Sample Report: Global B2C E-Commerce Market 2016

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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 global B2C E-Commerce market. It includes relevant information about global market developments and trends, international
comparisons, as well as about B2C E-Commerce sales and shares, trends, Internet users and shoppers, products, payment methods, delivery and players in
major advanced and emerging B2C E-Commerce markets worldwide.
 All global regions are covered in this report, including Africa, Asia-Pacific, Europe, Latin America, the Middle East and North America.
Report Structure
 The global chapter opens the report, including an overview of global market developments, trends, and regional and country comparisons that concern criteria
related to B2C E-Commerce, such as B2C E-Commerce sales, Internet and online shopper penetration.
 The rest of the report is divided by regions. The regions are presented in the order of descending B2C E-Commerce sales. Where applicable, the countries in
the regions are grouped by advanced and emerging markets.
 The countries are also presented in the order of descending B2C E-Commerce sales. Where no comparable B2C E-Commerce sales data was available, the
related criteria, such as online shopper penetration, Internet penetration and population size were considered.
 Each country chapter starts with a qualitative overview of the development of B2C E-Commerce in the respective country with international comparisons.
 Following that, where available, information about trends, sales & shares, users & shoppers, products, payment, delivery and players is presented. Not all of
these sections are included for each of the covered countries, due to varying data availability.
 The “Trends” section includes an information related to important market trends, such as cross-border B2C E-Commerce, M-Commerce, omnichannel and social
commerce.
 The section “Sales & Shares” covers the development of B2C E-Commerce sales and its share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is provided.
 Afterwards, the section “Products” shows the leading product categories purchased by 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 E-Commerce website rankings, featuring foreign and local
online marketplaces, online and multichannel retailers, daily deals websites and online classifieds platforms.

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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.
 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.
 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.
 WEBROOMING
a practice in retail where consumers browse/research the products online before making the purchase in-store;
may also refer to customers using Internet-enabled mobile devices to browse/research/compare products
online while being in-store.
 SHOWROOMING
a practice in retail where consumers visit a store to browse or try on the products before buying them online (or
via mobile).
 COMPARISON SHOPPING WEBSITES
websites providing comparison functions, such as price and product features, among the offers of third-party
merchants and service providers (online and/or store-based); for the purchase of products such websites
usually redirect to the website with the respective offering
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 21)
1. Management Summary
2. Global Developments
• B2C E-Commerce Sales of Products and Services Worldwide, excl. Travel and Event Tickets, in USD billion, and in % Share of Total Retail Sales, in
2014 - 2019f
• B2C E-Commerce Sales of Physical and Digital Goods Worldwide, in USD billion, 2014-2019f, and in % Share of Total Retail Sales, 2014 & 2019f
• Breakdown of Global B2C E-Commerce Sales, by Regions and Sub-Regions, in %, 2014 & 2019f
• B2C E-Commerce Share of Total Retail Sales, by Regions, in %, 2014 & 2019f
• Number of Internet Users, by Global Regions, in millions, and in % Change, 2010 & 2015
• Internet Penetration, by Regional and Global Medians, in % of Adults, May 2015
• Top 10 Countries by B2C E-Commerce Sales, in USD billion, 2014 - 2019 and CAGR, in %, 2014 - 2019
• B2C E-Commerce Sales CAGR in the BRIC Countries, by Country, in %, 2009-2014 and 2014-2019f
• Top 10 Countries by B2C E-Commerce Market Attractiveness Index, and Index Composition, incl. Index for Online Market Size, Consumer Behavior,
Growth Potential, Infrastructure and Total Score for Online Market Attractiveness, 2015
• Top 10 Developing Economies in B2C E-Commerce Index, incl. Global Rank, 2016, Share of Individuals Using Internet, 2014, Share of Individuals with
Credit Card, 2014, Secure Internet Servers per 1 million People, 2014, UPU Postal Reliability Score and UNCTAD B2C E-Commerce Index Value, 2015
• Top 10 Countries by Number of Online Shoppers, in millions, incl. Penetration, in % of Internet Users and in % of Population, 2014
• Top 5 Countries by Share of Global Online Shoppers, in %, 2019f, and Their Shares in 2015
• Top 5 Countries by Share of Active* Online Shoppers, in % of Population, Q4 2015
• Product Categories Most Purchased Online, by Generation, in % of Online Shoppers, November 2015
• Top Factors Driving Online Purchase and In-Store Purchase, in % of Consumers, November 2015
• Major Reasons for Shopping Cart Abandonment, in % of Online Shoppers, by Selected Regions, October 2014
• Most Important Delivery Options in Online Shopping, in % of Online Shoppers, Q1 2015 & Q4 2014
• Share of Online Shoppers Willing to Pay More for Faster Shipping, by Selected Countries, in %, Q1 2015 & Q4 2014
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015
• Share of Online Shoppers Paying with Cash on Delivery, in %, by Selected Emerging Markets, 2015
• Share of Consumers Who Are Satisfied with the Payment Methods Used, by POS, Browser and Mobile, in % of Consumers in Selected Developed
Countries, June 2015
• Breakdown of Mobile Phone Ownership, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, by Regional and Global Medians,
May 2015
• Share of Online Shoppers Buying Products via Mobile, in %, 2014 & 2015
• Breakdown of M-Commerce Transactions, by Mobile Browser and App, in %, Q4 2015
• Cross-Border B2C E-Commerce Sales, in USD billion and in % of Total B2C E-Commerce Sales, 2014 – 2020f
• Breakdown of Cross-Border E-Commerce Sales, by Regions, in %, 2025f
• Cross-Border Online Shopper Penetration, by Selected Countries, in % of Online Shoppers, October 2015

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2. Global Developments (Cont.)
• Actions Conducted on Mobile Phones While Being in-Store, incl. “Compare Prices”, in % of Mobile Phone Users, 2014
• Share of Online Shoppers Who are Concerned that Their Personal Information Could be Stolen, in %, 2014 & 2015
• Social Media Activities Influencing Online Shopping Behavior, in % of Online Shoppers, September 2015
• Share of Online Shoppers Visiting Social Media Sites for Inspiration when Searching for Products, by Age Groups, in %, August 2015
• Share of Online Shoppers Who Would Consider Purchasing from Marketplaces and from Retailers’ Websites, by Global Average and Top 3 Countries, in
%, August 2015
• Top 20 B2C E-Commerce Retailers, by B2C E-Commerce Sales, incl. Rank among Top Online Retailers, Rank among Top Retailers, Company Name,
Country of Origin, Retail E-Commerce Sales, in USD million, Share of Total Retail Revenues, in %, Growth Rate, in %, 2014, and CAGR, 2009-2014
3. Asia-Pacific
3.1. Advanced Markets
3.1.1. Japan
3.1.1.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, September 2015
3.1.1.2. Trends
• Mobile Shopper Penetration, in % of Smartphone Users, August 2014
• Cross-Border B2C E-Commerce Imports from the USA and China, in JPY billion, 2014 - 2018f
3.1.1.3. Sales & Shares
• B2C E-Commerce Sales Forecasts, in USD billion, by Comparative Estimates, Ranked by CAGR, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, by Comparative Estimates, 2013 - 2019f
3.1.1.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
3.1.1.5. Products
• Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2014
3.1.1.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, January 2015
3.1.1.7. Delivery
• Overview of B2C E-Commerce Delivery, October 2015
3.1.1.8. Players
• Top 15 Retail Websites, by Total Unique Visitors, in millions, October 2014
3.1.2. South Korea
3.1.2.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, September 2015

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3. Asia-Pacific (Cont.)
3.1. Advanced Markets (Cont.)
3.1.2. South Korea (Cont.)
3.1.2.2. Trends
• Cross-Border E-Commerce Imports, in USD billion, 2013 & 2014
• M-Commerce Sales, in KRW trillion and in % of Total E-Commerce Sales, Q1 2013 – Q1 2015
• B2C E-Commerce Sales Forecasts, in USD billion, by Comparative Estimates, Ranked by CAGR, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2019f
• Number of Internet Users and Penetration Rate, in millions and in % of Population, 2010 - 2014
• Online Shopper Penetration on Internet Users, by Gender and Age Group, in %, 2014
3.1.2.5. Products
• Breakdown of B2C and C2C E-Commerce Sales by Product Categories, in KRW trillion and in %, 2013, 2014 & H1 2015
3.1.2.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
3.1.2.7. Delivery
• Complaints about Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
3.1.2.8. Players
• Overview of Top 10 Local E-Commerce Websites, by Website Rank, October 2015
3.1.3. Australia
3.1.3.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
3.1.3.2. Trends
• M-Commerce Sales, in AUD billion, 2014e & 2019f
• Cross-Border Online Shopper Penetration and Number, in % of Individuals and in millions, 12 Months to September 2014
• B2C E-Commerce Sales, in USD billion and in % of Total Retail Sales, 2013 - 2018f
• B2C E-Commerce Share of Total Retail Sales, by Pure-Play, Multichannel and Total, July 2014 – July 2015
• Number of Online Shoppers, in millions, 2011 & 2014
3.1.3.5. Products
• Top Product Categories Purchased Online, by Four-Week Average Number of Buyers, in thousands, 2014

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3.1.3. Australia (Cont.)
3.1.3.6. Payment
• Selected Payment Methods Used in Financial Transactions, incl. BPAY and Online Banking, in % of Adults, 2008, 2011, 2014
3.1.3.7. Delivery
• Top 2 Reasons to Shop Online, incl. Free Shipping, in % of Online Shoppers, April 2015
3.1.3.8. Players
• Top 10 Online Retail Websites, by Weekly Visits, in millions, September 2015
3.2. Emerging Markets
3.2.1. China
3.2.1.1. Overview
3.2.1.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• M-Commerce Sales, in CNY billion and in % of Retail E-Commerce Sales, by Comparative Estimates, 2013 - 2018f
• B2C E-Commerce Sales Forecasts, in USD billion, by Comparative Estimates, 2014 - 2019f
• B2C E-Commerce (incl. C2C) Share of Total Retail Sales, by Comparative Estimates, in %, 2013 - 2019f
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Number of Online Shoppers, in Millions, and in % of Internet Users, 2010 – 2014 & June 2015
3.2.1.5. Products
• Average Annual Online Spending and Number of Online Purchases, by Product Category, February 2015
3.2.1.6. Payment
3.2.1.7. Delivery
• Overview of B2C E-Commerce Delivery, September 2015
3.2.1.8. Players
• B2C E-Commerce Player Overview, September 2015
• B2C E-Commerce Sales of Top 5 B2C E-Commerce Companies by Market Share, in CNY billion, 2014
3.2.2. India
3.2.2.1. Overview

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3.2. Emerging Markets (Cont.)
3.2.2. India (Cont.)
3.2.2.2. Trends
• B2C E-Commerce Trends Overview, September 2015
• M-Commerce Share of Total E-Commerce Sales, in %, 2014e & 2017f
• Forecasts of B2C E-Commerce Sales, in USD billion, by Comparative Estimates, 2014 - 2020f
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Online Shopper Penetration, in % of Internet Users, 2014 & 2018f
3.2.2.5. Products
• Breakdown of Online Retail Segment Sales, by Product Categories, in % and in INR billion, 2014
3.2.2.6. Payment
3.2.2.7. Delivery
3.2.2.8. Players
• B2C E-Commerce Player Overview, September 2015
• Top 3 E-Commerce Websites, by Unique Visitors, in millions, May 2014 & May 2015
3.2.3. Singapore
3.2.3.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
3.2.3.2. Trends
• Breakdown of Online Shopping Transactions, by Device, in %, H2 2014 & 2015e
• B2C E-Commerce Sales, in SGD million, 2013 & 2018f
• B2C E-Commerce Share of Total Retail Sales, in % and in USD billion, 2013
• Internet Penetration, in % of Households, 2010 - 2014
• Online Shopper Penetration, in % of Internet Users, 2009 - 2013

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3.2.3. Singapore (Cont.)
3.2.3.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2012 & 2013
3.2.3.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, by Age Group and Total, 2013
3.2.3.7. Delivery
• Actions Taken to Qualify for Free Shipping, in % of Online Shoppers, October 2014
3.2.3.8. Players
• E-Commerce Player Overview, August 2015
• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July 2015
3.2.4. Indonesia
3.2.4.1. Overview
3.2.4.2. Trends
• Types of Platforms Used for Online Shopping, incl. “Social Network”, in % of Internet Users, 2014
• B2C E-Commerce Sales, in USD million, 2009 & 2014
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 - 2018f
• Activities Carried Out Online, incl. Online Purchase, in % of Internet Users, 2014
3.2.4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2014
3.2.4.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, August 2015
3.2.4.7. Delivery
• Criteria for Choosing an E-Commerce Website, incl. “Safe Transactions and Delivery”, in % of Online Shoppers, 2014
3.2.4.8. Players
• E-Commerce Websites Purchased From, in % of Online Shoppers, 2014

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3.2.5. Thailand
3.2.5.1. Overview
3.2.5.2. Trends
• Channels Used to Research Information about Products before Purchase, in % of Mobile Shoppers, January 2015
• B2C E-Commerce Sales, in USD million, 2013 & 2018f
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 & 2020f
• Activities Carried Out Online, incl. Purchase of Goods and Services, in % of Internet Users, 2014
3.2.5.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, May 2015
3.2.5.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, May 2015
3.2.5.7. Delivery
• Delivery Methods Used in Online Shopping, in % of Online Shoppers, May 2015
3.2.5.8. Players
• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July 2015
4. Europe
4.1. Advanced Markets
4.1.1. UK
4.1.1.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, February 2016
4.1.1.2. Trends
• Usage of Click-and-Collect Services, in % of Online Shoppers, 2012 & 2015
• M-Commerce Sales, by Device and Total, in GBP billion, in % Year-on-Year Change and in % Share of Total, 2014 – 2019f
• B2C E-Commerce Sales, in GBP billion, by Comparative Estimates, Ranked by CAGR, 2013 – 2020f
• B2C E-Commerce of Total Retail Sales, in %, by Comparative Estimates, 2013 – 2020f

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4. Europe (Cont.)
4.1.1. UK (Cont.)
• Penetration of Daily Internet Users, in % of Adult Population, 2011 – 2015
• Online Shopper Penetration, by Age Group and Gender, in % of Adults in the Respective Group, 2011-2015
4.1.1.5. Products
4.1.1.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, April 2015
4.1.1.7. Delivery
• Breakdown of Delivery Time Expectations, by UK and Overseas Retailer, in % of Online Shoppers, March 2015
4.1.1.8. Players
• B2C E-Commerce Players Overview, February 2016
• Top 10 Retailers by B2C E-Commerce Sales, in GBP billion, FY 2014/2015
4.1.2. Germany
4.1.2.1. Overview
4.1.2.2. Trends
• Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, August 2015
• Mobile Shopper Penetration, in % of Smartphone Users, by Age Group and Gender, 2013 - 2015
• B2C E-Commerce Sales, in EUR billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2020f
• Number of Internet Users, by Gender, Age Group and Total, in millions, and Penetration, in % of Individuals in the Respective Group, Q1 2015
• Number of Online Shoppers, by Gender, Age Group and Total, in millions, and Penetration, in % of Internet Users in the Respective Group, Q1 2015
4.1.2.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, Q1 2015
4.1.2.6. Payment
• Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Gender, September 2015
4.1.2.7. Delivery
• Breakdown of Usage of Click and Collect and Same Day Delivery Service, in % of Internet Users, August 2015

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4. Europe (Cont.)
4.1.2. Germany (Cont.)
4.1.2.8. Players
• Top 15 Online Shops, by Sales, in EUR million, 2014
4.1.3. France
4.1.3.1. Overview
4.1.3.2. Trends
• M-Commerce Sales, in EUR billion, and in % Share of Total B2C E-Commerce Sales, 2015
• Research and Purchase Methods, by Digitally and In-Store, in % of Online Shoppers, September 2015
• B2C E-Commerce Sales, in EUR billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2018f
• B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates & Forecasts, 2013 - 2018f
• Internet Penetration, in % of Individuals, 2011-2015
• Online Shopper Penetration, in % of Internet Users, 2011-2015
4.1.3.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2015
4.1.3.6. Payment
• Payment Methods Most Used in B2C E-Commerce, in % of Online Shoppers, Q1 2014 & H1 2015
4.1.3.7. Delivery
• Delivery Methods Used in Online Shopping, in % of Online Shoppers, June 2014 & June 2015
4.1.3.8. Players
• Top 15 E-Commerce Websites, by Average Monthly Unique Visitors, in thousands, Q3 2015
4.1.4. Spain
4.1.4.1. Overview
• B2C E-Commerce Overview and International Comparisons, February 2016
4.1.4.2. Trends
• Value of E-Commerce Import Transactions, in EUR million, by Transactions with the EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of the
World and Total, 2009 - 2014 & H1 2015
• Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2015
• B2C E-Commerce Sales, in EUR billion, and in % Year-on-Year Change, 2010-2014

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4. Europe (Cont.)
4.1.4. Spain (Cont.)
4.1.4.3. Sales & Shares (Cont.)
• B2C E-Commerce Share of Total Retail Sales, in %, 2015e & 2019f
• Number of Internet Users, in millions, 2013-2015
• Breakdown of Online Shoppers, by Age and Gender, in % and in millions, 2015
4.1.4.5. Products
• Products Purchased Online, in % of Online Shoppers, 12 Months to November 2015
4.1.4.6. Payment
• Payment Methods Most Preferred in Online Shopping, in % of Online Shoppers, May 2015
4.1.4.7. Delivery
• Breakdown of Willingness to Pay for Fast Delivery, in % Online Shoppers, May 2015
4.1.4.8. Players
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015
4.1.5. Italy
4.1.5.1. Overview
• B2C E-Commerce Overview and International Comparisons, February 2016
4.1.5.2. Trends
• M-Commerce Share of Total E-Commerce Sales, in %, 2014 & 2017f
• Cross-Border B2C E-Commerce Imports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015e
• B2C E-Commerce Sales, in EUR billion, and in % Year-on-Year Change, 2011-2015e
• B2C E-Commerce Share of Total Retail Sales, in %, 2015e
• Online Shopper Penetration, in % of Internet Users, 2011-2015
4.1.5.5. Products
• B2C E-Commerce Sales Breakdown, by Product Categories, in EUR billion and in %, 2015e
4.1.5.6. Payment
• Payment Methods Preferred in Online Shopping, in % of Online Shoppers, July 2015
4.1.5.7. Delivery
• Breakdown of Delivery Methods Preferred in Online Shopping, in % of Online Shoppers, 2014

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4. Europe (Cont.)
4.1.5. Italy (Cont.)
4.1.5.8. Players
• Top 10 E-Commerce Websites, by Number of Unique Monthly Visitors, in millions, February 2016
4.2. Emerging Markets
4.2.1. Russia
4.2.1.1. Overview
• B2C E-Commerce Overview and International Comparisons, December 2015
4.2.1.2. Trends
• B2C E-Commerce Trends Overview, December 2015
• Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 & 2014
• B2C E-Commerce Sales Forecasts, in RUB billion, by Comparative Estimates, 2014 - 2019f
• Monthly Internet Audience, in millions and in % of Adult Population, Summer 2011 - Summer 2015
• Online Shopper Penetration, by Gender, Age Group and Location Type, in % of Internet Users in the Relevant Group, November 2014
4.2.1.5. Products
4.2.1.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2011 - 2014
4.2.1.7. Delivery
• Breakdown of B2C E-Commerce Orders by Delivery Methods, in %, 2013 & 2014
4.2.1.8. Players
• B2C E-Commerce Players Overview, December 2015
• Top 10 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB billion, Number of Orders, in thousands, Average Check, in RUB, and Main
Product Category, H1 2015
4.2.2. Poland
4.2.2.1. Overview
• B2C E-Commerce Overview and International Comparison, January 2016
4.2.2.2. Trends
• M-Commerce Sales, in PLN billion, 2014 & 2015e
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014

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4. Europe (Cont.)
4.2.2. Poland (Cont.)
• B2C E-Commerce Sales, in PLN billion, by Comparative Estimates, and CAGR, in %, 2013 - 2016f
• B2C E-Commerce Share of Total Retail Sales, by Comparative Estimates, 2014 - 2018f
• Online Shopper Penetration, in % of Individuals, 2011 - 2015
4.2.2.5. Products
4.2.2.6. Payment
• Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
4.2.2.7. Delivery
• Breakdown of Delivery Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015
4.2.2.8. Players
• E-Commerce Player Overview, December 2015
• Top 5 Most Recognized E-Commerce Websites, in % Internet Users, April 2015
4.2.3. Turkey
4.2.3.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, March 2016
4.2.3.2. Trends
• M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015
• Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015
• B2C E-Commerce Sales, in TRY billion, 2013-2016f
• B2C E-Commerce Share of Total Retail Sales, in %, 2014 & 2015e
• Online Shopper Penetration, in % of Internet Users, 2011 - 2015
4.2.3.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
4.2.3.6. Payment
• Breakdown of Payment Methods Used in Online Shopping, in %, 2014

19
4. Europe (Cont.)
4.2.3. Turkey (Cont.)
4.2.3.7. Delivery
• Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12 Months to March 2015
4.2.3.8. Players
• B2C E-Commerce Players Overview, March 2016
• Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014
5. North America
5.1. USA
5.1.1. Overview
• B2C E-Commerce Overview and International Comparisons, November 2015
5.1.2. Trends
• M-Commerce Sales, by Smartphones and Tablets, in USD billion, 2015f - 2020f
• Research and Purchase Methods Used, in % of Online Shoppers, January 2015
5.1.3. Sales & Shares
• B2C E-Commerce Sales, in USD billion, and in % Share of Total Retail Sales, Q1 2013 - Q2 2015
• B2C E-Commerce Sales Forecasts, in USD billion, by Comparative Estimates, 2014 - 2019f
5.1.4. Users & Shoppers
• Online Shopper Penetration, in % of Internet Users, July 2015
5.1.5. Products
• B2C E-Commerce Sales and Share, by Selected Product Categories, incl. “Computer and Consumer Electronics”, “Apparel and Accessories”, “Toys and
Hobby”, in USD billion and in %, 2013 - 2018f
5.1.6. Payment
• Payment Methods Used in Online Shopping and Payment Methods Perceived as the Safest Way to Pay in Online Shopping, in % of Online Shoppers,
September 2015
5.1.7. Delivery
5.1.8. Players
• B2C E-Commerce Player Overview, November 2015
• Top 9 Fastest Growing B2C E-Commerce Retailers, incl. Sales in the USA and Worldwide, in USD million, 2014, % Year-on-Year Growth 2013/2014, %
share of USA in Worldwide Sales, 2014

20
5. North America (Cont.)
5.2. Canada
5.2.1. Overview
• B2C E-Commerce Overview and International Comparisons, November 2015
5.2.2. Trends
• M-Commerce Share of Total B2C E-Commerce Sales, in %, 2014 & 2019f
• Breakdown of Online Spending, by Country of Origin of the Seller, in %, July 2014
• B2C E-Commerce Sales, in CAD billion, by Comparative Estimates, 2014 - 2019f
• Online Shopper Penetration, in % Internet Users, 2014 & 2019f
5.2.5. Products
• Top 6 Product Categories Purchased Online, in % of Online Shoppers, March 2014
5.2.6. Payment
• Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015
5.2.7. 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
5.2.8. Players
• B2C E-Commerce Player Overview, November 2015
• Top E-Commerce Websites by Share of Total Website Visits, in %, September 2014 & September 2015
6. Latin America
6.1. Brazil
6.1.1. Overview
• B2C E-Commerce Overview and International Comparisons, March 2016
6.1.2. Trends
• M-Commerce Share of Total E-Commerce Transactions, in %, 2015 & 2016f
• Share of Online Shoppers Purchasing via Mobile Devices, by Smartphone and Tablet, in % of Online Shoppers Owing Smartphone or Tablet, October
2015
• B2C E-Commerce Sales, by Comparative Estimates, in USD billion and in BRL billion, and CAGR, in %, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015e

21
6. Latin America (Cont.)
6.1. Brazil (Cont.)
• Number of Online Shoppers, in millions, and CAGR, in %, by Comparative Estimates, 2014 - 2019f
6.1.5. Products
• Breakdown of B2C E-Commerce Transactions, by Product Categories, in %, 2013 & 2015e
6.1.6. Payment
• Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
6.1.7. Delivery
• Willingness to Pay Additionally for Faster Shipping, in % of Online Shoppers, Q4 2014 & Q1 2015
• Logistics Services Used, in % of Online Retailers, 2013 & 2015e
6.1.8. Players
• B2C E-Commerce Players Overview, March 2016
• Overview of Top 15 E-Commerce Companies, by Revenues, incl. E-Comm. Websites, Company Type, Category, Gross E-Commerce Revenues, Total
Revenues, and E-Commerce Share of Revenues, 2014
6.2. Mexico
6.2.1. Overview
6.2.2. Trends
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2015
• Shopping-Related Activities Carried Out on Mobile Devices, in % of Mobile Device Users, Q1 2015
• B2C E-Commerce Sales, by Comparative Estimates, in USD billion and in MXN billion, and CAGR, in %, 2014 - 2020f
• B2C E-Commerce Share of Retail Sales, in %, 2015
• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2010 - 2015
• Online Shopper Penetration, in % of Internet Users and in millions, 2015
6.2.5. Products
• Products Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Spending per Category, in MXN, Q1 2015
6.2.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, June 2015
6.2.7. Delivery
• Promotions Offered by Online Retailers, incl. Shipping, in %, 2014

22
6.2. Mexico (Cont.)
6.2.8. Players
• Market Shares of Top 10 B2C E-Commerce Companies, by Company, in %, 2014
6.3. Argentina
6.3.1. Overview
6.3.2. Trends
• M-Commerce Share of Total E-Commerce Traffic, in %, 2015
• Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, 2015e
• B2C E-Commerce Sales, in ARG billion, 2014 & 2015
• E-Commerce Share of Total Retail, in %, 2014 & 2015
• Online Shopper Penetration, in % of Internet Users, 2014 & 2015
6.3.5. Products
• Top 3 Product Categories Purchased Online, in % of Online Shoppers, H1 2015
6.3.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2013 & 2014
6.3.7. Delivery
• Delivery Methods Used in Online Shopping, in % of Online Shoppers, 2014
6.3.8. Players
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015
6.4. Colombia
6.4.1. Overview
6.4.2. Trends
• Devices Used to Access the Internet, in % of Internet Users, 2013 & 2014
• Shopping-Related Activities Carried Out on Mobile Devices, in % of Smartphone Users, 2014
• B2C E-Commerce Sales, in USD billion, 2014, 2015e & 2018f

23
6.4. Colombia (Cont.)
• Activities Carried out Online, incl. Online Shopping, in % of Internet Users, 2013 & 2014
6.4.5. Products
• Products Purchased Online, in % of Online Shoppers, July 2015
6.4.6. Payment
• Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
6.4.7. Delivery
• Share of Online Shoppers Considering Delivery Tracking as a Decisive Factor in Online Shopping, in %, September 2014
6.4.8. Players
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015
7. Middle East
7.1. UAE
7.1.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2016
7.1.2. Trends
• M-Commerce Share of B2C E-Commerce Sales, in %, 2013 & 2015
• Breakdown of Online Shopping Destinations, by Cross-Border and Domestic, in % of Online Shoppers, 12 Months to October 2015
• E-Commerce Sales, in USD billion, by Comparative Estimates, 2014 - 2020f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2020f
7.1.5. Products
• Activities Carried Out Online, incl. “Purchasing or Ordering Goods or Services”, in % of Internet Users, 2014
7.1.6. Payment
• Share of Online Shoppers Paying with Cash on Delivery, October 2015
7.1.7. Delivery
• Share of Online Shoppers Who Collect their Online Purchase from Central Post Office or a Depot, in %, 2014
7.1.8. Players
• B2C E-Commerce Players Overview, April 2016
• Market Share of Top 3 B2C E-Commerce Companies, in %, 2014 & 2015

24
7. Middle East (Cont.)
7.2. Saudi Arabia
7.2.1. Overview
• B2C E-Commerce Market Overview and International Comparisons, April 2016
7.2.2. Trends
• Overview of B2C E-Commerce Trends, April 2016
• Breakdown of Internet Traffic, by Device, in %, 2015
• E-Commerce Sales, in USD billion, by Comparative Estimates, 2014 - 2020f
• Number of Internet Users, in millions, and Penetration, in % of the Population, 2010 - 2015
• Online Shopper Penetration, in millions and in % of Internet Users, June 2015
7.2.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, May 2015
7.2.6. Payment
• Share of Online Shoppers Paying with Cash on Delivery, in %, 2015
7.2.7. Delivery
• Share of Online Shoppers Believing that Free or Minimal Delivery Charges Could Improve Online Shopping in the Future, April 2015
7.2.8. Players
• Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Saudi Arabia’s Share of Website Visits, in %, April 2016
7.3. Iran
7.3.1. Overview
• B2C E-Commerce Overview and International Comparisons, April 2016
7.3.2. Trends
• Smartphone Penetration, in % of Population, 2015e
• Number of E-Commerce Payment Transactions, by Teheran, Other Provinces and Total, in millions, 2012/2013 - 2014/2015
• Value of E-Commerce Transactions, by Teheran, Other Provinces and Total, in IRR trillion, 2012/2013 - 2014/2015
• Online Share of All Purchase Transactions, by Transaction Number and Transaction Value, in %, 2014/2015
• Internet Penetration, in % of Households and in % of Individuals, 2012 - 2014

25
7. Middle East (Cont.)
7.3. Iran (Cont.)
7.3.4. Users & Shoppers (Cont.)
• Number of Individuals Carrying Out Shopping and Related Activities Online, by Activity, in millions and in % of Internet Users, by Male, Female and Total,
2013
7.3.5. Products
• Top 5 Product Categories Purchased Online, in % of Online Shoppers, January 2016
• Top 5 Product Categories that Online Shoppers in Iran Expect to Have a Greater Access to in the Next Six Months, in % of Online Shoppers, January
2016
7.3.6. Payment
• Top 5 Reasons for Not Shopping Online, in % of Respondents, 2012 & January 2016
7.3.7. Players
• Top 5 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Iran’s Share of Website Visits, in %, April 2016
7.4. Israel
7.4.1. Overview
• B2C E-Commerce Overview and International Comparisons, April 2016
7.4.2. Trends
• M-Commerce Share of Online Purchases, in %, 2014 & 2015
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2015
• B2C E-Commerce Sales, in ILS billion, 2014 - 2016f
• Online Shopper Penetration, in % of Internet Users, July 2015
7.4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, July 2015
7.4.6. Payment
• Payment Methods Used in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, October 2015
7.4.7. Delivery
• Major Criteria for Online Purchase Decision, incl. Delivery-Related, in % of Online Shoppers, 2015e
7.4.8. Players
• Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Israel’s Share of Website Visits, in %, April 2016

26
8. Africa
8.1. South Africa
8.1.1. Overview
• B2C E-Commerce Market Overview, May 2016
8.1.2. Trends
• Shopping-Related Activities Carried out via Mobile Internet, in % of Mobile Internet Users, August 2015
• B2C E-Commerce Sales, in ZAR billion, 2012 - 2016f
• B2C E-Commerce Share of Total Retail Sales, 2014 & 2016f
• Activities Carried Out Online, in % of Internet Users, October 2015
8.1.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, October 2015
8.1.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
8.1.7. Delivery
• Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
8.1.8. Players
• Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa,
3 Months to May 2016
8.2. Nigeria
8.2.1. Overview
• B2C E-Commerce Overview, May 2016
8.2.2. Trends
• Top 5 Foreign Countries Purchased From Online, in % of Online Shoppers, 12 Months to October 2015
• B2C E-Commerce Sales, in USD million, 2012 & 2015e
• B2C E-Commerce Share of Total Retail Sales, in %, 2013

27
8. Africa (Cont.)
8.2. Nigeria (Cont.)
8.2.4. Users & Shoppers (Cont.)
• Awareness and Usage of Online Shopping, in % of Mobile Phone Owners, by Total, Gender and Age Group, March 2016
8.2.5. Products
• Top 4 Product Categories Purchased Online, in % of Online Shoppers, October 2015
8.2.6. Payment
• Top 3 Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
• Number and Value of Internet and Mobile Payment Transactions, in millions and in NGN billion, 2011- 2015
8.2.7. Delivery
• Key Drivers for Online Shopping, incl. Delivery, in % of Online Shoppers, 2014
8.2.8. Players
• B2C E-commerce Player Overview, May 2016
• Most Popular E-Commerce Websites, by Usage and Awareness, in % of Online Shoppers, March 2016
8.3. Egypt
8.3.1. Overview
• B2C E-Commerce Overview, May 2016
8.3.2. Trends
• Mobile Share of Online Purchases, in %, 2015e
• B2C E-Commerce Sales, by Comparative Estimates, in USD million, 2013 - 2020f
• Number of Internet Users, in millions, and Penetration, in % of Population, 2010 - 2014
8.3.5. Products
• Top 3 Product Categories Purchased Online, by Rank, 2015e
8.3.6. Payment
• Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015e
8.3.7. Delivery
• Share of Online Shoppers Believing that Free or Minimal Delivery Charges Could Improve Online Shopping in the Future, in %, 2014
8.3.8. Players
• Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa,
3 Months to May 2016

28
1. Management
Summary
28 – 40
2. Global
Developments
41 – 75
3.
3.1.
3.1.1.
3.1.2.
3.1.3.
3.2.
3.2.1.
3.2.2.
3.2.3.
3.2.4.
3.2.5.
Asia-Pacific
Advanced Markets
Japan
South Korea
Australia
Emerging Markets
China
India
Singapore
Indonesia
Thailand
76 – 177
76 – 111
76 – 86
87 – 99
100 – 111
112 – 177
112 – 125
126 – 138
139 – 151
152 – 164
165 – 177
4.
4.1.
4.1.1.
4.1.2.
4.1.3.
4.1.4.
4.1.5.
4.2.
4.2.1.
4.2.2.
4.2.3.
Europe
Advanced Markets
UK
Germany
France
Spain
Italy
Emerging Markets
Russia
Poland
Turkey
178 – 278
178 – 238
178 – 190
191 – 202
203 – 214
215 – 226
227 – 238
239 – 278
239 – 252
253 – 265
266 – 278
5.
5.1.
5.2.
North America
USA
Canada
279 – 304
279 – 291
292 – 304
6.
6.1.
6.2.
6.3.
6.4.
Latin America
Brazil
Mexico
Argentina
Colombia
305 – 355
305 – 319
320 – 331
332 – 343
344 – 355
7.
7.1.
7.2.
7.3.
7.4.
Middle East
UAE
Saudi Arabia
Iran
Israel
356 – 403
356 – 367
368 – 380
381 – 392
393 – 403
8.
8.1.
8.2.
8.3.
Africa
South Africa
Nigeria
Egypt
404 – 440
404 – 416
417 – 430
431 – 440

29
Online Shoppers
Buying Products via
Mobile
40%
Others
60%
20152014
Global mobile shopper penetration reached 46% in 2015, up from
40% in 2014.
Global: Share of Online Shoppers Buying Products via Mobile, in %, 2014 & 2015
Note: purchase at least a few times a year
Survey: based on a survey of 22,618 online shoppers in 2015 and 19,068 in 2014
Source: PwC, February 2016
Online Shoppers
Buying Products via
Mobile
46%
Others
54%

In June 2015, the number of online shoppers in China reached
374 million, accounting for 56% of Internet users.
China: Number of Online Shoppers, in Millions, and in % of Internet Users, 2010 – 2014 & June 2015
30
Note: includes mainland China only, excludes Hong Kong, Macao and Taiwan
Survey: Chinese residents who have used Internet in the previous 6 months; ages 6+
Source: China Internet Network Information Center (CNNIC), January 2012, January 2014, January 2015, July 2015
161
194
242
302
361
374
35.1%
37.8%
42.9%
48.9%
55.7% 56.0%
0%
20%
40%
60%
80%
100%
0
100
200
300
400
500
2010 2011 2012 2013 2014 June 2015
Online Shoppers in % of Internet Users
in%ofInternetUsers
inmillionsOverview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

Sample Report: Global B2C E-Commerce Market 2016

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