This document is a data pack for an e-commerce workshop containing statistics on internet usage, e-commerce, trustmarks, mobile payments, and country-specific data. It includes data on internet penetration, e-commerce sales, trustmark adoption, mobile traffic growth, payment methods, and popular online shopping sites in various EU countries. The statistics are from various data providers and do not always agree. Contact information is provided for the workshop host.

1. E-commerce workshop data pack
Andrew Griffin (griff@oakhallventures.com)
E-commerce workshops panel host
DAA12 engagement website e-commerce animator
http://daa.ec.europa.eu/
E-commerce workshop twitter hashtag: #da12ecom
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2. Contents
This data pack contains a sample of statistics to back up discussions in the e-
commerce workshops on trustmarks and mobile payments. Some are from
different data providers and so do not always agree with each other.
Global and pan-Europe data
Internet usage, e-commerce 3
Trustmarks 11
E-commerce example: books 18
E-payments, mobile traffic growth, m-payments 22
Selected EU country data
Types of goods and services bought online 33
Most popular e-commerce sites 47
How shoppers pay for online goods 60
2

3. Internet usage, e-commerce
3

4. 2011 EU internet penetration and engagement in e-commerce
Source: Eurostat 4

5. Internet purchases by individuals in 2011
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 5

6. EU enterprises selling online
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 6

7. Enterprises' turnover from e-commerce as % of total
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 7

8. EU27 mobile internet penetration spread and average
Source: Enders Analysis, Digital Europe: Diversity and Challenge, Let’s Go Connected, Brussels, May 2012 based on Eurostat 8

9. Internet spend per capita 2011 (£)
UK
Denmark
USA
France
Sweden
Japan
Switzerland
Netherlands
Germany
South Korea
Belgium
Spain
Canada
Italy
China
0 50 100 150 200 250 300 350 400
Source: British Retail Consortium, Eurostat 9

10. UK online sales revenue progress
12.0 800.0
700.0
10.0 Average weekly value of internet sales
Internet sales as % of total retail sales 600.0
% of total retail sales
8.0
500.0
£ million
6.0 400.0
300.0
4.0
200.0
2.0
100.0
0.0 0.0
Oct-10
Apr-07
Oct-07
Apr-08
Oct-08
Apr-09
Oct-09
Apr-10
Apr-11
Oct-11
Apr-12
Jul-07
Jul-08
Jul-09
Jul-10
Jul-11
Jan-09
Jan-07
Jan-08
Jan-10
Jan-11
Jan-12
Source: British Retail Consortium, ONS 10

11. Trustmarks
11

12. Trustmark geography
One trustmark
Two trustmarks
Three trustmarks
Four trustmarks
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 12

13. Trustmarks sampled in TNO study
Country Cross Type of ownership Status
Border?
ISIS UK Yes Industry organization Very well developed
e-Maerket Denmark No Foundation Well developed
EHI geprufter / Germany Yes Scientific institute for Well developed
Euro-label Germany the retail industry
TrustedShops Germany Yes Private firm Very well developed
EuroPrise Germany Yes Government institute Developed
Guetezeichen/ Euro- Austria Yes Industry organization Very well developed
label Austria
Thuiswinkel Waarborg Netherlands No Foundation Well developed
BeCommerce Belgium No Foundation Well developed
APEK Czech No Foundation Developed
Republic
eShops Lithuania No Private firm Just started, but
developing quickly
Confianza Online Spain No Nonprofit organization Well developed
eShop Malta No Government institute Just started
Trygg eHandel Norway No Industry organization Just started
TrustE US Yes Private firm Very well developed
Country of Cross- Type of ownership State of development
origin border?
Online Shopping Trust Japan No Industry organization Developed
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 13

14. Not just a trustmark…
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 14

15. Factors influencing trust
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 15

16. Barriers to cross border e-commerce
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 16

17. Reasons for not buying or ordering goods or services
over the Internet, EU-27, 2009
as percentage of
individuals who did not buy or
order over the internet in the
last 12 months
Source: EU online Trustmarks Building Digital Confidence in Europe SMART 2011/0022 17

18. E-commerce example
Books
18

19. eBook share of consumer book sales
Source:Enders Analysis, Digital Europe: Diversity and Challenge, Let’s Go Connected, Brussels, May 2012, based on AAP, GFK, SNE and PA data 19

20. Physical an eBook market share 2011
Source:Enders Analysis, Digital Europe: Diversity and Challenge, Let’s Go Connected, Brussels, May 2012 estimates, Barnes & Noble, TNS 20

21. VAT on physical and digital books in the EU
Source:Enders Analysis, Digital Europe: Diversity and Challenge, Let’s Go Connected, Brussels, May 2012, European Commission 21

22. E-payments
mobile traffic growth, and
M-payments
22

23. Mobile commerce value chain – m-payment suppliers are
not just interested in a payment fee.
Retailer Consumer
Interchange fee ~1-2%
Card networks, banks, PSPs, PayPal
E-Commerce: customer
MUCH acquisition fee 6%
bigger E.g. Google
market
All commerce: past purchase data, location, loyalty
deal discovery, price comparison, payment options ?%?
Carklytics, BillShrink, ShopKick, FourSquare, GoWalla, MMN, Velti, Eagle Eye….
Handset platform (iOS, Android…Windows Phone? Bada? Series 40?...)
Aggregators (Monitise, mFoundry…) Tech providers (eServ, mHits…)
Source: Andrew Griffin, Oakhall Ventures 23

24. Complexity of European Online Payments
Courtesy: Adyen 24

25. Even traditional card use varies across EU
Number of payment cards per person
Source: Enders Analysis, Digital Europe: Diversity and Challenge, Let’s Go Connected, Brussels, May 2012 based on BIS and ECB 25

26. Card transactions and POS terminals per ‘000
# of card transactions per adult
240
USA Finland
200
Sw eden
160
120 UK France
Netherlands
80
40 Austria EU av erage Spain
Germany Italy Greece
0
10 15 20 25 30 35 40
Total # of card transactions # of POS terminals per '000 adults
Source: Ingenico 26

27. EU E-commerce payment methods 2010
Source:Enders Analysis, Digital Europe: Diversity and Challenge, Let’s Go Connected, Brussels, May 2012, Civic Consulting, European Commission 27

28. Internet devices: smartphones and tablets will dwarf PC
Source: Business Insider (Gartner, IDC, Strategy Analystics, BI estimates) 28

29. Global mobile internet access % of total traffic
Source: KPCB, StatCounter Global Stats 29

30. Especially in lower smartphone penetration markets
India Internet Traffic by Type, Desktop vs. Mobile, 12/08 – 5/12
Source: KPCB, StatCounter Global Stats 30

31. QR code usage
Source: The Economist, ComScore 31

32. The Kenyan example – M-Pesa mobile payments
How people sent money in Kenya before and after M-Pesa
Someone
Money else's
Direct Other
transfer account
Cheque deposit 5%
service 3% 2%
7%
7%
Direct Hand
deposit 32%
8%
Hand
42%
Post Office
18%
Bus
M-PESA
9%
47%
Bus
20%
Source: GSMA (FinAccess 2006, FSD Kenya M-PESA study 2007) 32

33. Selected country data
Types of goods and services
bought online
33

34. Belgium 2010: types of goods and service bought online
% of pop
Source: Ystats (Eurostat) 34

35. Estonia 2010: types of goods and services bought online
% of pop
Source: Ystats (Eurostat) 35

36. France 2010: types of goods and services bought online
% of online shoppers bought…
Services includes ticketing, digital photos, downloading, subscriptions
Source: Ystats (FEVAD ) 36

37. Germany 2010: types of goods and services bought online
% of online shoppers bought…
Source: Ystats (Eurostat) 37

38. Italy 2010: types of goods and services bought online
% of online shoppers bought…
Source: Ystats (Istat) 38

39. Latvia 2010: types of goods and services bought online
% of pop
Source: Ystats (Eurostat) 39

40. Lithuania 2010: types of goods and services bought online
% of pop
Source: Ystats (Eurostat) 40

41. Netherlands 2010: types of goods and services bought online
% of pop
Source: Ystats (Eurostat) 41

42. Poland 2010: types of goods and services bought online
Source: Ystats (Eurostat) 42

43. Slovakia 2010: types of goods and services bought online
% of online shoppers bought…
Source: Ystats (Slovak Statistical Office) 43

44. Spain 2010: types of goods and services bought online
% of pop
Source: Ystats (AIMC) 44

45. Sweden 2010: types of goods and services bought online
% of pop
Source: Ystats (Eurostat) 45

46. UK 2010: types of goods and services bought online
% of pop
Source: Ystats (Eurostat) 46

47. Selected country data
Most popular online shopping
sites
47

48. Belgium May 2011: top e-commerce sites
Source: Ystats (DoubleClick Ad Planner, ) 48

49. Estonia 2009: top ecommerce sites
% of internet users shop at …
Source: Ystats (Gemius) 49

50. France Q1 2011: top 15 e-commerce sites
Source: Ystats (Mediametrie/NetRatings ) 50

51. Germany 2011 most popular e-commerce sites
Source: Ystats (Comscore) 51

52. Italy 2010: most popular e-commerce sites
Source: Ystats (Internet Retailer) 52

53. Netherlands May 2011: top e-commerce sites
Source: Ystats (DoubleClick Ad Planner, ) 53

54. Poland 2010: top e-commerce sites
Source: Ystats (Internet Standard) 54

55. Slovakia July 2011: top e-commerce sites
Source: Ystats (DoubleClick Ad Planner, ) 55

56. Spain May 2011: top e-commerce sites
Source: Ystats (DoubleClick Ad Planner, ) 56

57. Sweden Oct 2010: most popular e-commerce sites
% of pop recently used
Source: Ystats (Posten -Swedish Retail Institute, ) 57

58. Sweden Sep 2011: most popular e-commerce sites
Source: Ystats (DoubleClick Ad Planner, ) 58

59. UK 2010: most popular e-commerce sites
(Home Retail Group = Argos and Homebase)
Source: Ystats (Comscore) 59

60. Selected country data
How shoppers pay for online
goods
60

61. Belgium 2009: preferred distance selling payment method
Source: Ystats (becommerce) 61

62. Belgium 2009: preferred online payment method
Source: Ystats (becommerce) 62

63. Czech republic 2010: preferred online payment method
Source: Ystats (Czech Statistical Office) 63

64. Czech republic 2010: preferred online payment method
Source: Ystats (Gemius) 64

65. France Q3 2010: preferred e-commerce payment method
Micropayment services = iTunes
app/music payments and similar
Source: Ystats (YouGov Zapera) 65

66. France 2010: preferred online payment method
Source: Ystats (Forrester) 66

67. Germany Q3 2010: most popular e-commerce payment method
Micropayment services =
iTunes app/music payments
and similar
Source: Ystats (DIBS, YouGov Zapera, 2010) 67

68. Germany 2010: online payment methods
68

69. Germany 2010: preferred online payment method
Source: Ystats (Forrester) 69

70. Italy 2010: preferred e-commerce payment method
Source: Ystats (Forrester) 70

71. Netherlands 2010: preferred e-commerce payment method
Source: Ystats (Forrester) 71

72. Netherlands 2010: preferred online payment system
Source: Ystats (Thuiswinkel, Blauw Research ) 72

73. Netherlands: online payment method used with latest purchase
Source: TMM, Blauw Research, Card Internet and Mobile Payment Conference 2012 73

74. Poland 2009: preferred e-commerce payment method
Source: Ystats (Badanie polskich sklepow internetowych, Internet Standard) 74

75. Slovakia 2010
58% of e-shoppers use Cash-
on-Delivery for e-commerce
payment
Source: Ystats (DIBS, YouGov Zapera) 75

76. Spain Q3 2010: preferred e-commerce payment method
Micropayment services = iTunes
app/music payments and similar
Source: Ystats (DIBS, YouGov Zapera) 76

77. Spain 2010: preferred online payment method
Source: Ystats (Forrester) 77

78. Sweden Q3 2010: preferred e-commerce payment method
Micropayment services = iTunes
app/music payments and similar
Source: Ystats (DIBS, YouGov Zapera) 78

79. Sweden 2010: preferred online payment method
Source: Ystats (Forrester) 79

80. UK Q2 2010: preferred e-commerce payment method
Micropayment services = iTunes
app/music payments and similar
Source: Ystats (DIBS, YouGov Zapera) 80

81. UK 2010: preferred online payment method
Source: Ystats (Forrester) 81

82. 82

83. Enders Analysis
www.endersanalysis.com
• Independent research and analysis since 1997 Apple, Google,
Disruption Facebook
• Reports on subscription and consultancy
• A forward-looking research agenda
• Focus on commercial and financial factors
• Informed by consumer and company research E-commerce
Convergence
• UK, Europe and US market focus
• 150 subscribers: companies, investors,
regulators
Mobile and Old and new
• 120+ reports a year media content
fixed
broadband models
83