Amazon. - Amazon kauppapaikkana USA:ssa ja Euroopassa sekä amerikkalaisten kuluttaminen Amazonissa. Jaana Kurjenoja

Amazon - Amazon kauppapaikkana USA:ssa ja Euroopassa sekä amerikkalaisten kuluttaminen Amazonissa Jaana Kurjenoja

Sisällys Miksi ja miten? 2 Amazon kilpailijana vai yhteistyökumppanina? Huomioita myös suomalaiselle kaupalle 3 Amazon yhtiönä: yleiskatsaus 4 Amazon globaalina kauppapaikkana 16 Amazon kauppapaikkana USA:ssa 27 Amazon USA:ssa ja kuluttajat 40 Amazon on johtava kauppapaikka myös Euroopan suurimmilla verkkokauppamarkkinoilla 50 14.3.2019 Jaana Kurjenoja

Miksi ja miten? Kaupan liiton jäsenet ovat kertoneet tarvitsevansa tietoa Amazonista, jotta he ymmärtäisivät sen mahdollisia vaikutuksia pohjoismaisille markkinoille ja osaisivat varautua niihin. Selvitykseen on poimittu yleistä tietoa Amazonista sekä tietoa sen päämarkkinoilta USA:sta ja Euroopasta. Varsinkin amerikkalaisten kuluttajien käsityksiä ja kulutustapoja Amazonin suhteen on hyvä seurata, sillä juuri niillä markkinoilla Amazon kehittää ja kokeilee monia uusia toimintatapoja. Selvityksessä esitetyt graafit ja luvut perustuvat Statistan tietokantaan.

Amazon kilpailijana vai yhteistyökumppanina? Huomioita myös suomalaiselle kaupalle Amazonin päämarkkinoilla, USA:ssa, kaksi kolmasosaa kuluttajista yksinkertaisesti pitää Amazonissa asioimisesta (kalvo 41). 45 prosenttia sikäläisistä kuluttajista käyttää Amazonia useita kertoja viikossa (kalvo 42). 70 prosenttia kokee, että Amazon täyttää odotukset kuljetusnopeudesta aina tai usein, kun kilpailijoista näin ajattelee 60 prosenttia (kalvo 49). Suurin osa asiakkaista ostaa Amazonista kuitenkin hintojen vuoksi (kalvo 47). Muodin sekä kodin ja sisustuksen osuudet kasvavat Amazonin USA:n myynneissä samalla, kun kirjojen ja elektroniikan osuudet pienenevät (kalvo 34). Amazon siirtyy yhä voimakkaammin muodin myyjäksi. Amazonin yksi suurista kilpailuvalteista USA:ssa on kanta-asiakasohjelma, Amazon Prime: lähes 80 prosenttia tilaa jäsenyyden ilmaisen kuljetuksen vuoksi (kalvo 36). Amazonille Prime-asiakkaat ovat tärkeitä, koska he kuluttavat dollareita noin tuplaten muihin verrattuna (kalvo 45). Vielä tätäkin enemmän kuluttavat Amazon Echo älykaiuttimen omistajat (kalvo 46). Vaikka virtuaaliassistentti Alexaa käytetäänkin ostosten tekoon vielä vähän (kalvo 44), Amazonilla on voimakas kannustin äly- ja äänitilausten kehittämiseen: ostoprosessin helppous sitouttaa asiakasta ja innostaa kuluttamaan. Samasta syystä ostossovelluksia kehitetään edelleen; nyt jo vajaa kolmannes amerikkalaisista Amazonin asiakkaista ostaa mobiilisovelluksen kautta joko älypuhelimella tai tabletilla. Niin USA:ssa kuin myös suurimmilla Euroopan markkinoilla Amazonin appit ovat ladatuimpien joukossa (kalvot 30, 31, 55, 56, 61, 62, 66, 67). Mm. hinnat, Prime-ohjelma, nopea tai ilmainen toimitus ja toimivat ostossovellukset houkuttelevat asiakkaita, ja Amazon onkin suurin verkkokauppa USA:n lisäksi myös Euroopan suurimmilla markkinoilla: Isossa-Britanniassa, Saksassa ja Ranskassa (kalvot 21, 29, 54, 59, 65). Amazon investoi voimakkaasti jakelukeskuksiin ja logistiikkaan, mutta myös mainontaan (kalvot 11-13).

Amazon yhtiönä: yleiskatsaus

Net revenue in billion U.S. dollars Annual net revenue of Amazon from 2006 to 2018, by segment (in billion U.S. dollars) 160 North America International AWS 140 120 100 80 60 40 20 0 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Lähde: Statista, Amazon.

Net revenue (in billion U.S. dollars) Global net revenue of Amazon.com from 2014 to 2018, by product groups (in billion U.S. dollars) 250 Online stores Physical stores Retail third-party seller services Subscription services AWS Other 200 150 100 50 0 2014 2015 2016 2017 2018 Lähde: Statista, Amazon.

Share of paid units Percentage of paid units sold by third-party sellers on Amazon platform as of 4th quarter 2018 60,0% 50,0% 40,0% 40% 42% 43% 44% 45% 46% 47% 48% 49% 50% 49% 50% 51% 50% 51% 52% 53% 53% 52% 30,0% 26% 20,0% 10,0% 0,0% Q2 '07 Q2 '13 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15 Q1 '16 Lähde: Statista, Amazon. Q2 '16 Q3 '16 Q4 '16 Q1 '17 Q2 '17 Q3 '17 Q4 '17 Q1 '18 Q2 '18 Q3 '18 Q4 '18

Net income in million U.S. dollars Annual net income of Amazon.com from 2004 to 2018 (in million U.S. dollars) 12000 10000 10 073 8000 6000 4000 2000 0-2000 3 033 2 371 588 359 190 476 645 902 1 152 631 274 596-39 -241 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Lähde: Statista, Amazon.

Net income in million U.S. dollars Amazon's fourth quarter net income including seasonal sales from 2009 to 2018 (in million U.S. dollars) 3500 3000 2500 2000 1500 1000 500 0 Q4 '09 Q4 '10 Q4 '11 Q4 '12 Q4 '13 Q4 '14 Q4 '15 Q4 '16 Q4 '17 Q4 '18 Lähde: Statista, Amazon.

Number of employees Number of Amazon.com employees from 2007 to 2018 700000 647 500 600000 566 000 500000 400000 341 400 300000 200000 100000 0 230 800 154 100 117 300 88 400 56 200 17 000 20 700 24 300 33 700 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Lähde: Statista, Amazon.

Fulfillment expenses in million U.S. dollars Annual fulfillment expenses of Amazon from 2001 to 2018 (in million U.S. dollars) 40000 35000 34 027 30000 25000 25 249 20000 15000 10000 5000 0 17 619 13 410 10 766 8 585 6 419 374,25392,47447,03 590,4 745 937 1 292 1 658 2 052 2 898 4 576 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Lähde: Statista, Amazon.

Total square footage of Amazon's fulfillment capacity in the United States as of November 2017, by type of facility (in million square feet) 0 20 40 60 80 100 120 140 Fulfillment centers 114,7 Sortation centers 15 Inbound cross-dock 4,7 Delivery station 4,2 Pantry/Fresh 4,1 Prime Now hub 1,9 Whole Foods distribution 1,2 Lähde: Statista, Digital Commerce 360; MWPVL; Internet Retailer.

Marketing expenses in million U.S. dollars Annual global marketing costs of Amazon from 2010 to 2018 (in million U.S. dollars) 16000 14000 12000 10000 8000 6000 4000 2000 0 2010 2011 2012 2013 2014 2015 2016 2017 2018 Lähde: Statista, Amazon.

Value in billion U.S. dollars Amazon's global brand value from 2006 to 2018 (in billion U.S. dollars) 250 200 207,59 150 139,29 100 50 0 98,99 64,26 62,29 45,73 37,63 34,08 27,46 21,29 11,51 5,98 5,96 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Lähde: Statista, Kantar Millward Brown.

Most expensive acquisitions by Amazon as of June 2018 (in million U.S. dollars) 0 2000 4000 6000 8000 10000 12000 14000 16000 Whole Foods (6/17) Ring (2/18) Zappos (7/09) Pillpack (6/18) Twitch (8/14) Kiva Systems (3/12) Souq.com (3/17) Quidsi (11/10) Annapurna Labs (1/15) LOVEFiLM (1/11) Audible (1/08) Elemental Technologies (9/15) 1 800 1 200 1 000 970 775 580 545 370 312 300 296 13 700 Lähde: Statista, CB Insights.

Amazon globaalina kauppapaikkana

Share of online retail sales Global retail e-commerce market share of Amazon from 2016 to 2019 U.S. Non-U.S. Worldwide 60,9% 50,9% 40,9% 38,3% 43,1% 48% 52,4% 30,9% 20,9% 10,9% 12,8% 12,9% 13,3% 13,7% 5,9% 5,6% 5,6% 5,7% 0,9% 2016 2017 2018 2019* Lähde: Statista, emarketer.

Net sales in billion U.S. dollars Annual net sales of Amazon in selected leading markets from 2014 to 2018 (in billion U.S. dollars) 250 United States Germany United Kingdom Japan Rest of world 200 150 100 50 0 2014 2015 2016 2017 2018 Lähde: Statista, Amazon.

Net revenues of the world's leading retail companies in 2017 (in billion U.S. dollars) Wal-Mart Stores, Inc (United States) Costco Wholesale Corporation (United States) The Kroger Co. (United States) Amazon.com, Inc. (United States) Schwarz Group (Germany) The Home Depot, Inc. (United States) Walgreens Boots Alliance, Inc (United States) Aldi Group (Germany)* CVS Health Corporation (United States) Tesco PLC (United Kingdom) Ahold Delhaize (Netherlands)** Target Corporation (United States) Aeon Co., Ltd. (Japan) Lowe's Companies, Inc. (United States) Group revenue** Retail sales 0 100 200 300 400 500 600 500,34 500,34 129,03 129,03 122,66 119 177,87 118,57 111,77 111,77 100,9 100,9 118,21 99,12 98,29 98,29 184,77 79,4 75,34 74 72,31 72,31 71,9 71,9 75,3 70,07 68,62 68,62 Lähde: Statista, Deloitte.

Leading companies worldwide in 2018, by brand value (in billion U.S. dollars) Brand value in 2018 (in billion U.S. dollars) % brand value change 2018 vs. 2017 Google 302.06 23 Apple 300.59 28 Amazon 207.59 49 Microsoft 200.99 40 Tencent 178.99 65 Facebook 162.11 25 Visa 145.61 31 McDonald's 126.04 29 Alibaba Group 113.4 92 AT&T 106.7-7 IBM 96.27-6 Verizon 84.9-5 Marlboro 81.91-6 Coca-Cola 79.96 2 Mastercard 70.87 42 UPS 60.41 4 SAP 55.37 23 Wells Fargo 54.95-6 Lähde: Statista, Kantar Millward Brown.

Most popular online stores worldwide in 2018, by e-commerce net sales (in million U.S. dollars) 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 amazon.com apple.com walmart.com amazon.de amazon.co.uk homedepot.com bestbuy.com target.com macys.com wayfair.com dell.com apmex.com kohls.com tesco.com costco.com 16 488 13 024,5 7 860,1 6 940,9 6 400,3 4 872,9 4 844,1 4 830,1 4 459,6 4 105,8 4 066,3 4 001,9 3 982,9 26 559,5 77 011,3 Lähde: Statista, ecommercedb.com.

Number of visits in millions Total global visitor traffic to Amazon.com: Combined desktop and mobile visits from February 2018 to January 2019 (in millions) 3 058,7 2 958,7 2 858,7 2 841 2 975 2 758,7 2 658,7 2 643 2 575 2 632 2 558,7 2 458,7 2 358,7 2 383 2 294 2 361 2 353 2 390 2 407 2 258,7 2 158,7 2 058,7 2 142 Feb '18 Mar '18 Apr '18 May '18 Jun '18 Jul '18 Aug '18 Sep '18 Oct '18 Nov '18 Dec '18 Jan '19 Lähde: Statista, SimilarWeb.

Leading shopping apps in the Google Play Store worldwide in November 2018, by number of downloads (in millions) 0, 2, 4, 6, 8, 10, 12, 14, Wish - Shopping Made Fun 13,22 Joom. Amazon Shopping 5,84 6,4 Lazada - Online Shopping & Deals SHEIN-Fashion Shopping Online Mobile Recharge, DTH, Bill Payment, Money Transfer AliExpress - Smarter Shopping, Better Living Mercado Libre: Encuentra tus marcas favoritas Club Factory Everything, Unbeaten Price Flipkart Online Shopping App 4,81 4,58 4,46 4,3 4,17 4,00 3,75 Lähde: Statista, Priori Data.

Leading shopping apps in the Apple App Store worldwide in November 2018, by number of downloads (in millions) 0 0,5 1 1,5 2 2,5 3 Suning Online Market Wish 2,63 2,62 Amazon - Shopping made easy 2,43 Pinduoduo 2,02 Taobao Xianyu Mobile Tmall 1,67 1,67 1,78 Lazada - #1 Online Shopping Jingdong Shopping AliExpress Shopping App 1,21 1,36 1,33 Lähde: Statista, Priori Data.

Unit shipments in millions Quarterly unit shipments of smart speaker with intelligent personal assistant worldwide from 2016 to 2018, by vendor (in millions) Amazon Google Alibaba Baidu Xiaomi Apple JD.com Sonos Harman Kardon/JBL Others 45 40 35 30 25 20 15 10 5 0 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Lähde: Statista, Strategy Analytics.

Market share Smart speaker with intelligent personal assistant quarterly shipment share from 2016 to 2018, by vendor 120,0% Amazon Google Alibaba Baidu Xiaomi Apple JD.com Sonos Harman Kardon/JBL Others 100,0% 80,0% 60,0% 40,0% 20,0% 0,0% Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Lähde: Statista, Strategy Analytics.

Amazon kauppapaikkana USA:ssa

Most visited multi-platform U.S. web properties in December 2018, based on number of unique visitors (in millions) 0 50 100 150 200 250 300 Google Sites Facebook Oath Amazon Sites Microsoft Sites Comcast NBCUniversal CBS Interactive PayPal Hearst Apple Inc. The Walt Disney Company Twitter Meredith Digital Turner Digital Wal-Mart 175,65 165,1 152,2 151,6 149,11 148,57 146,87 142,96 137,44 131,91 213,04 208,54 206,1 205,04 245,75 Lähde: Statista, comscore.

Most popular online stores in the Unites States in 2018, by e-commerce net sales (in million U.S. dollars) 0, 10 000, 20 000, 30 000, 40 000, 50 000, 60 000, 70 000, amazon.com walmart.com apple.com homedepot.com bestbuy.com wayfair.com target.com macys.com kohls.com costco.com apmex.com qvc.com chewy.com lowes.com jmbullion.com 9 772 6 940,9 6 400,3 4 830,1 4 823,3 4 799,5 4 066,3 3 982,9 3 947,6 3 626,3 3 529,5 3 491,4 2 475,9 16 488,0 64 252,7 Lähde: Statista, ecommercedb.com.

Leading shopping apps in the Google Play Store in the USA in November 2018, by number of downloads (in millions) 0 200 000 400 000 600 000 800 000 1 000 0001 200 0001 400 0001 600 000 Wish - Shopping Made Fun Amazon Shopping Walmart 1 144 043 1 330 438 1 465 323 OfferUp - Buy. Sell. Offer Up letgo: Buy & Sell Used Stuff, Cars & Real Estate 717 188 634 296 Fashion & Tech Deals - Shop, Sell & Save with ebay DOSH Target Groupon - Shop Deals, Discounts & Coupons Ebates: Cash Back, Coupons & Shopping Rewards 455 759 447 971 429 578 332 788 332 090 Lähde: Statista, Priori Data.

Leading shopping apps in the Apple App Store in the USA in November 2018, by number of downloads (in millions) 0 200 000 400 000 600 000 800 000 1 000 0001 200 0001 400 0001 600 0001 800 0002 000 000 Amazon - Shopping made easy 1 891 223 Walmart Wish - Shopping Made Fun Dosh 947 077 919 047 918 998 Target OfferUp - Buy. Sell. Simple. Buy & Sell This Holiday - ebay Poshmark letgo: Buy & Sell Used Stuff Groupon 556 351 516 143 431 357 419 878 379 983 372 627 Lähde: Statista, Priori Data.

Most successful online shops in generating purchases for U.S. consumers 2018, % have bought something in the last 12 months 0 45 90 amazon.com 82 walmart.com 44 target.com 23 bestbuy.com 19 kohls.com 17 homedepot.com 13 macys.com 11 jcpenney.com 11 chewy.com 9 lowes.com 9 wish.com 8 apple.com 8 wayfair.com 7 walgreens.com 6 costco.com 6 cvs.com 6 victoriassecret.com 5 staples.com 4 gap.com 4 sears.com 4 zulily.com 3 none of the above 3 newegg.com 3 aliexpress.com 3 qvc.com 3 kroger.com 3 dell.com 2 safeway.com 1 Lähde: Statista Survey.

Share of online retail sales U.S. Amazon first-party and third-party e-commerce sales share 2012-2017 100,0% 90,0% Amazon first-party sales Amazon marketplace sales Other retailers 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% 2012 2013 2014 2015 2016 2017 Lähde: Statista, Digital Commerce 360; US Department of Commerce; Internet Retailer.

Distribution of Amazon retail e-commerce sales in the United States from 2016 to 2019, by product category 2016 2017 2018 Computer & consumer electronics 28% 26.8% 25.5% Apparel & accessories 13.4% 14.4% 15.4% Books / music / video 14.1% 13% 11.9% Furniture and home furnishings 7.9% 8.4% 9% Toys & hobby 6.5% 6.6% 6.7% Health & personal care and beauty 5.4% 5.8% 6.2% Auto & parts 3% 3% 3% Office equipment 2.9% 2.9% 2.9% Food & beverage 1.6% 1.7% 1.8% Other 17.1% 17.4% 17.6% Lähde: Statista, CNBC; emarketer.

Spending in billion U.S. dollars Amazon's advertising spending in the United States from 2012 to 2017 (in billion U.S. dollars) 4 3,5 3,4 3 2,5 2,2 2,6 2 1,79 1,5 1 1,14 0,84 0,5 0 2012 2013 2014 2015 2016 2017 Lähde: Statista, Advertising Age; Kantar Media.

Share of respondents U.S. Amazon Prime service subscription reasons 2018 90,0% 80,0% 79% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% 11% 4% 2% 2% 1% 1% Free shipping Prime Video Prime Music Prime Reading Twitch Other Prime Photos Lähde: Statista, TDG.

Households in millions Total number of households in the United States with an Amazon Prime subscription from 2016 to 2021 80 70 60 50 43,6 52,1 58,7 63,9 68,7 71,7 40 30 20 10 0 2016 2017 2018 2019* 2020* 2021* Lähde: Statista, emarketer.

Number of members in millions Number of Amazon Prime members in the United States as of June 2018 (in millions) 100 90 80 80 85 90 95 70 60 54 58 63 65 50 40 40 44 30 25 28 20 10 0 Dec '13 Jun '14 Dec '14 Jun '15 Dec '15 Mar '16 Jun '16 Sep '16 Mar '17 Jun '17 Sep '17 Jun '18 Lähde: Statista, Consumer Intelligence Research Partners.

Share Share of Amazon Prime subscribers in the U.S. 2015-2018 70,0% 60,0% 60% 63% 63% 59% 52% 52% 50,0% 47% 40,0% 30,0% 20,0% 10,0% 0,0% Dec '15 Jun '16 Sep '16 Mar '17 Jun '17 Sep '17 Jun '18 Lähde: Statista, Consumer Intelligence Research Partners, Digital Commerce 360.

Amazon USA:ssa ja kuluttajat

U.S. consumer perception of Amazon as a company 2017 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% I like using Amazon 67% With Amazon I get what I need I trust Amazon with my payment information 53% 57% Amazon takes the interests of its customers seriously Amazon assumes a pioneering role in this day and age Amazon is an integral part of my life Amazon respects my privacy 38% 35% 32% 32% I would like to see more products and services from Amazon 27% There are no alternatives to Amazon 18% None of the above 12% Lähde: Statista Survey.

Share of respondents U.S. usage frequency of Amazon services and products 2017 30,0% 28% 25,0% 20,0% 17% 20% 15,0% 14% 10,0% 11% 9% 5,0% 0,0% Daily Several times a week Once a week 2-3 times a month Once a month Less often Lähde: Statista Survey.

U.S. consumer usage of Amazon services and products 2017 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% Amazon in general (official online-mail order business) Amazon Prime Amazon Video Amazon Marketplace (third-party vendors) Amazon Appstore Amazon Music Prime Now Amazon Payments Audible Amazon Dash Button Other None of the above 6% 5% 4% 1% 1% 22% 18% 18% 14% 23% 41% 59% Lähde: Statista Survey.

Share of respondents Primary channels used by Amazon buyers in the United States to make purchases on Amazon as of February 2017 40,0% 37,4% 35,0% 30,0% 25,0% 20,0% 25,4% 22,6% 15,0% 10,0% 5,0% 6,5% 5,3% 1,3% 0,8% 0,7% 0,0% Amazon.com via desktop/laptop Amazon app Amazon.com via smartphonevia smartphone Amazon.com via tablet Amazon app via tablet Alexa Amazon Dash Other Lähde: Statista, emarketer; Branding Brand.

Average annual spending in U.S. dollars Average annual amount spent on Amazon according to U.S. Amazon Prime and non-prime members as of June 2018 (in U.S. dollars) Prime members Non-Prime members 1 600,0 1 500 1 400,0 1 300 1 300 1 300 1 400 1 200,0 1 200 1 100 1 200 1 200 1 000,0 800,0 600,0 625 700 600 500 600 700 700 700 600 400,0 Jan '15 Jun '15 Jan '16 Jun '16 Sep '16 Mar '17 Jun '17 Sep '17 Jun '18 Lähde: Statista, Consumer Intelligence Research Partners; GeekWire.

Average annual spending in U.S. dollars Average annual amount spent on Amazon according to Amazon Prime and Amazon Echo owners in the United States as September 2017 (in U.S. dollars) 1800 1 700 1600 1400 1 300 1200 1000 1 000 800 600 400 200 0 Echo owners Prime members All Amazon customers Lähde: Statista, Consumer Intelligence Research Partners.

Most popular reasons for Amazon buyers in the United States to shop via Amazon as of October 2017 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% Lower price 65% Free shipping 56% Positive product reviews 50% Amazon Prime 31% Fast shipping 27% Amazon recommendations 19% Lähde: Statista, Feedvisor; Walker Sands.

Most popular U.S. Amazon visit reasons 2017, by membership status Non-Prime member Prime member 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% Comparing prices on a specific item with an intent to purchase Browsing for new deals and daily discounts Comparing prices on a specific item that I might purchase, depending on cost Checking product availability Checking to see if the item is Prime eligible Browsing all new products in a specific category When I know I`m ready to buy Checking speed of delivery 5% 10% 21% 29% 28% 32% 35% 35% 34% 35% 30% 44% 42% 50% 51% 49% Lähde: Statista, Feedvisor; Walker Sands.

Share of respondents Frequency with which Amazon and other digital retailers meet delivery speed expectations of internet users in the United States as of February 2018 Amazon Digital retailers 50,0% 45,0% 40,0% 40% 45% 35,0% 30,0% 25,0% 30% 28% 20,0% 15,0% 10,0% 5,0% 15% 18% 3% 6% 9% 7% 0,0% Always Often Sometimes Rarely Never Lähde: Statista, emarketer; Walker Sands.

Amazon on johtava kauppapaikka myös Euroopan suurimmilla verkkokauppamarkkinoilla

Revenue Profit Revenue and profit of Amazon Europe 2011-2017 in million Euros 30 000 1 000 482 24 916 15 000 20 0 29 0 15 463 13 612 11 893 18 617 21 627 43 0 Profit Revenue 9 130 0-876 -1 000 2017 2016 2015 2014 2013 2012 2011 14.3.2019 Jaana Kurjenoja Lähde: Statista.

Turnover of the leading 15 retailers in Europe in 2017 (in billion euros) 0 20 40 60 80 100 120 Schwarz (Germany) Aldi (Germany)* Carrefour (France) Tesco (UK) Edeka (Germany) Rewe (Germany)* Amazon (USA) E.Leclerc (France)** *** Les Mousquetaires (France)*** Auchan (France)* Metro (Germany) Sainsbury (UK) Asda (Walmart) (UK)** Migros (Switzerland) Ahold Delhaize (Netherlands) 25 25 24 37 37 34 33 33 45 59 57 56 56 54 97 Lähde: Statista, Retail-Index; Various sources

Leading 10 retailers based on sales in the United Kingdom in 2017/18 (in billion GBP, excluding VAT) 0 5 10 15 20 25 30 35 40 45 Tesco 38,7 Sainsbury's 27,9 Asda 22,2 Morrisons 17,3 John Lewis Aldi Marks and Spencer Co-op Amazon 10,2 10 9,6 9,5 8,8 Boots 6,8 Lähde: Statista, Retail Economics; Various sources

Most popular online stores in the United Kingdom in 2018, by e-commerce net sales (in million U.S. dollars) 0 1000 2000 3000 4000 5000 6000 7000 amazon.co.uk tesco.com argos.co.uk johnlewis.com next.co.uk sainsburys.co.uk ocado.com asda.com apple.com marksandspencer.com asos.com very.co.uk currys.co.uk ao.com morrisons.com 2 010,4 1 767,8 1 573,3 1 454,9 1 224,1 1 205,9 1 127,9 1 093,9 864,1 846,5 827,5 2 632,3 3 005,3 4 001,9 6 555 Lähde: Statista, ecommercedb.com.

Leading shopping apps in the Google Play Store in Great Britain in April 2018, by number of downloads (in thousands) 0, 100, 200, 300, 400, 500, 600, Wish - Shopping Made Fun 501,56 Groupon - Shop Deals, Discounts & Coupons ebay: Shop Deals - Home, Fashion & Electronics Amazon Shopping Shpock Boot Sale & Classifieds App. Buy & Sell 204,98 197,14 168,92 163,83 Joom 108,71 ALDI UK Amazon Assistant B&M Stores IKEA Store 60,20 56,23 48,03 47,73 Lähde: Statista, Priori Data.

Leading shopping apps in the Apple App Store in Great Britain in April 2018, by number of downloads (in thousands) 0, 50, 100, 150, 200, 250, Wish - Shopping Made Fun 199,32 Amazon 175,28 ebay: Spring Home & Fashion 150,58 Shpock Boot Sale & Classifieds Groupon 133,36 131,80 Gumtree Local Ads - Buy & Sell Depop Joom ASOS SHEIN - Fashion Shopping 76,15 75,05 67,16 63,84 60,60 Lähde: Statista, Priori Data.

Preferred online platforms for apparel shopping in the UK 2019 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% Amazon 36% Marks & Spencer Asos 8% 9% Debenhams 6% Argos 4% Topshop Zalando 1% 2% Other 34% Lähde: Statista, ProdegeMR.

Most reputable companies in the United Kingdom (UK) in 2018 0 10 20 30 40 50 60 70 80 90 100 Rolex LEGO Group Robert Bosch Dyson Nintendo Rolls-Royce Aerospace Sony Amazon.com Samsung Electronics The Walt Disney Company Kellogg's Warburtons Boots PayPal Canon 87 86,4 85,1 85 84,9 83,7 83,3 83,1 83 82,4 82,1 82,1 81,4 81,1 81 Lähde: Statista, Reputation Institute.

Most popular online stores in Germany in 2018, by e-commerce net sales (in million U.S. dollars) 0 2000 4000 6000 8000 10000 12000 amazon.de otto.de zalando.de mediamarkt.de notebooksbilliger.de lidl.de bonprix.de saturn.de apple.com cyberport.de conrad.de alternate.de hm.com hellofresh.de tchibo.de 1 631,1 960,3 881,2 823,3 701,4 637,9 626,1 612,9 579,4 579,3 578,3 568,6 512,4 3 555,4 11 222,1 Lähde: Statista, ecommercedb.com.

Ranking of online shops by number of website visits in Germany in the 1st quarter of 2018 (in millions) 0 200 400 600 800 1000 1200 1400 1600 1800 Amazon.de 1 559,7 Ebay.de 835,39 Ebay-Kleinanzeigen.de 462,83 Otto.de Thomann.de MediaMarkt.de Lidl.de Zalando.de Saturn.de Ikea.com 130,39 83,62 81,28 68,66 54,62 49,32 46,1 Lähde: Statista, Pepper Media Holding.

Leading shopping apps in the Google Play Store in Germany in April 2018, by number of downloads (in thousands) 0, 100, 200, 300, 400, 500, 600, Wish - Shopping Made Fun 519,06 ebay Kleinanzeigen for Germany 338,35 Amazon Shopping 280,80 ebay: Shop Deals - Home, Fashion & Electronics 206,91 Joom factorymarket - 20% Voucher on First Purchase Shpock Boot Sale & Classifieds App. Buy & Sell 154,28 137,01 130,00 Zalando - Shopping & Fashion OTTO - Shopping für Mode & Wohnen kaufda - Prospekte, Angebote & Öffnungszeiten 85,24 85,17 72,10 Lähde: Statista, Priori Data.

Leading shopping apps in the Apple App Store in Germany in April 2018, by number of downloads (in thousands) 0, 20, 40, 60, 80, 100, 120, 140, 160, 180, ebay Kleinanzeigen 169,01 Amazon Wish - Smart Shoppen & Sparen 123,02 118,62 H&M ebay: Deals fã¼r Haus & Garten Shpock Flohmarkt Kleinanzeigen Zalando - Shopping und Fashion 67,89 66,98 65,98 64,36 Joom SHEIN - Fashion Shopping ABOUT YOU Mode Online Shop 52,81 50,62 47,06 Lähde: Statista, Priori Data.

Leading advertisers ranked by advertising expenditure in Germany from January to December 2018 (in million euros) 0 200 400 600 800 1000 1200 Procter & Gamble Ferrero L'Oréal Lidl Amazon Media-Saturn Deutsche Telekom Sky Volkswagen Kaufland Beiersdorf Dr. Oetker Rewe Telefonica McDonald's 347,3 316,8 308,9 281,5 269,2 262 258,3 244,3 199,9 189,5 188,3 186,7 184,7 477 1 007,6 Lähde: Statista, Nielsen.

Most popular online stores in France in 2018, by e-commerce net sales (in million U.S. dollars) 0 500 1000 1500 2000 2500 3000 amazon.fr cdiscount.com 2 331,9 2 455,8 vente-privee.com 2 118,7 auchan.fr 1 481,8 apple.com carrefour.fr 921,7 903,8 showroomprive.com fnac.com laredoute.fr zalando.fr 660,6 626,7 621,3 490,6 Lähde: Statista, ecommercedb.com.

Average unique visitors per month (in thousand) Ranking of the most visited e-commerce websites in France during 2018, by quarter (in thousand of visitors per month ) 35000 Amazon Cdiscount Vente-privée Fnac OUI.sncf Booking.com ebay Groupon Carrefour Leroy Merlin E. Leclerc Wish Airbnb Darty La Redoute Price Minister 30000 25000 20000 15000 10000 5000 0 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Lähde: Statista, Médiamétrie; FEVAD.

Leading shopping apps in the Google Play Store in France in April 2018, by number of downloads (in thousands) 0 50 100 150 200 250 300 350 400 450 500 Wish - Shopping Made Fun 446,09 leboncoin, petites annonces Vinted.fr 236,6 260,41 Joom Amazon Shopping Groupon - Shop Deals, Discounts & Coupons 171,11 167,79 154,76 vente-privee SheIn - Shop Women's Fashion Zalando - Shopping & Fashion AliExpress - Smarter Shopping, Better Living 119,6 102,02 88,17 74,23 Lähde: Statista, Priori Data.

Leading shopping apps in the Apple App Store in France in April 2018, by number of downloads (in thousands) 0 20 40 60 80 100 120 140 160 Wish - Acheter en s'amusant 148,15 Amazon FR 133,83 Zalando - Shopping mode vente-privee 82,19 90,27 SHEIN - Tendance Shopping ROMWE - la mode des femmes Joom AliExpress Shopping App ASOS Groupon 59,32 53,52 46,99 45,99 40,09 37,93 Lähde: Statista, Priori Data.

Lisätietoja: Jaana Kurjenoja pääekonomisti Kaupan liitto jaana.kurjenoja@kauppa.fi p. 040 820 5378