European Ecommerce Report 2019

European In collaboration with:
2019
edition
Ecommerce
Report
First of all, I would like to thank Ecommerce Operations for having prepared
A word this report and all the sponsors for their support. Ecommerce Europe is the voice
of the European digital commerce sector. Through its 19 national e-commerce
from associations, we represent more than 75,000 companies selling goods and
services online to consumers in Europe. Our mission is to act at EU level to
Ecommerce
help legislators create a better framework for online merchants, so that their
sales can grow further. With a European B2C ecommerce turnover forecasted to
grow at around 13% and to hit 621 billion euros in 2019, we are, of course,
Europe very pleased to see that the e-commerce sector in Europe is still growing at a
fast pace. This is indeed a great signal for our industry. However, despite the
progress stemming from the good collaboration between EU policymakers and
the industry to build a harmonized Digital Single Market, European businesses
still face barriers to growth, especially beyond their national borders. One of the
biggest challenges for online merchants remains the lack of level playing field
both in the EU and globally, as players based outside Europe have the ability to
put major pressure on the European market. In this regard, European
businesses need all the support they can get from policymakers and
regulators in order to be able to grow in an increasingly competitive global
market. We believe that the e-commerce sector is at a turning point. If the
European Union wants its companies to fully play their role in a globalized world,
increasingly defined by the fierce competition from non-EU companies, it needs
to create a harmonized market and a favorable environment where European
e-commerce companies can flourish. The recent European elections represent
the best occasion for EU policymakers to seize the opportunity of the new
Marlene ten Ham upcoming mandate in the European Institutions to build a strong political vision
Secretary General for the ecommerce sector. To unlock the growth potential of the e-commerce sector
and build on the strong basis illustrated in this report, there are key policy
Ecommerce Europe objectives to be fulfilled in the coming years. Firstly, it is crucial to enforce current
regulations before creating new rules. Secondly, it is also imperative to
harmonize essential laws and standards so that European businesses can rely on
single sets of rules when operating cross-border. Thirdly, it is essential that
rules created at European level are also enforceable vis-à-vis non-EU
companies operating in the EU. Finally, we need more investments in
new technologies and in digital education, so that e-commerce
businesses are empowered to shape Europe’s digital future. Only this way,
we can succeed in creating a harmonized and competitive Digital Single
Market where ecommerce will continue its double-digit growth and where
businesses will be able to compete on a global scale.
Ecommerce Europe:
The European Ecommerce Association
About Ecommerce Europe How to get involved
Ecommerce Europe is the voice of the European digital commerce sector. Through its 19 national e- Ecommerce Europe welcomes national e-commerce associations and companies selling goods and/
commerce associations, Ecommerce Europe represents more than 75,000 companies selling goods and or services online to consumers as members. Furthermore, we welcome preferred suppliers to the
services online to consumers in Europe. European merchants still face difficulties when selling European e-commerce industry and other related organizations (i.e. NGOs, other associations, with a
online, specifically cross-border. That is why we act at European level to help legislators create a strong affiliation to e-commerce). Members and partners of Ecommerce Europe can benefit from a
better framework for online merchants, so that their sales can grow further. We aspire to be the wide range of services. For instance, they get access to important information about changes impacting
European platform for digital commerce, where the members of national e-commerce associations, direct their businesses, they can benefit of practical tools (i.e. factsheets, Q&As) to help them comply with new
company members and suppliers can: rules, they can influence how EU legislation is drafted, they can share and exchange knowledge with
other stakeholders, network with peers and boost their visibility at the events and workshops organized
• Network and share best practices, exchange information and knowledge on issues concerning their
by Ecommerce Europe. If you would like to be involved with Ecommerce Europe or one of our
business;
national associations, please visit our website www.ecommerce-europe.eu or send us an e-mail at
• Work towards promotion, professionalization and self-regulation the digital commerce industry,
info@ecommerce-europe.eu.
thanks to projects like our European Trustmark;
• Create better fitted frameworks that can foster online sales at all levels, both domestically and cross-
border.
WEBSITE:
Ecommerce Europe’s Public Affairs Activities
www.ecommerce-europe.eu
Ecommerce Europe represents the interests of online merchants vis-à-vis European legislators.
Our advocacy activities focus on four main pillars:
• e-Regulations
• Digital Transactions and FOLLOW US:
Innovation @Ecommerce_EU
• e-Logistics
• Trust (Ecommerce Trustmark)
These pillars are translated into four Working Committees that are managed by the Brussels
Secretariat. Members of Ecommerce Europe can join the committee meetings to discuss and further develop
the positions of the European e-commerce association on a wide range of topics. These meetings are also www.linkedin.com/company/ecommerce-europe/
the occasion to get informed, share best practices and discuss obstacles merchants face in their daily e-
commerce operations in several countries. 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 translate what comes from the European Union into Address: Rue d’Arlon 69-71, 1040 Brussels (Belgium)
practical information that can be used by online merchants in their daily activities. Tel: +32 (0) 2 502 31 34
Email: info@ecommerce-europe.eu
Ecommerce Associations &
European Report Sources
Western Europe:
Netherlands Ireland Belgium France Germany United Kingdom Luxembourg
Northern Europe:
Denmark Finland Iceland Norway Sweden
Central Europe:
Austria Czech Republic Hungary Poland Switzerland

Ecommerce Associations &
European Report Sources
Eastern Europe:
Bulgaria Russia Ukraine Romania
Southern Europe:
Cyprus Greece Italy Malta Portugal Spain

A word
from As the principal organization representing retail and
EuroCommerce wholesale in Europe, EuroCommerce decided to support
the European Ecommerce Report again in 2019. E-
commerce is growing fast everywhere, and is becoming
more and more important as part of business models
and for consumers in their everyday lives. The fast-
growing role of online sales is both driving and
responding to changes in consumer purchasing
behavior. Europe needs to be able to keep up with the
massive progress being made in other regions of the
world. To understand the developments in the different
European markets is therefore crucial, and this report
contributes to this knowledge.
Europe needs to shape its policies to allow consumers

Christian Verschueren and traders to make the most of the potential of a market
Director-General of 500 million Europeans, while ensuring that consumers
EuroCommerce are comfortable to embrace the possibilities that e-
commerce brings. Meanwhile, we will continue to press
for a regulatory framework which creates the right
conditions for growth in all channels of sales, and helps
European retail to innovate and compete globally.
EuroCommerce: the European
federation for retail & wholesale
About EuroCommerce
EuroCommerce is the principal

European organisation representing the retail WEBSITE:
www.eurocommerce.eu
and wholesale sector. It embraces national
associations in 31 countries and 5.4 million
companies, both leading global players such as
Carrefour, Ikea, Metro and Tesco, and many
FOLLOW US:
small businesses. Retail and wholesale @eurocommerce
provide a link between producers and 500
million European consumers over a billion
times a day. It generates 1 in 7 jobs, providing
a varied career for 29 million Europeans,
www.linkedin.com/company/eurocommerce
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
Address: Avenue des Nerviens 85, 3rd floor, B-1040 Brussels (Belgium)
recognised European social partner for the retail Tel: +32 (0) 2 737 05 98
and wholesale sector. Email: bastings@eurocommerce.eu
Thank you for
reading this report
Thank you for downloading this report. We hope it will help you take the next
step in selling online in Europe.
Ecommerce Operations is an independent organization, initiated by worldwide

national ecommerce associations as well as online and omnichannel selling
companies from industries such as retail, travel & finance. Our mission is to
foster global digital trade as peace is the natural effect of trade. By
facilitating digital commerce we hope to make the world a slightly better place.
We would also like to give a special thank you to all the National Ecommerce
Associations of Europe for providing data for this report. It helped us make
this the most comprehensive analysis of the European ecommerce market we
have ever conducted. Additionally, we would like to thank our esteemed
report partners: Ecommerce Europe, EuroCommerce, SAP, Asendia,
MultiSafepay, .shop and Manhattan Associates. A great amount of gratitude is
extended to Ecommerce Europe and EuroCommerce, for their continued
support.
If you would like to read more of our reports, you can

them at www.ecommercefoundation.org/reports.
Valued Report Partners
SAP Customer Experience is a business Asendia is one of the world’s top three Since the beginning of the ecommerce
unit of SAP, providing omnichannel international mail, shipping and revolution in 1999, MultiSafepay has always
customer engagement and commerce distribution organisations, delivering your strived to be on the frontline of innovation
solutions that allow organizations to build packages, parcels and documents to more and offers a comprehensive mix of payment
up a contextual understanding of their than 200 destinations across the globe. methods and features that enable
customers in real-time, deliver a more merchants to operate both locally and
impactful, relevant customer experience We combine the experience and expertise across Europe.
and sell more goods, services and digital of our founding companies, La Poste and
content across every touch point, channel Swiss Post. As a joint venture, we bring Trusted by over 15.000 European online
and device. Through its state-of-the-art together a wealth of international and local shops already integrated, MultiSafepay is
customer data management, context expertise and connections. Today we experienced in providing the best
driven marketing tools and unified employ over 1,000 people in fifteen country conversion-enhancing features and
commerce processes, SAP Customer offices in Europe, Asia and the USA - a advanced reporting tools that empower
Experience has helped some of the world’s global network blended with a local merchants to save time and increase their
leading organizations to attract, retain and presence. revenue.
grow a profitable customer base.
Valued Report Partners
.shop is a domain name for ecommerce. Manhattan Associates is a technology

Short, meaningful and relevant, .shop leader in supply chain and omni-channel
allows ecommerce businesses to choose a commerce. We unite information across
brandable online address that instantly the enterprise, converging front-end sales
identifies ecommerce websites to online with back-end supply chain execution. Our
shoppers around the world. A .shop software, platform technology and
domain name can also help offline unmatched experience help drive both top-
retailers and service providers to be line growth and bottom-line profitability for
discoverable online. For businesses, .shop our customers.
domain names are a more powerful
marketing tool and can be used to Manhattan Associates designs, builds and
distinguish their corporate website from delivers leading edge cloud and on-premise
their online shop, and provide an solutions so that across the store, through
enhanced user experience for their your network or from your fulfilment
customers. centre, you are ready to reap the rewards
of the omni-channel marketplace.
Table
of Contents
#1 EUROPE OVERVIEW
#2 INFRASTRUCTURE & LOGISTICS
#3 ECOMMERCE LANDSCAPE
#4 EXPERT OPINIONS AND ADVICE
#5 CASE STUDY: MARKETPLACES IN EUROPE
#6 ABOUT THE REPORT

#1 Europe
Overview
Countries included in this report
Western Europe: Eastern Europe:
Netherlands Bulgaria
Belgium Russia
United Kingdom Ukraine
Ireland Romania
France North Macedonia
Luxembourg Serbia
Germany
Northern Europe: Southern Europe:
Denmark Croatia
Estonia Cyprus
Finland Greece
Iceland Italy
Latvia Malta
Lithuania Portugal
Norway Turkey
Sweden Spain
Central Europe:
Austria
Czech Republic
Hungary
Poland
Switzerland *Countries labeled green are not included in this report.
Europe's population continues to increase
Europe Population
2013-2019 (f), millions
Western Europe has the largest population
Share of Population, by Region
2019
The 65+ age group is the 2nd largest in
Europe
Europe Age Structure Age Distribution of Online Shoppers
2018 2018, U.S. Online Shoppers
The pie chart on the right is a

breakdown of US online
shoppers, however it is similar
to the EU, in that online
shoppers are typically between
the ages of 18-55. This serves as
a comparison because both
markets are quite mature.
- Verto Analytics, Connie Hwong
/ February 28, 2018
Northern and Western Europe have the
oldest population
#2 Infrastructure
& Logistics
Europe's GDP to reach almost 20 trillion
in 2019
GDP, Europe
2013-2019 (f), (Euro, trillion)
Scandinavian countries continue to rank
high in important ecommerce indices
#3 Ecommerce
Landscape
Northern Europe has the highest internet
penetration
Total Annual Internet Penetration Internet Penetration per region
2015-2019 (f) 2018
In 2018, Iceland had the highest internet
penetration, while Ukraine had the lowest
Country Internet Penetration
2018
Online shopping ranges from 88% to 22%
Country Online Shopping
Share of consumers using the internet who shopped online in the last year, 2018
European B2C ecommerce turnover
forecasted to hit 621 billion euros in 2019
Annual European B2C Ecommerce Turnover
2013-2019 (f) (Euro, billion)
B2C ecommerce turnover continues to grow
at around 13%
Annual European B2C Ecommerce Growth
2014-2019 (f)
Most B2C ecommerce turnover is
concentrated in Western Europe (66%)
European Regions' B2C Ecommerce Turnover European Regions' Share of Total B2C Ecommerce Turnover
2018 (Euro, billion) 2018 (Euro, billion)
Northern Europe has the highest spending
per e-shopper
Average e-shopper spending, Europe Average e-shopper spending, per region
2015-2019 (f) 2018
Maltese are most likely to order from other
EU sellers
Cross-Border Purchases, by Country
2018
Online purchases from sellers from Online purchases from sellers from the
other EU countries rest of the world (non-EU)
Portuguese e-shoppers are most worried
about payment security concerns
Reasons for not shopping online: Share of individuals in each country
2017
Too long delivery times or because of Trust concerns about receiving/returning

Payment security concerns goods, complaint/redress concerns
problems receiving goods at home
Kosovo and Montenegro are more likely to
refrain from ordering online vs. in-store
Reason for not ordering online: Share of individuals who prefer to shop in person, like to see the product, loyalty to shops or force of habit
2017
Western
Europe
Western Europe
Netherlands, Belgium, United Kingdom, Ireland,
France, Luxembourg and Germany
B2C Ecommerce Turnover & Growth Rate Ecommerce Environment

2013-2019 (f) (Euro, billions) 2018
Internet penetration 93%

% of e-shoppers 81.4%
Average Spending €1,968
Average Spending Growth 10.50%
The Netherlands
Quick introduction Ecommerce facts & figures
2019 2019
Population 17 million Internet penetration 96%
Currency Euro % of e-shoppers 85%
Logistics Performance 6th E-GDP 3.28%
Ease of Doing Business 36th Turnover Growth 5.30%
E-Government Index 13th
Inclusive Internet 29th B2C Ecommerce Turnover
GDP Per Capita 44,550 € 2013-2019 (f) (Euro, billions)
Ecommerce Environment
2018
Belgium
2019 2019
Population 11.5 million Internet penetration 90%
Logistics Performance 3rd E-GDP 3.05%
Ease of Doing Business 45th Turnover Growth 13%
2018
United Kingdom
2019 2019
Currency Pound % of e-shoppers 87%
2018 & 2019
Ireland
2019 2019
Ease of Doing Business 23rd Turnover Growth 7%
E-Government Index 22nd
Inclusive Internet 21st B2C Ecommerce Turnover
2018
France
2019 2019
Ease of Doing Business 32nd Turnover Growth 12.5%
Internet Inclusivity 10th B2C Ecommerce Turnover
2018
Luxembourg
2019 2019
Population 596 thousand Internet penetration 97%
GDP Per Capita 104,700 € B2C Ecommerce Turnover
2013-2019 (f) (Euro, millions)
2017
Germany
2019 2019
Logistics Performance 1st E-GDP 1.71%
E-Government Index 12th B2C Ecommerce Turnover
Internet Inclusivity 18th 2013-2019 (f) (Euro, billions)
GDP Per Capita 41,400 €
2018
Northern
Europe
Northern Europe Denmark, Estonia, Finland, Iceland, Latvia,
Lithuania, Norway and Sweden

2013e-2019 (f) (Euro, billions) 2018

% of e-shoppers 77%
e = estimate
Denmark
2019 2019
Currency Danish Krone % of e-shoppers 86%
Ease of Doing Business 3rd Turnover Growth 12.7%
E-Government Index 1st
2018
Estonia
2019 2019
GDP Per Capita 18,967 € 2013-2019 (f) (Euro, millions)
2018
Finland
2019 2019
GDP Per Capita 42,393 € 2013e-2019 (f) (Euro, billions)
2018
e = estimate
Iceland
2019 2019
Currency Icelandic Krona % of e-shoppers 77%
Ease of Doing Business 21st Turnover Growth 11.68%
2013e-2019* (f) (Euro, millions)
2018
e = estimate *The exchange rate (Icelandic Krona -> Euro) decreased in 2019 by around 5%
Latvia
2019 2019
2013e-2019 (f) (Euro, millions)
2018
e = estimate
Lithuania
2019 2019
2018
e = estimate
Norway
2019 2019
Currency Norwegian Krone % of e-shoppers 81%
2013e-2019 (f) (Euro, billions)
2018
e = estimate
Sweden
2019 2019
Currency Swedish Krona % of e-shoppers 84%
Logistics Performance 2nd E-GDP 1.78%
2018
e = estimate
Central Europe
Central Europe Austria, Czech Republic, Hungary, Poland and
Switzerland

2013-2019 (f) (Euro, billions) 2018

% of e-shoppers 66%
Average Spending €851
Austria
2019 2019
2018
Czech Republic
2019 2019
Currency Czech Koruna % of e-shoppers 68%
2018
Hungary
2019 2019
Currency Hungarian Forint % of e-shoppers 53%
2018
e = estimate
Poland
2019 2019
Currency Polish Zloty % of e-shoppers 61%
Ease of Doing Business 33rd Turnover Growth 25%
E-Government Index 33rd
2018
Switzerland
2019 2019
Currency Swiss Franc % of e-shoppers 89%
Inclusive Internet 22nd
2013-2019 (f) (Euro, billions)
2018
Eastern
Europe
Eastern Europe Bulgaria, Russia, Ukraine, Romania,
North Macedonia and Serbia

2013e-2019 (f) (Euro, billions) 2018

% of e-shoppers 52%
Average Spending €276
Average Spending Growth 5%
e = estimate
Bulgaria
2019 2019
Currency Bulgarian Iev % of e-shoppers 31%
Ease of Doing Business 59th Growth 30%
GDP Per Capita 7,670 € 2013-2019 (f) (Euro, millions)
2018
The Bulgarian E-Commerce
Association has serious concerns
that "Ordinance H-18 on the
Registration and Reporting by Fiscal
Devices of Sales at Commercial Sites"
by the Ministry of Finance is not in
line with the Digital Single Market
Strategy and creates barriers for
Bulgarian digital companies.
Bulgarian companies dealing with
ecommerce are in a less favorable
position than international players.
Russia
2019 2019
Currency Russian Ruble % of e-shoppers 70%
Ease of Doing Business 31st Turnover Growth 13.41%
2018
e = estimate
Ukraine
2019 2019
Currency Ukrainian hryvnia % of e-shoppers 22%
Ease of Doing Business 71st Turnover Growth 15%
Inclusive Internet 34th
2018
Romania
2019 2019
Currency Romanian leu % of e-shoppers 27%
Ease of Doing Business 52nd Turnover Growth 30%
2018
North Macedonia
2019 2019
Currency Macedonian denar % of e-shoppers 33%
2018
e = estimate
Serbia
2019 2019
Currency Serbian dinar % of e-shoppers 47%
B2C Ecommerce Turnover
2018
Southern
Europe
Southern Europe Croatia, Cyprus, Greece, Italy, Malta, Portugal,
Turkey and Spain

2013-2019 (f) (Euro, billions) 2018

% of e-shoppers 47%
Croatia
2019 2019
Currency Croatian kuna % of e-shoppers 48%
2018
Cyprus
2019 2019
2018
Greece
2019 2019
Ease of Doing Business 72nd Turnover Growth 7%
Inclusive Internet 27nd B2C Ecommerce Turnover
2018
Italy
2019 2019
Ease of Doing Business 51st Turnover Growth 30%
2018
Malta
2019 2019
2018
Portugal
2019 2019
Logistics Performance 23rd E-GDP 2.78%
2018
Turkey
2019 2019
Currency Turkish Lira % of e-shoppers 36%
E-Government Index 53rd
Inclusive Internet 41st
2018
Spain
2019 2019
2018
#4 Expert Opinions
& Advice
Q: Looking back at the GDPR implementation Q: The debate still rages regarding privacy and
INTERVIEW
from 2018, how do you feel this has impacted our online shopping experiences.
the European (and wider) ecommerce Personalisation is core to many ecommerce
industry? strategies. Do you think these two sides can
coincide?
A: When I look back at the months just before
the GDPR implementation, then the first thing A: Absolutely. Many consumers expect a
that comes to mind is how many companies personalised customer experience and are aware
were attending our GDPR readiness events and that, in return, they will be sharing some data
how much content was written about that topic. I about themselves. Technology is also developing
felt this was a turning point for brands to really really quickly, so even with minimal data it’s
Madeleine af Ugglas already possible to deliver a personalized
start thinking about the customer experience,
Markering Director, EMEA North SAP experience by instantly responding to customers’
Customer Experience and for customers to be even more aware about
the value of their personal data. I’m happy about signals. In the end, I believe it’s about making clear
Madeleine is a goal oriented and the fact that, now, brands are putting a lot of what it is that customers get in return. And it’s
highly motivated senior marketer with about asking for it at the right time. For example,
thought into shaping meaningful experiences for
over 20 years of experience from
their customers, finding smart ways to treat when visiting a web shop, most people are not
strategic and operational marketing
within international companies, with a customer data and giving them something in willing to leave their mobile phone number. But at
focus in the software industry. return, at every step of the buying journey. the point of ordering a product, they might feel
more confident to do so, as it may help with the
“...[find] smart ways to treat delivery. It’s not even a question if privacy and
personalisation can exist together, they are fully
customer data and giving connected.
them something in return.”
INTERVIEW Q: Where do you see voice search in the Q: What topic or area of ecommerce has
customer journey in the upcoming year? piqued your interest this year, and why?
A: Let’s state some simple facts: voice shopping A: Well, besides all the great technology, ethical
is expected to increase twenty-fold by 2022, so it commerce is a thing now for more and more
is already gaining a preponderant place in the consumers. Think about very detailed product
customer journey. Connected to this, mobile information, but also packaging, shipping
commerce is expected to take nearly half of all distances and if a brand is socially responsible.
ecommerce sales over the next two years or so. Consumers want to feel good about the products
they buy and I’m confident that ethical commerce
Those are clear signals for ecommerce will be a huge focus in the upcoming years. In the
Madeleine af Ugglas retailers and brands to put the customer at the end, it is all about building a trusted relationship
Markering Director, EMEA North SAP center of their strategies, by instantly delivering between brands and consumers.
Customer Experience the answers that consumers are looking for any
Madeleine is a goal oriented and

time they wish to have an interaction with them,
no matter the device, channel or type of search.
“...mobile commerce is
highly motivated senior marketer with
over 20 years of experience from The ability to deliver solutions when consumers
expected to take nearly half of
strategic and operational marketing ask for them will be key to build long-term, all ecommerce sales over the
within international companies, with a
focus in the software industry. trusted relationships. next two years or so.”
INTERVIEW Q: What variations have you noticed in the Q: What challenges/frustrations have you
customer expectation in the different heard from clients regarding customs
regions when it comes to delivery and clearance into Italy?
returns?
A: Concerning customs, the first issue I have
A: First, I have noticed many customers asking noticed amongst Italian consumers is regarding
for more tracking information and more the CN22 which does not provide a Delivered Duty
accurate delivery time information. The data Paid (DDP) solution to ship products to non-EU
quality is one of the most important features in countries.
order to align with the requirements of the
marketplaces. A second issue I have encountered is about the
Daniel Saporito
export declaration of the product. Without the
Expert in e-commerce cross-border
distribution, Asendia Italy Secondly, the returns management is one of the customs stamp on CN22, we cannot demonstrate
most requested services above all because that the parcel effectively left Italy. Concerning
Daniel Saporito has been working for many marketplaces have adopted new rules Italian law, this can be an issue that prevents the
Asendia, since the start of the joint-
venture of Swiss Post and La Poste. Born concerning their return management as well as sale of the product inside Italy without the Italian
in Sardinia he moved to Milan where he needing services comparable to both a postal VAT.
formerly worked for Swiss Post in the
operations department, which allowed and a logistics provider. It means they need a
him to learn all tools needed to succeed local warehouse where the customer can return
to the best. As an expert in e-commerce
cross-border distribution, he has helped the parcels and where the items can be scanned “...many marketplaces have
many brands to become global. and checked (as common features required by adopted new rules concerning
many marketplaces in order to process returns/
refunds).
their return management...”
INTERVIEW Our services definitely have the advantage of Q: Brexit is looming large over the heads of
simplifying customs processes. It is an incentive many ecommerce businesses. From a logistics
for customers to sell their products worldwide point of view, what has been the biggest
and taking advantage of the “low-cost concern in Italy?
marketing” that many nations offer through
various channels. A: Brexit could bring us advantages and
disadvantages. The main disadvantage is that
many customers ask to have more details but we
are not able to provide them more information,
which makes this situation of uncertainty more
complicated to manage.On the other side, the
Daniel Saporito
Expert in e-commerce cross-border “...without a stamp of advantages exceed the disadvantages.
distribution, Asendia Italy customs on CN22 you
For instance, many customers with a logistic base
Daniel Saporito has been working for cannot demonstrate that the or warehouses in the UK seek more information or
Asendia, since the start of the joint-
venture of Swiss Post and La Poste. Born parcels left the Italian potential costs in the case of relocation to Italy.
in Sardinia he moved to Milan where he
formerly worked for Swiss Post in the
border and this is an issue One more advantage is that it will make it easier to
operations department, which allowed
him to learn all tools needed to succeed
due to Italian law.” ship items from EU countries to the UK via postal
service. This is due to the fact that customs will be
to the best. As an expert in e-commerce
cross-border distribution, he has helped an additional issue for express couriers if the UK
many brands to become global.
and Brussels do not find an agreement before the
Brexit deadline in October.
INTERVIEW Q: When it comes to engaging a consumer at evolve sales and customer service capabilities into
all points of their ecommerce journey, where the frictionless and consistent omnichannel selling
do you believe that European online stores and customer engagement experiences customers
can do better? seek.
A: The shopping journey is often a multi-faceted Q: How can omnichannel improve the customer
path made up of disjointed channels. But shopping journey? How do you see innovative
shoppers want consistency – not disjointed solutions (robots, chatbots, social listening etc.)
experiences. Most of retail customers expect a influencing and affecting omnichannel
consistent level of service regardless of where fulfilment?
they are engaging with retailers.
Pieter Van den Broecke
A: As digital and physical channels blend,
Managing Director Benelux and
To win in today’s marketplace, it is essential for connected consumers expect seamless
Germany, Manhattan Associates
retailers to remove experience friction and gaps experiences as mentioned. This expectation is
Pieter holds this position at Manhattan across the buying journey. Unifying the retail especially apparent in ordering and delivery.
Associates since 2008. Coming from a
supply chain and logistics background he experience means having the right information Customers expect click and collect and other
like no other understands the challenges and tools in place at the right time. Only then fulfilment options, such as next-day shipping, as
retailers face in today’s dynamic omni-
channel landscape where consumers are can a retailer enable their customers to standard features. Ultimately, a retailer’s order
in the driver seat and running your conveniently inquire, buy, deliver, return, fulfilment flexibility and accuracy go a long way in
supply chain. They want a personalised
experience, you need a profitable exchange, or resolve anywhere and everywhere influencing customer satisfaction and loyalty.
business. they want.
Omnichannel fulfilment is an essential part of
It is important to recast a retailer’s approach to providing a frictionless experience that
delivering customer experiences and to quickly delights customers. Next-generation fulfilment
INTERVIEW capabilities and technologies will help retailers service professionals need to see the complete
exceed customer expectations and do so picture of the customer, their preferences and
profitably. their tendencies, as well as the opportunity to
provide them with brand-defining experiences
Market leading order management, network that will keep them coming back again and again.
fulfilment, store fulfilment and other capabilities
enable retailers to always to deliver on the Modern retailers need to adapt quickly and
omnichannel promise while driving the efficiently to match the constant variations in
operational efficiency needed for omnichannel customer demands. Demands for seamless
profitability. purchase, fulfilment, and service experiences
across channels as well as personalised attention
Pieter Van den Broecke
Customers believe that they have a relationship and engaging interactions continue to grow and
Managing Director Benelux and
with you after they have shopped with you. They evolve. This means rethinking how people,
Germany, Manhattan Associates
want to be recognised, and they want to feel as processes, systems, data, and logistics work
Pieter holds this position at Manhattan valuable. They want to be appreciated and together along every step of the customer journey
Associates since 2008. Coming from a
supply chain and logistics background he listened to—as a retailer it is essential that you to remove friction and deliver experience
like no other understands the challenges are there for them when they need you. consistency.
retailers face in today’s dynamic omni-
channel landscape where consumers are
in the driver seat and running your This requires a customer engagement excellence
supply chain. They want a personalised
experience, you need a profitable that combines unstructured insight, like social “Don't give your customer
business. conversations, within the same view as the real-
time customer order, transaction history and
great experiences, give them
tendency data. Staff and customer their experiences.”
INTERVIEW Q: What mistakes have you seen with clients Q: With your 20+ years of experience at
trying to move into the German Market? Cosmoshop, what has most surprised you
about the development of ecommerce in
A: Never believe, that everything runs as it does Germany, and where is the next big disruptor
in your own country. There are certain on the horizon?
differences, which are important. The first point
is the shipping costs. Second is the customer A: The next big disruptor will be the voice
support, which should be in the German commerce and AI – because no one can imagine
language, and based in Germany. Thirdly, is the how fast this technology will grow and its
address and phone number, which should also computational strength. Yet currently you cannot
be in Germany. even ask a consecutive question (Example: What’s
Siklvan Dolezalek
the name of this building I am standing in front
Executive Director,
Q: What tips would you give online stores in of?Then: And when was it built?) – if the AI cannot
Cosmoshop
helping sites be more responsive? even understand these two questions together,
Silvan Dolezalek (44) founded the how should it understand my workspace or even
company “CosmoShop GmbH” in 1997
and started with eCommerce in 1999 A: First tip is to put responsiveness above all. We be able to order products in an effective way?
with the own Shopsoftware. see a lot of shops and websites, which are not
He and his partners raised the company responsive. So, a relaunch of the frontend is
now up to 20 employees and 10
freelancers. Big companies like
necessary. If this is done, all the rest is just “For a site to be responsive,
Vodafone, Unitymedia, Europapark Rust
trust in the eCommerce competence of
optimization of the usability. So, it is quite it is important, to have a
subjective. For a site to be responsive, it is
CosmoShop.
important, to have a clear and logical way to the
clear and logical way to the
checkout. checkout.”
INTERVIEW Q: You provide ecommerce consulting buy tickets in real-time. Same thing with Vodafone,
services on a multitude of topics. Where do where we built a retail management system with
you feel that current online stores (targeting connection to the online store with an integrated
Germans) are falling short? announcement system. Individual Software
Projects are our strength.
A: Most shop owners do not have enough time
to take care of every single specialty so that Q: What tips would you give to a brand setting
optimization (e.g. the checkout to get better up a website or localizing their existing site for
conversion,) stays on track. Same thing with the German consumer?
collecting big data and offer relevant product
suggestions. All topics, which take too much A: If a German web agency is used for the creation
Siklvan Dolezalek
time, or which are too complicated and are low of the site, then all local behaviors will be
Executive Director,
in priority. Most customers run SEO considered. Special social media networks like Xing
Cosmoshop
optimization, product exports, A/B Tests, etc. or other German websites are useful. The key
Silvan Dolezalek (44) founded the visual element should use a picture from Germany,
company “CosmoShop GmbH” in 1997
and started with eCommerce in 1999 Q: Your aim has been to develop and not a stock-agency picture which does not fit well
with the own Shopsoftware. optimise ecommerce businesses for the with the target audience.
He and his partners raised the company German market. What are some memorable
now up to 20 employees and 10
freelancers. Big companies like
examples of this? “Shop owners do not have
Vodafone, Unitymedia, Europapark Rust
trust in the eCommerce competence of A: We have pushed the growth of babymarkt.de
enough time to take care of
CosmoShop.
from its first eBay auctions to 5k orders per day.
every single specialty so that
Europark Rust has integrated our optimization... stays on
Shopsoftware as an in-app-shop, where one can track.”
INTERVIEW Q: MultiSafepay offers Alipay to its European with a recognized and trusted payment method.
consumers. How often do you see it used and Offering a Chinese local payment method would
what products do you see it used for most? definitely help an online shop to effectively
approach the new target market and increase
A: Over the last few years, the number of revenue.
Chinese tourists travelling to Europe grew
substantially, creating an increasingly important Q: What best practices do you have for the
source of revenue for the European countries. checkout phase when going cross-border?
This creates an interesting opportunity for online
shops to attract a new target audience and A: For cross-border online purchases, the
increase the conversion rate. In fact, both leisure checkout phase is the most sensitive of all;
Frank Rengenhart consumers will only complete a transaction if they
and business travelers consume local services
Head of Sales
and products while visiting the Member States feel secure and understand the website
MultiSafepay BV
and the online stores working in ticketing, environment. It goes without saying that the main
Frank is MultiSafepay’s Head of Sales and travelling, hospitality and food industry can goal for an online shop, is to create a
leads a committed sales team focusing
on the European market. enormously benefit from this brand-new target “local” shopping experience for their international
audience. It goes without saying, Chinese customers. To achieve this objective and increase
After his international career in the
fitness and sport fashion, he undertook a consumers’ online behavior differs from sales, it is important to focus on three main topics:
new path into the dynamic ecommerce Europeans’ online behavior, especially when it
panorama and specialized in online Local currency should be offered at
payments. comes to payment methods. This is why, offering
WeChat and Alipay as well as Chinese language the checkout and on the payment page -
Thanks to his passion and innate online stores should always make sure
empathy, Frank successfully helps online on the payment page can make a difference for
retailers to increase and strengthen their an online shop. Chinese consumers are more that the payment provider is able to offer
cross-border presence. the currency of their target audiences.
prone to complete an order when they can pay
INTERVIEW Both the website and the payment simultaneously satisfying the newest requirements
flow should preferably be in the native for Strong Customer Authentication (pin code and
language of the consumer. biometric checks). These applications also offer the
possibility to finalize desktop transactions with a QR
Trusted local payment methods should be code. Consumers purchasing on desktop simply
included in the payment choices at the need to open the mobile application, scan the QR
checkout. In Europe, different countries have code and authorize the transaction.
different local payment methods and it is a
must to offer the target audience their Another important upcoming technology to simplify
preferred ones. and fasten mobile payments via credit card is
tokenization. Thanks to this technology, after the
Frank Rengenhart initial payment, the consumer can securely store
Q: Ecommerce is increasingly completed on
Head of Sales
mobile devices & via mobile payment credit card data for repeat purchases. The
MultiSafepay BV
systems. How will this trend develop? consumer does not need to enter any other credit
Frank is MultiSafepay’s Head of Sales and card data, making paying via mobile easier and
leads a committed sales team focusing
on the European market. A: It is not a surprise that transactions are being stimulating repeat purchases.
completed more and more via mobile devices
After his international career in the
fitness and sport fashion, he undertook a every year. Many payment solutions are adapting Moreover, many European countries are
new path into the dynamic ecommerce to the changing environment and some are experiencing the rise of “post pay” payment
panorama and specialized in online
payments. already fully mobile responsive. This is the case methods, a perfect mobile-friendly solution.
for iDEAL in the Netherlands and Bancontact in Consumers do not need to complete the
Thanks to his passion and innate
empathy, Frank successfully helps online Belgium. Thanks to the mobile applications for transaction when buying online, payment data is
retailers to increase and strengthen their iDEAL and Bancontact, consumers can complete not required, and the consumer can easily pay after
cross-border presence.
one-click payments on their phones, receiving the product.
Case Study:
#5 Marketplaces in
Europe
Leading Marketplaces in Europe
Leading Marketplace by Country
June, 2019
Leading marketplaces, ranked in order by
visitors to the website platform
Austria Czech Republic Germany
Amazon.de Mall.cz Amazon.de
Wilhaben.at Aukro.cz eBay.de
eBay.de Heureka.cz otto.de
Belgium Denmark Greece

Amazon.fr eBay.com eBay.com
bol.com Amazon.com e-shop.gr
AliExpress.com Amazon.de AliExpress.com
Bulgaria Finland Hungary

AliExpress.com verkkokauppa.com AliExpress.com
emag.com eBay.com eBay.com
Amazon.com gigantti.fi emag.hu
Croatia France Ireland

eBay.com Amazon.fr Amazon.co.uk
AliExpress.com Cdiscount.com Amazon.com
a1.hr Fnac.com AliExpress.com
Leading marketplaces, ranked in order by
visitors to the website platform
Italy Portugal Slovakia Ukraine
Amazon.it AliExpress.com AliExpress.com prom.ua
AliExpress.com eBay mall.sk rozetka.com
eBay.com Amazon.com eBay.com ria.com
Netherlands Romania Spain United Kingdom

Marktplaats.nl emag.ro Amazon.es Amazon.co.uk
bol.com AliExpress.com AliExpress.com eBay.co.uk
AliExpress.com Amazon.com eBay.es Amazon.com
Norway Russia Sweden

Zalando avito.ru Amazon.com
eBay AliExpress.com eBay.com
Amazon market.yandex.ru clasohlson.com
Poland Serbia Turkey

Allegro.pl AliExpress.com hepsiburada.com
olx.pl Amazon.com gittigidiyor.com
AliExpress.com eBay.com AliExpress.com
Introduction
Well-known marketplaces such as Amazon, eBay, Etsy Etsy is an ecommerce website
CASE STUDY and AliExpress have a large influence in the European focused on handmade and
ecommerce market. Marketplaces are a way for SMEs, vintage items, typically C2C, as
who may not have the resources to set up their own many of the sellers work from
online channel, to reach consumers in the digital home and have an Etsy shop
world. 'on-the-side'. It was launched in
2005 and today provides services in 10 different
Leading Marketplaces & Platforms in Europe languages: German, Spanish, US English, Italian,
French, Dutch, Chinese, Portuguese, Polish and UK
English.
eBay is an American
multinational ecommerce In 2015, Etsy had sellers in 83 countries, reaching
Marketplaces corporation with the aim
of facilitating C2C and
B2B sales. It was founded
more than 1 million active sellers and 19.8 million
active buyers on the site. Currently, Etsy payments is
available in 36 countries, however sellers can decide
in Europe in 1995 as 'AuctionWeb', and officially reamed eBay in
1997. In 1998, eBay expanded to Germany, Australia
to ship to 'Everywhere Else' in the world as it is a
'global marketplace for unique and creative goods'.
and the UK. After extensive growth, today it is
operating in 180 countries. The eBay headquarters is Rob Kalin (founder of Etsy) revealed the he wanted his
based in San Jose (Silicon Valley), California. It company's name to be a "nonsense word", and while
comprises seven main buildings, each one named watching Fellini's movie "8 1/2" he heard etsi (eh si),
after different sales departments on the website which means "oh, yes". Etsy is heaven for crafters and
(Collectibles, Jewelry, Motors, Music, Sports, shoppers alike, and it allows you to store your
Technology and Toys). Moreover, all the conference favorite products in your account. This way, when
rooms contained in the buildings are named in you're ready to buy, you can do so in one click.
correspondence to the building "theme", creating Additionally, this feature helps Etsy to learn its
quite a nice company life and atmosphere. consumers a bit better, so they can recommend
similar or related products.
The first item on eBay was a broken pointer that
Pierre Omidyar (eBay founder) used to entertain his Also innovative about Etsy, you can contact the shop
cat. For the first week, no one placed a bid, but then seller directly to ask questions about a product. This
the broken pointer sold at a total of $14.83. The UK option enhances the neighborly C2C vibe of Etsy,
has quite high amounts of visits every month - around providing a sense of community. Consumers love
19 million. British consumers also buy more eBay hearing back from the actual seller and creator of the
items a month per capita than any other country in product regarding their questions and concerns.
the world.
AliExpress is an online retail service Amazon operates retail and
based in China operating internationally marketplace activities. In 2018,
and is owned by Alibaba. It was founded it was the fifth largest retailer
CASE STUDY in 2009 and facilitates small businesses in Germany and the UK and
selling to customers all over the world. third largest retailer in the US and with revenues of
It is made up, mainly, of small businesses about one third of the leading retailers. 58% of its
in China and other locations, such as Singapore. It sales are now by third party merchants and in the EU
began with B2B sales buying and selling portal, and it employs c.83,000 people.
then expanded to B2C and C2C. It is currently available Amazon's activities span the different channels of
in 9 languages: English, Spanish, Dutch, French, Italian, commerce with some six hundred physical stores.
German, Polish, Portuguese and Russian Other activities include audiobook service Audible, as
Sellers are independent and use AliExpress as a host well as Kindle e-readers and sale of ebooks.
Marketplaces to sell to consumers and other businesses. The main Amazon's logo is a yellow arrow that looks like a smile
difference between AliExpress and Amazon is that the underneath the Amazon lettering. Originally, the
in Europe former is solely an ecommerce platform and does not smile design was meant to convey that, 'We're happy
sell products directly to consumers, whereas Amazon to deliver anything, anywhere,' but an Amazon press
does sell directly to consumers. release expanded the meaning by emphasizing that
An interesting fact about AliExpress is that it does not the beginning of the smile/arrow started at the 'A' and
allow customers in mainland China to buy from the ended on the 'Z' of "Amazon', indicating that Amazon
platform, even though most retailers are Chinese. This had everything to fulfill its customers' needs from A-
is because it was designed to sell to overseas Z.
countries. In fact, AliExpress' main language is English,
not Chinese. To overcome this, Chinese consumers
may rely on 2 solutions:
1) Find a consolidation service in Hong Kong and

ship there to consolidate the orders
2) Ordering from 1688.com and TaoBao
What about SMEs?
Marketplaces are a way for SMEs, who may not have
the resources to set up their own online channel, to
CASE STUDY reach consumers in the digital world. Marketplaces are
a way for them to:
Extend their geographical reach: Selling your
products through a marketplace helps you increase
your reach to consumers in different countries,
without having to incur some of the costs of trading in Conclusion
multiple countries.
Have you ever sold on a marketplace? Have you made
Increase customer reach: Marketplaces have the choice to never? Take the marketplaces survey to
extraordinarily high brand/name recognition amongst share your experiences.
Marketplaces consumers. Marketplaces can provide you tools to
obtain more information about the customers you
in Europe have, which can in turn help you target your current
and potential customers more accurately. Outsourcing
parts of the customer relationship to the marketplace Take a survey about
operator, including customer service, deliveries, etc. marketplaces
means that, as a seller, you are giving away aspects of
the customer journey in relation to your products and
brand.
Achieving economies of scale & greater
efficiencies: larger orders due to your online presence
can help you generate economies of scale and
opportunities to achieve greater efficiencies in your
production process. This can help improve your
negotiating position as a result of the larger volumes
traded. Operating on a marketplace involves service
fees and remaining dependent on a marketplace may
entail costs.
Achieve greater credibility & consumer trust:
Selling on a well-known marketplace helps consumers
feel more confident about the transactions they make,
but also adds credibility to your shop. Marketplace
experience and customer reviews increase credibility.
#6 About the
Report
About the authors
Sara Lone Isabela Fàvero Ludovica Quaglieri Shaun Packiaraja

Senior Research Analyst Research Analyst Junior Research Analyst Content Specialist
Sara holds a Master in Public Isabela holds a Master in Ludovica is pursuing a Shaun graduated with a
Policy from the University Development Economics from Master in Environmental Master’s degree in Victimology
of California in the the University of Auvergne in Economics at Wageningen and Criminal Justice from the
United States. Sara oversees France. University and Research, University of Tilburg.
the Ecommerce Foundation At Ecommerce Foundation, The Netherlands. He works for the Marketing
Research Team in its creation she is part of the Research At Ecommerce Foundation, Team at Ecommerce
of country reports, custom Team providing support in she is part of the Research Foundation in creating
research, content and data analysis and the creation Team collecting data and research-related content. His
webinars. of country reports. Her supporting the creation of background is in policy creation
Additionally, Sara presents interests and experience reports. She is interested in and analysis, in addition to
on research around the include analyzing data as well sustainability and data practical knowledge of
world and advises as conducting policy analysis. business development.
stakeholders in furthering evaluations.
ecommerce globally.
Sources used in the report
The report could only be realized by consulting a great number of valuable sources. These were available in
various countries and regions in Europe and around the globe. The wide variety of sources include public
domain publications, blogs, websites, industry and financial specialist publications, regional and local news,
annual reports, press releases, national statistics offices, retail associations, chambers of commerce, etc.
Sometimes the information sources are contradictory and sometimes different figures and data were given by
varying sources within the same country, for example due to different definitions. In our reports we have
mentioned the different sources, definitions and outcomes of such reports, studies and interpretations.
The report is based on information that we consider reliable, but we cannot vouch for it being completely
accurate or complete, nor should it be relied upon as such. Opinions expressed are our current opinions as of
the date of this report.
The source list is presented on the following page, along with clickable links.
Sources used in the report
Population: Worldometers PostNord

Ukraine, AVentures Capital
Internet Penetration, E-shopper
Penetration, etc.: Eurostat Paymentwall Bulgaria, beagbg.com
Age structure: CIA World Factbook Datareportal Cyprus, CCCI
Logistics Performance Index:
Worldbank Export.gov North Macedonian Ecommerce
Association
Top Marketplaces: Similar Web Eshopworld.com Russia, EWDN
Ease of Doing Business Index: Mediametrie
Russia, Data Insights
Trading Economics
E-government Development
Index: United Nations
Internet Inclusivity Index: The
Economist Intelligence Unit
GDP: Quandl & IMF

Multiple data points: Statista
Disclaimer & Copyright Information
Disclaimer
The National Ecommerce Reports are publications by Ecommerce Foundation, which also owns the copyright for these reports.
Although the utmost care has been taken in the construction of these reports, there is always the possibility that some information
is inaccurate.
No liability is accepted by Ecommerce Foundation for direct or indirect damage arising pursuant to the use of the report.
Copyright ©
It is not allowed to use information published in this report without the Ecommerce Operation’s prior consent. Any violation in this
regard will be charged a legal fine of € 25,000 (twenty-five thousand euros), as well as a further penalty of € 2,500 (two thousand,
five hundred euros) for every day that this non-compliance continues. However, it is allowed to use small parts of the information
published in our reports provided that proper sourcing is used (e.g. “source: www.EcommerceFoundation.org)
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European In collaboration with:

Netherlands Ireland Belgium France Germany United Kingdom Luxembourg

Denmark Finland Iceland Norway Sweden

Austria Czech Republic Hungary Poland Switzerland

Bulgaria Russia Ukraine Romania

Cyprus Greece Italy Malta Portugal Spain

Europe needs to shape its policies to allow consumers

EuroCommerce is the principal

Ecommerce Operations is an independent organization, initiated by worldwide

If you would like to read more of our reports, you can

.shop is a domain name for ecommerce. Manhattan Associates is a technology

#4 EXPERT OPINIONS AND ADVICE

#5 CASE STUDY: MARKETPLACES IN EUROPE

#6 ABOUT THE REPORT

The pie chart on the right is a

Too long delivery times or because of Trust concerns about receiving/returning

B2C Ecommerce Turnover & Growth Rate Ecommerce Environment

Internet penetration 93%

B2C Ecommerce Turnover & Growth Rate Ecommerce Environment

Internet penetration 93%

B2C Ecommerce Turnover & Growth Rate Ecommerce Environment

Internet penetration 81%

B2C Ecommerce Turnover & Growth Rate Ecommerce Environment

Internet penetration 71%

B2C Ecommerce Turnover & Growth Rate Ecommerce Environment

Internet penetration 77%

Madeleine is a goal oriented and

Belgium Denmark Greece

Bulgaria Finland Hungary

Croatia France Ireland

Netherlands Romania Spain United Kingdom

Norway Russia Sweden

Poland Serbia Turkey

1) Find a consolidation service in Hong Kong and

Sara Lone Isabela Fàvero Ludovica Quaglieri Shaun Packiaraja

Population: Worldometers PostNord

GDP: Quandl & IMF

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