general methodology of market reports · methodology of the current report report coverage this...

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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 Latin America. Four major markets in this region are covered, including Argentina, Brazil, Colombia and

Mexico. 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 regional E-Commerce market, regional and country comparisons in terms of criteria relevant to B2C E-Commerce, such

as sales and Internet penetration. The rest of the report is divided into country chapters, presented in the descending order of retail E-Commerce sales. Data

availability varied by country.

Each country description starts with an overview of the market, highlighting the overall B2C E-Commerce development in the respective countries.

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

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 B2C E-Commerce companies, including rankings of top online shopping platforms by sales,

website visits, awareness and usage rates by online shoppers, where available.

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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.

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.

CROSS-BORDER B2C 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. Both B2C

and C2C transactions might be included in the definition of retail cross-border E-Commerce.

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.

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.

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.

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 6)

1. Management Summary

2. Regional Overview

• Breakdown of Global B2C E-Commerce Sales by Region, in %, 2016 & 2021f

• Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by Region, 2011, 2016 &

2021f

• Global Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f

• Breakdown of Retail E-Commerce Sales in Latin America by Country, in %, 2016e

• B2C E-Commerce Sales in Selected Countries in Latin America, in USD billion, 2015 & 2020f, and CAGR, in %, 2015-2020f

• M-Commerce and E-Commerce Sales CAGR in Selected Countries in Latin America, in %, 2015-2019f

• Internet Penetration in Selected Countries in Latin America, in % of Individuals, 2016

• Audience Reach of Retail and Travel Website Categories in Selected Countries in Latin America, in % of Unique Visitors on PC/Laptop, 2016

• Number of Smartphone Users in Selected Countries in Latin America, in millions, 2014-2020f

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

• Share of Online Purchases Imported from Other Regions, in %, by Region, 2016

• Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, by

Argentina, Brazil, Chile, Mexico, and Peru, October 2016

• Breakdown of E-Commerce Sales by Payment Methods, in %, 2017e

• Payment Methods Used in Online Shopping, in % of Online Shoppers With Bank Account, by Brazil, Chile, Colombia, Dominican Republic,

Mexico and Peru, July 2016

• Top 10 E-Commerce Websites by Unique Visitors, by Argentina, Brazil, Chile, Colombia, Mexico and Venezuela, October 2016

3. Brazil

3.1. Overview

• B2C E-Commerce Market Overview, September 2017

3.2. Trends

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

• B2C E-Commerce Conversion Rate, in %, by Computer and Mobile, Q1 2017

• Product Categories Purchased via Mobile, in % of Mobile Shoppers, September 2016

• Cross-Border Online Spending, in USD billion, and Year-on-Year Change, in %, 2013 - 2016

• Product Categories Purchased in Cross-Border Online Shopping, in % of Online Shoppers, 2016

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3. Brazil (Cont.)

3.3. Sales & Shares

• B2C E-Commerce Sales, in BRL billion, and Year-on-Year Change, in %, 2011 - 2017f

• B2C E-Commerce Sales Forecasts, by 5 Comparative Estimates, in BRL billion and in USD billion, and CAGR, in %, 2015 - 2021f

• E-Commerce Share of Total Retail Sales, in %, 2016 & 2021f

3.4. Internet Users & Online Shoppers

• Internet Penetration, in % of Individuals, 2011 - 2016

• Number of Online Shoppers, in millions, and Year-on-Year Change, in %, 2013 - 2016

3.5. Products

• Product Categories Purchased Online, in % of Online Shoppers, June 2017

• Top 10 B2C E-Commerce Product Categories by Share of Number of Purchases and Value of Sales, in %, 2016

• Share of Travel in E-Commerce Volume, by Accommodation and Transportation, in %, 2015 & 2020f

3.6. Payment

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

• Share of Top 10 B2C E-Commerce Payment Methods of Orders Placed and Approved Orders, in %, and Approval Rate by Payment Method, in

%, Q1 2017

3.7. Delivery

• Share of Online Purchases Made With Free Shipping, by Market Average and Top 10 Online Retailers, in %, Q1 2015 – Q4 2016

• Motivational Factors in Online Shopping, incl. Delivery-Related, in % of Online Shoppers, June 2017

• Reasons to Give Up an Online Purchase, in % of Online Shoppers, June 2017

3.8. Players

• B2C E-Commerce Players Overview, September 2017

• Top 15 E-Commerce Retailers, by Revenues, incl. E-Comm. Websites, Company Type, Category, E-Commerce Revenues, in BRL million,

Growth, in %, and E-Commerce Share of Revenues, in %, 2015

• Top 10 E-Commerce Website Operators by Unique Visits, in millions, and Reach, in %, April 2017

• E-Commerce Apps or Websites Most Used for Mobile Shopping, in % of Mobile Shoppers, March 2016 & September 2016

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4. Mexico

4.1. Overview

• B2C E-Commerce Market Overview, September 2017

4.2. Trends

• Number of Internet Users by Device Used to Access the Internet, in millions, and Penetration, in % of Internet Users, May 2015 & May 2016

• Breakdown of Last Online Purchase by Device Used, in % Online Shoppers, February 2017

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

• Omnichannel Shopping Behavior, in % of Internet Users, 2015 & 2016

• Breakdown of Online Shoppers by Cross-Border and Domestic Shoppers, in %, May 2016

4.3. Sales & Shares

• B2C E-Commerce Sales, in MXN billion, and Year-on-Year Change, in %, 2009 – 2015

• B2C E-Commerce Sales, in MXN billion, 2016 & 2021f

• B2C E-Commerce Share of Total Retail Sales, in %, 2016


• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2011 - 2016

• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, May 2015 & May 2016

• Online Shopper Penetration, in % of Internet Users, 2015 & 2016

• Top 3 Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, December 2016

• Top 3 Reasons for Shopping Online, in % of Online Shoppers, December 2016

4.5. Products

• Product Categories Purchased Online, in % of Online Shoppers, May 2016

• Product Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Online Spending per Category, in MXN, 2015 & 2016

4.6. Payment

• Top 10 Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015 & 2016

• Reasons for Not Storing Credit/Debit Card Information With Online Shops, in % of Online Shoppers, 2015 & 2016

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4. Mexico (Cont.)

4.7. Delivery

• Breakdown of Important Factors Related to Delivery, in % of Online Shoppers, February 2017

4.8. Players

• B2C E-Commerce Players Overview, September 2017

• Top 5 Online Shops, by Visited and Purchased From, in % of Online Shoppers, February 2017

• Top 5 Companies by B2C E-Commerce Market Share, in %, 2011, 2012 & 2016

5. Argentina

5.1. Overview

• B2C E-Commerce Overview and International Comparisons, September 2017

5.2. Trends

• Number of Smartphone Users, in millions, and Penetration, in % of Population, 2016 - 2021f

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

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

• Breakdown of Online Shoppers by Domestic Only, Domestic & Cross-Border and Cross-Border Only, in %, October 2016

5.3. Sales & Shares

• Retail E-Commerce Sales, in ARS billion, by B2C and C2C, 2014 - 2016

• Retail E-Commerce Sales, in USD billion, 2015, 2016 & 2020f

• E-Commerce Share of Total Retail Sales, in %, 2016 & 2017f



• Information Technology Penetration, by Internet, Computer and Mobile Phone, in % of Individuals, by Age Group, Q4 2016

• Online Shopper Penetration, in % of Adult Internet Users, by Purchased at Least Once in the Past and Purchased in the Previous 6 Months,

December 2016

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5. Argentina (Cont.)

5.4. Internet Users & Online Shoppers (Cont.)

• Breakdown of Frequency of Shopping Online, in % of Online Shoppers, December 2016

• Top 5 Motivations to Purchase Online, in % of Online Shoppers, December 2016

• Perceived Disadvantages of Online Shopping, in % of Online Shoppers, 2015 & 2016

• Reasons for Not Shopping Online, in % of Internet Users Who Did Not Buy Online, 2016

5.5. Products

• B2C E-Commerce Sales by Product Categories, in ARS billion, 2014 - 2016

• Product Categories Browsed and Purchased Online, in % of Internet Users, 2016

5.6. Payment

• Breakdown of E-Commerce Sales by Payment Methods, in %, 2016

• Breakdown of E-Commerce Sales Paid in Installments by Number of Installments, in %, 2016

5.7. Delivery

• Preferred Delivery Methods, in % of Online Shoppers, December 2016

5.8. Players

• Top 25 E-Commerce Websites/Apps Ranked by Number of Orders Received, H1 2017

• Top 4 E-Commerce Websites, incl. Total Website Visits, in millions, Argentina’s Share of Total Visits, in %, and Estimated Number of Website

Visits from Argentina, in millions, August 2017

6. Colombia

6.1. Overview

• B2C E-Commerce Overview and International Comparisons, September 2017

6.2. Trends

• Devices Used to Access the Internet, in % of Adult Internet Users, August 2016

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6. Colombia (Cont.)

6.2. Trends (Cont.)

• Devices Used to Shop Online, in % of Online Shoppers, June 2016

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

6.3. Sales & Shares

• B2C E-Commerce Sales, in USD billion, 2016 & 2021f

• B2C E-Commerce Sales, in USD billion, 2015 & 2020f

• E-Commerce Share of Retail Sales, in %, 2016e



• Online Shopper Penetration, in % of Adults, August 2016

• Activities Carried Out Online, in % of Internet Users, August 2016

6.5. Products

• Product and Service Categories Purchased Online, in % of Online Shoppers, August 2016

• Top Categories Purchased Online, by Products and Services, in % of Online Shoppers, June 2016 6.6. Payment

• Payment Methods Used in E-Commerce, in % of Online Shoppers, August 2016

6.7. Delivery

• Top 5 Motivations for Online Shopping, in % of Online Shoppers, August 2016

• Top 2 Factors in E-Commerce Delivery & Returns, in % of Online Shoppers, 2016

6.8. Palyers

• Most Visited E-Commerce Sites, by Audience Reach, in %, Q1 2016

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“Free shipping” was the most important factor in E-Commerce delivery,

according to a survey of online shoppers in Mexico from Feb. 2017. Mexico: Breakdown of Important Factors Related to Delivery, in % of Online Shoppers, February 2017

Survey: based on an online survey of 1,009 Internet users aged between 18 and 55 years old, conducted in February 2017; base of respondents: 578 online shoppers

Source: The Cocktail Analysis, ISDI, March 2017

Free Shipping 34%

Short Delivery Times 21%

Package Tracking 18%

Time and Place of Delivery Clearly Specified

18%

In-Store Pickup 5%

Possibility of Express Delivery

4%

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16.3 18.1

19.9 21.7

23.0 24.3 37.1%

41.0% 44.6%

48.1% 50.6%

53.1%

0%

15%

30%

45%

60%

75%

0

10

20

30

40

50

2016 2017f 2018f 2019f 2020f 2021f

Smartphone Users Penetration

in %

of P

opula

tion

in m

illio

ns

The number of smartphone users in Argentina is projected to rise to

24.3 million by 2021, reaching 53.1% of the population. Argentina: Number of Smartphone Users, in millions, and Penetration, in % of Population, 2016 - 2021f

Definition: individuals of any age who own at least one smartphone and use the smartphone(s) at least once per month

Source: eMarketer, April 2017

general methodology of market reports · methodology of the current report report coverage this...

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