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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
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.
 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 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.

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METHODOLOGY OF THE CURRENT REPORT
 This report focuses on E-Commerce marketplaces. E-Commerce marketplaces are defined as 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. B2B E-Commerce marketplace and pure service
marketplaces (e.g. accommodation) were excluded from the research.
 The report starts with a management summary, with the rest of the content divided into two parts.
 The first part focuses on the market trends and developments related to E-Commerce marketplaces. It begins with a qualitative overview of the relevant market
trends, and continues with a number of statistics and survey results related to E-Commerce marketplace usage, such as the share of online shoppers buying
from marketplaces compared to retailers’ websites, top countries by share of online shoppers spending all or most of their online spending on marketplaces, and
the top reasons why online shoppers buy from marketplaces.
 The second part of this report covers selected major E-Commerce marketplaces worldwide. It contains a list of the most visited E-Commerce websites, overview
of the six major E-Commerce marketplace companies, including their Gross Merchandise Volume, and profiles of the world’s top three E-Commerce
marketplaces: Amazon, Alibaba and eBay. The profiles are presented in the order of descending Gross Merchandise Volume and include information such as:
headquarters, list of marketplaces operated, marketplace GMV and revenue, type of sellers, number of buyers, selected marketplace services and features, and
commission. Besides the profile, one or several selected statistics are included for each company.

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DEFINITIONS
 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. B2B E-Commerce marketplaces and pure service
marketplaces (e.g. accommodation) were covered in this report.
 MARKETPLACE BUYERS individuals who are registered via an E-Commerce marketplace and make purchase transactions through it.
 MARKETPLACE SELLERS individuals or businesses who use an E-Commerce marketplace as a platform to sell items to buyers.
 GROSS MERCHANDISE VOLUME
abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a
marketplace.
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers.
 C2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from consumers to
consumers.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods directly to consumers in other countries, with orders made 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’s borders.
 ONLINE SHOPPERS the total number of consumers in a certain country or region who make purchases online.
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. Management Summary
2. E-Commerce Marketplace Trends
• Overview of E-Commerce Marketplace Trends, November 2016
• Share of Online Shoppers Who Would Consider Purchasing from Marketplaces and from Retailers’ Websites, by Global Average and Top
3 Countries, in %, August 2015
• Approximate Share of Online Shoppers Who State That All or Most of Their Total Online Spending is Made on Marketplaces, in %, August
2016
• Top 5 Countries by Share of Online Shoppers Who State That All or Most of Their Cross-Border Online Spending is Made on
Marketplaces, in %, August 2016
• Most Popular Ways to Browse Products Online, incl. Marketplaces, in % of Online Shoppers, August 2016
• Perceived Benefits of Buying from Marketplaces, in % of Online Marketplace Shoppers, April 2016
• Most Important Factors When Purchasing from a Marketplace, in % of Online Marketplace Shoppers, April 2016
• Share of Online Retailers in Major E-Commerce Markets Who Generate More Than 41% of Their E-Commerce Revenue via Online
Marketplaces, in %, July 2016
3. Major E-Commerce Marketplaces
• Top 10 E-Commerce Marketplace Websites, by Website Rank Among All E-Commerce Websites, incl. Website Visits, in millions, Average
Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, November 2016
• Overview of Selected Major E-Commerce Marketplace Companies, incl. B2C/C2C Marketplaces, Country Based in, and GMV, in USD
billion, 2015
• Profile of Alibaba’s Retail Marketplaces, November 2016
• GMV of Alibaba’s Retail Marketplaces in China, in CNY billion, and Mobile Share of GMV, in %, Q1 2015 – Q2 2016
• Profile of Amazon Marketplace, November 2016
• Share of Units Sold by Third-Party Sellers on Amazon, in % of Total Paid Units Sold on Amazon, Q2 2015 – Q3 2016
• Other Platforms Used by Amazon Marketplace Sellers, in % of Sellers, by Currently Use and Plan to Use, 2015
• Profile of eBay Marketplace, November 2016
• GMV of eBay Marketplace, in USD billion, and Transaction Take Rate, in %, 2013 - 2015

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1. Management Summary 08 – 09
2. E-Commerce Marketplace Trends 10 – 18
3. Major E-Commerce Marketplaces 19 – 28

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in%ofTotalPaidUnitsSoldonAmazon
45% 46% 47% 48% 49% 50%
0%
20%
40%
60%
80%
100%
Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016
The third-party sellers’ share of paid units sold on Amazon increased
by 1 p.p. every quarter from Q2 2015 on to reach 50% in Q3 2016.
Share of Units Sold by Third-Party Sellers on Amazon, in % of Total Paid Units Sold on Amazon, Q2 2015
– Q3 2016
Note: worldwide
Source: Amazon, October 2016

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19%
39%
43%
62%
0% 20% 40% 60% 80% 100%
Check Out Social Media
Visit Online Retailers
Prefer Search Engines
Use Online Marketplaces
in % of Online Shoppers
Online marketplaces (62%) was the most popular way for online
shoppers worldwide to find products online in August 2016.
Global: Most Popular Ways to Browse Products Online, incl. Marketplaces, in % of Online Shoppers,
August 2016
Note: does not add up to 100% due to multiple answers possible; it was not specified whether the respondents to this question were online shoppers or all Internet users
Survey: based on a survey of 13,000 adults in 13 markets, including Australia, Canada, China, France, Germany, Hong Kong, India, Japan, Mexico, Singapore, South Korea, the
United Kingdom, and the USA
Source: Pitney Bowes, ORC International, October 2016

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