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1、LIGHT VERSION2021EUROPEANE-COMMERCEREPORTExecuted by:LIGHT VERSIONLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 INTRODUCTION2A WORD FROM ECOMMERCE EUROPELuca CassettiSecretary GeneralAs the European association representing the digital commerce sector in Europe,Ecommerce Europe would like to thank the
2、Centre for Market Insights of the Amsterdam University of Applied Sciences for preparing this report.This years report covers a very special year,undeniably marked by the outbreak of the COVID-19 pandemic.Unlike ever before,the e-commerce sector played an extraordinary role in society,safely providi
3、ng consumers access to goods in times that severe restrictions were in place to protect peoples health.As a result,there has been an exceptional growth in the sale of products,but due to the lockdown measures,also a great loss in the tourism and events sector.These developments are reflected in this
4、 years findings,which show that with a turnover growth rate of 10%,e-commerce in Europe still grew significantly,but slightly less than in 2019,when it was 14%.Growth rates are forecasted to continue their upward trend in 2021,with an expected growth rate of 12%.The last year has triggered many chan
5、ges in our societies and economies.To respond to the rapidly changing commercial reality,businesses needed to accelerate their digital transformation.Companies that previously only operated via offline sales channels,now also started to develop a digital presence.Ecommerce Europe believes that the t
6、rend towards an increasingly omnichannel retail sector was inevitably coming,but the pandemic has further expedited this development.This has exposed the need for a complementarity between the physical and digital side of retail,both for businesses to be able to meet the growing expectations of cons
7、umers for a seamless commerce experience,but also in terms of policy.From a regulatory perspective,online and offline commerce are often still treated separately in the EU.Ecommerce Europe has identified the development of a channel-neutral and futureproof legislative framework as one of the key pri
8、orities for the coming years for building a resilient and competitive EU retail sector.In parallel to the digital transformation,moving towards an increasingly sustainable digital commerce sector is also one of Ecommerce Europes key objectives.As part of a complex social,environmental and economic e
9、cosystem,businesses have rethought the way they produce,the way they exchange,and how and what they sell to consumers.We consider the growth of e-commerce as an opportunity to structurally shift to more sustainable retail and consumption practices,as well as an opportunity to use the digitalisation
10、of our society to make the transition to a more sustainable economy.The e-commerce sector has the potential to become a key driver for the circular economy and its evolution is constantly opening new opportunities for more sustainable practices,which should be further encouraged.To build on the deve
11、lopments in the sector,EU policymakers should seize the opportunity to support digital transformation and innovation,in particular for SMEs,deliver on channel-neutral legislation,and continue to embed digitalisation as a key component of sustainability policies.Ecommerce Europe:The European Digital
12、Commerce Association Ecommerce Europe represents,through its 24 national associations,more than 150,000 companies selling goods and services online to consumers in Europe.Ecommerce Europe acts at European level to help legislators create a better framework for online merchants,so that their sales ca
13、n grow further.We are the European platform for digital commerce,where national associations,company members and business partners can network and share best practices,exchange information and knowledge on issues concerning their business.Ecommerce Europes Public Affairs ActivitiesEcommerce Europe r
14、epresents the interests of the digital commerce sector vis-vis European legislators.Our advocacy activities focus on the following main pillars:Digital Regulations Digital Transactions and Innovation Logistics&parcel delivery Sustainability Platforms Trust(Ecommerce Trustmark)These pillars are struc
15、tured into Working Committees that are managed by the Brussels Secretariat.Members of Ecommerce Europe can participate in the committees to discuss and further develop the positions of the association on a wide range of topics.These meetings are also the occasion to get informed,share best practices
16、 and discuss obstacles merchants face in their daily e-commerce operations.Ecommerce Europe translates the outcome of the Working Committees into policy recommendations for legislators on how to make it easier for merchants to sell online,especially cross-border.At the same time,we provide practical
17、 and useful information to our members on relevant developments at European Union level.If you would like to get involved with Ecommerce Europe or one of our national associations,please visit our website www.ecommerce-europe.eu or send us an e-mail at infoecommerce-europe.eu.LIGHT VERSIONEUROPE E-C
18、OMMERCE REPORT 2021 INTRODUCTION3A WORD FROM EUROCOMMERCEChristian VerschuerenDirector-GeneralEuroCommerce,the European voice of the retail and wholesale sector,is proud again this year to support the European E-commerce Regional Report.2020 will go down as a year of massive challenges for the whole
19、 of the European economy and for every individual in Europe.E-commerce quickly responded to the challenges by ensuring continued access to producers and services to consumers during the pandemic.Retail and wholesale,especially in non-food,was hit particularly hard by restrictions imposed during the
20、pandemic.Providers of daily essentials and retailers supporting the“home nesting”economy and home working recorded strong activity rates in areas such as home improvement,gardening and electronics.Wholesalers serving the hospitality sector and retailers and wholesalers in other segments,such as clot
21、hing,shoes and accessories,have experienced dramatic falls in sales.Online sales and click&collect helped,but not sufficiently to compensate for the significant losses in physical shops arising from the restrictions.Investments in digitalisation accelerated,with digitalisation plans initially planne
22、d over several years being implemented in a matter of months.E-commerce makes 10-15%of total retail sales in the EU.Yet it influences a much greater share of the consumer journey(up to 50%or more),which nowadays includes a mixture of physical and online.Robust growth over the past decade accelerated
23、 with the Covid 19 pandemic with many more consumers going online for the first time:71%of the population bought online in 2020,up from 66%in 2019,and 64%in 2018.We expect this trend to continue to grow as consumers having gained experience,see the advantages of online sales and expect a seamless ex
24、perience including a combination of online and offline interactions for their shopping.With retail and wholesale an important linchpin for the European economy,we are calling on national governments and European policymakers to make digitalisation a major priority for the recovery of our sector and
25、the economy as a whole.Prior to the pandemic,70%of retailers,especially micro-businesses,had no e-commerce offering.This is important as a digital presence showed itself as a vital lifeline and a matter of survival for many companies facing repeated waves of restrictions and are today very short of
26、liquidity.We expect that 20-30%of retailers are likely to be unable to continue in business once all support mechanisms are removed.With retail and wholesale a vital element underpinning the life of local communities,this would have a dramatic effect on the continued attractiveness and vibrancy of l
27、ocal communities,and on very many local jobs.Key priorities for supporting very small or micro companies going digital include awareness-raising,provision of advice on establishing an online presence to allow companies to reach their customer base and support to entrepreneurs.In parallel to this sup
28、port,developing a regulatory environment to create a level playing field in relation to marketplaces should also be a priority.Online platforms have emerged as a useful mechanism for SMEs to reach customers online,without having to invest in a web-shop or branding.However,restrictions by suppliers o
29、n trading on third party marketplaces may restrict retailers,especially SMEs,in using this important channel.We hope that this report,in providing important facts and figures on developments in European e-commerce,will contribute to better understanding where support for the digital transformation o
30、f retail and wholesale is needed.EuroCommerce:The European Voice of the Retail and Wholesale sectorEuroCommerce is the principal European organisation representing the retail and wholesale sector.It embraces national associations in 28 countries and 5 million companies,both leading global players su
31、ch as Carrefour,Ikea,Metro and Tesco,and many small businesses.Retail and wholesale is the link between producers and consumers.Over a billion times a day,retailers and wholesalers distribute goods and provide an essential service to millions of business and individual customers.The sector generates
32、 1 in 7 jobs,offering a varied career to 26 million Europeans,many of them young people.It also supports millions of further jobs throughout the supply chain,from small local suppliers to international businesses.EuroCommerce is the recognised European social partner for the retail and wholesale sec
33、tor.EuroCommerce stands for:fair,competitive&sustainable retail and wholesale in Europe Our roles:EU advocacy and intelligence Research,learnings and thought leadership Exchange and networking Positive communication and sector reputation We are EU policy specialists in:Supply Chain&Economics,Data&Pr
34、ivacy,E-Commerce&Payments,Environment&Sustainability,Single Market,International Trade,Food&Non-Food Products,Jobs&Skills,Consumer Rights and Taxation.“Robust growth over the past decade accelerated with the Covid 19 pandemic with many more consumers going online for the first time.”If you would lik
35、e to get involved with EuroCommerce,please visit our website www.eurocommerce.eu or send us an e-mail at bastingseurocommerce.eu.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 CONTENTS4CONTENTS05 Europe Market Overview07 Europe E-Commerce Overview13 EU-27 E-Commerce Overview16 European webshops:An analy
36、sis of the EU-2723 WESTERN EUROPE24 Belgium25 Interview:Greet Dekocker,SafeShops27Interview:SofieGeeroms,BeCommerce28 France29 Interview:Marc Lolivier,FEVAD31 Germany32Interview:MartinGro-Albenhausen,BEVH34 Ireland35Interview:DavidCampbell,DigitalBusinessIreland37Interview:DuncanGraham,RetailExcelle
37、nce39 Luxembourg40 Netherlands41Interview:MarlenetenHam,Thuiswinkel.org43 United Kingdom44 NORTHERN EUROPE45 Denmark46Interview:HenrikTheil,DanskErhverv47 Estonia48Interview:TnuVt,E-kaubanduseLiit49 Finland50 Interview:Ilari Kallio,Kaupan litto52 Iceland53 Latvia54 Lithuania55 Norway56Interview:Gerh
38、ardAnthun,Virkee-Handel58 Sweden59Interview:PerLjungberg,SvenskDigitalHandel60 CENTRAL EUROPE61 Austria62Interview:RainerWill,Handelsverband63 Czechia64 Interview:Jan Vetyka,APEK65 Hungary66Interview:NorbertMadar,GKIDigital68 Poland69Interview:PatrycjaSass-Staniszewska,EIZBA71 Slovak Republic72 Slov
39、enia73 Switzerland74Interview:PatrickKessler,HANDELSVERBAND.swiss76 EASTERN EUROPE77 Albania78 Bulgaria79 Interview:JanetNaidenova,BulgarianE-commerceAssociation81 Croatia82Interview:MarcelMajsan,eCommerceHrvatska83 Moldova84 North Macedonia85 Interview:NinaAngelovska,MacedonianEcommerceAssociation8
40、7 Romania88Interview:FlorinelChis,ARMO89 Russia90Interview:NadezhdaVinogradova,DataInsight92 Serbia93 Interview:ZoranaMilidrag,Ecommerce Association of Serbia94 Ukraine95 SOUTHERN EUROPE96 Cyprus97 Greece98Interview:KaterinaFraidaki,GRECA100 Italy101 Interview:RobertoLiscia,Netcomm102 Malta103 Inter
41、view:DeniseBorda,MaltaCommunicationsAuthority(MCA)105 Portugal106 Spain107 Interview:CesarTello,Adigital109 Methodology&Sources110 About Us&Thanks111 CopyrightLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 MARKET OVERVIEW EUROPE5MARKET OVERVIEWEUROPEGDP200202021(F)17,171SOURCE:IMFGross Domest
42、ic Product(GDP)in BillionThe European continent is home to diverse markets,with e-commerce markets that also vary greatly.Digital skills,including internet use,alongside purchasing power,are all factors that impact the adoption and growth of e-commerce.During the COVID-19 pandemic,internet use incre
43、ased at a normal growth rate,rounding off the year with 89%of the population accessing the internet(this encompasses all 37 countries).Although GDP did not see substantial growth,2021 is projected to be a better economic year for the continent.EUROPES E-COMMERCE REGIONS n Western Europen Central Eur
44、open Northern Europen Eastern Europen Southern Europe17,21917,57717,66018,333POPULATION OF EUROPE,MILLIONSSOURCE:WORLDOMETERYear by year population in millions200202021(F)732.64733.68734.47734.95735.23INTERNET USERSSOURCE:EUROSTAT;STATISTA;UNITED NATIONS;PARTNERSPercentage of the populati
45、on accessing the internet200202021(F)84%85%87%89%89%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 MARKET OVERVIEW EUROPE6INFRASTRUCTURE&LOGISTICSSOURCES:WORLDBANK;UNITED NATIONS;THE ECONOMIST INTELLIGENCE UNIT;UNIVERSAL POSTAL UNION;YALE;INTERNATIONAL TELECOMMUNICATION UNIONBelgium 3 46 41 2
46、1 12 21 15 19France 16 32 19 6 6 17 9 5Germany 1 22 25 25 3 6 10 13Ireland 29 24 27 23 15 8 16 46Luxembourg 24 72 33-71 36 2 13Netherlands 6 42 10 16 4 2 11 16United Kingdom 9 8 7 9 8 5 4 2Denmark 8 4 1 9 53 3 1 32Estonia 36 18 3 30 25 14 30 3Finland 10 20 4 18 28 7 7 22Iceland 40 26 12-79 32 17 58L
47、atvia 70 19 49 32 62 39 36 15Lithuania 54 11 20 17 31 27 35 6Norway 21 9 13-34 9 9 17Sweden 2 10 6 1 24 15 8 26Austria 4 27 15 27 2 19 6 29Czech Republic 22 41 39 31 16 22 20 68Hungary 31 52 52 40 32 31 33 35Poland 23 40 24 12 13 28 37 30Slovak Republic 53 45 48 34 21 23 26 34Slovenia 35 37 23-40 34
48、 18 67Switzerland 13 36 16 20 1 1 3 42Bulgaria 52 61 44 37 43 46 41 77Croatia 49 51 39 53 33 25 34 33North Macedonia 81 17 72-51 52 43 38Romania 48 55 55 29 44 45 32 62Serbia 65 44 58-29 43 45 39Ukraine 66 64 69 48 30 51 60 78Moldova 116 48 79-26 53 87 63Russia 75 28 36 25 19 41 58 5Albania 88 82 59
49、-95 86 62 80Cyprus 45 54 18-39 38 31 41Greece 42 79 42 38 38 33 25 28Italy 19 58 37 14 11 29 20 20Malta 69 88 22-59 48 23 49Portugal 23 39 35 33 22 40 27 14Spain 17 30 17 3 37 24 14 4Ease of Doing Business Index(2020)Logistics Performance Index(2018)Inclusive Internet Index (2021)E-Government Develo
50、pment Index(2020)UNCTAD B2C E-commerce Index Ranking(2020)Universal Postal Union Reliability Score(2020)Global Cybersecurity Index Ranking(2020)Environmental Performance Index Ranking(2020)Rankings highlighted are leaders among countries in the reportEase of Doing Business Index(2020)Logistics Perfo
51、rmance Index(2018)Inclusive Internet Index (2021)E-Government Development Index(2020)UNCTAD B2C E-commerce Index Ranking(2020)Universal Postal Union Reliability Score(2020)Global Cybersecurity Index Ranking(2020)Environmental Performance Index Ranking(2020)Ease of Doing Business Index(2020)Logistics
52、 Performance Index(2018)Inclusive Internet Index (2021)E-Government Development Index(2020)UNCTAD B2C E-commerce Index Ranking(2020)Universal Postal Union Reliability Score(2020)Global Cybersecurity Index Ranking(2020)Environmental Performance Index Ranking(2020)Logistics Performance Index(LPI):LPI
53、measures performance along the logistics supply chain within a country.Ease of Doing Business Index:A high Ease of Doing Business ranking means the regulatory environment is more conducive to the starting and operation of a local firm.E-Government Development Index:The E-government Development Index
54、 measures the willingness and capacity of national administrations to use information and communication technologies in order to deliver public services.Inclusive Internet Index:Benchmark based on internet availability,affordability,relevance and the readiness of people to use it.Universal Postal Un
55、ion Reliability Score:Comparative indicator of postal develop-ment around the world,based on reliablitiy,reach,relevance and resilience.UNCTAD B2C E-commerce Index Ranking:This index measures an economys preparedness to support online shopping.Environmental Performance Index:This index provides a da
56、ta-driven summary of the state of sustainability using 32 performance indicators across 11 issue categories,the EPI ranks countries on environmental health and ecosystem vitality.Global Cybersecurity Index:This index maps questions on Member State cybersecurity committments across five pillars:legal
57、 measures;technical measures;organizational measures;capacity development measures;cooperation measures.DEFINITIONSLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 E-COMMERCE OVERVIEW EUROPE7E-COMMERCE OVERVIEWEUROPEThe e-commerce overview section of the report includes data from 37 countries on the Europ
58、ean continent,showcasing the importance of the EU-27 and 10 neighboring digital economies.Throughout Europe,e-commerce use is on the rise,as the number and share of e-shoppers increases every year.The largest jump in e-shoppers can be seen in 2020,due in part to the Covid-19 pandemic pushing consume
59、rs to online shopping.All 37 countries experienced increases in B2C e-commerce turnover,as well as E-GDP(the share of GDP made up by e-commerce).Turnover growth rates for Europe have remained consistently in the double-digits and are expected to continue an upward trajectory for the foreseeable futu
60、re.E-SHOPPERS,EUROPESOURCE:EUROSTAT;NATIONAL E-COMMERCE ASSOCIATIONS;PARTNERS;STATISTA;UNITED NATIONS200202021(F)60%64%66%71%73%E-GDP,EUROPESOURCE:CMI ANALYSIS200202021(F)3.11%3.53%3.93%4.29%4.60%COUNTRIES INCLUDED:AlbaniaAustriaBelgiumBulgariaCroatiaCyprusCzech RepublicDenmark
61、EstoniaFinlandFranceGermanyGreeceHungaryIcelandIrelandItalyLatviaLithuaniaLuxembourgMaltaMoldovaNetherlandsNorth MacedoniaNorwayPolandPortugalRomaniaRussiaSerbiaSlovak RepublicSloveniaSpainSwedenSwitzerlandUkraineUnited KingdomThis is the light version of the report.The full version is only availabl
62、e to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 E-COMMERCE OVERVIEW BY REGION8E-COMMERCE OVERVIEWBY REGIONAs with previous years,in 2020 Western Europe boasts the highest share of total European e-commerce turnover for 2020 with 64%.F
63、ollowing far behind,Southern Europe holds 16%of total turnover.However,in terms of growth,Eastern Europe shined in 2020 with a rate of 36%,while Western Europes growth rate remained moderate at 4%.Central and Southern Europe saw similar growth rates in 2020,28%and 24%respectively.Its likely that Eas
64、tern Europes lag compared other European regions in B2C e-commerce turnover is due to low e-shopper penetration(41%),which is less than half of Western Europes e-shopper penetration(86%).INTERNET USERS BY REGION,2020SOURCE:EUROSTAT;STATISTAWestern EuropeSHARE OF TOTAL EUROPEAN E-COMMERCE TURNOVER BY
65、 REGION,2020SOURCE:CMI ANALYSISWestern:64%Southern:16%Central:8%Eastern:6%Northern:6%Northern EuropeCentral EuropeEastern EuropeSouthern Europe95%96%88%77%85%E-SHOPPERS BY REGION,2020SOURCE:EUROSTAT;STATISTAWestern EuropeNorthern EuropeCentral EuropeEastern EuropeSouthern Europe86%82%75%41%60%E-GDP
66、2020SOURCE:CMI ANALYSISWestern EuropeNorthern EuropeCentral EuropeEastern EuropeSouthern Europe5.19%GR:4%3.48%GR:3%3.00%GR:28%2.53%GR:36%3.73%GR:24%GR=B2C E-COMMERCE TURNOVER GROWTH RATE,2020This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommer
67、ce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 E-COMMERCE OVERVIEW BY COUNTRY9SOURCE:EUROSTAT;STATISTA;NATIONAL E-COMMERCE ASSO-CIATIONS;PARTNERS;UNITED NATIONSE-COMMERCE OVERVIEWBY COUNTRYUnited KingdomNetherlandsDenmarkSwitzerlandGermanyNorwaySwedenIcelandIrelandLuxe
68、mbourgCzech RepublicBelgiumFranceFinlandEstoniaAustriaPolandSloveniaMaltaHungaryCroatiaSlovak RepublicSpainLithuaniaLatviaGreecePortugalItalyCyprusSerbiaRomaniaRussiaBulgariaNorth MacedoniaUkraineAlbaniaMoldovaE-SHOPPERS PER COUNTRY,2020 92%91%90%90%87%87%86%83%81%80%80%79%78%78%76%74%72%72%72%70%69
69、%68%67%64%63%59%56%54%52%48%45%43%42%40%40%37%34%This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 E-COMMERCE OVERVIEW BY COUNTRY10SOURCE:CMI ANALYSISGreeceMoldova
70、RussiaSwitzerlandNorth MacedoniaSwedenHungaryPolandAlbaniaCroatiaRomaniaSpainLatviaCzech RepublicCyprusPortugalFinlandSlovak RepublicUkraineMaltaSloveniaLuxembourgIcelandLithuaniaSerbiaBulgariaFranceBelgiumIrelandAustriaDenmarkItalyNetherlandsUnited KingdomGermanyEstoniaNorwayB2C E-COMMERCE GROWTH R
71、ATE BY COUNTRY,2020SOURCE:CMI ANALYSIS;IMFUnited KingdomDenmarkEstoniaGreeceCzech RepublicSpainFrancePolandPortugalRomaniaNetherlandsNorth MacedoniaGermanyNorwayRussiaIrelandFinlandSwedenHungaryAustriaUkraineBulgariaItalyBelgiumSwitzerlandLithuaniaIcelandAlbaniaCroatiaCyprusSlovak RepublicSerbiaLatv
72、iaSloveniaLuxembourgMoldovaMaltaE-GDP BY COUNTRY,2020 77%49%41%37%37%36%35%34%33%32%30%29%27%26%25%23%22%22%22%22%21%21%20%18%12%9%9%7%7%7%6%3%3%2%2%1%-31%9.92%7.29%6.78%6.65%5.71%5.63%4.79%4.67%3.90%3.51%3.45%3.16%3.08%2.57%2.57%2.44%2.43%2.42%2.33%2.30%2.05%2.00%1.99%1.96%1.88%1.84%1.84%1.38%1.28%
73、1.24%1.09%1.08%1.03%1.01%0.94%0.88%0.79%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 E-COMMERCE OVERVIEW11FREQUENCY OF ONLINE PURCHASES IN THE LAST THREE MONTHS,2020SOURCE:EUROSTATLithuaniaNorwaySwedenAustriaCzechiaHungaryPolandSlovakiaSloveniaBulgariaCroatian 1 or 2 times n 3 to 5 times n 6 times or
74、more00%LeadersNorth MacedoniaRomaniaSerbiaCyprusGreeceItalyMaltaPortugalSpainEU-27BelgiumGermanyIrelandLuxembourgNetherlandsUnited KingdomDenmarkEstoniaFinlandIcelandLatvia28%24%8%20%18%11%20%23%28%20%29%25%16%23%23%20%26%20%25%19%13%18%21%16%22%18%12%30%18%11%13%7%2%14%19%19%19%5%2%14%10%2%18%13%5%
75、7%13%14%19%15%15%16%11%6%15%21%27%14%16%14%24%17%16%20%21%18%19%28%32%18%17%26%19%24%27%25%28%29%13%25%22%27%26%19%22%22%20%25%16%9%15%37%21%13%9%47%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 E-COMMERCE OVERVIEW12ONLINE PURCHASING NATIONALLY AND CROSS-BORDER,THREE MONTHS,2020SOURCE:EUROSTATLithuania
76、NorwaySwedenAustriaCzechiaHungaryPolandSlovakiaSloveniaBulgariaCroatian From national sellers n From sellers from other EU countries n From sellers of the rest of the world(non-EU countriesn From sellers from unknown countries n From sellers from other countries(EU or non-EU)00%Leaders*Figures from
77、2019North MacedoniaRomaniaSerbiaAlbania*CyprusGreeceItalyMaltaPortugalSpainEU-27BelgiumFrance*GermanyIrelandLuxembourgNetherlandsUnited KingdomDenmarkEstoniaFinlandIcelandLatvia5%68%16%65%82%21%36%22%27%59%3%37%23%25%94%3%65%35%51%67%10%84%29%77%42%4%38%22%27%95%43%36%25%26%80%5%48%19%42%88%3%46%29%
78、32%89%5%51%20%44%76%8%67%59%29%75%3%63%39%39%68%6%49%28%38%77%1%41%21%35%90%2%51%28%41%84%7%44%18%36%86%4%13%7%9%94%10%46%26%40%85%6%31%15%23%85%18%72%19%68%74%6%36%16%28%91%4%41%20%32%83%0%46%29%31%89%1%8%5%4%19%2%12%4%10%97%0%26%23%13%89%1%3%2%2%6%11%79%50%60%66%3%27%14%21%92%11%18%11%15%28%20%78%
79、41%63%72%2%48%22%39%89%13%46%32%36%90%6%39%21%30%90%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 MARKET OVERVIEW EU-2713MARKET OVERVIEWEU-27In 2020,the once 28-country European Union became the EU-27,as the United Kingdom finalized its long-discussed exit.Although the UK has always been an economic po
80、werhouse within the Unions e-commerce landscape,growth and progress in the remaining European countries digital markets have not stalled.In fact,89%of the EU-27s population accessed the internet,and 73%shopped online(up from 68%in 2019).EU-27 MEMBER COUNTRIESINTERNET USERS IN EU-27 COUNTRIESSOURCE:E
81、UROSTATPercentage of the population accessing the internet200202021(F)83%85%87%89%91%AustriaBelgiumBulgariaCroatiaCyprusCzechiaDenmarkEstoniaFinlandFranceGermanyGreeceHungaryIrelandItalyLatviaLithuaniaLuxembourgMaltaNetherlandsPolandPortugalRomaniaSlovakiaSloveniaSpainSwedenE-SHOPPERS IN
82、EU-27 COUNTRIESPercentage of internet users that bought goods or services onlineSOURCES:EUROSTAT;NATIONAL E-COMMERCE ASSOCIATIONS;STATISTA200202021(F)65%66%68%73%75%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 MARKET OVERVIEW EU-2714GDP AND E-GDP OF EU-27(EUR,BN)SOURCE:IMF;CMI ANALYSISThe G
83、ross Domestic Product(GDP)in Billion and the percentage of GDP comprised of e-commerce sales200202021(F)12,18312,45112,60212,78812,987n GDP n E-GDP2.53%2.84%3.26%3.62%3.99%PRODUCT CATEGORY PURCHASING IN EU-27 COUNTRIES(LAST 3 MONTHS)SOURCE:EUROSTAT,2020Any physical goodsClothes(incl.sport
84、 clothing),shoes or accessoriesFilms or series as a streaming service or downloadsFurniture,home accessories or gardening productsDeliveries from restaurants,fast-food chains,catering servicesPrinted books,magazines or newspapersComputers,tablets,mobile phones or accessoriesCosmetics,beauty or welln
85、ess productsMusic as a streaming service or downloadsMedicine or dietary supplements such as vitaminsSports goods(excl.sport clothing)Food or beverages from stores or from meal-kits providersConsumer electronics or household appliancesOther physical goodsChildren toys or childcare itemsGames online
86、or as downloads for smartphones,tablets,computers or consolesCleaning products or personal hygiene productsE-books,online-magazines or online-newspapersBicycles,mopeds,cars,or other vehicles or their spare partsFilms or series as DVDs,Blu-ray,etc.Music as CDs,vinyls,etc.98%63%31%29%28%27%26%26%25%23
87、%21%19%18%18%17%17%16%14%10%8%7%This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 MARKET OVERVIEW EU-2715ENTERPRISE DATA IN EU-27 COUNTRIESSOURCE:EUROSTAT,2020Ente
88、rprises with e-commerce salesEnterprises with web sales(via websites,apps or marketplaces)Enterprises with B2C web salesEnterprises analysing big data internally using machine learningEnterprises using service robotsEnterprises with a chat service where a chatbot or virtual agent replies to customer
89、sEnterprises use one AI systemEnterprise e-commerce activitiesn EU-27 SMEs (10-249 persons employed)n EU-27 Large Enterprises (250+persons employed)20%17%14%2%2%2%6%43%28%19%11%11%6%17%CROSS-BORDER PURCHASING IN EU-27 COUNTRIES(LAST 3 MONTHS)88%SOURCE:EUROSTAT,2020From national sellersFrom sellers f
90、rom other EU countriesFrom sellers of the rest of the world(non-EU countries)From sellers from unknown countriesFrom sellers from other countries (EU or non-EU)31%22%8%40%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 CASE STUDY16EUROPEAN WEBSHOPS:AN ANALYSIS OF THE EU-27Note to reader:the terms“webshop
91、”and“e-store”are used interchangeably throughout this case study.USE OF CONTACT OPTIONS OFFERED AMONG WEBSHOPS IN THE EU-27 IN 2021,IN%SOURCE:CENTRE FOR MARKET INSIGHTS90%74%66%47%8%Contact optionsCurrently,European webshops offer an average of 3.3 options for consumers to contact them.Phone,e-mail,
92、and online contact forms are the most frequently provided contact options within the EU-27.Surprisingly,having a chat option(live or chatbot)is also very popular among leading European e-stores,as almost half offer a chat option on their website.Some contact options are more popular among certain ty
93、pes of webshops than others;for example,e-stores located in Northern Europe are more likely to have a chat option(58%)and less likely to have a contact form(48%),when compared with e-stores in other European regions.Chat options are less popular among webshops in the sectors books,music,films&video
94、games(31%),and groceries(36%),versus the sectors pharmacy,personal care&hygiene(55%),and fashion,shoes&accessories(54%).Another important contact option,instant messaging/VOIP,is most popular among e-stores in fashion,shoes&accessories(18%),and least popular among e-stores in books,music,films&video
95、 games(7%).Social media useAlmost all European webshops display their social media channels on their website(93%).On average,e-stores present 3.2 social media sites on their website.Among all EU-27 online stores,Facebook,Instagram,and YouTube are the most popular social media channels.Less frequentl
96、y used social media platforms are Tumblr,Snapchat and TikTok.Interestingly,e-stores with over 200 million visitors PhoneE-mailContact formChatInstant messaging/VOIPFaxThis year,the European E-commerce Report includes an extensive webshop content analysis surrounding the features,particularities,and
97、growth of leading European webshops across the EU-27.More specifically,we measured the relationship between the features of e-stores,including contact options,social media,mobile apps,review systems,delivery options,and corporate social responsibility,with their characteristics,including size,sector
98、,international orientation,region,and type of organization.Additionally,we show how web traffic has developed throughout 2020 and 2021,and how the traffic of various types of e-stores evolved in the EU-27 during the COVID-19 pandemic.The following case-study showcases figures from the webshop conten
99、t analysis,highlighting relevant insights for retailers,policymakers,and e-commerce stakeholders.11%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 CASE STUDY17USE OF MOBILE APPS BY WEBSHOP SIZE(NUMBER OF VISITORS)IN THE EU-27 IN 2021,IN%SOURCE:CENTRE FOR MARKET INSIGHTS;SIMILARWEBper year are less likel
100、y to display their social media accounts on the website(78%)compared to smaller e-stores(94%).Compared to other regions in the EU-27,results show that webshops from Northern Europe have fewer Pinterest(8%),YouTube(55%)and Instagram(69%)accounts on their website.Additionally,Twitter is much more popu
101、lar among e-stores in Western Europe(71%)and Southern Europe(53%),compared to Northern Europe(24%)and Eastern Europe(26%).Focusing on different types of retailers,multi-channel players with physical stores make use of Instagram(81%)and YouTube(72%)more often than pure-players with no physical presen
102、ce(67%and 52%,respectively).However,marketplaces make use of Twitter(54%)and Pinterest(30%)more frequently than retailers(39%and 18%,respectively).Yet retailers find YouTube a more appealing option(69%)than marketplaces(54%).Within the different EU-27 retail sectors,there is significant variation in
103、 the use of social media.Twitter is most frequently used by webshops in the sector,books,music,films&video games(57%),and least often in home&garden(28%).Instagram is least popular among retailers in general merchandise(62%),bicycles&(car)accessories(64%),and electronics&accessories(69%).Additionall
104、y,bicycles&(car)accessories retailers rarely display a LinkedIn account on their e-store(5%).The same holds true for electronics&accessories retailers regarding the use of Pinterest(4%).Finally,retailers in fashion,shoes&accessories most frequently use Pinterest(37%)and TikTok(6%).Mobile app useTo d
105、ate,almost half(47%)of all leading webshops in the EU have a mobile app.More precisely,46%have an Android app,45%an Apple app,and 1%a Huawei app.The higher the annual number of visitors to an e-store,the more likely that it has one or more mobile apps.There are noticeable differences among retail se
106、ctors with regard to the use of mobile apps.Mobile app penetration is highest among e-stores in the sector groceries,(alcoholic)beverages&pet supplies(72%),and lowest among webshops selling bicycles&(car)accessories(21%).Among marketplaces and international webshops,mobile app usage is higher(75%and
107、 60%,respectively),particularly when compared to retailers(40%)and domestic players(29%).USE OF SOCIAL MEDIA CHANNELS AMONG WEBSHOPS IN THE EU-27 IN 2021,IN%SOURCE:CENTRE FOR MARKET INSIGHTS93%77%42%19%0%FacebookInstagramYouTubeTwitterPinteretsLinkedInTik TokSnapchatTumblr1%66%20%2%Less than500,0005
108、00,000to 2M2Mto 5M5Mto 10M10Mto 25M25Mto 50M50Mto 200M200Mor more12%14%30%43%59%57%82%93%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 CASE STUDY18USE OF PRODUCT REVIEW SYSTEMS BY SIZE OF WEBSHOPS(NUMBER OF VISITORS)IN THE EU-27 IN 2021,IN%SOURCE:CENTRE FOR MARKET INSIGHTS;SIMILARWEBFinally,the analysi
109、s revealed regional differences of mobile app usage among e-stores.Webshops within Western and Central Europe have higher mobile app usage(62%and 54%,respectively),while Northern European webshops are significantly lower,with only 31%.Customer Review UseCustomer reviews are,for many webshops,an impo
110、rtant source of feedback,a trust enhancing mechanism,and a source of information for(potential)customers.Within the EU,59%of e-stores offer customers the opportunity to write product reviews,and 23%provide consumers the option to review the company itself.Results show that the larger the webshop,the
111、 higher the chance that it has a product review feature on the website.Webshop size is not the foremost predictor for use of company review tools,apart from the smallest and largest webshops.E-stores with less than 500,000 web visitors per year(12%)and 200 million visitors per year(7%)are considerab
112、ly less likely to have a company review system on their website.There are also considerable differences among product sectors regarding the use of company and USE OF MOBILE APPS AMONG WEBSHOPS BY SECTOR IN THE EU-27 IN 2021,IN%SOURCE:CENTRE FOR MARKET INSIGHTS72%65%55%34%21%Fashion,shoes&accessories
113、General merchandisePharmacy,personal care&hygieneBooks,music,films&video gamesElectronics&accessoriesSporting goods,toys&hobbiesHome&gardenBicycles&(car)accessories28%62%43%31%Less than500,000500,000to 2M2Mto 5M5Mto 10M10Mto 25M25Mto 50M50Mto 200M200Mor more30%34%54%62%65%70%79%89%Groceries,(alcohol
114、ic)beverages&pet suppliesUSE OF PRODUCT AND COMPANY REVIEW SYSTEMS AMONG WEBSHOPS BY SECTOR IN THE EU-27 IN 2021,IN%SOURCE:CENTRE FOR MARKET INSIGHTSPharmacy,personal care&hygieneSporting goods,toys&hobbiesElectronics&accessoriesBicycles&(car)accessoriesBooks,music,films&video gamesGeneral merchandi
115、seHome&gardenFashion,shoes&accessoriesGroceries,(alcoholic)beverages&pet suppliesn Product review system n Company review system74%36%60%44%70%31%62%38%82%16%62%14%54%20%42%14%35%14%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 CASE STUDY19product review systems.For example,company review systems are m
116、ost frequently used by e-stores in the sector of sporting goods,toys&hobbies(44%),and less frequently by e-stores in fashion,shoes&accessories(14%).However,product review systems are most likely to be utilized among books,music,films&video games retailers(82%)and less likely among groceries,(alcohol
117、ic)beverages&pet supplies retailers(35%).Marketplaces(72%)and international webshops(64%)are more likely to offer product reviews to customers than retailers(56%)and domestic players(53%).Finally,company review systems are more popular among pure players(35%)than among multi-channel retailers(18%)wi
118、thin the EU-27.Delivery options and timesIn the past decade,the number of delivery options offered by webshops has steadily increased,particularly in Europe.Apart from home delivery,61%of e-stores in the EU-27 already offer the possibility of picking up an online order in their store(s)/outlet(s),an
119、d 56%of e-stores now offer the option of delivering orders to logistics service provider pick-up points.The use of pick-up points is highest among webshops with 200+million visitors per year(89%),followed by webshops with 50 to 200 million visitors(76%),and lowest among webshops with less than 500,0
120、00 visitors(27%).Focusing on retail sectors,results show that the option to collect online orders in-store/outlet is lowest among e-stores selling in the category of fashion,shoes&accessories(37%),and highest among e-stores selling in electronics&accessories,and books,music,films&video games(both at
121、 76%).Webshops selling general merchandise are most likely to offer pick-up points as a delivery method,while webshops in groceries,(alcoholic)beverages&pet supplies are least likely to do so.Results further indicate that pick-up point usage is highest among e-stores targeting Northern Europe(73%)an
122、d lowest among e-stores that focus on Southern Europe(36%).Regarding delivery times and the option to choose the date of/time of delivery,results show that the majority of webshops in the EU-27(68%)do not offer next-day delivery to their customers,and the proportion of webshops that offer weekend,sa
123、me-day or a customized delivery time is even smaller.However,the differences between regions and webshop type are large.For example,in Western Europe the share of e-stores that offer customized delivery time(31%),USE OF DELIVERY OPTIONS AMONG WEBSHOPS BY SECTOR IN THE EU-27 IN 2021,IN%SOURCE:CENTRE
124、FOR MARKET INSIGHTSSporting goods,toys&hobbiesBooks,music,films&video gamesPharmacy,personal care&hygieneElectronics&accessoriesGeneral merchandiseHome&gardenBicycles&(car)accessoriesFashion,shoes&accessoriesn Pick-up pointn Collect in store/outlet63%73%60%76%55%74%58%76%71%51%40%68%61%45%58%37%31%4
125、4%next-day(45%),and weekend delivery(35%)is considerably higher than in other European regions.The availability of the four abovementioned delivery options(same-day,next-day,customized time,weekend)is significantly higher among the largest webshops in the EU-27 as compared to smaller webshops.For in
126、stance,of the e-stores with more than 200 million visitors per year,70%offer next-day delivery,and 56%same-day delivery,as compared to 21%and 3%of e-stores with less than 500,000 visitors per year.Finally,marketplaces are more likely to offer same-day(19%)and next-day delivery(42%)than retailers(11%
127、versus 30%).Corporate social responsibilityInterviews with the national e-commerce associations for this years report have revealed how important sustainability is for consumers,retailers,policymakers,and logistics providers.The IPCC report has reaffirmed the importance of this topic;within the Euro
128、pean e-commerce sector,countless innovations have been developed and significant steps taken to reduce the ecological footprint of online retailers.Groceries,(alcoholic)beverages&pet suppliesUSE OF DELIVERY TIME OPTIONS AMONG WEBSHOPS IN THE EU-27 IN 2021,IN%SOURCE:CENTRE FOR MARKET INSIGHTSNext day
129、 deliveryCustomers can choose the delivery date/timeWeekend deliverySame day delivery32%22%21%13%LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 CASE STUDY20However,we ask:to what extent do e-stores in the EU-27 share their efforts to be(come)sustainable and responsible organizations with their(potential
130、)customers?To date,about 34%of webshops in the EU make a clear reference on their website to their corporate social responsibility(CSR)efforts.Note that CSR not only includes sustainability endeavors,but also other contributions to society,such as their efforts regarding fair trade,anti-slavery,anti
131、-poverty,and supporting local communities.The larger the e-store(in terms of web traffic),the higher the likelihood of disclosing information on the website about their CSR goals.Looking at different product sectors,results show that webshops disclosing CSR information are highest among webshops sel
132、ling in groceries,(alcoholic)beverages&pet supplies(50%),and lowest among those in bicycles&(car)accessories(13%).Marketplaces(46%)and international companies(41%)are more likely to display their CSR efforts than retailers(31%)and domestic players(23%).Finally,among e-stores targeting Western Europe
133、an countries,the share that display information about their CSR activities is significantly higher(50%)than among e-stores from other regions in Europe.However,it should be noted that differences between individual countries are large,including the countries within Western Europe.Growth of webshop t
134、rafficThe years 2020 and 2021 have been exceptional due to the COVID-19 pandemic,particularly regarding e-commerce in the EU-27.Alongside the stringent(economic)measures taken to mitigate the spread of the virus,lockdowns(including closures of physical stores),and health/safety measures gave a boost
135、 to online shopping across Europe.Using web traffic data from SimilarWeb throughout the period of January 2019 until June 2021,we aimed to provide relevant insights into the growth of visitors to European webshops.Although there is a(strong)correlation between increased web traffic and higher sales,
136、the results of this case study provide no direct insights into the financial performance of e-stores.In 2020,leading webshops in the EU-27 witnessed an increase of 13%in web visitors as compared to 2019.In the first six months of 2021,web traffic grew with 8%as compared to the same period in 2020,an
137、d with 18%compared to the same period in pre-COVID 2019.These average growth figures do DISPLAY OF CSR INFORMATION BY SIZE OF WEBSHOPS(IN NUMBER OF VISITORS)IN THE EU-27 IN 2021,IN%SOURCE:CENTRE FOR MARKET INSIGHTS,SIMILARWEBLess than500,000500,000to 2M2Mto 5M5Mto 10M10Mto 25M25Mto 50M50Mto 200M200M
138、or more16%16%23%31%36%36%59%70%AVERAGE WEB TRAFFIC GROWTH PER MONTH IN THE EU-27 COMPARED TO THE SAME MONTH IN PRE-COVID YEAR 2019,IN%SOURCE:SIMILARWEB,CENTRE FOR MARKET INSIGHTS25%20%15%10%5%0%-5%01/202002/202003/202004/202005/202006/202007/202008/202009/202010/202011/202012/202001/202102/202103/20
139、2104/202105/202106/2021LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 CASE STUDY21not reflect the volatile nature of online shopping in 2020 and 2021,which becomes clearer when looking at the growth figures per month.In March 2020,many governments across Europe took(the first)stringent measures to conta
140、in the spread of COVID-19.In this month,average web traffic declined,likely due to uncertainty among consumers about the new virus and the government responses.Limited access to physical stores,due to lockdowns and safety measures,gave a significant boost to e-store traffic from April 2020 and onwar
141、ds.The nature of webshops(i.e.,sector,type,etc.)largely determines the extent to which they profited from the increase in online shopping due to the COVID-19 pandemic.For example,e-stores in the sectors of groceries,(alcoholic)beverages&pet supplies,as well as home&garden,witnessed the largest annua
142、l average increase in web traffic.On the contrary,webshops selling in bicycles&(car)accessories experienced a decline in the number of visitors to their website in 2020.To reiterate,these annual growth figures do not reflect the large fluctuations in web traffic due to COVID-19 measures over time,ho
143、wever,these figures offer insights into overall e-commerce market trends.Three sectors displayed the largest increase in online traffic between March and April of 2020,namely groceries,(alcoholic)beverages and pet supplies.This increase is likely due to current and future uncertainty of the availabi
144、lity of basic necessities during the first round of stringent government measures.Web traffic amongst home&garden e-stores peaked in May 2020 when consumers,bound to their homes,appeared to opt for home improvements and enhanced working-from-home spaces.Smaller peaks in web traffic can also be obser
145、ved in early 2021,when many European countries were in lockdown.The strong decrease in non-essential travel during the first lockdowns in 2020 resulted in a decline of web traffic for e-stores selling bicycles&(car)accessories.These examples reveal that for many retail sectors there is a strong and
146、causal relationship between web traffic growth and COVID-19 measures taken by national governments.Alongside sector,several characteristics affected a webshops increased web traffic growth in 2020.For example,retailers experienced a stronger increase in web traffic than marketplaces(+22%vs.+10%).And
147、 multi-channel players,of which many were confronted with forced store closures,AVERAGE WEB TRAFFIC GROWTH OF WEBSHOPS PER MONTH BY SECTOR IN THE EU-27 IN 2020 COMPARED TO THE SAME MONTH IN PRE-COVID YEAR 2019,IN%SOURCE:SIMILARWEB,CENTRE FOR MARKET INSIGHTS60%45%30%15%0%-15%-30%01/202002/202003/2020
148、04/202005/202006/202007/202008/202009/202010/202011/202012/202001/202102/202103/202104/202105/202106/2021AVERAGE WEB TRAFFIC GROWTH OF WEBSHOPS IN THE EU-27 IN 2020 COMPARED TO PRE-COVID YEAR 2019,IN%SOURCE:SIMILARWEB,CENTRE FOR MARKET INSIGHTS30%27%24%14%-2%Home&gardenBooks,music,films&video gamesE
149、lectronics&accessoriesPharmacy,personal care&hygieneFashion,shoes&accessoriesEindtotaalSporting goods,toys&hobbiesGeneral merchandiseBicycles&(car)accessories9%25%21%13%Groceries,(alcoholic)beverages&pet supplies13%Bicycles&(car)accessories Groceries,(alcoholic)beverages&pet supplies Home&gardenLIGH
150、T VERSIONEUROPE E-COMMERCE REPORT 2021 CASE STUDY22had a stronger web traffic growth than pure players(+20%vs.+8%).Domestic e-stores witnessed a sharper increase in the number of visitors to their website as compared to international players(+18%vs.+12%).Additionally,the smallest webshops with less
151、than 2 million visitors per year experienced a stronger increase in web traffic when compared to the largest webshops with over 200 million visitors per year(+31%vs.+9%).Regional differences were also present in the content analysis.E-stores in Northern and Eastern Europe witnessed larger web traffi
152、c increases in 2020 than e-stores in other European regions.Suffice it to say,the differences in web traffic development between countries can be quite high,even within the same region.About the researchFor this report,the Centre for Market Insights(CMI)of the Amsterdam University of Applied Science
153、s gathered a dataset of over 1,000 leading webshops in Europe.The dataset includes 30 leading webshops for each of the 37 countries covered in this report.These lists of e-stores per country have been developed with input from the national e-commerce associations.To produce aggregated figures for Eu
154、rope,we ensured that each country list contained sufficient variety in terms of webshop type,such as sector and/or international orientation.For this reason,we replaced larger webshops with smaller ones where necessary.Nevertheless,one can be assured that at least the 20 to 25 largest e-stores in ea
155、ch country are included in the dataset.For this specific case study,we used a subset of dataset containing all 810 webshop targeting the 27 countries of the European Union(EU-27).Data on the characteristics(e.g.,sector and type)and features(e.g.,contact and delivery options)of webshops have been col
156、lected via a website content analysis,executed by three trained coders of the CMI that manually inspected all 1,110 websites in the dataset.The(estimated)web traffic data used in this analysis is from SimilarWeb and covers the period of January 2019 to June 2021.SummaryTo conclude,this case study pr
157、esented the features and particularities found among leading EU-27 webshops.More specifically,the analysis included website options for consumers,as well as web traffic growth throughout the COVID-19 pandemic.This deep-dive content analysis aims towards helping retailers,policymakers,and logistics p
158、roviders by offering insights into current e-store trends.Extensive use of marketing and communication channels,such as social media and mobile apps,prove that EU webshops are advanced and ready to continue adapting to the EU consumer.However,it is apparent that e-stores have opportunities to expand
159、 their delivery options,as a large majority do not yet offer same-day or next-day delivery.In the increasingly important area of corporate social responsibility,most webshops do not yet share information about their efforts via the website.Regarding the COVID-19 pandemic,results show that measures t
160、aken by national governments to contain the virus have had a significant effect on the growth of web traffic to European e-stores,both in 2020 and 2021.However,penetration levels and traffic growth vary significantly among different types of webshops,particularly among smaller and larger webshops,an
161、d those operating in different product sectors.More trends and figures from our content analysis on the leading webshops in Europe can be found online via our interactive dashboard,which includes country-level figures and correlations between web traffic growth and COVID-19 measures.This dashboard w
162、ill be available from October 2021,and can be accessed via the following link or QR code:www.cmihva.link/EUdashboard21LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE23WESTERN EUROPEGDP AND E-GDP(EUR,BN)SOURCE:IMF;CMI ANALYSISThe Gross Domestic Product(GDP)in Billion and the percentage of G
163、DP comprised of e-commerce sales200202021(F)9,0399,1149,2889,3679,577n GDP n E-GDP4.17%4.68%5.04%5.19%5.48%INTERNET USERSSOURCE:EUROSTATPercentage of the population accessing the internet200202021(F)91%92%94%95%96%E-SHOPPERSPercentage of internet users that bought goods or serv
164、ices onlineSOURCE:EUROSTAT200202021(F)81%81%83%86%87%This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE BELGIUM 24BELGIUM Currency:Euro VA
165、T:21%CHARTSINTERNET USAGEE-SHOPPERSSOCIAL MEDIA USESOURCE:EUROSTAT200021(F)1.76%2.89%1.68%1.62%1.54%1.20%86%87%89%90%91%92%93%SOURCE:EUROSTAT200021(F)3.35%6.05%1.68%9.20%11.41%2.48%64%65%67%67%72%79%80%SOURCE:STATCOUNTERFacebook:61%Pinterest:27%Twitter:6%I
166、nstagram:2%YouTube:2%GDP AND E-GDP(EUR,BN)SOURCE:IMFThe Gross Domestic Product(GDP)in Billion and the percentage of GDP comprised of e-commerce sales200021(F)4443449456n GDP n E-GDP1.97%2.14%1.35%1.60%1.85%1.96%2.12%Percentage of the population accessing the internet
167、 Growth RatePercentage of internet users that bought goods or services online Growth RateMost popular social media channels in 2021This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COM
168、MERCE REPORT 2021 WESTERN EUROPE BELGIUM 25BELGIUMINTERVIEW COVID-19How has Covid-19 changed consumer behaviors and preferences in online shopping?We saw 12%of consumers that had never shopped online before,make a purchase online.Older folks,60+,they had to because in the first lockdown everything w
169、as closed and in the second lockdown,only essential shops were open.Food,DIY,pharma and toys did well in Q1 2020,while ticketing,events and services saw significant drops.When looking at Belgium e-commerce figures,they seem contradictory,but they are not;we saw a decrease in travel and ticketing,whi
170、ch are some of the most expensive product categories,but we saw an increase in Belgian trade.Consumers discovered where and how to shop,and e-commerce logistics improved during the pandemic.Regarding infrastructure:there are two aspects to food,classic shopping(cold chain)and restaurants(warm chain)
171、.For restaurants,it was more food pickup,but the problem we saw with food was difficulty in transportation.DPD opened their food section to Belgium,which covers the fresh food circuit,allowing consumers to order fresh fruits,herbs and other fresh meals or products.We also saw oversized transportatio
172、n adapting to needs during the pandemic.Have you noticed any specific product categories or retailers that were hit hard or did well during or due to the lockdown?Fashion,sports,medicine and home/garden did well.In the beginning,fashion was slow,but eventually it took off.These online sales didnt co
173、mpensate the loss of physical stores,but they helped retailers remain afloat.During the lockdown,food and groceries increased,as did electronics,hardware,leisure and entertainment.Did the lockdown impact retailers going online or creating a stronger online presence?We definitely had an increase.For
174、comparison,if you look at 2016 when we had 16k webshops,every year around 3-5k new webshops popped up.Last year we had 20k new webshops join,so it was huge.Most classic retailers were obliged in 2020 to organize themselves and open a webshop,including restaurants,salons,and little boutiques.What hav
175、e some of the specific challenges/opportunities been in the Belgian market for SMEs going online?For many,logistics has been a challenge.Creating a digital webshop is one thing,but logistics is an entirely different beast.Suddenly your stock is interrupted via the webshop and its not organized prope
176、rly with the shop inventory system.For SMEs handling returns,these new business activities are difficult to synchronize.The biggest challenge remains marketing for SMEs theyre not used to social media,marketing,analytics,or adwords.Social media is one of the big things retailers in Belgium need to t
177、hink about,digital marketing in general needs more focus.Omnichannel challenges are also present for Belgian retailers managing a shop on a marketplace,managing a classic webshop,and managing a physical shop.Were there any new innovations in payment/delivery methods during the lockdown?If we ask con
178、sumers what their preferred payment method is,its PayPal,then Bancontact,then credit card but many traders do not offer PayPal because its an expensive payment method.Many purchases are made via debit card or Bancontact,and then credit cards.We noticed a 20%increase in contactless payment,and QR cod
179、es are also popping up and being used more in omnichannel shopping.We also saw the introduction of digital eco-and lunchpass as e-commerce payment method.SUSTAINABILITYWhat is the general conversation around sustainability in e-commerce?For consumers,sustainability is increasing on their priority li
180、st.A consumer survey revealed that 48%believe sustainability is an important element that determines whether a webshop is“good”or“bad”.Consumers have said they feel retailers should focus on working with sustainable and environmental packaging,efficient packaging and shipping,and ensuring that old p
181、roducts are recycled.Secondhand is also up-and-coming in the Belgian market.What,if anything,are retailers/consumers/policymakers doing in regard to sustainability and e-commerce?For the moment,its all about Covid.There have been several initiatives to get traders online,but there was not a large fo
182、cus on sustainability within online shopping during the crisis.Politically,there has been a push towards shopping locally,promoting Belgian consumers to shop locally whenever possible rather than ordering from China.It is still premature but we see traders starting to invest and transform towards su
183、stainable business,but there is still lots to do.ADDITIONAL TOPICSHas Brexit had any impact on the Belgian e-commerce market?Yes,we have seen the market impacted.We saw that predominantly exports decreased,which lowered partly due to the Covid pandemic,but also the idea to shop local is more prevale
184、nt.We have also heard of complaints and difficulties with stock and supply chain issues.That said,our leading export countries for e-commerce are France,the Netherlands Greet DekockerSafeShops“Omnichannel challenges are also present for Belgian retailers managing a shop on a marketplace,managing a c
185、lassic webshop,and managing a physical shop.”Continued on the following pageSafeShops.beLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE BELGIUM 26BELGIUMINTERVIEWand Germany,followed by the UK,so the impact will likely lessen over time as we rely more firmly on these other markets.What is
186、the conversation around innovative technology in e-commerce?(ex.AI,cryptocurrency,Blockchain,VR,etc.)Bitcoin is one of the payment method possibilities offered via PSPs,but it is still minor in Belgium.That could be due to the lack of webshops offering these payment methods,but overall,it is still m
187、inor.There are several stimulating courses and talks around tech tools for webshops,like installing AI-driven chatbots,but it is a slow adaptation.It is something we believe in,specifically because we think it will help webshops organize themselves,particularly if they are operating in an omnichanne
188、l setting.“Bitcoin is one of the payment method possibilities offered via PSPs,but it is still minor in Belgium.”SafeShops.beLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE BELGIUM 27BELGIUMINTERVIEW COVID-19How has Covid-19 changed consumer behaviors and preferences in online shopping?Our
189、 results showed consumers discovered many more products than pre-Covid.Products that were never ordered online before,like swimming pools,BBQs and garden sets started to be during the pandemic.We saw 200,000 new consumers come into the e-commerce market,so an increase of around 2%.So,there were seve
190、ral new consumers online discovering new products during the pandemic.As for retailer behavior,we know for sure that many retailers started a website,started selling on a platform and/or started a new webshop.Have you noticed any specific product categories or retailers that were hit hard from the l
191、ockdown?The entire services sector fell because consumers were no longer purchasing travel,nor going out to eat.We saw 1 billion euros less spent on travel when compared to 2019.Other sectors,like entertainment,zoos,concerts,museums,they were all closed and experienced huge losses.Retailers who expe
192、rienced the most growth during this time were consumer electronics,household appliances and computer accessories.SUSTAINABILITYWhat is the general conversation around sustainability in e-commerce?For us its important that e-commerce be sustainable,and theres a negative perception that we have to dea
193、l with from policymakers and consumer federations thinking it is negative we have to work on that perception,that a van carrying packages is more sustainable than several people driving to shops.Our consumer panel surveys have proven that consumers are very concerned with sustainability in e-commerc
194、e.There are retailers who are mandated by law to take back household appliances for recycling.Theres another initiative being pushed by consumers,the secondhand market(circular economy,sharing economy)is growing quickly.Theres definitely a big market here for this and consumers are taking part.From
195、my perspective,I dont think returns should be free retailers and consumers have to start working together on making clear agreements on who is paying for delivery and return.Apart from the secondhand market,only a small portion of consumers would be willing to pay for sustainability options.ADDITION
196、AL TOPICSWhat have some of the challenges/opportunities been in the Belgian market for SMEs going online?The challenges in Belgium are definitely the lack of digital skills/knowledge and lack of willingness to invest financially.Opportunities are the fact that Belgium missed the first train and had
197、some delay,which means retailers here dont have to reinvent the wheel there are so many platforms and examples to learn from and take advantage of.What do you think has made the leading retailers in Belgium successful?For six years now we have ranked webshops,and this is the third year we are basing
198、 that on digital performance,because we believe that digital performance is key to your success in the market.If your webshop is not performing,pages are slow to load,etc.,then consumers will go somewhere else.So,we are big believers of digital performance as a key element in being successful in the
199、 market.Digital performance encompasses user experience and customer service,and this is even more important for omnichannel retailers operating offline and online.Creating synergies between your online and offline shop are incredibly important.Sofie GeeromsBeCommerce“Our consumer panel surveys have
200、 proven that consumers are very concerned with sustainability in e-commerce.”Continued on the following pageLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE FRANCE 28FRANCE Currency:Euro VAT:20%CHARTSINTERNET USAGEE-SHOPPERSSOCIAL MEDIA USESOURCE:EUROSTAT200021(F)1.49%
201、0.27%1.37%2.47%2.00%1.50%87%88%88%89%91%93%94%SOURCE:EUROSTAT;FEVAD;STATISTA200021(F)2.86%1.61%0.03%5.20%3.29%2.89%74%75%76%75%77%78%79%SOURCE:STATCOUNTERFacebook:72%Pinterest:16%Twitter:6%Instagram:3%YouTube:2%GDP AND E-GDP(EUR,BN)SOURCE:IMFThe Gross Domestic Product(GDP)in Bi
202、llion and the percentage of GDP comprised of e-commerce sales200021(F)2,1732,1992,2462,2802,3102,3432,377n GDP n E-GDP2.89%3.25%3.64%4.06%4.48%4.79%5.19%Percentage of the population accessing the internet Growth RatePercentage of internet users that bought goods or services onl
203、ine Growth RateMost popular social media channels in 2021This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE FRANCE 29FRANCEINTERVIEW COVID-19How has
204、Covid-19 impacted the French e-commerce market?Purchasing of goods online was steady and progressive and then in 2020 it skyrocketed.Whereas the services sector had extreme decreases in e-commerce.We witnessed the largest growth in B2C e-commerce weve ever seen with over 29%overall in 2020 and almos
205、t 41%growth in Q4 2020.Travel services were hit hard in Q2 2020 with-75%,and an overall 2020 growth rate of-47%.In one year,we have seen the total B2C e-commerce for online goods market growth we would have normally only seen over 4 years in France.In fact,e-commerce market share for consumer goods
206、went from 10%to 14%in one year,but thats only consumer goods.If you look at e-commerce(goods and services,112 billion),then the total growth is 8.5%below 2019 growth at 11.5%.The total shows that online goods growth almost offset online services decline,which shows the resilience of the sector.Usual
207、ly,the reasons French consumers buy online is for practical reasons,namely that consumers have more choice and diversity of products.However,during Covid-19,it was for safety reasons and health protection.Even when shops reopened,consumers seemed to avoid them due to potential exposure to the virus.
208、During the first lockdown,computers(IT)and cultural products were the most purchased products online,while during the 2nd lockdown,consumers were purchasing more furniture and home products.Meanwhile,throughout the year,health and beauty remained consistently high,as well as online food(which was su
209、rprising as food stores remained open).Nevertheless,online food,both pickup and home delivery really boomed over the last 12 months,and new habits were created.During the first lockdown,at the beginning people were shocked and Logistics were heavily impacted including half of all post offices and al
210、l the pickup stores were closed.That said,after three weeks the market was able to cope with the influx of online orders,and by the 2nd lockdown in November,companies were much more prepared for the situation(logistically)and people got more used to it.The growth on mobile devices has slowed down du
211、ring 2020 we mistook this for consumers shopping from their computers at home,but it was the decrease in purchasing services online that decreased mobile shopping.Marketplaces experienced about the same growth as e-commerce,approximately 30%.The main difference was at the beginning of the first lock
212、down,you could see the difference between marketplaces and the market marketplaces suffered a little more in the first lockdown because logistics were less prepared,and the capacity was quite weak.This was not the case during the 2nd lockdown marketplaces showed they were much more prepared and hand
213、led it much better.Even after the lockdown(s),sales online have still been high,due largely to the fact that shopping in-store was still less convenient with masks,social distancing,and heightened risk of getting sick.E-commerce has been a buffer for stores;though it did not fully replace brick-and-
214、mortar sales,it helped stores maintain some activity,which was important for everyone(retailers,consumers and the economy).Stores in France have said that e-commerce has saved them,because without e-commerce they would have had to close entirely.Throughout this difficult time,e-commerce continues to
215、 fill the gaps for everyone.We noticed a difference between pure players and high street stores growth was much higher for e-tailers than for pure players in two lockdowns,the online sales of stores went up 100%.After the lockdown,their online sales went down a bit,but still stayed high.SUSTAINABILI
216、TYWhat is the conversation around sustainability in e-commerce?This is one of the major topics for e-commerce in France right now.Its driven by three forces,the first being customers.All surveys are showing this is something people care more and more about-there are more expectations from consumers
217、to contribute,improve and decrease the environmental impact of consumption,so webshops are taking this into consideration.The second driver is expectation from companies and employees.The average age of companies is quite young,and we see that for the younger generation this topic is extremely impor
218、tant employees are demanding the companies they work for to improve.The third driver is investors;we have several new companies who need to get money to invest,and they take this seriously into consideration.Perhaps most importantly,companies have realized that sustainability can be a way to improve
219、 performance.For quite some years,sustainability was seen as a regulatory constraint,something that was imposed and there was no choice now,people and companies realize this is something that can help them improve the effectiveness and performance of the company.Additionally,our research has shown t
220、hat Covid will not stop or slow down this issue of sustainability but will in fact increase the willingness to invest.Marc LolivierFEVAD“E-commerce has been a buffer for stores;though it did not fully replace brick-and-mortar sales,it helped stores maintain some activity,which was important for ever
221、yone(retailers,consumers and the economy).”Continued on the following pageLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE FRANCE 30FRANCEINTERVIEWWhat are retailers/consumers/policymakers going in regard to sustainability in e-commerce?A specific example here:sometimes you have small items
222、 in a parcel,and this costs a lot for the company due to transportation and materials to make the parcel.So,they are now equipping new machines to help reduce parcel sizes,which is a win-win situation,good for business and for the planet.We have to work on our transparency towards consumers.It is im
223、portant to give choices to the consumer,so they can make the decision,and consumers are really in demand of having all the information.They want information regarding delivery,but also recycling of packaging.From a policy perspective,we are working on consistent and credible evaluation measures its
224、important we set this up,otherwise we will have controversy for how to calculate the sustainability measures that are taken.With this,we can give the right tools to consumers and e-commerce players.“It is important to give choices to the consumer,so they can make the decision,and consumers are reall
225、y in demand of having all the information.”LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE GERMANY 31GERMANY Currency:Euro VAT:19%CHARTSINTERNET USAGEE-SHOPPERSSOCIAL MEDIA USESOURCE:EUROSTAT200021(F)2.76%0.57%2.77%1.55%1.39%1.00%89%91%91%93%94%95%96%SOURCE:EUROSTAT20
226、0021(F)2.76%0.57%2.77%4.03%5.01%2.00%82%82%82%82%84%87%88%SOURCE:STATCOUNTERFacebook:67%Pinterest:18%Twitter:6%Instagram:4%YouTube:2%GDP AND E-GDP(EUR,BN)SOURCE:IMFThe Gross Domestic Product(GDP)in Billion and the percentage of GDP comprised of e-commerce sales200182
227、01920202021(F)2,7982,8592,9292,9722,9943,0373,083n GDP n E-GDP1.68%1.84%2.54%2.78%3.08%3.08%3.24%Percentage of the population accessing the internet Growth RatePercentage of internet users that bought goods or services online Growth RateMost popular social media channels in 2021This is the light ver
228、sion of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE GERMANY 32GERMANYINTERVIEW COVID-19How has Covid-19 changed consumer behaviors and preferences in online shopping?E-com
229、merce has always increased by about 10%per year.During the Covid-19 crisis we have seen the biggest growth of online shopping in categories like grocery and pharmacy although people know they can go and get food and drugs in stationary shops as well,they still prefer to do so online first.Consumers
230、realized that they can buy everything online as well also consumers who didnt use to buy goods online in the past.Therefore,we saw for example the strongest growth in older people shopping online.As a result,we have also seen companies shifting from traditional multi-channel business models to an on
231、line-first-multi-channel model.Moreover,German consumers have modified their online payment behaviors,as digital payments such as Paypal and Apple Pay are on the rise and invoice is declining.We saw this same trend in brick-and-mortar stores and on the high-street.In the past,bakeries would ask cons
232、umers to pay with cash,now they are requesting payment with contactless options.Have you noticed any specific product categories or retailers that were hit hard from the lockdown?The hardest hit were tickets and travel,as well as clothing in Q1(though its bounced back since then).For quite some time
233、 we had a real problem in the category of travel items,namely for products to take to the beach.Not taking online pharmacies into account(they had the strongest growth overall but are a special market due to regulation),the two winning product categories have been bicycles and groceries,specifically
234、 alcoholic beverages.Office supplies were also selling well,but they struggled with shortages and having too little stock after 3-4 weeks of lockdown.Did the lockdown impact retailers going online or creating a stronger online presence?Yes.We had a lot of new entrants into the market,namely from com
235、panies that had never sold online before,who started listing telephone numbers,WhatsApp information,Instagram posts,etc.Many were forced to become e-commerce companies.Online marketplaces facilitated their market entry by providing them with the necessary infrastructure.Moreover,we also had initiati
236、ves catered towards store-based retailers to enable them to go online.Were there any new innovations in payment/delivery methods during the lockdown?There were several in relation to payments,like new ways to use PayPal in stores,which has been one of the better innovations.One interesting change re
237、garding the delivery took place in Berlin,when the Senate decided that e-commerce and distance selling are to be considered part of“normal retail”and therefore must be taken into account when developing city streets and general urban planning.In order to have a habitable place there has been a push
238、towards making home shopping and pickup possible,so this was put into the legislative process and written into law,which is a huge step for us.SUSTAINABILITYWhat is the general conversation around sustainability in e-commerce?For the German population,as well as German legislation,sustainability is
239、a huge topic.Its a conversation about returns management,packaging,sustainable shipping and foreign e-tailer requirements.Interestingly,for the first time the German Environment Agency has issued a study that shows that there is no evidence that e-commerce is less sustainable than regular retail,and
240、 in more cases,it is even more sustainable to buy online than in a physical shop.Therefore,the tone of the discussion is changing.We also have some inconsistencies in our legislation regarding sustainability.We have a new law requiring retailers to make sure that their goods remain marketable during
241、 the whole selling process,which is in the interest of every retailer anyway.However,in the future retailers will be required to document and report what they have done with the products that were returned.Instead of increasing the administrative burden for retailers,we call on the Ministry of Finan
242、ce to change the law to exempt donations of companies to charitable organizations from VAT,which we feel would result in higher benefits for sustainability and the society than the drafting of reports.Of course,the other big discussion is around China and the EU,as many cheap items come from Chinese
243、 companies that do not have to comply with the same regulation as German or other EU retailers have to.We need to set the rules to keep a level playing field we cannot force German companies to comply with sustainability regulations when foreign companies do not have to do the same.Do you feel consu
244、mers are willing to pay more for online products with sustainability in mind?If so,under what conditions?If you ask consumers,they say“yes.”If you charge consumers,they say“no!”Its not that consumers are unwilling,but consumers will no longer pay more if you simply list a product as“organic”and then
245、 charge more for it.In grocery stores the customer is very price sensitive even in organic supermarkets.Another example:Right now,our members are trying to reduce packaging,but they have seen that if something is not packaged in the original packaging,return rates increase.Martin Gro-AlbenhausenBEVH
246、“For the German population,as well as German legislation,sustainability is a huge topic.”Continued on the following pageLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE GERMANY 33GERMANYINTERVIEWADDITIONAL TOPICSWhat is the status of cryptocurrency use in the German e-commerce market?We kno
247、w that whenever we talk about Bitcoin in retail,hardly anybody would want to talk about it.People regard it as snake oil they dont understand it and see it as a scam,like something used on the dark web for fraud.That is the current mindset in Germany,so Im happy consumers are using something like Pa
248、yPal,but as far as Blockchain and cryptocurrency is concerned,we are 3-4 years behind the US and other European markets.We do have some shops accepting cryptocurrency,but it certainly isnt a payment method easily accepted nor by retailers neither by customers.Banking companies want to regulate it,wh
249、ich is like ripping the core out of cryptocurrency and transforming it into a digital euro without the benefits of a stable digital currency.The discussion in Germany with these topics is to regulate rather than drive them forward.What is the conversation around data protection and privacy in German
250、y?With the deletion of legitimate interest in the current e-privacy proposal,data protection in Germany is,right now,a completely European hot topic.Its a hot topic not only for businesses but for consumers,too.German consumers want data protection and consent management is huge because we are requi
251、red by law to comply.However,more business will be shuffled to big players because these companies have created enough value of some kind to the customer that he is willing to consent the ongoing use of his data.Small businesses might lose a lot of insights because they can track less data;this,of c
252、ourse,hurts competition.Data is very valuable,so the question we have now is:How much tracking can you lose and still make good business decisions?How can you do more with less data?Which data can/do you track?These are the questions were currently asking in Germany.LIGHT VERSIONEUROPE E-COMMERCE RE
253、PORT 2021 WESTERN EUROPE IRELAND 34IRELAND Currency:Euro VAT:23%CHARTSINTERNET USAGEE-SHOPPERSSOCIAL MEDIA USESOURCE:EUROSTAT200021(F)2.16%0.00%3.85%9.77%2.24%1.70%82%83%82%84%91%92%93%SOURCE:EUROSTAT200021(F)15.14%-9.85%13.58%14.47%13.45%6.72%63%71%64%70%
254、73%81%85%SOURCE:STATCOUNTERFacebook:91%Pinterest:4%Twitter:3%Instagram:1%YouTube:1%GDP AND E-GDP(EUR,BN)SOURCE:IMFThe Gross Domestic Product(GDP)in Billion and the percentage of GDP comprised of e-commerce sales200021(F)2592722923n GDP n E-GDP2.27%2.20%2.28%2.29%2.36
255、%2.44%2.53%Percentage of the population accessing the internet Growth RatePercentage of internet users that bought goods or services online Growth RateMost popular social media channels in 2021This is the light version of the report.The full version is only available to Ecommerce Europe and EuroComm
256、erce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE IRELAND 35IRELANDINTERVIEW COVID-19How has Covid-19 changed the e-commerce market in Ireland?E-commerce grew by years in the Irish economy,there was unprecedented acceleration in the market.Obviously,a lot
257、 of retailers were already prepared and had operational frameworks in place,but many others were caught napping.Small businesses,but also large brands,werent able to cope with demand when the pandemic hit.They didnt have the necessary logistics in place,including resources,skills,staff,partners,etc.
258、,but the pandemic highlighted to everyone the importance in online trade.Covid-19 also solidified the omnichannel landscape in Ireland,retailers learned they needed a 360 approach online shoppers shopping in-store,and vice-versa.We saw an increase in new online shoppers because the traditionally phy
259、sical in-store shoppers were forced to shop online with no other options.We saw a steady progression in online sales,though it didnt make up for the loss of sales in brick-and-mortar retail.At the moment of this interview,retailers are not permitted to use click-and-collect,which has been extremely
260、challenging for online retailers.Weve seen a large push towards shopping local because this has been a challenging time for Irish retailers.Because we couldnt travel outside of our communities,we began supporting more Irish/local retailers.We began highlighting the great products we have and promoti
261、ng consumers support Irish retailers as much as possible.Have you noticed any product categories or retailers hit hard during the lockdown(s)?Product categories that performed really well were health and fitness,particularly gym equipment.Of course,gyms were closed,so consumers purchased sports equi
262、pment to use at home.Additionally,consumer electronics and tech was massive.Phones,tablets,everything to make things efficient for working from home.Outdoor furniture,garden equipment and DIY were also huge categories during the lockdown.Also,there was a massive surge in online shopping for grocerie
263、s,especially amongst the elderly.SUSTAINABILITYWhat is the general conversation around sustainability in e-commerce?Its becoming more and more prevalent.We have a specific committee around sustainability in Digital Business Ireland,and its the topic for our upcoming conference.Global brands really n
264、eed to be sustainable and ethical;you see this in all the big tech companies in Ireland,that their mission statements encompass sustainable sourcing and ethical policies and supply chains.I think there is a responsibility that we all need to search for products that are ethical and sustainable,produ
265、cts that are sourced correctly and manufactured in a safe and secure manner.Since Covid-19,more people are evaluating their work-life balance and are more in-tune with how products and services are produced.Do you feel consumers are willing to pay more for online purchases with sustainability in min
266、d?Yes,100%.Its case-by-case of course,but different brands are showing positive success stories.More brands are highlighting their ethical business practices and sustainable sourcing,so consumers are also becoming more interested.With next-day delivery,consumers are willing to pay more everyone want
267、s their products quickly and conveniently.Sustainability is no different for consumers its important to them,so they are willing to pay more for it.ADDITIONAL TOPICSWhat have some of the specific challenges/opportunities been for SMEs going online&what do they need to go online and be successful?Lim
268、ited skills and resources are the biggest challenges.Educating them with the correct partners is where we try to help,but they need to do their background research,get case studies and talk to customers of partners and their experiences.Theres a wealth of opportunities in Ireland,tech multinationals
269、,service providers,government support,associations and initiatives,training courses and resources.The most important thing is for retailers to do some consumer research,monitor shopping habits and behaviors,and sector-by-sector analyses.How has Brexit impacted the Irish e-commerce market?Its strange
270、 for Irish retailers because a lot were not prepared they likely didnt think it was going to cause as large an impact as it has.Many retailers are having problems with customs and duties/taxes,especially with large equipment orders(ex.Sports equipment).Typically,they would import from China and tran
271、sport from the UK to Ireland,which is now seeing huge taxation implemented,so theyve had to modify their entire logistics and warehouse operations.Several still need to discuss with their various providers to make sure they are registered for VAT implementations.The most important thing here is to m
272、ake sure customers are not charged extra for customs or VAT,because that is a bad experience for customers.If you advertise a product online for a certain price and they have to pay more,that is a very negative experience.Several Irish businesses working in David CampbellDigital Business Ireland“Cov
273、id-19 also solidified the omnichannel landscape in Ireland,retailers learned they needed a 360 approach online shoppers shopping in-store,and vice-versa.”Continued on the following pageLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE IRELAND 36IRELANDINTERVIEWbulk are avoiding the UK now,as
274、 they would need large bulk shipping to justify the costs they are likely to go to France or Germany.Ireland is home to some massive tech companies what is their relationship with local Irish e-commerce players?Big tech corporations are actually big contributors to the local worforce via skills trai
275、ning,which benefits SMEs across Ireland.The Google Digital Garage has online training courses,Facebook Blue offers research reports on advertising,Microsoft launched Global Skills to educate the workforce,and LinkedIn Learning has free tools.We feel its important to partner with large multinationals
276、 to provide upscale training,education and resources across categories.Weve partnered with Google on a resource called Pointee,which is essentially an online marketplace to promote local businesses in Ireland.Weve also partnered with Virgin Media to do a road show,selecting 5 companies in each regio
277、n around the country to build up their websites,scale their businesses,and give them skills and expertise training.Were working with Google for all tailored education and training courses we usually do 5-6 sessions with them a year for SMEs.This could be basic tools,sighing up an adwords account,exp
278、ort potential,etc.,but we always try to survey members and partners to see what key aspects and trends they need addressed.Big tech corporations are actually big contributors to the local worforce via skills training,which benefits SMEs across Ireland.”LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WEST
279、ERN EUROPE IRELAND 37IRELANDINTERVIEW COVID-19How has Covid-19 changed consumer behaviors and preferences in online shopping?Weve had three significant lockdowns in Ireland and seen a massive surge in online shopping.During the lockdown,anyone who wanted to purchase something non-essential has gone
280、online to purchase.We have seen a growth in sales of at least 125%during the lockdowns compared to 2019,particularly in the run-up to Christmas.This third lockdown that were still in(as of March 2021)has resulted in closure of click-and-collect services,moving the entire purchasing experience online
281、.Irish consumers have generally adapted really well and moved online quickly,but we noticed every time the lockdown was lifted there was a strong move to go back to physical shopping.So,although there has been huge growth in e-commerce,every time the lockdown is lifted that growth normalizes again.I
282、ts difficult to say which trend will last,as weve been in lockdown for 7 out of the last 12 months,but we expect a mix of consumer shopping behaviors.Did the lockdown impact retailers going online or creating a stronger online presence?It was reported that 65,000 new.ie domains were registered durin
283、g the early months of the pandemic.Were not sure how much is retail,but its likely that a large percentage would have been.There was a significant shift for businesses to move online and there have been two significant government-backed funding schemes for online retail.One scheme amounted to 11 mil
284、lion euros in funding aimed at larger organizations to move their businesses online,and there was additional funding for smaller retailers up to approximately 2,000 euros.There have been around 600 companies that have taken up that particular grant and a large number of companies have received the s
285、maller grant as well,so this policy push has been very significant.Have you noticed any specific product categories or retailers that were hit hard or did well during the lockdown?Online grocery shopping and delivery became a thing,but you havent seen it to the same degree as other countries.With th
286、e main supermarket chains,they have their own in-house delivery,and by and large they are managing that way,so weve not seen new delivery companies associated with grocery delivery.Theres been a significant shift on the run-up to Christmas in people buying online and specifically buying local,with I
287、rish retailers.Traditionally the figure for the share of business being done with online retailers outside of Ireland was 70%,and it has dropped to 60%with the gap being filled by Irish retailers.People are buying locally so they dont have to travel,and I think that will stay after Covid-19 measures
288、 are gone.Clothing,department stores,jewelry stores,gift businesses and smaller independent retailers were hit harder than mixed retailers.Specialist food stores performed well because restaurants were shut,so people were eating at home.Typical brick-and-mortar shops like butchers,fishmongers,green
289、grocers,and specialist food stores,moved online to continue reaching customers.SUSTAINABILITYWhat is the general conversation around sustainability in e-commerce?There are several sustainable retailers emerging,but during the pandemic we havent had many consumers demanding it as strongly.The pandemi
290、c and Brexit seem to have overshadowed the conversation around sustainability.There was a comment in the media around packaging that had been generated in relation to online shopping.While there was nothing that came out of it in terms of policy/government,there was certainly a question mark being r
291、aised about how much shopping was being done online and how much packaging it was creating.We are seeing a growing need for food stores to source locally and certain food stores have connected to farms around the corner.Do you feel consumers are willing to pay more for online purchases with sustaina
292、bility in mind?I think its a growing“yes.”Its not reached a tipping point yet,but there are consumers that are interested and would opt for sustainability solutions if presented to them during checkout.ADDITIONAL TOPICSWhat do SMEs need in your market to go online and be successful?Financial support
293、 and government backing are#1.A good platform needs a support function in the background,something like Shopify or another good platform to launch from.Those are the two key points coming out at the moment.Additionally,the biggest thing is having an overall omnichannel strategy rather than simply go
294、ing online.There has to be a strategic plan.I would also say that understanding the fulfillment side of e-commerce is a bigger task than people realize ensuring everything flows from warehouse to front door can be overwhelming.Duncan GrahamRetail Excellence“It was reported that 65,000 new.ie domains
295、 were registered during the early months of the pandemic.Were not sure how much is retail,but its likely that a large percentage would have been.”Continued on the following pageLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE IRELAND 38IRELANDINTERVIEWWhat impacts has Brexit had on the Iris
296、h e-commerce market?The movement of goods throughout the supply chain hasnt been resolved yet,so there are clear issues with Brexit.Theres an additional cost to Irish consumers in bringing in anything from the UK and its costing more now than ever before.Because of this,weve seen more Irish consumer
297、s buying from German or French webshops to ensure theyre not charged a higher rate.Anything that comes from the UK is now going to have these new higher costs for Irish consumers.Anybody that is or has been trading into Ireland through the UK and has a strong Irish customer base will likely consider
298、 potentially opening up a distribution center in the future.Weve noticed several shops and brands from Europe popping up across the country.“The movement of goods throughout the supply chain hasnt been resolved yet,so there are clear issues with Brexit.”LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WES
299、TERN EUROPE LUXEMBOURG 39LUXEMBOURG Currency:Euro VAT:17%CHARTSINTERNET USAGEE-SHOPPERSSOCIAL MEDIA USESOURCE:EUROSTAT200021(F)2.21%1.14%2.08%1.90%3.76%1.00%98%98%97%97%97%99%99%SOURCE:EUROSTAT200021(F)2.21%3.67%-7.88%3.28%10.68%3.00%80%80%82%74%75%80%82%S
300、OURCE:STATCOUNTERFacebook:68%Pinterest:18%Twitter:8%Instagram:2%YouTube:2%GDP AND E-GDP(EUR,BN)SOURCE:IMFThe Gross Domestic Product(GDP)in Billion and the percentage of GDP comprised of e-commerce sales200202021(F)47.949.350.752.153.5n GDP n E-GDP0.67%0.74%0.80%0.94%0.99%Percentage of the
301、 population accessing the internet Growth RatePercentage of internet users that bought goods or services online Growth RateMost popular social media channels in 2021This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as poli
302、cymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE NETHERLANDS 40NETHERLANDS Currency:Euro VAT:21%CHARTSINTERNET USAGEE-SHOPPERSSOCIAL MEDIA USESOURCE:EUROSTAT200021(F)0.25%2.37%-0.82%1.28%-0.82%0.13%94%94%96%95%96%95%95%SOURCE:EUROSTAT2000
303、21(F)4.21%6.26%1.60%1.28%7.44%2.50%76%79%82%84%84%91%93%SOURCE:STATCOUNTERFacebook:60%Pinterest:22%Twitter:10%Instagram:3%YouTube:2%GDP AND E-GDP(EUR,BN)SOURCE:IMFThe Gross Domestic Product(GDP)in Billion and the percentage of GDP comprised of e-commerce sales200021(F)690705725
304、743757770781n GDP n E-GDP2.33%2.78%2.78%3.03%3.41%3.45%3.57%Percentage of the population accessing the internet Growth RatePercentage of internet users that bought goods or services online Growth RateMost popular social media channels in 2021This is the light version of the report.The full version i
305、s only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE NETHERLANDS 41NETHERLANDSINTERVIEW COVID-19How has Covid-19 changed consumer behaviors and preferences in online shopping?Because of the lockdown,people wer
306、e forced to stay home,and shops were closed,so more and more people went online for purchases.Businesses digitalizing was already happening in the Netherlands,but Covid-19 really accelerated that transformation.We believe that even when the pandemic is over,many of the online behaviors will continue
307、 to exist.Looking at consumer purchases,its clear that almost every product category shows a rise in online spending and online purchases.Because of Covid-19,we specifically saw a rise in the number of online purchases.Additionally,we saw a strong decline in the services category.Have you noticed an
308、y specific product categories or retailers that were hit hard from the lockdown?Due to the lockdown,people started buying things to make their homes nicer,including office and IT equipment to work from home.Consumers are also spending more on sports and recreation,namely outdoor sports,and food and
309、nearfood,as online grocery purchasing spiked.Services and travel were hit hard during Covid.Compared to 2019,tickets for attractions and events were-41%,single airplane tickets and accommodations were-41%,and travel packages were-65%.Looking at products,almost every product category experienced grow
310、th.Were there any new innovations in payment/delivery methods during the lockdown?Partially because of Covid,consumers are much more aware of the impact on the environment and push for more green ways of delivery.I believe that the greener ways of delivery are gaining ground,particularly in the crow
311、ded areas with solutions like bike couriers.The last mile has become more of a concern and e-commerce players are increasingly working on greener solutions.Extreme peaks in logistics have been a challenge but is has also sparked innovation and entrepreneurship.Retailers organizing their own deliveri
312、es and collaborations of local stores in specific regions.Covid-19 has increased the interest of consumers for local goods.What were some of the logistics issues with Covid-19?There were lots of logistics issues during the pandemic,despite our infrastructure being great.The problem here was that the
313、re was so much online ordering,Logistics providers had to upscale and hire new people very quickly.So did the webstores;some had four times as many orders as usual in the first lockdown,all of which had to be processed and packaged.We advised our members to give consumers as many opportunities for d
314、elivery and returns(30 days instead of 14)as possible and to be transparent and make no promises you cant deliver on without doubts.Luckily we saw a lot of understanding with consumers that in these extreme circumstances promises of next day delivery couldnt always be made.SUSTAINABILITYWhat is the
315、general conversation around sustainability in e-commerce?Online retail is very visible,with the vans going around the streets delivering packages.What is fairly unknown is that online shopping is actually a very efficient and thus sustainable way of shopping.One van can deliver about 200 packages;im
316、agine all these consumers taking their car to go to the store.The emissions would be much higher.Nevertheless,the e-commerce sector has a serious responsibility to work on sustainability and we see this high on the agenda of many of our members.We are working towards online delivery with 50%less CO2
317、-impact in 2025.Online shops are measuring and reducing CO2 emissions by looking at greener ways of delivering their orders and helping their customers with choosing the most sustainable delivery option.Packaging is another area the sector is taking serious steps in.Weve set goals for using less and
318、 recycled packaging materials,reducing air in packages and exploring the possibilities of reusable packaging.Last but not least:we are obviously very aware of the transition towards a circular economy.This new form of business provides lots of opportunities for the sector and will be the ultimate wa
319、y of distinguishing yourself from competitors.It has implications for the way we look at returns,how we dispose and recycle used products and for offering a much broader sustainable product range to consumers.Do you feel consumers are willing to pay more for online purchases with sustainability in m
320、ind?Only 16%of consumers are willing to pay for a delivery with lower CO2 emissions.The average amount they are willing to pay is EUR 2.10.Consumers believe it is very important to be green and care for the environment until it hits their own wallet.Our advice to retailers is just to inform consumer
321、s the best you can,give opportunities to consumers to choose green options,promote the green options and incentivize the greener options.OTHER TOPICSWhat is your goal moving forward as an e-commerce association?Marlene ten HamThuiswinkel.org“Due to the lockdown,people started buying things to make t
322、heir homes nicer,including office and IT equipment to work from home.”Continued on the following pageLIGHT VERSION42INTERVIEWOur goal is to create a level playing field for all SMEs and we are lobbying for that in Europe so that legislation will be changed accordingly.We are getting some results in
323、that regard and the most important thing is that all online stores/entrepreneurs can compete in a fair way.Were never opposed to consumer protection,but it shouldnt always be at the cost of online retailers,so were looking for ways to protect consumers while still allowing retailers to manage.This a
324、lso goes for cross border consumer rights.A single market means unified rules.The new VAT implementation will definitely impact Dutch online shops selling to other EU countries.In regulation they have to charge VAT in the country that customers are buying it in the country of the consumer.One other
325、thing that was really impactful was the VAT exemption of countries like China on smaller packages and orders up to EUR 22.00 which came to an end in July.Thuiswinkel.org is in favor of this because it has hampered a level playing field.“The new VAT implementation will definitely impact Dutch online
326、shops selling to other EU countries.”EUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE NETHERLANDS NETHERLANDSLIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 WESTERN EUROPE UNITED KINGDOM 43UNITED KINGDOM Currency:Pound VAT:20%CHARTSINTERNET USAGEE-SHOPPERSSOCIAL MEDIA USESOURCE:EUROSTAT20018201920
327、202021(F)2.83%0.65%0.62%1.64%2.62%1.00%93%95%95%95%96%98%99%SOURCE:EUROSTAT200021(F)2.83%-0.51%1.79%6.31%3.75%2.50%87%87%86%87%91%92%93%SOURCE:STATCOUNTERFacebook:52%Pinterest:25%Twitter:13%Instagram:5%YouTube:2%GDP AND E-GDP(EUR,BN)SOURCE:IMFThe Gross Domestic Product(GDP)in B
328、illion and the percentage of GDP comprised of e-commerce sales200021(F)2,4962,5202,3662,3182,4072,3782,478n GDP n E-GDP6.17%6.81%7.95%9.26%9.58%9.92%10.26%Percentage of the population accessing the internet Growth RatePercentage of internet users that bought goods or services o
329、nline Growth RateMost popular social media channels in 2021This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT VERSIONEUROPE E-COMMERCE REPORT 2021 NORTHERN EUROPE44NORTHERN EUROPEGDP AND E-GDP(EUR,BN)S
330、OURCE:IMF;CMI ANALYSISThe Gross Domestic Product(GDP)in Billion and the percentage of GDP comprised of e-commerce sales200202021(F)1,3861,3761,3811,3851,421n GDP n E-GDP2.73%3.01%3.39%3.48%3.88%INTERNET USERSSOURCE:EUROSTATPercentage of the population accessing the internet2002
331、02021(F)94%94%96%96%96%E-SHOPPERSPercentage of internet users that bought goods or services onlineSOURCE:EUROSTAT200202021(F)76%78%79%82%84%This is the light version of the report.The full version is only available to Ecommerce Europe and EuroCommerce members as well as policymakers.LIGHT
332、 VERSIONEUROPE E-COMMERCE REPORT 2021 NORTHERN EUROPE DENMARK45DENMARK Currency:Krone VAT:25%CHARTSINTERNET USAGEE-SHOPPERSSOCIAL MEDIA USESOURCE:EUROSTAT200021(F)0.36%0.39%1.34%-0.67%2.27%0.30%97%97%97%98%97%99%99%SOURCE:EUROSTAT200021(F)2.80%-2.00%6.28%-
333、0.67%7.03%1.00%82%84%82%86%86%90%91%SOURCE:STATCOUNTERFacebook:67%Pinterest:18%Twitter:6%Instagram:3%YouTube:3%GDP AND E-GDP(EUR,BN)SOURCE:IMFThe Gross Domestic Product(GDP)in Billion and the percentage of GDP comprised of e-commerce sales200021(F)2582642790n GDP n E-GDP4.50%5.11%5.64%6.31%7.06%7.29%7.83%Percentage of the population accessing the internet Growth Ra