Introduction. Without commerce, e is just a letter

Transcription

1 E-commerce Belgium

2 Introduction Without commerce, e is just a letter For the third year in a row, we have conducted the most comprehensive online survey of its kind. And year after year, we have seen how online business is steadily growing. I don t believe in the e-commerce revolution some devastating shock that will destroy our shopping landscape, that will close all physical shops and turn shopping malls into ghost cities. Our survey shows that e-commerce is a process. Online shopping is growing, we are convincing more and more people to try out the virtual shopping experience. But you ll discover in this survey, just as we have, that there are some threats we need to take seriously. There are issues with trust, with security. And people turn to the brands they trust. Not only the household names that have always been around pure players are able to gain trust and reputation very fast. A new development is that for the first time, price has taken over the number 1 position as main driver for e-commerce, becoming more important than comfort and time. This could have a tremendous impact on the way retailers conduct their business. Dominique Michel, Ceo Comeos

3 Comeos - E-commerce - Belgium Table of content Objectives & methodology 4 E-commerce experience 10 Current online shopping behaviour 20 Download the full survey on Online purchases 34 Sector focus 52 E-commerce trust & attitude 66 Internet fraud 74 E-commerce trends 80 Colophon Editing: Peter Vandenberghe Responsible editor: Dominique Michel Graphic design: Apunta Comeos vzw E. Van Nieuwenhuyselaan Brussel T F Prepared by: Pieter De Vuyst, Research Manager, InSites Consulting Dieter Thijs, Research Consultant, InSites Consulting For: Pieter Van Bastelaere

4 Objectives & methodology

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6 Objectives & methodology Background Comeos represents Belgian commerce & services. Our members are active in 18 sectors and sell to companies or directly to consumers. Together they account for 11,2% of the gnp and employ people, making them the biggest employer in the private sector. Comeos provides custom services for its members and wants to encourage dynamic businesses as a knowledge and networking platform. Research questions What is the online buyer s profile? Which products are bought online? Which sectors have the highest potential?

7 Comeos - E-commerce - Belgium Method Online questionnaire via Talktochange research community Fieldwork: april 3rd april 15th 2013 Scope: Belgium Sample N = 1062 Sample screening Age: Online purchases experience in last 12 months Used symbols A A Sig. Higher compared to other group (95%) Sig. Higher/lower than average (95%) Comparisons with Comeos E-commerce in België 2011 & E-commerce in Belgium 2012 Same period of field (April 2011 & April 2012) and sample composition to optimize comparability Sample quota Region: 60% Dutch, 40% French Gender: 50% Men, 50% Women Age: Representative for Belgian population

8 Objectives & methodology Used logo s for sectors

9 Comeos - E-commerce - Belgium

10 E-commerce experience

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12 57% of the Belgian population has made an online purchase in the last year. 59% of the Belgian population has ever made an online purchase.

13 Comeos - E-commerce - Belgium Q: Did you buy new products or services via the Internet for personal purposes in the past 12 months? We refer to ordering new, not second-hand, products or services via an e-commerce website of a company (not via )? PAST MONTHS % 46% 57% +13% Of the Belgian population has made an online purchase in the last year

14 E-commerce experience Penetration Q: Have you ever bought new products or services via the Internet for personal purposes? We refer to ordering new, not second-hand, products or services via an e-commerce website of a company (not via )? Q: Did you buy new products or services via the Internet for personal purposes in the past 12 months? We refer to ordering new, not second-hand, products or services via an e-commerce website of a company (not via )? PURCHASED ONLINE LAST YEAR ONLINE POPULATION 70% 59% 58% BELGIAN POPULATION* 57% 46% 45% * Extrapolated to the Belgian population regarding the current internet-population (78%)

15 Comeos - E-commerce - Belgium Q: Did you buy new products or services via the Internet for personal purposes in the past 12 months? We refer to ordering new, not second-hand, products or services via an e-commerce website of a company (not via )? EVER % 52% 59% +7% Of the Belgian population has ever made an online purchase

16 E-commerce experience Penetration Q: Have you ever bought new products or services via the Internet for personal purposes? We refer to ordering new, not second-hand, products or services via an e-commerce website of a company (not via )? Q: Did you buy new products or services via the Internet for personal purposes in the past 12 months? We refer to ordering new, not second-hand, products or services via an e-commerce website of a company (not via )? EVER PURCHASED ONLINE PURCHASED ONLINE LAST YEAR ONLINE POPULATION 75% 70% 67% 66% 59% 58% BELGIAN POPULATION* 59% 57% 52% 52% 46% 45% * Extrapolated to the Belgian population regarding the current internet-population (78%)

17 E-commerce experience Penetration (profile) Comeos - E-commerce - Belgium Q: Have you ever bought new products or services via the Internet for personal purposes? We refer to ordering new, not second-hand, products or services via an e-commerce website of a company (not via )? GENDER Male 62% 55% 56% Female 56% 50% 48% LANGUAGE Dutch 61% 56% 53% French 55% 48% 46% AGE % 57% 59% % 59% 58% % 49% 45% INCOME 60+ Less than More than % 58% 66% 72% 42% 50% 57% 60% 43% 48% 57% 73% Share of older online buyers increases last ones to be convinced Sign. difference (95%)

18 Roger s Innovation Adoption Curve Trying to convince the mass of a new idea is useless. Convince innovators and early adopters first. REMEMBER THIS SLIDE? The late majority is about to use e-commerce websites for purchasing 1st hand products and services. E-commerce becomes a worthy alternative for offline retail activities. Innovators 2.5 % Early adopters 13.5 % Early majority 34 % Late majority 34 % Laggards 16 %

19 E-commerce experience Barriers Q: What are the 3 main reasons why you did not purchase products or services online? Comeos - E-commerce - Belgium Because I want to see it/try it before deciding to buy and that is not possible with e-commerce 37% 41% 37% Because I have serious doubts concerning the security level of online purchases/orders 31% 30% 36% Because I don t have or don t want to use a credit card 24% 29% 27% Because I don t like to give my personal data on the Internet Because I want to talk to a shop assistant/dealer when I want more information on a product or service Because I want to see whether items are in stock in a physical shop 22% 20% 19% 23% 23% 15% 31% 22% 15% Because I have to be home when the products are delivered 19% 16% 16% Because I have access to all the products/services I need in physical shops 17% 23% 23% Because I don t have sufficient Internet experience yet 11% 11% 8% Because I have a wider selection of products/services in the real world 10% 9% 7% Because prices aren t lower on the Internet 8% 7% 7% Because there is more product information available in the real world Because I have experienced too many failed attempts to order/purchase something online Because purchasing/ordering online is something I prefer to do at home and I don t have a computer at home Other reason 6% 5% 2% 3% 9% 3% 0% 3% 7% 5% 2% 4% N = 456 / F = Only if never purchased online before

20 Current online shopping behaviour

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22 24% makes monthly purchases. That is an 8% increase. On average, we spend more than euros a year - online.

23 Comeos - E-commerce - Belgium E-commerce experience Experience Q: When did you first buy something via the Internet (for personal purposes)? In the past 12 months 26% 21% 26% 1 to 2 years ago 13% 12% 14% 3 to 4 years ago 23% 22% 24% 5 to 6 years ago 16% 18% 19% 7 to 10 years ago 10% 11% 8% More than 10 years ago I do not remember 5% 7% 6% 9% 4% 6% 1 out of 4 online buyers made the first purchase in the last 12 months N = 1062 / F = None

24 Q: How frequently do you buy something via the Internet (for personal purposes)? MONTHLY PURCHASES % 16% 24%

25 Comeos - E-commerce - Belgium E-commerce experience Frequence Q: How frequently do you buy something via the Internet (for personal purposes)? Weekly 4% 2% 2% Monthly 20% 14% 15% Every 1 to 3 months 30% 30% 31% Every 3 to 6 months 23% 24% 22% Every 6 to 12 months 18% 23% 20% Less than once a year 6% 7% 10% The frequency of online purchases increases N = 1062 / F = None

26 Q: How much did you spend online in the past month? AVERAGE SPENDING PER MONTH

27 Comeos - E-commerce - Belgium Q: How much did you spend online in the past month? MORE THAN 100 PAST MONTH % 45% 47%

28 E-commerce experience Current online shopping behaviour Q: How much did you spend online in the past month? Less than 20 16% 26% 19% Average / month ( / year) Between 20 and 49 17% 10% 16% Average / month ( / year) Between 50 and 99 20% 19% 22% Average / month ( / year) Between 100 and % 13% 13% More than % 32% 30% N = 1062 / F = None

29 Comeos - E-commerce - Belgium Q: Do you spend less or more now than you did 1 year ago? SPENDING BEHAVIOUR COMPARED TO LAST YEAR A lot more More 4% 32% 36% Equally much 45% Less A lot less 3% 11% 14% No idea 5%

30 Q: Do you spend less or more now than you did 1 year ago? SPENDING BEHAVIOUR COMPARED TO LAST YEAR % 29% 36% 13% spends more online

31 Comeos - E-commerce - Belgium E-commerce experience Evolution budget Q: Do you spend less or more now than you did 1 year ago? A lot more 4% 2% 3% More 32% 27% 26% Equally much 45% 49% 48% Less 11% 13% 13% A lot less 3% 3% 2% No idea 5% 7% 8% N = 1062 / F = None

32 Q: To what extent do these purchases via the Internet replace offline purchases? BUYING BEHAVIOUR - EQUALLY NEW AS REPLACEMENT % 29% 32%

33 Comeos - E-commerce - Belgium E-commerce experience Substitution offline purchases Q: To what extent do these purchases via the Internet replace offline purchases? Not at all, these are new / extra purchases 16% 15% 20% Not really, these are mainly new / extra purchases 21% 21% 22% These are often new / extra purchases as replacement of previous offline purchases 32% 29% 27% Rather, these are mainly replacements of previous offline purchases Totally, these are replacements of previous offline purchases 6% 25% 26% 9% 23% 8% Online still doesn t replace offline purchases N = 1062 / F = None

34 Online purchases

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36 52% bought food more than 5 times. 89% of in the next 12 months. buyers will buy again

37 Comeos - E-commerce - Belgium Online purchases Current purchase new products Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? Clothing / shoes Hotel / Overnight stay Event tickets Boat, plane or train tickets Books Computer, hardware and software Personal care products Electronic appliances CD / DVD / Blu-ray / Games Telecom Household appliances Toys Fun fair tickets Pharmaceutical products Digital music Furniture and home decoration DIY and garden products Sports products Food Films or TV series in digital format Prepared food Cars, motorbikes, bicycles Other 23% 21% 20% 18% 16% 15% 14% 12% 10% 9% 9% 8% 8% 6% 5% 4% 3% 12% 31% 31% 30% 38% 46% Fashion Books Electronic appliances Entertainment Telecom Health & Beauty Interior Nutrition Sports DIY Toys Other Clothing & shoes most popular item for the first time! N = 1062 / F = None

38 Online purchases Current purchase new products - Evolution Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? 0% 10% 20% 30% 40% 50% This is an evolution, no revolution: minor shifts in shopping behaviour N = 1062 / F = None Clothing / shoes Hotel / Overnight stay Event tickets Boat, plane or train tickets Books Computer, hardware and software Personal care products Electronic appliances CD / DVD / Blu-ray / Games Telecom Household appliances Toys Fun fair tickets Pharmaceutical products Sports products Furniture and home decoration DIY and garden products Digital music Food Films or TV series in digital format Prepared food Cars, motorbikes, bicycles Other Bought more: Clothing / shoes Personal care products Pharmaceutical products Sports products toys Bought less: Even tickets CD / DVD / etc. Digital music

39 Comeos - E-commerce - Belgium Online purchases Frequence current online purchases Q: Please indicate how often you bought the following new products via the Internet (for personal purposes) in the past 12 months. MORE THAN 5 TIMES Food Digital music Films or TV series in digital format Prepared food CD / DVD / Blu-ray / Games Clothing / shoes Books Pharmaceutical products Telecom Personal care products Toys Boat, plane or train tickets Cars, motorbikes, bicycles DIY and garden products Event tickets Hotel / Overnight stay Sports products Computer, hardware and software Electronic appliances Fun fair tickets Household appliances Furniture and home decoration 52% 28% 26% 26% 20% 20% 17% 13% 13% 12% 11% 8% 8% 8% 7% 7% 6% 6% 4% 4% 2% 0% N = min 33 (cars, motorbikes/bikes) / F = if purchased online

40 Online purchases Frequence current online purchases - Evolution Q: Please indicate how often you bought the following new products via the Internet (for personal purposes) in the past 12 months (more than 5 times). Q: Please indicate how often you bought the following new products via the Internet (for personal purposes) in the past 12 months (More than 5 times) Food is the most important recurrent purchase N = 1062 / F = None 0% 10% 20% 30% 40% 50% 60% Food Food Digital Digital music music Films or Films TV series or TV in series digital in digital format format Prepared Prepared food food CD / DVD CD / Blu-ray DVD / Blu ray / Games / Games Clothing Clothing / shoes / shoes Books Books Pharmaceutical Pharmaceutical products products Telecom Telecom Personal Personal care products care products Toys Toys Boat, plane Boat, or plane train or tickets train tickets Cars, motorbikes, Cars, motorbikes, bicycles bicycles DIY and DIY garden and garden products products Event Event tickets tickets Hotel / Overnight Hotel / Overnight stay stay Sports Sports products products Computer, Computer, hardware hardware and software and software Electronic Electronic appliances appliances Fun fair Fun tickets fair tickets Household Household appliances appliances Furniture Furniture and home and decoration home decoration Food is the most important recurrent purchase

41 Comeos - E-commerce - Belgium Specials Volume generator % Purchased last 12 months Bought by many people, on an non-frequent base. Low current volume. Bought by many people, on a frequent base. This combination generates a high volume. Although not many people buy these products, those who do buy them, do so a lot, this makes these products real niche-products. No volume Niche Buying frequence % bought more than 5 times last year

42 Online purchases Quadrant Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? Q: Please indicate how often you bought the following new products via the Internet (for personal purposes) in the past 12 months. Specials Average frequence Clothing / shoes Volume generator Hotel / Overnight stay Books and Clothing & Shoes are the major volume generators % Purchased last 12 months Event tickets Electronic appliances Boat, plane or train tickets Books Computer, hardware and software Personal care products Household appliances CD/DVD/Blu-ray/Games Telecom Toys Fun fair tickets Sports products Pharmaceutical products Furniture and DIY and garden products Digital music home decoration Films or TV series in digital format No volume Cars, motorbikes, bicycles Prepared food Average penetration Food Niche N = min 33 (cars, motorbikes/bikes) / F = if purchased online Buying

43 Comeos - E-commerce - Belgium Online purchases Future intention to buy Q: Do you expect to buy the following products more or less in the future? Total Top 2 score 23% Food Books Entertainment Fashion Telecom Electro Toys Sports Interior Health & Beauty DIY & Garden Other 33% 26% 24% 23% 23% 20% 18% 15% 14% 13% 12% 26% N = min 44 (Toys) / F = if purchased online

44 Online purchases Quadrant methodology Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? Q: Do you expect to buy the following products more or less in the future? Stabilising Averange frequence Booming % Bought last 12 months A lot of consumers buy these products, but growth is low. A lot of consumers buy these products already, and plan to do so more often in the future. Average penetration Few consumers buy these products, and plan to do so less often in the future. Few consumers buy these products, but they intend to do so more often in the future. Latent Potentials Intention to buy Top 2 bottom 2 scores

45 Comeos - E-commerce - Belgium Online purchases Quadrant methodology Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? Q: Do you expect to buy the following products more or less in the future? Stabilising Average frequence Clothing / shoes Booming % Bought last 12 months Hotel / Overnight stay Boat, plane or train tickets Books Computer, hardware and software Electronic appliances Personal care products CD/DVD/Blu-ray/Games Household appliances Telecom Toys Event tickets Average penetration Fun fair tickets Sports products Pharmaceutical products Furniture and home decoration Digital music DIY and garden products Food Prepared food Cars, motorbikes, Films or TV series bicycles in digital format Latent Potentials Telecom, Toys and Fun fair tickets are high potentials Intention to buy Top 2 bottom 2 scores N = min 33 (cars, motorbikes/bikes) / F = if purchased online

46 Online purchases Future intention to buy Q: How likely are you to purchase other new products or services on the Internet in the future? Certainly Probably 38% 51% } 41% 31% 89% 89% 84% 48% 53% Neutral 9% 9% 13% Probably not 2% 2% 2% Online buyers remain loyal to e-commerce Certainly not 0% 0% 0% N = 1062 / F = None

47 Comeos - E-commerce - Belgium Online purchases Intention to buy next 12 months Q: Which of the following products would you consider purchasing online in the coming 12 months? Hotel / Overnight stay Clothing / shoes Boat, plane or train tickets Event tickets Books Computer, hardware and software Fun fair tickets Personal care products CD / DVD / Blu-ray / Games Electronic appliances Household appliances Telecom Toys Furniture and home decoration Digital music DIY and garden products Sports products Pharmaceutical products Films or TV series in digital format Food Cars, motorbikes, bicycles Prepared food Other 26% 25% 23% 22% 22% 20% 18% 17% 13% 12% 12% 11% 10% 9% 9% 5% 5% 5% 51% 48% 45% 42% 39% It can be expected that clothing/shoes will become even more popular in the future N = 1062 / F = None

48 Online purchases Intention to buy next 12 months - Evolution Q: Which of the following products would you consider purchasing online in the coming 12 months? CD/DVD and digital music less considered N = 1062 / F = None Hotel / Overnight stay Clothing / shoes Boat, plane or train tickets Event tickets Books Computer, hardware and software Fun fair tickets Personal care products CD / DVD / Blu-ray / Games Electronic appliances Household appliances Telecom Toys Furniture and home decoration Digital music DIY and garden products Sports products Pharmaceutical products Films or TV series in digital format Food Cars, motorbikes, bicycles Prepared food Other 0% 10% 20% 30% 40% 50% 60% 70% Consider more to buy: Clothing / shoes Personal care products Pharmaceutical products Sports products toys Household appliances Consider less to buy: CD / DVD / etc. Digital music

49 Comeos - E-commerce - Belgium Online purchases Evolution new products Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? Q: Which of the following products would you consider purchasing online in the coming 12 months? 0% 10% 20% 30% 40% 50% 60% 70% Clothing / shoes Hotel / Overnight stay Boat, plane or train tickets Event tickets Books Computer, hardware and software Personal care products Electronic appliances CD / DVD / Blu-ray / Games Telecom Household appliances Toys Fun fair tickets Pharmaceutical products Furniture and home decoration Sports products Digital music DIY and garden products Food Films or TV series in digital format Prepared food Cars, motorbikes, bicycles Other Past 12 months N = 1062 / F = None Coming 12 months Online shoppers don t change their behaviour

50 Online purchases Information search Q: To what extent have you looked for information before buying the following products online? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% People keep looking for information online, even when they don t purchase the item N = 1062 / F = None Hotel / Overnight stay Cars, motorbikes, bicycles Electronic appliances Computer, hardware and software Household appliances Sports products Boat, plane or train tickets Fun fair tickets Telecom Pharmaceutical products Event tickets DIY and garden products Prepared food Toys CD / DVD / Blu-ray / Games Films or TV series in digital format Furniture and home decoration Books Clothing / shoes Digital music Personal care products Food Other Offline search 2013 Online search 2013 No search 2013 Online search 2012 Online search 2011

51 Comeos - E-commerce - Belgium

52 Sector focus

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54 Price has become the most important motivator for online shoppers but not for all sectors. For Food, the 24/7 availability and time-saving are the main drivers.

55 Comeos - E-commerce - Belgium Sector focus Drivers for E-commerce - Evolutions Q: What are the 3 main reasons why you bought this product online? Time & Convenience Money Purchase Management PERCEIVED AS IMPORTANT % CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER 0% 10% 20% 30% 40% Because I can find products and services at lower prices Because it saves time 43% 42% Because it gets delivered to my door Because I get access to special discounts, promotions... Because I m able to shop 24 hours a day 35% 34% 33% Because I have a wider selection of products/services online Because I can compare and review different products/services 24% 23% Because I avoid crowds Because there is more product information online Because I get access to products/services that aren t available in my country Because I can see whether items are in stock Other reason 4% 16% 15% 14% 12% F = Have bought before

56 Electro & entertainment: low prices become main drivers Sector focus Drivers for E-commerce (details 1/2) Q: What are the 3 main reasons why you bought this product online? PERCEIVED AS IMPORTANT % CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER 0% 10% 20% 30% 40% 50% 60% Because I can find products and services at lower prices Because it saves time 43% 42% Because it gets delivered to my door Because I get access to special discounts, promotions... Because I m able to shop 24 hours a day 35% 34% 33% Because I have a wider selection of products/services online Because I can compare and review different products/services Because I avoid crowds Because there is more product information online Because I get access to products/services that aren t available in my country Because I can see whether items are in stock 24% 23% 16% 15% 14% 12% Total Telecom Electro DIY & Garden Fashion Entertainment Health & Beauty Other reason 4% N = 41 up to 405 per sector / F = Have bought before Sign. difference (95%)

57 Comeos - E-commerce - Belgium Sector focus Drivers for E-commerce (details 2/2) Q: What are the 3 main reasons why you bought this product online? PERCEIVED AS IMPORTANT % CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER 0% 10% 20% 30% 40% 50% 60% Because I can find products and services at lower prices Because it saves time 43% 42% Because it gets delivered to my door Because I get access to special discounts, promotions... Because I m able to shop 24 hours a day 35% 34% 33% Because I have a wider selection of products/services online Because I can compare and review different products/services Because I avoid crowds Because there is more product information online Because I get access to products/services that aren t available in my country Because I can see whether items are in stock 24% 23% 16% 15% 14% 12% Total Food Interior Books Sports Toys Other Other reason 4% N = 41 up to 405 per sector / F = Have bought before Sign. difference (95%)

58 58 Comeos - E-commerce in België - 16 mei 2011 Sector focus Purchase amount Q: How much money did you spend at your most recent online purchase? ON AVERAGE ONLINE SHOPPERS SPEND 165 (PREVIOUS WAVE = 187) Interior 332 Other 324 Electro 272 DIY & Garden 157 Food 146 Sports 106 Fashion 89 Health & Beauty 62 Telecom 55 Highest spending for Interior and Electro Toys Entertainment Books N = 41 up to 405 per sector / F = Have bought before Sign. difference (95%)

59 Comeos - E-commerce - Belgium Sector focus Website satisfaction Q: How satisfied were you with using the e-commerce website after your most recent online purchase? Customers become less satisfied with online shops. Biggest drops in satisfaction for Food, Fashion, Entertainment and DIY & Garden Top 2 score 2013 Top 2 score 2012 Top 2 score 2011 Total 81% 85% 82% Toys 93% 91% Not measured Interior 85% 80% 78% Books 84% 88% 88% Sports 83% 75% 72% Entertainment 82% 87% 81% Electro 80% 84% 83% Health & Beauty 80% 83% 83% Telecom 79% 71% 72% Fashion 79% 87% 83% Food 71% 87% 84% DIY & Garden Very dissatisfied Rather dissatisfied Neutral Rather satisfied Very satisfied 65% 82% 73% N = 41 up to 405 per sector / F = Have bought before

60 60 Comeos - E-commerce in België - 16 mei 2011 Sector focus Website Recommendation Q: How likely are you to recommend website to a friend, on a scale from 0 to 10? NPS Total Food Books Toys Not measured Entertainment Sports Fashion Electro Health & Beauty Telecom Interior DIY & Garden

61 Comeos - E-commerce - Belgium Sector focus Drivers website - Evolutions Q: Why did you use website for your online purchase? PERCEIVED AS IMPORTANT IN THEIR EXPERIENCE % CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER 0% 10% 20% 30% 40% Price 35% Satisfaction with previous experiences 14% Product selection and availability Quick delivery Trust and safety User-friendliness of the website Accidental just where I found it Low shipping costs Recommended by a friend Completeness of the product information Return or guarantee policy Other reason 8% 8% 7% 6% 6% 4% 3% 3% 3% 4%

62 Sector focus Payment method - Evolutions Q: How did you pay for it? Credit cards still most popular payment but it loses importance to Bank cards TRANSACTION PAYMENT METHOD 0% 10% 20% 30% 40% 50% Online Credit card (Visa, Mastercard, American Express...) 40% Online Bank card (Bancontact /Mister Cash) 22% Offline Bank transfer 14% Online PayPal Offline By card (credit card, bank card, Proton) at the point of sale Offline Cash at the door Offline Cash at the point of sale Offline By card (credit card, bank card, Proton) at the door Offline Cheque Offline SMS payment Online Other Offline Other N = 41 up to 405 per sector / F = Have bought before 9% 3% 2% 2% 1% 0% 0% 3% 1%

63 Comeos - E-commerce - Belgium Sector focus Delivery preference - Evolutions Q: How do you prefer your online purchases product sector to be delivered? 70 % of customers want home delivery DELIVER PLACE 0% 10% 20% 30% 40% 50% 60% 70% Home delivery 70% Pick-up at pick-up point 15% Pick-up at the shop 7% Delivery at work 4% Pick-up in a locker (sealed container to be opened with a code) 0% Other 1% Does not matter to me 2%

64 64 Comeos - E-commerce in België - 16 mei 2011 Sector focus Delivery time - Evolutions Q: When should it be possible to have product delivered? and they don t want to pay for delivery convenience HOUR 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Between 9.00 and will do, if I don t have to pay anything extra 82% It should be possible between 8.00 and 20.00, even if I have to pay something extra 12% It should be possible 24h/7, even if I have to pay extra DAYS OF THE WEEK 6% Also on Sunday, even if I have to pay something extra 5% During the week is sufficient, if I don t have to pay anything extra 85% Also during the weekend, even if I have to pay something extra 10% N = 41 up to 405 per sector/ F = Have bought before

65 Comeos - E-commerce - Belgium Sector focus Delivery price - Evolutions Q: How much are you willing to pay for the delivery of the product you buy online? 1 out of 4 expects free delivery COST OF DELIVERY 0% 10% 20% 30% 40% Free shipping 26% Less than 4 Euros 19% Between 4 and 7.5 Euros 29% Between 7.5 and 10 Euros 11% More than 10 Euros 15% N = 41 up to 405 per sector/ F = Have bought before

66 E-commerce trust & attitude

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68 68 Comeos - E-commerce in België - 16 mei 2011 Trust might become an issue: 60% has faith in e-commerce, that is a 6% drop. Consumers prefer Belgian websites they know.

69 Comeos - E-commerce - Belgium E-commerce trust Q: To what extent do you agree with the following statements? (Top 2 scores) I would only purchase products and/or services on familiar and reliable sites 69% 77% 74% I find it important for an e-commerce website to be certified by an independent body 68% 74% 69% I find a transfer a reliable method of payment for an online purchase 63% 68% 62% I have faith in e-commerce 60% 66% 59% I find it safe to pay for an online purchase with a credit card (VISA, MasterCard ) 49% 57% 48% I am open to purchasing a broad range of products and/or services online 45% 52% 46% I frequently purchase products and/or services online 42% 39% 39% I am open to purchasing products from other Internet users on the Internet (e.g. on classified websites ) I have no inhibitions when it comes to buying products and/or services online I would also buy products and/or services on websites I do not know I would also buy expensive, risky products and/or services online 35% 34% 21% 14% 30% 37% 20% 11% 29% 31% 19% 13% Faith in e-commerce decreases by 6%; trust in credit card payment by 8% N = 1062 / F = None

70 E-commerce trust (detail) Q: To what extent do you agree with the following statements? (Top 2 scores) Evolution I would only purchase products and/or services on familiar and reliable sites 69% 77% 8% I find it important for an e-commerce website to be certified by an independent body 68% 74% 6% I find a transfer a reliable method of payment for an online purchase 63% 68% 5% I have faith in e-commerce 60% 66% 6% I find it safe to pay for an online purchase with a credit card (VISA, MasterCard ) 49% 57% 8% I am open to purchasing a broad range of products and/or services online 45% 52% 7% I frequently purchase products and/or services online 42% 39% 3% I am open to purchasing products from other Internet users on the Internet (e.g. on classified websites ) 35% 30% 5% I have no inhibitions when it comes to buying products and/or services online 34% 37% 3% I would also buy products and/or services on websites I do not know 21% 20% 1% I would also buy expensive, risky products and/or services online 14% 11% 3% I prefer an online purchase with a purely online website without offline counterpart 14% N = 1062 / F = None

71 Comeos - E-commerce - Belgium E-commerce attitude Q: To what extent do you agree with the following statements? (Top 2 scores) I prefer an online purchase via a Belgian website to one via a foreign website 50% 47% 46% I think foreign websites for online purchases are less reliable than Belgian websites 32% 29% 28% I prefer delivery by mail 39% 34% 39% I prefer delivery by courier 39% 38% 36% I prefer delivery via pick-up point 30% 31% 26% I prefer online payments to offline payments 35% 38% 34% I prefer a purely online website without offline counterpart I prefer an online purchase with a purely online website without offline counterpart 14% 26% 22% 11% 21% 13% 50% of online consumers prefer Belgian websites N = 1062 / F = None

72 E-commerce attitude (detail) Q: To what extent do you agree with the following statements? (Top 2 scores) Evolution I prefer an online purchase via a Belgian website to one via a foreign website 50% 47% 3% I think foreign websites for online purchases are less reliable than Belgian websites 32% 29% 3% I prefer delivery by mail 39% 34% 5% I prefer delivery by courier 39% 38% 1% I prefer delivery via pick-up point 30% 31% 1% I prefer online payments to offline payments 35% 38% 3% I prefer a purely online website without offline counterpart 26% 22% 4% I prefer an online purchase with a purely online website without offline counterpart 14% 11% 3% N = 1062 / F = None

73 Comeos - E-commerce - Belgium

74 Internet fraud

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76 76 Comeos - E-commerce in België - 16 mei % has been exposed to internet fraud.

77 Comeos - E-commerce - Belgium Internet fraud Exposure Q: Have you been confronted with Internet fraud related with your purchase of new products or services on the Internet in the past 12 months? 2013 EVOLUTION 4% 7% 14% 12% 10% 8% 89% 6% Yes, several times Yes, once No 4% 2% 0% N = 1062 / F = None

78 Internet fraud Type of fraud Q: What is the best description of this internet fraud? Payment fraud (e.g. hacked payment website) 34% 49% 40% Conscious faulty information on the website 25% 17% 35% Main issues are: misguiding information on the website and fraud concerning return shipments Wrong / damaged / incomplete / missing delivery Fraud concerning return shipment Other 15% 20% 20% 25% 7% 24% 28% 11% 12% N = 101 / F = Confronted with internet fraud in past 12 months

79 Comeos - E-commerce - Belgium Internet fraud Fraud handling Q: Who solved this internet fraud? The bank 26% 38% 17% The company 17% 18% 22% The supplier 15% 11% 22% Other 17% 13% 19% The internet fraud has not been solved 26% 29% 32% N = 101 / F = Confronted with internet fraud in past 12 months

80 E-commerce trends & attitude

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82 E-commerce trends & attitude Q: To what extent are you willing to use the following new technologies in the coming 12 months? All new trends and new technologies gain popularity Top 2 score 2013 Top 2 score 2012 Top 2 score 2011 Using group discount websites (e.g. Groupon, which offers a unique daily deal via a website) 47% 42% 38% Using social media (e.g. Facebook and word of mouth advertising to get a price reduction for my online purchases) 33% 28% 27% Using location-based services (e.g. offers of shops in the vicinity of your mobile phone / smartphone) 24% 20% 21% Using a mobile site or application on the smartphone for mobile purchases whilst on the road 17% 15% 15% N = 1062 / F = None

83 E-commerce trends & attitude Q: To what extent do you agree with each of the following statements? Customers want access to back-office to check availability and tracking Top 2 When I order an product online or have a repair done online, I would like to follow its status on the Internet Before going to the shop to buy a product, it should be possible to consult online whether the product is available When I shop online, I mainly do so by targeting specific purchases because I am looking for something, not for fun When I go shopping (e.g. in the city, in a shopping centre), I am mainly doing so by targeting specific purchases because I am looking for something, not for fun) The offer of the online webshop and the offline shop of a same chain are well adapted to each other Belgian fashion shops / chains are less advanced in Internet applications (e.g. online purchases) than our neighbouring countries The service given by an online webshop and an offline shop of the same chain are well adapted to each other The experience I have with online web shops and the offline shop of the same chain is identical 77% 70% 54% 50% 37% 36% 36% 30% N = 1062 / F = None

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