Europe M-Commerce 2017 code:1328

Europe M-Commerce 2017
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.

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

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