This document details a comprehensive report on the B2C e-commerce market in India, based on secondary research from various reliable sources. It outlines the structure of the report, including sections on market trends, sales and shares, internet users, product categories, payment methods, delivery, and key market players. The report aims to provide stakeholders with an accurate and objective analysis of the current e-commerce landscape in India.

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4. 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.
GENERAL METHODOLOGY OF MARKET REPORTS
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5. METHODOLOGY OF THE CURRENT REPORT
Report Coverage
• This report covers the B2C E-Commerce market in India. 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 B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in
the region in terms of criteria relevant to E-Commerce.
• Next, the “Trends” section includes an overview of market trends, such as M-Commerce and cross-border E-Commerce.
• The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.
• 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 market players including a ranking of major B2C E-Commerce platforms by online retail
sales.
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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.
 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.
 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.
 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.
 MOBILE WALLET
a software solution that enables consumers to store payment credentials, such as credit or debit card information,
and use the stored credentials to pay digitally for transactions made in-store, online or via mobile. Broadly defined,
mobile wallets also include payment services linked to a mobile phone which allow to top up a value and use it for
making payments and purchases.
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 2)
1. Management Summary
2. Overview & International Comparisons
• B2C E-Commerce Market Overview and International Comparisons, September 2019
• Top 10 Countries by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France, Japan, Russia, South Korea, the
UK, the USA, 2018 & 2019f
• Top 10 Countries by Retail E-Commerce Sales Growth, in %, by Argentina, Canada, China, India, Indonesia, Malaysia, Mexico, Philippines,
Russia, South Korea and Worldwide, 2019f vs. 2018
• M-Commerce Share of Total Retail E-Commerce Sales, in %, by China, India, Indonesia, South Korea, Thailand, the UK and the USA, 2018
• Preference of Online Shopping Over Offline Shopping, in % of Consumers, by China, Hong Kong, India, Indonesia, Japan, Malaysia,
Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam, August 2018
3. Trends
• Mobile Internet Users, in millions, October 2015, December 2016, 2017 & 2018
• Breakdown of Total Internet Visits, by Mobile Site/ App and Desktop, in % of Total Visits, 2015 – 2017 & 2020f
• Smartphone Users, in millions, 2018, 2020f & 2022f
• Smartphone User Penetration, in % of Population, in %, 2018 & 2025f
• Retail M-Commerce Sales, in USD billion, 2018 & 2021f
• M-Commerce Sales, by In-App Sales, Mobile Browser Sales, and Total M-Commerce Sales, in USD billion, 2018
• Shopping-Related Activities Carried Out Online, in % of Internet Users, 2018
• Shopping Activities Researched on Smartphone, in %, and Preferred Device for Online Shopping, in % of Internet Users, 2018
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, May 2018
• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
4. Sales & Shares
• Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Six Comparative Estimates, 2016 – 2023f & 2026f – 2027f
• E-Commerce Share of Total Retail Sales, in %, by Four Comparative Estimates, 2016-2018e, 2021f, 2023f & 2026f

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TABLE OF CONTENTS (2 OF 2)
5. Internet Users & Online Shoppers
• Number of Internet Users, in millions, 2018 & 2023f
• Number of Internet Users, in millions, by Urban and Rural, 2017 – 2019e
• Internet Penetration, by Urban, Rural and Total, in % of Population, December 2018
• Internet Penetration, in % of Population, 2017, 2020f & 2026f
• Number of Internet Users, in millions, by User Type, 2018
• Online Shopper Penetration, in % of Internet Users, by Two Comparative Estimates, 2017 - 2018, 2023f & 2027f
• Number of Online Shoppers, in millions, by Metro, Tier I and Tier II, 2017 – 2020f
• Breakdown of GMV of Online Retail, by Tier-II and Rural Shoppers and Tier-I Shoppers, in %, 2018 & 2023f
6. Products
• Top E-Commerce Merchant Segments, in % of Total E-Commerce Value, 2018
• Online Grocery Market, in USD billion, and Penetration, in % of Total FMCG Market, 2016 – 2017 & 2020f
• Online Furniture Market, in USD million, by Metro and Tier I, Tier I and Tier III and below, 2017 – 2020f
7. Payment
• Breakdown of Payment Methods in E-Commerce by Payment Value, in %, 2019e
• E-Commerce Enabled Card Penetration Rate per Capita, by Card Type and Total Cards, 2018
• Key Reasons for Usage of Digital Payments, by Metro and Non Metro, in % of Digital Payment Users, 2019e
• Top 3 Mobile Payment Services, in % of Monthly Transactions, March 2019
• Top 3 Mobile Payment Services, by Average Transaction Size, in INR, March 2019
8. Delivery
• Breakdown of E-Commerce Logistics Market by Logistics Service Provider Types, in %, 2018
• Average Shipping Value, Net Margin, Cost of Delivery, Last Mile Delivery Cost, Net Profit, in INR, Net Margin, in %, by Current and
Potential, December 2018
9. Players
• Overview of B2C E-Commerce Players, August 2019
• E-Commerce Gross Sales, in USD billion, by Amazon and Flipkart, 2018 & 2023f

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1. Management Summary 09 - 11
2. Overview & International Comparisons 12 – 17
3. Trends 18 – 28
4. Sales & Shares 29 – 31
5. Internet Users & Online Shoppers 32 – 40
6. Products 41 – 44
7. Payment 45 – 50
8. Delivery 51 – 53
9. Players 54 – 56

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40%
25%
66%
0% 25% 50% 75% 100%
Total
Rural
Urban
in % of Population
Internet penetration rates in India varied significantly between the
urban (66%) and rural (25%) population as of December 2018.
India: Internet Penetration, by Urban, Rural and Total, in % of Population, December 2018
Source: Kantar IMRB, December 2018; Kantar IMRB cited by Economic Times, March 2019
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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Travel
56.0%
Consumer Eletronics
16.5%
Clothes and Apparel
10.9%
Others
10.0%
Groceries
3.0%
Household Goods
2.8% Health and Beauty
0.8%
“Travel” (56%) and “Consumer Electronics” (16.5%) were the top
merchant segments in E-Commerce in India in 2018.
India: Top E-Commerce Merchant Segments, in % of Total E-Commerce Value, 2018
Source: J.P. Morgan, 2019
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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