Western Europe B2C E-Commerce Market 2017

M-Commerce and omnichannel further developing Western Europe's already advanced E-Commerce market, reveals yStats.com

Aside from Asia and North America, Western Europe has the third biggest B2C E-Commerce market worldwide, maintaining a strong one-digit share of the region's retail sales during 2016, with this number expected to increase to double-digits in the coming years, according to estimates in the yStats.com report. Due to this, as well as high rates of Internet and online shopper penetration, Western Europe is deemed as an advanced market. Nonetheless, mobile and omnichannel commerce are championing further growth.

The UK holds the leading spot for both online retail and M-Commerce. Market statistics cited by yStats.com reveal how in 2015, one-third of E-Commerce sales came from mobile devices, with this share increasing at a rate of several percentage points yearly. Another leading market, Germany, is experiencing an M-Commerce growth rate of double that of online retail and ten times more than total retail sales. Mobile shopping is also taking off in Spain, where half of digital buyers purchased with mobile devices during 2016.

Cited information from the yStats.com report also highlights the strong development of omnichannel retail throughout Western Europe. France is a good example due to almost half of digital buyers researching items in store and purchasing them online. Surveys conducted in Sweden stated how customers paid more for their most recent purchase if they utilized several retail channels for it. In Austria, there was also incongruity between website hits and online purchase rates for brick-and-mortar retailers, indicating how consumers prefer searching for products online, but that doesn't mean they will purchase them from the same channel.

In regards to competition, Amazon was found as one of the most popular E-Commerce websites in almost all countries covered in the yStats.com publication. Nearly a quarter of customers in the UK categorized Amazon as their top retail brand for 2016 and half of digital consumers in Germany began their purchase journey via Amazon.

Companies Mentioned

Adidas, Albert Heijn Online, Alibaba Group Holding Ltd, Amazon.com Inc, Apple Inc, Argos, Asada, ASOS, Auchan, Bol.com Bonprix.de, Boohoo, Booking.com BV, Boots Plc, C&A, Camaieu, Carrefour, Cdiscount SA, Curry's Cyberport.de, Darty, Debenhams, Decathlon, Dixons Retail Plc, E. Leclerc, eBay inc, El Corte Ingles, Google Shopping, Groupon, Gymgrossisten.com, Home Retail Group, House of Fraser, John LewisPartnership, KIABI, La Halle Chaussures, La Redoute, Leroy Merlin, Marks & Spencer, Media Markt, Mercadona, Nelly.com, New Look Retailers, NEXT Group, Nextail (BlokkerHolding),Notebooksbilliger.de, Notonthehighstreet, Otto Group,PcComponentes, PriceMinister, Primark, Rakuten Group, Shop Direct Group, ShowRoomPrive, Skystore, Superdrug, Tchibo.de, Tesco plc, The hut Group, Toys R Us Sites, Van Dijk Educatie, Vente-privee.com SA, Very, Wal-Mart, Wish, Zara

Table of Contents

1. Management Summary

2. Regional Overview

• Breakdown of Global B2C E-Commerce Sales by Region, in %, 2016 & 2021f
• Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by Region, 2011, 2016 & 2021f
• Retail E-Commerce Share of Total Retail Sales, in %, by Region, 2016e
• Global Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 - 2020f
• Number of Smartphone Connections Worldwide, in millions, by Region, 2010-2021f
• Cross-Border B2C E-Commerce Sales Worldwide, in USD billion, and Share of Total B2C E-Commerce Sales, in %, by Region, 2014 & 2020f
• Share of Online Purchases Imported from Other Regions, in %, by Region, 2016
• B2C E-Commerce Sales in Europe, in EUR billion, 2015 - 2017f
• B2C E-Commerce Sales in Europe by Selected Countries, in EUR billion, 2016
• Internet Penetration in the EU, by Country, in % of Individuals, 2011 - 2016 (1 of 2)
• Internet Penetration in the EU, by Country, in % of Individuals, 2011 - 2016 (2 of 2)
• Online Shopper Penetration in the EU, by Country, in % of Internet Users, 2011 - 2016 (1 of 2)
• Online Shopper Penetration in the EU, by Country, in % of Internet Users, 2011 - 2016 (2 of 2)
• Product Categories Purchased Online, in % of Individuals, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2016
• Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2016
• Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2016
• M-Commerce Share of E-Commerce Transactions, in %, by France, Germany, Italy, the Netherlands, Spain and the UK, Q4 2015 & Q4 2016
• Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, by Selected Countries, October 2016
• Share of Enterprises in the EU Selling Online, by Country, in %, 2011 - 2016 (1 of 2)
• Share of Enterprises in the EU Selling Online, by Country, in %, 2011 - 2016 (2 of 2)

3. UK

• 3.1. Trends
  • B2C E-Commerce Market Overview and International Comparisons, June 2017
  • M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2014 - 2020f
  • Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017f
  • Breakdown of M-Commerce Sales by Smartphone and Tablet, in %, December 2015 & December 2016
  • Conversion Rate by Device, in %, Q2 2015 & Q2 2016
  • Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
  • Share of Online Shoppers in the UK Who Have Purchased Cross-Border and Who Would Consider Purchasing Cross-Border, in %, August 2016
  • Top 3 Barriers to Cross-Border Online Shopping, in % of Online Shoppers in the UK, August 2016
  • Share of Online Shoppers in the UK Who Have Purchased and Who Would Purchase Cross-Border from Selected Countries, incl. the USA, France, and Germany, in %, August 2016
  • Share of Online Shoppers Who Purchased Online from an Advert on Social Media Website or App, in %, by Age Group, 2016
• 3.2. Sales & Shares
  • B2C E-Commerce Sales, in GBP billion, by Five Comparative Estimates, 2014 - 2020f, and CAGR, in %, 2015 - 2020f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2012 - 2016
  • B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2014 - 2020f
• 3.3. Internet Users & Online Shoppers
  • Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2012 - 2016
  • Online Shopper Penetration, in % of Adults, by Age Group and Gender, 2012 - 2016
  • Breakdown of Frequency of Shopping Online During a Three-Month Period, in % of Online Shoppers, by Age Group and Gender, 2016
  • Breakdown of Online Spending During a Three-Month Period, in GBP, in % of Online Shoppers, by Age Group and Gender, 2016
  • Median Online Spending per Month, by Generation, in GBP, 2016
• 3.4. Product
  • Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016
  • Product Categories Purchased Online, incl. "Holiday Accommodation" and "Travel Arrangements", in % of Online Shoppers, by Age Group and Gender, 2016
  • B2C E-Commerce Grocery Sales, in GBP billion, 2015 - 2017f & 2021f
• 3.5. Payment
  • Top 3 Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
  • Online Card Payment Statistics, incl. Online Card Spending, in GBP billion, Share of Total Card Spending, in %, and Number of Online Card Transactions, in billions, 2014 - 2016
  • Payment Methods Most Trusted in Online Shopping, in % of Online Shoppers, November 2016
• 3.6. Delivery
  • Click-and-Collect Sales, in GBP billion, 2015 & 2020f, and CAGR, in %, 2015 - 2020f
  • Problems Encountered with Online Purchases, in % of Online Shoppers, 2016
• 3.7. Players
  • B2C E-Commerce Player Overview, June 2017
  • Top 5 Retail Websites by Unique Visitors, in millions, December 2016
  • Top 10 Retail Websites by Growth of Unique Visitors, in millions, September 2016 - December 2016
  • Top 10 Retail Websites Visited on Smartphones and Tablets, by Rank, December 2016
  • Top 3 Mobile Shopping Apps Installed, in % of Smartphone Owners Who Installed Mobile Shopping Apps, July 2016
  • Top 10 Favorite Retail Brands, incl. Online Pure-Play Brands, in % of Consumers, July 2016

4. Germany

• 4.1. Trends
  • B2C E-Commerce Market Overview and International Comparisons, June 2017
  • M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f
  • Breakdown of Online Purchases by Mobile and PC, in %, 2015 & 2016
  • Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2016
  • Share of Mobile Shoppers Who Use Apps for Purchase, in %, by Tablet and Smartphone Shoppers, 2016
  • Product Categories Purchased via Mobile, in % of Mobile Shoppers, by Smartphone and Tablet, February 2016
  • Cross-Border Online Shopper Penetration, by Buying Cross-Border Regularly and Occasionally, in % of Online Shoppers in Germany, December 2016
  • Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Germany, March 2016
  • Top 5 Countries and Regions in Cross-Border Online Shopping, by Purchased From and Planned Purchase in the Next 12 Months, in % of Cross-Border Online Shoppers in Germany, March 2016
• 4.2. Sales & Shares
  • B2C E-Commerce Sales, in EUR billion, by Five Comparative Estimates, 2014 - 2020f, and CAGR, in %, 2016 - 2020f
  • B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2014 - 2020f
• 4.3. Internet Users & Online Shoppers
  • Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 - 2016
  • Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 - 2016
  • Breakdown of Frequency of Online Shopping in the Previous 3 Months, in % of Online Shoppers, Q1 2016
  • Breakdown of Online Spending in the Previous 3 Months, in EUR, in % of Online Shoppers, Q1 2016
• 4.4. Products
  • Product Categories Purchased Online, in % of Online Shoppers, Q1 2015 & Q1 2016
  • B2C E-Commerce Sales of Services, by Category, in EUR billion, 2015 & 2016
  • B2C E-Commerce Product Sales, by Category, in EUR billion, 2015 & 2016
  • B2C E-Commerce Share of Retail Sales of Groceries, in %, 2014 - 2016e
• 4.5. Payment
  • Breakdown of Online Purchases by Payment Methods, by Products and Services, 2015 & 2016
  • Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2015 & 2016
  • Payment Methods Used in Online Shopping, in % of Online Shoppers, 2016
• 4.6. Delivery
  • Problems Encountered with Online Purchases, in % of Online Shoppers, Q1 2016
• 4.7. Players
  • B2C E-Commerce Player Overview, June 2017
  • Breakdown of B2 E-Commerce Sales by Player Types, in EUR million, 2015 & 2016
  • Online Shopping Club Sales, in EUR billion, 2015, 2016e & 2020f
  • Top 10 Online Shops, by Sales, in EUR million, 2015
  • Breakdown of Frequency of Buying from Amazon, in % of Amazon Buyers, by Electronics, Sports and Hobby, Clothes and Total, March 2017

5. France

• 5.1. Trends
  • M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f
  • M-Commerce Share of B2C E-Commerce Sales, in %, Q1 2016 & Q1 2017
  • Activities Conducted via Mobile Devices Before Purchasing, in % of Online Shoppers, September 2016
  • Top 3 Barriers to M-Commerce, in % of Internet Users, February 2016
  • Cross-Border Online Shopper Penetration, in % of Internet Users in France, June 2015 & June 2016
  • Top 2 Reasons for Shopping Cross-Border, in % of Cross-Border Online Shoppers in France, 2016
  • Major Barriers to Cross-Border Online Shopping, in % of Online Shoppers in France Who Do Not Buy Cross-Border, 2016
  • Interest in Web-to-Store Services, in % of Multi-Channel Shoppers, July 2016
  • Cross-Channel Shopping Patterns, in % of Internet Users, July 2016
  • Breakdown of Perception of the Most Common Shopping Behavior of Customers, in % of Retailers, July 2016
• 5.2. Sales & Shares
  • B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2014-2017f
  • Retail E-Commerce Sales, in USD billion, and Share of Total Retail Sales, in %, 2016-2020f
• 5.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, 2011 - 2016
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2016
  • Online Shopper Penetration, in % of Internet Users, Q1 2017
• 5.4. Products
  • B2C E-Commerce Sales, by Product Category, in EUR billion, and Share of Total Retail Sales in the Respective Category, in %, 2015
  • Product Categories Purchased Online via Desktop and Smartphone, in % of Internet Users and in % of Mobile Internet Users, H1 2016
  • Product Categories Purchased Online, in % of Online Shoppers, 2016
  • Product and Service Categories Purchased Online vs. In-Store, in % of Online Shoppers, July 2016
• 5.5. Payment
  • Payment Methods Used in E-Commerce, in % of Online Shoppers, June 2015 & June 2016
  • Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
• 5.6. Delivery
  • Delivery Methods Used, in % of Online Shoppers, by Have Used and Haven't Used But Plan to, March 2016
• 5.7. Players
  • Overview of B2C E-Commerce Players, June 2017
  • Online Merchants' Share of Total B2C E-Commerce Websites and B2C E-Commerce Market Sales, by Annual B2C E-Commerce Turnover Size, in %, 2016
  • Top 15 E-Commerce Websites, by Total Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of Unique Visitors, in Q1 2017
  • Top 5 E-Commerce Platforms by Monthly Unique Visitors on Mobile, in millions, Q2 2016
  • Retailers Used for Click-and-Collect Services, in % of Click-and-Collect Users, July 2016

6. Spain

• 6.1. Trends
  • M-Commerce Share of B2C E-Commerce Sales, in %, 2015 & 2016e
  • Mobile Shopper Penetration, in % of Online Shoppers, 2015 & 2016
  • Product Categories Purchased via Mobile Devices, in % of Online Shoppers, 2016
  • Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2014 - Q3 2016
  • Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2014 - Q3 2016
  • Breakdown of Online Shoppers by Research and Purchase Channels, in %, May 2016
• 6.2. Sales & Shares
  • B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2010 - 2015
  • B2C E-Commerce Sales, in EUR billion, and Year-on-Year, in %, Q1 2014 - Q3 2016
  • B2C E-Commerce Share of Total Retail Sales, in %, 2015 - 2017f
  • Breakdown of Growth Expectations for Sales Growth, in % of Online Stores, 2017
• 6.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, 2011 - 2016
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2016
• 6.4. Products
  • Product Categories Purchased Online, in % of Online Shoppers, 2016
  • Products Purchased Online, in % of Online Shoppers, 2016
• 6.5. Payment
  • Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015 & 2016
  • Offered Payment Methods, in % of Online Shops, February 2017
• 6.6. Delivery
  • Breakdown of Acceptable Delivery Time and Preferred Locations for Receiving Orders, in % of Online Shoppers, May 2016
• 6.7. Players
  • Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, May 2016
  • Share of Companies That Sell Online, in % of Total Enterprises, 2010 - 2016
  • Breakdown of E-Commerce Share of Total Sales, in % of Enterprises, 2016e

7. Italy

• 7.1. Trends
  • M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2015 & 2016
  • Breakdown of M-Commerce Sales by Product Categories, in %, 2016
  • Breakdown of B2C E-Commerce Sales by Domestic and Cross-Border Imports, in EUR billion, 2012 - 2017f
  • Cross-Border B2C E-Commerce Exports, in EUR billion, 2012 - 2017f
• 7.2. Sales & Shares
  • B2C E-Commerce Sales, in EUR billion, 2011 - 2017f
  • B2C E-Commerce Share of Retail Sales, in %, 2016 & 2017f
• 7.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, 2011 - 2016
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2016
  • Breakdown of Online Shoppers by Age Group, in %, Q1 2017
• 7.4. Products
  • Breakdown of B2C E-Commerce Sales by Products and Services, in %, 2013 - 2017f
  • B2C E-Commerce Sales by Category, by Products and Services, in EUR million, 2016 & 2017f
  • Product Categories Purchased Online, in % of Online Shoppers, 2016
• 7.5. Payment
  • Breakdown of B2C E-Commerce Sales, by Payment Methods, in %, 2012 - 2016e
  • Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2016
• 7.6. Delivery
  • Breakdown of Preferred Courier Services, in % of Online Shoppers, October 2016
  • Breakdown of Satisfaction with Logistics Services, in % of E-Commerce Companies, April 2016
• 7.7. Players
  • Top 10 E-Commerce Websites, by Number of Unique Monthly Visitors, in millions, June 2017
  • Breakdown of B2C E-Commerce Sales by Player Type, in %, 2017f
  • Share of Online Merchants Selling via Marketplaces, in %, 2016 & 2017

8. Netherlands

• 8.1. Trends
  • Breakdown of Online Purchases by Device, in %, Q1 2016 & Q1 2017
  • Cross-Border Online Shopper Penetration, in % of Individuals, 2015 & 2016
  • Cross-Border Online Spending, in EUR million, 2014 - 2016
  • Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2015 & 2016
• 8.2. Sales & Shares
  • B2C E-Commerce Sales, in EUR billion, 2013 - 2017f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2016
• 8.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, 2011 - 2016
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2016
• 8.4. Products
  • Product Categories Purchased Online, in % of Online Shoppers, 2012 & 2016
  • Top 5 Product Categories by B2C E-Commerce Sales Growth, in %, 2016 vs. 2015
• 8.5 Payment
  • Breakdown of Online Purchases by Payment Methods, in %, 2015 & 2016
• 8.6. Delivery
  • Top Three Most Important Factors Related to the Delivery Process, in % of Online Shoppers, June 2016
• 8.7. Players
  • Top 10 B2C E-Commerce Companies by Revenues, in EUR million, 2015
  • Breakdown of E-Commerce Platforms Preferred for Purchase, in % of Online Shoppers, 2016

9. Switzerland

• 9.1. Trends
  • Mobile Shopper Penetration, in % of Internet Users, June 2016
  • Share of Online Shops with Additional Distribution Channels, in % of Top Online Shops, 2016
  • Cross-Border Online Spending, in CHF billion, 2015 & 2016
• 9.2. Sales & Shares
  • Retail E-Commerce Sales, Traditional Mail-Order Sales, and Sales from Cross-Border E-Commerce Purchases Delivered to Pick-Up Station Abroad, in CHF billion, 2013 - 2016
  • Breakdown of Retail E-Commerce Sales by Domestic B2C, Domestic C2C and Cross-Border (B2C/C2C), in %, 2016
  • Retail E-Commerce Share of Total Retail Sales, in %, 2016 & 2019f
• 9.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, September 2016
  • Online Shopper Penetration, in % of Internet Users, 2016
• 9.4. Product
  • B2C E-Commerce and Mail Order Sales, by Product Category, in CHF billion, 2012 - 2016
• 9.5. Payment
  • Breakdown of Product Sales of E-Commerce and Mail Order Companies by Payment Methods, in %, 2015 & 2016
• 9.6. Delivery
  • Reasons for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2016
• 9.7. Players
  • Top 10 Online Shops by Revenues, in CHF million, 2016

10. Sweden

• 10.1. Trends
  • Overview of Omnichannel Shoppers, incl. Share of Consumers Who Crossed Multiple Channels in Their Last Purchase, Share of Consumers Who Did Webrooming, Share of Online Shoppers Who Did Showrooming, in %, Average Spending by Consumers Who Crossed Multiple Channels, and Average Spending by Consumers Who Used a Single Channel, in SEK, Q4 2016
  • Mobile Shopper Penetration, in % of Internet Users, 2015 & 2016
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2016
  • Breakdown of Online Purchases from China, Germany, the UK and the USA by Product Categories, in % of Cross-Border Online Shoppers in Sweden, Q2 2016
• 10.2. Sales & Shares
  • B2C E-Commerce Sales, in SEK billion, and Share of Total Retail Sales, in %, 2010 - 2017f
• 10.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, 2011 - 2016
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2016
• 10.4. Products
  • B2C E-Commerce Sales, by Segment, in SEK billion, 2016, and Growth, in %, Compared to 2015
  • Product Categories Purchased Online, in % of Online Shoppers, 2016
  • Product Categories Purchased Online, in % of Online Shoppers, Monthly Average for 2016
• 10.5. Payment
  • Factors Important at the Time of Payment, in % of Online Shoppers, Q4 2016
  • Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, Q3 2011 -2012, Q4 2013 - 2016
• 10.6. Delivery
  • Preferred Delivery Methods, in % of Online Shoppers, June 2016
  • Breakdown of Maximum Expected Delivery Time, in % of Online Shoppers, June 2016
• 10.7. Players
  • Top 20 Online Pure-Play Retailers by Revenues, in SEK million, 2016
  • Top 10 Foreign E-Commerce Websites by Number of Total Visits, in millions, Q1 2017
  • Top 10 Domestic E-Commerce Websites by Total Visits, in millions, Q1 2017

11. Belgium

• 11.1. Trends
  • Breakdown of Online Spending by Device, in %, Q1 2016 & Q1 2017
  • Devices Used for Online Shopping, in % of Online Shoppers, 2016
  • Breakdown of Perception of the Extent to Which Online Purchases Substitute Offline Purchases, in % of Online Shoppers, 2013 - 2017
• 11.2. Sales & Shares
  • B2C E-Commerce Sales, in EUR billion, 2015 & 2016
  • Online Share of Total Consumer Spending, in %, 2016
• 11.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, 2011 - 2016
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2016
  • Number of Online Shoppers, in million, 2015 & 2016
• 11.4. Products
  • Product Categories Purchased Online, in % of Online Shoppers, 2016
  • Top 5 Categories by Online Share of Total Spending, in %, 2016
• 11.5. Payment
  • Breakdown of Online Purchases by Payment Methods, in %, Q1 2016 & Q1 2017
  • Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, April 2017, and Change Compared to 2016 and 2011
• 11.6. Delivery
  • Main Reasons for Shopping Online, in % of Online Shoppers, April 2017
  • Breakdown of the Amount that Online Shoppers Are Willingness to Pay for Delivery, in % of Online Shoppers, April 2017, and Change Compared to 2016 and 2011
• 11.7. Players
  • Top 10 Online Retailers by Revenue, 2015/2016
  • Breakdown of Last Online Purchase by Online Shop, in % of Online Shoppers, Q2 2016

12. Austria

• 12.1. Trends
  • M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 - 2017
  • Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2016 & 2017
  • Share of Online Shops With Additional Distribution Channels, in %, 2016
  • Breakdown of the Maximum Amount Up to Which Internet Users Could Imagine Agreeing With an Automated Ordering Without Confirmation, in EUR, in % of Internet Users, September 2016
• 12.2. Sales & Shares
  • B2C E-Commerce Sales, in EUR billion, 2015 & 2016
  • B2C E-Commerce Share of Total Retail Sales, in %, 2016
• 12.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, 2011 - 2016
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2016
• 12.4. Products
  • Product Categories Purchased Online, in % of Online Shoppers, 2016
• 12.5. Payment
  • Awareness and Usage of Payment Methods in E-Commerce, in % of Online Shoppers, January 2017
• 12.6. Delivery
  • Most Important Aspects Related to Delivery, in % of Internet Users, September 2016
• 12.7. Players
  • Top 10 Online Shops by Revenues, in EUR million, 2015
  • Online Shops, by Share of Internet Users Who Visited and Who Purchased, in %, January 2017

13. Portugal

• 13.1. Trends
  • Shopping-Related Activities Performed via Mobile Devices, in % of Internet Users, March 2016
  • Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2016
  • Cross-Border Share of Online Purchases, in %, October 2016
  • Countries Purchased From in Cross-Border Online Shopping, in % of Online Shoppers, October 2016
• 13.2. Sales & Shares
  • B2C E-Commerce Sales, in EUR billion, 2012 - 2025f
  • B2C E-Commerce Share of Retail Sales, in %, 2015 & 2016e
• 13.3. Internet Users & Online Shoppers
  • Internet Penetration, in % of Individuals, 2011 - 2016
  • Internet Penetration, in % of Individuals, 2017f & 2025f
  • Online Shopper Penetration, in % of Internet Users, 2011 - 2016
  • Online Shopper Penetration, in % of Individuals, 2017f & 2025f
• 13.4. Products
  • Product Categories Purchased Online, in % of Online Shoppers, October 2016
  • Product Categories Purchased Online, in % of Online Shoppers, 2016
• 13.5. Payment
  • Payment Methods Used in E-Commerce, in % of Banked Internet Users, July 2016
• 13.6. Delivery
  • Preferred Delivery Options, in % of Online Shoppers, September 2016
• 13.7. Players
  • Foreign E-Commerce Websites Purchased From, in % of Online Shoppers, October 2016
  • Top 3 Retail Website Properties, by Number of Unique Visitors, in thousands, March 2017