The document provides an overview of the methodology used in market reports on B2C e-commerce. It discusses secondary market research methodology, data cross-referencing, definitions, report structure, notes on data and currencies. It also outlines the specific methodology used in the current report on Eastern Europe, including country coverage, structure, data sources and limitations. Key elements like trends, sales, users, products, payments and players are discussed for major countries covered.

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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 Eastern Europe. Major emerging markets in this region are covered, including Czech Republic, Poland,
Russia, Turkey, and Ukraine. 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 Internet and online shopper penetration rates. The rest of the report is divided into country chapters, presented in
the descending order of retail E-Commerce sales. Data availability varied by country.
 For the top emerging markets in the region, the country description starts with an overview of the market, highlighting the overall B2C E-Commerce development
in that country.
 The “Trends” section includes an overview of market trends, such as M-Commerce, cross-border online shopping or omnichannel commerce.
 Next, 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, such as rankings of top online shopping platforms by market
shares, website visits, or usage rates by online shoppers, where available.

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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.
 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.
 WEBROOMING
a practice in retail where consumers browse/research the products online before making the purchase in-store;
may also refer to customers using Internet-enabled mobile devices to browse/research/compare products
online while being in-store.
 SHOWROOMING
a practice in retail where consumers visit a store to browse or try on the products before buying them online (or
via mobile).
 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.
 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 6)
1. Management Summary
2. Regional Overview
• Breakdown of Global Retail E-Commerce Sales by Regions, incl. Central and Eastern Europe, in %, 2017
• B2C E-Commerce Share of Total Retail Sales in Central and Eastern Europe, in %, 2017
• B2C E-Commerce Share of Total Retail Sales in Poland, Russia and Turkey, Compared to Selected Countries Worldwide, in %, 2017
• Internet Penetration in Europe, by Country, in % of Individuals, 2011 – 2017
• Online Shopper Penetration in Europe, by Country, in % of Individuals, 2011 – 2017
3. Russia
3.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, July 2018
3.2. Trends
• B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017
• Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
• Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017
• Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2017
• Mobile Shopper Penetration, in % of Online Shoppers, 2017
3.3. Sales & Shares
• B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 & 2017
• B2C E-Commerce Sales, in RUB billion, by Three Comparative Estimates, 2014 – 2018f
• B2C E-Commerce Sales CAGR, in %, 2010 – 2017 & 2018 – 2022f
• B2C E-Commerce Share of Total Retail Sales, in %, 2017
• B2C E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f
3.4. Internet Users & Online Shoppers
• Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 - 2017
• Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 – 2017
• Online Shopper Penetration by Age Group, by Gender and Location Type, in % of Internet Users in the Respective Group, 2017
• Reasons for Not Buying Online, in % of Individuals Who Do Not Shop Online, 2016 & 2017

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TABLE OF CONTENTS (2 OF 6)
3. Russia (Cont.)
3.5. Products
• Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2017
• Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
• Online Travel Sales, in RUB billion, and Year-on-Year Change, in %, 2010-2018f
3.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, by Gender, Location Type and Total, 2017
• Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2016 & 2017
3.7. Delivery
• Breakdown of E-Commerce and Direct Selling Orders, by Shipping Methods, in %, 2017
• Breakdown of Delivery Methods Used When Buying from Russian Online Stores, in % of Online Shoppers, by Location Type, October 2017
3.8. Players
• B2C E-Commerce Player Overview, July 2018
• 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, 2017
• Top 10 Online Shops by Number of Monthly Visitors, in millions, 6 Months to September 2017
4. Poland
4.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2018
4.2. Trends
• Devices Used for Online Shopping, in % of Online Shoppers, April 2017 & April 2018
• Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2018
• Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, April 2018
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 - 2017

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TABLE OF CONTENTS (3 OF 6)
4. Poland (Cont.)
4.3. Sales & Shares
• B2C E-Commerce Sales, in PLN billion, 2013 – 2017e
• B2C E-Commerce Sales, in PLN billion, 2017 & 2018f
• B2C E-Commerce Share of Total Retail Sales, in %, 2018e
4.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2012 – 2017
• Online Shopper Penetration, in % of Individuals, 2012 – 2017
4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
4.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2017
4.7. Delivery
• Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2018
4.8. Players
• B2C E-Commerce Player Overview, August 2018
• Top 12 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2017 & April 2018
• Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018
5. Turkey
5.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2018
5.2. Trends
• Devices Used in Online Shopping, by Computer and Smartphone, in % of Online Shoppers, 2017
• Breakdown of Page Views and Orders in Online Stores, by Desktop and Mobile, in %, 2017

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TABLE OF CONTENTS (4 OF 6)
5. Turkey (Cont.)
5.2. Trends (Cont.)
• Social Commerce Shopper Penetration, in % of Online Shoppers, 2017
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-
EU Countries, 2012 - 2017
• Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
5.3. Sales & Shares
• Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2017
• E-Commerce Sales by Segment, in TRY billion, 2015 - 2017
• B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2017
5.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017
• Online Shopper Penetration, in % of Individuals, 2016 & 2017
5.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
5.6. Payment
• Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018
• Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
5.7. Delivery
• Breakdown of Delivery Operators Preferred in E-Commerce, in % of Orders, 2017
• Barriers to Online Shopping, incl. Delivery-Related, in % of Individuals, 2017
5.8. Players
• B2C E-Commerce Player Overview, August 2018
• Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and Category, June 2018

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TABLE OF CONTENTS (5 OF 6)
6. Czech Republic
6.1. Trends
• M-Commerce Share of B2C E-Commerce Sales, by Mobile and Tablet, in %, 2017e
• Mobile Shopper Penetration, in % of Online Shoppers, 2017
• Cross-Border Online Shopper Penetration, by Age Group and Gender, in % of Online Shoppers in the Czech Republic, by Purchasing from Other
EU Countries and Non-EU Countries, Compared to Domestic Online Shoppers, 2016 & 2017
6.2. Sales & Shares
• B2C E-Commerce Sales, in CZK billion and in % Year-on-Year Change, 2013 - 2017
• B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2017
6.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 – 2017
• Online Shopper Penetration, in % of Individuals, 2011 – 2017
• Online Shopper Penetration, by Age Group and Gender, in % of Individuals, 2013-2017e
6.4. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2017
6.5. Payment
• Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
6.6. Delivery
• Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
• Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online Shoppers, June 2017
6.7. Players
• Top 10 E-Commerce Websites by Average Monthly Number of Visits, in millions, 6 Months to August 2017

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TABLE OF CONTENTS (6 OF 6)
7. Ukraine
7.1. Trends
• Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, April 2018
• Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2017
7.2. Sales & Shares
• B2C E-Commerce Sales, in UAH billion, 2016 - 2018f
• B2C E-Commerce Share of Total Retail Sales, in %, 2017e
7.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2010 – 2018f
• Online Shopper Penetration, in % of Internet Users and in millions, 2017e
• Breakdown of Online Shoppers by Age Group, in %, April 2018
7.4. Products
• Top 3 Categories Purchased Online, in % of Online Shoppers, 2017
• Product Categories Purchased Online, in % of Online Shoppers, October 2017
7.5. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
• Top 3 Payment Methods Accepted by E-Commerce Websites, in % of E-Commerce Websites, 2017
7.6. Delivery
• Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
7.7. Players
• Top 3 Local and Foreign E-Commerce Platforms by Website Reach, in % of Internet Users and in million Visitors, June 2017
• Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, April 2018

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1. Management Summary 13 – 18
2. Regional 19 – 26
3.
4.
5.
6.
7.
Russia
Poland
Turkey
Czech Republic
Ukraine
27 – 53
54 – 70
71 – 89
90 – 103
104 – 118

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16,8
19,5 21,7 25,4
32,615,3%
17,8% 19,6%
23,1%
29,1%
0%
25%
50%
75%
100%
0
50
100
150
200
2013 2014 2015 2016 2017
Online Shoppers Penetration
inmillions
in%ofPopulation
29.1% of population aged 15-74 or 32.6 million people in Russia
made purchases online in 2017, according to the national statistics.
Russia: Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 - 2017
Note: *population aged 15-74 in 2017 and 15-72 in 2013-2016
Definition: individuals who used the Internet for purchasing goods and/or services in the previous 12 months
Survey: based on surveys conducted in October 2013, October-November 2014, November-December 2015, October-November 2016 and May, October, November 2017
Source: Federal State Statistics Service, 2018
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

15. “Clothes, sports goods” (62.3%) was the product category most
purchased by online shoppers in Turkey in 2017.
Turkey: Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
in % of Online Shoppers 2016 2017
Clothes, sports goods 60.0% 62.3%
Household goods (e.g. furniture, toys, excl. consumer electronics) 25.8% 25.3%
Travel arrangements (e.g. transport tickets, car rent, etc.) 29.7% 24.1%
Food or groceries 19.8% 21.9%
Electronic equipment (incl. camera) 21.0% 19.0%
Books, magazines, newspapers (including e-books) 19.4% 15.8%
Holiday accommodation (hotel etc.) 16.9% 14.5%
Tickets for events 14.7% 13.6%
Computer hardware 11.4% 11.0%
Telecommunication services (e.g. TV, broadband subscriptions, fixed line or mobile phone) 12.4% 10.3%
Films, music 6.8% 5.4%
Video games software and other computer software and upgrades 6.1% 5.3%
Medicine 3.0% 4.3%
E-learning material 3.9% 2.7%
Other 0.6% 0.3%
Note: does not add up to 100% due to multiple answer possible
Definition: products and services bought/ordered over the Internet
Survey: based on a survey of households and individuals
Source: Turkish Statistical Institute, August 2017
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Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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