Twenty years after the first recorded online transaction--Sting's CD, Ten Summoner's Tales -- ecommerce is now a worldwide market that stretches from multi-national retailers to single owner-operator small businesses. In fact, in 2015, ecommerce will see $100 billion in total sales. This presentation maps the growth of the industry to show how changing technology has lowered the barriers to entry and allow business owners to create an online store and successfully compete against against brands 100 times their size, at a fraction of the cost.

1. The Democratization of Commerce
© 2014 Bigcommerce Pty. Ltd.
September 2014

2. News Summary
• 20-year anniversary of the first-ever online transaction
• It took 18 years (1994-2012) for ecommerce sales to hit $1T
worldwide — and only took two years to get to $1.5T (2014)
• Bigcommerce predicts B2C ecommerce sales will hit $2T
worldwide in 2015
• Bigcommerce predicts U.S. SMB ecommerce revenues will
exceed $100B in 2015 — more than Amazon and eBay
worldwide revenues combined
• Ecommerce market is ripe for disruption
• The democratization of commerce is now: SMBs are winning
business from the giants in their industries
© 2014 Bigcommerce Pty. Ltd.

3. © 2014 Bigcommerce Pty. Ltd.
1994
FIRST DOCUMENTED ONLINE SALE - STING’S
"TEN SUMMONER'S TALES" CD
AMAZON FOUNDED 1995
1998 ANNUAL ONLINE RETAIL SALES HIT $8 BILLION
ANNUAL ONLINE RETAIL SALES SKYROCKET 100% TO $16 BILLION 1999
2000 AVERAGE COST TO BUILD FULL-SCALE ONLINE STORE = $100,000
2002
NUMBER OF WEB USERS WHO HAVE
BOUGHT ONLINE CROSSES 50% MARK
2004 CREDIT CARD COMPANIES CREATE PCI DATA SECURITY STANDARDS
ECOMMERCE SPENDING ECLIPSES $100 BILLION FOR THE FIRST TIME 2006
2007 66% OF ONLINE AMERICANS CLAIM TO HAVE MADE A PURCHASE ONLINE
2008
NUMBER OF SMARTPHONE USERS NEARS 25 MILLION AND 3G WIRELESS
BROADBAND SUBSCRIBERS SURPASSES 70 MILLION; BOTH TECHNOLOGIES
DRAMATICALLY IMPROVE MOBILE WEB BROWSING
2012
2009
ECOMMERCE SALES TOP $1 TRILLION FOR
THE FIRST TIME IN HISTORY
BIGCOMMERCE LAUNCHED; COST TO BUILD FULL-SCALE
ONLINE STORE = $25/MONTH
2014 ECOMMERCE SALES PREDICTED TO TOP $1.5 TRILLION
20 Years of Ecommerce

4. SMBs Own 21.5% of U.S. Retail Commerce
ENTERPRISE
$15M+
MEDIUM
$5M-$15M
SMALL
$1M-$5M
© 2014 Bigcommerce Pty. Ltd.
SMB (<$15M)
# OF MERCHANTS BY SEGMENT ADJACENT MARKET SALES ($)
22k
35K
158K
SOHO
<$1M 422K
TOTAL SMB 614K $961B
SOURCES: U.S. Census, 2013 National Small Business Association, Sagence, Inc. analysis.
$3.5T
$351B
$430B
$179B

5. Ecommerce Is Fastest Growing Segment Within Retail
© 2014 Bigcommerce Pty. Ltd.
$20.7 B
$877.7 B
CAGR:
13.5%
CAGR: 2.5% $1.1 T
$71.2 B
Q1 ‘05 Q1 ‘14
Retail Ecommerce Sales Total Retail Ecommerce Sales
Looking at ecommerce growth from 2005-2009, we see 13.5% CAGR -- 5X faster than retail overall.
Now, at the 20 year anniversary of ecommerce, with trends in online shopping, mobile payments and growth in SaaS
platform adoption, we’re predicting a growth rate of 25-30% for 2015.
Source: Census.gov, USA.gov, SBA.gov, emarketer.com, International Finance Corporation (World Bank),
National Small Business Technology Survey 2013, Bigcommerce Internal Data

6. Bigcommerce 2015 Predictions
Worldwide B2C Ecommerce Market will hit $2T
• eMarketer data shows worldwide ecommerce sales will
hit $1.5T this year
• We partnered with outside research firm Sagence; our
data shows ecommerce growing at 30% per year
US SMB Ecommerce to exceed $100B
• 2013 US SMB ecommerce market was $76.76B
• SMB ecommerce is a significant growth segment
• In 2015, we predict SMB ecommerce will exceed - for the
first time - Amazon + eBay WW revenues combined
© 2014 Bigcommerce Pty. Ltd.

7. Ecommerce Ripe for SMB Disruption;
Many Enterprise Retailers Are Using Legacy Platforms
ENTERPRISE RETAILERS ENTERPRISE RETAILERS
• 43% of enterprise retailers are
still web-only
• 58% of those retailers still use
in-house commerce systems
SOURCE: 2013 Internet Retailer Top 500, 2014 Internet Retailer Second 500
© 2014 Bigcommerce Pty. Ltd.
• Of those web-only enterprise retailers with in-house commerce
systems, more than half launched before 2000

8. There’s an App for That;
SaaS Platform Ecosystem Enables SMB Disruption
2013 CLOUD USAGE AMONG SMBS COMMERCE ECOSYSTEM
APP STORE 53%
SOURCE: Internet Retailer Top 500, Internet Retailer Second 500
© 2014 Bigcommerce Pty. Ltd.
DEMAND GENERATION
• Best-in-breed has replaced expensive
proprietary functionality
• It’s difficult for legacy platforms to deliver same
level of services as fast or as efficiently as this
ecosystem
105%
ANNUAL
GROWTH RATE
BETWEEN 2010 AND 2013
WEB STORES
SHIPPING
ACCOUNTING
PAYMENTS SITE MANAGEMENT
MARKETPLACES
ERP
SOCIAL
POS
API
oAUTH
$2M
INTEGRATION
FUND
DEV PORTAL
DESIGN
PARTNERS

9. SMBs Can Launch Fully Functional Bigcommerce Store
in Less than 30 Minutes
What used to take developers weeks-months, now takes 30 minutes.
Smart SaaS technology:
• Helps automate processes that used to be complicated: credit
cards, payment wallets, shipping, taxes
• Enables a rich consumer experience: product listings, promotions,
personalization can all be created out of the box
© 2014 Bigcommerce Pty. Ltd.

10. Conclusion
• 20 years after the first digital transaction, ecommerce is
now a rapidly-growing, worldwide network of merchants
on par with the world’s largest economies. This will only
accelerate in the years ahead.
• There is a fundamental shift underway towards best-of-breed
platforms, enabling SMB businesses to effectively
compete with large, enterprise merchants, many of
which still rely on legacy technology platforms.
• The barriers to entry are gone: online stores can be
created in under 30 minutes, and monthly fees start at
less than the cost of a daily cup of coffee.
© 2014 Bigcommerce Pty. Ltd.

11. Report Sponsors
About Bigcommerce
Bigcommerce is a global ecommerce provider helping entrepreneurs and
growing businesses sell more online. Founded in 2009, Bigcommerce
supports more than 55,000 stores around the world from its offices in Sydney,
Austin and San Francisco. For more information, visit Bigcommerce.com.
About Sagence, Inc.
Sagence is a specialized firm designed to help organizations drive their
businesses with information and insight through better data and analytics
practices. For more information, visit sagenceconsulting.com.
© 2014 Bigcommerce Pty. Ltd.