Eastern Europe B2C E-Commerce Market 2018 code:1389

Eastern Europe B2C E-Commerce Market 2018
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Czech Republic, Poland, Russia, Turkey, Ukraine
Pages: 119
Publication Date: 29/08/2018
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Questions Covered in the report:
  • What was Eastern Europe’s share of global B2C E-Commerce sales in 2017?
  • How much online retail sales are generated by countries of the Eastern European region?
  • What are the main trends influencing the development of online retail in Russia, Poland and Turkey?
  • What do online shoppers in Eastern Europe buy and how do they prefer to pay?
  • Who are the main online retail market players in Eastern Europe?

Key Findings:

B2C E-Commerce sales growth potential remains high in Eastern Europe

Eastern Europe has one of the smallest online retail markets among the global regions in 2017, but is projected to see growth through 2018 and beyond. Currently accounting for less than 5% of the region’s overall retail sales, B2C E-Commerce revenues in Eastern Europe are spurred by market trends such as M-Commerce, social and cross-border online shopping, as yStats.com’s report shows.

Of the three top economies of the region, only Poland managed to reach past the 5% threshold in terms of E-Commerce’s share of retail sales in 2017. Still, even in this nation the Internet and online shopper penetration rates are below the EU averages, indicating further untapped potential. In Russia, B2C E-Commerce sales are the largest of all Eastern European nations in 2018, but an increasing share of these is going to foreign online merchants, most of all Chinese, according to data cited in the yStats.com report. In the Czech Republic, Poland and Ukraine the awareness of China-based AliExpress is also growing, although unlike in Russia, local E-Commerce competitors in these three countries continue to top AliExpress in website popularity.

Market evidence from Turkey highlights two other major trends in Eastern Europe’s B2C E-Commerce. These include mobile and social commerce. More than 50% of online shoppers in this country make purchases through smartphones and close to that number also place orders through social media platforms such as Facebook and Instagram.

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1. Management Summary

2. Regional Overview

  • Breakdown of Global Retail E-Commerce Sales by Regions, incl. Central and Eastern Europe,  in %, 2017
  • B2C E-Commerce Share of Total Retail Sales in Central and Eastern Europe, in %, 2017
  • B2C E-Commerce Share of Total Retail Sales in Poland, Russia and Turkey, Compared to Selected Countries Worldwide, in %, 2017
  • Internet Penetration in Europe, by Country, in % of Individuals, 2011 – 2017
  • Online Shopper Penetration in Europe, by Country, in % of Individuals, 2011 – 2017

3. Russia

3.1. Overview

B2C E-Commerce Market Overview and International Comparisons, July 2018

3.2. Trends

  • B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017
  • Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
  • Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017
  • Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2017
  • Mobile Shopper Penetration, in % of Online Shoppers, 2017

3.3. Sales & Shares

  • B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 & 2017
  • B2C E-Commerce Sales, in RUB billion, by Three Comparative Estimates, 2014 – 2018f
  • B2C E-Commerce Sales CAGR, in %, 2010 – 2017 & 2018 – 2022f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2017
  • B2C E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f

3.4. Internet Users & Online Shoppers

  • Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 – 2017
  • Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 – 2017
  • Online Shopper Penetration by Age Group, by Gender and Location Type, in % of Internet Users in the Respective Group, 2017
  • Reasons for Not Buying Online, in % of Individuals Who Do Not Shop Online, 2016 & 2017

3.5. Products

  • Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2017
  • Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
  • Online Travel Sales, in RUB billion, and Year-on-Year Change, in %, 2010-2018f

3.6. Payment

  • Payment Methods Used in Online Shopping, in % of Online Shoppers, by Gender, Location Type and Total, 2017
  • Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2016 & 2017

3.7. Delivery

  • Breakdown of E-Commerce and Direct Selling Orders, by Shipping Methods, in %, 2017
  • Breakdown of Delivery Methods Used When Buying from Russian Online Stores, in % of Online Shoppers, by Location Type, October 2017

3.8. Players

  • B2C E-Commerce Player Overview, July 2018
  • Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-Y Change, and Main Product Category, 2017
  • Top 10 Online Shops by Number of Monthly Visitors, in millions, 6 Months to September 2017

4. Poland

4.1. Overview

  • B2C E-Commerce Overview and International Comparisons, August 2018

4.2. Trends

  • Devices Used for Online Shopping, in % of Online Shoppers, April 2017 & April 2018
  • Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2018
  • Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, April 2018
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 – 2017

4.3. Sales & Shares

  • B2C E-Commerce Sales, in PLN billion, 2013 – 2017e
  • B2C E-Commerce Sales, in PLN billion, 2017 & 2018f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2018e

4.4. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2012 – 2017
  • Online Shopper Penetration, in % of Individuals, 2012 – 2017

4.5. Products

  • Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017

4.6. Payment

  • Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2017

4.7. Delivery

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

4.8. Players

  • B2C E-Commerce Player Overview, August 2018
  • Top 12 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2017 & April 2018
  • Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018

5. Turkey

5.1. Overview

  • B2C E-Commerce Overview and International Comparisons, August 2018

5.2. Trends

  • Devices Used in Online Shopping, by Computer and Smartphone, in % of Online Shoppers, 2017
  • Breakdown of Page Views and Orders in Online Stores, by Desktop and Mobile, in %, 2017
  • Social Commerce Shopper Penetration, in % of Online Shoppers, 2017
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2012 – 2017
  • Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018

5.3. Sales & Shares

  • Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 – 2017
  • E-Commerce Sales by Segment, in TRY billion, 2015 – 2017
  • B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2017

5.4. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2017
  • Online Shopper Penetration, in % of Individuals, 2016 & 2017

5.5. Products

Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017

5.6. Payment

  • Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018
  • Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018

5.7. Delivery

  • Breakdown of Delivery Operators Preferred in E-Commerce, in % of Orders, 2017
  • Barriers to Online Shopping, incl. Delivery-Related, in % of Individuals, 2017

5.8. Players

  • B2C E-Commerce Player Overview, August 2018
  • Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and Category, June 2018

6. Czech Republic

6.1. Trends

  • M-Commerce Share of B2C E-Commerce Sales, by Mobile and Tablet, in %, 2017e
  • Mobile Shopper Penetration, in % of Online Shoppers, 2017
  • Cross-Border Online Shopper Penetration, by Age Group and Gender, in % of Online Shoppers in the Czech Republic, by Purchasing from Other EU Countries and Non-EU Countries, Compared to Domestic Online Shoppers, 2016 & 2017

6.2. Sales & Shares

  • B2C E-Commerce Sales, in CZK billion and in % Year-on-Year Change, 2013 – 2017
  • B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2017

6.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2017
  • Online Shopper Penetration, in % of Individuals, 2011 – 2017
  • Online Shopper Penetration, by Age Group and Gender, in % of Individuals, 2013-2017e

6.4. Products

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

6.5. Payment

  • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017

6.6. Delivery

  • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
  • Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online Shoppers, June 2017

6.7. Players

  • Top 10 E-Commerce Websites by Average Monthly Number of Visits, in millions, 6 Months to August 2017

7. Ukraine

7.1. Trends

  • Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, April 2018
  • Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2017

7.2.  Sales & Shares

  • B2C E-Commerce Sales, in UAH billion, 2016 – 2018f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2017e

7.3. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2010 – 2018f
  • Online Shopper Penetration, in % of Internet Users and in millions, 2017e
  • Breakdown of Online Shoppers by Age Group, in %, April 2018

7.4. Products

  • Top 3 Categories Purchased Online, in % of Online Shoppers, 2017
  • Product Categories Purchased Online, in % of Online Shoppers, October 2017

7.5. Payment

  • Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
  • Top 3 Payment Methods Accepted by E-Commerce Websites, in % of E-Commerce Websites, 2017

7.6. Delivery

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

7.7. Players

  • Top 3 Local and Foreign E-Commerce Platforms by Website Reach, in % of Internet Users and in million Visitors, June 2017
  • Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, April 2018
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  • Alibaba Group Holding Ltd
  • Allegro Group Sp. z oo
  • Alza.cz a.s.
  • Amazon.com Inc
  • American Express International Inc
  • Bazos.cz
  • CITILINK.ru
  • Ceneo S.A.
  • D-MARKET Elektronik Hizmetler Tic. A.Ş
  • DNS NN Plyus OOO
  • DPD Ltd
  • DSM GRUP DANIŞMANLIK İLETİŞİM VE SATIŞ TİC A.Ş.
  • Empik Sp. z o.o.
  • Gitti Gidiyor Bilgi Teknolojileri Sanayi ve Ticaret Anonim Sirketi
  • Heureka.cz
  • MasterCard International Inc
  • Media Markt Polska Sp. Z oo
  • Morele.net Sp. z o.o.
  • Naspers Ltd.
  • OLX Inc.
  • Olx.ua
  • Ozon Holdings Ltd
  • PayPal Holdings Inc
  • PayU Group
  • Ulmart ZAO
  • Visa Inc.
  • Wildberries OOO
  • Zalando SE
  • Zhejiang Tmall.com Technology Co. Ltd
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