Eastern Europe B2C E-Commerce Report 2010

April 2010

Provided by

RESEARCH ON INTERNATIONAL MARKETS

We deliver the facts – you make the decisions

April 2010

Publication Date
April 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
174
Covered Countries
Russia, Poland, Ukraine, Czech Republic, Hungary
Price
€3,450 (excl. VAT)

yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com

Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany
Eastern Europe B2C E-Commerce Report 2010

Key Findings
Covering Russia, Poland, Ukraine, Czech Republic & Hungary

• It is estimated that in several years, online tickets in Russia will account for 25%-30% of total ticket sales.

• In 2009, 40% of Polish Internet retailers said that their online sales had not been affected by the
economic crisis.

• 4% of the Ukrainian population had broadband access in 2009, less than Russia which had a share of 7%.

• The number of Internet users in the Czech Republic reached 5.7 million in 2009, accounting for 56% of the
total population.

• Although there are not many online shoppers in Hungary, many use the Internet as the main source of
product information.

Company and Product Information

About our Reports

Market reports by yStats.com inform top managers about recent market trends and assist with
strategic company decisions

A list of advantages
• yStats.com provides secondary market research: By using various sources of information we ensure
maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of
the market situation.
• The analyses, statistical reports and forecasts are only based on reliable sources including national and
international statistical offices, industry and trade associations, business reports, business and company
databases, journals, company registries and news portals.
• Our international employees research and filter all sources and translate relevant information into English.
This ensures that the content of the original studies is correctly interpreted.
• yStats.com delivers all research results as PowerPoint files. All data can therefore be used directly for board
presentations or be individually adapted.
• If required, yStats.com provides in-depth analysis for all research projects. Simply send us a request.

About yStats.com

• Founded in 2005, yStats.com is committed to research of objective, demand-based and up-to-date data on
markets and competitors for top managers from various industries including retail, home shopping,
e-commerce, telecommunications, logistics and energy.
• Headquartered in Hamburg, Germany, the firm is a specialist for secondary research with a strong
international focus.
• Major clients include Otto Group, Wirecard, Credit Suisse, Deloitte, Red Bull, Beiersdorf and Deutsche Post.

yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com

Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany
Eastern Europe B2C E-Commerce Report 2010

Table of Contents (1 of 6) - Russia

1. Trends 4. Products
• Proportion of Internet Users Aged 15 and over in • The Online Book Market in Russia
CEE Countries as % of the Population, 2008 & • Distribution of Internet Users Purchase Preference
2009 by Product Category in Russia, in %, 2007
• Internet and Mobile User Trends in Russia
• B2C E-Commerce Trends in Russia: Market
Development
• B2C E-Commerce Trends in Russia: Online Sales
• B2C E-Commerce Trends in Russia: Growth 5. Users / Shoppers
• Broadband Market Value in Russia, in USD million
and Wireless Access Share, in %, 2007-2012f • Development of Internet Users (million) and its
Share of Country Population in Russia, 2008-2013f
• Mobile Phone Subscribers in BRIC, in millions,
2009 & 2014f • Online Buyers in Eastern European Countries incl.
Russia, in % of total Internet Users, 2007-2008

2. Sales

• B2C E-Commerce Sales (2007-2009), Distance 6. Players

Selling (2007-2008) and Retail Sales (2006-2009)
in Russia, in EUR billion • Leading B2C E-Commerce Players in Russia; by
Assortments
• E-Commerce Sales by B2C, B2B and B2G, in RUB
billion and % B2C growth, 2006-2008 • Leading B2C E-Commerce Players in Russia; by
Unique Visitors and Audience Reach, February
2010
• Facts about Ozon.ru
• Facts about MVideo.ru
3. Shares • Facts about 003.ru
• Facts about Quelle.ru
• B2C E-Commerce Share of Total Retail and
• News about X5 Retail Group
Distance Selling in Russia, 2007-2008

yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com

Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany
Eastern Europe B2C E-Commerce Report 2010

Table of Contents (2 of 6) - Poland

1. Trends 4. Products

• Proportion of Internet Users in CEE Countries as • Goods and Services bought by Internet Shoppers
% of the Population, 2008 & 2009 over the Internet in Poland, in %, 2007 & 2008
• Poland vs. EU Broadband & Internet Usage • Assortment of Internet Shops in Poland, in %,
Indicators, 2004-2008 2008
• B2C E-Commerce in Poland: Sales and Number of • Amount of different Products offered by Internet
Stores Shops in Poland, in %, 2008
• B2C E-Commerce in Poland: Economic Crisis • Types of Goods and Services bought Online in
• B2C E-Commerce in Poland: Shopping Behavior Poland compared to the EU27 Average, in %,
Q2 2008
• B2C E-Commerce in Poland: Social Shopping
• Number of Internet Shops in Poland, 2002-2008
• Other Sales Channels Used by Internet Shops in
Poland, in %, 2008
• Logistics Companies Used by Internet Shops in
Poland, in %, 2008
• Top Online Payment Companies by Internet Shop
Use, in %, 2008
• Availability and Popularity of Payment Methods in
5. Users/Shoppers
Internet Shops, in %, 2008
• Individuals in EU Countries using the Internet on
• Value (in PLN million) and Volume of Internet
Average daily or almost every Day, incl. Poland, in
Transactions by Cash Cards, 2008
%, Q1 2009
• Percentage of Households in EU Countries with
Internet / Broadband Access, incl. Poland, in %,
Q1 2007-Q1 2009
2. Sales • Development of Internet Users (million) and
Percentage of Country Population (%) in Poland,
• B2C E-Commerce and total Retail Sales, in PLN 2007-2012f
billion, 2002-2008 • Internet Users in Poland by Net Income, in PLN
• B2C E-Commerce Sales by Country in Europe, incl. and %, 2004-2008
Poland, in GBP billion, 2009 & 2010f • Internet Shoppers in EU Countries by Gender,
ranked by Total, in %, Q1 2009
• Internet Shoppers in Eastern European Countries,
in % of total Internet Users, 2007-2008
• Internet Shoppers in Poland by Age Groups,
compared to the EU27 Average, in %, 2008
3. Shares

• B2C E-Commerce Share of total Retail Sales, in %,

2004-2008

yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com

Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany
Eastern Europe B2C E-Commerce Report 2010

Table of Contents (3 of 6) - Poland (cont.)

5. Users/Shoppers (cont.) 6. Players (cont.)

• Internet Shoppers in Poland: Internet Shop • Top Computer Internet Shops in Poland by Net
vs. Online Auctions, in % of Internet Users, Revenue, Number of Orders, Users, Average Net
2004-2008 Order Value, Net Profit, Number of Employees,
• Average Value of Online Transactions in Poland, and Owner, 2008
in PLN, Q2 2008, Q2 2009 • Top Health and Beauty Internet Shops in Poland by
• Development of Internet Shoppers in Poland Net Revenue, Number of Orders, Users, Average
compared to the EU27 Average, in %, 2004, 2006, Net Order Value, Net Profit, Number of Employees,
2008 & 2009 and Owner, 2008
• Frequency of Shopping on the Internet in Poland, • Top Gifts and Accessories Internet Shops in
in %, 2008 Poland by Net Revenue, Number of Orders, Users,
• Broadband Subscribers in Poland compared to Average Net Order Value, Net Profit, Number of
Germany, USA and the OECD, 2003-June 2008 Employees, and Owner, 2008
• Broadband Subscribers per 100 Inhabitants • Top Clothing Internet Shops in Poland by Net
compared to Germany, USA and OECD Average, Revenue, Number of Orders, Users, Average Net
2003-June 2008 Order Value, Net Profit, Number of Employees,
and Owner, 2008
• Broadband Subscribers in Poland, by Access
Technology compared to OECD Average in %, • Top Children Articles Internet Shops in Poland by
June 2008 Net Revenue, Number of Orders, Users, Average
Net Order Value, Net Profit, Number of Employees,
• Broadband Penetration and daily Internet Access
and Owner, 2008
in Poland vs. EU Comparison, in %, 2008
• Top Books and Multimedia Internet Shops in
Poland by Net Revenue, Number of Orders, Users,
Average Net Order Value, Net Profit, Number of
6. Players Employees, and Owner, 2008
• Top Sports and Tourism Internet Shops in
• Top 10 Online Shops in Poland; ranked by Net Poland by Net Revenue, Number of Orders, Users,
Revenue, in PLN million, 2008 Average Net Order Value, Net Profit, Number of
• Top 10 Online Shops in Poland; ranked by Unique Employees, and Owner, 2008
Visitors and Audience Reach, February 2010 • Top Automotive Internet Shops in Poland by Net
• Top 10 Online Shops in Poland; ranked by Revenue, Number of Orders, Users, Average Net
Number of Orders, in thousand, 2008 Order Value, Net Profit, Number of Employees,
and Owner, 2008
• Top 10 Online Shops in Poland; ranked by Number
of Monthly Average Users, 2008 • Top Delicatessen Internet Shops in Poland by Net
Revenue, Number of Orders, Users, Average Net
• Top Home and Garden Internet Shops in Poland by
Order Value, Net Profit, Number of Employees,
Net Revenue, Number of Orders, Users, Average
and Owner, 2008
Net Order Value, Net Profit, Number of Employees,
and Owner, 2008 • Facts about Agito.pl
• Top Photo, Consumer Electronics & Home • Facts about Euro.com.pl
Appliances Internet Shops in Poland by Net • Facts about Merlin.pl
Revenue, Number of Orders, Users, Average Net • Facts about Empik.com
Order Value, Net Profit, Number of Employees,
• News about Quelle.pl
and Owner, 2008

yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com

Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany
Eastern Europe B2C E-Commerce Report 2010

Table of Contents (4 of 6) - Ukraine

1. Trends 3. Shares

• Proportion of Internet Users in Ukraine and CEE • B2C E-Commerce Share of total Retail Sales,
Countries, in % of the population, 2008-2009 in %, 2008
• Internet Users and Broadband Penetration Rate in • Distance Selling Channels in Ukraine, compared
Ukraine and major CIS Countries, in %, Q1 2009 to the EMOTA Average, in %, 2008
• Internet Audience Trends in Ukraine, including
Regional Aspects
• Internet Usage, Access and Demographic Trends
in Ukraine
• Share of Internet Users who bought in an Online 4. Products
Shop at least once / who are aware of Online
Shopping, Ukraine and Eastern Europe, in %, 2008 • Top Online Searches by Product Category in
• Mobile Trends in Ukraine, including Usage and Ukraine, 2007
Mobile Devices Sales
• Mobile Communication Trends in Ukraine, including
Regional and Demographic Aspects
• Mobile Communication Trends in Ukraine, including
Fixed and Mobile Comparison 5. Users / Shoppers

• Development of Internet Users and its Percentage

of Country Population in Ukraine, 2004-2008
• Internet Shoppers in Eastern European Countries
including Ukraine, in % of total Internet Users,
2007-2008

2. Sales 6. Players

• B2C E-Commerce (2008) and total Retail Sales in • Leading B2C E-Commerce Players in Ukraine; by
Ukraine, in UAH billion, 2006-2008 Assortments
• Leading B2C E-Commerce Players in Ukraine; by
Unique Visitors and Audience Reach, February
2010

yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com

Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany
Eastern Europe B2C E-Commerce Report 2010

Table of Contents (5 of 6) - Czech Republic

1. Trends 5. Users / Shoppers (cont.)

• Proportion of Internet Users in CEE Countries, • Internet Shoppers in EU Countries by Gender,

as % of the population, 2008 & 2009 ranked by Total, in %, Q1 2009
• Internet Usage Indicators: Czech Republic vs. EU, • Internet Shoppers in the Czech Republic by Age
2004-2008 Groups, compared to the EU27 Average, in %,
• B2C E-Commerce in the Czech Republic: Product 2008
Categories and Online Shops • Internet Shoppers in Eastern European Countries,
• B2C E-Commerce in the Czech Republic: Product in % of total Internet Users, 2007-2008
Information and Reasons for Online Shopping • Development of Internet Shoppers compared to
• B2C E-Commerce in the Czech Republic: Delivery the EU27 Average, in %, 2004, 2006, 2008 & 2009
Costs and Products • Development of Internet Shoppers (millions) and
• B2C E-Commerce in the Czech Republic: Factors its Share of Country Population (in %) in the Czech
and Payment Methods Republic, 2005-2009
• Sources of Information about Products in the • Internet Shoppers vs. Non-Internet Shoppers in
Czech Republic, in %, 2008 the Czech Republic, by Age and Gender, in %,
2008
2. Sales • Broadband Subscribers in the Czech Republic,
compared to Germany, USA and the OECD,
• B2C E-Commerce and total Retail Sales in the 2003-June 2008
Czech Republic, in CZK billion, 2006-2009 • Broadband Subscribers per 100 Inhabitants in the
Czech Republic, comp. to Germany, USA and OECD
3. Shares Average, 2003-June 2008
• Broadband Subscribers by Access Technology in
• B2C E-Commerce Share of total Retail Sales in the Czech Republic, compared to the OECD
the Czech Republic, in %, 2006-2009 Average in %, June 2008
• Broadband Penetration and daily Internet Access in
4. Products
the Czech Republic vs. EU comparison, 2008

• Most Popular Products bought in Online Shops in

6. Players
the Czech Republic, in %, 2007 & 2008
• Types of Goods ordered over the Internet in the
• Awareness of Online Shops in the Czech Republic,
Czech Republic, in % of Individuals Age 16+,
in %, 2008
Q2 2009
• Awareness of Online Auctions in the Czech
• Types of Goods and Services bought online in the
Republic, in %, 2008
Czech Republic compared to the EU27 Average,
in %, Q2 2008 • Leading B2C E-Commerce Players in the Czech
Republic; by Unique Visitors and Audience Reach,
5. Users / Shoppers Feb. 2010
• Facts about Alza.cz
• Individuals in EU Countries using the Internet on • Facts about Kasa.cz
Average daily or almost every Day, incl. Czech
• Facts about Mall.cz
Republic, in %, Q1 2009
• Facts about Aukro.cz
• Percentage of Households in EU Countries with
Internet / Broadband Access, incl. Czech Republic, • Facts about Ebay.cz
in %, Q1 2007-Q1 2009 • News about Quelle.cz
• Development of Internet Users (millions) and its • News about T-Mobile.cz
Share of Country Population (in %) in the Czech
Republic, 2005-2009

yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com

Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany
Eastern Europe B2C E-Commerce Report 2010
Table of Contents (6 of 6) - Hungary
1. Trends
• Proportion of Internet Users in CEE Countries,
as % of the population, 2008-2009
• Broadband & Internet Usage Indicators: Hungary Hungary, in %, Q1 2009
vs. EU, 2004-2008
• B2C E-Commerce in Hungary: General Trends
• B2C E-Commerce in Hungary: Online Spending
and Price Comparison Sites
• B2C E-Commerce in Hungary: Reasons to buy
Online and Payment Methods
• Payment Methods used for Purchases made at
Hungarian Online Stores, in %, 2008
• Delivery Methods used for Purchases made at
Hungarian Online Stores, in %, 2008
• Mobile Internet Trends in Hungary
2. Sales
• B2C E-Commerce and total Retail Sales in
Hungary, in HUF billion, 2005-2008
3. Shares
• B2C E-Commerce Share of total Retail Sales in
Hungary, in %, 2005-2008
• Distance Selling Channels in Hungary, compared
to the EMOTA Average, in %, 2008
4. Products
• Types of Goods and Services bought online in • Facts about Groby.hu
Hungary, compared to the EU27 Average, in %, • Facts about Ebolt.hu
Q2 2008
yStats.com GmbH & Co. KG
Behringstr. 28a, 22765 Hamburg
Germany
5. Users / Shoppers
• Individuals in Europe using the Internet on
average daily or almost every Day, including
• Percentage of Households in the EU with Internet
Access / Broadband Connections, including
Hungary, in %, Q1 2007-Q1 2009
• Development of Internet Users and its Percentage
of Country Population in Hungary, 2000 & 2009
• Internet Shoppers in Europe by Gender, ranked
by Total, in %, Q1 2009
• Internet Shoppers in Hungary by Age Groups,
compared to the EU27 Average, in %, 2008
• Development of Internet Shoppers in Hungary,
compared to EU27 Average, in %, 2004, 2006,
2008, 2009
• Internet Shoppers in Eastern European Countries,
in % of total Internet Users, 2007-2008
• Broadband Subscribers in Hungary, compared to
Germany, USA and the OECD, 2003-June 2008
• Broadband Subscribers per 100 Inhabitants in
Hungary, Germany, USA and OECD Average,
2003-June 2008
• Broadband Subscribers in Hungary, by Access
Technology, compared to the OECD Average in %,
June 2008
• Broadband Penetration and daily Internet Access
in EU Comparison, 2008
6. Players
• Leading B2C E-Commerce Players in Hungary;
by Assortments
• Leading B2C E-Commerce Players in Hungary; by
Unique Visitors and Audience Reach, February
2010
• Facts about Bookline.hu
• Facts about Vatera.hu
• Facts about Teszvesz.hu
Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com
Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Eastern Europe B2C E-Commerce Report 2010

Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions

Trends Sales Shares Products Users / Shoppers Players

The number of Internet users in the Czech Republic reached

5.7 million in 2009, accounting for 56% of the total population.
Development of Internet Users (millions) and its Share of Country Population (in %) in the Czech Republic,
2005-2009
10 70%

9
54%
56% 60%
8
Numberr of Internet Users (million)

opulation
7 45% 50%
41%

age of Country Po
6 5,5
5,7
40%
32%
5 4,6
4,2
30%
4
3,3

Percenta
3 20%
2
10%
1

0 0%
2005

2006

2007

2008

2009
Number of Internet Users Percentage
g of Country
y Population
p

Source: Czech Statistical Office, 2009

122

RESEARCH ON INTERNATIONAL MARKETS

We deliver the facts – you make the decisions

Trends Sales Shares Products Users / Shoppers Players

Bookline.hu is a Hungarian online shop that sells books and

accounted for sales of HUF 2.4 billion in Q3 2009.
Facts about Bookline.hu

Name of Company Bookline

Homepage www.bookline.hu

Shareholder/Owner Central European Media & Publishing

Vertical Integration Retailer

Business Model Product Range Shop / Target Group Shop

Product Range Books

• 2009 third quarter net revenues of 2.4 billion forint reached a 12.6%
increase over the same period the previous year
• Bookline.hu sustained after-tax losses of HUF 178m (EUR 671,918) in the
Revenue/Financials first three quarters of 2009, compared to after-tax losses of HUF 134m in
Q1-Q3 of 2008 as expenses related to financial transactions more than
tripled to HUF 24m during the period, the company revealed in its Q1-Q3
unaudited report compiled according to Hungarian Accounting Standards.

• Bookline.hu was founded in 2001.

Others
• Nearly 408,000 people were registered in September 2009.

Source: Trade Press, Company Research

169

yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com

Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany
 Report Order Form
REPORT ORDER FORM

Place Your Order as Follows:

Call us at + 49 40 39 90 68 50

Fax us at + 49 40 39 90 68 51 using the form below:

Scan and Email us at inquiry@ystats.com using the form below:

I would like to order the following report(s):

Report Title Publication Date Price (€)

An invoice will be sent to your company. Please complete your contact details.

Title: Mr/Mrs/Ms First Name

Last Name
Job Title
Company
Email Address
Telephone Number
Fax Number
Address

City State/Province
Country Post Code/ZIP

All Forms must have a signature to confirm your order:

Signature

EU Companies must Purchase Order No Order Date

supply VAT No (if required)

Note: Reports are provided in electronic PDF form. yStats.com will contact you in the future to provide our free newsletter or other mailings. If you
do not wish to receive our newsletter or other mailings, you may advise us of this. Your contact information will not be sold to other organizations.

yStats.com GmbH & Co. KG Behringstrasse 28a, 22765 Hamburg, Germany

Phone: +49 (0) 40 39 90 68 50 Fax: +49 (0) 40 39 90 68 51 Email: info@ystats.com Internet: www.ystats.com
yStats.com GmbH & Co. KG Phone: +49 (0)40 - 39 90 68 50 E-Mail: info@ystats.com
Behringstr. 28a, 22765 Hamburg Fax: +49 (0)40 - 39 90 68 51 www.ystats.com
Germany