东欧电子商务吸引全球投资者

 

Eastern Europe e-commerce allures global investors

The growth and trends of B2C e-commerce in Eastern Europe has caught the eye of global investors, a new report by Hamburg-based business intelligence organization yStats said.
Yucel Yelken, the CEO of yStats, refers to the Eastern Europe region as “one of the most dynamic in growth of online retail sales.” Eastern Europe accounted for a small one-digit share of the global B2C e-commerce sales last year, dwarfed by the large double-digit shares of North America, Asia-Pacific and Western Europe. However, in terms of growth year over year, some of the nations of the region are among the global leaders.
The leading emerging markets in the Eastern Europe region in terms of market size are Russia, Turkey, and Poland. Russia and Turkey also scored high in year to year growth of B2C e-commerce in 2013, but were outpaced by close to 50 percent growth in Ukraine. Some smaller markets, such as Estonia and Slovakia generate significantly smaller sales of a few hundred millions of Euros, but outperform the rest of the region in terms of Information and Communication Technology (ICT) infrastructure metrics, such as Internet penetration.
Among the important trends spreading throughout the Eastern European region is the development of mobile shopping. M-Commerce is driven by growing smartphone and mobile Internet penetration. In countries such as Ukraine and Turkey over 40 percent of smartphone owners already have experience with mobile shopping.
Another important movement is cross-border B2C e-commerce. For example, in Slovenia and the Czech Republic close to half of all online shoppers made purchases from foreign online stores in 2013. Regulation of online retail sales is also a trend; the past two years were marked with adoption of important new rules affecting e-commerce in several Eastern European countries including Russia and Belarus.
One of the findings of the yStats researchers is that annual growth of e-commerce sales in Eastern Europe outpaced Western Europe by 13 percentage points in 2012. A double digit growth rate above 20 percent in Eastern Europe is expected for 2013, though this growth rate will decrease by 2017. Total e-commerce sales for the Eastern region are expected to reach over 50 billion Euros by 2016.

译文如下：

东欧电子商务吸引全球投资者

东欧B2C电子商务的发展和趋势已经吸引了全球投资者的目光,汉堡商业情报组织yStats的一份新的报告中说道。

yStats的首席执行官Yucel Yelken引用东欧地区为“在线零售销售额增长最有活力的一个地区”。去年东欧在全球B2C电子商务销售的份额仅占小数位,与北美、亚太地区和西欧较大的两位数的份额相比则相形见绌。然而,根据同比增长,该地区的一些国家则处在全球领导者的行列。

依据市场规模，东欧地区领先的新兴市场是俄罗斯、土耳其和波兰。2013年俄罗斯和土耳其的B2C电子商务年增长率也较高,但是被乌克兰接近50%的增长率赶超。一些规模较小的市场,如爱沙尼亚和斯洛伐克产生的销售额明显较小,几亿欧元而已,但在信息和通信技术(ICT)的基础设施指标方面,如互联网普及率则胜过其他地区。

蔓延整个东欧地区的重要趋势是移动购物的发展。移动商务是由日益发展的智能手机和移动互联网普及率推动。在乌克兰和土耳其等国家，超过40%的智能手机用户已有移动购物的经验。

另一个重要的活动是跨境B2C电子商务。例如,2013年，斯洛文尼亚和捷克共和国接近一半的在线购物者从国外网上商店购买。在线零售销售的监管也是一种趋势，过去两年所采用的重要的新规则会影响一些东欧国家的电子商务，包括俄罗斯和白俄罗斯。

yStats研究者的发现之一是, 2012年东欧电子商务销售额的年增长率超过西欧13个百分点。预计2013年东欧有两位数的增长率并超过20%,虽然这个增长率到2017年将会有所减少。到2016年，整个东部地区的电子商务销售总额预计将达到500亿欧元。