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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
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.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the retail E-Commerce market in six major Southeast Asian countries: Indonesia, Malaysia, Philippines, Singapore, 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 and country comparisons in terms of criteria relevant to retail E-Commerce, such as
sales, Internet and mobile shopper penetration. The rest of the report is divided into country chapters, 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, social commerce, 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 website
visits, awareness and usage rates by online shoppers, where available.

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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.
 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.
 SOCIAL COMMERCE the sale of goods (and services) that involves the use of social media, such as social networks.
 CROSS-BORDER 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.
 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.
 MARKETPLACE SELLERS individuals or businesses who use an E-Commerce marketplace as a platform to sell items to buyers.
 GROSS MERCHANDISE VOLUME
abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a
marketplace.
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 9)
1. Management Summary
2. Regional Overview
• B2C E-Commerce Sales in Southeast Asia, in USD billion, by Four Comparative Estimates, 2015, 2016, 2020f & 2025f
• Southeast Asia’s Share of B2C E-Commerce Sales in Asia-Pacific and Worldwide, in %, 2011, 2016, & 2021f
• B2C E-Commerce Sales in Southeast Asia, by Country, in USD million, 2015
• Total Retail Sales and Retail E-Commerce Sales, in USD billion, and E-Commerce Share of Total Retail Sales, in %, in Southeast Asia, by
Country, 2016e
• B2C E-Commerce Sales in Southeast Asia, by Country, in USD billion, 2015 & 2025f
• B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, in %, 2015 & 2025f
• Online Hotel and Airline Sales in Southeast Asia, by Country, in USD billion and in % of Total Hotel and Airline Sales, 2015 & 2025f, and CAGR,
in %, 2015-2025f
• Online Ride Sales in Southeast Asia, by Country, 2015 & 2025f, and CAGR, in %, 2015-2025f
• Internet Penetration in Southeast Asia, by Country, in % of Individuals, 2015
• Average Fixed Internet Connection Speed in Southeast Asia, by Country, in MBPS, Q2 2016
• Internet Users Growth in Southeast Asia, by Country, in %, January 2017 Compared to January 2016
• Internet Users in Southeast Asia, by Country, in millions, 2015 & 2020f
• Number of Internet Users Who Research Products or Services Online, by Country, in millions, 2015
• Breakdown of Online Shoppers in Southeast Asia by Buying From Mobile Phone and From Other Devices, by Top Cities and Other Areas, by
Country, incl. Singapore, in %, November 2015
• Top 10 E-Commerce Platforms Preferred for Online Shopping, by Rank, by Country, November 2015
3. Indonesia
3.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, March 2017
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

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TABLE OF CONTENTS (2 OF 9)
3. Indonesia (Cont.)
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
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
3.5. Product
• B2C E-Commerce Sales by Selected Product Categories, in IDR billion, 2014 & 2015e
• B2C E-Commerce Sales Growth by Product Category, incl. “Apparel and Footwear”, in % CAGR, 2014 - 2019f
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
3.7. Delivery
• Overview of E-Commerce Delivery, March 2017
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. Thailand
4.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, March

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TABLE OF CONTENTS (3 OF 9)
4. Thailand (Cont.)
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
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. 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
4.5. 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
4.6. Payment
• Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1 2016
4.7. Delivery
• Overview of B2C E-Commerce Delivery, March 2017

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TABLE OF CONTENTS (4 OF 9)
4. Thailand (Cont.)
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
5. Singapore
5.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, March 2017
5.2. 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
5.3. 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
5.4. Internet Users & Online Shoppers
• Number of Broadband Subscriptions by Type, in thousands, 2011-2016
• Online Shopper Penetration, in % of Adult Internet Users, 2016

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TABLE OF CONTENTS (5 OF 9)
5. Singapore (Cont.)
5.5. Products
• Top 3 Product Categories by Rank Purchased by Online Shoppers, by Monthly Income, 2016
5.6. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
5.7. Delivery
• Top 3 Delivery Options, in % of Online Shoppers, June 2016
5.8. Players
• Overview of B2C E-Commerce Players, March 2017
• Top 10 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
6. Malaysia
6.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, March 2017
6.2. 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
6.3. Sales & Shares
• B2C E-Commerce Sales, in MYR billion, 2011 & 2016
• B2C E-Commerce Share of Total Retail Sales, in %, 2011 & 2016

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TABLE OF CONTENTS (6 OF 9)
6. Malaysia (Cont.)
6.3. Sales & Shares (Cont.)
• B2C E-Commerce Sales, in USD billion, 2015 & 2025f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
6.4. 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
6.5. Product
• Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2016
• Product Categories Purchased in E-Commerce, in % of Online Shoppers, 2015
6.6. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016
6.7. Delivery
• Breakdown of Expected Delivery Times, in % of Online Shoppers, November 2016
6.8. 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
7. Vietnam
7.1 Overview
• Overview of B2C E-Commerce Market and International Comparisons, April 2017

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TABLE OF CONTENTS (7 OF 9)
7. Vietnam (Cont.)
7.2. 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
7.3. 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
7.4. 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
7.5. Products
• Product Categories Purchased in E-Commerce, in % of Online Shoppers, August 2016
7.6. Payment
• Breakdown of Payment Methods Used in E-Commerce, in % Online Shoppers, August 2016
7.7. Delivery
• Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015
7.8. Players
• Overview of B2C E-Commerce Players, April 2017
• Breakdown of B2C E-Commerce Sales by Top 6 Players and Others, in %, 2015

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TABLE OF CONTENTS (8 OF 9)
7. Vietnam (Cont.)
7.8. Players (Cont.)
• 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
8. Philippines
8.1. Overview
• Overview of B2C E-Commerce Market and International Comparisons, April 2017
8.2. 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
8.3. 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
8.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2015
• Shopping-Related Activities Carried Out Online, in % of Individuals, H2 2016
8.5. Products
• B2C E-Commerce Sales by Product Category, in PHP million, 2016
8.6. Payment
• Share of Online Shoppers Paying with Cash on Delivery, in %, Q4 2015

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TABLE OF CONTENTS (9 OF 9)
8. Philippines (Cont.)
8.7. Delivery
• Overview of B2C E-Commerce Delivery, April 2017
8.8. 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

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1. Management Summary 16 – 22
2. Regional Overview 23 – 38
3. Indonesia 39 – 57
4. Thailand 58 – 77
5. Singapore 78 – 96
6. Malaysia 97 – 116
7. Vietnam 117 – 135
8. Philippines 136 – 151

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7.9% of Internet users or 2.4 million people in Thailand made
purchases online in Q1 2016.
Thailand: Number of Online Shoppers, in thousands, and Penetration, in % of Internet Users, by Location,
Gender, and Age Group, Q1 2016
Online Shoppers in thousands in % of Internet Users in the Respective Group
Location
Bangkok 544.1 9.7%
Central Region 746.4 7.8%
Northern Region 385.7 8.6%
Northeastern Region 299.6 4.8%
Southern Region 383.3 9.9%
Gender
Male 809.2 5.5%
Female 1,549.9 10.2%
Age Group
6-14 15.4 0.3%
15-24 669.2 8.1%
25-34 825.5 11.7%
35-49 664.4 9.2%
50+ 184.6 6.6%
Total 2,359.1 7.9%
Note: the penetration rate was calculated based on the number of online shoppers and Internet users in the respective population groups, as reported by the source
Definition: individuals who have ever purchased goods or services via the Internet
Survey: based on a survey of 83,880 households with respondents aged 6+, conducted in Q1 2016
Source: National Statistical Office, March 2017

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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

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