Online Retailing - Europe - July 2016: Contents

- Go to section
- Coverage
- Consumer research
- Market definition
- Methodology
- Financial definitions
- VAT rates
- - Figure 1: VAT rates around Europe, 2011-16
- Abbreviations

- Online shopping – The data
- How many shoppers
- Online retail sales
- The data
- European online sales
- - Figure 2: Europe: Estimated online retail sales, inc VAT, 2011-15
  - Figure 3: Europe: Estimated online retail sales, inc VAT, 2016-21
- Online in perspective
- - Figure 4: Online sales as % all retail sales, excluding fuel, 2011-15
- - Figure 5: Online sales as % all retail sales, excluding fuel, 2016-21
- Leading players
- eBay and other marketplaces
- Amazon the biggest
- - Figure 6: Europe: Top 25 online retailers, 2015
- Market shares
- - Figure 7: Leading online retailers share of all European online sales, 2015

- Last online purchase
- - Figure 8: Europe: Numbers saying they have bought online in the last year, 2015
- Online buying by internet users, by device
- - Figure 9: Europe: Devices used for online purchasing, May 2016
- Most used retailers
- - Figure 10: Europe: Top 3 sites by the number of people who have bought from them, May 2016
- Market places
- - Figure 11: Europe: Proportion of online buyers who use marketplaces, May 2016
- Zalando
- - Figure 12: Europe: Proportion of online buyers who bought from Zalando, May 2016
- Department stores
- Attitudes to shopping online
- Attitudes to social media
- - Figure 13: Europe: Attitudes to Social media, May 2016
- Attitudes to personalisation
- - Figure 14: Europe: Attitudes to personalisation, May 2016
- Attitudes to service
- - Figure 15: Europe: Attitudes to Service, May 2016

- Limits to growth?
- Store-based vs pureplayers
- Drawbacks
- Multichannel the way forward

- Curated shopping service
- Delivery options
- Time-saving digital shopping solutions
- Easier payment options

- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market environment
- Device ownership and internet access
- Shopping online
- Online sales sector size and forecast
- - Figure 16: France: Online sales (incl. VAT), 2010-21
- Leading players
- Key metrics
- Market shares
- - Figure 17: France: Leading online retailers, market shares, 2015
- The consumer
- How they shop online
- Old style devices dominate but mobile is growing
- - Figure 18: France: Devices used to shop online in last 12 months by gender, May 2016
- Where they shop online
- - Figure 19: France: Websites used for online shopping in the last 12 months, May 2016
- Online shopping habits and attitudes
- - Figure 20: France – The consumer: Attitudes to online shopping, % agreeing, May 2015
- What we think
- Issues and insights
- Price becoming less important as the online and offline worlds converge
- The facts
- The implications
- A consolidating market
- The facts
- The implications
- Grocery home delivery evolving
- The facts
- The implications
- - Figure 21: France: Reasons for shopping for groceries online, Q1 2016
- - Figure 22: France: Interest in ordering online for home delivery, Q1 2016
- The market – What you need to know
- Broadband plateauing
- Smartphone ownership behind Germany, Italy and Spain
- Shopping online growing
- Online sales
- Market drivers
- Broadband access
- - Figure 23: France: Broadband penetration, 2008-15 (As % all households)
- Device ownership and internet access
- - Figure 24: France: Technology products personally owned, Q1 2016
- - Figure 25: France: Devices used to access the internet in the last three months, Q1 2016
- Online shopping
- - Figure 26: France: Numbers saying they have bought online in the last year, 2010-15
- Online shopping: What they buy
- - Figure 27: France: Products bought online, 2010 and 2015
- Sector size and forecast
- Online sales
- - Figure 28: France: Online sales (incl. VAT), 2011-15
  - Figure 29: France: Forecast online sales, 2016-21
- FEVAD data
- Segmentation
- Electricals
- Clothing
- Food & grocery
- DIY
- Leading players – What you need to know
- Amazon leads
- Leclerc dominates Drive
- Marketplaces driving growth
- Market shares
- Leading players
- What’s new?
- Amazon increasingly dominant but not always welcome
- Store-based retailers rank highly
- Marketplaces a key driver of growth
- Drive dominates grocery segment
- - Figure 30: France: Top 5 Drive sites by number of unique visitors, Jan-March 2016
- Website visitors
- - Figure 31: France: Top retail sites by number of unique visitors, Jan-March 2016
- - Figure 32: France: Leading online retailers by sales, ex VAT, 2013-15
- Market shares
- - Figure 33: France: Leading online retailers, market shares, 2015
- The Consumer – What you need to know
- Three quarters have shopped online, but less than Germany, Italy or Spain
- Old style devices dominate but mobile is growing
- Amazon pulling ahead
- Store-based retailers rank highly
- Online security is key
- Online shoppers want advice
- Personalisation
- How they shop online
- Three-quarters have shopped online, but less than in Germany, Italy or Spain
- Old style devices dominate but mobile growing
- - Figure 34: France: Devices used to shop online in last 12 months, May 2016
- Men and women similar
- - Figure 35: France: Devices used to shop online in last 12 months by gender, May 2016
- Younger groups use mobile more
- - Figure 36: France: Devices used to shop online in last 12 months by age, May 2016
- - Figure 37: France: The consumer: Profile of online buyers by device used, May 2016
- Where they shop online
- Amazon pulling ahead
- Multi-category retailers significant
- Store based retailers rank highly
- - Figure 38: France: Websites used for online shopping in the last 12 months, May 2016
- - Figure 39: France: Websites used for online shopping in the last 12 months by gender, May 2016
- - Figure 40: France: The consumer: Leading online retailers: Profile of shoppers, May 2016
- Attitudes to shopping online
- Online security is key
- Technical improvements could ease customer experience
- Online shoppers still want advice
- Personalisation
- - Figure 41: France – The consumer: Attitudes to online shopping, % agreeing, May 2016
  - Figure 42: France – The consumer: Attitudes to online shopping by gender, % agreeing, May 2016
- - Figure 43: France: The consumer: Attitudes towards online shopping: Profile of shoppers, May 2016
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources

- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market environment
- Broadband access
- Device ownership and internet access
- Online shopping
- Online sector size and forecast
- Leading players
- Key metrics
- Market shares
- - Figure 44: Germany: Leading online retailers, market shares, 2015
- The consumer
- How they shop online
- - Figure 45: Germany: How they shop online, May 2015/May 2016
- Where they shop online
- - Figure 46: Germany: Where they shop online, May 2016
- Attitudes to shopping online
- - Figure 47: Germany: Online shopping habits and attitudes, May 2016
- What we think
- Issues and insights
- Is online food retailing finally gaining traction?
- The facts
- The implications
- Is faster delivery really what consumers want?
- The facts
- The implications
- The Market – What you need to know
- Broadband access nearing 90%
- Smartphone ownership is high
- Smartphones remained underused for shopping
- Clothing most commonly purchased
- Market drivers
- Broadband access
- - Figure 48: Europe: Broadband penetration, 2015 (as a % of all households)
  - Figure 49: Germany: Broadband penetration, 2010-15 (as a % of all households)
- Device ownership and internet access
- - Figure 50: Germany: Technology products personally owned, Q1 2016
- - Figure 51: Germany: Device used to access the internet in the last 3 months, Q1 2016
- - Figure 52: Germany: Devices used to access the internet in the last 3 months, by age group, March 2016
- Online shopping
- - Figure 53: Germany: Devices used to shop online in the last 12 months, April 2016
- - Figure 54: Germany: Proportion saying they have shopped online in the last year, 2010-15
- Online shopping: What they buy
- - Figure 55: Germany: Products bought online in the last 12 months, 2010 and 2015
- Sector size and forecast
- Online sales
- - Figure 56: Germany: Online sales (incl. VAT), 2011-15
- - Figure 57: Germany: Online sales forecast (incl. VAT), 2016-21
- Segmentation
- - Figure 58: Germany: Online sales by category, incl. VAT, 2015
- Leading players – What you need to know
- Pureplays dominate…
- ...led by Amazon
- Marketplaces
- Leading players
- Pureplays dominate German e-commerce
- Amazon extends its dominance
- Otto.de celebrates its birthday
- Zalando growth maintained
- Media-Saturn leads on multichannel
- Marketplaces
- - Figure 59: Germany: Leading online retailers sales, 2013-15
- Market shares
- - Figure 60: Germany: Leading retailers online, market shares, 2013-15
- The consumer – What you need to know
- Smartphones growing in importance
- Amazon dominates, Media Saturn grows
- Security vs efficiency
- How they shop online
- PC/Laptops continue to dominate
- - Figure 61: Germany: How they shop online, May 2016
- Smartphones grow in importance
- - Figure 62: Germany: How they shop online, May 2015/May 2016
- Men more likely to go mobile
- - Figure 63: Germany: How they shop online, by gender, May 2016
- Smartphones favoured by the young
- - Figure 64: Germany: How they shop online, by age and average income, May 2016
- Broad appeal of PCs and laptops
- - Figure 65: Germany: Online shoppers using a PC/laptop, by age, May 2016
- Where they shop online
- Amazon in the lead
- Pureplays dominate e-commerce
- - Figure 66: Germany: Where they shop online, May 2016
- Media Saturn reaches new consumers
- - Figure 67: Germany: Where they shop online compared to last year, May 2015/May 2016
- Amazon’s appeal extends across the board
- - Figure 68: Germany: Where they shop online, by age and affluence, May 2016
- Attitudes to shopping online
- Security concerns dominate
- - Figure 69: Germany: Online shopping habits and attitudes, May 2016
- Unconvinced by Click & Collect
- - Figure 70: Germany: Usage of and attitudes towards grocery purchasing services: Click & Collect, Q1 2016
- Older women most concerned about security
- - Figure 71: Germany: Online shopping habits and attitudes, by age and gender, May 2016
- Young more willing to pay for speed
- - Figure 72: Germany: Online shopping habits and attitudes, by age and gender, May 2016
- Affluence dictates attitudes
- - Figure 73: Germany: Online shopping habits and attitudes, by gender, May 2016
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources

- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- Broadband access
- Device ownership and internet access
- Shopping online
- Online sales sector size and forecast
- Leading players
- Key metrics
- Market shares
- - Figure 74: Italy: Identified online retailers, market shares, 2015
- The consumer
- How they shop online
- - Figure 75: Italy - The consumer: Devices used to shop online in last 12 months, May 2015 and May 2016
- Where they shop online
- - Figure 76: Italy: Websites used for online shopping in the last 12 months, May 2016
- Attitudes to shopping online
- - Figure 77: Italy: The consumer: Attitudes towards online shopping, % agreeing, May 2016
- What we think
- Issues and insights
- Amazon acts as a trailblazer but others step up to the challenge
- The facts
- The implications
- Italian online shoppers are keen to interact with retailers
- The facts
- The implications
- The market – What you need to know
- Broadband access low but climbing
- Smartphone ownership high
- Online shopping via smartphone gaining ground
- Clothing most commonly bought online
- Market drivers
- Broadband access
- - Figure 78: Italy: Broadband penetration, (As % all households), 2008-15
- Device ownership and internet access
- - Figure 79: Italy: Technology products owned by household, Q1 2016
- - Figure 80: Italy: Devices used to access the internet in the last three months, Q1 2016
- Online shopping
- - Figure 81: Italy: Devices used to shop online in last 12 months, April 2015 and May 2016
- - Figure 82: Italy: Numbers saying they have bought online in the last year, 2008-15
- Online shopping: What they buy
- - Figure 83: Italy: Categories bought online in the last year, 2015
- Sector size and forecast
- Online sales
- - Figure 84: Italy: Online retail sales (incl. VAT), 2011-16
- - Figure 85: Italy: Online retail sales forecasts (incl. VAT), 2016-21
- Leading players – What you need to know
- Amazon is the runaway leader
- eBay an important player
- Amazon leads and Zalando is gaining ground.
- Leading players
- Leading retailers by sales
- Food online developing slowly
- Electricals retailers face stiff competition from Amazon
- Fashion retailers moving forward online
- eBay and marketplaces
- - Figure 86: Italy: Identified online retailers, 2015
- Market shares
- Amazon leads and is gaining share
- - Figure 87: Italy – Identified online retailers, estimated market shares, 2015
- The consumer – What you need to know
- Buying via smartphone popular in Italy
- Where they shop
- Italian shoppers want to interact with online retailers
- How they shop online
- Laptops and desktops dominate
- - Figure 88: Italy – The consumer: Devices used to shop online in last 12 months, May 2016
- - Figure 89: Italy – The consumer: Devices used to shop online in last 12 months, May 2015 and May 2016
- - Figure 90: Italy – Shopping online by device, by gender, May 2016
- - Figure 91: Italy – Shopping online by device, by age, May 2016
- - Figure 92: Italy – Shopping online by device, by annual income, May 2016
- Where they shop online
- Amazon in the lead
- Zalando continues to gain ground
- Electricals retailers prominent online
- - Figure 93: Italy: Websites used for online shopping in the last 12 months, May 2016
- - Figure 94: Italy: Websites used for online shopping in the last 12 months, by gender, May 2016
- - Figure 95: Italy: The consumer: Leading online retailers: profile of shoppers, May 2016
- Attitudes to shopping online
- Italians keen to communicate with online retailers
- Potential for growth of click & collect
- - Figure 96: Italy – The consumer: Attitudes towards online shopping, % agreeing, May 2016
- Men more interested in delivery and collection options
- - Figure 97: Italy – The consumer: Attitudes towards online shopping, by gender, % agreeing, May 2016
- Customer profile by attitude statements
- - Figure 98: Italy: The consumer: Attitudes towards online shopping: Profile of shoppers, May 2016
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources

- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market environment
- Device ownership and internet access
- - Figure 99: Spain: EU broadband connections, 2008-15 (As % all households)
  - Figure 100: Spain: Ways in which internet was accessed in the last three months, March 2016, September 2012
- Shopping online
- - Figure 101: Spain: Numbers saying they have bought online in the last year, 2006-15
- What they bought
- - Figure 102: Spain: Estimated online sales by category, 2015
- Online sales sector size and forecast
- - Figure 103: Spain: Online retail sales, 2012-21
- Leading players
- Key metrics
- - Figure 104: Spain: Online retailers’ shares of all online retail sales, 2015
- The consumer
- Who shops online
- - Figure 105: Online shoppers by age group, May 2016
- Where they shop online
- - Figure 106: Spain: Online retailers bought from in the last 12 months, May 2016
- Attitudes to shopping online
- - Figure 107: Spain: Attitudes to online shopping, May 2016
- What we think
- Issues and insights
- Is Spain always going to lag behind in e-commerce?
- The facts
- The implications
- What part can social media play in e-commerce?
- The facts
- The implications
- The market – What you need to know
- Broadband access rising
- Device ownership high
- Online shopping growing
- What they bought
- Rapid growth in online sales continues
- Market drivers
- Broadband access
- - Figure 108: Spain: EU broadband connections, 2008-15 (As % all households)
  - Figure 109: Spain: Broadband penetration, 2008-15 (As % all households)
- Device ownership and internet access
- - Figure 110: Spain: Device ownership, by household, March 2016
  - Figure 111: Spain: Devices personally owned, March 2016
- - Figure 112: Spain, Ways in which the internet was accessed in the last three months, March 2016, September 2012
- Online shopping
- - Figure 113: Spain: Devices used to shop online in last 12 months, May 2016
  - Figure 114: Spain: Numbers saying they have bought online in the last year, 2006-15
- Online shopping: What they buy
- - Figure 115: Spain: Products bought online, 2015
  - Figure 116: Spain: Products bought online, 2010-15
- Sector size and forecast
- Online sales
- - Figure 117: Spain: Online sales (incl. VAT), 2011-16
  - Figure 118: Spain: Online sales (incl. VAT), 2016-21
- Sales by product
- - Figure 119: Spain: Estimated online sales by product category, 2015
- Leading players – What you need to know
- El Corte Inglés in the lead
- Leaders take half of online sales
- Leading players
- eBay and other marketplaces
- - Figure 120: Spain: Leading online retailers by estimated sales, ex VAT, 2013-15
- Market shares
- - Figure 121: Spain: Leading online retailers market shares, 2015
- The consumer – What you need to know
- Who shops online
- Where they shop
- Personalisation
- Service
- Social media
- How they shop online
- Who shops online
- - Figure 122: Online shoppers by age group, May 2016
- Devices used
- - Figure 123: Spain: Devices used to shop online in last 12 months, May 2016
- - Figure 124: Spain: Profile of online buyers by device used, May 2016
- Where they shop online
- Amazon dominant
- - Figure 125: Spain: Online retailers bought from in the last 12 months, May 2016
- Profile of who shops where
- - Figure 126: Spain: profile of who shops where by age and income, April 2016
- Attitudes to shopping online
- - Figure 127: Spain: Attitudes to online shopping, May 2016
- Personalisation
- - Figure 128: Spain: Profile of attitudes to personalisation, May 2016
- Social media and messaging services
- - Figure 129: Spain: Profile of holders of attitudes to social media and messaging services, May 2016
- Service
- - Figure 130: Spain: Profile of holders of attitudes to service, May 2016
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources

- Overview
- What you need to know
- Products covered in this report
- Executive summary
- Steady, though marginally slowing growth
- - Figure 131: Online sales as % all retailing, 2007-2016
- Market size
- - Figure 132: Online sales by type of retailer, 2015
- Forecast
- - Figure 133: All online sales, 2011-2021
- Product mix – Electricals the biggest product
- - Figure 134: Online sales by category, 2016 (est)
- Consumer outlook positive
- Companies and brands
- A strong year for pureplays
- - Figure 135: Distribution of the revenues of the leading 25 online retailers (as ranked in 2015) by type of retailer, 2013-15
- Share of total online spending
- - Figure 136: Share of all online retail sales for the leading online retailers, 2015
- Online advertising spend
- - Figure 137: UK online retail: Recorded above-the-line, online display and direct mail total advertising expenditure, 2012-15
- Brand research
- - Figure 138: Attitudes towards and usage of selected retailers, August 2015 - June 2016
- The consumer
- Online shopping is now almost universal – for internet users
- - Figure 139: Devices used for online buying, May 2016
- Clothing is the most bought product online
- - Figure 140: Buyers of products online, by proportion of device owners, May 2016
- Amazon most used site
- - Figure 141: Retailers used, May 2014, May 2015, May 2016
- Little enthusiasm for personalisation
- - Figure 142: Attitudes to personalisation and social media, May 2016
- But people don’t want brands in their social space either
- 83% of people opt for the cheapest delivery option.
- - Figure 143: Attitudes towards using click & collect services, May 2016
- Excellent service is essential for a successful online business
- - Figure 144: Other attitudes towards buying online, May 2016
- The perception that prices are lower online is still very strong
- There is evidence that people who shop online spend less
- - Figure 145: The online shopping journey, May 2016
- What we think
- Issues and insights
- Are there limits to growth for the pure players
- The facts
- The implications
- What should the pure players compete on?
- The facts
- The implications
- Online in the retail scene
- The facts
- The implications
- Online and social media
- The facts
- Implications
- The market – What you need to know
- Steady, though marginally slowing growth
- Market size
- Product mix – Electricals the biggest product
- Consumer outlook positive
- Market size and forecast
- The source data
- Online share of all retailing
- - Figure 146: Online sales as % all retailing, 2007-16
- The peak month
- Total online sales and forecast
- - Figure 147: All online sales, 2011-21
  - Figure 148: All online sales, 2011-21
- Market segmentation
- Store based vs pure player
- - Figure 149: Store based and pure plyer share of all online sales, 2008-16
- - Figure 150: Online sales by type of retailer, 2015
- Pure players and all home shopping
- - Figure 151: Pure player share of all home shopping sales, 2008-15
  - Figure 152: Online retail sales, (including VAT), 2011-15
- Pure players and store based retailers, sales and forecast
- Store based retailers
- - Figure 153: Store based retailers: Online sales, 2011-21
  - Figure 154: Store based retailers: Online sales, 2011-21
- Pure players
- - Figure 155: Online pure players, sales, 2011-21
  - Figure 156: Online pure players, sales, 2011-21
- Forecast methodology
- Market segmentation by product
- - Figure 157: Breakdown of online retail sales by major category (including. VAT), 2013-16 (est)
  - Figure 158: Online sales by category, 2016 (est)
- Digital spending
- EBooks
- - Figure 159: The Book market, 2010-15
- Music and video
- Games
- Total market
- - Figure 160: Downloads and streaming, 2015
- Total online market
- Market drivers
- Broadband access
- - Figure 161: Households with broadband access, 2011-15
- Devices used
- - Figure 162: Devices used to access the internet in the last three months, June 2014, April 2016
- - Figure 163: Device ownership, April 2014 and April 2016
- Consumer context
- - Figure 164: Consumer confidence, 2009-16
- - Figure 165: Inflation and earnings growth, 2011-16
- Key players – What you need to know
- Innovation drives Amazon sales
- eBay losing market share
- A strong year for pureplays
- Online increasingly important to multichannel retailers
- Market shares change little
- Growth in payment options
- Expert assistance by video
- Online advertising spend increases 20.5%
- Amazon stands out for trust and differentiation
- Leading online retailers
- Amazon’s shifting strategy
- Tesco moves to a single website
- Next poor performance
- eBay
- - Figure 166: Leading online retailer’s net online revenues, 2013-15
- Pureplayers gain ground on multichannel retailers
- Reclassifying catalogue companies
- - Figure 167: Distribution of the revenues of the leading 25 online retailers (as ranked in 2015) by type of retailer, 2013-15
- Online is increasingly important to multichannel retailers
- - Figure 168: Top 25 online retailers: proportion of total sales transacted online for the multichannel retailers, 2013-15
- Market share
- Small changes
- Amazon grabs share again
- - Figure 169: Top 25 online retailers: share of all online retail sales, 2013-15
- Launch activity and innovation
- Text for wine service
- More online payment options
- Online size comparison tool
- Smart shoppers rewarded with bigger discounts
- Video assistance while browsing
- Last-mile fulfilment
- - Figure 170: Samsung Family Hub refrigerator
- Championing home-grown local food producers
- Tinder-like app for a more customised fashion product offering
- Social media
- Three-quarters are Facebook users
- - Figure 171: Usage of social and media networks in the last three months, 2013-16
- Brand interactions remain limited
- - Figure 172: Interactions with brands on social/media networks, March 2016
- Lack of trust inhibits direct interactions
- - Figure 173: Attitudes to brand interactions on social/media networks, March 2016
- Harnessing the power of ‘Influentials’
- Could app-convergence spell the end for websites?
- What they’re talking about
- - Figure 174: Number of mentions for selected leading clothing retailers, June 2015-May 2016
- - Figure 175: What they are saying online in relation to H&M, June 2015 to May 2016
  - Figure 176: What they are saying online in relation to Primark, June 2015 to May 2016
- - Figure 177: What they are saying online in relation to M&S, June 2015 to May 2016
  - Figure 178: What they are saying online in relation to Topshop/Topman, June 2015 to May 2016
- - Figure 179: What they are saying online in relation to ASOS, June 2015 to May 2016
- Up-and-coming social media networks
- Advertising and marketing activity
- Online retail advertising spend up 20.5% in 2015
- - Figure 180: UK online retail: Recorded above-the-line, online display and direct mail total advertising expenditure, 2012-15
- Amazon.co.uk is the biggest advertising spender
- - Figure 181: Recorded above-the-line, online display and direct mail total advertising expenditure by leading UK online retail operators, 2012-15
- 59.4% of total advertising spend channelled through TV
- - Figure 182: UK online retail: Recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2012-15
- Nielsen Media Research coverage
- Brand research
- What you need to know
- Brand map
- - Figure 183: Attitudes towards and usage of selected retailers, August 2015 - June 2016
- Key brand metrics
- - Figure 184: Key metrics for selected retailers, August 2015 - June 2016
- Brand attitudes: Online pureplays lead on innovation and value
- - Figure 185: Attitudes, by retailer, August 2015 - June 2016
- Brand personality: Littlewoods struggles with a tired image
- - Figure 186: Brand personality – Macro image, August 2015 - June 2016
- Boohoo and ASOS trendsetting and cutting-edge
- - Figure 187: Brand personality – Micro image, August 2015 - June 2016
- Brand analysis
- Amazon and eBay
- Online only retailers
- Multichannel fashion retailers
- Food retailers
- Multichannel GM retailers
- The consumer – What you need to know
- Online shopping is now almost universal – for internet users
- Clothing is the most bought product online
- Amazon most used site
- Little enthusiasm for personalisation
- But people don’t want brands in their social space either
- 83% of people opt for the cheapest delivery option.
- Excellent service is essential for a successful online business
- The perception that prices are lower online is still very strong
- There is evidence that people who shop online spend less
- Shopping online
- Devices used for online shopping
- - Figure 188: Devices used for online buying, May 2016
- - Figure 189: Profile of online buyers by device used and where it is used, May 2016
- What they buy
- - Figure 190: Buyers of products online, by proportion of device owners, May 2016
- - Figure 191: Buyers of products online by device, by proportion of total sample, May 2016
- Who buys what
- - Figure 192: Age and socio-economic profile of product buyers, May 2016
- Numbers of products bought
- - Figure 193: Numbers of different products bought on a laptop or home computer, May 2016
- - Figure 194: Numbers of different products bought on a smartphone or tablet, May 2016
- Retailers used
- - Figure 195: Retailers used, May 2014, May 2015, May 2016
- - Figure 196: Profile of online shoppers through any device, May 2016
- Number of shops used
- - Figure 197: Number of different retailers bought from in the last 12 months, May 2016
- Personalisation and social media
- - Figure 198: Attitudes to personalisation and social media, May 2016
- - Figure 199: Influence of social media by age, May 2016
- - Figure 200: Profile of those who agree with the personalisation and social media attitude statements, May 2016
- Click & collect and shopping online
- How important is click & collect?
- Cost vs convenience
- - Figure 201: Attitudes towards using click & collect services, May 2016
- - Figure 202: Profile of attitudes to Click & Collect, May 2016
- Multi-channel
- Services
- - Figure 203: Other attitudes to buying online, May 2016
- Prices and online
- Price matching
- Profits
- How people shop online
- Passing trade
- - Figure 204: The online shopping journey, May 2016
- Credit
- Marketing
- Appendix – Data sources, abbreviations and supporting information
- Data sources
- Fan chart forecast
- VAT
- Financial definitions
- Abbreviations
- Consumer research methodology
- Appendix – Market size and forecast
- Forecast Methodology

- What we think
- Marketplace
- AWS
- Prime
- Food
- Where next?
- Company background
- Company performance
- - Figure 205: Amazon.com Inc: Group financial performance, 2010/11-2014/15
- Retail offering

- What we think
- Dutch online store
- ao.de sales building momentum, but loss-making
- Web enhancements aimed at making shopping online for electricals simpler
- Partners with CollectPlus to widen delivery options
- Targeting the computer market
- Company background
- Company performance
- - Figure 206: AO World Plc: Group financial performance, 2011/12-2015/16
- Retail offering

- What we think
- What the Sainsbury’s deal means for Argos
- Fast Track market-leading home delivery and store collection service
- Product availability
- Partnerships helping attract new customers
- Company background
- Company performance
- - Figure 207: Argos: Group financial performance, 2011/12-2015/16
- - Figure 208: Argos: Outlet data, 2011/12-2015/16
- Retail offering

- What we think
- Click-and-collect and next-day delivery options extended
- Investment in distribution to meet increased order demand
- Updated app driving m-commerce orders
- Rewarding loyal customers
- Customised shopping experience
- Engagement through increased social media activity
- A smart new way to shop ASOS
- Tailored product range with on-trend appeal
- Company background
- Company performance
- - Figure 209: ASOS: Group financial performance, 2011/12-2014/15
- Retail offering

- What we think
- Time-saving digital shopping solutions
- Expanded delivery options
- Bolstering non-food e-commerce offering
- Simplifying and speeding up the checkout process
- Launches online shopping site in Poland
- Stepping up Chinese online expansion to revive weak store sales in the region
- Company background
- Company performance
- - Figure 210: Carrefour: Group financial performance, 2011-15
- Retail offering

- What we think
- Parent Cnova refocusing only on France
- Cdiscount a credible competitor to Amazon in France
- Profitability low
- Marketplace a key driver
- A shift upmarket
- A move into food taking on Amazon Prime Now
- Company background
- Company performance
- - Figure 211: CDiscount France: Financial performance, 2011-15
- First quarter 2016
- Retail offering

- What we think
- Enhanced order fulfilment options
- A more personalised shopping experience
- Customers benefiting from broadened marketplace product offering
- Refreshed mobile site to drive conversion rate and average basket spend
- Mistergoodeal.com integration now complete
- New online hone services offering can help attract more web traffic
- Company background
- Company performance
- - Figure 212: Darty Group: Group financial performance, 2011/12-2015/16
- Retail offering

- What we think
- Local content and local currency payment options
- Improved website design
- Click-and-collect
- Driving incremental in-store sales
- New chief executive brings a wealth of online experience
- Acceleration in online sales via mobile
- Company background
- Company performance
- - Figure 213: Debenhams: Group financial performance, 2010/11-2014/15
- - Figure 214: Debenhams: Outlets, 2010/11-2015/16
- Retail offering

- What we think
- Using stores to support online
- Website consolidation less obvious
- Destination of choice for independent advice
- Company background
- Company performance
- - Figure 215: Dixons Carphone: Group financial performance, 2013/14-2015/16
- - Figure 216: Dixons Carphone: Outlet data, 2013/14-2015/16
- Retail offering

- What we think
- Company background
- Company performance
- - Figure 217: eBay Inc.: Group financial performance, 2013-15

- What we think
- Department store online performance
- Online grocery performance
- Sfera and Bricor
- The broader view
- Company background
- Company performance
- - Figure 218: El Corte Inglés group: Retail financial performance, 2010/11-2015/16
- - Figure 219: El Corte Inglés group: Estimated online sales, 2012/13-2015/16
  - Figure 220: El Corte Inglés: Outlet data, 2011/12-2015/16
- Retail offering

- What we think
- Steady growth in Marketplace sales
- New Connect store format introduced
- Darty deal
- Company background
- Company performance
- - Figure 221: Fnac: Group financial performance, 2011-15
- - Figure 222: Fnac: Outlet data, 2011-15
  - Figure 223: Fnac: Revenue breakdown, 2014-15
- - Figure 224: Fnac: Store network by format and region, 2014-15
- Retail offering

- What we think
- Investing £500m in its online shopping service
- Store presence driving online sales
- Click-and-collect fee
- New app loaded with digital loyalty scheme
- Plans to roll out e-commerce website to more international markets
- Company background
- Company performance
- - Figure 225: John Lewis: Financial performance, 2011/12-2015/16
- - Figure 226: John Lewis: UK outlet data, 2011/12-2015/16
- Retail offering

- What we think
- Expanding the Home range with physical stores
- Improving service
- Company background
- Company performance
- - Figure 227: La Redoute Group sales performance, 2011-15
- Retail offering

- What we think
- Loyalty brings everything together
- Investing in international multichannel
- Company background
- Company performance
- - Figure 228: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
- - Figure 229: Media Markt/Saturn: Outlet data, 2010/11-2014/15
- Retail offering

- What we think
- Extended delivery options
- Recent m-commerce enhancements boost sales conversion by mobile devices
- Retaining and recruiting new customers
- Overseas order fulfilment speeded up
- Company background
- Company performance
- - Figure 230: Next Group: Financial performance, 2011/12-2015/16
- - Figure 231: Next Group: Outlet data, 2011/12-2015/16
- Retail offering

- What we think
- Sales per customer
- - Figure 232: Ocado: Sales per customer, 2011-15
- Waitrose
- Cash flow
- Where next
- Company background
- Company performance
- - Figure 233: Ocado Ltd: Group financial performance, 2010/11-2014/15
- Retail offering

- What we think
- 20 years of Otto.de
- - Figure 234: Otto.de 20th birthday promotions, 2015
- Implementing a new IT system
- Streamlining the portfolio
- Kulturwandel strategy introduced
- Company background
- Company performance
- - Figure 235: Otto Group (Multichannel Retail): Group financial performance, 2011/12-2015/16
- Retail offering
- - Figure 236: Otto Group main brands, June 2016

- What we think
- Very
- Littlewoods
- Looking forward
- Company background
- Company performance
- - Figure 237: Shop Direct Group: Group financial performance, 2011/12-2015/16
- Retail offering

- What we think
- Simplifying the online shopping process
- Click-and-collect fee
- Same-day click & collect grocery products trial
- Hybrid superstore/dotcom centre
- Company background
- Company performance
- - Figure 238: Tesco: Estimated UK online revenue, 2013-15
- Retail offering

- What we think
- A return to strong growth
- Ambitions for Europe
- And to diversify
- In a market ripe for consolidation
- Company background
- Company performance
- - Figure 239: Vente-Privee: Group sales performance, 2011-15
  - Figure 240: Vente-Privee: Recent acquisitions
- Retail offering

- What we think
- Same-day deliveries and possible Uber tie-up to speed up order dispatch times
- Wide range of global and local brands
- More personalised shopping experiences
- Among the first fashion e-tailers to accept Apple Pay
- Mobile and app development driving web traffic
- Integrating the online and offline shopping experience
- Company background
- Company performance
- - Figure 241: Zalando: Group financial performance, 2011-15
- Retail offering

Online Retailing - Europe - July 2016

Table of Contents

Overview

Executive Summary - Europe – The Market

Executive Summary – Europe – The Consumer

Executive Summary – Europe – What We Think

Executive Summary – Europe - Launch Activity and Innovation

France

Germany

Italy

Spain

UK

Amazon.com

AO World

Argos

ASOS

Carrefour

Cdiscount

Darty Group

Debenhams

Dixons Carphone

eBay

El Corte Inglés

Fnac

John Lewis

La Redoute

Media-Saturn

Next Directory

Ocado Ltd

Otto Group (Multichannel Retail)

Shop Direct Group

Tesco.com/Tesco Direct

vente-privee

Zalando