Global-B2C-e-Commerce-Country-Report-2018

Definitions related to the Internet, e-commerce & e-tailing

GOMSEC aims to provide guidelines for measuring Definition of B2C ecommerce sales Online purchases of the following items are excluded
and monitoring B2C ecommerce. As a result, all
countries worldwide are able to provide data with “Any B2C contract regarding the sale of goods from GOMSEC:
respect to the penetration of B2C ecommerce in a and/or services, fully or partly concluded by a
standardized way. All Ecommerce Foundation figures technique for distance communication.” • Transactions between private
and estimates are based on GOMSEC, unless stated
otherwise. Technique for distance communication: means individuals/consumers (C2C), such as auctions
that can be used for communication regarding the
The GOMSEC reports on sales figures for the total offer made by the trader and the conclusion of a and marketplaces, and between businesses
B2C ecommerce worldwide and for each country contract, without the necessity of the consumer and
separate in the country profiles, based on total sales trader being in the same place at the same time. (B2B)
of goods and services.
Contract: a contract whereby use is made, either • Online gambling and gaming
These total sales of goods and services are based on solely or in part, of one or more techniques for
the areas/sectors/classification of areas and distance communication within the framework of a • Cars and other motor vehicles
sectors, as stated on the next few pages. system organized by the trader for the distance sale
of goods and/or services, up to and including the • Houses and real estate
All data reported in the national currency of the moment that the contract is concluded.
country involved is converted into euros according to • Utilities (e.g. water, heating and electricity)
the average (annual) rate of exchange as provided Classification of B2C ecommerce
by, preferably, the European Central Bank (ECB) or • Mortgages, loans, credit cards and overdrafts
the national bank of the particular country. The The following classification on the next few pages
reference period that is used for this was from 1 provides an overview of areas and sectors included • Savings accounts, funds, stocks & shares and
January to 31 December of each report year. in GOMSEC.
Growth rates are calculated and measured by the B2C bonds
ecommerce sales in the national currency.
B2C ecommerce therefore includes all online
transactions between businesses and consumers
using desktop computers, laptops, tablets,
smartphones, point-of-sales and smart-wearables, for
instance through online shops, physical stores
(“online instore”), email, QR codes, catalogs, etc. B2C
ecommerce includes Value Added Tax (VAT) or other
sales tax, delivery costs and apps, but excludes
returns.

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Global Online Measurement Standard for B2C ecommerce
(GOMSEC)

Media & Entertainment Electronics
Music (physical, download & streaming)/Spotify based on new subscriptions Consumer Electronics Information Technology (IT) Household Electronics

Video (DVD, Blu-ray, downloads) Photo equipment IT hardware (PCs, laptops, MDA:
Games hardware & games software Audio equipment tablets, etc.) air-conditioning,
Books & e-books dishwashers, wash
Apps Computer Software machines and other
New subscriptions newspapers ands magazines (no single copy sales) white goods
TV/video equipment Music instruments

Clothing Fashion Car electronics USB sticks, DVD/CD- SDA: equipment for
Underwear & Upperwear Shoes & Personal lifestyle (navigation, audio, recordable, ink cartridges, personal care, home
Children's wear etc.) computer accessories comfort, kitchen
Swimwear & Sportswear Shoes appliances

Nightwear & legwear Jewelry, Bijoux, Watches & others
fashion accessories (e.g. sunglasses)
Bags, wallets, suitcases

Toys Sports & Recreation

Indoor and outdoor toys Sports hardware (e.g. soccer shoes, tennis rackets)
Bicycles & accessories
Articles for camping and recreation

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Global Online Measurement Standard for B2C ecommerce
(GOMSEC)

Home & Garden Food/Nearfood/Health

Furniture and kitchens Food/Nearfood Health & Beauty

Food & Beverages Personal care & Hygiene

Floor and window coverings (e.g. curtains and blinds) Fresh produce Baby care
Home textiles
Cookware (sets), kettles and oven equipment Packaged consumer goods Perfume
Table and kitchen articles
Articles for cleaning, wash and store Detergents/household cleaning OTC
Decoration
Lamps and fixtures Animal feed
DIY-articles
Garden articles Tobacco
Flowers and plants (in home)

Telecom Other: Products
Smartphones, mobile phones & mobile devices Cars components
Telefax and answering machines Glasses and contact lenses
Stationery
Headsets & Accessories (mobile) phones Pictures and photo albums
Prepaid cards and tariffs of new phone subscriptions Pet supplies
Erotica

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Global Online Measurement Standard for B2C ecommerce
(GOMSEC)

Travel

Insurance Package Travel Flight Tickets & Accommodations
Package travel Flight Tickets

New indemnity, Life and Health Insurances Private transport if booked through a Hotel stays

Liability insurance ANW-gap insurance Health Insurance – tour operator Apartment/bungalow/camping site
Car insurance
Fire and theft insurance (insurance for receiving a Base -> all of the above not booked in
payment in addition to a Health insurance – combination with other travel-parts

survivor's allowance) additional

Bike/caravan/motorbike/ Annuity insurance Disability insurance – Event Tickets
Scooter insurance Pension entrepreneurs Tickets for concerts and festivals
Tickets for (movie) theaters
Accident insurance Life insurance Disability insurance – Tickets for zoos and amusement parks
Boat insurance Funeral insurance private Tickets for museums
Tickets for sports games
Legal assistance insurance Endowment insurance Mortgage-related
disability insurance
Home insurance based on savings
Mixed insurance
Travel insurance Endowment insurance (=endowment
(continuous/annual + short based on investments insurance + life
term) insurance)
Insurance package Other: Services
New subscriptions to dating service
Other services

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Sources used in the report A.T. Kearney GlobalWebIndex Quandl
ABComm Google Qubit
The report could only be realized by consulting a great number of valuable Adyen GSM Association qz.com
sources. These were available in various countries and regions in Europe and Aiken, K., Boush, D. (2006) GSMA RENATA
around the globe. The wide variety of sources include public domain publications, Alibaba guardian.ng Retail innovation
blogs, websites, industry and financial specialist publications, regional and local amcham gulf-times.com Reuters
news, annual reports, and press releases. América Retail HOS Reuters Institute
arabnews.com howwemadeitinafrica.com Romania-Insider.com
Sometimes the information sources are contradictory and sometimes different Ardent HUI Research Santander Trade Portal
figures and data were given by varying sources within the same country, for Asociaciondeinternet.mx IDG Connect SeoulSpace.com
example due to different definitions. In our reports we have mentioned the different Australia Post IMF Shopify
sources, definitions and outcomes of such reports, studies and interpretations. Australia Unlimited import-export.societegenerale SimilarWeb
Australian Government Austrade imwz.io Slideshare
The report is based on information that we consider reliable, but we cannot vouch Awin InboundLogistics.com South China Morning Post
for it being completely accurate or complete, nor should it be relied upon as such. Bain & Company indexmundi.com standardmedia.co.ke
Opinions expressed are our current opinions as of the date of this report. Banco Bilbao Vizcaya Argentaria Inside Retail Hong Kong Statcounter
Baymard Institute Instapay Statista
Boston Consulting Group Internet World Stats Statistics Korea
CACE IPC Stratix Corp
Chalboub Group ipemed.coop Survey Sampling International
CIA World Factbook Ipsos Svensk Digital Handel
CIGI-IPSOS (2017) iResearch Tahawultech.com
Citeseerx.is Jumia.com Tech Crunch
CMI Kantar TNS techinasia.com
Crimson Hexagon KPMG Tehrantimes.com
Deloitte Lloyds Bank Trade The Drum
Deloitte lordeys.com The Economist
DIBS MarketingCharts The Economist Intelligence Unit
DirectLink.com MarketingtoChina.com The Guardian
EastWest Digital News Markwarman.com The Iran Project
eBit MinTIC The Paypers
Ecommerce Foundation MOIT Total Retail
ecommerce.com.do NLogic Tradearabia.com
EcommerceGuide.com Numeris TSYS
ecommerceiq.com Osservatorio eCommerce B2C UNCTAD
eMarketer Netcomm-School of management Unescap
enet.hu del Politecnico di Milano United Nations
Ernst & Young PayFort VECITA
eShopWorld Paypal Wamda.com
Euromonitor International Payza We Are Social
Eurostat Payza.eu webcoupers.com
Expert(s): (Chandler Nguyen) Population Reference Bureau WorldBank
Export.gov PostNord Worldline
Fin24.com PPRO Worldometers
Forbes PracticalEcommerce.com Worldpay
gepaghana.org PrestaShop YouGov
GfK Prisync.com ZoomTanzania
PwC Pixabay Pexels

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About Ecommerce Foundation

Our History
Ecommerce Foundation is an independent organization, initiated by worldwide national ecommerce associations and online and
omnichannel selling companies from industries such as retail, travel & finance.

Why Ecommerce Foundation?
Our mission is to foster global digital trade as peace is the natural effect of trade. By facilitating digital commerce we hope to
make the world a slightly better place.

How does Ecommerce Foundation help?
We facilitate the development of practical knowledge, insights and services for which individual institutions, retail and ecommerce
associations and B2C selling companies do not have the (financial) resources and/or capabilities. By combining collective goals
and efforts, Ecommerce Foundation is able to realize projects which could not have been realized on an individual basis.

What does Ecommerce Foundation do?
Ecommerce Foundation has developed and offers several services such as the Ecommerce Benchmark, the EcommerceWiki and
the National Ecommerce Reports.

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Ecommerce Foundation Services

20+ National Every year a C-level The EcommerceWiki
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ground advice. board and peer review.

Lectures & Custom research is
presentations are done for a diverse set
offered to help of topics both co-
members look into the branded as well as
future of shopping. white labeled.

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About our Ecommerce Reports and where to find them…

The National Ecommerce Reports are published by Ecommerce Foundation. Overview reports 2018
They provide overviews of the mature and emerging markets in the field of • European overview report
ecommerce. • Latin America overview report
• Global overview report
In total, Ecommerce Foundation publishes multiple country reports and two • Africa overview report
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Also, consider becoming a member of Ecommerce Foundation for
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Entrada 123 (2nd floor – Wing 3)
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Website: www.ecommercefoundation.org
Contact: [email protected]
Twitter: @Ecomfound

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Although the utmost care has been taken in the construction of these reports, there is always the possibility that some information
is inaccurate. No liability is accepted by Ecommerce Foundation for direct or indirect damage arising pursuant to the use of the
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