This document provides an overview of the methodology used in market reports produced by the company. It discusses the use of secondary market research from various sources to ensure objectivity. It also describes the common structures of reports, including an executive summary, definitions, country sections, and the types of charts and data typically included. The document then provides specifics on the methodology used in the current report, which covers cross-border B2C e-commerce in Asia-Pacific, including sections on global trends, regional analyses of countries, and definitions of key terms.

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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, ranking of the main drivers of cross-border online shopping, information about
payment and delivery in cross-border E-Commerce.
 The rest of the report is devoted to the Asia-Pacific region. 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.
 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 also 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.
 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.
 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.
 GROSS MERCHANDISE VALUE (GMV)
a total value of successfully completed transactions between buyers and sellers on a marketplace.
Depending on the source, might include shipping costs.
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 5)
1. Management Summary
2. Global Developments
• Cross-Border B2C E-Commerce Sales Forecast, in USD billion, and in % of Total B2C E-Commerce Sales, 2023f
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, August 2019
• Cross-Border Online Shopper Penetration in Selected Countries, in % of Online Shoppers, By Total Cross-Border Shoppers And
Daily/Weekly Cross-Border Shoppers, September 2019
• Top 5 Exporting Markets in Cross-Border B2C E-Commerce by Share of Purchases, in %, September 2019
• Breakdown of Actions Cross-Border Online Shoppers Would Take If Imports From China Would Be Taxed Higher with Additional EUR 10
per Item, in % of Cross-Border Online Shoppers, September 2019
• Reasons for Buying Cross-Border, in % of Cross-Border Online Shoppers, September 2019
• Top Reasons For Cross-Border Online Shopping Cart Abandonment, September 2019
• Breakdown of the Latest Cross-Border Online Purchase by Value in EUR, and Weight, in % of Cross-Border Online Shoppers,
September 2019
• Breakdown of the Latest Cross-Border Online Purchase by Delivery Costs in EUR, in % of Cross-Border Online Shoppers, September
2019
• Breakdown of the Latest Cross-Border Online Purchase by Delivery Time, in % of Cross-Border Online Shoppers, September 2019
• Share of Cross-Border Online Shoppers Expecting Delivery Within 6 Days If They Paid For It, in %, April 2019
• Selected Localization Features Preferred by Cross-Border Online Shoppers, % of Cross-Border Online Shoppers, July 2019
• Breakdown of E-Commerce Websites Purchased From In Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers,
September 2019
• Top 10 Shopping Apps by Downloads, incl. Cross-Border E-Commerce Apps, by Total Downloads, App Store Downloads and Google
Play Downloads, January 2020
3. Asia-Pacific
3.1. Regional
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, January 2019
• Share of Online Shoppers in Asia-Pacific Who Had Cancelled a Purchase When Finding Out The Retailer Was Not Based In Their
Country, in %, by Australia, China, Hong Kong and South Korea, January 2019
• Breakdown of Online Purchases by International and Local, in % of Online Shoppers in Asia-Pacific, by Australia, China, Hong Kong and
South Korea, 3 Months to January 2019

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TABLE OF CONTENTS (2 OF 5)
3. Asia-Pacific (Cont.)
3.1. Regional (Cont.)
• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Australia, China,
Japan, India, Indonesia, South Korea and New Zealand, 2019
• Share of E-Commerce Companies Selling Internationally, in %, by Australia, China, Japan, Hong Kong and Singapore, January 2019
• Top 10 Mobile Shopping Apps in Southeast Asia, incl. Domestic and International, by Indonesia, Malaysia, Philippines, Singapore,
Thailand and Vietnam, Q1 2019
• Overview of the Cross-Border Offering of Lazada in Southeast Asia, incl. Cross-Border GMV Growth, 2018 vs. 2016, Top 5 Cross-Border
Seller Locations, Top 3 Cross-Border Import Categories, March 2019
3.2. China
• Cross-Border B2C E-Commerce Market Overview and Trends, February 2020
• Cross-Border E-Commerce Sales, in CNY trillion, and Breakdown by B2B and B2C, in %, 2013 – 2018
• Cross-Border E-Commerce Sales, in CNY trillion, and Breakdown by Exports and Imports, in %, 2013 – 2018
• Cross-Border Retail E-Commerce Imports, in CNY billion, and Year-on-Year Change, in %, Q2 2017 – Q2 2019
• Cross-Border Online Shoppers in China, in millions, and Year-on-Year Change, in %, 2017 - 2020f
• Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, Q1 2019
• E-Commerce Imports of FMCG, in CNY billion, and Share of Total E-Commerce Sales of FMCG, in %, 2016 - H1 2019
• Share of Consumers in China Who Buy Premium Products From Offline Stores Opened by Cross-Border E-Commerce Companies, in %,
Compared to Global Average, 2018
• Reasons to Experience Offline Stores of Cross-Border E-Commerce Platforms, in % of Cross-Border Online Shoppers in China, 2019
• Factors Most Important to Cross-Border Online Shoppers, in % of Cross-Border Online Shoppers in China, Q1 2019
• Criteria For Choosing a Cross-Border E-Commerce Website, in % of Cross-Border Online Shoppers in China, Q1 2019
• Breakdown of Cross-Border Retail E-Commerce Imports, by Platform, in %, Q3 2019
• Share of Post-90s Generation Among Import Consumers on Tmall, in %, July 2019
• Average Delivery Time From Tmall Global Fulfilment Warehouses, by Warehouse Location, in Days, July 2019
• Cross-Border Retail E-Commerce Exports, in CNY billion, and Year-on-Year Change, in %, 2013 - 2018
• Breakdown of Cross-Border E-Commerce Exports by Product Categories, in %, 2018
• Breakdown of Cross-Border E-Commerce Exports by Destination Countries, in %, 2018
• Cross-Border Retail E-Commerce Exports, in USD billion, and Year-on-Year Change, in %, 2014 - 2021f

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TABLE OF CONTENTS (3 OF 5)
3. Asia-Pacific (Cont.)
3.2. China (Cont.)
• Overview of AliExpress, incl. Annualized Paid GMV, Number of Active Customers, Number of countries and Regions Covered, Top 10
Destination Countries by GMV, Number of Local Payment Channels, and Number of Languages Supported by Real-Time Translation,
August 2019
3.3. Japan
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Japan, August 2019
• Cross-Border B2C E-Commerce Imports from China and the USA to Japan, in JPY billion, 2018e – 2022f
• Cross-Border B2C E-Commerce Exports from Japan to China and the USA, in JPY billion, 2018e – 2022f
• Share of Cross-Border Online Shoppers in Japan Who Made Their Most Recent Cross-Border Purchase From Amazon, in %, September
2019
3.4. South Korea
• Cross-Border E-Commerce Imports, in KRW billion, 2017 - 2019
• Cross-Border E-Commerce Imports, by Product Category, in KRW billion, and Year-on-Year Change, in %, 2017 - 2019
• Breakdown of Cross-Border E-Commerce Imports, by Region/Country of Origin, in %, Q3 2018 & Q3 2019
• Cross-Border E-Commerce Exports, in KRW billion, 2017 - 2019
• Cross-Border E-Commerce Exports, by Product Category, in KRW billion, and Year-on-Year Change, in %, 2017 - 2019
• Breakdown of Cross-Border E-Commerce Exports, by Region/Country of Destination, in %, Q3 2018 & Q3 2019
3.5. India
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in India, August 2019
• Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in India,
September 2019
• Reasons for Choosing to Shop Cross-Border Over Domestic Online Shopping, in % of Cross-Border Online Shoppers in India, April 2019
• Top Factors Important to Shoppers When Purchasing Cross-Border, in % of Cross-Border Online Shoppers in India, January 2019
• Overview of Amazon Global Selling Program in India, incl. Launch Date, Annualized Exports, 2019 & 2023f, Number of Exporters, 2016 &
2019, and Number of Products Offered, 2016 & 2019

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TABLE OF CONTENTS (4 OF 5)
3. Asia-Pacific (Cont.)
3.6. Australia
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Australia, by Total Cross-Border Online Shoppers and
Daily/Weekly Cross-Border Online Shoppers, September 2019
• Breakdown of E-Commerce Spending by Consumers in Australia by Seller Location (Domestic and International), by Product Category,
in %, December 2019
• Top 3 Product Categories Purchased in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Australia, 2018
• Top 3 Websites Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Australia, 2018
• Top 5 Reasons For Cross-Border Online Shopping Cart Abandonment, September 2019
3.7. New Zealand
• B2C E-Commerce Sales, by Domestic and Cross-Border, in NZD billion, 2017 & 2018
• Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in New
Zealand, September 2019
• Top 3 Websites Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in New Zealand, 2018
3.8. Indonesia
• Reasons for Choosing to Shop Cross-Border Over Domestic Online Shopping, in % of Cross-Border Online Shoppers in Indonesia, April
2019
• Share of Cross-Border Online Shoppers in Indonesia Who Purchased Cross-Border Due to The Product/Brand Not Being Available
Domestically, in %, September 2019
• Top 3 Countries Purchased From in the Most Recent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in
Indonesia, September 2019
3.9. Vietnam
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Vietnam, 2018
• Share of Cross-Border Online Shoppers in Vietnam Who Purchased Directly And Via An Intermediary, in %, 2018
3.10. Singapore
• Share of E-Commerce Merchants in Singapore Selling Cross-Border, in %, and Cross-Border Share of E-Commerce Sales of Merchants
Selling Internationally, in %, August 2019

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TABLE OF CONTENTS (5 OF 5)
3. Asia-Pacific (Cont.)
3.11. Malaysia
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Malaysia, 2018
• Top 10 Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Malaysia, 2018

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1. Management Summary 12 – 15
2. Global Developments 16 – 30
3.
3.1.
3.2.
3.3.
3.4.
3.5.
3.6.
3.7.
3.8.
3.9.
3.10.
3.11.
Asia-Pacific
Regional
China
Japan
South Korea
India
Australia
New Zealand
Indonesia
Vietnam
Singapore
Malaysia
31 – 98
32 – 38
39 – 58
59 – 63
64 – 70
71 – 76
77 – 82
83 – 86
87 – 90
91 – 93
94 – 95
96 – 98

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Q3 2019Q3 2018
The share of E-Commerce imports to South Korea coming from
the USA decreased from 52.8% in Q3 2018 to 48.9% in Q3 2019.
South Korea: Breakdown of Cross-Border E-Commerce Imports, by Region/Country of Origin, in %,
Q3 2018 & Q3 2019
Note: may not add up to 100% due to rounding
Definition: overseas direct online purchases based on CIF (Cost, Insurance and Freight) for general and simplified declaration and FOB for list clearance, including the following
product categories: computers and computer-related, appliances, home electric appliances, electronic and telecommunication equipment, software, books, office
appliances and stationery, music CDs & disks, videos and musical instrument, clothes, fashion and related goods, sports and leisure appliances, cosmetics, goods for
infants and children, food & beverages, agriculture, livestock and fishery products, household goods, motor vehicle parts and accessories, others
Source: Statistics Korea, February 2020
USA
52.8%
EU
20.1%
China
17.7%
Japan
6.6%
Oceania
1.8%
ASEAN
0.4%
Others
0.5%
USA
48.9%
EU
23.1%
China
18.8%
Japan
5.6%
Oceania
2.5%
ASEAN
0.4%
Others
0.6%

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12%
13%
17%
23%
32%
34%
42%
47%
0% 25% 50% 75% 100%
Other
After-Sale Warranty
SKU Category
Online Shopping Platform
Payment Method
Price
Delivery Speed
Product Quality
in % of Cross-Border Online Shoppers
The top factors important to cross-border online shoppers in China
n Q1 2019 were “Product quality” (47%) and “Delivery speed” (42%).
China: Factors Most Important to Cross-Border Online Shoppers, in % of Cross-Border Online Shoppers
in China, Q1 2019
Note: does not add up to 100% due to multiple answers possible
Source: BigData Research, May 2019

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