1© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

E-commerce in Belgium The Connected Shopper

Inge Zeeuws – GfK BelgiumBeCommerce Mobile Summit – 22.09.2016

2© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source: Thanks to

#1 BeCommerce Market Monitor

3© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

Electronics & Appliances

Leisure & Events

TelecomFashion

InsurancesSports & Recreation

Health & Beauty

Travel

Computers & Accessories

Food &Near food

Home & Garden

Media & Entertainment

Toys

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

BeCommerce Market Monitor

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

4© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

Consumer Jury Panel (Continuous)

Consumer Scan Panel

(Continuous)

Point of SalesPanel

(Continuous)

Consumer Research

(Ad Hoc)

BeCommerce Market Monitor

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

5© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

2015

14%#80.9million

€8.2 billon

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

6© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

#2 Good start of 2016

7© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

+5.4%

Q1&Q2 2015 Q1&Q2 2016

39,172

41,283

Q1&Q2 2015 Q1&Q2 2016

4,066 4,459

14.2% 15.7%

6.3% 6.7%

+9.6%

€

#

MIL

LIO

N

BIL

LIO

N

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

8© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

Average number of

online purchases per online

buyer:

5.15.3

Growth: 4%

Average spending per online buyer:

€ 530€ 572

Growth: 8%

Average spending per

online purchase:

€ 104€ 108

Growth: 4%

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

9© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

Airline tickets & accomm.

Package holidays

Tickets for attractions & events

Insurances

€ 1,009

€ 923

€ 474

€ 144

€ 950

€ 815

€ 461

€ 118

WHAT

SERVICES

6%

13%

3%

22%

83%

62%

73%

20%Share of online spendings

Online growth compared to 2015

10© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

Telecom

Media & Entertainment

Computer & Accesories

Household electronics

Consumer electronics

€ 296

€ 215

€ 144

€ 100

€ 55

€ 259

€ 230

€ 118

€ 86

€ 45

WHAT

PRODUCTS (1/3)

14%

22%

23%

43%

Share of online spendingsOnline growth compared to 2015

30%

18%

11%

12%

17%

7%

11© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

Home & Garden

Sports & Recreation

Toys

€ 180

€ 91

€ 32

€ 195

€ 87

€ 32

WHAT

PRODUCTS (2/3)

22%

Share of online spendingsOnline growth compared to 2015

7% 7%

19%

28% =

12© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

Clothes

Shoes & Personal Lifestyle

Food/Nearfood

Health & Beauty

€ 297

€ 163

€ 126

€ 20

€ 262

€ 142

€ 45

€ 12

WHAT

PRODUCTS (3/3)

13%

Share of online spendingsOnline growth compared to 2015

13%

16%

1%

3%

15%

177%

66%

13© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

FOOD/NEARFOOD

1,7%

Total spendings

177%

New kids on the block & further transition of ‘traditional’ retailers

Spendings

€ 126,085

€ 45,355

# Purchases

€ 2,136€

1,058

Avg spent€ 59

€ 43

ON

LIN

E C

ON

TRIB

UTI

ON

*102%

38%

*Methodological changes in monitoring this category compared to 2015

Households

€ 346,370

€ 153,837

125%

14© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

HOW*

CREDITCARD

58%59%

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

BANCONTACT(online)

53%48%

PAYPAL

28%28% BANK

TRANSFER

26%29%

BANCONTACT (delivery/pick-up)

13%11%

*Multiple respons

15© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

HOW* 17%13%18%

17%

42%43% 64%

61%

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources*Multiple respons

16© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

HOW

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: BeCommerce Market Monitor – Based on unique combination of different GfK data sources

Q2

76%

9%3%4%9%

Q4

89%

4%1%2%5%

Other location

At friends/family

In the train/car

At work / school

At home

17© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: GfK Future Buy Survey, 2015 -2016 (n>1000shoppers)

The online shopper…

53% of the shoppers are concerned about

their personal information when using

mobile payment

but currently still sees it more of a gimmick

Increasingly uses mobile

devices

18© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

Besides beingconcerned about payment security, there are two main reasons for not buying online:

Cost of delivery

In a store, choice is about

experiencing products

for real

Prefer to see the product

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: GfK Future Buy Survey, 2015-2016 (n>1000shoppers) & BeCommerce Market Monitor

19© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

Challenge of conversion!

Understand your shopper!

Omni-channel strategy!

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: GfK Future Buy Survey, 2015-2016 (n>1000shoppers)

20© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

Be omnipresent to be convenient!Be where your shoppers are!

#1Convenience

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: GfK Future Buy Survey, 2015 -2016 (n>1000shoppers)

Categories are out!Bundles and cross-

sell are in!

One product, one price!

Be transparent and consistent!

Think experiences, not transactions!

Delight!

#2Choice

#3Price

#4Experience

21© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

#5Personalize and involve

them!

© GfK 2016 | e-commerce in Belgium - The Connected Shopper in Belgium

Source: GfK Future Buy Survey, 2015 -2016 (n>1000shoppers)

22© GfK 2016 | e-commerce in Belgium – The Connected Consumer

Source:

#Thank you for your attention!