european study - geo blocking - simon quaschning, business expert of gfk
TRANSCRIPT
Territorial Restrictions
and Geo-Blocking
in E-Commerce Simon Quaschning
Business Expert
GfK Belgium PS
Mystery shopping carried out under the request of the European Commission (DG Justice and Consumers)
Prevalence
and
characteristics
of geo-blocking
Broad-based
approach,
purely
consumer
perspective
Two
perspectives:
shopper origin
vs.
website origin
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Study Objectives Investigate geo-blocking as a barrier to online cross-border
trade
3
143
country
pairs
8
sectors
9
websites
per
sector
TOTAL
10,296 X X =
Methodology
Clothing, shoes & accessories
Travel services (e.g. hotels,
transport)
Electronics & computer
hardware
Books
Focus on sectors with high penetration:
a) 6 tangible goods
b) 2 online services
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Electrical household appliance
Online reservations of offline
leisure (e.g. event tickets)
Cosmetics & healthcare
products
Computer games and software
Number of mystery
shopping exercises
in Belgium
Shopper origin n=369
Website origin n=213
EU28-wide Mystery Shopping survey
Stages of the
shopping
process
Forms of
geo-blocking
and
territorial
restrictions
Denial of access to a
website
Automatic re-routing
Refusal to sell
Changing the Terms &
Conditions and/or
prices
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Overall geo-
blocking per
shopping stage
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9%
6%
35%
27%
34%
20%
18%
26%
Retailers
Geoblocking - Belgium
Access Registration Delivery Payment
Overall 66%
Overall 57%Shoppers
Note: all data presented on this slide is unweighted
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Geo-blocking prevalence by direction of
trade (EU28)
7
Geo-blocking prevalence by sector (EU28)
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8
Geo
-blo
ckin
g p
revale
nce b
y
co
un
try p
air
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The
Access
Stage
6%
30%
44%
16%
4%
Quite
difficult
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Website access
Content differences
The
Access
Stage
6%
30%
44%
16%
4%
Quite
difficult
Quite
easy
Very
easy
10
vs.
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6%
30%
44%
16%
4%
Quite
difficult
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The
Access
Stage Website language
Product availability
The
Access
Stage
6%
30%
44%
16%
4%
Quite
easy
12
vs.
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The
Registration
Stage
6%
30%
44%
16%
4%
Quite
difficult
Neither
difficult
nor easy
Quite
easy
13
Registration
requirements E-mail
Physical address
Telephone number
Means of payment
Activating
an account via e-mail
Yes,
registration was required
EU28 93% 88% 76% 20% 14% 92%
Belgium 92% 91% 75% 7% 6% 96%
Requirements
Problems
Registration
problems
Foreign
delivery
address
Foreign
billing
address
Foreign
telephone
number
Postal
code
address
Payment
details
Redirected
to other
website
Problems
encountered
overall
EU28 65% 9% 6% 11% 3% 8% 1% 46%
Belgium
(retailers) 57% 22% 10% 20% 2% 4% 0% 54%
Belgium
(shoppers) 60% 8% 7% 18% 4% 2% 1% 40%
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The
Registration
Stage
6%
44%
16%
4%
Quite
easy
14
vs.
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30%
16% Quite
easy
15
Price differences
before registration
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The
Registration
Stage
Price differences
after registration
The
Delivery
Stage
6%
16%
4%
Quite
easy
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Delivery
Restrictions
45%
21%
20%
38%
11%
6%
4%
7%
13%
35%
33%
27%
4%
7%
3%
32%
34%
36%
26%
Marketplaces
Small retailers
Medium retailers
Large retailers
Retailer size
Only the country where the seller is based
Several EU28 countries, but not the country where the consumer is based
The country where the consumer is based (in addition to the seller country)
Several EU28 countries and the country where the consumer is based
All EU28 countries
30%
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The
Delivery
Stage
The
Delivery
Stage
Quite
difficult
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4%
10%
14%
28%
28%
34%
44%
49%
2%
3%
1%
5%
11%
7%
7%
9%
41%
31%
43%
30%
31%
28%
23%
28%
1%
2%
1%
6%
8%
6%
7%
5%
51%
55%
41%
31%
22%
26%
19%
9%
Travel services
Books
Online reservations of offlineleisure
Computer games and software
Cosmetics and healthcareproducts
Clothing, shoes and accessories
Electronics & computer hardware
Electrical household appliances
By sector
Only the country where the seller is based;
Several EU28 countries, but not the country where the consumer is based;
The country where the consumer is based (in addition to the seller country);
Several EU28 countries and the country where the consumer is based;
All EU28 countries.
4%
10%
14%
28%
28%
34%
44%
49%
2%
3%
1%
5%
11%
7%
7%
9%
41%
31%
43%
30%
31%
28%
23%
28%
1%
2%
1%
6%
8%
6%
7%
5%
51%
55%
41%
31%
22%
26%
19%
9%
Travel services
Books
Online reservations of offlineleisure
Computer games and software
Cosmetics and healthcareproducts
Clothing, shoes and accessories
Electronics & computer hardware
Electrical household appliances
By sector
Only the country where the seller is based;
Several EU28 countries, but not the country where the consumer is based;
The country where the consumer is based (in addition to the seller country);
Several EU28 countries and the country where the consumer is based;
All EU28 countries.
Delivery Restrictions
per Sector
The
Delivery
Stage
Quite
difficult
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Information on
delivery restrictions (EU28)
The
Payment
Stage
6%
44%
16%
4%
Neither
difficult
nor easy
20 eTrade Summit, 27 September, 2016
vs.
4%
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The
Payment
Stage Geo-blocking per
Retailer Size (EU28)
36%
4%8%13%
7%
6%
4%
1%
14%
7%
Payment errors
Authorisation error
Data error
General error
Cancelled payment
Card declined / insufficient funds
Use alternative payment details /method
Confirmation awaiting
Other
Success: booking accepted
Success: payment accepted
Payment errors The
Payment
Stage
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Consumer Awareness (GFK) 23
Key Findings
Delivery is one of the
key factors driving geo-blocking
Traders for bigger goods
are more likely to geo-block
Tangible products > services
Payment methods
block consumers
Consumers waste a lot of time
on geo-blocking
small vs. large companies
small vs. large companies
Disclaimer: GfK is responsible for the provision and accuracy of all data
Please find the full report on: http://ec.europa.eu/consumers/consumer_evidence/market_studies/geo-
blocking/index_en.htm
Thank you!