Belgian e-commerce organizations realized higher sales during the 2012 holiday season than expected, with total turnover increasing by 15.5% of annual sales compared to the expected 14.8%. Cyber Monday sales saw the biggest increase over budget. Winter sales in January 2013 were expected to decrease to 16.5% of annual sales, but had already reached 6.5% by January 8th. The most popular product categories during the holiday sales period were fashion and accessories (55.55%), multimedia and electronics (27.77%), and toys (22.22%).

1. Xmas 2012 & Sales 2013
January 14, 2013

2. Content
Introduction
Turnover
Winter sales
Top products
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3. Introduction
» Research objectives
Study of turnover in e-commerce during the holiday season and sales of
january 2013 in Belgium.
» Method
• Online quantitative survey
• Respondents from the BeCommerce database
• 411 valide email addresses
• Target group: Belgian e-commerce organizations
• Together they represent about 80% of the Belgian e-commerce market
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4. Content
Introduction
Turnover
Winter sales
Top products
4

5. What percentage of your total annual turnover did you effectively
achieve during the festive season of 2012?
Turnover
Expectations
Sales during the festive season
Budget 2012
Realized 2012
14.8%
15.5%
€ 1.46 billion
€ 1.52 billion
€ 216 million
€ 235 million
Note: E-shops realized the expected increase in sales
(even over-performed expectations)
Note: Excellent sales performances was realized by
the eshops in this december period: from the surveys
BeCommerce concludes belgian e-shops realized 4 weeks
long +17% in sales , accounting for +1week extra
turnover
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6. What percentage of your festive sales revenue did you effectively
realize during Cyber Monday, St-Nicholas and the Christmas period
2012?
Turnover
Periods
Sales during the festive season
Budget 2012
Realized 2012
Cyber Monday (26 nov)
14.2%
15.2%
St. Nicholas period (29 nov – 6 dec)
31%
30%
Christmas period (7 – 31 dec)
54.8%
54.8%
** CyberMonday stronger then ever: the impact from Black Friday explains this increase due to a longer period for realizing the festive sales .
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7. Content
Introduction
Turnover
Winter sales
Top products
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8. What percentage of your total annual turnover did you effectively
achieve during the upcoming sales period?
Winter sales
Expectations
Sales during the winter sales period
Jan 2012
17%
Jan 2013
expected
16.5%
Until 8 Jan:
realized: 6.5%
Note: Even if e-shops expect a % decrease, sales in value end higher up.
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9. Content
Introduction
Turnover
Winter sales
Top products
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10. Which products did you effectively sell the most during the festive
sales periode?
Top products
Top Products
55,55%
Fashion & Accessories
Multimedia & Electronics
27,77%
Toys
22,22%
Hardware & Software
22,22%
Books, Magazines, CD's, DVD's, BR's ...
16,66%
Decoration
16,66%
Food & Drinks
11,11%
Kitchen accessories
11,11%
Office supplies
5,55%
Garden supplies
5,55%
Tickets
0%
Tourism
0%
Financial services
0%
Health & Beauty
0%
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11. Contact
Patricia Ceysens
President of the Board of Directors
Carine Moitier
Director BeCommerce
patricia.ceysens@becommerce.be
twitter.com/ceysens
www.becommerce.be
Carine.moitier@becommerce.be
twitter.com/cmoitier
www.becommerce.be