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Opening presentation at the International Ecommerce Forum in Barcelona on 12th March 2014, with the latest statistics on e-commerce in Europe
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EMOTA represents 3,500 multi-channel/online retailers in 15 countries
• 15 European countries
• 3,500 companies
• € 290 billion turnover
• 83% of European e-commerce
-1-
167
209
253
301
185 215
249 284
318
84
122
193
259
338
15 20 33
45 56
-
50
100
150
200
250
300
350
2009 2010 2011 2012 2013
€ Billion Europe
N. America Asia Pacific
ROW
+17%
+12%
+26%
E-commerce turnover by region
-2-
In 2013, European E-Commerce has reached a turnover of €350 billion Growth
+30%
Source: EMOTA, 2014 Note: B2C E-commerce turnover includes online travel, digital downloads and event tickets; excludes online gaming and financial services
352
UK, France and Germany account for 60% of European E-Commerce European E-commerce turnover by country 2013 (€ billion)
Source: EMOTA, 2014 Note: B2C E-commerce turnover includes online travel, digital downloads and event tickets; excludes online gaming and financial services
-3-
UK
France
Germany
Scandinavia
Austria/ Switzerland
Benelux
Spain
Italy
Russia Eastern Europe
Other
107
51
50
33
20
16
14
13
12 18 18
average European
growth
E-Commerce is growing very fast throughout Europe
+0%
+5%
+10%
+15%
+20%
+25%
+30%
+35%
+16% +14%
+33%
+14% +16%
+11% +13%
+15%
+28%
+22%
E-commerce growth by country in 2013
Source: EMOTA, 2013
-4-
+17%
Cross-border online sales will grow twice as fast as domestic sales
0
100
200
300
400
500
600
2013 2014 2015 2016 2017 2018
306 346 377 407 436 462
44 56
69 83
99 116
€ Billion
Source: EMOTA, 2013
European E-Commerce market forecast
350
402 446
491 535
Domestic
Cross-border
-5-
578
+21%
CAGR ’13-18
+9%
Source: Eurostat, 2013 Note: % of population who ordered goods or services over the Internet from national sellers / from sellers from other EU countries in the last 12 months
However, only 11% of consumers currently shop online across borders
-6-
Domestic vs. cross-border internet purchases
-
5
10
15
20
25
30
35
- 10 20 30 40 50 60 70
Cross-border
Domestic
EU avg. 2012
Digital Agenda target 2015
GAP
In fact, consumers are more worried about international delivery
0% 5% 10% 15% 20% 25% 30% 35%
Uncertainty on rights
Data privacy
Payment security
No delivery
Guarantee
Returns
Long delivery times
Concerns about cross-border vs. domestic online purchases
Source: Civic Consulting/TNS, 2011 Note: % of consumers reporting concerns about buying products online in their own country vs. in another EU country (sample: 29.010 individuals)
-7-
% domestic % increase cross-border
In addition, only 25% of retailers sell across borders
0%
10%
20%
30%
40%
50%
Proportion of retailers selling in at least one other EU country
EU average
Source: TNS, Flash Eurobarometer 359, 2013
-8-
25%
In fact, many retailers are deterred by legal/tax and payment issues Barriers to cross-border sales for retailers
0% 10% 20% 30% 40% 50%
Language differences
Customer service
Own restrictions
Complaints resolution
Delivery costs
Different tax regulations
Geographic distance
Risk of fraud/non-payments
Different consumer laws
Source: TNS, Flash Eurobarometer 359, 2013 Note: % of retailers reporting obstacles to cross-border sales to other EU countries
-9-
The cross-border parcel distribution market is highly concentrated
0
10
20
30
40
50
60
2009 2011 2014
€ Billion
Source: ATKearney 2012, European Commission 2013
European parcel market
43.6 47.2
53.4
Domestic
Cross-border
-10-
+6%
+4%
CAGR
Cross-border market shares
Other
29% 30%
31%
71% 70%
69%
Cross-border distribution prices are twice as high as domestic ones
-
5
10
15
20
25
30Domestic and cross-border parcel distribution prices
-11-
Source: FTI, 2011 Note: Domestic and weighted average cross-border prices for 1 kg. parcels
€
Domestic
Cross-border
Beside low prices, consumers want easy returns and track & trace Relative importance of delivery offerings
0% 10% 20% 30% 40% 50% 60% 70% 80%
Dynamic rerouting
Alternate delivery
Same-day delivery
Express delivery
Delivery notifications
Delivery windows
Security of delivery
Track & trace
Ease of returns
Price of delivery
Source: BCG, 2013 Note: survey of 1,500 consumers in late 2012 - % of respondents – top 3 answers
-12-
Basics
Value-added services
Premium services
Operators need to provide advanced services to suit consumer needs Easy returns
Click & collect
Track & trace
Parcel lockers
-13-
Fast delivery solutions
Fixed time windows
The European payments market is also highly concentrated
0
5
10
15
20
25
30
35
40
45
50
2005 2010 2015
€ Billion
Source: ATKearney 2013, Nilson Report 2013
European payments market
33 37
50
Bank transfers
Credit/debit cards
-14-
Europe cards market shares
Other
34% 40%
45%
55% 53%
47%
10%
6%
5% Cheques Internet/mobile
3%
140%
100% 97%
129%
95% 85%
27%
71%
46% 59%
39%
20%
40%
60%
80%
100%
120%
140%
2006 2008 2010
index Cross-border electronic paper
Evolution of payment processing unit costs
-15-
Cross-border payment transaction costs are surging significantly
Source: ATKearney, 2013 Note: index: 2006 =100%
SEPA electronic
SEPA paper
Domestic paper Domestic electronic
Payment transaction costs vary widely by country
-16-
Comparison of payment transaction costs by country
-
0,2
0,4
0,6
0,8
1,0
1,2
1,4
100 200 300 400 500 600 700
Cost per transaction (€)
Payment costs per capita (€)
EU average
Source: McKinsey, 2013
Payment methods need to be tailored to specific national preferences
Source: Civic Consulting/TNS, 2011
Online payment methods by country
-17-
0%
20%
40%
60%
80%
100%Other
Invoice
COD
Online payment
Bank transfer
Debit card
Credit card
Upcoming EU legislation will harmonize consumer laws across Europe
E-Commerce Action Plan
Payments Services Directive Common European Sales Law (CESL)
Directive on ADR/ Regulation on ODR
Regulation on Data Protection
-18-
Online Trustmarks
Consumer Rights Directive
Roadmap on Parcel delivery
Distance sales rules will be standardized in all EU countries by June
-19-
Consumer Rights Directive
Information requirements: • Order button with “obligation to pay” • Delivery/payment restrictions indicated before order
Price transparency: • No pre-ticked boxes for extra services • No payment / telephone surcharges
Standard withdrawal right: • Withdrawal period: 14 days • Reimbursement within further 14 days
We are working to limit data protection burdens for businesses
-20-
Data Protection Regulation
Benefits: • Rules valid throughout Europe • Elimination of notifications • Single supervisory authority
for companies
Issues: • Explicit consent • Third-party access to data • Information requirements/
data protection officers • Constraints to profiling • Right to be forgotten/
to data portability
Operators will need to improve the quality of cross-border logistics EC Roadmap on cross-border parcel delivery
Enhance complaint handling through: • Cooperation between industry players • Promotion of alternative dispute resolution
Improve quality and efficiency of cross-border services: • Inter-operability of information systems • International track&trace and returns
Provide transparent information on: • Delivery and return options • Prices and service levels
-21-
Payment security will be enhanced and transaction costs will go down EC proposals on payments services
• Cap on interchange fees for card payments • No surcharges on credit/debit cards
• Strong authentication for online payments • Consumer protection against frauds • Innovation of mobile/internet payments
-22-
Revised Payment Services Directive Regulation on Interchange fees
Tax rates need to be standardized to create a level playing field
• Harmonize VAT rate structure across EU: – Same VAT rates for similar goods/services – Same VAT rates for similar online / offline goods – Same VAT exemptions
• Accelerate implementation of one-stop-shop for VAT • Avoid tax arbitrage by non-EU multinational companies
– Harmonize corporate income taxes – Eliminate internal EU tax havens – Apply taxes on revenues generated in each country
-23-
EMOTA has developed a European trustmark for cross-border shopping
-24-
European harmonization of national trustmarks
• Harmonize codes of conduct
• Accredit national trustmarks
• Promote European trustmark
EMOTA commits to drive international e-commerce growth in Europe
-25-
EMOTA Borderless Digital Commerce Commitment
Consumers
Providers
Merchants
Governments
• Govern and guide international e-commerce development
• Inform e-commerce industry with standard reporting
• Proactively listen and respond to needs of key stakeholders
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