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RESEARCH ON INTERNATIONAL MARKETS
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September 2015

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PREFACE
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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)
 This country report covers major trends in the B2C E-Commerce market, sales figures, B2C E-Commerce share of the total retail market, the
main online product categories, and relevant information about Internet users, online shoppers and leading E-Commerce companies.
 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 trends on the B2C E-Commerce market, such as social commerce, cross-border, M-Commerce
and omnichannel trends.
 The section “Sales & Shares” includes the development of B2C and total E-Commerce sales, including historical sales and forecasts.
Furthermore, this section shows the development of B2C E-Commerce share of the total retail market.
 In the “Users & Shoppers” section, a review of the development of Internet users and Internet penetration is included. Moreover, the evolution of
the online shopper penetration is shown.
 Afterwards, the section “Products” shows the leading product categories among online shoppers.
 The next two sections, “Payment” and “Delivery”, cover information related to E-Commerce delivery and payment methods most used by online
shoppers.
 Finally, the “Players” section includes information about the leading E-Commerce players, such as online marketplaces and retailers.
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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 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: 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.
 Social Commerce: sale of goods (and services) that involves the use of social media, such as social networks.
 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 Classifieds: an online platform, where both consumers and businesses can publish small advertisements about the sale of goods and
services.
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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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1. Management Summary
2. Overview and International Comparisons
• B2C E-Commerce Overview and International Comparisons, September 2015
• Top 10 Countries Worldwide by Number of Internet Users, incl. India, in millions, 2013 - 2018f
• Top 10 Countries Worldwide by Number of Smartphone Users, incl. India, in millions, 2013 - 2018f
• Online Shopper Penetration, by Selected Emerging Markets, incl. India, in % of Adult Internet Users, May 2014
• Leading Activities in Terms of Times Spent Online, in % of Internet Users who Use the Internet at Least Once a Week, by Selected
Countries, incl. India, July 2014
• Online Shopping Destinations, in % of Internet Users Who Use the Internet at Least Once a Week, by Selected Countries, incl. India, July
2014
• Product Purchased Online, in % of Online Shoppers, by Selected Countries, incl. India, July 2014
• B2C E-Commerce Sales, by Selected Countries in Asia-Pacific and BRIC, incl. India, in USD billion, 2009, 2014 & 2019f
• B2C E-Commerce Share of Total Retail Sales, by Selected Countries in Asia-Pacific and BRIC, incl. India, in %, 2013 - 2018f
• B2C E-Commerce Share of Total Retail Sales in BRIC, by Country, incl. India, in %, 2014 & 2019f
• B2C E-Commerce Sales CAGR in BRIC, by Country, incl. India, in %, 2009-2014 and 2014-2019f
• Internet Penetration in BRIC, by Country, incl. India, in % of Population, 2014
• Internet Penetration in Asia-Pacific, by Country, incl. India, in % of Population, 2013 - 2018f
• Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Country, incl. India, in %,
Q4 2014
• Mobile Shopper Penetration in Asia-Pacific, by Country, incl. India, in % of Respondents, 2012 – 2014
• Breakdown of Frequency of Cross-Border Online Shopping in Asia-Pacific, in % of Online Shoppers, by Country, incl. India, April 2015
Table of Contents (1 of 3)

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3. Trends
• B2C E-Commerce Trends Overview, September 2015
• Breakdown of Most Used Online Shopping Platforms, in % of Online Shoppers, August 2015
• Mobile Shopper Penetration, in % of Urban Online Shoppers, 2012 & 2014
• M-Commerce Share of Total E-Commerce Sales, in %, 2014e & 2017f
• Services Used on Smartphones Weekly, by Currently Used and Planned, in % of Urban Smartphone Mobile Internet Users, May 2015
• Usage of Digital Devices and Social Media Before, During and After Purchase, in % of Urban Consumers, February 2015
• Breakdown of Likelihood of Following a Brand on Social Media, in % of Urban Internet Users, March 2015
• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
4. Sales & Shares
• Historic B2C E-Commerce Sales, in USD billion, by Comparative Estimates, 2009 - 2014
• Forecasts of B2C E-Commerce Sales excl. Travel, in USD billion, by Comparative Estimates, 2014 - 2020f
• Forecasts of E-Commerce Sales incl. Travel, in USD billion, by Comparative Estimates, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2020f
• Breakdown of the Impact of Internet Economy on GDP, by Sectors, incl. E-Commerce Products and Services, in USD billion, and in %
CAGR, 2013 & 2018f
• Breakdown of Internet Market by Sectors, incl. E-Commerce and Online Travel, in USD billion, 2013 & 2020f
5. Users & Shoppers
• Internet Penetration, in % of Population, 2010 - 2014
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Profile of Internet Users, incl. Share of Young Users, Share of Rural Users, Gender and Mobile Share, 2013 & 2018f
• Online Shopper Penetration, in % of Internet Users, 2014 & 2018f
• Number of Online Shoppers, in millions, 2014 & 2015f
6. Products
• Breakdown of E-Commerce Sales, by Segment, in % and in INR billion, 2014
• Breakdown of Online Retail Segment Sales, by Product Categories, in % and in INR billion, 2014
• Breakdown of Product Categories Most Purchased Online, in % of Online Shoppers, August 2015
Table of Contents (2 of 3)

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7. Payment
• Breakdown of Preferred Payment Methods in Online Shopping, in % of Online Shoppers, 2014
• Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, August 2014
• Breakdown of Major Factors Which Encourage Online Shopping, incl. Payment, in % of Online Shoppers, December 2014
8. Delivery
• B2C E-Commerce Delivery Overview, September 2015
• Reasons to Choose an Online Shopping Brand, incl. Delivery, in % of Online Shoppers, August 2015
9. Players
• B2C E-Commerce Player Overview, September 2015
• Breakdown of the Preferred E-Commerce Brands, by First Choice and Second Choice, in % of Online Shoppers, August 2015
• Top 3 E-Commerce Websites, by Unique Visitors, in millions, May 2014 & May 2015
• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, August
2015
• Overview of Largest Investment Deals in E-Commerce Sector, January 2015 - August 2015
• Top 20 Private Equity Deals in E-Commerce Sector, 2014
Table of Contents (3 of 3)

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1. Management Summary 10 – 12
2. Overview & International Comparisons 13 – 29
3. Trends 30 – 38
4. Sales & Shares 39 – 45
5. Users & Shoppers 46 – 51
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Table of Contents
6. Products 52 – 55
7. Payment 56 – 59
8. Delivery 60 – 62
9. Players 63 – 73

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India (18%) ranked last among the BRIC countries by Internet
penetration among the population in 2014.
Global: Internet Penetration in BRIC, by Country, incl. India, in % of Population, 2014
18%
49%
58%
71%
0% 20% 40% 60% 80% 100%
India
China
Brazil
Russia
in % of Population
Note: for Russia: individuals aged 15 to 72; except for Russia all numbers are ITU’s own estimates
Source: ITU, Federal State Statistics Service of the Russian Federation, 2015

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57% of online shoppers in urban areas in India made purchases via
mobile in 2014, up from 24% in 2012.
India: Mobile Shopper Penetration, in % of Urban Online Shoppers, 2012 & 2014
Mobile Shoppers
24%
Others
76%
20142012
Survey: based on a survey of 6,589 respondents in 50 cities in India
Definition: share of online buyers making shopping queries from mobile devices
Source: Google, Forrester, November 2014
Mobile Shoppers
57%
Others
43%

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