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4. 4
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.

5. 5
METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market, focusing on important market trends, such as M-Commerce, cross-border shopping, social commerce and
omnichannel. All global regions are covered in this report, including Asia-Pacific, Europe, North America, Latin America, the Middle East and Africa.
Report Structure
 The global chapter opens the report, including an overview of global market developments, such as sales growth and forecasts, player rankings, regional and
country comparisons that concern criteria related to B2C E-Commerce, such as B2C E-Commerce sales, Internet and online shopper penetration. Major B2C E-
Commerce market trends on the global scale are presented.
 The rest of the report is divided by regions. The regions are presented in the order of descending B2C E-Commerce sales. Where applicable, the countries in
the regions are grouped by advanced and emerging markets.
 The countries are also presented in the order of descending B2C E-Commerce sales. Where no comparable B2C E-Commerce sales data was available, related
criteria, such as online shopper penetration, Internet penetration and population size were considered to determine the ranking.
 For each country, a selection of one or several important B2C E-Commerce trends is included. The way the trends are presented may vary by country. For
example, the M-Commerce trend may be represented by showing the growth of M-Commerce sales, mobile share of total B2C E-Commerce sales or mobile
shopper penetration among online shoppers. Two charts are included for each country.

6. 6
DEFINITIONS
 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
the 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.
 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.
 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).
 COMPARISON SHOPPING WEBSITES
websites providing comparison functions, such as price and product features, among the offers of third-party
merchants and service providers (online and/or store-based); for the purchase of products such websites
usually redirect to the website with the respective offering
The following expressions and definitions are used in this B2C E-Commerce 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

7. 7
TABLE OF CONTENTS (1 OF 4)
1. Management Summary
2. Global Developments
• B2C E-Commerce Sales of Products and Services Worldwide, excl. Travel and Event Tickets, in USD billion, and in % Share of Total Retail Sales, in
2014 - 2019f
• B2C E-Commerce Sales of Physical and Digital Goods Worldwide, in USD billion, 2014-2019f, and in % Share of Total Retail Sales, 2014 & 2019f
• Breakdown of Global B2C E-Commerce Sales, by Regions and Sub-Regions, in %, 2014 & 2019f
• B2C E-Commerce Share of Total Retail Sales, by Regions, in %, 2014 & 2019f
• Number of Internet Users, by Global Regions, in millions, and in % Change, 2010 & 2015
• Internet Penetration, by Regional and Global Medians, in % of Adults, May 2015
• Top 10 Countries by B2C E-Commerce Sales, in USD billion, 2014 - 2019 and CAGR, in %, 2014 - 2019
• B2C E-Commerce Sales CAGR in the BRIC Countries, by Country, in %, 2009-2014 and 2014-2019f
• Top 10 Countries by B2C E-Commerce Market Attractiveness Index, and Index Composition, incl. Index for Online Market Size, Consumer Behavior,
Growth Potential, Infrastructure and Total Score for Online Market Attractiveness, 2015
• Top 10 Developing Economies in B2C E-Commerce Index, incl. Global Rank, 2016, Share of Individuals Using Internet, 2014, Share of Individuals with
Credit Card, 2014, Secure Internet Servers per 1 million People, 2014, UPU Postal Reliability Score and UNCTAD B2C E-Commerce Index Value, 2015
• Top 10 Countries by Number of Online Shoppers, in millions, incl. Penetration, in % of Internet Users and in % of Population, 2014
• Top 5 Countries by Share of Global Online Shoppers, in %, 2019f, and Their Shares in 2015
• Top 5 Countries by Share of Active* Online Shoppers, in % of Population, Q4 2015
• Product Categories Most Purchased Online, by Generation, in % of Online Shoppers, November 2015
• Top Factors Driving Online Purchase and In-Store Purchase, in % of Consumers, November 2015
• Major Reasons for Shopping Cart Abandonment, in % of Online Shoppers, by Selected Regions, October 2014
• Most Important Delivery Options in Online Shopping, in % of Online Shoppers, Q1 2015 & Q4 2014
• Share of Online Shoppers Willing to Pay More for Faster Shipping, by Selected Countries, in %, Q1 2015 & Q4 2014
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015
• Share of Online Shoppers Paying with Cash on Delivery, in %, by Selected Emerging Markets, 2015
• Share of Consumers Who Are Satisfied with the Payment Methods Used, by POS, Browser and Mobile, in % of Consumers in Selected Developed
Countries, June 2015
• Breakdown of Mobile Phone Ownership, by Smartphone, Other Mobile Phone and No Mobile Phone, in % of Adults, by Regional and Global Medians,
May 2015
• Share of Online Shoppers Buying Products via Mobile, in %, 2014 & 2015
• Breakdown of M-Commerce Transactions, by Mobile Browser and App, in %, Q4 2015
• Actions Conducted on Mobile Phones While Being in-Store, incl. “Compare Prices”, in % of Mobile Phone Users, 2014
• Cross-Border B2C E-Commerce Sales, in USD billion and in % of Total B2C E-Commerce Sales, 2014 – 2020f
• Breakdown of Cross-Border E-Commerce Sales, by Regions, in %, 2025f

8. 8
TABLE OF CONTENTS (2 OF 4)
2. Global Developments (Cont.)
• Cross-Border Online Shopper Penetration, by Selected Countries, in % of Online Shoppers, Oct. 2015
• Share of Online Shoppers Who are Concerned that Their Personal Information Could be Stolen, in %, 2014 & 2015
• Social Media Activities Influencing Online Shopping Behavior, in % of Online Shoppers, September 2015
• Share of Online Shoppers Visiting Social Media Sites for Inspiration when Searching for Products, by Age Groups, in %, August 2015
• Share of Online Shoppers Who Would Consider Purchasing from Marketplaces and from Retailers’ Websites, by Global Average and Top 3 Countries, in
%, August 2015
• Top 20 B2C E-Commerce Retailers, by B2C E-Commerce Sales, incl. Rank among Top Online Retailers, Rank among Top Retailers, Company Name,
Country of Origin, Retail E-Commerce Sales, in USD million, Share of Total Retail Revenues, in %, Growth Rate, in %, 2014, and CAGR, 2009-2014
3. Asia-Pacific
3.1. Advanced Markets
3.1.1. Japan
• Mobile Shopper Penetration, in % of Smartphone Users, August 2014
• Cross-Border B2C E-Commerce Imports from the USA and China, in JPY billion, 2014 - 2018f
3.1.2. South Korea
• M-Commerce Sales, in KRW trillion and in % of Total E-Commerce Sales, Q1 2013 – Q1 2015
• Cross-Border E-Commerce Imports, in USD billion, 2013 & 2014
3.1.3. Australia
• M-Commerce Sales, in AUD billion, 2014e & 2019f
• Cross-Border Online Shopper Penetration and Number, in % of Individuals and in millions, 12 Months to September 2014
3.2. Emerging Markets
3.2.1. China
• M-Commerce Sales, in CNY billion and in % of Retail E-Commerce Sales, by Comparative Estimates, 2013 - 2018f
• Number of Mobile Shoppers, in millions and in % of Mobile Internet Users, 2012 – 2014 & June 2015
3.2.2. India
• Usage of Digital Devices and Social Media Before, During and After Purchase, in % of Urban Consumers, February 2015
• M-Commerce Share of Total E-Commerce Sales, in %, 2014e & 2017f
3.2.3. Singapore
• Breakdown of Online Shopping Transactions, by Device, in %, H2 2014 & 2015e
• Reasons to Purchase Online from a Foreign Country, in % of Cross-Border Online Shoppers, April 2015
3.2.4. Indonesia
• Devices Used to Access the Internet, in % of Internet Users, 2014
• Types of Platforms Used for Online Shopping, incl. “Social Network”, in % of Internet Users, 2014

9. 9
TABLE OF CONTENTS (3 OF 4)
3. Asia-Pacific
3.2. Emerging Markets (Cont.)
3.2.5. Thailand
• Mobile Shopping App Penetration, in % of Smartphone App Users, Q1 2014 & Q1 2015
• Channels Used to Research Information about Products before Purchase, in % of Mobile Shoppers, January 2015
4. Europe
4.1. Advanced Markets
4.1.1. UK
• Usage of Click-and-Collect Services, in % of Online Shoppers, 2012 & 2015
• M-Commerce Sales, by Device and Total, in GBP billion, in % Year-on-Year Change and in % Share of Total, 2014 - 2019f
4.1.2. Germany
• Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, August 2015
• Mobile Shopper Penetration, in % of Smartphone Users, by Age Group and Gender, 2013 - 2015
4.1.3. France
• M-Commerce Sales, in EUR billion, and in % Share of Total B2C E-Commerce Sales, 2015
• Research and Purchase Methods, by Digitally and In-Store, in % of Online Shoppers, September 2015
4.1.4. Spain
• Value of E-Commerce Import Transactions, in EUR million, by Transactions with the EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of the
World and Total, 2009 - 2014 & H1 2015
• Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2015
4.1.5. Italy
• M-Commerce Share of Total E-Commerce Sales, in %, 2014 & 2017f
• Cross-Border B2C E-Commerce Imports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015e
4.2. Emerging Markets
4.2.1. Russia
• Smartphone User Penetration and Mobile Shopper Penetration, in % of Online Shoppers, by Age Group and Total, October 2015
• Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 & 2014
4.2.2. Poland
• M-Commerce Sales, in PLN billion, 2014 & 2015e
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
4.2.3. Turkey
• M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015
• Product Categories Researched via Social Media Prior to Purchase, in % of Social Media Users, 2015

10. 10
TABLE OF CONTENTS (4 OF 4)
5. North America
5.1. USA
• M-Commerce Sales, by Smartphones and Tablets, in USD billion, 2015f - 2020f
• Research and Purchase Methods Used, in % of Online Shoppers, January 2015
5.2. Canada
• M-Commerce Share of Total B2C E-Commerce Sales, in %, 2014 & 2019f
• Breakdown of Online Spending, by Country of Origin of the Seller, in %, July 2014
6. Latin America
6.1. Brazil
• M-Commerce Share of Total E-Commerce Transactions, in %, 2015 & 2016f
• Share of Online Shoppers Purchasing via Mobile Devices, by Smartphone and Tablet, in % of Online Shoppers Owing Smartphone or Tablet, October 2015
6.2. Mexico
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2015
• Shopping-Related Activities Carried Out on Mobile Devices, in % of Mobile Device Users, Q1 2015
6.3. Argentina
• M-Commerce Share of Total E-Commerce Traffic, in %, 2015
• Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, 2015e
6.4. Colombia
• Devices Used to Access the Internet, in % of Internet Users, 2013 & 2014
• Shopping-Related Activities Carried Out on Mobile Devices, in % of Smartphone Users, 2014
7. Middle East & Africa
7.1. South Africa
• Shopping-Related Activities Carried out via Mobile Internet, in % of Mobile Internet Users, August 2015
• Share of Online Shoppers Who Check a Retailer's Flyer Online to Ensure They Get the Best Deal Prior to Purchasing, in %, October 2015
7.2. UAE
• M-Commerce Share of B2C E-Commerce Sales, in %, 2013 & 2015
• Breakdown of the Last Online Purchase, by Website Type, in % of Online Shoppers, April 2015
7.3. Saudi Arabia
• Social Media Platforms Influencing Purchasing Decisions, in % of Consumers, 2015
• Breakdown of Internet Traffic, by Device, in %, 2015
7.4. Egypt
• Number of Internet Subscriptions by Type, in millions, February 2015 & February 2016
• Mobile Share of Online Purchases, in %, 2015e

11. 11
1. Management
Summary
11 – 16
2. Global
Developments
17 – 51
3.
3.1.
3.1.1.
3.1.2.
3.1.3.
3.2.
3.2.1.
3.2.2.
3.2.3.
3.2.4.
3.2.5.
Asia-Pacific
Advanced Markets
Japan
South Korea
Australia
Emerging Markets
China
India
Singapore
Indonesia
Thailand
52 – 69
52 – 58
53 – 54
55 – 56
57 – 58
59 – 69
60 – 61
62 – 63
64 – 65
66 – 67
68 – 69
4.
4.1.
4.1.1.
4.1.2.
4.1.3.
4.1.4.
4.1.5.
4.2.
4.2.1.
4.2.2.
4.2.3.
Europe
Advanced Markets
UK
Germany
France
Spain
Italy
Emerging Markets
Russia
Poland
Turkey
70 – 87
70 – 80
71 – 72
73 – 74
75 – 76
77 – 78
79 – 80
81 – 87
82 – 83
84 – 85
86 – 87
5.
5.1.
5.2.
North America
USA
Canada
88 – 92
89 – 90
91 – 92
6.
6.1.
6.2.
6.3.
6.4.
Latin America
Brazil
Mexico
Argentina
Colombia
93 – 101
94 – 95
96 – 97
98 – 99
100 – 101
7.
7.1.
7.2.
7.3.
7.4.
Middle East & Africa
South Africa
UAE
Saudi Arabia
Egypt
102 – 110
103 – 104
105 – 106
107 – 108
109 – 110

12. 12
7%
12%
16%
21%
28%
0% 20% 40% 60% 80% 100%
55+
45-54
35-44
25-34
18-24
in % of Online Shoppers
18-24 year-old online shoppers (28%) were most likely to visit social
media sites for inspiration when researching products, as of Aug. 2015.
Global: Share of Online Shoppers Visiting Social Media Sites for Inspiration when Searching for Products,
by Age Groups, in %, August 2015
Survey: based on a survey of 12,000 adults in 12 countries, conducted in August 2015
Source: Pitney Bowes, ORC International, October 2015

13. 13
M-Commerce
Transactions
20%
Other E-Commerce
Transactions
80%
2016f2015
M-Commerce
Transactions
30%
Other E-Commerce
Transactions
70%
M-Commerce’s share of total E-Commerce transactions in Brazil is
predicted to reach 30% in 2016, up from 20% in 2015.
Brazil: M-Commerce Share of Total E-Commerce Transactions, in %, 2015 & 2016f
Source: ABComm cited by Ecommercenews.com.br, January 2016