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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 Singapore. 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 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 E-Commerce.
 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, “Payment”, covers the payment methods most used by online shoppers.
 Furthermore, the “Delivery” section covers information related to delivery in online shopping.
 Finally, the “Players” section includes information about the leading E-Commerce companies, including rankings of top online shopping platforms by website
visits.

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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.
 CROSS-BORDER E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online through
foreign (out-of-country) 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. 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.
 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 B2C E-Commerce Market and International Comparisons, March 2017
• B2C E-Commerce Sales in Southeast Asia, by Country, incl. Singapore, 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. Singapore, 2016e
• B2C E-Commerce Sales in Southeast Asia, by Country, incl. Singapore, in USD billion, 2015 & 2025f
• B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Singapore, in %, 2015 & 2025f
• Online Hotels and Airlines Sales in Southeast Asia, by Country, incl. Singapore, in USD billion and in % of Total Hotels and Airlines
Sales, 2015 & 2025f, and CAGR, in %, 2015-2025f
• Online Rides Sales in Southeast Asia, by Country, incl. Singapore, in USD billion, 2015 & 2025f, and CAGR, in %, 2015-2025f
• Internet Penetration in Southeast Asia, by Country, incl. Singapore, in % of Individuals, 2015
• Average Fixed Internet Connection Speed in Southeast Asia, by Country, incl. Singapore, in MBPS, Q2 2016
• Internet Users in Southeast Asia, by Country, incl. Singapore, in millions, 2015 & 2020f
• Number of Internet Users Who Research Products or Services Online, by Country, incl. Singapore, 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. Singapore, in %, November 2015
• Breakdown of Online Shoppers in Selected Countries in Asia, incl. Singapore, by Domestic Shoppers Only, Domestic and Cross-Border
Shoppers, and Cross-Border Shoppers Only, in %, October 2016
3. 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
• Share of Online Shoppers Who Buy from Out-of-Country Online Retailers Due to Better Prices, in %, June 2016
• Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, June 2016
• Number of Mobile Phone Subscriptions by 2G, 3G and 4G, in thousands, 2011-2016
• Breakdown of Devices Used for Research and Purchase Online, in % of Online Shoppers, September 2016

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TABLE OF CONTENTS (2 OF 3)
3. Trends (Cont.)
• 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
• M-Commerce Share of B2C E-Commerce Sales, in %, 2011 – 2015
• Average M-Commerce Share of Online Spending, in %, 2016
• Drivers and Barriers to Mobile Purchases, in % of Mobile Shoppers, August 2016
• 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
• Share of Online Shoppers Who Discover New Products through Social Media Channels, in %, August 2016
4. Sales & Shares
• 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
• B2C E-Commerce Sales, in USD billion, and Share of Retail Sales, in %, 2015 & 2025f
5. Internet Users & Online Shoppers
• Internet User Penetration, in % of Individuals, 2010 – 2015
• Number of Broadband Subscriptions by Type, in thousands, 2011-2016
• Online Shopper Penetration, in % of Adult Internet Users, 2016
• Factors that Encourage to Buy Online, in % of Online Shoppers, 2016
• Average Monthly Online Spending, in SGD, by All Online Shoppers and Online Shoppers with Monthly Income of SGD 4,000-5,000, 2016
• Top Motivations to Shop Online, in % of Online Shoppers Aged 15-35, June 2015
• Breakdown of Monthly Online Spending in SGD, in% of Online Shoppers Aged 15-35, June 2015
6. Products
• Product Categories Purchased Online, in % of Online Shoppers Aged 15-35, by Gender, June 2015
• Top 3 Product Categories by Rank Purchased by Online Shoppers, by Monthly Income, 2016
• Expected Growth of Online Spending in Selected Product Categories, in %, 2017f vs. 2016

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TABLE OF CONTENTS (3 OF 3)
7. Payment
• Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2016
• Breakdown of Credit Cards Used in Online Shopping, by Credit Card Network and Credit Card Issuer, in % of Online Shoppers Paying
with Credit Card, 2016
• Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers Aged 15-35, June 2015
8. Delivery
• Top 3 Delivery Options, in % of Online Shoppers, June 2016
• Share of Online Shoppers Who Buy from Local E-Commerce Sites Because of Delivery Considerations, in %, September 2016
• Top Loyalty Program Rewards or Benefits Valued the Most, incl. “Free Shipping”, in % of Internet Users, March 2016
9. Players
• Overview of B2C E-Commerce Players, March 2017
• Top 5 E-Commerce Websites, incl. Total Website Visits, in millions, and Singapore’s Share of Total Visits, in %, and Estimated Number
of Website Visits from Singapore, in millions, February 2017
• Top 10 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
• Top 5 Retail Website Properties by Number of Unique Visitors, in thousands, December 2015
• 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

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1. Management Summary 10 – 12
2. Overview & International Comparisons 13 – 26
3. Trends 27 – 40
4. Sales & Shares 40 – 45
5. Internet Users & Online Shoppers 46 – 53
6. Products 54 – 57
7. Payment 58 – 61
8. Delivery 62 – 65
9. Players 66 – 71

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39%
40%
58%
0% 20% 40% 60% 80% 100%
Health and Beauty
Books, Music, Movies and Video Games
Clothing and Footwear
in % of Cross-Border Online Shoppers
58% of cross-border online shoppers in Singapore purchased
“Clothing and footwear” from out-of-country retailers in June 2016.
Singapore: Top 3 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers,
June 2016
Note: does not add up to 100% due to multiple answers possible
Definition: products purchased online from out-of-country retailer
Survey: based on a survey of 23,000 online shoppers in 25 countries, including 500 from Singapore
Source: PwC cited by Today Online, June 2016

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Credit Card
79%
PayPal
12%
eNETS
4%
Cash on Delivery
2%
Direct Bank Transfer
2%
“Credit card” was the preferred payment method of 79% of online
shoppers in Singapore in 2016, followed by “PayPal” with 12%.
Singapore: Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2016
Note: may not add up to 100% due to rounding
Survey: based on a survey of 1,979 Singaporeans aged 21 to 60
Source: SingSaver, December 2016

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