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: VAT rates around Europe, 2013-18
- Abbreviations
Executive Summary – Europe – The Market
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- Online sales
- The data
- Retail
- Continued growth
- Online sales estimates
- Pan-European online sales
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- Figure 2: Europe: total online retail sales (inc VAT), 2010-23
- Figure 3: Europe: total online retail sales (inc VAT) as % all retail sales (excluding fuel), 2010-23
- Online sales by country
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- Figure 4: Europe: online sales, by country, including VAT, 2013-17
- Figure 5: Europe: forecast online sales, including VAT, by country, 2018-23
- Stage of development
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- Figure 6: Europe: online sales as % all retail sales, excluding fuel, 2017
- Leading retailers
- Amazon and eBay
- Other marketplaces
- AliExpress
- Former mail order companies
- Fashion
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- Figure 7: Europe: leading online retailers, sales, excluding VAT, 2015/16-2017/18
- Market shares
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- Figure 8: Europe: leading online retailers’ shares’ of all online sales, 2015-17
- What we think
Executive Summary – Europe – The Consumer
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- How many bought online?
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- Figure 9: Europe: proportion of adults who have bought online in the last 12 months, 2017
- What they buy online
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- Figure 10: Europe: products purchased online in the last 12 months, May 2018
- Where they shop online
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- Figure 11: Europe: retailers bought from online in the last 12 months, by type, May 2018
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- Figure 12: Europe: proportion of online shoppers who have shopped at Amazon in the last 12 months, May 2018
- Important features of online retailers
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- Figure 13: Europe: important features of retailers when shopping online, May 2018
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- Figure 14: Europe: key factors ranked by country, May 2017
- Membership of Amazon Prime
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- Figure 15: Europe: Amazon prime membership, May 2018
Executive Summary – Europe - Launch Activity and Innovation
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- Zalando establishing itself as the go-to destination for fashion and lifestyle products
- Otto and Zara roll out augmented reality experiences
- Home delivery while the customer is away
- Collaborative delivery platforms
- National online event days
- Autonomous digital grocery shopping store
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- Figure 16: LateBird artists impression, June 2018
- Figure 17: LateBird, inside artists impression, June 2018
- New text-based personal shopping service
- Live streaming
- Local online marketplaces
- Parcel collection at the press of a button
France
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- The economy
- Online sales
-
- Figure 18: France: online sales (including VAT), 2011-23
- 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 19: France: leading online retailers’ shares of all online sales, 2017
- The consumer
- What they buy online
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- Figure 20: France: products purchased online in the last 12 months, May 2018
- Where they shop online
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- Figure 21: France: retailers bought from online in the last 12 months, May 2018
- Important features of online retailers
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- Figure 22: France: important features of retailers when shopping online, May 2018
- Membership of Amazon Prime
- What we think
- Issues and insights
- The future of online grocery in France
- The facts
- The implications
- Can French retailers stand up to Amazon?
- The facts
- The implications
- The market - What you need to know
- Economy recovering
- Online stabilising
- Electricals and clothing are biggest online markets
- Broadband access relatively low
- Accessing internet on smartphone increasingly common
- Two-thirds of French adults had bought online
- Market size
- The economy
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- Figure 23: France: online sales (incl. VAT), 2013-18
- Figure 24: France: forecast online sales (incl VAT), 2018-23
- More details from FEVAD
- Segmentation/What they buy online
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- Figure 25: France: products purchased online in the last 12 months, May 2018
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- Figure 26: France: online sales: selected retail categories, 2015-16
- Grocery
- DIY
- Beauty and Personal Care
- Electricals
- Clothing
- Market drivers
- Broadband access
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- Figure 27: France: broadband penetration, % all households, 2010-17
- Device ownership and internet access
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- Figure 28: France: technology products personally owned, Q3 2017
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- Figure 29: France: devices used to access the internet in the last three months, Q3 2017
- Online shopping
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- Figure 30: France: percentage saying they have bought online in the last year, 2008-17
- Leading players – What you need to know
- The march of Amazon continues
- Drive dominates grocery
- Casino upping the ante
- Carrefour is ambitious too
- Physical/online tie-ups
- Amazon takes 16.5% of the market
- Leading players
- Amazon continues to grow
- Local retailers fight back
- Drive dominates grocery
- Home delivery the next battleground
- Physical/online tie-ups
- Marketplaces
- Carrefour’s ambitions
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- Figure 31: France: leading online retailers, sales, 2015-17
- Website visitors
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- Figure 32: France: top retail sites by number of unique visitors, Jan-March 2018
- Market shares
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- Figure 33: France: leading online retailers’ estimated shares of all online sales, 2017
- The consumer – What you need to know
- Clothing the most shopped for online
- Online-only retailers ahead
- French shoppers want free returns and free delivery
- Amazon Prime has room to grow
- What they buy online?
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- Figure 34: France: products purchased online in the last 12 months, May 2018
- Broad spectrum shops online
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- Figure 35: France: profile of shoppers by products bought online in the last 12 months, May 2018
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- Figure 36: France: products purchased online in the last 12 months by gender, May 2018
- Where they shop online
- Amazon dominates, but less than in other countries
- Over half shop at store-based retailers
- Grocers are popular
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- Figure 37: France: retailers bought from online in the last 12 months, May 2018
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- Figure 38: France: profile of shoppers by retailer bought from online in the last 12 months, May 2018
- Where they shop and what they bought
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- Figure 39: France: Amazon vs Cdiscount: relative strength by product, May 2018
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- Figure 40: France: Fnac vs Darty: relative strength by product, May 2018
- Important features of online retailers
- Freebies please
- Click and collect
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- Figure 41: France: important features of retailers when shopping online, % agreeing “extremely important” May 2018
- Important features by what they buy
- Free delivery and returns especially important for clothing shoppers
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- Figure 42: France: extremely important features of online retailers, fashion shoppers compared to the average, May 2018
- For grocery free delivery and low prices are extremely important.
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- Figure 43: France: extremely important features of online retailers, grocery shoppers compared to the average, May 2018
- Price more important for shoppers of goods for the home
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- Figure 44: France: online shoppers describing ‘low prices’ as an ‘extremely important’ feature of an online retailer, percentage point difference from the average, May 2018
- Figure 45: France: online shoppers describing ‘a wide range of products’ as an ‘extremely important’ feature of an online retailer, percentage point difference from the average, May 2018
- Membership of Amazon Prime
- Lowest membership of the big five countries
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- Figure 46: France: membership of Amazon Prime, May 2018
- Young men most likely to be Prime members
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- Figure 47: France: current members of Amazon Prime, by age and gender, May 2018
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Germany
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- Overview
- What you need to know
- Areas covered in this report
- Executive summary
- The market
- The economy
- Online sales
- Segmentation/what they buy online
-
- Figure 49: Germany: online sales by product category, 2017
- Broadband access
- Leading players
- Key metrics
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- Figure 50: Germany: leading online retailers’ shares of online sales, 2017
- The consumer
- What they buy online
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- Figure 51: Germany: products purchased online in the last 12 months, May 2018
- Where they shop online
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- Figure 52: Germany: retailers bought from online in the last 12 months, May 2018
- Important features of online retailers
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- Figure 53: Germany: important features of retailers when shopping online, May 2018
- Membership of Amazon Prime
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- Figure 54: Germany: membership of Amazon Prime, May 2018
- What we think
- Issues and insights
- Is now the time for multichannel retailers?
- The facts
- The implications
- Grocery e-commerce – an update
- The facts
- The implications
- The market - What you need to know
- German economy continues to grow
- Online sales grow 10.9%
- Clothing and electronics are the biggest categories
- Broadband access hits 92%
- 84% of German consumers own a smartphone
- Three-quarters of Germans shop online
- Market size
- The economy
- Online sales and forecasts
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- Figure 55: Germany: online sales (incl VAT), 2013-18
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- Figure 56: Germany: online sales (incl VAT), forecasts, 2018-23
- Segmentation/What they buy online
- Clothing and electronics account for half of online spending
- Food still underrepresented despite growth
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- Figure 57: Germany: online sales by product category, incl VAT, 2017
- Household goods the fastest growing category
- Could books be the first category to reach online maturity?
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- Figure 58: Germany: growth in online spending by product category, 2016-17
- Market drivers
- Broadband access hits 92%
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- Figure 59: Germany: broadband penetration, % all households, 2008-17
- 84% own a smartphone
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- Figure 60: Germany: technology products personally owned, Q3 2017
- PC still the most popular way to access the internet
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- Figure 61: Germany: devices used to access the internet in the last three months, Q3 2017
- Migration online continues
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- Figure 62: Germany: percentage saying they have bought online in the last year, 2013-17
- Leading players – What you need to know
- Amazon’s domination continues
- eBay is now the slowest growing of the leading online players
- Ceconomy enjoys strong growth away from Metro Group
- Amazon continues to grow its share of the market
- Leading players
- Amazon’s continues to dominate
- eBay the slowest growing of the leading online players
- Otto Group sales boosted by launch of marketplace
- Zalando keeps on growing
- Ceconomy sees strong growth away from Metro Group
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- Figure 63: Germany: leading online retailers, sales, 2015-17
- Market shares
- Diverging fortunes for the American giants
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- Figure 64: Germany: leading online retailers’ shares of all online sales, 2015-17
- The consumer – What you need to know
- Clothing the most popular online purchase
- Amazon dominates German e-commerce
- Free returns are the most important feature
- 31% are members of Amazon Prime
- What they buy online
- 92% of internet users have shopped online
- Almost two-thirds buy clothing online
- Food and drink remain relatively niche
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- Figure 65: Germany: products purchased online in the last 12 months, May 2018
- All demographics shop for clothing online
- Similar story for electronics
- DIY/gardening attracts an older and more affluent customer
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- Figure 66: Germany: products purchased online in the last 12 months, by age and affluence, May 2018
- Where they shop online?
- Amazon dominates German e-commerce
- Store-based retailers were slow to get going
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- Figure 67: Germany: retailers bought from online in the last 12 months, May 2018
- Broad appeal of Amazon…
- …leaves others looking niche
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- Figure 68: Germany: profile of shoppers by retailer bought from online in the last 12 months, May 2018
- Important features of online retailers
- Free returns are vital for online shoppers
- Price is an important driver of online shopping
- German consumers don’t need stores
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- Figure 69: Germany: important features of retailers when shopping online, May 2018
- Price-conscious older shoppers
- Express delivery appeals to the young
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- Figure 70: Germany: extremely important factors, by average age and household income, May 2018
- Important features by what they buy
- Free delivery and returns especially important for clothing shoppers
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- Figure 71: Germany: extremely important features of online retailers, clothing shoppers compared to the average, May 2018
- While electronics shoppers look for range and ease of navigation
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- Figure 72: Germany: extremely important features of online retailers, consumer electronic shoppers compared to the average, May 2018
- Online food and drink shoppers most likely to want physical stores
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- Figure 73: Germany: online shoppers describing physical stores as an ‘extremely important’ feature of an online retailer, percentage point difference from the average, May 2018
- Membership of Amazon Prime
- 31% are currently members of Amazon Prime
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- Figure 74: Germany: membership of Amazon Prime, May 2018
- Young parents see the appeal of Prime
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- Figure 75: Germany: membership of Amazon Prime, by age, May 2018
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Italy
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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 76: Italy: online sales (incl. VAT), 2011-23
- Segmentation/What they buy online
- Broadband access
- Device ownership and internet access
- Online shopping
- Leading players
- Key metrics
- Market shares
- The consumer
- What they buy online
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- Figure 77: Italy: products purchased online in the last 12 months, May 2018
- Where they shop online
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- Figure 78: Italy: retailers purchased from online in the last 12 months, May 2018
- Important features of online retailers
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- Figure 79: Italy: important features of retailers when shopping online, % agreeing “extremely important” May 2018
- Membership of Amazon Prime
- What we think
- Issues and insights
- Is e-commerce finally taking off in Italy?
- The facts
- The implications
- Mobile is essential
- The facts
- The implications
- The market - What you need to know
- Economy looking up
- Online growing strongly
- Clothing the most purchased category
- Broadband extending reach
- High usage of smartphones
- Online shopping low amongst general population but high amongst those online
- Market size
- The economy
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- Figure 80: Italy: online sales (incl VAT), 2013-18
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- Figure 81: Italy: forecast online sales (incl. VAT), 2018-23
- Segmentation/What they buy online
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- Figure 82: Italy: products purchased online in the last 12 months, May 2018
- Grocery
- Clothing
- Electricals
- Beauty and Personal Care
- Market drivers
- Broadband access
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- Figure 83: Italy: broadband penetration, % all households, 2010-17
- Device ownership and internet access
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- Figure 84: Italy: technology products personally owned, Q3 2017
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- Figure 85: Italy: devices used to access the internet in the last three months, Q3 2017
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- Figure 86: Italy: demographic profile of those using a smartphone to access the internet in the last three months, Q3 2017
- Online shopping
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- Figure 87: France: percentage saying they have bought online in the last year, 2008-17
- Leading players – What you need to know
- An international sector
- Domestic players lag behind
- Online grocery in its infancy
- Amazon leads
- Leading players
- International players dominate
- Amazon investing and innovating
- Sector specialists too
- Domestic players lag behind
- YNAP
- ePrice
- Grocery
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- Figure 88: Italy: leading online retailers, sales, 2015-17
- Market shares
- Amazon leads, followed by a long tail
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- Figure 89: Italy: leading online retailers’ shares of all online sales, 2017
- The consumer – What you need to know
- Over half buy clothing/footwear online
- Variation by demographics
- Online-only retailers dominate
- Range and costs are important to consumers
- Highest membership of Amazon Prime
- What they buy online
- Over half buy clothing/footwear online
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- Figure 90: Italy: products purchased online in the last 12 months, May 2018
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- Figure 91: Italy: products purchased online in the last 12 months, by gender, May 2018
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- Figure 92: Italy: profile of shoppers by type of product bought online in the last 12 months, May 2018
- Where they shop online
- Amazon dominates
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- Figure 93: Italy: retailers bought from online in the last 12 months, May 2018
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- Figure 94: Italy: profile of shoppers by retailer bought from online in the last 12 months, May 2018
- Important features of online retailers
- Range and cost are paramount
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- Figure 95: Italy: important features of retailers when shopping online, May 2018
- What’s important for different categories?
- Costs are important to fashion buyers
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- Figure 96: Italy: extremely important features of online retailers, clothing shoppers compared to the average, May 2018
- Choice and price matching important to beauty shoppers
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- Figure 97: Italy: extremely important features of online retailers, beauty shoppers compared to the average, May 2018
- Membership of Amazon Prime
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- Figure 98: Italy: membership of Amazon Prime, May 2018
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- Figure 99: Italy: current members of Amazon Prime, by age and gender, May 2018
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
Spain
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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 100: Spain: online sales (including VAT), 2012-23
- Segmentation/what they buy online
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- Figure 101: Spain: estimated share of online sales by product category, 2017
- Broadband access
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- Figure 102: Spain: broadband penetration, % all households, 2008-17
- Online shopping
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- Figure 103: Spain: percentage saying they have bought online in the last year, 2008-17
- Leading players
- Market share
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- Figure 104: Spain: leading online retailers’ shares of online sales, 2017
- Other leading players
- The consumer
- What they buy online
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- Figure 105: Spain: products purchased online in the last 12 months, May 2018
- Where they shop online
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- Figure 106: Spain: retailers bought from online in the last 12 months, May 2018
- Important features of online retailers
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- Figure 107: Spain: important features of retailers when shopping online, May 2018
- Membership of Amazon Prime
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- Figure 108: Spain: membership of Amazon Prime, May 2017-May 2018
- What we think
- Issues and insights
- How quickly will Spain catch up with Northern Europe in online?
- The facts
- The implications
- Small, but perfectly formed
- The facts
- The implications
- The market - What you need to know
- Economy growing
- Online sales of €8.7 billion in 2018
- Clothing the biggest sector online
- Broadband penetration still below average
- Online shopping growing in popularity
- Market size
- The economy
- Online sales and forecasts
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- Figure 109: Spain: online sales (incl VAT), 2013-18
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- Figure 110: Spain: forecast online sales, 2018-23
- Segmentation/What they buy online
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- Figure 111: Spain: percentage saying they have bought online in the last year, by product category, 2017
- Figure 112: Spain: products purchased online in the last 12 months, May 2018
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- Figure 113: Spain: estimated online sales by product category, 2017
- Figure 114: Spain: estimated online share of sales, by sector, 2017
- Market drivers
- Broadband access
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- Figure 115: Spain: broadband penetration, % of all households, 2008-17
- Device ownership and internet access
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- Figure 116: Spain: technology products personally owned, Q3 2017
- Figure 117: Spain: devices used to access the internet in the last three months, Q3 2017
- Online shopping
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- Figure 118: Spain: percentage saying they have bought online in the last year, 2013-17
- Leading players – What you need to know
- Food retailing developing
- AliExpress an important player
- Fashion – multichannel leads the way
- Amazon and El Corte Inglés lead the way
- Leading players
- El Corte Inglés close behind Amazon
- Amazon and eBay
- Zara and Grupo Inditex well established online
- Zalando gaining ground
- AliExpress
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- Figure 119: Spain: leading online retailers, sales, 2015-17
- Market shares
-
- Figure 120: Spain: leading online retailers, market shares, 2017
- The consumer – What you need to know
- Clothing the most bought item
- Amazon way out in front
- Low costs and breadth of range are most important
- A third of Spanish internet users are members of Prime
- What they buy online?
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- Figure 121: Spain: products purchased online in the last 12 months, May 2018
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- Figure 122: Spain: profile of shoppers by what they bought online in the last 12 months, May 2018
- Where they shop online?
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- Figure 123: Spain: retailers purchased from online in the last 12 months, May 2018
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- Figure 124: Spain: profile of shoppers by retailer purchased from online in the last 12 months, May 2018
- Where they shop and what they bought
- Amazon
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- Figure 125: Amazon: relative strength by product, May 2018
- AliExpress
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- Figure 126: AliExpress: relative strength by product, May 2018
- eBay
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- Figure 127: eBay: relative strength by product, May 2018
- Privalia
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- Figure 128: Privalia: relative strength by product, May 2018
- Important features of online retailers
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- Figure 129: Spain: important features of retailers when shopping online, May 2018
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- Figure 130: Spain: profiles of those who rated features of online retailers extremely important, May 2018
- Important features of online retailers by where they shop
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- Figure 131: Spain: those who think free standard delivery is extremely important by where they shop, May 2018
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- Figure 132: Spain: those who think low prices are extremely important by where they shop, May 2018
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- Figure 133: Spain: those who think having a price promise is extremely important by where they shop, May 2018
- Membership of Amazon Prime
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- Figure 134: Spain: membership of Amazon Prime, 2017-18
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- Figure 135: Spain: profile by membership of Amazon Prime, May 2018
- Appendix: Data sources, abbreviations and supporting information
- Abbreviations
- Data sources
UK
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- Overview
- What you need to know
- Products covered in this Report
- Executive summary
- The market
- Online retail continues to grow in the double-digits
-
- Figure 136: All online sales and forecast, 2013-23
- Online retail accounts for just a sixth of all retail, leaving much room to grow
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- Figure 137: Online as a % of all UK retail sales, 2008-17
- Pure players growing a little faster than store-based online sales
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- Figure 138: Online pure players’ and store-based retailers’ share of all online sales, 2008-18 (May)
- Fashion the largest category
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- Figure 139: Online sales by product, 2017
- Leading retailers
- Amazon dominant…
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- Figure 140: Leading retailers’ share of all online sales, 2017
- …and its brand is in rude health
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- Figure 141: Key metrics for selected brands, November 2017-May 2018
- The consumer
- Nine in 10 purchased products online in the past year
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- Figure 142: Change in online shopping use, by age and gender, April 2018
- Almost half of online shoppers collected products in the past year
- Clothing, footwear and accessories most popular online
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- Figure 143: Products purchased online in the past year, April 2018
- Smartphone purchasing growing, particularly amongst 16-34s
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- Figure 144: Devices used to shop online in the past 12 months, by age, April 2018
- Voice commerce has potential but needs to avoid the ‘gimmick’ tag
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- Figure 145: Attitudes towards voice commerce, April 2018
- More shop with online-only retailers than multi-channel retailers
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- Figure 146: Retailers shopped with in the past 12 months, April 2018
- Convenience driving online use, but consumers know this comes at a cost
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- Figure 147: Attitudes towards online’s effect on the high street, April 2018
- Amazon is fostering an ecosystem through Prime and its consumer electronics
- Wide range and low prices staples of online retailing
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- Figure 148: Importance of factors when choosing where to shop online, April 2018
- Majority are concerned about the level of data collected by retailers
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- Figure 149: Attitudes towards data collection and shopping online, April 2018
- What we think
- Issues and insights
- The changing retail landscape: Online and the high street
- The facts
- The implications
- The Amazon ecosystem is thriving, but are there any ways to combat it?
- The facts
- The implications
- Voice commerce: VR 2.0 or the next leap in customer interaction?
- The facts
- The implications
- The market – What you need to know
- Market conditions fertile for online growth
- Online retail continues to grow in the double-digits
- Pure players growing a little faster than store-based online sales
- Digital downloads worth £4.7 billion
- Market drivers
- Internet access at near universal levels
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- Figure 150: UK household internet access, 2008-17
- Four fifths own a smartphone
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- Figure 151: Ownership of mobile phones, January 2012-December 2017
- Real incomes begin to climb once more
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- Figure 152: Real wage growth: average weekly earnings vs inflation, January 2015-May 2018
- Confidence takes a hit in 2017
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- Figure 153: Mintel Financial Confidence Tracker, January 2016-June 2018
- Retail sector continues to grow during a tough period
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- Figure 154: Annual % change in all UK retail sales (ex-fuel), by value and volume, Jan 2016-April 2018
- Market size and forecast
- Further double-digit growth for the online sector in 2017
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- Figure 155: All online sales and forecast, 2013-23
- Figure 156: All online sales and forecast, at current and constant prices, 2013-23
- Online accounts for a sixth of UK retail
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- Figure 157: Online as a % of all UK retail sales, 2008-17
- Online claims its greatest share in November
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- Figure 158: Online retail sales as % of all retail sales, non-seasonally adjusted, January 2015-Apr 2018
- Whilst share peaks in November, sales peak in December
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- Figure 159: Average weekly value of retail sales online, non-seasonally adjusted, January 2015-April 2018
- Forecast methodology
- Market segmentation
- Online sales – Stores vs online pure players
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- Figure 160: Online pure players’ and store-based retailers’ share of all online sales, 2008-18 (May)
- Figure 161: Online pure players’ and store-based retailers’ share of all online sales, 20014-18 (May)
- Online sales by type of retailer chart
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- Figure 162: Online sales by type of retailers, 2017
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- Figure 163: Online share of major retail sectors, 2017
- Home shopping
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- Figure 164: Online sales as proportion all non-store retailers’ sales, 2008-17
- High street vs online
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- Figure 165: Growth in sales, non-store retailers vs store-based retailers, 2008-17
- Forecasts
- Store-based retailers
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- Figure 166: Store based retailers: online sales and forecast 2013-23
- Figure 167: Store-based retailers: online sales and forecast (inc VAT), in current and constant prices, 2013-23
- Pure players
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- Figure 168: Online pure players: sales and forecast, 2013-23
- Figure 169: Online pure players: sales and forecast (inc VAT), in current and constant prices, 2013-23
- Market segmentation by product
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- Figure 170: Online sales by product, 2017
- Digital spending
- Books – A return to hard copy
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- Figure 171: The book market, 2013-18
- Figure 172: E-books as a proportion of all book sales, 2013-18
- Music – Growth from streaming rather than digital
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- Figure 173: Spending on recorded music, 2012-17
- Figure 174: Spending on recorded music, by format, 2012-17
- Video another sector switching to streaming
- Games
- The total download market
-
- Figure 175: The digital download market, 2017
- The consumer – What you need to know
- Nine in 10 purchased products online in the past year
- Almost half of online shoppers collected products in the past year
- Clothing, footwear and accessories most popular online
- Smartphone purchasing growing, particularly amongst 16-34s
- Voice commerce has potential but needs to avoid the ‘gimmick’ tag
- More shop with online-only retailers than multi-channel retailers
- Amazon is fostering an ecosystem through Prime and its consumer electronics
- Wide range and low prices staples of online retailing
- A majority are concerned about the level of data collected by retailers
- Who buys online and who is driving growth?
- Nine in 10 bought online in the past year
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- Figure 176: All online retail users, by age, April 2018
- Market being driven by encouraging users to bring more of their shopping online
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- Figure 177: Change in online shopping use, April 2018
- Young males most likely to have increased their levels of online shopping
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- Figure 178: Change in online shopping use, by age and gender, April 2018
- Products purchased online
- Fashion the most popular online purchase
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- Figure 179: Products purchased online in the past year, April 2018
- Demographic comparisons
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- Figure 180: Products purchased online in the past year, by gender, April 2018
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- Figure 181: Products purchased online in the past year, by age, April 2018
- Female online shoppers have a wider repertoire of purchases online
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- Figure 182: Repertoire of product categories purchased online in the past year, by age and gender, April 2018
- Devices used to purchase online
- Laptops/desktops remain the most used devices, but smartphones are catching up quickly
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- Figure 183: Devices used to shop online in the past 12 months, April 2018
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- Figure 184: Trend data: devices used to shop online, April 2017 and April 2018
- Younger consumers far more likely to shop by mobile
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- Figure 185: Devices used to shop online in the past 12 months, by age, April 2018
- Interest in and attitudes towards voice commerce
- One in 10 households have a personal assistant
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- Figure 186: Ownership of smart voice-controlled speakers, March 2018
- Amazon has a clear first-mover advantage
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- Figure 187: Brand ownership of smart voice-controlled speakers, March 2018
- There is work to be done to overcome the ‘gimmick’ label
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- Figure 188: Attitudes towards voice-commerce, April 2018
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- Figure 189: Attitudes towards voice commerce, April 2018
- How they receive online purchases
- Almost half of online shoppers have collected purchases
-
- Figure 190: Delivery methods used in the past 12 months, April 2018
- Younger consumers more likely to collect
-
- Figure 191: Detailed delivery methods used in the past 12 months, April 2018
-
- Figure 192: Detailed delivery methods used in the past 12 months, by age, April 2018
- Most consumers stick to one delivery method
-
- Figure 193: Repertoire of delivery methods used in the past 12 months, by age, April 2018
- Online and the high street
- More online shoppers use online-only retailers than those with stores
-
- Figure 194: Type of retailer shopped with online in the past year, April 2018
- The effect of online growth on the high street
-
- Figure 195: Attitudes toward online’s effect on the high street, April 2018
- Retailers used
- Nine in 10 online shoppers used Amazon in the past year
-
- Figure 196: Online-only and multi-channel retailers shopped with online in the past year, April 2018
-
- Figure 197: Retailers shopped with in the past 12 months, April 2018
- Newer entrants to the market appealing to younger consumers
-
- Figure 198: Retailers shopped with in the past 12 months, by age and socio-economic group, April 2018
- Multi-channel shoppers show a broader repertoire
-
- Figure 199: Repertoire of online-only and multi-channel retailers shopped with in the past year, April 2018
- Amazon: Prime and consumer electronics
- A quarter of consumers are now Amazon Prime members
-
- Figure 200: Membership of Amazon Prime, March 2017-18
- Two thirds of 16-34s have some experience with Prime
-
- Figure 201: Membership of Amazon Prime, March 2017-18
- The Amazon ecosystem
-
- Figure 202: Amazon services used in the past year, March 2018
-
- Figure 203: Amazon device ownership, by Prime membership status, March 2018
- Prime membership translates into greater purchasing
-
- Figure 204: Purchases made via Amazon, by Prime membership status, March 2018
- What is important when choosing where to shop?
- Wide range a must for those trading online
-
- Figure 205: Importance of factors when choosing where to shop online, April 2018
-
- Figure 206: Select factors which were selected as being “extremely important”, by age, April 2018
- Free returns drive appeal
-
- Figure 207: TURF analysis – Online retailing, May 2018
- Attitudes towards data and buying online
- Half of consumers feel the level of data retailers collect is a concern
-
- Figure 208: Attitudes towards data collection and shopping online, April 2018
-
- Figure 209: Agreement with statements around data collection and shopping online, by generation, April 2018
- Clear communication about the use of data could ease concerns
-
- Figure 210: Attitudes towards data sharing, December 2017
-
- Figure 211: Companies consumers would share more data with in exchange for incentives, December 2017
- Key players – What you need to know
- Amazon dominant
- eBay second, but the gap with Amazon is widening
- Tesco downsizing
- Not as big as rumour would suggest
- Amazon brand in rude health
- Online players continue to look to make the shopping experience ‘frictionless’
- Leading online retailers
- Amazon and eBay
- Tesco and Sainsbury’s
- John Lewis
- Mail order companies
- Fast-growing pure players
-
- Figure 212: UK: Top 30 leading online retailers, 2015/16-2017/18
- Market shares
- Amazon accounts for just under a quarter of online retail in the UK
-
- Figure 213: Leading retailers share of all online sales, 2017
-
- Figure 214: Leading retailers: share of all online sales, 2015-17
- Brand research
- What you need to know
- Brand map
-
- Figure 215: Attitudes towards and usage of selected brands, November 2017-May 2018
- Key brand metrics
-
- Figure 216: Key metrics for selected brands, November 2017-May 2018
- Brand attitudes: innovation driving ASOS
-
- Figure 217: Attitudes, by brand, November 2017-May 2018
- Brand personality: Amazon, eBay and Ikea lead in the fun stakes
-
- Figure 218: Brand personality – Macro image, November 2017-May 2018
- Premium position for John Lewis
-
- Figure 219: Brand personality – Micro image, November 2017-May 2018
- Brand analysis
- Amazon: excelling in the experience stakes
- ao.com: low usage impacting perceptions
- Argos: universally known but work needed on the experience
- ASOS: younger consumers driving a positive brand image
- Boots: high trust levels
- Currys PC World: lacking trust and customer experience
- Debenhams: improvement needed in the customer experience
- eBay: seen as innovative and trustworthy
- Ikea: brand perception strongest with younger consumers
- John Lewis: a premium position despite the price match
- M&S: a strong brand that has lost its cutting edge
- Next: accessible but fun
- Shop Direct – Very & Littlewoods: a tale of two halves
- Launch activity and innovation
- Returns and deliveries
- Making returns as convenient as deliveries
- Amazon poised to launch its own delivery service
- Bus depots as delivery hubs
- Amazon and Volvo in unique test drive initiative
- Sainsbury’s trialling zero emission bikes for grocery deliveries
- New e-commerce venture
- Lidl to launch online grocery service in the UK?
- Innovative app
- Cashing in on unwanted clothes
- Augmented and virtual reality
- Nike using Facebook Messenger’s new AR try-and-buy tool
- Argos launches augmented reality feature on its mobile app
- Purchasing options
- Try before you buy
- Advertising and marketing activity
- Online retail advertising spend up for a third consecutive year in 2017
-
- Figure 220: UK online retail: recorded above-the-line, online display and direct mail total advertising expenditure, 2014-17
- eBay rebranding itself into a shopping destination
- Amazon puts fashion and delivery in the spotlight
- Notonthehighstreet Christmas campaign
- Ocado the leading online supermarket/grocer/food retail advertiser
- Pretty Little Thing nationwide taxi TV advertising campaign
- Party with the Porters
-
- Figure 221: Leading UK online retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2014-17
- Over half of total advertising spend channelled through TV
-
- Figure 222: UK online retail: recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2014-17
- Nielsen Ad Intel coverage
- Appendix – Data sources, abbreviations and supporting information
- Data sources
- VAT
- Financial definitions
- Abbreviations
- Consumer research methodology
- TURF analysis – Methodology
-
- Figure 223: Table – TURF analysis – Online retailing, May 2018
- Appendix – Market size and forecast
- Forecast methodology
Amazon.com
-
- What we think
- Geographical expansion
- Prime
- Marketplace
- AWS
- Profitability
- What next?
- Food
- Clothing
- Electricals and others
- Company background
- Company performance
- Published sales and total sales volumes
-
- Figure 224: Amazon: sales breakdown by source of income, 2015-17
- Figure 225: Amazon: sales breakdown by source of income, 2017
- First quarter 2018
- Gross merchandise volume (GMV)
-
- Figure 226: Amazon: estimated group gross merchandise volume, 2015-17
- GMV by country
-
- Figure 227: Amazon.com Inc: group financial performance, 2013-17
- UK sales by product
-
- Figure 228: Amazon UK: estimated sales by product, 2017
- Retail offering
AO World
-
- What we think
- New markets on the horizon?
- New categories for all markets
- Addressing the growth in m-commerce
- Recycling facility provides competitive edge
- Company background
- Company performance
-
- Figure 229: AO World Plc: group financial performance, 2013/14-2017/18
- Figure 230: AO World Plc: UK turnover breakdown by segment, 2016/17 and 2017/18
- Retail offering
Argos
-
- What we think
- Argos in Asda supermarkets
- Bolstering tech team to keep ahead of the competition
- Beefed up market-leading Fast Track home delivery service
- Local Sainsbury's collection points
- Co-branded ventures bringing Argos and Sainsbury’s closer together
- Company background
- Company performance
-
- Figure 231: Argos: group financial performance, 2013/14-2017/18
-
- Figure 232: Argos: outlet data, 2013/14-2017/18
- Retail offering
ASOS
-
- What we think
- Positive and empowering approach
- Try before you buy
- Expansion and innovations
- Leisurewear launches
- Mobile coming to the fore
- Seamless service
- Company background
- Company performance
-
- Figure 233: ASOS: group financial performance, 2012/13-2016/17
- Retail offering
Cdiscount
-
- What we think
- M-commerce: still room for growth
- Stepping up on fulfilment
- Product range extension boosts home and family and leisure segments
- Innovation at the heart of Cdiscount’s strategy
- Let’s get phygital…
- Company background
- Company performance
-
- Figure 234: Cdiscount: group financial performance, 2013-17
- Retail offering
Dixons Carphone
-
- What we think
- A shift in focus towards delivery
- Reducing barriers to online purchasing
- Extending online ranges
- Company background
-
- Figure 235: Dixons Carphone: retail brands, by country, 2018
- Company performance
-
- Figure 236: Dixons Carphone: group financial performance, 2013/14-2017/18
- Online performance
-
- Figure 237: Dixons Carphone: estimated online sales, 2013/14-2016/17
- Figure 238: Dixons Carphone: estimated online sales, by channel, 2013/14-2016/17
-
- Figure 239: Dixons Carphone: outlet data, 2013/14-2017/18
- Retail offering
eBay
-
- What we think
- Marketplace
- No longer a fast-growing business
- Progress in 2017
- Shortcomings vs Amazon
- What next?
- Company background
- Company performance
-
- Figure 240: eBay: group gross merchandise volume, 2013-17
- Figure 241: eBay: major markets, estimated growth in GMV in local currency, 2014-17
-
- Figure 242: eBay Europe: sales, excluding VAT, 2015-17
- Retail offering
Fnac Darty
-
- What we think
- Integrating e-commerce platform with Google voice assistant
- Immediate access to installation and troubleshooting support
- Strategic collaborations to strengthen product and pricing proposition
- Capitalising on smartphone popularity to push audio books
- Making store collection and home delivery more convenient
- French ‘Black Friday’
- Company background
- Company performance
-
- Figure 243: Fnac Darty: pro-forma group financial performance, 2015-17
-
- Figure 244: Fnac Darty: pro-forma store network, 2015-17
- Retail offering
John Lewis (Department Store)
-
- What we think
- A need for more flexible fulfilment options
- Enhancements to app reflect steady shift to m-commerce
- Home Solutions broaden range of services offered
- JLAB helps keep finger on technology pulse
- Company background
- Company performance
-
- Figure 245: John Lewis Plc (department store): group financial performance, 2013/14-2017/18
-
- Figure 246: John Lewis Plc (department store): outlet data, 2013/14-2017/18
- Retail offering
Next Group
-
- What we think
- Clawing back lost ground
- Next follows the trend towards personalisation
- Increasing range of payment options aims to drive sales growth
- Company background
- Company performance
-
- Figure 247: Next Group: group financial performance, 2013/14-2017/18
- Figure 248: Next Group: outlet data, 2013/14-2017/18
-
- Figure 249: Next Group: average active customers, 2016/17 and 2017/18
- Retail offering
Ocado Group
-
- What we think
- Ocado and Waitrose
- Putting it in perspective
- Capacity
- Solutions – The second growth arm
- What next?
- Company background
- Company performance
-
- Figure 250: Ocado Group plc: group financial performance, 2011/12-2016/17
- Retail offering
Otto Group (Multichannel Retail)
-
- What we think
- Marketplace development widening product choice and attracting new customers
- ABOUT YOU doubles sales
- ‘Conversational commerce’
- Sports lifestyle hub
- Parcel shops, micro depots and trunk delivery
- Using augmented reality technology to make choosing the right product easier
- Otto Now expanded to include over 100 products
- Company background
- Company performance
-
- Figure 251: Otto Group (Multichannel Retail): group sales performance, 2013/14-2017/18
- Figure 252: Otto Group: major brands within the Multichannel Retail segment, 2017/18
- Retail offering
Shop Direct Group
-
- What we think
- Change at the top
- Where next for Littlewoods?
- Very restricting its appeal
- What next?
- Company background
- Very vs Littlewoods
- Company performance
-
- Figure 253: Shop Direct Group: group financial performance, 2012/13-2017/18
- Retail offering
Tesco
-
- What we think
- Closing its non-food website
- Same-day delivered groceries
- Tackling wastage through over ordering
- Exploring new delivery methods
- Company background
- Company performance
-
- Figure 254: Tesco Plc: group financial performance, 2013/14-2017/18
- Figure 255: Tesco Plc: outlet data, 2013/14-2017/18
- Retail offering
Vente-privée
-
- What we think
- Priority must be to digest acquisitions
- Mobile commerce increases in importance
- Delivery pass and marketplace launches aim to further increase appeal
- Investment in innovation driving growth
- A growing contribution from entertainment
- Potential clouds on the horizon?
- Company background
- Company performance
-
- Figure 256: Vente-privée: group sales performance, 2013-17
- Retail offering
YNAP Group
-
- What we think
- Richemont takeover completed
- YNAP focuses on m-commerce…
- …and expands product range
- Sustainability commitments
- Company background
- Company performance
-
- Figure 257: YNAP Group: group financial performance, 2014-17
- Retail offering
Zalando
-
- What we think
- Complementary beauty category offering
- Pop-up an opportunity to raise awareness of the online style advisory service
- Growing role of personalisation
- Scaling up logistics network and order fulfilment options
- Rising fulfilment costs a sign of things to come?
- Local and regional-specific payment options boosting basket size and conversion rates
- Company background
- Company performance
-
- Figure 258: Zalando: group financial performance, 2013-17
-
- Figure 259: Zalando: key metrics, 2015-Q1 2018
- Retail offering
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