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Asia Pacific region will be largest B2C e-commerce market by 2016 in terms of global market share. China and India are hot growth areas together with Italy, Russia and Spain. A double digit growth until 2016 is not an exception in most geographies. There are geographies with a low penetration rate of online buyers, both in emerging & mature economies. The digital buyer penetration rate is expected to catch up in China, Spain and Italy over the next 3 years. Italy and Spain are emerging markets, both are expected to grow more than the rest of Europe.