Europe M-Commerce 2017, yStats.com

Europe M-Commerce 2017 code:1328

OVERVIEW

TABLE OF CONTENTS

COMPANIES MENTIONED

Countries Covered: Austria, Belgium, France, Germany, Italy, Netherlands, Russia, Spain, Sweden, UK

Pages: 91

Publication Date: 29/06/2017

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Questions Covered in the report:

How large are the M-Commerce sales in the UK, Germany, France and Italy?
What is the mobile share of online retail in various European countries?
What are the key M-Commerce trends in Europe and worldwide?
What are the preferences of European mobile shoppers?
How high is smartphone penetration in 30+ countries of Europe?

Key Kindings:

Smartphone shopping taking the lead in European M-Commerce

Close to one-third of Internet users in Europe made purchases from mobile devices in 2016, according to a survey cited in this report by yStats.com. Across advanced and emerging markets of this region, M-Commerce sales are growing rapidly, increasing their share of overall B2C E-Commerce sales. In the UK, the region’s largest country by online retail sales, more than one-third of E-Commerce was generated on mobile in 2016, with a high double-digit share of digital buyers making purchases via smartphones and tablets.

Among the key mobile trends in the region is smartphones outpacing tablets in terms of mobile sales growth. The smartphone share of online purchases grew faster than that of tablets in countries such as Belgium and the Netherlands, and even overtook tablets in the UK by the end of 2016, according to some estimates included in yStats.com’s publication. Still, tablets had a higher conversion rate than smartphones in this country, reflecting the fact that Internet-enabled mobile phones are increasingly used for browsing products and comparing prices. On both devices, apps were chosen over browsers by mobile shoppers in Germany and Russia.

Regarding the product preferences of mobile shoppers in Europe, clothing was the top product category in Russia and the UK, while books were leading in Belgium and Germany, as of 2016. Amazon was the leader of the M-Commerce space in countries such as France and the UK, while in Russia a majority of mobile shoppers bought from AliExpress. A survey of top online retailers in Austria, cited in this report from yStats.com, revealed that above three-quarters of them had a mobile website or app. Nevertheless, usability is still an issue in mobile commerce, as a quarter of European shoppers would switch from mobile to desktop for purchase as they found page navigation to be easier on computers.

1. Management Summary

2. Global Developments

Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Regions, 2011 – 2016e
Number of Smartphone Connections, in millions, by Region, 2010-2021f
M-Commerce Share of Total B2C E-Commerce Sales, in %, 2016 & 2021f
Mobile Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q2 2016
Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, 2016
Mobile Shopper Penetration, by Total and Via App, in % of Internet Users, by Region, March 2016
Reasons to Conduct Shopping-Related Activities On Mobile Devices, in % of Internet Users, by Region, March 2016
Types of Websites/Apps Purchased from via Mobile, in % of Mobile Shoppers, by Region, August 2016
Payment Methods Used in Mobile Shopping, in % of Mobile Shoppers, by Selected Regions, August 2016
Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, August 2016
Top 6 Countries by Share of Internet Users Who Made a Purchase via Mobile App, in %, March 2016
Mobile Shopper Penetration, in % of Online Shoppers, by Selected Countries and Territories, February 2017
Share of Online Shoppers Who Believe that Mobile Sites Are Not Easy to Use, in % of Online Shoppers, by Selected Countries and Territories, February 2017
Top 3 Technology Investments Planned by Retailers, by In-Store and Outside of Store, in % of Retailers, February 2017

3. Europe

3.1. Regional

Devices Used to Access the Internet, in % of Individuals in the EU, by Country, 2016
Mobile Shopper Penetration, by Selected Countries and Regional, in % of Mobile Device Owners, April 2016
Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
Number of Mobile Shoppers, in millions, Mobile Shopper Penetration, in % of Online Shoppers, Annual Mobile Spending per Shopper, in EUR, by Selected Countries, January 2017
Breakdown of Online Spending by Device, in %, by Selected Countries, January 2017
M-Commerce Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q4 2015 & Q4 2016
Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016
Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by August 2016
Share of Online Shoppers Who Consider the Adaptation of Website to Mobile as an Important Criteria When Buying Online, in %, October 2016
Consumer Motivation for Switching from Mobile to Desktop to Complete a Purchase, in % of Shoppers, 2015

3.2. UK

M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2014 – 2020f
M-Commerce Sales by Device, in GDP billion, and Share of M-Commerce Sales, in %, 2014 – 2020f
Breakdown of M-Commerce Sales by Smartphone and Tablet, in %, December 2015 & December 2016
Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017f
Conversion Rate by Device, in %, Q2 2015 & Q2 2016
Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
Shopping-Related Activities Conducted via Mobile, in % of Smartphone Owners, July 2016
Top 3 Mobile Shopping Apps Installed, in % of Smartphone Owners Who Installed Mobile Shopping Apps, July 2016
Top 10 Retail Websites Visited on Smartphones and Tablets, by Rank, December 2016

3.3. Germany

M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 – 2020f
Breakdown of Online Purchases by Mobile and PC, in %, 2015 & 2016
Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2016
Share of Mobile Shoppers Who Use Apps for Purchase, in %, by Tablet and Smartphone Shoppers, 2016
Product Categories Purchased via Mobile, in % of Mobile Shoppers, by Smartphone and Tablet, February 2016

3.4. France

M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 – 2020f
M-Commerce Share of B2C E-Commerce Sales, in %, Q1 2016 & Q1 2017
Activities Conducted via Mobile Devices Before Purchasing, in % of Online Shoppers, September 2016
Top 3 Barriers to M-Commerce, in % of Internet Users, February 2016
Top 5 E-Commerce Platforms by Monthly Unique Visitors on Mobile, in millions, Q2 2016
Top 15 E-Commerce Websites, by Total Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of Unique Visitors, in Q1 2017

3.5. Russia

M-Commerce Share of B2C E-Commerce Sales, in %, 2016
Mobile Devices Used to Access the Internet, in % of Internet Users by Gender, Area and Total, 2016
Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
Product Categories Purchased via Smartphone, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
Breakdown of Latest Mobile Purchase by Purchase Made through App and Browser, in % of Mobile Shoppers, in %, 2016
Top 10 E-Commerce Platforms Purchased From via Mobile Devices, in % of Mobile Shoppers, 2016

3.6. Spain

M-Commerce Share of B2C E-Commerce Sales, in %, 2015 & 2016e
Mobile Shopper Penetration, in % of Online Shoppers, 2015 & 2016
Product Categories Purchased via Mobile Devices, in % of Online Shoppers, 2016

3.7. Italy

M-Commerce Sales, in EUR billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 & 2016
Breakdown of M-Commerce Sales by Product Categories, in %, 2016

3.8. Netherlands

Breakdown of Online Purchases by Device, in %, Q1 2016 & Q1 2017

3.9. Belgium

Breakdown of Online Spending by Device, in %, Q1 2016 & Q1 2017
Devices Used for Online Shopping, in % of Online Shoppers, 2016
Top 20 Product Categories to Purchase via Mobile Devices, in % of Future Mobile Shoppers, April 2016

3.10. Austria

M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 – 2017
Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2016 & 2017
Share of Online Retailers With Additional Distribution Channels, in % of Online Retailers, 2016

3.11. Sweden

Mobile Shopper Penetration, in % of Internet Users, 2015 & 2016

Alibaba Group Holding Ltd
Amazon.com Inc
Cdiscount SA
Groupon Inc.
Tesco Plc
Vente-privee.com SA
eBay Inc

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Europe M-Commerce 2017

Publication Date: 29/06/2017

Regions Covered: Europe

Countries Covered: Austria, Belgium, France, Germany, Italy, Netherlands, Russia, Spain, Sweden, UK

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