The document outlines the methodology used in compiling market reports based on secondary research from various reliable sources, ensuring objectivity and accuracy of the data. It specifically addresses the B2C e-commerce market in the Asia-Pacific region, providing an overview of market trends, sales, users, and payment methods. The report is structured to include a management summary, detailed country analyses, and definitions relevant to e-commerce terminology.

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4. 4
GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
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
reported 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.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 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 Subtitle, 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.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, 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.
Notes and Currency Values
 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.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are 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.

5. 5
METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in Asia-Pacific. Major advanced and emerging markets in this region are covered, including Australia, China,
India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand and Vietnam. A broad definition of retail E-Commerce used by some original
sources cited in this report might include both B2C and C2C E-Commerce.
 The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,
products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the regional E-Commerce market compared to other global regions and the region’s country comparisons in terms of
criteria relevant to B2C E-Commerce, such as B2C E-Commerce sales and Internet penetration rates. The rest of the report is divided into country chapters,
grouped by advanced and emerging markets and presented in the descending order of retail E-Commerce sales. Data availability varied by country.
 Each country description starts with an overview of the market, highlighting the overall B2C E-Commerce development in that country.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce, social commerce, cross-border online shopping or omnichannel
commerce.
 The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales. Where available,
information from several sources was provided for cross-referencing.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Payment”, covers the payment methods most used by online shoppers.
 Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce.
 Finally, the “Players” section includes information about the leading E-Commerce companies, including rankings of top online shopping platforms by market
shares, website visits, awareness and usage rates by online shoppers, where available.

6. 6
DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to consumers
(B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-to-consumer
(C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales
generated through E-Commerce by a player on the market.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 OMNICHANNEL
an approach to retail that strives to provide the customer with the seamless shopping experience across all retail
channels, such as in-store, online and mobile.
 O2O COMMERCE
online-to-offline commerce stands for online discovery and/or ordering of products and services and their delivery
offline. O2O services specifically are those services which are ordered online and received offline, e.g. online food
delivery. O2O can also be defined broadly to include omnichannel retail strategies, such as click-and-collect (order
online, pick up from store), and omnichannel shopping behaviors, such as research online, purchase in-store.
 CROSS-BORDER E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country
where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders.
 SOCIAL COMMERCE
the use of social media in E-Commerce transactions, where social networks and other social media platforms
assist the selling and buying of products and services online.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products online
whereas the marketplace operator acts as an intermediary.
 GROSS MERCHANDISE VALUE
abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a
marketplace. Depending on the source, might include shipping costs.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 16)
1. Management Summary
2. Regional Overview
• Asia-Pacific’s Share of Global Retail E-Commerce Sales, in %, 2017
• Retail E-Commerce Sales in Asia-Pacific, in USD billion, 2016 & 2017
• E-Commerce Share of Total Retail Sales in Asia-Pacific, in %, 2016 & 2017
• M-Commerce Sales in Asia-Pacific, in USD billion, and Share of Retail E-Commerce Sales, 2016 - 2021f
• M-Commerce Sales in Asia-Pacific, in USD billion, 2017 & 2022f
• Breakdown of Internet Traffic Worldwide by Device, in %, by Region, incl. Asia-Pacific, February 2018
• Breakdown of E-Commerce Transactions Worldwide with M-Commerce Merchants by Mobile Web, In-App and Desktop, in %, by Region, incl.
Asia-Pacific, Q1 2018
• Top 10 Countries Worldwide by Online Shopper Penetration, in % of Internet Users, incl. Countries in Asia, Q2 2017
• Top 5 Countries in Asia-Pacific by Retail E-Commerce Sales, in USD billion, 2018f
• Retail E-Commerce Sales CAGR in Top 5 Markets in Asia-Pacific, in %, 2018f-2022f
• B2C E-Commerce Sales in Selected Countries in Asia, in USD million, 2016 & 2021f, and B2C E-Commerce Share of Total Retail Sales, in %,
2016
• B2C E-Commerce Sales, Online Travel Sales, Online Media Sales, and Digital Ride Hailing Sales in Southeast Asia, in USD billion, 2015,
2017e, 2025f, and CAGR, in %, 2015 - 2025f
• Ranking of Countries in Southeast Asia by Estimated B2C E-Commerce Sales, incl. Indonesia, Malaysia, Philippines, Singapore, Thailand,
Vietnam, 2017e & 2021f
• Internet Penetration in Asia-Pacific, in % of Individuals, by Australia, China, Japan, India, Indonesia, Malaysia, Philippines, Singapore, Thailand,
Vietnam, 2017 & 2022f
• Annual Online Spending per Online Shopper, in USD, by Australia, China, Japan, India, Indonesia, Malaysia, Philippines, Singapore, Thailand,
Vietnam, 2017
• Share of Internet Users Accessing the Internet via Smartphone, in % of Internet Users, by Australia, China, Japan, India, Taiwan, Thailand,
South Korea, Singapore, Malaysia, and Vietnam, 2017
• Breakdown of E-Commerce Sales in Asia-Pacific by Payment Methods, in %, 2017e
• Awareness and Usage of New Payment Methods in Emerging Asia, in % of Consumers, August 2017
• Top 3 Mobile Payment Services Used by Internet Users, by Selected Countries, incl. India, Indonesia, Philippines, South Korea and Thailand, in
% of Internet Users, Q2 2017
• Share of Online Shoppers Who Make At Least Half of Their Online Purchases via Marketplaces, in % of Online Shoppers, by China, India,
Japan and South Korea, August 2017
• Top 10 Online Retailers by B2C E-Commerce Sales, in USD million, 2016

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TABLE OF CONTENTS (2 OF 16)
3. Advanced Markets
3.1. Japan
3.1.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, May 2018
3.1.2. Trends
• Number of Smartphone Users, in millions, and Penetration, in % of Individuals, 2017-2020f
• M-Commerce Sales, in JPY trillion, and Share of B2C E-Commerce Sales, in %, 2015-2017
• M-Commerce Sales, in USD billion, in % of Total Retail E-Commerce Sales, in %, 2016 - 2021f
• Omnichannel Commerce Sales, in JPY trillion, and Year-on-Year Change, in %, 2015-2023f
• Cross-Border B2C E-Commerce Imports from China and the USA to Japan, in JPY billion, 2017e – 2021f
• Cross-Border B2C E-Commerce Exports from Japan to China and the USA, in JPY billion, 2017e – 2021f
3.1.3. Sales & Shares
• B2C E-Commerce Sales, in JPY trillion, and Share of Total Retail Sales, in %, 2011-2017
• B2C E-Commerce Sales, by Five Comparative Estimates, in USD billion and JPY trillion, and CAGR, in %, 2016 – 2023f
• Retail E-Commerce Share of Total Retail Sales, in %, 2017e
• B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2021f
3.1.4. Internet Users & Online Shoppers
• Internet Users, in millions, and Penetration, in % of Individuals, 2010-2016
• Internet Penetration, in % of Individuals, 2017 & 2022f
• Online Shopper Penetration, in % of Internet Users, 2016
• Online Shopper Penetration, in % of Internet Users, June 2017
• Online Shopper Penetration, in % of Internet Users, 2017 & 2022f
3.1.5. Product
• Breakdown of B2C E-Commerce Sales by Merchandise, Services and Digital, in JPY billion, and Year-on-Year Change, in %, 2016 & 2017
• B2C E-Commerce Product Sales by Category, in JPY billion, and B2C E-Commerce Share of Total Retail Expenditure in Each Category, in %,
2016 & 2017
• B2C E-Commerce Service Sales by Category, in JPY billion, and Year-on-Year Change, in %, 2016 & 2017
• Breakdown of Average Monthly Online Spending per Household by Products and Services, in %, 2017

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TABLE OF CONTENTS (3 OF 16)
3. Advanced Markets (Cont.)
3.1. Japan (Cont.)
3.1.6. Payment
• Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016
• Locations of Using Smartphone Payment, in % of Smartphone Payment Service Users, November 2017
• Most Used Smartphone Payment Services, in % of Smartphone Payment Users, November 2017
3.1.7. Delivery
• Most Important Delivery Options, in % of Online Shoppers, June 2017
3.1.8. Players
• Overview of B2C E-Commerce Players, May 2018
• Top 5 Companies by B2C E-Commerce Market Share, in %, 2016
• Top 3 E-Commerce Websites by Number of Users on PC, in millions, April 2017
• Top 3 Product Categories Purchased on Amazon, Rakuten Ichiba and Yahoo! Shopping, in % of Users of the Respective Website, April 2017
• Amazon's Perceived Advantages Compared to Other E-Commerce Sites, in % of Amazon Users, May 2017
3.2. South Korea
3.2.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, April 2018
3.2.2. Trends
• Devices Used for Shopping Online, in % of Online Shoppers, September 2017
• Average Online Purchase Value, by PC and Mobile Shopping, in KRW, January 2018
• M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2013-2017
• M-Commerce Sales by Product Category, in KRW million, and M-Commerce Share of E-Commerce Sales in Each Category, in %, 2016 & 2017
• O2O Services Used, in % of Mobile Device Users, June 2017
3.2.3. Sales & Shares
• Retail E-Commerce Sales, in KRW trillion, and Year-on-Year Change, in %, 2010-2017
• E-Commerce Share of Total Retail Sales, in %, 2017
• Retail E-Commerce Sales, in USD billion, 2016 & 2018f

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TABLE OF CONTENTS (4 OF 16)
3. Advanced Markets (Cont.)
3.2. South Korea (Cont.)
3.2.3. Sales & Shares (Cont.)
• B2C E-Commerce Sales, in USD billion, 2016 & 2021f
3.2.4. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2010 – 2017e
• Online Shopper Penetration, by Device, in % of Internet Users, 2016 & 2017
3.2.5. Products
• E-Commerce Sales by Product Category, in KRW billion, 2016 & 2017, and Year-on-Year Change, in %, 2017 vs. 2016
• Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.2.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2016 & 2017
• Overview of Delivery Options Offered by the Top 2 E-Commerce Players, April 2018
3.2.7. Delivery
• Overview of Delivery Services Offered by the Top 2 E-Commerce Players, May 2017
3.2.8. Players
• Overview of B2C E-Commerce Players, April 2018
• Turnover of Selected Major E-Commerce Platforms, in KRW trillion, 2017e
• Top 10 E-Commerce Websites by Unique Visitors, in millions, and Reach, in %, March 2018
3.3. Australia
3.3.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, April 2018
3.3.2. Trends
• Breakdown of Devices Used For Shopping Online, in % of Online Shoppers, February 2017
• Percentage Share of Online Sales Generated via Mobile, in % of SMEs, 2016 & 2017

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TABLE OF CONTENTS (5 OF 16)
3. Advanced Markets (Cont.)
3.3. Australia (Cont.)
3.3.2. Trends (Cont.)
• Penetration of Webrooming and Showrooming Practices, in % of Online Shoppers, February 2017
• Social Commerce Penetration, by Platform, in % of Smartphone Users, August 2017
• Share of Domestic and Cross-Border Online Spending by Product Category, in %, Breakdown of Online Spending by Product Category, by
Domestic and Cross-Border Spending, in %, and Year-on-Year Change of Domestic and Cross-Border Online Spending, by Product Category,
in %, 2017
• Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2017
3.3.3. Sales & Shares
• Retail E-Commerce Sales, in AUD billion, and E-Commerce Share of Total Retail Sales, in %, 2014-2017
• B2C E-Commerce Share of Total Retail Sales, by Pure Play, Multichannel and Total, February 2017 – February 2018
• Retail E-Commerce Sales, in USD billion, and CAGR, in %, 2017e & 2021f
• Share of Retail E-Commerce Sales in Total Retail Sales, in %, 2017e & 2021f
3.3.4. Internet Users & Online Shoppers
• Number of Internet Users and Online Shoppers, in millions, and Penetration, in % of Individuals and in % of Internet Users, by Age Group and
Gender, FY 2016/2017
• Internet Penetration, in % of Individuals, 2017 & 2022f
• Online Shopper Penetration, in % of Internet Users, 2017 & 2022f
3.3.5. Products
• Product Categories Purchased Online, by Number of Online Shoppers, in millions, by Age Group and Gender, FY 2016/2017
• Product Categories Purchased Online, in % of Online Shoppers, by Age Group and Gender, FY 2016/2017
• Breakdown of Online Spending by Product Category, in %, 2016 & 2017
• Breakdown of Online Spending by Product Category, in %, by Age Group, 2017
• E-Commerce Grocery Sales, in AUD billion, and Share of Total Grocery Sales, in %, 2011, 2015, 2020f, 2025f & 2030f
3.3.6. Payment
• Breakdown of Online Payments by Payment Method, in %, 2013 & 2016
• E-Commerce Sales Shares of Apple Pay and Android Pay, in %, 2017e

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TABLE OF CONTENTS (6 OF 16)
3. Advanced Markets (Cont.)
3.3. Australia (Cont.)
3.3.7. Delivery
• Factors Encouraging Online Shoppers to Shop More, in % of Online Shoppers, Q3 2017
• Online Shopper Behavior Related to Delivery, in % of Online Shoppers, February 2017
• Delivery Options Demanded by Online Shoppers, in % of Online Shoppers, February 2017
3.3.8. Players
• Top 5 Online Retail Websites, by Unique Visitors, in millions, October 2017
• Websites Used for Online Shopping, by Product Category, in % of Online Shoppers, 2017
3.4. Singapore
3.4.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2018
3.4.2. Trends
• Breakdown of Most Recent E-Commerce Purchases via Mobile and Other Devices, in % of Online Shoppers, August 2017
• Share of Internet users Who Discover New Products and Services Through Online Research, in %, and Who Conduct Digital Research While In-
Store, in %, 2016
3.4.3. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2016 & 2020f
• Retail E-Commerce Sales, in USD billion, 2016 & 2021f
• B2C E-Commerce Share of Total Retail Sales, in %, 2016
• B2C E-Commerce Share of Total Retail Sales, in %, January 2018
3.4.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2017 & 2022f
• Online Shoppers Penetration, in % of Internet Users, 2017 & 2022f
3.4.5. Products
• Breakdown of B2C E-Commerce Sales by Product Category, in %, 2016

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TABLE OF CONTENTS (7 OF 16)
3. Advanced Markets (Cont.)
3.4. Singapore (Cont.)
3.4.6. Payment
• Share of Cards and Digital Wallets in E-Commerce Sales, in %, 2013 & 2017e
3.4.7. Delivery
• Delivery Methods and Costs of 3 Major Players by the Number of Unique Visitors, March 2018
3.4.8. Players
• Overview of B2C E-Commerce Players, April 2018
• Top 10 Local E-Commerce Websites, by Average Monthly Visits, in thousands, Q4 2017
• Top 5 E-Commerce Websites, by Unique Visitors via Desktop, in thousands, August 2017
4. Emerging Markets
4.1. China
4.1.1 Overview
• Overview of B2C E-Commerce Market and International Comparisons, May 2018
4.1.2. Trends
• M-Commerce Sales, in CNY billion, and Share of Retail E-Commerce Sales, in %, 2015 – 2020f
• Number of Mobile Internet Users, in millions, and Penetration, in % of Internet Users, 2012 – 2017
• Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 – 2017
• Breakdown of the Use of Browsers and Apps in Online Shopping, by Use for Placing Orders and for Browsing, by Device, in % of Urban Middle-
Class Internet Users, January 2017
• Cross-Border Retail E-Commerce Imports, in CNY billion, and Year-on-Year Change, in %, 2015 – 2020f
• Cross-Border Retail E-Commerce Imports, in USD billion, and Year-on-Year Change, in %, 2016 – 2021f
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2013 - 2017
• O2O Approaches Used in Shopping, in % of Urban Middle-Class Internet Users, January 2017
• Share of Purchases Involving At Least One Digital Touch Point, in %, 2016 & 2021f
• Breakdown of Social Media Platforms’ Influence on Online Shopping Behavior, by Platform from Which Shoppers Sourced Information about a
Brand or a Products, in % of Online Shoppers, 2017

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TABLE OF CONTENTS (8 OF 16)
4. Emerging Markets (Cont.)
4.1. China (Cont.)
4.1.3. Sales & Shares
• Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Four Comparative Estimates, 2016 – 2021f
• Retail E-Commerce Sales, in CNY billion, and CAGR, in %, by Five Comparative Estimates, 2016 – 2020f
• E-Commerce Share of Total Retail Sales, in %, by Six Comparative Estimates, 2016 - 2021f
• B2C E-Commerce Share of Total Retail E-Commerce (B2C and C2C) Sales, in %, 2013 - 2020f
• Retail E-Commerce Sales in Rural Areas, in CNY billion, 2015 - 2017
4.1.4. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Population, 2012 - 2017
• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 – 2017
4.1.5. Product
• Top 5 Product Categories to Purchase Online, in % of Online Shoppers, March 2017
• B2C E-Commerce Sales of Apparel, in CNY billion, and Year-on-Year Change, in %, Q1 2015 - Q2 2017
• B2C E-Commerce Grocery Sales, in USD million, and Share of Total B2C E-Commerce Sales, in %, 2016 -2021f
• Local O2O Services Sales, in CNY billion, and Year-on-Year Change, in %, 2015 - 2022f
• Online Food Delivery Sales, in CNY billion, and Quarter-on-Quarter, in %, Q1 2015 - Q2 2017
• Top 10 O2O Service Mobile Apps, by Monthly Active Users, in millions, December 2016 & December 2017
4.1.6. Payment
• Top Payment Methods Used Online, in % of Online Banking Users, 2017
• Breakdown of Third-Party Online Payment GMV by Players, in %, by Two Comparative Estimates, Q2 2017
• Payment Methods Used for In-Store Purchases, in % of Internet Users, June 2017
4.1.7. Delivery
• Reasons to Buy Products Outside Intended Purchases When Shopping Online, in % of Urban Middle-Class Internet Users, January 2017
• Problems Encountered When Shopping Online During a Peak Shopping Period of Sales Event, in % of Online Shoppers, March 2017
4.1.8. Players
• Top 5 Market Players by Share of B2C E-Commerce GMV, in %, H1 2017

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TABLE OF CONTENTS (9 OF 16)
4. Emerging Markets (Cont.)
4.1. China (Cont.)
4.1.8. Players (Cont.)
• Breakdown of B2C E-Commerce GMV by Market Players, in %, Q4 2016, Q1 2017, Q4 2017 & Q1 2018
4.2. India
4.2.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, May 2018
4.2.2. Trends
• Mobile Internet Users, in millions, October 2015, December 2016 & 2017 and June 2018f
• Smartphone Users, in millions, and Penetration, in % of Population, 2017- 2022f
• Categories Researched on the Mobile Internet, in % of Mobile Internet Users, and Breakdown of Daily Time Spent on Mobile Internet by
Category, in %, incl. “Shopping”, Q2 2017
• Breakdown of Number and Value of Purchases by Urban Consumers by Channel, incl. “Pure Online”, “Pure Offline” and “Mixed”, in %, 2017
• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2017
4.2.3. Sales & Shares
• Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Five Comparative Estimates, 2016-2022f & 2026f
• E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016, 2017, 2021f, 2022f & 2026f
4.2.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2017 & 2022f
• Number of Internet Users, in millions, by Urban and Rural, October 2014-2017, December 2016-2017e & June 2018f
• Online Shopper Penetration, in % of Internet Users, by Five Comparative Estimates, 2016 - 2022f & 2026f
4.2.5. Products
• Breakdown of E-Commerce Sales by Segments, in INR billion, incl. “Travel”, “Retail”, “Online Grocery and Food Delivery”, and “Other Services”,
2015 - 2017e
• Breakdown of Online Travel Sales by Sub-Categories, in INR billion and in %, 2016
• Breakdown of Retail E-Commerce Sales by Sub-Categories, in INR billion and in %, 2016

16. 16
TABLE OF CONTENTS (10 OF 16)
4. Emerging Markets (Cont.)
4.2. India (Cont.)
4.2.6. Payment
• Share of Urban Online Shoppers Who Switched from Cash on Delivery to Online Payment Methods Following Demonetization, in % of Online
Shoppers, 2017
• Breakdown Payment Methods Preferred in E-Commerce, in % of Urban Online Shoppers, 2017
• Share of Digital and Mobile Wallets in E-Commerce Sales, in %, 2013 & 2017e
4.2.7. Delivery
• E-Commerce Logistics Market Size, in USD billion, and Average Logistics Cost, in % of Net Merchandise Value, 2015 & 2020f
• Breakdown of E-Commerce Logistics Market by Logistics Service Provider Types, in %, 2016
4.2.8. Players
• Overview of B2C E-Commerce Players, June 2018
• B2C E-Commerce Market Shares of the Top 9 Players, in %, 2017
• Top 6 E-Commerce Sites by Share of Mobile Search, in %, H2 2017
4.3. Indonesia
4.3.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, March 2018
4.3.2. Trends
• Number of Smartphone Users, in millions, 2017e & 2020f
• Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2017
• Activities Performed via Smartphone, incl. “Shopping Online”, in % of Smartphone Users, July 2017
• Breakdown of Frequency of Buying Goods in Social Networks, in % of Social Network Users, June 2017
• Product Categories Purchased Online via Social Networks, in % of Respondents Who Make Purchases via Social Networks, June 2017
4.3.3. Sales & Shares
• Retail E-Commerce Sales, in USD billion, 2016 & 2021f
• Retail E-Commerce Sales, in USD billion, 2018f & 2021f
• E-Commerce Share of Retail Sales, in %, 2016

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TABLE OF CONTENTS (11 OF 16)
4. Emerging Markets (Cont.)
4.3. Indonesia (Cont.)
4.3.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 – 2016
• Internet Penetration, in % of Individuals, 2017 & 2022f
• Online Shopper Penetration, in % of Internet Users, 2017
• Number of Online Shoppers, in millions, 2016 & 2021f
4.3.5. Products
• Share of Online Shoppers Who Prefer to Buy Selected Product Categories Online, in %, by Category, 2016
• Share of Online Shoppers Who Are Likely to Purchase Grocery Online in the Next 12 Months, in %, 2018e
4.3.6. Payment
• Top 3 Payment Methods Used in E-Commerce, in % of Internet Users, 2016
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2017
4.3.7. Delivery
• Overview of Shipping Features Offered to Selected Major E-Commerce Websites, incl. Free Shipping and Order Tracking, November 2017
4.3.8. Players
• Overview of E-Commerce Players, March 2018
• Top Local E-Commerce Websites by Unique Visitors, in thousands, by Total, Mobile and Desktop, incl. Total Minutes Spent, in millions, Total
Views, in millions, and Average Minutes per View, June 2017
• Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
• Top 3 Local C2C E-Commerce Websites, by Total Visits, in millions, February 2018
4.4. Thailand
4.4.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2018
4.4.2. Trends
• Devices Used to Access the Internet, in % of Internet Users, Q1 2016 & Q1 2017

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TABLE OF CONTENTS (12 OF 16)
4. Emerging Markets (Cont.)
4.4. Thailand (Cont.)
4.4.2. Trends (Cont.)
• Breakdown of B2C E-Commerce Sales by Mobile and Desktop, in %, 2017e & 2021f
• Top Platforms Used to Purchase Products Online, incl. “Facebook, Instagram”, in % of Online Shoppers, February 2017
• Product Categories Purchased via Social Media Compared to Lazada, in % of Online Shoppers, February 2017
4.4.3. Sales & Shares
• B2C E-Commerce Sales of Companies in Thailand, in THB billion, 2014-2017e
• B2C E-Commerce Sales, in USD billion, 2016 & 2021f
• B2C E-Commerce Share of Total Retail Sales, in %, 2016
4.4.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017e
• Number of Online Shoppers, in thousands, and Penetration, in % of Internet Users, by Location, Gender, and Age Group, Q1 2016 & Q1 2017
• Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, July 2017
• Online Shopper Penetration, in % of Internet Users, 2017e & 2022f
4.4.5. Products
• Product Categories Purchased in E-Commerce, in % of Online Shoppers, July 2017
• Breakdown of B2C E-Commerce Sales by Product Category, in %, 2017e & 2021f
4.4.6. Payment
• Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1 2016 & Q1 2017
4.4.7. Delivery
• Reasons to Choose an E-Commerce Website to Purchase From, incl. Delivery-Related, in % of Online Shoppers, June 2017
4.4.8. Players
• Overview of B2C E-Commerce Players, March 2018
• Breakdown E-Commerce Websites Most Frequently Purchased from, in % of Online Shoppers, June 2017
• Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018

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TABLE OF CONTENTS (13 OF 16)
4. Emerging Markets (Cont.)
4.5. Vietnam
4.5.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2018
4.5.2. Trends
• Devices Used for Shopping Online, in % of Online Shoppers, 2016 & 2017
• Channels Used to Shop Online, in % of Online Shoppers, 2015 & 2016
• Product Categories Purchased Online via Social Networks, in % of Online Shoppers, 2017
4.5.3. Sales & Shares
• B2C E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2014 – 2016
• B2C E-Commerce Sales, in USD million, 2016 & 2021f
• B2C E-Commerce Share of Total Retail Sales, in %, 2017e
4.5.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2017 & 2022f
• Online Shopper Penetration, in % of Internet Users, 2014 - 2016
• Barriers to Online Shopping, in % of Internet Users Who Do Not Shop Online, 2016
4.5.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2017
• Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016
4.5.6. Payment
• Factors Most Important to Online Shoppers When Buying Online, in % of Online Shoppers, 2016
• Breakdown of Payment Methods Used in Latest Online Purchase, in % of Online Shoppers, 2017
4.5.7. Delivery
• Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015 & 2016

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TABLE OF CONTENTS (14 OF 16)
4. Emerging Markets (Cont.)
4.5. Vietnam (Cont.)
4.5.8. Players
• Overview of B2C E-Commerce Players, April 2018
• Websites Used for Shopping Online, in % of Online Shoppers, 2017
• Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
• Top 7 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, February 2018
4.6. Malaysia
4.6.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2018
4.6.2. Trends
• Devices Used to Access the Internet, in % of Internet Users, 2015 & 2016
• Share of Online Shoppers Who Made Their Most Recent Purchase via Mobile, in % of Online Shoppers, August 2017
• Breakdown of Online Shoppers by Local Only, Cross-Border Only and Local and Cross-Border, in %, February 2017
4.6.3. Sales & Shares
• B2C E-Commerce Sales, in MYR billion, and Year-on-Year Change, in %, 2012 – 2019f
• E-Commerce Share of Total Retail Sales, in %, 2016/2017
• E-Commerce Share of Total Retail Sales, in %, 2018f
• Breakdown of E-Commerce Income of Companies by B2B, B2C and B2G, by Sector and Sub-Sector, in MYR million, 2015
4.6.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2013 - 2017
• Online Shopper Penetration, in % of Internet Users, 2015 & 2017
• Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, February 2017
4.6.5. Products
• Product Categories Purchased in E-Commerce, in % of Online Shoppers, Q3 2017

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TABLE OF CONTENTS (15 OF 16)
4. Emerging Markets (Cont.)
4.6. Malaysia (Cont.)
4.6.6. Payment
• Payment Methods Used in E-Commerce, in % of Online Shoppers, February 2017
4.6.7. Delivery
• Delivery Methods Used for Online Purchases, in % of Online Shoppers, February 2017
4.6.8. Players
• Overview of B2C E-Commerce Players, April 2018
• Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
• Top 3 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, February 2018
4.7. Philippines
4.7.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2018
4.7.2. Trends
• Mobile Share of Traffic to E-Commerce Sites, in %, June 2017
• M-Commerce Sales, in USD million, 2016 & 2021f
• Shopping-Related Activities Carried Out Online, in % of Individuals, Q2/Q3 2017
• Share of Social Media Buyers and Consumers Influenced by Social Media When Purchasing, in % of Internet Users, 2017
4.7.3. Sales & Shares
• B2C E-Commerce Sales, in USD million, 2016 & 2021f
• E-Commerce Retail Share of Total Retail Sales, in %, 2016
4.7.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2017 & 2022f
• Online Shoppers Penetration, in % of Internet Users, 2017 & 2022f

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TABLE OF CONTENTS (16 OF 16)
4. Emerging Markets (Cont.)
4.7. Philippines (Cont.)
4.7.5. Products
• Top 5 Categories of Products and Services Paid for Online, by Rank, by Shopping via Desktop and Mobile, 2016
4.7.6. Payment
• Breakdown of E-Commerce Orders, by Payment Method, in %, March 2017
4.7.7. Delivery
• Delivery Options Offered by the Top 2 B2C E-Commerce Market Players, April 2018
4.7.8. Players
• Overview of E-Commerce Players, April 2018
• Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, March 2018
• Top 7 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, March 2018

23. 23
1. Management Summary 23 – 35
2. Regional Overview 36 – 57
3. Advanced Markets 58 – 150
3.1.
3.2.
3.3.
3.4.
Japan
South Korea
Australia
Singapore
58 – 87
88 – 107
108 – 134
135 – 150
4. Emerging Markets 151 – 272
4.1.
4.2.
4.3.
4.4.
4.5.
4.6.
4.7.
China
India
Indonesia
Thailand
Vietnam
Malaysia
Philippines
151 – 182
183 – 205
206 – 228
229 – 248
249 – 268
269 – 286
287 – 302

24. 24
55,5
144,4
236,1
339,7
440,9
505,6
13,2%
28,9%
42,4%
54,8%
63,4%
67,2%
0%
25%
50%
75%
100%
0
250
500
750
1000
2012 2013 2014 2015 2016 2017
Mobile Shoppers Penetration
inmillions
In%ofMobileInternetUsers
More than half a billion people shopped via mobile devices in China
in 2017, with a 67.2% penetration rate among mobile Internet users.
China: Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 - 2017
Note: refers to December of each year
Source: CNNIC, January 2018, January 2017, April 2016, July 2015, April 2014
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

25. 25
E-Commerce
20,9%
Other Retail
79,1%
Retail E-Commerce sales accounted for more than one-fifth (20.9%)
of overall retail sales in South Korea in 2017.
South Korea: E-Commerce Share of Total Retail Sales, in %, 2017
Note: starting from January 2017, the source changed methodology of estimating retail E-Commerce sales by adapting the sample base in order to better reflect the amount of
transactions taking place on E-Commerce marketplaces (“shopping malls”); as a result, the figure for 2017 was revised from KRW 80 trillion to KRW 92 trillion; the historic
data was not revised based on the new methodology and hence is not comparable with the new 2017 figure; on the present graph the 2017 sales are based on the new
methodology (KRW 92 trillion) and are not comparable with the historic years
Definition: retail E-Commerce defined as transaction value of online shopping transactions, including sales of products, travel and miscellaneous services at specialized and general
malls of online and online/offline operators; B2C and C2C transactions are included
Survey: based on a survey of around 1,000 establishments operating online shopping sites, conducted on a monthly basis
Source: Statistics Korea, April 2018
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

26. 26