Europe M-Commerce 2018, yStats.com

Europe M-Commerce 2018 code:1404

Countries Covered: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Italy, Netherlands, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK, Ukraine

Pages: 89

Publication Date: 28/11/2018

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Questions Covered in the report:

What are the top M-Commerce markets in Europe?
Which devices do online shoppers in Europe prefer for making purchases over the Internet?
How fast are M-Commerce sales growing in European countries?
What is the projection for M-Commerce market size in 15+ countries in Europe?
What are the prevailing M-Commerce trends in the UK, Germany, France and other countries?

M-Commerce continues expansion in Europe

M-Commerce sales show positive dynamics.

More than one-third of E-Commerce sales in Europe were generated on a mobile device in 2017 and the share is expected to grow by around 2 percentage points by 2021, according to a survey cited in the new report by yStats.com. The main driver of the continued growth is an increasing number of shopping apps and mobile-adjusted websites on the one hand and a growing number of smartphone and mobile Internet user connections on the other. Across advanced and emerging markets of this region over half of online shoppers stated that they are M-Commerce shoppers.

The growth rate of smartphone use for shopping surpasses that of other devices.

Among the key trends regarding M-Commerce in the European region is the growing popularity of smartphones for shopping. The smartphone shopper penetration rate is growing faster than that of other devices used by online shoppers in France and Poland, according to estimates included in yStats.com’s publication. In Germany smartphone became the only device with an increased rate of usage for online shopping in 2017. However, according to German smartphone shoppers, some barriers to mobile shopping still exist; among them are poor internet connections and problems with the payment process. In terms of players, Amazon was among the main M-Commerce destinations in some advanced markets, such as Germany and France.

1. Management Summary

2. Global Developments

Overview of M-Commerce Market, November 2018
Mobile Phone Internet Users, in billion, and Penetration, in % of Internet Users, 2016 – 2021f
Breakdown of Internet Traffic Worldwide by Device, in %, by Region, February 2018
Retail M-Commerce Sales, in USD billion, and Share of Retail E-Commerce Sales, in %, 2016 – 2021f
Breakdown of E-Commerce Sales by Mobile App and Desktop and Mobile Web Browser, in %, and Total E-Commerce Sales, in USD billion, by Region, 2017
Share of Transactions Conducted via Mobile, in % Online Transactions, by Region, Q2 2018
China’ Share of Global M-Commerce Sales, in %, 2017 & 2021f
Shopping Channels Used at Least Weekly, by In-Store, PC, Tablet and Mobile, in % of Global Online Shoppers, 2013 & 2018e
Mobile Payment User Penetration, in % of Internet Users, by Regions and China, Q4 2015 & Q2 2017
M-Commerce Fraud Detection Tools and Services Used by Merchants, in % Merchants, March 2018

3. Europe

3.1. Regional Overview

M-Commerce Share of Retail E-Commerce Sales, by Selected Countries in Western Europe, in %, 2016 – 2021f
Mobile Shopper Penetration in Selected Countries in Europe, in % of Online Shoppers, June 2018

3.2. UK

M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 – 2021f
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017

3.3. Germany

M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 – 2021f
Breakdown of B2C E-Commerce Sales by Device, in %, 2016 & 2017
Devices Used for Online Shopping, in % of Online Shoppers, 2014, 2016 & 2017
Reasons for Cancelling a Purchase via Smartphone, in % of Smartphone Shoppers, 2017
Share of Purchases Preceded by Online Research via Smartphone, in %, by Online and Offline Purchases, 2017
Top 10 E-Commerce Platforms by Market Share, 2017/2018

3.4. France

M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 – 2021f
Devices Used in Online Shopping, in % of Online Shoppers, 2016 & 2017
Top 15 E-Commerce Websites/Applications, by Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of Unique Visitors, Q1 2018

3.5. Russia

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
Breakdown Mobile Purchase by Purchase Made Through App and Browser, in % of Mobile Shoppers, in %, 2017

3.6. Italy

M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2015 – 2017e

3.7. Netherlands

Breakdown of Online Purchases by Device, in %, 2017

3.8. Spain

Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017

3.9. Belgium

Breakdown of Online Spending by Device, in %, Q1 2017 & Q1 2018
Share of Online Shoppers Who Made Their Latest Online Purchase via Smartphone, in % of Online Shoppers in Belgium, Q3 2016 & Q3 2017

3.10. Sweden

Mobile Shopper Penetration, in % of Internet Users, 2016 & 2017

3.11. Switzerland

Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Top 5 Products Categories Purchased via Smartphone, in % of Online Shoppers, 2017

3.12. Denmark

M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 – 2021f
Share of Online Purchases Made via Smartphone, in %, 2017
Mobile Shopper Penetration, in % of Internet Users, Q2 2017

3.13. Finland

Mobile Shopper Penetration, in % of Internet Users, Q2 2017
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017

3.14. Austria

M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 – 2018
Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2017 & 2018

3.15. Poland

Devices Used for Pre-Purchasing, Purchasing and Post-Purchasing Activities During the Last Purchase, in % Internet Users, April 2018
Devices Used for Online Shopping, in % of Online Shoppers, April 2017 & April 2018
Devices Used for Online Shopping, in % of Online Shoppers, by Age Group and Gender, April 2018
Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2018
Problems Encountered When Shopping via Mobile, in % of Mobile Shoppers, April 2018

3.16. Turkey

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
Breakdown of Payments Made in E-Commerce by Desktop and Mobile, by Orders of Above TRY 500 and Orders of Below TRY 500, in %, 2017

3.17. Portugal

Devices Used for Online Shopping, in % of Online Shoppers, June 2017
Breakdown of Online Shoppers Making Purchases via Smartphone and Tablet, by Using App, Browser or Both, June 2017

3.18. Czech Republic

M-Commerce Share of B2C E-Commerce Sales, by Mobile and Tablet, in %, 2017e
Mobile Shopper Penetration, in % of Online Shoppers, 2017

3.19. Ukraine

Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, April 2018

Alibaba Group Holding Ltd
Amazon.com Inc
Cdiscount SA
FNAC SA
Groupon Inc.
Otto GmbH & Co KG
Vente-privee.com SA
eBay Inc

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