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4. 4
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 B2C E-Commerce markets in Brazil, Russia, India and China, known as BRIC. It includes relevant information about international
comparisons, B2C E-Commerce sales and shares, Internet users and shoppers, products, payment methods, delivery and players.
Report Structure
 The international comparisons chapter opens the report, with multiple comparisons of the BRIC countries that concern criteria related to B2C E-Commerce, such
as B2C E-Commerce sales and growth rate, share of retail, 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.
 Each country chapter starts with an overview of the development of B2C E-Commerce in the respective country, also featuring international comparisons.
 Next, the “Trends” section includes an overview of market trends, such as cross-border B2C E-Commerce, M-Commerce, social commerce and online price
comparison.
 The section “Sales & Shares” covers the development of B2C E-Commerce sales, including forecasts where available. Furthermore, this section shows the
development of the B2C E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Delivery”, covers information related to delivery in online shopping, such as the importance of delivery-related factors to online shoppers.
 Furthermore, the “Payment” section covers the payment methods most used by online shoppers and other related information.
 Finally, the “Players” section includes information about the leading E-Commerce players, such as online and multichannel retailers and marketplaces, including
rankings.

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DEFINITIONS
 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
the 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.
 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 PAYMENT
transfer of money made over the Internet following a consumer’s payment command, includes payments for
product and service purchase in E-Commerce and M-Commerce.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
 THIRD-PARTY ONLINE PAYMENT
payment made online for a purchase on a merchant’s website and processed by an independent payment
provider.
The following expressions and definitions are used in this B2C E-Commerce 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. International Comparisons
• E-Commerce Sales in the BRIC Countries and in Top 10 Countries by E-Commerce Sales, in USD billion, 2014 - 2019f
• B2C E-Commerce Sales in the BRIC Countries, by Country, in USD billion, 2009, 2014 & 2019f
• B2C E-Commerce Share of Total Retail Sales in the BRIC Countries, by Country, in %, 2014 & 2019f
• Internet Penetration in the BRIC Countries, by Country, in % of Individuals, 2014
• Number of Online Shoppers in the BRIC Countries, in millions, and Penetration, in % of Internet Users, 2015e
3. China
3.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
3.2. Trends
• B2C E-Commerce Trends Overview, August 2015
• M-Commerce Sales, in CNY billion and in % of Retail E-Commerce Sales, by Comparative Estimates, 2013 - 2018f
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
3.3. Sales & Shares
• Historic B2C E-Commerce Sales, in USD billion, by Comparative Estimates, 2009 - 2014
• B2C E-Commerce Sales Forecasts, in USD billion, by Comparative Estimates, 2014 - 2019f
• B2C E-Commerce (incl. C2C) Share of Total Retail Sales, by Comparative Estimates, in %, 2013 - 2019f
3.4. Users & Shoppers
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Number of Online Shoppers, in Millions, and in % of Internet Users, 2010 – 2014 & June 2015

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TABLE OF CONTENTS (2 OF 7)
3. China (Cont.)
3.5. Products
• Product Categories Purchased Online in the Previous 3 Months, in % of Online Shoppers, February 2015
• Average Annual Online Spending and Number of Online Purchases, by Product Category, February 2015
3.6. Payment
• Online Payment Methods Used, in % of Online Payment Users, 2014
3.7. Delivery
• Overview of B2C E-Commerce Delivery, September 2015
• Main Considerations When Buying Online, incl. Delivery, in % of Online Shoppers, 2014
3.8. Players
• B2C E-Commerce Player Overview, September 2015
• B2C E-Commerce Sales of Top 10 B2C E-Commerce Companies by Market Share, in CNY billion, 2014
• Breakdown of B2C E-Commerce Market Share by GMV, in %, 2014 & Q2 2015
4. Russia
4.1. Overview
• B2C E-Commerce Overview and International Comparisons, December 2015

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TABLE OF CONTENTS (3 OF 7)
4. Russia (Cont.)
4.2. Trends
• B2C E-Commerce Trends Overview, December 2015
• Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 &
2014
• Smartphone User Penetration and Mobile Shopper Penetration, in % of Online Shoppers, by Age Group and Total, October 2015
4.3. Sales & Shares
• Historic B2C E-Commerce Sales, in RUB billion, by Comparative Estimates, 2009 - 2014
• B2C E-Commerce Sales Forecasts, in RUB billion, by Comparative Estimates, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2014 - 2020f
4.4. Users & Shoppers
• Monthly Internet Audience, in millions and in % of Adult Population, Summer 2011 - Summer 2015
• Number of Online Shoppers, in millions and in % of Internet Users, 2013 & 2014
• Online Shopper Penetration, by Gender, Age Group and Location Type, in % of Internet Users in the Relevant Group, November 2014
4.5. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2013 & 2014
• B2C E-Commerce Sales by Product Categories, in RUB billion, 2013 & 2014
4.6. Payment
• Payment Methods Used in Online Shopping, in % of Online Shoppers, 2011 - 2014

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TABLE OF CONTENTS (4 OF 7)
4. Russia (Cont.)
4.7. Delivery
• Breakdown of B2C E-Commerce Orders by Delivery Methods, in %, 2013 & 2014
4.8. Players
• B2C E-Commerce Players Overview, December 2015
• Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB billion, Number of Orders, in thousands, Average Check, in
RUB, and Main Product Category, H1 2015
5. Brazil
5.1. Overview
• B2C E-Commerce Overview and International Comparisons, March 2016
5.2. Trends
• M-Commerce Share of Total E-Commerce Transactions, in %, 2015 & 2016f
• Websites Used to Choose an Online Shop, in % of Frequent Online Shoppers, 2014
• Global Regions Purchased from in Cross-Border Online Shopping, in % of Online Shoppers, October 2015
5.3. Sales & Shares
• B2C E-Commerce Sales, by Comparative Estimates, in USD billion and in BRL billion, and CAGR, in %, 2014 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, 2014 - 2019f

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TABLE OF CONTENTS (5 OF 7)
5. Brazil (Cont.)
5.4. Users & Shoppers
• Internet Penetration, in % of Individuals, 2010 - 2014
• Online Shopper Penetration, in % of Internet Users, 2014 - 2019f
• Number of Online Shoppers, in millions, and CAGR, in %, by Comparative Estimates, 2014 - 2019f
• Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, 2014
5.5. Products
• Breakdown of B2C E-Commerce Transactions, by Product Categories, in %, 2013 & 2015e
5.6. Payment
• Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
5.7. Delivery
• Willingness to Pay Additionally for Faster Shipping, in % of Online Shoppers, Q4 2014 & Q1 2015
• Logistics Services Used, in % of Online Retailers, 2013 & 2015e
5.8. Players
• B2C E-Commerce Players Overview, March 2016
• Overview of Top 15 E-Commerce Companies, by Revenues, incl. E-Comm. Websites, Company Type, Category, Gross E-Commerce
Revenues, Total Revenues, and E-Commerce Share of Revenues, 2014
• Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015

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TABLE OF CONTENTS (6 OF 7)
6. India
6.1. Overview
• B2C E-Commerce Overview and International Comparisons, September 2015
6.2. Trends
• B2C E-Commerce Trends Overview, September 2015
• M-Commerce Share of Total E-Commerce Sales, in %, 2014e & 2017f
• Usage of Digital Devices and Social Media Before, During and After Purchase, in % of Urban Consumers, February 2015
• Breakdown of Likelihood of Following a Brand on Social Media, in % of Urban Internet Users, March 2015
6.3. Sales & Shares
• Historic B2C E-Commerce Sales, in USD billion, by Comparative Estimates, 2009 - 2014
• Forecasts of B2C E-Commerce Sales excl. Travel, in USD billion, by Comparative Estimates, 2014 - 2020f
• B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2020f
6.4. Users & Shoppers
• Number of Internet Users, in millions, and in % Penetration, 2013 - 2018f
• Online Shopper Penetration, in % of Internet Users, 2014 & 2018f
6.5. Products
• Breakdown of Online Retail Segment Sales, by Product Categories, in % and in INR billion, 2014
• Breakdown of Product Categories Most Purchased Online, in % of Online Shoppers, August 2015
6.6. Payment
• Breakdown of Preferred Payment Methods in B2C E-Commerce, in % of Online Shoppers, 2014

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TABLE OF CONTENTS (7 OF 7)
6. India (Cont.)
6.7. Delivery
• Overview of B2C E-Commerce Delivery, September 2015
6.8. Players
• B2C E-Commerce Player Overview, September 2015
• Top 3 E-Commerce Websites, by Unique Visitors, in millions, May 2014 & May 2015
• Breakdown of the Preferred E-Commerce Brands, by First Choice and Second Choice, in % of Online Shoppers, August 2015

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1. Management Summary 14– 19
2. International Comparisons 20 – 25
3. China 26 – 44
4. Russia 45 – 63
5. Brazil 64 – 82
6. India 83 – 100

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52
59
66
72
7845%
51%
57%
62%
66%
0%
25%
50%
75%
100%
0
40
80
120
160
Summer 2011 Summer 2012 Summer 2013 Summer 2014 Summer 2015
Internet Users in % of Adult Population
in%ofAdultPopulation
inmillions
In summer 2015, there were 78 million adult Internet users going online
monthly in Russia, accounting for 66% of the total adult population.
Russia: Monthly Internet Audience, in millions and in % of Adult Population, Summer 2011 - Summer 2015
Definition: individuals aged 18+ who used the Internet at least once in the previous month
Survey: based on a survey of 19,000 respondents, with 1,500 interviews across all regions conducted weekly throughout summer 2015
Source: FOM, October 2015
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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M-Commerce
Transactions
20%
Other E-Commerce
Transactions
80%
2016f2015
M-Commerce
Transactions
30%
Other E-Commerce
Transactions
70%
M-Commerce’s share of total E-Commerce transactions in Brazil is
predicted to reach 30% in 2016, up from 20% in 2015.
Brazil: M-Commerce Share of Total E-Commerce Transactions, in %, 2015 & 2016f
Source: ABComm cited by Ecommercenews.com.br, January 2016
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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