欧洲电商报告2022-105页-WN7.pdf

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1、EUROPEANE-COMMERCEREPORT2022Executed by:LIGHT VERSIONEUROPE E-COMMERCE REPORT 2022 INTRODUCTION2A word from Ecommerce EuropeAs the European digital commerce association,Ecommerce Europe would like to thank the Centre for Market Insights of the Amsterdam University of Applied Sciences for preparing t

2、his report.In the past two years,retailers have gained a lot of experience in digitalization.This acceleration was significantly pushed by the Covid-19 pandemic,during which e-commerce and retail played an essential role for both the economy and society.These developments are reflected in this years

3、 findings,which show that in 2021,total European e-commerce grew to 718bn with a growth rate of 13%.This is up from 633bn in 2020.In 2022,growth rates are forecast to continue their upward trend.However,we can notice that the growth is slightly stabilising,with an expected growth rate of 11%and a tu

4、rnover of 797bn.While it seems that we are slowly leaving behind the pandemic after more than two years,more recently,Europe has unfortunately become the stage of a major conflict.The war in Ukraine and the horrible consequences for the people of Ukraine have exposed the vulnerability of peace in Eu

5、rope,but at the same time also demonstrated that Europeans were ready to help each other in times of need.While the safety of the Ukrainian people is the highest priority,the repercussions of the war can be felt across the whole continent.Although difficult to predict its long-term consequences at t

6、his stage,the war in Ukraine already has a major impact on European and global markets.The conflict has significantly exacerbated inflation and increased energy prices,impacting consumers purchasing power and confidence,as well as disrupting global supply chains that were already weakened by the pan

7、demic.At the same time,in parallel to the digitalization of businesses,European policymakers are continuing their course to update EU legislation to the current digital reality.In the first half of 2022,this meant the finalization of two major digital files,the Digital Services Act and the Digital M

8、arkets Act.Given the increased importance of online marketplaces in the e-commerce ecosystem,these rules will significantly impact the sector,helping reduce illegal content online and make the internet safer and more transparent,but also leading to considerable implementation challenges.At the same

9、time,the European Union is intensifying its efforts to make the economy more sustainable and has published extensive new legislative proposals covering all aspects of products and services placed on the EU market.These proposals cover a wide range of issues,from greening retail value chains to impro

10、ving the circularity of products.Additionally,they also tackle quantifying the impact of products and activities on the environment,and how it is presented to European consumers.With its extensive work on digitalization and sustainability,the EU has the power to considerably influence the transition

11、 to a more digital and circular economy.However,to meet its objective,it needs to align with the ambition of businesses and address existing barriers and boost solutions that already exist and work today.Ecommerce Europe:The European Digital Commerce Association Ecommerce Europe represents,through i

12、ts national associations,more than 150,000 companies selling goods and services online to consumers in Europe.Ecommerce Europe acts at European level to help legislators create a better framework for online merchants,so that their sales can grow further.We are the European platform for digital comme

13、rce,where national associations,company members and business partners can network and share best practices,exchange information and knowledge on issues concerning their business.Ecommerce Europes Public Affairs ActivitiesEcommerce Europe represents the interests of the digital commerce sector toward

14、s European legislators.Our advocacy activities focus on the following main pillars:Digital Regulations Digital Transactions and Innovation Logistics Taxation Sustainability Platforms Trust(Ecommerce Trustmark)These pillars are structured into Working Committees that are managed by the Brussels Secre

15、tariat.Members of Ecommerce Europe can participate in the committees to discuss and contribute to the development of the positions of the association on a wide range of topics.These meetings are also the occasion to get informed,share best practices and discuss obstacles merchants face in their dail

16、y operations.Ecommerce Europe translates the outcome of the Working Committees into policy recommendations for legislators on how to make it easier for merchants to sell to their customers,especially cross-border.At the same time,we provide practical and useful information to our members on relevant

17、 developments at EU level.Luca CassettiSecretary GeneralIf you would like to get involved with Ecommerce Europe or one of our national associations,please visit our website www.ecommerce-europe.eu or send us an e-mail at infoecommerce-europe.eu.EUROPE E-COMMERCE REPORT 2022 INTRODUCTION3A word from

18、EuroCommerceEuroCommerce,the European voice of the retail and wholesale sector,is proud again this year to support the European E-commerce Regional Report.Our sector is an essentialecosystem ensuring access to essential services and productsevery day,the largest private sector employer in Europe,pro

19、viding 26 million jobs,and playing a key role in the life oflocal communities.Our sector is undergoing a fundamentaltransformation-to become more digital,more sustainableand to train its staff and attract new talent.We estimate thatbusinesses will have to nearly double their current investmentby 203

20、0 to equip the sector with the means to achieve thistransformation successfully.The shocking invasion of Ukraine is fueling further uncertainty and volatility,with a direct impact on our sector,facing even higher energy costs,high inflation,supply chain disruption and the growing risk of protectioni

21、sm.Managing this crisis inevitably affects the sectors ability to significantly invest and we are asking European governments to prioritize retail and wholesale as an essential contributor to the European economy and a lynchpin of local communities.The Covid-19 pandemic acted as an accelerator for o

22、nline sales,as e-commerce quickly responded to the challenges of the Covid pandemic by ensuring continued access to producers and services to consumers.2021 saw e-commerce sales continuing to grow,albeit at a slower pace as Covid restrictions loosened up.But consumers,many of who had not gone online

23、 before,have seen the utility and convenience of e-commerce,and preliminary results from a study currently being conducted for us expect online sales to make up an average of 30%of retail turnover by 2030.The consumer journey has completely changed:our customers expect to be able to use various comb

24、inations of online and offline interaction.Retailers will have no choice but to invest in making their offering a seamless experience.E-commerce has increased competition and fragmentation inonline offerings,with new models such as quick commerce.Nevertheless,we expect physical stores to continue to

25、 playa major,but somewhat different role,offering experiencesand expert advice.With retail and wholesale an importantlynchpin of the European economy,we are calling on nationalgovernments and European policymakers to make digitalization a major priority for the recovery of our sector and the economy

26、as a whole.Having a digital presence is becoming a matter of survival for many companies.Prior to the pandemic,70%of retailers,especially micro businesses,had no e-commerce offering or online presence.Supporting SME digitalization will require dedicated support,technical advice and awareness of the

27、various tools to facilitate such an online presence without the need to invest in an elaborate operation.Over the past year,we have seen the European Union embracing the digital agenda and proposing legislation now covered by updated competition rules,the Digital Services Act and the Digital Market

28、act;and legislators are now negotiating rules covering data,cybersecurity and micro-chips.This will require e-commerce players to adapt some of their business models,and EuroCommerce will be monitoring the implementationand enforcement of these rules carefully to ensure thatEurope provides an enviro

29、nment conducive to innovation whileensuring fair competition and appropriate levels of consumerprotection.The pandemic further accelerated pressure for changes in the traditional physical store and we are seeing significant levels of vacant premises throughout Europe.We will be calling on government

30、s and the European Union to launch a program to facilitate a dialogue and exchange of good practices in securing the future of town centers and rural communities,and the role of stores in achieving this.Christel DelbergheDirector-GeneralIf you would like to get involved with EuroCommerce,please visi

31、t our website www.eurocommerce.eu or send us an e-mail at bastingseurocommerce.eu.EuroCommerce:The Voice of European Retail and Wholesale EuroCommerce is the principal European organization representing the retail and wholesale sector.It embraces national associations in 27 countries and 5 million c

32、ompanies,including leading global players and many small businesses.Over a billion times a day,retailers and wholesalers distribute goods and provide an essential service to millions of business and individual customers.The sector generates 1 in 7 jobs,offering a varied career to 26 million European

33、s,many of them young people.It also supports millions of further jobs throughout the supply chain,from small local suppliers to international businesses.EuroCommerce is the recognized European social partner for the retail and wholesale sector.Finally,as Europes largest employer,we have embarked on

34、the process of creating a Pact for Skills for our sector which we aim to finalize before the end of the year.Our objective is to showcase the important investments our sector makes in growing our employees skills and to highlight the need to attract new talent and skills to help achieve the digital

35、and sustainability transformation of our sector.EUROPE E-COMMERCE REPORT 2022 CONTENTS4Contents05 Europe Market Overview07 Europe E-Commerce Overview13 EU-27 E-Commerce Overview17 WESTERN EUROPE18 Belgium19 Interview:Greet Dekocker,SafeShops20Interview:SofieGeeroms,BeCommerce22 France23 Interview:Ma

36、rc Lolivier,FEVAD26 Germany27Interview:MartinGro-Albenhausen,BEVH29 Ireland30 Interview:JamesByrneandDuncanGraham,Retail Excellence33Interview:DavidCampbell,DigitalBusinessIreland36 Luxembourg37 Netherlands38Interview:MarlenetenHam,Thuiswinkel.org40 United Kingdom41 NORTHERN EUROPE42 Denmark43 Inter

37、view:Niels Ralund,Dansk Erhverv45 Estonia46Interview:TnuVt,Estoniane-commerceAssociation47 Finland48 Interview:Ilari Kallio,Kaupan litto50 Iceland51 Latvia52 Interview:Edgars Pentjuss,Latvian E-Shop Association53 Lithuania54 Norway55Interview:GerhardAnthun,Virkee-Handel57 Sweden58Interview:PerLjungb

38、erg,SvenskDigitalHandel59 CENTRAL EUROPE60 Austria61Interview:RainerWill,Handelsverband63 Czechia64 Interview:Jan Vetyka,APEK66 Hungary67 Interview:Norbert Madar,GKI Digital69 Poland70Interview:PatrycjaSass-Staniszewska,EIZBA73 Slovak Republic74 Slovenia75 Switzerland76Interview:PatrickKessler,HANDE

39、LSVERBAND.swiss77 EASTERN EUROPE78 Albania79 Bosnia&Herzegovina80 Bulgaria81 Interview:JanetNaidenova,BulgarianE-commerceAssociation83 Croatia84 Montenegro85 North Macedonia86 Interview:Nina Angelovska,Macedonian Ecommerce Association88 Romania89 Interview:Florinel Chis,ARMO91 Serbia92 Ukraine93 SOU

40、THERN EUROPE94 Cyprus95 Greece96 Italy97 Interview:Roberto Liscia,Netcomm99 Malta100 Interview:DeniseBorda,MaltaCommunicationsAuthority(MCA)101 Portugal102 Spain103 Methodology&Sources104 About Us&Thanks105 Copyright5GDP(bn)SOURCE:IMFGross Domestic Product(GDP)in bnEUROPE E-COMMERCE REPORT 2022 MARK

41、ET OVERVIEW EUROPE Market overview:EuropePopulation of EuropeSOURCE:WORLD BANKYear by year population in millionsInternet usersSOURCE:EUROSTAT;STATISTAPercentage of the population accessing the internetThe European continent is home to diverse markets,and particularly intricate digital markets.Altho

42、ugh the share of the populations accessing the internet and shopping online continue to grow,SMEs selling online continue to lag behind in their use of digital tools.Despite the expectation that e-commerce would slow significantly after the Covid-19 pandemic lockdowns were lifted,many countries saw

43、their online purchasing remain stable.201720182019202020212022(F)*17,48716,42317,64817,69218,33621,346201720182019202020212022(F)588.8589.8590.2591.0590.8590.7201720182019202020212022(F)84%85%87%89%89%91%Europes E-commerce Regions n Western Europen Central Europen Northern Europen Eastern Europen So

44、uthern Europe*GDP projection is at current prices in bn USD and was converted into EUR in APR 2022;data includes projected inflation for 35 countries in the dataset(5.5%in advanced and 9.1%in emerging economies).Amsterdam University of Applied Sciences Centre for Market Insights calculations on the

45、basis of IMF data.See the Methodology on page 103 for more information.EUROPE E-COMMERCE REPORT 2022 MARKET OVERVIEW EUROPE 6Infrastructure&LogisticsSOURCES:WORLDBANK;UNITED NATIONS;THE ECONOMIST INTELLIGENCE UNIT;UNIVERSAL POSTAL UNION;YALE;INTERNATIONAL TELECOMMUNICATION UNIONBelgium 3 46 41 21 12

46、 21 15 19France 16 32 19 6 5 17 5 9Germany 1 22 25 25 2 6 10 13Ireland 29 24 27 23 13 8 16 46Luxembourg 24 72 33-64 36 2 13Netherlands 6 42 10 16 6 2 11 16United Kingdom 9 8 7 9 8 5 4 2Denmark 8 4 1 9 45 3 1 32Estonia 36 18 3 30 19 14 30 3Finland 10 20 4 18 34 7 7 22Iceland 40 26 12-83 32 17 58Latvi

47、a 70 19 49 32 29 39 36 15Lithuania 54 11 20 17 35 27 35 6Norway 21 9 13-51 9 9 17Sweden 2 10 6 1 26 15 8 26Austria 4 27 15 27 3 19 6 29Czechia 22 41 39 31 18 22 20 68Hungary 31 52 52 40 37 31 33 35Poland 23 40 24 12 15 28 37 30Slovak Republic 53 45 48 34 21 23 26 34Slovenia 35 37 23-46 34 18 67Switz

48、erland 13 36 16 20 1 1 3 42Albania 88 82 59-94 86 62 80Bosnia&Herzegovina 72 90 94-61 70 78 109Bulgaria 52 61 44 37 39 46 41 77Croatia 49 51 39 53 42 25 34 33 Montenegro 77 50 75-90 78 74 87North Macedonia 81 17 72-63 52 43 38 Romania 48 55 55 29 36 45 32 62Serbia 65 44 58-28 43 45 39Ukraine 66 64 6

49、9 48 33 51 60 78Cyprus 45 54 18-40 38 31 41Greece 42 79 42 38 38 33 25 28Italy 19 58 37 14 11 29 20 20Malta 69 88 22-69 48 23 49Portugal 23 39 35 33 22 40 27 14Spain 17 30 17 3 31 24 14 4Ease of Doing Business Index(2020)Logistics Performance Index(2018)Inclusive Internet Index (2021)E-Government De

50、velopment Index(2020)UNCTAD B2C E-commerce Index Ranking(2020)Universal Postal Union Reliability Score(2021)Global Cybersecurity Index Ranking(2020)Environmental Performance Index Ranking(2020)Rankings highlighted are leaders among countries in the reportEase of Doing Business Index(2020)Logistics P