sample report: top players in global b2c e-commerce market 2016

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 global B2C E-Commerce market with the focus on market players. The market players include pure-play online retailers, store-based

retailers that sell online, online marketplaces and online classifieds platforms.

All global regions are covered in this report, including Africa, Asia-Pacific, Europe, Latin America, the Middle East and North America.

Report Structure

The global chapter opens the report, including an overview of global market players. Two rankings are included: a ranking of online retailers by officially reported

worldwide B2C E-Commerce sales and a ranking of online retailers by global B2C E-Commerce sales including officially reported numbers and third-party

estimates.

The rest of the report is divided by regions. The regions are presented in the order of descending B2C E-Commerce sales. Where applicable, the countries in

the regions are grouped by advanced and emerging markets. The countries are also presented in the order of descending B2C E-Commerce sales. Where no

comparable B2C E-Commerce sales data was available, the related criteria, such as online shopper penetration, Internet penetration and population size were

considered.

For each country, a ranking of major E-Commerce players is included. The type of ranking differs by country due to varying data availability. Where no ranking of

companies by online retail sales or market shares was available, a ranking of top E-Commerce websites by website rank was included as an indication of market

leadership. The rankings of E-Commerce websites in a country may include not only retailers’ websites, but also marketplaces and online classifieds websites,

as well as foreign and local websites. The time period referenced also varies by source and country.

The emerging B2C E-Commerce markets were covered in a larger scope than advanced markets due to higher market dynamism. For selected major and fast

growing emerging B2C E-Commerce markets, a text chart was also included with a qualitative overview of competition and important news about players, such

as recent investment and expansion efforts.

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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.

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.

EMERGING MARKETS

An emerging market is a country with an economy that is evolving toward becoming developed. For the

purpose of this report, emerging B2C E-Commerce markets are generally defined as countries with a high B2C

E-Commerce growth potential, as reflected in past and projected sales growth rates, B2C E-Commerce’s share

of total retail sales, Internet and online shopper penetration rates.

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 CLASSIFIEDS an online platform, where both consumers and businesses can publish small advertisements about the sale of

goods and services.

COMPARISON SHOPPING WEBSITES websites providing comparison functions, such as price and product features, among the offers of third-party

merchants and service providers (online and/or store-based); for the purchase of products such websites

usually redirect to the website with the respective offering

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 6)

1. Management Summary

2. Global Developments

• Top 5 Retailers by Officially Reported Global B2C E-Commerce Sales, in USD billion, 2015

• B2C E-Commerce Sales Growth of the Top 5 Retailers by Officially Reported Global B2C E-Commerce Sales, in % Year-on-Year Change, 2015

• Market Shares of the Top 5 Retailers by Officially Reported Global B2C E-Commerce Sales, in % of Global B2C E-Commerce Sales, 2015

• Top 20 B2C E-Commerce Retailers, by B2C E-Commerce Sales, incl. Rank among Top Online Retailers, Rank among Top Retailers, Company Name,

Country of Origin, Retail E-Commerce Sales, in USD million, Share of Total Retail Revenues, in %, Growth Rate, in %, 2014, and CAGR, 2009-2014

• Share of Online Shoppers Who Would Consider Purchasing from Marketplaces and from Retailers’ Websites, by Global Average and Top 3 Countries, in

%, August 2015

3. Asia-Pacific

3.1. Advanced Markets

3.1.1. Japan

• Top 15 Retail Websites, by Total Unique Visitors, in millions, October 2014

3.1.2. South Korea

• Overview of Top 10 Local E-Commerce Websites, by Website Rank, October 2015

3.1.3. Australia

• Top 10 Online Retail Websites, by Weekly Visits, in millions, September 2015

3.1.4. New Zealand

• Top 5 Online Retail Websites, by Monthly Visitors, in thousands, July 2015

3.2. Emerging Markets

3.2.1. China

• B2C E-Commerce Player Overview, September 2015

• B2C E-Commerce Sales of Top 5 B2C E-Commerce Companies by Market Share, in CNY billion, 2014

• Breakdown of B2C E-Commerce Market Share by GMV, in %, 2014 & Q2 2015

• E-Commerce Brand Awareness, in % of Online Shoppers, 2014

3.2.2. Taiwan

• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, August 2015

3.2.3. India

• B2C E-Commerce Player Overview, September 2015

• Breakdown of the Preferred E-Commerce Brands, by First Choice and Second Choice, in % of Online Shoppers, August 2015

• Top 3 E-Commerce Websites, by Unique Visitors, in millions, May 2014 & May 2015

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3. Asia-Pacific (Cont.)

3.2. Emerging Markets (Cont.)

3.2.4. Singapore

• E-Commerce Player Overview, August 2015

• Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July 2015

3.2.5. Indonesia


• E-Commerce Websites Purchased From, in % of Online Shoppers, 2014


3.2.6. Malaysia



3.2.7. Thailand



3.2.8. Philippines



3.2.9. Vietnam


• Most Visited E-Commerce Websites, in % of Respondents, 2014

• Websites Most Often Used for Online Shopping, in % of University Students Who Shop Online, February 2015

• Top 10 E-Commerce Websites by Website Rank, August 2015

• Breakdown of E-Commerce Marketplaces, by Market Share, in %, 2014

3.2.10. Kazakhstan

• Overview of E-Commerce Players, November 2015

• Overview of Top 10 B2C E-Commerce Companies, Ranked by Revenue, 2014

4. Europe

4.1. Advanced Markets

4.1.1. UK

• B2C E-Commerce Players Overview, February 2016

• Top 10 Retailers by B2C E-Commerce Sales, in GBP billion, FY 2014/2015

• Top 10 E-Commerce Websites, by Website Visits, in millions, 2015

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4. Europe (Cont.)

4.1. Advanced Markets (Cont.)

4.1.2. Germany

• Top 15 Online Shops, by Sales, in EUR million, 2014

4.1.3. France

• Top 15 E-Commerce Websites, by Average Monthly Unique Visitors, in thousands, Q3 2015

4.1.4. Spain

• Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015

4.1.5. Italy

• Top 10 E-Commerce Websites, by Number of Unique Monthly Visitors, in millions, February 2016

4.1.6. Netherlands

• Ranking of Top 10 Online Retailers, by Sales, in EUR million, 2014

4.1.7. Belgium

• Top Two B2C E-Commerce Market Players, in % Market Share, 2014

4.1.8. Sweden

• Top 10 E-Commerce Websites, by Website Rank, February 2016, incl. Total Visits, in millions, and Share of Visits from Sweden, in %, January 2016

4.1.9. Austria

• Top 15 Online Shops, by Sales, in EUR million, 2014

4.2. Emerging Markets

4.2.1. Russia

• B2C E-Commerce Players Overview, December 2015

• Top 10 Online Shops Purchased from, in % of Online Shoppers, 2014 & 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

4.2.2. Poland

• E-Commerce Player Overview, December 2015

• Top 5 Most Recognized E-Commerce Websites, in % Internet Users, April 2015

• Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2015

4.2.3. Turkey

• B2C E-Commerce Players Overview, March 2016

• Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014

• Top 15 E-Commerce Websites by Page Views, incl. Page Views, in millions, and Real Users, in millions, January 2016

4.2.4. Greece

• Top 10 E-Commerce Websites, by Website Rank, incl. Website Type and Website Visits, December 2015

10


4. Europe (Cont.)

4.2. Emerging Markets (Cont.)

4.2.5. Czech Republic

• B2C E-Commerce Players Overview, January 2016

• Breakdown of Online Shops’ Market Share by Product Category, in %, H1 2015

4.2.6. Ukraine

• Breakdown of Online Shops by Market Share, by Electronics & Household Appliances and Clothing & Shoes, 2014

4.2.7. Romania

• Top 10 Most Visited E-Commerce websites, by in % Internet Users, September 2015

4.2.8. Hungary

• Top 15 E-Commerce Websites, by Website Rank, incl. Website Type and Website Visits, November 2015

4.2.9. Belarus

• Top 10 E-Commerce Websites by Website Rank, January 2016

5. North America

5.1. USA

• B2C E-Commerce Player Overview, November 2015

• Top 10 U.S. Retailers by Global B2C E-Commerce Sales, incl. B2C E-Commerce Sales, in % Year-on-Year Change and in % Share of Total Retail

Revenue, 2013

• Top 9 Fastest Growing B2C E-Commerce Retailers, incl. Sales in the USA and Worldwide, in USD million, 2014, % Year-on-Year Growth 2013/2014, %

share of USA in Worldwide Sales, 2014

• Top 10 U.S. Retailers by Unique Monthly Visitors, by Devices Used to Access, incl. Desktop, Mobile and Mobile-Only, in millions, and Share of Mobile

Only in Total, in %, January 2015

5.2. Canada

• B2C E-Commerce Player Overview, November 2015

• Market Shares of Top 3 E-Commerce Companies, in %, 2013 & 2014

• Top E-Commerce Websites by Share of Total Website Visits, in %, September 2014 & September 2015

• Overview of the Top 10 E-Commerce Websites, by Website Rank, November 2015, incl. Website Traffic, September 2015

6. Latin America

6.1. Brazil

• 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 5 Online Retailers by Online Revenues, in USD million, 2013 & 2014

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6. Latin America (Cont.)

6.1. Brazil (Cont.)

• Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015

6.2. Mexico

• Market Shares of Top 10 B2C E-Commerce Companies, by Company, in %, 2014

• Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015

6.3. Argentina


6.4. Colombia


6.5. Chile


6.6. Peru


7. Middle East

7.1. UAE

• B2C E-Commerce Players Overview, April 2016

• Top 10 Brands in the UAE, incl. Two E-Commerce Companies, in % of Residents, 2015

• Market Share of Top 3 B2C E-Commerce Companies, in %, 2014 & 2015

• Top 2 E-Commerce Websites Purchased From, in % of Online Shoppers, Q1 2015

• Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and UAE’s Share of Website Visits, in %, March 2016

7.2. Saudi Arabia


• Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Saudi Arabia’s Share of Website Visits, in %, April 2016

7.3. Iran

• B2C E-Commerce Player Overview, April 2016

• Top 5 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Iran’s Share of Website Visits, in %, April 2016

• Top 10 E-Commerce Websites, by Website Rank, incl. Description, April 2016

7.4. Israel

• Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Israel’s Share of Website Visits, in %, April 2016

7.5. Kuwait

• Top 10 E-Commerce Websites, by Website Rank, incl. Category, Website Visits, in millions, and Kuwait’s Share of Website Visits (Where Available), in %,

April 2016

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8. Africa

8.1. South Africa


• Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa, 3

Months to May 2016

8.2. Nigeria

• B2C E-commerce Player Overview, May 2016

• Most Popular E-Commerce Websites, by Usage and Awareness, in % of Online Shoppers, March 2016

8.3. Egypt

• Top 10 E-Commerce Websites, by Website Rank, May 2016, incl. Category, Website Visits, in millions, April 2016, and Share of Traffic from South Africa, 3

Months to May 2016

8.4. Morocco

• Top 6 Most Known Moroccan E-Commerce Websites, in % of Internet Users, February 2016

8.5. Kenya

• Most Popular E-Commerce Websites, by Used and Favorite, in % of Online Shoppers, June 2015

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1. Management

Summary

13 – 21

2. Global Developments 22 – 28

3.

3.1.

3.1.1.

3.1.2.

3.1.3.

3.1.4.

3.2.

3.2.1.

3.2.2.

3.2.3.

3.2.4.

3.2.5.

3.2.6.

3.2.7.

3.2.8.

3.2.9.

3.2.10.

Asia-Pacific

Advanced Markets

Japan

South Korea

Australia

New Zealand

Emerging Markets

China

Taiwan

India

Singapore

Indonesia

Malaysia

Thailand

Philippines

Vietnam

Kazakhstan

29 – 61

29 – 33

30 – 30

31 – 31

32 – 32

33 – 33

34 – 61

35 – 39

40 – 40

41 – 43

44 – 45

46 – 48

49 – 50

51 – 52

53 – 54

55 – 59

60 – 61

4.

4.1.

4.1.1.

4.1.2.

4.1.3.

4.1.4.

4.1.5.

4.1.6.

4.1.7.

4.1.8.

4.1.9.

4.2.

4.2.1.

4.2.2.

4.2.3.

4.2.4.

4.2.5.

4.2.6.

4.2.7.

4.2.8.

4.2.9.

Europe

Advanced Markets

UK

Germany

France

Spain

Italy

Netherlands

Belgium

Sweden

Austria

Emerging Markets

Russia

Poland

Turkey

Greece

Czech Republic

Ukraine

Romania

Hungary

Belarus

62 – 92

62 – 73

63 – 65

66 – 66

67 – 67

68 – 68

69 – 69

70 – 70

71 – 71

72 – 72

73 – 73

74 – 92

75 – 79

80 – 82

83 – 85

86 – 86

87 – 88

89 – 89

90 – 90

91 – 91

92 – 92

5.

5.1.

5.2.

North America

USA

Canada

93 – 101

93 – 97

98 – 101

6.

6.1.

6.2.

6.3.

6.4.

6.5.

6.6.

Latin America

Brazil

Mexico

Argentina

Colombia

Chile

Peru

102 – 113

103 – 107

108 – 109

110 – 110

111 – 111

112 – 112

113 – 113

7.

7.1.

7.2.

7.3.

7.4.

7.5.

Middle East

UAE

Saudi Arabia

Iran

Israel

Kuwait

114 – 126

115 – 119

120 – 121

122 – 124

125 – 125

126 – 126

8.

8.1.

8.2.

8.3.

8.4.

8.5.

Africa

South Africa

Nigeria

Egypt

Morocco

Kenya

127 – 134

128 – 129

130 – 131

132 – 132

133 – 133

134 – 134

3879

3912

4534

4639

4681

5042

5197

5351

5910

6148

6732

7574

8001

10251

16349

0 3000 6000 9000 12000 15000 18000

Decathlon

Castorama

E.Leclerc

Darty

Vente-Privee

La Redoute

Booking.com

Leroy Merlin

PriceMinister

Carrefour

Voyages-Sncf.com

eBay

Fnac

Cdiscount

Amazon

in thousands

“Amazon” (16 mil.), “Cdiscount” (10 mil.) and “Fnac” (8 mil.) were

the three most visited E-Commerce websites in France in Q3 2015. France: Top 15 E-Commerce Websites, by Average Monthly Unique Visitors, in thousands, Q3 2015

Source: Mediametrie, Fevad, January 2016

14

15

B2C E-Commerce in the UAE is dominated by a number of large

players, with the top 5 accounting for 72% of the market in 2015.

UAE: B2C E-Commerce Players Overview, April 2016

Source: YouGov, IHC, January 2016; Euromonitor International, March 2016; Souq.com, April 2016; SimilarWeb, April 2016; MasterCard, April 2015; Bloomberg, February 2016;

Gulf News, February 2016, November 2015; Wamda, February 2016; The National, October 2015; Awok.com, April 2016; The Paypers, August 2015

The B2C E-Commerce space in the UAE is dominated by a number of large players. According to Euromonitor International, with

around 3,000 online retailers operating in the country, the top 5 companies together accounted for 72% of the market in 2015. The

share of the top 5 players, however, decreased by -4 percentage points from 76% in 2014, indicating that the market is becoming

slightly less concentrated.

The largest B2C E-Commerce company in the UAE is Souq Group, with a 41% market share in 2015, down from 43% in 2014,

according to Euromonitor. Headquartered in Dubai, Souq Group operates online shopping platform Souq.com in the UAE, Egypt, KSA,

and Kuwait. Souq.com was the second most visited E-Commerce website in the UAE, behind online classifieds site Dubizzle in April

2016, according to SimilarWeb. A survey by MasterCard also revealed Souq.com as the leading E-Commerce website in early 2015,

with 45% of respondents having made a purchase from it in 3 months before the survey. In the latest round of investment in February

2016, Souq.com raised USD 275 million from a number of investors, including Tiger Global Management and Naspers who also

invested in the company earlier. This investment round made Souq.com the highest valued Internet company in the Middle East

region, Bloomberg reports. The investment will be used on supporting the company’s growth and strengthening its marketplace, Gulf

News reports. The number of sellers on Souq.com reached 75,000, as stated on the company’s website in April 2016.

Another company that raised investment in early 2016 was online retailer of baby products Mumzworld. According to Wamda, the

company closed a Series B funding round with an undisclosed multi-million U.S. dollar investment. Furthermore, online marketplace

JadoPado sold a 14.8% stake to an investor group led by Beco Capital for AED 14.7 million (USD 4 million), Gulf News reports. Early

in 2015, JadoPado made a transition from a pure-play online mass merchant to an online marketplace, which resulted in the number of

products on offer surging from 8,000 to 60,000 and the number of sellers reaching 2,500. The investment will be used to further

expand the marketplace model and explore the omnichannel opportunities by combining the brick-and-mortar and retail channels.

The trend of converting to a marketplace model was followed by another UAE-based online merchant Awok.com. As The National

reports, Awok.com planned to launch its marketplace at the beginning of 2016. As of April 2016, Awok.com was running a pre-

registration of sellers on its website. According to the company, since its launch in 2013, it was growing by +300% per year, with the

number of website users reaching 2 million per month. The Paypers reported in 2015 that Awok.com aimed at a 25% market share.

sample report: top players in global b2c e-commerce market 2016

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