E-commerce Belgium

E-commerce
Belgium ����
Introduction
Without commerce, e is just a letter
For the third year in a row, we have conducted the most
comprehensive online survey of its kind. And year after year, we have
seen how online business is steadily growing. I don’t believe in the
e-commerce revolution – some devastating shock that will destroy
our shopping landscape, that will close all physical shops and turn
shopping malls into ghost cities.
Our survey shows that e-commerce is a process. Online shopping is
growing, we are convincing more and more people to try out the virtual
shopping experience.
But you’ll discover in this survey, just as we have, that there are some threats
we need to take seriously. There are issues with trust, with security. And people
turn to the brands they trust. Not only the household names that have always been
around – pure players are able to gain trust and reputation very fast.
A new development is that for the first time, price has taken over the number 1
position as main driver for e-commerce, becoming more important than comfort
and time. This could have a tremendous impact on the way retailers conduct their
business.
Dominique Michel,
Ceo Comeos
Comeos - E-commerce - Belgium 2013 | 3
Table of content
Objectives & methodology
4
E-commerce experience
10
Current online shopping behaviour
20
Online purchases
34
Download the full survey
on www.comeos.be
Colophon
Editing: Peter Vandenberghe
Sector focus
52
E-commerce trust & attitude
66
Internet fraud
E-commerce trends
Responsible editor: Dominique Michel
Graphic design: Apunta
74
80
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 commerce & services.
Our members are active in 18 sectors and sell 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.
Research questions
•
•
•
What is the online buyer’s profile?
Which products are bought online?
Which sectors have the highest potential?
Comeos - E-commerce - Belgium 2013 | 7
Method
Used symbols
Online questionnaire via Talktochange research community
Fieldwork: april 3rd 2013 - april 15th 2013
Scope: Belgium
A
Sample
Sig. Higher compared to other group (95%)
A
Sig. Higher/lower than average (95%)
Sample screening
Comparisons with Comeos
‘E-commerce in België 2011’ &
‘E-commerce in Belgium 2012’
Age: 18-70
Online purchases experience in last 12 months
Same period of field (April 2011 & April 2012) and sample
composition to optimize comparability
N = 1062
Sample quota
Region: 60% Dutch , 40% French
Gender: 50% Men, 50% Women
Age: Representative for Belgian population
Objectives & methodology
Used logo’s for sectors
Comeos - E-commerce - Belgium 2013 | 9
E-commerce
experience
57%
of the Belgian population has made an
online purchase in the last year.
59%
of the Belgian population has ever made
an online purchase.
Comeos - E-commerce - Belgium 2013 | 13
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)?
2011
2012
45%
46%
PAST �� MONTHS
2013
57%
Of the Belgian population has made an online purchase in the last year
+13%
E-commerce experience
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)?
PURCHASED ONLINE LAST YEAR
2013
2012
2011
ONLINE POPULATION
70%
59%
58%
BELGIAN POPULATION*
57%
46%
45%
* Extrapolated to the Belgian population regarding the current internet-population (78%)
Comeos - E-commerce - Belgium 2013 | 15
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)?
2011
2012
2013
52%
52%
59%
Of the Belgian population has ever made an online purchase
EVER
+7%
E-commerce experience
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
2013
2012
2011
2013
2012
2011
ONLINE POPULATION
75%
67%
66%
70%
59%
58%
BELGIAN POPULATION*
59%
52%
52%
57%
46%
45%
* Extrapolated to the Belgian population regarding the current internet-population (78%)
Comeos - E-commerce - Belgium 2013 | 17
E-commerce experience
Penetration (profile)
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)?
GENDER
Male
Female
LANGUAGE
Dutch
French
AGE
18-27
28-43
INCOME
62%
56%
61%
55%
60%
62%
2012
2011
55%
56%
50%
48%
56%
53%
48%
46%
57%
59%
59%
58%
44-59
56%
49%
45%
60+
55%
42%
43%
50%
48%
57%
57%
60%
73%
Less than € 2500
€ 2500-3500
58%
66%
72%
More than € 3500
Sign. difference (95%)
Share of ‘older’
online buyers
increases – last ones
to be convinced
Roger’s Innovation Adoption Curve
“Trying to convince the mass of a new idea is useless. Convince innovators and
early adopters first.”
REMEMBER THIS SLIDE?
2012
2013
“The late majority is about to
use e-commerce websites for
purchasing 1st hand products
and services. E-commerce
becomes a worthy alternative
for offline retail activities.”
Innovators
2.5 %
Early adopters
13.5 %
Early majority
34 %
Late majority
34 %
Laggards
16 %
Comeos - E-commerce - Belgium 2013 | 19
E-commerce experience
Barriers
Q: What are the 3 main reasons why you did not purchase products or services online?
2013
Because I want to see it/try it before deciding to buy and that is not possible
with e-commerce
37%
31%
Because I have serious doubts concerning the security level of online purchases/orders
24%
Because I don’t have or don’t want to use a credit card
22%
Because I don’t like to give my personal data on the Internet
Because I want to talk to a shop assistant/dealer when I want more information on a
product or service
20%
2012
2011
41%
37%
30%
36%
29%
27%
23%
31%
23%
22%
Because I want to see whether items are in stock in a physical shop
19%
15%
15%
Because I have to be home when the products are delivered
19%
16%
16%
23%
23%
11%
8%
9%
7%
7%
7%
9%
7%
3%
5%
0%
2%
3%
4%
17%
Because I have access to all the products/services I need in physical shops
11%
Because I don’t have sufficient Internet experience yet
10%
Because I have a wider selection of products/services in the real world
8%
Because prices aren’t lower on the Internet
6%
Because there is more product information available in the real world
Because I have experienced too many failed attempts to order/purchase something
online
Because purchasing/ordering online is something I prefer to do at home
and I don’t have a computer at home
Other reason
N = 456 / F = Only if never purchased online before
5%
2%
3%
Current online
shopping behaviour
24%
8%
makes monthly purchases.
That is an
increase.
On average, we spend more than
2.000
euros a year - online.
Comeos - E-commerce - Belgium 2013 | 23
E-commerce experience
Experience
Q: When did you first buy something via the Internet (for personal purposes)?
26%
In the past 12 months
13%
1 to 2 years ago
23%
3 to 4 years ago
16%
5 to 6 years ago
10%
7 to 10 years ago
More than 10 years ago
I do not remember
N = 1062 / F = None
5%
7%
2012
2011
21%
26%
12%
14%
22%
24%
18%
19%
11%
8%
6%
4%
9%
6%
1 out of 4 online
buyers made the first
purchase in the last
12 months
Q: How frequently do you buy something via the Internet (for personal purposes)?
MONTHLY PURCHASES
2011
2012
2013
24%
17%
16%
Comeos - E-commerce - Belgium 2013 | 25
E-commerce experience
Frequence
Q: How frequently do you buy something via the Internet (for personal purposes)?
Weekly
4%
20%
Monthly
30%
Every 1 to 3 months
23%
Every 3 to 6 months
18%
Every 6 to 12 months
Less than once a year
N = 1062 / F = None
6%
2012
2011
2%
2%
14%
15%
30%
31%
24%
22%
23%
20%
7%
10%
The frequency of
online purchases
increases
Q: How much did you spend online in the past month?
AVERAGE SPENDING PER MONTH
2011
€ 130
2012
2013
€ 163
€ 170
Comeos - E-commerce - Belgium 2013 | 27
Q: How much did you spend online in the past month?
MORE THAN € 100 PAST MONTH
2011
2012
2013
43%
45%
47%
E-commerce experience
Current online shopping behaviour
Q: How much did you spend online in the past month?
Less than € 20
Average 2013
€ 170 / month
(€ 2.040 / year)
Between € 20 and € 49
Average 2012
€ 163 / month
(€ 1.944 / year)
Average 2011
€ 130 / month
(€ 1.560 / year)
17%
20%
Between € 50 and € 99
Between € 100 and € 149
More than € 150
N = 1062 / F = None
16%
12%
35%
2012
2011
26%
19%
10%
16%
19%
22%
13%
13%
32%
30%
Comeos - E-commerce - Belgium 2013 | 29
Q: Do you spend less or more now than you did 1 year ago?
SPENDING BEHAVIOUR COMPARED TO LAST YEAR
A lot more
4%
36%
32%
More
45%
Equally much
11%
Less
14%
A lot less
No idea
3%
5%
Q: Do you spend less or more now than you did 1 year ago?
SPENDING BEHAVIOUR COMPARED TO LAST YEAR
13% spends more
online
2011
2012
29%
29%
2013
36%
Comeos - E-commerce - Belgium 2013 | 31
E-commerce experience
Evolution budget
Q: Do you spend less or more now than you did 1 year ago?
A lot more
4%
32%
More
45%
Equally much
11%
Less
A lot less
No idea
N = 1062 / F = None
3%
5%
2012
2011
2%
3%
27%
26%
49%
48%
13%
13%
3%
2%
7%
8%
Q: To what extent do these purchases via the Internet replace offline purchases?
BUYING BEHAVIOUR - EQUALLY NEW AS REPLACEMENT
2011
27%
2012
2013
29%
32%
Comeos - E-commerce - Belgium 2013 | 33
E-commerce experience
Substitution offline purchases
Q: To what extent do these purchases via the Internet replace offline purchases?
Not at all, these are
16%
new / extra purchases
Not really, these are mainly
21%
new / extra purchases
These are often new / extra purchases as
32%
replacement of previous offline purchases
Rather, these are mainly replacements
25%
of previous offline purchases
Totally, these are replacements
of previous offline purchases
N = 1062 / F = None
6%
2012
2011
15%
20%
21%
22%
29%
27%
26%
23%
9%
8%
Online still doesn’t
replace offline
purchases
Online
purchases
52%
89%
bought food more than 5 times.
of buyers will buy again
in the next 12 months.
Comeos - E-commerce - Belgium 2013 | 37
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?
Clothing / shoes
Hotel / Overnight stay
Event tickets
Boat, plane or train tickets
Books
Computer, hardware and software
Personal care products
Electronic appliances
CD / DVD / Blu-ray / Games
Telecom
Household appliances
Toys
Fun fair tickets
Pharmaceutical products
Digital music
Furniture and home decoration
DIY and garden products
Sports products
Food
Films or TV series in digital format
Prepared food
Cars, motorbikes, bicycles
Other
N = 1062 / F = None
46%
38%
31%
31%
30%
23%
21%
20%
18%
16%
15%
14%
12%
10%
Fashion
Books
Electronic appliances
Entertainment
9%
Telecom
9%
Health & Beauty
8%
Interior
8%
Nutrition
6%
Sports
5%
DIY
4%
Toys
3%
12%
Other
Clothing & shoes
most popular item –
for the first time!
Online purchases
Current purchase new products - Evolution
Q: Which new products or services did you buy via the Internet (for personal
purposes) in the past 12 months?
0%
This is an evolution,
no revolution: minor
shifts in shopping
behaviour
N = 1062 / F = None
Clothing / shoes
Hotel / Overnight stay
Event tickets
Boat, plane or train tickets
Books
Computer, hardware and software
Personal care products
Electronic appliances
CD / DVD / Blu-ray / Games
Telecom
Household appliances
Toys
Fun fair tickets
Pharmaceutical products
Sports products
Furniture and home decoration
DIY and garden products
Digital music
Food
Films or TV series in digital format
Prepared food
Cars, motorbikes, bicycles
Other
10%
20%
30%
40%
50%
Bought more:
• Clothing / shoes
• Personal care products
• Pharmaceutical products
• Sports products toys
Bought less:
• Even tickets
• CD / DVD / etc.
• Digital music
2011
2012
2013
Comeos - E-commerce - Belgium 2013 | 39
Online purchases
Frequence current online purchases
Q: Please indicate how often you bought the following new products via the
Internet (for personal purposes) in the past 12 months.
MORE THAN
5 TIMES
Food
52%
Digital music
28%
Films or TV series in digital format
26%
Prepared food
26%
CD / DVD / Blu-ray / Games
20%
Clothing / shoes
20%
Books
17%
Pharmaceutical products
13%
Telecom
13%
Personal care products
12%
Toys
11%
Boat, plane or train tickets
8%
Cars, motorbikes, bicycles
8%
DIY and garden products
8%
Event tickets
7%
Hotel / Overnight stay
7%
Sports products
6%
Computer, hardware and software
6%
Electronic appliances
4%
Fun fair tickets
4%
Household appliances
2%
Furniture and home decoration
0%
N = min 33 (cars, motorbikes/bikes) / F = if purchased online
Online purchases
Frequence current online purchases - Evolution
Q: Please indicate how often you bought the following new products via the

Internet (for personal purposes) in the past 12 months (more than 5 times).
    
Q: Please indicate how often you bought the following new products via the Internet (for personal
purposes) in the past 12 months (More than 5 times)
0%
0%
Food is the most
important recurrent
purchase
N = 1062 / F = None
FoodFood
DigitalDigital
musicmusic
or TVin
series
in digital
format
Films or Films
TV series
digital
format
Prepared
Prepared
foodfood
CD// Blu-ray
DVD / Bluray
/ Games
CD / DVD
/ Games
Clothing
/ shoes
Clothing
/ shoes
BooksBooks
Pharmaceutical
products
Pharmaceutical
products
Telecom
Telecom
Personal
care products
Personal
care products
Toys Toys
Boat, plane
trainortickets
Boat,orplane
train tickets
Cars, motorbikes,
bicycles
Cars, motorbikes,
bicycles
DIY andDIY
garden
products
and garden
products
EventEvent
tickets
tickets
Hotel / Overnight
stay stay
Hotel / Overnight
SportsSports
products
products
Computer,
hardware
and software
Computer,
hardware
and software
Electronic
appliances
Electronic
appliances
Fun fair
tickets
Fun
fair tickets
Household
appliances
Household
appliances
FurnitureFurniture
and home
and decoration
home decoration
10%
10%
20%
20%
30%
30%
40%
40%
50%
50%
60%
60%
Food is the most
important recurrent
purchase
2011
2012
2013
Comeos - E-commerce - Belgium 2013 | 41
% Purchased last 12 months
Specials
Volume
generator
Bought by many people,
on an non-frequent base.
Bought by many people, on a
frequent base. This combination
generates a high volume.
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
Niche
Buying frequence
% bought more than 5 times last year
Online purchases
Quadrant
Q: Which new products or services did you buy via the Internet (for personal
purposes) in the past 12 months?
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
% Purchased last 12 months
Hotel / Overnight stay
Books and Clothing
& Shoes are the major
volume generators
N = min 33 (cars, motorbikes/bikes) / F = if purchased online
Event tickets
Boat, plane or train tickets
Books
Computer, hardware
and software
Electronic appliances
Household appliances
Personal care products
CD/DVD/Blu-ray/Games
Telecom
Toys
Fun fair tickets
Sports products
Pharmaceutical products
DIY and garden products
Furniture and
home decoration
No volume
Cars, motorbikes, bicycles
Average
penetration
Digital music
Films or TV series in digital format
Prepared food
Buying
Food
Niche
Comeos - E-commerce - Belgium 2013 | 43
Online purchases
Future intention to buy
Q: Do you expect to buy the following products more or less in the future?
Top 2
score
Total
23%
Food
33%
Books
26%
Entertainment
24%
Fashion
23%
Telecom
23%
Electro
20%
Toys
18%
Sports
15%
Interior
14%
Health & Beauty
13%
DIY & Garden
12%
Other
26%
N = min 44 (Toys) / F = if purchased online
Online purchases
Quadrant methodology
Q: Which new products or services did you buy via the Internet (for personal
purposes) in the past 12 months?
Q: Do you expect to buy the following products more or less in the future?
% 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 to 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
Comeos - E-commerce - Belgium 2013 | 45
Online purchases
Quadrant methodology
Q: Which new products or services did you buy via the Internet (for personal
purposes) in the past 12 months?
Q: Do you expect to buy the following products more or less in the future?
Average
frequence
Stabilising
Booming
Clothing / shoes
Hotel / Overnight stay
% Bought last 12 months
Boat, plane or
train tickets
Event tickets
Books
Computer, hardware
and software
Personal care products
Electronic appliances
CD/DVD/Blu-ray/Games
Household appliances
Telecom
Toys
Sports products
Pharmaceutical products
Furniture and home decoration
Digital music DIY and garden products
Food
Cars, motorbikes,
bicycles
Films or TV series
in digital format
Latent
Intention to buy
Average
penetration
Fun fair tickets
Prepared food
Potentials
Top 2 – bottom 2 scores
Telecom, Toys and
Fun fair tickets are
high potentials
N = min 33 (cars, motorbikes/bikes) / F = if purchased online
Online purchases
Future intention to buy
Q: How likely are you to purchase other new products or services on the
Internet in the future?
38%
Certainly
51%
Probably
9%
Neutral
Probably not
Online buyers
remain loyal to
e-commerce
N = 1062 / F = None
Certainly not
2%
0%
}
2012
2011
41%
31%
89%
89%
84%
48%
53%
9%
13%
2%
2%
0%
0%
Comeos - E-commerce - Belgium 2013 | 47
Online purchases
Intention to buy next 12 months
Q: Which of the following products would you consider purchasing online in the
coming 12 months?
Hotel / Overnight stay
Clothing / shoes
Boat, plane or train tickets
Event tickets
Books
Computer, hardware and software
Fun fair tickets
Personal care products
CD / DVD / Blu-ray / Games
Electronic appliances
Household appliances
Telecom
Toys
Furniture and home decoration
Digital music
DIY and garden products
Sports products
Pharmaceutical products
Films or TV series in digital format
Food
Cars, motorbikes, bicycles
Prepared food
Other
N = 1062 / F = None
51%
48%
45%
42%
39%
26%
25%
23%
22%
22%
20%
18%
17%
13%
12%
12%
11%
10%
9%
9%
5%
5%
5%
It can be expected
that clothing/shoes
will become even
more popular in the
future
Online purchases
Intention to buy next 12 months - Evolution
Q: Which of the following products would you consider purchasing online in the
coming 12 months?
0%
CD/DVD and digital
music less considered
N = 1062 / F = None
Hotel / Overnight stay
Clothing / shoes
Boat, plane or train tickets
Event tickets
Books
Computer, hardware and software
Fun fair tickets
Personal care products
CD / DVD / Blu-ray / Games
Electronic appliances
Household appliances
Telecom
Toys
Furniture and home decoration
Digital music
DIY and garden products
Sports products
Pharmaceutical products
Films or TV series in digital format
Food
Cars, motorbikes, bicycles
Prepared food
Other
10%
20%
30%
40%
50%
60%
70%
Consider more to buy:
• Clothing / shoes
• Personal care products
• Pharmaceutical products
• Sports products toys
• Household appliances
Consider less to buy:
• CD / DVD / etc.
• Digital music
2011
2012
2013
Comeos - E-commerce - Belgium 2013 | 49
Online purchases
Evolution new products
Q: Which new products or services did you buy via the Internet (for personal
purposes) in the past 12 months?
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
Hotel / Overnight stay
Boat, plane or train tickets
Event tickets
Books
Computer, hardware and software
Personal care products
Electronic appliances
CD / DVD / Blu-ray / Games
Telecom
Household appliances
Toys
Fun fair tickets
Pharmaceutical products
Furniture and home decoration
Sports products
Digital music
DIY and garden products
Food
Films or TV series in digital format
Prepared food
Cars, motorbikes, bicycles
Other
N = 1062 / F = None
Past 12 months
Coming 12 months
Online shoppers
don’t change their
behaviour
Online purchases
Information search
Q: To what extent have you looked for information before buying the following
products online?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
People keep looking
for information online,
even when they don’t
purchase the item
N = 1062 / F = None
Hotel / Overnight stay
Cars, motorbikes, bicycles
Electronic appliances
Computer, hardware and software
Household appliances
Sports products
Boat, plane or train tickets
Fun fair tickets
Telecom
Pharmaceutical products
Event tickets
DIY and garden products
Prepared food
Toys
CD / DVD / Blu-ray / Games
Films or TV series in digital format
Furniture and home decoration
Books
Clothing / shoes
Digital music
Personal care products
Food
Other
Offline search 2013
Online search 2013
No search 2013
Online search 2012
Online search 2011
Comeos - E-commerce - Belgium 2013 | 51
Sector focus
Price has become the most important motivator for
online shoppers
… but not for all sectors.
For
Food, the 24/7 availability and time-saving are
the main drivers.
Comeos - E-commerce - Belgium 2013 | 55
Sector focus
Drivers for E-commerce - Evolutions
Time & Convenience
Money
Q: What are the 3 main reasons why you bought
this product online?
Purchase Management
PERCEIVED AS IMPORTANT
% CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER
0%
10%
20%
30%
40%
43%
Because I can find products and services at lower prices
42%
Because it saves time
35%
Because it gets delivered to my door
34%
Because I get access to special discounts, promotions...
33%
Because I’m able to shop 24 hours a day
24%
Because I have a wider selection of products/services online
23%
Because I can compare and review different products/services
16%
Because I avoid crowds
Because there is more product information online
15%
Because I get access to products/services that aren’t available in my country
14%
2011
12%
Because I can see whether items are in stock
Other reason
F = Have bought before
4%
2012
2013
Sector focus
Electro & entertainment:
low prices become main drivers
Drivers for E-commerce (details 1/2)
Q: What are the 3 main reasons why you bought this product online?
PERCEIVED AS IMPORTANT
% CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER
0%
10%
20%
30%
40%
50%
60%
43%
Because I can find products and services at lower prices
42%
Because it saves time
35%
Because it gets delivered to my door
34%
Because I get access to special discounts, promotions...
33%
Because I’m able to shop 24 hours a day
24%
Because I have a wider selection of products/services online
23%
Because I can compare and review different products/services
16%
Because I avoid crowds
15%
Because there is more product information online
Total
Telecom
Electro
DIY & Garden
14%
Because I get access to products/services that aren’t available in my country
12%
Because I can see whether items are in stock
Other reason
N = 41 up to 405 per sector / F = Have bought before
Fashion
Entertainment
Health & Beauty
4%
Sign. difference (95%)
Comeos - E-commerce - Belgium 2013 | 57
Sector focus
Drivers for E-commerce (details 2/2)
Q: What are the 3 main reasons why you bought this product online?
PERCEIVED AS IMPORTANT
% CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER
0%
10%
20%
30%
40%
50%
60%
43%
Because I can find products and services at lower prices
42%
Because it saves time
35%
Because it gets delivered to my door
34%
Because I get access to special discounts, promotions...
33%
Because I’m able to shop 24 hours a day
24%
Because I have a wider selection of products/services online
23%
Because I can compare and review different products/services
16%
Because I avoid crowds
15%
Because there is more product information online
Total
Food
Interior
Books
14%
Because I get access to products/services that aren’t available in my country
12%
Because I can see whether items are in stock
Other reason
N = 41 up to 405 per sector / F = Have bought before
Sports
Toys
Other
4%
Sign. difference (95%)
58 | Comeos - E-commerce in België - 16 mei 2011
Sector focus
Purchase amount
Q: How much money did you spend at your most recent online purchase?
ON AVERAGE ONLINE SHOPPERS SPEND
€ 165 (PREVIOUS WAVE = € 187)
332
Interior
324
Other
272
Electro
157
DIY & Garden
146
Food
106
Sports
89
Fashion
62
Health & Beauty
Telecom
Toys
Highest spending for
Interior and Electro
N = 41 up to 405 per sector / F = Have bought before
55
49
Entertainment
43
Books
43
Sign. difference (95%)
Comeos - E-commerce - Belgium 2013 | 59
Sector focus
Customers become less satisfied
with online shops. Biggest drops
in satisfaction for Food, Fashion,
Entertainment and DIY & Garden
Website satisfaction
Q: How satisfied were you with using the e-commerce website
after your most recent online purchase?
Top 2
score
2013
Top 2
score
2012
Top 2
score
2011
Total
81%
85%
82%
Toys
93%
91%
Not
measured
Interior
85%
80%
78%
Books
84%
88%
88%
Sports
83%
75%
72%
Entertainment
82%
87%
81%
Electro
80%
84%
83%
Health & Beauty
80%
83%
83%
Telecom
79%
71%
72%
Fashion
79%
87%
83%
Food
71%
87%
84%
65%
82%
73%
DIY & Garden
Very dissatisfied
Rather dissatisfied
Neutral
Rather satisfied
Very satisfied
N = 41 up to 405 per sector / F = Have bought before
60 | Comeos - E-commerce in België - 16 mei 2011
Sector focus
Website Recommendation
Q: How likely are you to recommend ‘website’ to a friend, on a scale from 0 to 10?
NPS
2013
2012
2011
Total
22
34
21
Food
42
40
41
Books
34
39
24
Toys
30
40
Not
measured
Entertainment
26
42
24
Sports
25
52
2
Fashion
18
25
18
Electro
18
37
25
Health & Beauty
12
39
37
Telecom
11
9
3
Interior
10
5
6
DIY & Garden
0
41
9
Comeos - E-commerce - Belgium 2013 | 61
Sector focus
Drivers website - Evolutions
Q: Why did you use ‘website’ for your online purchase?
PERCEIVED AS IMPORTANT IN THEIR EXPERIENCE
% CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER
0%
20%
30%
40%
35%
Price
14%
Satisfaction with previous experiences
Product selection and availability
8%
Quick delivery
8%
7%
Trust and safety
User-friendliness of the website
6%
Accidental – just where I found it
6%
Low shipping costs
10%
4%
Recommended by a friend
3%
Completeness of the product information
3%
Return or guarantee policy
3%
2011
2012
2013
Other reason
4%
Sector focus
Payment method - Evolutions
Q: How did you pay for it?
Credit cards still most
popular payment – but it loses
importance to Bank cards
TRANSACTION PAYMENT METHOD
0%
Online – Credit card (Visa, Mastercard, American Express...)
20%
30%
40%
50%
40%
Online – Bank card (Bancontact /Mister Cash)
22%
Offline – Bank transfer
14%
Online – PayPal
9%
Offline – By card (credit card, bank card, Proton)
at the point of sale
3%
Offline – Cash at the door
2%
Offline – Cash at the point of sale
2%
Offline – By card (credit card, bank card, Proton)
at the door
10%
1%
Offline – Cheque
0%
Offline – SMS payment
0%
2011
2012
2013
Online – Other
Offline – Other
N = 41 up to 405 per sector / F = Have bought before
3%
1%
Comeos - E-commerce - Belgium 2013 | 63
Sector focus
70 % of customers want
home delivery
Delivery preference - Evolutions
Q: How do you prefer your online purchases ‘product sector’ to be delivered?
DELIVER PLACE
0%
30%
40%
50%
60%
70%
15%
Pick-up at pick-up point
Delivery at work
20%
70%
Home delivery
Pick-up at the shop
10%
7%
4%
Pick-up in a locker (sealed container to be opened with a code)
0%
Other
1%
2011
2012
2013
Does not matter to me
2%
64 | Comeos - E-commerce in België - 16 mei 2011
Sector focus
… and they don’t want
to pay for delivery
convenience
Delivery time - Evolutions
Q: When should it be possible to have
‘product’ delivered?
HOUR
0%
Between 9.00 and 18.00 will do,
if I don’t have to pay anything extra
It should be possible between 8.00 and 20.00,
even if I have to pay something extra
It should be possible 24h/7,
even if I have to pay extra
10%
20%
30%
40%
50%
60%
70%
80%
82%
12%
6%
2011
2012
DAYS OF THE WEEK
Also on Sunday,
even if I have to pay something extra
2013
5%
During the week is sufficient,
if I don’t have to pay anything extra
Also during the weekend,
even if I have to pay something extra
N = 41 up to 405 per sector/ F = Have bought before
85%
10%
90%
Comeos - E-commerce - Belgium 2013 | 65
Sector focus
1 out of 4
expects free delivery
Delivery price - Evolutions
Q: How much are you willing to pay for the delivery of the ‘product’ you buy
online?
COST OF DELIVERY
0%
30%
40%
19%
29%
Between 4 and 7.5 Euros
Between 7.5 and 10 Euros
20%
26%
Free shipping
Less than 4 Euros
10%
11%
2011
2012
2013
More than 10 Euros
N = 41 up to 405 per sector/ F = Have bought before
15%
E-commerce
trust & attitude
68 | Comeos - E-commerce in België - 16 mei 2011
60%
6% drop.
Trust might become an issue:
faith in e-commerce, that is a
Consumers prefer Belgian websites
‘they know’.
has
Comeos - E-commerce - Belgium 2013 | 69
E-commerce trust
Q: To what extent do you agree with the following statements? (Top 2 scores)
2012
2011
I would only purchase products and/or services
on familiar and reliable sites
69%
77%
74%
I find it important for an e-commerce website
to be certified by an independent body
68%
74%
69%
68%
62%
66%
59%
57%
48%
52%
46%
39%
39%
I find a transfer a reliable method of payment
for an online purchase
63%
I have faith
in e-commerce
60%
I find it safe to pay for an online purchase
with a credit card (VISA, MasterCard…)
49%
I am open to purchasing a broad range of products
and/or services online
45%
I frequently purchase products and/or
services online
42%
I am open to purchasing products from other Internet
users on the Internet (e.g. on classified websites…)
35%
30%
29%
I have no inhibitions when it comes to buying
products and/or services online
34%
37%
31%
20%
19%
11%
13%
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
N = 1062 / F = None
21%
14%
Faith in e-commerce
decreases by 6%; trust
in credit card payment
by 8%
E-commerce trust
(detail)
Q: To what extent do you agree with the following statements? (Top 2 scores)
2013
2012
Evolution
2012-2013
I would only purchase products and/or services
on familiar and reliable sites
69%
77%
–8%
I find it important for an e-commerce website to
be certified by an independent body
68%
74%
–6%
I find a transfer a reliable method of
payment for an online purchase
63%
68%
–5%
I have faith
in e-commerce
60%
66%
–6%
I find it safe to pay for an online purchase
with a credit card (VISA, MasterCard…)
49%
57%
–8%
I am open to purchasing a broad range of
products and/or services online
45%
52%
–7%
I frequently purchase products and/or
services online
42%
39%
3%
I am open to purchasing products from other Internet
users on the Internet (e.g. on classified websites…)
35%
30%
5%
I have no inhibitions when it comes to buying
products and/or services online
34%
37%
–3%
I would also buy products and/or services
on websites I do not know
21%
20%
1%
I would also buy expensive, risky products
and/or services online
14%
11%
3%
I prefer an online purchase with a purely
online website without offline counterpart
14%
N = 1062 / F = None
Comeos - E-commerce - Belgium 2013 | 71
E-commerce attitude
Q: To what extent do you agree with the following statements? (Top 2 scores)
I prefer an online purchase via a Belgian website
to one via a foreign website
50%
I think foreign websites for online purchases are
less reliable than Belgian websites
32%
2011
47%
46%
29%
28%
I prefer delivery by mail
39%
34%
39%
I prefer delivery by courier
39%
38%
36%
31%
26%
38%
34%
30%
I prefer delivery via pick-up point
35%
I prefer online payments to offline payments
I prefer a purely online website without
offline counterpart
I prefer an online purchase with a purely online website
without offline counterpart
N = 1062 / F = None
2012
26%
14%
22%
21%
11%
13%
50% of online
consumers prefer
Belgian websites
E-commerce attitude
(detail)
Q: To what extent do you agree with the following statements? (Top 2 scores)
2013
2012
Evolution
2012-2013
I prefer an online purchase via a Belgian website
to one via a foreign website
50%
47%
3%
I think foreign websites for online purchases are
less reliable than Belgian websites
32%
29%
3%
I prefer delivery by mail
39%
34%
5%
I prefer delivery by courier
39%
38%
1%
I prefer delivery via pick-up point
30%
31%
–1%
I prefer online payments to offline payments
35%
38%
–3%
I prefer a purely online website without
offline counterpart
26%
22%
4%
I prefer an online purchase with a purely online
website without offline counterpart
14%
11%
3%
N = 1062 / F = None
Comeos - E-commerce - Belgium 2013 | 73
Internet
fraud
76 | Comeos - E-commerce in België - 16 mei 2011
11%
has been exposed to internet fraud.
Comeos - E-commerce - Belgium 2013 | 77
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?
2013
4%
EVOLUTION
14%
7%
12%
10%
8%
89%
6%
4%
2%
0%
Yes, several times
N = 1062 / F = None
Yes, once
No
2011
2012
2013
Internet fraud
Type of fraud
Q: What is the best description of this internet fraud?
34%
Payment fraud (e.g. hacked payment website)
25%
Conscious faulty information on the website
Main issues
are: misguiding
information on the
website and ‘fraud’
concerning return
shipments
N = 101 / F = Confronted with internet fraud in past 12 months
2012
2011
49%
40%
17%
35%
Wrong / damaged / incomplete / missing delivery
20%
25%
28%
Fraud concerning return shipment
20%
7%
11%
24%
12%
Other
15%
Comeos - E-commerce - Belgium 2013 | 79
Internet fraud
Fraud handling
Q: Who solved this internet fraud?
26%
The bank
The company
The supplier
Other
The internet fraud has not been solved
N = 101 / F = Confronted with internet fraud in past 12 months
17%
15%
17%
26%
2012
2011
38%
17%
18%
22%
11%
22%
13%
19%
29%
32%
E-commerce
trends & attitude
E-commerce trends & attitude
Q: To what extent are you willing to use the following new technologies in the
coming 12 months?
Top 2
score
2013
Top 2
score
2012
Top 2
score
2011
47%
42%
38%
33%
28%
27%
Using location-based services (e.g. offers
of shops in the vicinity of your
mobile phone / smartphone)
24%
20%
21%
Using a mobile site or application
on the smartphone for mobile purchases
whilst on the road
17%
15%
15%
All new trends and new technologies gain popularity
Using group discount websites (e.g. Groupon,
which offers a unique daily deal via a website)
Using social media (e.g. Facebook and
word of mouth advertising to get a price
reduction for my online purchases)
N = 1062 / F = None
E-commerce trends & attitude
Q: To what extent do you agree with each of the following statements?
Customers want access to
back-office to check availability
and tracking
Top 2
When I order an product online or have
a repair done online, I would like to follow
its status on the Internet
77%
Before going to the shop to buy a product,
it should be possible to consult online whether
the product is available
70%
When I shop online, I mainly do so by targeting
specific purchases because I am looking for
something, not for fun
54%
When I go shopping (e.g. in the city, in a shopping centre),
I am mainly doing so by targeting specific purchases
because I am looking for something, not for fun)
50%
The offer of the online webshop and the offline
shop of a same chain are well adapted to
each other
37%
Belgian fashion shops / chains are less advanced in
Internet applications (e.g. online purchases) than
our neighbouring countries
36%
The service given by an online webshop and an
offline shop of the same chain are well adapted to
each other
36%
The experience I have with online web shops
and the offline shop of the same chain is identical
30%
N = 1062 / F = None
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