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Strategy Briefing

Internet Retailing in Eastern Europe

53 pages, May 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Eastern Europeans increasingly realize the benefits and convenience of internet retail and more often go for shopping online. In turn increasing number of companies choose omnichannel operations and go further improving the service opportunities: cutting the delivery time, adding more convenient delivery options, payment methods, and other innovative services.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Cross-border internet retailing gains share

From year-to-year, shopping online from abroad is gaining popularity as consumers gain trust and see more benefits from having more choice or better prices than in domestic online shops. In Russia, for instance, cross-border internet retailing is already estimated to exceed 35%. However, in some Eastern European markets, cross-border still possess a low share of total online purchases. Poland is one example, where only around 10% of online shoppers purchase from abroad. In Romania the percentage is even lower. China, as a source market, plays a huge role for cross-border purchases.

Omnichannel engagement is growing

An increasing number of retailers realise that in order to stay competitive it is necessary not just to have a website and be active on social media, but to provide consumers with an opportunity to shop where and when they want. Consequently, companies are increasingly choosing an omnichannel business model.

Marketplaces are becoming more popular

Marketplaces with third-party merchants play an important role in the internet competitive environment. Allegro, AliExpress, and eBay marketplaces hold leading positions in Eastern Europe, accounting for 14% of total internet sales in 2017. The model is gaining popularity by building a customer base and attracting more third-party merchants, leading to growing product variety, intensified competition, and lower prices.

Mobile commerce contributes to overall internet retail growth

Consumers increasingly switch from personal computers to smartphones in their daily lives. Together with companies’ growing investments into creation of apps, this will result in the continuous growth of mobile internet retail, which will gain popularity and share from total internet retailing.

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Introduction

Scope

Key findings

Regional Overview

Putting Eastern Europe in context

Solid growth in 2017 with further potential

Consumer electronics – the largest category across the region

Food and drink sales remain small but dynamic

Leading Companies and Brands

Most Eastern European countries are on a consolidation path

Success of Grupa Allegro Sp zoo

Localisation strategies see success

Forecast Projections

Internet retailing continues to see growth in Eastern Europe

Positive prognosis for internet retailing in Eastern Europe

Country Snapshots

Russia: market context

Russia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Czech Republic: market Context

Czech Republic: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Belarus: market context

Belarus: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

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Megatrends

Strategy Briefing

Internet Retailing in Eastern Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Cross-border internet retailing gains share

Omnichannel engagement is growing

Marketplaces are becoming more popular

Mobile commerce contributes to overall internet retail growth

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Eastern Europe in context

Solid growth in 2017 with further potential

Consumer electronics – the largest category across the region

Food and drink sales remain small but dynamic

Leading Companies and Brands

Most Eastern European countries are on a consolidation path

Success of Grupa Allegro Sp zoo

Localisation strategies see success

Forecast Projections

Internet retailing continues to see growth in Eastern Europe

Positive prognosis for internet retailing in Eastern Europe

Country Snapshots

Russia: market context

Russia: competitive and retail landscape

Poland: market context

Poland: competitive and retail landscape

Czech Republic: market Context

Czech Republic: competitive and retail landscape

Romania: market context

Romania: competitive and retail landscape

Ukraine: market context

Ukraine: competitive and retail landscape

Hungary: market context

Hungary: competitive and retail landscape

Slovakia: market context

Slovakia: competitive and retail landscape

Belarus: market context

Belarus: competitive and retail landscape

Lithuania: market context

Lithuania: competitive and retail landscape

Estonia: market context

Estonia: competitive and retail landscape

Bulgaria: market context

Bulgaria: competitive and retail landscape

Serbia: market context

Serbia: competitive and retail landscape

Slovenia: market context

Slovenia: competitive and retail landscape

Latvia: market context

Latvia: competitive and retail landscape

Croatia: market context

Croatia: competitive and retail landscape

Macedonia: market context

Macedonia: competitive and retail landscape

Georgia: market context

Georgia: competitive and retail landscape

Bosnia-Herzegovina: market context

Bosnia-Herzegovina: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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