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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.

5. METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the forecasts for B2C E-Commerce sales in the top 5 B2C E-Commerce markets. The countries were chosen based on their ranking
worldwide in terms of B2C E-Commerce sales. The report is based purely on secondary market research and does not contain any sales forecasts produced by
the report publisher.
 The forecasts cited in this report were produced by various reputable sources and differ in definition, methodology used and the time period referenced. The
sources may refer to B2C E-Commerce sales as online retail sales, Internet retailing sales, E-Commerce sales or online shopping/online retail GMV. Some of
the sources include both B2C and C2C sales in their sales definitions, while others excluded or did not mention C2C in their methodology. Most of the sources
monitored for China include C2C sales, as is also stated on the respective subtitles. For other countries, most of the subtitles of charts in this report refer to B2C
E-Commerce because the sources excluded C2C from their definition or did not mention it due to a less important role of C2C in E-Commerce in these countries
compared to China. Furthermore, the majority of sources excluded travel and/or other services from their definition and included M-Commerce sales.
Report Structure
 The report starts with a global developments chapter, including forecasts for global online retail sales through 2021 and comparisons of the top 5 markets
regarding their share of global sales and CAGR forecasts for the period 2016 to 2021. The rest of the report is divided by countries, with the countries included
in the descending order of B2C E-Commerce sales expected in 2017.
 Each country section starts with a qualitative overview of the B2C E-Commerce market in the relevant country (a text chart). Next, all sales forecasts included for
this country are summarized in one table, with a year span 2015/2016 through 2021 or later. Not all the years were covered by each of the sources. Within this
section, the forecasts are ranked so that the most far reaching forecasts in terms of years covered are presented first. If forecasts from several sources end with
the same year, they are ranked by sales volume predicted for this year. Besides the sales volumes, the table also includes the names of the respective sources,
definitions where available and CAGR for the respective time period. Furthermore, where available, historic online retail sales figures as reported by official
agencies such as responsible ministries and statistical offices were included in the text charts, in the sales/shares overview tables or as separate charts.
 A summary of forecasts regarding the E-Commerce share of retail sales is presented next, with a year span 2015/2016 to 2021 or later. Not all the years were
covered by each of the sources.
 The rest of the country chapters contain charts with individual forecasts from the summary table for the respective country. The sales values shown on the chart
are in the currency as used by the source, while in the overview table the original values might have been converted to another currency for consistency. The
conversion rates used in the action titles and summary tables refer to the average rate for 12 months to the 30th of September, 2017. If the source reported year-
on-year growth rates or CAGR, these numbers were included as in the source; where no growth numbers were available in the source, they were calculated
from the provided sales values.
 The number of forecasts from different sources included for each country vary due to data availability. Most of the forecasts were published within the previous
12 months.
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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
also called “Mobile Commerce”, means the sale of products (and services) through electronic transactions via
mobile devices, such as mobile phones, tablets and smartphones.
 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.
 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. Global Developments
• Global B2C/Retail E-Commerce Sales, by Two Comparative Estimates, in USD billion, and E-Commerce Share of Global Retail
Sales, in %, 2016 & 2021f
• Global Retail E-Commerce (incl. B2C and C2C) Shares of Top 5 B2C E-Commerce Markets, in %, 2017f & 2021f
• CAGR of B2C E-Commerce Sales of Top 5 B2C E-Commerce Markets, in %, by Minimum and Maximum CAGR Forecast, 2016 -
2021f
3. China
• B2C E-Commerce Market Overview, November 2017
• Retail E-Commerce Sales (incl. B2C and C2C), in USD billion, and CAGR, in %, by Four Comparative Estimates, 2016 – 2021f
• Retail E-Commerce Sales (incl. B2C and C2C), in CNY billion, and CAGR, in %, by Four Comparative Estimates, 2015 – 2019f
• E-Commerce Share of Total Retail Sales, in %, by Six Comparative Estimates, 2015 - 2021f
• Breakdown of Retail E-Commerce Sales by B2C and C2C, in %, 2012 – 2019f
• Retail E-Commerce Sales (incl. B2C and C2C), in USD billion, and Year-on-Year Change, in %, 2016 – 2021f
• B2C E-Commerce Sales, in USD billion, 2016 & 2021f, and CAGR, in %, 2016 - 2021f
• Retail E-Commerce Sales (incl. B2C and C2C), in USD billion, 2016 & 2021f, and CAGR, in %, 2016 – 2021f
• Retail E-Commerce Sales (incl. B2C and C2C), in USD billion, 2016 & 2020f, and CAGR, in %, 2016 – 2020f
• Retail E-Commerce Sales (incl. B2C and C2C), in CNY trillion, and Year-on-Year Change, in %, 2014 – 2019f
• B2C E-Commerce Sales, in CNY trillion, and Year-on-Year Change, in %, 2014 – 2019f
• Retail E-Commerce Sales (incl. B2C and C2C), in CNY billion, and Year-on-Year Change, in %, 2014 – 2019f
• Retail E-Commerce Sales (incl. B2C and C2C), in CNY trillion, and Year-on-Year Change, in %, 2014 – 2017f
4. USA
• B2C E-Commerce Market Overview, November 2017
• B2C E-Commerce Sales Forecasts, in USD billion, and CAGR, in %, by Six Comparative Estimates, 2015 – 2022f & 2027f
• B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2015 – 2022f & 2027f
• 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, in USD billion, 2017f & 2027f
• B2C E-Commerce Sales, in USD billion, 2015 & 2022f

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TABLE OF CONTENTS (2 OF 3)
4. USA (Cont.)
• Retail E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2015 - 2021f
• B2C E-Commerce Sales, in USD billion, 2016 & 2021f
• B2C E-Commerce Sales, in USD billion, 2016 & 2017f
5. UK
• B2C E-Commerce Market Overview and International Comparisons, June 2017
• B2C E-Commerce Sales, in GBP billion, by Six Comparative Estimates, and CAGR, in %, 2016 – 2022f
• B2C E-Commerce Share of Total Retail Sales, in %, by Three Comparative Estimates, 2016 - 2022f
• B2C E-Commerce Sales, in GBP billion, 2017f & 2022f
• Retail E-Commerce Sales, in GBP billion, and Year-on-Year Change, in %, 2016 - 2021f
• B2C E-Commerce Sales, in GBP billion, 2016 & 2021f
• B2C E-Commerce Sales, in GBP billion, by Baseline and Enhanced Scenario*, 2016 & 2021f
• B2C E-Commerce Sales, in GBP billion, 2015 - 2017f
• B2C E-Commerce Sales, in GBP billion, 2015 - 2017f
6. Japan
• B2C E-Commerce Market Overview and International Comparisons, November 2017
• B2C E-Commerce Sales, in JPY trillion, and Share of Total Retail Sales, in %, 2011-2016
• B2C E-Commerce Sales, by Five Comparative Estimates, in USD billion and JPY trillion, 2016 - 2021f, and CAGR, in %, 2016 - 2021f
• B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2021f
• B2C E-Commerce Sales, in JPY trillion, 2016 - 2022f
• B2C E-Commerce Sales, in USD billion, 2016 & 2021f
• B2C E-Commerce Sales, in USD billion, 2016 & 2021f
• Retail E-Commerce Sales, in USD billion and in % of Total Retail Sales, 2017f
• B2C E-Commerce Sales, in JPY trillion, 2016 & 2017f
7. Germany
• B2C E-Commerce Market Overview and International Comparisons, November 2017
• B2C E-Commerce Sales, in EUR billion, by Five Comparative Estimates, and CAGR, in %, 2016 – 2022f
• B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016 - 2022f
• B2C E-Commerce Sales, in EUR billion, 2017f & 2022f

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TABLE OF CONTENTS (3 OF 3)
7. Germany (Cont.)
• Retail E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
• B2C E-Commerce Sales, in EUR billion, 2015 - 2017f
• B2C E-Commerce Sales, in EUR billion, 2015 - 2017f
• B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2015 - 2018f

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XXX
XXX
XXX
XXX
XXX
XXX
XXX
XX%
XX% XX%
XX% XX%
XX%
XX%
0%
5%
10%
15%
20%
0
350
700
1050
1400
2015 2016 2017f 2018f 2019f 2020f 2021f
Retail E-Commerce Sales in % Year-on-Year Change
in%Year-on-YearChange
inUSDbillion
XXX projects the annual growth rates of retail E-Commerce sales in
the USA to decline from +XX% in 2016 to +XX% in 2021.
USA: Retail E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2015 - 2021f
Definition: revealed in the original document
Source: revealed in the original document

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XX.X
XXX.X
0
60
120
180
2016 2021f
inUSDbillion
According to XXX, online retail sales in Japan will increase at CAGR
of +X.X% between 2016 and 2021.
Japan: B2C E-Commerce Sales, in USD billion, 2016 & 2021f
Definition: revealed in the original document
Source: revealed in the original document
CAGR
+X.X%

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