Product Brochure: Asia-Pacific B2C E-Commerce Market 2017

ASIA-PACIFIC B2C E-COMMERCE MARKET 2017
PUBLICATION DATE: JUNE 2017
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-15 TABLE OF CONTENTS I PAGE 16 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 17 METHODOLOGY I PAGE 18 RELATED REPORTS I PAGE 19 CLIENTS I PAGE 20-21 FREQUENTLY ASKED QUESTIONS
PAGE 22 ORDER FORM I PAGE 23 TERMS AND CONDITIONS

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Asia-Pacific B2C E-Commerce Market 2017
Report
B2C E-Commerce
Asia-Pacific
Australia, China, India, Indonesia, Japan, Malaysia, Philippines,
Singapore, South Korea, Thailand, Vietnam
English
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273
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QUESTIONS
ANSWERED
IN THIS REPORT
What was the market size of B2C E-Commerce in Asia-Pacific in 2016?
Which countries in this region are projected to grow the fastest through 2021?
What are the preferences of Asia-Pacific’s online shoppers regarding product categories, payment
methods and delivery?
How are the M-Commerce sales evolving across the countries in this region?
Who are the market leaders of B2C E-Commerce in Asia-Pacific?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
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ASIA-PACIFIC IS PROJECTED TO ACCOUNT FOR HALF OF
GLOBAL B2C E-COMMERCE SALES BY 2021
Asia-Pacific is the world’s largest B2C E-Commerce market and still remains among
the fastest growing. According to a forecast cited in this report by yStats.com, by 2021 the
region will account for nearly half of global B2C E-Commerce sales of products and digital
content. Other sources already attribute a global sales share of more than 50% to Asia-
Pacific, when including services and C2C sales online. Between 2016 and 2021, the region’s
online sales are projected to maintain strong double-digit growth rates and reach new
heights in terms of the E-Commerce share of retail.
Within the forecast period, India is expected to be the growth leader among Asia-
Pacific’s top markets, outpacing China, as yStats.com’s report reveals. In both countries,
much of the future growth is projected to stem from rural areas where Internet and online
shopper penetration is rising more rapidly than in the top tier cities. The nations in
Southeast Asia are also experiencing strong growth in B2C E-Commerce sales which are
projected to remain in double digits, including even Singapore, already the most advanced
of the ASEAN countries pack.
Other advanced markets, including Australia, Japan and South Korea are projected to
grow more moderately due to the already high rates of online shopping penetration. In
South Korea, for example, the share of E-Commerce in retail sales is approaching the 20%
mark, according to statistics cited in yStats.com’s publication. In this situation, as the
number of new online shoppers is growing only slowly or remains flat, further development
of B2C E-Commerce takes a form of a qualitative trend, such as the reduction of delivery
times, increased online offering and product diversification, and the shift to mobile
shopping.
M-Commerce is the strongest trend in both the advanced and emerging economies
across Asia-Pacific. In many of them, the mobile share of B2C E-Commerce sales has already
topped one-third, and in some has approached 50%. As the rising smartphone penetration
is supporting this trend, top market players in the region such as Amazon, Alibaba, JD.com,
Flipkart, Lazada, and Rakuten record increased mobile traffic and transaction share.
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MANAGEMENT SUMMARY
REGIONAL OVERVIEW
 Breakdown of Global B2C E-Commerce Sales by Region, in %, 2016 & 2021f
 Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by
Region, 2011, 2016 & 2021f
 B2C E-Commerce Sales in Asia, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by
Selected Territories, 2011, 2016 & 2021f
 Retail E-Commerce Sales in Asia-Pacific, in USD billion, and CAGR, in %, by Selected Countries in Asia-Pacific, 2016 &
2021f
 Retail E-Commerce Sales in Asia-Pacific, in USD trillion, and Share of Global Sales, in %, 2016e & 2020f
 Retail E-Commerce Share of Total Retail Sales, in %, by Region, 2016e
 Breakdown of Retail Sales in Asia-Pacific by Web-Influenced Offline Retail Sales, E-Commerce Sales, and Other Retail
Sales, in %, 2015 & 2020f
 Breakdown of Global Cross-Border B2C E-Commerce Sales by Region, in USD billion, and Share of Total B2C E-
Commerce Sales, in %, by Region, 2014 & 2020f
 Global Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f
 Number of Internet Users Worldwide, in millions, and Internet Penetration, in % of Population, by Regions, 2011 –
2016e
 Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Regions, 2011
– 2016e
 Internet Penetration in Asia-Pacific, by Selected Countries and Territories, in % of Individuals, 2014-2020f
 Average Internet Connection Speed in Asia-Pacific, in MBPS, by Selected Countries and Territories, Q4 2016
 Internet User Growth in Asia-Pacific, by Selected Countries, in %, January 2017 Compared to January 2016
 Breakdown of E-Commerce Sales in Asia-Pacific by Payment Method, in %, 2015 & 2020f
 Top 3 Product Categories Purchased Online, in % of Online Shoppers in Asia-Pacific, November 2016
ADVANCED MARKETS
3.1. JAPAN
3.1.1. OVERVIEW
 B2C E-Commerce Market Overview and International Comparisons, May 2016
3.1.2. TRENDS
 Devices Used to Access the Internet, in % of Individuals, February 2016
 Number of Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014-2020f
 M-Commerce Sales, in JPY trillion, and Share of Total B2C E-Commerce Sales, in %, 2015 & 2016
 M-Commerce Sales, in USD billion, and Share of B2C E-Commerce Sales, in %, 2013 – 2016e & 2020f
 Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2016
 Cross-Border B2C E-Commerce Sales Imports from China and the USA to Japan, in JPY billion, 2015 – 2019f
 Cross-Border B2C E-Commerce Exports from Japan to China and the USA, in JPY billion, 2015 – 2019f
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TABLE OF CONTENTS (1 OF 12)
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ADVANCED MARKETS (CONT.)
3.1. JAPAN (CONT.)
3.1.3. SALES & SHARES
 B2C E-Commerce Sales, in JPY trillion, and B2C E-Commerce Share of Total Retail Sales, in %, 2010-2016
 B2C E-Commerce Sales Forecast, by Four Comparative Estimates, in USD billion and JPY trillion, 2015 - 2021f, and
CAGR, in %, 2016 - 2021f
3.1.4. INTERNET USERS & ONLINE SHOPPERS
 Internet Users, in millions, and Penetration, in % of Individuals, 2010-2015
 Breakdown of Frequency of Internet Usage, in % of Internet Users, by Age Group, February 2016
 Top 10 Online Activities, in % of Internet Users, February 2016
3.1.5. PRODUCTS
 Breakdown of B2C E-Commerce Sales by Merchandise, Services and Digital, in %, 2015 & 2016
 B2C E-Commerce Product Sales by Category, in JPY billion, and B2C E-Commerce Share of Total Retail Sales in Each
Category, in %, 2015 & 2016
 B2C E-Commerce Service Sales by Category, in JPY billion, and B2C E-Commerce Share of Total Retail Sales in Each
Category, in %, 2015 & 2016
3.1.6. PAYMENT
 Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, March 2016
3.1.7. DELIVERY
 Causes of Negative Experience When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, May 2016
 Reasons for Choosing a Particular E-Commerce Website, incl. Delivery-Related, in % of Online Shoppers, March 2016
3.1.8. PLAYERS
 Overview of B2C E-Commerce Players, May 2017
 Top 3 E-Commerce Platforms Used, in % of Online Shoppers, H1 2016
 Top 3 Mobile Shopping Platforms by Number of Users, in millions, Audience Reach, in %, and Year-on-Year Change,
in %, May 2016
3.2. SOUTH KOREA
3.2.1. OVERVIEW
 Overview of B2C E-Commerce Market and International Comparisons, May 2017
3.2.2. TRENDS
 Breakdown of Devices Most Used for Online Shopping, in % of Online Shoppers, January 2017
 M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2014-2016
 Cross-Border E-Commerce Imports, in KRW billion, 2014 - 2016
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3.2. SOUTH KOREA (CONT.)
 Retail E-Commerce Sales, in KRW trillion, and Year-on-Year Change, in %, 2010-2016
 E-Commerce Share of Total Retail Sales, in %, February 2016 & February 2017
 Retail E-Commerce Sales Forecast, in USD billion, and CAGR, in %, by Two Comparative Estimates, 2016 & 2021f
 Number of Internet Users, in millions, and Penetration, in % of Individuals, 2010 – 2016
 Online Shopper Penetration, by Device and Total, in % of Internet Users, Q3 2016
3.2.5. PRODUCTS
 Breakdown of E-Commerce Sales by Product Category, in KRW billion, 2015 & 2016, and Year-on-Year Change, in %,
2016
3.2.6. PAYMENT
 Payment Methods Used in Online Shopping, in % of Online Shoppers, Q3 2016
3.2.7. DELIVERY
 Overview of Delivery Services Offered by the Top 2 E-Commerce Players, May 2017
3.2.8. PLAYERS
 Top E-Commerce Platforms Purchased from, in % of Mobile Shoppers and PC Shoppers, January 2017
3.3. AUSTRALIA
3.3.1. OVERVIEW
3.3.2. TRENDS
 Smartphone Penetration, in % of Adults, June 2015 and June 2016
 Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016
 Reasons for Online Shopping Via Mobile Devices, in % of Mobile Shoppers, August 2016
 Breakdown of Online Spending by Domestic and Cross-Border, by Product Category, in %, Breakdown of Online
Spending by Product Category, by Domestic and Cross-Border, in %, and Year-on-Year Change of Domestic and
Cross-Border Online Spending, by Product Category, in %, 2016
 Online Shopping Spending, in AUD billion, FY 2014/2015 & FY 2015/2016
 Retail E-Commerce Sales, in AUD billion, and E-Commerce Sales Share of Total Retail Sales, in %, 2014-2016
 Retail E-Commerce Sales, in USD billion, and CAGR, in %, 2016 & 2021f
 B2C E-Commerce Share of Total Retail Sales, by Pure Play, Multichannel and Total, March 2016 – March 2017
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3.3. AUSTRALIA (CONT.)
 Internet Penetration, in % of Households, FY 2012/2013 & FY 2014/2015
 Reasons for Accessing the Internet, in % of Internet Users, by Age Group and Gender, FY 2014/2015
3.3.5. PRODUCTS
 Breakdown of Online Spending by Product Category, in %, by Age Group, 2016
 Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2015 – 2020f
3.3.6. PAYMENT
 Share of Credit Cards in Number of Domestic B2C E-Commerce Payments, in %, FY 2010/11 and FY 2015/16
3.3.7. DELIVERY
 Top 3 Causes of Negative Experience When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2016
 Delivery Options Desired by Online Shoppers, in % of Online Shoppers, October 2015
3.3.8. PLAYERS
 Top 10 Online Shopping Websites, by Visits in Average Four-Week Period, in millions, July 2015 – June 2016
3.4. SINGAPORE
3.4.1. OVERVIEW
 Overview of B2C E-Commerce Market and International Comparisons, March 2017
3.4.2. 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
 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
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3.4. SINGAPORE (CONT.)
 Number of Broadband Subscriptions by Type, in thousands, 2011-2016
 Online Shopper Penetration, in % of Adult Internet Users, 2016
3.4.5. PRODUCTS
 Top 3 Product Categories by Rank Purchased by Online Shoppers, by Monthly Income, 2016
3.4.6. PAYMENT
 Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
3.4.7. DELIVERY
 Top 3 Delivery Options, in % of Online Shoppers, June 2016
3.4.8. PLAYERS
 Overview of B2C E-Commerce Players, March 2017
 Top 1 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
EMERGING MARKETS
4.1. CHINA
4.1.1. OVERVIEW
 E-Commerce Market Overview and International Comparisons, May 2017
4.1.2. TRENDS
 Cross-Border E-Commerce Market Overview and Trends, February 2017
 Cross-Border Retail E-Commerce Imports, in CNY billion, and Year-on-Year Change, in %, 2013 – 2019f
 Top Product Categories and Top Countries for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers
in China, March 2016
 Breakdown of Cross-Border Retail E-Commerce Imports, by Local Platforms, in %, Q4 2016
 Number of Mobile Internet Users, in millions, and Penetration, in % of Internet Users, 2012 - 2016
 Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 - 2016
 M-Commerce Sales, in CNY billion and in % of Total Retail E-Commerce Sales, by Four Comparative Estimates, 2014 –
2020f
 Mobile Shopping Apps Installed, in % of Online Shoppers, 2016
 Triggers for an Online Purchase, in % of Online Shoppers, 2016
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EMERGING MARKETS (CONT.)
4.1. CHINA (CONT.)
 Retail E-Commerce Sales (incl. B2C and C2C), in CNY billion, CAGR, in %, by Six Comparative Estimates, 2014 – 2020f
 Retail E-Commerce Sales (incl. B2C and C2C), in USD billion, and CAGR, in %, by Four Comparative Estimates, 2016 –
2021f
 E-Commerce Share of Total Retail Sales, in %, by Nine Comparative Estimates, 2014 - 2021f
 Retail E-Commerce Sales in Rural Areas, in CNY billion, and Share of Nationwide Retail E-Commerce Sales, in %, 2015
& 2016
 Number of Internet Users, in millions, and Penetration, in % of Population, 2012 - 2016
 Breakdown of Total Population and Internet Users by Urban and Rural, in %, 2016
 Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 - 2016
 Online Shoppers by Urban and Rural, in millions, and Penetration, in % of Internet Users, 2014 & 2015
4.1.5. PRODUCTS
 Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2015
 B2C E-Commerce Sales of Apparel and Electronics, in CNY billion, Q3 2014 – Q3 2016
4.1.6. PAYMENT
 E-Wallet’s Share of E-Commerce Sales, in %, 2015
 Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016
4.1.7. DELIVERY
 Breakdown of Preferred Delivery Days, in % of Online Shoppers, 2016
 Ranking of B2C E-Commerce Companies by Satisfaction with Delivery Service, in % of Online Shoppers, 2016
4.1.8. PLAYERS
 Breakdown of B2C E-Commerce GMV by Market Players, in %, 2015 & 2016
 Website Visits to Amazon.cn, JD.com and Tmall.com, in millions, November 2016 & April 2017
4.2. INDIA
4.2.1. OVERVIEW
4.2.2. TRENDS
 Overview of B2C E-Commerce Market Trends, May 2017
 Smartphone Users, in millions, 2016e & 2020f
 Mobile Shopper Penetration, in % of Smartphone Users, and Breakdown of Intention to Shop via Mobile in the
Future Among Non-Mobile Shoppers, in %, 2016
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4.2. INDIA (CONT.)
4.2.2. TRENDS (CONT.)
 M-Commerce Sales, in USD billion, and Share of Retail E-Commerce Sales, in %, 2015 – 2020f
 Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-
Border Shoppers Only, in %, October 2016
 Cross-Border Online Spending, in INR billion, 2016e & 2017f
 Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Seven Comparative Estimates, 2014-2020f
 Comparison of Two Retail E-Commerce Sales Forecasts Before and After Demonetization, in USD billion, and CAGR,
in %, 2015 – 2020f
 E-Commerce Share of Total Retail Sales, in %, by Four Comparative Estimates, 2014 – 2021f
 Number of Internet Users, in millions, by Urban, Rural and Total, October 2014-2016e & December 2016e
 Internet Penetration by Urban and Rural Population, in %, October 2016
 Number of Rural Internet Users, in millions, 2015 & 2020f
 Online Shopper Penetration in Rural Areas, in % of Rural Internet Users, 2015 & 2016
 Online Shopper Penetration, in % of Internet Users, 2013, 2015, 2018f & 2020f
 Number of Online Shoppers, in millions, by Five Comparative Estimates, 2015 – 2020f
4.2.5. PRODUCTS
 Breakdown of E-Commerce Sales by Segments, in %, 2015
 Breakdown of Retail E-Commerce Sales by Product Categories, in %, 2015
4.2.6. PAYMENT
 Breakdown of E-Commerce Payment Volume by Payment Methods, in %, 2015 & 2020f
 Breakdown of Payment Methods Used in M-Commerce, in % of Mobile Shoppers, 2016
4.2.7. DELIVERY
 Top 3 Value-Added Services Demanded by Online Shoppers, in % of Online Shoppers, May 2016
4.2.8. PLAYERS
 Breakdown of E-Commerce Platforms Preferred for Purchase, in % of Online Shoppers, 2016
4.3. INDONESIA
4.3.1. OVERVIEW
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4.3. INDONESIA
 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
 Retail E-Commerce Sales, in USD billion, by Six Comparative Estimates, 2014-2019f & 2025f
 E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
 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
4.3.5. PRODUCTS
 Perceived Advantages and Disadvantages of Online Shopping, in % of Internet Users, June 2016
 B2C E-Commerce Sales Growth by Product Category, incl. “Apparel and Footwear”, in % CAGR, 2014 - 2019f
4.3.6. 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
4.3.7. DELIVERY
 Overview of E-Commerce Delivery, March 2017
4.3.8. 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
4.4. THAILAND
4.4.1. OVERVIEW
4.4.2. TRENDS
 Overview of E-Commerce Trends, March 2017
 Devices Used to Access the Internet, in % of Internet Users, Q1 2016
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4.4. THAILAND (CONT.)
 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
 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
 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
4.4.5. 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
4.4.6. PAYMENT
 Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1
2016
4.4.7. DELIVERY
 Overview of B2C E-Commerce Delivery, March 2017
4.4.8. PLAYERS
 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
4.5. MALAYSIA
4.5.1. OVERVIEW
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4.5. MALAYSIA (CONT.)
4.5.2. 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
 B2C E-Commerce Sales, in MYR billion, 2011 & 2016
 B2C E-Commerce 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
 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
4.5.5. PRODUCTS
 Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2016
 Product Categories Purchased in E-Commerce, in % of Online Shoppers, 2015
4.5.6. PAYMENT
 Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016
4.5.7. DELIVERY
 Breakdown of Expected Delivery Times, in % of Online Shoppers, November 2016
4.5.8. PLAYERS
 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
4.6. VIETNAM
4.6.1. OVERVIEW
 Overview of B2C E-Commerce Market and International Comparisons, April 2017
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4.6. VIETNAM (CONT.)
4.6.2. 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
 B2C E-Commerce Sales, in USD million, and Share of Retail Sales, in %, 2011 & 2016e
 Retail E-Commerce Sales, in USD billion, 2016e & 2017f
 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
4.6.5. PRODUCTS
 Product Categories Purchased in E-Commerce, in % of Online Shoppers, August 2016
4.6.6. PAYMENT
 Breakdown of Payment Methods Used in E-Commerce, in % Online Shoppers, August 2016
4.6.7. DELIVERY
 Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015
4.6.8. PLAYERS
 Overview of B2C E-Commerce Players, April 2017
 Breakdown of B2C E-Commerce Sales by Top 6 Players and Others, in %, 2015
 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
4.7. PHILIPPINES
4.7.1. OVERVIEW
 Overview of B2C E-Commerce Market and International Comparisons, April 2017
4.7.2. TRENDS
 Overview of B2C E-Commerce Trends, April 2017
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4.7. PHILIPPINES (CONT.)
 Mobile Shopper Penetration, in % of Individuals, Q4 2015 & Q4 2016
 Cross-Border Online Shopper Penetration, in % of Online Shoppers, Q4 2015
 B2C E-Commerce Sales, in PHP billion, and Share of Total Retail Sales, in %, 2011 - 2016
 Internet Penetration, in % of Individuals, 2010 - 2015
 Shopping-Related Activities Carried Out Online, in % of Individuals, H2 2016
4.7.5. PRODUCTS
 B2C E-Commerce Sales by Product Category, in PHP million, 2016
4.7.6. PAYMENT
 Share of Online Shoppers Paying with Cash on Delivery, in %, Q4 2015
4.7.7. DELIVERY
 Overview of B2C E-Commerce Delivery, April 2017
4.7.8. 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
4

16
16
REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR 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.
METHODOLOGY OF OUR ASIA-PACIFIC B2C E-COMMERCE MARKET 2017
Report Coverage
 This report covers the retail E-Commerce market in Asia-Pacific.
Major advanced and emerging markets in this region are covered,
including Australia, China, India, Indonesia, Japan, Malaysia, Philippines,
Singapore, South Korea, 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, regional and country comparisons in terms of criteria relevant to
retail E-Commerce, such as sales, E-Commerce share of retail and Internet
penetration. The rest of the report is divided into country chapters,
grouped by advanced and emerging markets and 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, omnichannel, 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 market shares, website visits, awareness and usage rates by
online shoppers, where available.
17

South Korea B2C E-Commerce Market 2017
India B2C E-Commerce Market 2017
China B2C E-Commerce Market 2017
Southeast Asia B2C E-Commerce Market 2017
Philippines B2C E-Commerce Market 2017
Vietnam B2C E-Commerce Market 2017
Malaysia B2C E-Commerce Market 2017
Singapore B2C E-Commerce Market 2017
Thailand B2C E-Commerce Market 2017
Indonesia B2C E-Commerce Market 2017
Asia-Pacific Online Payment Methods: Full Year 2016
Asia-Pacific Cross-Border B2C E-Commerce 2017
Asia-Pacific Clothing B2C E-Commerce Market 2016
Asia-Pacific Online Travel Market 2016
June 2017
May 2017
May 2017
May 2017
May 2017
May 2017
April 2017
April 2017
April 2017
April 2017
March 2017
February 2017
July 2016
November 2016
€ 750
€ 950
€ 950
€ 1,950
€ 750
€ 750
€ 750
€ 750
€ 750
€ 750
€ 1,950
€ 1,950
€ 450
€ 750
Global Cross-Border B2C E-Commerce 2017
Global Online Payment Methods: Full Year 2016
Global Alternative Online Payment Methods: Full Year 2016
Global Mobile Wallets 2017: Competitors and Market Opportunities
Trends in Worldwide Internet Retail 2016
Global B2C E-Commerce Market 2016
Online Retail in Emerging Markets 2016
February 2017
March 2017
March 2017
January 2017
July 2016
June 2016
June 2016
€ 2,950
€ 2,950
€ 1,950
€ 1,950
€ 1,450
€ 3,950
€ 2,950
Middle East B2C E-Commerce Market 2016 May 2016 € 1,950
Africa B2C E-Commerce Market 2016 May 2016 € 1,950
Latin America B2C E-Commerce Market 2016
Europe B2C E-Commerce Market 2016
March 2016
February 2016
€ 1,450
€ 2,450
UPCOMING RELATED REPORTS
REPORT PUBLICATION
DATE
PRICE*
Asia-Pacific M-Commerce Market 2017
Asia-Pacific Online Payment Methods: First Half 2017
June 2017
July 2017
€ 750
€ 750
18

Product Brochure: Asia-Pacific B2C E-Commerce Market 2017

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