欧州の越境B2C Eコマース市場：2023年

欧州の越境Eコマースは今後数年間で2桁の成長を示すと予測されています。同地域では、デジタルウォレットが越境B2C Eコマースの支払い方法として好まれています。

当レポートでは、欧州の越境B2C Eコマースの市場を調査し、欧州全体および主要国における主要動向、市場規模、Eコマース全体における割合、消費者行動・消費者の好みの分析などをまとめています。

目次

第1章 マネジメントサマリー

第2章 世界市場

• 越境B2C Eコマース市場の概要
• 越境B2C Eコマースの市場規模
• 越境購入を行うオンラインショッパーの割合
• 国際的な販売を行う小売業者の割合
• 越境Eコマースの総Eコマース取引額におけるシェア
• 国外で購入したオンラインショッパーの割合
• 2020年よりも現在の方が越境ECに抵抗がないネットショップ利用者のシェア
• 海外でブランド品を購入する際に、オンラインショッパーに好まれるプラットフォーム
• 越境ECで利用するオンラインプラットフォーム上位の内訳
• 越境オンラインショッピングでもっとも利用されるデバイスの内訳
• マーケットプレイスを利用せず、国際ブランドから直接購入することを好むショッパーの世代別シェア
• 主要国で高級品を越境購入したショッパーのシェア
• 越境での高級品購入でもっとも人気のある市場
• オンライン購入で商品を早く入手するため、店舗でのショッピング体験の放棄をいとわない高級品越境購入者のシェア
• 海外で購入される高級品のトップカテゴリー
• 越境B2C Eコマースで購入した上位商品カテゴリー
• 越境オンライン購入のシェア：商品金額別
• 越境オンライン購入の内訳：製品重量別
• 越境ECを利用する主な理由のトップ：回答者の割合
• 越境ECを利用する理由の上位：世代別
• 越境オンラインショッピングでカートを放棄する主な理由
• 越境オンライン購入のシェア：配送速度別
• 最近の越境B2C Eコマース購入の上位国
• 越境オンライン購入頻度の内訳：世代別
• 国内外の小売業者からオンライン購入するオンラインショッパーの将来の意向
• B2B・B2C・C2B・C2Cの越境決済取引額
• 越境B2C Eコマースアプリを含むダウンロード数による上位10ショッピングアプリ (2020年・2021年Q1 - 2021年Q3)
• 越境B2C Eコマースアプリを含むダウンロード数による上位10ショッピングアプリ (2022年H1)

第3章 欧州

• 地域
• ドイツ
• イタリア
• スペイン
• 英国
• フランス
• スウェーデン
• オランダ
• オーストリア
• ベルギー
• スイス
• アイルランド
• デンマーク
• フィンランド
• アイスランド
• ルクセンブルク
• ポルトガル
• ロシア
• トルコ
• ギリシャ
• ハンガリー
• クロアチア
• スロベニア
• エストニア
• リトアニア
• ラトビア
• キプロス

"Cross-border E-Commerce in Europe is forecasted to see a double-digit growth in the coming years": new yStats.com report.

Digital wallets such as PayPal are the preferred cross-border B2C E-Commerce payment method in Europe

As consumers globally are warming up to the idea of online shopping via cross-border means, digital modes of payment are also gaining momentum. Although card-based payment methods are still among the preferred methods to pay for cross-border purchases, mobile wallets such as Pay Pal, Apple Pay, and Ali Pay among others are becoming popular among buyers worldwide, as revealed by the new yStats.com report. The popularity of digital wallets extends to Europe. For example, PayPal, followed by credit card and direct transfer were the top 3 cross-border payment methods that cross-border shoppers used as of April 2022. Similarly, Italy also saw more than half of online shoppers inclining towards PayPal for their cross-border purchases as of January 2022. In Germany too, PayPal, followed by credit card and direct transfer were among the most accepted payment methods by majority of companies as of April 2022. .

As the growth of B2C cross-border E-Commerce is picking up pace in Europe, China leads the pack as the preferred purchase destination

The growing demand for online shopping during and post pandemic also led to the gradual shift towards cross-border B2C E-Commerce. A high share of online shoppers globally preferred cross-border purchases due to better price and availability of products otherwise not available locally as of September 2022, with clothing, apparel and footwear being the most purchased categories among more than one-third of online shoppers as of October 2022, as revealed by the new yStats.com report. With Germany being the home to several large cross-border online marketplaces and brands such as Hugo Boss and About You, fashion items such as clothing and footwear were also popular cross-border purchase categories among more than half of online shoppers in Germany as of H1 2022. Additionally, more than half of online shoppers in Sweden and Netherlands inclined towards the purchase of clothing, footwear, and accessories via online cross-border channels. Furthermore, in Luxembourg also a large share of online shoppers preferred to purchase clothing, footwear, and accessories from abroad as of 2021. China was the preferred cross-border purchase destination worldwide, with its share being the highest for shoppers in Greece, Latvia, and Slovenia among other nations. Despite this, the country's share in E-Commerce market declined in 2021 in comparison to its share in 2020. Moreover, in terms of the country of most recent cross-border purchase, China was not among the most preferred purchase destination for countries such as Iceland, Finland and Cyprus, according to the new yStats.com report.

Table of Contents

1. Management Summary

2. Global

• Cross-Border B2C E-Commerce Market Overview, November 2022
• Cross-Border B2C E-Commerce Market Size, in USD trillion, 2022e & 2026f
• Share of Online Shoppers Making Cross-Border Purchases, by Select Countries, in %, September 2022
• Share of Retailers Selling Internationally, by Select Countries, in %, September 2022
• Share of Cross-Border E-Commerce Value of Total E-Commerce Transactions, in %, 2023f
• Share of Online Shoppers Who Made Purchases Outside Their Country, in %, 2019 & 2021
• Share of Online Shoppers Who Are More Comfortable With Cross-Border Shopping Now Than in 2020, in %, January 2022
• Preferred Platforms Among Online Shoppers for Buying a Branded Product Internationally, in % of Online Shoppers, July 2022
• Breakdown of Top Online Platforms Used for Cross-Border Shopping, in % of Cross-Border Purchases, October 2022
• Breakdown of the Most Used Devices for Making International Online Purchase, in % of Online Shoppers, July 2022
• Share of Shoppers Who Prefer to Buy Directly From International Brands Instead of Using Marketplaces, by Generation, in % of Shoppers, Q2 2022
• Share of Shoppers From Select Countries Who Shopped for Luxury Products Internationally, in %, Q2 2022
• Most Popular Market for the Purchase of Cross-Border Luxury Products, in % of Shoppers, Q2 2022
• Share of Luxury Cross-Border Shoppers Who Are Willing to Forgo In-Store Shopping Experience to Receive Their Products Quickly When Purchased Online, in %, Q2 2022
• Top Luxury Product Categories That Shoppers Buy Internationally, in % of Shoppers, Q2 2022
• Top Product Categories Purchased via Cross-Border B2C E-Commerce, in % of Online Shoppers, October 2022
• Share of Cross-Border Online Purchases, by Product Value, in % of Online Shoppers, October 2022
• Breakdown of Cross-Border Online Purchases, by Product Weight, in % of Online Shoppers, October 2021
• Top Reasons for Cross-Border Shopping, in % of Respondents, September 2022
• Top Reasons for Making Cross-Border Purchases, by Generation, in % of Respondents, November 2021
• Top Reasons for Cart Abandonment When Shopping Online Internationally, in % of Online Shoppers, July 2022
• Share of Cross-Border Online Purchases, by Delivery Speed, in % of Online Shoppers, October 2022
• Top Countries From Where The Most Recent Cross-Border B2C E-Commerce Purchases Were Made, in % of Online Shoppers, October 2022
• Breakdown of Cross-Border Online Purchase Frequency, by Generation, in % of Respondents, November 2021
• Breakdown of Online Shoppers' Future Intentions to Buy Online From Domestic and Foreign Retailers, in %, October 2022
• Cross-Border Payment Transaction Value, by B2B, B2C, C2B and C2C, in USD trillion, 2020-2022f
• Top 10 Shopping Apps by Downloads, incl. "Cross-Border B2C E-Commerce Apps", 2020 & Q1 2021-Q3 2021
• 10 Most Downloaded Shopping Apps, incl. "Cross-Border B2C E-Commerce Apps", by Number of Downloads, in millions, H1 2022

3. Europe

• 3.1. Regional
  • Cross-Border B2C E-Commerce Market Overview, November 2022
  • Total Cross-Border E-Commerce Market Turnover via Global Marketplaces, incl. "B2C", in EUR billion, 2019-2021
  • Cross-Border B2C E-Commerce Turnover in EU16 Countries, in EUR billion, 2020-2022e
  • Share of Shoppers Making Cross-Border Purchases at Least Once a Month vs Those Who Will Make More Cross-border Purchases In the Next 12 Months, in %, H1 2022
  • Online Market Share of Top 10 Cross-Border Fashion Retailers and Marketplaces in EU16 Countries, in %, 2021
  • Cross-Border Online Shopper Penetration, by EU and Selected Non-EU Countries, in % of Individuals, 2021 (1 of 2)
  • Cross-Border Online Shopper Penetration, by EU and Selected Non-EU Countries, in % of Individuals, 2021 (2 of 2)
• 3.2. Germany
  • Breakdown of E-Commerce Companies Selling Abroad, by Customer Segment & Country, incl. "B2C", in %, April 2022
  • Top Purchase Categories When Shopping Cross-Border, in % of Online Shoppers, H1 2022
  • Top Payment Methods That Are Most Suitable for International B2C E-Commerce of Retail sellers, in % of Companies, April 2022
• 3.3. Italy
  • Breakdown of Cross-Border B2C E-Commerce Sales Trends, in % of Companies, 2020 & 2021
  • Top Payment Methods Used by Online Shoppers for Their Cross-Border Purchases, in % of Online Shoppers, January 2022
• 3.4. Spain
  • Breakdown of B2C E-Commerce Purchase Revenue, by Place of Origin, in % of Revenue, Q2 2021
• 3.5. UK
  • Cross-Border E-Commerce Sales, incl."B2C", in EUR billion, 2020-2021
  • Share of Online Shoppers Who Avoid Buying from Abroad Due to Additional Taxes and Charges, in %, & Top Factors That Will Drive Cross-Border Purchases, in % of Online Shoppers, 2021
  • Share of Online Shoppers Who Made Cross-Border Purchases, in %, & Top Product Categories Purchased Cross-Border, in % of Online Shoppers, January 2022
• 3.6. France
  • Top Purchase Channels From Where Online Shoppers Buy Their Cross-Border Purchases, in % of Online Shoppers, January 2022
• 3.7. Sweden
  • Top Purchase Categories When Shopping Cross-Border, in % of Online Shoppers, H1 2022
• 3.8. Netherlands
  • Top Purchase Categories When Shopping Cross-Border, in % of Online Shoppers, H1 2022
• 3.9. Austria
  • Breakdown of Consumers Who Shop via Online Channels Cross-Border, in %, 2021
• 3.10. Belgium
  • Cross-Border B2C E-Commerce Sales, incl."B2C", in EUR billion, 2020* & 2021
• 3.11. Switzerland
  • Share of Most Common Delivery Location for Cross-Border Online Purchases, in % of Online Shoppers, October 2021
• 3.12. Ireland
  • Breakdown of Cross-Border B2C E-Commerce Purchase Frequency, in % of Online Purchases, 2021
• 3.13. Denmark
  • Breakdown of Cross-Border B2C E-Commerce Purchase Frequency, in % of Online Purchases, 2021
• 3.14. Finland
  • Top 3 Countries of Most Recent Cross-Border B2C E-Commerce Purchase, in % of Online Shoppers, October 2022
• 3.15. Iceland
  • Top 3 Countries of Most Recent Cross-Border B2C E-Commerce Purchase, in % of Online Shoppers, October 2022
• 3.16. Luxembourg
  • Share of Top Cross-Border B2C E-Commerce Purchase Categories, in % of Cross-Border B2C E-Commerce Purchases, 2021
• 3.17. Portugal
  • Share of Individuals Purchasing Products Online Nationally and Cross-Border, in %, 2021
• 3.18. Russia
  • Share of Cross-Border B2C E-Commerce Trade in Total B2C E-Commerce Trade, in %, Q4 2021 & H1 2022
• 3.19. Turkey
  • Breakdown of Domestic and Foreign Distribution of B2C E-Commerce Expenditure, in %, H1 2022
• 3.20. Greece
  • Top 3 Countries of Most Recent Cross-Border B2C E-Commerce Purchase, in % of Online Shoppers, October 2022
• 3.21. Hungary
  • Share of Online Shoppers Whose Cross-Border B2C E-Commerce Purchase Was Delivered in 15-29 Days, in %, October 2021
• 3.22. Croatia
  • Share of Most Recent Cross-Border B2C E-Commerce Purchases Made via eBay, in %, October 2022
• 3.23. Slovenia
  • Top 3 Countries of Most Recent Cross-Border B2C E-Commerce Purchase, in % of Online Shoppers, October 2022
• 3.24. Estonia
  • Share of Most Common Delivery Location for Cross-Border Online Purchases, in % of Respondents, October 2021
• 3.25. Lithuania
  • Share of Most Recent Cross-Border B2C E-Commerce Purchases Made via Alibaba/AliExpress, in %, October 2022
• 3.26. Latvia
  • Top 3 Countries of Most Recent Online Cross-Broder Purchase, in % of Online Shoppers, October 2022
• 3.27. Cyprus
  • Top 3 Countries of Most Recent Online Cross-Broder Purchase, in % of Online Shoppers, October 2022