【欧洲电商联合会】2023年度欧洲电商报告_97页_2mb

European E-Commerce Report 2023 Summary

Core Content Overview

The European E-Commerce Report 2023 provides an in-depth analysis of the current state and future outlook of e-commerce across the European continent. Despite ongoing challenges such as the Russia-Ukraine conflict, inflation, and geopolitical instability, the sector continues to grow, with the B2C e-commerce turnover in the EU-27 increasing from €849bn in 2021 to €899bn in 2022, and a projected growth rate of 8% in 2023. The report also highlights the evolving role of e-commerce in the broader economy, emphasizing its contribution to GDP and the increasing importance of digital transformation in the retail and wholesale sectors.

Main Pillars and Key Issues

1. Legislative and Regulatory Environment

• The EU is implementing policies to adapt to the digital and green transitions, such as:
  • DMA (Digital Markets Act) and DSA (Digital Services Act) to curb the dominance of big tech platforms.
  • Green Claims and Sustainable Packaging regulations to promote eco-friendly practices.
• These regulations are expected to significantly impact the sector, requiring compliance investments and shaping a more sustainable and competitive e-commerce landscape.
• The 2024 EU elections are anticipated to shift the political landscape, potentially leading to less regulatory focus, which could affect the pace of digital transformation and policy development.

2. Market Fragmentation and Cross-Border Challenges

• The EU Single Market, now in its 30th year, still faces barriers to cross-border selling, which is a key concern for e-commerce businesses.
• Policymakers are urged to reduce market fragmentation and remove red tape to facilitate smoother cross-border operations.

3. Digital Intensity and Innovation

• The digital intensity index is used to assess the level of digital adoption among businesses.
• The report highlights that Western Europe remains the largest e-commerce market, contributing 67% of total turnover, while Southern Europe is catching up with 16%.
• SMEs and large enterprises are increasingly adopting digital tools, such as ChatGPT, AI chatbots, and Augmented Reality (AR), to improve customer service and marketing efficiency.

4. Sustainability and Circular Economy

• The e-commerce sector is transitioning to more sustainable practices, including:
  • Sustainable packaging and re-commerce models.
  • Reducing returns impact through repackaging, resale, and donation.
• 83% of webshops in Belgium are improving product information to reduce returns.
• 74% of returns are being repackaged and resold, with 9% sold as second-hand and 5% donated.
• There is a growing consumer awareness of greenwashing, driving more circular e-business models.

Key Data and Statistics

• Internet Penetration: Stabilized at 92% of the European population.
• E-GDP (E-commerce GDP):
  • Western Europe: 5.2% of total GDP.
  • E-commerce is expected to contribute 5% to GDP in 2023.
• E-Shoppers: 75% of internet users in the EU-27 made online purchases in 2022.
• B2C E-commerce Turnover by Region:
  • Western Europe: 67% of total turnover.
  • Eastern Europe: 2% of total turnover, but with higher growth rates.
  • Southern Europe: 16% of total turnover.
• Search Engine Market Share: Google, Amazon, and Bing dominate the market, with Google leading at 45%.

Role of E-commerce Europe and EuroCommerce

• Ecommerce Europe represents over 150,000 companies across Europe, advocating for a better regulatory framework to support growth and innovation.
• EuroCommerce is the voice of the retail and wholesale sectors, representing 5 million companies and 26 million jobs.
• Both organizations emphasize the need for realistic, future-proof, and channel-neutral policies that support cross-border e-commerce and digital transformation.

Country-Specific Insights

• The report includes interviews and data from 37 countries, highlighting regional differences in e-commerce growth, digital intensity, and regulatory impacts.
• Belgium is noted for its new postal law aimed at improving working conditions and reducing fraud, but concerns exist about increased financial burdens on e-commerce operators.
• Eastern Europe shows higher growth rates in e-commerce, presenting opportunities for expansion.

Future Outlook

• E-commerce is expected to reach 30% of retail sales by 2030.
• The sector must nearly double its investment rate by 2030 to support digital and sustainable transformation.
• The 2024 EU elections may lead to a more polarized and less regulatory-oriented Parliament, which could influence future e-commerce policies.

Conclusion

The European e-commerce sector is resilient and continues to grow, despite macroeconomic and geopolitical challenges. However, it faces significant regulatory and sustainability hurdles, requiring collaboration between policymakers and industry players. The focus on digital innovation, cross-border integration, and sustainable practices will be crucial for the sector’s future development.