E-commerce in Belgium

Transcription

E-commerce in Belgium
June 5th, 2012
Introduction
To me, the concept of ‘online commerce’ is becoming a pleonasm.
Because trading is done through all channels available – including
websites. The boundaries between the classic ‘bricks’ and the new
‘clicks’ are disappearing at a stunning pace. Online companies open
physical stores, while those who have been selling in brick & mortarstores, are further exploiting the new channels of e-commerce.
Our second e-commerce survey, still the most comprehensive in its kind,
shows that online commerce has reached a certain level of maturity. Some
sectors still have tremendous growth potential within the existing online
population, while others need to focus on attracting potential customers in
the ‘offline’ world.
These are exciting times for everybody in our trade. I hope this survey will give you
an idea of what the future will bring.
Dominique Michel,
Ceo Comeos
Comeos - E-commerce in Belgium - June 5th, 2012 | 3
Table of content
Objectives & methodology
4
E-commerce experience
10
Current online shopping behaviour
18
Online purchases
30
Download the full survey
on www.comeos.be
Colophon
Editing: Peter Vandenberghe
Sector focus
46
E-commerce trust & experience
68
Internet fraud
E-commerce trends
Responsible editor: Dominique Michel
Graphic design: Apunta
76
82
Comeos vzw · E. Van Nieuwenhuyselaan 8 · 1160 Brussel
T 02 788 05 00 · F 02 788 05 01 · www.comeos.be
Prepared by:
Pieter De Vuyst, Research Manager, InSites Consulting
Dieter Thijs, Research Consultant, InSites Consulting
For:
Pieter van Bastelaere
Objectives
& methodology
Objectives & methodology
Background
Comeos represents Belgian businesses and services. Our
members are active in 18 sectors and sell either to companies
or directly to consumers. Together they account for 11.2 %
of the GNP and employ 400,000 people, making them the
biggest employer in the private sector. Comeos provides
custom services for its members and wants to encourage
dynamic businesses as a knowledge and networking platform.
Marketing objectives
To get more insights in Belgium’s e-commerce market and to
generate PR-pinut.
Research questions
•
•
•
What is the online buyer’s profile?
Which products are bought online?
Which sectors have the highest potential?
Method
Used symbols
Online questionnaire via Talktochange research community
Fieldwork: april 2nd 2012 - april 15th 2012
Scope: Belgium
Sig. Higher compared to other group (95%)
A
Sample
A
Sig. Higher/lower than average (95%)
N = 1058
Comparisons with Comeos
‘E-commerce in België 2011’
Sample screening
Same period of field (April 2011) and sample composition to
optimize comparability
Age: 18-70
Online purchases experience in last 12 months
Sample quota
Region: 60% Dutch , 40% French
Gender: 50% Men, 50% Women
Age: Representative for Belgian population
E-commerce
experience
46%
of the Belgian internet population has
made an online purchase in the past year
General trust in the security of e-commerce has risen
(from 64% in 2011 to
70%
in 2012)
Penetration
Q: Have you ever bought new products or services via the Internet for personal purposes? We refer to ordering new, not
second-hand, products or services via an e-commerce website of a company (not via e-mail).
Q: Did you buy new products or services via the Internet for personal purposes in the past 12 months? We refer to ordering
new, not second-hand, products or services via an e-commerce website of a company (not via e-mail).
EVER PURCHASED
ONLINE
PURCHASED ONLINE
LAST YEAR
2012
2011
2012
2011
ONLINE POPULATION
67%
66%
59%
58%
BELGIAN POPULATION*
52%
52%
46%
45%
* Extrapolated to the Belgian population regarding the current internet-population (78%)
N = 2223 / F = None
Penetration (profile)
Q: Have you ever bought new products or services via the Internet (for personal
purposes)?
% = EVER PURCHASED WITHIN BELGIAN POPULATION
LANGUAGE
French
GENDER
56%
Dutch
55%
AGE
For younger,
Dutch-speaking people
within the higher
income-rank, online
shopping is more
popular.
57%
18-27
59%
28-43
44-59
60+
INCOME
Less than 2500 euro
2500-3499 euro
-1%
+2%
50%
Female
+3%
+2%
48%
Male
EVOLUTION 2012 - 2011
-2%
+1%
-4%
49%
+3%
42%
+2%
50%
57%
60%
More than 3500 euro
N = 2223 / F = None
Sign. difference (95%)
+0%
+3%
Barriers
Q: What are the 3 main reasons why you did not purchase products or services online?
BARRIERS FOR ONLINE PURCHASES OF PRODUCTS/SERVICES
Because I want to see it/try it before deciding to buy
41%
Because I don’t like to give my personal data on the Internet
32%
Because I have serious doubts concerning the security level
30%
Because I don’t have or don’t want to use a credit card
29%
DATA 2011
EVOLUTION 2012 - 2011
37%
+4%
31%
+1%
36%
-6%
27%
+2%
Because I want to talk to a shop assistant/dealer
23%
22%
+1%
Because I have access to all the products/services in physical shops
23%
23%
0%
16%
0%
15%
0%
Because I have to be home when the products are delivered
16%
Because I want to see if items are in stock in a physical shop
15%
Because I don’t have sufficient Internet experience yet
11%
8%
+3%
Because I have a wider selection of products/services in the real world
11%
15%
-4%
7%
2%
7%
0%
5%
-2%
2%
-2%
4%
-1%
Because there is more product information available in the real world
9%
Because prices aren’t lower on the Internet
Because I have experienced too many failed attempts
Because I don’t have a computer at home
Other reason
N = 656 / F = Only if never purchased online before
7%
3%
0%
3%
Current online
shopping behaviour
1 in 5
online buyers did his/her first online
purchase in the past year.
Younger people, women and people with lower income
levels have also found their way to e-commerce in the
past two years.
Last year, e-commerce was mostly related to new
purchases. This year we see an equal spread between new
and replacement purchases.
Experience
Q: When did you first buy something via the Internet (for personal purposes)?
2011
In the past 12 months
21%
1 to 2 years ago
22%
5 to 6 years ago
18%
7 to 10 years ago
More than 10 years ago
I do not remember
14%
13%
3 to 4 years ago
11%
6%
9%
26%
24%
19%
8%
4%
6%
As 1 in 5 online buyers
did his/her first online
purchase in the past
12 months, there is
a high inflow of new
online buyers.
N = 1058 / F = None
Experience (profile)
Q: When did you first buy something via the Internet (for personal purposes)?
% = FIRST ONLINE PURCHASE IN LAST TWO YEARS
GENDER
29%
Male
39%
Female
FAMILIY COMPOSITION
35%
Kids
38%
No kids, couple
Younger people,
women, and people
with a lower
income have had
a first e-commerce
expercience in the last
two years more often
than the other groups
N = 1058 / F = None
25%
No kids, single
AGE
42%
18-27
28%
28-43
36%
44-59
35%
60+
INCOME
36%
Less than 2500 euro
30%
2500-3499 euro
More than 3500 euro
18%
Frequence
Q: How frequently do you buy something via the Internet (for personal purposes)?
2011
Weekly
2%
17%
54%
53%
14%
Monthly
30%
Every 1 to 3 months
24%
Every 3 to 6 months
23%
Every 6 to 12 months
Less than once a year
16%
7%
1 in 6 online buyers
buys online every
month
Half of them buys
online every 3 to
6 months
N = 1058 / F = None
Monthly budget
Q: How much did you spend online in the past month?
Average = € 163 / month
( € 1.944 / year )
2011: Average € 130 / month
( € 1.560 / year)
26%
Less than € 20
1 in 3 bought online
for more than € 150
last month
Between € 20 and € 49
More than € 150
N = 1058 / F = None
10%
16%
19%
19%
22%
13%
13%
32%
30%
Evolution budget
Q: Do you spend less or more now than you did 1 year ago?
2011
A lot more
2%
29%
27%
More
13%
Less
16%
No idea
3 out of 10 online
buyers already spend
more than 1 year ago
49%
Equally much
A lot less
29%
E-commerce in
Belgium is obviously
expanding
3%
7%
15%
This evolution was
already going on last
year and is not in- or
decreasing
N = 1058 / F = None
Evolution budget (profile)
Q: Do you spend less or more now than you did 1 year ago?)
% = SPENDING (A LOT) MORE
LANGUAGE
31%
Dutch
26%
French
AGE
43%
18-27
32%
28-43
People who are
strongly represented
amongst online buyers
are also the ones who
spend more than one
year ago
60+
15%
FREQUENCE
Monthly
ONLINE SHOPPING
Every few months
Less often
INCOME
Less than 2500 euro
2500-3499 euro
More than 3500 euro
N = 1058 / F = None
26%
44-59
49%
30%
16%
24%
30%
48%
Substitution offline purchases
Q: To what extent do these purchases via the Internet replace offline purchases?
2011
Not at all, these are
new / extra purchases
15%
36%
Not really, these are
mainly new / extra
purchases
21%
These are as often
new / extra purchases
as replacement
of previous offline
purchases
29%
Rather, these are
mainly replacements
of previous offline
purchases
Totally, these are
replacements of
previous offline
purchases
42%
26%
35%
31%
While e-commerce
purchases were mainly
new purchases last
year, we now see an
equal spread between
new and replacement
purchases
9%
N = 1058 / F = None
Substitution offline purchases (profile)
Q: To what extent do these purchases via the Internet replace offline purchases?
% = (MAINLY) NEW PURCHASES
LANGUAGE
35%
Dutch
38%
French
AGE
43%
18-27
35%
28-43
Especially for people
with lower and
intermediate incomes
and people who shop
online less often
than monthly, online
purchases are new
purchases
37%
60+
FREQUENCE
Monthly
ONLINE SHOPPING
Every few months
17%
31%
55%
Less often
INCOME
Less than 2500 euro
38%
2500-3499 euro
38%
More than 3500 euro
N = 1058 / F = None
33%
44-59
19%
Online
purchases
An online buyer is loyal:
89%
will buy online
again in the future (in 2011 this was 84%)
1 in 5
online buyers looks for
information offline
Online information is still the most important source of
information though
Online purchases
Current purchase new products
Q: Which new products or services did you buy via the Internet (for personal
purposes) in the past 12 months?
2011
Hotel / Overnight stay
Clothing / shoes
Event tickets
Boat, plane or train tickets
Books
Computer, hardware and software
CD / DVD / Blu-ray / Games
Electronic appliances
Digital music
Telecom
Personal care products
Household appliances
Toys
Furniture and home decoration
Nutrition (supermarket)
Fun fair tickets
DIY and garden products
Pharmaceutical products
Sports products
Digital films / series
Resto / catering
Cars, motorbikes, bicycles
Other
42%
40%
38%
35%
38%
34%
34%
31%
33%
30%
27%
24%
23%
23%
21%
18%
16%
13%
16%
Fashion
16%
16%
Books
16%
14%
12%
8%
Entertainment
12%
12%
7%
8%
Telecom
7%
8%
Health & Beauty
10%
6%
Interior
6%
6%
Nutrition
6%
6%
Sports
5%
DIY
3%
2%
17%
Top 5 consists of
Hotels/fashion, Event
/ transport tickets and
books.
7%
6%
2%
Toys
2%
Other
16%
The products in this
top 5 are the same
as last year. They
have all increased in
importance
N = 1058 / F = None
Online purchases
Current purchase new products
0%
The majority of
produts is bought
online more often than
in 2011
For fun fair tickets,
sports products and
digital films/series, we
see a small decrease.
N = 1058 / F = None
Clothing / shoes
Event tickets
Books
Digital music
Telecom
Toys
Fun fair tickets
Sports products
Resto / catering
Other
10%
20%
30%
40%
50%
2012
2011
Online purchases
Frequence current online purchases
Digital music, nutrition and Digital films/
series are bought most frequently
Q: Please indicate how often you bought the
following new products via the Internet
(for personal purposes) in the past 12 months
VoedingDigital
(supermarkt)
music
13%
16%
BOUGHT ONLINE MORE THAN
5 TIMES IN THE PAST YEAR
16%
17%
17%
17%
5%
muziek
12%
10%
16%
25%
17%
17%
4%
Nutrition Digitale
(supermarket)
Bereide
10%
16%
25%
21%
26%
3%
Digital
films /voeding
series
CD/DVD/Blu-ray/Games
5% 5%
11%
30%
22%
25%
2%
Telecom
Kledij/schoenen
14%
37%
23%
20%
CD / DVD / Blu-ray
/ Games 2%4%
Telecom
11%
14%
12%
55%
1%
Books 2% 5%
Films of TV-seriesResto
in digitaal
format 6%
12%
26%
18%
29%
9%
/ catering
32%
31%
22%
1%
Clothing /Boeken
shoes 3% 11%
Tickets voor boot, vliegtuig of
trein 1% 11%
21%
28%
38%
0%
Toys
Sportproducten
17%
27%
40%
4%
Boat, plane or
train tickets 4% 9%
Persoonlijke
verzorgingsproducten
33%
29%
27%
2%
Personal
care products 2% 8%
4% 5%
31%
31%
28%
SportsSpeelgoed
products
Hotel/Overnachtingen
27%
29%
36%
0%
Hotel
/ Overnight stay 2% 6%
Computer, hardware
en software
16%
27%
48%
2%
Event
tickets 2%3%
Farmaceutische
producten 2%4%
22%
31%
38%
3%
Computer,
hard- / software
Tickets
voor een evenement
26%
32%
34%
2%
Pharmaceutical
products 2%3%
toestellen 3% 8%
28%
60%
1%
DIYElektronische
and garden products
Huishoudtoestellen
18%
17%
62%
0%
Electronic
appliances 3%
40%
46%
1%
Household Doe-het-zelf
appliances 2% 10%
Tickets voor
29%
63%
0%
Funeen
fair pretpark
tickets 2% 6%
Meubels
en huisdecoratie
17%
25%
57%
0%
Cars,
motorbikes,
bicycles
motors,
fietsen,... 4%
27%
68%
0%
FurnitureAuto’s,
and home
decoration
Andere
24%
22%
42%
Other 3% 5% 4%
Meer dan 20 keer
11-20 keer
6-10 keer
3-5 keer
2 keer
1 keer
Data 2012
Data 2011
42%
32%
27%
24%
19%
16%
16%
15%
12%
12%
10%
7%
6%
5%
4%
4%
3%
2%
1%
1%
0%
0%
8%
38%
45%
45%
18%
21%
14%
26%
20%
10%
13%
10%
13%
8%
5%
6%
6%
2%
3%
3%
2%
1%
1%
12%
Geen idee
N = min 35 (N cars/motorcycles = 20) F = Indien gekocht
Online purchases - Current purchase of new
products (Quadrant methodology)
Q: Please indicate how often you bought the following new products via the
Internet (for personal purposes) in the past 12 months
% Purchased last 12 months
Specials
Bought by many
people, on an
non-frequent
base.
Average
frequence
Volume
generator
Bought by many people, on a frequent
base. This combination generates a high
volume.
Average
penetraiton
Low current
volume.
Although not many people buy these
products, those who do buy them,
do so a lot, this makes these products
real niche-products.
No volume
N = 1058 / F = None
Niche
Buying
# times bought/year
Online purchases
Current purchase of new products (Quadrant) 2012
Q: Please indicate how often you bought the following new products via the
Internet (for personal purposes) in the past 12 months
Specials
Average frequence
Volume
generator
Clothing / shoes
Event tickets
% Purchased last 12 months
Books
Computer, hardware
and software
Average
penetration
No volume
Other
Telecom
Digital music
Toys
Furniture and
home decoration
Fun fair tickets
Sports products
DIY
Supermarket
Resto / catering
Buying frequence
Niche
% bought more than 5 times last year
Clothing /shoes,
books and CD/DVD/
Blu-ray are real
volume generators,
while Telecom,
Digital music and
Supermarket food are
more niche markets
N = 1058 / F = None
Online purchases
Future intention to buy
Q: Do you expect to buy the following products more or less in the future?
The number of people who want to buy (much) more online has, compared to 2011 and thoughout
all sectors, increased by 10%. For some sectors, such as Telecom, Electro, Interior and Fashion,
we notice a doubling compared to last year.
Top 2
score
2012
Top 2
score
2011
Total market
29%
19%
Telecom
41%
15%
Food
41%
33%
Entertainment
39%
21%
Electro
36%
18%
Books
35%
19%
Toys
35%
Not
measured
Interior
34%
12%
Fashion
33%
16%
Health & Beauty
33%
12%
Sport
31%
18%
DIY
26%
10%
32%
24%
Others
Much more
More
As much
Less
Much less
No idea
Sign. higher than min. 1 other group (95%)
Online purchases
Future purchase new products (Quadrant methodology)
% Bought last 12 months
Stabilising
A lot of consumers buy
these products, but
growth is low.
Averange
frequence
Booming
A lot of consumers buy these products
already, and plan to do so more often in
the future.
Average
penetration
Few consumers buy
these products, and
plan do do so less often
in the future.
Few consumers buy these products, but
they intend to do so more often in the
future.
Latent
Potentials
Intention to buy
Top 2 – bottom 2 scores
N = 1058 / F = None
Online purchases
Future purchase of new products (Quadrant) 2012
Average
frequence
Stabilising
Booming
Clothing / shoes
Event tickets
N = 1058 / F = None
% Bought last 2 months
Books
Tickets, hotel and books
and electronics are already
bought on a regular base and
are expected to be bought
even more in the future. On
the other hand, digital music/
films/series, sports products
and household appliances are
not that popular yet, but are
expected to be bought more in
the future, making them high
potentials.
Boat, plane or
train tickets
Telecom
Other
Average
penetration
Digital music
Toys
Fun fair tickets
Latent
Cars, motorbikes,
bicycles
Resto / catering
Supermarket
Sports products
Potentials
Intention to buy
Top 2 – bottom 2 scores
Online purchases
Future intention to buy
Q: How likely are you to purchase other new products or services on the
Internet in the future?
2011
41%
Certainly
48%
Probably
9%
Neutral
Probably not
Certainly not
89%
2%
0%
2011
84%
31%
53%
13%
2%
0%
An online buyer stays
an online buyer
The intention to
buy online again is
very strong and has
increased compared to
1 year ago
98 % of online
consumers expects to
keep buying online in
the future
N = 1058 / F = None
Online purchases
Intention to buy next 12 months
Q: Which of the following products would you consider purchasing online in the
coming 12 months?
2011
Top 5 consists of the
same products as last
year.
The intention to buy
is higher for all of
the top 5 products/
services, as it is
for most products/
sercices
N = 945 / F = Only if intention to buy online in the future
Event tickets
Books
Clothing / shoes
Fun fair tickets
Digital music
Telecom
Toys
Sports products
Resto / catering
Other
59%
51%
50%
43%
41%
31%
28%
47%
44%
42%
37%
37%
26%
26%
23%
21%
22%
20%
20%
18%
19%
13%
19%
16%
16%
14%
15%
17%
11%
11%
11%
9%
10%
8%
9%
8%
9%
8%
7%
7%
5%
4%
4%
3%
7%
7%
Online purchases
Evolution new products
Q: Which of the following products would you consider purchasing online in the
coming 12 months?
0% 10% 20% 30% 40% 50% 60% 70%
Clothing / shoes
Event tickets
Books
Digital music
Telecom
Toys
Supermarket
Fun fair tickets
Sports products
Resto / catering
Other
Strongest risers in
the coming 12 months
will be hotels, books,
transport / fun fairand eventtickets.
The intention to buy in
the coming 12 months
is higher than the
purchases made in the
past 12 months.
Past 12 months
Next 12 months
N = 1058 / F = None
Online purchases
Looking for information
Q: To what extent have you looked for information before buying the following
products online?
LOOKING FOR INFORMATION ONLINE
1 in 5 online buyers
keeps on looking for
information offline
(especially for vehicles,
DIY and furniture/
household products).
The most important
source of information
is online. For Vehicles,
Resto/catering, Telecom
and Decoration, this
source has gained in
importance
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Sports products
Toys
Event tickets
Telecom
Fun fair tickets
Books
Digital music
Resto / catering
Clothing / shoes
Other
Offline search 2012
No search 2012
Online search 2012
Online search 2011
Sector focus
The main driver for e-commerce is the time saving aspect,
which is prominent for online purchases in the food sector.
Websites in the toys sector have the highest scores on
satisfaction, whereas telecom and sport websites score
the lowest on likeability.
2 out of 5
online shoppers prefer home
delivery, the minority is willing to pay for flexible delivery
timings.
Sector focus
Drivers for E-commerce (Conclusions)
The main driver for e-commerce is the time saving aspect. More than 2 out of 5 online-shoppers
consider this as one of the top three reasons for purchasing products online.
The online purchase of electro
is less driven by the time saving
aspect, but mainly by the lower
price and the possibility to compare
and read reviews on different
products.
Saving time is less present as a
reason for buying fashion items
online. The availability of coupons
and reductions is the biggest driver.
The time saving aspect is the main
reason for buying food products
online. Moreover does it allow to
shop 24/7 and avoid crowds.
This online sector is, apart from the
time saving aspect, mainly driven
by the possibility to have your
books delivered at home.
Home delivery and the accessibility
to special promotions and
reductions are the main reasons for
buying health and beauty products
online.
The main reason for purchasing
telecom online is, besides saving
time, driven by the possibility to
buy 24/7.
Sector focus
Drivers for E-commerce (sectordetails 1/2)
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+2856
$ '$< $ '$<
Because I’m able
to shop
hours
a day
2PGDWLNXXUSHUGDJNDQZLQNHOHQ
39%
37%
%(&$86(
%(&$86(
,&$1 ),1'
,&$1352'8&76
),1' 352'8&76
$1' $1'
2PGDWLNSURGXFWHQHQGLHQVWHQDDQODJHUHSULM]HQNDQYLQGHQ
37%
37%
Because I can find products and services
at 6(59,&(6
lower
prices
6(59,&(6
$7 /2:(5
$7 /2:(5
35,&(6
35,&(6
%(&$86(
%(&$86(
,*(7 $&&(66
,*(7 $&&(66
72 63(&,$/
72 63(&,$/
31%
29%
Because I get access to special discounts,
promotions...
',6&28176
',6&28176
352027,216
352027,216
2PGDWLNWRHJDQJNULMJWRWVSHFLDOHNRUWLQJHQSURPRWLHV
%(&$86(
%(&$86(
,7 *(76
'(/,9(5('
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'225
0< '225
Because it gets
delivered
to,7 my
door 72 0<72
2PGDWKHWELMPLMWKXLVJHOHYHUGZRUGW
31%
34%
%(&$86(
%(&$86(
,+$9(,$+$9(
:,'(5
$ :,'(5
6(/(&7,21
6(/(&7,21
2)
2)
2PGDWLNRQOLQHHHQEUHGHUHNHX]HKHEDDQSURGXFWHQGLHQVWHQ
27%
23%
Because I have a wider selection of products/services
online
352'8&76
352'8&76
6(59,&(6
6(59,&(6
21/,1(
21/,1(
%(&$86(
%(&$86(
,&$1 &203$5(
,&$12PGDWLNYHUVFKLOOHQGHSURGXFWHQGLHQVWHQNDQYHUJHOLMNHQHQEHRRUGHOHQ
&203$5(
$1'
5(9,(:
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2PGDWLNYHUVFKLOOHQGHSURGXFWHQGLHQVWHQNDQYHUJHOLMNHQHQEHRRUGHOHQ
:DW]LMQGHEHODQJULMNVWHUHGHQHQZDDURPMHI
O
RQOLQHDDQNRFKW"'H
O
RQOLQHDDQNRFKW"'H
22%
21%
',))(5(17
',))(5(17
352'8&76
352'8&76
6(59,&(6
6(59,&(6
Because I can compare and review different
products/services
EHODQJULMNVWHUHGHQNULMJWµ¶GHWZHHGHEHODQJULMNVWHUHGHQNULMJWµ¶HQGH
EHODQJULMNVWHUHGHQNULMJWµ¶GHWZHHGHEHODQJULMNVWHUHGHQNULMJWµ¶HQGH
«
«
%(&$86(
%(&$86(
7+(5(7+(5(
,6 025(
,6 025(
352'8&7
352'8&7
,1)250$7,21
,1)250$7,21
21/,1(
21/,1(
Because there is more product information
online
16%
2PGDWHURQOLQHPHHUSURGXFWLQIRUPDWLHLV
15%
$&&(66
$&&(66
72 352'8&76
72 352'8&76
6(59,&(6
6(59,&(6
7+$7 $5(1
7+$7
7$5(1
7
$9$,/$%/(
0< ,1
&28175<
0< &28175<
O
RQOLQH
O
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16%
14%
Access to products/services that aren’t available
in$9$,/$%/(
my ,1
country
%(&$86(
%(&$86(
,&$1 6((
,&$1:+(7+(5
6(( :+(7+(5
,7(06 ,7(06
$5( ,1$5( ,1
%(&$86(
%(&$86(
,$92,',$92,'
&52:'6
&52:'6
,Q6LWHV&RQVXOWLQJ
,Q6LWHV&RQVXOWLQJ
Because I avoid crowds
Other reasons
«
2PGDWLNNDQ]LHQRIHULWHPVLQYRRUUDDG]LMQ
15%2PGDWLNNDQ]LHQRIHULWHPVLQYRRUUDDG]LMQ
15%
672&.
Because I can see whether items are672&.
in stock
27+(525($6216
7+(5 5($6216
«
4%
14%
2PGDWLNPHQVHQPDVVD
VYHUPLMG
2PGDWLNPHQVHQPDVVD
VYHUPLMG
16%
$QGHUHUHGHQ
$QGHUHUHGHQ
4%
7RWDO
Total 7RWDO
(OHFWUR
(OHFWUR
Electro
',<
DIY
',<
)DVKLRQ
)DVKLRQ
Fashion
(QWHUWDLQPHQW
(QWHUWDLQPHQW
Entertainment
)RRG
Food )RRG
,QWHULRU
,QWHULRU
Interior
1(OHFWUR
1(OHFWUR
1'+=
1'+=
1)DVKLRQ
1)DVKLRQ
1(QWHUWDLQPHQW
1(QWHUWDLQPHQW
19RHGLQJ
19RHGLQJ
1,QWHULHXU
1,QWHULHXU
)
)
%RXJKWSURGXFWEHIRUH
%RXJKWSURGXFWEHIRUH
N(Electro) = 396, N(DIY) = 54, N(Fashion) = 377 N(Entertainment) = 317; N(Food) = 76; N(Interior)6LJQKRJHUGDQPLQ
= 74 /6LJQKRJHUGDQPLQ
F = Bought product before
DQGHUHVHFWRU
DQGHUHVHFWRU
Sign. higher than min. 1 other sector (95%)
&RPHRV_(FRPPHUFHLQ%HOJLXP
Sector focus
Drivers for E-commerce (sectordetails 2/2)
6HFWRUIRFXV
6HFWRUIRFXV
Q: What are the 3 main'ULYHUVIRU(FRPPHUFHVHFWRUGHWDLOV
reasons
why you bought this product online?
% CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER
3(5&(,9('
3(5&(,9('
$6 ,03257$17
$6 ,03257$17
PERCEIVED AS IMPORTANT
2011
&21680(56
&21680(56
:+2 ,1',&$7(
:+2 ,1',&$7(
7+,6 $6 $7+,6
723$6
'5,9(5
$ 723 '5,9(5
42% 2PGDWKHWWLMGVEHVSDUHQGLV
45%
%(&$86(
%,7(&$86(
6$9(6
,7
7,0(
6$9(6 7,0(
Because
it saves
time
%(&$86(
%,
(&$86(
0 $%/(
72
,
0 6+23
$%/(
72
6+23
+2856
$ +2856
'$<
$ '$<
Because I’m able
to shop
24 hours
a day
39%
37%
%(&$86(%,(&$86(
&$1 ),1'
,&$1
352'8&76
),1' 352'8&76
$1'
$1'
37%
37%
Because I can find products and services
at 6(59,&(6
lower
prices
6(59,&(6
$7 /2:(5
$735,&(6
/2:(5
35,&(62PGDWLNSURGXFWHQHQGLHQVWHQDDQODJHUHSULM]HQNDQYLQGHQ
%(&$86(%,(&$86(
*(7 $&&(66
,*(7 72
$&&(66
63(&,$/
72 63(&,$/
31%
29%
Because I get access to special discounts,
promotions...
',6&28176
',6&28176
352027,216
352027,216
(&$86(%,7
(&$86(
*(76 '(/,9(5('
*(76 '(/,9(5('
72 0< '225
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delivered
to,7 my
door72 0< '225
31% 2PGDWKHWELMPLMWKXLVJHOHYHUGZRUGW
34%
%(&$86(%,(&$86(
+$9( $ ,
:,'(5
+$9( 6(/(&7,21
$ :,'(5 6(/(&7,21
2)
2)
27%
23%
Because I have a wider selection of products/services
online
352'8&76
352'8&76
6(59,&(6
6(59,&(6
21/,1(
21/,1(
%(&$86(%,(&$86(
&$1 &203$5(
,&$1
&203$5(
$1'2PGDWLNYHUVFKLOOHQGHSURGXFWHQGLHQVWHQNDQYHUJHOLMNHQHQEHRRUGHOHQ
5(9,(:
$1' 5(9,(:
2PGDWLNYHUVFKLOOHQGHSURGXFWHQGLHQVWHQNDQYHUJHOLMNHQHQEHRRUGHOHQ
22%
21%
',))(5(17
',))(5(17
352'8&76
352'8&76
6(59,&(6
6(59,&(6
Because I can compare and review different
products/services
O
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O
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%(&$86(%7+(5(
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,6 7+(5(
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Because there is more product information
online
«
«
16%2PGDWHURQOLQHPHHUSURGXFWLQIRUPDWLHLV
15%
$&&(66 72
$&&(66
352'8&76
72 352'8&76
6(59,&(6
6(59,&(6
7+$7 $5(1
7+$7
7 $5(1
7
$9$,/$%/(
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14%
Access to products/services that aren’t available
in$9$,/$%/(
my
country
O
RQOLQH
O
RQOLQH
%(&$86(%,(&$86(
&$1 6((,&$1
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6(( :+(7+(5
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%(&$86(%,(&$86(
$92,' &52:'6
,$92,' &52:'6
,Q6LWHV&RQVXOWLQJ
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15%
15%
672&.
672&.
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in stock
27+(5 5($6216
27+(5 5($6216
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14%
16%
2PGDWLNPHQVHQPDVVD
VYHUPLMG
2PGDWLNPHQVHQPDVVD
VYHUPLMG
4%
$QGHUHUHGHQ
$QGHUHUHGHQ
7RWDO
Total
7RWDO
%RRNV
Books
%RRNV
6SRUW
Sport
6SRUW
+HDOWK%HDXW\
Health &+HDOWK%HDXW\
Beauty
7HOHFRP
Telecom7HOHFRP
7R\V
Toys
7R\V
2WKHU
Other
2WKHU
17HOHFRP
17HOHFRP
16SRUW
16SRUW
1+HDOWK%HDXW\
1+HDOWK%HDXW\
1%RHNHQ
1%RHNHQ
16SHHOJRHG
16SHHOJRHG
1$QGHUH
1$QGHUH
))
%RXJKWSURGXFWEHIRUH
%RXJKWSURGXFWEHIRUH
N(Telecom) = 103, N(Sport) = 71, N(Health & Beauty) = 106; N(Books) = 214; N(Toys) = 71; N(Other)
= 555
/ F = Bought product before
6LJQKRJHUGDQPLQ
6LJQKRJHUGDQPLQ
DQGHUHVHFWRU
DQGHUHVHFWRU
50 | Comeos - E-commerce in België - 16 mei 2011
Online product purchase
Purchase amount
Q: How much money did you spend at your most recent online purchase?
On average online shoppers spend
€ 187.
303
Electro
241
Interior
199
DIY & Garden
The largest amounts
are spent in the
electro, interior and/or
Do-it-yourself sector.
189
Sports
149
Food
104
Toys
92
Fashion
Online shoppers spend
the least on books and
the entertainment
sector.
60
Telecom
Health & Beauty
52
Books
43
Entertainment
39
6HFWRUIRFXV
:HEVLWHVDWLVIDFWLRQ
Sector
focus
Overall satisfaction scores for the e-commerce sites
are high. Websites within the toy sector have the
Website
satisfaction
4+RZVDWLVILHGZHUH\RXZLWKXVLQJWKHHFRPPHUFHZHEVLWHDIWHU\RXUPRVWUHFHQWRQOLQHSXUFKDVH"
highest likeability, more than 9 out of 10 is satisfied
Q: How satisfied were you with using the e-commerce
with the website. Websites from the Sport or Telecom
website
after your most recent online purchase?
sector have the lowest satisfaction.
2YHUDOOVDWLVIDFWLRQVFRUHVIRUWKHHFRPPHUFHVLWHVDUHKLJK:HEVLWHVZLWKLQWKHWR\VHFWRU
723 6&25(
KDYHWKHKLJKHVWOLNHDELOLW\PRUHWKDQRXWRILVVDWLVILHGZLWKWKHZHEVLWH:HEVLWHV
IURPWKH6SRUWRU7HOHFRPVHFWRUKDYHWKHORZHVWVDWLVIDFWLRQ
Top 2
score
85%
82%
91%
1RWNot
PHDVXUHG
measured
88%
88%
87%
83%
87%
81%
87%
84%
84%
83%
83%
83%
82%
73%
2012
7RWDOPDUNHW
Total
market
7R\V
Toys
%RRNV
Books
)RRG
Food
(OHFWUR
Electro
(QWHUWDLQPHQW
Entertainment
+HDOWK%HDXW\
Health
& Beauty
DIY',<
,QWHULRU
Interior
6SRUW
Sport
7HOHFRP
Telecom
9HU\VDWLVILHG
5DWKHUVDWLVILHG
)DVKLRQ
Fashion
LWHV&RQVXOWLQJ
1HXWUDO
5DWKHUGLVVDWLVILHG
Top 2
score
9HU\GLVVDWLVILHG
80%
75%
71%
2011
78%
72%
72%
6HFWRUIRFXV
Sector focus
5HFRPPHQGZHEVLWH
Recommend website
4+RZOLNHO\DUH\RXWRUHFRPPHQGµZHEVLWH¶WRDIULHQGRQDVFDOHIURPWR"
Q: How likely are you to recommend ‘website’ to a friend, on a scale from 0 to 10?
0($1 6&25(
7R\VDQG(QWHUWDLQPHQWZHEVLWHVDUHWKHPRVWOLNHO\WREHUHFRPPHQGHGWRIULHQGV
:HEVLWHVZLWKLQWKHLQWHULRUDQGWHOHFRPVFRUHWKHORZHVWRQOLNDELOLW\IRUZRUGRIPRXWK
Toys
and Entertainment websites are the most likely to be recommended to friends. Websites
UHFRPPHQGDWLRQ
within the Interior and Telecom score the lowest on likability for word-of-mouth recommendation.
Total market
7RWDOPDUNHW
Toys
7R\V
Entertainment
(QWHUWDLQPHQW
6SRUW
Sport
',<
DIY
(OHFWUR
Electro
)DVKLRQ
Fashion
40%
8,5
8,0
42%
24%
8,5
8,4
40%
41%
8,4
8,3
39%
37%
8,4
7,8
39%
24%
8,4
7,4
52%
2%
8,3
7,6
41%
9%
8,2
8,0
37%
25%
7,9
7,8
25%
18%
7,5
7,3
5%
6%
7,4
7,5
9%
3%
1RW
Not
PHDVXUHG
measured
8,7
34%
7,9
Mean score Net promotor score
2012
2011
2012
2011
8,2
Books
%RRNV
7HOHFRP
Telecom
Health & Beauty
+HDOWK%HDXW\
Food
)RRG
,QWHULRU
Interior
1(7 35202725
6&25(
21%
1RW
Not
PHDVXUHG
measured
Sector focus
Drivers website (conclusions)
Price is the main reason why a specific website is chosen for purchasing a
product or service.
Price plays an important role in
the choice of electro e-commerce
websites.
Do-it-yourself websites are less
driven by price compared to other
sectors. The ‘coincidence factor’ is
the reason why shoppers purchase
on a specific website.
Price and positive previous
experience are the main reasons
for choosing a fashion website for
online purchases.
Price has no impact on the choice
of food e-commerce websites.
Previous experience and fast
delivery are rather important
choice drivers.
Price is less a decision maker when
buying furniture and interior
products online. These websites are
mainly driven by product selection
/ availability and coincidence.
Sector focus
Drivers website (sector details 1/2)
6HFWRUIRFXV
Q: Why did you use ‘website’ for your online purchase?
'ULYHUVZHEVLWHVHFWRUGHWDLOV
4:K\GLG\RXXVHµZHEVLWH¶IRU\RXURQOLQHSXUFKDVH"
% CONSUMERS WHO INDICATE THIS AS MOST IMPORTANT DRIVER
$/6 %(/$1*5,-.67
&21680(56 :+2 ,1',&$7(
(59$5(1
31%
7+,6 $6 0267 ,03257$17 '5,9(5
17%
35,&(Price
12%
Satisfied with
previous
6$7,6),('
:,7+experience
35(9,286 (;3(5,(1&(
Product selection
availability
352'8&7 and
6(/(&7,21
$1' $9$,/$%,/,7< 10%
7%
delivery
)Fast
$67 '(/,9(5<
75867and
$1' safety
6$),(7<
Trust
5%
86(5)5,(1'/,1(66
Userfriendliness
4%
< $&&,'(17 ± :+(5( , )281' 7+( 352'8&7
4%
By accident – %where
I found the product
13%
EHVFKLNEDDUKHLG
10%
6QHOOHOHYHULQJ
3%
$DQJHUDGHQGRRUHHQYULHQG
2%
3%
7HUXJ]HQGLQJVRIJDUDQWLHEHOHLG
&203/(7( 352'8&7
,1)250$7,21
27+(5 5($621
Other reason
2%
3%
6%JHZRRQZDDULNKHWYRQG
2%
Complete product information
*HEUXLNVJHPDNYDQGHZHEVLWH
6%
5(&200(1'('
5(7851*8$5$17(( 32/,&<
8%9HUWURXZHQHQYHLOLJKHLG
3%
Return, guarantee policy
7HYUHGHQRYHUYURHJHUHHUYDULQJHQ
12%
2%
%< $ )5,(1'
3ULMV
/2: 6+,33,1* &2676
Low
shipping costs
Recommended by a friend
,Q6LWHV&RQVXOWLQJ
2011
PERCEIVED AS MOST IMPORTANT
/DJHYHU]HQGNRVWHQ
7RWDO
Total
(OHFWUR
Electro
',<
DIY
)DVKLRQ
Fashion
(QWHUWDLQPHQW
Entertainment
)RRG
Food
,QWHULRU
Interior
2%
9ROOHGLJKHLGYDQSURGXFWLQIRUPDWLH
4%
$QGHUHUHGHQ
1(OHFWUR 1'+= 1)DVKLRQ 1(QWHUWDLQPHQW 19RHGLQJ 1,QWHULHXU ) %RXJKWSURGXFWEHIRUH
N(Electro) = 396, N(DIY) = 54, N(Fashion) = 377 N(Entertainment) = 317; N(Food) = 76; N(Interior)
= 74 / F = Bought product before
6LJQKRJHUGDQPLQ
DQGHUHVHFWRU
&RPHRV_(FRPPHUFHLQ%HOJLXP Comeos - E-commerce in Belgium - June 5th, 2012 | 55
Sector focus
Drivers website (sector details 2/2)
6HFWRUIRFXV
Q: Why did you use ‘website’
for your online purchase?
'ULYHUVZHEVLWHVHFWRUGHWDLOV
4:K\GLG\RXXVHµZHEVLWH¶IRU\RXURQOLQHSXUFKDVH"
% CONSUMERS WHO INDICATE THIS AS MOST IMPORTANT DRIVER
$/6 %(/$1*5,-.67
&21680(56 :+2 ,1',&$7(
(59$5(1
31%
7+,6 $6 0267 ,03257$17 '5,9(5
17%
35,&(Price
12%
Satisfied with
previous
6$7,6),('
:,7+experience
35(9,286 (;3(5,(1&(
Product selection
availability
352'8&7 and
6(/(&7,21
$1' $9$,/$%,/,7< 10%
7%
delivery
)Fast
$67 '(/,9(5<
75867and
$1'safety
6$),(7<
Trust
5%
86(5)5,(1'/,1(66
Userfriendliness
4%
< $&&,'(17 ± :+(5( , )281' 7+( 352'8&7
4%
By accident – %where
I found the product
13%
EHVFKLNEDDUKHLG
10%
6QHOOHOHYHULQJ
3%
$DQJHUDGHQGRRUHHQYULHQG
2%
3%
7HUXJ]HQGLQJVRIJDUDQWLHEHOHLG
,1)250$7,21
Complete product information
27+(5 5($621
Other reason
2%
3%
6%JHZRRQZDDULNKHWYRQG
2%
&203/(7( 352'8&7
6%
*HEUXLNVJHPDNYDQGHZHEVLWH
5(&200(1'('
Return, guarantee policy
8%9HUWURXZHQHQYHLOLJKHLG
3%
5(7851*8$5$17(( 32/,&<
12%
7HYUHGHQRYHUYURHJHUHHUYDULQJHQ
2%
%< $ )5,(1'
3ULMV
/2: 6+,33,1* &2676
Low
shipping costs
Recommended by a friend
,Q6LWHV&RQVXOWLQJ
2011
PERCEIVED AS MOST IMPORTANT
/DJHYHU]HQGNRVWHQ
2%
9ROOHGLJKHLGYDQSURGXFWLQIRUPDWLH
4%
$QGHUHUHGHQ
7RWDO
Total
%RRNV
Books
6SRUW
Sport
+HDOWK%HDXW\
Health & Beauty
7HOHFRP
Telecom
7R\V
Toys
2WKHU
Other
17HOHFRP 16SRUW 1+HDOWK%HDXW\ 1%RHNHQ 16SHHOJRHG 1$QGHUH ) %RXJKWSURGXFWEHIRUH
N(Telecom) = 103, N(Sport) = 71, N(Health & Beauty) = 106; N(Books) = 214; N(Toys) = 71; N(Other)
6LJQKRJHUGDQPLQ
DQGHUHVHFWRU
&RPHRV_(FRPPHUFHLQ%HOJLXP 56 | Comeos - E-commerce in België - 16 mei 2011
Sector focus
Online payment (conclusions)
Almost half of the online shoppers pays online with a credit card.
This payment method exceeds offline payment with brank transfer and
online payment with a debit card.
Online payment with credit card
is the main payment method for
products in the entertainment
sector. Offline payment methods
are hardly used for these
transactions.
In the food sector offline payment
methods are the norm. Online
payment methods are not (yet)
used on a frequent basis.
Offline bank transfers are not
uncommon for online purchases of
furniture and interior products, this
might be explained by the price of
the products in this sector.
The online payment of books is
done using a credit card, while
the offline payment is often done
through bank transfer.
Transactions regarding fashion
products bought online are mainly
paid by bank transfer and credit
card.
In the telecom sector online
payment is often done by debit
card. Online payments using
a credit card are less common
compared to the other sectors.
Sector focus
Payment method (sector details 1/2)
Q: How did you pay for it? 6HFWRUIRFXV
3D\PHQWPHWKRGVHFWRUGHWDLOV
4+RZGLG\RXSD\IRULW"
75$16$&7,21
3$<0(17 0(7+2'
Online – Credit card (Visa, Mastercard, American
Express...)
21/,1( ± &
5(',7 &$5' 9,6$0$67(5&$5'
$0(5,&$1 (;35(66
17%
Offline – Bank
transfer
2))/,1( ± %$1. 75$16)(5
21/,1(
± %$1. Cash)
&$5' %$1&217$&7 0
,67(5
14%
Online – Bank card (Bancontact
/Mister
&$6+
8%
Online –2Paypal
1/,1( ± 3$<3$/
2011
TRANSACTION PAYMENT METHOD
&UHGLWFDUG9LVD0DVWHU&DUG$PHULFDQ([SUHVV
48%
43%
19%
%DQNWUDQVIHU
15% %DQNFDUG%DQFRQWDFW0LVWHU&DVK
7%
3D\3DO
4%2) 6$/(
1%
%\FDUGFUHGLWFDUGEDQNFDUG3URWRQDWWKHSRLQWRIVDOH
Offline – By card at2the
point
sale$7 7+( 32,17
))/,1(
± %<of&$5'
2%2) 6$/(
Offline – Cash at the
point
sale
2))/,1(
± &of
$6+
$7 7+( 32,17
2))/,1(
< &$5' $7 7+(
1%'225
Offline – By card
at the± %
door
))/,1(
&$6+ $7 7+(
'225
1%
Offline – Cash2at
the ±door
))/,1( ± &+(48(
0%
Offline – 2Cheque
3%
&DVKDWWKHSRLQWRIVDOH
5%
%\FDUGFUHGLWFDUGEDQNFDUG3URWRQDWWKHGRRU
2%
&DVKDWWKHGRRU
0%
0%
606SD\PHQW
4%
2WKHULH
1%
2WKHULH
7RWDO
Total
&KHTXH
(OHFWUR
Electro
± 6063$<0(17
0%
Offline – SMS2))/,1(
payment
21/,1( ± 27+(5
,Q6LWHV&RQVXOWLQJ
Online – Other
3%
2))/,1( ± 27+(5
Offline – Other
1%
',<
DIY
)DVKLRQ
Fashion
(QWHUWDLQPHQW
Entertainment
)RRG
Food
,QWHULRU
Interior
N(Electro) = 396, N(DIY) = 54, N(Fashion) = 377 N(Entertainment) = 317; N(Food) = 76; N(Interior) = 6LJQKRJHUGDQPLQ
74 / F = Bought product before
DQGHUHVHFWRU
&RPHRV_(FRPPHUFHLQ%HOJLXP Sector focus
Payment method (sector details 2/2)
6HFWRUIRFXVQ: How did you pay for it?
3D\PHQWPHWKRGVHFWRUGHWDLOV
4+RZGLG\RXSD\IRULW"
75$16$&7,21
3$<0(17 0(7+2'
2011
TRANSACTION PAYMENT METHOD
48%
43%
Online – Credit card (Visa, Mastercard, American
Express...)
21/,1( ± &
5(',7 &$5' 9,6$0$67(5&$5' &UHGLWFDUG9LVD0DVWHU&DUG$PHULFDQ([SUHVV
$0(5,&$1 (;35(66
17%
Offline – Bank
transfer
2))/,1( ± %$1. 75$16)(5
21/,1(
± %$1. Cash)
&$5' %$1&217$&7 0
,67(5
14%
Online – Bank card (Bancontact
/Mister
&$6+
8%
Online –2Paypal
1/,1( ± 3$<3$/
19%
%DQNWUDQVIHU
15% %DQNFDUG%DQFRQWDFW0LVWHU&DVK
7%
3D\3DO
4%2) 6$/(
1% %\FDUGFUHGLWFDUGEDQNFDUG3URWRQDWWKHSRLQWRIVDOH
Offline – By card at2the
point
sale$7 7+( 32,17
))/,1(
± %<of&$5'
2%2) 6$/(
Offline – Cash at the
point
sale
2))/,1(
± &of
$6+
$7 7+( 32,17
2))/,1(
< &$5' $7 7+(
1%'225
Offline – By card
at the± %
door
))/,1(
&$6+ $7 7+(
'225
1%
Offline – Cash2at
the ±door
))/,1( ± &+(48(
0%
Offline – 2Cheque
5% %\FDUGFUHGLWFDUGEDQNFDUG3URWRQDWWKHGRRU
2%
&DVKDWWKHGRRU
0%
2))/,1( ± 6063$<0(17
0%
0%
606SD\PHQW
21/,1( ± 27+(5
4%
2WKHULH
1%
2WKHULH
Offline – SMS payment
Online – Other
,Q6LWHV&RQVXOWLQJ
3% &DVKDWWKHSRLQWRIVDOH
3%
2))/,1( ± 27+(5
Offline – Other
1%
&KHTXH
7RWDO
Total
%RRNV
Books
6SRUW
Sport
+HDOWK%HDXW\
Health & Beauty
7HOHFRP
Telecom
7R\V
Toys
2WKHU
Other
N(Telecom) = 103, N(Sport) = 71, N(Health & Beauty) = 106; N(Books) = 214; N(Toys) = 71; N(Other)6LJQKRJHUGDQPLQ
DQGHUHVHFWRU
Sector focus
Delivery (conclusions)
3 out of 5 online shoppers prefer home delivery. However, shoppers are not
willing to pay more in return for flexible delivery timings.
Do-it-yourself online shoppers
perceive delivery timings between
9am and 6pm as acceptable. They
are willing to pay more than €4 for
home delivery of their purchase.
For fashion products delivery
preference goes to, besides home
delivery, pick-up at pick-up point.
There is a high preference for
home delivery when buying
entertainment products online.
Shoppers within this sector are not
willing to pay more than €7,5.
Online food shoppers prefer picking
up their online ordered goods in the
store. Home delivery is less desired.
Shoppers have a high willingness to
pay more in return for flexible pickup hours.
Home delivery is most appreciated
for purchases within the interior
sector. Shoppers are willing to pay
more than €10 for the delivery of
their online purchased goods.
Home delivery is desired when
buying books online. The need
for flexible delivery times are less
present.
Sector focus
6HFWRUIRFXV
Delivery preference (sector details 1/2)
'HOLYHU\SUHIHUHQFHVHFWRUGHWDLOV
Q: How do you prefer your online purchases ‘product sector’ to be delivered?
4+RZGR\RXSUHIHU\RXURQOLQHSXUFKDVHVµSURGXFWVHFWRU¶WREHGHOLYHUHG"
DELIVERY PREFERENCE
'(/,9(5< 35()(5(1&(
2011
61%
Home
delivery
+
20( '(/,9(5<
3,&.at
83 pick-up
$7 $ 3,&.
83 32,17
Pick-up
point
3,&.83
7+( 6+23
Pick-up
at$7the
shop
'(/,9(5< $7 :25.
Delivery at work
3,&.83 ,1 $ /2&.(5
Pick-up in a locker
19%
+RPHGHOLYHU\
66%
15%
3LFNXSDWDSLFNXSSRLQW
7%
8%
3LFNXSDWWKHVKRS
6%
6%'HOLYHU\DWZRUN
0%
0%
3LFNXSLQDORFNHU
7RWDO
Total
27+(5
Other
(OHFWUR
Electro
3%
2% ',<
DIY
2WKHULH
)DVKLRQ
Fashion
(QWHUWDLQPHQW
Entertainment
)RRG
Food
,Q6LWHV&RQVXOWLQJ
'2(6 127 0$77(5 72 0(
Does not matter to me
3%
3% 'RHVQRWPDWWHUWRPH
,QWHULRU
Interior
N(Electro) = 396, N(DIY) = 54, N(Fashion) = 377 N(Entertainment) = 317; N(Food) = 76; N(Interior) = 74 / F = Bought product before
6LJQKRJHUGDQPLQ
DQGHUHVHFWRU
Sector focus
Delivery preference (sector details 2/2)
6HFWRUIRFXV
6HFWRUIRFXV
'HOLYHU\SUHIHUHQFHVHFWRUGHWDLOV
Q: How do you prefer'HOLYHU\SUHIHUHQFHVHFWRUGHWDLOV
your
online purchases ‘product sector’ to be delivered?
DELIVERY PREFERENCE
'(/,9(5<
'(/,9(5<
35()(5(1&(
35()(5(1&(
2011
61%
+20(
+
20(
'(/,9(5<
'(/,9(5<
Home
delivery
3,&.
3,&.
8383
$7 $7
$ 3,&.
$ 3,&.
8383
32,17
32,17
Pick-up
at
pick-up
point
19%
3,&.
3,&.
8383
$7 $7
7+(
7+(
6+23
6+23
Pick-up at the shop
'(/,9(5<
'(/,9(5<
$7 $7
:25.
:25.
Delivery at work
3,&.
3,&.
8383
,1 $
,1/2&.(5
$ /2&.(5
Pick-up in a locker
+RPHGHOLYHU\
+RPHGHOLYHU\
66%
15%
7%
8%
3LFNXSDWWKHVKRS
3LFNXSDWWKHVKRS
6%
6%
'HOLYHU\DWZRUN
'HOLYHU\DWZRUN
0%
0%
3LFNXSLQDORFNHU
3LFNXSLQDORFNHU
7RWDO
7RWDO
Total
%RRNV
%RRNV
Books
27+(5
27+(5
Other
3%
2%
2WKHULH
2WKHULH
6SRUW
6SRUW
Sport
+HDOWK%HDXW\
+HDOWK%HDXW\
Health
& Beauty
7HOHFRP
7HOHFRP
Telecom
7R\V
7R\V
Toys
,Q6LWHV&RQVXOWLQJ
,Q6LWHV&RQVXOWLQJ
'2(6
'2(6
127
127
0$77(5
0$77(5
7272
0(0(
Does not matter to me
3%
3%
'RHVQRWPDWWHUWRPH
'RHVQRWPDWWHUWRPH
2WKHU
2WKHU
Other
17HOHFRP
17HOHFRP16SRUW
16SRUW1+HDOWK%HDXW\
1+HDOWK%HDXW\1%RHNHQ
1%RHNHQ16SHHOJRHG
16SHHOJRHG1$QGHUH
1$QGHUH)
)%RXJKWSURGXFWEHIRUH
%RXJKWSURGXFWEHIRUH
N(Telecom) = 103, N(Sport) = 71, N(Health & Beauty) = 106; N(Books) = 214; N(Toys) = 71; N(Other) = 555 / F = Bought product before
6LJQKRJHUGDQPLQ
6LJQKRJHUGDQPLQ
DQGHUHVHFWRU
DQGHUHVHFWRU
Delivery time (sector details 1/2)
6HFWRUIRFXV Q: When should it be possible to have ‘product’ delivered?
'HOLYHU\WLPHVHFWRUGHWDLOV
4:KHQVKRXOGLWEHSRVVLEOHWRKDYHµSURGXFW¶GHOLYHUHG"
'(/,9(5< 7,0(
2011
DELIVERY TIME
Between 9.00 and 18.00 will do,
79%
76%
%(7:((1
$1' :,// '2%HWZHHQDQGZLOOGRLI,GRQ
WKDYHWRSD\DQ\WKLQJH[WUD
,) ,'21
7
if I don’t have
to pay
anything
extra
+$9( 72 3$< $1<7+,1* (;75$
It should be possible between 8.00 and 20.00,
,WVKRXOGEHSRVVLEOHEHWZHHQDQGHYHQLI,KDYHWRSD\
15%
,7 6+28/' %( 3266,%/( %(7:((1 $1'15%
even
if I have to pay extra
(9(1 ,) ,+$9( 72 3$< (;75$
It should
be possible 24h/7,
,7 6+28/' %( 3266,%/( +(9(1 ,) ,6%
+$9(
even if I have 72
to 3$<
pay(;75$
extra
9%
,WVKRXOGEHSRVVLEOHKHYHQLI,KDYHWRSD\H[WUD
'85,1*
7+( :((. ,6 68)),&,(17,) ,'21
7
During
the week
is sufficient,
85% 83% +$9( 72 3$< $1<7+,1* (;75$ 'XULQJWKHZHHNLVVXIILFLHQWLI,GRQ
if I don’t have to pay anything extra
7RWDO
Total
(OHFWUR
Electro
$/62 '85,1* 7+( :((.(1'(9(1 ,) ,+$9(
Also during
the620(7+,1*
weekend,(;75$
72 3$<
even if I have to pay something extra
$OVRGXULQJWKHZHHNHQGHYHQLI,KDYHWRSD\VRPHWKLQJH[WUD
13%
14%
',<
DIY
)DVKLRQ
Fashion
(QWHUWDLQPHQW
Entertainment
$/62 21 681'$<(9(1 ,) ,+$9( 72 3$<
,Q6LWHV&RQVXOWLQJ
Also
on sunday,
620(7+,1*
(;75$
2%
)RRG
Food
$OVRRQ6XQGD\HYHQLI,KDYHWRSD\VRPHWKLQJH[WUD
3%
,QWHULRU
Interior
6LJQKRJHUGDQPLQ
DQGHUHVHFWRU
Sector focus
Delivery time (sector details 2/2)
Q: When should it be possible
to have ‘product’ delivered?
6HFWRUIRFXV
'HOLYHU\WLPHVHFWRUGHWDLOV
4:KHQVKRXOGLWEHSRVVLEOHWRKDYHµSURGXFW¶GHOLYHUHG"
'(/,9(5< 7,0(
2011
DELIVERY TIME
Between 9.00 and 18.00 will do,
79%
76%
%(7:((1
$1' :,// '2%HWZHHQDQGZLOOGRLI,GRQ
,) ,'21
7
if I don’t have
to pay
anything
extra
+$9( 72 3$< $1<7+,1* (;75$
It should be possible between 8.00 and 20.00,
,WVKRXOGEHSRVVLEOHEHWZHHQDQGHYHQLI,KDYHWRSD\
15%
,7 6+28/' %( 3266,%/( %(7:((1 $1'15%
even
if I have to pay extra
(9(1 ,) ,+$9( 72 3$< (;75$
It should
be possible 24h/7,
,7 6+28/' %( 3266,%/( +(9(1 ,) ,6%
+$9(
even if I have 72
to 3$<
pay(;75$
extra
9%
,WVKRXOGEHSRVVLEOHKHYHQLI,KDYHWRSD\H[WUD
'85,1*
7+( :((. ,6 68)),&,(17,) ,'21
7
During
the week
is sufficient,
85% 83% +$9( 72 3$< $1<7+,1* (;75$ 'XULQJWKHZHHNLVVXIILFLHQWLI,GRQ
if I don’t have to pay anything extra
7RWDO
Total
$/62 '85,1* 7+( :((.(1'(9(1 ,) ,+$9(
Also during
the620(7+,1*
weekend,(;75$
72 3$<
$OVRGXULQJWKHZHHNHQGHYHQLI,KDYHWRSD\VRPHWKLQJH[WUD
13%
14%
,Q6LWHV&RQVXOWLQJ
6SRUW
Sport
+HDOWK%HDXW\
Health & Beauty
$/62 21 681'$<(9(1 ,) ,+$9( 72 3$<
Also
on sunday,
620(7+,1*
(;75$
%RRNV
Books
2%
7HOHFRP
Telecom
$OVRRQ6XQGD\HYHQLI,KDYHWRSD\VRPHWKLQJH[WUD
3%
7R\V
Toys
2WKHU
Other
6LJQKRJHUGDQPLQ
DQGHUHVHFWRU
6HFWRUIRFXV
Delivery price (sector details 1/2)
Q: How much are you willing to pay for the delivery of the ‘product’ you buy
'HOLYHU\SULFHVHFWRUGHWDLOV
online?
4+RZPXFKDUH\RXZLOOLQJWRSD\IRUWKHGHOLYHU\RIWKHµSURGXFW¶\RXEX\RQOLQH"
COST OF DELIVERY
&267 2) '(/,9(5<
2011
Free shipping
)5(( 6+,33,1*
Less
than
4 euro
/(66
7+$1
(852
23%
15%
*UDWLV
0LQGHUGDQHXUR
23%
36%
%(7:((14
$1'7.5
euro
(852
Between
and
%(7:((1 $1' (852
Between
7.5 and 10 euro
18%
14%
31%WRWHXUR
14%
WRWHXUR
7RWDO
Total
(OHFWUR
Electro
',<
DIY
)DVKLRQ
Fashion
025( 7+$1 (852
,Q6LWHV&RQVXOWLQJ
More than 10 euro
12%
14%
0HHUGDQHXUR
(QWHUWDLQPHQW
Entertainment
)RRG
Food
,QWHULRU
Interior
6LJQKRJHUGDQPLQ
Sector focus
Delivery price (sector details 2/2)
6HFWRUIRFXV
Q: How much are you
willing to pay for the delivery of the ‘product’ you buy
'HOLYHU\SULFHVHFWRUGHWDLOV
online?
4+RZPXFKDUH\RXZLOOLQJWRSD\IRUWKHGHOLYHU\RIWKHµSURGXFW¶\RXEX\RQOLQH"
COST OF DELIVERY
&267 2) '(/,9(5<
2011
Free shipping
23%
)5(( 6+,33,1*
Less than 4 euro
/(66 7+$1 (852
15%
*UDWLV
0LQGHUGDQHXUR
23%
36%
Between
and
%(7:((14
$1'7.5
euro
(852
%(7:((1
$1'10
(852
Between
7.5
and
euro
18%
14%
31%WRWHXUR
WRWHXUR
14%
7RWDO
Total
%RRNV
Books
6SRUW
Sport
+HDOWK%HDXW\
Health & Beauty
025( 7+$1 (852
,Q6LWHV&RQVXOWLQJ
More than 10 euro
12%
0HHUGDQHXUR
14%
7HOHFRP
Telecom
7R\V
Toys
2WKHU
Other
6LJQKRJHUGDQPLQ
E-commerce
trust & attitude
47%
of online shoppers prefers Belgian to
foreign websites.
Shoppers trust e-commerce activities more than they did
in the past, which results in an increase in the amount
and the variety of products bought online.
Barriers towards online payment with a credit card and
purchase on unknown websites are less present.
E-commerce trust
Q: To what extent do you agree with the following statements? (Top 2 scores)
2011
% CONSUMERS WHO AGREE / TOTALLY AGREE
77%
I would only purchase products and/or services on familiar and reliable sites
74%
I find it important for an e-commerce website to be certified by an independent body
68%
I find a transfer a reliable method of payment for an online purchase
66%
I have faith in e-commerce
57%
I find it safe to pay for an online purchase with a credit card
I am open to purchasing a broad range of products and/or services online
52%
I frequently purchase products and/or services online
39%
I have no inhibitions when it comes to buying products and/or services online
37%
I am open to purchasing products from other Internet users on the Internet
I would also buy products and/or services on websites I do not know
I would also buy expensive, risky products and/or services online
30%
20%
11%
74%
69%
62%
59%
48%
46%
39%
31%
29%
19%
In general, online
shoppers are rather
reserved when it
comes to buying
products from other
internet users or on
unknown websites.
13%
N = 1058 / F = No filter
(FRPPHUFHWUXVWGHWDLO
E-commerce trust
(detail)
47RZKDWH[WHQWGR\RXDJUHHZLWKWKHIROORZLQJVWDWHPHQWV"
7KHWUXVWLQHFRPPHUFHNHHSVJURZLQJZKLFKUHVXOWVLQDJURZWKLQWKHDPRXQWDQGYDULHW\RI
SURGXFWVERXJKWRQOLQH%DUULHUVWRZDUGVRQOLQHSD\PHQWDUHOHVVRXWVSRNHQ
trust in e-commerce
keeps growing, which results in a growth in the amount and
723 The
variety of products bought online. Barriers towards online payment are less outspoken.
,ZRXOGRQO\SXUFKDVHSURGXFWVDQGRU
I would only
purchase products and/or services
VHUYLFHVRQIDPLOLDUDQGUHOLDEOHVLWHV
on familiar and reliable sites
,ILQGLWLPSRUWDQWIRUDQHFRPPHUFH
I find itZHEVLWHWREHFHUWLILHGE\DQLQGHSHQGHQW
important for an e-commerce website to
be certified by
an independent body
ERG\
I ,ILQGDWUDQVIHUDUHOLDEOHPHWKRGRI
find a transfer a reliable method of
SD\PHQWIRUDQRQOLQHSXUFKDVH
payment for an online purchase
I have faith
,KDYHIDLWKLQHFRPPHUFH
I,ILQGLWVDIHWRSD\IRUDQRQOLQHSXUFKDVH
find it safe to pay for an online purchase
ZLWKDFUHGLWFDUG
with a credit card
I,DPRSHQWRSXUFKDVLQJDEURDGUDQJHRI
am open to purchasing a broad range of
SURGXFWVDQGRUVHUYLFHVRQOLQH
products and/or services online
I ,IUHTXHQWO\SXUFKDVHSURGXFWVDQGRU
frequently purchase products and/or
VHUYLFHVRQOLQH
services online
I have no,KDYHQRLQKLELWLRQVZKHQLWFRPHVWR
inhibitions when it comes to buying
EX\LQJSURGXFWVDQGRUVHUYLFHVRQOLQH
products and/or services online
,DPRSHQWRSXUFKDVLQJSURGXFWVIURP
I am open
to purchasing products from other
RWKHU,QWHUQHWXVHUVRQWKH,QWHUQHW
Internet users on the Internet
I,ZRXOGDOVREX\SURGXFWVDQGRUVHUYLFHV
would also buy products and/or services RQZHEVLWHV,GRQRWNQRZ
on websites I do not know
HV&RQVXOWLQJ
1 ) 1RILOWHU
3%
74%
69%
-5%
68%
62%
6%
66%
59%
7%
57%
48%
9%
52%
46%
6%
39%
39%
0%
37%
31%
6%
30%
29%
1%
20%
19%
1%
11%
13%
-2%
1HXWUDO
5DWKHUDJUHH
7RWDOO\DJUHH
I,ZRXOGDOVREX\H[SHQVLYHULVN\SURGXFWV
would also buy expensive, risky products DQGRUVHUYLFHVRQOLQH
and/or services online
74%
in e-commerce
5DWKHUGLVDJUHH
Top 2% Difference
2011 2012-2011
77%
',))(5(1&(
Top 2%
2012
723 7RWDOO\GLVDJUHH
E-commerce attitude
2011
% CONSUMERS WHO AGREE / TOTALLY AGREE
47%
I prefer an online purchase via a Belgian website to one via a foreign website
I think foreign websites for online purchases are less reliable
than Belgian websites
29%
I prefer delivery by courier
38%
34%
I prefer delivery by mail
31%
I prefer delivery via pick-up point
38%
I prefer online payments to offline payments
I think a purely online website without offline counterpart is less reliable
than an online website with an offline counterpart
I prefer an online purchase with a purely online website without offline
counterpart to a website with an offline counterpart
22%
11%
46%
28%
39%
36%
26%
1 in 2 online shoppers
has a preference for
Belgian websites,
30% perceives foreign
websites as less
reliable.
34%
21%
13%
78% believes an offline
shop increases website
reliability.
(FRPPHUFHDWWLWXGHGHWDLO
E-commerce attitude
(detail)
47RZKDWH[WHQWGR\RXDJUHHZLWKWKHIROORZLQJVWDWHPHQWV"
723 Top
2% Top
2%
2012
2011
I prefer,SUHIHUDQRQOLQHSXUFKDVHYLDD%HOJLDQZHEVLWHWR
an online purchase via a Belgian website
RQHYLDDIRUHLJQZHEVLWH
to one via a foreign website
,WKLQNIRUHLJQZHEVLWHVIRURQOLQHSXUFKDVHVDUH
I think foreign
websites for online purchases are
less
reliable than Belgian websites
OHVVUHOLDEOHWKDQ%HOJLDQZHEVLWHV
,SUHIHUGHOLYHU\E\FRXULHU
I prefer
delivery by courier
,SUHIHUGHOLYHU\E\PDLO
I prefer
delivery by mail
I prefer,SUHIHUGHOLYHU\YLDSLFNXSSRLQW
delivery via pick-up point
,SUHIHURQOLQHSD\PHQWVWRRIIOLQHSD\PHQWV
I prefer online
payments to offline payments
28%
38%
39%
34%
36%
31%
26%
38%
34%
22%
21%
11%
13%
29%
46%
47%
,WKLQNDSXUHO\RQOLQHZHEVLWHZLWKRXWRIIOLQH
I think a purely online
website without offline counterpart is
FRXQWHUSDUWLVOHVVUHOLDEOHWKDQDQRQOLQHZHEVLWH
less reliable than an online website with an offline counterpart
ZLWKDQRIIOLQHFRXQWHUSDUW
,SUHIHUDQRQOLQHSXUFKDVHZLWKDSXUHO\RQOLQH
I prefer an online purchase
with a purely online website without
ZHEVLWHZLWKRXWRIIOLQHFRXQWHUSDUWWRDZHEVLWH
offline counterpart
to a website with offline counterpart ZLWKRIIOLQHFRXQWHUSDUW
V&RQVXOWLQJ
1 ) 1RILOWHU
7RWDOO\DJUHH
5DWKHUDJUHH
1HXWUDO
5DWKHUGLVDJUHH
7RWDOO\GLVDJUHH
Internet
fraud
4%
has experienced some kind of deception
during online shopping.
In half of those cases, deception was caused by payment
issues.
29%
of fraud manifestations stay unsolved.
Internet fraud
Exposure
Q: Have you been confronted with Internet fraud related with your purchase of
new products or services on the Internet in the past 12 months?
2011: 7%
The occurrence of
Internet fraud is very
limited.
Yes, multiple times
Yes, once
No
Only 4% has been
confronted with
fraud related to their
purchase in the past
12 months.
Internet fraud
Type of fraud
Q: What is the best description of this internet fraud?
2011
49%
Payment fraud e.g. hacked payment website
25%
Wrong / damaged / incomplete / missing delivery
In 50% of the cases,
the internet fraud is
payment related.
17%
Conscious faulty information on the website
Fraud concerning return shipment
Other
7%
40%
28%
35%
11%
24%
12%
Sign. different (95%)
N = 45 / F = When been confronted with internet fraud in past 12 months
Internet fraud
Solving the fraud
Q: Who solved this internet fraud?
2011
38%
The bank
The company
The supplier
Other
18%
22%
11%
22%
13%
The internet fraud has not been solved
17%
19%
29%
32%
Sign. different (95%)
N = 45 / F = When been confronted with internet fraud in past 12 months
The majority of
internet fraud cases
are handled and
solved by the bank.
However, in 29% of
the cases it remains
unsolved.
E-commerce
trends
(FRPPHUFHWUHQGV
E-commerce trends
47RZKDWH[WHQWDUH\RXZLOOLQJWRXVHWKHIROORZLQJQHZWHFKQRORJLHVLQWKHFRPLQJPRQWKV"
Q: To what extent are you willing to use the following new technologies in the
723 6&25(
7KHZLOOLQJQHVVWRXVHJURXSGLVFRXQWZHEVLWHV
NHHSVJURZLQJ7KHXVDJHRIPRELOHVLWHVRU
coming 12
months?
DSSOLFDWLRQVIRUPRELOHSXUFKDVHVRQWKHURDGDUHOHVVSRSXODU
The willingness to use group discount websites keeps growing.
The usage of mobile sites or applications for mobile purchases on the road are less popular.
Using group8VLQJJURXSGLVFRXQWZHEVLWHVHJ*URXSRQZKLFK
discount websites (e.g. Groupon, which offers
RIIHUVDXQLTXHGDLO\GHDOYLDDZHEVLWH
a unique daily deal via a website)
Using social
media and word of mouth advertising to get
8VLQJVRFLDOPHGLDDQGZRUGRIPRXWKDGYHUWLVLQJWR
JHWDSULFHUHGXFWLRQIRUP\RQOLQHSXUFKDVHV
a price reduction for my online purchases
Using location-based
services (e.g. offers of shops in the
8VLQJORFDWLRQEDVHGVHUYLFHVHJRIIHUVRIVKRSVLQ
WKHYLFLQLW\RI\RXUPRELOHSKRQHVPDUWSKRQH
vicinity
of your mobile phone / smartphone)
Using a mobile
site or application on the smartphone for
8VLQJDPRELOHVLWHRUDSSOLFDWLRQRQWKHVPDUWSKRQH
mobile purchases whilst on the road
IRUPRELOHSXUFKDVHVZKLOVWRQWKHURDG
&RQVXOWLQJ
1 ) 1RILOWHU
7RWDOO\ZLOOLQJWR
5DWKHUZLOOLQJWR
1HXWUDO
Top 2
score
2012
5DWKHUQRWZLOOLQJWR
1RWDWDOOZLOOLQJWR
Top 2
score
2011
42%
38%
28%
27%
20%
21%
15%
15%

E-commerce in Belgium

Transcription

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