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欧洲的移动商务介绍|出海德国电子商务岛群第9期

2019-10-30 17:09:06

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欧洲的移动商务的发展状况因地区不同而不同。例如,与北欧或斯堪的纳维亚相比,Mcommerce在欧洲东部和南部更受欢迎。2015年,Paypal研究显示,在土耳其,53%的在线购物者在研究前12个月通过智能手机在线购物,而在荷兰,这一比例仅为17%。

 

在线零售业是一个不断发展的行业,这一点在欧洲也不例外。这里有非常成熟的电子商务市场,如英国、德国和法国的市场,也有电子商务产业仍在快速发展,如希腊或匈牙利。

 

随着移动商务的发展,情况更加不同,因为这不仅关系到消费者如何受在线购物影响,还关系到他们是否拥有智能手机或平板电脑,以及他们是否将这些设备用于此类在线活动。

 

欧洲通过智能手机在线购物的网购用户份额

2015年,Paypal对欧洲的移动商务行业进行了研究。调查发现,在土耳其,53%的网购者在调查前12个月通过智能手机在线购物。但在其他国家,这一比例要低得多:例如,荷兰为17%,法国和瑞典均为21%。

             

在同一项研究中,Paypal预计欧洲的移动商务将强劲增长。北欧国家的经济增长率预计将超过50%。然而,意大利和俄罗斯的经济增长率是预期中最低的。

             

2015年,Retailmenot的研究显示,2015奶奶欧洲人通过移动设备花费约450亿欧元。与2014年相比,增长了88%。

 

该公司还研究了网络购物的首选设备。在较为成熟的电子商务国家,如英国或德国,2014年有相当一部分人使用智能手机(英国:11%,德国:10%)或平板电脑(英国:8%,德国:7%)。在波兰或意大利等国,移动通信的总份额要低得多(波兰:8%,意大利:7%)。

 

欧洲:移动普及率最高

根据Twenga,分析的数据,除了每个国家的所有差异之外,欧洲仍然是移动普及率最高的大陆。中欧和东欧为151%,西欧为129%。这一比例明显高于北美(101%)或东亚(92%)。2014年至2015年间,移动设备的在线支出翻了一番,达到25%的份额。

             

 

Mobile commerce in Europe

Mobile commerce in Europe is an industry that’s showing different results per region. Mcommerce is for example more popular in the eastern and southern part of Europe than it is in Northern Europe or Scandinavia. In 2015, research by PayPal showed that in Turkey 53 percent of online shoppers have bought online via a smartphone in the twelve months prior to that study, while in the Netherlands this share was just 17 percent.

 

Online retail is an ever moving industry and in Europe this is no different. There are very mature ecommerce markets, such as those in the United Kingdom, Germany and France, and there are ecommerce industries that are still developing rapidly, such as in Greece or Hungary.

 

With mobile commerce, the situation is even more different, as it’s not only about how used to online shopping consumers are, but also whether they have a smartphone or tablet and if they use these for such online activities.

Share of online shoppers in Europe who buy online via smartphone

In 2015, Paypal did research on the mobile commerce industry in Europe. It found out that in Turkey, 53 percent of online shoppers have bought online via a smartphone in the twelve months prior to that research. But in other countries, this share was much lower: for example, in the Netherland it’s 17 percent and in France and Sweden it’s both 21 percent.

             

In the same research, Paypal expects mobile commerce to grow strongly in Europe. Most growth can be expect in the Nordics, where growth rates of more than 50 percent are expected. Italy and Russia however have the lowest growth rate expected.

             

Research from RetailMeNot in 2015 showed that Europeans were set to spend about 45 billion euros via mobile devices that year. Compared to 2014, that corresponds with an increase of 88 percent.

 

The company also looked at the preferred devices for online shopping. In the more mature ecommerce countries, such as the United Kingdom or Germany, there’s a significant part that used a smartphone (UK: 11%, Germany: 10%) or tablet (UK: 8%, Germany: 7%) in 2014. In countries such as Poland or Italy, the total mobile share was much lower (Poland: 8%, Italy: 7%).

Europe: highest mobile penetration rate

Aside from all the differences per country, according to data analyzed by Twenga, Europe is still the continent with the highest mobile penetration rate. In Central & Eastern Europe it’s 151 percent, while in Western Europe it’s 129 percent. That’s significant higher than in North America (101 percent) or East Asia (92 percent). Online spending on mobile device has doubled between 2014 and 2015, reaching a share of 25 percent.

 

       


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