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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
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
reported 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 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 B2C E-Commerce markets in Brazil, Russia, India and China, known as BRIC. 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, B2C E-Commerce sales and shares, Internet users and shoppers, products, payment
methods, delivery and players in the BRIC countries.
Report Structure
 The international comparisons chapter opens the report, comparing the BRIC countries and other emerging markets by criteria related to B2C E-Commerce,
such as retail E-Commerce sales forecast, total retail sales and Internet penetration.
 The rest of the report is divided by countries. The countries are presented in the descending order of retail E-Commerce sales. Data availability varied by
country.
 Each country chapter starts with an overview of the development of B2C E-Commerce in the respective country.
 Next, the “Trends” section includes an overview of market trends, such as cross-border B2C E-Commerce and M-Commerce.
 The section “Sales & Shares” covers the development of retail E-Commerce sales and E-Commerce’s share of total retail sales. The definitions of retail E-
Commerce sales used by original sources cited in this report vary.
 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 B2C E-Commerce.
 Finally, the “Players” section includes information about the leading E-Commerce companies, including rankings of top online retailers by revenues, website
popularity or usage by online shoppers, where available.

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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). A broader definition of retail E-Commerce applied by some sources also includes consumer-
to-consumer (C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales
generated through 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 delivered from the country
where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders. Both B2C
and C2C transactions might be included in the definition of retail cross-border E-Commerce.
 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.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products
online whereas the marketplace operator acts as an intermediary.
 GROSS MERCHANDISE VOLUME
abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a
marketplace.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
The following expressions and definitions are used in this 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 8)
1. Management Summary
2. International Comparisons
• Retail E-Commerce Sales Forecast in Selected Emerging Markets, incl. Brazil, China, India, Indonesia, Mexico, Russia and Turkey, in USD
billion, 2025f
• Most Recent Online Spending Per Capita in Selected Emerging Markets, incl. Brazil, China, Indonesia, Mexico, Russia and Turkey, in USD per
Year, March 2017
• Overview of Selected Emerging Markets, incl. Population, in millions, GDP per Capita PPP, in USD, and National Retail Sales, in USD billion, by
Brazil, China, India, Indonesia, Russia, South Africa and Turkey, 2016
• Internet Penetration in Selected Emerging Markets Worldwide, incl. Brazil, China, India, Indonesia, Mexico, Russia, South Africa and Turkey, in
% of Individuals, 2016
3. China
3.1. Overview
• E-Commerce Market Overview, May 2017
3.2. 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
• Cross-Border Online Shoppers, in millions, and Penetration, in % of Online Shoppers, in % of Internet Users and in % of Population, 2014 –
2020f
• 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
• Ways Used to Access E-Commerce Websites, in % of Online Shoppers, 2016
• Breakdown of Number of Mobile Shopping Apps Used, in %, 2015
• Triggers for an Online Purchase, in % of Online Shoppers, 2016

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TABLE OF CONTENTS (2 OF 8)
3. China (Cont.)
3.3. Sales & Shares
• 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
• Breakdown of Retail E-Commerce Sales by B2C and C2C, in %, 2012 – 2019f
• Retail E-Commerce Sales in Rural Areas, in CNY billion, and Share of Nationwide Retail E-Commerce Sales, in %, 2015 & 2016
3.4. Internet Users & Online Shoppers
• 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
• Breakdown of Online Shoppers by Gender & Age Group, in %, 2016
3.5. Product
• 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
• Channels Purchased From, by Online, Mobile and Physical, by Product Category, in % of Consumers, Q3 2016
3.6. Payment
• Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016
• Breakdown of Third-Party Online Payment GMV by Players, in %, by Two Comparative Estimates, Q1 2017
3.7. 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

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TABLE OF CONTENTS (3 OF 8)
3. China (Cont.)
3.8. Players
• Top 10 Market Players by Share of B2C E-Commerce GMV, in %, H1 2016
• Breakdown of B2C E-Commerce GMV by Market Players, in %, Q4 2016
• 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. India
4.1. Overview
• Overview of B2C E-Commerce Market, May 2017
4.2. 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
• Breakdown of Mobile Shoppers by Preferring Mobile Apps and Mobile Websites for Shopping Through Mobile Phone, 2016
• 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
• Share of Online Shoppers Discovering New Products Through Social Media Channels, in %, August 2016
• Online Activities Conducted While Shopping In-Store, in % of Internet Users, August 2016
4.3. Sales & Shares
• 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

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TABLE OF CONTENTS (4 OF 8)
4. India (Cont.)
4.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2016
• 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
• Breakdown of Online Shoppers by Gender, in %, May 2016
4.5. Products
• Breakdown of E-Commerce Sales by Segments, in %, 2015
• Breakdown of Retail E-Commerce Sales by Product Categories, in %, 2015
4.6. 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
4.7. Delivery
• Top 3 Value-Added Services Demanded by Online Shoppers, in % of Online Shoppers, May 2016
4.8. Players
• Overview of B2C E-Commerce Players, May 2017
• Top 5 E-Commerce Websites, by Total Website Visits, in millions, India’s Share of Total Visits, in %, and Estimated Number of Website Visits
from India, in millions, March 2017
• Breakdown of E-Commerce Platforms Preferred for Purchase, in % of Online Shoppers, 2016

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TABLE OF CONTENTS (5 OF 8)
5. Russia
5.1. Overview
• B2C E-Commerce Market Overview, July 2017
5.2. Trends
• Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2016
• M-Commerce Share of B2C E-Commerce Sales, in %, 2016
• Product Categories Purchased via Smartphone, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
• Breakdown of Latest Mobile Purchase by Purchase Made Through App and Browser, in % of Mobile Shoppers, in %, 2016
• B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic and Cross-Border Imports, in %, 2011 – 2016
• Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2016
• Share of Online Shoppers in Russia Who Purchased from Russian Online Stores from Own City and another City, from Chinese Online Stores
and from English Language Online Stores, in %, 2013 - 2016
• Product Categories Purchased Online, by Purchased from Russian Online Stores, Chinese Online Stores, and English Language Online Stores,
in % of Online Shoppers in Russia, September 2016
5.3. Sales & Shares
• B2C E-Commerce Sales, in RUB billion, by Five Comparative Estimates, 2014 – 2016, and Forecasts, in RUB billion, 2017f, 2020f & 2021f
• Breakdown of B2C E-Commerce Sales by Regions, by Domestic and Cross-Border, in %, 2016
• B2C E-Commerce Share of Total Retail Sales, in %, 2016e
5.4. Internet Users & Online Shoppers
• Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 - 2016
• Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 - 2016
• Breakdown of Online Shoppers by Age Group, in %, 2016
• Online Shopper Penetration by Age Group, by Gender and Location Type, in % of Internet Users in the Respective Group, 2016
• Internet User Penetration, in % of Population, and Online Shopper Penetration, in % of Population and in % of Internet Users, by Federal
Districts, 2016
• Breakdown of Perception of Online Spending Change in 2016 vs. 2015, in % of Online Shoppers, and Reasons for the Increase, in % of Online
Shoppers Who Said Their Online Spending Increased, 2016

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TABLE OF CONTENTS (6 OF 8)
5. Russia (Cont.)
5.5. Products
• Breakdown of B2C E-Commerce Sales by Product Categories, by Domestic and Cross-Border, in %, 2016
• Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016
• Online Travel Sales, in RUB billion, and Year-on-Year Change, in %, 2010-2016
5.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2014 - 2016
• Top 7 Payment Aggregators, Top 8 Payment Gateways and Top 5 Acquiring Banks and Top 6 E-Wallets Used by Digital Agencies When
Integrating Payment Instruments for Digital Solutions, April 2016
5.7. Delivery
• Preferred Delivery Methods in E-Commerce, in % of Online Shoppers, 2014 - 2016
• Delivery Methods Used When Buying from Russian Online Stores, in % of Online Shoppers, by Location Type, October 2016
5.8. Players
• B2C E-Commerce Player Overview, July 2017
• Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-
o-Y Change, and Main Product Category, 2016
• Top 15 Online Shops by Number of Unique Visitors, in thousands, January 2017
6. Brazil
6.1. Overview
• B2C E-Commerce Market Overview, September 2017
6.2. Trends
• M-Commerce Sales Share of B2C E-Commerce Transactions, in %, January 2011 – January 2017
• Smartphone Penetration, in % of Households, 2011 & 2016
• Breakdown of Frequency of Shopping Online via Tablet or Smartphone, in % of Online Shoppers, June 2017

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TABLE OF CONTENTS (7 OF 8)
6. Brazil (Cont.)
6.2. Trends (Cont.)
• B2C E-Commerce Conversion Rate, in %, by Computer and Mobile, Q1 2017
• Reasons for Purchasing via Mobile, in % of Mobile Shoppers, September 2016
• Product Categories Purchased via Mobile, in % of Mobile Shoppers, September 2016
• Cross-Border Online Spending, in USD billion, and Year-on-Year Change, in %, 2013 - 2016
• Number of Cross-Border Online Shoppers, in millions, and Penetration, in % of Online Shoppers, 2013 - 2016
6.3. Sales & Shares
• B2C E-Commerce Sales, by 5 Comparative Estimates, in BRL billion and in USD billion, and CAGR, in %, 2015 - 2021f
• E-Commerce Share of Total Retail Sales, in %, 2016 & 2021f
6.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Number of Online Shoppers, in millions, and Year-on-Year Change, in %, 2013 - 2016
• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2016e & 2020f
6.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, June 2017
• Top 10 B2C E-Commerce Product Categories by Share of Number of Purchases and Value of Sales, in %, 2016
• Online Shopping Cart Abandonment Rate, by Product Category, in %, Q1 2017
• Share of Travel in E-Commerce Volume, by Accommodation and Transportation, in %, 2015 & 2020f
6.6. Payment
• Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
• Share of Top 10 B2C E-Commerce Payment Methods of Orders Placed and Approved Orders, in %, and Approval Rate by Payment
Method, in %, Q1 2017

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TABLE OF CONTENTS (8 OF 8)
6. Brazil (Cont.)
6.7. Delivery
• Share of Online Purchases Made With Free Shipping, by Market Average and Top 10 Online Retailers, in %, Q1 2015 – Q4 2016
• Motivational Factors in Online Shopping, incl. Delivery-Related, in % of Online Shoppers, June 2017
• Reasons to Give Up an Online Purchase, in % of Online Shoppers, June 2017
6.8. Palyers
• B2C E-Commerce Players Overview, September 2017
• Top 15 E-Commerce Retailers, by Revenues, incl. E-Comm. Websites, Company Type, Category, E-Commerce Revenues, in BRL million,
Growth, in %, and E-Commerce Share of Revenues, in %, 2015
• Top 10 E-Commerce Website Operators by Unique Visits, in millions, and Reach, in %, April 2017
• Top 5 International E-Commerce Websites, in % of Online Shoppers, 2016

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55.5
144.4
236.1
339.7
440.9
13.2%
28.9%
42.4%
54.8%
63.4%
0%
25%
50%
75%
100%
0
250
500
750
1000
2012 2013 2014 2015 2016
Mobile Shoppers Penetration
inmillions
In%ofMobileInternetUsers
Between 2012 and 2016, the share of mobile Internet users in China
making purchases on mobile surged from 13.2% to 63.4%.
China: Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 -
2016
Note: refers to December of each year
Source: CNNIC, January 2017, April 2016, July 2015, April 2014
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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Household
Appliances and
Electronics
33.0%
Clothes and Shoes
22.0%Car Parts and
Accessories
4.0%
Perfumes and
Cosmetics
3.0%
Household Goods
2.0%
Sports Gods
2.0%
Food
2.0%
Jewelry
0.7%
Others*
31.3%
Cross-BorderDomestic
Household
Appliances and
Electronics
32.0%
Clothes
24.0%
Shoes
12.0%
Car Parts and
Accessories
7.0%
Perfumes and
Cosmetics
7.0%
Household Goods
3.0%
Sports Goods
3.0%
Others*
12.0%
“Household appliances” was the largest product category both in
domestic and cross-border B2C E-Commerce sales in Russia in 2016.
Russia: Breakdown of B2C E-Commerce Sales by Product Categories, by Domestic and Cross-Border,
in %, 2016
Note: *Others include accessories and gifts, pet goods, office supplies, construction materials, goods for home renovation, accessories, books and others
Definition: retail E-Commerce sales defined as the retail sale of material goods (without services) by sellers or their agents over the Internet and via other distant sales channels,
such as call centers, mobile applications, etc.
Source: AKIT (Association of Companies of Internet Trade), Russian Post, GfK, Admitad, J’son & Partners, June 2017
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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