10.40 billion), Wal-Mart ($10.03 billion), Sears
($4.90 billion), TV shopping site QVC ($4.80 billion),
Netflix ($4.38 billion), department store chain Macy’s
($4.15 billion) and office supply retailer Office Depot
($4.10 billion).
A survey of US internet users conducted by A.T. Kearney
in July 2014 found that 87% of respondents had
purchased fashion and apparel items in the three months
prior to polling, while 83% had purchased electronics
and 82% bought books. Next were services (80%), then
tickets (74%), music and games (74%), home furnishings
(56%) and sports and outdoor items (56%).
US Internet Users Who Have Made a Digital Purchase,
by Product Category, July 2014
% of respondents
Fashion and apparel
87%
Electronics
83%
Books
82%
Services
80%
Tickets
74%
Music and games
74%
Home furnishings
56%
Sports and outdoor
56%
Beauty products
50%
48%
Home appliances
46%
Household items
Groceries
36%
26%
3 months
182090
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eMarketer projects that computer and consumer
electronics will account for the largest share of US retail
ecommerce sales in 2014, worth $66.8 billion, trailed by
apparel and accessories ($52.2 billion), autos and parts
($31.8 billion), books/music/video ($27.3 billion), furniture
and home furnishings ($20.4 billion) and health and
personal care products ($17.4 billion).
RELATED EMARKETER REPORTS
Alternative Payments: Bitcoin and Beyond
UK Holiday Shopping Preview: A Merry Season
Forecast for Ecommerce
Holiday Shopping Preview: Ecommerce Grows as
Brick-and-Mortar Stores Embrace Digital
China Ecommerce: The State of the Market 2014
US Retail Ecommerce Sales, by Product Category,
2013-2018
billions
Worldwide B2C Ecommerce: Q3 2014
Complete Forecast
2013
2014
2015
2016
2017
Computer & consumer
electronics
$57.6
$66.8
$76.4
$86.6
$97.4 $108.9
$44.9
$52.2
$60.0
$68.2
$77.0
$86.4
Auto & parts
$27.4
$31.8
$36.4
$41.3
$46.5
$51.9
Books/music/video
$23.3
$27.3
$31.6
$36.2
$41.2
$46.4
Furniture & home
furnishings
$17.7
$20.4
$23.2
$26.1
$29.2
$32.5
Health & personal care
$15.1
$17.4
$19.7
$22.2
$24.8
$27.6
Toys & hobby
$10.5
$12.1
$13.9
$15.7
$17.6
$19.6
Analysys International Enfodesk
$7.3
$8.3
$9.4
$10.4
$11.5
$12.6
Asiakkuusmarkkinointiliitto (ASML)
Office equipment &
supplies
Food & beverage
Other
Total
2018
Mobile Commerce Deep Dive: The Products, Channels
and Tactics Fueling Growth
RELATED LINKS
A.T. Kearney
$6.2
$7.0
$7.9
$8.8
$9.7
$10.9
BITKOM
$54.3
$62.3
$70.5
$78.9
$87.7
$97.0
BloomReach
$264.3 $305.7 $349.1 $394.4 $442.6 $493.9
Note: includes products or services ordered using the internet, regardless
of the method of payment or fulfillment; excludes travel and event tickets
Source: eMarketer, Sep 2014
178653
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Payment Methods
Digital buyers in the US have a strong affinity for
completing digital purchases using debit and credit cards,
as evidenced by data from Javelin Strategy & Research.
The firm reported in March 2014 that major credit cards
had accounted for 41% of US online retail sales in
2013, while debit cards had made up 32%. Alternative
payments such as PayPal, Amazon Payments or Google
Wallet made up 15% of sales, while 6% were prepaid or
gift cards, and 5% came from store-branded credit cards.
Bring
Bundesverband E-Commerce und Versandhandel
(bevh)
Cámara Argentina de Comercio Electrónico (CACE)
Centro de Estudos sobre as Tecnologias da Informação
e da Comunicação (CETIC.br)
China E-Business Research Center
China Internet Network Information Center (CNNIC)
Comisión Nacional de los Mercados y la Competencia
(CNMC)
comScore Media Metrix
Creditreform Boniversum
CyberSource
Data Insight
Decision Fuel
East-West Digital News
e-bit
EHI Retail Institute
Enterprise Federation of Norway
Enter Vision
Euromonitor International
e-velopment
Experian Marketing Services
Fédération du E-commerce et de la Vente à Distance
(FEVAD)
QQSurvey
Finnish Commerce Federation
Retail Financial Intelligence (RFi)
Foreningen for Dansk Internethandel (FDIH)
Skrill Holdings Ltd.
Forrester Research
Statista
Gemius
Statistics Denmark
Global Market Insite (GMI)
Statistics Korea (KOSTAT)
Hewlett-Packard (HP)
Statistics Netherlands
HUI Research
Svensk Digital Handel
IBOPE E-commerce
Tecnocom
ICM Research
The Cocktail Analysis
iKS-Consulting
The Competitive Intelligence Unit
Interactive Advertising Bureau México (IAB México)
TNS Gallup Finland
Internet Retailer
TNS Gallup Norway
Ipsos Reid
TSYS
J.C. Williams Group
Twinkle
Jana
Worldpay
Japan Ministry of Economy, Trade and Industry
YouGov
Redshift Research
japan.internet.com
Javelin Strategy & Research
JDN (Le Journal du Net)
Kortingscode.nl
Macquarie Research
MasterCard Worldwide
Médiamétrie//NetRatings
Millward Brown
Mintel
Mobile Marketing Association (MMA)
National Australia Bank
NetComm Wireless
EDITORIAL AND
PRODUCTION CONTRIBUTORS
Cliff Annicelli
Ben Clague
Joanne DiCamillo
Noah Elkin
Stephanie Meyer
Dana Hill
Kris Oser
Ezra Palmer
Heather Price
Katharine Ulrich
Managing Editor, Reports
Chart Data Specialist
Senior Production Artist
Executive Editor
Senior Production Artist
Director of Production
Deputy Editorial Director
Editorial Director
Senior Copy Editor
Copy Editor
Nets
Nielsen Australia
Nielsen KoreanClick
Norway Post
NTT Communications
On Device Research
Oslo Handelsstands Forening (OHF)
Osservatorio ICT & School of Management del
Politecnico di Milano
PostNord
Prince Consulting
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