Global Consumer Electronics B2C E-Commerce Market 2018

Online sales of consumer electronics expand globally but growth rate decelerates The year-on-year growth of online retail sales of electronic items is expected to maintain single-digits after 2020, according to predictions included in the new yStats.com publication. Sales of consumer electronics will expand as new consumers are coming online worldwide, thanks to the continued expansion of the Internet, with many of new connections coming through smartphones. Consumers appear to be gaining confidence in delivery and payment security for the higher prices associated with the online purchase of electronic goods.

Asia and North America outpace other regions in online retail sales of electronics The mature North American online market and the developing Asia economy are the regions with the largest sales volumof consumer electronics. China is the worlds largest consumer of home electronic items, with the USA in second place, as reported in the yStats.com publication. Leading online merchants of electronics in China include multichannel retailers as well as online only sources such as JD.com. The website of USA-based retailer Best Buy had the highest number of visits of any global electronics retailer.

Covered Regions

Asia-Pacific, North America, Europe, Latin America, Middle East& Africa

Companies Mentioned

Amazon.com Inc, Apple Inc, eBay Inc, Best Buy Co Inc., Samsung Electronics Co., Ltd., Walmart Inc, Best Buy Co., Inc, Xiaomi Inc, DNS OOO, Newegg Inc, FNAC SA, thegioididong.com, JD.com, Inc, Suning.com Co., Ltd., Yodobashi Camera Co.,Ltd., JB Hi-Fi Ltd, Sony Mobile Communications Inc., Advice Electronics Ltd, JIB Co. Ltd., Lazada Group SA, Directd Retail & Wholesale Sdn Bhd, notebooksbilliger.de AG, Media Markt Ag, Dixons Carphone plc, Argos Ltd, Darty plc, Coolblue B.V., Dustin AB, Digitec Galaxus AG, Bilka Bilgi Kaynak Ve Iletisim San.Ve Tic. A.S, Gigantti Oy Ab, CITILINK, M.Video Trade OOO, EURO-net Sp. z o.o., Alza.cz a.s., Rozetka. Ua Ltd, awok.com , BuscaPe.com Inc, Americanas.com SA, Submarino S.A, Fravega S.A.C.I. e I.

Table of Contents

1. Management Summary

2. Global Developments

• Overview of Consumer Electronics B2C E-Commerce Market, November 2018
• Breakdown of Global Retail E-Commerce Sales of Consumer Electronics by Regions, incl. Western Europe, in %, 2018e
• B2C E-Commerce Sales of Consumer Electronics, in USD billion, and Year-on-Year Change, in %, 2018e - 2023f
• Top 10 Consumer Electronics Websites, by Website Rank, incl. Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, October 2018

3. Asia-Pacific

• 3.1. Regional
  • B2C E-Commerce Sales of Consumer Electronics, in USD billion, 2018e & 2023f
• 3.2. China
  • B2C E-Commerce Sales of Consumer Electronics, in USD billion, 2018e & 2023f
  • Top 5 Product Categories to Purchase Online, incl. "Consumer Electronics", in % of Online Shoppers, March 2017
  • Share of Electronic Product Categories Purchased Online, in % of Total Retail Sales in Each Category, 2017
  • Top 6 Stores Preferred for Buying Electronics, incl. Online Players, in % of Internet Users, Q2 2017
• 3.3. Japan
  • B2C E-Commerce Product Sales of "Consumer Electronics, AV Equipment, PC, Peripheral Equipment", in JPY billion, and B2C E-Commerce Share of Total Retail Expenditure in This Category, in %, 2016 & 2017
  • Breakdown of Average Monthly Online Spending per Household by Products and Services, incl. "Home Electronics", in %, 2017
  • Top 5 Consumer Electronics Websites, incl. Total Website Visits, in millions, Japan's Share of Total Visits on Desktop, in %, October 2018
• 3.4. India
  • Breakdown of Retail E-Commerce Sales by Sub-Categories, incl. "Mobile Phone, Accessories", "Consumer Durables, Kitchen Appliances, Computing Devices and Accessories" and "Camera and Accessories", in INR billion and in %, 2016 & 2017
  • B2C E-Commerce Sales of Consumer Electronics, in USD million, 2018e & 2023f
  • Market Share of Amazon and Flipkart in B2C E-Commerce Sales of Smartphones, in %, 2017
  • Top 3 Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, May 2018
• 3.5. South Korea
  • E-Commerce Sales by Electronics Product Category, in KRW billion, 2016 & 2017, and Year-on-Year Change, in %, 2017 vs. 2016
  • Product Categories Purchased Online, by Mobile and PC, incl. "Home Appliances", in % of Online Shoppers, January 2018
  • M-Commerce Sales by Product Category, in KRW million, and M-Commerce Share of E-Commerce Sales in Each Category, in %, 2016 & 2017
• 3.6. Australia
  • E-Commerce Sales of Consumer Electronics, in AUD billion, 2013 & 2018e
  • Share of Online Shoppers Buying Electrical Goods, Computer Hardware or Software Online, in thousands and in % of Online Shoppers, by Age Group and Gender, FY 2016/2017
  • Websites Used for Online Shopping for "Electronics and Appliances", in % of Online Shoppers in This Category, 2017
  • Top 3 Consumer Electronics Websites, incl. Total Website Visits, in millions, Australia's Share of Total Visits, in %, September 2018
  • Online Sales of JB Hi-Fi Australia, in AUD billion, Year-on-Year Change, in %, and Online Share of Total Sales, in %, FY 2018
• 3.7. Singapore
  • B2C E-Commerce Sales of Consumer Electronics, in USD million, 2018e & 2023f
  • Top 5 Consumer Electronics Websites, incl. Total Website Visits, in millions, Singapore's Share of Total Visits on Desktop, in %, September 2018
  • Top 5 E-Commerce Websites, incl. "Apple", by Unique Visitors via Desktop, in thousands, August 2017
• 3.8. Indonesia
  • Product Categories Purchased Online via Social Networks, incl. "Phone/ Computer/ Music Player", "Household Electrical Appliances" and "Refrigeration", in % of Respondents Who Make Purchases via Social Networks, June 2017
• 3.9. Thailand
  • Breakdown of B2C E-Commerce Sales by Product Category, incl. "Electronics & Electrical Appliances", in %, 2017e & 2021f
  • Product Categories Purchased via Social Media Compared to Lazada, incl. "Electronics and Computers", in % of Online Shoppers, February 2017
  • Product Categories Purchased in E-Commerce, incl. "IT Equipment" and "Home Appliances", in % of Online Shoppers, July 2017
  • Breakdown of Value of Products and Services Purchased Online, by Category, incl. "IT Equipment" and "Home Appliances", in % of Online Shoppers in Each Category, July 2017
  • Product Categories Purchased in E-Commerce, incl. "High Technology Products", "Mobile Phones, Tablets", "Home Appliances" and "Computer, Laptop", in % of Online Shoppers, June 2017
  • Product Categories Purchased in E-Commerce, incl. "Home Appliances and Equipment", "Communication Devices" and "Computer and Devices", in % of Online Shoppers, Q1 2017
  • Top 10 Local B2C E-Commerce Websites, incl. "Advice", "JIB" and "HomePro", by Total Visits, in millions, February 2018
• 3.10. Vietnam
  • Product Categories Purchased Online, incl. "IT/ Mobile Phones", "Kitchen Appliances" and "Consumer Electronics", in % of Online Shoppers, 2017
  • Product Categories Purchased Online via Social Networks, incl. "IT/ Mobile Phones", "Kitchen Appliances" and "Consumer Electronics", in % of Online Shoppers, 2017
  • Top 4 Online Shops to Purchase IT/ Electronics, in % of Online Shoppers, 2017
  • Top 10 Local B2C E-Commerce Websites, incl. "Fptshop" and "Nguyenkim", by Total Visits, in millions, February 2018
• 3.11. Malaysia
  • Product Categories Purchased in E-Commerce, incl. "Technics, Gadgets and Accessories", in % of Online Shoppers, Q3 2017
  • Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018

4. North America

• 4.1. Regional
  • Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
• 4.2. USA
  • Retail E-Commerce Sales, by Product Category, incl. "Computer & Consumer Electronics", in USD billion, 2018e
  • B2C E-Commerce Share of Total Retail Sales of Electronics, in %, 2010 - 2017e
  • Breakdown of Preference for Buying Selected Product Categories by Online and In-Store, incl. "Electronics/ Entertainment", in % of Consumers, 2018f
  • B2C E-Commerce's Share of the Selected Product Categories, incl. "Computers", "Small Appliances" and "Electronics", in % Total Retail Sales in Each Category, 2017 & 2022f
  • Breakdown of E-Commerce Revenues and Visits to Consumer Electronics Websites, by Device, in %, Q4 2017
  • Top 10 Consumer Electronics Online Stores, by Revenue of Consumer Electronics, in USD million and in % of Total E-Commerce Net Sales, 2017
• 4.3. Canada
  • Most Common Product Categories Purchased Online, incl. "Electronics" and "Computer Hardware", in % of Online Shoppers, January 2018
  • Top Websites Used by Online Shoppers, incl. "Best Buy" and "Apple", in %, January 2018

5. Europe

• 5.1. Regional
  • B2C E-Commerce Sales of Consumer Electronics, in USD billion, 2018f & 2023f
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers in the EU, 2017
  • Share of Individuals and Online Shoppers Buying "Electronic Equipment" Online, by EU Countries, FYROM, Norway and Turkey, in % of Online Shoppers and in % of Individuals, 2016 & 2017 (1 of 2)
  • Share of Individuals and Online Shoppers Buying "Electronic Equipment" Online, by EU Countries, FYROM, Norway and Turkey, in % of Online Shoppers and in % of Individuals, 2016 & 2017 (2 of 2)
  • Share of Individuals Purchased Home Electronics, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, in % of Internet Users, May 2018
• 5.2. Germany
  • B2C E-Commerce Sales of Consumer Electronics, in USD million, 2018e & 2023f
  • Product Categories Purchased Online, in % of Online Shoppers, incl. "Electronics" and "Computer and Accessories", Q1 2016 & Q1 2017
  • Top 10 Online Shops, by Sales, incl. "Notebooksbilliger.de" and "Mediamarkt.de", in EUR million, 2017
• 5.3. UK
  • B2C E-Commerce Sales of Consumer Electronics, in USD million, 2018e & 2023f
  • Share of Individuals Buying "Electronic Equipment" and "Computer Hardware" Online, in %, 2013 - 2018
  • Share of Individuals Purchasing "Electronic Equipment" and "Computer Hardware" Online, by Age Group and Gender, in % of Individuals in Each Group, 2018
  • Share of Cross-Border Online Shoppers Who Purchased "Home Electronics" Abroad, in %, 2018
  • Overview of Selected Major Online and Offline Players in Electronics and Appliances Sector, Oct. 2018
  • Dixons Carphone's Group Online Revenues, in GBP million, FY 2014/15 & FY 2017/18
  • Top 10 Retailers by Share of Retail Spending, incl. Dixons Carphone, in %, incl. Amazon, 2017
• 5.4. France
  • Product Categories Purchased Online, incl. "Appliances, Consumer Electronics", in % of Online Shoppers, by Purchased in 2017 and Planned to Purchase in 2018
  • Top Product Categories Purchased Cross-Border in 2017 and Planned to be Purchased by Cross-Border Online Shoppers in 2018, incl. "Technical Products and Home Appliances", in % of Cross-Border Online Shoppers in France, 2017
  • Top 10 Best-Known B2C E-Commerce Websites, incl. "Fnac" and "Darty", % of Respondents, December 2017
  • Top 15 E-Commerce Websites/Applications, incl. "Fnac" and "Darty", by Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of Unique Visitors, Q1 2018
• 5.5. Italy
  • B2C E-Commerce Sales by Product Category, incl. "IT and Electronics", in EUR million, and Year-on-Year Change, in %, 2017 & 2018e
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, 2016 & 2017
• 5.6. Netherlands
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, 2016 & 2017
  • Top 10 B2C E-Commerce Companies by Revenues, incl. "Coolblue", in EUR million, 2017
• 5.7. Spain
  • Product Categories Purchased Online, incl. "Computer Hardware" and "Electronic Equipment", in % of Online Shoppers, 2017
  • Products Purchased Online, incl. "Mobile Devices" and "Electronics", in % of Online Shoppers, 2017
  • Top 10 E-Commerce Websites, incl. "Mediamarkt.es", "Apple.es" and "PcComponentes.com", by Total Number of Visits, in millions, 2017
• 5.8. Belgium
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, 2016 & 2017
  • Top 10 E-Commerce Websites by Total Number of Visits, incl. "Mediamarkt.be", in millions, 2017
• 5.9. Sweden
  • B2C E-Commerce Sales, by Selected Segments, incl. "Consumer Electronics", in SEK billion, and Year-on-Year Growth, in %, 2016 & 2017
  • Product Categories Purchased Online, incl. "Computer Hardware" and "Electronic Equipment", in % of Online Shoppers, 2016 & 2017
  • Breakdown of Online Shoppers by Buying Online from Sweden and Abroad, by Product Category, incl. "Consumer Electronics", in %, Q1 2018
  • Top Product Categories Purchased Cross-Border, incl. "Home Electronics", in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
  • Top 20 Online Pure-Play Retailers by Revenues, incl. "Dustin / Dustin home", in SEK million, 2017
• 5.10. Switzerland
  • B2C E-Commerce and Mail Order Sales, by Product Category, incl. "Multimedia, HiFi and Electrical Appliances", in CHF billion, 2012 - 2017
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, 2017
  • Top 10 Online Shops by Revenues, incl. "Digitec.ch" and "Microspot.ch", in CHF million, 2016 & 2017
• 5.11. Denmark
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, 2016 & 2017
  • Top Product Categories Purchased Cross-Border, incl. "Home Electronics", in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
  • Breakdown of Top 10 Most Used Websites for Online Shopping, incl. "Bilka" and "Elgiganten", in % of Online Shoppers, H1 2017
• 5.12. Finland
  • Breakdown B2C E-Commerce Sales of Products, by Category, incl. "Home appliances, electronics and accessories", in %, 2017
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, 2016 & 2017
  • Top Product Categories Purchased Cross-Border, incl. "Home Electronics", in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
  • Top 15 Most Used E-Commerce Websites, incl. "Gigantti", in % of Online Shoppers, 3 Months to January 2018
• 5.13. Austria
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, 2016 & 2017
  • Top 10 Online Shops by Sales, incl. "MediaMarkt.at", "E-tec.at" and "Electronic4you" and "Apple.com", in USD million, 2017
• 5.14. Russia
  • Breakdown of Domestic B2C E-Commerce Sales by Product Categories, incl. "Household Appliances and Electronics", in %, 2017
  • B2C E-Commerce Sales of Household Appliances and Electronics, in RUB billion, and Penetration, in % of Total Retail Sales of Household Appliances and Electronics, 2013-2018f
  • Breakdown of B2C E-Commerce Sales of "Household Appliances and Electronics" by Sub-Categories, in %, 2017
  • Product Categories Purchased Online, incl. "Consumer Electronics and Household Appliances" and "Computers and Parts", in % of Online Shoppers, 2016 & 2017
  • Top 5 Electronics Product Categories Purchased Online, by Purchased from Russian, Chinese and International Online Stores, in % of Online Shoppers, 2016 & 2017
  • Breakdown of Cross-Border E-Commerce Imports by Product Categories, incl. "Electronics and Household Appliances", in %, 2017
  • Top 10 Online Shops, incl. "Citilink.ru", "DNS-Shop.ru/ Technopoint.ru", "Mvideo.ru", "Eldorado.ru" and "Svyaznoy.ru", Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-Y Change, and Main Product Category, 2017
  • Top 10 Online Shops by Number of Monthly Visitors, incl. "DNS-Shop.ru", "Mvideo.ru", "Eldorado.ru" and "Citilink.ru", in millions, 6 Months to September 2017
• 5.15. Poland
  • Product Categories Purchased Online, incl. "Electronic Devices Excluding Computers" and "Computer Hardware", in % of Online Shoppers, 2016 & 2017
  • Product Categories Purchased Online, incl. "Home Appliances", "Phones, Smartphones, Tablets, GSM Accessories", "Computer Hardware", in % of Online Shoppers, April 2018
  • Top 5 E-Commerce Websites Most Associated with Online Shopping for Appliances, in % of Internet Users, April 2018
• 5.16. Turkey
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, April 2017 & April 2018
  • Top 5 Online Shopping Categories by Average Basket Size, incl. "Computer and Electronics", in TRY, 2017
• 5.17. Portugal
  • Product Categories Purchased Online, incl. "Electronic Equipment" and "Computer Hardware", in % of Online Shoppers, 2016 & 2017
• 5.18. Czech Republic
  • Product Categories Purchased Online, incl. "Electronics and Software" and "Household Appliances and Electronics", in % of Online Shoppers, 2017
  • Top 10 E-Commerce Websites by Average Monthly Number of Visits, incl. "Alza.cz" and "Czc.cz", in millions, 6 Months to August 2017
• 5.19. Ukraine
  • Product Categories Purchased Online, incl. "Household Appliances", "Smartphones, Tablets and Gadgets" and "Computers and Computer Equipment", in % of Online Shoppers, October 2017
  • Top 3 Local E-Commerce Platforms by Website Reach, incl. "Rozetka.com.ua", in % of Internet Users and in million Visitors, June 2017

6. Middle East

• 6.1. Regional
  • B2C E-Commerce Sales of Consumer Electronics, in USD billion, 2018e & 2023f
  • Product Categories to Purchase Online, incl. "Mobile Phones" and "Electronic Equipment", in % of Local Millennials in the GCC, July 2017
• 6.2. UAE
  • B2C E-Commerce Sales of Electronics, in AED billion, 2017 & 2018e
  • B2C E-Commerce Share of Total Retail Sales of Consumer Electronics, in %, 2017 & 2018f
  • Top Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, May 2018
  • Top 5 Consumer Electronics Websites, incl. Total Website Visits, in millions, UAE's Share of Total Visits on Desktop, in %, September 2018
• 6.3. Saudi Arabia
  • B2C E-Commerce Sales of Consumer Electronics, in USD million, 2018e & 2023f
  • Online Shopping Penetration by Product Category, incl. Electronics, in % of Internet Users, 2017
  • Most Popular Electronics Sub-Categories Purchased Online, in % of Internet Users, 2017
  • Top Drivers for Purchasing Electronics Online, in % of Internet Users, 2017
  • Top Barriers to Purchasing Electronics Online, in % of Internet Users, 2017
  • Channels Used to Purchase Selected Consumer Electronics Products, by Online, Offline and Both, in % of Respondents, May 2017
  • Top 5 Consumer Electronics Websites, incl. Total Website Visits, in millions, Saudi Arabia's Share of Total Visits on Desktop, in %, September 2018
• 6.4. South Africa
  • Breakdown of Latest Online Purchase by Product Categories, incl. "Electronics and Accessories" in % of Online Shoppers, August 2017
  • Top Online Shops by Market Share, incl. "Incredible Connection", in % of B2C E-Commerce Sales, 2016

7. Latin America

• 7.1. Regional
  • B2C E-Commerce Sales of Consumer Electronics, in USD billion, 2018e & 2023f
  • Top 10 B2C E-Commerce Sites, by Unique Visitors, incl. "Buscape" and "Apple Sites", in millions, May 2018
• 7.2. Brazil
  • Product Categories Purchased Online, incl. "Appliances", "Mobile, Smartphone" and "Electronics", in % of Online Shoppers, May 2018
  • Share of Electronics and Appliances Product Categories in B2C E-Commerce, by Number of Purchases and Value of Purchases, in %, 2017
  • Product Categories Purchased via Mobile, incl. "Electronics" and "Home Appliances", in % of Mobile Shoppers, March 2018
  • Product Categories Purchased in Cross-Border Online Shopping, incl. "Electronics", "Computers" and "Smartphones and Phones", in % of Cross-Border Online Shoppers in Brazil, 2016 & 2017
  • Top 10 B2C E-Commerce Sites, by Unique Visitors, incl. "Samsung" and "Buscape", in millions, May 2018
  • Top 10 E-Commerce Apps or Websites Most Used for Mobile Shopping, incl. "Americanas.com" and "Submarino", in % of Mobile Shoppers, March 2017 & March 2018
• 7.3. Argentina
  • B2C E-Commerce Electronics Sales, in ARS billion, 2014 - 2017
  • Top 3 Product Categories Purchased Cross-Border, incl. "Consumer Electronics, Computers/ Tablets/ Mobiles and Peripherals", in % Cross-Border Online Shoppers, May 2018
  • Top 10 E-Commerce Websites/Apps Ranked by Number of Orders Received, incl. "Fravega.com", February 2018
• 7.4. Mexico
  • Product Categories Purchased Online, incl. "Electronic Devices" and "Computers", in % of Online Shoppers, May 2017
  • Product Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Spending per Category, incl. "Consumer Electronics" and "Computers/Peripherals/PDAs", in MXN, 2016 & 2017
  • Top 3 Product Categories Purchased Cross-Border, incl. "Consumer Electronics, Computers/ Tablets/ Mobiles and Peripherals", in % Cross-Border Online Shoppers, May 2018
  • Top 5 Consumer Electronics Websites, incl. Total Website Visits, in millions, Mexico's Share of Total Visits on Desktop, in %, September 2018
• 7.5. Colombia
  • B2C E-Commerce Sales of Home Appliances and Electronic Products, in COP billion, 2016 - 2018f & 2022f