1 © GfK Belgium | The Voice of the Patient | Febelmar

Unpacking the Digital Shopper The status of e-commerce in Belgium

GfK Belgium, Ecommerce Summit, 17 february 2017

2 © GfK Belgium | The Voice of the Patient | Febelmar

BeCommerce

Market Monitor

3 © GfK Belgium | The Voice of the Patient | Febelmar

Consumer Jury Panel (Continuous)

Consumer Scan Panel

(Continuous)

Point of Sales Panel

(Continuous)

Consumer Research

(Ad Hoc)

BeCommerce Market Monitor

4 © GfK Belgium | The Voice of the Patient | Febelmar

E-commerce in Belgium

…

2015

€ 8,2 billion

2016 …

# 80,9 million

Action Signal …

14%

5 © GfK Belgium | The Voice of the Patient | Febelmar

E-commerce in Belgium

€ 6,7 billion

2015 (Q1 – Q3)

€ 6,1 billion

2016 (Q1 – Q3) # 62,2 million

# 58,6 million

Action Signal 16%

14%

+9,7% +2pt +6,2%

6 © GfK Belgium | The Voice of the Patient | Febelmar

Will we have reached €9 billion in 2016?

7 © GfK Belgium | The Voice of the Patient | Febelmar

Where does the money come from?

8 © GfK Belgium | The Voice of the Patient | Febelmar

Electronics & Appliances

Leisure & Events

Telecom Fashion

Insurances Sports & Recreation

Health & Beauty

Travel

Computers & Accessories

Food & Near food

Home & Garden

Media & Entertainment

Toys

BeCommerce Market Monitor

9 © GfK Belgium | The Voice of the Patient | Febelmar

Services € 3,8 billion

Products € 2,8 billion

Where does the money come from?

10 © GfK Belgium | The Voice of the Patient | Febelmar

Services €3,8 billion

38% Single airline tickets and

accommodation

84% online share

19% Tickets for

attractions & events

72 % online share

37% Package

travel

64 % online share

11 © GfK Belgium | The Voice of the Patient | Febelmar

Products €2,8 billion

16% Telecom

30% online share

15% Clothes

12% online share

11% Media &

Entertainment

44% online share

9% Shoes & Personal Lifestyle

16% online share

9% Home & Garden

7% online share

12 © GfK Belgium | The Voice of the Patient | Febelmar

28%

50%

BeCommerce Market Monitor, Share of devices in % of the online purchases, Q3 2016

Mobile share of purchases on the rise 9%

9%

13 © GfK Belgium | The Voice of the Patient | Febelmar

35%

55%

BeCommerce Market Monitor, penetration of purchasing via device X, Q3 2016

Smartphone purchase penetration overtakes the tablet 16%

14%

14 © GfK Belgium | The Voice of the Patient | Febelmar

€ 61 Disrupted mobile shopping behavior

€ 112

€ 112

Average online basket value

BeCommerce Market Monitor, Q1-Q2 2016, GfK Belgium

15 © GfK Belgium | The Voice of the Patient | Febelmar

Why do we shop online?

Save Money

51%

Save time

31%

Better selection

20%

16 © GfK Belgium | The Voice of the Patient | Febelmar

Why do we shop offline?

Delivery cost

52%

Prefer to see the product in-person

47%

Security of personal details

38%

17 © GfK Belgium | The Voice of the Patient | Febelmar

The Belgian shopper has a lower online-only attitude compared to the average European shopper

“I can shop for nearly 100% of the products /services I need online.”

“Traditional retail stores are much less important in my shopping than a few years ago.”

“I can see a future where traditional retail stores are not a big factor in how I shop.”

WORLD EUROPE

47%

45%

43%

41%

40%

35%

24%

24%

18%

18 © GfK Belgium | The Voice of the Patient | Febelmar

Yet increasing online efforts point towards a digital

evolution

38% Researching products on the internet

32% Comparing prices from

different stores

36% Using the internet to

find products I want

“Doing more of” vs. last year (BE)

19 © GfK Belgium | The Voice of the Patient | Febelmar

!

!

The smartphone as a purchase channel

The smartphone as a device to pay

The smartphone has increased its relevance

Crest and the Crest logo are registered trademarks of Proctor & Gamble

The smartphone as a shopping assistant !

20 © GfK Belgium | The Voice of the Patient | Febelmar

THE SMARTPHONE AS A SHOPPING

ASSISTANT

34% - gather info about products 31% - compare prices

24% - locate stores

20% - check availability in stores

21 © GfK Belgium | The Voice of the Patient | Febelmar

THE SMARTPHONE AS A SHOPPING

ASSISTANT

4 in 10 Belgians indicated they have bought a product in a traditional store after looking it up on their smartphone

22 © GfK Belgium | The Voice of the Patient | Febelmar

Positive evolution of mobile payment

“I Prefer to make payments with my mobile device.”

“Payments with my mobile device are easier than other payment methods .”

“Payments with my mobile device are faster than other payment methods .”

% of shopper agreeing (top2 boxes)

18%

13%

17%

15%

11%

12%

2015

2016

23 © GfK Belgium | The Voice of the Patient | Febelmar

Pay by Selfie

more CONVENIENT

92%

more SECURE

83% Pay by

Fingerprint

Payment via Identity Check

Source: http://www.zdnet.com/article/pay-by-selfie-pay-by-fingerprint-coming-your-way-soon-after-mastercards-dutch-experiment/)

24 © GfK Belgium | The Voice of the Patient | Febelmar

Key take aways

Bert Hendrickx Digital Market Intelligence

GfK Belgium | @GfK bert.hendrickx@gfk.com

@bhendrickx88

Mobile payments are not there yet

E-commerce in Belgium is becoming mature

Our mobile assistant disrupts how we shop on- and offline

1 2 3