1. Ecommerce
Today &
Tomorrow
Vanessa Theunissen
Global Client Insights Lead

2. 2
© GfK
Why, what and how
we do every day
Our promise, purpose and
mission as a company
“We unlock
Growth from
Knowledge
empower
bold actions
for sustainable
growth
unparalleled
always-on
AI-powered
intelligence
and consulting
services.”
The GfK promise Our corporate purpose Our mission
to
through

3. 3
© GfK
We provide concrete support to clients in these five industries
Influence purchasing
decisions during any, and all,
phases of the product
lifecycle. Link ’why’ people
shop with ’what’ was bought
and ’how’ it was purchased.
More
State-of-the-art technologies
and rigorous methodologies
to track who is watching
what and where, and how
they engage with media
content on individual
channels and across media.
More
Innovation, premiumization,
performance, experience,
simplification – understand
these macro trends to
maximize new and emerging
opportunities in this
crowded sector.
More
Shoppers are more
empowered and demanding
than ever. Understand
market trends and consumer
behavior. Plan how to best
navigate factors such as
convenience, concentration,
experience, and
personalization.
More
Deconstruct the purchase
process to position your
brand, makes, and models.
Understand your
performance to identify
competitive strengths and
weaknesses and focus your
marketing activity.
More
Technology
& Durables
Fast-moving
Consumer
Goods
Retail
Media &
Entertainment
Automotive
Positioned to provide unique and independent insight

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Ecommerce of today
▪ Ecommerce– Today & Tomorrow

5. © GfK 5
Ecommerce of today
Promotions
03
Evolution:
Direct Sales
02
BRAND
Ecommerce &
Marketplaces
01
3P
▪ Ecommerce– Today & Tomorrow

6. © GfK 6
Ecommerce &
Marketplaces:
◼ Ecommerce defends
elevated COVID business in
2023
◼ Marketplaces aggregate
substantial revenues: service
improvements remove
barriers for sellers
May 23
Gfknewron consumer: Q2 20 - Q1 2022: all tracked PGs, BE, BR, CN, DE, FR, GB, IN, IT, JP, NL, RU, ES; reasons to purchase from retailer
01

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▪ Ecommerce Today & Tomorrow
Total
population
7.91 Billion
Urban: 57%
Unique mobile
phone users
5.31 Billion
67.1 %
Of total population
4.95 Billion
62.5 %
Of total population
4.62 Billion
58.4 %
Of total population
2 Hrs. 27 min.
58.4 %
Of total population
Avg. time spent
on social media
Active social
media users
Internet
users
Covid 19 led to dramatic changes impacting
digital behaviors
Source: UN Local govt bodies, GSMA intelligence, ITU, GWI, Eurostat, CNNIC, APJII, Social media platforms, Self-service advertising tools, company earning reports.
7

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Ecommerce defends elevated COVID business in 2022
Long-term success for online sales
Source: GfK Market Intelligence: Sales Tracking
76%
67% 66% 66%
5%
8% 9% 8%
19%
24% 25% 26%
2019 2020 2021 2022
Pure Player
Click & Mortar
Traditional
GfK B2C Retailer Market | Technical Consumer Goods | YTD September 2022 | Sales Value USD (NSP) %
Pure player
+/- PY %
5.1% 23.1% 22.4% -4.3%
C&M
+/- PY %
5.5% 60.6% 34.1% -16.4%

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Direct DTC sales vs
retail sales
Reasons much more important
buying DTC vs retail:
◼ Knowledgeable staff
◼ After sales support
◼ Detailed product information
May 23
Gfknewron consumer: Q2 20 - Q1 2022: all tracked PGs, BE, BR, CN, DE, FR, GB, IN, IT, JP, NL, RU, ES; reasons to purchase from retailer
Reasons much less important
buying DTC vs retail:
◼ Promotions/prices
◼ Can touch the product
◼ Pay over time
02

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Brand websites promote direct sales by promoting better
service
Ecommerce– Today & Tomorrow
Samsung

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Promotion in retail
“High and stable relevance of
key promotions over the past 4
years!”
May 23
Gfknewron consumer: Q2 20 - Q1 2022: all tracked PGs, BE, BR, CN, DE, FR, GB, IN, IT, JP, NL, RU, ES; reasons to purchase from retailer
03

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In Europe, Black Friday/Cyber Monday, Christmas
Sale and prime-day are the 4 major promotion
events
Source: GfK Market Intelligence: Sales Tracking, Weekly data; Calendar week 1 2021 – 47 2022;
TCG: Telecom: Smartphones, Headsets | IT: Mobile/Desk computing (excl. Media sticks/boxes), Media Tablets, Monitors, Keying & Pointing Devices | Office: Laser and Inkjet Printers |
Consumer Electronics (CE): TVs, Audio Home Systems, Soundbars | Major domestic appliances (MDA): Cooling, Washing Machines | Small domestic appliances (SDA): Vacuum
Cleaners, Shavers, Food Preparation, Dental Care, Hot Beverage Makers;
*Countries: Austria, Belgium, Czech Rep., Denmark, Finland, France, Germany, Great Britain, Greece, Hungary, Italy, Kazakhstan, Netherlands, Norway, Poland, Portugal, Russia,
Slovakia, Spain, Sweden, Switzerland, Ukraine.
0,0
1.000,0
2.000,0
3.000,0
4.000,0
5.000,0
6.000,0
Europe (20): Sales Mio USD
Back to
school
Back to
school

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Key take-aways:
◼ Ecommerce shares differ
massively when comparing
with pré-Covid figures
◼ Direct sales and social
commerce shape a new retail
mix
◼ Peak events are Black
Friday,Cyber Monday, X-mas
sales & Prime day
May 23
Gfknewron consumer: Q2 20 - Q1 2022: all tracked PGs, BE, BR, CN, DE, FR, GB, IN, IT, JP, NL, RU, ES; reasons to purchase from retailer

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Long term retail evolution
Clear differences between developed and emerging markets
Ecommerce– Today & Tomorrow
?
Independent
retail shops
Buying groups /
Chains
Superstores
(large formats)
Pure Players Click& mortar Market Places
S-commerce,
Metaverse,
Web3
Developed
Markets
?
Emerging
Markets
Single channel Multichannel Cross channel Omnichannel Platform experience
3P market place selling as
the next evolution
leapfrogging other formats
less relevance
more relevance
Consumer
interaction

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Ecommerce of tomorrow
▪ Ecommerce– Today & Tomorrow

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Drivers for success in the ecommerce of tomorrow
▪ Ecommerce– Today & Tomorrow
Choice
01 Experiences
03
Operational
Excellence
02 Purpose
04

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01.
Choice
May 23
Ecommerce– Today & Tomorrow

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45,0%
42,7%
39,1%
32,2% 31,8%
24,2%
Retailer Websites Search Engines Product review sites Price comparison
sites
Manufacturer/brand
websites
Social Media
Online research channels
Q2 21
Q2 22
Online continues to gain importance in pre purchase activity
Retailer websites and social media show strong growth
Source: gfknewron Consumer, Q2 2022, Countries: DE FR GB IT ES PL RU CN JP IN BR
▪ GSI: Retail – Today & Tomorrow
61%
Of consumers’
research online
33%
Of consumers’
who researched
online
purchased in-
store
+1 ppts
+4 ppts

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Reasons to choose an online or an offline retailer blurs
Source: gfknewron Consumer, Q2 2022, Countries: DE FR GB IT ES PL RU CN JP IN BR
Ecommerce– Today & Tomorrow
Convenience
Range of products
Stock Availability
Prices & Promotions
Ease of Finding
products
Free Delivery
Fast Delivery
Can Touch the
Product
Knowledgeable
Staff
Online Exclusive Offline Exclusive
Common Reasons
33%
28%
28%
22%
54%
28%
20%
20%
54%
29%
26%
23%
22%
42%
34%

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New category specialists entering the market
Focus on niche consumer segments
Country: Germany
◼ New players entering the market focusing on one category
Offline retailers especially are collaborating
with other category specialists to expand
range of products
Online retailers are investing to expand their
assortment to non tech categories
→ Given the economic pressure, offline
retailers can make better use of space
with collaboration as well as reduce costs
→ ‘One shop for all’ to widen the consumer
base
New players are entering market especially
the online channel to offer niche segments
Ecommerce– Today & Tomorrow

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May 23
Ecommerce– Today & Tomorrow
02.
Operational Excellence

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Consumers continue to prioritize last mile fulfillment speed
Retailers explore different alternative options to deliver efficiently
Source: www.ecommerce-Europe.eu *Webshops only
Ecommerce– Today & Tomorrow
32%
22%
21%
13%
Next day delivery Choice of delivery
date/time
Weekend delivery Same day delivery
Use of delivery options* in 2022 (EU27)
55%
71%
40%
58%
31%
76%
51%
68%
37%
44%
Electronics and Acc
General Merchandise
Home & garden
Fashion
Groceries, Beverages & Pet Supplies
Use of delivery options* by sector in 2022 (EU27)
Collect in store Pick Up point

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Meeting consumer expectation with Operational Excellence
Country : Russia
◼ Conversion of hypermarkets into
dark stores
◼ Last mile delivery in grocery shops
Country : Brazil
◼ novomundo.com offering click &
collect services
Increased last-mile efficiency via click & collect options
▪ Ecommerce– Today & Tomorrow
Country: Taiwan
◼ Shopee plans to open 700 physical
‘convenience stores’

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▪ Ecommerce– Today & Tomorrow
03.
Experimental formats &
experiences:
◼ Experimental store formats like product
lounges or pilot testing stores are popping
up
◼ Digital shopping touch points are
increasing from social media to live
stream shopping platforms
◼ Big retailers and manufacturers are
exploring the metaverse to create brand
awareness and market products especially
among Gen Z and Millennial audience

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Optimized store concepts to cater to wide array of consumer needs
Selling an experience with better operations
▪ Ecommerce– Today & Tomorrow
▪ Lighthouse: passion for
technology, most
innovative products,
interactive customer
experience
▪ Core: large selection,
complete product-,
consulting- and service-
portfolio (most existing
stores)
▪ Xpress: easy, convenient
shopping close to home
▪ Smart: carefully selected
assortment as a contact
point, especially in city
centres

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Haier Experience Lounge in Frankfurt is a mix of showroom & cafe
New format combines local, social and brand
- completely new shopping, event and gastronomic experience
Source: https://www.infoboard.de/haier-experience-lounge-der-troubleshooter-von-der-kaiserstrasse/
Ecommerce– Today & Tomorrow
What a mixture: restaurant and wine bar,
communicative and cultural meeting place
Show stage for Haier refrigerators
and washing machines

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Shopping touchpoints via existing digital channels is also increasing
TikTok Shop, Instagram Shop, Live Streaming platforms are alternative touchpoints; their business
features became popular on social media in 2022
Source : RivalIQ and desk research
Instagram : Median across all industries is 0.67% and Facebook : Median across all industries is 0.06%
Ecommerce– Today & Tomorrow
0,0% 0,1% 0,0% 0,0%
0,2%
0,4%
0,2%
0,0%
0,3%
0,0%
0,4%
0,5%
0,6%
0,3%
3,0%
0,5%
1,2%
0,3%
1,8%
0,6%
Fashion Financial
Services
Food &
Beverages
Health &
Beauty
Higher
Education
Home
Décor
Influencers Retail Sports
Teams
Tech &
Software
Engagement Rate per post (by follower): All industries
Facebook Engagement Instagram Engagement
Tik Tok Shop Tokopedia Campaign on Facebook & Instagram

28. © GfK 28
Metaverse: What’s known and understood?
In the words of Venture Capitalist Mathew Ball:
Consumers, retailers & industry players are just starting to explore the scope of
metaverse & experimenting with it
Source: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/marketing-in-the-metaverse-an-opportunity-for-innovation-and-experimentation
Linkedin Poll Question: What statement best describes your knowledge about Metaverse? N-867 Globally
Ecommerce– Today & Tomorrow
13%
45%
38%
4%
GfK LinkedIn Poll: Share of respondents %
I understand it very well
I know somethings about it
I have only heard of it
I have never heard of it
The metaverse encompasses immersive environments, often
(but not always) using virtual- or augmented-reality technology.
The metaverse is powered by a fully functioning virtual
economy, often (but not always) built on cryptocurrency
including nonfungible tokens (NFTs).
The metaverse enables people to have virtual identities,
presence, and “agency,” including peer-to-peer interactions,
transactions, user-generated content, and “world-building.”

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Brands and retailers are using metaverse to engage & create awareness
Carrefour x The Sandbox
Carrefour achieves a first in the French retail industry by purchasing
a virtual lot on The Sandbox. To become a digital retail leader,
Carrefour, one of the major French HMSM, created a virtual campus
on The Sandbox platform and even organized a whole virtual
recruiting process there.
Carrefour buying a campus and conducting interviews. to P&G using it to create awareness
Source: https://medium.com/geekculture/why-carrefour-buys-a-virtual-plot-in-the-metaverse-the-sandbox-sand-64ff9e74c29d https://themediaverse.com/supermarket-carrefour-
is-now-holding-job-interviews-in-the-metaverse/ https://beautysphere.com/
Ecommerce– Today & Tomorrow
P&G BeautySphere
Proctor & Gamble launched its metaverse this year and they used
gamification to give more information about their products to tech
savvy consumers. They attempt to create awareness about the
product, the brand and ideal it supports e.g. talking about equality.

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Casino Group – Leader Price offers NFTs to its 100 most loyal clients it will allow customers
to access promotions
Loyalty programs using the metaverse engagement?
https://www.groupe-casino.fr/le-groupe-casino-et-ses-enseignes-monoprix-et-le-club-leader-price-accelerent-sur-le-metavers-et-les-nft/
Ecommerce– Today & Tomorrow
These customers will receive a link to download Leader Price Club Wallet app
and will get one unique NFT. These avatars symbolize different retail
professions (deliveryman, pastry chef….), . They will get special offers and
promotions related to the avatar.
Ex: Deliveryman avatar = promotion on delivery fees.

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04.
Purpose and Sustainability:
◼ Buying with purpose is gaining ground.
◼ Transparency of selling products with
tangible sustainability metrics
◼ Repairability of products allows for
second life for products
▪ Ecommerce– Today & Tomorrow

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Additional business models needed – but what?
▪ Ecommerce– Today & Tomorrow
Sell with tangible sustainability metrics Repair as a service Belonging instead owning
This score takes into account : Reliability (Break rate)
and Repairability (repair rate, availability time and
price of spare part)5
Monthly subscription to maintain appliances of a
specific universe. Repair your device yourself with the
suppport of tvideos, phone assistance and a website to
find spare parts
Challenger, which is Singapore’s leading IT specialist,
launched ITEZ.SG featuring subscription-based
models to make tech more accessible.

33. © GfK 33
More and more people tend to keep their phones longer
More specialized retailers and marketplaces selling refurbished are also surfacing
on the market!
▪ Ecommerce– Today & Tomorrow

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It‘s not only people holding phones longer,more often they buy refurbished!
Source: https://www.counterpointresearch.com/global-refurbished-smartphone-market-2021/
https://www.globenewswire.com/news-release/2022/10/25/2541045/0/en/Global-Refurbished-and-Used-Mobile-Phones-Market-Size-Share-Worth-146-43-Billion-by-2030-at-
an-11-45-CAGR-Custom-Market-Insights-Analysis-Outlook-Leaders-Report-Trends-Forecast-Seg.html * top two responses including most of the time or always
Ecommerce– Today & Tomorrow
45%
of consumers are most of the time
taking environmental protection into
consideration when purchasing a new
product!*
According to the latest research study global demand for Refurbished and Used Mobile Phones Market size valued at
approximately US $ 52.34 Bil in 2021 and is expected to reach a value of around US $ 146.43 Bil in 2030, at a compound
annual growth rate (CAGR) of about 11.45% during the forecast period 2022 to 2030.

35. © GfK 35
Key takeaways
Retail concentration
More consolidation and
concentration since
COVID19.
Retail fragmentation is
still massive in Emerging
Asia & Middle East where
small independent shops
dominate.
Retail formats
E-commerce defends sales
uplift due to COVID19
period
Marketplaces, direct sales
and social commerce
shape a new retail mix
based on unique USPs
Sustainability
Buying with a purpose is
gaining ground.
Consumer expect retailers
and brands to be more
responsible.
Refurbished sellers,
subscription services,
repairability of products
could be differentiators
01 02 03 04 05
Platform ecosystem
Retailer increasing
touchpoints with consumers
via social media, live stream
commerce, metaverse, try-
out stores etc.
Retailers are expanding
service support into last
mile delivery, payment
support, new loyalty
formats
Choice
Consumer choose between
varied touchpoints to buy
and varied options to pay
Specialist Retailers are
expanding their assortment
to reduce risks and attract
wider audience
Today Tomorrow
▪ Ecommerce– Today & Tomorrow

36. Thank you
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