Europe Cross-Border B2C E-Commerce 2018 code:1392

Europe Cross-Border B2C E-Commerce 2018
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Austria, Belgium, Czech Republic, Finland, France, Germany, Hungary, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK
Pages: 132
Publication Date: 11/09/2018
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Questions Covered in the report:
  • How many online shoppers in Europe buy cross-border?
  • What are the top product categories in European cross-border E-Commerce?
  • Where do Europe’s cross-border digital buyers shop at?
  • What are the main drivers of the cross-border E-Commerce sales growth in Europe?
  • Which European countries are leading in the cross-border online shopping trend?

Key Findings:

European cross-border E-Commerce on an expansion course

The share of online shoppers in Europe making purchases cross-border increased by more than 10 percentage points over the past 5 years, reaching more than four in ten digital buyers in the EU, and above 50% of the overall region’s online shoppers, according to data cited in the yStats.com report. The main motives for buying from out-of-country sellers included finding better deals and products or brands not available at domestic shops. At the same time, payment security and lack of clarity regarding total costs of fees and duties were the top two concerns of Europe’s online shoppers when buying cross-border.

Fashion and electronics were the leading product categories bought online by Europe’s cross-border shoppers last year. Books and other media products shared the third rank with cosmetics and perfumes, with some variance among the countries covered in the yStats.com report. Also the top destinations for cross-border online shopping varied by country, with China, the UK, the USA and Germany named most frequently as the countries purchased from.

Although large international players such as Alibaba, Amazon, eBay and Wish are among the main beneficiaries of the cross-border E-Commerce growth, smaller European companies are also grasping the benefits of online exports. According to a survey of EU companies cited in the yStats.com report, the share of E-Commerce enterprises selling cross-border within the region was relatively consistent across the company sizes, with only a one percentage point difference in cross-border E-Commerce sales penetration between small and large online sellers.

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1. Management Summary

2. Global Developments

  • Cross-Border Online Shopper Penetration, by Selected Countries and Regions, in % of Online Shoppers, Q3 2017
  • Main Concerns Related to Cross-Border E-Commerce, in % of Businesses, 2017e
  • Top Two Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, 2016 & 2017
  • Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers, October 2017
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
  • Cross-Border Share of Retail E-Commerce Sales, in %, 2016 & 2022f
  • Cross-Border Retail E-Commerce Sales, in USD billion, 2017e & 2022f

3. Europe

3.1. Regional

  • Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, 2012 – 2017
  • Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of Online Shoppers, 2012 – 2017
  • Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, by Country, 2017
  • Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of Online Shoppers, by Country, 2017
  • Cross-Border Online Shopper Penetration in Selected European Countries, in % of Online Shoppers, July 2017
  • Cross-Border Online Shopper Penetration in Selected European Countries, in % of Online Shoppers, May 2018
  • Share of Cross-Border Online Shoppers in Europe Who Purchased From Websites Outside Europe, in %, 2017, and Top 2 Destinations For Cross-Border Online Shopping Outside Europe, in % of Cross-Border Online Shoppers in Europe, 2016 & 2017
  • Top 5 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Selected European Countries, 2017e
  • Reasons for Shopping Online from a Specific Country, in % of Cross-Border Online Shoppers in Selected European Countries, 2017e
  • Top 3 Product Categories Purchased in Cross-Border Online Shopping in Selected European Countries, by Rank, 2017e
  • Top 5 Product Categories Purchased in the Last Cross-Border Purchase, in % of Cross-Border Online Shoppers in Europe, July 2017
  • Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Europe, July 2017
  • Top 5 Considerations When Purchasing Cross-Border, in % of Cross-Border Online Shoppers, Q3 2017
  • Percentage of Enterprises in the EU with Web Sales to Other EU Countries, by Enterprise Size, by All Enterprises and Enterprises with Web Sales, by Country, in %, 2017
  • Percentage of Enterprises in the EU with Web Sales to the Rest of the World (Non-EU), by Enterprise Size, by All Enterprises and Enterprises with Web Sales, by Country, in %, 2017
  • Difference Between Cross-Border and Domestic Average Order Value in E-Commerce, in %, by UK Retailers, French Retailers and German Retailers, Compared to the Global Average, 2017
  • Cross-Border B2C E-Commerce Sales in Selected European Countries, in USD billion, Share of Total B2C E-Commerce Sales, in %, and Year-on-Year Change, in %, 2016 & 2017e

3.2. Advanced Markets

3.2.1. UK

  • Cross-Border B2C E-Commerce Overview and Trends, July 2018
  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in the UK, 2012 – 2017
  • Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in UK, July 2017
  • Drivers for Making Cross-Border Online Purchases More Often, in % of Cross-Border Online shoppers in the UK, 2017e
  • Top Countries for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in UK, 2017e
  • Share of E-Commerce Orders Sent by UK Online Retailers Internationally, in %, July 2016 & July 2017
  • Average Order Value at UK Online Retailers, by Destination Type, in GBP, December 2016 & May 2017

3.2.2. Germany

  • Cross-Border Online Shopper Penetration, in % of Online Shoppers in Germany, May 2017
  • Share of Online Shoppers Buying from Sellers from Other EU Countries and From Non-EU Countries, Compared to Domestic Sellers, by Age Group and Gender, in %, Q1 2017
  • Cross-Border Online Shoppers, in millions and Penetration, in % of Online Shoppers in Germany, 2016 – 2020f
  • Top 2 Reasons for Shopping Cross-Border, in % of Cross-Border Online Shoppers in Germany, May 2017
  • Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, May 2017

3.2.3. France

  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
  • Top Product Categories Purchased Cross-Border in 2017 and Planned to be Purchased by Cross-Border Online Shoppers in 2018, in % of Cross-Border Online Shoppers in France, 2017
  • Share of Cross-Border Online Shoppers Who Bought From the EU and Non-EU Merchants, in %, 2017
  • Top Destinations for Cross-Border Online Shopping Outside the EU, in % of Cross-Border Online Shoppers Who Purchased From Outside the EU, 2017
  • Breakdown of Cross-Border Online Shopping Platforms Used, in % of Cross-Border Online Shoppers Who Purchased Outside the EU, 2017
  • Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in France, 2017

3.2.4. Italy

  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in Italy, 2012 – 2017
  • Cross-Border B2C E-Commerce Exports, in EUR billion, 2012 – 2017e

3.2.5. Netherlands

  • Cross-Border Online Shopper Penetration, in % of Individuals, 2016 & 2017
  • Cross-Border Online Spending, in EUR million, 2014 – 2017
  • Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2016 & 2017
  • Breakdown of Cross-Border Online Spending by Products and Services, in %, 2017
  • Year-on-Year Growth in Cross-Border Online Spending, by Selected Categories, in %, 2017

3.2.6. Spain

  • Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2015 – Q4 2017
  • Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2015 – Q4 2017
  • Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q3 2017
  • Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q3 2017

3.2.7. Belgium

  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
  • Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
  • Top 10 E-Commerce Websites by Total Number of Visits, in millions, incl. Foreign Websites, 2017

3.2.8. Sweden

  • Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
  • Breakdown of Online Shoppers by Buying Online from Sweden and Abroad, by Product Category, in %, Q1 2018
  • Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
  • Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
  • Top 3 Countries in Cross-Border Online Shopping, by Product Category, in % of Cross-Border Online Shoppers in Sweden, Q1 2018
  • Ways the Foreign E-Commerce Websites Used for the Latest Cross-Border Purchase Were Found, in % of Cross-Border Online Shoppers in Sweden, Q2 2016 & Q1 2018
  • Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, Q1 2018
  • Breakdown of Top Countries Sold to, in % of E-Commerce Companies in Sweden Selling to Other Countries, 2017

3.2.9. Switzerland

  • Cross-Border B2C E-Commerce Imports, in CHF billion, 2014 – 2017
  • Cross-Border B2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2016 & 2017
  • Top 10 Online Shops by Revenues, in CHF million, incl. Foreign Shops, 2016 & 2017

3.2.10. Denmark

  • Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2017
  • Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
  • Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
  • Top Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, H1 2017

3.2.11. Norway

  • Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, 2016 & 2017
  • Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Norway, 2016 & 2017

3.2.12. Finland

  • Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
  • Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
  • Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017

3.2.13. Austria

  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
  • Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017

3.3. Emerging Markets

3.3.1. Russia

  • B2C E-Commerce Market Overview and International Comparisons, July 2018
  • B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017
  • Cross-Border B2C E-Commerce Imports, in RUB billion, 2013 – 2018f
  • Number of Shipments of Goods from Foreign Online Stores, in millions, 2013 – 2017
  • Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
  • Share of Online Shoppers in Russia Who Purchased from Russian Online Stores from Own City and Another City, from Chinese Online Stores and from English Language Online Stores, in %, 2013 – 2017
  • Product Categories Purchased Online, by Purchased from Russian, Chinese and International Online Stores, in % of Online Shoppers, 2016 & 2017
  • Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017
  • Breakdown of Cross-Border Online Purchases by Value in EUR, in %, 2016 & 2017
  • Top Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, H1 2017
  • Main Barriers to Cross-Border Online Shopping, in % of Online Shoppers Who Did Not Shop Cross-Border, 2016 & 2017
  • E-Commerce Exports, in USD million, 2016 & 2017e
  • Breakdown of Cross-Border E-Commerce Exports by Product Category, in %, 2017e
  • Breakdown of E-Commerce Exports by Country, by CIS and Other Countries, in % of Cross-Border Shipments, 2017e

3.3.2. Poland

  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 – 2017
  • Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From Non-EU Countries, in % of Online Shoppers, 2012 – 2017
  • Cross-Border Online Shopper Penetration, by Age Group, in % of Online Shoppers in Poland, April 2016, 2017 and 2018
  • Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2018
  • Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018

3.3.3. Turkey

  • 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
  • Breakdown of Online Shopping Preference, by Domestic and Foreign Online Stores, in % of Online Shoppers, 2017e
  • Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018

3.3.4. Czech Republic

  • 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

3.3.5. Portugal

  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
  • Top Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Portugal, 2016
  • Top 3 Websites in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Portugal, 2016

3.3.6. Hungary

  • Number of Cross-Border Online Shoppers, in millions, 2015 – 2017
  • Breakdown of Online Spending by Domestic and Cross-Border Imports, in %, 2017
Read More
  • ASOS PLC
  • Alibaba Group Holding Ltd
  • Amazon.com Inc
  • Wish Inc.
  • eBay Inc
Read More

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