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RESEARCH ON INTERNATIONAL MARKETS
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September 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 report, major B2C E-Commerce trends, sales figures, share of the total retail market, main online product categories, and relevant
information about Internet users, online shoppers and leading E-Commerce companies are included.
 The regional chapter opens the report, highlighting regional developments, such as sales, and international comparisons of the countries in the
sub-region among themselves and to other countries in the region and worldwide. The comparisons concern criteria related to B2C E-
Commerce, such as 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. Where no
comparative sales were available, other relevant criteria were applied to determine the order, such as Internet and online shopper penetration.
 Each country chapter starts with an overview of the B2C E-Commerce market in the respective country.
 Next, the “Trends” section provides an overview of B2C E-Commerce market trends, such as social commerce, cross-border online shopping,
M-Commerce, omnichannel retail and regulatory trends.
 The section “Sales & Shares” includes the development of B2C E-Commerce sales, including historical sales and forecasts, where available.
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 penetration and online shopper penetration is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 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.
 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.
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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. Regional & International Comparisons
• B2C E-Commerce Sales in Southeast Asia, in USD billion, 2009, 2014 & 2019f
• B2C E-Commerce Share of Total Retail Sales in Southeast Asia, in %, 2014 & 2019f
• B2C E-Commerce Sales in Southeast Asia, in USD billion, 2013 & 2018f
• Online Shopper Penetration, by Selected Emerging Markets, incl. Countries in Southeast Asia, in % of Adult Internet Users, May 2014
• Number of Internet Users in Asia-Pacific, by Country, incl. Countries in Southeast Asia, in millions, 2013 – 2018f
• Internet Penetration in Asia-Pacific, by Country, incl. Countries in Southeast Asia, 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.
Countries in Southeast Asia, in %, Q4 2014
• Mobile Shopper Penetration in Asia-Pacific, by Selected Countries, incl. Countries in Southeast Asia, in % of Respondents, 2012 – 2014
• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, incl. Countries in Southeast
Asia, April 2015
• Internet Penetration in Southeast Asia, by Country, in % of Population, 2014
• B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, in %, 2013
• Devices Most Used for Online Shopping in Southeast Asia, by Country, 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, 2014/Q1 2015
• Activities Carried Out on Smartphones at Least Weekly in Southeast Asia, incl. Purchase, by Country, in % of Smartphone Users, 2014/Q1
2015
• Top 3 Drivers of Online Shopping in Southeast Asia, by Country, Q1 2014
• Share of Internet Users Who Do Not Trust to Provide Credit Card Information Online in Southeast Asia, by Country, Compared to Global
Average, in % of Internet Users, Q1 2014
3. Singapore
3.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
Table of Contents (1 of 7)

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3. Singapore (Cont.)
3.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Breakdown of Online Shopping Transactions, by Device, in %, H2 2014 & 2015f
• Products Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, April 2015
3.3. Sales & Shares
• B2C E-Commerce Sales, in SGD million, 2013 & 2018f
• B2C E-Commerce Share of Total Retail Sales, in % and in USD billion, 2013
3.4. Users & Shoppers
• Internet Penetration, in % of Households, 2010 - 2014
• Online Shopper Penetration, in % of Internet Users, 2009 – 2013
3.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2012 & 2013
3.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, by Age Group and Total, 2013
3.7. Delivery
• Actions Taken to Qualify for Free Shipping, in % of Online Shoppers, October 2014
3.8. 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 7)

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Table of Contents (3 of 7)
4. Indonesia
4.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
4.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Devices Most Used for Online Shopping, in % of Online Shoppers, Q1 2014
• Types of Platforms Used for Online Shopping, incl. “Social Network”, in % of Internet Users, 2014
• Overview of B2C E-Commerce Regulatory Trends, August 2015
4.3. Sales & Shares
• B2C E-Commerce Sales, in USD million, 2009 & 2014
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 - 2018f
4.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Activities Carried Out Online, incl. Online Purchase, in % of Internet Users, 2014
• Online Shopper Penetration, in % of Internet Users, 2013 - 2018f
4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2014
4.6. Payment
• Online Payment Methods Used in Online Shopping, in % of Online Shoppers, 2014
4.7. Delivery
• Criteria for Choosing an E-Commerce Website, incl. “Safe Transactions and Delivery”, in % of Online Shoppers, 2014
4.8. Players
• E-Commerce Player Overview, August 2015
• E-Commerce Websites Purchased From, in % of Online Shoppers, 2014
• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July 2015

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Table of Contents (4 of 7)
5. Malaysia
5.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
5.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Reasons to Purchase Online from a Foreign Country, in % of Cross-Border Online Shoppers, April 2015
• Breakdown of Likelihood of Following a Brand on Social Media, in % of Internet Users, March 2015
5.3. Sales & Shares
• B2C E-Commerce Sales, in MYR billion, 2013 & 2020f
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 & 2020f
5.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Activities Carried Out Online, incl. Purchasing and Ordering Goods and Services, in % of Internet Users, 2013
5.5. Products
• Products Purchased Online, in % of Online Shoppers, 2013
5.6. Payment
• Online Payment Overview, August 2015
5.7. Delivery
• Reasons for Not Purchasing or Ordering Goods and Services Online, incl. Delivery, in % of Internet Users Who Do Not Purchase Online, 2013
5.8. 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

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Table of Contents (5 of 7)
6. Thailand
6.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
6.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Breakdown of Devices Used for Shopping Online, in % of Online Shoppers, June 2014
• Channels Used to Research Information about Products before Purchase, in % of Mobile Shoppers, January 2015
6.3. Sales & Shares
• B2C E-Commerce Sales, in USD million, 2013 & 2018f
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 & 2020f
6.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Activities Carried Out Online, incl. Purchase of Goods and Services, in % of Internet Users, 2014
6.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, May 2015
6.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, May 2015
6.7. Delivery
• Delivery Methods Used in Online Shopping, in % of Online Shoppers, May 2015
6.8. 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

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Table of Contents (6 of 7)
7. Philippines
7.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
7.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Product Categories Purchased via Social Messaging Apps on Mobile Phones, in % of Mobile Internet Users, June 2014
• Breakdown of Experience with Online Shopping, by Buying from Local Websites Only, Buying from Local and Overseas Websites and Not
Buying Online, in % of Internet Users, August 2014
7.3. Sales & Shares
• E-Commerce Sales, USD billion, 2014 & 2015f
• B2C E-Commerce Share of Total Retail Sales, in %, 2014
7.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
7.5. Products
• Top 3 Product/Service Categories to Purchase Online in the Next 6 Months, in % of Internet Users, Q1 2014
7.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, August 2014
7.7. Delivery
• Overview of B2C E-Commerce Delivery, August 2015
7.8. 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

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Table of Contents (7 of 7)
8. Vietnam
8.1. Overview
• B2C E-Commerce Overview and International Comparisons, August 2015
8.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• Product Categories Purchased Online via Facebook, in % Online Shoppers Who Purchase on Facebook, December 2014
• Online/Offline Purchase Behavior after Online/Offline Research, in % of Internet Users, 2014/April 2015
8.3. 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 EUR billion, 2013 & 2018f
8.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 – 2014
8.5. Products
• Product Categories Purchased Online, in % Online Shoppers, 2013 & 2014
8.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2013 & 2014
8.7. Delivery
• Complaints Received by E-Commerce Websites, incl. Delivery, in % of E-Commerce Websites, 2014
8.8. Players
• E-Commerce Player Overview, August 2015
• Top 10 E-Commerce Websites by Visits, by Website Rank, August 2015

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1. Management Summary 14 – 21
2. Regional 22 – 38
3. Singapore 39 – 52
4. Indonesia 53 – 69
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Table of Contents
5. Malaysia 70 – 83
6. Thailand 84 – 97
7. Philippines 98 – 110
8. Vietnam 111 – 124

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“Mobile” (49%) was ahead of “Laptop” (21%) and “Desktop”
(20%) in usage for online shopping in Thailand in June 2014.
Thailand: Breakdown of Devices Used for Shopping Online, in % of Online Shoppers, June
2014
Mobile
49%
Laptop
21%
Desktop
20%
Tablet
10%
Survey: based on a survey of 55,000 Internet users in 50 countries worldwide, including Thailand, conducted between March and June 2014
Source: TNS cited by Marketingoops, October 2014
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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In 2014, “SMS Banking” (67%) and “Internet Banking” (33%) were the
online payment methods most used by online shoppers in Indonesia.
Indonesia: Online Payment Methods Used in Online Shopping, in % of Online Shoppers, 2014
0.2%
0.8%
2.3%
2.7%
7.4%
24.7%
33.0%
67.4%
0% 20% 40% 60% 80% 100%
Dompetku XL
T-Cash
Rekber
PayPal
ATM
Credit Card
Internet Banking
SMS Banking
in % of Online Shoppers
Note: does not add up to 100% due to multiple answers possible;
Survey: based on a survey of 2,000 individuals, aged 18+, from 42 counties and municipalities located on islands in the East and West parts of Indonesia, conducted in 2014
Source: Indonesian Internet Service Provider Association (APJII), Center for Communication Studies, University of Indonesia, April 2015
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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