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RESEARCH ON INTERNATIONAL MARKETS
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August 2015

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PREFACE
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Methodology (1 of 2)
 Our reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources.
Our reports are solely based on information and data acquired from national and international statistical offices, industry and trade associations,
business reports, business and company databases, journals, company registries, news portals and many other reliable sources. By using
various sources we ensure maximum objectivity for all obtained data. As a result, companies gain a precise and unbiased impression of the
market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived
from several sources. If this is the case, all sources are mentioned on the chart.
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes
the main idea/finding of the chart and a Sub Title, which provides necessary information about the country, the topic, units or measures of
currency, and the applicable time period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories
amounts to more than 100%. In this case, multiple answers were possible, which is noted at the bottom of the chart.
 Reports are comprised of the following elements, in the following order: Cover page, preface, table of contents, management summary
(summarizing main information contained in each section of report) and report content (divided into sections and chapters). When available, we
also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and
Regional reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as
sales figures.
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the
form of a note. In some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
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Title, the EUR values are also provided in brackets. The conversions are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the average exchange rate of the past 12 months is used.
 The reports include mainly data from the last 12 months prior to date of report publication. Exact publication dates are mentioned in every chart.
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Methodology (2 of 2)
 This report covers the global cross-border B2C E-Commerce market, focusing both on cross-border imports and exports.
 All major countries are covered, though data availability varied across the markets.
 Countries are grouped by regions, with regions presented in the descending order of B2C E-Commerce sales. Within each region, the countries
are also ranked by B2C E-Commerce sales. Regional information is presented first, where available. Besides country and regional data,
information about global development is also included.
 Depending on data availability, the following types of market information are included: cross-border online shopper penetration, cross-border
B2C E-Commerce sales (export and/or import), countries most purchased from, countries most sold to, most visited international E-Commerce
websites, most purchased product categories, reasons for and barriers to buying cross-border. Not all the mentioned types of information are
available for each of the countries covered. For the leading country or countries in each region, also a text chart with a qualitative overview of
cross-border B2C E-Commerce is presented.
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Definitions
The following expressions and definitions are used in this market report*:
 B2C E-Commerce:
The sale of products (and services) through electronic transactions via the Internet from businesses to consumers.
 Cross-Border B2C E-Commerce:
Sale of goods (and services) directly to consumers in other countries, with goods (and services) being ordered online through foreign online shops
and delivered from the country where the foreign shop is based or from a central logistics facility, i.e. across the country borders.
 B2C E-Commerce Exports:
Value of goods (and services) purchased by consumers residing in other countries from online shops in the country and shipped to them from this
country.
 B2C E-Commerce Imports:
Value of goods (and services) purchased by consumers residing in the country from online shops in other countries and shipped to them from these
countries.
 Online Shoppers:
Consumers who participate in B2C E-Commerce, i.e. purchase products (and services) online via any device.
 Cross-Border Online Shoppers:
Online shoppers who make purchases online from foreign online shops.
 Cross-Border Online Merchants:
Online or multichannel merchants which sell products (and services) online directly to consumers in other countries.
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Note: *the exact definitions used by the source were included at the bottom of the chart, where available

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1. Management Summary
2. Global
• Cross-Border B2C E-Commerce Overview, August 2014
• Cross-Border B2C E-Commerce Sales, in USD billion, % Year-on-Year Change, 2014 – 2020f
• Cross-Border B2C E-Commerce Share of Total B2C E-Commerce Sales, in % of Total, 2014 – 2020f
• Number of Cross-Border Online Shoppers, in millions, % Year-on-Year Change, 2014 – 2020f
• Cross-Border Online Shopper Penetration, in % of Total Online Shoppers, 2014 – 2020f
• Breakdown of Cross-Border E-Commerce Sales, by Regions, in %, 2025f
• Share of Clothing and Footwear on Cross-Border Online Purchases, by Region, in %, 2014
• Reasons to Purchase Online Cross-Border, in % of Online Shoppers Who Purchased a Product or Service Abroad, by Selected Countries,
April 2015
• Perceived Barriers to Cross-Border Shopping, in % of Online Shoppers Who Never Purchased a Product or Service Abroad, by Selected
Countries, April 2015
• Overview of Cross-Border Activities of Top B2C E-Commerce Merchants, incl. Headquarter Location, Local Operations and Shipment to
Countries/Regions without Local Operations, August 2015
3. Asia-Pacific
3.1. Asia Pacific Regional
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, April 2015
3.2. China
• Cross-Border B2C E-Commerce Overview, August 2014
• Cross-Border E-Commerce Imports, in CNY billion, 2013 & 2014e
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
• Product Categories Most Purchased in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, August 2014
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
Table of Contents (1 of 6)

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3. Asia-Pacific (cont.)
3.3. Japan
• Cross-Border B2C E-Commerce Overview, August 2014
• Cross-Border B2C E-Commerce Flow between Japan, the USA and China, in JPY billion, 2014
• Cross-Border B2C E-Commerce Imports from the USA and China, in JPY billion, 2014 - 2018f
3.4. South Korea
• Cross-Border Shopper Penetration, in % of Consumers who Purchased Foreign Goods Overseas Offline During Vacation or Directly Online,
by Purchasing Offline and Online, October 2014
• Cross-Border E-Commerce Imports, in USD billion, 2013 & 2014
• Breakdown of Cross-Border Online Orders, by Country of Origin, in %, 2013 & 2014
3.5. Australia
• Cross-Border Online Shopper Penetration and Number, in % of Individuals and in millions, 12 Months to September 2014
• Product Categories Purchased from Overseas Websites, in thousands Online Shoppers, 12 Months to September 2014
3.6. India
• Share of Online Shoppers who Prefer to Buy from Global Sites, in %, January 2015
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
4. North America
4.1. North America Regional
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Country, April 2015
4.2. USA
• Cross-Border B2C E-Commerce Overview, August 2015
• Product Categories Most Purchased Online from Overseas Websites, in % of Cross-Border Online Shoppers, November 2014
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
• Methods for US Retailers to Sell Internationally, in % of Respondents, March 2014
Table of Contents (2 of 6)

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4. North America (cont.)
4.2. USA (cont.)
• Countries to Which US Online Merchants Sell Outside the USA, in % of Online Merchants Selling Cross-Border, July 2014
4.3. Canada
• Reasons for Cross-Border Online Shopping, in % of Online Shoppers, July 2014
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
• Breakdown of Online Spending, by Country of Origin of the Seller, in %, July 2014
• Breakdown of Sales of B2C E-Commerce Companies from Canada, by Country of Online Shoppers, in %, 2013
5. Europe
5.1. Europe Regional
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, April 2015
• Cross-Border Online Shopper Penetration in the EU, in % of Total Online Shoppers, 2011 – 2014
• Cross-Border Online Shopper Penetration on Total Online Shoppers in the EU, in %, by Country, 2014
5.2. Western Europe
5.2.1. UK
• Cross-Border B2C E-Commerce Overview, August 2015
• Cross-Border Online Shopper Penetration on Total Online Shoppers, in %, July 2014
• Locations of Online Sellers Purchased from, incl. National, from Other EU Countries and from the Rest of the World, in % of Online
Shoppers, 2012 - 2014e
• B2C E-Commerce Exports, in GBP billion, 2013e & 2020f
5.2.2. Germany
• Cross-Border B2C E-Commerce Overview, August 2015
Table of Contents (3 of 6)

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5. Europe (cont.)
5.2. Western Europe (cont.)
5.2.2. Germany (cont.)
• Cross-Border Online Shopper Penetration, by Location of Seller, incl. Other EU Countries, Non-EU Countries, in % of Online Shoppers,
2012 - 2014
• Cross-Border Online Merchant Penetration, by Merchants Selling to Austria and Merchants Selling to Austria and Other EU Countries, in %,
2014e
5.2.3. France
• Cross-Border Online Shopper Penetration, in % of Internet Users, 2014
• Share of Online Retailers Who Received Orders from Abroad, in %, 2014
5.2.4. Spain
• Value of E-Commerce Import Transactions, in EUR million, by Transactions with EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of
the World and Total, 2009 – 2014
• Value of E-Commerce Export Transactions, in EUR million, by Transactions with EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of
the World and Total, 2009 – 2014
5.2.5. Italy
• Cross-Border B2C E-Commerce Imports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015f
• Cross-Border B2C E-Commerce Exports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015f
5.2.6. Netherlands
• Cross-Border Online Shopper Penetration, in % of Population, and Cross-Border Online Spending Penetration, in % of Total Online
Spending and in EUR million, 2014
• Breakdown of Cross-Border Online Spending, by Countries, in %, 2014
Table of Contents (4 of 6)

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5. Europe (cont.)
5.3. Eastern Europe
5.3.1. Russia
• Cross-Border B2C E-Commerce Overview, August 2015
• Cross-Border B2C/C2C Imports, in RUB billion, 2013 & 2014
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2013 & 2014e
• Product Categories Purchased in Foreign Online Shops, by Chinese Online Shops and English-Language Online Shops, September 2014
• Foreign Online Shops Purchased From, in % of Cross-Border Online Shoppers, 2013 & 2014e
5.3.2. Turkey
• Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2012 - Q1 2015
5.3.3. Poland
• Cross-Border Online Shopper Penetration, in % of Internet Users, April 2015
• Product Categories Purchased from Foreign Online Shops, in % of Cross-Border Online Shoppers, April 2015
5.4. Scandinavia
• Countries Purchased from in Cross-Border B2C E-Commerce, by Sweden, Norway, Denmark, Finland and Regional, in % of Online
Shoppers Who Have Purchased from Foreign Sites, 2014
• Product Categories Purchased from Foreign Websites, by Sweden, Norway, Denmark, Finland and Regional, in % of Online Shoppers Who
Have Purchased from Foreign Sites, 2014
6. Latin America
6.1. Latin America Regional
• Cross-Border B2C E-Commerce Overview, August 2015
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Argentina, Brazil and Mexico, April 2015
• Share of Online Shoppers Buying Physical Goods Online from the USA, September 2014
Table of Contents (5 of 6)

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6. Latin America (cont.)
6.2. Brazil
• Cross-Border Online Shopper Penetration, in %, January 2014 & December 2014
• Cross-Border E-Commerce Imports Share of Total E-Commerce Transactions, in %, 2014
• Breakdown of Cross-Border E-Commerce Import Transactions, by Product Categories, in %, 2014
• Breakdown of Payment Methods Used in Cross-Border E-Commerce Transactions, in %, 2014
• Most Popular Product Categories in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
• Most Used Cross-Border Online Shopping Websites, in % of Online Shoppers, January 2014 & December 2014
6.3. Mexico
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
• Share of Online Shoppers Planning to Start Making/Increase Cross-Border Online Purchases, November 2014
• Countries Most Purchased from in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, 2014
7. Middle East and Africa
7.1. Middle East & Africa Regional
• Breakdown of Frequency of Cross-Border Online Shopping in the Middle East & Africa, in % of Online Shoppers by Country, April 2015
• Share of Cross-Border E-Commerce Transactions on Total E-Commerce Spending in MENA, in %, 2014
• Share of Online Cross-Border Purchases in the Middle East, by Selected Countries, in %, 2012 – 2014
7.2. UAE
• Share of Cross-Border Online Shoppers, in % of Online Shoppers, November 2014
• Product Categories Most Purchased from from Overseas Websites, in % of Cross-Border Online Shoppers, November 2014
• Countries Most Purchased from in Cross-Border E-Commerce, in % of Cross-Border Online Shoppers, November 2014
7.3. Nigeria
• Other African Countries Purchased from Online, in % of Cross-Border Online Shoppers, November 2014
7.4. Israel
• Share of Cross-Border Online Shoppers, in % of Online Shoppers, November 2014
Table of Contents (6 of 6)

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1. Management Summary 13 – 18
2. Global 19 – 31
3. Asia - Pacific
China
Japan
South Korea
Australia
India
32 – 48
4. North America
USA
Canada
49 – 59
5. Europe 60 – 92
Western Europe 65 – 80
UK
Germany
France
Spain
Italy
Netherlands
Eastern Europe 81 – 89
Russia
Turkey
Poland
Scandinavia 90 – 92
6. Latin America 93 – 105
Regional
Brazil
Mexico
7. Middle East & Africa 106 – 114
UAE
Nigeria
Israel
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Table of Contents

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28% 30% 32%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014
1414
Cross-border online shopper penetration in the EU increased from
28% in 2011 to 36% in 2014.
Europe: Cross-Border Online Shopper Penetration in the EU, in % of Total Online Shoppers, 2011 - 2014
in%ofTotalOnlineShoppers
Definition: individuals who ordered goods or services over the Internet from sellers from other countries (EU or non-EU)
Source: Eurostat, May 2015

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49% of online spending by online shoppers in Canada was made
cross-border in July 2014, with USA (34%) leading in terms of share.
Canada: Breakdown of Online Spending, by Country of Origin of the Seller, in %, July 2014
Canada
51%
USA
34%
Asia-Pacific
10%
Europe
3%
Other
2%
Source: J.C. Williams Group cited by eMarketer, January 2015

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