In 2021, e-commerce will register continuing value growth even after the strong jump seen during the peak of the pandemic in 2020 when it benefitted from home seclusion and transfer of sales from closed non-grocery retailers. In 2021, home seclusion continues to play a role in the rise of e-commerce, especially since non-grocery retailers were closed again for several weeks in the first half of the year.
Ikea will continue to see strong growth in e-commerce thanks to its highly successful multichannel strategy. In addition to its nine Austrian stores, the company operates nine stand-alone pick-up outlets (growing from five in 2019) and a newly introduced a network of 36 pick-up stations at Billa supermarkets and Billa Plus hypermarkets.
Every year, 560 million online orders arrive in the EU from Asia and the USA, with no customs duty or VAT charged in almost all cases. This is due to goods of under EUR22 being exempt from import tax – most goods bought from Asia are cheap and officials rarely check parcels.
There is plenty of growth potential ahead for the e-commerce channel especially within categories such as food and drink, homewares and home furnishings, pet care, and consumer health, beauty, and personal care. Consumers will continue to value the channel for its convenience and range of products and prices.
The share of foreign e-commerce continued to represent most sales in 2021, despite seeing a dent when consumer solidarity with domestic businesses grew. In addition, foreign sales faced more competition when hundreds of primarily in-store retailers sought alternate profit opportunities during the lockdown periods.
Contrary to the general growth of e-commerce, voice commerce (namely, e-commerce through personal assistants such as Amazon Echo and Google Home) has been stagnating in recent years and remains unlikely to experience a breakthrough in the forecast period. Whilst a huge number of consumers in Austria use such assistants in their homes, very few use them to shop.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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