Internet Retailing Europe Top500 Report (studiu)

Contextul strategic – extras din studiu

„Comertul transfrontalier european ofera recompense uriase pentru comerciantii care depasesc provocarile unice ale acestui continent. Provocari ca dezvoltarea de strategii logistice relevante in pietele diverse din Zona Economica Europeana (EEA), plus Elvetia, si managerierea asteptarilor diferite legate de moneda in care se efectueaza plata; comportamentele de shopping sunt si vor continua sa fie o provocare uriasa pentru retailerii pan-europeni, provocare pe care o evaluam in aceasta clasificare a comerciantilor de top de pe continent. Provocarile reies clar din cifre. In aceasta zona exista 32 de tari, 26 de limbi oficiale EEA si 13 monede diferite. Euro este moneda-lider in regiune, adoptata in 17 tari. Desi in zona a inceput sa se contureze o piata digitala unica, studiul InternetRetailing Europe Top500 (IREU Top500) ilustreaza faptul ca, pe pietele individuale, capacitatile digitale sunt inegale.

In Europa, venitul din e-commerce a crescut la 455,3 miliarde € (adica 359,2 miliarde £) in 2015 si va atinge 510 miliarde € (402,3 miliarde £) in 2016, conform Raportului European B2C Ecommerce, intocmit de Ecommerce Europe. Aceasta cifra va creste, conform estimarilor, la 660 miliarde € pana in 2018, conform aceluiasi raport. Documentul a analizat 48 de tari europene, incluzandu-le pe cele 28 de state membre ale Uniunii Europene, estimand ca 296 de milioane de consumatori online din aceste piete au cheltuit, in medie, 1.540 € (1.173 £) online, in ultimul an. Retailerii din cea mai mare piata e-commerce din zona, Marea Britanie, au incasat o treime din toate vanzarile europene online in 2015, fiind urmati de Franta si Germania.

Laolalta, aceste 3 tari au cumulat 61,9% din toate veniturile europene online din 2015. Doar in Marea Britanie, raportul sugereaza ca tranzactiile valoreaza – estimativ – 157,1 miliarde € (123,9 miliarde £) anual, consumatorii cheltuind anual – in medie – 3.625 € (2.761 £). Aceste piete sunt cele mai mari din Europa, dar raportul Ecommerce Europe sugereaza ca nu sunt si pietele cu cea mai rapida dezvoltare. Aceasta onoare revine unor piete mai tinere, ca Belgia – care a crescut cu 34,2% in 2015 – si, dincolo de EEA, Ucraina (35%) si Turcia (34,9%). Studiul IREU Top500 arata ca, laolalta, retailerii europeni de top incep sa adere la comertul transfrontalier, dar nu au atins un nivel ridicat in domeniu.

Comerciantul mediu din IREU Top500 vinde nu in 13 monede, ci doar in 2, si nu in 26 de limbi, ci doar in 3. Intr-adevar, multi dintre cei listati in raport nu vand deloc pe piete externe, dar au o amprenta destul de larga in propiul teritoriu pentru a castiga un loc in clasamentul de fata. Unii sunt pe pozitii fruntase, cand vorbim despre comertul transfrontalier, vanzandu-si produsele in limbi si pe piete multiple. Brandul de moda spaniol Zara, de exemplu, vinde in 28 de tari EEA, in 23 de limbi, in timp ce reailterul de incaltaminte Deichmann vinde in 19 tari si in 18 limbi. Dar media ramane, momentan, la un nivel relativ scazut.”

Strategic context – excerpt from the study

„Trade across European borders offers huge rewards for the traders that overcome the unique challenges this continent presents. Challenges such as developing logistics strategies that are relevant in the varied markets of the European Economic Area (plus Switzerland) through to managing differing expectations around payment currencies and, indeed, shopping behaviours, are, and will continue to be, a huge task for the pan-European retailers that we assess in this ranking of the continent’s leading traders. The challenges are clear from the figures. This is an area of 32 countries, 26 official EEA languages and 13 currencies. The Euro is the leading currency in this region, adopted in 17 countries. Although a digital single market is starting to emerge across the area, the InternetRetailing Europe Top500 (IREU Top500) illustrates that performance is uneven across individual markets.

Turnover from ecommerce across Europe grew to €455.3bn (£359.2bn) in 2015, and will reach €510bn (£402.3bn) in 2016, according to the European B2C Ecommerce Report from Ecommerce Europe. That’s forecast to grow to €660bn by 2018, according to the report. It analysed 48 European countries, including the 28 that are members of the European Union, and estimated that 296m online consumers from these markets spent an average of €1,540 (£1,173) over the internet last year. Retailers in this area’s largest single ecommerce market, the United Kingdom, took an estimated third of all European online sales in 2015, followed by France and Germany.

Together, these three accounted for 61.9% of all European online turnover in 2015. Transactions in the UK alone are worth, the report suggests, an estimated €157.1bn (£123.9bn) each year, with consumers spending an average of €3,625 (£2,761) each year. But while these markets are the largest, the Ecommerce Europe report suggests that they are not where the fastest growth is found. That honour is reserved for less mature markets such as Belgium, which grew by 34.2% in 2015, and, beyond the EEA, Ukraine (35%) and Turkey (34.9%). IREU Top500 research shows that, as a group, leading European retailers are often starting to foster cross-border trade, but have by no means completed the task.

The average IREU Top500 trader sells not in 13 currencies but in two, and in three languages, rather than the 26 that are possible in the region. Indeed, many of those listed do not sell in other markets at all but enjoy a large enough footprint in one territory to win a place in this index. Some are well ahead on this, selling in many markets and languages. Spanish fashion brand Zara, for example, sells in 28 EEA countries, serving them in 23 languages, while footwear retailer Deichmann sells in 19 countries and in 18 languages. But the average remains, for the moment, at a relatively low level.”

Articolul de pe blogul GPeC despre acest studiu – http://www.gpec.ro/blog/raport-europa-comert-electronic-emarsys – „Din cele 500 de magazine online din Europa luate in considerare in acest top, 12% opereaza si in Romania”