Free Report Samples for our publication "Asia-Pacific B2C E-Commerce Market 2017". Find the full updated 2019 report available for purchase at: https://bit.ly/3N5DYrX

2. © Copyright 2015 ystats.com GmbH & Co. KG, 22765 Hamburg, Germany 2

3. 3

4. 4
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.

5. 5
METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the retail E-Commerce market in Asia-Pacific. Major advanced and emerging markets in this region are covered, including Australia, China,
India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand and Vietnam. 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, 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 regional E-Commerce market, regional and country comparisons in terms of criteria relevant to retail E-Commerce,
such as sales, E-Commerce share of retail and Internet penetration. The rest of the report is divided into country chapters, grouped by advanced and emerging
markets and presented in the descending order of retail E-Commerce sales. Data availability varied by country.
 Each country chapter starts with an overview chart, highlighting the overall E-Commerce development in that country.
 Next, the “Trends” section includes an overview of relevant market trends, such as M-Commerce, omnichannel, and cross-border online shopping.
 The section “Sales & Shares” covers the development of retail E-Commerce sales and E-Commerce’s share of total retail sales. Where available, information
from several sources was provided for cross-referencing.
 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 E-Commerce.
 Finally, the “Players” section includes information about the leading E-Commerce companies, including rankings of top online shopping platforms by market
shares, website visits, awareness and usage rates by online shoppers, where available.

6. 6
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.
 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
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. Both B2C
and C2C transactions might be included in the definition of retail cross-border E-Commerce.
 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.
 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.
 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 VOLUME
abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a
marketplace.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
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

7. 7
TABLE OF CONTENTS (1 OF 16)
1. Management Summary
2. Regional Overview
• Breakdown of Global B2C E-Commerce Sales by Region, in %, 2016 & 2021f
• Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by Region, 2011, 2016 &
2021f
• B2C E-Commerce Sales in Asia, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by Selected Territories,
2011, 2016 & 2021f
• Retail E-Commerce Sales in Asia-Pacific, in USD billion, and CAGR, in %, by Selected Countries in Asia-Pacific, 2016 & 2021f
• Retail E-Commerce Sales in Asia-Pacific, in USD trillion, and Share of Global Sales, in %, 2016e & 2020f
• Retail E-Commerce Share of Total Retail Sales, in %, by Region, 2016e
• Breakdown of Retail Sales in Asia-Pacific by Web-Influenced Offline Retail Sales, E-Commerce Sales, and Other Retail Sales, in %, 2015 &
2020f
• Breakdown of Global Cross-Border B2C E-Commerce Sales by Region, in USD billion, and Share of Total B2C E-Commerce Sales, in %, by
Region, 2014 & 2020f
• Global Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f
• Number of Internet Users Worldwide, in millions, and Internet Penetration, in % of Population, by Regions, 2011 – 2016e
• Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Regions, 2011 – 2016e
• Internet Penetration in Asia-Pacific, by Selected Countries and Territories, in % of Individuals, 2014-2020f
• Average Internet Connection Speed in Asia-Pacific, in MBPS, by Selected Countries and Territories, Q4 2016
• Internet User Growth in Asia-Pacific, by Selected Countries, in %, January 2017 Compared to January 2016
• Breakdown of E-Commerce Sales in Asia-Pacific by Payment Method, in %, 2015 & 2020f
• Top 3 Product Categories Purchased Online, in % of Online Shoppers in Asia-Pacific, November 2016
3. Advanced Markets
3.1. Japan
3.1.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, May 2016
3.1.2. Trends
• Devices Used to Access the Internet, in % of Individuals, February 2016

8. 8
TABLE OF CONTENTS (2 OF 16)
3. Advanced Markets (Cont.)
3.1. Japan (Cont.)
3.1.2. Trends (Cont.)
• Number of Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014-2020f
• M-Commerce Sales, in JPY trillion, and Share of Total B2C E-Commerce Sales, in %, 2015 & 2016
• M-Commerce Sales, in USD billion, and Share of B2C E-Commerce Sales, in %, 2013 – 2016e & 2020f
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2016
• Cross-Border B2C E-Commerce Sales Imports from China and the USA to Japan, in JPY billion, 2015 – 2019f
• Cross-Border B2C E-Commerce Exports from Japan to China and the USA, in JPY billion, 2015 – 2019f
3.1.3. Sales & Shares
• B2C E-Commerce Sales, in JPY trillion, and B2C E-Commerce Share of Total Retail Sales, in %, 2010-2016
• B2C E-Commerce Sales Forecast, by Four Comparative Estimates, in USD billion and JPY trillion, 2015 - 2021f, and CAGR, in %, 2016 - 2021f
3.1.4. Internet Users & Online Shoppers
• Internet Users, in millions, and Penetration, in % of Individuals, 2010-2015
• Breakdown of Frequency of Internet Usage, in % of Internet Users, by Age Group, February 2016
• Top 10 Online Activities, in % of Internet Users, February 2016
3.1.5. Product
• Breakdown of B2C E-Commerce Sales by Merchandise, Services and Digital, in %, 2015 & 2016
• B2C E-Commerce Product Sales by Category, in JPY billion, and B2C E-Commerce Share of Total Retail Sales in Each Category, in %, 2015 &
2016
• B2C E-Commerce Service Sales by Category, in JPY billion, and B2C E-Commerce Share of Total Retail Sales in Each Category, in %, 2015 &
2016
3.1.6. Payment
• Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, March 2016

9. 9
TABLE OF CONTENTS (3 OF 16)
3. Advanced Markets (Cont.)
3.1. Japan (Cont.)
3.1.7. Delivery
• Causes of Negative Experience When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, May 2016
• Reasons for Choosing a Particular E-Commerce Website, incl. Delivery-Related, in % of Online Shoppers, March 2016
3.1.8. Players
• Overview of B2C E-Commerce Players, May 2017
• Top 3 E-Commerce Platforms Used, in % of Online Shoppers, H1 2016
• Top 3 Mobile Shopping Platforms by Number of Users, in millions, Audience Reach, in %, and Year-on-Year Change, in %, May 2016
3.2. South Korea
3.2.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, May 2017
3.2.2. Trends
• Breakdown of Devices Most Used for Online Shopping, in % of Online Shoppers, January 2017
• M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2014-2016
• Cross-Border E-Commerce Imports, in KRW billion, 2014 - 2016
3.2.3. Sales & Shares
• Retail E-Commerce Sales, in KRW trillion, and Year-on-Year Change, in %, 2010-2016
• E-Commerce Share of Total Retail Sales, in %, February 2016 & February 2017
• Retail E-Commerce Sales Forecast, in USD billion, and CAGR, in %, by Two Comparative Estimates, 2016 & 2021f
3.2.4. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2010 – 2016
• Online Shopper Penetration, by Device and Total, in % of Internet Users, Q3 2016

10. 10
TABLE OF CONTENTS (4 OF 16)
3. Advanced Markets (Cont.)
3.2. South Korea (Cont.)
3.2.5. Products
• Breakdown of E-Commerce Sales by Product Category, in KRW billion, 2015 & 2016, and Year-on-Year Change, in %, 2016
3.2.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, Q3 2016
3.2.7. Delivery
• Overview of Delivery Services Offered by the Top 2 E-Commerce Players, May 2017
3.2.8. Players
• Overview of B2C E-Commerce Players, May 2017
• Top E-Commerce Platforms Purchased from, in % of Mobile Shoppers and PC Shoppers, January 2017
3.3. Australia
3.3.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, May 2017
3.3.2. Trends
• Smartphone Penetration, in % of Adults, June 2015 and June 2016
• Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016
• Reasons for Online Shopping Via Mobile Devices, in % of Mobile Shoppers, August 2016
• Breakdown of Online Spending by Domestic and Cross-Border, by Product Category, in %, Breakdown of Online Spending by Product
Category, by Domestic and Cross-Border, in %, and Year-on-Year Change of Domestic and Cross-Border Online Spending, by Product
Category, in %, 2016

11. 11
TABLE OF CONTENTS (5 OF 16)
3. Advanced Markets (Cont.)
3.3. Australia (Cont.)
3.3.3. Sales & Shares
• Online Shopping Spending, in AUD billion, FY 2014/2015 & FY 2015/2016
• Retail E-Commerce Sales, in AUD billion, and E-Commerce Sales Share of Total Retail Sales, in %, 2014-2016
• Retail E-Commerce Sales, in USD billion, and CAGR, in %, 2016 & 2021f
• B2C E-Commerce Share of Total Retail Sales, by Pure Play, Multichannel and Total, March 2016 – March 2017
3.3.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Households, FY 2012/2013 & FY 2014/2015
• Reasons for Accessing the Internet, in % of Internet Users, by Age Group and Gender, FY 2014/2015
3.3.5. Products
• Breakdown of Online Spending by Product Category, in %, by Age Group, 2016
• Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 – 2020f
3.3.6. Payment
• Share of Credit Cards in Number of Domestic B2C E-Commerce Payments, in %, FY 2010/11 and FY 2015/16
3.3.7. Delivery
• Top 3 Causes of Negative Experience When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2016
• Delivery Options Desired by Online Shoppers, in % of Online Shoppers, October 2015
3.3.8. Players
• Top 10 Online Shopping Websites, by Visits in Average Four-Week Period, in millions, July 2015 – June 2016
3.4. Singapore
3.4.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, March 2017

12. 12
TABLE OF CONTENTS (6 OF 16)
3. Advanced Markets (Cont.)
3.4. Singapore (Cont.)
3.4.2. Trends
• Overview of B2C E-Commerce Trends, March 2017
• Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Only, in %, October
2016
• Breakdown of Cross-Border Online Spending by Countries, in % and in SGD million, 2016e
• Breakdown of Devices Used for Research and Purchase Online, in % of Online Shoppers, September 2016
• M-Commerce Share of B2C E-Commerce Sales, in %, 2011 - 2015
• Share of Internet Users Who Would Shop More at Online Retailers if They Provided Similar Loyalty Benefits as Traditional In-Store Retailers, in
%, and 5 Most Appealing Loyalty Features, May 2016
3.4.3. Sales & Shares
• B2C E-Commerce Share of Total Retail Sales, in % and in SGD billion, 2016
• Retail E-Commerce Sales, in SGD billion, 2016e & 2017f
• Retail E-Commerce Sales, in USD billion, and Share of Total Retail Sales, in %, 2015 – 2020f
3.4.4. Internet Users & Online Shoppers
• Number of Broadband Subscriptions by Type, in thousands, 2011-2016
• Online Shopper Penetration, in % of Adult Internet Users, 2016
3.4.5. Products
• Top 3 Product Categories by Rank Purchased by Online Shoppers, by Monthly Income, 2016
3.4.6. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
3.4.7. Delivery
• Top 3 Delivery Options, in % of Online Shoppers, June 2016

13. 13
TABLE OF CONTENTS (7 OF 16)
3. Advanced Markets (Cont.)
3.4. Singapore (Cont.)
3.4.8. Players
• Overview of B2C E-Commerce Players, March 2017
• Top 1 Local B2C/C2C E-Commerce Websites, incl. Total Website Visits, in millions, Singapore’s Share of Website Visits, in %, and Estimated
Number of Visits from Singapore, in millions, February 2017
• Share of Online Shoppers Who Would Buy Less from E-Commerce Sites They Currently Shop With if Amazon Launched a Singapore-Based
Site, by Selected E-Commerce Sites, in %, November 2016
4. Emerging Markets
4.1. China
4.1.1 Overview
• E-Commerce Market Overview and International Comparisons, May 2017
4.1.2. Trends
• Cross-Border E-Commerce Market Overview and Trends, February 2017
• Cross-Border Retail E-Commerce Imports, in CNY billion, and Year-on-Year Change, in %, 2013 – 2019f
• Top Product Categories and Top Countries for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in China, March 2016
• Breakdown of Cross-Border Retail E-Commerce Imports, by Local Platforms, in %, Q4 2016
• Number of Mobile Internet Users, in millions, and Penetration, in % of Internet Users, 2012 - 2016
• Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 - 2016
• M-Commerce Sales, in CNY billion and in % of Total Retail E-Commerce Sales, by Four Comparative Estimates, 2014 – 2020f
• Mobile Shopping Apps Installed, in % of Online Shoppers, 2016
• Triggers for an Online Purchase, in % of Online Shoppers, 2016
4.1.3. Sales & Shares
• Retail E-Commerce Sales (incl. B2C and C2C), in CNY billion, CAGR, in %, by Six Comparative Estimates, 2014 – 2020f
• Retail E-Commerce Sales (incl. B2C and C2C), in USD billion, and CAGR, in %, by Four Comparative Estimates, 2016 – 2021f
• E-Commerce Share of Total Retail Sales, in %, by Nine Comparative Estimates, 2014 - 2021f
• Retail E-Commerce Sales in Rural Areas, in CNY billion, and Share of Nationwide Retail E-Commerce Sales, in %, 2015 & 2016

14. 14
TABLE OF CONTENTS (8 OF 16)
4. Emerging Markets (Cont.)
4.1. China (Cont.)
4.1.4. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Population, 2012 - 2016
• Breakdown of Total Population and Internet Users by Urban and Rural, in %, 2016
• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 - 2016
• Online Shoppers by Urban and Rural, in millions, and Penetration, in % of Internet Users, 2014 & 2015
4.1.5. Product
• Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2015
• B2C E-Commerce Sales of Apparel and Electronics, in CNY billion, Q3 2014 – Q3 2016
4.1.6. Payment
• E-Wallet’s Share of E-Commerce Sales, in %, 2015
• Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016
4.1.7. Delivery
• Breakdown of Preferred Delivery Days, in % of Online Shoppers, 2016
• Ranking of B2C E-Commerce Companies by Satisfaction with Delivery Service, in % of Online Shoppers, 2016
4.1.8. Players
• Breakdown of B2C E-Commerce GMV by Market Players, in %, 2015 & 2016
• Website Visits to Amazon.cn, JD.com and Tmall.com, in millions, November 2016 & April 2017
4.2. India
4.2.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, May 2017

15. 15
TABLE OF CONTENTS (9 OF 16)
4. Emerging Markets (Cont.)
4.2. India (Cont.)
4.2.2. Trends
• Overview of B2C E-Commerce Market Trends, May 2017
• Smartphone Users, in millions, 2016e & 2020f
• Mobile Shopper Penetration, in % of Smartphone Users, and Breakdown of Intention to Shop via Mobile in the Future Among Non-Mobile
Shoppers, in %, 2016
• M-Commerce Sales, in USD billion, and Share of Retail E-Commerce Sales, in %, 2015 – 2020f
• Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %,
October 2016
• Cross-Border Online Spending, in INR billion, 2016e & 2017f
4.2.3. Sales & Shares
• Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Seven Comparative Estimates, 2014-2020f
• Comparison of Two Retail E-Commerce Sales Forecasts Before and After Demonetization, in USD billion, and CAGR, in %, 2015 – 2020f
• E-Commerce Share of Total Retail Sales, in %, by Four Comparative Estimates, 2014 – 2021f
4.2.4. Internet Users & Online Shoppers
• Number of Internet Users, in millions, by Urban, Rural and Total, October 2014-2016e & December 2016e
• Internet Penetration by Urban and Rural Population, in %, October 2016
• Number of Rural Internet Users, in millions, 2015 & 2020f
• Online Shopper Penetration in Rural Areas, in % of Rural Internet Users, 2015 & 2016
• Online Shopper Penetration, in % of Internet Users, 2013, 2015, 2018f & 2020f
• Number of Online Shoppers, in millions, by Five Comparative Estimates, 2015 – 2020f
4.2.5. Products
• Breakdown of E-Commerce Sales by Segments, in %, 2015
• Breakdown of Retail E-Commerce Sales by Product Categories, in %, 2015
4.2.6. Payment
• Breakdown of E-Commerce Payment Volume by Payment Methods, in %, 2015 & 2020f
• Breakdown of Payment Methods Used in M-Commerce, in % of Mobile Shoppers, 2016

16. 16
TABLE OF CONTENTS (10 OF 16)
4. Emerging Markets (Cont.)
4.2. India (Cont.)
4.2.7. Delivery
• Top 3 Value-Added Services Demanded by Online Shoppers, in % of Online Shoppers, May 2016
4.2.8. Players
• Overview of B2C E-Commerce Players, May 2017
• Breakdown of E-Commerce Platforms Preferred for Purchase, in % of Online Shoppers, 2016
4.3. Indonesia
4.3.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, March 2017
4.3.2. Trends
• Overview of E-Commerce Trends, March 2017
• Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2016
• Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, by Age Group, August 2016
• Social Platforms Most Recognized as Platforms for Buying and Selling Online, by Social Media and Online Forum, in % of Internet Users, June
2016
4.3.3. Sales & Shares
• Retail E-Commerce Sales, in USD billion, by Six Comparative Estimates, 2014-2019f & 2025f
• E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
4.3.4. Internet Users & Online Shoppers
• Internet User Penetration, in % of Individuals, 2010 - 2015
• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, by Urban, Rural and Total, 2016e
• Perceived Advantages and Disadvantages of Online Shopping, in % of Internet Users, June 2016

17. 17
TABLE OF CONTENTS (11 OF 16)
4. Emerging Markets (Cont.)
4.3. Indonesia (Cont.)
4.3.5. Products
• Perceived Advantages and Disadvantages of Online Shopping, in % of Internet Users, June 2016
• B2C E-Commerce Sales Growth by Product Category, incl. “Apparel and Footwear”, in % CAGR, 2014 - 2019f
4.3.6. Payment
• Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, December 2016
• Reasons to Choose an E-Commerce Website to Buy From, in % of Online Shoppers, August 2016
4.3.7. Delivery
• Overview of E-Commerce Delivery, March 2017
4.3.8. Players
• Overview of E-Commerce Players, March 2017
• Most Frequently Used E-Commerce Websites, in % of Online Shoppers, by Age Group, August 2016
• Top 6 E-Commerce Websites, by Total Visits, in millions, February 2017
4.4. Thailand
4.4.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, March 2017
4.4.2. Trends
• Overview of E-Commerce Trends, March 2017
• Devices Used to Access the Internet, in % of Internet Users, Q1 2016
• M-Commerce Spending, in THB billion, and Share of Total Online Spending, in %, 2016e - 2018f
• Share of Online Shoppers Who Made a Purchase via Social Media, in %, April 2016
• Breakdown of E-Commerce Sales of Retail and Wholesale Companies in Thailand, by Online Sales Channel, incl. “Social Media”, in %, 2015
• Breakdown of Online Shoppers, by Domestic Only Shoppers, Domestic and Cross-Border Shoppers, and Cross-Border Only Shoppers, in %,
October 2016

18. 18
TABLE OF CONTENTS (12 OF 16)
4. Emerging Markets (Cont.)
4.4. Thailand (Cont.)
4.4.3. Sales & Shares
• Online Spending, in THB billion, 2016e – 2018f
• Retail E-Commerce Sales, in USD billion, 2016e & 2020f
• E-Commerce Share of Total Retail Sales, in %, 2016e & 2017f
4.4.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2010-2016
• Number of Online Shoppers, in thousands, and Penetration, in % of Internet Users, by Location, Gender, and Age Group, Q1 2016
4.4.5. Products
• Product Categories Purchased in E-Commerce, in % of Online Shoppers, Q1 2016
• B2C E-Commerce Sales of “Apparel and Footwear”, in USD million, 2015 & 2020f
4.4.6. Payment
• Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1 2016
4.4.7. Delivery
• Overview of B2C E-Commerce Delivery, March 2017
4.4.8. Players
• Overview of B2C E-Commerce Players, March 2017
• Top 10 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Thailand’s Share of Website Visits, in %, and Estimated Number
of Visits from Thailand, in millions, February 2017
• Top 6 Local C2C E-Commerce Websites, by Website Visits, in millions, incl. Thailand’s Share of Website Visits, in %, and Estimated Number of
Visits from Thailand, in millions, February 2017
4.5. Malaysia
4.5.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, March 2017

19. 19
TABLE OF CONTENTS (13 OF 16)
4. Emerging Markets (Cont.)
4.5. Malaysia (Cont.)
4.5.2. Trends
• Overview of Regulatory B2C E-Commerce Trends, March 2017
• Top 20 Activities Conducted via Connected Mobile Devices, incl. Shopping-Related, in % of Internet Users, March 2016
• M-Commerce Sales, in MYR million, and Share of Total B2C E-Commerce Sales, in %, 2013 – 2020f
• Share of Online Shoppers Who Made a Purchase via Social Media, in %, April 2016
4.5.3. Sales & Shares
• B2C E-Commerce Sales, in MYR billion, 2011 & 2016
• B2C E-Commerce Share of Total Retail Sales, in %, 2011 & 2016
• B2C E-Commerce Sales, in USD billion, 2015 & 2025f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
4.5.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Households, 2011 – 2016
• Breakdown of Broadband Subscriptions by Mobile and Fixed, in millions, Q1 2015- Q3 2016
• Breakdown of Internet Users by Internet Users Who Shop Online, Who Do Webrooming Only, and Who Do Not Shop Online, in %, 2015
4.5.5. Products
• Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2016
• Product Categories Purchased in E-Commerce, in % of Online Shoppers, 2015
4.5.6. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016
4.5.7. Delivery
• Breakdown of Expected Delivery Times, in % of Online Shoppers, November 2016

20. 20
TABLE OF CONTENTS (14 OF 16)
4. Emerging Markets (Cont.)
4.5. Malaysia (Cont.)
4.5.8. Players
• Overview of B2C E-Commerce Players, March 2017
• Breakdown of Online Marketplaces Preferred for Online Shopping, in % of Online Shoppers, 2015
• Top 9 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Malaysia’s Share of Website Visits, in %, and Estimated Number of
Visits from Malaysia, in millions, February 2017
4.6. Vietnam
4.6.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, April 2017
4.6.2. Trends
• Overview of E-Commerce Trends, April 2017
• Smartphone Users, in millions, and Penetration, in % of Population, 2015 – 2020f
• Devices Used for Online Shopping, in % of Online Shoppers, August 2016
• Online Shopping Channels, incl. “Social Network”, in % of Online Shoppers, 2015
4.6.3. Sales & Shares
• B2C E-Commerce Sales, in USD million, and Share of Retail Sales, in %, 2011 & 2016e
• Retail E-Commerce Sales, in USD billion, 2016e & 2017f
• B2C E-Commerce Sales, in USD billion, 2015 & 2025f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
4.6.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2015
• Number of Internet Users, in millions, 2011 & 2015
• Online Shopper Penetration, in % of Daily Internet Users, 2014 & 2015

21. 21
TABLE OF CONTENTS (15 OF 16)
4. Emerging Markets (Cont.)
4.6. Vietnam (Cont.)
4.6.5. Products
• Product Categories Purchased in E-Commerce, in % of Online Shoppers, August 2016
4.6.6. Payment
• Breakdown of Payment Methods Used in E-Commerce, in % Online Shoppers, August 2016
4.6.7. Delivery
• Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015
4.6.8. Players
• Overview of B2C E-Commerce Players, April 2017
• Breakdown of B2C E-Commerce Sales by Top 6 Players and Others, in %, 2015
• Top 10 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Vietnam’s Share of Website Visits, in %, and Estimated Number of
Visits from Vietnam, in millions, February 2017
4.7. Philippines
4.7.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, April 2017
4.7.2. Trends
• Overview of B2C E-Commerce Trends, April 2017
• Mobile Shopper Penetration, in % of Individuals, Q4 2015 & Q4 2016
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, Q4 2015
4.7.3. Sales & Shares
• B2C E-Commerce Sales, in PHP billion, and Share of Total Retail Sales, in %, 2011 - 2016
• B2C E-Commerce Sales, in USD billion, 2015 & 2025f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f

22. 22
TABLE OF CONTENTS (16 OF 16)
4. Emerging Markets (Cont.)
4.7. Philippines (Cont.)
4.7.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2015
• Shopping-Related Activities Carried Out Online, in % of Individuals, H2 2016
4.7.5. Products
• B2C E-Commerce Sales by Product Category, in PHP million, 2016
4.7.6. Payment
• Share of Online Shoppers Paying with Cash on Delivery, in %, Q4 2015
4.7.7. Delivery
• Overview of B2C E-Commerce Delivery, April 2017
4.7.8. Players
• Overview of E-Commerce Players, April 2017
• Breakdown of Online Spending by E-Commerce Websites, in %, May 2015
• Top 8 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Philippines’ Share of Website Visits, in %, and Estimated Number of
Visits from Philippines, in millions, February 2017

23. 23
1. Management Summary 23 – 35
2. Regional Overview 36 – 52
3. Advanced Markets 53 – 127
3.1.
3.2.
3.3.
3.4.
Japan
South Korea
Australia
Singapore
53 – 75
76 – 90
91 – 108
109 – 127
4. Emerging Markets 128 – 272
4.1.
4.2.
4.3.
4.4.
4.5.
4.6.
4.7.
China
India
Indonesia
Thailand
Malaysia
Vietnam
Philippines
128 – 154
155 – 178
179 – 197
198 – 217
218 – 237
238 – 256
257 – 272

24. 24
14.9
24.5
34.7
32.8%
45.4%
53.4%
0%
25%
50%
75%
100%
0
10
20
30
40
2014 2015 2016
M-Commerce Sales Share of E-Commerce
in%E-CommerceSales
inKRWtrillion
Between 2014 and 2016, M-Commerce sales in South Korea more than
doubled, reaching a share of 53.4% of all E-Commerce sales.
South Korea: M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2014-2016
Note: 2016 data is preliminary
Definition: mobile shopping transaction value, including products, travel and other services, B2C and C2C
Source: Statistics Korea, March 2017
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

25. 25
1%
5%
10%
17%
17%
20%
22%
23%
24%
25%
25%
26%
27%
31%
33%
35%
45%
0% 20% 40% 60% 80% 100%
Others
Auto Accessories
Travel
Sport and Leisure
Beauty Services
Furniture
High Technology Products
Mom & Baby Care
Food and Beverage
Books and E-Books
Mobile Phones and Tablets
Vouchers
Computers and Laptops
Personal Care
Cosmetics
Home Appliances
Clothes & Accessories
in % of Online Shoppers
“Clothes & Accessories” (45%) and “Home Appliances” (35%) were the
top two product categories bought online in Vietnam in August 2016.
Vietnam: Product Categories Purchased in E-Commerce, in % of Online Shoppers, August 2016
Note: does not add up to 100% due to multiple answers possible
Survey: based on an online survey of 600 respondents, of whom 94% were online shoppers; 82% of respondents were between 18 and 35 years old, 38% were from Ho Chi Minh
city, 64% were female and 36% male; conducted in August 2016; question asked “What did you buy at those E-Commerce websites?“; the base of respondents for this
question were 565 online shoppers
Source: DI Marketing, August 2016
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

26. 26