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RESEARCH ON INTERNATIONAL MARKETS
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October 2015

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PREFACE
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a result companies get a precise and unbiased impression of the market situation.
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company databases, journals, company registries and news portals are used as a basis for the analyses, statistical reports and forecasts.
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Methodology (1 of 2)
 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 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.
 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.
 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.
 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)
 In this report, major B2C E-Commerce trends, sales figures, share of the total retail market, main online product categories, and relevant
information about Internet users, online shoppers and leading E-Commerce companies are included.
 The regional chapter opens the report, highlighting regional developments, such as sales, and international comparisons of the countries in the
region among themselves and to other countries worldwide. The comparisons concern criteria related to B2C E-Commerce, such as Internet
and online shopper penetration.
 The rest of the report is divided into countries. The countries are presented in two groups: advanced and emerging B2C E-Commerce markets,
considering criteria such as B2C E-Commerce’s share of total retail sales, Internet and online shopper penetration. Within each group, the
countries are presented in the order of descending B2C E-Commerce sales. Where no comparative sales figures were available, other relevant
criteria were applied to determine the order, such as Internet and online shopper penetration.
 Each country chapter starts with an overview of the B2C E-Commerce market in the respective country.
 Next, the “Trends” section provides an overview of B2C E-Commerce market trends, such as social commerce, cross-border online shopping,
M-Commerce, omnichannel retail and regulatory trends.
 The section “Sales & Shares” includes the development of B2C E-Commerce sales, including historical sales and forecasts, where available.
Furthermore, this section shows the development of B2C E-Commerce’s share of the total retail market.
 In the “Users & Shoppers” section, a review of the development of Internet penetration and online shopper penetration is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next two sections, “Payment” and “Delivery”, cover information related to delivery and payment methods most used by online shoppers.
 Finally, the “Players” section includes information about the leading E-Commerce players, such as online retailers and marketplaces.
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Definitions
The following expressions and definitions are used in this B2C E-Commerce market report*:
 B2C E-Commerce: the sale of products (and services) through electronic transactions via the Internet from businesses to consumers.
 B2C E-Commerce sales: the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total sales
generated through B2C E-Commerce by a player on the market.
 Gross Merchandise Volume (GMV): total value sales of merchandise sold through online marketplaces and other E-Commerce websites.
 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: sale of goods (and services) 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.
 Social Commerce: sale of goods (and services) that involves the use of social media, such as social networks.
 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.
 Online Classifieds: an online platform, where both consumers and businesses can publish small advertisements about the sale of goods and
services.
 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.
 Group Buying: websites offering products and services at significantly reduced prices, under the condition that a minimum number of buyers
would make the purchase.
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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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1. Management Summary
2. Regional
• Asia-Pacific’s Share of Global B2C E-Commerce Sales, in %, 2014 & 2019f
• China, Japan and South Korea Share of Global E-Commerce Sales, in %, 2014 & 2018f
• B2C E-Commerce Share of Total Retail Sales, by Region, incl. Asia-Pacific, in %, 2015e
• Total E-Commerce Sales of the Top 5 Markets in Asia-Pacific, in USD billion, 2014e & 2019f
• B2C E-Commerce Sales of Goods and Digital Content, by Asia and Australasia, in USD billion, 2009, 2014 & 2019f
• B2C E-Commerce Sales in Southeast Asia, in USD billion, 2013 & 2018f
• M-Commerce Share of Total B2C E-Commerce Sales in Asia-Pacific, in %, 2014e & 2019f
• Product Categories Purchased Online in Asia-Pacific, in % of Online Shoppers, October 2014
• Top 10 Countries Worldwide by Retail E-Commerce Sales, incl. Countries in Asia-Pacific, in USD billion, and in % CAGR, 2013 - 2018f
• B2C E-Commerce Sales, by Selected Countries Worldwide, incl. China, Japan, India and South Korea, in USD billion, 2009, 2014 & 2019f
• B2C E-Commerce Sales CAGR, by Selected Countries Worldwide, incl. China, Japan, India and South Korea, in %, 2009-2014 and 2014-
2019f
• B2C E-Commerce Share of Total Retail Sales, by Selected Countries Worldwide, incl. China, Japan, India and South Korea, in %, 2014 &
2019f
• Online Shopper Penetration, by Selected Emerging Markets, incl. Countries in Southeast Asia, in % of Adult Internet Users, May 2014
• Number of Internet Users in Asia-Pacific, by Country and Total, in millions, 2013 – 2018f
• Internet Penetration in Asia-Pacific, by Country and Total, in % of Population, 2013 - 2018f
• Internet Penetration in Asia-Pacific, by Selected Countries, in % of Population, 2014
• Number of Smartphone Users in Asia-Pacific, by Country and Total, in millions, 2014 – 2019f
• Smartphone User Penetration in Asia-Pacific, by Country and Total, in % of Mobile Phone Users, 2014 - 2019f
• Number of Tablet Users in Asia-Pacific, by Country and Total, in millions, 2013 – 2019f
• Tablet User Penetration in Asia-Pacific, by Country and Total, in % of Internet Users, 2013 – 2019f
• Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Selected Countries, in
%, Q4 2014
• Mobile Shopper Penetration in Asia-Pacific, by Selected Countries, in % of Respondents, 2012 – 2014
• Breakdown of the Last Online Purchase in Asia-Pacific, by Device Used, in % of Online Shoppers, by Country, 2014/Q1 2015
• Activities Carried Out on Smartphones at Least Weekly in Asia-Pacific, incl. Purchase, by Country, in % of Smartphone Users, 2014/Q1
2015
Table of Contents (1 of 15)

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2. Regional (Cont.)
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, incl. Countries in Southeast
Asia, April 2015
• Investment Volume in E-Commerce in Asia, in USD million and Number of Deals, Q1 2012 - Q4 2014
• Breakdown of E-Commerce Investment Deals in Asia, by Country, in %, 2014
• Top 10 E-Commerce Investment Deals in Asia, by Amount Invested, in USD million, 2014
• Top 15 Online Retailer Website Properties in Asia-Pacific, by Total Unique Visitors, in millions, October 2014
3. Advanced Markets
3.1. Japan
3.1.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, September 2015
3.1.2. Trends
• Mobile Shopper Penetration, in % of Smartphone Users, August 2014
• Cross-Border B2C E-Commerce Imports from the USA and China, in JPY billion, 2014 - 2018f
3.1.3. Sales & Shares
• B2C E-Commerce Sales, by Products, Services and Digital Content, in JPY trillion, 2013 & 2014
• B2C E-Commerce Sales Forecasts, in USD billion, by Comparative Estimates, Ranked by CAGR, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, by Comparative Estimates, 2013 - 2019f
3.1.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
3.1.5. Products
• Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2014
3.1.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, January 2015
Table of Contents (2 of 15)

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3. Advanced Markets (Cont.)
3.1. Japan (Cont.)
3.1.7. Delivery
• Actions Taken to Qualify for Free Shipping, in % of Online Shoppers, October 2014
3.1.8. Players
• Top 15 Retail Websites, by Total Unique Visitors, in millions, October 2014
3.2. South Korea
3.2.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, September 2015
3.2.2. Trends
• Cross-Border E-Commerce Imports, in USD billion, 2013 & 2014
• M-Commerce Sales, in KRW trillion and in % of Total E-Commerce Sales, Q1 2013 – Q1 2015
3.2.3. Sales & Shares
• B2C E-Commerce Sales, in KRW trillion, and in % Year-on-Year Change, 2012 - 2014
• B2C E-Commerce Sales Forecasts, in USD billion, by Comparative Estimates, Ranked by CAGR, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2019f
3.2.4. Users & Shoppers
• Number of Internet Users and Penetration Rate, in millions and in % of Population, 2010 – 2014
• Online Shopper Penetration on Internet Users, by Gender and Age Group, in %, 2014
3.2.5. Products
• Breakdown of B2C and C2C E-Commerce Sales by Product Categories, in KRW trillion and in %, 2013, 2014 & H1 2015
3.2.6. Payments
• Payment Methods Used in Online Shopping, in % of Online Shoppers, September 2014
Table of Contents (3 of 15)

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Table of Contents (4 of 15)
3. Advanced Markets (Cont.)
3.2. South Korea (Cont.)
3.2.7. Delivery
• Complaints about Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
3.2.8. Players
• Overview of Top 10 Local E-Commerce Websites, by Website Rank, October 2015
3.3. Australia
3.3.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
3.3.2. Trends
• M-Commerce Sales, in AUD billion, 2014e & 2019f
• Cross-Border Online Shopper Penetration and Number, in % of Individuals and in millions, 12 Months to September 2014
• B2C E-Commerce Sales, in USD billion and in % of Total Retail Sales, 2013 - 2018f
3.3.3. Sales & Shares
• Quarterly B2C E-Commerce Sales, by Pure-Play Online Retail, Multi-Channel Online Retail and Total, Q2 2013 – Q2 2015
• B2C E-Commerce Share of Total Retail Sales, by Pure-Play, Multichannel and Total, July 2014 – July 2015
3.3.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Number of Online Shoppers, in millions, 2011 & 2014
3.3.5. Products
• Top Product Categories Purchased Online, by Four-Week Average Number of Buyers, in thousands, 2014
3.3.6. Payment
• Breakdown of Number and Value of Domestic Online Payments, by Method, and Annual Growth, in %, 2013/2014

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Table of Contents (5 of 15)
3. Advanced Markets (Cont.)
3.4. New Zealand (Cont.)
3.4.7. Delivery
• Reasons to for Not Buying from Overseas Retailers, incl. Delivery, in % of Online Shoppers, August 2015
3.4.8. Players
• Top 5 Online Retail Websites, by Monthly Visitors, in thousands, September 2015
4. Emerging Markets
4.1. China
4.1.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
4.1.2. Trends
• B2C E-Commerce Trends Overview, August 2014
• M-Commerce Sales, in CNY billion and in % of Retail E-Commerce Sales, by Comparative Estimates, 2013 - 2018f
• Cross-Border E-Commerce Imports, in CNY billion, 2013 & 2014e
4.1.3. Sales & Shares
• Historic B2C E-Commerce Sales, in USD billion, by Comparative Estimates, 2009 - 2014
• B2C E-Commerce Sales Forecasts, in USD billion, by Comparative Estimates, 2014 - 2019f
• B2C E-Commerce (incl. C2C) Share of Total Retail Sales, by Comparative Estimates, in %, 2013 - 2019f
4.1.4. Users & Shoppers
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Number of Online Shoppers, in Millions, and in % of Internet Users, 2010 – 2014 & June 2015
4.1.5. Products
• Average Annual Online Spending and Number of Online Purchases, by Product Category, February 2015

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Table of Contents (6 of 15)
4. Emerging Markets (Cont.)
4.1. China (Cont.)
4.1.6. Payment
• Online Payment Methods Used, in % of Online Payment Users, 2014
4.1.7. Delivery
• B2C E-Commerce Delivery Overview, September 2015
4.1.8. Players
• B2C E-Commerce Player Overview, September 2015
• B2C E-Commerce Sales of Top 10 B2C E-Commerce Companies by Market Share, in CNY billion, 2014
4.2. Taiwan
4.2.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
4.2.2. Trends
• Mobile Shopper Penetration, in % of Mobile Device Owners, December 2014
• Product Categories Most Purchased in M-Commerce, in % of Mobile Shoppers, December 2014
4.2.3. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2009, 2014 & 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, 2014 & 2019f
4.2.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Online Shopper Penetration, by Gender and Age, in % of Internet Users, August 2014
4.2.5. Products
• B2C E-Commerce Sales, by Product Category, in TWD billion, 2013

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Table of Contents (7 of 15)
4. Emerging Markets (Cont.)
4.2. Taiwan (Cont.)
4.2.6. Payment
• Breakdown of Preferred Payment Methods in Online Shopping, in % of Online Shoppers, 2014
4.2.7. Delivery
• Overview of B2C E-Commerce Delivery, October 2015
4.2.8. Players
• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate,
August 2015
4.3. India
4.3.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
4.3.2. Trends
• B2C E-Commerce Trends Overview, September 2015
• M-Commerce Share of Total E-Commerce Sales, in %, 2014e & 2017f
• Usage of Digital Devices and Social Media Before, During and After Purchase, in % of Urban Consumers, February 2015
• Historic B2C E-Commerce Sales, in USD billion, by Comparative Estimates, 2009 - 2014
• Forecasts of B2C E-Commerce Sales excl. Travel, in USD billion, by Comparative Estimates, 2014 - 2020f
4.3.3. Sales & Shares
• B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2020f
4.3.4. Users & Shoppers
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Online Shopper Penetration, in % of Internet Users, 2014 & 2018f

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Table of Contents (8 of 15)
4. Emerging Markets (Cont.)
4.3. India(Cont.)
4.3.5. Products
• Breakdown of Online Retail Segment Sales, by Product Categories, in % and in INR billion, 2014
4.3.6. Payment
• Breakdown of Preferred Payment Methods in Online Shopping, in % of Online Shoppers, 2014
4.3.7. Delivery
• B2C E-Commerce Delivery Overview, September 2015
4.3.8. Players
• B2C E-Commerce Player Overview, September 2015
• Top 3 E-Commerce Websites, by Unique Visitors, in millions, May 2014 & May 2015
4.4. Singapore
4.4.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
4.4.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Breakdown of Online Shopping Transactions, by Device, in %, H2 2014 & 2015f
• Products Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, April 2015
4.4.3. Sales & Shares
• B2C E-Commerce Sales, in SGD million, 2013 & 2018f
• B2C E-Commerce Share of Total Retail Sales, in % and in USD billion, 2013
4.4.4. Users & Shoppers
• Internet Penetration, in % of Households, 2010 - 2014

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Table of Contents (9 of 15)
4. Emerging Markets (Cont.)
4.4. Singapore(Cont.)
4.4.4. Users & Shoppers (Cont.)
• Online Shopper Penetration, in % of Internet Users, 2009 - 2013
4.4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2012 & 2013
4.4.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, by Age Group and Total, 2013
4.4.7. Delivery
• Actions Taken to Qualify for Free Shipping, in % of Online Shoppers, October 2014
4.4.8. Players
• E-Commerce Player Overview, August 2015
• Top 10 Local E-Commerce Websites, by Website Rank*, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July
2015
4.5. Indonesia
4.5.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
4.5.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Devices Most Used for Online Shopping, in % of Online Shoppers, Q1 2014
• Types of Platforms Used for Online Shopping, incl. “Social Network”, in % of Internet Users, 2014
4.5.3. Sales & Shares
• B2C E-Commerce Sales, in USD million, 2009 & 2014

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Table of Contents (10 of 15)
4. Emerging Markets (Cont.)
4.5. Indonesia (Cont.)
4.5.3. Sales & Shares (Cont.)
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 - 2018f
4.5.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Activities Carried Out Online, incl. Online Purchase, in % of Internet Users, 2014
4.5.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2014
4.5.6. Payment
• Online Payment Methods Used in Online Shopping, in % of Online Shoppers, 2014
4.5.7. Delivery
• Criteria for Choosing an E-Commerce Website, incl. “Safe Transactions and Delivery”, in % of Online Shoppers, 2014
4.5.8. Players
• E-Commerce Player Overview, August 2015
• E-Commerce Websites Purchased From, in % of Online Shoppers, 2014
4.6. Malaysia
4.6.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
4.6.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Reasons to Purchase Online from a Foreign Country, in % of Cross-Border Online Shoppers, April 2015
• Breakdown of Likelihood of Following a Brand on Social Media, in % of Internet Users, March 2015

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Table of Contents (11 of 15)
4. Emerging Markets (Cont.)
4.6. Malaysia (Cont.)
4.6.3. Sales & Shares
• B2C E-Commerce Sales, in MYR billion, 2013 & 2020f
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 & 2020f
4.6.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Activities Carried Out Online, incl. Purchasing and Ordering Goods and Services, in % of Internet Users, 2013
4.6.5. Products
• Products Purchased Online, in % of Online Shoppers, 2013
4.6.6. Payment
• Online Payment Methods Overview, August 2015
4.6.7. Delivery
• Reasons for Not Purchasing or Ordering Goods and Services Online, incl. Delivery, in % of Internet Users Who Do Not Purchase Online,
2013
4.6.8. Players
• E-Commerce Player Overview, August 2015
• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July
2015
4.7. Thailand
4.7.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015

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Table of Contents (12 of 15)
4. Emerging Markets (Cont.)
4.7. Thailand (Cont.)
4.7.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Breakdown of Devices Used for Shopping Online, in % of Online Shoppers, June 2014
• Channels Used to Research Information about Products before Purchase, in % of Mobile Shoppers, January 2015
4.7.3. Sales & Shares
• B2C E-Commerce Sales, in USD million, 2013 & 2018f
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 & 2020f
4.7.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Activities Carried Out Online, incl. Purchase of Goods and Services, in % of Internet Users, 2014
4.7.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, May 2015
4.7.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, May 2015
4.7.7. Delivery
• Delivery Methods Used in Online Shopping, in % of Online Shoppers, May 2015
4.7.8. Players
• E-Commerce Player Overview, August 2015
• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July
2015

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Table of Contents (13 of 15)
4. Emerging Markets (Cont.)
4.8. Philippines
4.8.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
4.8.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Product Categories Purchased via Social Messaging Apps on Mobile Phones, in % of Mobile Internet Users, June 2014
• Breakdown of Experience with Online Shopping, by Buying from Local Websites Only, Buying from Local and Overseas Websites and Not
Buying Online, in % of Internet Users, August 2014
4.8.3. Sales & Shares
• E-Commerce Sales, USD billion, 2014 & 2015f
• B2C E-Commerce Share of Total Retail Sales, in %, 2014
4.8.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
4.8.5. Products
• Top 3 Product/Service Categories to Purchase Online in the Next 6 Months, in % of Internet Users, Q1 2014
4.8.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, August 2014
4.8.7. Delivery
• Overview of B2C E-Commerce Delivery, August 2015
4.8.8. Players
• E-Commerce Player Overview, August 2015
• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July
2015

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RESEARCH ON INTERNATIONAL MARKETS
20
Table of Contents (14 of 15)
4. Emerging Markets (Cont.)
4.9. Vietnam
4.9.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
4.9.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Product Categories Purchased Online via Facebook, in % Online Shoppers Who Purchase on Facebook, December 2014
• Online/Offline Purchase Behavior after Online/Offline Research, in % of Internet Users, 2014/April 2015
4.9.3. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2013 & 2014
• B2C E-Commerce Share of Total Retail Sales, in %, 2014
• B2C E-Commerce Sales, in EUR billion, 2013 & 2018f
4.9.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
4.9.5. Products
• Product Categories Purchased Online, in % Online Shoppers, 2013 & 2014
4.9.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2013 & 2014
4.9.7. Delivery
• Complaints Received by E-Commerce Websites, incl. Delivery, in % of E-Commerce Websites, 2014
4.9.8. Players
• E-Commerce Player Overview, August 2015
• Top 10 E-Commerce Websites by Visits, by Website Rank, August 2015

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RESEARCH ON INTERNATIONAL MARKETS
21
Table of Contents (15 of 15)
4. Emerging Markets (Cont.)
4.10. Pakistan
4.10.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
4.10.2. Trends
• M-Commerce Share of Total E-Commerce Sales, in %, 2014
• Number of Broadband Subscribers, by Technology and Total, incl. Mobile Broadband, in thousands, FY 2009/2010 - 2013/2014 & July 2015
4.10.3. Sales & Shares
• E-Commerce Sales, in USD million, 2013 - 2015f
• Share of E-Commerce on Total Retail Sales, in %, 2013
4.10.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Share of Individuals Who Have Shopped Online, in %, by Socio-Demographic Groups, March 2013
4.10.5. Products
• Top Categories of Products and Services Most Searched Online, by Rank, May 2015
4.10.6. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2014
4.10.7. Delivery
• Overview of B2C E-Commerce Delivery, October 2015
4.10.8. Players
• Overview of Top 5 E-Commerce Websites, by Website Rank, October 2015

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RESEARCH ON INTERNATIONAL MARKETS
1. Management Summary 22 – 30
2. Regional 31 – 61
3. Advanced Markets 62 – 113
3.1. Japan 62 – 73
3.2. South Korea 74 – 87
3.3. Australia 88 – 100
3.3. New Zealand 101 – 113
22
Table of Contents
4. Emerging Markets 114 – 251
4.1. China 114 – 129
4.2. Taiwan 130 – 141
4.3. India 142 – 156
4.4. Singapore 157 – 170
4.5. Indonesia 171 – 184
4.6. Malaysia 185 – 198
4.7. Thailand 199 – 212
4.8. Philippines 213 – 225
4.9. Vietnam 226 – 239
4.10. Pakistan 240 – 251

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RESEARCH ON INTERNATIONAL MARKETS
23
M-Commerce is forecasted to account for 62% of online retail sales
in Asia-Pacific in 2019, up from 27% in 2014.
Asia-Pacific: M-Commerce Share of Total B2C E-Commerce Sales in Asia-Pacific, in %, 2014e & 2019f
2014e 2019f
M-Commerce
62%
Other
38%
Note: includes Australia, China, India, Japan and South Korea
Source: Forrester Research, October 2014
M-Commerce
27%
Other
73%

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RESEARCH ON INTERNATIONAL MARKETS
24
In June 2015, the number of online shoppers in China reached 374
million, accounting for 56% of Internet users.
China: Number of Online Shoppers, in Millions, and in % of Internet Users, 2010 – 2014 & June
2015
161
194
242
302
361
374
35.1%
37.8%
42.9%
48.9%
55.7% 56.0%
0%
20%
40%
60%
80%
100%
0
100
200
300
400
500
2010 2011 2012 2013 2014 June 2015
Online Shoppers in % of Internet Users
in%ofInternetUsers
inmillions
Note: includes mainland China only, excludes Hong Kong, Macao and Taiwan
Survey Chinese residents who have used Internet in the previous 6 months; ages 6+
Source: China Internet Network Information Center (CNNIC), January 2012, January 2014, January 2015, July 2015

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RESEARCH ON INTERNATIONAL MARKETS
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