The document provides an overview of the methodology used in compiling market reports on B2C e-commerce. Secondary market research is used to gather data from various reliable sources. Cross-referencing ensures validity and reliability of data. Charts include sources and dates. Reports include the last 12 months of data and may include forecasts. Charts use visuals like pie charts and tables to clearly present findings. Currency conversions use average exchange rates. Country reports follow a standard structure including overview, trends, sales, users, products, payment, delivery and key players. Definitions of terms like B2C e-commerce, m-commerce and cross-border sales are also provided.

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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.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in the selected member countries of the Commonwealth of Independent States (CIS), including, Azerbaijan,
Belarus, Georgia, Kazakhstan, and Russia. Ukraine is also included in the present report as a market geographically and economically linked with the CIS
countries.
 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
 Each country chapter starts with an overview of development of B2C E-Commerce in the respective country with international comparisons.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border E-Commerce, where available.
 The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales or related figures, where
information on sales was not available.
 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. This information was not available for selected countries covered in
this report.
 The next section, “Payment”, covers the payment methods most used by online shoppers, where available.
 Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce, such as preferred delivery methods. For selected countries, this
information was not available.
 Finally, the “Players” section includes information about the leading E-Commerce companies, such as rankings of the most visited online shopping websites.

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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.
 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.
 CROSS-BORDER B2C 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.
Both B2C and C2C transactions might be included in the definition of retail cross-border E-Commerce.
 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.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the
sale of goods and services.
 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.
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 7)
1. Management Summary
2. Russia
2.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2019
2.2. Trends
• B2C E-Commerce Sales, by Domestic and Cross-Border, in RUB billion, 2018-2023f
• Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
• Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2018
• Social Commerce Shopper Penetration, in % of Internet Users, and Types of Social Commerce Platforms Used, in % of Social Commerce
Shoppers, 2018
• Top 10 Social Commerce Shopping Platforms, in % of Social Commerce Shoppers, 2018
2.3. Sales
• B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 -2018
• B2C E-Commerce Sales Forecasts, in RUB billion, by Five Comparative Estimates, 2016 – 2023f
• B2C E-Commerce Share of Total Retail Sales, by Non-Grocery Goods and Total Retail, in %, 2016-2018
• B2C E-Commerce Share of Total Retail Sales, in %, 2018 & 2024f
2.4. Users
• Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 – 2018
• Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 – 2018
• Online Shopper Penetration by Age Group, Gender and Location Type, in % of Population, 2018
• Reasons for Not Shopping Online, in % of Individuals Who Do Not Shop Online, 2017 & 2018
2.5. Products
• Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2018
• Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

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TABLE OF CONTENTS (2 OF 7)
2. Russia (Cont.)
2.6. Payment
• Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2017 & 2018
• Online Payment Services Used to Pay for Products and Services Online, in % of Internet Users in Large Cities, 2017 & 2018
2.7. Delivery
• Breakdown of B2C E-Commerce Delivery Time, in % of Deliveries, 2018
• Number of Parcels Delivered in E-Commerce, by Delivery Method, in millions, Share, in % of Total Number of Parcels, and Change, in %, 2016 &
2018
2.8. Players
• Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-
Y Change, and Main Product Category, 2018
3. Ukraine
3.1. Overview
• Overview and International Comparisons, March 2019
3.2. Trends
• Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
• Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, 2018
• Share of Online Shoppers Purchasing via Mobile Shopping Apps, in %, 2018
• Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2017
3.3. Sales
• B2C E-Commerce Sales, in UAH billion, 2016 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, 2018
3.4. Users
• Internet Penetration, in % of Individuals, 2010 – 2019f
• Online Shopper Penetration, in % of Individuals, 2012 – 2018
• Breakdown of Online Shoppers, by Age Group and Gender, in %, 2018

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TABLE OF CONTENTS (3 OF 7)
3. Ukraine (Cont.)
3.5. Products
• Top Product Categories Purchased Online, in % of Online Shoppers, 2018
• Breakdown of E-Commerce Sales of Electronics Products by Category, in %, 2018
3.6. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
3.7. Delivery
• Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
3.8. Players
• Top E-Commerce Websites Used, in % of Online Shoppers, 2018
• Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, 2018
4. Kazakhstan
4.1. Overview
• Overview of B2C E-Commerce Market and Trends, February 2019
4.2. Trends
• Breakdown of Internet Traffic by Device, in %, 2018
• Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, 2017
• Location of E-Commerce Merchants Purchased from, in % of Internet Users, 2017 & 2018
• Cross-Border E-Commerce Transactions with Cards Issued in Kazakhstan, by Value, in KZT million, and Volume, in thousands, 2013 - 2017
• Breakdown of Products Purchased Cross-Border, in % Cross-Border of Online Shoppers, 2017
4.3. Sales
• Domestic Retail E-Commerce Sales, in KZT million and in % of Total Retail Sales, Domestic Wholesale E-Commerce Sales, in KZT million and in
% of Total Wholesale Sales, and E-Commerce Sales of Services, in KZT million, 2013 – 2017 & H1 2018
• Breakdown of B2C E-Commerce Sales by Goods and Services, in %, January - August 2018
• Retail E-Commerce Sales, in USD million, and Share of Total Retail Sales, 2016 - 2021f
• Total E-Commerce Sales, in USD million, and Year-on-Year Change, in %, 2017- 2019f

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TABLE OF CONTENTS (4 OF 7)
4. Kazakhstan (Cont.)
4.4. Users
• Internet Penetration, in % of Individuals, 2010 - 2018
• Online Shopper Penetration, in % of Internet Users, 2017 & 2018
• Breakdown of Online Shoppers, by Age Group and Gender, in %, 2017
• Perceived Barriers to E-Commerce, in % of Internet Users, 2018
• Breakdown of Online Shoppers, by Total Online Spending, in %, 2017 & 2018
4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
• Average Check in Online Shopping, in KZT thousand, by Product Category, December 2017 & December 2018
4.6. Payment
• Share of Online Shoppers Paying Online Compared to Cash on Delivery, in %, 2017
• Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
• Number and Value of Online Payment Transactions with Bank Cards, in thousands and in KZT million, and Share of Total Bank Card Payments
Number and Value, in %, June 2018 - January 2019
4.7. Delivery
• Problems Encountered When Shopping Online, in % of Online Shoppers, 2017 & 2018
4.8. Players
• B2C E-Commerce Sales by Category of Players, in %, January - August 2018
• Overview of Top 10 B2C E-Commerce Companies, Ranked by Revenue, 2017
5. Belarus
5.1. Overview
• Overview and International Comparisons, March 2019
5.2. Trends
• Breakdown of Online Purchases by Device Used, by Age Group, in % of Online Shoppers, March 2018
• Top 5 Reasons to Shop from Cross-Border Websites, in % of Online Shoppers, March 2018

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TABLE OF CONTENTS (5 OF 7)
5. Belarus (Cont.)
5.3. Sales
• B2C E-Commerce Sales, in USD million, 2017 & 2018
• B2C E-Commerce Share of Total Retail Sales, in %, 2017 & 2018
5.4. Users
• Internet Penetration, in % of Individuals, 2010 – 2017
• Online Shopper Penetration, in % of Individuals, March 2018
• Breakdown of Online Shoppers by Those Who Purchase Most Products Online, Purchase Equally Over the Internet and In-Store, Purchase Over
the Internet Sometimes, but Prefer In-Store Shopping and Who Rarely Purchase Online, in %, March 2018
5.5. Products
• Products Purchased Online, by Purchased in the Last 12 Months, Purchased Most Frequently in the Past Year and Purchased at Least Once
Online, in % of Online Shoppers, March 2018
5.6. Payment
• Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018
5.7. Delivery
• Breakdown of Delivery Options Used in E-Commerce, in % of Deliveries, November 2018
5.8. Players
• Top E-Commerce Websites Used, in % of Online Shoppers, March 2018
6. Azerbaijan
6.1. Overview
• B2C E-Commerce Overview and International Comparisons, February 2019
6.2. Trends
• Breakdown of Internet Traffic by Device, in %, 2018
• Breakdown of Households with Internet Access by Type of Internet Connection, in %, 2013 - 2017

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TABLE OF CONTENTS (6 OF 7)
6. Azerbaijan (Cont.)
6.3. Sales
• B2C E-Commerce Sales, in AZN million, 2016 & 2017
6.4. Users
• Internet Penetration, in % of Individuals, 2010 – 2017
• Breakdown of Internet Users, by Age Group, in %, 2017
• Breakdown of Main Purposes of Internet Usage, incl. “Ordering or Selling Goods and Services”, in % of Internet Users, 2017
6.5. Payment
• Credit Card and Debit Card Ownership, in % of Population 15+, 2017
6.6. Players
• Overview of Popular Local Shopping Websites, incl. Category and Website Traffic Data, February 2019
7. Georgia
7.1. Overview
• B2C E-Commerce Overview and International Comparisons, February 2019
7.2. Trends
• Breakdown of Internet Traffic by Device, in %, 2018
• Purposes for Internet Use, in % of Individuals, in % of Internet Users, July 2018
7.3. Sales
• Internet Transactions with Payment Cards, incl. Number of Transactions, in thousands, and Value of Transactions, in GEL thousands, 2013 –
2018
7.4. Users
• Internet User Penetration, in % of Individuals, by Gender, Location, Age Group and Total, June 2017 & July 2018

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TABLE OF CONTENTS (7 OF 7)
7. Georgia (Cont.)
7.5. Payment
• Credit Card and Debit Card Ownership, in % of Population 15+, 2017
7.6. Delivery
• Delivery Methods and Costs Offered by Selected E-Commerce Players, February 2019
7.7. Players
• Selected Local B2C E-Commerce Websites by Total Number of Average Visits per Day, and Share of Traffic from Georgia, in %, February 2019

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1. Management Summary 14 – 19
2. Russia 20 – 42
3. Ukraine 43 – 59
4. Kazakhstan 60 – 83
5. Belarus 84 – 96
6. Azerbaijan 97 – 106
7. Georgia 107 – 117

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3%
6%
8%
8%
10%
12%
18%
20%
22%
24%
24%
27%
30%
35%
40%
44%
50%
58%
0% 25% 50% 75% 100%
Fresh Products
Packaged Products
Alcohol
Flowers and Gifts
Pet Food
Video Games
Household Goods
Food Delivery
Medicines and Vitamins
Furniture
Goods for Children
Travel Services
Books and Music
Event Tickets
Beauty and Care Products
Consumer Electronics
IT and Mobile Devices
Fashion
in % of Online Shoppers
Fashion was the leading E-Commerce product category purchased
by 58% of online shoppers in Ukraine in 2018.
Ukraine: Top Product Categories Purchased Online, in % of Online Shoppers, 2018
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 30,000 customers from 64 countries worldwide, incl. Ukraine; conducted in May 2018
Source: Nielsen cited by MMR, November 2018
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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Online stores generated the largest share of B2C E-Commerce sales in
Kazakhstan between Jan. to Aug. 2018, reaching 61.8%.
Kazakhstan: B2C E-Commerce Sales by Category of Player, in %, January - August 2018
Note: may not add up to 100% due to rounding
Source: Infromburo.kz cited by The Astana Times, September 2018
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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