Central Europe B2C E-Commerce Report 2010 by yStats.com

RESEARCH ON INTERNATIONAL MARKETS

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April 2010

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Publication Date April 2010

Language English

Format PDF & PowerPoint

Number of Pages/Charts 104

Covered Countries Germany, Austria, Switzerland

Price €2,450(excl.VAT)

Central Europe B2C E-Commerce Report 2010 April 2010


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Central Europe B2C E-Commerce Report 2010

Key Findings

Company and Product Information

Covering Germany, Austria & Switzerland

• Online sales of goods in Germany reached EUR 15 billion in 2009, growing by +15% vs. 2008.

• ThemajorityofonlineshoppersinGermanyreliesonofflinepaymentslikeadvancepayment,invoices,and cash on delivery.

• During the 12 months prior to November 2009, 15 million people had bought online from the category “Fashion and Shoes” in Germany.

• Amazon.de,NeckermannandOTTOareamongtheleadingB2CE-CommerceplayersinAustria.

• Consumer electronics and media products were among the most successful product types in the Swiss B2CE-Commercemarketin2009.

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3. Shares

• B2C E-Commerce Share on total Retail and Distance Selling in Germany, in %, 2003-2009• Share of Goods and Services on B2C E-Commerce Sales in Germany, in %, 2008-2009

4. Products

• ProductCategoryRankingforE-CommercebyOn- line Shoppers in Germany, in millions, April 2009• BreakdownofB2CE-CommerceSalesandSales Growth in Germany, by Non-Food Segments, in %, 2008-2009• Top5ProductCategoriesorderedOnline,byAge Groups in Germany, in %, 2009• Top10OnlineProductsboughtbyConsumersin Germany, in %, 2008• Top10OnlineSalesinGermanybyProduct Category, excl. Services, in EUR million, 2008• TypesofGoodsandServicesboughtOnlinein Germany, compared to the EU27 Average, in %, Q2 2008

1. Trends

• Germany vs. EU Broadband & Internet Usage Indicators, 2004-2008• Reasons for Internet Access in Germany, in % of Internet Users, 2009• GeneralTrendsinB2CE-CommerceinGermany• B2C E-Commerce of Clothing and Fashion in Germany• Growth Potential of the various German Online ConsumerTypes,2009• ValueandNumberofOnlinePurchasesand Average Spending per Online Purchase in Germany, 2007-2008• MobileDeviceTrendsinGermany:TopMobile DeviceFamilies,TopSmartphoneOperating Systems• MobileDeviceTrendsinGermany:MobileContent Usage

2. Sales

• B2C E-Commerce, Retail and Distance Selling Sales in Germany, in EUR billion, 2003-2009• B2C E-Commerce Sales (Goods only) in Germany, in EUR billion, 2001-2009• B2C E-Commerce Sales of Non-Food Products in Germany, in EUR billion, 2003-2009• B2CE-CommerceandTravelSalesinselected European Countries, including Germany, in EUR billion, 2014f• B2C E-Commerce by Country in Europe, including Germany, in GBP billion, 2009 & 2010f

Table of Contents (1 of 4) - Germany


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5. Users / Shoppers

• Individuals in Europe using the Internet on average daily or almost every Day, including Germany, in %, Q1 2009• Development of Internet Users (millions) and its Percentage of Country Population in Germany, 2001-2009• Forecast of Internet Users (millions) and its Percentage of Country Population in Germany, 2008-2013f• Internet Usage by Category and Gender in Germany, in %, 2008• Internet Usage by Category and Age Group in Germany, in %, 2008• Development of Internet Shoppers (millions) and their Percentage of Internet Users in Germany, in %, 2001-2009• Number of Online Shoppers in selected European Countries including Germany, in millions, 2014f• Internet Shoppers in Europe by Gender, including GermanyrankedbyTotal,in%,Q12009• Internet Shoppers in Germany by Age Groups, compared to the EU27 Average, in %, 2008• Share of Internet Shoppers in Germany, compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009• Average Expenditure (in EUR) and Purchasing Frequency of B2C E-Commerce Consumers in Germany, 2008-2009• Percentage of Households in the EU with Internet Access / Broadband Connections, in %, Q1 2007- Q1 2009• TotalBroadbandSubscribersinGermany, compared to USA and the OECD, 2003-June 2008• TotalBroadbandSubscribersper100Inhabitants in Germany, compared to USA and the OECD Average,2003 -June 2008• Broadband Subscribers in Germany, by Access Technology,comparedtotheOECDAverage,in%, June 2008• Daily Internet Access and Broadband Penetration in EU Comparison, 2008

Table of Contents (2 of 4) - Germany (cont.)

6. Players

• Leading B2C E-Commerce Players in Germany; by Online Sales in EUR million, 2008• Leading B2C E-Commerce Players in Germany; by UniqueVisitorsandAudienceReach,February 2010• Leading B2C E-Commerce Players in Germany; by Number of Online Shoppers (million), April 2009• Leading B2C E-Commerce Players in Germany; by Number of Customers (million), 2008• Leading Shopping Clubs in Germany; by Sales in EUR million, 2009• Facts about Amazon.de• Facts about Otto.de• FactsaboutNeckermann.de• Facts about eBay.de


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3. Shares

• B2C E-Commerce Share of total Retail Sales in Austria, in %, 2006-2008 4. Products

• Goods and Services purchased online in Austria, in %, February-April 2009• TypesofGoodsandServicesboughtonlinein Austria, compared to the EU27 Average, in %, Q2 2008

5. Users / Shoppers (cont.)

• Internet Users in Austria by Age and Gender, in %, 2003-2009• Internet Shoppers in Europe by Gender including Austria,rankedbytotal,in%,Q12009• Internet Shoppers in Austria by Age Groups, compared to the EU27 Average, in %, 2008• Internet Shoppers in Europe by Gender including Austria,rankedbytotal,in%,Q12009• Internet Shoppers in Austria by Age Groups, compared to the EU27 Average, in %, 2008• Number and Share of Online Shoppers in Austria, in % of Population, February-April 2009• Internet Shoppers in Austria, compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009• Internet Shoppers in Eastern European Countries, including Austria, in % of total Internet Users, 2007-2008• Internet Shoppers in Austria by Age Groups, compared to the EU27 Average, in %, 2008• Broadband Subscribers in Austria, compared to Germany, USA and the OECD, 2003-June 2008• Broadband Subscribers per 100 Inhabitants in Austria, comp. to Germany, USA and OECD Average, 2003-June 2008• Broadband Subscribers in Austria, by Access Technology,comparedtotheOECDAveragein%, June 2008• Share of Households with Broadband Internet Access in Austria, by Province, in %, 2009• Daily Internet Access and Broadband Penetration in Austria in EU Comparison, 2008

6. Players

• Leading B2C E-Commerce Players in Austria; by Assortments• Leading B2C E-Commerce Players in Austria; by UniqueVisitorsandAudienceReach,February 2010• Facts about Ottoversand.at• FactsaboutNeckermann.at• Facts about Eduscho.at

1. Trends

• GeneralB2CE-CommerceTrendsinAustria• Proportion of Internet Users in CEE Countries including Austria, as % of the Population, 2008 & 2009• Households with Computer, Internet and Broadband in Austria; Persons with Computer and Internet in Austria, 2002-2009• Reasons for People’s Internet Usage in Austria, by Age, in % of Internet Users, January-April 2009• Broadband and Narrowband Penetration in Austria, by Region, in %, January 2009• Austria vs. EU Broadband & Internet Usage Indicators, 2004-2008

2. Sales

• B2C E-Commerce, Retail and Distance Selling Sales in Austria, in EUR billion, 2006-2008

Table of Contents (3 of 4) - Austria

5. Users / Shoppers

• Individuals in Europe using the Internet on average daily or almost every Day including Austria, in %, Q1 2009• Development of Internet Users and its Percentage of Country Population in Austria, 2000-2009• Share of Households having a Computer in Austria, by Province, in %, 2009• Share of Households with Internet Access in Austria, by Province, in %, 2009• Percentage of Households in the EU with Internet Access / Broadband Connections, including Austria, in %, Q1 2007-Q1 2009


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3. Shares

• B2C E-Commerce Share of total Retail and Home- Shopping Sales in Switzerland, in %, 2008

4. Products

• Online Grocery Shopping, total and average Spending in Switzerland, 2008

5. Users / Shoppers

• Development of Internet Users (millions) and its Percentage of Country Population in Switzerland, 2000-2008• Reasons for Internet Usage in Switzerland, in % of Population aged 15+, 2008• Regular Use of the Internet by People aged 14 and older in Switzerland, in %, April-September 2008• Broadband Subscribers in Switzerland, compared to Germany, USA and the OECD, 2003-June 2008• Broadband Subscribers per 100 Inhabitants in Switzerland, compared to Germany, USA and the OECD Average, 2003-June 2008• BroadbandSubscribersbyAccessTechnologyin Switzerland, compared to the OECD Average, in %, June 2008

6. Players

• Leading B2C E-Commerce Players in Switzerland; by Assortments• Leading B2C E-Commerce Players in Switzerland; byUniqueVisitorsandAudienceReach,February 2010• Facts about LeShop.ch

1. Trends

• B2CE-CommerceTrendsinSwitzerland

2. Sales

• Development of B2C E-Commerce, Retail and Distance Selling Sales in Switzerland, 2006-2008• B2C E-Commerce Sales by Country in Europe, incl. Switzerland, in GBP billion, 2009 & 2010f

Table of Contents (4 of 4) - Switzerland


Trends Sales Users / ShoppersProductsShares Players

The number of Internet users in Germany reached 44 millions in 2009, accounting for 67% of the total population.


80 80%

Development of Internet Users (millions) and its Percentage of Country Population in Germany, 2001-2009

67%66%63%

60%58%55%54%

44%50

60

70

(mil.)

50%

60%

70%

ulat

ion

28

34 36 38 3941 43

25

4439%

30

40

50

Inte

rnet

Use

rs (

30%

40%

50%

of C

ount

ry P

opu

0

10

20

1 2 3 4 5 6 7 8 9

0%

10%

20% %

2001

2002

2003

2004

2005

2006

2007

2008

2009

Number of Internet Users % of Country Population

30

Definition: Occasional Internet Usage, Basis: Online Users 14+

Source: ARD/ZDF, May 2009



Amazon was the leading B2C E-Commerce player in terms of unique monthly visitors in Austria (1.2 million in February 2010).


Leading B2C E-Commerce Players in Austria; by Unique Visitors and Audience Reach, February 2010Leading B2C E-Commerce Players

by Unique VisitorsLeading B2C E-Commerce Players

by Audience Reach

320

420

1200

i l t

ottoversand.at

amazon.at

6,9

20

i l t

otto.at

amazon.at

290

320

240neckermann.at

eduscho.at

universal.at

4,7

5,2

4neckermann.at

eduscho.at

universal.at

18

40

64

yves-rocher.at

quelle.at

laredoute.at

0,3

0,6

1

yves-rocher.at

quelle.at

laredoute.at

18

0 200 400 600 800 1000 1200 1400

donauland.at

in thousand

0,3

0 5 10 15 20 25

donauland.at

in %

82

Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month;Ranking based on company list of previous chart. Selected online players with high traffic may not be included.

Source: Google


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Samples


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Central Europe B2C E-Commerce Report 2010 by yStats.com

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