Analytical paper on the economic scale and growth of the collaborative economy (1)

www.pwc.co.uk
This document has been prepared only for the European Commission (DG GROW) and solely for the purpose and on
the terms agreed with the European Commission (DG GROW) in our agreement dated 19/02/2016. We accept no liability
(including for negligence) to anyone else in connection with this document.
Assessing the size
and presence of the
collaborative
economy in
Europe
April 2016
Authors: Robert
Vaughan and
Raphael Daverio,
PwC UK

2
Table of contents
Executive Summary 3
Introduction 4
The scope of our work 4
PwC’s background work in the collaborative economy 4
Market sizing assessment 5
Methodology 5
Key Findings 6
Country-level analysis 8
Overview 8
Origin of collaborative economy companies 8
Participation in the collaborative economy 9
Case Studies 16
Overview 16
Airbnb (Peer-to-peer accommodation) 17
Blablacar (Peer-to-peer transportation) 18
ShareYourMeal (On-demand household services) 18
Hopwork (On-demand professional services) 20
Funding Circle (Collaborative finance) 20
Conclusion and next steps 22
Appendix 23
Defining the five key collaborative economy sectors 23
List of collaborative economy companies 25

3
Executive Summary
We have been asked by DG GROW to assess the size and presence of the collaborative economy in Europe. For
the purposes of this exercise we assessed five key sectors of the collaborative economy that facilitate transactions
through an online platform1:
 Peer-to-peer accommodation: households sharing access to unused space in their home or renting
out a holiday home to travellers
 Peer-to-peer transportation: individuals sharing a ride, car or parking space with others
 On-demand household services: freelancer marketplaces enabling households to access on-demand
support with household tasks such as food delivery and DIY
 On demand professional services: freelancer marketplaces enabling businesses to access on-
demand support with skills such as administration, consultancy and accountancy
 Collaborative finance: individuals and businesses who invest, lend and borrow directly between each
other, such as crowd-funding and peer-to-peer lending
We estimate these five key sectors of the collaborative economy generated revenues of nearly
€4bn and facilitated €28bn of transactions within Europe in 2015. Our findings show that growth in
both revenues and transaction values has accelerated since 2013 – at a pace which has significantly exceeded our
expectations from our 2014 global study2. We estimate that last year, these platforms doubled their revenues in
Europe.
We find a thriving collaborative economy start-up scene across Europe – and estimate that at least 275
collaborative economy platforms have been founded in the region to date3. We also find evidence for a
relatively small – but quickly growing – participation in the collaborative economy across European consumers,
as both users and providers. Finally, we describe some of the key movements in the policy and regulatory
landscape affecting the collaborative economy across member states. Our high-level review highlights
how significant differences have opened up in the regulatory framework applied to collaborative economy
enterprises across Europe. A wide spectrum of regulatory and tax policies has emerged, accompanied by varying
levels of application and enforcement.
Overall, our findings strengthen our point of view that the collaborative economy has now
become a deep socio-economic trend that is fundamentally changing the way we live our lives.
From freelancing platforms changing the way we work to food-sharing platforms changing the way we share and
connect in local communities, collaborative economy businesses are leading to new economic and social
interactions within member states and across Europe as a whole. While the rapid development of these platforms
should be considered as an economic opportunity for European economies to foster sustainable and more widely-
spread growth, it poses significant challenges for policy makers and regulators to keep up.
In developing this report, we hope to inform the development of a policy, regulatory and legislative environment
for the collaborative economy across Europe that balances the needs of consumers with regional
priorities for competitiveness, innovation and growth. However, developing such a framework will
require a much deeper understanding of national regulatory frameworks, measuring and monitoring the impact
of the different approaches that are employed and enhanced coordination and knowledge sharing at a regional
level. It will also require much greater collaboration – both between member states – and between policy makers
and collaborative economy platforms.
1 We set out a full definition of the five collaborative economy sectors we assessed in Appendix A.
2 PwC UK, (2014). The sharing economy - Sizing the revenue opportunity. [online] pwc.co.uk. Available at:
http://www.pwc.co.uk/issues/megatrends/collisions/sharingeconomy/the-sharing-economy-sizing-the-revenue-opportunity.html
3 Our assessment of European start-ups covered nine member states: France, Belgium, Germany, UK, Poland, Spain, Italy, Sweden, and the
Netherlands.

4
Introduction
The scope of our work
We have been engaged by the European Commission (DG GROW), pursuant to the purchase order dated
19/02/2016, to develop an Impulse Paper to assess the size and presence of the collaborative economy in the
European Union.
The scope of this assessment includes:
 An estimation of the size of five key collaborative economy sectors within the European Union;
 A summary of the market sizing methodology adopted;
 A qualitative indication across major member states of:
o The presence of the collaborative economy organisations;
o The relative adoption of the collaborative economy services; and
o The openness of the regulatory and policy environment.
 Case studies highlighting examples of collaborative economy enterprises within each of the five sectors
and their experiences of operating in Europe;
 A short conclusion summarizing the key findings and suggested next steps; and
 A supporting appendix that includes reference information pertinent to the understanding of our study.
PwC’s background work in the collaborative economy
We believe the collaborative economy is much more than just a passing fad. We see its growth across the globe as
the result of several ‘megatrends’, powered by rapidly evolving digital technologies, that are colliding to
fundamentally disrupt the value creation process. The platforms that are emerging have allowed consumers to
become producers and to connect together, disintermediating many traditional organisations in the process.
Many collaborative models have now become established in the marketplace – becoming the ‘default’ mode of
choice for some cohorts in society.
for the collaborative economy across Europe that balances the needs of consumers with regional priorities for
competitiveness, innovation and growth.
This work builds on the extensive research we have conducted in the area of the collaborative economy across
our global network, including:
 Sizing the revenue opportunity: PwC research shows that by 2025, five prominent collaborative
economy sectors could generate global revenues of $335bn.4
 Obstacles and policy recommendations: As part of the Business Innovation Observatory
programme, the European Commission appointed PwC to research the obstacles to growth in the
collaborative economy in Europe. We found that regulations that are suitable to facilitate B2B or B2C
transactions are not always applicable to the P2P market and there is the need to better tailor policy
frameworks for each sector.5
 Consumer intelligence: PwC conducted an in-depth survey of US consumers to assess their
awareness, perspectives and pre-conceptions of the collaborative economy. We found that over half of
US consumers were aware of the trend and one in five have engaged in a collaborative economy
transaction.6
5 PwC Netherlands & PwC Luxembourg, (2013). Accessibility Based Business Models for Peer-to-Peer Markets. [online] ec.europa.eu.
Available at http://ec.europa.eu/growth/industry/innovation/business-innovation-observatory/files/case-studies/12-she-accessibility-
based-business-models-for-peer-to-peer-markets_en.pdf
6 PwC US, (2015). Consumer Intelligence Series – the Sharing Economy. [online] pwc.com. Available at:
https://www.pwc.com/us/en/technology/publications/assets/pwc-consumer-intelligence-series-the-sharing-economy.pdf

5
Market sizing assessment
Methodology
We undertook a quantitative research exercise to assess the market size of the collaborative economy in five key
sectors: peer-to-peer accommodation, peer-to-peer transportation, on-demand household services, on-demand
professional services and collaborative finance. We set out the steps in the methodology that we employed below:
Defining the sectors and objectives:
 We identified a set of five of the largest collaborative economy sectors and agreed the coverage of each sector
with DG GROW.
 Within each of the five sectors, we split the market into various sub-sectors. For example, for the collaborative
finance sector, we identified four sub-sectors: rewards-based crowdfunding, equity crowdfunding, peer-to-
peer lending and investor-to-SME lending.7
 We identified two key output variables from our market sizing exercise; (1) the revenues generated by
platforms offering collaborative economy services and (2) the total value of transactions that flow through
these platforms.
Collecting the historic data:
 For each sector and sub-sector, we conducted a desk-based review of existing market, sector and company
data at a national, regional and global level over the period 2013-2015.
 We systematically scanned a wide range of secondary data sources, including: investor reports, statistical
databases, publically-available company financial information, newspaper articles, reported statements from
collaborative economy companies, perspectives of industry experts, broker reports, industry association
reports as well as data provided by PwC subject matter experts in areas such as hospitality and financial
services.
 The data we collected pertained to a wide range of performance and commercial metrics, including; platform
and user revenues, transaction volumes, user base figures, growth rates, market shares, market penetration
and pricing structures.
Triangulating and translating the data:
 For each sub-sector, we conducted a data translation and triangulation exercise to form an estimate of the
two key output variables for the European market in 2013-2015.
 Our approach was defined by the three analytical steps sets out below:
Translating the data to reflect our definition of the collaborative economy sub-sector
- The analytical techniques we employed depended on the nature and granularity of the data we had
available to us.
- For example, where we found sub-sector level revenue data that included categories we did not
incorporate in our collaborative economy definition, we excluded these elements from our estimate.
- Most often, however, data was not available at a sub-sector level and we were only able to access
enterprise-level data for a major player (or players).
- We were sometimes able to collect enterprise-level revenue data directly. However, in many instances
we developed a “bottom-up” revenue estimate. We developed these estimates by combining pricing
information with estimates for the number of providers and users, both of which we evidenced and
benchmarked through our market research findings.
- Once we arrived at a robust enterprise-level revenue estimate for the selected enterprise(s), we
translated these into the sub-sector level estimations by applying market share assumptions derived
from market research findings.
Translating the sub-sector sizing estimate to the European market
- The above step was conducted at different geographic definitions dependent on the data we had
available. We translated this to the European market by “scaling up” or “scaling down” the estimates
7 A full definition of each of the sectors we assessed and the sub-sectors we identified can be found in Appendix A.

6
based on assumptions on regional penetration of major market players and collaborative economy
services in general, that were informed and evidenced in our market research findings.
- Any currency conversions that were required were conducted based on average exchange rates observed
over the annual period.
Translating between revenue and transaction value estimates
- Where were unable to collect transaction value estimates directly, we estimated these by applying known
pricing and commission information for major players to the revenue estimates we developed.
Validating the data
 During the steps outlined above for each sub-sector, we used qualitative and quantitative sense-checks
throughout to validate our approach. These included:
- Testing our findings with PwC subject matter experts in the applicable industry sectors
- Assessing our enterprise-level revenue estimations against reported company valuations by applying
enterprise value to revenue multiples that we benchmarked from the public equity markets.
 We then aggregated each sub-sector estimate to arrive at a central estimate for each collaborative economy
sector.
 At this point, we employed two more sense checks:
- We assessed our findings against the outcomes of our 2014 global study, alongside other collaborative
economy-related work PwC conducted in the interim.
- We assessed our findings against revenue and economic statistics reported for the respective
overarching sector that the collaborative economy sector operates in and/or competes with (for example,
hotel accommodation revenues for the peer-to-peer accommodation sector). We validated the relative
proportions with PwC subject matter experts.
Key Findings
The key findings from our market sizing assessment are described below:
 Overall, we estimate that platforms in five key sectors of the collaborative economy generated revenues of
nearly €4bn in Europe in 2015 and facilitated around €28bn of transactions.
 Figures 1 and 2 highlight the breakdown between the five collaborative sectors we have assessed. We find
that the largest collaborative economy sector by revenue is the peer-to-peer transportation sector, which
includes ride-sharing, car sharing networks and driveway sharing models. However, we find that the largest
sector by total transaction value is the peer-to-peer accommodation sector, which includes peer-to-peer
rental platforms and vacation rental platforms, as well as home swapping platforms.
 Figure 3 highlights the rate of growth of the collaborative economy over the last few years. We estimate that
growth in both revenues and transaction values has been very strong since 2013, and accelerated in 2015,
as large platforms invested significantly in expanding their European operations. We estimate that
European revenues generated by these platforms almost doubled last year.
 We estimate that peer-to-peer transportation, collaborative finance and on-demand household services
expanded revenues by several multiples in 2015. The fastest growing sector was on-demand household
services, particularly driven by the growing popularity of freelancer platforms and crowdsourced networks
offering services such as ready-made food delivery or DIY tasks.
 On average, over 85% of the value of transactions facilitated by collaborative economy platforms is received
by the provider rather than the platform. The revenue models that platforms deploy vary significantly
between and even within sectors. Most adopt a fixed or variable commission-based approach, with
commissions charged ranging from 1-2% within peer-to-peer lending, to up to 20% for ride-sharing
services.
 We are not able to make direct comparisons to our 2014 global study. This study focused on a different
timescale, drew on a different set of sectoral definitions and involved different levels of data availability.
However, we view the overall size of the collaborative economy indicated here as consistent with the order
of magnitude identified in as our previous assessment. In addition, the growth of the collaborative economy
has significantly exceeded our expectations since 2013.

7
Figure 1: Revenues and transaction values facilitated by collaborative economy platforms in
Europe (€m, 2015)
Sector Revenue 2015 (m) Value 2015 (m)
P2P Accommodation € 1,150 € 15,100
P2P Transportation € 1,650 € 5,100
On-demand household services € 450 € 1,950
On-demand professional services € 100 € 750
Collaborative Finance € 250 € 5,200
Total € 3,600 € 28,100
Source: PwC analysis. Note: Figures may not sum due to rounding.
Europe (% of total, 2015)
Source: PwC analysis
Europe (Growth, 2013-2015)
Source: PwC analysis
54%
18%
7%
3%
18%
Value of transactions
32%
47%
12%
2%
7%
Platform revenues P2P Accommodation
P2P Transportation
On-demand household
services
On-demand professional
services
Collaborative Finance
€10.2bn
€15.9bn
€28.1bn
2013 2014 2015
Value of transactions growth
+56%
+77%
€1.0bn
€1.8bn
€3.6bn
2013 2014 2015
Platform revenue growth
+80%
+97%

8
Country-level analysis
Overview
We have assessed three dimensions that define the relative presence of collaborative economy platforms across
major European member states:
 The country of origin of collaborative economy platforms;
 The relative level of participation of the domestic population in the collaborative economy; and
 The openness of the regulatory and policy environment towards collaborative economy organisations.
Origin of collaborative economy organisations
We estimate that over 275 collaborative economy organisations have now been founded across nine major
European member states.8 Our findings show that the UK and France have led the way with over 50 collaborative
economy organisations founded. Germany, Spain and the Netherlands each contributed over 25 collaborative
economy organisations, while less than 25 collaborative economy organisations were established in Sweden,
Italy, Poland and Belgium.
Figure 4, below, highlights examples of collaborative economy platforms that were founded in the nine member
states we assessed.
Figure 4: Number of collaborative economy companies by country of origin
Source: PwC analysis of multiple sources
8 Appendix B sets out each European-born collaborative economy company we identified in our review
Company logo
> 50
Number of companies
founded
> 25
< 25

9
Participation in the collaborative economy
Participation within Europe
The evidence points to a relatively small – but growing – participation in the collaborative economy in Europe.
ING’s July 2015 study9 is potentially the most comprehensive investigation to date of European consumer’s
participation in the collaborative economy. The findings from the study were:
 Around one third of European consumers have heard of the collaborative economy;
 Around 5% of European consumers have declared having participated in the collaborative economy in
the past year;
 Participation is highest amongst younger generations (under 35) and well-educated;
 On average, a third of European consumers think their participation in the collaborative economy will
increase over the next 12 months;
 Cars were the most shared item, but holiday accommodation should overtake cars over the next year;
 The majority of sharers in Europe made €1,000 or less (the median of earnings for sharers in Europe was
found to be around €300);
Figure 5 highlights the rates of participation in the collaborative economy across European member states. ING
found the strongest awareness and adoption in Southern European member states of Spain and Italy, at roughly
three times the participation rate seen in some of the Northern European member states such as Germany and
Austria.
Figure 6 highlights that cost saving considerations are the main factor influencing participation in the
collaborative economy across member states – nearly 6 in 10 European consumers who have participated in the
collaborative economy did so to save money, compared to around 4 in 10 who did so for community purposes.
Cost saving motivations were particularly important to consumers in Southern European countries such as Spain
and Italy, who have both seen high unemployment levels and weak economic performance since the global
financial crisis.
Participation relative to other regions
In general, the evidence also points to weaker participation in the collaborative economy in Europe compared to
other regions. ING’s study found that over 9% of US consumers have already participated in the collaborative
economy – a participation rate nearly double Europe’s. Furthermore, a Nielsen report finds that willingness to
share assets with others is significantly higher in developing regions (Asia-Pacific: 78%; Latin America: 70%)
than developed regions (Europe: 54%; North America: 53%)10.
We note that the survey findings described here are sensitive to the definitions of the sharing/collaborative
economy employed, and to the cultural differences in the interpretation of these terms. For example, PwC’s own
research points to wider participation in the collaborative economy than indicated by the ING analysis. In a
December 2014 study, PwC US found that 44% of the US adult population were familiar with the sharing
economy, with 19% having engaged in a sharing economy transaction3. In addition, separate ING studies
conducted at a national level in both Belgium and the Netherlands report, in which surveyors gave examples of
collaborative economy businesses to interviewees, point to stronger participation rates for consumers in both
countries. The percentage of people declaring they have participated in the sharing economy in the past year
increased from 2% to 8.5% in Belgium11 and from 5% to 8% in the Netherlands12.
9 ING International (2015). The European sharing economy set to grow by a third in the next 12 months. [online] ING.com. Available at:
http://www.ing.com/Newsroom/All-news/European-sharing-economy-to-grow-by-a-third-in-the-next-12-months.htm.
10 Nielsen (2014). Global share community report: Is sharing the new buying?. [online] Nielsen.com. Available at:
http://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2014/Nielsen-Global-Share-Community-Report.pdf
11 ING International (2015). Deeleconomie kent groot groeipotentieel in België [online] ing.be. Available at: https://about.ing.be/Over-
ING/Press-room/Press-article/Deeleconomie-kent-groot-groeipotentieel-in-Belgie-2.htm
12 ING International (2015) Ruim half miljoen huishoudens doen mee aan de deeleconomie. [online] ing.nl. Available at:
https://www.ing.nl/media/Deeleconomie%20in%20kaart_tcm162-87219.pdf

10
Figure 7 highlights further evidence of the presence of different collaborative economy models across a selection
of member states, based on our review of a range of secondary information sources.
Figure 5: Participation in the collaborative economy in Europe in 2015
Source: ING International Survey “The Sharing Economy 2015” (July 2015)
Figure 6: Factors influencing participation in the collaborative economy in Europe in 2015
Source: ING International Survey “The Sharing Economy 2015” (July 2015).
5%
2%
2%
2%
2%
3%
3%
3%
4%
5%
5%
5%
6%
27%
17%
18%
20%
22%
21%
23%
25%
23%
24%
26%
33%
31%
European Consumer
Austria
Germany
Czech Republic
Belgium
Luxembourg
Romania
Poland
France
United Kingdom
Netherlands
Italy
Spain
Yes, and I have participated in it Yes, but I have not participated in it
64%
64%
63%
61%
57%
57%
55%
49%
49%
49%
48%
48%
58%
62%
54%
54%
60%
54%
49%
55%
49%
44%
42%
49%
43%
53%
57%
57%
59%
49%
45%
52%
39%
33%
34%
44%
39%
43%
52%
58%
48%
59%
48%
41%
40%
43%
34%
29%
43%
36%
35%
47%
Italy
Spain
Poland
Austria
Germany
France
Luxembourg
Netherlands
Czech Republic
Romania
Belgium
United Kingdom
European Consumer
It saves money An easy way to make extra money
It is good for the environment It helps build communities

11
13 Opinion Way (2015). Eco-scope July 2015 survey for Axys Consultants. [online] opinion-way.com. Available at: http://www.opinion-
way.com/pdf/sondage_opinionway_pour_axys_consultants_-_le_figaro_-_bfm_business_-_ecoscope_-_vague_9_-_juillet_2015.pdf
14 Frost & Sullivan (2015). Global Overview of North American and P2P carsharing market. Frost & Sullivan reports.
15 Index Ventures (2015) Drivy acquires Buzzcar and raises €8M. [online] indexventures.com. Available at:
https://indexventures.com/news-room/news/europe%E2%80%99s-largest-peer-to-peer-car-rental-service-drivy-acquires-buzzcar-and-
raises-
16 Dagnaud, Monique (2015). L’economie collaborative, la confiance a tous les etages. [online] telos-eu.com. Available at:
http://www.telos-eu.com/fr/societe/entreprise/leconomie-collaborative-ou-la-confiance-a-tous-les.html
17 Schiel, Fanny (2015). The Phenomenon of the Sharing Economy in Germany: Consumer Motivations for Participating in Collaborative
Consumption Schemes. Available at http://essay.utwente.nl/68106/1/Schiel_MA_MB.pdf
18 Wardrop Robert, Zhang Bryan, Rau Raghavendra and Gray, Mia. (2015) Moving Mainstream, The European Alternative Finance
Benchmarking Report. [online] ec.europa.eu. Available at: http://ec.europa.eu/finance/general-policy/docs/crowdfunding/150304-
presentations-ecsf_en.pdf
19 Frost & Sullivan (2014) Strategic insight in global carsharing market. Frost & Sullivan Reports.
20 Leighton,Patricia (2014) Future Working: The Rise of Europe’s Independent Professionals (iPros). EFIP.
Figure 7: Adoption of the collaborative economy across member states
Belgium  Overall, in 2015, 8.5% of Belgians declared having exchanged or shared a service or an asset in exchange for
money. The level of participation in the collaborative economy rises to as high as 16% in Brussels.13
 ING estimated that the most popular sector is the peer-to-peer accommodation sector, with over 4,900 listings
in Brussels alone.
 Alternative finance is still underdeveloped compared to other member states: Belgium ranked 13th out of 16 in
alternative finance volume per capita in 2014, roughly the same adoption as the Czech Republic and Slovakia.
France  OpinionWay & Axis Consultants estimated that 22% of French people reported participating in the collaborative
economy13.
 Paris is Airbnb’s top city by revenue despite the platform only entering the city in 2012. Globally, France is
Airbnb’s second biggest market3. Paris is Uber’s second city by revenue in Europe.
 France is the European leader in peer-to-peer carsharing, with an estimated 800,000 members14. Car schemes
such as Autolib are world-leading examples of the B2C model and P2P platforms such as Drivy claim 500,000
users in France alone15.
 French consumers report high awareness of collaborative economy businesses: 41% of them report knowing
Blablacar and 20% report knowing Airbnb16.
 The volume of collaborative finance transactions is growing at an average growth rate of 167% and reached
€154m in 2014, ranking France as second place in Europe in 20146.
Germany  The strongest motivations for Germans participating in the collaborative economy are savings, convenience as
well as enjoyment and environmental consciousness17.
 Germany is the #2 European country for peer-to-peer carsharing, with an estimated 140,000+ members4.
 Participation in alternative finance has grown by 113% in 2014 to reach €140m (in terms of volume of
transactions), ranking Germany as the third highest European country in 201418.
Italy  Carsharing schemes are popular in Italy: networks such as car2go (Rome), Enjoy (Milan, Turin, Rome, Florence)
accounted for an estimated 130,000 members in 201319.
 IPSE estimated that the number of ‘iPros’ (freelancers only active online) only increased by 12% between 2004
and 2013 –less than for the European average of 45% and significantly less than the Netherland’s 93% increase20.
 Alternative finance is not very widespread in Italy, with a total volume of 8.2m euros in 2014, falling behind other
smaller member states such as Estonia and Finland.
Netherlands  Overall, in 2014, ING estimated that 550,000 Dutch households (c.8% of the total) participated in the
collaborative economy as either a provider and/or customer. Interestingly, more Dutch households would be
ready to participate as providers rather than users (1/3 vs. 1/4).
 ING findings show that users are generally young, educated and are motivated by financial considerations while
service providers have more idealistic, environmental considerations. ING also estimates that home sharing &
P2P accommodation rentals account for roughly half of total collaborative economy revenues in the country.

12
21 The Ostelea Business School of Tourism & Hospitality (2015) Collaborative tourism 2015. OBSTH.
22 Fellander, Ingram, Teigland (2015). Sharing Economy – Embracing Change with Caution. [online] entreprenorskapsforum.se.
Available at: http://entreprenorskapsforum.se/wp-content/uploads/2015/06/Sharing-Economy_webb.pdf
23 Elance (2014). Gen Y and the gigging economy - The transformation of UK graduate career aspirations and what this means for
businesses. [online] csd.org.uk. Available at: https://www.csd.org.uk/content/uploads/2015/07/gen-y-and-the-gigging-economy.pdf
24 Nesta, Ernst&Young, the University of Cambridge (2016) Pushing Boundaries: the 2015 UK alternative finance industry report. [online]
Nesta.org.uk. Available at: https://www.nesta.org.uk/sites/default/files/pushing_boundaries_0.pdf
25 PwC (2015) Growth is in the air – UK hotels forecast 2016. [online] pwc.co.uk. Available at: https://www.pwc.co.uk/assets/pdf/uk-
hotels-forecast-2016.pdf
 Carsharing is a relatively nascent market in the Netherlands, but shows great promise, with around 100,000
members in peer-to-peer carsharing schemes5.
 Collaborative finance is increasingly popular in the Netherlands. It is the fourth largest European market in
terms of alternative finance transaction volumes per capita. In 2014, transactions grew by 59% to 78m euros9.
Poland  Overall, a survey by PwC Poland showed that 40% of the population have heard about the collaborative economy,
while 26% have used collaborative economy services.
 54% of sharing economy service users in Poland claim that the main advantage of using collaborative economy
services is price considerations.
 PwC Poland estimates that the total supply of peer-to-peer accommodation accounted for around 10% of the
total accommodation capacity in Poland.
Spain  P2P accommodation rentals are extremely popular and make up an estimated 25% of the total supply of rooms
in Spain, and almost 50% of the capacity in urban tourist centres. In four major cities, P2P rental platforms offer
greater capacity than ‘traditional’ accommodation providers21 .
 The top 3 peer-to-peer accommodation market players account for 65% of the market: Airbnb with 27%, followed
by HomeAway with 24% and Niumba with 14% 9.
 Alternative finance platforms are increasingly perceived as an alternative to banks. This has driven growth in
transaction volumes on these platforms (+152% in 2014 to €62m). This makes Spain the 6th largest alternative
finance market in Europe.8
Sweden  Swedish research revealed that 12% of the working-age population (around 737,000 people) were already
working in the "gig" economy and 24% were trying to find work this way. The largest online-only freelance
platform, eWork, claims over 5,000 freelancers.
 Joseph Michael, Business Development Manager for the Stockholm Region, says that the main drivers of the
collaborative economy in Sweden are its world-leading broadband infrastructure which has led to widespread
tech and mobile adoption, as well as the environmental consciousness of Swedes.
 While all major international players have not expanded to Sweden yet, many players have grown locally. For
instance, ridesharing companies have been developing since 2007, when Bilplats.se and Skjutsgruppen.nu
launched22.
 Furthermore, there are several examples of very successful non-profit collaborative economy initiatives in
Sweden. For instance the non-profit ridesharing website Skjutsgruppen.nu used crowdfunding to grow to over
40,000 users.
 Collaborative finance is very popular in Sweden: it is the third largest European market in terms of volume of
transactions per capita.
UK  Elance (now UpWork) found that freelancing or gigging is now seen as a highly attractive and lucrative career
option by 87% of students with first or second class degrees. This compares to 77% of those with lower class
degrees23.
 The UK is the uncontested European leader in alternative finance. It makes up approximately 75% of the
European alternative finance market, with over £3.3bn transaction volume in 201524.
 PwC’s analysis of the London hospitality market shows that there were 31,000 listings in the city in July 2015,
with the platform expanding room supply by several multiples in non-central boroughs. Overall in the UK, our
research shows that one in ten hoteliers have reported experiencing negative demand as a result of the platform’s
rise.25
 London is now Taskrabbit’s 3rd market in the world and its fastest growing city
Sources: PwC analysis of various sources

13
The regulatory and policy environment
While conducting a comprehensive assessment is outside the scope of this report, we have conducted initial
research to provide some commentary on the recent movements in the regulatory and policy environment
affecting the collaborative economy in a selection of major European member states. We complemented our
review with informal discussions with collaborative economy organisations and contributions from PwC subject
matter experts26.
Our high-level review highlights how significant differences have opened up in the regulatory framework applied
to collaborative economy enterprises across Europe. A wide spectrum of regulatory and tax policies has emerged,
accompanied by varying levels of application and enforcement.
The full findings are set out in Figure 8, below.
26 We note that the policy and regulatory landscape is defined by a complex combination of federal, state and city-level jurisdictions, which
are frequently being updated and applied in different ways, meaning it is not possible to formulate a comprehensive view without
significant further research. In addition, the regulatory environment must balance competing interests and outcomes and our qualitative
assessment below does not indicate that we view a very open environment towards collaborative economy platforms as the optimum
regulatory and policy mix on all occasions.

14
27 ‘Taxe de séjour’ in French
Figure 8: Recent changes in the regulatory and policy environment affecting collaborative
economy organisations in member states
Belgium
 As of January 2016, hosts renting their accommodation on P2P platforms in Brussels have to ask permission
from local authorities and co-owners of their building.
 Some collaborative economy businesses point out that the absence of a ‘micro-entrepreneur’ status in Belgium
would encourage more online freelance platforms to emerge.
 In the food sharing space, the public sector can have a rigid application of existing regulation. Nicolas Van
Rymenant, CEO of MenuNextDoor, stated that current tax regulations are not adapted to the collaborative
economy in Belgium. Other services such as ShareYourMeal point out the stringency of the food hygiene
standards that have been applied to home cooks.
 UberPOP has been banned in Brussels. UberX has not been banned but regulations require drivers to be
professionally licensed.
France
 Public agencies are adopting a proactive regulatory approach to regulate peer-to-peer rental platforms. In
October 2015, Airbnb started collecting ‘tourist tax’27 of €0.83 per room night.
 The creation of the ‘auto-entrepreneur’ status has encouraged freelance work in France. Furthermore, the
labour laws currently reviewed by legislative chambers would simplify the process of going from salaried
employment to freelance work.
 Reports have been published suggesting the creation of an automated tax system to calculate required income
tax payments over a certain threshold (cf. ‘Terrasse’ report, Report from Senate Commission)
 Ride-sharing platforms have been the subject of intense scrutiny from regulators in France. Drivers are now
obligated by law to return to their ‘garages’ after each journey. Consequently, Uber was recently (Jan 2016)
ordered to pay a €1.2m fine after a court upheld a complaint that Uber drivers were acting as taxis by waiting
for customers in the street. Uber executives were recently arrested over charges of ‘illicit activities’.
 The restaurateur’s union in France has urged the government to ban ‘meal-sharing’ websites, pointing out
potential hygiene and health issues as well as the absence of licenses to serve alcohol for such platforms.
Germany
 In 2014, Berlin banned regular short-term accommodation rentals in the most popular parts of the city
without prior permission from the authorities. The city has banned unregistered vacation rentals in the city,
citing a shortage of residential housing.
 Uber has stopped operations in three German cities citing a ‘difficult regulatory environment’. Drivers were
required to register as private rental car enterprise, which made the registration process too costly and lengthy
for many.
 In 2014, 58% of alternative finance platforms think the proposed regulations affecting their sector are
excessive and too strict, with only 13% thinking they are adequate. Lending platforms see the cap of €100,000
per loan that is applied to equity crowdfunding and P2P lending as holding back their business model.
Italy
 In May 2015, UberPop was banned for unfair competition practices following a ruling by the court of Milan.
Uber has appealed the case.
 CoContest, a crowdsourcing platform giving anyone the opportunity to crowdsource ideas from architects &
designers to refurbish an existing space, was recently criticized by 8 Italian MPs who asked the government
to shut down the platform.
 However, Italy has recently proposed a ‘sharing economy act’. This bill includes a clear definition of the
sharing economy and sharing economy platforms, requires all platforms to sign up to a sharing economy
registry and provide documents for the AGCM’s (competition authority) approval. Another key tenet is the
introduction of ‘fairer’ tax rates. Personal income from sharing economy platforms below €3k wouldn’t be
taxed, income under €10k will be taxed at a 10% rate, while revenues over €10k would be subject to the users
marginal tax rate. It is estimated that taxes paid would be reduced by 56.5% for people earning less than €10k.
Netherlands
 The government has recently reviewed its regulations and prioritising support for the collaborative economy
to grow. For instance, Minister Henk Kamp promised the emergence of technology-neutral regulations that
would ensure that no workers are disadvantaged because of their technological choice (e.g. taxi drivers could
replace their meters with applications like Uber’s).
 The city of Amsterdam signed an agreement with Airbnb which explicitly permits renting accommodation via
an online platform. In return, Airbnb has been collecting the applicable tourist tax since February 2015.
 Food-sharing companies such as ShareYourMeal can operate in the Netherlands as it is one of the only
member states to differentiate between commercial and non-commercial food activities.

15
 In December 2014, UberPop was banned because of ‘drivers transporting people for payment without a
license’. However, UberPOP has continued to operate despite the potential €100,000 fine for drivers who do
not comply.
Poland  The Polish Ministry of Development has announced it will be opposing any regulation that attempts to hamper
the development of the collaborative economy. It recently launched informal consultation with Polish
collaborative economy platforms to collect information on red-tape barriers hindering their development.
 Collaborative economy businesses active in Poland are creating an association for the sector.
 Some crowdfunding platforms point out at the need to regulate their business. The lack of clear guidelines on
how to apply tax law to crowdfunding and alternative finance in general is cited as a key issue for the users of
these platforms.
Spain  Peer-to-peer transportation platforms have been subject to regulatory pressure from local Spanish
authorities. Uber has been banned nationally in December 2014 and is now trying to re-enter the Spanish
market by only working with drivers who carry a valid professional VTC license (as required by all professional
drivers). In 2015, Blablacar was sued by bus companies that claimed that its drivers should be considered as
commercial enterprises (the case was defeated in the Spanish commercial court).
 P2P rental platforms are being regulated at a regional level – Catalonia was the first region to regulate short
term lets by setting a cap on maximum availability of apartments per year, requiring owners to register for
VAT with the city authority and providing evidence that nobody lives within the apartment.
 Alternative finance platforms are highly regulated. For instance, regulations limit the use of equity and debt
crowdfunding to a maximum of €2m per project when non-accredited investors are involved and €5m per
project when accredited investors are involved. In 2014, 74% of Alternative Finance platforms thought the
proposed or existing regulations in Spain were too excessive.
 In March 2016, the Spanish regulator (CNMC) published preliminary results from a study on the collaborative
economy that will recommend lifting all ‘unjustified barriers’ limiting the development of the collaborative
economy.
Sweden  In Alternative Finance, the regulatory environment is generally viewed as very positive and has stimulated
the creation of local Swedish firms. However, the policy environment is more positive towards rewards-based
crowdfunding, while the emerging regulations for P2P lending and equity crowdfunding were considered ‘too
strict’ by 38% of alternative finance platforms in 2014.
 Sweden’s ‘sole trader’ (‘Enskild firma’) status has proven to be a productive way for freelancers to initiate their
businesses with very little amount of paperwork. It acts as a stepping stone towards other forms of enterprises.
 In the ridesharing sector, there are some cases of resistance to collaborative economy businesses. Despite not
being banned in Sweden, UberPOP has seen a driver convicted for ‘driving taxi goers without permission and
without taxi legitimation’ in September 2015.
UK  The UK government has made the collaborative economy ‘a priority’ (Ed Vaizey) and aims to ‘make the UK a
global centre for the sharing economy’ (Matthew Hancock).
 In October 2015, after Transport for London brought a case to court to determine whether the fare calculation
system on Uber's app should be considered as a taximeter, the app was ruled as legal in London.
 After introduction of P2P lending and crowdfunding regulations by the FCA, 91% of Alternative Finance
platforms in the UK regard the existing regulation as ‘adequate and appropriate’.
 In 2015, the ‘Deregulation act’ relaxed planning permission rules in London for short-term lets. Previously,
owners were required to apply to the Local Planning Authority for planning permission.
 The March 2016 Budget introduced two £1,000 tax-free allowances for property and trading income for any
sole trader. This measure is billed as the “world’s first sharing economy tax break” by the sharing economy
sector and the Treasury estimates this could benefit more than 700,000 taxpayers. This move came in
addition to the extension of the “Rent a Room” tax allowance on the first£7,500 of rental income from a room
in a primary residence in 2015.
 In 2014, Eric Pickles (Communities Secretary) backed new government guidelines aimed at tackling parking
congestion in busy areas, encouraging driveway sharing businesses such as Justpark.
 UK sharing economy platforms established a new industry association (SEUK) in 2015 that aims to promote
and represent Sharing Economy businesses and facilitate trust between providers and customers.
 Innovate UK’s IC Tomorrow programme has launched a competition that will see six sharing economy
businesses awarded up to £30,000 each in categories such as ‘trust in the sharing economy’ and ‘new sectors
for the sharing economy’.
Source: PwC analysis of multiple sources

16
Case Studies
Overview
To highlight the practical experiences of collaborative economy business in Europe we present a case study for
each of the five collaborative economy sectors we assessed. These case studies describe the presence and growth
of the platform across Europe, the key drivers behind its adoption and its experience with the policy and
regulatory landscape that it has encountered. We validated our findings with informal discussions with
representatives of each platform.

17
1. Airbnb (Peer-to-peer accommodation)
Company logo Country of origin
Background:
Airbnb is an online peer-to-peer accommodation platform founded in 2008 in the US. It allows individuals to
rent their spare room or entire home to travellers looking for accommodation.
At present, Airbnb lists nearly 2 million properties in 191 countries worldwide. 60% of these are in Europe and
six of the platform’s top 10 global cities by revenue are European. Paris is Airbnb’s most popular city, with over
54,000 listings.
The motivation of Airbnb hosts is generally to generate extra income from their space (to allow them to support
themselves, their family, etc.) Guests using Airbnb are generally looking for an authentic travel experience, the
opportunity to live like a local and to save some extra money. Airbnb’s analysis suggests that guests tend to stay
longer in the country they are visiting and spend more than visitors staying at hotels.
Airbnb’s revenue model works by charging a flat commission from hosts and a small transaction fee to travellers.
Key drivers of growth:
The key drivers explaining the growth of the Airbnb platform across the European market include:
 The supply and price of traditional accommodation providers (e.g. listings are highest in non-central areas
of cities that are typically under-served by hoteliers, B&Bs and hostels);
 The prevalence of urban conurbations popular with international tourists;
 The cultural fit and openness of the population to extend their spare space to a guest;
 Digital infrastructure and literacy of the population (particularly level of trust attached to the peer review
mechanism);
 Positive word of mouth; and
 A conducive regulatory environment at a local, regional and national level, and extent of vocal support from
the government.
Experiences with the regulatory and policy framework:
Several member states have recently updated their legislative frameworks to incorporate the peer-to-peer
accommodation rental sector. As part of this process, some states have introduced restrictions to limit the total
amount of time the accommodation is available and/or prevent commercial enterprises from being active on the
platform (e.g. limiting multiple rentals etc.) France has recently updated its housing law to make it clear that
primary residences can be shared without authorization (larger cities can apply a permission system for
secondary properties). France has also amended legislation to allow online marketplaces to collect any applicable
‘tourist taxes’ on behalf of their users. Other countries have taken action to update or introduce regulations
appropriate for peer-to-peer accommodation – these include; the Netherlands, the UK, Portugal, Germany, Italy
and Belgium.
Some governments have applied regulations for commercial enterprises to peer-to-peer accommodation
platforms. These have created additional barriers to entry for hosts in some markets. For example, in Catalonia,
new regulations require users to apply for licence, provide a VAT number and evidence that nobody lives in the
apartment (amongst other requirements). Furthermore, the fragmentation of rules (local, regional and national)
has the potential to create confusion for hosts as to the legal status of their rentals.

18
2. Blablacar (Peer to peer transportation)
Background:
Blablacar is a long distance ridesharing platform, founded in 2006 in France. The platform connects drivers
travelling between cities with empty seats to individuals looking to travel the same way.
The company has grown from 1 million members in 2011 to 25 million in 2015 and now allows over 10 million
people to travel together each quarter, three times more travellers than on the Eurostar. Blablacar has expanded
from its home market to over 22 countries, including 15 in the European Union. Most recently, the platform
launched in Eastern European countries, including Czech Republic and Slovakia.
Blablacar drivers typically use the platform to share costs of making long journeys, but also to meet new people
and to have some company. The platform estimates that its drivers have saved £216m every year, which has also
had a positive carbon emissions impact (saving an estimated 1 million tonnes of CO2 over the past year).
Blablacar’s revenue model works by taking a small slice of the cost contributions paid by passengers to drivers
through the platform. When first entering a country, Blablacar may initially offer a “facilitation only” service to
generate adoption of the platform. In practice, this means the platform only connects drivers and passengers but
does not facilitate electronic payment through the platform.
Key drivers of growth across Europe:
The key drivers explaining the growth of the Blablacar platform across the European market include:
 The high cost of owning and maintaining cars (particularly for the Millennial generation who tend to be less
motivated by car ownership);
 The price of existing transport alternatives or their lack of convenience on underserved routes;
 The cultural fit and degree of openness of the population to sharing car journeys together
 The affordability and convenience of the service as well as its presence on multiple platforms (e.g. mobile);
 The level of trust built between ride sharers through the platform (declared profiles, online booking,
moderation, peer-to-peer ratings, additional insurance, etc.).
Self-regulatory mechanisms form a key part of Blablacar’s success. Its two-way feedback system fosters trust and
good behaviour inside the community, through peer ratings and the ability to leave feedback. In addition,
Blablacar prevents drivers from using the platform for profit-making purposes by setting a cap on prices as well
as number of seats available. Blablacar recommends a price to drivers and doesn’t allow them to adjust it by more
than 50%.
Blablacar is experiencing legal challenges in Spain. The platform is being sued by Confebus, the Spanish
confederation of bus transportation services. The challenge centres on whether Blablacar promotes ‘unfair
competition’ as its drivers should be considered as commercial enterprises. BlaBlaCar won the summary
proceedings on the basis that the case didn't justify an urgent injunction. The case is still ongoing.
Some of the key policy challenges for Blablacar at present in Europe are the lack of harmonization of VAT rules
across EU-28 countries and a lack of clarity around the definition of BlaBlaCar’s ridesharing activity (which is
sometimes confused with other models) and the fact that cost contributions received by drivers do not constitute
taxable revenues.

19
3. ShareYourMeal (On-demand household services)
Background:
ShareYourMeal is a non-profit foodsharing platform founded in 2011 in the Netherlands. The platform enables
home chefs to share their cooking with people in their local neighbourhood. ShareYourMeal has grown to 10,000
home cooks and 75,000 users on its platform, and operates predominantly in the Netherlands.
ShareYourMeal aims to have a positive social impact by connecting neighbours and creating stronger local
communities through the act of sharing food. For example, it has worked with local communities to develop a
special programme that match vulnerable people with home cooks so they can eat healthier food and get to know
their neighbours. Since its inception in 2014, the programme has paired over 360 people, generated over 14,800
meetings and shared 19,200 meals. Over 91% of vulnerable people connected feel that the experience helped to
improve their quality of life significantly, and 51% of the home cooks help with other household tasks outside of
cooking.
The key drivers explaining the growth of the ShareYourMeal platform across European markets, include:
 The cultural fit and openness of the population to sharing a meal with their neighbours;
 The strength and resilience of local communities; and
 A conducive regulatory environment and vocal support from local public sector bodies.
One of the critical regulatory issues for ShareYourMeal is the absence of a differentiation in tax legislation
between cost-sharing ventures and commercial enterprises within the EU. The Netherlands has chosen to extend
a flexible approach to the enforcement of this legislation, which has encouraged ShareYourMeal’s activity. In
Belgium, the tax authority proposed that VAT tax should apply to foodsharing meals and home cooks should be
subject to income tax. However, the platform demonstrated that its home cooks do not run a commercial activity,
but rather use the platform as an opportunity to share grocery costs. ShareYourMeal showed that the average
price of a meal on the platform is €4.40 and that home cooks in Belgium had an average annual turnover of €123.
The platform states it has obtained a verbal agreement from the Belgian tax authority that its home cooks should
not be considered as commercial enterprises. It is however still waiting for an official statement to confirm this
position.
The second regulatory issue for ShareYourMeal is the absence of a distinction between food safety & hygiene
standards for restaurants and commercial enterprises and those for home cook foodsharing models. For instance,
in Belgium, the food hygiene authority conducted visits to some home cooks to verify that they were applying
food hygiene standards. This news rapidly spread to other home cooks, deterring them from joining the platform
and curtailing their presence in Belgium. ShareYourMeal states that its home cooks cannot comply with the
hygiene standards of traditional commercial enterprises in this market without incurring significant costs.

20
4. Hopwork (On-demand professional services)
Background:
Hopwork is an on-demand freelancing platform, founded in 2013 in France. The platform connects companies
with local freelancers specialized in various fields such as software development, consultancy, design and
marketing. Hopwork has grown to support over 18,500 freelancers and 7,000 companies have now used its
service. The platform is currently only active in France but plans to expand to other European countries in the
near future.
Hopwork argues that reverse-auction platforms cannot help companies to find high-value, local talent for long-
term projects. The platform argues that the reverse-action model drives down prices, so that they mostly attract
lower-wage freelancers based in developing countries against whom European freelancers struggle to compete.
On Hopwork, instead of freelancers bidding for work, companies have access to a comprehensive database of
profiles ranked by availability, geographical proximity, number and quality of client recommendations.
Companies largely select profiles according to their quality, with price becoming a secondary criteria. On
HopWork, companies contact freelancers directly and privately. Bids are not made public and the payment is
facilitated securely through the platform. Hopwork states that 70% of freelancers on its platform earn as much
or more than before they joined and that only 4% of its freelancers would prefer to work as salaried employees.
The key drivers explaining the growth of the Hopwork platform in France include:
 Levels of entrepreneurship and the traditional presence of self-employment/freelancing working practices;
 Growing need of flexibility and expertise from SMEs as well as large corporations; and
 Presence of supportive regulatory measures to help freelancers start their activity.
Hopwork cites that it complies fully with French regulations and that 100% of freelancers using the platform have
a verified legal status. This is considered a key differentiator to attract companies that are generally concerned
with regulatory issues associated with freelance work (e.g. application of labour laws and improper
subcontracting).
Hopwork has also put in place self-regulatory mechanisms to encourage positive behaviours on the platform. The
platform’s feedback system facilitates two-way peer reviews and allows companies to rate freelancers on key
success factors (i.e. rapidity of response, performance etc.) and for freelancers to rate companies (i.e. on ways of
working, payment delays etc).
Hopwork believes that European governments are generally supportive of freelance platforms given the
importance of flexible working practices and entrepreneurship in reducing unemployment levels. Overall,
Hopwork cites the following key characteristics of a supportive regulatory environment:
 The existence of special tax status for ‘sole-traders’ that acts as a stepping stone for small-scale businesses
(for example, this tax status exists in France for those with earnings below €32k),
 The existence of special status for artists/creative workers (who form a large part of the freelance population);
 The simplicity and clarity of the regulatory environment for freelancers to identify the status applicable to
them and to complete the necessary paperwork; and
 The ease of transition between salaried and freelance status.
However, Hopwork has observed a policy gap between vocal public support for these platforms and public policy
action. For instance, in France, the length of the administrative transition process between the salaried and
freelance status is a key issue – particularly with regards to the national insurance status of freelancers.

21
5. Funding Circle (Collaborative finance)
Background:
Funding Circle is a peer-to-peer lending platform founded in 2010 in the UK. Its platform allows investors (retail,
institutional and government) to lend money to small and medium-size businesses. Funding Circle has originated
over £1 billion loans since its creation and has recently been valued at over $1billion. Loan volumes are growing
strongly – in 2015 alone, the platform originated over £530 million worth of loans, up from £279 million in 2014.
The platform has also expanded internationally through acquisition, to the US in 2013 and to Germany, Spain
and the Netherlands in 2015.
One-third of businesses raising money through Funding Circle’s platform have only limited access to funding
through traditional platforms (e.g. banks). These are generally businesses with high profitability but limited
assets against which to secure a loan. The main reason businesses cite for using Funding Circle is speed. It takes
10 minutes to apply online, 48 hours for a decision (compared to up to several months at a bank) and full drawn
down within a week. 77% of businesses who have borrowed through Funding Circle would always come back to
the platform first over a bank. Investors are motivated by attractive returns available (averaging 7% per annum)
in the context of the current low interest environment, alongside the social impact they can have on local
businesses.
Funding Circle’s business model works by charging small loan origination/servicing fees on their primary loan
auction system. On their secondary market (where parts of existing loans are traded), Funding Circle charges a
0.25% fee on sales.
The key drivers explaining the growth of Funding Circle across European markets include:
 Decreased availability and access to credit for SMEs because of high capital requirements and branch network
costs for banks;
 Paperwork-heavy processes in banks;
 Low investor returns on traditional financial products (e.g. savings accounts etc.);
 Potential deterioration of consumer trust in banking institutions since the global financial crisis;
 High volume of data available on consumers and accuracy of credit models; and
 A conducive regulatory environment, with explicit support from the public sector (see below).
Funding Circle’s growth in the UK has been supported by the government’s proactive moves to formalise the
regulatory environment for alternative finance models. The regulatory framework has stimulated growth in peer-
to-peer lending through measures such as; including P2P products within the ISA wrapper so tax incentives can
be provided and establishing mandatory referrals of failed loan applications from banks. However, it balances
these measures with strengthened consumer protection – for example, by limiting the extent of marketing
allowed by P2P lending platforms on online/social media. The British Business Bank has also supported Funding
Circle more explicitly by lending £60m to businesses through their platform in 2014. The investment is ring-
fenced to support social ventures who have high potential but struggle to access finance.
In most European countries, P2P investors and borrowers must reside within the country the platform operates
in to be able to complete a transaction. Therefore, differences in regulatory environment between countries are a
key consideration when Funding Circle is looking to expand its operations. For instance, in Germany, peer-to-
peer lending is subject to equity crowdfunding regulations: loans are capped to a maximum of 100,000 euros.
Although it is working with the regulator to clarify the difference between its debt-based model and equity
crowdfunding models, such regulation currently hinders Funding Circle’s growth in Germany.

22
Conclusions and next steps
We have been asked by DG GROW to assess the size and presence of the collaborative economy in Europe. For
the purposes of this exercise we assessed five key sectors of the collaborative economy that facilitate transactions
through an online platform28:
 Peer-to-peer accommodation: households sharing access to unused space in their home or renting
out a holiday home to travellers
 Peer-to-peer transportation: individuals sharing a ride, car or parking space with others
 On-demand household services: freelancer marketplaces enabling households to access on-demand
support with household tasks such as food delivery and DIY
 On demand professional services: freelancer marketplaces enabling businesses to access on-
demand support with skills such as administration, consultancy and accountancy
 Collaborative finance: individuals and businesses who invest, lend and borrow directly between each
other, such as crowd-funding and peer-to-peer lending
We estimate these five key sectors of the collaborative economy generated revenues of nearly
€4bn and facilitated €28bn of transactions within Europe in 2015. Our findings show that growth in
both revenues and transaction values has accelerated since 2013 – at a pace which has significantly exceeded our
expectations from our 2014 global study29. We estimate that last year, these platforms doubled their revenues in
Europe.
We find a thriving collaborative economy start-up scene across Europe – and estimate that at least 275
collaborative economy platforms have been founded in the region to date30. We also find evidence for a
relatively small – but quickly growing – participation in the collaborative economy across European consumers,
as both users and providers. Finally, we describe some of the key movements in the policy and regulatory
landscape affecting the collaborative economy across member states. Our high-level review highlights
how significant differences have opened up in the regulatory framework applied to collaborative economy
enterprises across Europe. A wide spectrum of regulatory and tax policies has emerged, accompanied by varying
levels of application and enforcement.
Overall, our findings strengthen our point of view that the collaborative economy has now
become a deep socio-economic trend that is fundamentally changing the way we live our lives.
From freelancing platforms changing the way we work to food-sharing platforms changing the way we share and
connect in local communities, collaborative economy businesses are leading to new economic and social
interactions within member states and across Europe as a whole. While the rapid development of these platforms
should be considered as an economic opportunity for European economies to foster sustainable and more widely-
spread growth, it poses significant challenges for policy makers and regulators to keep up.
for the collaborative economy across Europe that balances the needs of consumers with regional
priorities for competitiveness, innovation and growth. However, developing such a framework will
require a much deeper understanding of national regulatory frameworks, measuring and monitoring the impact
of the different approaches that are employed and enhanced coordination and knowledge sharing at a regional
level. It will also require much greater collaboration – both between member states – and between policy makers
and collaborative economy platforms.
28 We set out a full definition of the five collaborative economy sectors we assessed in Appendix A.
30 Our assessment of European start-ups covered nine member states: France, Belgium, Germany, UK, Poland, Spain, Italy, Sweden, and
the Netherlands.

23
Appendix
Appendix A: Defining the five key collaborative economy
sectors
Defining the Collaborative Economy
Collaborative Economy organisations use online platforms to connect distributed groups of individuals and
enterprises and enable them to share access to their assets, resources, time and skills on a scale that was not
possible before.
Sector definitions
1. Peer-to-peer accommodation
Collaborative Economy organisations in the accommodation sector use digital platforms to enable individuals to
rent out access to their unused accommodation to travellers. This could include renting access to a portion of
their primary residence (e.g. a sofa, a spare room), their whole primary residence (e.g. whilst they are not present)
or a secondary residence (e.g. a holiday home).
Within this definition, we would include:
- Peer-to-peer rental platforms (e.g. Airbnb)
- Home-swapping platforms (e.g. LoveHomeSwap)
- Online-only vacation rental platforms (e.g. HomeAway)
2. Peer-to-peer transportation
Collaborative Economy organisations in the transportation sector use digital platforms to connect riders with
travelling options over both short and long distances. This could include sharing access to a spare space in a car
travelling in the same direction to communal use of a network of cars (e.g. on a subscription basis).
- App-based short-distance ride sharing services (e.g. Uber)
- Long-distance ride sharing services (e.g. Blablacar)
- Car sharing networks:
a. Peer-to-Peer car sharing networks (e.g. GetAround)
b. Business-to-Consumer car sharing networks
i. “One-way station” models (e.g. Enjoy)
ii. “Round-trip” models (e.g. Zipcar)
iii. “Free-floating” models (e.g. Car2Go)
c. Driveway / Parking sharing platforms
3. On-demand household services
Collaborative economy organisations in the household services sector are online ‘crowd-based’ marketplaces
enabling households to access to on-demand, crowdsourced delivery and household task services.
- Crowdsourced delivery networks
o Generalised “A-to-B” delivery networks (e.g. UberRUSH)
o Specialised, on-demand delivery services

24
i. Grocery delivery services (e.g. Instacart)
ii. Local restaurant delivery services (e.g. Deliveroo0)
- On-demand household chores
o Handyman and general DIY services (e.g. TaskRabbit)
o Specialized household services (e.g. ZipJet for dry cleaning)
4. On-demand professional services
Collaborative economy organisations in professional services are online platforms that enable individuals and
businesses that require office tasks and skills to locate freelancers with spare capacity. These platforms enable
businesses to hire individual contractors instead of external service providers (e.g. to build a website, conduct
marketing analysis etc) and access time and expertise on-demand. Most often, the freelancers work remotely.
Within this definition, we would include
- Large online-only freelancer marketplaces (e.g. Upwork – typically for more administrative services)
- Specialised on-demand professional service platforms (e.g. HolterWatkin – typically, for more
specialised, technical services)
5. Collaborative finance
Collaborative finance platforms enable individuals and businesses to borrow and lend money to and from each
other rather than from traditional intermediaries such as banks. In doing so, these platforms tap the ‘crowd’ for
capital – rather than one well-defined investor.
Within this definition, we would include
- Crowdfunding platforms:
o “Rewards-based” crowdfunding (e.g. Kickstarter)
o Equity crowdfunding (e.g. SyndicateRoom)
- Lending platform:
o “Peer-to-Peer” consumer lending (e.g. LendingClub)
o “Investor-to-SME” lending (e.g. FundingCircle)

25
Appendix B - Collaborative economy companies founded in
Europe
From our research, we compiled a list of collaborative economy companies that were founded in nine member
states: Belgium, France, Germany, Italy, Netherlands, Poland, Spain, Sweden and the UK.
The sector classification for each enterprise is only indicative, as some companies may be part of two or more
sectors at a time (e.g. many crowdfunding companies also operate in peer-to-peer lending)
Figure 9: List of collaborative economy companies per sector and country of origin
Sector Company Name Country of Origin
Car sharing networks Degage Belgium
Car sharing networks Eutodelen Belgium
Car sharing networks Zen Belgium
Crowdsourced delivery networks TakeEatEasy Belgium
Lending Platforms LookandFin Belgium
On-demand household chores Listminut' Belgium
On-demand household chores MenuNextdoor Belgium
Other transportation asset sharing (parking,
boats, etc.)
BePark Belgium
Car sharing networks Drivy France
Car sharing networks Ouicar France
Car sharing networks Koolicar France
Car sharing networks TravelerCar France
Car sharing networks Autolib France
Crowdfunding Wecan.fund France
Crowdfunding Kisskissbankbank France
Crowdfunding Afexios France
Crowdfunding Bulbintown France
Crowdfunding Crowd2Win France
Crowdfunding Easiup France
Crowdfunding Enerfip France
Crowdfunding Mynewstartup France
Crowdfunding Ulule France
Crowdfunding Lacourteechelle France
Crowdsourced delivery networks TokTokTok France
Crowdsourced delivery networks Stuart France
Crowdsourced delivery networks Resto-in France
Crowdsourced delivery networks ColisWeb France
Crowdsourced delivery networks Deliveree France
Crowdsourced delivery networks Get France
Crowdsourced delivery networks Shiply France
Freelancer marketplaces HopWork France
Lending Platforms Lendix France
Lending Platforms Unilend France
Lending Platforms Finsquare France
Lending Platforms Tributile France

26
Lending Platforms Pret-Dunion France
Lending Platforms Prexem France
Long-distance ride sharing Blablacar France
On-demand household chores Ilokyou France
On-demand household chores Stootie France
On-demand household chores Cleanio France
On-demand household chores Mib Clean France
On-demand household chores Vizeat France
On-demand household chores Frizbiz France
On-demand household chores Helpy France
On-demand household chores Foodchéri France
On-demand household chores Dweho France
boats, etc.)
Mobypark France
boats, etc.)
MonsieurParking France
boats, etc.)
SharedParking France
boats, etc.)
Qpark-resa France
boats, etc.)
Pmobile (developed y Paris
council)
France
Ride sharing services LeCab France
Ride sharing services Chauffeur-Privé France
Ride sharing services SnapCar France
Specialised professional service platforms Willid France
Specialised professional service platforms eYeka France
Specialised professional service platforms Creads France
“Peer-to-peer” rental platforms Wimdu Germany
“Peer-to-peer” rental platforms 9Flats Germany
Car sharing networks Car2Go Germany
Car sharing networks DriveNow Germany
Car sharing networks Tamyca Germany
Car sharing networks Autonetzer (now Drivy) Germany
Car sharing networks Hertz 24/7 Germany
Crowdfunding Fairplaid Germany
Crowdfunding Companisto Germany
Crowdfunding Innovestment Gmbh Germany
Crowdfunding Aescuvest Germany
Crowdfunding Bettervest Germany
Crowdfunding Conda Germany
Crowdfunding Deutsche Unternehmerborse Germany
Crowdfunding Fundernation Germany
Crowdfunding GreenXMoney Germany
Crowdfunding Seedmatch Germany
Crowdfunding Leihdeinerstadtgeld Germany
Crowdsourced delivery networks Foodora Germany

27
Lending Platforms FundingCircle CE (Previously
Zencap)
Germany
Lending Platforms Auxmoney Germany
Lending Platforms Lendico Germany
Lending Platforms Giromatch Germany
On-demand household chores Doido Germany
On-demand household chores Mila Germany
On-demand household chores Helpling Germany
On-demand household chores BookaTiger Germany
boats, etc.)
ParkPocket Germany
boats, etc.)
ParkTag Germany
Specialised professional service platforms Twago Germany
Car sharing networks Enjoy Italy
Crowdfunding Assitecacrowd Italy
Crowdfunding Ecomill Italy
Crowdfunding DeRev Italy
Freelancer marketplaces CoContest Italy
Lending Platforms Smartika (Zopa Italy) Italy
Lending Platforms Prestiamoci Italy
On-demand household chores SupperShare Italy
Car sharing networks Snappcar Netherlands
Car sharing networks WeGo Netherlands
Car sharing networks MyWheels Netherlands
Car sharing networks Deelauto Netherlands
Car sharing networks Greenwheels Netherlands
Crowdfunding 4Just1 Netherlands
Crowdfunding Geeferom Netherlands
Crowdfunding Gambitious Netherlands
Crowdfunding TenPages.com Netherlands
Crowdfunding Symbid (The Funding
Network)
Netherlands
Crowdfunding Doorgan Netherlands
Crowdfunding Greencrowd Netherlands
Crowdfunding Wesharesolar Netherlands
Crowdfunding Zorgfunders Netherlands
Crowdfunding Crowdfunding voorNatuur Netherlands
Crowdfunding Oneplanetcrowd Netherlands
Crowdsourced delivery networks Pickthisup Netherlands
Freelancer marketplaces Viedit Netherlands
Freelancer marketplaces Whoopaa (shut down) Netherlands
Lending Platforms Geldvoorelkaar Netherlands
Lending Platforms Lendahand Netherlands
Lending Platforms Collin Crowdfund Netherlands
Lending Platforms KapitalOopmat Netherlands
Lending Platforms SamenIngeld Netherlands

28
Lending Platforms Samenwekende Kredietunie Netherlands
On-demand household chores Jobado Netherlands
On-demand household chores ShareYourMeal Netherlands
On-demand household chores Merkatus Netherlands
On-demand household chores Mrfix Netherlands
On-demand household chores Klusup Netherlands
Ride sharing services toogethr Netherlands
On-demand household chores Peerby Netherlands
Crowdfunding Wspieram Poland
Crowdfunding Crowdfunding.pl Poland
Crowdfunding eventudu Poland
Crowdfunding Wspolnyprojekt Poland
Crowdfunding Polakpotrafi Poland
Crowdsourced delivery networks Jadezabiore Poland
Lending Platforms Wspolnicy Poland
Lending Platforms GiveTake Poland
Lending Platforms Finansowo Poland
Lending Platforms Kokos Poland
On-demand household chores Pobli Poland
On-demand household chores Sirlocal Poland
“Peer-to-peer” rental platforms Alterkeys Spain
Car sharing networks SocialCar Spain
Car sharing networks Avancar Spain
Crowdfunding RealFunding Spain
Crowdfunding Creoentuproyecto Spain
Crowdfunding MocroInversores Spain
Crowdfunding MyNbest Spain
Crowdfunding Crowdfunding safari Spain
Crowdfunding Igamudi Spain
Crowdfunding SocioInversores Spain
Crowdfunding WorldCoo Spain
Crowdfunding Verkami Spain
Crowdsourced delivery networks Glovo Spain
Crowdsourced delivery networks Shipeer Spain
Freelancer marketplaces Nubelo Spain
Lending Platforms Arboritus Spain
Lending Platforms Growly Spain
Lending Platforms Loanbook Capital Spain
Lending Platforms Finanzarel Spain
Lending Platforms Communitae Spain
On-demand household chores ETECE Spain
On-demand household chores HogarSoluciones Spain
On-demand household chores FamilicaFacil Spain
On-demand household chores Tumanitas Spain
On-demand household chores Wayook Spain

29
boats, etc.)
LetMeSpace Spain
boats, etc.)
Aparcandgo Spain
Specialised professional service platforms Geniuzz Spain
Vacation rental platforms Niumba Spain
Car sharing networks Flexidrive (acquired by
snappcar)
Sweden
Car sharing networks Sunfleet Sweden
Crowdfunding FundedByMe Sweden
Crowdfunding CrowdCulture Sweden
Crowdsourced delivery networks Urb-it Sweden
Lending Platforms Toborrow AB Sweden
Lending Platforms Lendify AB Sweden
Lending Platforms TrustBuddy (no longer active) Sweden
Long-distance ride sharing BilPlats.se Sweden
Long-distance ride sharing Skjutsgruppen Sweden
Long-distance ride sharing Mobilsamakning Sweden
On-demand household chores Butlr Sweden
On-demand household chores Domytask Sweden
On-demand household chores HIHD AB Sweden
On-demand household chores Taskrunner Sweden
Specialised professional service platforms E-Work Sweden
Vacation rental platforms Fritiden Sweden
Car sharing networks EasyCarClub UK
Car sharing networks Rentecarlo UK
Crowdfunding Investingzone UK
Crowdfunding CrowdPatch UK
Crowdfunding Syndicateroom UK
Crowdfunding Angels Den UK
Crowdfunding Emerging Crowd UK
Crowdfunding Trillion Fund UK
Crowdfunding Seedrs UK
Crowdfunding Seedups UK
Crowdfunding Emerging Crowd UK
Crowdfunding CrowdCube UK
Crowdfunding Unbound UK
Crowdfunding Abundance Incestment UK
Crowdfunding Bloom UK
Crowdfunding BNKTOTHEFUTURE UK
Crowdfunding Crowdforangels UK
Crowdfunding Crowdfunder UK
Crowdfunding Gamcrowd UK
Crowdfunding FundingEmpire UK
Crowdfunding Microgenius UK
Crowdfunding Mayfair&Morgan UK
Crowdfunding Venturefounders UK

30
Crowdfunding Money&co UK
Crowdsourced delivery networks Nimber UK
Crowdsourced delivery networks Shutl UK
Crowdsourced delivery networks StreetTeam UK
Crowdsourced delivery networks Swishd UK
Crowdsourced delivery networks Pedals UK
Crowdsourced delivery networks Jinn UK
Crowdsourced delivery networks Quiqup UK
Crowdsourced delivery networks Henchmanapp UK
Crowdsourced delivery networks Deliveroo UK
Crowdsourced delivery networks DineIn UK
Crowdsourced delivery networks CityPantry UK
Crowdsourced delivery networks ValkFleet UK
Crowdsourced delivery networks DeliveryCube UK
Crowdsourced delivery networks Hubbub UK
Crowdsourced delivery networks Beelivery UK
Crowdsourced delivery networks Meals UK
Freelancer marketplaces Peopleperhour UK
Freelancer marketplaces FiveSquid UK
Freelancer marketplaces Babelverse UK
Freelancer marketplaces Voices UK
Home-swapping platforms LoveHomeSwap UK
Lending Platforms FundingCircle UK
Lending Platforms Thincats UK
Lending Platforms Folk2Folk UK
Lending Platforms AssetzCapital UK
Lending Platforms FundingKnight UK
Lending Platforms Rebuilding Society UK
Lending Platforms Ablrate UK
Lending Platforms Proplend UK
Lending Platforms Saving Stream UK
Lending Platforms Archover UK
Lending Platforms Fireflock UK
Lending Platforms lendingcrowd UK
Lending Platforms Realfunds UK
Lending Platforms Zopa UK
Lending Platforms RateSetter UK
Lending Platforms Lending Works UK
Lending Platforms Unbolted UK
Lending Platforms Wellesley & Co. UK
Lending Platforms Landbay UK
Lending Platforms Lendinvest UK
Lending Platforms Cofunder UK
Long-distance ride sharing Liftshare UK
Long-distance ride sharing GoCarshare UK
On-demand household chores TaskPandas UK

31
On-demand household chores Echo UK
On-demand household chores Favourful UK
On-demand household chores Care.com UK
On-demand household chores ZipJet UK
On-demand household chores Washbox (now Laundrapp) UK
On-demand household chores Laundrapp UK
On-demand household chores Spyn UK
On-demand household chores Tusted housitters UK
On-demand household chores Hassle UK
On-demand household chores Urban Massage UK
On-demand household chores Housekeep UK
On-demand household chores Wahanda UK
On-demand household chores Bizzby UK
On-demand household chores IHateIroning UK
On-demand household chores LaundryRepublic UK
boats, etc.)
JustPark UK
boats, etc.)
Parkonmy drive UK
Ride sharing services Haxi UK
Vacation rental platforms OneFineStay UK

Analytical paper on the economic scale and growth of the collaborative economy (1)

More Related Content

What's hot

Viewers also liked

Similar to Analytical paper on the economic scale and growth of the collaborative economy (1)

More from PwC España

Recently uploaded

Analytical paper on the economic scale and growth of the collaborative economy (1)