Sample Report: Global Cross-Border B2C E-Commerce 2017

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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 global cross-border B2C E-Commerce market. It includes information about cross-border E-Commerce exports and imports, with a focus

on cross-border imports and cross-border online shopper behavior.

All global regions are covered in this report, with data availability varying across the markets.

Report Structure

Information about global developments and trends is presented first. This includes forecasts regarding cross-border B2C E-Commerce sales and their share of

total B2C E-Commerce sales worldwide and by region, cross-border online shopper penetration worldwide and in top 10 countries, drivers and barriers of cross-

border online shopping according to consumers, ranking of product categories purchased by cross-border online shoppers, information about payment and

delivery in cross-border E-Commerce.

The rest of the report divided by regions. Within the regional chapters, regional information is included first. The countries are presented in the descending order

of B2C E-Commerce sales.

Depending on data availability, the following types of market information are included: cross-border online shopper penetration, cross-border B2C E-Commerce

sales (imports and/or exports), countries most purchased from by online shoppers in the country, countries most sold to by online merchants in the country, most

purchased product categories, reasons for buying from out-of-country online sellers and barriers to cross-border E-Commerce. Not all the mentioned types of

information are available for each of the countries covered. For the leading countries in selected regions, also a text chart with a qualitative overview of cross-

border B2C E-Commerce is presented.

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DEFINITIONS

CROSS-BORDER B2C E-COMMERCE

the sale of goods (and services) directly to consumers in other countries, with orders made online

through foreign (out-of-country) 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. Both B2C and C2C

transactions might be included in the definition of retail cross-border E-Commerce.

CROSS-BORDER E-COMMERCE IMPORTS the value of goods (and services) purchased by consumers residing in the country from online shops

in other countries and shipped to them from these countries.

CROSS-BORDER E-COMMERCE EXPORTS the value of goods (and services) purchased by consumers residing in other countries from online

shops in a specific country.

ONLINE SHOPPERS individuals in a certain country or region who make purchases online via any device.

CROSS-BORDER ONLINE SHOPPERS online shoppers who make purchases online from foreign (out-of-country) online shops. Cross-border

online shopper penetration is a share of cross-border online shoppers among all online shoppers in a

country.

B2C E-COMMERCE the sale of products (and services) through electronic transactions via the Internet from businesses to

consumers. Both B2C and C2C transactions might be included in the definition of retail E-Commerce.

C2C E-COMMERCE the sale of products (and services) through electronic transactions via the Internet from consumers to

consumers.

E-COMMERCE MARKETPLACE platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical

products online whereas the marketplace operator acts as an intermediary. B2B E-Commerce

marketplaces and pure service marketplaces (e.g. accommodation) were covered in this report.

The following expressions and definitions are used in this 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 7)

1. Management Summary

2. Global Developments

• Cross-Border B2C E-Commerce Market Overview and Trends, February 2017

• Cross-Border Share of B2C E-Commerce Sales, in %, 2015 & 2021f

• Cross-Border B2C E-Commerce Sales, in USD billion, and Share of Total B2C E-Commerce Sales, in %, by Regions, 2014 & 2020f

• Share of Online Purchases Imported from Other Regions, in %, by Regions, 2016

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, According to Three Consumer Surveys, 2015/2016

• Top 10 Countries by Cross-Border Online Shopper Penetration, in % of Cross-Border Online Shoppers, October 2016

• Top 3 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, August 2016

• Top 10 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, October 2016

• Top 10 Barriers to Cross-Border Online Shopping, in % of Online Shoppers, October 2016

• Breakdown of Cross-Border Online Purchases by Device Used for Purchase, in %, October 2016

• Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, September 2015

• Top 3 Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, August 2016

• Top 3 Considerations When Choosing a Payment Method in Cross-Border Online Shopping,

• in % of Cross-Border Online Shoppers, August 2016

• Breakdown of the Latest Cross-Border Online Purchase by Value in EUR, in % of Cross-Border Online Shoppers, October 2016

• Breakdown of the Latest Cross-Border Online Purchases by Parcel Weight in Kg, in % of Cross-Border Online Shoppers, October 2016

• Breakdown of the Latest Cross-Border Online Purchase by Shipping Cost in EUR, in % of Cross-Border Online Shoppers, 2015 & 2016

• Top 4 Countries by Share of Cross-Border Online Shoppers Who State That All or Most of Their Cross-Border Online Spending is Made on

Marketplaces, in %, August 2016

• Top 7 E-Commerce Websites Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2016

• International Traffic Share of 11 Selected Leading E-Commerce Websites, incl. Total Website Visits on Desktop, in millions, Share of

International Traffic, in %, and Top 5 Countries by Share of Website Traffic, in %, January 2017

• Share of World’s Top 1,000 Online Retailers Shipping Cross-Border, by Selected Countries, September 2016

3. Asia-Pacific

3.1. Regional

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Australia, China, India, Japan, Philippines, Thailand, and South Korea,

Q4 2015

• Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, by

China, India, Japan, Singapore, Thailand, October 2016

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3. Asia-Pacific (Cont.)

3.2. China


• Cross-Border E-Commerce Exports, in CNY trillion, and Breakdown by B2B and B2C/C2C, 2011 – 2016e

• Cross-Border E-Commerce Imports, in CNY billion, and Year-on-Year Change, in %, 2011 – 2016e

• Cross-Border Retail E-Commerce Imports, in USD billion, and Year-on-Year Change, in %, 2014 – 2020f

• Cross-Border Online Shopper Penetration, in % of Online Shoppers in China, 2014 & 2015

• Top Product Categories and Top Countries for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in China, March

2016

• Types of Websites to Use for Cross-Border Online Shopping in the Future, in % of Cross-Border Online Shoppers in China, March 2016

3.3. Japan

• Cross-Border B2C E-Commerce Imports from China and the USA to Japan, in JPY billion, 2015 – 2019f

• Cross-Border B2C E-Commerce Exports from Japan to China and the USA, in JPY billion, 2015 – 2019f

3.4. South Korea

• Cross-Border Online Shopper Penetration, in % of Online Shoppers in South Korea, October 2015

• Cross-Border E-Commerce Exports, in KRW billion, 2014 & 2015

• Cross-Border E-Commerce Imports, in KRW billion, 2014 & 2015

• Breakdown of Cross-Border E-Commerce by Country and Region, by Imports and Exports, in %, 2015

• Breakdown of Cross-Border E-Commerce by Product Category, by Cross-Border Imports and Cross-Border Exports, in %, 2015

3.5. India

• Cross-Border B2C E-Commerce Imports, in INR billion, 2016e & 2017f

• Top 3 Countries for Cross-Border Online Shopping, in % of Online Shoppers in India, October 2016

3.6. Australia

• Breakdown of Online Spending by Domestic and Cross-Border, by Product Category, in %, Breakdown of Online Spending by Product

Category, by Domestic and Cross-Border, in %, and Year-on-Year Change of Domestic and Cross-Border Online Spending, by Product

Category, in %, September 2016

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4. Europe

4.1. Regional

• Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, 2012 - 2016

• Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries,

in % of Online Shoppers, 2012 - 2016

• Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, by Country, 2016

4.2. UK

• Cross-Border B2C E-Commerce Overview and Trends, February 2017

• Share of Online Shoppers in the UK Who Have Purchased Cross-Border and Who Would Consider Purchasing Cross-Border, in %,

August 2016

• Top 3 Barriers to Cross-Border Online Shopping, in % of Online Shoppers in the UK, August 2016

• Share of Online Shoppers Who Have Purchased and Who Would Purchase Cross-Border from Selected Countries, incl. the USA,

France, and Germany, in %, August 2016

• Share of E-Commerce Orders Sent by UK Online Retailers Internationally, in %, July 2015 & July 2016

• Shares of Top 150 Online Retailers in the UK Who Ship Internationally, Offer Prices in Other Currencies, and Offer Non-English

Language Options, in %, February 2016

4.3. Germany

• Cross-Border Online Shopper Penetration, by Online Shoppers Who Have Purchased Cross-Border and Online Shoppers Who Plan to

Purchase Cross-Border, in % of Online Shoppers in Germany, by Total Online Shoppers and Online Shoppers 18-29, March 2016

• Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Germany, March 2016

• Top 5 Countries and Regions in Cross-Border Online Shopping, by Purchased From and Planned Purchase in the Next 12 Months, in %

of Cross-Border Online Shoppers in Germany, March 2016

• Top Regions in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, December 2016

• Breakdown of Orders Receive by Cross-Border Online Merchants in Germany by Domestic, Europe and Non-European Countries, in %,

October 2015

• Adaptations Made by Cross-Border Online Merchants in Their Online Stores to Account for Conditions in Other Countries, in % of Cross-

Border Online Merchants in Germany, October 2015

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4. Europe (Cont.)

4.4. France

• Cross-Border Online Shopper Penetration, in % of Internet Users in France, June 2015 & June 2016

• Top 2 Reasons for Shopping Cross-Border, in % of Cross-Border Online Shoppers in France, 2016

• Top 2 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in France, 2016

• Major Barriers to Cross-Border Online Shopping, in % of Online Shoppers in France Who Do Not Buy Cross-Border, 2016

4.5. Russia

• B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic and Cross-Border, in %, 2011 – 2016e

• Cross-Border B2C E-Commerce Imports, in RUB billion, 2013 – 2016e

• Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2016e

• Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2016e

• Share of Online Shoppers in Russia Who Purchased from Russian Online Stores from Own City and Another City, from Chinese Online

Stores and from English Language Online Stores, in %, 2013 - 2016

• Breakdown of Cross-Border B2C E-Commerce Exports by Product Category, in USD million and in %, 2016e

• Main Barriers to Cross-Border B2C E-Commerce Exports, in % of Merchants in Russia Selling Goods or Services Online to Other

Countries, in %, September 2016

4.6. Spain

• Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2014 – Q2 2016

• Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2014 – Q2 2016

4.7. Italy

• Breakdown of B2C E-Commerce Sales by Domestic and Cross-Border Imports, in EUR billion, 2012 – 2016e

• Cross-Border B2C E-Commerce Exports, in EUR billion, 2012 – 2016e

4.8. Poland

• Cross-Border Online Shopper Penetration, by Age Group, in % of Internet Users in Poland, April 2016

• Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2016

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4. Europe (Cont.)

4.9. Turkey

• Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2014 – Q4

2016

5. North America

5.1. Regional

• Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only,

in %, by Canada and the USA, October 2016

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Canada, USA, Q4 2015

5.2. USA

• Cross-Border B2C E-Commerce Overview and Trends, February 2017

• Breakdown of Attitude to Cross-Border Online Shopping, in % of Online Shoppers in the USA, and Breakdown of Time of the Last Cross-

Border Purchase, in % of Cross-Border Online Shoppers, 2016

• Barriers to Cross-Border Online Shopping, in % of Online Shoppers in the USA, 2016

• Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in the USA, October 2016

• Breakdown of the Latest Cross-Border Online Purchase by Country, in % of Cross-Border Online Shoppers in the USA, October 2016

• Share of Top Online Retailers in the USA Shipping Internationally, in %, September 2016

• Top 9 Countries Shipped to by Top Online Retailers in the USA, in % of Top Online Retailers in the USA, September 2016

• Share of Cross-Border Online Merchants in the USA Selling Internationally Through a Marketplace, in %, December 2015

5.3. Canada

• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Canada, March 2016

• Top 3 Regions/Countries Purchased From, in % of Cross-Border Online Shoppers in Canada, March 2016

• Breakdown of Websites Preferred for Online Shopping, by Canadian and American, in % of Online Shoppers in Canada, March 2015

• Reasons for Preferring to Shop from Canadian Websites Rather Than Cross-Border, in % of Online Shoppers in Canada, March 2015

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6. Latin America

6.1. Regional


in %, by Argentina, Brazil, Chile, Mexico, and Peru, October 2016

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Argentina, Brazil, Chile, Colombia, and Mexico, Q4 2015

6.2. Brazil


• Breakdown of B2C E-Commerce Sales by Cross-Border and Domestic, in % and in USD billion, 2015

• Cross-Border E-Commerce Imports, in USD billion, 2013 - 2015

• Number of Cross-Border Online Shoppers, in millions, 2013 - 2015

• Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Brazil, 2014 & 2015

• Breakdown of Payment Methods Used in Cross-Border Online Shopping, in %, 2015

• Breakdown of the Last Purchase from International E-Commerce Website by Website Purchased From, in %, 2015

6.3. Mexico

• Breakdown of Online Shoppers by Domestic Only, Cross-Border Only, Domestic and Cross-Border, in %, May 2015

• Top Countries/Regions for Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in Mexico, 2015 & 2016

• Top Drivers for Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in Mexico, 2015 & 2016

7. Middle East and Africa

7.1. Regional


in %, by Egypt, Israel, Nigeria, South Africa, and the UAE, October 2016

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Nigeria and South Africa, Q4 2015

7.2. UAE

• Share of Online Purchases from Overseas Vendors, in % of All Online Purchases, 2016

• Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in the UAE, October 2016

• Top Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in the UAE, October 2016

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7. Middle East and Africa (Cont.)

7.3. South Africa

• Share of Online Shoppers in South Africa Who Would Buy from Out-of-Country Online Retailer in the Next 12 Months if Better Prices

Were Available, in %, 2015

7.4. Nigeria

• Awareness of Foreign E-Commerce Websites Amazon and AliExpress, Compared to Awareness of Domestic E-Commerce Websites

Jumia and Konga, in % of Individuals in Nigeria, by Age Group, and Gender, March 2016

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1. Management Summary

14 – 19

2. Global Developments

20 – 40

3.

3.1.

3.2.

3.3.

3.4.

3.5.

3.6.

Asia-Pacific

Regional

China

Japan

South Korea

India

Australia

41 – 60

42 – 43

44 – 50

51 – 52

53 – 57

58 – 59

60 – 60

4.

4.1.

4.2.

4.3.

4.4.

4.5.

4.6.

4.7.

4.8.

4.9.

Europe

Regional

UK

Germany

France

Russia

Spain

Italy

Poland

Turkey

61 – 95

62 – 65

66 – 71

72 – 77

78 – 81

82 – 88

89 – 90

91 – 92

93 – 94

95 – 95

5.

5.1.

5.2.

5.3.

North America

Regional

USA

Canada

96 – 110

97 – 98

99 – 106

107 – 110

6.

6.1.

6.2.

6.3.

Latin America

Regional

Brazil

Mexico

111 – 123

112 – 113

114 – 120

121 – 123

7.

7.1.

7.2.

7.3.

7.4.

Middle East and Africa

Regional

UAE

South Africa

Nigeria

124 – 131

125 – 126

127 – 129

130 – 130

131 – 131

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Cross-Border Online Shoppers

53%

Others 47%

In a year to March 2016, 53% of online shoppers in Canada made

at least one online purchase cross-border. Canada: Cross-Border Online Shopper Penetration, in % of Online Shoppers, March 2016

Definition: online shoppers who made at least one cross-border purchase in the past year

Survey: based on a survey of 5,000 online shoppers who have made at least one purchase in the past 12 months that required delivery, conducted in March 2016

Source: Canada Post, J.C. Williams Group, August 2016

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“Clothes, fashion and related goods” (40.5%) was the top product

category in cross-border E-Commerce imports to South Korea in 2015. South Korea: Breakdown of Cross-Border E-Commerce by Product Category, by Cross-Border Imports

and Cross-Border Exports, in %, 2015

Product Categories Imports Exports

Clothes, Fashion and Related Goods 40.5% 21.3%

Food & Beverages 19.8% 2.9%

Home Electric Appliances, Electronic and

Telecommunication equipment 8.2% 4.6%

Household goods, motor vehicle parts and accessories 8.2% 3.6%

Cosmetics 7.0% 57.1%

Goods for infants and children 3.6% 1.3%

Computers and computer-related appliances 2.5% 1.1%

Sports and leisure appliances 1.8% 1.1%

Books 0.8% 0.7%

Music CDs & Disks, videos and musical instrument 0.5% 2.1%

Agriculture, livestock and fishery products 0.4% 1.4%

Office appliances and stationery 0.4% 0.4%

Software 0.3% 0.2%

Others 6.0% 2.5%

Note: may not add up to 100% due to rounding;

the percentage shares were calculated based on the values reported by the source

Source: Statistics Korea, December 2016

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Business

Sample Report: Global Cross-Border B2C E-Commerce 2017