Central Europe E-commerce Growth 20% in 2012

Facts, Figures & Trends of 2012 and Forecast 2013 of the Central European B2C E-commerce Market
Including Infographics and Country Profiles of Leading and Emerging E-commerce Markets in Central Europe
www.ecommerce-europe.eu
Central Europe B2C E-commerce Report 2013
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Table of Contents
PREFACE page 4
ABOUT ECOMMERCE EUROPE page 5
POWERED BY page 6
MEDIA PARTNERS page 10
Central EUROPE IN BRIEF page 11 - 18
Introduction page 12
Demographic Indicators page 13
Economic Indicators page 14
B2C ECOMMERCE IN Central EUROPE page 15 - 18
Central Europe B2C Ecommerce page 15
Online expenditure page 17
B2C Ecommerce overview page 18
Central EUROPEAN COUNTRIES page 19 – 114
Austria page 19
Czech Republic page 33
Germany page 48
Hungary page 64
Poland page 78
Switzerland page 95
© Ecommerce Europe www.ecommerce-europe.eu Page 3
HOW TO GET INVOLVED page 111
BUSINESS PARTNERS page 112
MEDIA PARTNERS page 113
ECOMMERCE EUROPE MEMBERSHIP page 114
MORE REPORTS ON B2C ECOMMERCE page 115
EUROPEAN MEASUREMENT STANDARD OF B2C
ECOMMERCE (EMSEC)
page 116 – 118
DEFINITIONS page 119-120
METHODOLOGY, ACKNOWLEDGEMENTS AND
SOURCES
page 121
ABOUT THE AUTHORS page 122
B2C ECOMMERCE IN EUROPE AT A GLANCE page 123
COLOPHONE page 124

François Momboisse
President of Ecommerce Europe
Central Europe B2C Ecommerce
Preface
B2C e-commerce in Central Europe is developing extremely
well. In 2012 the total B2C e-commerce turnover, including
online retail goods and services such as online travel bookings,
events and other tickets, downloads etc., grew by nearly 20% to
reach €75 bn. Ecommerce data in Ecommerce Europe reports
are based on the European Measurement Standard for B2C
Ecommerce (EMSEC).
This Central European B2C Ecommerce Report 2013 focuses on
facts, figures, trends and forecasts for the Central European
region. Ecommerce Europe is also publishing regional reports
covering the other European regions: North, Central, East and
West. In this report we compare key e-commerce and other
data from Austria, Poland, Germany, Hungary and Switzerland.
Ecommerce Europe, representing e-commerce associations and
e-commerce companies in Europe, wishes to thank all
participating national associations and their individual research
partners for providing data and information. We also extend our
thanks to all participating company members, business partners
and stakeholders for their involvement in making Ecommerce
Europe reports possible. A special word of thanks to GfK for
their close cooperation and involvement as well as granting
access to exclusive data on industry sectors.
Ecommerce Europe’s mission is to promote the interests of B2C e-
commerce in Europe. Ecommerce Europe offers a platform to guide
and assist companies in identifying and accessing new markets in
Europe and worldwide and also to provide information on this
fascinating, fast-growing industry. To this end, Ecommerce Europe not
only collects data and know-how, but also prepares in-depth reports
including facts, figures, trends and forecasts on Europe, the various
regions of Europe, and on leading and emerging countries and
markets around the globe.
The aim of all our reports is to provide insight in order to help
online retailers make the best possible decisions in support of
their strategy to expand their business into new markets.
Brussels, January 2014
Wijnand Jongen
Vice-President and Chair of
the Executive Committee

About Ecommerce Europe
Ecommerce Europe
Ecommerce Europe was founded by leading national e-commerce associations
across Europe. Ecommerce Europe represents 4.000+ companies selling products
and/or services online to consumers in Europe.
Mission
To advance the interests and influence of e-commerce in Europe through
advocacy, communication and networking.
Goals
• Enhance the success of the European B2C e-commerce industry;
• Provide for a strong and effective representation of B2C e-commerce industry
in Brussels;
• Advance the interest of B2C e-commerce industry with relevant stakeholders
and institutions;
• In an environment where e-commerce companies feel at home;
• With new brand recognition and membership engagement at all levels.
National Associations
Ecommerce Europe welcomes and invites national associations in EU member
states and EFTA countries representing (part of) the e-commerce B2C industry in
their domestic market to join the association.
National Associations:

Our Report Partners
This report is powered by the following partners
www.ecommerce-europe.eu Page 6© Ecommerce Europe
Hybris helps businesses on every continent sell more goods, services and digital content through every touch point,
channel and device.
Hybris was founded in 1997 with a simple mission: to create superbly engineered commerce solutions. Over the
years, the necessary ingredients for that have evolved – multichannel, open standards, very high performance, data
centricity, customer centricity – and so our company and products have evolved.
RichRelevance is the global leader in omni-channel personalization. More than 160 companies in 40 countries use
RichRelevance to turn data into actionable insight, which delivers the most relevant experience for consumers as
they shop across web, store and mobile.
RichRelevance drives more than one billion decisions every day, and has delivered over $8 billion in attributable
sales to its clients, which include Target, Marks & Spencer and PriceMinister.
Salesupply is a global e-business services company that enables online retailers to achieve profitable international
growth faster, more efficiently and with relatively low costs.
Salesupply provides a full range of solutions ranging from research and strategy, to effective localisation of web
shops, followed by complete operational support, traffic generation and brand management.

Henning Heesen
E-Commerce Cross-Border-Specialist
and Board member of Salesupply AG
There is a big quantitative gap between the markets analyzed in this reports:
Germany with its population of 82 Million people generated an online turnover
of more than €50bn in 2012, which is more than five times the volume of the
runner up, Austria.
The enormous difference in (market) sizes makes it difficult to compare these
markets. However, each market shows individual growth potentials that are
interesting to look at. In Germany, we still see the remnants of a strong and
deeply rooted culture of mail order distance selling. It is a tradition many
businesses are only gradually abandoning. In addition, it is one of reasons
behind Germany’s comparatively high return rates: Mail ordering had the
customers used to ordering various sizes and returning all that would not fit.
Poland for instance is an impressive example of a post-communist European
member state that has succeeded in sustainably growing its internal market.
This also shows in the fact that its e-commerce growth is the strongest in
Europe.
“E-Commerce in Poland has attracted a lot of attention”
Online success in each Central European country needs a tailored approach
The Polish market has in recent times attracted the attention of many large
international multichannel players, such as Tesco and Carrefour, and of course pure-
play giant Amazon.
As in all other European regions, it is extremely important to evaluate the
singularities of each market before entering it. The DACH region for instance does
indeed consist of three German speaking markets, but selling to Switzerland as a
non- EU country demands a completely different approach than to Germany

Pontus Kristiansson
Vice President EMEA RichRelevance
The central European E-Commerce market is a very interesting one. The
strongest region is the DACH Region comprising Germany, Austria and
Switzerland, three very mature economies that have German as (one of the)
official language(s). There is a considerable cross-border exchange of goods
ordered online between these countries. Many traditional German mail-order
retailers are already offering their products in the neighboring German
speaking markets for a long time.
Swiss consumers are very active cross-border shoppers: they have ordered
goods worth €657mn from foreign websites in the past year. One factor
contributing to this is the fact that this relatively small country has
comparatively high prices and that French and Italian are also official languages,
which makes web shops form these countries more accessible for Swiss
consumers.
Germany is of course a very interesting market for foreign online retailers: A
high internet penetration, paired with rather affluent consumers and a deeply
rooted mail order culture. Although the younger generation is increasingly
hungry for new, exotic trends, in general it is very important to adjust your
online offer to German expectations: Impeccable translation, detailed
information, excellent customer service- and don’t forget about the high return
rates!
Central Europe offers countless opportunities!
Online shoppers become increasingly interested in cross-border purchases
Hungary, Poland and the Czech Republic are young European Member States with a
post- communist context; all three showing a promising market consolidation. As
internet penetration is increasing, online shopping is becoming easier. Many foreign
brands have launched their international e-commerce site in e.g. Polish in order to
better target this market.
In markets such as Poland, the demand for products from other markets, e.g. from
UK brands, is steeply increasing, which is positive for online retailers.
Altogether, the Central European Region is a very diverse one but nonetheless
extremely promising market with countless opportunities in e-commerce!

Henk-Jan van der Weide
VP Northern Europe & SA at hybris
What is your general impression of e-commerce in Europe?
The ‘e’ of e-commerce is disappearing. Online is a very important element in
the route a customer follows, from the moment he or she has an idea to the
actual transaction: the purchase path. E-commerce is no longer a thing that
companies do as an additional channel, it has reached a phase of maturity and
is now a fully integrated component of the customer’s purchasing journey.
Which European regions do you consider the most promising and why?
Russia and Turkey are both important emerging European markets. However,
we also need to consider Scandinavia. Scandinavia was hit harshly by the
bursting of the dot-com bubble around the year 2000; the market grew more
slowly than for example in the UK. Scandinavia is however now picking up pace.
What do you consider the important trends to be?
The dominant trend is mobile: mobile commerce and mobile payments.
Interesting possibilities consist, for example, in the ability to track customers,
the integration of mobile into offline shop processes and the use of NFC
technology for payments. Imagine that shop staff is equipped with a tablet that
enables them to help the customer in a completely new way, even taking care
of the checkout process. In short, the whole POS is going through a transition
with mobile being a key element of this change.
What in your opinion is this year’s most overrated e-commerce trend?
I believe QR Codes have been an overrated trend: it is too difficult to use, what
with starting your app, having an Internet connection, scanning the code --
altogether too complicated!
Which challenges do online retailers underestimate the most when
expanding their e-business across Europe?
Patience is key. Those new markets will still be out there in two years. If a
company has 100 employees in The Netherlands and then tries to enter the
German market with two dedicated staff members, this is not going to work.
Selling in foreign markets is full of complexities. If companies want to succeed,
they need to do it step by step, with a mature team and with patience.
Is there anything else you would like to share with our readers?
I believe pure-players are being challenged by Amazon: Amazon wants to
control 26% of the global e-commerce market by 2016. They are heavily
investing in growth right now. Retailers who want to set themselves apart have
to keep in mind that clients are seeking an omni-channel experience. I would
strongly advise pure-players to go offline in regions where they have many
customers. Research has shown that customers of omni-channel retailers are
200% more loyal than customers of pure players. Again, this is because of the
role that different sales channels play in the
customer journey from the instant that interest is
ignited to the moment of sale: 50% of people will
change from channel in every step they make in
their purchasing journey. Many retailers are losing
clients because they fail to offer a seamless
experience across all touch-points.
The “e” in e-commerce is disappearing
Offering a seamless experience across all touch-points is key for cross border growth

Our Media Partners
Interested in becoming a media partner? Contact us at info@ecommerce-europe.eu
Ecommerce Europe media partners are (inter)national publishers and/or publications
related to the European e-commerce industry.
As the Internet continues to become a part of almost every aspect of our lives, the growing
internationalization of the online retail sector places increasing demands on e-tailers to
make rapid preparations for cross-border activity. Actors in the online trade sector are
constantly being confronted with new challenges concerning legal issues, pricing, shipping,
payment and supply. Strong partnerships are vital in order to tap into the cross-border
market, optimise trade flows and ultimately increase profitability.
Ecommerce Europe is looking for media partners who publish on e-commerce in the
following sectors:
• Affiliate marketing
• Customer service
• E-commerce systems
• Email marketing
• Fulfilment
• Hosting
• Payment solutions
• Research & consultancy
• Search Engine Optimization
• Etc.

Central Europe
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Central Europe € 75,9 bn + 19,9%
Total B2C Ecommerce 2012 of goods & services
41%
79%
100%
165 million
people live in Central Europe
131 million
people use the internet
68 million
people are e-shoppers
€ 75,9 bn
Turnover eCommerce
Goods & services
47%
Services
53%
Goods
4,8%
Estimated share
of online retail
in total retail
Estimated 72% of active internet users are
on social media
E-commerce GDP
1,81%
Total GDP €4.201 bn
1
2 3
Ranking Central Europe
in turnover (EUR million)
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© Ecommerce Europe 2013
info: research@ecommerce-europe.eu
2012 Key e-commerce facts at a glance
1 Germany € 50.000
2 Austria € 9.800
3 Switzerland € 9.100
4 Poland € 4.181
5 Czech Republic € 1.800
6 Hungary € 675
7 Slovakia € 275
8 Slovenia € 150
Germany
Poland
Hungary
Czech Republic
Austria
Slovakia
Switzerland
Polish national E-commerce
association:
Austrian national E-commerce
association:

Central Europe in Brief
Introduction
The Central European region on which this
report focuses covers the following
countries (in alphabetic order): Austria,
Czech Republic, Germany, Hungary,
Poland, Slovakia, Slovenia and
Switzerland. Switzerland is the only non-
member
of the European Union.
The eight countries cover an area of
1.036,000 km², or 4.3% of the 23.9 million
km² of the European continent (including
Russia and Turkey).
Germany is the leading country of the
region, with respect to the number of
inhabitants, the size of the economy and
B2C e-commerce. It is also the leading
economy of Europe and second to the UK
regarding B2C e-commerce turnover.
The total population of the region is 165,0
million inhabitants or close to 20.2% of
the total European population.
Within Central Europe, Germany has
the largest number of inhabitants
(81,8mn), followed by Poland (38,5mn). Czech
Republic has 10,5mn inhabitants; Hungary 9,9
mn; Austria 8,4 mn; Switzerland 7,9mn. Slovakia
en Slovenia have the smallest number of
inhabitants: respectively 5,4mn and 2,0mn.
Central EUROPE’S POPULATION
Share of Central European population, 01 January 2013
Austria
Hungary
Germany
Czech Republic
Poland
Switzerland
Slovakia
Austria;
5,1%
Czech Republic;
6,4%
Germany;
49,7%
Poland; 23,4%
Hungary;
6,0%
Slovakia;
3,3%
Slovenia;
1,2%
Switzerland;
4,8%

In terms of B2C e-commerce, the region is
second to the Western European region.
Total B2C e-commerce turnover (including
online goods and services) reached €76,3bn
last year, an increase of 20,5% compared to
2011. The 2012 share of e-commerce in the
region’s GDP was 1,8%.
As in other parts of Europe, online Internet
penetration and purchasing still widely differ
in the various countries of Central Europe,
according to the maturity of the market, the
level of trust, the availability of the offer, the
penetration of reliable payment options,
reliable and affordable delivery options as
well as Internet usage and penetration and
consequently the number of e-shoppers.
Online sales grew yearly on average with
20% per year since 2010. The forecast is that
growth will slow down, but still reach high
single or low double-digits figures through
to 2015.
M-commerce is set to boost regional e-
sales in the coming years. The share is
forecast to double this year to reach over
14% on average.
Central Europe (€75,9bn) makes up 24,4%
of the total online sales in Europe
(€311,5bn) in 2012.
While these figures are impressive, what is
even more interesting for online retail are
the numbers of e-shoppers and house-
holds not only connected to the Internet
but actually shopping online (e-
households) and which goods and services
they like to buy online.
All eight countries have an excellent to
very good logistics infrastructure. On the
Logistics Performance Index all eight rank
between 4 -50 out of 156 countries. The
Ranking is as follows: Germany, Austria,
Switzerland, Poland, Slovenia, Hungary,
Czech Republic and Slovakia.
Average annual online sales
growth since 2009 (CAGR)
+23%
E-commerce share in Europe
B2C E-commerce in Central Europe
North
9%
West
52%
Central
22%
South
10%
East
7%
E-commerce share in Europe

€ 1.234
€ 1.402
€ 1.219
€ 2.085
€ 581
€ 1.351
€ 422 € 465
€ 212
€ 349
€ 1.750
EU28 Europe Central
Europe
Austria Czech
Republic
Germany Hungary Poland Slovakia Slovenia Switzerland
B2C E-commerce in Central Europe
Online Expenditure
Expenditure per online shopper, in euros, 2012
Central EUROPE’S B2C E-COMMERCE
Central European consumers spent on average
€1.219 online in 2012. This is far above the
EU28 and European average of €1.234 and
€1.402 respectively.
Austrians spent most online in 2012 with an
amount of €2.085. Switzerland ranks second
with an average spend of €1.750. Germany is
third in rank with respect to online spending
(€1.351).
These countries are followed by the Czech
Republic with an average spend of €581,
Poland with €422 and Hungary with €422.

Facts, Figures & Trends of 2012 and Forecast 2013 of the Austrian B2C E-commerce Market
Country Report Austria 2013
In cooperation with: aCommerce Team

Austria
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Central Europe € 75,9 bn +19,9%
Austria € 9,8 bn +16,7%
55%
79%
100%
8,4 million
people live in Austria
6,6 million
4,7 million
€ 9,8 bn
E-commerce turnover
Goods & services
E-commerce GDP
3,19%
Total GDP €307,0bn
1
2 3
Ranking Northern Europe
2012 Key data at a glance
Austrian Trustmark:
Austrian national E-commerce
association:
Austrian e- shoppers
48,8% 51,2%
Vienna
26% of the population uses Facebook
1 Germany € 50.000
2 Austria € 9.800
4 Poland € 4.181
6 Hungary € 675
7 Slovakia € 275
8 Slovenia € 150
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6,4%
Estimated share
of online retail
in total retail

Austria in brief
Institution: Federal Republic
Internet access: 79 %
URL country code: .at
Official language: German
Widely spoken foreign language(s):
English, Slovene and Hungarian
Country profile
Area: 83.858 km2
Capital: Vienna
Currency: Euro (EUR)
© Ecommerce Europe
Page 21
Source: Eurostat, Wikipedia, 2013
79%of 8,4 million Austrians
used the Internet in 2012
Austria, officially the Republic of
Austria, is a federal republic and a
landlocked country of roughly 8,47
million people in Central Europe. It is
bordered by the Czech Republic and
Germany to the north, Hungary and
Slovakia to the east, Slovenia and
Italy to the south, and Switzerland
and Liechtenstein to the west.
The territory of Austria covers
83.855 square kilometres. Austria's
terrain is highly mountainous due to
the presence of the Alps; only 32%
of the country is below 500 metres,
and its highest point is 3.798
metres.
German in its standard form is the
country's official language.
Austria is a semi-presidential,
parliamentary representative
democracy comprising nine
federal states. The capital and
largest city, with a population
exceeding 1,7 million, is Vienna.
Austria joined the European Union
in 1995, and is a founding member
of the OECD. Austria also signed
the Schengen Agreement in 1995,
and adopted the European
currency, the euro, in 1999.

B2C E-commerce in Austria
Expert opinion
Stephan Grad, Director of aCommerce Team
"The Austrian ecommerce market is currently evolving - we were not first movers in
the market, but now as we see which strategies work in which industrie we are
speeding up and doing our best to keep up with Germany & Switzerland. The
aCommerce Team as Austrian eCommerce Association will do its best to support the
Austrian eCommerce market with Know How to keep the momentum.

B2C E-commerce in Austria
Online Population and Expenditure
Year EUR
2013(e) € 2.334
2012 € 2.085
2011 € 1.787
2010 € 1.383
Online Population 6,5 million
Population 8,4 million
Online buyers 4,7 million
At the end of 2012 there were 2,9
million e-households in Austria.
The average expenditure was
€ 2.085 per e-household.
Austria has a population of 8,4
million people. Nearly 6,5 million
persons are connected to the
Internet.
In total just over 4,7 million online
buyers have bought goods and
services online for 9,8 billion in
2012.
1,9 million persons have access to
Internet but are not (yet)
purchasing goods or services
online.
AUSTRIA’S B2C E-COMMERCE
Inactive
online
population
Expenditure per online shopper
Source: Ecommerce Europe 2013

Facts, Figures & Trends of 2012 and Forecast 2013 of the Czech B2C E-commerce Market
Country Report Czech Republic 2013

Estimated share
of online retail
in total retail
Czech Republic
57%
70%
100%
10,5 million
people live in Czech
7,5 million
6 million
€ 2,1 bn
E-commerce turnover
Goods & services
E-commerce GDP
1,18%
Total GDP €152,9 bn
1
2 3
Czech Trustmark:
Czech national E-commerce
association:
Prague
Estimated 54% social media users
28%
Services 72%
Goods
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Central Europe € 75,9 bn + 19,9%
Czech Republic € 2,1 bn + 19,6%
1 Germany € 50.000
2 Austria € 9.800
4 Poland € 4.181
6 Hungary € 675
7 Slovakia € 275
8 Slovenia € 150
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2,7%

Czech Republic in brief
The Czech GDP per capita at
current prices in 2012 was
€20.200.
The Czech consumer confidence is
going up since January 2012.
The small, open, export-driven
Czech economy remains sensitive
to changes in the economic
performance of its main export
markets, especially Germany.
The auto industry remains the
largest single industry, and,
together with its upstream
suppliers, accounts for nearly 24%
of Czech manufacturing. Foreign
and domestic businesses alike
voice concerns about corruption
especially in public procurement.
Key economic indicatorsCzech’S GROSS DOMESTIC PRODUCT PER CAPITA
Year In EUR
2013 (f) € 14.750
2012 € 14.500
2011 € 14.800
2010 € 14.300
2009 € 13.500
Czech CONSUMER CONFIDENCE INDEX
CCI on a three-month basis, 2012 - 2013
Current prices, 2009 - 2012
Source: Eurostat and IMF World Economic Outlook 2013
Source: Tradingeconomics.com and ISAE/ISTAT National Statistics office 2012 - 2013
-29,3% -29,8%
-26,0%
-20,8% -19,0%
-14,3% -14,5%
jul-12 oct-12 jan-13 apr-13 jul-13 oct-13 jan-14

Customers use the handsets to
buy products including:
• Public transport
• Tickets,
• Parking,
• Digital content
• Event tickets,
Telecommunications operators
state that more than 11% of
Czech mobile customers already
use their mobile devices as a
means of payment
3%
30% 29%
25%
13%
18-24 25-34 35-44 45-54 55+
B2C M-commerce in Czech Republic
M-commerce
Source: FDIH Denmark
Top 10 Online purchased
goods and services:
1. Travel and Cultural
Activities
2. Film, Music, Books,
Games
3. Toys
4. Clothing, Shoes and
Jewelry
5. IT, Telecom and Photo
Penetration levels (in %)
Internet
Mobile
Smartphone
Tablet
POPULAR GOODS AND SERVICES PURCHASED
THROUGH A MOBILE DEVICE
CZECH AGE STRUCTURE OF MOBILE SHOPPERS
Mobile
subscriptions
reached 151
per 100
households
in 2012.
How do Czechs
buy on their
mobile
devices?
TOP 3 MOBILE PAYMENTS
1. Cash on delivery
2. Bank Transfer
3. Credit Card
Source: Mobilepaymentsworld 2012
Percentage of total population, 2012
Source: Ecommerce EuropeSource: Worldbank.org, TNS Italia survey 2011
Mobile is becoming a key platform, and as mobiles
get smarter and connections get faster, Internet
access in Czech Republic is undergoing a step-
change from fixed Internet to mobile.
49% of Internet users do not use mobile equipment
for shopping at all. As many as 86% are satisfied
with online shopping and 14% have had an negative
experience.

Facts, Figures & Trends of 2012 and Forecast 2013 of the German B2C E-commerce Market
Country Report Germany 2013

Germany
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Germany € 50 bn +21,6%
5%
85%
100%
81,8 million
people live in Germany
69,5 million
37 million
€ 50 bn
E-commerce turnover
Goods & services
E-commerce GDP
1,88%
Total GDP €2.666,4 bn
1
2 3
German Trustmark:
German national
E-commerce association:
Berlin
50%
Services
50%
Goods
1 Germany € 50.000
2 Austria € 9.800
4 Poland € 4.181
6 Hungary € 675
7 Slovakia € 275
8 Slovenia € 150
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Estimated share
of online retail
in total retail
6,6%

Germany in Brief
Total population: 81.843.743
49,1 50,9
Median age:
Male:
Female:
Population growth
-0,2%
45,7 years
44,7 years
46,8 years
GERMANY’S AGE STRUCTURE
By Age Group, 2012
Key Demographic Indicators
Source: World Bank2013
Source:Worldfactbook, 2013
13,1% 10,8%
42,0%
13,3%
20,9%
0-14 15-24 25-54 55-64 65+
Germany covers an area of
357.022 square kilometers with a
population of 10,5 million
inhabitants.
The median age is 45 years. The
largest share of the population
(42,0%) is between 25-54 years
old.
Germany has 40,7 million
households. Approximately 61%
live in urban areas
The population is shrinking at an
average annual rate of -0,19%.
The demographic development is
characterized by three trends:
increasing longevity, decreasing
birth rates and an increasing
percentage of population from
foreign origin.
“German is the official
language. English and
French are widely spoken
foreign languages.”

B2C E-commerce in Germany
Cross - Border
6% 6%
7%
10%
13%
2009 2010 2011 2012 2013 (e)
GERMANY’S CROSS- BORDER E-COMMERCE
Percentage of e-commerce purchased at foreign sites, 2009-2013
Germany
According to research by OC&C,
German online retailers sold
products worth €423mn to French
customers and goods worth €175mn
to Dutch customers in 2013.
German customers ordered goods
worth €200mn from Great Britain
and packages containing merchandise
for approximately €263mn came
from the US.
The trade surplus of German cross-
border online sales over purchases is
valued by OC&C at €13mn.

Facts, Figures & Trends of 2012 and Forecast 2013 of the Hungarish B2C E-commerce Market
Country Report Hungary 2013

Hungary
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Hungary € 675 mn +35,5%
16,2%
68,7%
100%
9,9 million
people live in Hungary
6,8 million
1,6 million
€ 675 mn
E-commerce turnover
Goods & services
E-commerce GDP
2,3%
Total GDP €96.968 mn
1
2 3
Ranking Northern Europe
Hungarian Trustmark:
Hungarian national
E-commerce association
40%
Services
60%
Goods
Budapest
1 Germany € 50.000
2 Austria € 9.800
4 Poland € 4.181
6 Hungary € 675
7 Slovakia € 275
8 Slovenia € 150
Powered by:
Estimated share
of online retail
in total retail
1,2%

B2C E-commerce in Hungary
Share of goods and services
Source: FDIH Denmark
Top 10 Online purchased
goods and services:
1. Travel and Cultural
Activities
2. Film, Music, Books, Games
3. Toys
4. Clothing, Shoes and Jewelry
5. IT, Telecom and Photo
Penetration levels (in %)
Internet
Mobile
Smartphone
Tablet
The turnover of online goods
were estimated at 60% of total
online sales at €675 mn.
The shares of online goods and
services in 2012 were 60% or in
turnover €405 million for online goods
and €270 million e-services, which is
40%.
In 2012, approximately 23% of all
Internet users made purchases online,.
The share of online transactions in
total retail sales continued to rise to
1,7% in 2012. This was an increase of
14% over 2011. This share is expected
to continue to grow this year as more
Internet-users are getting more
confident in shopping online.
The double-digit growth of sales via the
Internet is promising.€675 mntotal online sales
€ 422
Average expenditure
2012 per e-shopper
Goods
60%
Service
40%

Facts, Figures & Trends of 2012 and Forecast 2013 of the Poland B2C E-commerce Market Prepared
by Ecommerce Europe in cooperation with e-Commerce Polska, the Association for E-commerce in Poland
Country Report Poland 2013
In cooperation with: E-commerce Polska

Poland
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Poland € 4,1 bn +24,9%
23%
70%
100%
38,5 million
people live in Poland
26,9 million
9 million
€ 4.181 mn
E-commerce turnover
Goods & services
E-commerce GDP
1,10%
Total GDP €381.204 mn
1
2 3
Poland Trustmark:
No Trustmark available
Poland national
E-commerce Polska
Warsaw
63%
Services
37%
Goods
1 Germany € 50.000
2 Austria € 9.800
4 Poland € 4.181
6 Hungary € 675
7 Slovakia € 275
8 Slovenia € 150
Powered by:
Estimated share
of online retail
in total retail
1,7%

Poland in brief
Institution: Republic
Internet access: 70 %
URL country code: .pl
Official languages: Polish
Widely spoken foreign language(s):
German
Country profile
Area: 312.685 km2
Capital: Warsaw
Currency: Zloty (PLN)
Of 26,9 million Poles
used the Internet in 2012
70%
Source: Eurostat, Wikipedia, 2013
The Republic of Poland, is located in
Central Europe, bordered by
Germany to the west; the Czech
Republic and Slovakia to the south;
Ukraine, Belarus to the east; and the
Baltic Sea and Kaliningrad Oblast (a
Russian enclave) and Lithuania to
the north.
The total area of Poland is 312,685
square kilometres making it the 69th
largest country in the world and the
9th largest in Europe. With a
population of over 38.5 million
people, Poland is the 34th most
populous country in the world and
the sixth most populous member of
the European Union.
Poland is a unitary state
consisting of 16 voivodeships or
provinces.
During the early 1990s Poland
was able to transform its
economy into one of the most
robust in Central Europe. Poland
joined the European Union in
2004.
The official language in. n Poland is
Polish (97.8% speak Polish at
home).
English and German are the main
foreign languages spoken.

B2C e-commerce in Poland
Main markets and players
Rank
1 Groupon.pl
2 Gruper.pl
3 Citeam.pl
The most popular price
comparison sites in Poland are
Ceneo.pl (Allegro Group),
Nokaut.pl, Okazje.info.pl and
skapiec.pl
Top 5 most popular E-Commerce Sites in
Poland
1. Allegro.pl (Group) (10 .842 .351 real users)
2. Nokaut.pl (2.539.272)
3. Groupon (2.531.361)
4. Okazje.info (2.100.810)
5. Skapiec.pl (1.610.672)
TOP 3 Group Buying Sites
Source: Megapanel/PBI
Source: Megapanel/PBI
The Polish group Allegro.pl,
operating amongst others a
marketplace, remains the
unchallengesd local market
leader. Next to nearly 11
million active users, it boasts
a brand awareness of more
than 88%. However, foreign
competitors such as Groupon
and eBay are catching up.
There are many foreign
players active on the Polish
market, such as Tchibo
(Germany), BonPrix (France),
Zalando (Germany), Amazon
(USA).
Groceries ordered
frequently online are
coffee/tea, bulk goods,
sweets, drinks and spices

Facts, Figures & Trends of 2012 and Forecast 2013 of the Swiss B2C E-commerce Market
Prepared by Ecommerce Europe in cooperation with VSV ASVAD, the Association for E-commerce in Switzerland
Country Report Switzerland 2013

Switzerland
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Switzerland € 9,1 bn +15,5%
66%
80%
100%
7,9 million
people live in Switzerland
6,3 million
5,2 million
€ 9,1bn
E-commerce turnover
Goods & services
E-commerce GDP
1,85%
Total GDP €491,1 bn
1
2 3
Swiss Trustmark:
GARANTIE
Swiss national
VSV ASVAD
Bern
63%
Services
37%
Goods
1 Germany € 50.000
2 Austria € 9.800
4 Poland € 4.181
6 Hungary € 675
7 Slovakia € 275
8 Slovenia € 150
Powered by:
Estimated share
of online retail
in total retail
5,0%

B2C E-commerce in Switzerland
Market Sectors
Switzerland’S B2C E-COMMERCE
Source: VSV ASVAD / GFK February 2014
Percentage of online buyers having purchased an item from these
categories in 2012 and 2013
Market sectors (in %) 2012 2013
Multimedia, Electronics 28,2% 28,7%
Clothing & Accessories 26,9% 27,1%
Food 16,6% 16,1%
Home and Living 8,0% 8,1%
CDs, DVDs, Books 6,8% 6,1%
Other 13,5% 13,9%
Despite Multimedia and
Electronics heading up the ranking
of products sold online in terms of
turnover, the category of which
most items are shipped in
quantitative terms are Clothing
and Accessories. The return rate
in this sector is with 44%
comparatively high.
Top sites visited in Switzerland
are:
Rank Online retailers
1 Ricardo.ch
2 Amazon.com
3 eBay.de
4 Swiss Railways
5 Apple.com
Click & Collect grocery services
are offered by e.g. Coop@Home
and LeShop.
With a share of 16,1%, Switzerland has a very
well developed online food market. In 2013,
Swiss online buyers bought groceries worth
€608mn.

Online payments and preferences
Payments & VAT
72% of the Swiss mobile users still
would prefer to use a
laptop/desktop to make the
purchase. 26% still don’t feel
secure. 14% still find mobile
purchase too complicated. 10%
complains that certain payment
features were not available (credit
card) and 9% think that payment is
still too complex.
VAT overview
Switzerland
Threshold CHF 100.000
Standard VAT rate 8%
Reduced VAT rates 2,5%
Where to register Swiss Federal Tax Administration and Swiss Federal
Customs Administration
8%
Standard VAT-rate
“Web shops with a turnover
exceeding CHF 100.000 per
year must be registered for
VAT in Switzerland.”
TOP ONLINE PAYMENT METHODS
In percentage of total online population
Source: International VAT Management, Van Driel Fruijtier Resseler
Invoice; 18,2%
Credit cards;
16,8%
Advanced
payment;
12,7%
Paypal;
10,9%
SOFORT;
9,5%
Cash payment ; 9,5%
Direct Debet; 7,1%
Cash on delivery;
6,6%
PostFinance; 7,7%

Ecommerce Europe
How to get involved?
Who can be involved?
• E-commerce associations, voting members of Ecommerce Europe: association
membership
• Companies selling products and/or services online: EU webshop register /
company membership
• Preferred suppliers to the European e-commerce industry: business partnership
• Organizations and NGO’s related to e-commerce industry: associative
partnership
• European institutions, consumer organizations and stakeholders: partners for
dialogue
Why get involved?
• Be a part, get involved or stay informed on public affairs initiatives that define
your business.
• Take advantage of research publications, receive several B2C
• E-commerce Reports for free.
• Learn from position papers, webinars and white
• papers by leading ecommerce associations, companies and preferred business
partners.
• Show you’re engaged by displaying the Ecommerce Europe member or business
partner logo.
• Network, meet and greet with colleagues at Round Tables
• sessions in European capitals and at the yearly Global E-commerce Summit.

Our Business Partners
Interested in becoming a business partner? Contact info@ecommerce-europe.eu

Our Media Partners
Interested in becoming a media partner? Contact us at info@ecommerce-europe.eu
Ecommerce Europe media partners are (inter)national publishers and/or publications
related to the European e-commerce industry.
As the Internet continues to become a part of almost every aspect of our lives, the growing
internationalization of the online retail sector places increasing demands on e-tailers to
make rapid preparations for cross-border activity. Actors in the online trade sector are
constantly being confronted with new challenges concerning legal issues, pricing, shipping,
payment and supply. Strong partnerships are vital in order to tap into the cross-border
market, optimise trade flows and ultimately increase profitability.
Ecommerce Europe is looking for media partners who publish on e-commerce in the
following sectors:
• Affiliate marketing
• Customer service
• E-commerce systems
• Email marketing
• Fulfilment
• Hosting
• Payment solutions
• Research & consultancy
• Search Engine Optimization
• Etc.

Company Members
Ecommerce Europe Company Members are B2C companies
selling products and/or services online to consumers in
Europe. Company membership is open to all B2C online
companies at € 950 per year.
Benefits for COMPANY MEMBERS include:
• Exclusive Ecommerce Europe business partner logo
• Yearly European B2C E-commerce Report (€1,950)
• 5 Regional Reports on European B2C E-commerce (€3,950)
• 2 Full Conference Packages Global E-commerce Summit
• Free entrance to 3 Ecommerce Europe pre-conferences
• Free entrance to Round Table meetings in 8 European cities
• Pro-active involvement white papers and position papers
Ecommerce Europe membership
Interested? Feel free to contact us: info@ecommerce-europe.eu
Business partners
Ecommerce Europe business partners are preferred
suppliers of the European e-commerce industry.
The cost is € 8,500 per year upon balloting.
Benefits for PREFFERED BUSINESS
PARTNERS include:
• Exclusive Ecommerce Europe business partner logo
• Yearly European B2C E-commerce Report (€1,950)
• 5 Regional Reports on European B2C E-commerce (€3,950)
• 2 Full Conference Packages Global E-commerce Summit
• Free entrance to 3 Ecommerce Europe pre-conferences
• Free entrance to Round Table meetings in 8 European cities
• Pro-active involvement white papers and position papers

Ecommerce Europe’s reports on B2C e- commerce
Interested? Order at research@ecommerce-europe.eu
European B2C Ecommerce Report 2013: €1.950
5 European regional reports 2013: €790 per report including 30
Infographics and in-depth Country Profiles
Western Europe Report
Belgium, France, Ireland, Netherlands, and United Kingdom
Central Europe Report
Austria, Poland, Germany, Hungary, Poland and Switzerland
Central Europe Report
Austria, Poland, Germany, Hungary and Turkey
Northern Europe Report
Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway and
Sweden
Eastern Europe Report
Romania, Russia, and Ukraine
All European reports (5 regional reports + European Report): €2,950
All-In-One Ecommerce Report Package: €4.950
(European and Global Report + 5 European Regional Reports + 5
Regional/Continental Reports)
Global B2C Ecommerce Report 2013: €2.450
Regional /continental reports: €950 per report
North America: USA, Mexico and Canada
Latin America: Brazil, Argentina, Chile and others
Asia-Pacific: Japan, China, India, Australia, Indonesia, Vietnam, South
Korea etc.
MENA REGION: Middle East and North Africa
BRIC Countries: Brazil, Russia, Indonesia, China and other economic
entities
All-In-One Ecommerce Report Package: €4.950
(European and Global Report + 5 European Regional Reports + 5
Regional/Continental
Reports)
Tailor-made reports are available upon request:
research@ecommerce-europe.eu.

EMSEC
EMSEC aims to provide guidelines to measure and
monitor B2C e-commerce in order to enable all
European countries to provide data with respect to
the penetration of B2C ecommerce in a standardised
way. All Ecommerce Europe figures and estimates
are based upon the EMSEC, unless otherwise noted.
The EMSEC agrees with data and research by GfK.
The EMSEC reports on sales figures for the total B2C
e-commerce in Europe and in country profiles based
on total sales of goods and services.
Total sales of goods and services are based according
to the areas/sectors/ classification of areas and
sectors as laid down on the next few pages.
All data are reported in the national currency of the
country involved are converted into euros according
to the average (annual) rate of exchange as
provided by the European Central Bank (ECB).
Growth rates are calculated and measured by the
B2C e-commerce sales in national currency.
European Measurement Standard for E-commerce
EMSEC
Definition of B2C e-commerce sales
Definition of B2C e-commerce: ‘Any B2C contract
on the sale of products or services fully or partly
concluded by a technique for distance
communication’.
Technique for distance communication: means
that can be used for communication regarding the
offer made by the trader and concluding an
contract, without the necessity of the consumer
and trader being in the same place at the same
time.
Contract: an contract whereby sole or partly use is
made of one or more techniques for distance
communication within the framework of a system
organized by the trader for the distance sale of
products and/or services, up to and including the
moment that the contract is concluded;
Classification of B2C E-commerce
The following classification in Table 1 provides an
overview of areas and sectors included in EMSEC.
Online purchases of the following items are excluded
from EMSEC:
• Transactions between private
individuals/consumers (C2C) such as auctions
and marketplaces and between businesses (B2B)
• Online gambling and gaming
• Car and motor vehicles
• Houses and real estate
• Utilities (e.g. water, heating, electricity)
• Mortgages, loans, credit cards, overdrafts
• Savings accounts, funds, stocks & shares, bonds.
B2C e-commerce therefore includes all online
transactions between businesses and consumers
using desktop computers, laptops, tablets,
smartphones, point-of-sales and smart-wearibles,
such as webshop, physical store (‘online instore’), e-
mail, QR-code, catalogue, etc. B2C e-commerce
includes Value Added Tax (VAT) or other sales tax,
delivery costs and Apps, but exclude returns.

Event Tickets
Event Tickets
Tickets for concerts and festivals
Tickets for cinema and theater
Tickets for zoos and amusement parks
Tickets for museums
Tickets for sport matches
EMSEC
Fashion
Clothing Shoes & Personal lifestyle
Underwear & Upperwear Shoes
Children's wear
Jewellery, Bijoux, Watches & others
fashion accessories (e.g. sunglasses)
Swimwear & Sportswear
Nightwear & legwear Bags, wallets, suitcases
Electronics
Consumer Electronics Information Technology (IT) Household Electronics
Photo-equipment IT hardware (pc's, laptops,
tablets etc.)
MDA:
air-conditioning,
dishwashers, wash
machines and other
white goods
Audio-equipment Computer Software
TV/video-equipment Music- instruments
Car - electronics
(navigation, audio
etc.)
USB-sticks, DVD/CD-
recordable, ink cartridges,
computer accessories
SDA: equipment for
personal care, home
comfort, kitchen
appliances
Food/Nearfood/Health
Food/Nearfood Health & Beauty
Food & Beverages Personal care & Hygiene
Fresh produce Baby care
Packaged consumer goods Perfume
Detergents/household cleaning OTC
Animal feed
Tobacco
Sports & Recreation
Sport & Recreation
Sports hardware (e.g. football, tennis rackets)
Bicycles & accessories
Articles for camping and recreation
Toys
Toys
Indoor –and outdoor toys
Page 117

EMSEC
Travel
Package Travel Flight Tickets & Accommodations
Package travel Flight Tickets
Private Transport if booked
through a tour operator
Hotel stays
Apartment/bungalow/camping site
-> all of the above not booked in
combination with other travel-parts
Media & Entertainment
Media & Entertainment
Music (physical, download & streaming)/Spotify based on new subscriptions
Video (DVD, blue-ray, downloads)
Games hardware & games software
Books & e-books
Apps
New subscriptions newspapers ands magazines (no single copy sales)
Telecom
Telecom
Smartphones, mobile phones & Phone devices
Telefax and answering machines
Headsets & Accessoires (mobile) phone’s
Prepaid cards and tariffs of new phone subscriptions
Insurances
New indemnity, Life and Health Insurances
Liability insurance
Car insurance
Fire and theft insurance
ANW-gap insurance
(insurance for receiving a
payment in addition to a
survivor's allowance)
Health Insurance –
Base
Health insurance -
additional
Bike/caravan/motorbike/
scooter insurance
Annuity insurance
pension
Disability insurance –
entrepreneurs
Accident insurance
Boat insurance
Life insurance
Funeral insurance
Disability insurance -
private
Legal assistance insurance
Home insurance
Endowment insurance
based on savings
Mortgage related
disability insurance
Travel insurance
(continuous/annual + short-
term)
Insurance package
Endowment insurance
based on investments
Mixed insurance
(=endowment
insurance + life
insurance)
Others
Services Products
Dating based on new
subscriptions
Cars and parts
Articles for animals
Other Services Flowers & Plants
Optician (excl. sunglasses, hearing-aid)
Adult
Page 118

Definitions
Definitions related to internet, e-commerce and online retailing
• Broadband access: the availability of broadband is measured by the
percentage of households that are connectable to an exchange that
has been converted to support DSL-technology, to a cable network
upgraded for Internet traffic, or to other broadband technologies.
It includes fixed and mobile connections (source: Eurostat)
• Cross-border e-commerce: percentage of e-commerce purchased
at foreign sites
• E-commerce (or electronic commerce), a subset of e-business, is
any B2C contract on the sale of products or services fully or partly
concluded by a technique for distance communication’.
• E-commerce GDP: total amount of goods and services online
divided by the total Gross Domestic Product (GDP).
• Economic Freedom Index: the Index of Economic Freedom is an
annual guide published by The Wall Street Journal and The Heritage
Foundation, Washington's No. 1 think tank. For over a decade, The
Wall Street Journal and The Heritage Foundation have tracked the
march of economic freedom around the world with the influential
Index of Economic Freedom.
• E-households: amount of households that uses the Internet for
personal gain.
• E-household expenditure: expenditure per household that bought
goods or services in the past year.
• European Measurement Standard for E-commerce (EMSEC): aims
to provide guidelines to measure and monitor B2C e-commerce in
order to enable all European countries to provide data with respect
to the penetration of B2C ecommerce in a standardised way.
• E-services (or electronic services) are defined as: “Deeds, efforts or
performances whose delivery is mediated by information
technology. Such e-service includes the service element of e-
retailing, customer support, and service delivery”. This definition
reflects three main components- service providers, service receiver
and the channels of service delivery (i.e., technology). (Jennifer
Rowley, Professor Information and Communications, Manchester
Metropolitan University, UK)
• Inactive online population: users that have access to the Internet
but have not (yet) purchased goods or services online in the past
year.

Definitions
Definitions related to internet, e-commerce and online retailing
• Logistics Performance Index (LPI): The Logistics Performance Index
(LPI) measures the logistics "friendliness" of 155 countries. It helps
countries identify the challenges and opportunities they face in
their trade logistics performance and what they can do to improve,
The Index is developed by the World Bank, is based on a worldwide
survey of operators on the ground such as global freight forwarders
and express carriers .
• Mobile commerce (or m-commerce, mCommerce) is the ability to
conduct commerce, using a mobile device e.g. a mobile phone, a
PDA, a smart phone, a tablet or other (emerging) mobile
equipment.
• Mobile subscriptions: mobile cellular telephone subscriptions are
subscriptions to a public mobile telephone service using cellular
technology, which provide access to the public switched telephone
network. Post-paid and prepaid subscriptions are included (source:
Eurostat)
• Online buyer (or e-shopper, e-buyer) is defined as an individual
who regularly bought or ordered goods or services over the
internet.
• Online expenditure: spent per user who purchased goods or
services online.
• Online Retail (or e-retail, electronic retail or retailing or even e-
tailing) is the selling of retail goods and services on the Internet. In
the limited sense of the word, sectors such as online leisure travel,
event tickets, downloading music or software are not included.
Online-only retail shops are often referred to as pure players.
• Penetration levels: the percentage of a population using the
internet, mobile, smartphone and tablet devices.
• Retail sales are defined as the selling of mainly goods from
businesses to individuals from a traditional or so-called bricks-and-
mortar shop.
• The Ease of Doing Business Index is developed by the World Bank,
averages the country's percentile rankings on 9 topics, made up of
a variety of indicators, giving equal weight to each topic. The
rankings for all economies are benchmarked to June 2010. The
Index covers 185 countries.

Methodology , Acknowledgements and Sources
This report could only be realized by consulting a great
many sources, available in the various countries and
regions in Europe and around the globe. The wide
variety of sources include public domain publications,
blogs, websites, industry and financial specialist
publications, regional and local news, annual reports,
press releases, etc. etc. Sometimes the information
sourced are contradictory. Sometimes different figures
and data were given by different sources within the
same country, f.e. due to different definitions. In our
reports and country profiles we have mentioned
different sources, definitions and the different outcomes
of such reports, studies and interpretations. This report
is meant solely for use by the recipient and is not for
circulation. This report is based on information that
we consider reliable, but we cannot vouch for its being
accurate or complete, nor should it be relied upon as
such. Opinions expressed are our current opinions as of
the date of this report.
The sources consulted include, but are not limited to:
(Inter)national Associations
• Ecommerce Europe
• Distansehandel Norge (Norway)
• FDIH (Denmark)
• KAUPPA (Finland)
• SDH (Sweden)
Corporate sources
• A.T. Kearney
• Deloitte
• Facebook
• Forrester
• GfK
• Google
• Hybris
• Innopay
• Planet Retail
• SaleSupply
• Social Bakers
• Twitter
• TNS NIPPO
• VDFR VAT Management
Publications
• eMarketer
• E-commercefacts.com
• Eurostat
• Internet Retailing
Other sources
• Digital Hub Development Agency
(DHDA)
• European Commission
• Eurostat
• European Central Bank (ECB)
• European Banking Association (EBA
Clearing)
• International Monetary Fund (IMF)
• International Telecommunications
Union (ITU)
• Internetworldstats
• National Statistics offices
• The Heritage Foundation
• United Nations (UN)
• CIA: World Factbook
• World Economic Forum

About the authors
Questions? Feel free to contact our researcher
Jorij Abraham, Director Research & Advice
Jorij Abraham (1972) has been part of the international e-
commerce community since 1997. He has been manager e-
commerce at Bijenkorf, TUI and Sanoma Media and Director of
Consulting as Unic
Since 2013 he is Director of Research & Advise at Ecommerce
Europe. He is also director of the eCommerce Foundation, a
research institute offering practical ecommerce research and
benchmark services.
Aad Weening, Advisor International eCommerce
Aad Weening (1941) has been involved in distance selling and
retail practically all his working life. From 1966 until 1979 he
offered legal and economic advice as well as lobbying services.
From 1979 he managed the Dutch Mail Order Association (today
Thuiswinkel.org), first in the Netherlands first, later on a European
level. Between 1993 and 2006 he served as Secretary General of
the European Distance Selling Trade Association (EMOTA).
Currently Weening is Senior Advisor at Ecommerce Europe.
Bert Nagelvoort, Senior Researcher
Bert Nagelvoort (1977) has been working for Ecommerce Europe
since 2014. He is involved in international e-commerce and
develops the Ecommerce Europe reports. He studied Business
Administration at the Radboud University Nijmegen and has a
great interest in the international (digital) economy.
Previously, Bert has worked as Projectmanager / Consultant in
the financial services.
Janine Nöthlichs, Editor
Janine Nöthlichs (1982) is the editor-in-chief of the international
e-commerce news site E-commercefacts.com. Throughout the
past years, she has worked on various e-commerce related
publications and events, including the European Cross-Border
Round Tables and the Global E-Commerce Summit; and is a
regular jury member of the Cross-Border E-Commerce Awards at
the Global E-Commerce Summit in Barcelona.
Previously, Janine has worked for Kantar Media in Paris. Having
studied in the Netherlands and Hungary.

Europe 2012 Key data at a glance
West € 158,bn + 18,0%
Central €76,3 bn + 20,5%
South € 32,4 bn + 29,3%
North €28,5 bn + 15,1%
East € 13,6 bn + 33,0%
Total B2C Ecommerce of goods & services
48%
64%
100%
820 million
people live in Europe
529 million
250 million
5%
Estimated share
of online retail
in total retail
‘’350 million social media users’’
€16,0 trn GDP 2012
1
3
Top 5 e-commerce countries
in turnover (EURO million)
1 United Kingdom € 96.193
2 Germany € 50.000
3 France € 45.000
4 Hungary € 12.969
5 Russia € 10.302
Figures and data in compliance with GfK
In cooperation with Salesupply and Hybris
Top 5 emerging countries in % growth
1 Turkey 75%
2 Austria 61%
3 Ukraine 41%
4 Hungary 35%
5 Romania 33%
2
550.000
estimated online business
2, ,
jobs directly or indirectly via e-commerce
3,5 billion
number of parcels annually (e)
Europe
€ 312 bn +19%
EU28
€ 277 bn +18%
3,5% Contribution Internet
Economy to GDP
5,5%
(€17bn)
Estimated
M-commerce

Central Europe B2C Ecommerce
Colophon
National Associations:
Ecommerce Europe
Rue Trèves 59-61
B-1040 Brussels - Belgium
Tel: +32 (0) 2 502 31 34
Website: www.ecommerce-europe.eu
Contact us at: info@ecommerce-europe.eu
For reports: research@ecommerce-europe.eu
Twitter: @Ecommerce_eu
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Central Europe E-commerce Growth 20% in 2012

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