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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 cross-border B2C E-Commerce in Asia-Pacific. It includes information about cross-border E-Commerce exports and imports, with a focus on

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

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 is devoted to Asia-Pacific. Regional information is provided first, including rankings of countries by cross-border online shopper

penetration. In the country chapters, 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 country leading in the region in terms of B2C E-Commerce sales, China, 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 3)

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 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

• 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

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

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

• 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

• Top 5 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers in Australia, China,

Japan, and New Zealand, October 2016

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TABLE OF CONTENTS (2 OF 3)

3. Asia-Pacific (Cont.)

3.2. China

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

• 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 Sales, by Exports and Imports, in CNY billion, 2013 – 2015 & 2020f

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

• Cross-Border Online Shoppers, in millions, and Penetration, in % of Online Shoppers, in % of Internet Users and in % of Population, 2014

– 2020f

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

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

2016

• Reasons 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

• Marketplaces Used to Reach Foreign Customers, in % of E-Commerce Sellers from China, Q1 2016

3.3. Japan

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

• 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, October 2015

• Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in South Korea, October 2015

• Top Considerations in Cross-Border Online Shopping, in % of Cross-Border 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

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TABLE OF CONTENTS (3 OF 3)

3. Asia-Pacific (Cont.)

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, 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

• Breakdown of Online Clothing Spending, by “Men’s Clothing” and “Women’s Clothing”, Overseas and Domestic, Spent by Men and by

Women, in AUD million, 2015

3.7. New Zealand

• The Importance of Various Factors in Decision to Purchase Cross-Border, in % of Cross-Border Online Shoppers in New Zealand,

January 2016

• The Importance of Various Factors in Decision to Purchase Cross-Border, in % of Cross-Border Online Shoppers in New Zealand,

January 2016

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1. Management Summary 10 – 12

2. Global Developments 13 – 29

3.

3.1.

3.2.

3.3.

3.4.

3.5.

3.6.

3.7.

Asia-Pacific

Regional

China

Japan

South Korea

India

Australia

New Zealand

30 – 66

31 – 33

34 – 45

46 – 49

50 – 57

58 – 60

61 – 63

64 – 66

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Cross-Border Online Shoppers

13.6%

Others 86.4%

2015 2014

Cross-Border Online Shoppers

22.7%

Others 77.3%

Cross-border online shopper penetration in China increased from

13.6% of online shoppers in 2014 to 22.7% in 2015. China: Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014 & 2015

Source: iResearch, April 2016

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12.6%

17.7%

20.2%

20.2%

25.9%

34.1%

63.3%

0% 20% 40% 60% 80% 100%

Cultural Contents*

Hobby-Leisure

Daily Supplies, Housewares

Furniture-Electronics

Cosmetics

Food (Processed, Health Supplements, etc.)

General Apparel Merchandise

in % of Cross-Border Online Shoppers

“General Apparel Merchandise” was the most popular product category

among cross-border online shoppers from South Korea in Oct. 2015. South Korea: Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border

Online Shoppers, October 2015

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

*includes Book/Music/DVD, Ticket·Trip Service(Performance, Movie Ticket, Plane Ticket, Travel Packages, Gift Certificates, e-Ticket, Gifticon, Etc.), Paid Software (Paid

Program, App, Purchasing Emoticon Etc.), Other Service(Online Education, Service, Rental Service, Etc.)

Definition: products most purchased directly from overseas

Survey: based on an online survey of 5,000 Internet users aged 12-59, conducted between September and October 2015 nationwide

Source: Korea Internet & Security Agency, February 2016

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