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RESEARCH ON INTERNATIONAL MARKETS
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January 2015

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PREFACE
Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions.
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a result companies get a precise and unbiased impression of the market situation.
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© Copyright 2015. yStats.com GmbH & Co. KG, 22765 Hamburg, Germany.

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Methodology (1 of 2)
This B2C E-Commerce Report by yStats.com is produced in a holistic approach to contain relevant information about recent market trends,
sales figures, shares, products, Internet users and Internet shoppers as well as important player news in B2C E-Commerce in the relevant
country.
 This report includes the results of secondary market research: By using various sources we ensure maximum objectivity for all obtained data.
As a result companies get a precise and unbiased impression of the market situation.
 This report covers the B2C E-Commerce market. It takes into account a wide definition of B2C E-Commerce, and might include mobile
commerce and social commerce.
 Cross referencing of data was conducted in order to ensure validity and reliability.
 Besides providing information on the specific topic, every chart contains an Action Title, which summarizes the main statement of the chart and
a Sub Title, which gives information about the country, the topic, the unit or currency, and the time period the data on the chart refers to.
 Furthermore, the source of information and its release date are provided on every chart. It is possible that the information included in one chart
is derived from several sources. Then, all sources are mentioned on the chart.
 This report also includes rankings. Within these rankings, it is possible that the total amount adds up to more than 100%. If this is the case,
multiple answers were possible, and this is then mentioned in the note of the chart.
 If available, additional information about the data collection, for example the time of survey and number of people asked, 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 were mostly used. When referencing them 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.
 This report contains a Management Summary, summarizing the main information provided in each chapter.
 This report includes mainly data from the last 12 months. The exact publication dates are mentioned in every chart.
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Methodology (2 of 2)
 The opening chapter of this report gives an overview of E-Commerce development and compares the relevant country to other countries in
the region and worldwide by relevant parameters. Moreover, it gives an overview of overall socio-economic and business environment in
this country.
 The trend section includes an overview of trends on the B2C E-Commerce market, including the potential for M-Commerce, Cross-Border
E-Commerce and regulation.
 The chapter on regulation is devoted to regulatory trends relevant for the E-Commerce market.
 The sales and shares section focuses on sales estimates and the share of E-Commerce on total retail market.
 In the users and shoppers section, we included a review of the development of Internet users and share of online shoppers. Also more in-
depth information about users is included, such as breakdown by age and gender.
 Afterwards, the section “Products” shows the leading product categories purchased by online shoppers.
 The payment section covers payment methods used in E-Commerce.
 Delivery section follows with overview of delivery-related issues in the country’s online market.
 Finally, the players section includes information about the leading E-Commerce players, with the top players reviewed in detail in company
profile, featuring information such as year established, headquarters, growth and other metrics, payment and delivery methods offered,
return policy, social media presence, product categories, digest of recent important news.
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Definitions
The following expressions and definitions are used in this B2C E-Commerce market report:
 B2C E-Commerce: the sale of products (and services) through electronic transactions 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.
 B2C E-Commerce trends: topics that are considered as future trends on the B2C E-Commerce market. In general, these trends are assumed
to have a long-term influence on B2C E-Commerce.
 M-Commerce: M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through transactions via mobile
phones.
 Group Buying/Daily Deals: group buying or daily deals websites partner with local merchants to provide products and services to customers at
significantly reduced price, under the condition that a certain minimum number of buyers will purchase it.
 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: paying for transactions conducted through B2C E-Commerce is considered online payment. For online payment, there are
several options such as payment through PayPal, payment by credit card, through bank transfer, or with a mobile phone (“Mobile Payment”).
 Online Classifieds: websites displaying small advertisements about sale of goods and/or services, usually placed by individuals or small
sellers.
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Table of Contents (1 of 3)
1. Management Summary
2. Overview & International Comparisons
• Overview of B2C E-Commerce, 2014
• Overview of Economic and Political Environment, 2014
• Ranking among Selected Countries, by Socio-Economic Indicators, 2013
• Ranking among Selected Countries, by in % Internet Penetration, 2013
• Ranking among Selected Countries, by in % Mobile Subscription Penetration, 2013
• Ranking among Selected Countries, by Logistics Performance Index, 2014
• Ranking among Selected Countries, by Ease of Doing Business, June 2013
• Ranking among Selected Countries, by E-Commerce Sales, in USD million, 2013
3. Trends
• Breakdown of E-Commerce Sales, by Major Cities, in %, 2013
• Overview of Cross-Border B2C E-Commerce, 2014
• Online Shopping Destinations, by Local Sites, International Sites and Both, in % of Online Shoppers, 2013
• Penetration of Online Shopping on International Sites, by Income Groups, by Shopping Sometimes and Shopping Mostly on International Sites,
in % of Online Shoppers in Urban Areas, 2013
• Overview of Top 3 International E-Commerce Websites Selling to Pakistan Across the Borders, by Website Rank, January 2015
• Mobile Phone and Smartphone Penetration, in % of Individuals, May 2013
• Mobile Phone Penetration on Households and Breakdown of Mobile Phones Owned, by Brands, in %, October 2014
• Breakdown of Devices Used to Access the Internet, in % of Internet Users, July 2013
• Overview of Regulation Related to E-Commerce, 2014
4. Sales & Shares
• E-Commerce Sales, by Comparative Estimates, in PKR billion, 2013 & 2018f
• Share of E-Commerce on Total Retail Sales, in %, 2013

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Table of Contents (2 of 3)
5. Users & Shoppers
• Internet Penetration, in % of Individuals, 2009 – 2013
• Number of Internet Users, by Total and Mobile Internet, in millions, October 2014
• Breakdown of Internet Users, by Age Group, in %, July 2013
• Breakdown of Internet Users, by Gender, in %, July 2013
• Number of Broadband Subscribers, by Technology and Total, in thousands, FY 2009/2010 - 2013/2014 & October 2014
• Number of 3G/4G Subscribers, in thousands, July 2014 - November 2014
• Online Activities, in % of Internet Users, incl. Online Banking, November 2013
• Main E-Commerce Activities, in % of Internet Users, 2013
• Online Shopper Penetration, in % of Internet Users, by Frequency of Purchase, November 2013
• Breakdown of Frequency of Online Shopping, in % of Internet Users, July 2013
• Share of Individuals Who Have Shopped Online, in %, by Socio-Demographic Groups, March 2013
• Breakdown of Reasons for Shopping Online, in % of Online Shoppers, March 2013
• Breakdown of Reasons for Not Shopping Online, in % of Individuals Who Do Not Shop Online, March 2013
• Resources Used to Gather Information about Purchase, Compare and Make Buying Decision, incl. Internet, in % of Consumers, November
2013
6. Products
• Major Product Categories Purchased in B2C E-Commerce, by Recently Purchased and Planned to Purchase, November 2013
7. Payment & Delivery
• Overview of Payment Environment, October 2014
• Breakdown of Payment Methods Most Used in E-Commerce, in % of Online Shoppers, 2013e
• Payment Methods Used in E-Commerce, in % of Frequent Online Shoppers in Urban Areas, 2013
• Payment Methods Used in E-Commerce, in % of Frequent Online Shoppers in Urban Areas, by Income Groups, 2013
• Payment Methods Offered by Selected E-Commerce Websites, May 2014
• Number of Bank Cards, in millions, by ATM Only Cards, Credit Cards and Debit Cards, Q1 2013 - Q3 2014
• Share of Mobile Phone Owners Who Use Their Devices Regularly to Send or Receive Payments, in %, May 2013
• Overview of B2C E-Commerce Delivery, 2014

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Table of Contents (3 of 3)
8. Players
• Leading Websites Used for Online Shopping, in % of Internet Users, 2013
• Overview of Top 5 Local E-Commerce Websites, by Website Rank, January 2015
• List of Major E-Commerce Startups, by Category, July 2014
• Profile of Homeshopping.pk, January 2015
• Profile of Symbios.pk, January 2015
• Profile of Daraz.pk, January 2015
• Profile of Shophive.com, January 2015
• Profile of Shopdaily.pk, January 2015

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1. Management Summary 9 – 11
2. Overview & International Comparisons 12 – 20
3. Trends 21 – 30
4. Sales & Shares 31 – 33
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Table of Contents
5. Users & Shoppers 34 – 48
6. Products 49 – 50
7. Payment & Delivery 51 – 59
8. Players 60 – 68

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The number of 3G/4G subscribers in Pakistan jumped from 0.8 million
in July 2014 to 5 million in November 2014.
Pakistan: Number of 3G/4G Subscribers, in thousands, July 2014 - November 2014
2327,5
844,7
4962,9
1776,7
3768,3
0
1000
2000
3000
4000
5000
6000
Jul 14 Aug 14 Sep 14 Oct 14 Nov 14
inthousands
Source: Pakistan Telecommunications Authority, January 2015
Trends Sales & Shares ProductsUsers & Shoppers PlayersPayment & Delivery

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26% of online shoppers in Pakistan chose to shop online because of
“More variety” and 24% because it “Saves time”, as of March 2013.
Pakistan: Breakdown of Reasons for Shopping Online, in % of Online Shoppers, March 2013
Don't Know/No
Response
3%
Best Quality of Goods
5%
Payment Convenience
7%
Other
1%
Higher Standard of
Goods
15%
Easy
19%
Saves Time
24%
More Variety
26%
Survey: based on a survey of 2,681 households, ages 18+, conducted via face-to-face interviews in urban and rural areas in March 2013; question asked “(If yes) what is your reason for
shopping online?”
Source: Gallup and Gilani Surveys, August 2014
Trends Sales & Shares ProductsUsers & Shoppers PlayersPayment & Delivery

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RESEARCH ON INTERNATIONAL MARKETS
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