With an average growth rate of nearly 23% in 2013, the e-commerce market in Central Europe is showing a promising development. This development is far above the average European growth of 17.5%. At €93.3 billion, Central Europe accounts for 25.7% of e-commerce sales in Europe. Last year, 68 million of the 165 million Central European citizens bought goods and services through the Internet.
This is all revealed by the latest Central Europe B2C E-commerce Report by Ecommerce Europe, the European umbrella organization for 25,000+ companies that sell products and/or services online to consumers. Figures in the Ecommerce Europe reports are based on the Global Online Measurement Standard for E-commerce (GOMSEC).The European e-commerce figures were established in cooperation with national e-commerce associations and GfK.
Germany, a giant in transition
Germany is still by far the largest e-commerce country in the Central European region. With its e-commerce turnover of €63.4 billion, it accounts for 68% of the region’s total e-commerce turnover. At 86%, Internet penetration in Germany is very high, and consequently the country has the largest online population in Europe with 70.5 million people (+ 1 million compared to 2012). Germany is moving away from its long standing retail and mail-order traditions, towards being a true e-commerce growth hub.
Germany also shows strongest e-commerce growth
Germany was not only Central Europe’s largest e-commerce market last year, it also displayed the region’s strongest growth, with an average increase of 27%. It is forecast that Germany will also realize the strongest growth in Central Europe in 2014. Poland ranked second last year, with a growth of nearly 25%. The Czech Republic, Hungary, Slovakia and Slovenia also experienced a nice growth as online sales there were 20% higher than they were in 2012. The feeblest growth was recorded in Austria and Switzerland, with both countries having a growth rate of about 12%.
Small but powerful: Austrians and Swiss lead in online expenditure
Central European consumers spent on average €1,379 per person online in 2013. This is over €100 more than in 2012 and a little more than the European average of €1,376. However, it is less than the EU28 average of €1,500. With an average amount of €2,122 per person, Austrians spent most online in 2013. Switzerland ranked second with an average spending per online shopper of €1,789 and Germany was in third place with €1,585. These countries were followed by the Czech Republic (€617), Poland (€539) and Hungary (€460). Slovenia and Slovakia were at the bottom of the list, with an average spending per e-shopper of €400 and €244, respectively.
This report contains in-depth analyses of the largest markets of this region: Austria, Czech Republic, Germany, Hungary, Poland and Switzerland. In addition to the Central Europe B2C E-commerce Report, Ecommerce Europe published four other regional reports this period. These covered Western Europe, Southern Europe, Northern Europe and Eastern Europe. The rapports are powered by GlobalCollect, Informatica, RichRelevance and Salesupply.