Asia B2C E-Commerce Report 2011

B2C E-Commerce in Asia is an emerging market

The “Asia B2C E-Commerce Report 2011” by Hamburg-based market research firm yStats.com provides a detailed overview of B2C E-Commerce in Asia. In addition to the major players dominating this market, the report also presents figures relating to internet users and online shoppers. The report covers the most important markets in Japan, South Korea, China and India along with eleven further Asian countries.

Overall, Asia shows a very heterogeneous development in terms of internet and B2C E-Commerce. In Japan and South Korea, internet use is widely available, which spurs increased B2C E-Commerce revenue. In China, internet penetration is rather low, resulting in much growth potential for E-Commerce. The range of popular product categories varies widely, ranging from books to consumer electronics.

E-Commerce in Japan shows signs of recovery after the earthquake

In 2010, the number of internet users reached approximately 100 million in Japan, which corresponds to 80 % of the population. Following the earthquake in Japan, the major Japanese B2C E-Commerce players experienced a decline in revenue. However, now consumers are again buying more online. According to the “Asia B2C E-Commerce Report 2011” by yStats.com, in 2010 “Books” was the most popular B2C E-Commerce category, followed by “Fashion”, “Music” and “Travel”. Based on unique visitor numbers, Rakuten was the most successful Japanese B2C E-Commerce player in September 2011, followed by Amazon and Nissen.

Internet penetration in South Korea very high

In 2010, the number of internet users in South Korea rose to more than 35 million. Growth rates were very low in the last few years, given that almost the whole population between 10 and 40 has already been using the internet for a while. South Koreans seem to be very open toward new technologies. As a result, B2C E-Commerce is very well established. Revenue in this area is expected to increase significantly until 2015. Credit card payments are very popular in this segment. In 2010, the most popular product categories based on market volume were “Fashion and fashion related products”, “Household appliances” and “Travel arrangements”.

Mobile online shopping and group shopping soar in popularity in China

The number of internet users in China is predicted to grow to more than 600 million by 2015 and the number of online shoppers is expected to increase to more than 300 million. Mobile shopping continues to gain ground in China. This trend can be attributed to the growing number of smartphone sales and the increased use of 3G networks. According to the yStats.com “Asia B2C E-Commerce Report 2011” in 2010, the most successful Chinese B2C E-Commerce players were Tmall.com, 360buy.com, Amazon.cn and Dangdang.com. Group shopping is another trend in this market; based on daily unique visitor numbers in June 2011 ju.taobao.com took the lead.

Consumer electronics very popular in India

The number of internet users in India is expected to reach more than 200 million by 2015, which corresponds to almost 20 % of the population. One of the main challenges that online shops have been confronted with for a long time is the desire of Indian consumers to see and touch products before buying them. As a result, many retailers offer Cash-on-Delivery payment and convenient return and refund options. As shown in the “Asia B2C E-Commerce Report 2011” by yStats.com, the leading product categories include “Mobile phones and accessories”, followed by “Computer hardware” and “Consumer electronics”. In October 2011, the leading B2C E-Commerce player gauged by unique visitor numbers was Homeshop18.com.

Internet penetration rate varies widely in East Asia

In Indonesia, the number of internet users is expected to grow from 60 million in 2010 to almost 170 million by 2015. Encouraged by this trend, Japanese online department store Rakuten has founded a joint venture online department store in Indonesia. The “Asia B2C E-Commerce Report 2011” by yStats.com shows furthermore that in 2010, the most popular product categories in Malaysia included “Travel”, “Payment services” and “Entertainment”. Overall, almost half of the population made online purchases. In the Philippines, almost 30 million people used the internet in 2010, which translates to approximately 30 % of the population.

In Singapore, this share amounted to as much as 80 %. More than one million people shopped online, with B2C E-Commerce revenue expected to increase by more than 30 % over the next few years. As highlighted in the “Asia B2C E-Commerce Report 2011” by yStats.com, B2C E-Commerce is also gaining ground in Thailand due to safe and convenient payment options. In early 2011, “Fashion”, “Entertainment” and “IT products” were the leading categories in this segment. In Vietnam, the number of internet users reached almost 27 million in 2010, which is more than 30 % of the population. Enbac.com, 123mua.vn and 5giay.vn were among the most important competitors.

In Hong Kong, E-Commerce still has much potential for growth. However, almost half of the population has shopped online at least once. The most popular product categories are “Tickets” and “Hotel stays”. In Taiwan, in 2010 more than 16 million people used the internet. B2C E-Commerce is becoming increasingly important there too, with Books.com.tw and PCHome being the biggest players in this segment.

Development potential in the rest of Asia

In the United Arab Emirates, in 2010 almost half of all respondents had already made at least one purchase. Additionally, approximately 25 % of all respondents planned to make one purchase using their mobile phones in 2010. In Saudi Arabia, almost 40 % of all internet users purchased products online or paid online for services. In Pakistan, B2C E-Commerce is still largely underdeveloped. The number of online shops and online transactions continues to increase steadily and the number of internet users has already surpassed the 20 million threshold."

Key Findings:

- Japan: B2C E-Commerce sales reached double-digit growth rates within the last years. As a result, sales reached almost JPY 8 trillion in 2010. In January 2011, more than 80% of the Japanese Internet audience visited “Retail” websites.

- South Korea: In 2010, B2C E-Commerce reached almost 7% of retail sales in South Korea. Furthermore, “Clothes, Fashion related Goods” and “Home electric Appliances” were the leading product categories.

- China: Chinese shoppers are very enthusiastic about online shopping. As a result, the number of online shoppers is expected to increase to more than 300 million by 2015. Convenience and good deals are most frequently cited as the advantages of online shopping.

- India: Indian online shops have to take into consideration the average Indian’s hesitation to online shopping.

However, some B2C E-Commerce players established themselves on the market. Homeshop18.com and Letsbuy.com were leading in terms of unique visitors in October 2011. Furthermore, Amazon is set to enter India in the first quarter of 2012."

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JAPAN (Top Country)
1. Management Summary

2. Trends
- Internet and B2C E-Commerce Trends in Japan, 2010
- B2C E-Commerce Trends in Japan, 2011
- Japan’s Top Site Categories, in % of Total Audience Reach, January 2011
- Top Global Markets for Blog Category Usage, incl. average Minutes per Visitor and Percent Reach of Unique Visitors, June 2011
- Usage of mobile Devices in Japan, United States and Europe, in % of Subscribers, June 2010

3. Sales
- B2C E-Commerce Sales in Japan, in JPY trillion, 2006-2010
- B2C E-Commerce Sales in Japan, in USD billion, 2010 & 2015f
- B2C E-Commerce Sales of Fashion in Japan, in USD billion, 2009, 2010 & 2015f

4. Shares
- B2C E-Commerce Share on total Retail Sales in Japan, in %, 2006-2010

5. Products
- Products purchased Online in Japan, in %, 2010

6. Users / Shoppers
- Internet Users in Japan, in millions and in % of Country Population, 2007-2010
- Internet Users in Japan, in millions and in % of Country Population, 2010 & 2015f
- Total Broadband Subscribers in Japan, compared to Germany, USA and the OECD, 2006-2010
- Broadband Subscribers per 100 Inhabitants in Japan, comp. to Germany, USA and OECD Average, 2006-2010
- Broadband Subscribers in Japan, by Access Technology, compared to the OECD Average in %, 2010
- Online Shoppers in Japan, in millions and in % of Internet Users, 2010 & 2015f

7. Players
- Japan’s Top Retail Sites, by Number of Unique Visitors, in millions, January 2011
- Leading B2C E-Commerce Players in Japan; by Unique Visitors and Audience Reach, September 2011
- Facts about Rakuten.co.jp
- News about Rakuten.co.jp, 2011
- Facts about Amazon.jp
- Facts about Nissen.jp

SOUTH KOREA (Top Country)
1. Management Summary

2. Trends
- Online Shopping Activities in South Korea, 2010
- Most popular Online Activities of Internet Users in South Korea, in %, February 2011
- Audience Reach of Retail and Travel Web Sites in South Korea, in %, October 2010
- Payment Methods in B2C E-Commerce in South Korea, in %, Q2 2011
- Social Commerce and Couponing Trends in South Korea
- M-Commerce Usage in South Korea, 2010; incl. economic Activities of Mobile Phone Users
- Mobile Payment Trends in South Korea, 2011

3. Sales
- B2C E-Commerce Sales in South Korea, in KRW trillion, 2008-2010
- B2C E-Commerce Sales in South Korea, in USD billion, 2010 & 2015f

4. Shares
- Share of B2C E-Commerce on total Retail Sales in South Korea, in %, 2008-2010

5. Products
- E-Commerce by Products, in KRW billion and in %, 2009 vs. 2010
- E-Commerce by Products, in KRW billion and in %, Q2 2010, Q1 2011 & Q2 2011

6. Users / Shoppers
- Development of Internet Users (millions) and its Percentage of Country Population in S. Korea, 2000-2010
- Internet Users in South Korea, by Gender and Age, in % of the Population, 2010
- Total Broadband Subscribers in South Korea, compared to Germany, USA and the OECD, 2006-2010
- Broadband Subscribers per 100 Inhabitants in South Korea compared to Germany, USA and the OECD Average, 2006-2010
- Broadband Subscribers in South Korea, by Access Technology, compared to the OECD Average, in %, 2010
- Number of Online Shoppers in South Korea, in millions, 2010 & 2015f
- Online Shoppers in South Korea, by Gender and Age, in % of Internet Users, 2010
- Online Shopping Frequency, in % of Internet Users, 2010
- Monthly Consumer Expenses on Online Purchases, in %, 2010

7. Players
- Leading Retail Websites in South Korea, by Unique Visitors, in millions, January 2011
- Facts about Gmarket.co.kr
- Facts about 11st.co.kr
- Facts about Shopping.naver.com
- News about Tesco/Homeplus, 2011
- News about Groupon.kr, 2011

CHINA (Top Country)
1. Management Summary

2. Trends
- B2C E-Commerce Trends in China, 2010
- Internet and E-Commerce Trends in China, 2010
- Top 10 Provinces in China by Online Shopping Orders, in % of total Orders, Q1 2011
- Top 10 Cities in China by Online Shopping Orders, in %, Q1 2011
- Online Spending in Coastal Cities, in USD billion, May 2009-May 2010
- Mobile Shopping Trends in China, 2010
- Mobile Phone Trends in China, 2011, incl. Paid-for-Content regularly read by Mobile Phone Users, in %

3. Sales
- B2C and C2C E-Commerce Sales in China, in USD billion, 2004-2014f
- Breakdown of total E-Commerce Sales, into B2C and C2C, in %, 2010 & 2014f
- Quarterly E-Commerce Sales in China, incl. B2C and C2C, in CNY billion, Q1 2010-Q3 2011

4. Shares
- Share of B2C E-Commerce on total Retail Sales in China, in %, 2008-2014f

5. Products
- Structure of China’s E-Commerce Segments in Q3 2011
- Types of Luxury Products bought by male and female Online - Shoppers in China, in %, September 2011

6. Users / Shoppers
- Number of Internet Users in China, in millions, 2006, 2009 & 2015f
- Online Shoppers (in millions) and as Percentage of all Internet Users in China, 2007-2013f
- Average yearly Spending of Online Shoppers in China, in CNY, 2010 & 2015f

7. Players
- Leading B2C E-Commerce Players (B2C Platform) in China, by Market Share in %, Q3 2011
- Leading B2C E-Commerce Players (Independent B2C) in China, by Market Share in %, Q3 2011
- Ranking of Top 30 B2C E-Commerce Websites in China, by Trade Volume, 2010
- Ranking of Top 30 B2C E-Commerce Websites in China, by Monthly Visits, 2010
- Facts about Tmall.com
- News about Tmall.com, 2011
- Facts about 360buy.com
- Facts about Suning.com
- Facts about Amazon.cn
- News about Yihaodian, 2011
- Top 10 Group Buying Websites in China by Unique Visitors per Day, in millions, June 2011
- Top 10 Group Buying Websites in China by Conversion Rate from - Visit to Order Placing, in %, June 2011

INDIA (Top Country)
1. Management Summary

2. Trends
- B2C E-Commerce Trends in India, 2011
- Most popular Internet Activities in India, in %, Q2 2011
- Payment Methods Ever Used and Most Used in India, in % of Online Shoppers, 2009
- Reasons for not Shopping Online in India, in % of Internet Users who do not shop Online, in 2009
- Breakdown of the Audience of Coupon Websites in India, by Gender and Age, in %, June 2011

3. Sales
- B2C E-Commerce Sales in India, in INR billion, 2011 & 2015f
- B2C E-Commerce Sales in India, in INR billion, 2007-2011f
- Breakdown of B2C E-Commerce Sales in India, into Travel and Products, in %, December 2011f

4. Shares
- Share of B2C E-Commerce on total Retail Sales in India, in %, 2007-2011f

5. Products
- Major Product Categories in B2C E-Commerce in India, in % and INR billion, 2009
- Most popular Products and most popular Travel Products in India, in %, Q2 2011
- Reach of Retail Subcategories in India, in %, March 2011

6. Users / Shoppers
- Number of Internet Users in India, in millions, 2010 & 2015f
- Number of active Internet Users and Number of Internet using Households, in millions, 2010 & 2011
- Share of Internet Users, by Access Device, in %, 2010 & 2015f
- Number of Online Shoppers and People who searched for Information online in India, in millions, 2009

7. Players
- Leading B2C E-Commerce Players in India; by Unique Visitors and Audience Reach, October 2011
- Facts about Homeshop18.com
- Facts about Letsbuy.com
- Facts about Shopping.indiatimes.com
- Facts about Shopping.rediff.com
- News about the Launch of Amazon in India, 2011
- News about Indian E-Commerce Firms Inkfruit, Engrave and Pipal, June 2011
- News about Shopping Club Brandmile, 2011
- News about Carrefour India, 2011
- Leading Coupon Sites in India by Unique Visitors, in thousands, June 2011
- News about Snapdeal.com, 2011
- News about Groupon India, 2011
- Leading Online Travel Web Sites in India, by Unique Visitors, in thousands, April 2010 & April 2011

Additional Asian Countries

1. Hong Kong
- B2C E-Commerce Trends, 2011
- Value of the Internet Economy, including E-Commerce, in % of the GDP, 2009 & 2015f
- Major Product Categories in B2C E-Commerce, in %, September 2010
- Share of Individuals who have ever shopped online, in %, September 2010
- E-Commerce News of USPS and Hongkong Post, 2011

2. Indonesia
- Online Banking Users, by Total Unique Visitors (in thousands), Jan 2010 & Jan 2011
- Ranking by Share of Respondents using Mobile Phone for Commerce Purposes, in %, June 2011
- Average Amount Spent Online in one Year, in USD, 2010
- Number of Internet Users, in millions, 2010-2015f
- Ranking of Online Markets by Unique Visitors aged 15-24, in %, October 2011
- News about Japanese Shopping Mall Operator Rakuten, 2011

3. Malaysia
- Main Reasons to make Online Purchases, in %, 2010
- Main Reasons to buy from overseas Websites, in %, in 2010
- B2C E-Commerce Sales, in MYR billion, 2010 & 2014f
- Breakdown of B2C E-Commerce Sales, into domestic and international, in %, 2010
- Average Amount Spent Online in one Year, in USD, 2010
- Major Product Categories in B2C E-Commerce, in MYR and in %, 2010
- Online Shoppers, in % of Population, 2009 & 2010

4. Pakistan
- B2C E-Commerce Trends, 2011
- Internet Usage Trends, 2011
- News about Groupin.pk, 2011

5. Philippines
- Number of Internet Users (in millions) and Percentage of the Population, 2000 & 2010

6. Saudi Arabia
- B2C E-Commerce Sales, in USD billion, 2010
- Share of Internet Users who buy Products or pay for Services online, in %, 2010
- News about Souq.com, June 2010

7. Singapore
- Share of Time spent online on selected Site Categories, by Gender, in %, April 2011
- Reasons to buy from overseas Websites, in %, 2010
- Activities of Smartphone Users, in %, 2010
- Share of Online Consumers who plan to Purchase a Smartphone, in %, 2011f
- B2C E-Commerce Sales, in SGD billion, 2010 & 2015f
- Value of the M-Commerce Market, in SGD million, and Share (%) on the total Online Shopping Market, 2010
- Breakdown of Online Shopping Sales, into domestic and international, in %, 2010
- Major Product Categories in B2C E-Commerce, in % and SGD million, 2010
- Number of Internet Users (millions) and Share of the total Population (%), 2006, 2009 & 2010
- Number of Online Shoppers, in millions, and average Online Spending per Head, in SGD, 2010
- Top 5 Retail Websites, by Unique Visitors, January 2011
- Sales of Group Shopping Site Deal.com.sg, in SGD million, May 2010 & February 2011
- Audience Reach of Groupon.sg, by Gender, in %, March & April 2011

8. Taiwan
- Internet and B2C E-Commerce Trends, 2011
- Reasons to shop from Overseas Websites, in %, February 2011
- Total E-Commerce Sales, in TWD billion, 2009, 2010 & 2014f
- B2C E-Commerce Sales, in TWD billion, 2009-2011f
- Most popular Cross Border B2C E-Commerce Product Categories, in %, 2010
- Number of Internet Users (in millions) and Percentage of the Population, 2009-2010
- Top 3 Online Shopping Sites, ranked by an Index, August 2011
- Value of the Group Shopping Market, in TWD billion, 2010-2011f

9. Thailand
- B2C E-Commerce Sales Trends, 2010
- Key Factors of the Increase in B2C E-Commerce, in %, September 2010
- Main Reasons to buy from Overseas B2C E-Commerce Sites, in %, January-February 2011
- Barriers to Mobile Shopping, in %, January-February.2011
- Leading B2C E-Commerce Product Categories, in % and Value in THB bil., January-February 2011
- Leading B2C E-Commerce Product/Service Categories, in %, 2010
- Number of Internet Users (in millions) and Percentage of the Population, 2010 & 2015f
- News about Asia Books, 2011

10. United Arab Emirates (UAE)
- Top Factors impacting Online Shopping, in %, 2010
- Leading Product Categories in B2C E-Commerce, in %, 2010
- Top 3 Product Categories purchased via Mobile Phone, in %, 2010
- Share of Respondents who are likely to make an Online Purchase within the next 6 Months, in %, 2009 & 2010
- Share of Internet Users who have already made Purchases online, in %, 2010
- Penetration of Online Shoppers, in %, 2009-2010
- Share of Consumers who access the Internet with their Mobile Phones, in %, 2010
- Share of Respondents, in %, who made a Purchase with their Mobile Phone in the last 3 Months to Sep./Oct. 2010, and Share of Respondents, in %, who plan to do so within the 6 Months from Sep./Oct 2010

11. Vietnam
- Internet Usage Trends, 2010
- B2C E-Commerce Trends, 2010/2011
- Online Activities of Internet Users, in %, 2010
- B2C and B2B E-Commerce Sales, in USD billion, 2010
- Number of Internet Users (in millions) and Percentage of the Population, 2003-2010
- Frequency of Online Shopping of Internet Users, in %, 2010
- Leading Online Shopping Sites, in %, 2010

- Rakuten.co.jp
- Amazon.jp
- Nissen.jp
- Gmarket.co.kr
- 11st.co.kr
- Shopping.naver.com
- Groupon.kr
- Tmall.com
- 360buy.com
- Suning.com
- Amazon.cn
- Yihaodian
- Homeshop18.com
- Letsbuy.com
- Shopping.indiatimes.com
- Shopping.rediff.com
- Shopping Club Brandmile
- Carrefour India
- Snapdeal.com