Abstract of the Global B2C E-Commerce Report

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April 2010

FREE ABSTRACT RESEARCH ON INTERNATIONAL MARKETS

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Table of Contents (1 of 11)
Global B2C E-Commerce Report 2010

1. Global

• Internet Users by geographic Regions, in millions, December 2009 (included in this free report)
• World Internet Penetration Rates by geographic Regions, in %, December 2009
• Breakdown of Internet Users, by Region, in %, December 2009
• B2C E-Commerce Sales of Major Global Companies, in local Currency and EUR billion, 2006-2008 (included in this free report)

2. North America

USA (Top Country)
• 6 Key Trends in Online Retail 2010
• B2C E-Commerce Sales, by Retail and Online Travel Sales, in USD billion and % change, 2008-2013f
• Development of Internet Shoppers (million) and their Percentage of Internet Users, 2006-2011f
• Top 10 Internet Retailers, by Web Sales in USD billion, 2008
• Top 10 Internet Retailers by Unique Visitors and Audience Reach, February 2010

Canada
• Internet Sales
• Broadband Subscribers, compared to Germany, USA and the OECD, 2003-June 2008
• Leading B2C E-Commerce Players; by Assortments
• Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, February 2010

3. Middle and South America

Regional
• Internet Users and Hours spent Online, September 2009

Brazil (Top Country)
• B2C E-Commerce Trends: Sales and Top Players

3



3. Middle and South America (cont.)

Argentina
• E-Commerce Trends; incl. B2C/C2C E-Commerce Sales, in ARS billion, 2008-2010f
• E-Commerce Travel Trends

Chile
• E-Commerce Market Overview
• Internet Usage and E-Commerce Trends
• E-Commerce Sales, in USD million, 2008-2009
• Major Product Categories in E-Commerce, 2007

Colombia
• General E-Commerce Trends
• Internet Usage and E-Commerce
• Online Banking and Online Projections

Mexico
• E-Commerce Development
• Internet Users and E-Commerce

Uruguay
• Major Product Categories in E-Commerce, in %, 2008
• Frequency of Online-Shopping, in %, 2008
• Preferred Online-Shop, in %, 2008

4



3. Middle and South America (cont.)

Venezuela
• Internet Usage and Penetration

4. Europe

Regional
• B2C E-Commerce Sales in Western Europe, in EUR billion, 2009 & 2014f
• Annual Average Spending of Western European B2C E-Commerce Consumers, in EUR, 2009 & 2014f
• B2C E-Commerce and Travel Sales in selected European Countries, in EUR billion, 2014f
• Percentage of Households with Internet Access, in %, Q1 2007-Q1 2009
• Percentage of Households with Broadband Connections, in %, Q1 2007-Q1 2009
• Individuals using the Internet on average daily or almost every Day, in %, Q1 2009
• Internet Shoppers by Gender, ranked by Total, in %, Q1 2009
• Share of Internet Shoppers in Europe, 2004, 2006, 2008 & 2009 (included in this free report)
• Internet Users in CEE Countries, as % of the Population, 2008 & 2009

UK (Top Country)
• Online Shopping Market Development Overview
• Online Shopping Behavior of Consumers

Austria
• Development of Internet Users and its Percentage of Country Population, 2000-2009

Belgium
• B2C E-Commerce: Internet Sales and Webshop Numbers
• Internet Shoppers by Age Groups compared to the EU27 Average, in %, 2008 (included in this free report)

5



4. Europe (cont.)

Bulgaria
• Internet Usage and B2C E-Commerce

Czech Republic
• Types of Goods ordered over the Internet, in % of Individuals Age 16+, Q2 2009 (included in this free report)
• Internet Shoppers compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009
• Awareness of Online Shops, in %, 2008
• Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, Feb. 2010

Denmark
• B2C E-Commerce: General Trends

Estonia
• Internet Penetration and B2C E-Commerce
• Broadband Market Overview

Finland
• Types of Goods and Services bought online, compared to the EU27 Average, in %, Q2 2008
• Development of Internet Shoppers, comp. to the EU27 Average, in %, 2004, 2006, 2008 & 2009
• Leading B2C E-Commerce Players

France
• Types of Goods and Services bought Online, in % of Internet Users, May 2009
• Top 10 Online Retail Sites by million Visitors, July 2008 & July 2009

6



4. Europe (cont.)

Germany
• E-Commerce of Clothing and Fashion
• Value and Number of Online Purchases and Average Spending per Online Purchase, 2007-2008
• Development of Internet Users (millions) and its Percentage of Country Population, 2001-2009
• Leading B2C E-Commerce Players; by Online Sales in EUR million, 2008

Greece

Hungary
• Development of Internet Shoppers, compared to EU27 Average, in %, 2004, 2006, 2008, 2009

Ireland
• Internet and Telecommunication Trends
• Cross-Boarder B2C E-Commerce

Italy
• ICT and E-Commerce Industry
• Types of Goods and Services bought Online, in %, 2009

Lithuania
• B2C E-Commerce Trends

7



4. Europe (cont.)

Macedonia

Netherlands
• B2C E-Commerce: General Trends (included in this free report)
• B2C E-Commerce: Sales
• B2C E-Commerce: Online Shoppers

Norway

Poland
• Average Value of Online Transactions, in PLN, Q2 2008, Q2 2009
• Development of Internet Shoppers compared to the EU27 Average, in %, 2004, 2006, 2008 & 2009
• Top 10 Online Shops; ranked by Net Revenue, in PLN million, 2008
• Top 10 Online Shops; ranked by Unique Visitors and Audience Reach, February 2010
• Top Clothing Internet Shops by Net Revenue, Number of Orders, Users, Average Net Order Value, Net Profit, Number of Employees, and Owner, 2008

Portugal
• General B2C E-Commerce Trends
• Internet Usage Trends
• Internet Usage Indicators compared to the EU, 2004-2008

Romania
• Online Shopping Trends

8



4. Europe (cont.)

Russia
• B2C E-Commerce Trends: Market Development

Slovakia
• Internet Usage Indicators, compared to the EU, 2004-2008
• Top 3 Product Groups purchased online in E-Commerce, in % of Respondents, 2009

Spain
• Internet Usage and Internet Shopping Habits, 2008
• B2C E-Commerce Growth, Q2 2009

Sweden
• Internet Usage: Broadband, Internet Banking, Shopping (included in this free report)
• B2C E-Commerce: Sales and Online Payments

Switzerland
• Online Grocery Shopping, total and average Spending, 2008

Turkey
• B2C E-Commerce Sales, Volume of Transactions, in YTL million, 2008
• Development of Internet Users (million) and its Percentage of Country Population, 2000-2008; Share of Internet Shoppers of Internet Users, in %, 2008
(included in this free report)

9



4. Europe (cont.)

Ukraine
• Internet Usage, Access and Demographic Trends
• Leading B2C E-Commerce Players; by Assortments (included in this free report)

5. Asia

Regional
• Asia Pacific Region and Individual Country Growth by unique Visitors, Sep. 2008-Sep. 2009

Japan (Top Country)
• E-Commerce Trends: Sales and Products

Azerbaijan
• E-Commerce Trends

China
• Online Shopping Market Trends
• Transaction Size of the Online Shopping Market, in RMB billion, 2007-2012f

Hong Kong

10



5. Asia (cont.)

India
• E-Commerce Trends: General Overview
• E-Commerce Trends: Shoppers and Online Purchases

Indonesia
• General B2C E-Commerce Trends (included in this free report)
• Web Portal for Online-Shopping

Israel
• Internet Usage
• Cross-Boarder B2C E-Commerce

Malaysia
• General B2C E-Commerce Trends (included in this free report)
• B2C E-Commerce Sales, in USD billion, 2009
• Major Product Categories in E-Commerce, in %, 2009
• News about eBay.com.my

Philippines

11



5. Asia (cont.)

Saudi Arabia
• E-Commerce Transactions in the Middle East
• E-Commerce Growth in the Middle East
• B2C E-Commerce Spending, 2008
• Broadband Penetration in the Middle East

South Korea
• Current Trends in Online Shopping
• B2C E-Commerce by Products, in KRW billion and in %, Q4 2008-Q2 2009 (included in this free report)

Taiwan
• B2C E-Commerce Trends; incl. Sales, in USD billion, 2009
• News about Taobao.com

Thailand
• B2C E-Commerce Trends, incl. Sales in THB billion, 2008-2009 (included in this free report)
• B2C E-Commerce Trends, incl. Sales Growth and Major Players
• Product Categories in E-Commerce, by B2B, B2C and B2G, in %, 2009
• Website of the Department of the Business Development for E-Commerce Service
• News about Rakuten / TARAD.com
• News about Thai Airways
• News about True Corp
• News about PayPal

12



6. Oceania / Australia

Australia
• News about Graysonline.com
• News about Ebay.com.au

New Zealand

7. Africa

Egypt
• Internet and E-Commerce Trends

South Africa
• Retail and B2C E-Commerce Trends
• Mobile Trends in Africa
• Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, February 2010 (included in this free report)
• News about Kulula.com

13


Asia was the leading geographic region in terms of Internet users in
December 2009, reaching 764 million.
Global: Internet Users by geographic Regions, in millions, December 2009

Asia 764

Europe 426

North America 260

Latin America / Caribbean 187

Africa 86

Middle East 58

Oceania / Australia 21

0 100 200 300 400 500 600 700 800 900
in millions

Source: Internet World Stats, December 2009

14


In 2008, Amazon was the biggest online retailer with sales of EUR 13
billion (+29%), followed by the Otto Group with EUR 5.5 billion (+12.5%).
Global: B2C E-Commerce Sales of Major Global Companies, in local Currency and EUR billion, 2006-2008
Web Sales (bln) Web Sales (bln) Growth in Growth in
Fiscal Local Local
Country Local
Company of Origin
year
Currency
Currency Currency
ended % %
2008 2007 2006 2008 2007 2006
08 vs. 07 07 vs. 06

1. Amazon 1 USA Dec. 31 € 13.098 10.842 8.537 US $ 19.166 14.835 10.711 +29.2 +38.5

2. Otto Group 2 Germany Feb. 29 € 5.500 4.889 4.048 € 5.500 4.889 4.048 +12.5 +20.8

3. Staples 3 USA Feb. 02 € 5.262 4.093 3.905 US $ 7.700 5.600 4.900 +37.5 +14.3

4. Office Depot 3 USA Dec. 30 € 3.280 3.581 3.427 US $ 4.800 4.900 4.300 -2.0 +14.0

5. Dell 3 USA Feb. 01 € 3.280 3.069 3.108 US $ 4.800 4.200 3.900 +14.3 +7.7

6. Arcandor 2,4, 5 Germany Sep. 30 € 3.500 3.000 n.a. € 3.500 3.000 n.a. +16.7 n.a.

7. Hewlett-Packard 3 USA Oct. 31 € n.a. 2.485 2.471 US $ n.a. 3.400 3.100 n.a. +9.7

8. Tesco UK Feb. 24 € 2.393 2.339 1.792 GBP 1.900 1.600 1.221 +18.8 +31.0

9. OfficeMax 3 USA Dec. 29 € 2.119 2.339 2.232 US $ 3.100 3.200 2.800 -3.1 +14.3

10. Apple 3 USA Sep. 27 € 2.460 1.973 n.a. US $ 3.600 2.700 n.a. +33.3 n.a.

Notes: 1 Includes marketplace, 2 Online demand; 3 Internet Retailer estimate; 4 Includes online services (travel) ; 5 Filed for bankruptcy in June 2009
Calculations from local currency to Euro are made using the average exchange rates of the corresponding years
eBay (USA), Rakuten (Japan) and Taobao (China) are not included
Source: yStats.com

15


Moreover, Norway (70%) was also the leading European country
in terms of Internet shoppers in 2009, followed by the UK (66%).
Europe: Share of Internet Shoppers in Europe, 2004, 2006, 2008 & 2009
2004 2006 2008 2009 2004 2006 2008 2009
Norway n/a n/a n/a 70 Slovenia 8 13 18 24
UK 37 45 57 66 Poland 5 12 18 23
Denmark 42 55 59 64 Spain 8 15 20 23
Netherlands n/a 48 56 63
Latvia 3 8 16 19
Sweden 43 55 53 63
Estonia 6 7 10 17
Luxembourg 40 44 49 58
Cyprus 4 7 9 16
Germany 37 49 53 56
Hungary 4 7 14 16
Finland 33 44 51 54
Portugal 5 7 10 13
France n/a 22 40 45
Italy n/a 9 11 12
Iceland n/a n/a n/a 44
Croatia n/a n/a n/a 10
Austria 19 32 37 41
Greece 1 5 9 10
EU27 Average 20 26 32 37
Ireland 14 28 36 37 Lithuania 1 4 6 8

Belgium n/a 19 21 36 Bulgaria 1 2 3 5

Malta n/a 14 22 34 Serbia n/a n/a n/a 5

Slovakia 10 11 23 28 Macedonia n/a n/a n/a 5
Czech Republic 5 13 23 24 Romania 0 1 4 2

Note: Percentage of individuals aged 16-74; The survey contains individuals having bought or ordered goods or services for private use over the
Internet; main reference period for 2008 was the second quarter; main reference period for 2009 was the first quarter.
Source: Eurostat, March 2009, December 2009

16


35% of the Belgian population aged 25-34 were Internet shoppers in
2008, while the EU27 average was 47%.
Belgium: Internet Shoppers by Age Groups compared to the EU27 Average, in %, 2008

22
16-24
41

35
25-34
47

28
35-44 Belgium
40

19
45-54
31 EU27

12
55-64
20

5
65-74
9

0 5 10 15 20 25 30 35 40 45 50
in %
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet
Source: Eurostat, March 2009

17


Furthermore, “Clothes, Footwear and Fashion” (32%) was the major
product category in Q2 2009, according to the Czech Statistical Office.
Czech Republic: Types of Goods ordered over the Internet, in % of Individuals Age 16+, Q2 2009
Clothes, Footwear, Fashion 32,3%
Electronics 26,6%
Books, Magazines, Textbooks 20,8%
Cosmetics 18,4%
Domestic Appliances 17,1%
Sports Goods 17,1%
Mobile Phones 11,6%
Other Household Goods 10,5%
Movies, Music 8,7%
Toys 8,6%
Camera and Accessories 6,5%
Computer Software 5,9%
Computer and Console Games 5,5%

Computers and Hardware 4,7%

Food, Groceries 3,3%

Medicine 2,1%
Other Goods 11,1%

0% 5% 10% 15% 20% 25% 30% 35%
in %
Source: Czech Statistical Office, 2009

18


Convenience and flexibility for consumers are the main reasons for
the substantial growth in online shopping in recent years.
Netherlands: B2C E-Commerce: General Trends
More and more Dutch consumers are shopping online. This spring, nearly three-quarters of the 11.8 million internet users in the
Netherlands said they had purchased a product online. Just over two-thirds of them are frequent online shoppers, and had
bought a product online in the three months preceding the survey. This is more than half of internet users. In 2002, only two out of
ten internet users were frequent online shoppers.
Convenience and flexibility for consumers are the main reasons for the substantial growth in online shopping in recent years.
Seven out of ten internet users who bought products online said the main reason for doing so were convenience, saving time and
shopping when its suited them. In addition they can buy products which are often not available in the areas where they live.
Lower prices and a wider range of products to choose from are also important reasons for people to shop online.
The most frequently mentioned online purchase is holiday accommodation. This is followed by theatre, concert and festival
tickets, books and magazines, clothing, and sports items.
Consumers who had bought a product online in the three months preceding the survey had often done this more than once. More
than three-quarters of this group said they had bought items via the web between 1 and 6 times. The remaining quarter had
done so more than 6 times in the previous three months. Just over four in ten shoppers spent a total of 100 and 500 euro. One
in three spent less, and just under a quarter said they spent more. Although more people are shopping online, total turnover in
this branch is still relatively low, at just over 4 billion euro.
At the time of the survey, 90 percent of all 12-75 year-olds in the Netherlands had home access to the internet, which
means the medium is now firmly entrenched in Dutch society. Eighty-five percent of this group even have a broadband
connection. European figures show that the Netherlands leads the field in this respect.
Mobile internet access is also gaining popularity very quickly in the Netherlands. In 2009, three out of ten internet users said
they had used a mobile web connection. In 2007 this was only two out of ten. Most people use mobile phones and laptops for
mobile internet access.

Source: Statistics Netherlands, October 2009

19


The use of Internet banking in Sweden increased by +6% since
2008 and reached 71% in November 2009.
Sweden: Internet Usage: Broadband, Internet Banking, Shopping
Broadband more common in Swedish homes
During spring 2009 a total of 89 percent of all individuals aged 16-74 had access to the Internet at home, a slight increase
compared with last year. However, fast Internet connections increased sharply. The percentage of individuals with access to
broadband at home increased from 74 percent in 2008 to 83 percent during 2009.
At the same time that more gained access to broadband at home, the percentage of individuals that use the Internet regularly
increased. During 2009 a total of 86 percent of individuals aged 16-74 used the Internet at least once a week compared to 83
percent one year ago. The increase is especially clear among women.
More people do banking over the Internet
The three most common areas of Internet usage among individuals is sending and receiving e-mail, searching for information
about goods and services and using an Internet bank. There was a 5 percent increase in the use of e-mail and a 6 percent
increase in the use of Internet banking since 2008 to 83 percent and 71 percent, respectively. The percentage of individuals
that used the Internet to search for information about goods and services increased slightly to 77 percent. This increase
was mainly among women.
Big increase of individuals shopping over the Internet
After standing still for two years, the percentage of individuals that have purchased goods and services over the Internet
increased again. In 2009 63 percent indicated that they ordered goods or services over the Internet during the last 12
months, the corresponding percentage in 2008 was 53 percent. There are big differences among the age groups as regards the
inclination to shop over the Internet. The group of persons aged 25-34 reported that 82 percent had shopped over the Internet
during the last year while the corresponding percentage for those aged 65-74 was 23 percent. There are a slightly higher
percentage of men than women that have shopped over the Internet in the past year, 65 percent compared to 61 percent,
respectively.

Source: Statistics Sweden, November 2009

20


The number of Internet users totaled 27 million in 2008, accounting for
35% of total population in Turkey.
Turkey: Development of Internet Users (million) and its Percentage of Country Population, 2000-2008;
Share of Internet Shoppers of Internet Users, in %, 2008
50 40%
35%
45
35%
40
30%

Percentage of Country Population
Number of Internet Users (million)

35 25%
23%
22% 25%
30
27
25 20%
14% 19
20
17 15%
16
15 9%
10 10%
6%
10 5%
4% 6
4 5%
5 3
3

0 0%
2000 2001 2002 2003 2004 2005 2006 2007 2008

Number of Internet Users Percentage of Country Population

It is estimated that the share of Internet shoppers (of internet users) reached 10% in 2008.
Source: Compiled from Telecommunication Authority

21


The online shopping transaction value for “Clothes and Fashion” in
South Korea was KRW 833 billion in Q2 2009 (+ 4% vs. Q1 2008).
South Korea: B2C E-Commerce by Products, in KRW billion and in %, Q4 2008-Q2 2009

2008 2009 Change Rate
From the From the same From the same
Q4 Q1 Q2 previous Quarter of the half of the
Quarter previous Year Previous year
Total 4,780 4,693 4,843 3.2 11.0 8.4
Clothes, Fashions and related Goods 875 799 833 4.3 12.1 11.1
Travel Arrangement & Reservation Services 653 586 602 2.7 -15.2 -14.7
Computer & computer-related Appliances 439 513 466 -9.1 24.2 21.4
Household Goods, Motor Vehicle Parts &
457 389 463 19.2 13.8 2.0
Accessories
Food & Beverages 265 304 304 0.1 29.6 31.1
Books 223 270 220 -18.3 13.3 13.7
Sports & Leisure Appliances 169 148 216 46.0 44.5 29.4
Agricultural & Fishery Products 128 146 133 -9.1 30.9 19.4
Software 29 34 29 -14.5 6.0 5.7

Source: Korea National Statistical Office

22


In 2008, total B2C E-Commerce sales in Thailand were about
THB 76 billion, and a growth of +76% was expected for 2009.
Thailand: B2C E-Commerce Trends, incl. Sales in THB billion, 2008-2009

In Thailand, online-shopping is not as established as in the US or Europe.
However, it showed growth rates of +30-40% between 2005 and 2008. For the
future, there is a high growth potential in the industry. According to expert
estimates, total B2C E-Commerce sales were about THB 76 billion in 2008,
and a growth rate of +76% was expected for 2009. For example, the online
shop of True – one of ten big online market places in Thailand – attracted an
average of 160 thousand visitors per day, while this number only was 80
thousand in 2008 and 50 thousand in 2007.
For the year 2010, double-digit growth rates are expected, mainly due to the
increasing usage of smartphones and the increasing trust of the consumers in
the security of Internet transactions. Furthermore, a demographic change was
observed in Thai Internet access: More and more older people access the
Internet as a platform for information and communication purposes, and they
usually account for a higher purchasing power than young people.
Moreover, increasing Internet usage can be observed in the rural regions of
Thailand, for example in the relatively poor North-East. This development
could also result in increasing B2C E-Commerce sales. At the moment, the
most popular online goods are clothing, consumer electronics and services.
Automotive sales via the Internet are also said to have a high potential.

Source: GTAI, February 2010

23


Kalahari.net was the leading B2C E-Commerce player in terms of
unique monthly visitors in South Africa (570,000 in February 2010).
South Africa: Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, February 2010
Leading B2C E-Commerce Players Leading B2C E-Commerce Players
by Unique Visitors by Audience Reach

kalahari.net 570 kalahari.net 6,9

w oolw orths.co.za 100 w oolw orths.co.za 1,3

incredible.co.za 93 incredible.co.za 1,1

exclusivebooks.com 53 exclusivebooks.com 0,6

pnponline.co.za 43 pnponline.co.za 0,5

0 100 200 300 400 500 600 700 0 2 4 6 8
in thousand in %

Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month;
Ranking based on company list of previous chart. Selected online players with high traffic may not be included.
Source: Google

24


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