THE 2020 RETAILX EUROPE GROWTH 3000 - GROWTH EU 3000
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GROWTH In partnership with
EU 3000
THE 2020 RETAILX
EUROPE GROWTH 3000
A performance-based assessment of ecommerce
and multichannel retailers
Research conducted by RetailX, creators of the IRUK Top500
INTRODUCTION AND CONTENTS
INTRODUCTION
Contents Welcome to the first RXEU Growth 3000 Report, in which we
publish the list of 3,000 companies that follow our previously
Partner perspectives 04
published RXEU Top500. Our focus is on growth and the four
Context06 drivers of growth: more traffic, the shift to mobile shopping, easy
The Europe Growth 3000 08 and convenient delivery, and engaging – and paying – via social
About the Growth 3000: graphics 16 media. We cover retailers and brands selling to customers in the 30
Measuring performance: graphics 17 countries of the EEA plus Switzerland and the UK.
Find18 Our case studies are drawn from across the region, from Portugal
Mobile20 and the UK to Croatia, Germany, Sweden, Italy, Greece and
beyond and across retail categories. Throughout, we use RetailX
Delivery23
graphics to illustrate our findings. Those graphics are available to
Social25 reuse (under a licence) and we encourage you to do so.
Case studies: Faber-Castell.de, Perrysport.nl 28 We look forward to your feedback.
Case studies: Funidelia.es, Probikeshop.fr 29
Case studies: Boutiquedosrelogios.pt, DeLonghi.com 30 Ian Jindal, CEO & Editor-in-Chief
Case studies: Babyshop.se, Emmezeta.hr 31
Case studies: Awesomebooks.com, Košik.cz 32
Case studies: Multirama.gr, Eobuwie.com.pl 33
Methodology35
Conclusion36
Graphic index
Figure 1. Delivery coverage of the Growth 3000 16
Figure 2. Category analysis of the Growth 3000 16
Figure 3. Business types represented 16
Figure 4. Average performance by sector 17
Figure 5. Ecommerce platforms used by the Growth 3000 17
Figure 6. Web traffic to the Growth 3000 17
Figure 7. Web traffic to the Top500: a contrast 17
Figure 8. Analysis of websites that promote similar products 18
Figure 9. Mobile apps available from the Growth 3000 20
Figure 10. Speed Index by sector 22
Figure 11. The average cost of standard delivery by country 24
Figure 12. Social media channels used by the Growth 3000 27
© 2020 retailx.net, distributed by InternetRetailing.net June 2020 3
PARTNER’S PERSPECTIVE
Enhance payments
performance to extend the
reach of your business
Benoit Boudier, Managing Director, SMB Online at Ingenico, discusses how
focusing on payment performance can help businesses make a difference in a
fast-changing retail landscape
Over the last decade, global Meaningful customer engagement and loyalty are more
attitudes to how consumers buy and important than ever
what they buy have dramatically Building customer loyalty is about clearly defining a purpose
shifted. This change in buying that is meaningful for customers. Businesses that thrive will be the
patterns, combined with the demise ones that do not treat each customer purchase as a transaction
of certain store formats and the flow, but rather as a way to drive engagement and to build
development of new purchasing long-term relationships.
channels, is transforming the
landscape of retail across Europe. Payments come at the end of the conversion funnel. Yet, it is where
As this report is published, retention and repeated purchase and goodwill can happen.
businesses everywhere are dealing Payment performance is about much more than conversion
with the impact of the Covid-19 crisis. We support our more than rates and uptime. For us, performance means delivering better
80,000 clients across Europe and we are learning valuable decision-making, better service levels and better financial
lessons on the consequences, and winning strategies that can outcomes – empowering every business to reach its full potential
help us cope better with the changing business scenario. through payments.
Ecommerce has shown its importance as a vital lifeline for We call this Ultimate Payment Performance. We look forward to
wider society supporting even more businesses on their growth journeys using
The crisis has shown that ecommerce is not just a convenient our expertise in payments to drive their success.
way to purchase goods and services. It is a vital lifeline for
consumers. It also represents a channel of trust and empathy in
a time of need. Ecommerce businesses need to look closely at
the point where they accept payments as also the place to build
and enhance trust which can be done by having the relevant
payment options, the right amount of fraud controls, trust marks
and making the payment experience as frictionless as possible. Ingenico ePayments is part of Ingenico Group. Ingenico Group
is shaping the future of payments for sustainable and inclusive
growth. As a global leader in seamless payments, we provide
New consumer segments have moved online
merchants with smart, trusted and secure solutions to empower
The pandemic has forced many new consumer segments that
commerce across all channels and enable simplification of
had not used online channels before to do so. As the vulnerable,
payments and deliver customer promises. We are the trusted and
the older generations and all sections of society move online,
proactive world-class partner for financial institutions and retailers,
merchants also have the need to build a more inclusive from small merchants to the world’s best-known global brands.
payments system that makes it simple for all online users, new or
ingenico.com/payments
experienced, to access and pay for goods and services.
4 June 2020 © 2020 retailx.net, distributed by InternetRetailing.net
PARTNER’S PERSPECTIVE
How retailers respond today
will determine their future
Abi Jacks, VP International Marketing, Rakuten Advertising, explains how
retailers can begin finding the certainty they are looking for as we all continue to
adjust to a reimagined future
We can all agree it’s been a way in which they shop, but also their expectations of how brands
tumultuous 2020 so far, largely should ‘behave’. In March 2020, 71% of people worldwide
because of the worldwide believed that brands and companies they saw placing profits
Covid-19 pandemic. The before people during the crisis would lose their trust forever.4
International Monetary Fund (IMF) All these changes suggest major shifts to come in ecommerce
predicts the global economy will and multichannel retail development, particularly the online-
shrink by 3% this year, describing to-offline shopping experience and the importance of global
the decline as the worst since the growth. At some point, consumers will return to the high street.
Great Depression of the 1930s.1 Retailers reducing investment in their brands for the rest of 2020
Retailers are facing unprecedented will make it incredibly hard to reignite next year. That said, it
challenges – and underpinning all is undoubtedly a risky time for many businesses. ‘Quick-win’
these challenges is a deep sense of uncertainty, around how and cost-per-acquisition advertising strategies, such as affiliate
consumers will react to a rapidly changing environment and what partnerships and other types of performance marketing, allow
the ‘new normal’ shopping experience looks like. retailers to confidently ease back into operations knowing that
New challenges can present new opportunities for sufficiently their investment is safe.
agile retailers. Despite the economic contraction predicted for Finally, Q4 is now more important than ever. Always a peak time
this year, the IMF does expect global growth to rise to 5.8% next for retailers, many businesses will now be hanging their entire year
year if the pandemic fades in the second half of 2020.2 Even on this period. It’s vital to make the most of this time, and that means
during the pandemic, supermarkets have seen surging sales, with preparing sooner rather than later. Globally, consumers will likely
Nielsen reporting that during March 2020, British consumers have restrictions eased in one way or another by this time. Retailers
made over 79m extra grocery shopping trips.3 that are ready to provide consumers with a frictionless experience
Many online retailers have seen growth as people become more that minimises time-in-store and proximity to other people – from
reliant on – and comfortable with – shopping from home. Our data click-and-collect to cashierless checkouts – will be best prepared
demonstrates this behaviour across Europe: at the beginning of May, for the expedited changes in consumer behaviour.
Rakuten Advertising’s affiliate network in France and Germany saw 4. eMarketer – Edelman, “2020 Edelman Trust Barometer 2020 Special
an increase in clicks week-over-week, with clicks peaking at more Report: Brand Trust and the Coronavirus Pandemic”, April 2020
than 20% for Germany and almost 35% in France. Between the
beginning of February and the beginning of May, the UK network
saw a 30% increase in clicks and a 54% rise in orders.
Furthermore, trends in China indicate we will see increased
spending in categories such as clothing and fashion when the
pandemic passes. Our data indicates trends across Europe will Rakuten Advertising connects leading agencies, brands and
publishers to active and engaged consumers around the world.
follow suit as restrictions begin to ease. Customer needs are
With access to Rakuten’s diverse media properties and audiences,
changing region-by-region through the different stages of the
combined with an award-winning performance network and
pandemic, not only in terms of the products people buy and the
proprietary consumer research, Rakuten Advertising creates the
1. BBC News – “Coronavirus... the economic impact”, 30 April 2020 right conditions to reach new customers and sustain long-lasting
2. BBC News – “Coronavirus... the economic impact”, 30 April 2020 loyalty. Learn more at:
3. Retail Sector – “UK supermarket sales surge amid Covid-19 outbreak”, www.RakutenAdvertising.com.
31 March 2020
© 2020 retailx.net, distributed by InternetRetailing.net June 2020 5
CONTEXT
The challenges and opportunities
facing European ecommerce
Chloe Rigby considers how market factors, including the Covid-19 epidemic,
have affected traders selling within Europe
Retailers selling products from fashion to fragrance, from sports for different markets are based on retailers that sell in that market,
equipment to auto equipment, and in many more sectors besides rather than those that have a physical base there. Some metrics,
feature in the first annual RetailX European Growth 3000. The such as visual appeal are subjective. We indicate how markets
index showcases the breadth and depth of a vibrant online and and categories rank on those metrics rather than individual scores.
multichannel retail industry that has grown steadily in recent years. Martin Shaw, head of research at RetailX, says the report will
Both familiar and less familiar names feature, with long-established give useful insights to those looking to understand how retailers
businesses and startups contained in a listing that maps the sheer operating in the same categories and markets operate. “We
scale of the ecommerce industry across Europe. This listing comes believe this index will also be useful to those looking to new
at a time of wider challenges, from Covid-19 to Brexit uncertainty markets and considering expanding the categories in which they
and a shift towards environmental activism, that may yet prove to trade,” he notes. “More businesses are now selling more products
contain opportunities for many of these smaller businesses. online than ever – this report will give them valuable understanding
of their existing and potential markets operate, and the tools and
Understanding the Growth 3000 approaches that successful retailers deploy.”
This broad listing includes up-and-coming traders in a host of
different sectors across 31 markets – the 29 members of the EEA The broader context: Covid-19
plus Switzerland and the UK. These are retailers and brands that This report comes at a time of upheaval across Europe as a result of
sell a wide variety of products in a wide variety of languages and the coronavirus pandemic and the continuing uncertainty around
currencies, selling products that are sometimes of broad appeal and Brexit. During the spring of 2020, most major European markets
at other times very niche. Some businesses may well deliver a more introduced lockdowns, closing non-essential shops in order to
expert service within their niches than do their larger competitors. safeguard against Covid-19. These lockdowns took place at slightly
RetailX analysis of the Growth 3000 (G3K) is focused firmly different times, starting first in Italy and Spain before moving to
on performance, measured here through four Dimensions that Germany, France and, later, the UK, but the effects on ecommerce
researchers consider key to success online for all businesses, and multichannel retail were similar. More shoppers have bought
whether small, medium-sized or large. online, many doing so for the first time during lockdown. As a
Find singles out retailers that make themselves easily found in group, the Growth 3000 are probably more protected from high
the first place and then measures how effectively these companies street lockdowns since most do not have shops.
deploy on-site navigation and search to help shoppers find the It’s likely that many shoppers will continue to buy online in the
products they are looking for – or to find inspiration. Mobile looks future. Certainly, larger UK online grocer Ocado believes that
at the speed of mobile website services as well as whether retailers the coronavirus crisis is an inflection point for online grocery.
have a mobile app and offer multichannel services. Announcing plans to raise £1bn through debt and new equity, its
Delivery measures the flexibility of retailers’ fulfilment options, chief executive Tim Steiner said in June 2020: “This current crisis
such as speedy delivery and click and collect – and how much is proving a catalyst for permanent and significant acceleration
these services cost. Social looks at how retailers engage with their in channel shift globally.” David Ashwell, managing director of
shoppers, and whether they offer options from sharing with friends AO Logistics – the distribution arm of electricals retailer AO.com –
to publishing ratings and reviews. It also includes the use of social described the pandemic as “five years of channel shift from stores
payments and other third-party checkouts. to online condensed into five weeks”.
This year, research findings are drawn from the Top2000 retailers. Those Growth 3000 businesses that primarily trade online may
Year-on-year changes are measured on the 1,878 transactional well be better placed than larger multichannel businesses to deal
retail and brand websites that appeared in the Top2000 list both with this. Among them are Growth3000 company Sosandar, the
this year and last year. Many of these retailers are online-only, and UK online fashion retailer, which showed in a June 2020 trading
multichannel measures are based on the 846 multichannel retailers update that it could adapt quickly to changes in demand brought
that were tracked for the index both this year and last year. Figures by coronavirus through a strategy of placing small orders and
6 June 2020 © 2020 retailx.net, distributed by InternetRetailing.net
CONTEXT
SOSANDAR
The UK clothes retailer Sosandar reacted nimbly to changes in consumer demand during the Covid-19 pandemic
seeing them sell out. In the first two months of its 2020 financial from a sustainable retailer. The proportion opting to do so varied
year, from 1 April to 31 May, it saw orders grow by 44%, year- only slightly by age: younger shoppers aged between 16 and 34
on-year, and revenue by 62% as it was able to take a more (51%) were slightly more likely to make this choice, compared to
agile approach, and to capitalise on the sudden shift in demand those aged over 55 (48%). Sarah Cameron, director of customer
towards more casual clothing away from formalwear. The growth experience at Conversity, said: “Mass movements, social media
in Sosandar orders came at a time when IMRG figures suggested campaigns and high-profile influencers have had a profound
the wider clothing market was down by 24% in April, compared and positive impact on the consumer psyche when it comes to
to a year earlier. During those two months, Sosandar says its losses sustainability. People are now thinking much more deeply about
reduced by about 55%. However, it also said the cost of adapting the wider environmental impact of the products they buy, and
in the early days of pandemic meant that its pre-tax losses for the brands are starting to follow suit.”
previous full-year – to the end of March 2020 – were likely to be Uncertainty still surrounds the exact nature of the UK’s future
higher than it had previously expected. relationship with the EU. The UK left the European Union on
January 31 2020, but the terms of the future trading relationship
Continuing challenges between the two are yet to be settled. If no deal can be agreed
As retailers move beyond the Covid-19 pandemic, many are between them then the two would theoretically trade on World
now looking to do so in a more environmentally friendly and Trade Organisation terms – including a complex schedule of tariffs.
sustainable way, following a year of environmental activism While the UK has already published its schedule of the tariffs that
featuring key figures including Greta Thunberg and the Extinction would apply to imports, the tariffs applying to exports would
Rebellion protests. Brands of all sizes are taking action, with steps depend on those set by other countries and trading areas.
ranging from reducing the amount of plastic in packaging to using Cross-border trade is likely to become more complex for those
sustainable delivery methods. They’re doing so in response to a selling into and out of the UK – Europe’s largest ecommerce
plethora of research suggesting that sustainability is a key issue market. Until 2021, retailers do not pay tariffs to export or buy from
for shoppers, especially younger ones. To pick out just one, a the 31 countries of the European Economic Area plus Switzerland.
January 2020 report from Conversity questioned 1,000 shoppers It is possible, although currently looking unlikely, that a deal will
and found that shoppers of all ages were likely to prefer to buy be agreed that will simplify future tariffs.
© 2020 retailx.net, distributed by InternetRetailing.net June 2020 7
THE RETAILX GROWTH 3000 2020
These are the European retailers and brands that follow the RetailX Europe Top500, measured by size
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MILITARIA LARGEST 250 FRUUGO PRETTYLITTLETHING ATLAS FOR MEN DRUCKERZUBEHOER.AT KOŠÍK.CZ
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8 June 2020 © 2020 retailx.net, distributed by InternetRetailing.net
THE RETAILX GROWTH 3000 2020
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© 2020 retailx.net, distributed by InternetRetailing.net June 2020 9
THE RETAILX GROWTH 3000 2020
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14 June 2020 © 2020 retailx.net, distributed by InternetRetailing.netTHE RETAILX GROWTH 3000 2020
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© 2020 retailx.net, distributed by InternetRetailing.net June 2020 15ABOUT THE GROWTH 3000
Figure 1. Delivery coverage of the Growth 3000
This chart shows the number of Growth 3000 retailers that advertise delivery options to a country
IS
NO SE FI
EE
IE GB DK LT LV
BE NL DE PL
FR LU CH CZ SK
PT ES LI AT HU RO
IT SI HR BG
GR
MT CY
1,300
Some 36% of the Growth 3000 advertise delivery to every country within the single market (the EEA plus Switzerland and, until January 2021, the UK). The single market means
retailers don’t face significant tariff or regulatory barriers to trading in any other member state. Most of the Growth 3000, however, are selective with where they will offer delivery,
and only between 1,200 and 1,300 of the Growth 3000 offer delivery to most countries within the single market
Source: RetailX RetailX 2020
Figure 2. Category analysis of the Growth 3000 Figure 3. Business types represented
This shows the number of retailers in categories organised by product Brands, defined as retailers that primarily sell their own products,
types sold. The total exceeds 3,000 because some brands sell across and marketplaces, defined as platforms that host sellers, operate
multiple categories. The analysis indicates the prevalence of a given different business models
category of products within the Growth 3000 from the consumer’s
perspective
Fashion accessories 765
Clothing: Fashion 736
Footwear: Fashion 616
Consumer electronics 514
Homeware 480
Clothing: Sports and leisure 455
Footwear: Sports and leisure 409
Sports and outdoor equipment 314 48.6% 47.4%
47.4%Brands
Brands
48.6% Retailers
Retailers
Jewellery 310
Home and industrial appliances 272
Cosmetics 249
Trade tools and equipment and DIY 214
Children's toys and accessories 187
Stationery and craft 187
Books 167
Health 148
Music, film, TV 127
Drink 93
4.0%
4.0% Marketplaces
Marketplaces
Garden 93
Grocery 83
Automotive goods 77
Software 70
The Growth 3000 is evenly split into two categories: brands and regular retailers. There
Growth 3000 retailers are more likely to sell fashion products than anything else. are also 119 marketplaces. Note: A marketplace must be the merchant of record to
Two thirds (70%) of the Growth 3000 retailers sell across multiple categories be included as a retailer within the Growth 3000 Index.
Source: RetailX RetailX 2020 Source: RetailX RetailX 2020
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