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Market Research Report

Eastern Europe B2C E-Commerce Market 2019

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Eastern Europe B2C E-Commerce Market 2019
Published: October 15, 2019 Content info: 205 Pages/Charts
Description

More consumers in Eastern Europe shop online

Online shopper penetration is on the rise across Eastern Europe, but remains behind that of Western Europe. In the region's largest online retail market, Russia, just above one-third of the population made purchases over the Internet in 2018, compared to more than three-quarters in Germany and the UK. This indicates that more growth is yet to come, with double-digit yearly increase rates projected for online retail sales in Russia and other Eastern European markets in 2019 and beyond.

Top B2C E-Commerce market trends in Eastern Europe

M-Commerce is a major online shopping trend in the region. Over one in two digital buyers in Poland, Turkey, Romania, Hungary, Slovakia and other countries place E-Commerce orders via smartphones. Another rising trend is cross-border shopping. China-based AliExpress of the Alibaba Group ranks among the top E-Commerce websites in this region, rivalling local market leaders including Allegro, Heureka, eMag, Rozetka, Wildberries, and others.

Covered Regions

Eastern Europe

Companies Mentioned

Amazon.com Inc, Zalando SE, Rozetka. Ua Ltd, VKontakte Ltd, Wildberries LLC, M Video Trade OOO, DNS OOO, Ozon Holdings Limited, Heureka, Alibaba Group Holding Ltd, Ceneo S.A., Allegro Group Sp. z oo, OLX Inc., Gitti Gidiyor Bilgi Teknolojileri, Hepsiburada.com, eMag Group

Table of Contents
Product Code: 1457

Table of Contents

1. Management Summary

2. Regional Overview

  • Retail E-Commerce and M-Commerce Growth Rate, by Global Regions, in %, 2019f vs. 2018
  • Top 10 Countries Worldwide by Retail E-Commerce Sales, in USD billion, incl. Russia, 2018 & 2019f
  • B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 - 2019f
  • Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018
  • Internet Penetration in Europe, by Country, in % of Individuals, 2012 - 2018
  • Online Shopper Penetration in Europe, by Country, in % of Individuals, 2012 - 2018
  • Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers, 2017 & 2018

3. Russia

  • 3.1. Trends
    • B2C E-Commerce Market Overview and International Comparisons, September 2019
    • B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2013 - 2019f
    • B2C E-Commerce Sales, by Domestic and Cross-Border, in RUB billion, 2018e-2023f
    • Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2018
    • Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2018
    • Breakdown of Devices Used in the Latest Online Purchase from Russian and Foreign Online Stores, in % of Online Shoppers, 2017 & 2018
    • Social Commerce Shopper Penetration, in % of Internet Users, and Types of Social Commerce Platforms Used, in % of Social Commerce Shoppers, 2018
    • Top 10 Social Commerce Shopping Platforms, in % of Social Commerce Shoppers, 2018
    • B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 -2018
  • 3.2. Sales & Share
    • B2C E-Commerce Sales Forecasts, in RUB billion, by Six Comparative Estimates, 2016 - 2023f
    • B2C E-Commerce Share of Total Retail Sales, by Non-Grocery Goods and Total Retail, in %, 2016-2018
    • B2C E-Commerce Share of Total Retail Sales, in %, 2018 & 2024f
    • 3.3. Internet Users & Online Shoppers
    • Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 - 2018
    • Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 - 2018
    • Online Shopper Penetration by Age Group, Gender and Location Type, in % of Population, 2018
    • Reasons for Not Shopping Online, in % of Individuals Who Do Not Shop Online, 2017 & 2018
  • 3.4. Products
    • Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2018
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 3.5. Payment
    • Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2017 & 2018
    • Online Payment Services Used to Pay for Products and Services Online, in % of Internet Users in Large Cities, 2017 & 2018
  • 3.6. Delivery
    • Breakdown of B2C E-Commerce Delivery Time, in % of Deliveries, 2018
    • Number of Parcels Delivered in E-Commerce, by Delivery Method, in millions, Share, in % of Total Number of Parcels, and Change, in %, 2016 & 2018
  • 3.7. Players
    • Top 20 Online Shops, 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, 2018

4. Poland

  • 4.1. Trends
    • B2C E-Commerce Market Overview and International Comparisons, September 2019
    • Devices Used for Online Shopping, in % of Online Shoppers, April 2018 & April 2019
    • Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2019
    • Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, May 2019
  • 4.2. Sales & Share
    • B2C E-Commerce Sales, in PLN billion, 2013 - 2019f
    • B2C E-Commerce Share of Total Retail Sales, in %, 2018
  • 4.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2018
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
  • 4.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 4.5. Payment
    • Payment Methods Used in E-Commerce, in % of Online Shoppers, May 2019
  • 4.6. Delivery
    • Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2019
  • 4.7. Players
    • Top E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2018 & April 2019
    • Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2018 & April 2019

5. Turkey

  • 5.1. Trends
    • Shopping Activities Carried Out Online, in % of Internet Users, Q2 2018
    • Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2013 - 2018
    • Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2016 - Q2 2019
  • 5.2. Sales & Share
    • E-Commerce Share of Total Retail Sales, in %, 2014 - 2018
    • Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2017
    • E-Commerce Sales by Segment, in TRY billion, 2017 & 2018
  • 5.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2019
  • 5.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, Q1 2018 & Q1 2019
  • 5.5. Payment
    • Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018
    • Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
    • Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2016 - Q2 2019
  • 5.6. Delivery
    • Share of Online Shoppers Whose Purchase Decision Is Affected by Delivery Costs and Speed, in %, February 2018
  • 5.7. Players
    • Top 10 E-Commerce Platforms Purchased From, by Product Category, in % of Online Shoppers Purchasing Each Category, September 2018

6. Czech Republic

  • 6.1. Trends
    • Devices Used to Shop Online, in % of Online Shoppers, June 2018
    • M-Commerce Share of Retail Sales, in %, 2018 & 2019f
  • 6.2. Sales & Share
    • B2C E-Commerce Sales, in CZK billion, 2018 & 2019f
    • B2C E-Commerce Share of Retail Sales, in %, 2018
  • 6.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2018
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
  • 6.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 6.5. Payment
    • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
  • 6.6. Delivery
    • Breakdown of Expectations of Free Delivery Depending on the Order Value, in % of Online Shoppers, May 2019
    • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
  • 6.7. Players
    • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Czech Republic's Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

7. Greece

  • 7.1. Trends
    • Breakdown of Main Devices Used to Shop Online, in % of Online Shoppers, 2018
    • Research and Purchase Behavior, in % of Respondents, 2018
  • 7.2. Sales & Shares
    • B2C E-Commerce Sales, in EUR billion, 2018 & 2019f
  • 7.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2018
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
  • 7.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 7.5. Payment
    • Top Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018
  • 7.6. Delivery
    • Top 3 Delivery-Related Problems in E-Commerce, in % of Online Shoppers, 2018
  • 7.7. Players
    • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Greece's Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

8. Romania

  • 8.1. Trends
    • Top Reasons To Buy Online, in % of Online Shoppers, May 2018
    • Devices Used to Shop Online, in % of Online Shoppers, June 2018
    • Average E-Commerce Transaction Value, by Mobile and Desktop, in EUR, 2018
  • 8.2. Sales & Shares
    • B2C E-Commerce Sales, in EUR billion, 2017 & 2018
    • B2C E-Commerce Share of Retail Sales, in %, 2016 - 2018
  • 8.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2018
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
  • 8.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 8.5. Payment
    • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
    • Breakdown of Online Card Payments, by Desktop and Mobile, in %, 2018
  • 8.6. Delivery
    • Share of Online Shoppers Demanding Shorter Delivery Times, e.g. Same Day Delivery, in %, 2018
    • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
  • 8.7. Players
    • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Romania's Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
    • Revenues of the Top 1 E-Commerce Market Player (eMag), in RON billion, 2017 & 2018

9. Hungary

  • 9.1. Trends
    • Devices Used to Shop Online, in % of Online Shoppers, June 2018
    • Number of Cross-Border Online Shoppers, in millions, and Cross-Border E-Commerce Spending, in HUF billion, 2018
    • Share of Online Shoppers Making Purchases via Smartphone, in %, May 2017 & April 2019
  • 9.2. Sales & Shares
    • B2C E-Commerce Sales, in HUF billion, 2014 & 2018
    • B2C E-Commerce Share of Total Retail Sales, in %, 2018
  • 9.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2018
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
  • 9.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 9.5. Payment
    • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
  • 9.6. Delivery
    • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
  • 9.7. Players
    • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Hungary's Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

10. Ukraine

  • 10.1. Trends
    • Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
    • Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, 2018
    • Share of Online Shoppers Purchasing via Mobile Shopping Apps, in %, 2018
  • 10.2. Sales & Shares
    • B2C E-Commerce Sales, in UAH billion, 2016 - 2019f
    • B2C E-Commerce Share of Total Retail Sales, in %, 2018
  • 10.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2010 - 2019f
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
    • Breakdown of Online Shoppers, by Age Group and Gender, in %, 2018
  • 10.4. Products
    • Top Product Categories Purchased Online, in % of Online Shoppers, 2018
  • 10.5. Payment
    • Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
  • 10.6. Delivery
    • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
  • 10.7. Players
    • Top E-Commerce Websites Used, in % of Online Shoppers, May 2018
    • Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, 2018

11. Slovakia

  • 11.1. Trends
    • Devices Used to Shop Online, in % of Online Shoppers, June 2018
  • 11.2. Sales & Shares
    • B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018
  • 11.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2018
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
  • 11.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 11.5. Payment
    • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
  • 11.6. Delivery
    • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
  • 11.7. Players
    • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Slovakia's Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

12. Bulgaria

  • 12.1. Sales & Shares
    • B2C E-Commerce Sales in Europe, in EUR million, and Year-on-Year Change, in %, 2013 - 2018e
  • 12.2. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2018
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
  • 12.3. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 12.4. Payment
    • Top Payment Methods Used in E-Commerce, in % of Online Shoppers, July 2019
  • 12.5. Players
    • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Bulgaria's Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

13. Belarus

  • 13.1. Trends
    • Breakdown of Online Purchases by Device Used, by Age Group, in % of Online Shoppers, March 2018
    • Top 5 Reasons to Shop from Cross-Border Websites, in % of Online Shoppers, March 2018
  • 13.2. Sales & Shares
    • B2C E-Commerce Sales, in USD million, 2017 & 2018
    • B2C E-Commerce Share of Total Retail Sales, in %, 2017 & 2018
  • 13.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2013 - 2018
    • Online Shopper Penetration, in % of Individuals, March 2018
    • Breakdown of Online Shoppers by Those Who Purchase Most Products Online, Purchase Equally Over the Internet and In-Store, Purchase Over the Internet Sometimes, but Prefer In-Store Shopping and Who Rarely Purchase Online, in %, March 2018
  • 13.4. Products
    • Products Purchased Online, by Purchased in the Last 12 Months, Purchased Most Frequently in the Past Year and Purchased at Least Once Online, in % of Online Shoppers, March 2018
  • 13.5. Payment
    • Breakdown of Payment Methods Used in Last Online Purchase, in % of Online Shoppers, 2018
  • 13.6. Delivery
    • Breakdown of Delivery Options Used in E-Commerce, in % of Deliveries, November 2018
  • 13.7. Players
    • Top E-Commerce Websites Used, in % of Online Shoppers, March 2018

14. Croatia

  • 14.1. Trends
    • Devices Used to Shop Online, in % of Online Shoppers, June 2018
  • 14.2. Sales & Shares
    • B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018
  • 14.3. Internet Users & Online Shoppers
    • Internet User Penetration and Online Shopper Penetration, in % of Individuals, 2018
  • 14.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 14.5. Payment
    • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
  • 14.6. Delivery
    • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
    • Delivery Services Used by E-Commerce Merchants, in %, 2018
  • 14.7. Players
    • Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Croatia's Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

15. Slovenia

  • 15.1. Trends
    • Devices Used to Shop Online, in % of Online Shoppers, June 2018
  • 15.2. Sales & Shares
    • B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018
  • 15.3. Internet Users & Online Shoppers
    • Internet Penetration, in % of Individuals, 2012 - 2018
    • Online Shopper Penetration, in % of Individuals, 2012 - 2018
  • 15.4. Products
    • Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
  • 15.5. Payment
    • Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
  • 15.6. Delivery
    • Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
  • 15.7. Players
    • Top 5 Online Shopping Websites, October 2019
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