PAGE 2 GENERAL INFORMATION I KEY FINDINGS I TABLE OF ... · Mobile Shopper Penetration, in % of Internet Users, by Age Group and Total, Q3 2016 Top E-Commerce Platforms Purchased

GLOBAL M-COMMERCE 2017 PUBLICATION DATE: JUNE 2017

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-10 TABLE OF CONTENTS I PAGE 11 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 12 METHODOLOGY I PAGE 13 RELATED REPORTS I PAGE 14 CLIENTS I PAGE 15-16 FREQUENTLY ASKED QUESTIONS

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Global M-Commerce 2017

Report

M-Commerce

Africa, Asia-Pacific, Europe, Latin America, Middle East, North

America

Australia, Argentina, Belgium, Brazil, Canada, China, France,

Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico,

Netherlands, Nigeria, Philippines, Russia, Saudi Arabia, Singapore,

South Africa, South Korea, Spain, Thailand, UAE, UK, USA, Vietnam

English

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QUESTIONS

ANSWERED

IN THIS REPORT

What was the size of M-Commerce sales in different countries in 2016?

How high is the M-Commerce share of global online retail sales predicted to get in 2021?

Which devices do online buyers prefer to use for shopping and how do these preferences differ by

country?

What are the top product categories purchased on mobile?

What are the main drivers and barriers in global M-Commerce?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

GLOBAL M-COMMERCE 2017

MORE THAN HALF OF WORLD B2C E-COMMERCE SALES

PROJECTED TO BE ON MOBILE BY 2021

M-Commerce accounted for a double-digit share of global B2C E-Commerce sales in

2016 and is projected to top 50% by 2021, according to a forecast cited in this report by

yStats.com. In some countries, such as China, South Korea, and India, the mobile share is

already above one-half and continues growing. These three countries also had the highest

share of Internet users who made a purchase via mobile apps in 2016, an emerging trend

that is gaining traction across the world. Not only in Asia, but also in North America and

Europe, apps dominated over mobile browsers in digital consumers’ preference. To meet

this growing demand, a high double-digit share of the world’s top retailers plan to invest in

mobile applications this year.

Clothes, electronics, books and games were among the top product categories

purchased on mobile, as revealed by consumer surveys cited in yStats.com’s report. In the

UK, the USA, and Russia food and groceries also ranked within the top 5. The convenience

of purchasing on mobile and the ability to shop online from anywhere were among the top

motivations driving mobile shoppers. For example, in Mexico, two-thirds of smartphone

shoppers preferred this device due to availability of shopping applications that help them

save time. Besides smartphones, tablets were also used by many mobile shoppers and even

accounted for a higher share of M-Commerce orders in countries like Belgium and the

Netherlands, though in both markets mobile transactions are growing faster on

smartphones than on tablets.

Despite the rapid growth, some barriers to M-Commerce remain. For example, close

to half of consumers in France named the security of personal data as an issue, and in the

USA, secure access was the mobile shoppers’ top requirement to shopping applications, as

yStas.com’s report reveals. Furthermore, there are still issues with mobile website usability,

as close to one in three online buyers in emerging markets including Russia, South Africa,

Brazil, as well as in tech-savvy Singapore and the advanced Switzerland, said that mobile

websites weren’t easy to use. Nevertheless, the future of global M-Commerce is bright, as

the growing smartphone penetration enables wider access to mobile shopping.


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MANAGEMENT SUMMARY

GLOBAL DEVELOPMENTS

Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Regions, 2011

– 2016e

Number of Smartphone Connections, in millions, by Region, 2010-2021f

M-Commerce Share of Total B2C E-Commerce Sales, in %, 2016 & 2021f

Mobile Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q2 2016

Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, 2016

Mobile Shopper Penetration, by Total and Via App, in % of Internet Users, by Region, March 2016

Reasons to Conduct Shopping-Related Activities On Mobile Devices, in % of Internet Users, by Region, March 2016

Types of Websites/Apps Purchased from via Mobile, in % of Mobile Shoppers, by Region, August 2016

Payment Methods Used in Mobile Shopping, in % of Mobile Shoppers, by Selected Regions, August 2016

Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, August 2016

Top 6 Countries by Share of Internet Users Who Made a Purchase via Mobile App, in %, March 2016

Mobile Shopper Penetration, in % of Online Shoppers, by Selected Countries and Territories, February 2017

Share of Online Shoppers Who Believe that Mobile Sites Are Not Easy to Use, in % of Online Shoppers, by Selected

Countries and Territories, February 2017

Top 3 Technology Investments Planned by Retailers, by In-Store and Outside of Store, in % of Retailers, February

2017

ASIA-PACIFIC

3.1. CHINA

M-Commerce Sales, in CNY billion and in % of Total Retail E-Commerce Sales, by Four Comparative Estimates, 2014 –

2020f

Number of Mobile Internet Users, in millions, and Penetration, in % of Internet Users, 2012 - 2016

Number of Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 - 2016

Ways Used to Access E-Commerce Websites, in % of Online Shoppers, 2016

Mobile Shopping Apps Installed, in % of Online Shoppers, 2016

Breakdown of Number of Mobile Shopping Apps Used, in %, 2015

Share of WeChat Users Who Have Shopped from WeChat, in %, and Breakdown of Channels Used for Shopping from

WeChat, in %, January 2016

3.2. JAPAN

M-Commerce Sales, in JPY trillion, and Share of B2C E-Commerce Sales, in %, 2015 & 2016

M-Commerce Sales, in USD billion, and Share of B2C E-Commerce Sales, in %, 2013 – 2016e & 2020f

Number of Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014-2020f

Top 3 Mobile Shopping Platforms by Number of Users, in millions, Audience Reach, in %, and Year-on-Year Change,

in %, May 2016

3.3. SOUTH KOREA

M-Commerce Share of B2C E-Commerce Sales, in %, 2016

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GLOBAL M-COMMERCE 2017 TABLE OF CONTENTS (1 OF 7)

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ASIA-PACIFIC (CONT.)

3.3. SOUTH KOREA (CONT.)

M-Commerce Sales, in KRW trillion, and Share of E-Commerce Sales, in %, 2014-2016

M-Commerce Sales by Product Category, in KRW billion, and M-Commerce Share of E-Commerce Sales in Each

Category, in %, 2016

Smartphone Penetration by Age Group, in % of Individuals, Q3 2016

Online Shopper Penetration, by Device and Total, in % of Internet Users, Q3 2016

Breakdown of Devices Most Used for Online Shopping, in % of Online Shoppers, January 2017

Mobile Shopper Penetration, in % of Internet Users, by Age Group and Total, Q3 2016

Top E-Commerce Platforms Purchased from, in % of Mobile Shoppers and PC Shoppers, January 2017

3.4. AUSTRALIA

Smartphone Penetration, in % of Adults, June 2015 and June 2016

Frequency of Mobile Shopping, in % of Mobile Shoppers, August 2016

Reasons for Online Shopping Via Mobile Devices, in % of Mobile Shoppers, August 2016

Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016

3.5. INDIA

M-Commerce Sales, in USD billion, and Share of Retail E-Commerce Sales, in %, 2015 – 2020f

Smartphone Users, in millions, 2016e & 2020f

Breakdown of Online Spending by Mobile and Desktop/PC, in %, May 2016

Mobile Shopper Penetration, in % of Smartphone Users, and Breakdown of Intention to Shop via Mobile in the

Future Among Non-Mobile Shoppers, in %, 2016

Breakdown of Mobile Shoppers by Preferring Mobile Apps and Mobile Websites for Shopping Through Mobile

Phone, 2016

3.6. INDONESIA

Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2016

Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, by Age Group, August 2016

Share of Mobile Connected Device Owners Who Purchase via Mobile Device and Who Use a Mobile App to Make a

Purchase, in %, Q1 2016

Share of Smartphone Users Who Bought a Product or Service Within an App, in %, and Share of Online Shopping

Done Through Mobile Apps, in %, June 2016

3.7. THAILAND

M-Commerce Spending, in THB billion, and Share of Total Online Spending, in %, 2016e - 2018f

Smartphone Penetration, in % of Individuals, 2012-2016

Devices Used to Access the Internet, in % of Internet Users, Q1 2016



Top Smartphone Activities, incl. “Purchase”, in % of Internet Users, October 2015

Share of Internet Users Conducting Selected E-Commerce Activities via Mobile Devices Compared to Computers, in

%, May 2016


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ASIA-PACIFIC (CONT.)

3.8. SINGAPORE

M-Commerce Share of B2C E-Commerce Sales, in %, 2011 - 2015

Average M-Commerce Share of Online Spending, in %, 2016

Number of Mobile Phone Subscriptions by 2G, 3G and 4G, in thousands, 2011-2016

Breakdown of Devices Used for Research and Purchase Online, in % of Online Shoppers, September 2016



Drivers and Barriers to Mobile Purchases, in % of Mobile Shoppers, August 2016

3.9. MALAYSIA

M-Commerce Sales, in MYR million, and Share of Total B2C E-Commerce Sales, in %, 2013 – 2020f

Devices Used to Access the Internet, in % of Internet Users, 2015

Top 20 Activities Conducted via Connected Mobile Devices, incl. Shopping-Related, in % of Internet Users, March

2016

Share of Online Shoppers Buying via Smartphones, in %, November 2016



3.10. VIETNAM

Mobile 3G Connections, in millions, 2013 –2016

Smartphone Users, in millions, and Penetration, in % of Population, 2015 – 2020f

Devices Used for Online Shopping, in % of Online Shoppers, August 2016



3.11. PHILIPPINES

Smartphone Users, in millions, and Penetration, in % of Mobile Phone Users, 2014 – 2020f

Breakdown of Internet Traffic, by Device, in %, April 2016 & April 2017



EUROPE

4.1. REGIONAL

Devices Used to Access the Internet, in % of Individuals in the EU, by Country, 2016

Mobile Shopper Penetration, by Selected Countries and Regional, in % of Mobile Device Owners, April 2016

Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016

Number of Mobile Shoppers, in millions, Mobile Shopper Penetration, in % of Online Shoppers, Annual Mobile

Spending per Shopper, in EUR, by Selected Countries, January 2017

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EUROPE (CONT.)

4.1. REGIONAL (CONT.)

Breakdown of Online Spending by Device, in %, by Selected Countries, January 2017

M-Commerce Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q4 2015 & Q4 2016

Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016

Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by August 2016

Share of Online Shoppers Who Consider the Adaptation of Website to Mobile as an Important Criteria When Buying

Online, in %, October 2016

4.2. UK

M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2014 - 2020f

M-Commerce Sales by Device, in GDP billion, and Share of M-Commerce Sales, in %, 2014 - 2020f

Breakdown of M-Commerce Sales by Smartphone and Tablet, in %, December 2015 & December 2016

Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017f

Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016

Shopping-Related Activities Conducted via Mobile, in % of Smartphone Owners, July 2016

Top 3 Mobile Shopping Apps Installed, in % of Smartphone Owners Who Installed Mobile Shopping Apps, July 2016

Top 10 Retail Websites Visited on Smartphones and Tablets, by Rank, December 2016

4.3. GERMANY

M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f

Breakdown of Online Purchases by Mobile and PC, in %, 2015 & 2016

Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2016

Share of Mobile Shoppers Who Use Apps for Purchase, in %, by Tablet and Smartphone Shoppers, 2016

Product Categories Purchased via Mobile, in % of Mobile Shoppers, by Smartphone and Tablet, February 2016

4.4. FRANCE

M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f

M-Commerce Share of B2C E-Commerce Sales, in %, Q1 2016 & Q1 2017

Activities Conducted via Mobile Devices Before Purchasing, in % of Online Shoppers, September 2016

Top 3 Barriers to M-Commerce, in % of Internet Users, February 2016

Top 5 E-Commerce Platforms by Monthly Unique Visitors on Mobile, in millions, Q2 2016

4.5. RUSSIA

M-Commerce Share of B2C E-Commerce Sales, in %, 2016

Mobile Devices Used to Access the Internet, in % of Internet Users by Gender, Area and Total, 2016

Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016

Product Categories Purchased via Smartphone, in % of Online Shoppers Who Use Smartphones for Product Search,

November 2016

Breakdown of Latest Mobile Purchase by Purchase Made through App and Browser, in % of Mobile Shoppers, in %,

2016

Top 10 E-Commerce Platforms Purchased From via Mobile Devices, in % of Mobile Shoppers, 2016

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EUROPE (CONT.)

4.6. SPAIN

M-Commerce Share of B2C E-Commerce Sales, in %, 2015 & 2016e

Mobile Shopper Penetration, in % of Online Shoppers, 2015 & 2016

Product Categories Purchased via Mobile Devices, in % of Online Shoppers, 2016

4.7. ITALY

M-Commerce Sales, in EUR billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 & 2016

Breakdown of M-Commerce Sales by Product Categories, in %, 2016

4.8. NETHERLANDS

Breakdown of Online Purchases by Device, in %, Q1 2016 & Q1 2017

4.9. BELGIUM

Breakdown of Online Spending by Device, in %, Q1 2016 & Q1 2017

Devices Used for Online Shopping, in % of Online Shoppers, 2016

Top 20 Product Categories to Purchase via Mobile Devices, in % of Future Mobile Shoppers, April 2016

NORTH AMERICA

5.1. USA

Smartphone Penetration, in % of Adults, by Age Group and Total, November 2016

Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphone, Q1 2016 & Q1 2017

M-Commerce Sales, in USD billion and in % of B2C E-Commerce Sales, by Three Comparative Estimates, 2015 – 2020f

Breakdown of M-Commerce Sales by Device, in %, 2015 – 2020f

Breakdown of M-Commerce Sales, by Smartphone, Tablet, App and Browser, in %, 2015

Mobile Share of Time Spent on Retail Category and of E-Commerce Spending, in %, 2016

Product Categories Purchased via Smartphone, in % of Mobile Shoppers, October 2016

Preference for Apps and Mobile Websites When Performing Shopping-Related Activities via Smartphone, in % of

Mobile Shoppers, October 2016

Preferred Mobile Shopping App Features, in % of Mobile Shoppers, October 2016

Top 4 Retail Mobile Apps by Unique Visitors, in thousands, and Year-on-Year Change, in %, June 2016

5.2. CANADA

Smartphone Penetration, in % of Population, 2016e

Mobile Shopper Penetration, in % of Mobile Device Users, October 2016

Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, October 2016

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LATIN AMERICA

6.1. REGIONAL

Breakdown of E-Commerce Sales by Device, in USD billion, 2015-2019f

M-Commerce and E-Commerce Sales CAGR, in %, by Selected Countries, 2015-2019f

Mobile Commerce Sales, by Smartphone and Tablet, in USD billion, by Selected Countries, 2015

Number of Smartphone Users, in millions, by Selected Countries, 2014-2020f

Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016

Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by Selected Countries, August 2016

6.2. BRAZIL

Breakdown of E-Commerce Sales by Device, by Segment, in USD billion, and M-Commerce Share of E-Commerce

Sales, in %, 2015

M-Commerce Sales Share of B2C E-Commerce Transactions, in %, January 2011 – January 2017

6.3. MEXICO

Mobile Shopper Penetration, in % of Mobile Internet Users, August 2016

Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016

Reasons to Choose a Specific Device for Online Shopping, in % of Online Shoppers on the Respective Device, 2016

6.4. ARGENTINA

M-Commerce Share of E-Commerce Companies’ Revenues, in %, 2015 & 2016

Breakdown of Devices Used in Last Online Purchase, in % of Online Shoppers, 2016

MIDDLE EAST AND AFRICA

7.1. REGIONAL

Smartphone Penetration, in % of Population, by Selected Countries in the Middle East and Africa, April 2017

M-Commerce Share of B2C E-Commerce Transactions in GCC, in %, 2016

Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2015

7.2. UAE

M-Commerce Share of B2C E-Commerce Sales, in %, 2013 & 2015

7.3. SAUDI ARABIA

Mobile Shopper Penetration, in % of Smartphone Users, November 2016


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MIDDLE EAST AND AFRICA (CONT.)

7.4. SOUTH AFRICA

Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, March 2016

7.5. NIGERIA

Mobile Shopper Penetration, in % of Online Shoppers, 2016

M-Commerce Sales, in NGN billion, 2015 - 2017f


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GLOBAL M-COMMERCE 2017 REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR 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.

METHODOLOGY OF OUR GLOBAL M-COMMERCE 2017

Report Coverage

This report covers the global M-Commerce market.

For the purposes of this report, M-Commerce is defined as the

sale of products and services through electronic transactions via mobile

Internet-enabled devices, such as smartphones and tablets. The specific

definitions of M-Commerce, mobile sales and mobile shoppers used by

the original sources cited in this report may vary.

The report contains relevant information about global trends,

international comparisons, M-Commerce sales and mobile shoppers.

All global regions are covered in this report, including major

advanced and emerging markets.

Report Structure

The report starts with a global chapter which includes regional

and country comparisons in terms of criteria relevant to M-Commerce,

such as mobile Internet subscriptions and mobile shopper penetration.

The rest of the report is divided into regional chapters, ranked by B2C E-

Commerce sales. Within each region, regional information is included first,

where available, and the countries are presented in the order of

descending B2C E-Commerce sales.

For the countries the following information is presented, where

available: M-Commerce sales, share of M-Commerce among total B2C E-

Commerce sales and online purchase transactions, mobile shopper

penetration, devices used for accessing the Internet and for shopping

online, reasons for buying via mobile, smartphone and mobile Internet

penetration. Not each type of information is presented for each country

due to varying data availability.

For selected top countries, also a ranking of M-Commerce

market players is provided, such as by number of mobile visits or by usage

among mobile shoppers.


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Asia-Pacific M-Commerce Market 2017

Global Cross-Border B2C E-Commerce 2017

Global Online Payment Methods: Full Year 2016

Global Alternative Online Payment Methods: Full Year 2016

Global Mobile Payment Methods: Full Year 2016

Global Mobile Wallets 2017: Competitors and Market Opportunities

Asia-Pacific B2C E-Commerce Market 2017

South Korea B2C E-Commerce Market 2017

India B2C E-Commerce Market 2017

China B2C E-Commerce Market 2017

Southeast Asia B2C E-Commerce Market 2017

Philippines B2C E-Commerce Market 2017

Vietnam B2C E-Commerce Market 2017

Malaysia B2C E-Commerce Market 2017

Singapore B2C E-Commerce Market 2017

Thailand B2C E-Commerce Market 2017

Indonesia B2C E-Commerce Market 2017

Top5 Country B2C E-Commerce Sales Forecasts: 2016 to 2020

June 2017

February 2017

March 2017

March 2017

March 2017

January 2017

June 2017

June 2017

May 2017

May 2017

May 2017

May 2017

May 2017

April 2017

April 2017

April 2017

April 2017

November 2016

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Global B2C E-Commerce Market 2016

Middle East B2C E-Commerce Market 2016

Africa B2C E-Commerce Market 2016

Latin America B2C E-Commerce Market 2016

Europe B2C E-Commerce Market 2016

June 2016

May 2016

May 2016

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PAGE 2 GENERAL INFORMATION I KEY FINDINGS I TABLE OF ... · Mobile Shopper Penetration, in % of Internet Users, by Age Group and Total, Q3 2016 Top E-Commerce Platforms Purchased