Post on 21-Jan-2018
Retail eCommerce Insights
Bing Network Spain
November 2017
eCOMin EU
BING NETWORK
X-BORDEReCOM
BING AUDIENCE
CONTENT
Retail eCommerce in Europe
UK
€110BDE
€65BES
€18BFR
€42BIT
€14BNL
€10BSCAND
€33B
Retail eCommerce(2017 Estimates – Billions of €)
Source: eMarketer 2017
38%
32%
38%
29%
41%
37%
29%
UK DE ES FR IT NL SCAND
Source: eMarketer 2017
UK
43MDE
49MES
21MFR
33MIT
19MNL
10MSCAND
16M
DIGITAL BUYERS
in 2017
Source: eMarketer 2017
89% 81% 64% 72% 53% 80% 81%
Digital Buyers Penetration 2017
(% of total Internet Population)
5,1%
3,2%
15,2%
6,4%
13,7%
3,8%
6,3%
UK DE ES FR IT NL SCAND
Source: eMarketer 2017
€ 21,4
€ 14,0
€ 9,7
€ 2,8 € 2,6€ 1,5
€ 24,2
€ 15,9
€ 10,9
€ 3,6 € 3,5€ 1,7
UK Germany France Italy Spain Netherlands
Chistmas eCommerce Sales 2016 Chirstmas eCommerce Sales 2017
Source: RetailMeNot, Centre for Retail Research; eMarketer calculations, Nov 23, 2016
Retail eCommerce – Christmas Season(Billions of €)
Cross-Border Digital Buyers
Elias Ghanem
Managing Director, PayPal MEA
UK
€9,7BDE
€10,1BES
€2,2BFR
€8,7BIT
€1,5BNL
€2,6B
CROSS-BORDER
Retail eCommerce(2017 Estimates – Billion of €)
Source: eMarketer 2017
8,9%
19,5%
14,7%15,7%
19,4%
21,8%
UK DE ES FR IT NL
Source: eMarketer 2017
UK
32MDE
38MES
21MFR
26MIT
22MNL
6MSCAN
15M
CROSS-BORDER
DIGITAL BUYERS
Source: Eurostat, Dec 2016
40%
26%
41%
47%
58%
42%
26%
17%
32%
37%
40%
25%
UK
DE
FR
IT
ES
NL
2011 2016
Source: Eurostat, Dec 2016Source: eMarketer 2016
67%
80%
86%
78% 77%79%
81%15%
11%8%
12% 12% 10% 9%15%
7%5%
8% 8% 9% 8%
3%3% 2% 2% 3% 2% 2%
UK DE FR IT ES SE NL
PC/Desktop Mobile Tablet Other
Source: Ipsos/Paypal 2016
CLOTHING
46%ELECTRONICS
29%TRAVEL
25%ENTERTAINMENT
24%HOBBY
23%COSMETICS
20%
CROSS-BORDER
PRODUCT CATEGORIES(Western Europe – 2015)
Source: Ipsos/Paypal 2016
CROSS-BORDER, WHY?
Source: Ipsos/Paypal 2016
Research Drivers
Source: Ipsos/Paypal 2016
CROSS-BORDER, WHEN?Purchase Drivers
WHY NO CROSS-BORDER?
Source: Ipsos/Paypal 2016
Purchase Blockers
Retail on the Bing Network
MethodologyMethodology
• Market: Spain
• Top 50.000 Retail search queries based on
volume
• Analysis period: Oct 2016 – Jan 2017 (and YoY)
Objectives
• Identify Retail related Christmas shopping trends
• What does the Bing searcher look like?
• What are their behaviours?
• Advertiser opportunities
70%
80%
90%
100%
110%
120%
130%
Generic Searches Brand Searches
* ES Bing and Yahoo sites, all devices, 01 Sep 2015 – 30 Sep 2017
Generic searches peaked on Black Friday significantly more than branded queries, indicating a general propension to
last minute purchases most probably driven by sales, offers and occasions.
Brand Retail Christmas searches peak during Black Friday
Retail search queries indexed to the average daily volume*
Black Friday 2015
Black Friday 2016
23%
4%
77%
40%
49%
41%
67%
21%
39%
34%
9%
31%
77%
96%
23%
60%
51%
59%
33%
79%
61%
66%
91%
69%
Sports & Fitness
Retailers & General Merchandise
Occasions & Gifts
News, Media & Publications
Home & Garden
Hobbies & Leisure
Health
Food & Groceries
Computers & Consumer Electronics
Beauty & Personal Care
Apparel
Retail Total
Generic Searches Brand Searches
The impact of Brand and the opportunity with Generic
• Brand queries are more prominent in the Retailers & General Merchandise (96%) and Apparel (91%) categories
• Occasions & Gifts and Health are the two categories with the largest share of Generic searches
* ES Bing and Yahoo sites, all devices, Oct 2016 – Jan 2017
Retail search queries share by Generic and Brand
79% 75%
91%80% 77%
90%80% 82%
74%83%
77%
17% 22%
8%17% 20%
8%16% 14%
22%14%
20%
Apparel Beauty &
Personal Care
Computers &
Consumer
Electronics
Food &
Groceries
Health Hobbies &
Leisure
Home &
Garden
News, Media
& Publications
Occasions &
Gifts
Retailers &
General
Merchandise
Sports &
Fitness
PC Mobile Tablet
Which Retail categories have the highest Mobile device share?
• PC is still the #1 device of choice on Bing with 83% of search volume, whilst Mobile devices account for 14%
• Occasions & Gifts is the category that sees the largest Mobile share, followed by Beauty & Personal Care
* ES Bing and Yahoo sites, all devices, Oct 2016 – Jan 2017
Retail Categories query volume by Device type
* ES Bing and Yahoo sites, all devices, Oct 2016 – Jan 2017
What is the age & demographic mix across the various retail sub-categories?More than 67% of all up Retail search queries made on the Spanish Bing Network are coming from 35-64 year
olds, with females making 47% of those searches
10%
10%
15%
8%
7%
12%
12%
9%
17%
15%
18%
11%
15%
17%
21%
11%
17%
15%
16%
16%
19%
19%
20%
15%
38%
44%
40%
33%
42%
40%
36%
42%
38%
37%
42%
38%
29%
24%
19%
37%
28%
25%
29%
27%
21%
23%
18%
29%
7%
5%
5%
11%
6%
7%
7%
6%
5%
5%
3%
8%
Sports & Fitness
Retailers & General Merchandise
Occasions & Gifts
News, Media & Publications
Home & Garden
Hobbies & Leisure
Health
Food & Groceries
Computers & Consumer Electronics
Beauty & Personal Care
Apparel
Retail Total
18-24 25-34 35-49 50-64 65+
30%
48%
64%
46%
55%
47%
58%
56%
40%
67%
69%
47%
70%
52%
36%
54%
45%
53%
42%
44%
60%
33%
31%
53%
* ES Bing and Yahoo sites, all devices, Oct 2016 – Jan 2017 YoY
Top 5 Retail sub-categories on Bing IT
Food & Groceries was the fastest growing category by clicks YoY (+72%). Retail clicks overall grew by +15% YOY.
ClicksSearches
17% 72%
8% 45%
Food &
Groceries
1% 39%
38%
Health
21%
30%Retailers &
General Merchandise 10%
Beauty &
Personal Care
Occasions &
Gifts
* ES Bing and Yahoo sites, all devices, Oct 2016 – Jan 2017
Avg CPC (top page position) Avg CTR (top page position)
€ 0,08
€ 0,07
€ 0,06
€ 0,11
€ 0,14
€ 0,13
Generic KWs Brand KWs
8,9%
12,7%
16,3%
4,3%
7,9%
9,2%
Retail Ads performance by DeviceTop page Position, Oct 2016 - Jan 2017
Black Friday and beyond
0%
50%
100%
150%
200%
250%
300%
350%
0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022 0 2 4 6 8 10121416182022
22/11/2016 23/11/2016 24/11/2016 25/11/2016 26/11/2016 27/11/2016 28/11/2016
Mobile Indexed Volume PC Indexed Volume Tablet Indexed Volume
▪ Black Friday remains the biggest shopping day in the Spanish e-commerce calendar
▪ We saw a significant increase in PC traffic during the daily hours of Black Friday, indicating a general propension from the audience to buy (conversions do mainly happen on desktop devices) profiting from discounts and offers.
Hourly traffic to the Bing Network by Device during 2016 Black Friday week
Source: Retail Search queries indexed to average hourly volume. ES Bing and Yahoo sites Black Friday week (22 – 28 Nov 2016)
Which Retail categories are the most Mobile on Black Friday Week?During Black Friday & Cyber Monday Week in 2016 (22 – 28 Nov), Occasions & Gifts and Beauty & Personal Care categories had the largest Mobile share with 20% and 19% of search queries coming from a Smartphone respectively.
13%
8%
8%
13%
13%
15%
16%
16%
18%
19%
19%
20%
84%
92%
91%
83%
84%
81%
81%
80%
79%
78%
77%
77%
Retail Total
Computers & Consumer Electronics
Hobbies & Leisure
News, Media & Publications
Retailers & General Merchandise
Apparel
Food & Groceries
Home & Garden
Health
Sports & Fitness
Beauty & Personal Care
Occasions & Gifts
Mobile PC Tablet
Device share of retail queries on Black Friday Week, The Bing Network includes Microsoft and Yahoo sites in Spain, 22 to 28 Nov, 2016
Which Retail categories do peak on Black Friday and Cyber Monday?
Retailers
(Dept. stores)
Apparel
Home &
Garden
Top 3 categories on Black Friday & Cyber Monday
vs Monthly average searches in Nov 2016
4%
Top three retail categories on Black Friday and Cyber Monday by growth vs average searches in the month of Nov 2016h, Bing and Yahoo sites in Spain
▪ The Retail categories with the highest search volume on Black Friday saw a drop on Cyber Monday, however still
performing above monthly average.
▪ Apparel was the top performing category on Black Friday on both Generic and Branded searches.
148%
115%
112%
277%
194%
190%
Beauty &
Personal Care
Apparel 120%
126%
137%
118%
110%
114%
Black Friday Black Friday Cyber MondayCyber Monday
Retailers
(Dept. Stores)
0%
50%
100%
150%
200%
250%
300%
350%
400%
01/1
1/2
016
03/1
1/2
016
05/1
1/2
016
07/1
1/2
016
09/1
1/2
016
11/1
1/2
016
13/1
1/2
016
15/1
1/2
016
17/1
1/2
016
19/1
1/2
016
21/1
1/2
016
23/1
1/2
016
25/1
1/2
016
27/1
1/2
016
29/1
1/2
016
01/1
2/2
016
03/1
2/2
016
05/1
2/2
016
07/1
2/2
016
09/1
2/2
016
11/1
2/2
016
13/1
2/2
016
15/1
2/2
016
17/1
2/2
016
19/1
2/2
016
21/1
2/2
016
23/1
2/2
016
25/1
2/2
016
27/1
2/2
016
29/1
2/2
016
31/1
2/2
016
02/0
1/2
017
04/0
1/2
017
06/0
1/2
017
08/0
1/2
017
10/0
1/2
017
12/0
1/2
017
14/0
1/2
017
16/0
1/2
017
18/0
1/2
017
20/0
1/2
017
22/0
1/2
017
24/0
1/2
017
26/0
1/2
017
28/0
1/2
017
30/0
1/2
017
Daily Trend of Sales Retail Queries vs Generic Queries (index)
Generic Searches Discount Searches
2017 Sales Season
Black Friday 2016
Sales Retail Queries (searches including terms such as sales, discount, offer etc.) peaked during the Sales Season in January 2017 (up to +350%), indicating a general user attitude and interest towards occasions and discounted purchases available in those days
Generic Discount Retail searches peak during Black Friday and Sales Season
* ES Bing and Yahoo sites, all devices, Nov 2016 – Jan 2017
About the Bing audience
15%
20%
24%25%
17%
20%
23%
21% 21%
15%
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
Bing Audience OVER-INDEXES ACROSS
OLDER AGE GROUPS (35+)
Source: GWI Q2 2017
Western Europe includes: UK, DE, FR, IT, ES, SE, NL
10%
25%
46%
18%
10%7%
20%
46%
21%
13%
Top 10% Top 25% Mid 50% Bottom 25% Prefer not to
say
Bing Audience OVER-INDEXES ACROSS
HIGHER INCOME GROUPS
Source: GWI Q2 2017
Western Europe includes: UK, DE, FR, IT, ES, SE, NL
Source: GWI Q2 2017
41%
34%
40%
22%
45%
34%
45%
39%
28%
35%
19%
41%
31%33%
UK DE FR IT ES SE NL
84%85%
76%
74% 74%
69%
75%
84% 84%
72%73%
70%
72%71%
UK DE FR IT ES SE NL
Source: GWI Q2 2017
REACH YOUR ADVERTISING GOALS WITH US
BING NETWORK
$