C2C e-commerce. From a fad to a major phenomenon

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1 C2C e-commerce From a fad to a major phenomenon The full report is available to members of the Finnish Commerce Federation in the members section of the Kauppa.fi website.

2 Contents Background and definitions C2C commerce as a phenomenon 8 C2C e-commerce in goods Primary C2C e-commerce platform used by the consumer 2 Consumers comments on their experiences with C2C e-commerce 46 Goods bought from businesses purchases from online stores and satisfaction with them 49

3 Background and definitions

4 Background: research collaboration with the University of Tampere The decision to focus on C2C e-commerce as a research topic grew from the need among B2C retailers to know more about commerce between consumers on the Internet. Businesses also aim to find business opportunities in C2C commerce. The C2C e-commerce survey is part of the research collaboration between the University of Tampere and the Finnish Commerce Federation. The Finnish Commerce Federation s interface with businesses identifies subjects of interest to businesses, which are then studied. Professor Hannu Saarijärvi will participate in the research design as well as the design of the questionnaires that are potentially needed for the surveys. Based on the collected data, the Finnish Commerce Federation will produce an initial report on the subject. The report and the collected data will subsequently be handed over to Professor Saarijärvi for the purpose of academic research and instruction. The Finnish Commerce Federation s member companies will receive the survey produced by the Finnish Commerce Federation as members information. Research articles and other publications subsequently produced on the subject by Professor Saarijärvi and his research unit will also be made available to members.

5 Background: Consumer survey on C2C e- commerce TNS Gallup collected the consumer survey data in October 25 using an online-assisted GallupForum respondent panel. The sample consists of 4,568 Internet users aged 5 79 who reside in mainland Finland. Of the sample, 2,888 respondents passed the filtering question of whether they have ever engaged in C2C e-commerce. The estimates on the number of Finns who have engaged in C2C e- commerce and the total value of C2C e-commerce are based on the number of Internet users in Finland, which is,85,. This figure is taken from TNS Gallup s NetTrack 25 survey, which used telephone interviews to estimate the number of people who use the Internet on a monthly basis. The questionnaire was produced in collaboration between Professor Hannu Saarijärvi (University of Tampere), Senior Insight Manager Nina Frosterus (TNS Gallup) and Chief Economist (Finnish Finnish Commerce Federation).

6 Definitions C2C commerce: commerce between private individuals that is not subject to VAT. C2C e-commerce: C2C commerce on the Internet. C2C online marketplaces: Internet-based platforms for trading between private individuals that do not themselves act as sellers of goods or services. C2C on social media: C2C commerce via social media, such as online flea markets on Facebook. Has made C2C e-commerce purchases: has bought or rented goods or services as a private individual from other private individuals. Has made C2C e-commerce sales: has sold or rented out goods or services as a private individual to other private individuals.

7 Products and services included in the study Books and school books. Clothing and shoes (not children s), accessories and bags. Children s clothing and shoes, toys and children s goods (including prams, car seats, children s furniture, etc.) Entertainment electronics, information technology, telephones, large and small household appliances. Furniture, rugs, lighting fixtures, art, textiles and other interior decoration goods. Kitchenware, tableware, etc. Outdoor and garden products (outdoor furniture, outdoor hot tubs, garden machinery, plants, etc.) Construction, renovation and home improvement products and tools. Sporting goods (including bicycles, golf, outdoor recreation, hiking, etc.) Goods related to hobbies (e.g. musical instruments, crafts, fishing, hunting, photography, collectibles). Tickets (concerts, sporting events, etc.) Cars, motor vehicles, boats, boating and related equipment. Homes, holiday homes, summer cottages, plots of land, garages, storage units (including the rental of all of these). Buying or selling services, such as help with moving or maintenance, Father Christmas services, transport services, babysitting.

8 Examples of the results The full report is available to members of the Finnish Commerce Federation in the members section of the Kauppa.fi website.

9 Huuto.net and Tori.fi were the most frequently used C2C e-commerce platforms % of the respondents who have previously engaged in C2C e-commerce, N = 2,888 Huuto.net Tori.fi Facebook group Nettiauto.com / Nettimoto.com Keltainenporssi.fi Booky.fi / Omakauppa Oikotie.fi School/workplace/sport club Autotalli.com Etuovi.com Nettimarkkina.com Nettivene.com MyyJaOsta.com Kirjakirpputori.fi Other None of the above Bought Put up for sale

10 Airbnb and Uber are still rarely used in Finland % of the respondents who have previously engaged in C2C e-commerce, N = 2,888 Airbnb (accommodation outside Finland) Airbnb (accommodation in Finland) Uber* (bought or sold the service) 4 Purchased the service/rented Offered the service/put up for rent None of the above *Note! Uncertainty due to the small number of respondents. People under 5 years of age account for approximately 8 per cent of Uber users and 7 per cent of Airbnb users in Finland.

11 The majority of the respondents indicated that Tori.fi is their primary C2C e-commerce platform % of the respondents who have previously engaged in C2C e-commerce, N = 2,888 Tori.fi Huuto.net Facebook group Nettiauto.com / Nettimoto.com Keltainenporssi.fi Oikotie.fi Nettimarkkina.com Booky.fi / Omakauppa Etuovi.com Autotalli.com School/workplace/sport club online Kirjakirpputori.fi MyyJaOsta.com Nettivene.com Other None / Can t say

12 Statement: I save money Distribution of responses for the C2C e-commerce platforms indicated by the respondents as their primary platforms, % 5 Skaala 5 - KA Facebook group ,4 Tori.fi ,2 Huuto.net ,2 Keltainenporssi.fi , Oikotie.fi , Nettiauto.com / Nettimoto.com ,9 Agree completely Neither agree nor disagree Disagree completely Agree somewhat Disagree somewhat