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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
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.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers cross-border B2C E-Commerce in Asia-Pacific. It includes information about cross-border E-Commerce exports and imports, with a focus on
cross-border imports and cross-border online shopper behavior.
Report Structure
 Information about global developments and trends is presented first. This includes forecasts regarding cross-border B2C E-Commerce sales and their share of
total B2C E-Commerce sales worldwide, cross-border online shopper penetration worldwide, ranking of product categories purchased by cross-border online
shoppers, information about payment and delivery in cross-border E-Commerce.
 The rest of the report is devoted to Asia-Pacific. Regional information is provided first, including rankings of markets by cross-border online shopper penetration.
In the country chapters, the markets are presented in the descending order of B2C E-Commerce sales. The chapters on mainland China, Hong Kong and
Taiwan are grouped together.
 Depending on data availability, the following types of market information are included: cross-border online shopper penetration, cross-border B2C E-Commerce
sales (imports and/or exports), countries most purchased from by online shoppers in the country, countries most sold to by online merchants in the country, most
purchased product categories, reasons for buying from out-of-country online sellers and barriers to cross-border E-Commerce. Not all the mentioned types of
information are available for each of the countries covered. For the country leading in the region in terms of B2C E-Commerce sales, China, also a text chart
with a qualitative overview of cross-border B2C E-Commerce is presented.

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DEFINITIONS
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online
through foreign (out-of-country) 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. Both B2C and C2C
transactions might be included in the definition of retail cross-border E-Commerce.
 CROSS-BORDER E-COMMERCE IMPORTS
the value of goods (and services) purchased by consumers residing in the country from online shops
in other countries and shipped to them from these countries.
 CROSS-BORDER E-COMMERCE EXPORTS
the value of goods (and services) purchased by consumers residing in other countries from online
shops in a specific country.
 ONLINE SHOPPERS individuals in a certain country or region who make purchases online via any device.
 CROSS-BORDER ONLINE SHOPPERS
online shoppers who make purchases online from foreign (out-of-country) online shops. Cross-border
online shopper penetration is a share of cross-border online shoppers among all online shoppers in a
country.
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers. Both B2C and C2C transactions might be included in the definition of retail E-Commerce.
 C2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from consumers to
consumers.
 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.
 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. B2B E-Commerce
marketplaces and pure service marketplaces (e.g. accommodation) were covered in this report.
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 4)
1. Management Summary
2. Global Developments
• Cross-Border Retail E-Commerce Sales, in USD billion, 2017e & 2022f
• Cross-Border Share of Retail E-Commerce Sales, in %, 2016 & 2022f
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
• Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers, October 2017
• Top Two Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, 2016 & 2017
• Main Concerns Related to Cross-Border E-Commerce, in % of Businesses, 2017e
• Cross-Border Online Shopper Penetration, by Selected Countries and Regions, in % of Online Shoppers, Q3 2017
• Selected Top Countries by Share of Cross-Border Online Shoppers Preferring to Shop via Smartphone, in %, October 2017
3. Asia-Pacific
3.1. Regional
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
• Top 4 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, 2017
• Cross-Border Online Shopper Penetration, by Selected Markets, in % of Online Shoppers, May 2018
• Average Share of Cross-Border Online Purchases Made on Each Device, by Desktop/ Laptop/ Netbook, Smartphone, Tablet and Other
Device, in %, According to Cross-Border Online Shoppers in China, Hong, Kong, India, Japan, Philippines, Singapore, Thailand, April
2018
• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Australia, China,
India, South Korea and New Zealand, October 2017
3.2. China
• Cross-Border B2C E-Commerce Market Overview and Trends, July 2018
• Retail E-Commerce Imports, in CNY billion, and CAGR, in %, by Six Comparative Estimates, 2015-2021f
• Breakdown of Cross-Border E-Commerce Imports, by B2C and C2C, in %, 2013 – 2017e
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2013 - 2017
• Cross-Border Online Shoppers, in millions, and Penetration, in % of Online Shoppers in China, 2016 - 2021f
• Breakdown of Cross-Border Shopping Frequency and Average Order Value in CNY of Cross-Border Pucrases, in % of Cross-Border
Online Shoppers, H1 2017
• Breakdown of Cross-Border Online Shoppers, by Gender and Age Group, in % of Cross-Border Online Shoppers, 2016

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TABLE OF CONTENTS (2 OF 4)
3. Asia-Pacific (Cont.)
3.2. China (Cont.)
• Top Product Categories in Cross-Border Online Shopping, by Purchased Last Year and Wanted for Purchase in the Future, in % of
Cross-Border Online Shoppers in China, March 2018
• Product Categories Purchased Cross-Border at Least Once a Month, in % Cross-Border Online Shoppers, May 2018
• Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in China, May 2018
• Factors Important for Cross-Border Online Purchase Decision, in % of Cross-Border Online Shoppers in China, March 2018
• Breakdown of Problems Experienced When Shopping Cross-Border, in % of Cross-Border Online Shoppers in China, 2017
• Important Factors When Choosing Where to Buy Cross-Border, in % of Cross-Border Online Shoppers in China, 2017e
• Preferred Vendor Origin Countries for Cross-Border Online Shopping, in % Cross-Border Online Shoppers in China, May 2018
• Breakdown of Types of Channels Used for Cross-Border Online Shopping, by Domestic and Overseas Shopping Websites, in % of
Cross-Border Online Shoppers, 2017e
• Types of E-Commerce Platforms Used for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in China, May 2018
• Breakdown of Cross-Border Retail E-Commerce Imports, by Platform, in %, Q1 2018
• Cross-Border E-Commerce Exports, in CNY trillion, and Breakdown by B2B and B2C/C2C, 2011 – 2017
3.3. Hong Kong
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Hong Kong, 2017e
• Annual E-Commerce Sales Turnover of Hong Kong Merchants, in HKD billion, by Local, Inbound and Outbound, 2016
3.4. Taiwan
• Average Annual Cross-Border Online Spending per Shopper, in TWD, 2016 & 2017
• Cross-Border Online Shopper Penetration, in % of Internet Users in Taiwan, 2017
• Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Taiwan, 2017
• Platforms Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Taiwan, 2017
3.5. Japan
• Cross-Border B2C E-Commerce Imports from China and the USA to Japan, in JPY billion, 2017e – 2021f
• Cross-Border B2C E-Commerce Exports from Japan to China and the USA, in JPY billion, 2017e – 2021f
• Top 5 E-Commerce Export Destinations for Merchants in Japan, by Total, Large Companies and SMEs, by Current and Considered, in
% of Surveyed Merchants in Japan, 2016

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TABLE OF CONTENTS (3 OF 4)
3. Asia-Pacific (Cont.)
3.6. South Korea
• Cross-Border E-Commerce Imports, in KRW billion, 2014 - 2017
• Cross-Border E-Commerce Exports, in KRW billion, 2014 – 2017
• Top 3 Countries Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
• Breakdown of Cross-Border E-Commerce Imports, by Region/Country of Origin, in %, 2015 & 2017
• Breakdown of Cross-Border E-Commerce Exports, by Region/Country of Destination, in %, 2015 & 2017
• Breakdown of Cross-Border E-Commerce by Product Category, by Imports and Exports, in %, 2016 & 2017
• Cross-Border E-Commerce Imports and Exports, by Product Category, in KRW billion, and Year-on-Year Change, in %, 2016 & 2017e
3.7. Australia
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Australia, 2017e
• Breakdown of Online Spending by Domestic and Cross-Border, by Product Category, in %, and Year-on-Year Change of Online
Spending, by Product Category, in %, 2016 & 2017
• Breakdown of Cross-Border Online Spending by Age Group of Shoppers, in %, 2017
• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
• Share of Cross-Border Online Shoppers Who Had Their Latest Cross-Border Online Purchase Delivered by Post, in %, 2017
• Breakdown of Problems Encountered When Shopping Cross-Border, in % of Cross-Border Online Shoppers, April 2017
3.8. India
• Selected Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers in India,
October 2017
• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
• Annual Cross-Border B2C E-Commerce Market Size Estimate, in USD billion, Compared to Total Exports, as of April 2017
3.9. New Zealand
• Cross-Border Share of E-Commerce Spending, in % and in NZD billion, 12 Months to February 2018
• Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October
2017

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TABLE OF CONTENTS (4 OF 4)
3. Asia-Pacific (Cont.)
3.10. Thailand
• Top Platforms Used to Purchase Products Online, in % of Online Shoppers, February 2017
• Breakdown of E-Commerce Sales (incl. B2C, B2B, B2G) by Domestic Sales and Exports, in %, 2014 - 2016
• E-Commerce Sales of SMEs in Thailand Generated via Foreign Websites, in THB million, by Sector, 2015 & 2016
3.11. Vietnam
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017e
• Breakdown of E-Commerce Companies by Scope of Operations, in %, 2016
• Breakdown of the Percentage Share of Orders Received via Electronic Means in Total Value of Export Orders, in % of Companies
Involved in Exporting, 2016
3.12. Malaysia
• Breakdown of Online Shoppers by Local Only, Cross-Border Only and Local and Cross-Border, in %, February 2017
3.13. Philippines
• Cross-Border B2C E-Commerce Spending, in PHP billion, 2017 & 2018f
• Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in
%, April 2018
• Top 3 Barriers to Cross-Border Online Shopping, in % Cross-Border Online Shoppers in Philippines, April 2018
• Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, April 2018

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1. Management Summary 11 – 14
2. Global Developments 15 – 23
3.
3.1.
3.2.
3.3.
3.4.
3.5.
3.6.
3.7.
3.8.
3.9.
3.10.
3.11.
3.12.
3.13.
Asia-Pacific
Regional
China
Hong Kong
Taiwan
Japan
South Korea
Australia
India
New Zealand
Thailand
Vietnam
Malaysia
Philippines
24 – 97
25 – 29
30 – 48
49 – 51
52 – 56
57 – 60
61 – 68
69 – 75
76 – 79
80 – 82
83 – 86
87 – 90
91 – 92
93 – 97

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20172015
USA
57,36%
EU
21,26%
China
11,50%
Japan
7,48%
Oceania
1,24%
ASEAN
0,56%
Middle East
0,04%
Central and
South America
0,01%
Others
0,55%
The share of E-Comm. imports to South Korea coming from the U.S.
decreased from 72% in 2015 to 57% in 2017, while the EU’s share grew.
South Korea: Breakdown of Cross-Border E-Commerce Imports, by Region/Country of Origin, in %,
2015 & 2017
Note: the percentage shares were calculated based on the values reported by the source
Source: Statistics Korea, February 2018
USA
72,19%
EU
14,98%
China
7,06%
Japan
4,28%
Oceania
0,68%
ASEAN
0,31%
Middle East
0,06%
Central and
South America
0,01%
Others
0,43%

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12%
21%
36%
37%
39%
0% 25% 50% 75% 100%
Home Appliances
Designer Shoes
3C Products
Daily Necessity Products
Clothing Accessories
in % of Cross-Border Online Shoppers
“Clothing and accessories” (39%) was the top product category
purchased by cross-border online shoppers in Taiwan in 2017.
Taiwan: Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online
Shoppers in Taiwan, 2017
Note: does not add up to 100% due to multiple answers possible
Definition: purchases of physical products through overseas online shopping platforms or through cross-border purchasing websites; travel accommodation and tickets were not included
Survey: based on a survey of 1,068 respondents; sampling error +/-3.0% at the 95% confidence level
Source: MIC, March 2018

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