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RESEARCH ON INTERNATIONAL MARKETS
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August 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)
 In this country report, major trends in the B2C E-Commerce market, sales figures, B2C E-Commerce share of the total retail market, main
online product categories, and relevant information about Internet users, online shoppers and leading E-Commerce companies was included.
 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 was included. Moreover, the evolution
of the online shopper penetration was shown.
 Afterwards, the section “Products” shows the leading product categories among 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 online retailers and marketplaces.
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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.
 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.
 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.
 Click-and-Collect: a delivery option in B2C E-Commerce, where purchases can be ordered online and picked-up in-store (or from other physical
location)
 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.
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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, August 2015
• Online Shopper Penetration, by Selected Emerging Markets, incl. Malaysia, in % of Adult Internet Users, May 2014
• Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Selected Countries, incl.
Malaysia, in %, Q4 2014
• Mobile Shopper Penetration in Asia-Pacific, by Selected Countries, incl. Malaysia, in % of Respondents, 2012 – 2014
• Number of Internet Users in Asia-Pacific, by Country, incl. Malaysia, in millions, 2013 – 2018f
• Internet Penetration on the Population in Asia-Pacific, by Country, incl. Malaysia, in %, 2013 - 2018f
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, incl. Malaysia, April 2015
• Internet Penetration in Southeast Asia, by Country, incl. Malaysia, in % of Population, 2014
• B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Malaysia, in %, 2013
• Devices Most Used for Online Shopping in Southeast Asia, by Country, incl. Malaysia, Compared to Global Average, in % of Online
Shoppers, Q1 2014
• Breakdown of the Last Online Purchase in Southeast Asia, by Device Used, in % of Online Shoppers, by Country, incl. Malaysia, 2014/Q1
2015
• Activities Carried Out on Smartphones at Least Weekly in Southeast Asia, incl. Purchase, by Country, incl. Malaysia, in % of Smartphone
Users, 2014/Q1 2015
• Top 3 Drivers of Online Shopping in Southeast Asia, by Countries, incl. Malaysia, Q1 2014
• Share of Internet Users Who Do Not Trust to Provide Credit Card Information Online in Southeast Asia, by Country, incl. Malaysia,
Compared to Global Average, in % of Internet Users, Q1 2014
Table of Contents (1 of 3)

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3. Trends
• B2C E-Commerce Trends Overview, August 2015
• Share of Cross-Border on Total E-Commerce Sales, in %, 2014e
• Products Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, April 2015
• Reasons to Purchase Online from a Foreign Country, in % of Cross-Border Online Shoppers, April 2015
• Devices Used for Online Shopping, in % of Online Shoppers, Q1 2014
• Breakdown of Broadband Internet Users, by Type of Connection Used, incl. Mobile, in %, 2013
• Breakdown of Likelihood of Following a Brand on Social Media, in % of Internet Users, March 2015
• Key Drivers and Attitudes to Online Shopping, in % of Online Shoppers, Q1 2014
4. Sales & Shares
• B2C E-Commerce Sales, in MYR billion, 2013 & 2020f
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 & 2020f
• B2C E-Commerce Sales of Goods, in USD million, 2013 & 2017f
5. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 – 2014
• Number of Internet Users, in millions, and in % Year-on-Year Change, 2013 - 2018f
• Number of Online Shoppers, 2013 & 2020f
• Activities Carried Out Online, incl. Purchasing and Ordering Goods and Services, in % of Internet Users, 2013
• Share of Internet Users Purchasing and Ordering Goods and Services Online, in %, by Gender, 2013
• Share of Internet Users Purchasing and Ordering Goods and Services Online, in %, by Urban and Rural, 2013
6. Products
• Products Purchased Online, in % of Online Shoppers, 2013
• Product Categories to Purchase Online in the Next 6 Months, in % of Internet Users, Q1 2014
• Share of Consumers Willing to Purchase Groceries via an Online Supermarket, in % of Internet Users, Q4 2014
Table of Contents (2 of 3)

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7. Payment
• Online Payment Overview, August 2015
• Number of Users of Network-Based E-Money, in millions, and in % Year-on-Year Change, 2011 – 2014 & H1 2015
• Number of Internet Banking Subscribers, in millions, and Penetration Rate, in % of Population, 2011 – 2014 & H1 2015
• Number of Mobile Banking Subscribers, in millions, and Penetration Rate, in % of Population, 2011 – 2014 & H1 2015
8. Delivery
• Reasons for Not Purchasing or Ordering Goods and Services Online, incl. Delivery, in % of Internet Users Who Do Not Purchase Online,
2013
9. 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
Table of Contents (3 of 3)

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1. Management Summary 10 – 12
2. Overview & International Comparisons 13 – 27
3. Trends 28 – 36
4. Sales & Shares 37 – 40
5. Users & Shoppers 41 – 47
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Table of Contents
6. Products 48 – 51
7. Payment 52 – 56
8. Delivery 57 – 58
9. Players 59 – 61

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1111
Internet penetration in Malaysia increased from 56.3% of individuals
in 2010 to 67.5% in 2014.
Malaysia: Internet Penetration, in % of Individuals, 2010 - 2014
in%ofIndividuals
56.3%
61.0%
65.8% 67.0% 67.5%
0%
20%
40%
60%
80%
100%
2010 2011 2012 2013 2014*
Note: *data for 2014 is an estimate by ITU
Source: Malaysian Communications and Multimedia Commission, ITU, 2015

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75% of Internet users in Malaysia were “Very” (21%) or “Somewhat
likely” (54%) to follow brands on social media in March 2015.
Malaysia: Breakdown of Likelihood of Following a Brand on Social Media, in % of Internet Users, March 2015
Very Likely
21%
Somewhat Likely
54%
Somewhat Unlikely
16%
Very Unlikely
4%
Not Sure
5%
Survey: based on a survey of 500 individuals
Source: Waggener Edstrom Asia-Pacific, YouGov cited by eMarketer, May 2015

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