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RESEARCH ON INTERNATIONAL MARKETS
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January 2015

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PREFACE
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© Copyright 2015. yStats.com GmbH & Co. KG, 22765 Hamburg, Germany.

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Methodology (1 of 2)
This B2C E-Commerce Report by yStats.com is produced in a holistic approach to contain relevant information about recent market trends,
sales figures, shares, as well as important player news in B2C E-Commerce market for clothing in Asia-Pacific.
 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 B2C E-Commerce market for clothing. It takes into account a wide definition of the clothing segment, including products
referred to as apparel, fashion, clothing, accessories and footwear. The exact definition of segment covered on each particular chart is included
whenever provided by the source.
 The report opens with a global chapter, where global developments and international comparisons are included, featuring the countries from
Asia-Pacific as well.
 The next chapter covers development on the regional level, such as country comparisons.
 The rest of the report is divided by countries, which are covered in the order of descending B2C E-Commerce sales.
 Within the country chapters, the following information is covered, where available: B2C E-Commerce sales of clothing, their historic growth and
forecast, share of online shoppers or Internet users buying clothing online and rank of the category by this criterion among other product
categories, share of B2C E-Commerce on total retail sales of clothing and share of clothing on total B2C E-Commerce sales, rankings and
other information about online shops and websites where clothing products are purchased. Not all types of information mentioned are provided
for each country, due to varying data availability.
 For the leading countries in the region, a text chart with qualitative overview of the online clothing market and players is included.
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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 from businesses to consumers.
 Clothing: garments collectively; also referred to as apparel, textile and fashion; sometimes also includes accessories, jewelry and footwear.
 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.
 M-Commerce: M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through transactions via mobile devices.
 Cross-Border B2C E-Commerce: sale of goods (and services) directly to consumers in other countries, with goods (and services) being ordered
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
country borders.
 Group Buying/Daily Deals: group buying or daily deals websites partner with local merchants to provide products and services to customers at
significantly reduced price, under the condition that a certain minimum number of buyers will purchase it.
 Private Shopping: this expression means that only a registered community can purchase the products online.
 Flash Sales: a type of sales, where products are offered at large discounts for a short period of time.
 Social Commerce: symbolizes E-Commerce transactions that are conducted through social media.
 Online Classifieds: websites displaying small advertisements about sale of goods and/or services, usually placed by individuals or low-volume
sellers.
 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.
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Table of Contents (1 of 4)
1. Management Summary
2. Global
• Products to Purchase Online in the Next 6 Months, incl. Clothing, in % of Internet Users, Q1 2014
• Product Categories Purchased Online, incl. “Fashion and Apparel”, in % of Online Shoppers, by Selected Countries, July 2014
• Share of Online Shoppers Who Made Their Last Online Purchase of Clothing and Footwear via Smartphone, by Selected Countries, in %, Q1
2014
• Places to Purchase Clothing and Footwear from After Researching the Product Online, by Selected Countries, by Online and In Store, in % of
Shoppers Who Researched the Product Online, Q1 2014
• Share of Clothing and Footwear on Cross-Border Online Purchases, by Regions, in %, 2014
3. Asia-Pacific
3.1. Regional
•Breakdown of the Last Online Purchase of “Clothing & Footwear”, by Type of Merchant Purchased From, in % of Online Shoppers, by Country,
Q1 2014
3.2. China
• Overview of Clothing B2C E-Commerce Market and Players, January 2015
• Product Most Purchased Online, incl. Clothing, in % of Female Online Shoppers, 2013
• Product Most Purchased Online, incl. Clothing, in % of Male Online Shoppers, 2013
• Top 3 Product Categories Purchased in Cross-Border B2C E-Commerce, incl. “Apparel, Accessories and Handbags”, in % of Cross-Border
Online Shoppers, August 2014
• B2C E-Commerce Sales of Apparel, in CNY billion, 2012 - 2014e
• B2C E-Commerce Sales of Clothing, in CNY billion and in % Year-on-Year Change, Q1 2013 - Q3 2014
• Share of Clothing on Total B2C E-Commerce Sales, in %, Q1 2013 - Q3 2014
• Share of B2C E-Commerce on Total Sales of “Apparel, Hats and Bags”, in %, 2013
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Table of Contents (2 of 4)
3. Asia-Pacific (cont.)
3.2. China (cont.)
• Average Online Spending on Apparel per Order, by Age Group, in CNY, 2013
• Top 10 Brands of Women’s Clothing on Tmall/Taobao Marketplace, by Sales Value, in CNY million, September 2014
• Top 10 Brands of Men’s Clothing on Tmall/Taobao Marketplace, by Sales Value, in CNY million, September 2014
• Breakdown of Clothing B2C E-Commerce Market by Players, in %, Q3 2014
3.3. Japan
• Overview of Clothing B2C E-Commerce Market and Players, January 2015
• B2C E-Commerce Sales of Clothing and Accessories, in JPY billion, 2011, 2012 & 2013
• Share of B2C E-Commerce on Total Sales of Clothing and Accessories, in %, 2012 & 2013
3.4. South Korea
• Overview of Clothing B2C E-Commerce Market and Players, January 2015
• E-Commerce Sales of Clothes, Fashion and Related Goods, in KRW billion, 2011, 2012 & 2013
• E-Commerce Sales of Clothes, Fashion and Related Goods, in KRW billion, Q1 2013 - Q3 2014
• M-Commerce Sales of Clothes, Fashion and Related Goods, in KRW billion, Q1 2014 - Q3 2014
• Product Categories Purchased in B2C E-Commerce, in % of Online Shoppers, 2013
3.5. Australia
• B2C E-Commerce Sales of Women’s Clothing, in AUD million, 2009 & 2014e
• B2C E-Commerce Sales of Men’s Clothing, in AUD million, 2009 & 2014e
• Breakdown of B2C E-Commerce Sales, by Product Categories, incl. “Fashion Products”, in % and in AUD billion, 12 Months to March 2013
• Product Categories Purchased in B2C E-Commerce, incl. “Clothes, Cosmetics or Jewellery”, in % of Online Shoppers, 2012/2013
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Table of Contents (3 of 4)
3. Asia-Pacific (cont.)
3.5. Australia (cont.)
• Products Most Purchased Online from Local Websites, incl. “Women’s Clothing” and “Men’s Clothing”, by Four-Week Average Number of
Buyers, in thousands, 12 Months to September 2014
• Products Most Purchased Online from Overseas Websites, incl. “Women’s Clothing”, “Men’s Clothing” and “Shoes/Footwear”, by Four-Week
Average Number of Buyers, in thousands, 12 Months to September 2014
3.6. India
• Overview of Clothing B2C E-Commerce Market and Players, January 2015
• B2C E-Commerce Sales of Fashion, Footwear and Accessories, in USD million, 2012, 2013 & 2016f
• Breakdown of B2C E-Commerce Transactions Number and Value, by Product Categories, incl. “Fashion, Footwear and Accessories”, in %,
2013
3.7. Indonesia
• Products Purchased Online, incl. “Apparel”, “Shoes”, “Bags”, “Watch”, in % of Online Shoppers, 2013
• Products to Purchase Online in the Next 6 Months, incl. “Clothing/Accessories/Shoes”, in % of Internet Users, Q1 2014
3.8. New Zealand
• Breakdown of B2C E-Commerce Sales, by Product Categories, incl. “Fashion Products”, in %, 2013
• Breakdown of B2C E-Commerce Sales, by Product Categories, incl. “Fashion and Accessories”, in %, 12 Months to April 2014
• Product Categories Purchased in B2C E-Commerce, in %, 2013
3.9. Malaysia
• Products Purchased Online, in % of Online Shoppers, 2013
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Table of Contents (4 of 4)
4. Asia-Pacific (cont.)
3.10. Singapore
• Average Online Spending on Selected Product Categories, incl. “Watches”, “Fashion”, “Shoes”, in USD, 3 Months to May 2014
3.11. Thailand
• Product Categories Purchased Online via Social Media, in % of Online Shoppers Buying via Social Media, May 2013
• Breakdown of E-Commerce Businesses, by Segment, incl. “Fashion and Accessories”, in %, May 2013
3.12. Vietnam
• Products Purchased Online, incl. “Clothes, Shoes, Cosmetics”, in % of Online Shoppers, 2013
• Breakdown of Frequency of Fashion Product Return and Reasons for Return, in % of Shoppers who Purchased Fashion Products Online,
December 2014
• Share of Online Buyers of Fashion Products who Ordered Fashion Products Online via Facebook Pages, in %, December 2014
• E-Commerce Websites Used to Purchase Fashion Products from, in % of Online Shoppers who Purchased Fashion Products, by Age Group,
December 2014
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1. Management Summary 10 – 12
2. Global 13 – 18
3.. Asia-Pacific 19 – 64
3.1. Regional 19 – 21
3.2. China 22 – 33
3.3. Japan 34 – 36
3.4. South Korea 37 – 41
3.5. Australia 42 – 47
3.6. India 48 – 50
3.7. Indonesia 51 – 52
3.8. New Zealand 53 – 55
3.9. Malaysia 56 – 56
3.10. Singapore 57 – 57
3.11. Thailand 58 – 59
3.12. Vietnam 60 – 64
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Table of Contents

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South Korea had the highest share of shoppers who made their last
online purchase of clothing and footwear via smartphone in Q1 2014.
Global: Share of Online Shoppers Who Made Their Last Online Purchase of Clothing and Footwear via
Smartphone, by Selected Countries, in %, Q1 2014
1%
2%
4%
4%
5%
6%
8%
8%
11%
11%
12%
31%
0% 20% 40% 60% 80% 100%
Russia
France
Turkey
Germany
Italy
Spain
Sweden
USA
Australia
UK
China
South Korea
in % of Online Shoppers
Survey: based on a survey of around 1,000 respondents per country, including online and offline shoppers, ages 18+; conducted between January and March 2014; base for this question -
1,976 respondents in total from the listed countries
Source: Google, TNS Infratest, 2014

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B2C E-Commerce accounted for 23.1% of the total retail sales of
“Apparel, hats and bags” in China in 2013.
China: Share of B2C E-Commerce on Total Sales of “Apparel, Hats and Bags”, in %, 2013
Other Retail
76,9%
B2C E-Commerce
23,1%
Source: China Electronic Commerce Research Center cited by iClick, December 2014

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