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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 and M-
Commerce 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.
 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. Vietnam, in % of Adult Internet Users, May 2014
• Share of Households Buying FMCG Products Online at Least Once in 2014, by Selected Countries Worldwide, incl. Vietnam, in %, 2014
• Number of Internet Users in Asia-Pacific, by Country, incl. Vietnam, in millions, 2013 – 2018f
• Internet Penetration in Asia-Pacific, by Country, incl. Vietnam, in % of Population, 2013 – 2018f
• Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Selected Countries, incl.
Vietnam, in %, Q4 2014
• Mobile Shopper Penetration in Asia-Pacific, by Selected Countries, incl. Vietnam, in % of Respondents, 2012 – 2014
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, April 2015
• Internet Penetration in Southeast Asia, by Country, incl. Vietnam, in % of Population, 2014
• B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Vietnam, in %, 2013
• Devices Most Used for Online Shopping in Southeast Asia, by Country, incl. Vietnam, 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. Vietnam, 2014/Q1
2015
• Activities Carried Out on Smartphones at Least Weekly in Southeast Asia, incl. Purchase, by Country, incl. Vietnam, in % of Smartphone
Users, 2014/Q1 2015
• Top 3 Drivers of Online Shopping in Southeast Asia, by Countries, incl. Vietnam, Q1 2014
• Share of Internet Users Who Do Not Trust to Provide Credit Card Information Online in Southeast Asia, by Country, incl. Vietnam,
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
• Devices Used, incl. Mobile, in % of Respondents, April 2015
• M-Commerce Share of Total B2C E-Commerce Sales, in %, 2018f
• Breakdown of Frequency of Online Shopping via Smartphone, in % of Smartphone Users, November 2014
• Share of Online Buyers of Fashion Products who Ordered Fashion Products Online via Facebook Pages, in %, December 2014
• Product Categories Purchased Online via Facebook, in % Online Shoppers Who Purchase On Facebook, December 2014
• Payment Methods Used When Purchasing Items on Facebook, by Age Group, in % Online Shoppers Who Purchase on Facebook,
December 2014
• Online/Offline Purchase Behavior after Online/Offline Research, in % of Internet Users,
• 2014/April 2015
4. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2013 & 2014
• B2C E-Commerce Share of Total Retail Sales, in %, 2014
• B2C E-Commerce Sales, in USD million, 2013 & 2018f
5. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Online Shopper Penetration, in % of Internet Users, 2013 & 2014
6. Products
• Product Categories Purchased Online, in % Online Shoppers, 2013 & 2014
• Online Share of Total Modern Retail Sales of Grocery, in %, 2013 & 2014
7. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2013 & 2014
• Factors Considered in Online Shopping, incl. Payment, in % of Online Shoppers, 2014
Table of Contents (2 of 3)

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8. Delivery
• Complaints Received by E-Commerce Websites, incl. Delivery, in % of E-Commerce Websites, 2014
9. Players
• E-Commerce Player Overview, August 2015
• Most Often Visited E-Commerce Websites, in % of Respondents, 2014
• Websites Most Often Used for Online Shopping, in % of University Students Who Shop Online, February 2015
• E-Commerce Websites Used to Purchase Fashion Products from, in % of Online Shoppers who Purchased Fashion Products, by Age
Group, December 2014
• Top 10 E-Commerce Websites by Visits, by Website Rank, August 2015
• Breakdown of E-Commerce Marketplaces, by Market Share, in %, 2014
Table of Contents (3 of 3)

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1. Management Summary 10 – 12
2. Overview & International Comparisons 13 – 28
3. Trends 29 – 37
4. Sales & Shares 38 – 41
5. Users & Shoppers 42 – 45
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Table of Contents
6. Products 46 – 48
7. Payment 49 – 51
8. Delivery 52 – 53
9. Players 54 – 60

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Internet penetration in Vietnam improved from 30.7% of individuals in
2010 to 48.3% in 2014.
Vietnam: Internet Penetration, in % of Individuals, 2010 - 2014
in%ofIndividuals
30.7%
35.1%
39.5%
43.9%
48.3%
0%
20%
40%
60%
80%
100%
2010 2011 2012 2013 2014
Note: the numbers for 2012, 2013 and 2014 are ITU’s estimate
Source: ITU, Ministry of Information and Communications, 2015

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The online share of the total modern retail grocery market in Vietnam
more than tripled from 0.4% in 2013 to 1.5% in 2014.
Vietnam: Online Share of Total Modern Retail Sales of Grocery, in %, 2013 & 2014
Online Retail
0.4%
Other
99.6%
20142013
Online Retail
1.5%
Other
98.5%
Survey: based on a survey conducted in 4 major urban cities: Ho Chi Minh City, Ha Noi, Da Nang and Can Tho
Source: Kantar Worldpanel, July 2015

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