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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.
 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 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 cross-border B2C E-Commerce market, focusing both on cross-border imports and exports.
 All major countries from the region are covered, though data availability varied across the markets.
 Information about global developments is included first.
 Next, regional information is covered, including country comparisons.
 The rest of the report is divided by sub-regions, with countries presented in the order of descending B2C E-Commerce sales.
 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 selected leading countries in the 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 Developments
• 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. Europe
3.1. Europe Regional
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, April 2015
• Cross-Border B2C E-Commerce Overview in the EU, August 2014
• Cross-Border Online Shopper Penetration in the EU, in % of Total Online Shoppers, 2011 – 2014
• Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in
% of Total Online Shoppers, 2010 - 2014
• Cross-Border Online Shopper Penetration on Total Online Shoppers in the EU, in %, by Country, 2014
• Cross-Border Online Shopper Penetration on Total Online Shoppers in the EU, by Online Shoppers Buying From Other EU Countries and
from Non-EU Countries, in %, by Country, 2014
• Breakdown of E-Commerce Sales of Companies in the EU by Location, incl. Own Country, Other EU Countries, Countries Outside the EU,
in %, by Country, 2014
Table of Contents (1 of 5)

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3.2. Western Europe
3.2.1. Western Europe Sub-Regional
• Cross-Border Share of B2C E-Commerce Sales, in % and in EUR billion, 2014
3.2.2. 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
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
• Reasons for Buying Online from a Non-UK Retailer, in % of Cross-Border Online Shoppers, July 2014
• Potential Barriers for Buying Online from a Non-UK Retailer, in % of Online Shoppers, July 2014
• B2C E-Commerce Exports, in GBP billion, 2013e & 2020f
• Number of Cross-Border Online Shopping Orders Placed in the UK from Abroad, in millions, 2014e & 2017f
• Proportion of Online Orders Dispatched from the UK to International Destinations, in % of Total Online Retail Order Volume, Dec. 2013 –
Dec. 2014
3.2.3. Germany
• Cross-Border B2C E-Commerce Overview, August 2015
• 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 Shopper Penetration, by Location of Seller, incl. Other EU Countries, Non-EU Countries, in % of Online Shoppers, by
Age Group and Gender, 2014
• Cross-Border Online Shopper Penetration, in %, May 2015
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
• Reasons to Shop Online Cross-Border, in % of Cross-Border Online Shoppers, by Gender, May 2015
• Barriers to Cross-Border Online Shopping, in % of Online Shoppers, August 2014
• Cross-Border Online Merchant Penetration, by Merchants Selling to Austria and Merchants Selling to Austria and Other EU Countries, in %,
2014e
Table of Contents (2 of 5)

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3.2. Western Europe (cont.)
3.2.4. France
• Cross-Border Online Shopper Penetration, in % of Internet Users, 2014
• Share of Online Retailers Who Received Orders from Abroad, in %, 2014
• Share of Cross-Border E-Commerce Sales on Total Company E-Commerce Sales, in % of Companies Who Received Orders From
Customers Abroad, 2014
3.2.5. 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
• Breakdown of Total E-Commerce Sales and Number of E-Commerce Transactions, by Geographical Region, incl. Domestic, Cross-Border
Exports and Cross-Border Imports, in %, Q4 2014
• Breakdown of Cross-Border E-Commerce Imports and Exports, by Location, incl. EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of
the World, in %, Q4 2014
3.2.6. 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
3.2.7. 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
• Top Product Categories Purchased in Cross-Border E-Commerce, in EUR million, 2014
3.2.8. Switzerland
• Cross-Border B2C/C2C E-Commerce Imports, in CHF million, 2013 & 2014
• B2C/C2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2013 & 2014
Table of Contents (3 of 5)

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3.3. Eastern Europe
3.3.1. Russia
• Cross-Border B2C E-Commerce Overview, August 2015
• Cross-Border B2C/C2C Imports, in RUB billion, 2013 & 2014
• Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 &
2014
• Number of Cross-Border Online Shoppers, in millions, 2013 & 2014
• Cross-Border Imports Share of Total B2C/C2C E-Commerce Sales in Russia, in %, 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
• Number of Average Monthly Visitors to Foreign E-Commerce Marketplaces, in millions, by AliExpress, eBay and Amazon, H1 2013 - H2
2014
• Breakdown of Cross-Border B2C/C2C E-Commerce Imports, in %, 2014
3.3.2. Turkey
• Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2012 - Q1 2015
• Product Categories Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, 12 Months to November 2014
• Breakdown of Online Shopping Destinations, in % of Online Shoppers, by Local Only, Foreign Only and Both, November 2014
3.3.3. Poland
• Cross-Border Online Shopper Penetration, in % of Internet Users, April 2015
• Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2015
• Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, April 2015
3.3.4. Czech Republic
• Cross-Border Online Shopper Penetration, by Location of Seller, incl. Any Foreign Country, Other EU Countries, Non-EU Countries, in % of
Online Shoppers, by Gender and Age Group, Q2 2014
Table of Contents (4 of 5)

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Table of Contents (5 of 5)
3.3. Eastern Europe (cont.)
3.3.5. Estonia
• Value and Number of Cross-Border B2C E-Commerce Card Transactions, by Debit and Credit Cards and Total, in EUR million and in
thousands, Q1 2013 – Q1 2015
3.4. Scandinavia
3.4.1. Scandinavia Sub-Regional
• 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
3.4.2. Sweden
• Cross-Border B2C E-Commerce Imports, in SEK billion and in % Quarter-on-Quarter Change, 2014
3.4.3. Finland
• Breakdown of B2C E-Commerce Sales by Cross-Border and Domestic, in %, by Product Segment, 2014

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1. Management Summary 12 – 15
2. Global Developments 16 – 28
3.
3.1.
Europe
Regional
29 – 96
29 – 39
3.2. Western Europe
Sub-Regional
UK
Germany
France
Spain
Italy
Netherlands
Switzerland
40 – 72
40 – 41
42 – 50
51 – 58
59 – 61
62 – 65
66 – 67
68 – 70
71 – 72
3.3. Eastern Europe
Russia
Turkey
Poland
Czech Republic
Estonia
73 – 91
73 – 83
84 – 86
87 – 89
90 – 90
91 – 91
3.4. Scandinavia
Sub-Regional
Sweden
Finland
92 – 96
92 – 94
95 – 95
96 – 96
12
Table of Contents

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23% of cross-border online spending from the Netherlands in 2014
was made at Chinese and 18% at German merchants.
Netherlands: Breakdown of Cross-Border Online Spending, by Countries, in %, 2014
China
23%
Germany
18%
UK
14%
USA
13%
Other
32%
Source: Thuiswinkel.org, GfK, Post.nl, March 2015

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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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