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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

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

reported 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 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 market in India. A broad definition of retail E-Commerce used by some original sources cited in this report might

include both B2C and C2C E-Commerce.

The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,

products, payment methods, delivery and players.

Report Structure

The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in

the region in terms of criteria relevant to E-Commerce.

Next, the “Trends” section includes an overview of market trends, such as M-Commerce, omnichannel and cross-border E-Commerce.

The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and 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, “Payment”, covers the payment methods most used by online shoppers.

Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce.

Finally, the “Players” section includes information about the leading market players including a ranking of major B2C E-Commerce players by market share and

profiles for the top two companies by share.

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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). A broader definition of retail E-Commerce applied by some sources also includes consumer-to-consumer

(C2C) sales.

E-COMMERCE SALES the total sales generated either on the E-Commerce market in a certain country or region, or the total sales

generated through E-Commerce by a player on the market.

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.

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.

OMNICHANNEL an approach to retail that strives to provide the customer with the seamless shopping experience across all retail

channels, such as in-store, online and mobile.

CROSS-BORDER E-COMMERCE the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country

where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders.

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.

GROSS MERCHANDISE VALUE abbreviated as GMV, a total value of successfully completed transactions between buyers and sellers on a

marketplace. Depending on the source, might include shipping costs.

MOBILE WALLET

a software solution that enables consumers to store payment credentials, such as credit or debit card information,

and use the stored credentials to pay digitally for transactions made in-store, online or via mobile. Broadly defined,

mobile wallets also include payment services linked to a mobile phone which allow to top up a value and use it for

making payments and purchases.

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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1. Management Summary

2. Overview & International Comparisons

• B2C E-Commerce Market Overview and International Comparisons, May 2018

• Total Retail Sales and B2C E-Commerce Sales, in USD billion, 2017, by China, India, the USA and Western Europe, and Expected

Growth, in %, 2017-2022f

• Retail E-Commerce Sales, in USD billion, by Australia, China, Japan, India and South Korea, 2018f

• Retail E-Commerce Sales CAGR, in %, by Australia, China, Japan, India and South Korea, 2018f-2022f

• Internet Penetration, in % of Individuals, by Australia, China, Japan, India, Indonesia, Malaysia, Philippines, Singapore, Thailand,

Vietnam, 2017 & 2022f

• Annual Online Spending per Online Shopper, in USD, by Australia, China, Japan, India, Indonesia, Malaysia, Philippines, Singapore,

Thailand, Vietnam, 2017

• Share of Internet Users Accessing the Internet via Smartphone, in %, by Australia, China, India, Indonesia, Malaysia, Philippines,

Singapore, South Korea, Taiwan, Thailand, Vietnam, 2017

3. Trends

• Devices to Access the Internet, in % of Internet Users, by Urban and Rural, October 2017

• Mobile Internet Users, in millions, October 2015, December 2016 & 2017 and June 2018f

• Smartphone Users, in millions, and Penetration, in % of Population, 2017- 2022f

• Share of Online Shoppers Who Installed 2 to 5 Retail and Shopping Apps on Their Smartphone, in %, 2017

• Categories Researched on the Mobile Internet, in % of Mobile Internet Users, and Breakdown of Daily Time Spent on Mobile Internet by

Category, in %, incl. “Shopping”, Q2 2017

• Breakdown of Number and Value of Purchases by Urban Consumers by Channel, incl. “Pure Online”, “Pure Offline” and “Mixed”, in %,

2017

• Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2017

4. Sales & Shares

• Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Five Comparative Estimates, 2016-2022f & 2026f

• E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016, 2017, 2021f, 2022f & 2026f

TABLE OF CONTENTS (1 OF 3)

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5. Internet Users & Online Shoppers

• Internet Penetration, in % of Individuals, 2017 & 2022f

• Internet Penetration, by Urban, Rural and Total, in % of Population, October 2017

• Number of Internet Users, in millions, by Urban and Rural, October 2014-2017, December 2016-2017e & June 2018f

• Online Shopper Penetration, in % of Internet Users, by Five Comparative Estimates, 2016 - 2022f & 2026f

• Number of Online Shoppers, in millions, by Four Comparative Estimates, 2016 - 2021f & 2026f

• Breakdown of Online Shoppers by Gender and Age Group, in %, 2017

• Annual Online Spending Per Online Shopper, in USD, 2017 & 2022f

6. Products

• Breakdown of E-Commerce Sales by Segments, in INR billion, incl. “Travel”, “Retail”, “Online Grocery and Food Delivery”, and “Other

Services”, 2015 - 2017e

• Breakdown of Online Travel Sales by Sub-Categories, in INR billion and in %, 2016

• Online Travel Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f

• Breakdown of Retail E-Commerce Sales by Sub-Categories, in INR billion and in %, 2016

• Breakdown of B2C E-Commerce Sales by Product Category, in %, 2016 & 2017

• Breakdown of Purchase Transactions in Selected Product Categories, by Purely Online, Purely Offline and Mixed, in %, 2017

7. Payment

• Share of Urban Online Shoppers Who Switched from Cash on Delivery to Online Payment Methods Following Demonetization, in % of

Online Shoppers, 2017

• Share of Urban Online Shoppers Who Introduced Family or Friends to Cashless Payment Methods After Demonetization, in %, 2017

• Breakdown Payment Methods Preferred in E-Commerce, in % of Urban Online Shoppers, 2017

• Share of Digital and Mobile Wallets in E-Commerce Sales, in %, 2013 & 2017e

• Top 3 Mobile Payment Services Used by Internet Users, in % of Internet Users, Q2 2017

TABLE OF CONTENTS (2 OF 3)

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8. Delivery

• E-Commerce Logistics Market Size, in USD billion, and Average Logistics Cost, in % of Net Merchandise Value, 2015 & 2020f

• Breakdown of E-Commerce Logistics Market by Logistics Service Provider Types, in %, 2016

• Breakdown of Daily E-Commerce Shipments by Metro & Tier-1 and Tier-2 & Beyond, in millions, 2016 & 2020f

9. Players

• Overview of B2C E-Commerce Players, June 2018

• B2C E-Commerce Market Shares of the Top 9 Players, in %, 2017

• Top 6 E-Commerce Sites by Share of Mobile Search, in %, H2 2017

• Profile of Flipkart, May 2018

• Profile of Amazon India, May 2018

TABLE OF CONTENTS (3 OF 3)

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1. Management Summary 10 - 12

2. Overview & International Comparisons 13 – 20

3. Trends 21 – 28

4. Sales & Shares 29 – 31

5. Internet Users & Online Shoppers 32 – 39

6. Products 40 – 46

7. Payment 47 – 52

8. Delivery 53 – 56

9. Players 57 – 62

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Male 65%

Female 35%

Age Group Gender

18-25 28%

26-35 42%

36-45 28%

45-60 2%

Online shopper demographics in India were skewed towards male

and younger population, as of 2017. India: Breakdown of Online Shoppers by Gender and Age Group, in %, 2017

Source: ASSOCHAM, Deloitte, December 2017

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Amazon 46,0%

Flipkart 20,9%

eBay 9,9%

Snapdeal 7,9%

Shopclues 6,8%

Myntra 4,7%

Others 3,9%

Amazon (46%) had the highest share of mobile search for E-Commerce

sites in India during H2 2017, ahead of Flipkart (21%). India: Top 6 E-Commerce Sites by Share of Mobile Search, in %, H2 2017

Note: based on the mobile search traffic in India over Jana’s mCent browser in the period from July 1 to December 31, 2017; over 1.6 million searches were studied

Source: JANA, February 2018

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