2021年欧洲电子商务报告（英）-111页_2mb

2021 European E-Commerce Report Summary

Core Content

The 2021 European E-Commerce Report highlights the significant impact of the COVID-19 pandemic on the e-commerce sector in Europe, emphasizing both the growth opportunities and challenges faced by businesses across the continent.

Main Points

• E-Commerce Growth: In 2020, e-commerce in Europe grew by 10%, which is lower than the 14% growth in 2019. However, the growth rate is expected to rise to 12% in 2021.
• Consumer Behavior: The pandemic accelerated the shift to online shopping, with 71% of the population buying online in 2020, up from 66% in 2019 and 64% in 2018.
• Digital Transformation: Businesses, especially those that previously relied on offline sales, were forced to accelerate their digital transformation. This trend was further amplified by the pandemic.
• Omnichannel Retail: The report underscores the importance of an omnichannel retail approach, combining physical and digital sales to meet consumer expectations and improve policy frameworks.
• Regulatory Priorities: Ecommerce Europe calls for a channel-neutral and futureproof legislative framework to support a resilient and competitive EU retail sector.
• Sustainability: The e-commerce sector is viewed as a key driver for the circular economy and sustainable practices. Businesses are rethinking production, exchange, and sales models to align with sustainability goals.
• Support for SMEs: Digital transformation is crucial for SMEs, which are often lacking in e-commerce capabilities. Support for SMEs includes awareness, advice, and a level playing field in the marketplace.
• EU-27 Overview: The EU-27, following the UK's exit, has seen 89% of the population access the internet and 73% shop online, up from 68% in 2019.
• Regional Analysis:
  • Western Europe holds the largest share of e-commerce turnover at 64% in 2020.
  • Eastern Europe showed the highest growth rate at 36%, but has lower e-shopper penetration (41%) compared to Western Europe (86%).
  • Central and Southern Europe had growth rates of 28% and 24%, respectively.
• E-Commerce Turnover and GDP: E-commerce makes up 10-15% of total retail sales in the EU and influences up to 50% of the consumer journey.
• Marketplace Challenges: Restrictions by suppliers on trading on third-party marketplaces pose challenges for SMEs in accessing these platforms.
• Key Priorities for Policymakers:
  • Support digital transformation and innovation, especially for SMEs.
  • Develop a channel-neutral legislative framework.
  • Embed digitalisation as a key component of sustainability policies.

Key Information

• E-Commerce Europe is the European association representing the digital commerce sector, with over 150,000 companies across 24 national associations.
• EuroCommerce represents the retail and wholesale sector in Europe, with 5 million companies across 28 countries.
• E-Commerce Growth:
  • 10% growth in 2020.
  • Expected 12% growth in 2021.
• E-Shopper Penetration:
  • Western Europe: 86%.
  • Eastern Europe: 41%.
• Consumer Experience: The integration of online and offline interactions is becoming increasingly important for a seamless shopping experience.
• Sustainability: E-commerce can play a pivotal role in promoting sustainable practices and supporting the transition to a circular economy.
• Digitalisation: Accelerated investments in digitalisation were made by businesses during the pandemic, particularly in logistics, transactions, and customer engagement.
• Contact Options: European webshops offer an average of 3.3 contact options, with chat options being popular among 48% of webshops and more common in Northern Europe.

Structure of the Report

• Executive Summary: Highlights the role of e-commerce during the pandemic and its growth trajectory.
• Market Overview: Provides an analysis of e-commerce across Europe, including internet usage and e-shopper penetration.
• E-Commerce Overview: Includes data from 37 countries and regional breakdowns.
• Webshop Analysis: Focuses on the features and characteristics of leading European webshops, such as contact options, social media presence, and delivery methods.
• Definitions: Explains key indices used in the report, such as the Logistics Performance Index (LPI), Ease of Doing Business Index, and others.
• Methodology and Sources: Details the data sources and analytical methods used in the report.
• Conclusion: Emphasizes the need for continued support for digital transformation and sustainable practices.

Call to Action

• For Policymakers: Prioritize digital transformation, channel-neutral legislation, and sustainability policies to support the e-commerce sector and the broader European economy.
• For Businesses: Embrace digitalisation and omnichannel strategies to meet consumer demands and ensure business continuity.
• For SMEs: Leverage digital platforms and receive support in establishing an online presence to survive and thrive in the post-pandemic market.

Additional Information

• The report includes case studies from various countries, highlighting regional differences and best practices.
• The full version of the report is available to Ecommerce Europe and EuroCommerce members, as well as policymakers.
• The report is a collaborative effort between Ecommerce Europe and EuroCommerce, with contributions from national associations and partners.