It is an annual investigation into the global uptake and impact of e-commerce. The report is structured into 2 sections: E-commerce segmentation and Category Impact

1. S TAT E O F
GLOBAL E-COMMERCE
REPORT
(India)
February 2013

2. THE E-COMMERCE REPORT
WHAT IS THE “E-COMMERCE REPORT”? HOW CAN YOU USE IT?
It is an annual investigation into the global uptake and impact of e- This provides crucial data for developing a category specific
commerce. The report is structured into 2 sections: online strategy and quantifies how important different
elements are in the online and social mix, including official
E-Commerce Segmentation: content, mobile / social specific sites, outreach etc.
The segmentation breaks down users into four groups including;
• Rejecters: (no online product research or online purchase) We can also differentiate which product categories are more
• Offline Transactors: (research online, buy offline) impulsive and which have a longer research / purchase
• PC Online Buyers: (purchase online in the past month via PC) cycle. This again has major impacts on how we build online
• Multi-Platform Buyers: (purchase in the past month via mobile strategy.
or tablet).
HOW TO ACCESS THE DATA?
The key purpose of this segmentation is to explore the total impact
of the Internet on the purchase landscape for both on and offline All of the data in this report is available to subscribers and
transactions. The segmentation also looks at post-purchase the segmentation can be recreated with a simple analysis
influencers versus non-influencers, a crucial dynamic in the internet against the GWI Dataset. We will also be publishing the
purchase landscape. segmentation for GWI Pro License holder as of Q1 2012
Category Impact You can also engage the GWI Consulting Team to implement
Part two explores which Product Categories are most impacted by for your specific category set or brand.
the Internet by identifying which types of products are more likely to
be purchased online and which are more likely to be researched
online prior to the purchase regardless of whether it is transacted
on or offline.

3. DEFINING E-COMMERCE SEGMENTATION: ALL DATA IS LAST MONTH ACTIONS
E-Commerce Engagement Product Influence Online
THE PERCENTAGE OF EACH SEGMENT
WHO PUBLISH ONLINE “POST PURCHASE”
MULTI-PLATFORM BUYER
= Purchased online last month
via Mobile or Tablet 0%
% PURCHASE
ONLINE
ONLINE BUYER
= Purchased online via PC
(not mobile or tablet)
INFLUENCE = Reviewed
INFLUENCE IN a product post purchase
THE PAST online OR talked about NO INFLUENCE
MONTH on blog or micro blog or
OFFLINE FULLFILMENT social network
= Researched Product Online Prior
to Purchase AND not purchase
online / mobile / tablet
% NOT PURCHASE
ONLINE REJECTORS
= NO Product Research Online
AND not purchase online /
mobile / tablet
Source: GlobalWebIndex

4. GLOBAL E-COMMERCE SCORECARD
E-Commerce Engagement: GLOBAL SPLIT Post Purchase Influence at a Global Level
(% of global internet users)
100%
Multi-
90% Platform 16%
84% of segment publish No influence Influence
Buyer purchase opinion online
84%
80% 25%
70% 0%
21%
60% Online 79% of segment publish
purchase opinion online 31%
Buyer 79% 69%
50% 41%
40%
45% 55% of segment publish
55%
30% purchase opinion online
Offline
20% Fullfilment
24%
26% 26% of segment publish
10% 74% purchase opinion online
Rejecters
10%
0%
Source: GlobalWebIndex Q2 2012

5. INDIA E-COMMERCE SCORECARD – HIGH NUMBER OF MULTI-PLATOFORM BUYERS
E-Commerce Engagement: LOCAL SPLIT Post Purchase Influence at a local Level
(% of Spanish internet users)
100%
Multi-platform
90% buyers 24% 9%
91% of multi-platform No influence Influence
publish opinion online
80% 91%
70% 0%
25%
Online 75% 25%
60% 75% of online buyers
Buyer
publish opinion online
35% 75%
50%
40% 21%
79% of “offline fulfilment””
30% Offline 79%
publish opinion online
Fullfilment
20% 30%
30% 20% of rejecters publish
10% 70%
opinion online
Rejecters
11%
0%
Source: GlobalWebIndex Q2 2012

6. INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY
100%
China
HOW TO READ: 65% OF USERS IN POLAND ARE ONLINE
(379m)
% of Online buyers involved in Post-Purchase Influence
BUYERS (PC / MOBILE / TABLET) , EQUATING TO 12M. 77%
OF INTERNET USERS IN THE MARKET HAVE PUBLISHED
90% ONLINE ABOUT A PUCHASE IN THE PAST MONTH.
Mexico Argentina Brazil India Poland
80% (17m) (14m) (4m) (65m) (12m)
Malaysia South Korea
(8m)
Indonesia (27m) Netherlands (6m) (28m)
70% Philippines
(12m) Turkey (20m) Germany
South Africa Vietnam (15m)
France (35m)
(3m)
(19m)
60% Saudi Arabia UAE Thailand (8m) Taiwan (9m)
(4m) (1m) Australia
Spain (12m)
Canada (10m)
50% (13m) Singapore
Russia USA UK
Hong Kong (1m)
(26m) (139m) (28m)
(2m)
40%
Italy
(13m) Sweden (3m) Japan
30% (63m)
40% 45% 50% 55% 60% 65% 70% 75% 80% 85%
% of Internet Users that Purchase Online Via PC / Mobile / Tablet
Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase
Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

7. % OF TRANSACTIONS PURCHASED ONLINE: BOOKS, CLOTHES & TRAVEL LEAD
% of Purchases Transacted Online
60%
50%
40%
30%
20%
10%
0%
Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.

8. % OF TRANSACTIONS PURCHASED ONLINE: CLOTHES, MOBILE AND BOOKS LEAD
% of Purchases Transacted Online
30%
25%
20%
15%
10%
5%
0%
Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.

9. G E T T H E F U L L R E P O R T:
www.globalwebindex.net/e-commerce-2013
FIND OUT MORE:
WWW.GLOBALWEBINDEX.NET
@globalwebindex
/gloalwebindex
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