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RESEARCH ON INTERNATIONAL MARKETS
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August 2015

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RESEARCH ON INTERNATIONAL MARKETS
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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 were 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, M-Commerce
and omnichannel 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.
 Click-and-Collect: a delivery option in B2C E-Commerce, where purchases can be ordered online and picked-up in-store (or from other physical
location)
 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
• Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Selected Countries, incl.
Singapore, in %, Q4 2014
• Mobile Shopper Penetration in Asia-Pacific, by Selected Countries, incl. Singapore, in % of Respondents, 2012 – 2014
• Number of Internet Users in Asia-Pacific, by Country, incl. Singapore, in millions, 2013 – 2018f
• Internet Penetration on the Population in Asia-Pacific, by Country, incl. Singapore, in %, 2013 - 2018f
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, incl. Singapore, April 2015
• Internet Penetration in Southeast Asia, by Country, incl. Singapore, in % of Population, 2014
• B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Singapore, in %, 2013
• Devices Most Used for Online Shopping in Southeast Asia, by Country, incl. Singapore, 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. Singapore, 2014/Q1
2015
• Activities Carried Out on Smartphones at Least Weekly in Southeast Asia, incl. Purchase, by Country, incl. Singapore, in % of Smartphone
Users, 2014/Q1 2015
• Top 3 Drivers of Online Shopping in Southeast Asia, by Countries, incl. Singapore, Q1 2014
• Share of Internet Users Who Do Not Trust to Provide Credit Card Information Online in Southeast Asia, by Country, incl. Singapore,
Compared to Global Average, in % of Internet Users, Q1 2014
3. Trends
• B2C E-Commerce Trends Overview, August 2015
• Devices Used to Access the Internet, in % of Internet Users, 2014e
• Breakdown of Online Shopping Transactions, by Device, in %, H2 2014 & 2015f
• Products Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, April 2015
• Reasons to Purchase Online from a Foreign Country, in % of Cross-Border Online Shoppers, April 2015
• Breakdown of Likelihood of Promoting a Brand/Product on Social Media When Satisfied with the Purchase, in % of Online Shoppers,
October 2014
Table of Contents (1 of 2)

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4. Sales & Shares
• E-Commerce Sales, in USD billion, 2010 & 2014
• B2C E-Commerce Sales of Goods, in SGD million, 2013 & 2018f
• B2C E-Commerce Share of Total Retail Sales, in % and in USD billion, 2013
• Breakdown of Monthly Household Expenditure, by Online and Offline, by All Households and Households which Shop Online, in %,
2012/2013
5. Internet Users & Online Shoppers
• Internet Penetration, in % of Households, 2010 - 2014
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Online Shopper Penetration, in % of Internet Users, 2009 - 2013
• Online Shopper Penetration, in % of Internet Users, by Age Group, 2012 & 2013
• Breakdown of Annual Spending on Online Purchases, in % of Online Shoppers, 2011 - 2013
6. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2012 & 2013
• Top Two Physical Product Categories Purchased Online, in % of Online Shoppers, September 2014
• Breakdown of Monthly Household Online Expenditure, by Product Category, in %, 2012/2013
• Online Share of Average Monthly Households Expenditure, by Product Category, in %, 2012/2013
7. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, by Age Group and Total, 2013
8. Delivery
• Share of Online Shoppers Who Believe that Free Shipping is Critical in Online Purchase Decision, in %, October 2014
• Actions Taken to Qualify for Free Shipping, in % of Online Shoppers, October 2014
9. Players
• E-Commerce Player Overview, August 2015
• Top 10 Local E-Commerce Websites, by Website Rank*, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July
2015
Table of Contents (2 of 2)

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1. Management Summary 9 – 11
2. Overview & International Comparisons 12 – 25
3. Trends 26 – 32
4. Sales & Shares 33 – 37
5. Users & Shoppers 38 – 43
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Table of Contents
6. Products 44 – 48
7. Payment 49 – 50
8. Delivery 51 – 53
9. Players 54 – 56

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In Singapore, “Appealing Offer” (42%) was the main reason for making
online purchases cross-border in April 2015.
Singapore: Reasons to Purchase Online from a Foreign Country, in % of Cross-Border Online Shoppers,
April 2015
13%
13%
16%
20%
29%
36%
42%
0% 20% 40% 60% 80% 100%
Recommendations from Others
Trustworthiness of the (Online) Shop
Better Quality of Products
Better Conditions (Service, Terms of Payment or Price)
Broader Range of Products
Better Availability
Appealing Offer
in % of Cross-Border Online Shoppers
Note: does not add up to 100% due to multiple answers possible
Survey: based on a survey of around 1,000 Internet users (accessing via computer, tablet or smartphone), conducted in the period November 2014 to April 2015; base of
respondents to this question were Internet users who ever purchased a product/service online from abroad
Source: Google, TNS, August 2015

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In October 2014, 72% of online shoppers in Singapore believed that
free shipping was critical in the online purchase decision.
Singapore: Share of Online Shoppers Who Believe that Free Shipping is Critical in Online Purchase
Decision, in %, October 2014
Online Shoppers Who
Believe that Free Shipping
is Critical in Online
Purchase Decision
72%
Others
28%
Survey: based on a survey of over 5,200 online shoppers in China, Hong Kong, Japan, South Korea and Singapore, conducted between September and October 2014
Source: UPS, ComScore cited by Marketing Interactive, March 2015

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