Table of Contents
Overview
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- Coverage
- Consumer research
- Market definition
- Market sizes
- Methodology
- Financial definitions
- VAT rates
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- Figure 1: Europe: VAT rates, 2012-17
- Abbreviations
Executive Summary – Europe – The Market
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- Online sales
- Retail only
- Total online sales
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- Figure 2: Europe: leading 18 economies: estimated total online sales (inc VAT), 2009-22
- Figure 3: Europe: leading 18 economies: online sales as % all retail sales (excl fuel), 2009-22
- Forecasts
- Sales by country
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- Figure 4: Europe: online retail sales (inc VAT) by country, 2012-17
- Figure 5: Europe: online retail sales (inc VAT) by country, forecasts, 2018-22
- Online as a share of all retail sales
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- Figure 6: Europe: online retail sales as % all retail sales, 2012-17
- Leading players
- Amazon vs eBay
- Mail order
- Fashion
- Food retailers
- Alibaba – AliExpress
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- Figure 7: Europe: leading online retailers, sales (excl. VAT), 2014-16
- Market shares
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- Figure 8: Europe: leading online retailers’ shares of all online sales, 2014-16
- What we think
- Still growing
- Amazon dominant
- Stores fighting back
- Young management
- Where next?
Executive Summary – Europe – The Consumer
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- Last online purchase
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- Figure 9: Europe: percentage saying they have bought online in the last 12 months, 2016
- Devices used
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- Figure 10: Europe: devices used for online purchasing, June 2017
- Amazon and Prime
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- Figure 11: Europe: membership of Amazon Prime, 2017
- Leading retailers
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- Figure 12: Europe: top three online retailers by proportion of shoppers, by country, June 2017
- Leading store-based retailers
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- Figure 13: Europe: leading store-based retailers by proportion of shoppers, by country, June 2017
- Zalando a success across Europe
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- Figure 14: Europe: ranking of the leading fashion pureplayer by proportion of shoppers, by country, June 2017
- Mail order retailers
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- Figure 15: Europe: ranking of the leading former mail order companies by proportion of shoppers, by country, June 2017
- Why people shop online
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- Figure 16: Europe: what do online shoppers like about shopping online, by country, June 2017
- Disadvantages of shopping online
Executive Summary – Europe – Launch Activity and Innovation
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- Help in the decision-making process
- Order fulfilment and delivery options
- Lidl experiments with grocery click-and-collect service in Germany
- Aldi launches e-book service
- Buy now, pay later
- Store without products
- Apps and social media
France
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- The economy
- Online sales
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- Figure 17: France: online sales (incl. VAT), 2012-22
- Segmentation/What they buy online
- Broadband access
- Device ownership and internet access
- Online shopping
- Leading players
- Key metrics
- Market shares
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- Figure 18: France: leading online retailers’ estimated shares of all online sales, 2016
- The consumer
- How they shop online
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- Figure 19: France: devices used to shop online in last 12 months, May 2016 and June 2017
- Where they shop online
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- Figure 20: France: retailers bought from online in the last 12 months, June 2017
- Online shopping habits and attitudes
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- Figure 21: France: what do online shoppers like about shopping online, % agreeing, June 2017
- What we think
- Issues and insights
- Opportunities for growth
- The facts
- The implications
- The impact of Amazon on online grocery
- The facts
- The implications
- The market – What you need to know
- Economy weak, but on the up
- Online growing steadily
- Drive is the largest area of spending, followed by clothing
- Broadband access plateauing
- Smartphone ownership rising, but still low compared to other countries
- But traditional devices still used most for shopping
- Market size
- France a weak spot in the European economy
- Online sales and forecasts
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- Figure 22: France: estimated online sales (incl. VAT), 2012-17
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- Figure 23: France: online sales (incl. VAT), forecasts, 2017-22
- More details from FEVAD
- Segmentation/what they buy online
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- Figure 24: France: products and services bought online in the last 12 months, 2016
- Grocery
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- Figure 25: France: grocery shopping habits: percentage agreeing “I do more of my grocery shopping online”, Q1 2017
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- Figure 26: France: grocery home delivery services, 2017
- Clothing
- Footwear
- DIY
- Electricals
- Beauty
- Market drivers
- Broadband access
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- Figure 27: France: broadband penetration (As % all households), 2009-16
- Device ownership and internet access
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- Figure 28: France: technology products personally owned, Q1 2017
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- Figure 29: France: devices used to access the internet in the last three months, Q1 2017
- Online shopping
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- Figure 30: France: devices used to shop online in last 12 months, June 2017
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- Figure 31: France: percentage saying they have bought online in the 12 months, 2008-16
- Leading players – What you need to know
- Amazon twice as large as its closest rival
- Signs of consolidation
- Grocers building scale
- Flash sales model growing and consolidating internationally
- Amazon leads, and a long tail
- Leading players
- Amazon dominates
- Cdiscount playing catch up
- Consolidation and partnerships emerging in response to Amazon
- Grocers developing the Drive concept further
- Carrefour buying in scale
- The flash sales model growing and consolidating internationally
- A note on marketplaces
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- Figure 32: France: leading online retailers, sales, excl. VAT, 2013-16
- Website visitors
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- Figure 33: France: top retail sites by number of unique visitors, Jan-March 2017
- Market shares
- Amazon leads, but there is a long tail
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- Figure 34: France: leading online retailers’ estimated shares of all online sales, 2016
- The consumer – What you need to know
- French online shopping at a medium stage of development
- Amazon dominant and extending its lead
- Multi-category retailers significant
- Store-based retailers’ usage down
- Choice and convenience are the most important advantages of online shopping
- Lack of physical contact is the main barrier to shopping online
- How they shop online
- Popularity of online shopping below Germany and UK
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- Figure 35: France: devices used to shop online in last 12 months, May 2016 and June 2017
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- Figure 36: France: profile of online buyers by device used, June 2017
- Where they shop online
- Amazon leads by a wide margin
- Multi-category retailers significant
- Store-based retailers’ usage down
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- Figure 37: France: retailers bought from online in the last 12 months, June 2017
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- Figure 38: France: profile of shoppers by retailer bought from online in the last 12 months, June 2017
- Membership of Amazon Prime
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- Figure 39: France: membership of Amazon Prime, by age and gender, June 2017
- Online shopping habits and attitudes
- Choice and convenience are the key advantages of online shopping
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- Figure 40: France: what do online shoppers like about shopping online, % agreeing, June 2017
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- Figure 41: France: profile of online shoppers by reasons for buying online, June 2017
- Reasons for not shopping online
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- Figure 42: France: reasons for not shopping online, June 2017
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
- INSTITUT NATIONALE DE LA STATISTIQUE ET DES ÉTUDES ÉCONOMIQUES (INSEE) – Paris
- EUROSTAT – Luxembourg
- FEVAD – La Fédération du e-commerce et de la vente à distance - Paris
- EDITIONS DAUVERS – Rennes
Germany
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- The economy
- Online sales
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- Figure 43: Germany: online sales (incl.VAT), 2012-17
- Segmentation/What they buy online
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- Figure 44: Germany: online sales by category, 2016
- Broadband access
- Leading players
- Key metrics
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- Figure 45: Germany: leading online retailers’ shares of online sales, 2016
- The consumer
- How they shop online
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- Figure 46: Germany: devices used to shop online in last 12 months, May 2016 and June 2017
- Where they shop online
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- Figure 47: Germany: retailers bought from online in the last 12 months, June 2017
- Membership of Amazon Prime
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- Figure 48: Germany: membership of Amazon Prime, June 2017
- Attitudes to online shopping
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- Figure 49: Germany: what do online shoppers like about shopping online, % agreeing, June 2017
- What we think
- Issues and insights
- Amazon’s dominance set to grow further
- The facts
- The implications
- Could it be now or never for online grocery retailing?
- The facts
- The implications
- The market – What you need to know
- Online sales reach €52.7 billion in 2016
- Clothing and consumer electronics the biggest categories
- Broadband access hits 90%
- Smartphone ownership hits a new high
- Market size
- Economy growing modestly
- Online sales and forecasts
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- Figure 50: Germany: online sales (incl.VAT), 2012-17
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- Figure 51: Germany: online sales (incl.VAT), forecasts, 2017-22
- Segmentation/what they buy online
- Clothing the largest category by value
- Consumer electronics follows on
- Food underdeveloped but growing
- DIY small but growing
- Drugstores growing sales steadily
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- Figure 52: Germany: online sales by category, incl. VAT, 2016
- Market drivers
- Broadband access
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- Figure 53: Germany: broadband penetration (as % all households), 2009-16
- Device ownership and internet access
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- Figure 54: Germany: technology products personally owned, Q1 2017
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- Figure 55: Germany: devices used to access the internet in the last three months, Q1 2017
- Online shopping
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- Figure 56: Germany: percentage saying they have bought online in the last 12 months, 2012-16
- Leading players – What you need to know
- Media-Saturn enjoys rapid growth
- Amazon cements its dominance
- Leading players
- Amazon dominates the sector
- Electrical retailers dominate leading retailers
- Otto Group expands through specialist shops
- Zalando continues its impressive growth
- Media-Saturn leverages its multichannel structure for growth
- A note on marketplaces
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- Figure 57: Germany: leading online retailers, sales, 2014-16
- Market shares
- A good year for Amazon
- eBay continues to lose market share
- Growth in less-developed sectors is fragmenting the market
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- Figure 58: Germany: leading online retailers’ shares of all online sales, 2014-16
- The consumer – What you need to know
- 93% have shopped online
- Online pureplays dominate
- 29% have an Amazon Prime subscription
- Wider range is the main reason for shopping online
- Those not shopping online prefer to touch products
- How they shop online
- PC/laptops favoured for online shopping
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- Figure 59: Germany: devices used to shop online in last 12 months, May 2016 and June 2017
- Young consumers shift towards devices
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- Figure 60: Germany: profile of online shoppers by device used, May 2016 and June 2017
- Where they shop online
- Online-only retailers dominate
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- Figure 61: Germany: retailers bought from online in the last 12 months, June 2017
- Broad spectrum shop online
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- Figure 62: Germany: profile of shoppers by retailer bought from online in the last 12 months, June 2017
- Smartphone use peaks among fashion specialists
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- Figure 63: Germany: percentage that shopped online using a smartphone, by retailer, June 2017
- Membership of Amazon Prime
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- Figure 64: Germany: membership of Amazon Prime, June 2017
- Half of Amazon shoppers have never been a member
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- Figure 65: Germany: Amazon shoppers, by Prime membership status, June 2017
- Young men most likely to be Prime members
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- Figure 66: Germany: membership of Amazon Prime, by age and gender, June 2017
- Prime membership increases with income
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- Figure 67: Germany: membership of Amazon Prime, by household income, June 2017
- Online shopping habits and attitudes
- Reasons for shopping online
- Wider range
- Price differential less important
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- Figure 68: Germany: what do online shoppers like about shopping online, % agreeing, June 2017
- Different age groups shop online for different reasons
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- Figure 69: Germany: profile of online shoppers by reasons for buying online, June 2017
- Reasons for not shopping online
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
- STATISTISCHES BUNDESAMT – Wiesbaden
- EUROSTAT – Luxembourg
- EHI Retail Institute
- BEVH
Italy
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- The economy
- Online sales and forecasts
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- Figure 70: Italy: online sales (incl. VAT), 2012-22
- Segmentation/what they buy online
- Broadband access
- Device ownership and internet access
- Online shopping
- Leading players
- Key metrics
- Market shares
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- Figure 71: Italy: leading online retailers’ shares of all online sales, 2016
- The consumer
- How they shop online
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- Figure 72: Italy: devices used to shop online in last 12 months, May 2016 and June 2017
- Where they shop online
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- Figure 73: Italy: retailers bought from online in the last 12 months, June 2017
- Attitudes to online shopping
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- Figure 74: Italy: what do online shoppers like about shopping online, % agreeing, June 2017
- What we think
- Issues and insights
- The digital world has the potential to drive change in Italian retailing
- The facts
- The implications
- Opportunities in cross-border e-commerce
- The facts
- The implications
- The market – What you need to know
- Economy growing slowly
- Online underdeveloped but growing rapidly
- Electricals the largest area of spending, followed by clothing
- Broadband access low, but increasing
- Italians love their smartphones
- …and 42% of Italians use them for shopping
- Market size
- Economy growing modestly
- Online sales and forecasts
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- Figure 75: Italy: estimated online sales (incl. VAT), 2012-17
- Figure 76: Italy: forecast online sales, 2017-22
- Segmentation/What they buy online
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- Figure 77: Italy: products and services bought online in the last 12 months, 2016
- Figure 78: Italy: online sales, breakdown by product type, 2016-17
- Grocery
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- Figure 79: Italy: grocery shopping habits: those agreeing “I do more of my grocery shopping online”, Q1 2017
- Electricals
- Clothing & footwear
- DIY
- Beauty
- Market drivers
- Broadband access
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- Figure 80: Italy: broadband penetration (as % all households), 2009-16
- Device ownership and internet access
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- Figure 81: Italy: technology products personally owned, Q1 2017
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- Figure 82: Italy: devices used to access the internet in the last three months, Q1 2017
- Online shopping
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- Figure 83: Italy: devices used to shop online in last 12 months, April 2016 and June 2017
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- Figure 84: Italy: percentage saying they have bought online in the last 12 months, 2008-16
- Leading players – What you need to know
- Amazon sees the potential and is investing heavily
- Increasing amounts of m&a activity
- A fragmented market
- Leading players
- Amazon leads the market
- ePrice is focusing on core business
- French flash sales companies buying into Italy
- Showroomprive/Saldiprivati
- vente-privee/Privalia
- Unieuro has acquired Monclick
- Yoox Net-a-Porter
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- Figure 85: Italy: leading online retailers, sales, 2015-16
- Market shares
- A fragmented market
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- Figure 86: Italy: leading online retailers’ shares of all online sales, 2016
- The consumer – What you need to know
- Almost 90% of internet users shop online
- Traditional computers most used, but smartphones growing strongest
- International pureplayers dominate
- A third are members of Amazon Prime
- Price, convenience and wide ranges the top reasons for shopping online
- Lack of physical contact is the main barrier to shopping online
- How they shop online
- Shopping online is widespread amongst internet users
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- Figure 87: Italy: devices used to shop online in last 12 months, May 2016 and June 2017
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- Figure 88: Italy: profile of online buyers by device used, June 2017
- Where they shop online
- International pureplayers dominate
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- Figure 89: Italy: retailers bought from online in the last 12 months, June 2017
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- Figure 90: Italy: profile of shoppers by retailer bought from online in the last 12 months, June 2017
- Membership of Amazon Prime
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- Figure 91: Italy: membership of Amazon Prime, June 2017
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- Figure 92: Italy: membership of Amazon Prime, by age and gender, June 2017
- Online shopping habits and attitudes
- Reasons for shopping online
- Price still top in Italy but convenience ranking highly
- Wider range
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- Figure 93: Italy: what do online shoppers like about shopping online, % agreeing, June 2017
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- Figure 94: Italy: profile of online shoppers by reasons for buying online, June 2017
- Reasons for not shopping online
- Desire for physical contact the main barrier
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
- ISTAT – Rome
- NETCOMM (CONSORZIO DEL COMMERCIO ELETTRONICO ITALIANO) - Milan
- EUROSTAT – Luxembourg
Spain
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- The economy
- Online sales and forecast
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- Figure 95: Spain: online retail sales, 2012-22
- Segmentation/what they buy online
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- Figure 96: Spain: online sales by type of retailer, 2016
- Broadband access
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- Figure 97: Spain: broadband penetration (as % all households), 2009-16
- Online shopping
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- Figure 98: Spain: percentage saying they have bought online in the last year, 2007-16
- Leading players
- Key metrics
- Market shares
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- Figure 99: Spain: leading online retailers’ shares of all online sales, 2016
- The consumer
- How they shop online
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- Figure 100: Spain: devices used to shop online in the last 12 months, May 2016 and June 2017
- Where they shop online
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- Figure 101: Spain: retailers bought from online in the last 12 months, May 2016, June 2017
- Membership of Amazon Prime
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- Figure 102: Spain: profile of Amazon Prime members, June 2017
- Attitudes to online shopping
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- Figure 103: Spain: what do online shoppers like about shopping online, % agreeing, June 2017
- What we think
- Issues and insights
- Spain approaching the tipping point
- The facts
- The implications
- Home grown retailers increasingly important
- The facts
- The implications
- The market – What you need to know
- Economy recovering
- Online growing fast
- More people shopping online
- Broadband access growing
- Market size
- The economy
- Online sales and forecasts
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- Figure 104: Spain: online sales (incl. VAT), 2012-17
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- Figure 105: Spain: forecast online sales (incl. VAT), 2018-22
- Segmentation/what they buy online
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- Figure 106: Spain: products and services bought online in the last 12 months, 2016
- Figure 107: Spain: online sales by type of retailer, 2016
- Grocery
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- Figure 108: Spain: grocery shopping habits, percentage agreeing “I do more of my grocery shopping online”, Q1 2017
- Electricals
- Clothing & footwear
- DIY
- Beauty
- Market drivers
- Broadband access
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- Figure 109: Spain: broadband penetration (as % all households), 2009-16
- Device ownership and internet access
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- Figure 110: Spain: technology products personally owned, Q1 2017
- Figure 111: Spain: devices used to access the internet in the last three months, Q1 2017
- Online shopping
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- Figure 112: Spain: devices used to shop online in the last 12 months, May 2017
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- Figure 113: Spain: percentage saying they have bought online in the last 12 months, 2008-16
- Leading players – What you need to know
- Amazon leads
- eBay faltering, AliExpress growing
- Food retailers
- Fashion growing
- Amazon takes almost 14% of online sales
- Leading players
- eBay, Amazon and marketplaces
- Amazon in the lead
- vente-privee absorbing Privalia
- Food retailers
- Clothing
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- Figure 114: Spain: leading online retailers, sales, 2014-16
- Market shares
- Fast growing market
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- Figure 115: Spain: leading online retailers’ shares of all online sales, 2016
- The consumer – What you need to know
- PC/laptop the device of choice
- Amazon by far the most-used site
- All leading retailers are up on last year
- Amazon Prime tying customers in
- Convenience and price drive online sales
- How they shop online
- Enthusiastic online shoppers
- PC/laptop device of choice, but signs of a switch away
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- Figure 116: Spain: devices used to shop online in the last 12 months, May 2016 and June 2017
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- Figure 117: Spain: profile of online shoppers by device used, June 2017
- Where they shop online
- Amazon dominates
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- Figure 118: Spain: retailers bought from online in the last 12 months, May 2016, June 2017
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- Figure 119: Spain: profile of shoppers by retailer bought from online in the last 12 months, June 2017
- Membership of Amazon Prime
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- Figure 120: Spain: membership of Amazon Prime, June 2017
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- Figure 121: Spain: profile of Amazon Prime members, June 2017
- Online shopping habits and attitudes
- Reasons for shopping online
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- Figure 122: Spain: what do online shoppers like about shopping online, % agreeing, June 2017
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- Figure 123: Spain: profile of online shoppers by reasons for buying online, June 2017
- Reasons for not shopping online
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- Figure 124: Spain: why people chose not to shop online, June 2017
- Appendix – Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
- CNMC (Comision Nacional de los Mercados y la Competencia)
- INSTITUTO NACIONAL DE ESTADISTICA (INE) – Madrid
- EUROSTAT – Luxembourg
UK
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- Overview
- What you need to know
- Products covered in this report
- Executive summary
- The market
- Internet access at near universal levels and device ownership high
- Real incomes falling and confidence wavering
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- Figure 125: Real wage growth: average weekly earnings vs inflation, Jan 2012-May 2017
- Online sales growth accelerating
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- Figure 126: All online sales and forecast, 2012-22
- Pureplayers growing faster
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- Figure 127: Online pureplayers and store-based retailers share of all online sales, 2009-17
- Clothing the largest sector online
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- Figure 128: Online sales, by product category, 2016
- Digital spending also growing
- Companies and brands
- Innovation is driving Amazon’s success
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- Figure 129: Online retailing, market shares, 2016
- Same-day delivery taking off?
- Amazon scores highly on trust
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- Figure 130: Attitudes towards and usage of selected brands, August 2016-May 2017
- The consumer
- 91% of consumers have bought online
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- Figure 131: Products purchased online in the past year, May 2017
- Desktop and laptops remain the devices of choice for online shoppers
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- Figure 132: Devices used to buy goods online in the past year, May 2017
- A majority of purchases still come from home
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- Figure 133: Where consumers made purchases in the past year, May 2017
- Amazon by far the most popular retailer
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- Figure 134: Retailers used to purchase non-food and drink products online in the past year, May 2017
- Almost a quarter have Amazon Prime
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- Figure 135: Membership of Amazon Prime, April 2017
- Retail credit shows low usage but potentially big promise
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- Figure 136: Payment options used to buy goods online, May 2017
- Cashback sites are a popular tool when purchasing online
- Social media can inspire purchasing, but entertainment must come first
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- Figure 137: Attitudes to buying online, May 2017
- What we think
- Issues and insights
- Is Amazon right to focus on Prime?
- The facts
- The implications
- How can retailers best leverage social channels?
- The facts
- The implications
- Is there a need for greater curation and personalisation online?
- The facts
- The implications
- The market – What you need to know
- Internet access at near universal levels and device ownership high
- Real incomes falling and confidence wavering
- Online sales growth accelerating
- Pureplayers growing faster
- Clothing the largest sector online
- Digital spending also growing
- Market drivers
- Internet access nearing universal levels
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- Figure 138: UK household internet access, 2007-16
- More personally own a smartphone than a laptop
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- Figure 139: Personal ownership of core devices used for online shopping, December 2016
- Confidence is wavering
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- Figure 140: Consumers’ future financial confidence, Jan 16-Jun 17
- Real incomes are now falling
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- Figure 141: Real wage growth: average weekly earnings vs inflation, Jan 2012-May 2017
- Volume growth slowing in the retail industry
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- Figure 142: Annual % change in all UK retail sales (ex-fuel), by value and volume, Jan 2016-May 2017
- Online retailing throughout the year
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- Figure 143: Average weekly value of retail sales online, non-seasonally adjusted, Nov 2014-May 2017
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- Figure 144: Online retail sales as a % of all retail sales, non-seasonally adjusted, Nov 2014-May 2017
- Market size and forecast
- The source data
- Online share of all retailing
- Online sales growth is accelerating
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- Figure 145: Online sales as % all retail sales, (exc fuel), 2007-17
- Total online sales and forecast
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- Figure 146: All online sales and forecast, 2012-22
- Figure 147: All online sales, 2012-22
- Market segmentation
- Stores’ online sales vs pureplayers
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- Figure 148: Online pureplayers and store-based retailers share of all online sales, 2009-17
- Online by type of retailer
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- Figure 149: Online sales by type of retailer, 2016
- Figure 150: Online share of major retail sectors sales, 2016
- Home shopping
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- Figure 151: Online share of all non-store retailers sales, 2008-16
- Pureplayer and stores forecasts
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- Figure 152: Pureplayer sales, 2012-22
- Figure 153: Pureplayer sales, 2012-22
- Store-based retailers
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- Figure 154: Online sales of store-based retailers, 2012-22
- Figure 155: Online sales of store-based retailers, 2012-22
- Market segmentation by product
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- Figure 156: Online sales, by product category, 2016
- Figure 157: Online sales by product category, 2014-17
- Digital spending
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- Figure 158: The book market, 2012-17
- Figure 159: Spending on e-books as % all spending on books, 2009-17
- Video – Streaming set to overtake hard copy
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- Figure 160: UK video market by format, 2012-17
- Music – Still growing fast
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- Figure 161: Share of digital spending on Music, 2011-17
- Games – Downloading not always practical
- The total download market
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- Figure 162: The digital download market, 2016 and 2017
- The consumer – What you need to know
- 91% of consumers have bought online
- Desktops and laptops remain the device of choice for online shoppers
- A majority of purchases still come from home
- Amazon is by far the most popular retailer
- Almost a quarter have Amazon Prime
- Retail credit shows low usage but potentially big promise
- Cashback sites a popular tool when purchasing online
- Social media can inspire purchasing, but entertainment must come first
- Undermining price integrity
- What they buy online
- 91% of consumers have bought online in the past year
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- Figure 163: Online purchasing levels in the past year, May 2017
- Clothing the most popular item to purchase online
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- Figure 164: Products purchased online in the past year, May 2017
- Repertoire of products purchased
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- Figure 165: Repertoire of product categories purchased from in the past 12 months, May 2017
- Devices used to buy online
- Desktops and laptops remain the devices of choice
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- Figure 166: Devices used to buy goods online in the past year, May 2017
- Over half of 16-34s have purchased via smartphones
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- Figure 167: Devices used to buy goods online in the past year, May 2017
- Repertoire of devices used
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- Figure 168: Repertoire of devices used to purchase online in the last 12 months, May 2017
- Where consumers buy and browse online
- A majority of purchases still come from home
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- Figure 169: Where consumers made purchases in the past year, May 2017
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- Figure 170: Where consumers made purchases in the past year, by devices used to purchase online in the past year, May 2017
- Younger and more affluent consumers most likely to purchase when out of home
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- Figure 171: Where consumers made purchases in the past year, by age group, May 2017
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- Figure 172: Where consumers made purchases in the past year, by socio-economic group, May 2017
- More browsing than purchasing is done out of the home
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- Figure 173: Where consumers have browsed for goods online in the past 12 months, May 2017
- Younger consumers are again more likely to browse outside of the home
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- Figure 174: Where consumers have browsed for goods online in the past 12 months, May 2017
- Retailers used
- Amazon still on top
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- Figure 175: Retailers used to purchase non-food and drink products online in the past year, May 2017
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- Figure 176: Trend data – Retailers used to buy online, May 2014-May 2017
- Online shopper profiles match those of in-store shoppers
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- Figure 177: Retailers used to purchase non-food and drink products online in the past year, by age and socio-economic group, May 2017
- Repertoire of online retailers used
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- Figure 178: Repertoire of retailers used to purchase non-food and drink products online in the past year, May 2017
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- Figure 179: Repertoire of retailers used to purchase non-food and drink products online in the past year, by retailers used in the past year, May 2017
- Amazon Prime and subscription services
- Almost a quarter have Amazon Prime…
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- Figure 180: Membership of Amazon Prime, April 2017
- … and just over half of 16-34 year olds have had some experience with Prime
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- Figure 181: Membership of Amazon Prime, April 2017
- Other similar services have lower membership but are growing
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- Figure 182: Ownership of other membership schemes, by total sample and by % of those who have shopped with the retailer in the past year, May 2017
- Why is Amazon Prime so much more popular?
-
- Figure 183: Use of Amazon Prime services, April 2017
- Why offer a scheme at all?
-
- Figure 184: Products purchased via Amazon in the past year, by membership of Amazon Prime, April 2017
- Use of payment options, credit and cashback sites
- Retail credit still a niche option
-
- Figure 185: Payment options used to buy goods online, May 2017
- PayPal usage skews older
-
- Figure 186: Payment options used to buy goods online, by age, May 2017
- Despite low usage there is demand for credit terms
-
- Figure 187: Interest in payment options not used in the past year, May 2017
- Cashback sites a popular option online
-
- Figure 188: Cashback site usage, May 2017
- Half of 25-34s have used a cashback site
-
- Figure 189: Cashback site usage, by age, May 2017
- Attitudes to social media and product recommendations
- Social media and online retailing
-
- Figure 190: Attitudes to buying online and social media, May 2017
- Younger consumers happier to share information and communicate through instant messaging
-
- Figure 191: Agreement to attitudes to buying online and social media, May 2017
- A need for curation and personalisation online?
-
- Figure 192: Attitudes to discoverability in shopping online, May 2017
- Attitudes to discounts, promotions and joint accounts
- High levels of promotional activity may be undermining price integrity online
-
- Figure 193: Attitudes to promotions and pricing online, May 2017
- Do retailers need to evolve customer accounts?
-
- Figure 194: Attitudes to joint accounts online, May 2017
- Those in larger households far more interested in splitting costs
-
- Figure 195: Agreement to attitudes to joint accounts online, by household size, May 2017
- Key players – What you need to know
- Amazon innovation driving its success
- Online retailers trying to tie in customers
- Store-based vs pureplayers: pureplayers growing faster
- Stores and online
- Same-day delivery taking off?
- Amazon scores highly on trust
- Leading online retailers
- Amazon outperforming eBay
- eBay marketplace
- Shop Direct gaining momentum
- Store-based retailers
- Fashion – Key area for online
-
- Figure 196: Leading online retailers, 2014/15-2016/17
- Market shares
-
- Figure 197: Leading online retailers, market shares, 2014-16
- Figure 198: Online retailing, market shares, 2016
- Launch activity and innovation
- Enhanced delivery options…
- …Tesco deliveries within-the-hour
- …John Lewis trialling direct-to-customer's car trunk shopping delivery service
- …drone deliveries
-
- Figure 199: Amazon Prime Air, Test Launch 2016
- …Matches Fashion 90-minute delivery service across London
- …Amazon launches free one-hour restaurant delivery service in London
- M&S to trial online grocery shopping service
- Chat-style interface platforms for customer service
- ‘Buy British’
- Buying from sellers who live nearby
- ‘Buy now pay later’
- Is Amazon preparing to launch its checkout-free supermarket concept in the UK?
- App that makes choosing healthier options easier
- ASOS testing beauty app
- Real-time, in-app retail experience
- Social media
- Facebook most popular social media site
-
- Figure 200: Usage of social and media networks in the last three months, 2014-March 2017
- Family and friends most trusted news source
-
- Figure 201: Sources of content shared on social and media network other than users’ own content, march 2017
- Why do people follow companies?
-
- Figure 202: Attitudes towards social and media networks, March 2017
- Who is being talked about?
-
- Figure 203: Number of mentions for selected retailers, 3 July 2016-30 June 2017
- Tesco topics
-
- Figure 204: Topic cloud around online mentions of Tesco, July 2016-June 2017
- Amazon topics
-
- Figure 205: Topic cloud around mentions of Amazon online, July 2016-June 2017
- eBay topics
-
- Figure 206: Topic cloud around mentions of eBay online, July 2016-June 2017
- ASOS topics
-
- Figure 207: Topic cloud around mentions of ASOS online, July 2016-June 2017
- Advertising and marketing activity
- Total online retail advertising spend up 16.1% year-on-year in 2016
-
- Figure 208: UK online retail – Recorded above-the-line, online display and direct mail total advertising expenditure, 2013-16
- Online marketplace Amazon.co.uk is the biggest advertising spender
- ebay targets young shoppers
- Notonthehighstreet.com ‘Magic is Real’ campaign
- Very.co.uk £3m autumn fashion collection campaign
- Littlewoods.com rebranding campaign
- Iceland Frozen Foods drops celebrity-focused advertising
- Boohoo first dedicated menswear campaign
- Net-A-Porter and Mr Porter emphasise the luxury shopping experience
-
- Figure 209: Leading UK online retailers – Recorded above-the-line, online display and direct mail total advertising expenditure, 2013-16
- A fifth of total advertising spend channelled through digital medium
-
- Figure 210: UK online retail – Recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2013-16
- Nielsen Ad Intel coverage
- Brand research
- What you need to know
- Brand map
-
- Figure 211: Attitudes towards and usage of selected brands, August 2016-May 2017
- Key brand metrics
-
- Figure 212: Key metrics for selected brands, August 2016-May 2017
- Brand attitudes – John Lewis is worth paying more for, but pureplayers are innovative and provide a great service
-
- Figure 213: Attitudes, by brand, August 2016-May 2017
- Brand personality – Pureplayers are vibrant and fun, M&S is unappealing
-
- Figure 214: Brand personality – Macro image, August 2016-May 2017
- Pureplayers are exciting, Very is aspirational, M&S is overrated
-
- Figure 215: Brand personality – Micro image, August 2016-May 2017
- Brand analysis
- Amazon
- eBay
- Fashion retailers
- Department stores
- Supermarkets and Ocado
- Appendix – Data sources, abbreviations and supporting information
- Data sources
- VAT
- Financial definitions
- Abbreviations
- Consumer research methodology
- Appendix – Market size and forecast
- Forecast methodology
Amazon
-
- What we think
- The focus on Prime
- The fostering of the next generation
- The white whale(s)?
- Amazon gets physical
- The threats?
- Company background
- Company performance
-
- Figure 216: Amazon.com Inc: group financial performance, 2012-16
-
- Figure 217: Amazon: estimated total retail sales, by European country (excl. VAT), 2014-16
- Retail offering
AO World Plc
-
- What we think
- 4Cs strategy is working
- Still work to do with mobile
- Smoothing the customer journey
- New distribution centre provides platform for further European expansion
- Opening up new revenue streams
- What next?
- Company background
- Company performance
-
- Figure 218: AO World Plc – Group financial performance, 2012/13-2016/17
- Figure 219: AO World Plc – Group turnover breakdown by segment, 2015/16 and 2016/17
-
- Figure 220: AO World Plc – UK turnover breakdown by segment, 2015/16 and 2016/17
- Retail offering
Argos
-
- What we think
- Digitally-led in-store Sainsbury’s concessions deliver positive results
- Own brand drive
- Market-leading order fulfilment proposition
- Company background
- Company performance
-
- Figure 221: Argos – Group financial performance, 2012/13-2016/17
-
- Figure 222: Argos – Outlet data, 2012/13-2016/17
- Retail offering
ASOS
-
- What we think
- ASOS to launch its own sportswear range
- Tapping into the growing demand for plus-size menswear
- Mobile-first approach
- Relevant content and customer engagement
- Convenient delivery and return options
- Company background
- Company performance
-
- Figure 223: ASOS – Group financial performance, 2011/12-2015/16
- Retail offering
Cdiscount
-
- What we think
- Domestic focus post-restructure
- Building stronger customer relationships
- Increased mobile focus
- Click-and-collect strength
- Company background
- Company performance
-
- Figure 224: Cdiscount: group financial performance, 2012-16
-
- Figure 225: Cdiscount: key metrics, 2012-16
- Retail offering
Dixons Carphone
-
- What we think
- Connectivity is the big idea
- Ruling price out of the online/offline equation
- Improving the online proposition
- Mobile becoming a greater priority
- Monthly membership scheme to ‘redefine retail’
- Where next?
- Company background
-
- Figure 226: Dixons Carphone – Brands, by country, 2017
- Company performance
-
- Figure 227: Dixons Carphone – Group financial performance, 2013/14-2016/17
-
- Figure 228: Dixons Carphone – Outlet data, 2013/14-2016/17
- Retail offering
eBay
-
- What we think
- What has gone wrong?
- Not a retailer
- Where next?
- Company background
- Company performance
-
- Figure 229: eBay – Gross merchandise volume, 2013-16
- Retail offering
Fnac Darty
-
- What we think
- Enhanced web presence, wider choice of products and improved online experience
- Expanded order fulfilment options
- Shortcuts to aid the online decision-making process
- Personalised web-only offers
- Shared marketing initiative to facilitate seamless purchasing from either brand
- Company background
- Company performance
-
- Figure 230: Fnac Darty: pro forma group financial performance, 2015-16
-
- Figure 231: Fnac Darty: store network, pro forma, 2015-16
- Retail offering
John Lewis
-
- What we think
- Improving the customer experience
- Mobile use increases for online ordering
- Staying at the forefront of online innovation
- Stores play an important role in supporting online
- Gradual shift towards delivery
- Growing own brand and exclusives
- Modest international expansion focuses on e-commerce
- Company background
- Company performance
-
- Figure 232: John Lewis (department store) – Group financial performance, 2012/13-2016/17
-
- Figure 233: John Lewis (department store) – Outlet data, 2012/13-2016/17
- Retail offering
Next Directory
-
- What we think
- Third-party parcel shop collection and return option
- More convenient home delivery options
- New m-commerce websites and upgraded apps driving UK conversion rate
- New distribution hubs and planned mobile sites to boost overseas sales
- Reducing buying friction with streamlined registration and check-out process
- Website personalisation for a more engaging online shopping experience
- Company background
- Company performance
-
- Figure 234: Next Group – Group financial performance, 2012/13-2016/17
-
- Figure 235: Next Retail – UK outlet data, 2012/13-2016/17
- Retail offering
Ocado Group
-
- What we think
- Development dependent on depot coverage
- Managing capacity is key to profitability
- Average orders falling
- The future of the Waitrose agreement
- The Smart Platform
- Where next?
- Company background
- Company performance
-
- Figure 236: Ocado Group plc – Group financial performance, 2011/12-2015/16
- Retail offering
Otto Group (Multichannel Retail)
-
- What we think
- Why buy?
- Targeting new customer groups with specialist online shops
- First German company to test robot-delivered packages
- Problem-solving virtual assistance tool extended to more products
-
- Figure 237: Otto Product Assistant
- Shortcuts to make the choosing process faster, more relevant and more personal
- On-trend own brand strategy
- More personalised and dynamic marketing
- Company background
- Company performance
-
- Figure 238: Otto Group (Multichannel Retail): group sales performance, 2012/13-2016/17
- Figure 239: Otto Group: major brands within the Multichannel Retail segment, 2016/17
- Retail offering
Shop Direct Group
-
- What we think
- The inheritance
- The future – Credit
- The future – Personalisation
- High sales per customer.
- The strategy is working
- Where next?
- Company background
- Company performance
-
- Figure 240: Very, Littlewoods – Sales, 2014/15, 2015/16
- Figure 241: Shop Direct Group – Group financial performance, 2011/12-2015/16
- Retail offering
Tesco
-
- What we think
- Making choosing healthier options easier online
- Smart home ordering capability
- Making it faster and simpler for customers to pay for their shopping
- Extended click-and-collect and home delivery options give customers more choice
- New monthly unlimited deliveries scheme
- Company background
- Company performance
-
- Figure 242: Tesco Plc – Group financial performance, 2012/13-2016/17
- Figure 243: Tesco Plc – Outlet data, 2012/13-2016/17
- Retail offering
vente-privee
-
- What we think
- Highly acquisitive, mainly in fashion…
- … but also other sectors
- … and entertainment
- Rapid expansion brings potential downsides
- Mobile first
- Incubator projects potential
- Company background
- Company performance
-
- Figure 244: vente-privee: group sales performance, excluding VAT, 2012-16
- Retail offering
Zalando
-
- What we think
- Mobile is at the heart of the business
- Prioritising delivery to drive customer loyalty
- Geo-localised delivery being trialled
- Moving from following to leading
- Integrated commerce links up online and offline channels
- Fulfilment service reaches out to brands
- Company background
- Company performance
-
- Figure 245: Zalando: group financial performance, 2012-16
-
- Figure 246: Zalando: key metrics, 2015-Q1 2017
- Retail offering
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