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DIGITAL
&TRENDSElectronics
eCommerce:market
data
&
analysisMarket
Insights
reportAugust
2023AgendaMarket
NumbersOverviewAppendix36MarketstructureProductoverviewAuthor202125MarketsizeUsernumbers9Averagerevenueper
userKeyplayer
landscapeCompanyprofilesStart-upanalysis111315182Electronics
eCommerce
is
divided
into
two
marketsOverview:
marketsConsumerElectronicsHouseholdAppliances•
TV,Radio,andMultimedia
(e.g.,digital
cameras,
speakers)•
Phones•
Major
andSmallAppliances•
Refrigerators
and
Freezers•
ComputingDevices
andEquipment•
TVPeripheral
Devices•
Dishwashing
Machines
andWashingMachines•
Stoves,
Ovens,Coffee
Machines,
andSmallKitchen
Appliances•
VacuumCleaners
andIrons3Sources:Market
Insights
2023InElectronics
eCommerce,
product
information
anduser
reviews
are
the
key
tosuccessOverview:
customer
benefit
andmarket
developmentCustomer
benefitMarket
sizeandfuturedevelopmentCompared
toothereCommerce
categories,
product
ratingsand
customer
reviewsElectronics
isone
ofthemost
maturemarkets
ineCommerce
withatotal
globalintheElectronics
market
contributesignificantlymore
to
thedecision
to
purchase
a
revenue
of
US$837.2
billionin2023.
Inalloftheregions
covered
inthis
report,
theproduct.
Because
users
value/prioritize
highperformance
and
functionality,
market
Consumer
Electronics
represents
over
72%
ofrevenues,
whereas
thepotential
customers
payattentiontodetailedproduct
and
feature
descriptions
and
market
Household
Appliancesaccountsfor28%.user
reviews.China
hasthebiggest
market
with
atotalrevenue
of
US$343.6
billion
in2023
andisThepossibility
to
compare
prices
isanother
reason
forcustomers
toresearchconsumer
electronics
productsonline
before
purchase,
particularly
inthearea
ofhigh-priced
devices.
Consumer
electronics
most
often
giverise
to
what
isreferredtoasproven
winners
interms
of
priceor
quality.
Marketplaces
are
predestined
tosell
those
proven
winner
products
atalargevolume.
Asaresult,merchants
andmanufacturers
aim
forthehighestcategory
rankinshopswith
high
traffic.expected
toincrease
itsonlinerevenue
by2027
ataCAGR1of
19.03%.
IntheU.S.,onlinerevenues
fromproducts
intheElectronics
market
totaled
US$131.4
billion
in2023
and
are
forecast
to
reach
atotalmarket
size
ofUS$158.6
billion
by2027.Thethirdlargest
market
isinEurope,
which
achieved
US$150.9
billion
inrevenuesin2023.
Theaverage
annual
growth
rateupto
2027
is6.36%,
mainly
driven
bysalesintheConsumer
Electronics
market.
WithinEurope,
theUK
accountsforUS$29.87Althoughtheindustryexperienced
theso-called
ROPOphenomenon,
which
stands
billion
inrevenue,
which
makes
itthebiggest
market
intheregion,
followed
byforResearch-Online-Purchase-Offline,
thetrend
isslowly
shifting
toahigherconversion
of
onlineshopsasdelivery
time
and
costsdecrease.
Competingmultichannel
merchantstry
to
addfree
delivery
and
installation
services
toappealtoconsumers
whoare
nottech-savvy.Germany
with
US$20.47
billion.Looking
atmajor
online
retailers
inthis
market,
Amazon
is
clearly
oneof
thekeyplayers
intheElectronics
space.
Themaincompetitors
are
multichannel
retailchains,suchasMedia
SaturninEurope,Best
Buy
intheU.S.,andGOME
inChina.4Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:eCommerce
marketplaces
such
as
Tmall
and
Amazon
outperform
online
shopsrun
by
individual
vendorsOverview:
assumptionsandtrendsAssumptionsTrendsInElectronics
eCommerce,
market
entries
areextremely
cost
intensive
fornewcompetitors
dueto
thestrong
competition
of
large
online-only
playersandmulti-Thecompetition
focuses
on
low
prices
and/orexceptionally
good
ratingsandreviews.
Marketplace
vendors
suchasTmallandAmazon
haveproven
themselveschannel
merchants.
Large
productcategories
suchassmartphones
andtabletsare
incredibly
successful
and
will
keep
theircompetitive
advantagedueto
ahugeuseralready
saturatingdeveloped
markets,
andthepotential
forgrowth
is
limited.Upcoming
new
products,includingwearable
devices,
augmented
/virtualrealityheadsets,
and
wireless
loudspeakers
havenot
reached
fullsalesvolumes
yet
andwill
bedriving
themarket
inthenext
fiveyears.baseand
product
variety.
Therefore,
consumers
tendtostartdirect
productsearches
on
largemarketplaces
likeAmazon
rather
than
with
aGoogle
productsearch.Manufacturers
and
brandsprotect
theirmarket
shares
byensuring
theiravailabilityandvisibility,notonly
intheirown
onlineshopsbut
inallrelevant
onlinemarketplaces.
Thisissupported
bytheincreasing
importance
of
sponsoredIndeveloping
countries
with
a“mobile
first”approach
to
digitalization,marketgrowth
will
continue
to
behigh
inthenextdecade,
following
increasingurbanizationandinternet
penetration.
Thegrowth
of
disposableincome
among
the
product
impressions
and
search
optimization,
which
cangenerate
fast
growth
inyoung
and
tech-savvy
populationsinLatinAmerica
andSoutheast
Asiaallows
usto
sales
and
visibility.forecast
aconsistent
growth
oftheglobalmarket
of
12.62%
up
to2027.Virtual/augmented
reality
devices
and
wearables
are
expected
tocreate
newcategories
withinconsumer
electronics
and
beoneof
thedriving
forces
inthismarket.5Sources:Market
Insights
2023The
Electronics
eCommerce
market
shows
average
growth
rates
ofapproximately
14.6%
per
yearMarket
sizes:
globalGlobal
revenue
forecast
inbillionUS$1,346.7396.41,251.4365.81,180.7+14.6%(1)982.7283.4341.8837.2234.6792.7196.1751.6212.6627.1146.5495.4114.7428.194.3950.32027885.62026345.973.5838.92025699.32024596.52021602.5539.02022480.62020380.72019333.82018272.420172023Consumer
ElectronicsHousehold
Appliances6Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:China
has
been
showing
the
highest
growth
in
Electronics
eCommerce
with
aCAGR(1)
of
19.0%Market
size:
regional
comparison
(1/2)Revenue
forecast
inbillionUS$+19.0%(1)689.7195.0343.692.5+6.4%(1)+4.8%(1)494.72027193.155.9150.942.5108.4158.654.9103.7131.442.7251.12023137.2202788.7202320232027ChinaEuropeU.S.Consumer
ElectronicsHousehold
Appliances7Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:With
revenues
of
US$35.2
billion,
the
UK
will
be
the
biggest
market
among
theEU
top
five
in
2027Market
size:
regional
comparison
(2/2)Revenue
forecast
inbillionUS$+4%(1)35.2+4%(1)29.97.9+5%(1)9.723.89.0+8%(1)21.56.120.57.2+6%(1)17.65.315.14.011.12.910.82.625.58.72.06.722.014.715.413.312.311.18.28.32023202720232027202320272023202720232027UKGermanyFranceItalySpainConsumer
ElectronicsHousehold
Appliances8Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:By
2027,
most
online
shoppers
in
Electronics
eCommerce
will
live
in
ChinaUser
numbers:
regional
comparison
(1/2)Numberofusersforecast
inmillions+9%(1)1,837.5844.91,287.3583.2+6%(1)848.6397.1677.3308.1+6%(1)992.52027396.3187.1209.2310.2144.1166.2704.12023451.52027369.3202320232027ChinaEuropeU.S.Consumer
ElectronicsHousehold
Appliances9Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:Within
Europe,
Germany
showed
the
strongest
demand
for
ElectronicseCommerce
in
2023User
numbers:
regional
comparison
(2/2)Numberofusersforecast
inmillions+6%(1)+5%(1)113.153.396.440.7+5%(1)89.941.8+6%(1)78.334.268.728.862.528.655.824.5+4%49.321.845.223.338.218.259.855.748.144.139.933.931.327.520.021.92023202720232027202320272023202720232027GermanyUKFranceItalySpainConsumer
ElectronicsHousehold
Appliances10
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023The
average
revenue
per
user
is
significantly
higher
in
the
U.S.
than
in
Europe
orChinaAverage
revenue
per
user:
regional
comparison
(1/2)Averagerevenue
peruserforecast
inUS$297293294304159202320272023202720232027534138141357U.S.China231Europe496498Consumer
ElectronicsHousehold
Appliances11Sources:Market
Insights
2023Average
spending
in
the
Consumer
Electronics
marketwithin
the
EU’s
top
five
isthe
highest
in
the
UKAverage
revenue
per
user:
regional
comparison
(2/2)Averagerevenue
peruserforecast
inUS$230238218213108110202320272023202720232027499393386335UK458FranceSpain3781731701351382023202720232027275296Germany246Italy328Consumer
ElectronicsHousehold
Appliances12Sources:Market
Insights
2023Within
Europe,
the
largest
eCommerce
markets
for
Electronics
eCommerce
arein
the
UK
and
GermanyKey
playerlandscape(1/2)eCommerce
Electronics
revenues
inEurope
in2023The
biggestAmazon
competitors
inthetop6countriesDenmarkFinlandNorwaySwitzerlandAustriaSwedenSpain1.3%1.4%1.9%2.4%1.4%1.6%Others5.7%32.4%Italy7.3%11.7%France13.5%Germany19.3%UnitedKingdom13Sources:Market
Insights
2023,
eCommerceDB.comA
is
the
unbeaten
leader
for
online
sales
in
Electronics
eCommercein
the
WestKey
playerlandscape(2/2)Biggestplayerspercountry
with
Electronics
as
themainproductcategory
in2021
globaleCommercenetsales:
US$222
billioncurrys.co.uercemediamarkt.de
globaleCommercenetsales:
US$2.84
billionnetsales:
US$4.88
billion14Sources:
eCommerceDB.comAmazon’s
impressive
growth
story
has
not
yet
come
to
an
endCompany
Profiles:
AmazonKeyfactsProduct:
Revenue:
US$470
billion(2021)CAGR(1):21.8%
(2020
to
2021)A,
operated
byA,
Inc.,is
anonline
store
with
nationallyfocused
sales.
ItseCommerce
net
salesare
generated
almost
entirely
inthe
UnitedStates.
Regarding
product
range,
is
anall-around
onlinestore,
withproducts
onoffer
thatcover
different
categories,
suchasElectronics,
Media,Toys,Hobby
&DIY,
aswell
asFurniture.
Theonline
store
was
launched
in1995.Global
net
Sales:US$222
billion(2021)
Employees:
1,608,000Founded:
1995
Headquarters
:Seattle,
U.S.Countrieswith
separate
Amazon
retail
websitesAmazon’s
digitalstrategyAcentral
partof
Amazon’sdigitalstrategy
is
to
provide
thebestonline
shoppingexperience
toitscustomers.
Thecompany
focuses
on
providing
aservice
thatiseasy
tonavigate,intuitive,immediate,
and
reliable
atevery
step
of
the
process,from
selecting
to
shippingto
exchanges
andrefunds.
Anothercrucial
element
ofAmazon’s
strategy
isitsfocuson
data.By
successfully
utilizingmachinelearningandartificialintelligence,
the
company
isableto
usecustomer
data
tocustomizeshoppingexperiences
basedon
pastpurchasebehaviors.
Thisresults
inamorepersonalized
andtime-saving
shoppingexperience.15
Notes:(1)
CAGR:
Compound
Annual
GrowthRateSources:
Company
information,
eCommerceDB.comIn
2021,
currys.co.uk
generated
about
US$13.95
million
in
revenues
with
itsonline
businessCompany
Profiles:
CurrysKeyFactsProduct:
currys.co.ukRevenue:
US$13.95
billion(2021)CAGR(1):5.2%
(2020
to2021)Currys.co.uk,
operated
byDSGRetail,
Ltd.,
is
anonline
store
with
natsales.
ItseCommerce
netsales
aregenerated
mostly
intheUnitedKingdom.
Othercountries
suchastheUnitedStatesonly
accountforasmall
share
of
eCommercenetsales,
Regarding
itsproductrange,
currys.co.uk
achieves
the
greatest
partof
itseCommerce
net
salesintheElectronics
category.
Productsfrom
theFurnitureandMedia
categories
arealso
partofthecompany’sofferings.Global
net
Sales:US$4.88
billion(2021)
Employees:
32,000
(2022)Founded:
1927
Headquarters
:Acton,UKCountrieswith
separate
Currysretail
websitesCurrys’digital
strategyThesuccess
ofcurrys.co.uk
liesinpursuingthe
omnichannel
strategy
tocreateseamless
journeys
across
allonlineandofflinechannels.
Thecompany
aimstoprovide
aneasy
andconnected
shoppingexperience.
Customers
in-store
canpurchasetheirproducts
andhavethemdelivered
to
theirhomes
and
donothavetothink
aboutrestocking
these
items.
Onlinecustomers
canpickup
products
in-store
immediately
afterordering,
an
offer
thatmany
competitors
cannotprovide.Additionally,the
company
offers
a24/7
consultation
service
calledShopLive
UK,throughwhich
itsclients
cangetadviceaboutproducts
thatinterest
them.16
Notes:(1)
CAGR:
Compound
Annual
GrowthRateSources:
Company
information,
eCommerceDB.com,
Hargreaves
landsdownMediamarkt.de
is
the
largest
German
online
shop
specializing
in
ElectronicsCompany
Profiles:
MediaMarktKeyFactsProduct:
mediamarkt.deGMV
(1):
US$7.9
billion(2021)CAGR(2):
78.2%
(2020
to2021)Mediamarkt.de,
operated
byMediaMarkt
E-Business
GmbH,isanonlinestore
withnationallyfocused
sales.
ItseCommerce
netsales
aregenerated
almost
entirely
inGermany.
Regarding
itsproduct
range,mediamarkt.de
achieves
thegreatest
partofitseCommerce
net
salesintheElectronics
category.
Products
fromtheFurniturecategory
are
alsopartofthecompany’s
offerings.
Theonline
store
was
launchedin2012.Global
net
Sales:US$2.84
billion(2021)
Employees:
52,000
(2021)Founded:
2012Headquarters:
Ingolstadt,
GermanyCountrieswith
separate
MediaMarktretail
websitesMediaMarkt’s
digitalstrategyMedia
Markt
focuses
onitsmarket
development
withaseparate
click-and-collectpillar.
Thatgivescustomers
the
opportunity
to
haveexpress
and
drive-in
optionsforpickingupordered
goods.
Overall,
MediaMarkt
offers
ahighlevel
of
flexibilityinitssupplychains.Thatflexibility
allows
customers
to
choose
between
in-storepickupor
home
delivery
when
ordering
products
online.
Additionally,aspartof
itsdigitaltransformation,
MediaMarkt
automated
itsmarketing
concept,
whichresulted
inincreased
revenues.17
Notes:(1)
Gross
Merchandise
Volume
(2)
CAGR:
Compound
Annual
GrowthRateSources:
Company
information,
eCommerceDB.comGrover
is
implementing
a
device-as-a-service
business
model
in
GermanyStartup
analysis:
GroverOverviewAnalysisGrover
is
aBerlin-based
startupthatoffers
consumers
analternative
to
purchasing
Is
theproductunique?consumer
electronics
intheformof
subscriptions.
In2018,
the
company
raised
€37Theconcept
of
leasing
isnot
newandhasexisted
inthe
B2B
markets
for
decades.Whatisnew
is
the
focuson
B2C
customers,
which
hasnotbeen
followed
before
onalarger
scale.million
infunding.
Like
manycompanies,
itsbusinessmodel
resembles
Netflix’s,andGrover
hopestocreate
andlead
the
market
ofgadget
subscriptions.
Threeplansareavailable–amonthly,three-monthly,
or
yearly
subscription,andfornow,the
company
operates
inGermany.
Forelectronics
retailers,
Grover
offers
a“re-Doesithave
anadvantage
overitscompetitors?circulation”
deal
thatenables
retailers
to
offer
Grover
conditions
onitsownwebsite.
Imitatingthisbusinessmodel
does
notseem
difficult,
assuming
thatfunding
isThishelpsGrover
toincrease
thedevices
itoffers
without
takingtheminto
itsowninventory.provided.
Thecompany’sproposition
builds
on
gadgetsand
electronic
devices
thatarealready
onthemarket,
suchassmartphones
andcameras,
so
settingupaproprietary
inventory
ispossible
foranycompetitor.Can
theproductwithstand
possibleconstraints?Itispossible
forgadget
manufacturers,e.g.,Apple,to
switch
to
membershipprograms
inthefutureandto
startoffering
device-as-a-service
totheircustomers.Targeting
awide
audienceis
difficultbecause
most
customers
consider
owning
asaferoption
thanborrowing,
especially
forpersonal
devices
suchas
laptopsandsmartphones.18Sources:
AgendaMarket
NumbersOverviewAppendix36MarketstructureProductoverviewAuthor202125MarketsizeUsernumbers9Averagerevenueper
userKeyplayer
landscapeCompanyprofilesStart-upanalysis1113151819Electronics
eCommerce
market
structureMarket
Structure(1/11)marketSub-marketsOut-of-scopeConsumer
Electronics
includestheonline
saleof
electronic
and
digitaldevicesused
privately
forentertainment
(television
sets,
radios,smart
speakers),communication
(telephones,
smartphones,
etc.),or
home
office
activities(printers,
copiers).
OtherConsumer
Electronics
includes,among
others,adapters,power
supplies,mouse
pads,
components
suchasmainboards
ormemories,
intercoms,
pagers,karaoke
systems,
anddigitalcamera
accessoriessuchastripods,batteries,
video
cameras,
and
webcams.
ReCommerce
andC2Cisnot
includedinthismarket.
Allmonetary
figuresrefer
totheannualgrossrevenue
anddonotfactorinshippingcosts.Video
game
consoles
andVRdevices,household
appliances,smart
remoteswith
adisplayor
touchscreen,
smartdisplays(smart
speakers
with
atouchscreen)ConsumerElectronicsElectronicsHousehold
Appliancescovers
theonline
saleof
long-lasting
home
appliancesthatare
usuallyusedinprivatehouseholds.
These
household
appliancescanbefurtherdividedintomajor
appliances(e.g.,
washing
machines,dishwashers,refrigerators)
andsmall
appliances(e.g.,coffee
machines,
microwaves,
ovens,electric
kettles,
vacuumcleaners,
irons).
OtherHousehold
Appliancesincludes,among
others,
floor
steamers,
garbage
disposals,pastamakers,
andcurlingirons.
Allmonetary
figuresrefer
to
theannual
gross
revenue
anddonotfactorinshipping
costs.Consumer
electronics,
fans,fanheaters,
andairconditioners,
lampsandlightsHouseholdAppliances20Sources:Market
Insights
2023MARKET
INSIGHTSMarket
Insights
–
market
data,forecasts,
and
qualitative
insightsGainabetterunderstandingofmarketsacross190+
geographicalentities
–
onaglobal,
regional,country,
and/orstatelevel.
Accessourdatavia
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