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

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