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BRIC B2C E-Commerce Markets 2014

BRIC B2C E-Commerce Markets 2014

Online Retail Grows in BRIC Markets

China is the largest of the BRIC countries in terms of market size and is ranked as the world’s top market in B2C E-Commerce potential. The most populous country worldwide, China’s potential for further growth of online retail comes from the growing Internet and online shopper penetration, as well as increasing consumption per shopper. The distinguishing characteristics of Chinese shoppers include mobile affiliation, popularity of price comparison websites and the use of social networks and product reviews. The B2C E-Commerce market in China is dominated by online marketplaces, while the direct-to-consumer segment is significantly smaller. Alibaba’s B2C marketplace Tmall was the largest player in 2013, controlling almost half of the market, followed by JD.com and Tencent. Chinese shoppers are also actively buying outside the country, with their purchases accounting for the largest part of the country’s multi-billion EUR cross-border B2C E-Commerce value. yStats.com forecasts that B2C E-Commerce in China will maintain double-digit growth rates for the next several years.

Russia ranks second of the BRIC countries by the size of the online retail market and leads the four markets in terms of spending per shopper and Internet penetration. In 2013, it was the fourth largest B2C E-Commerce market in Europe and the largest in Eastern Europe. yStats.com forecasts that B2C E-Commerce sales will near EUR 30 billion in 2018. The practice of shopping through a mobile device is increasing rapidly, as mobile Internet penetration increases. Cross-border shopping is also a trend, as around 10% of online shoppers buy directly from merchants in Europe and the rest of the world. The E-Commerce sector in Russia has been a major target for investment. In 2011-2013 the main beneficiaries of large investment sums were fashion online stores, such as Lamoda, KupiVIP and Sapato, while in 2014, online retailers of goods for children have been targeted, as this segment has untapped growth potential. The top five online shops in terms of revenues last year in Russia were electronics merchants Ulmart and Citilink, fashion retailer Wildberries, mass merchant Ozon and coupons dealer and retailer Biglion.

Brazil is the eleventh largest B2C E-Commerce market worldwide and the unquestioned leader in its region. Among the important characteristics of this booming online retail market are the high share of the clothing segment, the influence of social media in purchase consideration and the importance shoppers give to a free delivery option. Driven by increasing online shopper penetration and spending, online retail sales in this country, excluding travel, are forecasted to top EUR 20 billion in the next four years. The share of M-Commerce sales on total online retail in Brazil continues to grow, boosted by surging mobile Internet penetration. The competition in the online retail market in Brazil intensified in 2014, as Nova Pontocom, a company operating several online retail sites in Brazil, was reorganized together with France-based Cdiscount into Cnova NV, while a major online retailer of sporting goods, Netshoes, raised additional investment. The market leader among online retailers remains B2W Digital. Furthermore, Latin America’s E-Commerce giant, MercadoLibre generates half of its large revenues on marketplace in Brazil.

In India, the smallest B2C E-Commerce market of the BRIC countries in terms of sales, the large population and growing Internet connectivity contribute to optimism for online retail take-off. M-Commerce prospects are particularly bright, due to mobile being the most popular type of Internet connection. Because of this increase in Internet penetration B2C E-Commerce sales in India have shown double-digit growth rates in recent years, placing the country fourth world-wide in sales growth. Continued growth at above 50% average annual rate is forecasted for the next several years. Competition between the two largest online marketplaces in India, Snapdeal and Flipkart, was joined in 2013 by the marketplace launched by Amazon India. Popular online fashion store Myntra was acquired by Flipkart in 2014, while online and home shopping company Homeshop18 filed for an IPO.


1. Management Summary
2.International Comparisons
Top 20 Countries by B2C E-Commerce Sales Excl. Travel, in USD billion, incl. Brazil, Russia, India and China, Ranked by 2014f, 2012 - 2017f
Top 10 Countries by B2C E-Commerce Sales Growth incl. Travel, incl. Brazil, Russia, India and China, in %, 2013
Share of Consumers Shopping Online Weekly and Monthly, in %, by Selected Countries and Territories, incl. Brazil, Russia, India and China, 2013
Leading Online Activities, in % of Internet Users who Use the Internet at Least Once a Week, by Selected Countries, incl. Brazil, Russia, India and China, July 2014
Online Shopping Destinations, in % of Internet Users Who Use the Internet at Least Once, by Selected Countries, incl. Brazil, Russia, India and China, July 2014
Product Purchased Online, in % of Online Shoppers, by Selected Countries, incl. Brazil, Russia, India and China, July 2014
B2C E-Commerce Sales, by BRIC Countries, in USD billion, 2013
Annual Spending per Online Shopper, by BRIC Countries, in USD, 2013
Internet User Penetration, in % of Individuals, by BRIC Countries, 2013
3. China
3.1. Overview & International Comparisons
B2C E-Commerce Overview and International Comparisons, 2014
B2C E-Commerce Sales, Compared to Selected Countries in Asia-Pacific, in USD billion, 2013 & 2018f
Internet User Penetration, in % of Population, Compared to Selected Countries in Asia-Pacific, 2013
Mobile Shopper Penetration, in % of Respondents, Compared to Selected Countries in Asia-Pacific, December 2013
3.2. Trends
B2C E-Commerce Regulatory Trends, 2014
Social Media and Messaging Apps in B2C E-Commerce, and Top 10 App Types of Social Sharing, incl. E-Commerce, in % of Apps, 2013
Prospects of Multi-Channel Retailers in B2C E-Commerce and Breakdown of Current and Future Consumer Spending with Multi-Channel Retailers, in %, August 2013
Group-Buying over the Internet and Number of Group Buying Users, in millions and in % Penetration on Internet Users, 2010 – 2013
Luxury B2C E-Commerce and Reasons to Purchase Luxury Goods Online, in % of Luxury Online Shoppers, February 2014
M-Commerce Overview and Trends, 2014
Number of Mobile Shoppers, in millions and in % of Mobile Internet Users, 2012 & 2013
Number of Mobile Internet Users, in millions and in % of Total Internet Users, 2009 - 2013
M-Commerce Sales, in CNY billion, and in % Year-on-Year Change, Q1 2012 - Q3 2013
M-Commerce Sales, in CNY billion, 2012, 2013 & 2017f
Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2011-2017f
Breakdown of the M-Commerce Sales, by Players, in %, 2013
Cross-Border B2C E-Commerce, 2014
Breakdown of Total E-Commerce Cross-Border Sales, Incl. Imports and Exports, by B2B and B2C, in % and CNY billion, 2012
Breakdown of Preferred Payment Methods in Cross-Border B2C E-Commerce, in % of Online Shoppers, 2013
3.3. Sales & Shares
B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, 2010 - 2013
B2C E-Commerce Sales Forecast, in USD billion, and in % Year-on-Year Change, 2014f - 2017f
B2C E-Commerce Sales Forecast, in USD billion, by Comparative Estimates, Ranked by in % CAGR, 2014f - 2017f
Share of E-Commerce on Total Retail Sales, in %, 2010-2017f
B2C E-Commerce and Total Retail, incl. Year-on-Year Growth of Monthly Retail Sales of Consumer Products, in %, March 2013 - March 2014
C2C and B2C E-Commerce, and Breakdown of B2C E-Commerce Gross Merchandise Value, by B2B and B2C, in %, 2010 – 2017
3.4. Users & Shoppers
Overview of Online Shoppers and Online Shopping Trends, 2014
Number of Internet Users, in Millions, and in % Penetration on Population, 2009 - 2013
Breakdown of Internet Users, by Gender, Age and Monthly Personal Income, 2012 & 2013
Number of Online Shoppers, in Millions, and in % Penetration on Internet Users, 2010 – 2013
Online Shoppers Number Forecast, in Millions, and in % Penetration on Internet Users, 2014f - 2017f
Breakdown of Major Factors in Purchasing Decision, in % of Online Shoppers, by Generation, 2013
Breakdown of Entry Points in B2C E-Commerce, in % of Online Shoppers, by Share of Total and by Activities, 2012
Median Annual Per Capita Disposable Income of Households, by Rural Households and Urban Households, in CNY thousands and in % Annual Growth, 2009 - 2013
3.5. Products
B2C E-Commerce Products Overview and Trends, 2014
Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2012
Quarterly B2C E-Commerce Sales of Consumer Electronics and Clothing, in CNY billion, in % Year-on-Year Growth, and in % Share on Total B2C E-Commerce Sales, Q1 2012 - Q3 2013
Products Categories Purchased Online, in % of Consumers, by Male and Female, March 2013
Breakdown of Preferred Purchasing Channels, incl. Online, by Product Categories, in % of Online Shoppers, October 2013
3.6. Payment & Delivery
Payment Methods to be Used During Double 11 E-Commerce Sales, 2014
Number of Online Payment Users, in millions and in % Share of Internet Users, December 2012, December 2013 & June 2014
Breakdown of Third-Party Online Payment Market, by Providers, in %, Q2 2014
Number of Mobile Payment Users, in millions and in % Share of Mobile Internet Users, December 2012, December 2013 & June 2014
Breakdown of Third-Party Mobile Payment Market, by Providers, in %, Q2 2014
B2C E-Commerce Delivery Overview and Trends, 2014
Concerns about Online Shopping, incl. Delivery, in % of Consumers, February 2014
Most Important Factors in B2C E-Commerce Delivery, in % of Online Shoppers, September 2013
Delivery Methods Offered By Top 3 B2C E-Commerce Websites, April 2014
3.7. Players
Overview of Initial Public Offerings in E-Commerce, 2012-2014
Overview of Initial Public Offerings in E-Commerce, 2012-2014
Overview of Selected Mergers & Acquisitions in B2C E-Commerce, 2012 - Q1 2014
Overview of Local B2C E-Commerce Players, 2014
Overview of Foreign B2C E-Commerce Players, 2014
Breakdown of B2C E-Commerce Sales, by Players, in %, 2013
Breakdown of B2C E-Commerce Direct-to-Consumer Sales, by Players, in %, 2013
Breakdown of B2C E-Commerce Sales, by Websites, in %, Q1 2014
Most Visited E-Commerce Websites, by Number of Unique Visitors, in millions, and Time Spent per Visitor, in Minutes, March 2013
Profile of Tmall
Profile of JD.com
Profile of Tencent
4. Russia
4.1. Overview & International Comparisons
Ranking within Top 5 Countries in Europe by B2C E-Commerce Sales, incl. Russia, in EUR billion, 2013 & 2014f
B2C E-Commerce Sales, Compared to Selected Countries in Eastern Europe, in EUR billion, 2013
B2C E-Commerce Sales Growth, Compared to Selected Countries in Eastern Europe, in % Year-on-Year Change, 2013
Internet User Penetration, Compared to Selected Countries in Eastern Europe, in % of Individuals, 2009 & 2013
4.2. Trends
M-Commerce Overview and Trends, 2014
Number of Mobile Internet Users, in millions, December 2012 & December 2013, and Breakdown of Mobile Internet Users, by Gender and Age Group, in %, December 2013
Mobile Shopping Activities, by Smartphone and Tablet, in % of Mobile Internet Users on Smartphone/Tablet, May 2013
Cross-Border B2C E-Commerce Overview, 2014
Cross-Border B2C E-Commerce Sales of Physical Goods, in RUB billion and in % of Total B2C E-Commerce Sales of Physical Goods, 2012 & 2013e
Number of Cross-Border Online Purchases, in millions and in % Year-on-Year Growth, 2012 & 2013
Cross-Border Online Shoppers, in millions and in % of Total Online Shoppers, 2012 & 2013e
Breakdown of Cross-Border Online Shoppers, by Age Group, in %, 2013e
Online Shopping Destinations Purchased From, incl. Local Region, Other Regions in Russia, CIS, Europe and Other Foreign Countries, in % of Online Shoppers, 2013
Online Shopping Destinations Purchased from, incl. Cross-Border, in % of Online Shoppers, 12 Months to September 2013
Most Purchased Product Categories in Cross-Border B2C E-Commerce, in % of Cross-Border Online Shoppers, 12 Months to September 2013
Problems Encountered when Shopping Online Cross-Border, in % of Cross-Border Online Shoppers, 12 Months to September 2013
Reach of Internet User Audience by Top 4 International E-Commerce Players in Total, Compared to Top 4 Local E-Commerce Players in Total, October 2012 & October 2013
Breakdown of Channels Most Used to Purchase Luxury Goods, incl. Online, in % of Luxury Consumers, 2013
Share of Top Luxury Brand Websites Offering Website in Russian Language, in %, July 2013
Share of Top Luxury Brand Websites Offering International Shipping to Russia, in %, July 2013
4.3. Sales & Shares
B2C E-Commerce Sales, by Sales of Digital Goods and Tickets and Sales of Physical Goods, in RUB billion, 2010 - 2013
B2C E-Commerce Sales Forecast, in RUB billion, and in % Year-on-Year Change, 2014f - 2018f
B2C E-Commerce Sales Forecast, in RUB billion, by Comparative Estimates, Ranked by in % CAGR, 2013 - 2018f
B2C E-Commerce Sales Forecast, in USD billion, by Comparative Estimates, Ranked by in % CAGR, 2013 - 2016f
Share of B2C E-Commerce on Total Retail Sales, in %, 2012 & 2016f
4.4. Users & Shoppers
Internet User Penetration, in % of Adult Population, Spring 2010 - Spring 2014
Monthly Internet Audience, in millions, and in % Year-on-Year Change, Spring 2010 - Spring 2014
Breakdown of Monthly Internet Audience, by Regions, in millions and in %, Summer 2014
Number of Online Shoppers, in millions, 2012 & 2013
Online Shopper Penetration, by Gender, Age Group and Location, in % of Internet Users in the Relevant Group, 2013
Breakdown of Online Shoppers, by Gender, Age Group and Location, in %, 2013
4.5. Products
Top Product Categories by B2C E-Commerce Sales, in RUB billion, 2013
Product Categories Purchased in B2C E-Commerce, in % of Online Shoppers, 2013
Product Categories Purchased Online, in % of Online Shoppers in Relevant Group, by Gender and Location, 2013
4.6. Payment & Delivery
Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 2010 - 2013
Breakdown of the Last B2C E-Commerce Purchase, in % of Online Shoppers, September 2013
Breakdown of the Preferred B2C E-Commerce Payment Method, in % of Online Shoppers, September 2013
Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, by Total, Gender and Location, 2013
B2C E-Commerce Delivery Overview and Trends, 2014
Breakdown of B2C E-Commerce Delivery, by Method, in %, 2012
Delivery Methods Used at Least Once, in % of Online Shoppers, 12 Months to September 2013
4.7. Players
Breakdown of Investment Deals Value in Internet Sector, by E-Commerce and Other, in % and in USD million, 2012 & 2013
Overview of Major Investment Deals in B2C E-Commerce, Ranked by Value, 2011 - H1 2014
Overview of Top 20 Online Shops by Revenue, 2013
Top 25 Companies by B2C E-Commerce Sales, in RUB billion, 2013
Market Shares of the Top 5 Online Retailers, in % of Total B2C E-Commerce Value, 2013
Top 20 Foreign E-Commerce Websites, by Number of Unique Visitors from Russia, Nov. and Dec. 2013
5. Brazil
5.1. Overview & International Comparisons
B2C E-Commerce Overview and International Comparisons, 2014
B2C E-Commerce Sales, in USD billion, Compared to Selected Countries in Latin America, 2014f
Breakdown of B2C E-Commerce Sales in Latin America, by Country, incl. Brazil, in %, 2014f
B2C E-Commerce Sales Growth, Compared to Selected Countries in Latin America, in %, 2013 – 2018f
Growth Forecast of B2C E-Commerce Sales Excl. Travel, Compared to Selected Countries in Latin America, in % CAGR, 2013-2018
B2C E-Commerce Sales, Compared to Selected Countries in Latin America, in USD billion, 2013 & 2018f
Number of Online Shoppers, Compared to Selected Countries in Latin America, in millions, 2013 & 2018f
Online Shopper Penetration on Banked and Unbanked Population with Internet Access, in %, and Banking Penetration on Total Adult Population, Compared to Selected Countries in Latin America 2013
Number of Online Shoppers, Compared to Selected Countries in Latin America, in millions and in % of Internet Users, 2013 - 2018f
Internet User Penetration, in % of Population, Compared to Selected Countries in Latin America, 2013
Devices Owned, in % of Surveyed Consumers, Compared to Selected Countries in Latin America, March 2014
Activities Carried Out on Smartphones at Least Weekly, incl. Purchase, in % of Smartphone Users, Compared to Selected Countries in Latin America, March 2014
Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, Compared to Selected Countries in Latin America, March 2014
Breakdown of the Last Online Purchase, by Type of Merchant Purchased From, in % of Online Shoppers, Compared to Selected Countries in Latin America, March 2014
Average Conversion Rate, Compared to the USA, in %, 2014e
Average Product Return Rate, Compared to the USA, in %, 2014e
5.2. Trends
Mobile Internet Penetration, in % of Mobile Phone Users, 2010 – 2013
Share of Mobile Device Owners Who Shopped on Mobile Devices at Least Once, in %, June 2013 & June 2014
Share of M-Commerce Sales on Total B2C E-Commerce Sales, in %, June 2013, December 2013, June 2014
Share of M-Commerce Made via Smartphones on Total B2C E-Commerce Sales, by Category of Online Retailer, in %, July 2014
Devices Used for Online Shopping, in % of Mobile Device Owners, June 2014
Way Used to Shop on Mobile Devices, in % of Mobile Device Owners, June 2014
Breakdown of M-Commerce Transactions, by Product Categories, in %, H1 2014
Product and Services to Buy in M-Commerce, by Category, in % of Mobile Device Owners, June 2014
Reasons for not Shopping on Mobile, in % of Smartphone and/or Tablet Owners, June 2014
Security Features that Make Users Feel Safer when Shopping on Mobile, in % of Smartphone and/or Tablet Owners, June 2014
Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
Most Popular Product Categories in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
B2C E-Commerce Regulatory Trends, 2014
5.3. Sales & Shares
B2C E-Commerce Sales, in BRL billion, 2009-2013
B2C E-Commerce Sales, in BRL billion, H1 2013 & H1 2014
B2C E-Commerce Sales Forecast, in USD billion, 2013 - 2018f
B2C E-Commerce Sales Forecast, by Comparative Estimates, in USD billion, Ranked by CAGR, 2013 - 2018f
Share of B2C E-Commerce on Total Retail, in %, 2014e & 2018f
5.4. Users & Shoppers
Overview of Online Shoppers, 2014
Internet Penetration, in % of Individuals, 2010 - 2013
Online Shopper Penetration, in % of Internet Users, 2010 – 2013
Number of Online Shoppers Who Ever Purchased Online, in millions, 2009 - 2013
Number of Online Shoppers Who Purchased Within the Calendar Year, in millions, 2013 – 2018f
Online Shopper Penetration, by Gender, in % of Internet Users in Each Group, 2013
Online Shopper Penetration, by Income Group and Age Group, in % of Internet Users in Each Group, 2013
Reasons not to Shop Online, in % of Internet Users Who Do Not Shop Online, 2013
5.5. Products
Breakdown of B2C E-Commerce Transactions, by Product Categories, in %, 2013
B2C E-Commerce Sales of Clothing and Shoes, in USD billion, 2013, 2014 & 2019f
Preferred Shopping Channels, incl. Online and Mobile, by Product Category, in % of Consumers, 2013
Product and Services Purchased Online, in % of Online Shoppers, 2013
Product and Services Purchased Online, in % of Online Shoppers, by Gender, 2013
5.6. Payment & Delivery
Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 2012 & 2013
Payment Methods Used in B2C E-Commerce, by Income and Age Goups, in % of Online Shoppers in Each Group, 2013
Payment Methods Used in B2C E-Commerce, by Gender, in % of Online Shoppers, 2013
Breakdown of Most Used Payment Methods in B2C E-Commerce, in % Online Shoppers Who Own a Credit Card, 2013
Major Challenges Facing Online Retailers, incl. Fulfillment Costs, in % of Online Retailers, September 2014
Most Important Delivery Options, in % of Online Shoppers, 2013
Most Important Return Options, in % of Online Shoppers, 2013
Most Important Factors that Influence Online Purchase Decision, incl. Delivery Options, 2014
Breakdown of Online Shops, by Shop Which Offer Free Delivery and Shops Which do Not Offer Free Delivery, December 2012, March 2013, June 2013, September 2013, December 2013
B2C E-Commerce Delivery Methods Offered On Top 5 B2C E-Commerce Websites by Number of Unique Visitors in December 2012, April 2014
5.7. Players
B2C E-Commerce Players Overview, 2014
Top 5 B2C E-Commerce Players, incl. Year-on-Year Change in Online Revenues, 2013
Most Visited E-Commerce Websites, by Number of Unique Visitors, in millions, April 2014
B2W Digital: Company Profile
Nova Pontocom (Cnova): Company Profile
NetShoes: Company Profile
MercadoLibre: Company Profile
6. India
6.1. Overview & International Comparisons
B2C E-Commerce Overview and Comparisons, 2014
6.2. Trends
M-Commerce Trends, 2014
Breakdown of Total Internet Subscribers, by Type, incl. Mobile, in % and in Millions, December 2013
Number of Mobile Internet Subscribers, in millions, 2013 & 2016f
Share of M-Commerce on B2C E-Commerce Sales, by B2C E-Commerce Players, 2013e
Most Purchased M-Commerce Product Categories, in % of Mobile Shoppers, 2013
B2C E-Commerce Regulatory Trends, 2014
6.3. Sales & Shares
B2C E-Commerce Sales, in INR billion, 2009 – 2013e
B2C E-Commerce Sales Forecasts, in USD million, by Comparative Estimates, 2013 - 2018f
B2C E-Commerce Sales Forecasts, in USD million, by Comparative Estimates, 2013 - 2016f
Share of B2C E-Commerce on Total Retail, in %, 2013
Share of B2C E-Commerce on Total Retail Sales, in %, by Selected Product Categories, 2013
6.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2009 – 2013
Number of Internet Users, in millions, 2013 & 2016f
Number of Online Shoppers, in millions, 2013 & 2016f
Number of Online Shoppers, in millions, and in % Year-on-Year Growth, 2012 - 2018f
Breakdown of Regular Online Shoppers, by Age Group, in %, 2013
Breakdown of Regular Online Shoppers, by Gender, in %, 2013
Reasons for Not Buying Online, in % of Internet Users who Do Not Buy Online, 2013
6.5. Products
Product and Categories Purchased in B2C E-Commerce, in % of Online Shoppers, 2013
6.6. Payment & Delivery
Breakdown of B2C E-Commerce Payments, by Method, in %, 2013 & 2016f
Breakdown of Preferred Payment Methods in B2C E-Commerce, in % of Online Shoppers, May 2014
Value of Online Payment Transactions, by Segment, in INR billion, 2013
Breakdown of Online Payment Transactions, by Method, in %, 2013
B2C E-Commerce Delivery Overview and Trends, 2014
6.7. Players
Overview of E-Commerce Players, 2014
Top Websites in the Retail Category, by Unique Visitors, in millions, incl. Year-on-Year Growth and Minutes per Visitors, June 2013
Overview of Leading Online Shopping Websites, by Website Rank, July 2014

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