Global B2C E-Commerce

Assortments 2010

April 2010

Provided by

RESEARCH ON INTERNATIONAL MARKETS

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April 2010

Publication Date
April 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
92
Covered Countries
USA, Canada, Brazil, Chile, Uruguay, UK, Austria, Belgium, Bulgaria, Cyprus,
Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary,
Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland,
Portugal, Romania, Russia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey
Ukraine, Japan, China, India, Malaysia, South Korea, Thailand
Price
€2,450 (excl. VAT)

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Global B2C E-Commerce Assortments 2010

Key Findings
Covering 43 Countries Worldwide

• “Electronics” accounted for 43% of B2C E-Commerce sales in Germany, down from 44% in 2008.

• “Clothes, Footwear and Fashion” (32%) was the major product category in the Czech Republic in Q2 2009.

• “Transportation Tickets” were the leading online product category in Spain, accounting for more than
50% in 2008.

• “PC Accessories” (27%) was the most popular online product category in Uruguay in 2008.

• “Clothing and Fashion” is the major online product category in Thailand, accounting for almost 45% of
total sales.

Company and Product Information

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Global B2C E-Commerce Assortments 2010

Table of Contents (1 of 4)
1. NORTH AMERICA UK (cont.)

USA (Top Country) • Products purchased over the Internet by Age, in

%, January-March 2009
• Top Growing B2C E-Commerce Categories, in %,
• Products and Services purchased online by
2008 vs. 2007
Internet Users, % of Respondents, 2008
• Top 10 Online Purchase/Transaction Categories
• Types of Goods and Services bought online, com-
among Adult Online Buyers, in % of Respondents,
pared to the EU27 Average, in %, Q2 2008
2008

Canada
Austria
• Types of Products ordered online, in %, 2007
• Goods and Services purchased online, in %,
February-April 2009
• Types of Goods and Services bought online, com-
2. MIDDLE AND SOUTH AMERICA pared to the EU27 Average, in %, Q2 2008

Brazil (Top Country)

• Ranking of Top Retail Sub-Categories, Age 15+, Belgium

Home and Work Locations, by total Unique Visitors
(thousand) and Reach in %, July 2008 • Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008

Chile

• Major Product Categories in E-Commerce, in %, Bulgaria

2007
• Types of Goods and Services bought online, com-
Uruguay pared to the EU27 Average, in %, Q2 2008

• Major Product Categories in E-Commerce, in %,

2007 Cyprus

• Types of Goods and Services bought online, com-

3. EUROPE pared to the EU27 Average, in %, Q2 2008

Regional
Czech Republic
• Types of Goods and Services bought Online, by
Country, in %, Q2 2008 • Most Popular Products bought in Online Shops, in
%, 2007 & 2008
UK (Top Country) • Types of Goods ordered over the Internet, in % of
Individuals Age 16+, Q2 2009
• Online Retail Index Growth, by Sector, first Half • Types of Goods and Services bought online, com-
and June 2009 pared to the EU27 Average, in %, Q2 2008
• Products purchased over the Internet by Gender, in
%, January-March 2009

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Global B2C E-Commerce Assortments 2010

Table of Contents (2 of 4)
Denmark Greece

• B2C E-Commerce by Product and Region, in % of • Types of Goods and Services bought online, com-
Internet Shoppers, April 2009 pared to the EU27 Average, in %, Q2 2008
• Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008
• Use of the Internet by Households, by Product and Hungary
Region, in % of Shoppers, April 2009
• Use of the Internet by Households, by Product and • Types of Goods and Services bought online, com-
Age, in % of Shoppers, April 2009 pared to the EU27 Average, in %, Q2 2008

• Use of the Internet by Households, by Product and

Gender, in % of Shoppers, April 2009 Ireland

Estonia • Types of Goods and Services bought online, com-

pared to the EU27 Average, in %, Q2 2008
• Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008
Italy
Finland
• Types of Goods and Services bought Online, in %,
2009
• Types of Goods and Services bought online, com-
• Average Revenue by Product Category, in EUR,
pared to the EU27 Average, in %, Q2 2008
2009
• Online Shopping by Product Category, in % of all
• Growth by Product Category, in %, 2009
Buyers, Spring 2008
• Types of Goods and Services bought Online com-
France pared to the EU27 Average, in %, Q2 2008

• Types of Goods and Services bought Online, in % Latvia

of Internet Users, May 2009
• Types of Goods and Services bought Online, com- • Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008 pared to the EU27 Average, in %, Q2 2008

Germany Lithuania

• E-Commerce of Clothing and Fashion • Types of Goods and Services bought online, com-
• Product Category Ranking for E-Commerce by pared to the EU27 Average, in %, Q2 2008
Online Shoppers, in millions, April 2009
• Breakdown of B2C E-Commerce Sales and Sales
Growth, by Non-Food Segments, in %, 2008-2009
Luxembourg
• Top 5 Product Categories ordered Online, by Age
• Types of Goods and Services bought online, com-
Groups, in %, 2009
pared to the EU27 Average, in %, Q2 2008
• Top 10 Online Products bought by Consumers, in
%, 2008
• Top 10 Online Sales by Product Category, excl. Malta
Services, in EUR million, 2008
• Types of Goods and Services bought Online, com • Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008 pared to the EU27 Average, in %, Q2 2008

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Global B2C E-Commerce Assortments 2010

Table of Contents (3 of 4)
Netherlands Slovenia

• Types of Goods and Services bought Online, com- • Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008 pared to the EU27 Average, in %, Q2 2008
• Top 10 Products in E-Commerce, ranked by
Turnover, in EUR million, Q1 2009

Norway
Spain
• Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008 • Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008
• Internet Shopping by Services & Product
Poland
Category, 2008
• Goods and Services bought online, in %, 2008
• Goods and Services bought by Internet Shoppers
over the Internet, in %, 2007 & 2008
• Assortment of Internet Shops, in %, 2008
• Amount of different Products offered by Internet
Shops, in %, 2008 Sweden
• Types of Goods and Services bought Online com-
pared to the EU27 Average, in %, Q2 2008 • Product Categories by Gender, Number and Share
in %, April 2008-March 2009
• Types of Goods and Services bought online, com-
Portugal
pared to the EU27 Average, in %, Q2 2008
• Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008

Romania Switzerland

• Types of Goods and Services bought online, com- • Online Grocery Shopping, total and average
pared to the EU27 Average, in %, Q2 2008 Spending, 2008

Russia

• Online Book Market Turkey

• Distribution of Internet Users Purchase Preference
by Product Category, in %, 2007 • Most popular Online Product Categories, in %,
2008

Slovakia

• Types of Goods and Services bought Online, com-

pared to the EU27 Average, in %, Q2 2008 Ukraine
• Top 3 Product Groups purchased online in
E-Commerce, in % of Respondents, 2009 • Top Online Searches by Product Category, 2007

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Global B2C E-Commerce Assortments 2010

Table of Contents (4 of 4)
4. ASIA Malaysia

Japan (Top Country) • Major Product Categories in E-Commerce, in %,

2009
• Share of E-Commerce of total Sales in each
Category, in JPY billion and %, 2006-2007

China South Korea

• Trading Volume of Fashion Commodities Online • B2C E-Commerce by Products, in KRW billion and
Shopping, in RMB billion, 2007-2012f in %, 2007-2008
• B2C E-Commerce by Products, in KRW billion and
in %, Q4 2008-Q2 2009

India Thailand

• Most popular Online Purchase Items and most • Product Categories in E-Commerce, by B2B, B2C
popular Travel Categories in E-Commerce, in %, and B2G, in %, 2009
2009; Top 10 traded Items on eBay India, 2009

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Global B2C E-Commerce Assortments 2010

Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions

For the whole year of 2008, “Flights/Holidays” were the major product
and service category in UK E-Commerce (48% of respondents).
UK: Products and Services purchased online by Internet Users, % of Respondents, 2008

Flights/Holidays 48%
Books 46%

CDs/Videos 42%
Clothes 34%
Computer Softw are/Hardw are 30%
Cinema/Theater Tickets 27%

Music Dow nload 21%

Groceries 19%

Consumer Electronics 18%

Financial Services 14%

Mobile Handset/Contract 14%

Alcohol 7%
Investments/Shares 6%
Healthcare 6%

Property/Mortgage 2%
Other 2%

0% 10% 20% 30% 40% 50% 60%

Note: n=1,150, ages 16+

Source: BT, Ipsos Mori

24

RESEARCH ON INTERNATIONAL MARKETS

We deliver the facts – you make the decisions

In Denmark, 30% of respondents to a survey bought “Travel & Holiday

Accommodation” online in Q2 2008.
Europe: Types of Goods and Services bought Online, by Country, in %, Q2 2008 (1 of 2)
Travel & Clothes & Books, Electronic
Any Goods Household Tickets for Film &
Holiday Sports Magazines & Equipment
or Services Goods Events Music
Accommodation Goods E-Learning (incl. Cameras)

Denmark 59 30 24 17 10 28 20 17
UK 57 27 24 21 23 21 24 15
Netherlands 56 26 22 21 12 21 13 14
Germany 53 22 26 28 26 19 17 18

Sweden 53 27 18 19 7 22 16 11
Finland 51 31 27 20 14 25 16 12

Luxembourg 49 27 15 29 11 22 18 10
France 40 18 19 14 16 13 11 5
Austria 37 11 14 16 9 9 8 9
Ireland 36 21 7 9 3 12 10 5

EU27 Average 32 14 13 12 11 11 9 8
C
Czech
hRRepublic
bli 23 3 9 6 5 7 2 7
Slovakia 23 4 9 5 5 4 3 4

Malta 22 4 6 6 3 2 6 6

Note: The survey covered individuals aged 16-74. The data collection period was mainly the second quarter of 2008. The individuals were asked if they had bought or ordered goods or services for private use over the internet in the 12 months prior to the survey at home or at any other location. If so,
they were also asked what type of goods or services they had bought or ordered in this time period (multiple replies possible)

Source: Eurostat, March 2009

18

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