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E-commerce Barometer 2016 Belgium
CONFIDENTAL deck only FOR PARTICIPATING PSPs
NOT FOR DISTRUBUTION in any way , final version for press release will be
distributed in Dutch and French to all PSP’s on Tuesday 14 March
Please feel free to provide feedback, reactions and quotes to
complete the content to be released
All data under embargo until Wednesday 15 March 7am
Agenda 1. Waarom deze E-commerce Barometer?
2. Payment Service Providers
3. Dieptezicht in de online handelaren in België
4. Appendix
Waarom deze E-commerce
Barometer?
Deel 1
4
Introductie
De E-commerce Barometer 2016 brengt accurate informatie over de Belgische e-commerce handel. Maar al te vaak zijn
marktdata gebaseerd op schattingen afgeleid van consumentenbevragingen.
Zo worden enkel consumentenbestedingen op vlak van e-commerce in België tot op heden onderzocht. De echte transactie
data van Belgische online handelaren ontbreekt. Een lacune dus. Reden genoeg om voor The House of Marketing samen
met Safeshops.be, deze lacune te vullen. Dit door het verzamelen van deze data van de meest betrouwbare bron, namelijk
de Payment Service Providers zelf.
Deze cijfers over online handel in België bekend maken, zal bedrijven, ondernemers en marketeers helpen om hun analyse
en voorspellingen beter af te stemmen op de werkelijkheid. Een online handel opzetten is niet altijd makkelijk, maar deze
cijfers kunnen alvast, samen met de hulp van experten, de kans op succes verhogen.
Payment Service Providers
Deel 2
Alles draait om veilige betalingen
6
De PSP’s als data bron
Payment Service Providers verzorgen de online transacties van alle Belgische online handelaren.
Ze voorzien in een veilige betalingsomgeving voor de consument en zorgen ervoor dat online handelaren een brede
waaier aan betalingsmiddelen kunnen aanbieden aan de online shoppers (bvb. Bancontact, kredietkaarten, Paypal
and Bankapplicaties)
We verzochten alle Payment Service Providers, actief in België, om deel te nemen aan deze E-commerce
Barometer en de studie te voorzien van data die ons in staat moest stellen om
voor de eerste keer een duidelijk en volledig beeld te krijgen van de Belgische online handelaar gebruik
makend van ‘echte’ transactie data. all Payment Service Providers active in the Belgian market to participate in
this E-commerce Barometer and provide some data to be able to, for the very first time, get a clear and complete
view of Belgian online players using ‘real’ numbers.
7
The participating Payment Service Providers
https://www.ccvonline.be/nl/
https://ingenico.be/epayments
https://www.sisow.nl/
http://be.worldline.com/nl-be/sips/
https://www.multisafepay.com/nl_nl/
https://www.europabank.be/
https://www.mollie.com/en/
https://icepay.com/be/
The participating parties are all
major PSPs active in the Belgian
market with an estimated market
share of 90%*
* Estimation is based on feedback of participating PSP’s
A deep dive into Online
Players in Belgium
Chapter 3
9
Transaction value
To a high of
5.001€ BILLION
Included in the numbers are
Online Merchants with Belgian VAT nrs
• Pure player webshops • Online presence of traditional retailers• Offline Services sold online like festival tickets or hotel bookings• Online Subscription businesses like software as a service• Desktop, Tablet & Mobile payments
3,095More
online players
in 2016 vs 2015
That’s an
increase of
26%
11
Oc c a s i o n a l < 1 2 t x /y M i c r o < 1 0 0 K S m a l l > 1 0 0 < 1 M i o M e d i u m > 1 M < 1 0 M L a r g e > 1 0 m To ta l
3,1
88
6,6
80
1,5
30
35
2
72
11
,82
2
4,2
32
8,5
04
1,7
09
39
1
81
14
,91
8
92,6% of the growth in merchants is situated in the Occasional and Micro
segment
2015
2016
+33%
+27%
+12%
+11%+12.5%
+26%
NUMBER OF ONLINE PLAYERS
92,6% = (1044 + 1824) / 3095
12
Transaction value 22%
To a high of
5.001€ BILLION
13
Oc c a s i o n a l < 1 2 t x / y M i c r o < 1 0 0 K S ma l l > 1 0 0 < 1 M i o Me d i u m > 1 M < 1 0 M L a r g e > 1 0 m To ta l
2,0
73
,40
3
11
8,8
29
,02
5
47
9,6
02
,31
3
1,0
13
,78
1,1
12
2,4
79
,40
3,4
26
4,0
93
,68
9,2
79
2,4
27
,45
4
13
8,7
67
,37
8
53
0,0
49
,36
7
1,1
14
,81
2,6
30
3,2
15
,25
4,4
44 5,0
01
,311
,27
4
The Large segment is primarily driving the growth
with almost 30% increase in total value
20152016
+17%
+17%
+10.5%
+10%
+30%
+22%
TRANSACTION VALUE (€)
14
3,16%of online
merchants
86%of total transaction
value
472Merchants in
absolute
make up more
than
The exact percentages are 3,1642% and 86,5786%
15
14,62%of online merchants
2,181
generate more than
100KIn transaction value
In absolute
Only
The exact percentage is 14,6209%
28%of online merchants
<12Online transactions
/year
€574
make an
average of only
receive
per year
The exact percentage is 28,3703%
17
This means that 85% (12,736) of players made less than
100K in transaction value online.
% ONLINE PLAYERS BY SEGMENT
Occasional < 12 tx/y
Micro < 100 K
Small > 100 < 1 Mio
Medium > 1 M < 10 M
Large > 10 M
1
2
3
4
5
2
3
45
157%
28%
11%
3%
1%
18
Oc c a s i o n a l < 1 2 t x / y M i c r o < 1 0 0 K S m a l l > 1 0 0 < 1 M i o Me d i u m > 1 M < 1 0 M L a r g e > 1 0 m To ta l
65
0
17
,78
9
31
3,4
03
2,8
75
,76
9
34
,09
1,7
97
34
6,2
71
57
4
16
,31
8
31
0,1
35
2,8
51
,84
6
39
,78
8,7
74
33
5,2
49
AVERAGE TRANSACTION VALUE BY SEGMENT
20152016
-12%-8%
-1%
-1%
+15%
-3%
The average transaction value in the Large segment (0.54% of
merchants) had a growth of 15%, pushing total market growth
Oc c a s i o n a l < 1 2 t x / y M i c r o < 1 0 0 K S m a l l > 1 0 0 < 1 M i o Me d i u m > 1 M < 1 0 M L a r g e > 1 0 m To ta l
65
0
17
,78
9
31
3,4
03
2,8
75
,76
9
34
,09
1,7
97
34
6,2
71
57
4
16
,31
8
31
0,1
35
2,8
51
,84
6
39
,78
8,7
74
33
5,2
49
20152016
19
Market growth is further driven by inflow of new players in the
smaller segments, not by definition because all merchants
are growing transaction value.
We know the average human has one breast and one testicle. In every segment merchants are growing and declining.
-12%-8%
-1%
-1%
-3%
AVERAGE TRANSACTION VALUE BY SEGMENT
20
Belgian players take back market share from international
players
Based on Belgian online consumer spending*
49.92%50.08%55.57%
44.43%2015 2016
InternationalBelgian merchants
Data source : 2015: 4,09B / 8,2 B compared to 2016: 5B / 9 B
21
5%Only of new online players generated more than 100K transaction value in their first year
22
37%of online players that
closed shop did less
than 12 transactions
that year
Appendix
24
A Belgian online merchant
A company that is selling products or services via the internet (including mobile) and is in the possession of a unique
Belgian VAT number. They also have a PSP contract which allows the company to accept remote electronic financial
transactions.
Online Financial Transactions:
Transfer of money between clients and merchants. These numbers can include refunds and chargebacks.
Online transaction value
The value of the transactions generated from sale of goods or services or any other use of capital or assets, associated
with the main operations of online merchants before any costs or expenses are deducted. These numbers can take into
account refunds and chargebacks.
Some definitions
25
The raw Data
Number of Belgian online merchants Online transac�on value (in €) Number of online Financial Transac�ons
2015 2016 Delta 15-16 New in 2016 Cancelled in 2016 2015 2016 2015 2016
Occasional < 12 tx/y 3.188 4.232 1.044 1.949 853 2.073.403 2.427.454 12.048 15.682
Micro < 100 K 6.680 8.504 1.824 2.348 1.226 118.829.025 138.767.378 4.847.536 6.228.689
Small > 100 < 1 Mio 1.530 1.709 179 208 189 479.602.312 530.049.367 6.893.908 7.542.240
Medium > 1 M < 10 M 352 391 39 23 18 1.013.781.111 1.114.812.629 17.550.899 21.115.952
Large > 10 m 72 81 9 1 2 2.479.403.423 3.215.254.441 31.572.347 42.999.511
Total 11.822 14.917 3.095 4.529 2.288 4.093.689.274 5.001.311.269 60.876.738 77.902.074
Extrapolated nrs to cover 100% of the market
Number of Belgian online merchants Online transac�on value (in €) Number of online Financial Transac�ons
2015 2016 Delta 15-16 New in 2016 Cancelled in 2016 2015 2016 2015 2016
Occasional < 12 tx/y 2.869 3.809 940 1.754 768 1.866.063 2.184.709 10.844 14.114
Micro < 100 K 6.012 7.654 1.642 2.113 1.103 106.946.123 124.890.640 4.362.782 5.605.820
Small > 100 < 1 Mio 1.377 1.538 161 187 170 431.642.081 477.044.431 6.204.517 6.788.016
Medium > 1 M < 10 M 317 352 35 21 16 912.403.001 1.003.331.367 15.795.809 19.004.357
Large > 10 m 65 73 8 1 2 2.231.463.083 2.893.729.000 28.415.112 38.699.560
Total 10.640 13.426 2.786 4.076 2.059 3.684.320.351 4.501.180.146 54.789.064 70.111.867
Data received from the PSP’s
