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South East Asia B2C E-Commerce Market 2014

  • July 2014
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 239 pages

South East Asian nations lead in markers of E-Commerce potential

South East Asia is home to the world’s second fastest growing B2C E-Commerce market, Indonesia, and the country with the highest Internet growth rate in recent years, the Philippines. Another market, Singapore, boasts one of the most developed infrastructures for online retail. Malaysia ranks among the top thirty emerging B2C E-Commerce markets, while Thailand and Vietnam show high growth potential for mobile commerce, with expanding smartphone penetration and increasing mobile shopper penetration.

With B2C E-Commerce in South East Asia only starting to evolve, cross-border sales are relatively high, with Amazon.com being one of the leading online merchants despite not having local presence in the region. Nevertheless, there are local gems as well: The top 5 South East Asian E-Commerce companies, each generating tens of millions EUR revenue are iBuy, a public company operating several flash sales websites, Groupon’s local operations in the group buying business, online luxury fashion club Reebonz, online mass merchant and marketplace operator Lazada and online fashion retailer Zalora.

The highest B2C E-Commerce growth rate in South East Asia is in Indonesia. The fourth most populous country in the world, Indonesia has a relatively low penetration of Internet users, below 30% in 2013. However, by 2016 the number of Internet users is projected to top 100 million, with online shopper penetration also increasing. Shopping via mobile browsers and retail apps is also on the rise, with some merchants reporting as much as one third of total online sales coming from mobile users. The competition landscape in Indonesia is very diverse, featuring models such as C2C forums and classifieds, C2C online marketplaces, B2C E-Commerce merchants and social network sellers. Across these models, the C2C online portal OLX (formerly Tokobagus) is one of the leaders by online shopper penetration, followed by online classifieds website Berniaga, online forum and marketplace Kaskus and B2C online merchants Lazada and Zalora.

Though online retail in Malaysia still accounts for less than 1% of total retail sales, its growth potential is high, as Internet penetration, payment and logistics infrastructure are relatively advanced. Online shopping is encouraged by new E-Commerce regulations adopted in 2013 and growing smartphone penetration is boosted by governmental initiatives. Websites such as group buying merchant Groupon, online classifieds Mudah.my, online marketplaces Qoo10, Youbeli and Lelong are among the popular choices for Internet shopping. Global groceries retailer Tesco also has established a strong online presence in the country, where groceries is one of the popular categories to be purchased online.

In the Philippines, B2C E-Commerce is gradually evolving, boosted by improving ICT and payments infrastructure. A recent legislative proposal addressed several of the issues in the online retailing industry, and is expected to have a positive effect on the market. The leaders of B2C E-Commerce market in the Philippines are local online merchants Lazada and Zalora and the global online merchant Amazon.com. Daily deals websites, such as Ensogo, MetroDeal, CashCashPinoy, and Deals.eBay are likewise among the most popular in the Philippines.

Despite its relatively small population, Singapore ranks high in E-Commerce indexes due to developed infrastructure. The highest Internet penetration in the region, the world’s highest ranking in ease of conducting business, and one of top 3 best logistics infrastructures in the world plus a high performing payments system make Singapore an attractive market for online retailers, many of whom establish regional headquarters there, like Alibaba’s Taobao marketplace. Over half of Internet users in Singapore shop online and almost 50% do so over mobile phones. Amazon.com delivers to Singapore for free and

Table Of Contents

South East Asia B2C E-Commerce Market 2014
1. Management Summary

2. Regional Overview and Comparisons

2.1. Global Comparisons
-Ranking within Top 10 Countries by B2C E-Commerce Sales Growth, in % Year-on-Year Growth, 2013
-Top Countries Worldwide by Growth of Internet Users, incl. South East Asia, by Growth in Q4 2013 Compared to Q4 2008
-Smartphone Penetration in Selected Countries Worldwide, incl. South East Asia, in % of Urban Residents, Compared to Selected Countries, 2012 and 2013
-Smartphone Owner Penetration in Total Population and Mobile Shopper Penetration among Smartphone Owners, in %, by Selected Emerging Markets, incl. South East Asia, Q1 2013
-Mobile Shopper Penetration, by Selected Countries in Asia-Pacific, in % of Respondents, incl. South East Asia, December 2013
-Share of Cross-Border B2C E-Commerce on Total B2C E-Commerce in Selected Countries in Asia, incl. South East Asia, in %, 2013e

2.2 Regional Comparisons
-Internet User Penetration, in % of Population, Compared to Selected Countries in South East Asia, 2013
-Average Time Spent Online, in Hours, by Countries, March 2013
-Retail Category Reach, in % of Internet Users, and Average Time per Visitor on Retail Category, in Hours, by Countries and Worldwide Average, March 2013
-Breakdown of Readiness to Shop Online Using Smartphone or Tablet with Payment Card Details Stored Safely on the Device, in %, by Selected Countries, September 2013
-Share of B2C E-Commerce on Total Retail Sales of Goods, in %, by Countries, 2011 and 2016f
-Top 3 Product Categories in B2C E-Commerce, by Country, 2013

2.3 Regional Players
-Top 5 E-Commerce Companies, Ranked by Revenue, 2013

3. Indonesia

3.1 Overview
-B2C E-Commerce Overview and Comparisons, 2014
-Ranking within Top 10 Countries by B2C E-Commerce Sales Growth, in % Year-on-Year Growth, 2013
-Smartphone Owner Penetration in Total Population and Mobile Shopper Penetration among Smartphone Owners, in %, Compared to Selected Emerging Markets, May 2013
-Internet Usage Categories with Highest Penetration, Compared to Global Average, in % of Internet Users, March 2013
-Top 3 Product Categories in B2C E-Commerce, Compared to Selected Countries in South East Asia, 2013

3.2 Trends
-B2C E-Commerce Regulatory Trends, 2014
-M-Commerce Trends, 2014
-Social Media Trend in E-Commerce, 2014 and Factors that Would Encourage to Shop More Online, in % of Online Shoppers, March 2014

3.3 Sales and Shares
-B2C E-Commerce Sales of Goods and Services, and Forecast, in USD billion, and in % Year-on-Year Change, 2012 - 2016f
-B2C E-Commerce Sales of Goods and Forecast, in USD billion, and in % Year-on-Year Change, 2012 - 2016f
-B2C E-Commerce Sales and Forecasts, in USD billion, by Comparative Estimates, Ranked by CAGR in %, 2012 - 2016f
-Share of B2C E-Commerce in Total Retail Sales, in %, 2012-2016f

3.4 Users / Shoppers
-Overview of Online Shoppers and Online Shopping Trends, 2014
-Number of Internet Users, in Millions, and in % Penetration in Population, 2009 - 2013
-Internet Users Number Forecast, in Millions, and in % Penetration on Population, 2014f - 2016f
-Breakdown of Internet Users, by Age Group, in %, March 2013
-Breakdown of Internet Users, by Gender, in %, March 2013
-Types of Internet Access, in % of Internet Users, 2011 and 2012
-Mobile Phone Penetration, in % of Total Population, March 2009 - March 2013, and Smartphone Penetration, March 2009 - March 2013
-Number of Online Shoppers, in millions and in % Share of Internet Users, 2012 and 2013
-Online Shoppers Number Forecast, in millions and in % Share of Internet Users, 2014f - 2016f
-Online Shoppers Number, in millions, by Comparative Estimates, Ranked by Year-on-Year Change, in %, 2012 and 2013
Online Shoppers Number Forecast, in millions, by Comparative Estimates, 2014f - 2016f
-Breakdown of Online Shoppers, by Age Group, i

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