E-commerce - Europe - February 2008

Table of Contents

• Market in Brief
• The future is multi-channel
• Travel and services still ahead in online spending
• Consumer attitudes show a clear split
• Mixed goods players dominate
• European Summary and Outlook
• Report scope
• Technical notes
• Financial definitions
• Currencies
• Country codes
  • Figure 1: Country codes
• VAT
  • Figure 2: Europe: Standard VAT rates, 2006/07
• E-commerce infrastructure
  • Figure 3: Europe: PC penetration by household by country, 2006
  • Figure 4: Europe: Increase in households with at least one PC, 2005-07
  • Figure 5: Europe: Internet penetration by household by country, 2007
  • Figure 6: Europe: Percentage change in Internet users, 2005-07
  • Figure 7: Europe: Broadband penetration by household by country, 2007
• European e-commerce spending
• Market size
  • Figure 8: Europe: Estimated e-commerce market size by country, 2006/07Figure 9: Europe: Per capita spending via e-commerce, 2007
  • Figure 10: Europe: Spending via e-commerce as % all consumer spending, 2007
• E-commerce retail
  • Figure 11: Europe: Estimated e-commerce sales and growth, 2007
• Sales per capita
  • Figure 12: Europe: E-commerce retail sales per capita, 2007
• Growth
• Leading players
  • Figure 13: Europe: Top 20 e-commerce retailers, 2006/07 and 2007/08
• Consumer summary
  • Figure 14: Europe: General attitudinal levels by country, 2007
  • Figure 15: Europe: Breakdown of opinions by country, 2007
  • Figure 16: UK: France, Germany, Italy and Spain: Ten most popular opinions regarding the Internet, 2007
• Outlook and forecast
• Forecast
• Europe: Estimated online retail sales
  • Figure 17: Europe: Estimated online retail sales, 2007 and 2012
• Online retail sales as share of total retail sales
  • Figure 18: Europe: Estimated online retail sales as % of total retail sales, 2007 and 2012
• Outlook
• M-commerce
• Socialising the online retail experience with web 2.0
• Multi-channel, multi-channel, multi-channel
• France
• Market in brief
• E-commerce the source of growth
• Advancing technology driving potential
• Early movers taking up strong positions
• But many consumers still require convincing
• Broader market environment
• Positive factors
• Negative factors
• Population
  • Figure 19: France: Population trends, 2003-07
  • Figure 20: France: Population by age group, 2004-08
• Computer ownership and Internet access
  • Figure 21: France: Proportion of individuals having used a PC in last 3 months, 2006
  • Figure 22: France: Internet access and broadband connection rates, 2006-07
  • Figure 23: France: Breakdown of Internet users by age and gender, 2007
• Market in context
• Key analysis
  • Figure 24: France: Consumer expenditure via e-commerce, 2003-07
  • Figure 25: France: Products and services purchased online, 2007
  • Figure 26: France: Purchasers of items online by age group, 2007
• Loi Chatel
• Sector size and forecast
• Key analysis
• Online retail sales
  • Figure 27: France: Retail sales, 2003-07 and 2012
  • Figure 28: France: Online sales as a % of all retail sales, 2003-12
• Recent trends in French e-commerce
  • Figure 29: France: Breakdown of most popular retail spend areas online, 2006
• Website data
  • Figure 30: France: Number of active e-commerce websites, 2003-06
• Retail competitor analysis
• Leading players
  • Figure 31: France: Leading e-commerce players, 2007/08
• The consumer
• Consumer attitudes to e-commerce
• Key analysis
• Convenience is king
• But some concerns still remain
  • Figure 32: France: Ten most popular opinions on e-commerce by gender, November 2007
• How and where consumers access the Internet
  • Figure 33: France: Proportion of households with at least 1 PC, 2005 and 2007
  • Figure 34: France: Proportion of population having used the Internet in the past 12 months, 2005 and 2007
  • Figure 35: France: Most popular locations for Internet access, 2007
• Detailed view of Consumer Demographics:
• Further analysis
• Key analysis
  • Figure 36: Segmentation of nationals on basis of attitudinal statements towards online shopping, November 2007Figure 37: France: Breakdown of responses by respondent type, November 2007
• The Consumer -- Detailed demographics
• The Consumer -- Attitudes to shopping online
  • Figure 38: France: Attitudes to shopping online, detailed demographics, November 2007
  • Figure 39: France: Attitudes to shopping online, detailed demographics, November 2007
  • Figure 40: France: Attitudes to shopping online, detailed demographics, November 2007
• The Consumer -- Further analysis
  • Figure 41: France: Breakdown of respondent sub-group by demographic, November 2007
• Germany
• Market in brief
• The future -- e-commerce to benefit from high level of access
• Market growing as mail order goes online
• Mail order players lead
• A positive attitude to e-commerce
• Broader market environment
• Positive factors
• Negative factors
• Population
  • Figure 42: Germany: Population trends, 2002-06
  • Figure 43: Germany: Population, by age group, 2002, 2006 and 2010
• Computer ownership and Internet access
  • Figure 44: Germany: Proportion of individuals having used a PC in last 3 months, 2007
  • Figure 45: Germany: Penetration of Internet by age and gender, 2007
  • Figure 46: Germany: Internet access and broadband connection rates, 2006-07
• The economy
• Will consumers spend in 2008?
  • Figure 47: Germany: Gross domestic product, 1996-2007
• Market in context
• Key analysis
• Market value
  • Figure 48: Germany: Estimated total B2C online sales, 2003-08
  • Figure 49: Germany: Products and services purchased online, 2006
• Sector size and forecast
• Forecast
  • Figure 50: Germany: Retail sales, 2003-07 and 2012
  • Figure 51: Germany: Estimated breakdown of online sales by type of retailer, 2007
• Retail competitor analysis
• Leading players
  • Figure 52: Germany: Leading e-commerce players, 2007/08
• Market shares
  • Figure 53: Germany: Market share of leading players, 2006/07
• The Consumer
• Consumer attitudes to e-commerce
• Key analysis
• Convenience is king
• But some concerns remain
  • Figure 54: Germany: Most popular opinions on e-commerce by gender, November 2007
• Detailed view of Consumer Demographics
  • Figure 55: Germany: Key attitudes by age and affluence, 2007
• How and where consumers access the Internet
  • Figure 56: Germany: Population by number of PCs, 2005 and 2007Figure 57: Germany: Proportion of population having used the Internet in the past 12 months, 2005 and 2007
  • Figure 58: Germany: Most popular locations for Internet access, 2007
• Further analysis
  • Figure 59: Segmentation of nationals on basis of attitudinal statements towards online shopping, November 2007Figure 60: Germany: Breakdown of responses by respondent type, November 2007
• The Consumer -- Detailed Demographics
• The Consumer -- Attitudes to shopping online
  • Figure 61: Germany: Attitudes to online shopping, detailed demographics, November 2007
  • Figure 62: Germany: Attitudes to online shopping, detailed demographics, November 2007
  • Figure 63: Germany: Attitudes to online shopping, detailed demographics, November 2007
• The Consumer -- Further analysis
  • Figure 64: Germany: Breakdown of respondent sub-group by demographic, November 2007
• Italy
• Market in brief
• The future -- Conservative growth
• E-commerce yet to capture Italian hearts
• Technology attracts technophiles
• Lack of trust undermining the offer
• Broader market environment
• Positive factors
• Negative factors
• Population
  • Figure 65: Italy: Population trends, 2002-06
  • Figure 66: Italy: Population by age, 2007
• Computer ownership and Internet access
  • Figure 67: Italy: Proportion of individuals having used a PC in last 3 months, 2006
• Internet usage
  • Figure 68: Italy: Breakdown of Italian Internet users by age and gender, 2007
  • Figure 69: Italy: Internet connections and broadband penetration, 2006-07
• Market in context
  • Figure 70: Italy: Estimated consumer expenditure via e-commerce, 2003-07
  • Figure 71: Italy: Purchasers of items online in the previous 12 months, by age group, 2006-07
• Sector size and forecast
• Key analysis
  • Figure 72: Italy: Estimated e-commerce retail spend breakdown, 2007
  • Figure 73: Italy: All retail sales and estimated e-commerce retail sales, 2003-07 and 2012
• Retail competitor analysis
• Leading players
  • Figure 74: Italy: Leading e-commerce players, 2007/08
• The Consumer
• Consumer attitudes to e-commerce
• E-commerce, making shopping e-asier?
• But is it cheap or safe enough?
  • Figure 75: Italy: Most popular opinions on e-commerce by gender, November 2007
• Detailed view of consumer demographics
• Further analysis
  • Figure 76: Segmentation of nationals on basis of attitudinal statements towards online shopping, November 2007Figure 77: Italy: Breakdown of responses by respondent type, November 2007
• The Consumer -- Detailed demographics
• The Consumer -- Attitudes to shopping online
  • Figure 78: Italy: Attitudes to shopping online, detailed demographics, November 2007
  • Figure 79: Italy: Attitudes to shopping online, detailed demographics, November 2007
  • Figure 80: Italy: Attitudes to shopping online, detailed demographics, November 2007
• The Consumer -- Further analysis
  • Figure 81: Italy: Breakdown of respondent sub-group by demographic, November 2007
• Spain
• Market in brief
• The future -- online sales set to rocket
• Convenience driving online shopping
• Multi-channel model starting to dominate
• Broader market environment
• Positive factors
• Negative factors
• Population
• A growing population...
  • Figure 82: Spain: Population trends, 2002-06
• ...but also an ageing population
  • Figure 83: Spain: Population, by age group, 2002, 2006 and 2010
• Computer ownership and Internet access
• Growing -- but from a low base
  • Figure 84: Spain: Computer ownership, 2004-06
• Few silver surfers in Spain?
  • Figure 85: Spain: Computer ownership, by age group, 2006
  • Figure 86: Spain & EU 27: Levels of Internet access and broadband connections, 2006 and 2007
• The economy
• 2008 set for a slowdown?
  • Figure 87: Spain: GDP, 1996-2006
• Market in context
• B2C e-commerce
  • Figure 88: Spain: B2C E-commerce, 2000-06
  • Figure 89: Spain: B2C e-commerce as % of all consumer spending, 2000-06
• Sector size and forecast
• Online retail sales estimate
  • Figure 90: Estimated e-commerce sales, 2006 and 2007
• Online retail sales forecast
  • Figure 91: Spain: Estimated online retail sales, 2005-07 and 2012
• Retail competitor analysis
  • Figure 92: Spain: Leading online retailers, 2007/08
• Multi-channel
  • Figure 93: Spain: Online shoppers choice of webstore, 2006
• The Consumer
• Consumer attitudes to e-commerce
• Key analysis
• Convenience is king
• Trust remains an issue
• Frustration
  • Figure 94: Spain: Attitudes to shopping online, November 2007
• How and where consumers access the Internet
  • Figure 95: Spain: Where consumers have accessed the Internet, 2007
  • Figure 96: Spain: How consumers have accessed the Internet, 2005-07
• Further analysis
• Key analysis
  • Figure 97: Segmentation of nationalities on basis of attitudinal statements towards online shopping, November 2007Figure 98: Spain: Positive and negative clusters, by attitude statements, 2007
• The Consumer -- Detailed Demographics
• The Consumer -- Attitudes to shopping online
  • Figure 99: Spain: Attitudes to shopping online, detailed demographics, November 2007
  • Figure 100: Spain: Attitudes to shopping online, detailed demographics, November 2007
  • Figure 101: Spain: Attitudes to shopping online, detailed demographics, November 2007
• The Consumer -- Further Analysis
  • Figure 102: Spain: Positive and negative clusters, detailed demographics, 2007
• UK
• Market in brief
• Broadband driving growth?
• Silver surfers?
• Convenience of online shopping is its main appeal, but some still sceptical
• Online retail growth outpacing offline
• Offline brands set to dominate online
• Broader market environment
• Positive factors
• Negative factors
• Population trends
• Greying population good news for e-commerce retailers?
  • Figure 103: UK: British Internet usage profile, by gender, socio-economic group, age and working status, October 2007
  • Figure 104: UK: Population trends, by age band, 2002-12
  • Figure 105: UK: Population by age band, 2002-12
• Computer ownership and Internet access
• The growth of broadband
  • Figure 106: UK: Index of growth of dial-up and broadband Internet connections, September 2004-September 2007
• PC penetration
  • Figure 107: UK: Percentage of households with home computer and Internet connections, 1998/99-2006
• Economy
  • Figure 108: PDI and consumer expenditure, at current and constant 2002 prices, 2002-12
• Market in context
• Key analysis
• B2C e-commerce
• IMRG
• ONS
• Sector size and forecast
• Key analysis
• Non-store retailers' sales
  • Figure 109: UK: Non-store retailers sales forecast, 2003-12
• Estimated online retail sales
  • Figure 110: UK: Estimated online retail sales, 2003-07
• Online retail sales forecast
  • Figure 111: UK: Estimated online retail sales, 2005-07 and 2012
• The future
• Store-based retailers driving growth
• Order online collect in store
• Retail competitor analysis
• Key analysis
• A multi-channel future for e-commerce
• Tesco dominates retailing online as well as offline
• Amazon number 2
• Argos, the most multi-channel?
  • Figure 112: UK: Leading online retailers, sales estimates 2007/08
• Market shares
  • Figure 113: UK: Leading online retailers, estimated market share, 2007/08
• The Consumer
• Key findings
• Consumer attitudes to e-commerce
• Convenience and pricing
• Trust
  • Figure 114: UK: Attitudes to shopping online, November 2007
• Male v. Female priorities
  • Figure 115: UK: Attitudes to shopping online, male v. female priorities, November 2007
• The 45-54-year-olds online shopping profile
• How and where consumers access the Internet
  • Figure 116: GB: Where consumers have accessed the Internet, 2007
  • Figure 117: GB: How consumers have accessed the Internet, 2005-07
• The consumer -- further analysis
  • Figure 118: Segmentation of nationalities on basis of attitudinal statements towards online shopping, November 2007
• Key analysis
• Main issues
  • Figure 119: UK: Attitudes to shopping online, cluster analysis, November 2007
• The Consumer -- Detailed demographics
• The Consumer -- Attitudes to shopping online
  • Figure 120: UK: Attitudes to online shopping, detailed demographics, November 2007
  • Figure 121: UK: Attitudes to online shopping, detailed demographics, November 2007
  • Figure 122: UK: Attitudes to online shopping, detailed demographics, November 2007
• The Consumer -- Further analysis
  • Figure 123: UK: Attitudes to shopping online, cluster analysis, November 2007
• Amazon Europe
  • Figure 124: Amazon Europe: Sales as share of all non-food retailers in Europe, 2002-06
• Strategic evaluation
• Background
• Financial performance
  • Figure 125: Amazon Europe: Estimated financial performance, 2003-07
• e-commerce offering
• Websites
• Market positioning
• Brands
• Product offer
  • Figure 126: Amazon Group: Date of introduction of product categories, 27 November 2007
• Pricing
• Operational issues
• Loyalty card
• Advertising and marketing
• Arcandor
• Strategic evaluation
• Background
• Neckermann.de
• Financial performance
  • Figure 127: Arcandor: Group financial performance, 2004-07
  • Figure 128: Arcandor: Group financial results, 9 months to end September 2006 & 2007
• e-commerce sales
• e-commerce offering
• Websites
  • Figure 129: Karstadtquelle: Major websites, 2008
• Recent developments
• Argos
• Strategic evaluation
• Background
• Financial performance
  • Figure 130: Argos: Financial performance, 2002/03-2006/07
  • Figure 131: Argos: Multi-channel development, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Asda Stores Ltd
• Background
• Financial performance
  • Figure 132: Asda Stores Ltd: Group financial performance, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• Bruno Bader
• Background
• Financial performance
• e-commerce offering
• Market positioning
• Product offer
• Pricing
• e-commerce
• buch.de internetstores
• Background
• Financial performance
  • Figure 133: Buch.de: Group financial performance, 2003-07
• e-commerce offering
  • Figure 134: Buch.de: Online shops, 2007
• Product offer
  • Figure 135: Buch.de: Sales mix by product and region, 2006
• Marketing
• Camif France
• Strategic evaluation
• Background
• Financial performance
  • Figure 136: Camif: Group financial performance, 2002-06
  • Figure 137: Camif: Breakdown of sales revenue by fascia, 2006
• e-commerce offering
• Websites
• Market positioning
• Product offer
  • Figure 138: Camif: Breakdown of turnover by product, 2006
• Brands
• Pricing
• CHL
• Background
• Financial performance
  • Figure 139: CHL: Estimated sales revenue from B2C operations, 2005-07
• e-commerce offering
• Products
• B2B operations
• Operational issues
• Conrad
• Strategic evaluation
• Background
• Financial performance
  • Figure 140: Conrad: Group financial performance, 2002-06
• e-commerce offering
• Websites
• Products
• Pricing
• Operational issues
• Debenhams
• Background
• Financial performance
  • Figure 141: Debenhams: Group financial performance, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• DSG International (including PIXmania)
• Strategic evaluation
• Background
• Financial performance
  • Figure 142: DSGi: Group financial performance, 2002/03-2006/07
  • Figure 143: DSGi: Online sales, 2005/06 and 2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• eBay Inc
• Strategic evaluation
• Background
• Financial performance
  • Figure 144: eBay Inc: Group financial performance, 2003-07
• e-commerce offering
• How e-bay works
• Market positioning
• Product offer
• Pricing
• Operational issues -- Safe payments/PayPal
• Advertising and marketing
• Fnac
• Strategic evaluation
• Background
• Financial performance
  • Figure 145: Fnac: Group financial performance, 2003-07
• Discontinued operations
• e-commerce offering
  • Figure 146: Fnac: Website information by country, 2006
• Product offer
  • Figure 147: Fnac: Breakdown of turnover by product category, 2006
• Brands
• Operational issues
• HMV Group
• Background
• Financial performance
  • Figure 148: HMV Group: Group financial performance, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Hoepli Multimedia
• Background
• Financial performance
• e-commerce offering
• Products
• John Lewis Direct
• Background
• Financial performance
  • Figure 149: John Lewis department stores: Financial performance, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• Kesa Electricals
• Strategic evaluation
• Background
• Financial performance
  • Figure 150: Kesa Electricals: Group financial performance, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• Klingel
• Strategic evaluation
• Background
• Financial performance
  • Figure 151: Klingel: Estimated group financial performance, 2002-06
• e-commerce offering
  • Figure 152: E-commerce offering of the various Klingel websites
• Market positioning
• Operational issues
• Lagardère Services
• Background
• Financial performance
  • Figure 153: Lagardère Services: Group financial performance, 2004-06
• e-commerce offering
• Littlewoods Shop Direct Group Ltd
• Strategic evaluation
• Background
• Financial performance
  • Figure 154: Littlewoods Shop Direct Group Ltd: Group financial performance, 2002/03-2006/07
• e-commerce offering
  • Figure: Littlewoods Shop Direct: e-commerce sites, 2008
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• Next Directory
• Strategic evaluation
• Background
• Financial performance
  • Figure 155: Next Directory: Group financial performance, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• Ocado
• Background
• Financial performance
  • Figure 156: Ocado: Financial performance, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• Ooshop
• Background
• Financial performance
• e-commerce offering
• Products
• Operational issues
• Otto Europe
• Strategic evaluation
• Background
• Financial performance
  • Figure 157: Otto Europe: Group financial performance, 2002/03-2006/07
• e-commerce sales
• e-commerce offering
  • Figure 158: Otto Group: European websites, 2008
• Market positioning
• Brands
• Product offer
• Recent developments
• Play.com
• Background
• Financial performance
• e-commerce offering
• Market positioning
• Product offer
• Pricing
• Redcats
• Strategic evaluation
• Background
• Financial performance
  • Figure 159: Redcats: Group financial performance, 2003-07
• Discontinued operations
• Turnover by region
  • Figure 160: Redcats: Breakdown of turnover by market, 2005
  • Figure 161: Redcats: Breakdown of turnover by sales channel, 2006
• e-commerce offering
  • Figure 162: Redcats: Group websites, 2007
• Product offer
  • Figure 163: Redcats: Breakdown of turnover by product category, 2005
• Brands
• Pricing
• RueDuCommerce
• Background
• Financial performance
  • Figure 164: Rue du Commerce: Financial performance, 2004-06
• e-commerce offering
• Products
  • Figure 165: Rue du Commerce: Breakdown of sales by product category, 2006
• Services
• C2C offer
• J Sainsbury
• Background
• Financial performance
  • Figure 166: Sainsbury' s Supermarkets, 2002/03-2006/07
• e-commerce offering
• Market positioning
• Brands
  • Figure 167: Sainsbury' s Supermarkets: Own-label food portfolio
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• Tchibo
• Background
• Financial performance
  • Figure 168: Tchibo: Group financial performance, 2002-06
• e-commerce offering
• Product offer
• Brands
• Advertising and marketing
• tesco.com
• Strategic evaluation
• Background
• Financial performance
  • Figure 169: tesco.com: Financial performance, 2003-07
  • Figure 170: tesco.com as share of UK sales and operating profit, 2003-07
• e-commerce offering
• Market positioning
• Brands
• Product offer
• Pricing
• Operational issues
• Advertising and marketing
• Environment