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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
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.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the retail E-Commerce market in the Philippines.
 It includes 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 E-Commerce market and international comparisons, where the relevant country is compared to other countries in the
region in terms of criteria relevant to retail E-Commerce, such as sales, Internet and online shopper penetration.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce 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.
 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, “Delivery”, covers information related to delivery in online shopping.
 Furthermore, the “Payment” section covers the payment methods most used by online shoppers.
 Finally, the “Players” section includes information about the leading E-Commerce companies, including rankings of top online shopping platforms by website
visits, awareness and usage rates by online shoppers.

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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.
 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.
 SOCIAL COMMERCE the 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.
 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.
 MARKETPLACE SELLERS individuals or businesses who use an E-Commerce marketplace as a platform to sell items to buyers.
 GROSS MERCHANDISE VOLUME
abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a
marketplace.
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 3)
1. Management Summary
2. Overview & International Comparisons
• Overview of E-Commerce Market and International Comparisons, April 2017
• B2C E-Commerce Sales in Southeast Asia, by Country, incl. Philippines, in USD million, 2015
• Total Retail Sales and Retail E-Commerce Sales, in USD billion, and E-Commerce Share of Total Retail Sales, in %, in Southeast Asia,
by Country, incl. Philippines, 2016e
• B2C E-Commerce Sales in Southeast Asia, by Country, incl. Philippines, in USD billion, 2015 & 2025f
• B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Philippines, in %, 2015 & 2025f
• Online Hotel and Airline Sales in Southeast Asia, by Country, incl. Philippines, in USD billion and in % of Total Hotel and Airline Sales,
2015 & 2025f, and CAGR, in %, 2015-2025f
• Online Ride Sales in Southeast Asia, by Country, incl. Philippines, in USD billion, 2015 & 2025f, and CAGR, in %, 2015-2025f
• Internet User Penetration, by Country, incl. Philippines, in % of Individuals, 2015
• Average Fixed Internet Connection Speeds in Southeast Asia, by Country, incl. Philippines, in MB per Second, Q2 2016
• Internet Users Growth in Southeast Asia, by Country, incl. Philippines, in %, January 2017 Compared to January 2016
• Internet Users in Southeast Asia, by Country, incl. Philippines, in millions, 2015 & 2020f
• Number of Internet Users Who Researched Products or Services Online, by Country, incl. Philippines, in millions, 2015
• Breakdown of Online Shoppers in Southeast Asia by Buying From Mobile Phone and From Other Devices, by Top Cities and Other
Areas, by Country, incl. Philippines, in %, November 2015
• Top 10 E-Commerce Platforms Preferred for Online Shopping, by Rank, by Country, incl. Philippines, 2015
3. Trends
• Overview of B2C E-Commerce Trends, April 2017
• Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014 – 2020f
• Breakdown of Internet Traffic, by Device, in %, April 2016 & April 2017
• Mobile Shopper Penetration, in % of Individuals, Q4 2015 & Q4 2016
• Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping Done Through Mobile
Apps, in %, June 2016
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, Q4 2015

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TABLE OF CONTENTS (2 OF 3)
4. Sales & Shares (Cont.)
• B2C E-Commerce Sales, in PHP billion, and 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
5. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2010 – 2015
• Fixed Broadband Subscriptions, in millions, 2011 - 2015
• Internet Users, in millions, 2014, 2015 & 2020f
• Shopping-Related Activities Carried Out Online, in % of Individuals, H2 2016
• Breakdown of Top Reasons for Online Shopping, in % of Online Shoppers Owning a Payment Card, July 2015
6. Products
• B2C E-Commerce Sales by Product Category, in PHP million, 2016
• Online Travel Sales, by Segments, in PHP billion, and Share of Total Sales in Each Category, 2015
• Online Travel Sales, in USD billion, 2015 & 2025f
• Products and Services Paid for Online, in % of Online Shoppers Owning a Payment Card, July 2015
7. Payment
• Share of Online Shoppers Paying with Cash on Delivery, in %, Q4 2015
• Share of Internet Users Who Do Not Trust Providing Credit Card Details Online, in %, Compared to the Global Average, Q4 2015
8. Delivery
• Overview of B2C E-Commerce Delivery, April 2017
9. Players
• Overview of E-Commerce Players, April 2017
• Breakdown of Online Spending by E-Commerce Websites, in %, May 2015

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TABLE OF CONTENTS (3 OF 3)
9. Players (Cont.)
• 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
• Top 10 E-Commerce Apps, by Rank, by B2C/B2CB2C and C2C, by Platform, March 2017
• Share of Online Shoppers Who Start Product Searches at Amazon, in %, February 2017

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1. Management Summary 10 – 12
2. Overview & International Comparisons 13 – 27
3. Trends 28 – 34
4. Sales & Shares 35 – 38
5. Internet Users & Online Shoppers 39 – 44
6. Products 45 – 49
7. Payment 50 – 52
8. Delivery 53 – 54
9. Players 55 – 60

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20.1
24.2
27.5
30.6
33.5
35.9
38.4
32.0%
36.6%
40.0%
43.1%
46.1% 48.4%
50.8%
0%
20%
40%
60%
80%
100%
0
10
20
30
40
50
2014 2015 2016e 2017f 2018f 2019f 2020f
Smartphone Users Penetration
inmillions
in%ofMobilePhoneUsers
The number of smartphone users in the Philippines is projected to
increase from 27.5 million in 2016 to 38.4 million in 2020.
Philippines: Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014 – 2020f
Definition: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month
Source: eMarketer, April 2016

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2025f2015
B2C E-Commerce
4.7%
Other
95.3%
The B2C E-Commerce’s share of total retail sales in Philippines is
expected to increase from 0.5% in 2015 to 4.7% in 2025.
Philippines: B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
Definition: E-Commerce defined as online spending on electronics, apparel/clothing, household goods and food/grocery; includes the sale of “new goods” only, through a
marketplace, online store or social media
Source: Google and Temasek, May 2016
B2C E-Commerce
0.5%
Other
99.5%

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