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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 B2C E-Commerce market in Latin America. It includes relevant information about international comparisons, B2C E-Commerce sales and
shares, Internet users and shoppers, products, payment methods, delivery and players.
 All major countries in Latin America are included, though data availability varied across the countries. The leading country in the region in terms of B2C E-
Commerce sales is covered in a larger scope than the remaining countries.
 Besides country data, regional information is also included.
Report Structure
 The regional chapter opens the report, including global and regional comparisons that concern criteria related to B2C E-Commerce, such as B2C E-Commerce
sales, Internet and online shopper penetration.
 The rest of the report is divided by countries. The countries are presented in the order of descending B2C E-Commerce sales.
 Each country chapter starts with an overview of the development of B2C E-Commerce in the respective country, also featuring international comparisons.
 Next, the “Trends” section includes an overview of market trends, such as cross-border B2C E-Commerce, M-Commerce, and online price comparison.
 The section “Sales & Shares” covers the development of B2C E-Commerce sales, including forecasts where available. Furthermore, this section shows the
development of the B2C 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, such as the importance of delivery-related factors to online shoppers.
 Furthermore, the “Payment” section covers the payment methods most used by online shoppers and other related information.
 Finally, the “Players” section includes information about the leading E-Commerce players, such as online and multichannel retailers and marketplaces, including
rankings.

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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 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.
 ONLINE PAYMENT
transfer of money made over the Internet following a consumer’s payment command, includes payments for
product and service purchase in E-Commerce and M-Commerce.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
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

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TABLE OF CONTENTS (1 OF 10)
1. Management Summary
2. Regional
• Breakdown of Global B2C E-Commerce Sales, by Regions, incl. Latin America, in %, 2014 & 2019f
• B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Latin America, in %, 2015e
• B2C E-Commerce Sales, by Comparative Estimates, in USD billion, and CAGR, in %, 2013 - 2019f
• B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, by Argentina, Brazil, Mexico, and Regional, 2014 - 2019f
• B2C E-Commerce Sales, in USD billion, and CAGR, in %, by Argentina, Brazil and Mexico, 2014 & 2019f
• B2C E-Commerce Sales CAGR, in %, by Argentina, Brazil, Mexico and Rest of Latin America, 2013-2018f
• B2C E-Commerce Share of Total Retail, in %, by Argentina, Brazil, Mexico, and Regional, 2014-2019f
• Internet Penetration, by Argentina, Brazil, Chile, Colombia, Cuba, Dominican Republic, Ecuador, Mexico, Peru, Venezuela, in % of
Individuals, 2014
• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, by Argentina, Brazil, Mexico and Regional, 2014 - 2019f
• Online Shopper Penetration on Banked and Unbanked Population with Internet Access, in %, by Brazil, Chile, Colombia, Mexico, Peru and
Dominican Republic, 2013 & 2014
• Online Shopper Penetration, in % of Internet Users in Higher-Income Groups, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, 2012,
2015 & 2018f
• Online Spending per Online Shopper, in USD, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, 2014 & 2015
• Product Categories Most Purchased Online, by Rank, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, January 2015
• Payment Methods Most Used in Online Shopping, by Selected Countries and Total, in % of Online Shoppers, 2014
• Major Reasons for Shopping Cart Abandonment in Brazil and Mexico, Compared to the USA, Asia-Pacific and Western Europe in % of
Online Shoppers, October 2014
• Devices Used for Shopping Online, in % of Online Shoppers, January 2015
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Argentina, Brazil and Mexico, November 2015
• Share of Online Shoppers Buying Physical Goods Online from the USA, in %, September 2014
• Top 5 US-based Online Retailers by E-Commerce Sales in Latin America, in USD million, and Rank among Online Retailers in Latin
America, 2014
• Top 10 E-Commerce Website , by Unique Visitors, in millions, October 2015

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TABLE OF CONTENTS (2 OF 10)
3. Brazil
3.1. Overview
• B2C E-Commerce Overview and International Comparisons, March 2016
3.2. Trends
• 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
• Websites Used to Choose an Online Shop, in % of Frequent Online Shoppers, 2014
• Global Regions Purchased from in Cross-Border Online Shopping, in % of Online Shoppers, October 2015
3.3. Sales & Shares
• B2C E-Commerce Sales, by Comparative Estimates, in USD billion and in BRL billion, and CAGR, in %, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, 2015e
• B2C E-Commerce Share of Total Retail Sales, in %, 2014 - 2019f
3.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Online Shopper Penetration, in % of Internet Users, 2010 - 2014
• Online Shopper Penetration, in % of Internet Users, 2014 - 2019f
• Online Shopper Penetration, in % of Internet Users, by Selected Age Groups and Total, June 2015
• Number of Online Shoppers, in millions, and CAGR, in %, by Comparative Estimates, 2014 - 2019f
• Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, 2014
3.5. Products
• Breakdown of B2C E-Commerce Transactions, by Product Categories, in %, 2013 & 2015e

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TABLE OF CONTENTS (3 OF 10)
3. Brazil (Cont.)
3.6. Payment
• Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
3.7. Delivery
• Willingness to Pay Additionally for Faster Shipping, in % of Online Shoppers, Q4 2014 & Q1 2015
• Breakdown of E-Commerce Logistics Operation Costs, incl. Shipping, in %, 2013 & 2015e
• Logistics Services Used, in % of Online Retailers, 2013 & 2015e
3.8. Players
• B2C E-Commerce Players Overview, March 2016
• Overview of Top 15 E-Commerce Companies, by Revenues, incl. E-Comm. Websites, Company Type, Category, Gross E-Commerce
Revenues, Total Revenues, and E-Commerce Share of Revenues, 2014
• Top 5 Online Retailers by Online Revenues, in USD million, 2013 & 2014
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015
4. Mexico
4.1. Overview
• B2C E-Commerce Overview and International Comparisons, March 2016
4.2. Trends
• 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

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TABLE OF CONTENTS (4 OF 10)
4. Mexico (Cont.)
4.3. Sales & Shares
• B2C E-Commerce Sales, by Comparative Estimates, in USD billion and in MXN billion, and CAGR, in %, 2014 - 2020f
• B2C E-Commerce Share of Retail Sales, in %, 2015
4.4. Users & Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2010 - 2015
• Online Shopper Penetration, in % of Internet Users and in millions, 2015
• Number of Individuals Who Conducted Transactions over the Internet, by Total and Conducted Both Purchase and Payment Transactions,
Purchase Transactions Only, and Payment Transactions Only, 2011-2015
4.5. Products
• Products Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Spending per Category, in MXN, Q1 2015
4.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, June 2015
4.7. Delivery
• Promotions Offered by Online Retailers, incl. Shipping, in %, 2014
4.8. Players
• Market Shares of Top 10 B2C E-Commerce Companies, by Company, in %, 2014

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TABLE OF CONTENTS (5 OF 10)
5. Argentina
5.1. Overview
• B2C E-Commerce Overview and International Comparisons, March 2016
5.2. Trends
• M-Commerce Share of Total E-Commerce Traffic, in %, 2015
• Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, 2015e
5.3. Sales & Shares
• B2C E-Commerce Sales, in ARG billion, 2014 & 2015
• E-Commerce Share of Total Retail, in %, 2014 & 2015
5.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2015
• Online Shopper Penetration, in % of Internet Users, 2014 & 2015
5.5. Products
• Top 3 Product Categories Purchased Online, in % of Online Shoppers, H1 2015
• Top 5 Product Categories by E-Commerce Sales Growth, in %, and E-Commerce Sales, in ARG billion, 2015
5.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2013 & 2014

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TABLE OF CONTENTS (6 OF 10)
5. Argentina (Cont.)
5.7. Delivery
• Delivery Methods Used in Online Shopping, in % of Online Shoppers, 2014
• Breakdown of Delivery Times Offered by E-Commerce Retailers, in %, 2014
5.8. Players
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015
6. Colombia
6.1. Overview
• B2C E-Commerce Overview and International Comparisons, March 2016
6.2. Trends
• 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
6.3. Sales & Shares
• B2C E-Commerce Sales, in USD billion, 2014, 2015e & 2018f
• B2C E-Commerce Share of Retail Sales, in %, 2014
6.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Number of Internet Subscriptions, by Fixed, Mobile and Total, in millions, Q1 2012 – Q3 2014
• Activities Carried out Online, incl. Online Shopping, in % of Internet Users, 2013 & 2014

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TABLE OF CONTENTS (7 OF 10)
6. Colombia (Cont.)
6.5. Products
• Products Purchased Online, in % of Online Shoppers, July 2015
6.6. Payment
• Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
6.7. Delivery
• Share of Online Shoppers Considering Delivery Tracking as a Decisive Factor in Online Shopping, in %, September 2014
6.8. Players
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015
7. Chile
7.1. Overview
• B2C E-Commerce Overview and International Comparisons, March 2016
7.2. Trends
• Devices Used to Access the Internet, in % of Households with Internet Access, January 2015
• M-Commerce Share of Total B2C E-Commerce During CyberMonday, by Visits and Sales, in %, November 2015

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TABLE OF CONTENTS (8 OF 10)
7. Chile (Cont.)
7.3. Sales & Shares
• B2C E-Commerce Sales, in USD million, and in % Year-on-Year Change, 2011-2015
• B2C E-Commerce Share of Retail Sales, in %, 2015
• B2C E-Commerce Share of Retail Spending on Bank Cards, by Retail, Excluding Travel, Entertainment and Services, and Total Retail. in
%, H1 2013 - H2 2015
7.4. Users & Shoppers
• Internet Penetration, in % of Households, by Urban, Rural and Total, 2013 & 2014
• Breakdown of Internet Users by Time of Last Online Purchase, by Total, Gender, Age Group and Location Type, in %, January 2015
• Reasons for Not Shopping Online, in % of Internet Users Who Have Not Shopped Online, January 2015
7.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, by Urban, Rural and Total, January 2015
7.6. Payment
• Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
7.7. Delivery
• Breakdown of Most Important Factors in Online Purchasing Decision, incl. “Delivery speed”, in % of Online Shoppers, July 2015
7.8. Players
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015

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TABLE OF CONTENTS (9 OF 10)
8. Peru
8.1. Overview
• B2C E-Commerce Overview and International Comparisons, March 2016
8.2. Trends
• Breakdown of Devices Used in Online Shopping, in % of Online Shoppers, July 2015
8.3. Sales & Shares
• B2C E-Commerce Sales of Physical and Digital Products, in USD million, 2009 & 2014
• B2C E-Commerce Share of Retail Sales, in %, 2014
8.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010-2014
• Online Shopper Penetration, in % of Internet Users, December 2015
8.5. Products
• Product Purchased Online, in % of Online Shoppers, H1 2015
• Product Categories Purchased Online, in % of Online Shoppers, 3 Months to December 2015
• B2C E-Commerce Sales, by Selected Product Categories, incl. Consumer Electronics, Media Products and Personal Accessories, in USD
million and in % CAGR, 2009 & 2014
8.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, H1 2015
• Number of Credit Card Transactions in B2C E-Commerce, in millions, 2012 & 2014

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TABLE OF CONTENTS (10 OF 10)
8. Peru (Cont.)
8.7. Delivery
• Breakdown of Reasons for Not Shopping Online, incl. Shipping Costs, in % of Internet Users, December 2015
8.8. Players
• Market Shares of the Top 3 B2C E-Commerce Companies, in %, 2015
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015

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1. Management Summary 17– 22
2. Regional 23 – 43
3. Brazil 44 – 68
4. Mexico 69 – 82
5. Argentina 83 – 96
6. Colombia 97 – 109
7. Chile 110 – 123
8. Peru 124 – 138

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6%
24%
29%
69%
0% 20% 40% 60% 80% 100%
Smart TV
Smartphone
Tablet
Laptop
in % of Online Shoppers
29% of online shoppers in Latin America made purchases via “Tablet”
and 24% via “Smartphone” in January 2015.
Latin America: Devices Used for Shopping Online, in % of Online Shoppers, January 2015
Survey: a survey of 1,798 individuals was conducted between December 2014 and January 2015 in major cities in Latin America, including 402 in Brazil, 387 in Mexico, 276 in
Argentina, 230 in Colombia, 267 in Chile, 236 in Peru; the sample included individuals in household higher income classes A/B (USD 3,600 in Brazil, USD 3,700 in
Mexico, USD 800 in Argentina, USD 3,500 in Chile, USD 2,500 in Colombia, USD 2,400 in Peru)
Source: IDC and PayPal cited by America Economia Tecno, August 2015

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B2C E-Commerce
2%
Other Retail Sales
98%
B2C E-Commerce’s share of total retail sales in Mexico amounted
to 2% in 2015.
Mexico: B2C E-Commerce Share of Retail Sales, in %, 2015
Source: AMIPCI cited by Excelsior, March 2016

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