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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 market in North America, including the USA and Canada. 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 and international comparisons in terms of criteria relevant to B2C E-Commerce, such as
sales, E-Commerce’s share of retail, and online shopper penetration. The rest of the report is divided into country chapters, presented in the descending order of
retail E-Commerce sales. Data availability varied by country.
 Each country description starts with an overview of the market, highlighting the overall B2C E-Commerce development in the respective countries.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce, omnichannel, and cross-border online shopping.
 The section “Sales & Shares” covers the development of B2C E-Commerce sales and E-Commerce’s share of total retail sales. This 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 sales,
market shares, website visits, and usage rates 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.
 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.
 SHOWROOMING
a practice in retail where consumers visit a store to browse or try on the products before buying them online (or
via 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.
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 4)
1. Management Summary
2. Regional Overview
• Breakdown of Global B2C E-Commerce Sales by Region, in %, incl. North America, 2016 & 2021f
• Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by Region, incl. North
America, 2011, 2016 & 2021f
• Online Travel Sales in North America, in USD billion, and Year-on-Year Change, in %, 2016-2021f
• Retail E-Commerce Sales, in USD billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, by Canada and the USA, 2016 -
2020f
• Share of Consumers Shopping Online At Least Monthly, in % of Consumers, by Canada and the USA, 2016
• Average Annual Online Spending per Shopper, in CAD, by Canada and USA, 2016
• Overview of Aggregate Website Draw and Sales Conversion Rates for Leading Canadian Retail Websites and Leading U.S. Retail Websites, by
Selected Product Categories, 2016
• Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, by
Canada and the USA, October 2016
3. USA
3.1. Overview
• B2C E-Commerce Market Overview, November 2017
3.2. Trends
• Smartphone Penetration, in % of Adults, by Age Group and Total, November 2016
• Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphone, Q1 2016 & Q1 2017
• M-Commerce Sales, in USD billion, and Share of Total Retail E-Commerce Sales, in %, 2017f & 2021f
• Product Categories Purchased via Smartphone, in % of Mobile Shoppers, October 2016
• Preference for Apps and Mobile Websites When Performing Shopping-Related Activities via Smartphone, in % of Mobile Shoppers, October
2016
• Breakdown of Channels Preferred for Doing Most of Shopping for Non-Grocery Items, by Mobile, Online and In-Store, in % of Consumers, by
Age Group, March 2017
• Breakdown of Search and Purchase Channels Used, in % of Online Shoppers, Q1 2017
• Awareness and Usage of Emerging Technologies in Shopping, in % of Consumers, July 2017
• Top Uses of Voice-Activated Virtual Assistance Devices, in % of Users, by Gender, April 2017

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TABLE OF CONTENTS (2 OF 4)
3. USA (Cont.)
3.2. Trends (Cont.)
• Perceived Influence of Voice-Activated Virtual Assistance Devices on Shopping Behavior, in % of Users, by Gender, April 2017
• Breakdown of Likelihood of Purchasing Products/Services from Brands Using a Chatbot, in % of Millennial Internet Users, December 2016
• Breakdown of Attitude to Cross-Border Online Shopping, in % of Online Shoppers in the USA, and Breakdown of Time of the Last Cross-Border
Purchase, in % of Cross-Border Online Shoppers, 2016
• Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in the USA, October 2016
• Breakdown of the Latest Cross-Border Online Purchase by Country, in % of Cross-Border Online Shoppers in the USA, October 2016
3.3. Sales & Shares
• Total Retail Sales and E-Commerce Sales, in USD million, E-Commerce Share of Total Retail Sales, in %, and Change from Same Quarter a
Year Ago, in %, Q1 2014 - Q2 2017
• B2C E-Commerce Sales Forecasts, in USD billion, and CAGR, in %, by Six Comparative Estimates, 2016 – 2021f & 2027f
• B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016 – 2022f & 2027f
3.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Online Shopper Penetration, in % of Internet Users, 2016
• Online and Mobile Shopper Penetration, in % of Internet Users, by Age Group, by Online and Mobile, October 2016
3.5. Product
• Breakdown of Retail E-Commerce Sales by Product Category, in %, 2017f
• Retail E-Commerce Sales Growth Rate by Product Category, in %, 2016 - 2021f
• Breakdown of Preference for Buying Selected Product Categories by Online and In-Store, in % of Consumers, March 2017
• B2C E-Commerce’s Share of Total Retail Sales by Selected Product Categories, in %, 2011, 2016 & 2021f
• Breakdown of Channels Used to Purchase Selected Product Categories, in % of Consumers, July 2017
3.6. Payment
• Payment Methods Perceived as Safest for In-Store and Online Purchases, in % of Consumers, 2016
• Digital and Mobile Payment Methods Used, in % of Online Shoppers, by Generation Y and Generation Z, March 2017

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TABLE OF CONTENTS (3 OF 4)
3. USA (Cont.)
3.7. Delivery
• Breakdown of E-Commerce Parcel Delivery Market by Players, in % and in USD billion, 2016e
• Top Reasons for Shopping Cart Abandonment, in % of Online Shoppers, Q4 2016
• Top Reasons To Buy From Marketplaces Instead of a Retailer, incl. Shipping, in % of Online Shoppers, Q1 2017
3.8. Players
• B2C E-Commerce Players Overview, November 2017
• Amazon’s Market Share, in % of B2C E-Commerce Sales and Total Retail Sales, 2016
• Top 10 Publicly Traded Companies by Retail E-Commerce Market Share*, in %, 2016 & 2017f
• Number of Unique Monthly Visitors of Retail Sites of Amazon, Kroger, Target and Walmart, in millions, and Intersection of Visitors, in %, October
2017
• Breakdown of Frequency of Shopping on Amazon, in %, and Share of Primary Household Shoppers Who Are Amazon Prime Members by Age
Group, in %, March 2017
• Breakdown of the Likelihood of Trying Amazon Go, in % of Consumers, by Gender, Age Group and Total, December 2016
• Top 10 Online Retailers Ranked by Global E-Commerce Sales, in USD billion, 2016
4. Canada
4.1. Overview
• B2C E-Commerce Market Overview, November 2017
4.2. Trends
• Devices Used to Access the Internet, in % of Internet users, 2016 & 2017
• Devices Used to Make Purchases Online, in % of Online Shoppers, 2016 & 2017
• Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, October 2016
• Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, March 2017
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Canada, March 2016
• Top 3 Regions/Countries Purchased From, in % of Cross-Border Online Shoppers in Canada, March 2016
4.3. Sales & Shares
• Monthly Retail E-Commerce Sales Compared to Total Retail Sales and Sales of E-Commerce and Mail Order Houses, in CAD million, Jan - Dec
2016 & Jan - Aug 2017

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TABLE OF CONTENTS (4 OF 4)
4. Canada (Cont.)
4.3. Sales & Shares (Cont.)
• B2C E-Commerce Share of Monthly Total Retail Sales, in %, Jan - Dec 2016 & Jan - Aug 2017
• Retail E-Commerce Sales, in CAD billion, and Share of Total Retail Sales, in %, 2015-2020f
4.4. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2016
• Online Shopper Penetration, in % of Internet Users, March 2017
• Breakdown of the Number of Online Purchases Made per Year, in % of Online Shoppers, March 2016
4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
• Product Categories Purchased Online, in % of Online Shoppers, and Average Basket Spending per Category, in CAD, March 2016
4.6. Payment
• Top 3 Payment Methods Preferred in E-Commerce, in % of Respondents, March 2017
• Share of Internet Users Who Store Personal Credit Card Information with a Mobile App or E-Commerce Site, in %, by Age Group, April 2017
4.7. Delivery
• Delivery Methods Used in E-Commerce, by Selected Product Categories, in % of Online Shoppers, 2016
• Share of Online Shoppers Who Received Free Shipping on Their Last Purchase, in %, 2016
4.8. Players
• B2C E-Commerce Players Overview, November 2017
• Top 20 Retailers by E-Commerce Sales, in CAD million, 2016
• Overview of Website Draw and Sales Conversion Rates for Amazon.ca and Aggregate for Canadian Incumbents, by Selected Product
Categories, 2016
• Top 10 Retail Sites by Unique Visitors, in millions, February 2017

11. Mostly or Entirely Online Equally Online and In Store Mostly or Entirely In Store
Books, Music and Video Games 37% 36% 27%
Consumer Electronics 18% 39% 43%
Clothing or Accessories 13% 38% 49%
Home Décor or Home Furnishings 9% 34% 57%
Personal Care and Beauty 8% 28% 64%
Home Improvement Items or Tools 7% 28% 65%
Groceries 3% 11% 86%
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39% of consumers in the USA purchased “Consumer electronics”
equally online and in store, according to a survey from July 2017.
USA: Breakdown of Channels Used to Purchase Selected Product Categories, in % of Consumers,
July 2017
Survey: based on a survey of 3,002 consumers, conducted in July 2017; question asked “How do you purchase the following items?“; margin of error plus or minus 1.8
percentage points
Source: National Retail Federation (NRF), Toluna Analytics, October 2017

12. 2%
26%
23%
90%
1%
36%
26%
88%
0% 25% 50% 75% 100%
TV
Mobile Phone
Tablet (e.g. iPad, etc.)
Computer
(Desktop/Laptop)
2017
2016
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The share of online shoppers in Canada making purchases from
“Mobile phone” increased by +10 percentage points to 36% in 2017.
Canada: Devices Used to Make Purchases Online, in % of Online Shoppers, 2016 & 2017
in % of Online Shoppers
Note: does not add up to 100% due to multiple answers possible
Definition: Internet users who made an online purchase in the previous 12 months
Survey: based on a survey of 1,200 Canadian Internet users, aged 18+, conducted in March 2017
Source: The Canadian Internet Registration Authority (CIRA), November 2017

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