Domestic B2C e-Commerce Sales in Russia are Expected to Prevail in the Overall B2C e-Commerce Market in 2021
This report shares insights into the B2C e-Commerce market development, latest trends, forecasts in Eastern Europe, including the effects of the COVID-19 pandemic. Among other findings, the publication reveals that in Poland, the top three most preferred payment forms in 2020 were Blik, Bank Transfer, and Card.
The B2C e-Commerce market in Eastern Europe accelerated after the onset of COVID-19
Countries in Eastern Europe have witnessed a continuous growth of B2C e-Commerce market, especially remarkable after the onset of COVID-19 in 2020. This is due to the imposed retail market constraints caused by the proliferation of COVID-19 restrictions, meaning the first half of 2020 was a booming period for B2C ECommerce. For instance, the Russian B2C e-Commerce market achieved significant growth of almost 60% y-o-y from 2019 to 2020. Moreover, the domestic B2C e-Commerce market almost doubled between 2019 and 2020. In Poland, the online retail market has continued to accelerate this year compared to 2020, with the product category contributing the most to the B2C e-Commerce market growth being Home and Gardening, followed by Electronics and Media.
Clothes, Shoes & Accessories was the product category consumers in Easter European countries mostly shopped online for in 2020
Product segments that were commonly purchased when shopping online in Eastern Europe varied in each market. The leading product category in the Russian B2C e-Commerce market in 2020 was Electronics and Appliances, followed by Clothing & Footwear, Food, Furniture and Home Goods, and Beauty and Health. In Turkey, among the most commonly purchased items online in 2021 were Clothes, Shoes & Accessories, Deliveries from Restaurant, and Food and Beverages. In the Czech Republic, in 2020, the top purchased product sector online was Clothes, Shoes & Accessories, followed by Cosmetics & Beauty, and Sports Goods.
Cashless payments gained momentum in Eastern Europe after COVID-19 in 2020
With the onset of the pandemic and the shifted consumer behavior towards online, preferences in payment methods in e-Commerce also altered in 2020. The enhancement in cashless payments and a decline in cash payments were witnessed in Eastern European countries. For example, in Russia, the share of non-cash transactions in total expenditures of citizens exceeded a 50% mark in 2020. Moreover, among the top payment service providers, most popular in the country in 2020 were Sberbank, Yandex.Money and others. As for the Poles, Blik was the most popular payment channel in 2020, followed by Bank Transfer and Card. Blik was greatly used by the younger generation up through age 29 years, whereas Bank Transfer and Card were preferred by older consumers, as of 2020.
Table of Contents
1. Management Summary
2. Global Developments
- B2C e-Commerce Sales Value, in USD trillion, and Year-on-Year Change, in %, 2019-2025f
- B2C e-Commerce Sales Value, in USD trillion, and Share, in % of Total Retail Sales, 2019-2025f
- Top 10 Countries, by B2C e-Commerce Sales Value, in USD billion, and Y-o-Y Change, in %, 2020 & 2021e
- Breakdown of Top 10 Countries, by B2C e-Commerce Sales, in % of Total Global B2C e-Commerce, 2021e
- Growth Rate of B2C e-Commerce Sales Worldwide and in the Top 10 Countries, incl. India, Brazil, Russia, in %, 2021e
- e-Commerce Sales Compound Annual Growth Rate, in % Year-on-Year Change, 2020-2024f
3. Regional Developments
- Overview B2C e-Commerce Market, November 2021
- Online Retailers’ e-Commerce Sales Value, in USD billion, 2019 & 2020
- Top 5 Fastest-Growing Online Retailers, in % Year-on-Year Change, 2020
- Top 5 Fastest-Growing Online Product Categories, in % Year-on-Year Change, 2020
- Online Shopper Penetration Rate, by Age Group, in % of Internet Users, 2015-2020
- Internet Penetration in the EU, by Country, in % of Individuals, 2015-2020
- Online Shopper Penetration in the EU, by Country, in % of Individuals, 2015-2019
- Online Shopper Penetration in the EU, by Country, in % of Individuals, 2020
- B2C e-Commerce Sales Value, in USD trillion, and Year-on-Year Change, in %, 2019-2025f
- B2C e-Commerce Sales Value, in USD trillion, and Share, in % of Total Retail Sales, 2019-2025f
- Top Payment Methods Preferred, by Before & After COVID-19, in % of Adults, March 2021
4. Russia
- Overview B2C e-Commerce Market, November 2021
- B2C e-Commerce Sales Value, by Domestic and Cross-Border, in RUB billion, 2015-2021e
- Breakdown of Domestic B2C e-Commerce Sales, by Product Category, in %, 2020
- Breakdown of Cross-Border B2C e-Commerce Sales, by Product Category, in %, 2020
- Share of Online Consumers Who Make Online Purchase More Than Once a Year, in %, 2019 & 2020
- Shopping Frequency, in % of Online Consumers, 2019 & 2020
- Top 10 Product Categories Purchased, in % of Online Consumers, 2019 & 2020
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
- Top 10 Online Shops, Ranked by Sales, incl. e-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-Y Change, in %, and Main Product Category, 2020
- Breakdown of B2C e-Commerce Sales, by Payment Method, in %, 2019 & March-December 2020
- Share of Consumer Fund Transfers via the Faster Payment System, in % of Total, December 2020
- Average Daily Value of Payments via the Faster Payment System (FPS), in RUB million, January 2020 & September 2020
- Share of Cashless Transactions With a Debit Card, in % of All Cashless Transactions Value, & Share of Cashless Transactions, in % of Total Expenditures of Citizens, 2010-2019 & January-September 2020
- Share of Payments Made Via a Bank Card, in % of Online Purchases, 2019 & 2020
5. Poland
- Overview B2C e-Commerce Market, November 2021
- B2C e-Commerce Sales, by Product Category, in PLN billion, 2017-2026f
- Top Devices Used for Online Shopping, in % of Internet Users, June 2021
- Smartphone Owners Who Made and Did Not Make a Purchase Online, in %, 2019-2021
- Online Shoppers Who Made and Did Not Make a Purchase via a Mobile Device, in %, 2019-2021
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- Top Foreign Online Stores Used in the Last 6 Months, in % of Online Shoppers, June 2021
- Breakdown of Preferred Payment Methods, in % of Internet Users, December 2020
- Top Preferred Payment Methods, by Age Groups, in % of Internet Users, December 2020
- Breakdown of Payment Methods Offered, in % of Online Retailers, October 2020
- Digital Payment Methods Owned, in % of Internet Users, November 2020
- Digital Payment Methods Owned, in % of Internet Users, November 2020
- Payment Methods Used When Purchasing via Computer/Laptop, in % of Online Shoppers Buying via Computer, 2019 & 2020
- Payment Methods Used in M-Commerce, in % of Mobile Shoppers, 2019 & 2020
6. Turkey
- B2C e-Commerce Sales Value, in TRY billion, 2019-2020
- B2C e-Commerce Sales Value Distribution, by Month, in TRY billion, H1 2020 & H1 2021
- Product Categories Purchased Online, in % of Online Shoppers, Q1 2020 & Q1 2021
- Shopping Activities Carried Out Online, in % of Internet Users, Q3 2020
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
- Online Shopper Penetration, in % of Individuals, Q1 2020 & Q1 2021
7. Czech Republic
- B2C e-Commerce Sales, in CZK billion, 2019 & 2020
- B2C e-Commerce Sales, in CZK billion, Q2 2020 & Q2 2021
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- B2C e-Commerce Share of Retail Sales, in %, 2020
- Online Shopper Penetration, in % of Individuals, 2015-2020
- Top Product Categories Purchased Online in the Last 3 Months, in % of Individuals, 2020
8. Greece
- Online Shopper Penetration Rate, in % of Consumers, December 2019 & December 2020
- Online Shopper Penetration, in % of Individuals, 2015-2020
- Top Product Categories Intended to Purchase Online, in % of Consumers, June 2020, December 2020, June 2021
- Top Product Categories to be Purchased Online in the Coming Months, by Very and Not Very Likely, in % of Adult Consumers, September 2020
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- Number of Transactions with Payment Cards, in millions, 2019 & 2020
- Share of Debit and Credit Cards Payments, in % of Total Volume, 2018-2020
9. Romania
- B2C e-Commerce Market Value, in EUR billion, 2019 & 2020
- Online Shopper Penetration, in % of Individuals, 2015-2020
- Top Product Categories Purchased Online in the Last 3 Months, in % of Individuals, 2020
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- Average Online Order Value, by Mobile & Desktop Transactions, in RON, 2019 & 2020
10. Hungary
- B2C e-Commerce Market Value, in HUF billion, 2019 & 2020
- Online Shopper Penetration, in % of Individuals, 2015-2020
- Product Categories Purchased Online in the Last 3 Months, in % of Online Shoppers, 2020
- Breakdown of Payment Methods, in % of B2C e-Commerce Transaction Number, 2020
- Breakdown of Delivery Methods, in % of Total B2C e-Commerce Transaction Number, 2020
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
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Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Afterpay
- Alibaba
- Aliexpress
- Allegro
- Amazon
- Apple
- Apple Pay
- Argos
- Blik
- Carrefour
- Cashper
- Cdiscount
- Citilink
- Clearpay
- Ebay
- El Corte Ingles
- Emag.hu
- Emag.ro
- Etsy
- Fenton
- Floa
- Fnac
- Gap
- Google Pay
- H&M
- Ikea
- Klarna
- Media Markt
- Media Scope
- Openpay
- Otto.de
- Ozon
- Pay.uk
- Paylib
- Public.gr
- QIWI
- Samsung Pay
- Saturn
- Sberbank
- VanMoof
- WebMoney
- Wildberries
- Wish
- Yandex.Money
- Zalando
