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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

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

reported 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 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, 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.

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.

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, July 2018

• Cross-Border Retail E-Commerce Sales, in USD billion, 2017e & 2022f

• Cross-Border Share of Retail E-Commerce Sales, in %, 2016 & 2022f

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017

• Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018

• Top 5 Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, May 2018

• Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers, October 2017

• Top Two Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, 2016 & 2017

• Main Concerns Related to Cross-Border E-Commerce, in % of Businesses, 2017e

• Breakdown of the Latest Cross-Border Online Purchase by Value in EUR, in % of Cross-Border Online Shoppers, 2016 & 2017

• Breakdown of the Latest Cross-Border Online Purchases by Parcel Weight in Kg, in % of Cross-Border Online Shoppers, 2016 & 2017

• Breakdown of the Latest Cross-Border Online Purchase by Shipping Cost in EUR, in % of Cross-Border Online Shoppers, 2016 & 2017

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

2017

• Share of Domestic and Cross-Border Online Purchases Made on Marketplaces, in %, August 2017

3. Asia-Pacific

3.1. Regional

• Cross-Border Online Shopper Penetration, by Selected Markets, in % of Online Shoppers, May 2018

3.2. China

• Cross-Border B2C E-Commerce Market Overview and Trends, July 2018

• Retail E-Commerce Imports, in CNY billion, and CAGR, in %, by Six Comparative Estimates, 2015-2021f

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2013 - 2017

• Top Product Categories in Cross-Border Online Shopping, by Purchased Last Year and Wanted for Purchase in the Future, in % of

Cross-Border Online Shoppers in China, March 2018

• Product Categories Purchased Cross-Border at Least Once a Month, in % Cross-Border Online Shoppers, May 2018

• Important Factors When Choosing Where to Buy Cross-Border, in % of Cross-Border Online Shoppers in China, 2017e

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TABLE OF CONTENTS (2 OF 7)

3. Asia-Pacific (Cont.)

3.2. China (Cont.)

• Preferred Vendor Origin Countries for Cross-Border Online Shopping, in % Cross-Border Online Shoppers in China, May 2018

• Breakdown of Types of Channels Used for Cross-Border Online Shopping, by Domestic and Overseas Shopping Websites, in % of

Cross-Border Online Shoppers, 2017e

• Types of E-Commerce Platforms Used for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in China, May 2018

• Breakdown of Cross-Border Retail E-Commerce Imports, by Platform, in %, Q1 2018

• Cross-Border E-Commerce Exports, in CNY trillion, and Breakdown by B2B and B2C/C2C, 2011 – 2017

3.3. Japan

• Cross-Border B2C E-Commerce Imports from China and the USA to Japan, in JPY billion, 2017e – 2021f

• Cross-Border B2C E-Commerce Exports from Japan to China and the USA, in JPY billion, 2017e – 2021f

3.4. South Korea

• Cross-Border E-Commerce Imports, in KRW billion, 2014 - 2017

• Cross-Border E-Commerce Exports, in KRW billion, 2014 – 2017

• Breakdown of Cross-Border E-Commerce Imports, by Region/Country of Origin, in %, 2015 & 2017

• Breakdown of Cross-Border E-Commerce Exports, by Region/Country of Destination, in %, 2015 & 2017

• Breakdown of Cross-Border E-Commerce by Product Category, by Imports and Exports, in %, 2016 & 2017

3.5. Australia

• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Australia, 2017e

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

Spending, by Product Category, in %, 2016 & 2017

• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017

3.6. India

• Selected Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers in India,

October 2017

• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017

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TABLE OF CONTENTS (3 OF 7)

3. Asia-Pacific (Cont.)

3.7. New Zealand

• Cross-Border Share of E-Commerce Spending, in % and in NZD billion, 12 Months to February 2018

• Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October

2017

3.8. Malaysia

• Breakdown of Online Shoppers by Local Only, Cross-Border Only and Local and Cross-Border, in %, February 2017

3.9. Philippines

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

%, April 2018

• Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, April 2018

4. Europe

4.1. Regional

• Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, 2012 – 2017

• Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, by Country, 2017

4.2. UK

• Cross-Border B2C E-Commerce Overview and Trends, July 2018

• Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of

Online Shoppers in the UK, 2012 - 2017

• Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in UK, July 2017

• Top Countries for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in UK, 2017e

• Share of E-Commerce Orders Sent by UK Online Retailers Internationally, in %, July 2016 & July 2017

4.3. Germany

• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Germany, May 2017

• Top 2 Reasons for Shopping Cross-Border, in % of Cross-Border Online Shoppers in Germany, May 2017

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TABLE OF CONTENTS (4 OF 7)

4. Europe

4.3. Germany (Cont.)

• Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, May 2017

4.4. France

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017

• Top Product Categories Purchased Cross-Border in 2017 and Planned to be Purchased by Cross-Border Online Shoppers in 2018, in %

of Cross-Border Online Shoppers in France, 2017

• Share of Cross-Border Online Shoppers Who Bought From the EU and Non-EU Merchants, in %, 2017

• Breakdown of Cross-Border Online Shopping Platforms Used, in % of Cross-Border Online Shoppers Who Purchased Outside the EU,

2017

4.5. Italy

• Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of

Online Shoppers in Italy, 2012 - 2017

• Cross-Border B2C E-Commerce Exports, in EUR billion, 2012 – 2017e

4.6. Netherlands

• Cross-Border Online Shopper Penetration, in % of Individuals, 2016 & 2017

• Cross-Border Online Spending, in EUR million, 2014 - 2017

• Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2016 & 2017

4.7. Spain

• Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2015 – Q4 2017

• Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2015 – Q4 2017

• Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q3 2017

4.8. Russia

• B2C E-Commerce Market Overview and International Comparisons, July 2018

• B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017

• Cross-Border B2C E-Commerce Imports, in RUB billion, 2013 – 2018f

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TABLE OF CONTENTS (5 OF 7)

4. Europe (Cont.)

4.8. Russia (Cont.)

• Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017

• Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017

• Top Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, H1 2017

• Main Barriers to Cross-Border Online Shopping, in % of Online Shoppers Who Did Not Shop Cross-Border, 2016 & 2017

4.9. Poland

• Cross-Border Online Shopper Penetration, by Age Group, in % of Online Shoppers in Poland, April 2016, 2017 and 2018

• Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2018

• Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018

4.10. Turkey

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and

From Non-EU Countries, 2012 - 2017

• Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1

2018

5. North America

5.1. Regional

• Cross-Border Online Shopper Penetration, by Country, in % of Online Shoppers, May 2018

• Cross-Border Online Shopper Penetration, by Canada and USA, in % of Online Shoppers, Q3 2017

• Cross-Border B2C E-Commerce Sales, in USD billion, Share of Total B2C E-Commerce Sales, in %, and Year-on-Year Change, in %, by

the USA and Canada, 2016 & 2017e

5.2. USA

• Cross-Border B2C E-Commerce Overview and Trends, July 2018

• Cross-Border Online Shopper Penetration, in % of Online Shoppers in USA, 2016 & 2017

• Top 3 Countries Purchased from in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in the USA, 2016 &

2017

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TABLE OF CONTENTS (6 OF 7)

5. North America (Cont.)

5.2. USA (Cont.)

• Top 3 Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in the USA, May 2018

• Top 5 Drivers for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in USA, May 2018

• Top 3 Reasons for Shopping Cart Abandonment in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in the USA,

May 2018

5.3. Canada

• Cross-Border Share of B2C E-Commerce Sales, in %, 2016 & 2017e

• Breakdown of Websites Preferred for Online Shopping, by Canadian and American, in % of Online Shoppers in Canada, March 2017

• Reasons for Preferring to Shop from Canadian Websites Rather Than Cross-Border, in % of Online Shoppers in Canada, March 2017

• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2017

6. Latin America

6.1. Regional

• Cross-Border Online Shopper Penetration, by Selected Countries, in % of Online Shoppers, May 2018

6.2. Brazil

• Cross-Border Online Shopper Penetration, in % of Internet Users in Brazil, October 2017

• Top 3 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Brazil, October 2017

• Top 3 Considerations in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, October 2017

• Number of Cross-Border Online Shoppers, in millions, and Penetration, in % of Online Shoppers, 2013 - 2017

• Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Brazil, 2016 & 2017

• Cross-Border Online Spending, in USD billion, and Year-on-Year Change, in %, 2014 - 2017

• Average Order Value on International Websites, in USD, and Year-on-Year Change, in %, 2014 - 2017

• Breakdown of Payment Methods Used in Cross-Border Online Shopping, in %, 2016 & 2017

• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2017

• Top 5 Websites for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Brazil, 2016 & 2017

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TABLE OF CONTENTS (7 OF 7)

6. Latin America (Cont.)

6.3. Mexico

• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Mexico, 2016 & 2017

• Top Drivers for Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in Mexico, 2016 & 2017

• Top Countries/Regions for Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in Mexico, 2016 & 2017

7. Middle East & Africa

7.1. Regional

• Cross-Border Online Shopper Penetration, by Israel, South Africa and the UAE, in % of Online Shoppers, May 2018

• Share of Local Millennials in the GCC Buying From Local and from International Sites, in %, July 2017

7.2. UAE

• Top 3 Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in the UAE, May 2018

• Mobile Share of Cross-Border Online Spending, in %, 12 Months to May 2018

7.3. Saudi Arabia

• Origins of Online Purchases Made in the Previous 12 Months, in % of Online Shoppers, May 2017

• Website Traffic Shares of the Leading Online Shopping Websites, in %, February 2015 & February 2017

7.4. Israel

• Number of Cross-Border Online Shoppers, in millions, 2013 & 2016

• B2C E-Commerce Sales, by International and Local Sites, in ILS billion, 2013 & 2016

• Top 5 Most Visited Online Shopping Sites, by Rank, by Local and International, June 2017

7.5. South Africa

• Top 3 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in South Africa, May 2018

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1. Management Summary

14 – 18

2. Global Developments

19 – 33

3.

3.1.

3.2.

3.3.

3.4.

3.5.

3.6.

3.7.

3.8.

3.9.

3.10.

Asia-Pacific

Regional

China

Japan

South Korea

India

Australia

India

New Zealand

Malaysia

Philippines

34 – 62

35

36 – 45

46 – 47

48 – 57

58 – 52

53 – 55

56 – 57

58 – 59

60

61 – 62

4.

4.1.

4.2.

4.3.

4.4.

4.5.

4.6.

4.7.

4.8.

4.9.

4.10.

Europe

Regional

UK

Germany

France

Italy

Netherlands

Spain

Russia

Poland

Turkey

63 – 98

64 – 66

67 – 71

72 – 74

75 – 78

79 – 80

81 – 83

84 – 86

87 – 93

94 – 96

97 – 98

5.

5.1.

5.2.

5.3.

North America

Regional

USA

Canada

99 – 112

100 – 102

103 – 108

109 – 112

6.

6.1.

6.2.

6.3.

Latin America

Regional

Brazil

Mexico

113 – 127

114

115 – 124

125 – 127

7.

7.1.

7.2.

7.3.

7.4.

7.5.

Middle East and Africa

Regional

UAE

Saudi Arabia

Israel

South Africa

128 – 138

129 – 130

131 – 132

133 – 134

135 – 137

138

15

Clothing and Shoes 38%

Electronics and Household Appliances

33%

Cosmetics and Perfumes 8%

Car Parts and Accessories 4%

Household Goods 3%

Sports Goods 2%

Others 12%

“Clothing and shoes” accounted for 38% of cross-border online

imports to Russia in 2017, and “Electronics and appliances” for 33%. Russia: Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017

Note: the category “Other” includes: accessories and gifts, pet products, office supplies, construction materials, jewelry, books, other

Source: AKIT, J’son & Partners, April 2018

7%

12%

12%

21%

44%

53%

61%

10%

11%

15%

24%

52%

53%

61%

0% 25% 50% 75% 100%

Convenience when Traveling or LivingAbroad

Prestige

Better Shipping

Better Quality

Favorite Brands or Products NotAvailable in Mexico

Exclusive Products

Better Prices

2017

2016

16

“Better prices” (61%) and “Exclusive products” (53%) were

the top drivers for cross-border online shopping in Mexico in 2017. Mexico: Top Drivers for Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in

Mexico, 2016 & 2017

in % of Cross-Border Online Shoppers

Note: does not add up to 100% due to multiple options possible

Survey: based on a survey of 1,829 online shoppers in 2016 and 1,019 in 2017, conducted in August 2016 and August 2017; question asked “ Why do you shop from

international retailers?“, the base of respondents for this question were 1,112 cross-border shoppers in 2016 and 686 in 2017

Source: Asociacion de internet.mx, ComScore, September 2017

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