BeCommerce Figures and Trends 2013

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Information about BeCommerce Figures and Trends 2013
Business & Mgmt

Published on February 17, 2014

Author: BeCommerce

Source: slideshare.net

About BeCommerce Belgian Distance Selling Organisation BeCommerce is the Belgian association for companies active in distance selling, both online (via all forms of e-commerce) and offline (via catalog, direct mail, phone, SMS, TV, etc.). Through awareness raising, information, promotion, certification of e-commerce sites through a quality label and its own code of conduct, BeCommerce encourages the further growth of the eCommerce sector and the strengthening of consumer confidence in distance selling. BeCommerce counts today 258 e-tailers and 31 business partners. More info: www.becommerce.be

Patricia Ceysens President of the Board of Directors In March 2013 BeCommerce ran a major member survey into the current situation of e-commerce in Belgium and distance seller expectations for 2013. Focusing on the expected growth of the industry, most sold products online, logistical services, payment methods and new this year, mobile commerce. I’m glad to announce that the Belgian e-commerce market is catching up with their neighbours. But there is still much room for improvement and expansion. And this is exactly where BeCommerce and its partners will provide the necessary support and knowledge. Patricia Ceysens, President of the Board of Directors

Introduction About the study Aim of the study Study of the current situation in the online distance selling market in Belgium as well as expectations and trends Method o Respondents from BeCommerce database (approximately 550 contacts) o Target group: Belgian organizations with distance selling activities o Fieldwork: 25 February – 4 March 2013

67% Independent Belgian company Legal profile Subsidiary of Belgian company 0% 33% Subsidiary of foreign company Only distance sales Type of sales 50% Both distance selling and traditional 50% 44% Online-only sales Type of distance sales 56% Online marketing and offline marketing Exclusively offline sales 0% 56% B2C or C2C Target customers B2B 0% 44% Both consumers and businesses 33% 1-5 Distance sales staff 56% 6 - 50 50 + 11%

Introduction About the study General remarks concerning the research o The figures in this report are based on an online questionnaire about figures 2012 & expectations 2013, conducted in February - March 2013 during 1 week with all the BeCommerce members o Sectors NOT included in this research: o Tourism: travelling, airplane tickets, train tickets, … o Financial sector: stocks, bonds, insurances, … o The figures relate to sales B2C, not including sales B2B o The figures relate to the sales results of Belgian companies, they are not consumer figures (consumers buy on Belgian and foreign e-shops) o Yearly survey

Distance Selling Profiles Belgian Company vs. Foreign company 33% 68% 70% 66% 57% 47% 0% 2% 5% 6% 4% 26% 26% 2007 2008 67% 2% 51% 32% 2009 An independent Belgian company A branch / subsidiary of a foreign mother company 38% 2010 2011 A branch / subsidiary of a Belgian mother company 2012

Distance Selling Profiles Distance Sales vs. Traditional Sales 32% 68% 2007 30% 70% 2008 Only distance sales 40% 60% 2009 46% 54% 2010 51% 50% 49% 50% 2011 2012 Both traditional and distance selling

Distance Selling Profiles Pure Player vs. Multichannel Player 53% 36% 2007 70% 30% 2008 55% 56% 47% 64% 45% 44% 2010 2011 2012 66% 34% 2009 Pure Player (only online sales) Multichannel player (online & offline sales)

Distance Selling Profiles Share of distance selling in total turnover The share of the distance selling in total business turnover is higher in the last three years. 66,1 58,1 60,4 52,9 41,0 24,2 2007 2008 2009 2010 2011 2012

Distance Selling Profiles B2C vs. B2B 32% 44% 43% 43% 51% 44% 6% 6% 13% 2% 62% 50% 2007 57% 44% 2008 2009 2010 Only consumers (B2C & C2C) Only businesses (B2B) 47% 2011 Both consumers and business 56% 2012

Distance Selling Profiles Share of B2C in total turnover 86,9 78,9 72,6 71,5 56,6 2007 53,0 2008 2009 2010 2011 2012

Distance Selling Profiles Business export Single response 15% 28% Multiple response 7% 73% 9% 60% 20% 50% 38% 19% 45% 32% 35% 13% 24% 19% 11% 47% 40% 9% 22% 22% 6% 30% 2010 2007 2008 Belgium only 2011 2009 The Western European Countries Europe Worldwide 2012

Distance Selling Profiles Worldwide business export increases 10,6 13,3 8,3 Business export 1,0 9,6 1,4 9,2 22,2 8,3 16,1 22,7 35,0 41,7 31,7 5,6 44,2 22,0 20,0 66,7 41,7 2007 31,7 2008 Belgium only 41,7 2009 50,0 45,3 2010 The Western European Countries 2011 Europe Worldwide 2012

Payment methods Pure players 86% Visa, Master card American Express 57% 34% JCB 14% 4% Diners 0% Airplus 0% UATP 96% 0% 9% 57% 57% Maestro 71% Bancontact/Mister Cash KBC/CBC Online 0% Belfius Direct Net 0% 38% 43% 14% ING Home' Pay 79% 40% IDEAL 43% 40% PayPal 43% 40% PingPing Paysafecard Cash Ticket 0% 2% 0% 0% 2% 2012 2011

Payment methods All distance sellers 94% 95% Visa, Master card American Express 50% 33% 6% 5% JCB Diners 0% Airplus 0% 0% UATP 0% 0% 10% 61% 57% Maestro 83% 81% Bancontact/Mister Cash KBC/CBC Online 29% 22% Belfius Direct Net ING Home' Pay 24% 33% 33% 39% 39% IDEAL PayPal 62% 52% PingPing 0% 0% Paysafecard 0% 0% Cash Ticket 0% 0% 61% 2012 2011

Payment methods Average amount per order 5% 9% 25% 25% 19% 22% 19% 27% 16% 11% 20% 22% 27% 19% 23% 28% 8% 35% 16% 22% 36% 19% 17% 19% 10% 11% 18% 6% 6% 5% 5% 2008 2009 n.a. < 15€ 15€ - 30€ 31€ - 50€ 51€ - 100€ 4% 7% 4% 2010 5% 2% 2007 3% 8% 2011 101€ - 200€ 201€ - 500€ 6% 11% 2012 > 500€

Payment methods Share of distance selling in business turnover 13% 20% 9% 22% 13% 13% 20% 13% 6% 16% 14% 14% 21% 17% 11% 4% 15% 22% 20% 5% 35% 9% 13% 11% 7% 5% 5% 13% 16% 2007 2008 2009 6% 3% I prefer not to answer 1.000.000€ - 5.000.000€ < 50.000€ 5.000.000€ - 10.000.000€ 17% 2% 5% 5% 19% 11% 2% 7% 9% 15% 16% 6% 24% 33% 19% 2010 2011 50.000€ - 125.000€ 10.000.000€ - 25.000.000€ 125.000€ - 500.000€ > 25.000.000€ 2012 500.000€ - 1.000.000€

Payment methods Number of transactions in relation to orders 9% 3% 6% 6% 3% 22% 8% 14% 25% 5% 10% 5% 5% 7% 5% 5% I prefer not to answer 2008 < 500 11% 8% 17% 19% 2009 500 – 1.000 17% 30% 23% 6% 11% 2% 6% 10% 2007 11% 43% 50% 16% 33% 13% 44% 32% 39% 2010 1.000 – 5.000 5.000 – 10.000 22% 2011 2012 10.000 – 25.000 > 25.000

Payment methods Number of transactions in relation to parcels 50% 38% 43% 8% 3% 5% 3% 5% 5% 13% 9% 3% 3% 15% 11% 7% 2% 9% 5% 10% 2007 I prefer not to answer 15% 2008 < 500 11% 11% 19% 2% 12% 11% 17% 11% 38% 5% 25% 28% 9% 47% 28% 23% 19% 2009 500 – 1.000 2010 1.000 – 5.000 5.000 – 10.000 22% 2011 2012 10.000 – 25.000 > 25.000

Payment methods Online transactions 21% 20% I prefer not to answer 32% 29% > 25.000 16% 13% 10.000 – 25.000 10% 11% 5.000 – 10.000 1.000 – 5.000 500 – 1.000 < 500 5% 18% Less online transactions between 500 and 5000 transactions in 2012 2% 16% 7% in 2012 in 2011

Payment methods Number of transactions 2% 9% 5% 16% 15% 6% 3% 3% 9% 5% 11% 10% 19% 14% 10% 3% 3% 3% 4% 6% 2% 2% 2% 11% 5% 5% 5% 11% 5% 24% 11% 11% 11% 15% 30% 28% 47% 41% 25% 25% 24% 15% I prefer not to answer < 2% 14% 2008 2007 2009 3% – 5% 63% 6% – 10% 11% – 15% 13% 2010 16% – 20% 2011 21% – 30% 31% – 40% 2012 41% – 50% > 50%

Payment methods Online sales 72% 65% Number of transactions 68% 70% 83% 9% 25% 3% 9% 5% 16% 5% 5% 18% expectations 2008 expectations 2009 expectations 2010 Not applicable Will fall 90% 11% 5% 14% expectations 2011 Will remain identical 11% 4% 2% 5% 5% expectations 2012 expectations 2013 Will increase

Payment methods Sales via catalogue 9% 5% 10% Number of transactions 5% 16% 22% 9% 59% expectations 2008 19% 5% 35% 16% 11% 15% 26% 9% 13% 26% 63% 65% 63% 50% expectations 2009 Not applicable 48% expectations 2010 Will fall expectations 2011 Will remain identical expectations 2012 Will increase expectations 2013

Payment methods Sales via telephone/fax/SMS/email 9% 5% 14% 40% 34% 44% Number of transactions 19% 19% 16% 16% 17% 21% 5% 15% 6% 15% 26% 11% 60% 41% 40% expectations 2008 expectations 2009 expectations 2010 49% 41% Not applicable Will fall 37% expectations 2011 Will remain identical expectations 2012 Will increase expectations 2013

Delivery methods Delivery to the end user 73% 65% 65% 63% 60% 55% 46% 45% 38% 37% 42% 38% 35% 32% 30% 34% 23% 20% 19% 16% 16% 11% 16% 10%9% 9%10% 3% Via postal services 2008 Courier (e.g. UPS, TNT, Through pick-up points DHL, …) (e.g. Kiala, …) 2009 2010 2011 2012 Through a private transport service Other None of those

Delivery methods 58% Bpost Kiala 26% TNT PostPakketService 64% 37% 21% 21% DPD Logistics service providers 21% 19% UPS 16% Other 10% DHL Bpost is still most used service provider 21% 15% 10% 13% Mondial Relay Fedex 0% Fiege 0% Katoen Natie 21% 9% 0% 2% 6% 6% 2012 2011

Delivery methods Time slot delivery 63% None of the above 75% 21% Via Delivery at Home 16% Via Pick-up points 13% Via locker network 0% 2% 2012 2011

Communication mix All distance sellers 11% 5% 11% 11% 26% 52% 16% 10% 11% 16% 74% 16% 11% 11% 58% 42% 5% 21% 16% 52% 21% 26% 21% 32% 26% 32% 32% 5% 11% Direct mail (via e-mail) Not applicable 11% 5% Internet banners 21% 11% 26% 16% 37% Direct mail (via post) 11% 5% 5% 11% 11% 31% 32% Price comparison sites Other (e.g. offline advertising) 15% 5% Search engine Search engine optimization advertisement (SEO) (SEA) Not very important 36% 31% Not important Radio TV Neutral Affiliate Marketing Important Very important

Communication mix All distance sellers Direct mail (via post) Direct mail (via e-mail) Internet banners Search engine optimization (SEO) Search engine advertisement (SEA) Radio TV Affiliate Marketing Price comparison sites Other (e.g. offline advertising) 2008 0% 86% 29% 100% 71% 29% 2009 13% 60% 27% 80% 67% 47% 2010 12% 82% 53% 88% 88% 24% 18% 59% 53% 41% 2011 5% 86% 33% 91% 81% 0% 5% 52% 33% 10% 2012 10% 84% 53% 89% 84% 11% 16% 63% 16% 5%

Communication mix The importance of social media keeps growing All distance sellers 5% 16% 32% 37% 42% 37% 21% 26% 16% 11% 26% 16% 11% 16% 37% 11% 21% 11% 11% Facebook Twitter Not applicable Not very important Pinterest Not important Neutral Other Important Very important

Communication mix 26% of all distance sellers are engaged in Facebook commerce All distance sellers 26% 74% Yes No

Opinions of the Belgian distant sellers The Belgian distance selling market will continue to grow in the next 2 years 63% 60% 73% 64% 67% 84% 22% 25% 22% 9% 3% 3% 2007 No opinion 15% 24% 34% 16% 5% 2008 Completely disagree 3% 3% 3% 2% 2009 2010 2011 Rather disagree Neutral Rather agree Completely agree 2012

Opinions of the Belgian distant sellers The competition with foreign distance selling companies will increase in the next 2 years 45% 49% 59% 69% 63% 63% 35% 25% 16% 9% 20% 2007 No opinion 27% 32% 5% 2% 3% 3% 9% 40% 2008 Completely disagree 5% 5% 9% 2% 5% 2009 2010 2011 2012 Rather disagree Neutral Rather agree Completely agree

Opinions of the Belgian distant sellers The internet will maybe become the main ordering method in the next 2 years 28% 23% 30% 40% 21% 45% 23% 31% 48% 38% 20% 22% 25% 16% 20% 5% 14% 22% 19% 20% 6% 2007 No opinion Completely disagree 26% 11% 5% 2008 32% 5% 2009 2010 Rather disagree Neutral 5% 2011 Rather agree Completely agree 2012

Opinions of the Belgian distant sellers It is important for an e-commerce website to be certified by an independent institution 45% 63% 32% 40% 42% 55% 38% 35% 35% 30% 16% 19% 10% 3% 5% 5% 9% 2% 2% 2% 2007 2008 2009 No opinion 21% Completely disagree Rather disagree 24% 19% 32% 3% 3% 2% 4% 5% 2010 2011 2012 Neutral Rather agree Completely agree

Opinions of the Belgian distant sellers The Belgian legislation prevents the growth of my distance selling activities 25% 20% 11% 11% 25% 5% 21% 21% 27% 30% 31% 32% 31% 32% 25% 13% 43% 21% 34% 10% 28% 20% 5% 11% 14% 6% 3% 10% 5% 5% 5% 4% 4% 11% 2007 2008 2009 2010 2011 2012 No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree

Top products Clothing Home décor Toys Other Books Hardware & Software Digital cameras Fashion accessories Beauty products CDs Garden supplies Games Kitchen appliances DVDs/BluRays MP-3 Navigation Phones Stereo's TVs Health products Office supplies Vacuums Magazines Food and drink Tourism including airline tickets DIY Isolation Tickets for concerts Tickets for sporting events Theatre tickets 0% 0% 0% 5% 5% 5% 5% 5% 10% 16% 16% 21% 21% 21% 21% 21% 21% 21% 21% 21% 21% 21% 21% 27% 26% 26% 26% 37% 36% 32% 2012

Other 9% 22% 6% Financal services and products Year over year 25% 11% 13% 5% 0% Top products 28% 16% 11% 14% 11% 15% 9% Office supllies and furniture Home en garden supplies 15% 36% 36% 19% 21% 20% Health and beauty products 54% 38% 30% 13% 34% 36% Clothing, Fashion accessories 41% 34% 31% Entertainment (books, CDs, DVDs, games, magazines, Toys) 25% Electronics 25% 28% Hardware & software 16% 9% Food and drink Tickets for evetns Tourism including airline tickets 4% 5% 2% 0% 0% 20% 20% TOP 5 is: (1) Electronics (2) Home & garden (3) Clothing (4) Entertainment (5) Hard & software 46% 45% 49% 40% 38% 36% 35% 46% 35% 11% 13% 8% 3% 6% 8% 4% 5% 6% 2012 2011 2010 2009 2008

Mobile commerce Engaged in mobile commerce? 2012 When are you planning to start with mobile selling? 58% < 3 months 85% < 6 months < 9 months 42% 15% 2011 3% 0% 9% 8% 9% 5% 27% < 1 year Yes No 2012 > 1 year Mobile commerce in 2012 is almost 3 times more used than in 2011 No plans to start with mobile selling 18% 28% 36% 48% 2012 2011

Mobile commerce Reasons not to start with m-commerce 45% Other priorities 55% 18% No particular reason 13% Non-users mainly still have other priorities 9% Too early 9% Too expensive Other 3% 0% 2012 13% 2011

Mobile commerce Mobile application vs. mobile website 86% 88% 38% 29% Mobile application Mobile website 2011 2012

Mobile commerce Supported Operating Systems for mobile applications 75% iOS (Apple) 100% 38% Android 50% 13% Other Sybian 50% 0% 0% Windows 0% 0% Blackberry OS 0% 0% Bada When distance sellers are engaged in mobile commerce via a mobile application, iOS from Apple is mostly supported. 0% 0% 2012 2011

Mobile commerce Top products Clothing Fashion accessories Toys Beauty products Home decoration Hardware & software Health products Digital cameras Games Garden supplies MP3 players Navigation Phones Stereo’s Tv's Tourism including airline tickets Books CDs DVD / Bluray Kitchen appliances Office supplies Vacuums 13% 13% 13% 13% 13% 13% 13% 25% 25% 25% 25% 25% 25% 25% 25% 25% 38% 38% 38% 38% 38% 50%

Mobile commerce Reason to start with mobile commerce 75% To provide an additional service to our customers 43% 50% To generate additional ebusiness 71% We wanted to prove real added value to our customers We wanted to be the first on the market (innovation) To provide a gaming application to our customers 25% 43% 0% 14% 0% 0% 2012 2011

Mobile commerce Internal vs. external IT development 25% IT development & Results Results of M-commerce are satisfying 57% 25% 75% Mobile commerce gets more and more satisfaction among the webshops 43% 43% Internal IT development 75% 57% 2011 External IT development 2012 Yes 2011 No 2012

Employment 2009 2010 2011 Number of people per company active in distance selling 2012 43% 37% 27% 26% 22% 21% 21% 21% 16% 13% 12% 11% 14% 11% 11% 7% 9% 5% 11% 7% 9% 7% 4% 3% 0% 5% 5% 0% 1 2 TO 5 6 TO 10 11 TO 20 21 TO 50 51 TO 100 101 TO 250 3% 2% 2% 0% 251 TO 500 5% 5% 4% 0% > 500

Employment Needed profiles 2010 2011 2012 70% 63% of the distance sellers has plans to hire new employees this year, mainly online marketers. 60% 49% 41% 32% 32% 27% 26% 19% 19% 11% 11% 5% 4% 0% IT specialists Online marketers Logistics operators Photographers Others

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