C2C e-commerce

From a fad to a major

phenomenon
The full report is available to members of the Finnish
Commerce Federation in the members section of the
Kauppa.fi website.

24 Nov 2015 Jaana Kurjenoja

 Contents

Background and definitions 3

C2C commerce as a phenomenon 8

C2C e-commerce in goods 20142015 23

Primary C2C e-commerce platform used by the consumer 32

Consumers comments on their experiences with C2C e-commerce 46

Goods bought from businesses purchases from online stores 49

and satisfaction with them

24 Nov 2015 Jaana Kurjenoja

Background and
definitions
Background: research collaboration with the
University of Tampere

The decision to focus on C2C e-commerce as a research topic grew

from the need among B2C retailers to know more about commerce
between consumers on the Internet. Businesses also aim to find
business opportunities in C2C commerce.
The C2C e-commerce survey is part of the research collaboration
between the University of Tampere and the Finnish Commerce
Federation.
The Finnish Commerce Federations interface with businesses identifies
subjects of interest to businesses, which are then studied. Professor
Hannu Saarijrvi will participate in the research design as well as the
design of the questionnaires that are potentially needed for the surveys.
Based on the collected data, the Finnish Commerce Federation will
produce an initial report on the subject. The report and the collected data
will subsequently be handed over to Professor Saarijrvi for the purpose of
academic research and instruction.
The Finnish Commerce Federations member companies will receive the
survey produced by the Finnish Commerce Federation as members
information. Research articles and other publications subsequently
produced on the subject by Professor Saarijrvi and his research unit will
also be made available to members.

24 Nov 2015 Jaana Kurjenoja

 Background: Consumer survey on C2C e-
commerce
TNS Gallup collected the consumer survey data in October 2015 using
an online-assisted GallupForum respondent panel.
The sample consists of 4,568 Internet users aged 1579 who reside in
mainland Finland.
Of the sample, 2,888 respondents passed the filtering question of whether
they have ever engaged in C2C e-commerce.
The estimates on the number of Finns who have engaged in C2C e-
commerce and the total value of C2C e-commerce are based on the
number of Internet users in Finland, which is 3,851,000. This figure is
taken from TNS Gallups NetTrack 2015 survey, which used telephone
interviews to estimate the number of people who use the Internet on a
monthly basis.
The questionnaire was produced in collaboration between Professor
Hannu Saarijrvi (University of Tampere), Senior Insight Manager Nina
Frosterus (TNS Gallup) and Chief Economist Jaana Kurjenoja (Finnish
Finnish Commerce Federation).

24 Nov 2015 Jaana Kurjenoja

 Definitions
C2C commerce: commerce between private individuals that is not
subject to VAT.
C2C e-commerce: C2C commerce on the Internet.
C2C online marketplaces: Internet-based platforms for trading between
private individuals that do not themselves act as sellers of goods or
services.
C2C on social media: C2C commerce via social media, such as online
flea markets on Facebook.
Has made C2C e-commerce purchases: has bought or rented goods or
services as a private individual from other private individuals.
Has made C2C e-commerce sales: has sold or rented out goods or
services as a private individual to other private individuals.

24 Nov 2015 Jaana Kurjenoja

 Products and services included in the study
Books and school books.
Clothing and shoes (not childrens), accessories and bags.
Childrens clothing and shoes, toys and childrens goods (including
prams, car seats, childrens furniture, etc.)
Entertainment electronics, information technology, telephones, large
and small household appliances.
Furniture, rugs, lighting fixtures, art, textiles and other interior decoration
goods.
Kitchenware, tableware, etc.
Outdoor and garden products (outdoor furniture, outdoor hot tubs,
garden machinery, plants, etc.)
Construction, renovation and home improvement products and tools.
Sporting goods (including bicycles, golf, outdoor recreation, hiking, etc.)
Goods related to hobbies (e.g. musical instruments, crafts, fishing,
hunting, photography, collectibles).
Tickets (concerts, sporting events, etc.)
Cars, motor vehicles, boats, boating and related equipment.
Homes, holiday homes, summer cottages, plots of land, garages,
storage units (including the rental of all of these).
Buying or selling services, such as help with moving or maintenance,
Father Christmas services, transport services, babysitting.

24 Nov 2015 Jaana Kurjenoja

Examples of the
results
The full report is available to members of
the Finnish Commerce Federation in the
members section of the Kauppa.fi website.
 Huuto.net and Tori.fi were the most frequently
used C2C e-commerce platforms
% of the respondents who have previously engaged in C2C e-commerce, N = 2,888

Huuto.net 38 50
Tori.fi 45 50
Facebook group 21
22
Nettiauto.com / Nettimoto.com 1416
Keltainenporssi.fi 910
Booky.fi / Omakauppa 2 4
Oikotie.fi 34
School/workplace/sport club 33
35 Bought
Autotalli.com
Etuovi.com 34 Put up for sale
Nettimarkkina.com 33
Nettivene.com 22
MyyJaOsta.com 12
Kirjakirpputori.fi 11
Other 34
None of the above 19
18
0 10 20 30 40 50 60
24 Nov 2015 Jaana Kurjenoja
 Airbnb and Uber are still rarely used in Finland
% of the respondents who have previously engaged in C2C e-commerce, N = 2,888

4
Airbnb (accommodation outside Finland)
1
Purchased the
3 service/rented
Airbnb (accommodation in Finland)
1 Offered the service/put up
for rent
1
Uber* (bought or sold the service)

92
None of the above
97

0 20 40 60 80 100 120
*Note! Uncertainty due to the small number of respondents.

People under 35 years of age account for approximately 80 per cent of Uber
users and 70 per cent of Airbnb users in Finland.
24 Nov 2015 Jaana Kurjenoja
 The majority of the respondents indicated that
Tori.fi is their primary C2C e-commerce platform
% of the respondents who have previously engaged in C2C e-commerce, N = 2,888

Tori.fi 40
Huuto.net 23
Facebook group 13
Nettiauto.com / Nettimoto.com 3
Keltainenporssi.fi 1
Oikotie.fi 1
Nettimarkkina.com 0
Booky.fi / Omakauppa 0
Etuovi.com 0
Autotalli.com 0
School/workplace/sport club online 0
Kirjakirpputori.fi 0
MyyJaOsta.com 0
Nettivene.com 0
Other 2
None / Cant say 14
0 10 20 30 40 50
24 Nov 2015 Jaana Kurjenoja
 Statement: I save money
Distribution of responses for the C2C e-commerce platforms indicated by the
respondents as their primary platforms, %
5 Skaala 5 - 1 1 KA

Facebook group 48 42 8 2 4,4

Tori.fi 38 48 12 21 4,2

Huuto.net 40 42 14 21 4,2

Keltainenporssi.fi 32 49 20 4,1

Oikotie.fi 39 41 7 5 8 4,0

Nettiauto.com / Nettimoto.com 24 51 15 9 1 3,9

Agree completely Agree somewhat

Neither agree nor disagree Disagree somewhat
Disagree completely

24 Nov 2015 Jaana Kurjenoja