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RESEARCH ON INTERNATIONAL MARKETS
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February 2015

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PREFACE
Market reports by yStats.com inform top managers about recent market trends and assist with strategic company decisions.
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© Copyright 2015. yStats.com GmbH & Co. KG, 22765 Hamburg, Germany.

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Methodology (1 of 2)
This B2C E-Commerce Report by yStats.com is produced in a holistic approach to contain relevant information about recent market trends,
sales figures, shares, products, Internet users and Internet shoppers as well as important player news in B2C E-Commerce in the relevant
country.
 This report includes the results of secondary market research: By using various sources we ensure maximum objectivity for all obtained data.
As a result companies get a precise and unbiased impression of the market situation.
 The report covers the B2C E-Commerce market. It takes into account a wide definition of B2C E-Commerce, and might include mobile
commerce and social commerce. B2B E-Commerce and C2C E-Commerce are not included, unless stated otherwise.
 This report contains a Management Summary, summarizing the main information provided in each chapter.
 Cross referencing of data was conducted in order to ensure validity and reliability.
 Besides providing information on the specific topic, every chart contains an Action Title, which summarizes the main statement of the chart and
a Sub Title, which gives information about the country, the topic, the unit or currency, and the time period the data on the chart refers to.
 Furthermore, the source of information and its release date are provided on every chart. It is possible that the information included in one chart
is derived from several sources. Then, all sources are mentioned on the chart.
 This report also includes rankings. Within these rankings, it is possible that the total amount adds up to more than 100%. If this is the case,
multiple answers were possible, and this is then mentioned in the note of the chart.
 If available, additional information about the data collection, for example the time of survey and number of people asked, 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 were mostly used. When referencing them 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 previous year was used.
 This report includes mainly data from the last 12 months. The exact publication dates are mentioned in every chart.
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Methodology (2 of 2)
 This report opens with a regional and international comparisons chapter where the covered country is compared to other countries in the
regions and worldwide, in terms of B2C E-Commerce indicators, such as Internet and mobile penetration, users and shoppers and others. Also
the charts covering region as a whole are included, featuring sales and shares numbers and forecasts.
 In the next chapter, a qualitative overview of the B2C E-Commerce development in the country is presented.
 Afterwards, chart or charts relevant to B2C E-Commerce trends, such as M-Commerce, are included.
 The chapter “Sales” covers B2C E-Commerce sales numbers for the country.
 The following chapter, “Users & Shoppers” provides information about Internet users number and penetration.
 Main product categories purchased online were ranked in the chapter “Products”.
 Information related to payment and delivery methods was presented afterwards.
 Furthermore, major players in the B2C E-Commerce market were identified and presented in rankings and a text chart containing qualitative
information and important news.
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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 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 transactions via mobile
phones.
 Cross-Border B2C E-Commerce: sale of goods (and services) directly to consumers in other countries, with goods (and services) being ordered
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 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 Classifieds: websites displaying small advertisements about sale of goods and/or services, usually placed by individuals or small sellers.
 Daily Deals: daily deals websites partner with local merchants to provide products and services to customers at significantly reduced price, under
the condition that a certain minimum number of buyers will purchase it and/or available for a limited period of time.
 Online Payment: paying for transactions conducted through B2C E-Commerce is considered online payment. For online payment, there are
several options such as payment through PayPal, payment by credit card, through bank transfer, or with a mobile phone (“Mobile Payment”).
 Mobile Payment: Wide definition of mobile payments includes payments made in remote mobile payments and payments made in-store with
mobile devices (such as with NFC and QR scanning technology). P2P mobile payment transactions might also be included.
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Table of Contents (1 of 2)
1. Management Summary
2. Regional & International Comparisons
• Breakdown of B2C E-Commerce Sales, by Regions, incl. Middle East and Africa, in %, 2013 & 2018f
• Online Shopper Penetration, by Region, in % of Internet Users, incl. Middle East & Africa, 2013 - 2018f
• Share of Consumers who Prefer to Shop Online, in % of Consumers who Connect to the Internet at Least Once a Week, by Selected Countries,
incl. South Africa and Nigeria, July 2014
• Leading Online Activities, in % of Internet Users who Use the Internet at Least Once a Week, by Selected Countries, incl. South Africa and
Nigeria, July 2014
• Product Categories Purchased Online, in % of Online Shoppers, by Selected Countries, incl. South Africa and Nigeria, July 2014
• Online Shopping Destinations, in % of Internet Users Who Use the Internet at Least Once, by Selected Countries, incl. South Africa and
Nigeria, July 2014
• B2C E-Commerce Sales, in USD billion, 2013 & 2018
• Online Shopper Penetration, in % of Respondents, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
• Share of Respondents who Do Not Shop Online Because of Concerns about Safety of Online Payment Transactions, by Egypt, Kenya,
Morocco, Nigeria and South Africa, in %, 2013
• Share of Respondents Who Shopped or Intend to Shop via Mobile Phones, in %, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
• Number of Internet Users, by Egypt, Nigeria and South Africa, in millions, 2013 - 2018f
• Internet Penetration, by Selected Countries, in % of Population, 2013
• Mobile Phone Users, in millions, and Penetration, in % of Population, by Egypt, Nigeria and South Africa, 2013 - 2018f
• Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, by Egypt, Nigeria and South Africa, 2013 - 2018f
• Payment Card Penetration per 100 Inhabitants, by Egypt, Kenya, Morocco, Nigeria and South Africa, 2013
3. Overview
• B2C E-Commerce Overview and International Comparisons, January 2015
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Table of Contents (2 of 2)
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4. Trends
• Share of Mobile Shoppers on Total Online Shoppers, in %, June 2014
5. Sales
• E-Commerce Sales, in USD million, 2012 & 2014e
• B2C E-Commerce Sales, in NGN billion, 2010-2012
6. Users & Shoppers
• Internet Penetration, in % of Individuals, 2009 – 2013
• Number of Internet Users, in millions, 2013 - 2018f
7. Products
• Breakdown of Product Categories Most Purchased Online, in % of Online Shoppers, June 2014
8. Payment
• Number and Value of Mobile Payment Transactions, in thousands and in NGN billion, 2012, 2013, & January-October 2014
• Number and Value of Internet Payment Transactions, in thousands and in NGN billion, 2012, 2013, & January-October 2014
9. Delivery
• Breakdown of Preferred Delivery Options, in % of Online Shoppers, June 2014
10. Players
• B2C E-Commerce Players Overview, January 2015
• Breakdown of the Most Popular E-Commerce Websites, in % of Online Shoppers, June 2014
• Breakdown of Factors Influencing the Choice of Favorite Online Stores, in % of Online Shoppers, June 2014

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1. Management Summary 8 – 10
2. Regional & International Comparisons 11 – 26
3. Overview 27 – 28
4. Trends 29 – 30
5. Sales 31 – 33
6. Users & Shoppers 34 – 36
7. Products 37 – 38
8. Payment 39 – 41
9. Delivery 42 – 43
10. Players 44 – 48
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Table of Contents

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As of June 2014, 60% of online shoppers in Nigeria used mobile devices
to make purchases online.
Nigeria: Share of Mobile Shoppers on Total Online Shoppers, in %, June 2014
Other
40%
Mobile Shoppers
60%
Survey: based on a survey of respondents across different locations in Nigeria, conducted at the end of June 2014
Definition: online shoppers who made online purchases via mobile devices
Source: Terragon Group cited by IT News Africa, July 2014

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In Nigeria, Internet penetration improved from 20% individuals in 2009
to 38% of individuals in 2013.
Nigeria: Internet Penetration, in % of Individuals, 2009 - 2013
in%ofIndividuals
20,0%
24,0%
28,4%
32,8%
38,0%
0%
20%
40%
60%
80%
100%
2009 2010 2011 2012 2013
Source: ITU, 2014

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