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GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for reported data. As a result, companies gain a precise and unbiased impression of the market situation.
Cross referencing of data is conducted in order to ensure validity and reliability.
The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several sources. If this is the case, all sources are mentioned on the chart.
The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact definition used by the source (if available) is included at the bottom of the chart.
Chart Types
Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple answers were possible, which is noted at the bottom of the chart.
Report Structure
Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents, management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency figure be in the future, the average exchange rate of the past 12 months is used.
METHODOLOGY OF THE CURRENT REPORT
Report Coverage
This report covers cross-border B2C E-Commerce in Europe. It includes information about cross-border E-Commerce exports and imports, with a focus on cross-border imports and cross-border online shopper behavior.
Report Structure
Information includes forecasts regarding cross-border B2C E-Commerce sales and their share of total B2C E-Commerce sales in Europe, cross-border online shopper penetration worldwide, drivers and barriers of cross-border online shopping according to consumers, ranking of product categories purchased by cross-border online shoppers, information about payment and delivery in cross-border E-Commerce.
The rest of the report is devoted to European countries. The countries are presented in the alphabetical order.
Depending on data availability, the following types of market information are included: cross-border online shopper penetration, cross-border B2C E-Commerce sales (imports and/or exports), countries most purchased from by online shoppers in the country, countries most sold to by online merchants in the country, most purchased product categories, reasons for buying from out-of-country online sellers and barriers to cross-border E-Commerce. Not all the mentioned types of information are available for each of the countries covered. For the leading countries and selected regions, also a text chart with a qualitative overview of cross-border B2C E-Commerce is presented.
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DEFINITIONS
COVID-19 / CORONAVIRUS
An infectious disease triggered by an intense acute respiratory sickness. COVID-19 was first identified at the end of 2019 in Wuhan, China, and spread worldwide, becoming known as the coronavirus pandemic.
B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-to-consumer (C2C) sales.
E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales generated through E-Commerce by a player on the market.
ONLINE SHOPPERS
the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
M-COMMERCE
M-Commerce, also called transactions via mobile devices, such as mobile phones, tablets and smartphones. “Mobile Commerce”, means the sale of products (and services) through electronic
ONLINE TRAVEL
the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders.
ONLINE PAYMENT
Transfer of money made over the Internet following a product and service purchased in B2C E-Commerce and M-Commerce. consumer’s payment command, includes payments for
CROSS-BORDER E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders.
SOCIAL COMMERCE
the use of social media in E-Commerce transactions, where social networks and other social media platforms assist the selling and buying of products and services online.
E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products online whereas the marketplace operator acts as an intermediary.
GROSS MERCHANDISE VALUE
abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers through a C2C (customer-to-customer) exchange platform. Depending on the source, might include shipping costs. The following expressions and definitions are used in this Mobile Payment Service Providers report*:Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective charts
TABLE OF CONTENTS (1 OF 6)
1. Management Summary
2. Global Developments
• Cross-Border B2C E-Commerce Market Overview, February 2021
• Cross-Border B2C E-Commerce Market Value, 2019 & 2026f
• Breakdown of Top Products Categories Purchased Cross-Border, in Selected Countries, incl. Canada, France, Germany, the UK, and the US, by Product Categories, in % of Online Consumers, April 2020
• Top Reasons for Cross-Border Online Shopping, in % of Online Consumers, incl. by Gender and by Demographic Preferences, March 2020
• Breakdown of Online Purchases Frequencies, by Domestic and Foreign Origins, in % of Consumers, October 2020
• Average Share of Cross-Border Deliveries That Took Longer due to COVID-19, in %, and Breakdown of Respondents Who Felt Slow Delivery, by Country, in % of Consumers, October 2020
• Breakdown of Consumers’ Future Shopping Intentions to Buy Online from Domestic and Foreign Retailers, in % of Consumers, October 2020
• Breakdown of Countries From Where the Most Recent Online Cross-Border Purchase was Made, in % of Consumers, October 2020
• Top Online Platforms Used for Cross-Border Shopping, incl. Amazon, Alibaba/AliExpress, and eBay, in % of Consumers, and Top Online Platforms Usage in Selected Countries, October 2020
• Breakdown of Online Purchases, by Weight, in % of Consumers, October 2020
• Breakdown of Online Purchases, by Product Value, in % of Consumers, October 2020
• Share of Online Shoppers Who Purchased Cross-Border At Least Once in 2020, in % of Consumers, December 2020
• Top 3 Product Categories Purchased Online Cross-Border by Shoppers Aged 25 - 34, in % of Consumers, December 2020
• Share of Consumers Who Spent More than USD 500 on Cross-Border E-Commerce Purchases in 2020, by Age Group, in % of Consumers, December 2020
• Payment Revenues Estimations, COVID-19 Impact Adjusted, by Domestic and Cross-Border Payments, September 2020
• Shares of Consumers Who Would Refuse Purchasing on a Website if it is not in heir Local Language, in Selected Markets, incl. Australia, Canada, France, Japan, South Korea, UK, and USA, 2019
• Top 10 Shopping Apps by Downloads, incl. Cross-Border E-Commerce Apps, by Total Downloads, App Store Downloads and Google Play Downloads, January 2020 & May 2020
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TABLE OF CONTENTS (2 OF 6)
3. Europe 3.1. Regional
• Cross-Border B2C E-Commerce Market Overview, February 2021
• Cross-Border B2C E-Commerce Turnover in 16 European Markets, in EUR billion, 2019 & 2020e & 2022f
• Share of Cross-Border B2C E-Commerce Turnover Generated by Global Marketplaces, in % of Total Cross-Border E-Commerce Market in Europe, 2019 & 2025f
• Top 8 E-Commerce Marketplaces in 4 European Countries, in % of Online Respondents, March 2020 - April 2020
• Cross-Border E-Commerce Index, by Non-EU and EU, January 2020 - December 2020
• Top-Scoring European Sustainable Cross-Border Marketplaces, and Share of Sustainable Products and Services that Top 100 Global Cross-Border Marketplaces Aim to Sell by 2025, January 2021
• National and Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries, from Non-EU Countries, from National Sellers, and by Age Group, in % of Online Shoppers, 2014 - 2019
• Cross-Border Online Shopper Penetration, by EU and Selected Non-EU Countries, in % of Online Shoppers, 2019 & 2020
• Number of Individuals who Shopped Online, and Number of Individuals Who Shopped Online Cross-Border, in millions, 2020
3.2. Austria
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including Germany, China and United Kingdom, in % of Consumers, October 2020
3.3. Belgium
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including Netherlands, France and China, in % of Consumers, October 2020
3.4. Croatia
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.5. Cyprus
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including Greece, United Kingdom and China, in % of Consumers, October 2020
TABLE OF CONTENTS (3 OF 6)
3. Europe (cont.) 3.6. Denmark
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.7. Estonia
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.8. Finland
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and Sweden, in % of Consumers, October 2020
3.9. France
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.10. Germany
• Breakdown of B2C E-Commerce Sales, by Domestic and International Origin, in %, Q1 2020
• Breakdown of Preferred Payment Methods in Cross-Border B2C E-Commerce, incl., PayPal, Visa Credit Cards and MasterCard, in % of Online Retailers, Q1 2020
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, United Kingdom and Austria, in % of Consumers, October 2020
3.11. Greece
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, United Kingdom and Germany, in % of Consumers, October 2020
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TABLE OF CONTENTS (4 OF 6)
3. Europe (Cont.) 3.12. Hungary
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.13. Iceland
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including United Kingdom, United States and China, in % of Consumers, October 2020
3.14. Ireland
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including United Kingdom, China and United States, in % of Consumers, October 2020
3.15. Italy
• Share of E-Commerce Companies, Which Sell Products Cross-Border, in %, First Months of 2020
• Breakdown of E-Commerce Platforms That Sold Products Cross-Border, by Selected Countries & Regions, incl. Countries of Europe, Latin America and North America, in %, First Months of 2020
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.16. Latvia
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.17. Lithuania
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, United Kingdom and Germany, in % of Consumers, October 2020
3.18. Luxembourg
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including Germany, China and France, in % of Consumers, October 2020
TABLE OF CONTENTS (5 OF 6)
3. Europe (Cont.) 3.19. Netherlands
• Cross-Border Online Sales Value from EU Webshops, in EUR million, Q1 2017 - Q2 2020
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United States, in % of Consumers, October 2020
3.20. Norway
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, United States and United Kingdom, in % of Consumers, October 2020
3.21. Poland
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, March 2020
• Top 5 International E-Commerce Platforms, in % of Online Buyers, March 2020
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.22. Portugal
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Spain and United Kingdom, in % of Consumers, October 2020
3.23. Russia
• B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic and Cross-Border Online Sales, in % of Total B2C E-Commerce Sales, 2018, 2019, H1 2020, 2020e
• Top 3 Countries, Which Online Consumers Preferred for Shopping, in % of Online Consumers, H1 2020
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, United States and Hong Kong, in % of Consumers, October 2020
3.24. Slovenia
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
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TABLE OF CONTENTS (6 OF 6)
3. Europe (Cont.) 3.25. Spain
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.26. Sweden
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, Germany and United Kingdom, in % of Consumers, October 2020
3.27. Switzerland
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including Germany, China and France, in % of Consumers, October 2020
3.28. Turkey
• Value of Domestic Digital Sales and E-Commerce Imports and Exports, in TRY billion, H1 2020
• Breakdown of Domestic and E-Commerce Imports and Exports, in %, H1 2019 & H1 2020
3.29. United Kingdom
• Number of Shoppers Who Purchase Overseas Online, in millions, Year-on-Year Change, in %, 2019 - 2022f
• Number of Consumers Who Purchase Overseas Online, in millions, and Share of Online Cross-Border Consumers, in % of Total Online Consumers, 2019 - 2022f
• Share of Online Consumers Who Make Cross-Border Purchases, in % of Total Internet Users, 2020e
• Cross-Border E-Commerce Index, January 2020 - December 2020
• Top 3 Countries of Most Recent Online Cross-Broder Purchase, including China, United States and Germany, in % of Consumers, October 2020
13 1. Management Summary 13 – 15 2. Global Developments 16 – 34 3. 3.1. 3.2. 3.3. 3.4. 3.5. 3.6. 3.7. 3.8. 3.9. 3.10. 3.11. 3.12 Europe Regional Austria Belgium Croatia Cyprus Denmark Estonia Finland France Germany Greece Hungary 35 – 87 35 – 45 46 – 47 48 – 48 49 – 49 50 – 50 51 – 51 52 – 52 53 – 53 54 – 54 55 – 57 58 – 58 59 – 59 3.13 3.14 3.15 3.16 3.17 3.18 3.19 3.20 3.21 3.22 3.23 3.24 3.25. 3.26. 3.27. 3.28. 3.29. Iceland Ireland Italy Latvia Lithuania Luxembourg Netherlands Norway Poland Portugal Russia Slovenia Spain Sweden Switzerland Turkey United Kingdom 60 – 60 61 – 61 62 – 64 65 – 65 66 – 66 67 – 67 68 – 69 70 – 70 71 – 72 73 – 73 74 – 76 77 – 77 78 – 78 79 – 79 80 – 80 81 – 82 83 – 87
14 Global Marketplaces Cross-Border EU Turnover 59% Others 41%
2025f
2019
Global Marketplaces Cross-Border EU Turnover 65% Others 35%The share of global marketplaces’ cross-border online sales in Europe
was predicted to grow from 59% in 2019 to 65% by 2025.
Europe: Share of Cross-Border B2C E-Commerce Turnover Generated by Global Marketplaces, in % of
Total Cross-Border E-Commerce Market in Europe, 2019 & 2025f
Note: data is presented for 28 European countries, including the UK
excluding travel
220
293
0 100 200 300 400 500
Shopped online cross-border Shopped online
in millions
