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

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METHODOLOGY (1 OF 2)
 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 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.
 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.
 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.
 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.
 The reports include mainly data from the last 12 months prior to date of report publication. Exact publication dates are mentioned in every chart.

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METHODOLOGY (2 OF 2)
 In this country report, major trends in the B2C E-Commerce market, sales figures, B2C E-Commerce share of the total retail market, main online product
categories, and relevant information about Internet users, online shoppers, payment and delivery methods, and leading E-Commerce companies are included.
 The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries
worldwide and in the region in terms of criteria relevant to B2C E-Commerce.
 The “Trends” section includes an overview of market trends, such as cross-border B2C E-Commerce, M-Commerce and omnichannel.
 The section “Sales & Shares” includes the development of B2C E-Commerce sales, including forecasts. Furthermore, this section shows the development of
B2C E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories among online shoppers.
 The next two sections, “Payment” and “Delivery”, cover information related to delivery and payment methods most used by online shoppers.
 Finally, the “Players” section includes information about the leading E-Commerce players, such as online retailers and marketplaces.

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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 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 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 made 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 the country’s borders.
 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.
 ONLINE PAYMENT
transfer of money made over the Internet following a consumer’s payment command, includes payments for
product and service purchase in E-Commerce and M-Commerce.
 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 B2C E-Commerce 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 2)
1. Management Summary
2. Overview
• B2C E-Commerce Overview and International Comparisons, November 2015
• Top 10 Countries Worldwide by B2C E-Commerce Sales, incl. Canada, in USD billion, and in % CAGR, 2013 - 2018f
• B2C E-Commerce CAGR in North America, by Country, in %, 2014-2019f
• B2C E-Commerce Share of Total Retail Sales in North America, by Country, in %, 2013 - 2018f
• Breakdown of Frequency of Cross-Border Online Shopping in North America, in % of Online Shoppers, by Country, April 2015
• Share of Online Shoppers in North America Choosing Delivery of Four Days and Longer, by Country, in %, February 2015
3. Trends
• M-Commerce Share of Total B2C E-Commerce Sales, in %, 2014 & 2019f
• Devices Used for Shopping Online, by Age Group, in % of Internet Users, July 2014
• Retail Activities Carried Out On Smartphones, by Browser and Application, in % of Smartphone Subscribers, December 2014
• Reasons for Cross-Border Online Shopping, in % of Online Shoppers, July 2014
• Breakdown of Online Spending, by Country of Origin of the Seller, in %, July 2014
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
• Breakdown of the Last Purchase by Online and Offline, in % of Internet Users, 2014/2015
4. Sales & Shares
• B2C E-Commerce Sales, in CAD billion, by Comparative Estimates, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2014 - 2019f
5. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Online Shopper Penetration Rate, in % of Households, 2014
• Number of Online Shoppers and Online Buyers, in millions and % of Internet Users, 2013 - 2018f
• Online Shopper Penetration, in % Internet Users, 2014 & 2019f
• Breakdown of Frequency of Shopping Online, in % of Internet Users, February 2015

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TABLE OF CONTENTS (2 OF 2)
5. Users & Shoppers (cont.)
• Breakdown of Average Annual Online Spending, in % of Online Shoppers, February 2015
• Online Spending per Shopper, in CAD, 2014 & 2019
6. Products
• Top 6 Product Categories Purchased Online, in % of Online Shoppers, March 2014
• Share of Purchases Conducted Online, by Product Category, in %, 12 Months to April 2015
• Share of Consumers Who Purchased Groceries Online, in %, April 2015
7. Payment
• Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015
• Use of Alternative Payment Methods, incl. Online and Mobile, by Gender and Age, in % of Respondents, 2013
8. Delivery
• Share of Online Shoppers Rating Shipping Cost as the Most Important Factor in Purchasing, and Willing to Choose Postal Services to
Lower Delivery Cost, in %, February 2015
9. Players
• B2C E-Commerce Player Overview, November 2015
• Market Shares of Top 3 E-Commerce Companies, in %, 2013 & 2014
• Top E-Commerce Websites by Share of Total Website Visits, in %, September 2014 & September 2015
• Overview of the Top 10 E-Commerce Websites, by Website Rank, November 2015, incl. Website Traffic, September 2015

9. 1. Management Summary 9 – 11
2. Overview 12 – 18
3. Trends 19 – 26
4. Sales & Shares 27 – 29
5. Users & Shoppers 30 – 37
6. Products 38 – 41
7. Payment 42 – 44
8. Delivery 45 – 46
9. Players 47 – 51
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18%
5%
8%
9%
6%
7%
6%
6%
6%
14%
15%
19%
19%
20%
0% 20% 40% 60% 80% 100%
Made Shopping Lists
Used Deal-a-Day/Group
Shopping
Purchased
Goods/Services
Found Coupons/Deals
Checked Product
Availability
Researched Product
Features
Compared Product Prices
Browser
Application
in % of Smartphone Subscribers
14% of smartphone subscribers in Canada “Purchased Goods/
Services” via smartphone browsers and 8% via applications.
Canada: Retail Activities Carried Out On Smartphone, by Browser and Application, in % of Smartphone
Subscribers, December 2014
Note: ages 13+; does not add up to 100% due to multiple answers possible
Source: ComScore cited by Acaweb, April 2015

11. In 2014, 76% of households in Canada made purchases via
the Internet.
Canada: Online Shopper Penetration Rate, in % of Households, 2014
Households Shopping
Online
76%
Others
24%
Source: Canada Post cited by Huffington Post, May 2015
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