STATE OF GLOBAL E-COMMERCE

REPORT(India)

F e b r u a r y 2 0 1 3

THE E-COMMERCE REPORT

WHAT IS THE “E-COMMERCE REPORT”?

It is an annual investigation into the global uptake and impact of e-commerce. The report is structured into 2 sections:

E-Commerce Segmentation: The segmentation breaks down users into four groups including; • Rejecters: (no online product research or online purchase) • Offline Transactors: (research online, buy offline) • PC Online Buyers: (purchase online in the past month via PC) • Multi-Platform Buyers: (purchase in the past month via mobile or tablet).

The key purpose of this segmentation is to explore the total impact of the Internet on the purchase landscape for both on and offline transactions. The segmentation also looks at post-purchase influencers versus non-influencers, a crucial dynamic in the internet purchase landscape.

Category Impact Part two explores which Product Categories are most impacted by the Internet by identifying which types of products are more likely to be purchased online and which are more likely to be researched online prior to the purchase regardless of whether it is transacted on or offline.

HOW CAN YOU USE IT? This provides crucial data for developing a category specific online strategy and quantifies how important different elements are in the online and social mix, including official content, mobile / social specific sites, outreach etc.

We can also differentiate which product categories are more impulsive and which have a longer research / purchase cycle. This again has major impacts on how we build online strategy.

HOW TO ACCESS THE DATA?

All of the data in this report is available to subscribers and the segmentation can be recreated with a simple analysis against the GWI Dataset. We will also be publishing the segmentation for GWI Pro License holder as of Q1 2012

You can also engage the GWI Consulting Team to implement for your specific category set or brand.

NO INFLUENCEINFLUENCE IN THE PAST

MONTH

DEFINING E-COMMERCE SEGMENTATION: ALL DATA IS LAST MONTH ACTIONS

Source: GlobalWebIndex

REJECTORS

OFFLINE FULLFILMENT

ONLINE BUYER

MULTI-PLATFORM BUYER

= Purchased online last month via Mobile or Tablet

E-Commerce Engagement Product Influence Online

= Purchased online via PC(not mobile or tablet)

= Researched Product Online Prior to Purchase AND not purchase

online / mobile / tablet

= NO Product Research Online AND not purchase online /

mobile / tablet

INFLUENCE = Reviewed a product post purchase online OR talked about

on blog or micro blog or social network

% PURCHASEONLINE

% NOT PURCHASE ONLINE

THE PERCENTAGE OF EACH SEGMENT WHO PUBLISH ONLINE “POST PURCHASE”

Source: GlobalWebIndex Q2 2012

GLOBAL E-COMMERCE SCORECARD

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rejecters 10%

Offline Fullfilment 24%

Online Buyer41%

Multi-Platform Buyer25%

31%

69%

No influence Influence

E-Commerce Engagement: GLOBAL SPLIT Post Purchase Influence at a Global Level(% of global internet users)

84% of segment publish purchase opinion online

84%

16%

79%

21%

79% of segment publish purchase opinion online

55%

45%

26%

74%

55% of segment publish purchase opinion online

26% of segment publish purchase opinion online

Source: GlobalWebIndex Q2 2012

INDIA E-COMMERCE SCORECARD – HIGH NUMBER OF MULTI-PLATOFORM BUYERS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Rejecters 11%

Offline Fullfilment 30%

Online Buyer35%

Multi-platform buy-ers 24%

25%

75%

No influence Influence

E-Commerce Engagement: LOCAL SPLIT Post Purchase Influence at a local Level(% of Spanish internet users)

91% of multi-platform publish opinion online

91%

9%

75%

25%

75% of online buyers publish opinion online

79%

21%

30%

70%

79% of “offline fulfilment”” publish opinion online

20% of rejecters publish opinion online

INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY

Markets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchase Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation

HOW TO READ: 65% OF USERS IN POLAND ARE ONLINE BUYERS (PC / MOBILE / TABLET) , EQUATING TO 12M. 77% OF INTERNET USERS IN THE MARKET HAVE PUBLISHED ONLINE ABOUT A PUCHASE IN THE PAST MONTH.

40% 45% 50% 55% 60% 65% 70% 75% 80% 85%30%

40%

50%

60%

70%

80%

90%

100%

USA(139m)

Canada(13m)

Russia(26m)

South Africa(3m)

Netherlands (6m)

France(19m)

Spain (12m)

Italy(13m)

UK(28m)

Sweden (3m)

Poland(12m)

Germany(35m)

Mexico(17m)

Argentina(14m)

Brazil(4m)

Malaysia(8m)

Australia(10m)

Indonesia (27m)Philippines(12m)

Singapore(1m)

Thailand (8m)

Japan(63m)

South Korea(28m)

Vietnam (15m)

China(379m)

Turkey (20m)

India(65m)

Hong Kong(2m)

Taiwan (9m)Saudi Arabia

(4m)UAE(1m)

% of Internet Users that Purchase Online Via PC / Mobile / Tablet

% o

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Pos

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% OF TRANSACTIONS PURCHASED ONLINE: BOOKS, CLOTHES & TRAVEL LEAD

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0%

10%

20%

30%

40%

50%

60%

% of Purchases Transacted Online

Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.

% OF TRANSACTIONS PURCHASED ONLINE: CLOTHES, MOBILE AND BOOKS LEAD

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s0%

5%

10%

15%

20%

25%

30%

% of Purchases Transacted Online

Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.

G E T T H E F U L L R E P O R T:w w w . g l o b a l w e b i n d e x . n e t / e - c o m m e r c e - 2 0 1 3

F I N D O U T M O R E :W W W . G L O B A L W E B I N D E X . N E T

@ g l o b a l w e b i n d e x

/ g l o a l w e b i n d e x

G E T I N T O U C Hc o n t a c t @ g l o b a l w e b i n d e x . n e t