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RESEARCH ON INTERNATIONAL MARKETS
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March 2015

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PREFACE
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Methodology (1 of 2)
This report by yStats.com is produced in a holistic approach to contain information about the relevant B2C E-Commerce and total retail
market trend.
 This report includes the results of secondary market research: By using various sources we ensure maximum objectivity for all obtained data.
As a result companies get a precise and unbiased impression of the market situation.
 Cross referencing of data was conducted in order to ensure validity and reliability.
 The report contains a Management Summary, summarizing the main information provided in each chapter.
 Besides providing information on the specific topic, every chart contains an Action Title, which summarizes the main statement of the chart and
a subtitle, which gives information about the country, the topic, the unit or currency, and the time period the data on the chart refers to.
 Furthermore, the source of information and its release date are provided on every chart. It is possible that the information included in one chart
is derived from several sources. Then, all sources are mentioned on the chart.
 This report also includes rankings. Within these rankings, it is possible that the total amount adds up to more than 100%. If this is the case,
multiple answers were possible, and this is then mentioned in the note of the chart.
 If available, additional information about the data collection, for example the time of survey and number of people asked, 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 were mostly used. When referencing them 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.
 This report includes mainly data from the last 12 months. The exact publication dates are mentioned in every chart.
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Methodology (2 of 2)
 This report covers the omnichannel trend in retail, in particular focusing on its implications for B2C E-Commerce and general retail. It takes into
account the following definition of 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.
 The report is divided in several chapters.
 The opening chapter covers the trend on the global level. It provides a qualitative overview of the trend, and quantitative information supporting
the statements made in the overview.
 The next chapter provides global comparisons of selected countries worldwide by several characteristics important to omnichannel, such as
webrooming and showrooming.
 The concluding chapter gives examples from the omnichannel trend in the top 10 countries worldwide by B2C E-Commerce sales. The
countries are presented in the order of descending B2C E-Commerce sales. The information included for each country varies to cover various
aspects of the trend.
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Definitions
The following expressions and definitions are used in this B2C E-Commerce market report:
 Omnichannel: sometimes written as omni-channel, 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.
 Showrooming: a practice in retail where consumers visit a store to browse or try on the products before buying them online (or via 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.
 Click-and-Collect: a delivery option in B2C E-Commerce, where purchases can be ordered online and picked-up in-store (or from other physical
location)
 B2C E-Commerce: the sale of products (and services) through electronic transactions from businesses to consumers.
 M-Commerce: M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through transactions via mobile devices.
 Online Shoppers: the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 Brick-and-Mortar Retailers: traditional store-based retailers, which might also sell through other retail channels, such as online and mobile.
 Pure Online Retailers: merchants which do not have own physical stores and sell only through online and mobile channels.
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Table of Contents (1 of 3)
1. Management Summary
2. Global Trend
• Overview of Omnichannel Retail Trend, March 2015
• Breakdown of Frequency of Shopping, by Channel, in % of Online Shoppers, September 2014
• Omnichannel Capabilities Used, in % of Large Retailers, September 2014
• Importance of Services When Shopping Online, in % of Multichannel Buyers in Selected Advanced Markets, December 2013
• Omnichannel Capabilities with the Highest Priority, in % of Retailers/Manufacturers in Selected Advanced Markets, December 2013
• Factors Important for Ideal Customer Experience in Omnichannel Retail, in % of Consumers, September 2014
• Share of Online Shoppers Using the Click-and-Collect Option, in %, by Germany, the UK and the USA, April 2014
• Share of Consumers with Internet Access who Browse Products in Store/Online before Buying in Store/Online, March 2014
• Share of Online Shoppers Who Browse Products in Store/Online before Buying in Store/Online, March 2014
• Actions Conducted With Mobile Phones While Being In Store, incl. Purchase, in % of Consumers with Mobile Phone, 2014
3. Global Comparisons
• Online Shopping Destinations, in % of Internet Users Who Use the Internet at Least Once, by Selected Countries, incl. Brazil, July 2014
• Breakdown of Channels Used for Purchasing the Product After Researching It In-Store, in % of Consumers Who Researched In-Store, by
Selected Advanced Markets, Q1 2014
• Breakdown of Channels Used for Purchasing the Product After Researching It In-Store, in % of Consumers Who Researched In-Store, by
Selected Emerging Markets, Q1 2014
• Breakdown of Channels Used for Purchasing the Product After Researching It Online, in % of Consumers Who Researched Online, by
Selected Advanced Markets, Q1 2014
• Breakdown of Channels Used for Purchasing the Product After Researching It Online, in % of Consumers Who Researched Online, by
Selected Emerging Markets, Q1 2014
• Share of Consumers with Mobile Phone Comparing Prices via Mobile While Being In Store, in %, by Selected Countries, 2014
4. Examples from Top Countries
4.1. China
• Share of Online Shoppers Doing Research via Mobile while in-Store, in %, and Type of Purchase Made after Mobile Research in-Store, in % of
Online Shoppers who Did In-Store Research via Mobile, 2014
• Omnichannel Options Interested in, in % of Online Shoppers, 2014

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Table of Contents (2 of 3)
4. Examples from Top Countries (cont.)
4.2. USA
• B2C E-Commerce Sales Compared to Web-Influenced Sales not Completed Online, in USD billion 2014e & 2018f
• Share of Showroomers on Smartphone Owners and Non-Owners, in %, Q3 2013 & Q3 2014
• Technology-Related Investment to be Made in the Next 12 Months, in % of Retailers, Spring 2014
• Activities Carried Out on Mobile In-Store, in % of Mobile Phone Users, 2014
• Perceived Disadvantages of In-Store Compared to Online Shopping Experience, in % of Consumers, 2014
4.3. UK
• Perceived Disadvantages of In-Store Compared to Online Shopping Experience, in % of Consumers, 2014
• Share of Online Shoppers Using Click-and-Collect Option, in %, April 2014 & 2017f
• Share of Consumers Who Browse Products via Mobile Devices In-Store to Find Best Deals Online, May 2014
4.4. Japan
• Actions Carried Out Online to Related to a Purchase Decision, in % Internet Users Who Researched the Product Online, Q1 2014
4.5. Germany
• Breakdown of Spending, by Online and Offline Purchase and Research Behavior, in %, by Selected Product Categories, 2014e
• Necessary Cross-Channel Services, in % Young Consumers Using Smartphones and Internet Daily, July 2014
• Reasons for Using In-Store Pick-Up Option for Online Orders, in % of Online Shoppers Who Used the Option, July 2014
4.6. France
• Share of Internet Users who Browse Products in Store/Online before Buying in Store/Online, in %, May 2014
• Share of Internet Users Who Used Click-and-Collect Option, by Collected from Store and Collected from Pick-Up Point, May 2014
4.7. South Korea
• Share of Internet Users who Browse Products in Store/Online before Buying in Store/Online, in % of Smartphone Owners, September 2014

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Table of Contents (3 of 3)
4. Examples from Top Countries (cont.)
4.8. Canada
• Importance of Options to Exchange and Pick-Up in Online Purchases in Store, by % of Online Shoppers who Think It is Important, 2013
• Omnichannel Capabilities Employed by Retailers, in % of Retailers, 2014
4.9. Russia
• Breakdown of Last Online Purchase by Delivery Options, incl. Pick-Up Options, September 2014
4.10. Brazil
• Stages of Purchase Preparation on Which Internet Research Was Used, in % Internet Users Who Researched the Product Online, Q1 2014

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1. Management Summary 9 – 10
2. Global Trend 11 – 22
3. Global Comparisons 23 – 29
4. Examples from Top Countries 30 – 51
4.1. China
4.2. USA
4.3. UK
4.4. Japan
4.5. Germany
4.6. France
4.7. South Korea
4.8. Canada
4.9. Russia
4.10. Brazil
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Table of Contents

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Webrooming (60%) was ahead of showrooming (51%) in terms of
penetration on consumers with Internet access, as of March 2014.
Global: Share of Consumers with Internet Access who Browse Products in Store/Online before Buying
in Store/Online, March 2014
60%
51%
0% 20% 40% 60% 80% 100%
Browse Products in Store Before
Buying Online
Browse Products Online Before
Buying in Store
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of 30,000 consumers in 60 countries; base for answers are consumers with online access
Source: Nielsen cited by Washington Post, September 2014
in % of Consumers

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The share of online shoppers in the UK using the click-and-collect
option is forecasted to more than double to 76% by 2017.
UK: Share of Online Shoppers Using Click-and-Collect Option, in %, April 2014 & 2017f
Do not Use Click-and-
Collect
65%
Use Click-and-Collect
35%
2017fApril 2014
Do not Use Click-and-
Collect
24%
Use Click-and-Collect
76%
Survey: based on a survey of 15,000 consumers in the UK, USA, France, Germany, Italy, Brazil, Russia, India, China and Japan
Source: Planet Retail, April 2014
China USA FranceJapanUK CanadaGermany Russia BrazilSouth Korea

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