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RESEARCH ON INTERNATIONAL MARKETS


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April 2014
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PREFACE
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Methodology (1 of 2)
This M-Commerce Snapshot by yStats.com is produced in a holistic approach to provide relevant information about recent market trends,
sales figures, shares, products, mobile Internet users and mobile shoppers as well as important player news in regional M-Commerce.

This snapshot includes the results of secondary market research: By using various sources we ensure maximum objectivity for all obtained
data. As a result companies get a precise and unbiased impression of the market situation.
Cross referencing of data was conducted in order to ensure validity and reliability.
Besides providing information on the specific topic, every chart contains an Action Title, which summarizes the main statement of the chart and
a Sub Title, which gives information about the country, the topic, the unit or currency, and the time period the data on the chart refers to.
Furthermore, the source of information and its release date are provided on every chart. It is possible that the information included in one chart
is derived from several sources. Then, all sources are mentioned on the chart.
This report also includes rankings. Within these rankings, it is possible that the total amount adds up to more than 100%. If this is the case,
multiple answers were possible, and this is then mentioned in the note of the chart.
If available, additional information about the data collection, for example the time of survey and number of people asked, 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 were mostly used. When referencing them in the Action Title, the EUR
values are also provided in brackets. The conversions are always 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.
This snapshot includes mainly data from the last 12 months. The exact publication dates are mentioned in every chart.
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Methodology (2 of 2)
This snapshot covers the Asia-Pacific M-Commerce market.
It contains a Management Summary, summarizing the main information provided in each chapter.
The second chapter of this report covers global development and trends and includes inter-regional and international comparisons.
Chapter number three contains the country comparisons within the region.
In the following chapters provide information on M-Commerce in the sub-regions.
Sub-regional development is presented first, where available. The top country or countries in terms of M-Commerce sales in the sub-region are
presented next, with a market overview provided on the first chart, including trends and news about players, and the consequent charts
presenting information about sales, shares, mobile shoppers and products, where available. For emerging top countries also information on
mobile Internet penetration and mobile device ownership was included. The scope of the presented data for each country varies by data
availability.
Further countries are presented in an alphabetical order, with mobile shopping development illustrated by such data as mobile Internet
penetration and users, mobile Internet activities, mobile shopper penetration and purchased product categories.

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Definitions
The following expressions and definitions are used in this market report*:

B2C E-Commerce: This term means the sale of products (and services) through electronic transactions from businesses to consumers,
conducted online through computers, mobile phones and other devices. Also referred to as online retail.
M-Commerce: M-Commerce, also called Mobile Commerce, means the sale of products (and services) through transactions via mobile
devices, such as mobile phones, tablets and smartphones.
Internet Users: individuals that regularly accesses the Internet.
Mobile Internet Users: Internet users who access the web through their mobile devices.
Mobile Devices: a portable device with mobile Internet functionality, primarily mobile phones, smartphones and tablets.
Online Shoppers: consumers who participate in B2C E-Commerce, i.e. purchase products (and services) online via any device.
Mobile Shoppers: consumers who participate in M-Commerce, i.e. purchase products online via mobile devices.
QR-Codes: Short for Quick Response Codes. Allow consumers to scan barcodes with their smartphone, directing them to adverts, special offers
or vouchers.
Instant Messaging: online chat platform, such as in a mobile app.



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Note: *the exact definitions used by the source were included at the bottom of the chart, where available
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1. Management Summary


2. Global Trends & Comparisons
M-Commerce Overview, 2014
M-Commerce Trends - Smartphones and Tablets, 2014
M-Commerce Trends - Apps and Browsers, 2014
Smartphone and Tablet Penetration in Selected Countries, in % of Total Adult Population, 2013
Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on Smartphone Owners, in %, by Selected Developed
Markets, May 2013
Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on Smartphone Owners, in %, by Selected Emerging
Markets, May 2013
Mobile Shopper Penetration, by Online Purchases Made on Tablets and Smartphones, in % of Smartphone and Tablet Owners, by Region,
2013


3. Asia-Pacific (Regional)
Breakdown of Mobile Shopping Intention, in % of Mobile Users, March 2013
Products and Services Purchased on Mobile, in % of Mobile Shoppers, March 2013
Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on Smartphone Owners, in %, by Selected Countries,
May 2013
Breakdown of Mobile Phone Ownership, by Smartphone and Non-Smartphone, by Selected Countries, in %, 2013



Table of Contents (1 of 3)
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4. Asia

4.1. Japan (Top Country)
M-Commerce Overview and Trends, 2014
Breakdown of Experience with Mobile Shopping, in % of Mobile Phone Users, November 2013

4.2. South Korea (Top Country)
M-Commerce Overview and Trends, 2014
M-Commerce Sales, in KRW trillion, and in % Year-on-Year Change, 2012 - 2014f
Number of Mobile Shoppers, by Platform Type, in millions, H1 2012, H2 2012, H1 2013
E-Commerce Websites Most Purchased from via Mobile, in % of Smartphone Owners, by Male and Female, April 2013

4.3. China (Top Country)
M-Commerce Overview and Trends, 2014
M-Commerce Sales, in CNY billion, 2012, 2013 & 2017f
Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2011-2017f
M-Commerce Sales, in CNY billion, and in % Year-on-Year Change, Q1 2012 - Q3 2013
Number of Mobile Phone Internet Users, in millions and in % of Total Internet Users, 2009 2013
Number of Mobile Shoppers, in millions and in % of Mobile Internet Users, 2012 & 2013
Breakdown of the M-Commerce Market, by Players, in %, Q3 2013

4.4. India
Number of Mobile Internet Users, in millions, and in % Quarter-on-Quarter Change, Q3 2013 - Q2 2014f
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, 2013e

4.5. Malaysia
Smartphone Penetration on Mobile Phone Owners, in %, 2012, and Breakdown of Smartphone Owners, by Gender, in %, 2012
Mobile Shopper Penetration on Smartphone Owners, in %, May 2013











Table of Contents (2 of 3)
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5. Oceania

5.1. Australia
M-Commerce Sales, in AUD billion, 2012, 2013 & 2017f
Share of Mobile Shoppers on Internet Users, by Smartphone and Tablet, in %, May 2013
Product Categories Most Purchased via Smartphone, in % of Smartphone Owners, January 2014

5.2. New Zealand
Share of Mobile Shoppers on Online Shoppers, by Smartphone and Tablet, in %, July 2013




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Table of Contents
1. Management Summary 9-11
2. Global Trends & Comparisons 12-19
3. Asia-Pacific (Regional) 20-24
4.
4.1.
4.2.
4.3.
4.4.
4.5
Asia
Japan (Top Country)
South Korea (Top Country)
China (Top Country)
India
Malaysia
25-43
5.
5.1.
5.2.
Oceania
Australia
New Zealand
44-48
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Management Summary (1 of 2)
10
Global Trends & Comparisons
Mobile is transforming the retail industry worldwide, as mobile traffic to retail sites surges and the variety of products purchased on mobile grows.
In global M-Commerce, smartphones and tablets differ in impact, consumer behavior and preferences when shopping on mobile. Smartphones
currently have higher penetration on global population than tablets, but tablets have a more significant growth. On smartphones, mobile retail
applications are more popular than on tablets, while in access via tablets mobile browsing is prevalent. Tablet is a more suitable device for making
large purchases than smartphones or feature phones. Smartphones, on the other hand, are perfect for making on the go and quick purchases.
Both apps and browsers are equally important for mobile shopping, though in different ways. Neither app nor mobile browser had a distinct
advantage over the other in terms of frequency for mobile shopping in 2013. While browsers score higher than apps in terms of convenience, apps are
better evaluated by consumers with regard to speed. Moreover, they help to capture different customer segments.
A new development coming from Asia and spreading globally is the emerging power of messaging apps in M-Commerce. The vast audiences of
messaging apps are increasingly involved in shopping through or directly in the messaging app.
Opposite to most regions worldwide, in Asia-Pacific, smartphones had a higher mobile shopper penetration on their owners than tablets in 2013 (69%
vs. 68%).

Asia-Pacific (Regional)
In Asia-Pacific, 42% of mobile users did not yet shop on mobile, but would like to do so in the future, and 42% want to shop more, as of 2013. In
March 2013, the leading product category in M-Commerce was Clothes/Footwear/Other Attire (49%). The highest smartphone penetration rate in
Asia-Pacific was in South Korea and Hong Kong, while China led in mobile shopper penetration on smartphone users.





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Management Summary (2 of 2)
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Asia
In Japan, smartphones outnumbered feature phones by the end of 2013, while the major beneficiaries of M-Commerce were clothing retailers. 67% of
mobile phone users in Japan have made purchases over their mobile phones at least once by November 2013.
South Korea sets the newest trends in M-Commerce: mobile shopping via messaging platforms, and app shopping for groceries and virtual stores.
With growth rates declining, but still high, M-Commerce sales in South Korea are forecasted to reach EUR 5.3 billion in 2014.
In China, the M-Commerce market is dominated by mobile shopping apps, but an emerging segment is M-Commerce via messaging apps. M-
Commerce sales in China are forecasted to reach EUR 121 billion by 2017, with +56% CAGR between 2013 and 2017. The share of M-Commerce on
total B2C E-Commerce sales in China is projected to increase to 24% by 2017, up from 9% estimated in 2013. Third and fourth quarters generated the
highest M-Commerce sales in China in 2012, while Q3 2013 beat Q3 and Q4 2012 put together. In China, 501 million people accessed Internet over
their mobile phones in 2013, reaching a share of 81% of total Internet users. 144 million of them shopped via mobile.
In Malaysia, 26% of mobile phone owners had a smartphone in 2012, and of those who did, 52% were male and 48% were female. 42% of smartphone
owners purchases products or services online using their device in May 2013.
The number of mobile Internet users in India reached 130 million by the end of 2013, with +19% Q-o-Q growth expected in Q1 2014 and Q2 2014.
Entertainment was estimated to be the most purchased product category in Indian M-Commerce in 2013, followed by music downloads and clothing.

Oceania
M-Commerce sales amounted to EUR 3.6 billion in Australia in 2013, with a +30% CAGR forecasted between 2013 and 2017. 30% of Internet users
shopped via smartphones at least once by May 2013, while 19% did so on tablets.
In New Zealand, the share of mobile shoppers via smartphones reached 16% of online shoppers by July 2013, with this share for tablets being 13%.





















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Table of Contents
1. Management Summary 9-11
2. Global Trends & Comparisons 12-19
3. Asia-Pacific (Regional) 20-24
4.
4.1.
4.2.
4.3.
4.4.
4.5
Asia
Japan (Top Country)
South Korea (Top Country)
China (Top Country)
India
Malaysia
25-43
5.
5.1.
5.2.
Oceania
Australia
New Zealand
44-48
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Mobile is transforming the retail industry worldwide, as mobile traffic to
retail sites surges and variety of products purchased on mobile grows.
Global: M-Commerce Overview, 2014
Mobile has become a buzzword of the recent years. The increasing penetration and use of smartphones and tablets transforms the
industries from payment to gaming, while the mobile Internet sector as a whole has become one of the stars of global investment, as
Financial Times reports. Retail is the most evident example of this transformation.
In advanced markets of North America and Europe the share of M-Commerce on total online retail already reaches 10% or several
percentage slightly above, according to ComScore and Adobe. A substantial share of traffic to retail websites there now comes
exclusively from mobile platforms. In the USA, as much as 35% of the monthly audience of retail websites uses exclusively mobile to
browse these websites. Holiday shopping seasons and sales periods especially experience increased retail browsing on mobile and
surges in mobile shopping activity.
Emerging markets, which generally have a lower smartphone and tablet penetration on the total population, according to Nielsen, are
catching up. Moreover, mobile shopper penetration on those who own a smartphone in emerging markets such as China, Indonesia,
Turkey, Russia and Mexico is even higher than on smartphone owners in many Western European countries, such as France and
Germany, according to a survey by Google. According to a survey by SAP, 96% of surveyed individuals in emerging markets showed
interest in mobile shopping, compared to 59% in advanced markets.
Digital goods, tickets and bill payments still take the largest share of M-Commerce, according to a survey by InMobi, but the sales of
physical goods are on the rise and catching up. A cross-regional survey by SAP found out that clothing and shoes follow right after
tickets, bills, digital goods and books in the ranking of product categories purchased by mobile shoppers, with a gap of only a few
percentage points.
Moreover, mobile goes beyond M-Commerce in retail. Smartphones and tablets are also very popular for shopping-related activities,
such as price comparisons, product research, availability check and store location, according to PwC. These activities can then lead to
a purchase made on desktop computers or in-store. For example, according to Google, Adidas is a success example: by optimizing
the technology, the company reached a 20% conversion rate from mobile store locator to in-store visit with a +680% incremental
increase in ROI. Also according to a Google study, consumers who browse the retailers website on mobile buy more in store.
B2B E-Commerce also has mobile on the agenda. According to Internet Retailer, 51% of companies operating in the segment already
have a mobile shop or app and a half of those who do not yet have it say they plan to expand into mobile in Q1 2014.
Source: Financial Times, March 2013; ComScore, August 2013; Adobe cited by Digital Intelligence, July 2013; InMobi, February 2014; Internet Retailer, December 2013;
Nielsen, September 2013; SAP, October 2013; Google, January 2014; PwC, February 2014
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In global M-Commerce, smartphones and tablets differ in impact,
consumer behavior and preferences when shopping on mobile.
Global: M-Commerce Trends - Smartphones and Tablets, 2014
To gain from the M-Commerce boom, retailers should be aware of the major trends in how smartphones and tablets are used by
consumers for mobile shopping.
Smartphones currently have higher penetration on global population than tablets. Cisco forecasts that even though tablets will
outpace smartphones by annual mobile data traffic growth between 2012 and 2017 (+113% CAGR vs. +81%), in 2017 smartphones
will still account for a much larger mobile data traffic consumption per month than tablets, with almost six-fold difference.
Smartphones are also expected to still outnumber tablets in 2017.
Despite this, tablets seem to bring more M-Commerce sales than smartphones. According to Internet Retailer, 55% of M-
Commerce sales generated by top retailers surveyed come from tablets and 45% come from smartphones. Though there are
exceptions, the majority of the retailers surveyed indicate that tablets generate more mobile sales, while smartphones are used more
for product research before purchase. Moreover, the average ticket on tablets is higher than on smartphones: USD 125 compared
to USD 106. Also eMarketer notes that although smartphones initially led in M-Commerce because of earlier adoption, tablets are
growing to a significantly larger share of M-Commerce.
Consumer preferences and behavior differs between shopping on smartphones and on tablets. For example, according to
ComScore, on smartphones mobile retail applications are more popular than on tablets, while in access via tablets mobile
browsing is prevalent.
Business Insider Intelligence reports that the larger screen capable of zooming on the details, easier browsing and search make
tablet a more suitable device for making large purchases on mobile. Smartphones, on the other hand are perfect for making on
the go and quick purchases. For example, Pizza Hut which sells fast food reveals that its mobile sales increased by +4000% over
the last three years, as Internet Retailer reports.
Furthermore, mobile advertising has a different impact on mobile shopping via smartphones and tablets. A research of 500 billion
ad impressions made by AOL also came to the conclusion that mobile ads are more likely to lead to a purchase on tablets than on
mobile phones. A third of mobile ad conversions come from tablet, with iPad showing the highest rate.
Source: Cisco, February 2013; Internet Retailer, December 2013; eMarketer, January 2013; ComScore, August 2013; Business Insider Intelligence, December 2013; AOL, August 2013
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Both mobile website optimization and mobile shopping app
development are important for retailers involved in M-Commerce.
Global: M-Commerce Trends - Apps and Browsers, 2014
In considering investments needed to stimulate mobile purchases, an important issue to be taken into account is investment into
mobile website optimization and mobile shopping apps.
Despite the M-Commerce boom, many retailers still have not optimized their website for browsing on mobile, which might reflect
on their mobile sales. According to a survey by Google, 61% of smartphone users confessed that they leave quickly if they do not find
want they need on a mobile website. The importance of the mobile website was also emphasized by the results of a survey by
Usablenet, according to which 70% of consumers are influenced by the quality of website design in their decision to make purchases
on this website. The same survey also found that consumers want the retail website view to be optimized both for tablet and
smartphone, rather then use the same version for both.
Apart from failing to provide a comfortable mobile shopping experience, non-optimized websites also risk being downgraded in search
engine results on mobile. As Inc. reports, Google warned that it would start to demote websites that do not work properly on
smartphones. Moreover, to offer more choice to the customer, some retailers add an option for customers to choose the view of the
website on their mobile device: mobile or full version. As Internet Retailer reports, many mobile websites lack some features
available on the full version of the website, which is noticed by consumers. Hence, instead of redirecting smartphone users to the
mobile website automatically, the retailers might let the consumer decide which website they want to use.
As for the mobile shopping apps, they are also gaining in popularity and importance for retailers. According to the survey by Nielsen,
in the USA over a half of smartphone app users use run mobile shopping apps regularly, and in China and South Korea over 40%. A
new global development is the emerging power of messaging apps in M-Commerce. This trend, coming from Asia, leads to the
vast audiences of messaging apps being involved in shopping though or directly in the messaging platform.
According to a survey by PwC, both apps and browsers are equally important for mobile shopping, though in different ways. While
browsers score higher over apps in terms of convenience, apps are better evaluated by consumers with regard to speed. PwC
concludes that retailers should try to both optimize the mobile website and develop an app. This will help to capture different
segments of customers. While downloading a retailers app can be expected more from brand loyalists than from other customer
segments, for casual shoppers website seems to be a likelier alternative. In that sense, an app might be more useful in satisfying loyal
customers, while mobile optimized website is a helpful tool in acquiring new customers.
Source: Inc., Google, September 2013; Usablenet, 2014; Internet Retailer, February 2014; Nielsen, February 2013; PwC, February 2014
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Singapore was the country leading worldwide by both smartphone
and tablet penetration in 2013.
Global: Smartphone and Tablet Penetration in Selected Countries, in % of Total Adult Population*, 2013
33%
53%
59%
85%
86%
12%
30%
31%
21%
42%
36%
39%
22%
53%
55%
69%
52%
62%
0% 25% 50% 75% 100%
Japan
France
USA
Germany
Netherlands
UK
Spain
South Korea
Singapore
Tablet Smartphone
Note: *ages 18+
Survey: based on a survey of 2,00 respondents in each country (UK 4,020, France 1,000); question asked: Which of the following devices do you won or have access to: medium &
large tablets/smartphones?
Source: Deloitte, January 2014
in % of Total Adult Population
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By mobile shopper penetration on smartphone owners, South Korea
was ahead of other developed markets worldwide in May 2013.
Global: Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on
Smartphone Owners, in %, by Selected Developed Markets, May 2013
63%
72%
73%
65%
63%
62%
41%
42%
56%
55%
40%
25%
0% 25% 50% 75% 100%
Japan
Germany
Italy
France
Spain
USA
UK
Sweden
Hong Kong
Australia
Singapore
South Korea
in % of Total Population
Survey: based on surveys of 1,000 individuals in each country
Definition: mobile purchase in any period of time prior to the survey
Note: *for Egypt the latest data available was from 2012
Source: Google, Ipsos, IAB, May 2013
Smartphone Owner Penetration on Total Population,
in %, May 2013
44%
46%
56%
44%
43%
41%
30%
32%
39%
33%
26%
25%
0% 25% 50% 75% 100%
Spain
France
Italy
Germany
Sweden
UK
Australia
Hong Kong
Japan
Singapore
USA
South Korea
in % of Smartphone Owners
Mobile Shopper Penetration on Smartphone Owners,
in %, May 2013
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Of the emerging markets, China was number one by both smartphone
and mobile shopper penetration in May 2013.
Global: Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on
Smartphone Owners, in %, by Selected Emerging Markets, May 2013
36%
40%
47%
37%
35%
35%
26%
27%
31%
30%
14%
13%
0% 25% 50% 75% 100%
India
Indonesia
Brazil
Egypt*
Turkey
Thailand
Malaysia
Poland
Russia
Mexico
South Africa
China
in % of Total Population
Survey: based on surveys of 1,000 individuals in each country
Definition: mobile purchase in any period of time prior to the survey
Note: *for Egypt the latest data available was from 2012
Source: Google, Ipsos, IAB, May 2013
Smartphone Owner Penetration on Total Population,
in %, May 2013
51%
57%
69%
54%
43%
42%
30%
39%
41%
39%
30%
28%
0% 25% 50% 75% 100%
Poland
Brazil
South Africa
Mexico
Russia
Egypt*
Malaysia
Turkey
Thailand
India
Indonesia
China
in % of Smartphone Owners
Mobile Shopper Penetration on Smartphone Owners,
in %, May 2013
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36%
69%
60%
65%
69%
71%
84%
43%
56%
51%
75%
21%
66%
73%
0% 25% 50% 75% 100%
Middle East & Africa
Eastern Europe
Asia-Pacific
Western Europe
Latin America
North America
Global
Smartphone Tablet
19
Opposite to most regions worldwide, in Asia-Pacific, smartphones had a
higher mobile shopper penetration on their owners than tablets in 2013.
Global: Mobile Shopper Penetration, by Online Purchases Made on Tablets and Smartphones*, in % of
Smartphone and Tablet Owners, by Region, 2013
Note: *purchase ever made with the device; data separate for Smartphone and Tablet owners
Survey: based on a survey of 25,601 respondents in 43 countries; question asked: Have you ever used your Tablet Device (Smartphone) to make an online purchase? I.e. via the
Internet using a web borwser or using a dedicated mobile app?
Source: IDG, July 2013
in % of Smartphone/Tablet Owners
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Table of Contents
1. Management Summary 9-11
2. Global Trends & Comparisons 12-19
3. Asia-Pacific (Regional) 20-24
4.
4.1.
4.2.
4.3.
4.4.
4.5
Asia
Japan (Top Country)
South Korea (Top Country)
China (Top Country)
India
Malaysia
25-43
5.
5.1.
5.2.
Oceania
Australia
New Zealand
44-48
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In Asia-Pacific, 42% of mobile users did not yet shop on mobile, but
wanted to do so in the future, and 42% wanted to shop more, as of 2013.
Asia-Pacific: Breakdown of Mobile Shopping Intention, in % of Mobile Users, March 2013
Note: Used mobile to buy goods and content (16%) refers to responts who made mobile purchases but did not express a wish to do so more in the future
Survey: based on a survey of 3,288 respondents who own a phone (basic or smartpone) in China (1,000), India (1,050), Japan (651), Australia (587); ages 18+
Source: SAP, LoudHouse, October 2013
Used Mobile to Buy Goods
and Content*
14%
Used Mobile to Buy Goods
and Want to Do It More
42%
Not Used Mobile to Buy Goods
but Want to
42%
Not Used Mobile to Buy Goods
and Content
2%
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In March 2013, the leading product category in M-Commerce in Asia-
Pacific was Clothes/Footwear/Other Attire (49%).
Asia-Pacific: Products and Services Purchased on Mobile, in % of Mobile Shoppers, March 2013
46%
47%
49%
44%
45%
44%
42%
19%
26%
34%
31%
11%
11%
0% 20% 40% 60% 80% 100%
Other
Jewelry
Home Furniture/Goods
Travel/Holidays
Electronic Appliances
Utility Bills
Music Download
Tickets for Travel/Transport
Entertainment
Groceries/Food
Telecom Bill
Books/E-Books
Clothes/Footwear/Other Attire
in % of Mobile Shoppers
Note: Used mobile to buy goods and content (16%) refers to responts who made mobile purchases but did not express a wish to do so more in the future
Survey: based on a survey of 3,288 respondents who own a phone (basic or smartpone) in China (1,000), India (1,050), Japan (651), Australia (587); ages 18+
Source: SAP, LoudHouse, October 2013
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In May 2013, South Korea and Singapore led in Asia-Pacific by
smartphone penetration, while China led by mobile shopping reach.
Asia-Pacific: Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on
Smartphone Owners, in %, by Selected Countries, May 2013
51%
63%
72%
73%
54%
47%
39%
20%
25%
35%
31%
14%
13%
0% 25% 50% 75% 100%
India
Indonesia
Vietnam
Japan
Thailand
Malaysia
Philippines
China
Taiwan
New Zealand
Hong Kong
Singapore
South Korea
in % of Total Population
Survey: based on surveys of 1,000 individuals in each country, except
Definition: mobile purchase in any period of time prior to the survey
Source: Google, Ipsos, IAB, May 2013
Smartphone Owner Penetration on Total Population,
in %, May 2013
54%
57%
60%
69%
56%
51%
44%
37%
42%
44%
43%
33%
32%
0% 25% 50% 75% 100%
Philippines
New Zealand
Taiwan
Malaysia
Hond Kong
Singapore
Japan
Thailand
India
South Korea
Indonesia
Vietnam
China
in % of Smartphone Owners
Mobile Shopper Penetration on Smartphone Owners,
in %, May 2013
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18%
23%
49%
71%
75%
87%
15%
87%
80%
13%
13%
20%
25%
29%
51%
77%
82%
85%
0% 20% 40% 60% 80% 100%
Philippines
India
Indonesia
Thailand
China
Australia
Malaysia
Singapore
Hong Kong
Smartphone Non-Smartpone
24
In the Asia-Pacific, the highest smartphone penetration rate on mobile
phone users was in Hong Kong and Singapore (87%).
Asia-Pacific: Breakdown of Mobile Phone Ownership, by Smartphone and Non-Smartphone, by Selected
Countries, in %, 2013
Source: Nielsen, September 2013
in % of Mobil Phone Users
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25
Table of Contents
1. Management Summary 9-11
2. Global Trends & Comparisons 12-19
3. Asia-Pacific (Regional) 20-24
4.
4.1.
4.2.
4.3.
4.4.
4.5
Asia
Japan (Top Country)
South Korea (Top Country)
China (Top Country)
India
Malaysia
25-43
5.
5.1.
5.2.
Oceania
Australia
New Zealand
44-48
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26 26
In Japan, smartphones outnumbered feature phones by the end of 2013,
while the major beneficiaries of M-Commerce were clothing retailers.
Japan: M-Commerce Overview and Trends, 2014
M-Commerce is the fastest growing segment of the online retail in Japan, as reported by the Mobile Commerce Press.
According to the PayPers, mobile commerce in Japan is worth USD 12.8 billion annually and has a share of 20% on the B2C E-
Commerce market in the country. According to a survey by Internet.com and NNT.com Research (renamed from Goo Research),
the share of smartphones for the first time surpassed that of feature phones by the end of 2013. 50% of surveyed individuals used
primarily smartphone, compared to 46% who primarily used feature phone. Tablet ownership reached 15% by December 2013.
The major beneficiary of the mobile shopping boom, according to the Business of Fashion, is online retail clothing. For example,
fashion merchant Zozotown generated 40% of its sales from mobile in 2012. Some new merchants in the industry target the
mobile segment solely, with the key customer segment aged under 30. One example is VIP flash sales website Muse, which has
more than 70% of traffic coming from mobile devices, while its main customers are young women in their 20s. Muse raised USD
3.6 million in funding and invests most of it into development of the app. Some new applications combine the mobile and social
shopping experience, such as iQon and Dreche, which allow consumers to share photos and styles and connect them to offers of
relevant clothing items in online stores. International market players are also trying to use the M-Commerce wave in the country.
The largest player, Rakuten, also saw mobile traffic to its Ichiba business increase and made M-Commerce development one of
its key strategies. In February 2014, Rakuten acquired Viber Media Ltd, a mobile messaging service, for USD 900 million, with the
aim of utilizing its worldwide 280 million user base. In June 2013, Amazon launched its mobile app for iPad in Japan, while the
Android version was already available there, as reported by The Next Web
Some other online retailers, however, still have to catch up on the mobile boom in the sense of the technology offered. A survey
by Goo Research and Internet.com in May 2013 found that 26% of mobile shoppers were dissatisfied with their M-Commerce
experience. The major problem was difficulty in finding a product on a mobile website, followed by insufficient size of images and
slow navigation.
Source: The PayPers, October 2013; the Next Web, June 2013; the Business of Fashion, June 2013; Mobile Commerce Press, June 2013; Internet.com, Goo Research, May 2013;
Internet.com NTT.com Research, December 2013; Rakuten, February 2014
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27
In Japan, 67% of mobile phone users had made purchases over their
mobile phones at least once by November 2013.
Japan: Breakdown of Experience with Mobile Shopping, in % of Mobile Phone Users, November 2013

Survey: based on a survey of 1,088 mobile phone users, including smartphone users; ages 10 - 50
Source: Goo Research, Internet.com, November 2013
Did not Visit Websites and Did
not Buy
16%
Visited Retail Websites, but
did not Buy
17%
Bought Once or Twice
24%
Bought Sometimes
29%
Bought Often
14%
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28 28
South Korea sets the newest trends in M-Commerce: mobile shopping
via messaging platforms, app shopping for groceries and virtual stores.
South Korea: M-Commerce Overview and Trends, 2014
South Korea is one of the most advanced B2C E-Commerce markets worldwide. In 2013, it generated 55 trillion (EUR 39 billion)
sales. With smartphone penetration reaching over 70% of the population and generally high new technology adoption rates, mobile
commerce in the country is highly successful.
M-Commerce has already shown impressive growth rates of +183% in 2012 and +134% in 2013, according to the Korean Online
Shopping Association cited by Korea Times. The market growth even beats expectations: the Association forecasted KRW 7.6 trillion
(EUR 5.3 billion) for 2014 in mid-2013, but then stated in early 2014 that the sales may reach as much as KRW 10 trillion (EUR 7
billion).
One of the trends to watch in South Korean M-Commerce is growth of mobile shopping though KakaoTalk platform, a property of
Kakao Corp which originally started as a messaging service and then expanded into photo sharing, mobile gaming and mobile
shopping. According to Financial Times, almost every smartphone user in South Korea subscribes to KakaoTalk, which has 110
million registered users, 40% of them living outside of South Korea. As reported by e27, the number of mobile shopping app users for
the first time outnumbered that of KakaoGame users in January 2014. As many as 21.6 million users in South Korea used the mobile
shopping app, 2.7 million more than KakaoGame players. Combined, mobile gaming and shopping brought Kakao Corp USD 29
million in 2012. As Kakao Corp puts effort into expanding overseas, South Korea might be a trend setter in linking mobile messaging
and mobile shopping.
Another new trend is grocery shopping through mobile app. E-Mart, a South Korean supermarket chain, noticed an increase in
sales of groceries through mobile apps, which is a relatively new practice, according to the Korea Herald.
Online retailers are benefiting from the M-Commerce boom in South Korea. EBay-owned online merchant Gmarket posted +30%
annual growth since the launch of its first mobile application in 2009, as reported by the Korea Herald. In 2013, M-Commerce
accounted for 9% of the companys sales. Gmarket runs an innovative project called the Virtual Store, where consumers can scan
QR codes of product pictures on outdoor ads and have the produce delivered to their place of choice. The Virtual Stores are run with
various product categories, with a virtual fashion store opened in 15 subway stations in 2013.
Source: Financial Times, November 2013; e27, 2014; the Korea Herald, August 2013; KOSLA, Korea Herald. January 2014; KOSLA, Korea Times, October 2013
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29
With growth rates declining, but still high, M-Commerce sales in South
Korea are forecasted to reach KRW 7.6 trillion (EUR 5.3 billion) in 2014.
South Korea: M-Commerce Sales, in KRW trillion, and in % Year-on-Year Change, 2012 - 2014f


Source: Korea Online Shopping Association cited by Korea Times, October 2013
1,7
7,6
4,0
90%
134%
183%
0
10
20
30
40
2012 2013e 2014f
0%
50%
100%
150%
200%
M-Commerce Sales in % Year-on-Year Change
i
n

K
R
W

t
r
i
l
l
i
o
n

i
n

%

Y
e
a
r
-
o
n
-
Y
e
a
r

C
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a
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g
e

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30
In South Korea, there were 15.5 million mobile shoppers in H1 2013, with
Social Commerce/Mobile Shopping App having the largest audience.
South Korea: Number of Mobile Shoppers, by Platform Type, in millions, H1 2012, H2 2012, H1 2013
H1 2012 H2 2012 H1 2013
Social Commerce/Mobile Shopping App* 2.6 4.1 6.6
Online Marketplace 2.4 3.7 5.5
General Online Store 0.6 0.9 1.5
Online Supermarket 0.4 0.7 1.1
Total Mobile Shoppers (Across All Platforms)** 6.5 10.8 15.5
Survey: based on a panel of Android smarpthone users and PC online shoppers
Note: *pure mobile shopping app users amounted to 1.5 million in H1 2013; **platforms are not mutually exclusive, i.e. total is not the some of the categories above;
the ranking of online shopping distinations for PC users in H1 2013 was 1. Online Marketplace (21.5 million), 2. General Online Store (12.9), 3. Social Commerce (12.4 milion), 4.
Online Supermarket (5.6 million)
Source: Chamber of Commerce and Industry (KCCI) cited by Newstomato, August 2013
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31
33% of male and 24% of female smartphone users in South Korea
bought from the E-Commerce vendor 11st via mobile, as of April 2013.
South Korea: E-Commerce Websites Most Purchased from via Mobile, in % of Smartphone Owners, by Male
and Female, April 2013
5%
8%
12%
24%
33%
6%
8%
24%
15%
21%
0% 20% 40% 60% 80% 100%
TMON
Coupang
Gmarket
Auction
11st
Male
Female
Survey: based on a survey of 20,000 smartphone users, conducted in April 2013; ages 15+
Source: Trillionpanel cited by Bloter, April 2013
in % of Smartphone Users
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32 32
In China, the M-Commerce market is dominated by mobile shopping
apps, but an emerging segment is M-Commerce via messaging apps.
In China, M-Commerce is gaining popularity among the growing number of mobile Internet users. According to the China Internet
Network Information Center, there were 500 million people using Internet from their mobile phones in 2013. Of them, 29% or over
140 million shopped on mobile. China has the highest mobile Internet penetration both among tablet (39%) and mobile phone
owners (83%), according to GlobalWebIndex cited by China Internet Watch. Moreover, China accounts for 38% of the worldwide
smartphone shipments, as reported by Business Insider,
Online merchants in China are putting significant effort into attracting the growing audience of mobile shoppers. During the
November 11 online sales day, E-Commerce players Taobao, Suning, Yixun and JD all had a special offers in place targeting mobile
shoppers, as iResearch reports. On that day, these vendors generated from 13% to 15% of total E-Commerce sales from mobile
devices.
According to iResearch, the EUR 20 billion M-Commerce market in China is currently dominated by the mobile shopping apps of
the major online vendors, but the emerging power of the instant messaging platforms in mobile shopping is evolving to take a
growing share of the market. According to EnfoDesk, cited by China Internet Watch, Taobaos mobile platform MTOP accounts for
79% of the M-Commerce market in China, as of Q3 2013, followed by Jingdong Mobile (9%) and Maimaibao (1%), while the rest of
the market is split between the players, with no share exceeding 1%. Taobao has over 9 million mobile shopping app accounts,
while Jingdong has 27 million. Moreover, both Alibaba, Taobaos parent, and Jingdong applied for a mobile telecom license in late
2013 to develop their mobile dimensions further, as Tech in Asia reports.
The most prominent case of messaging platform launching into M-Commerce is WeChat, an instant messaging platform owned
by Tencent. In November 2013 it had 296 million active users, the second largest IM app in China after QQ. In December 2013, the
new version of the WeChat app had an integrated mobile payment function, which can be used for in-app transactions and payment
of both online and offline payments though QR code scanning, as Tech in Asia reports. Tencents competitor, Alibaba is trying to
push its own messaging app, Laiwang, which also has online-to-offline payment functionality via Alipay.
Source: China Internet Network Information Center, January 2014; iResearch, January 2014; GlobalWebIndex cited by China Internet Watch, February 2014; Business Insider,
October 2013; EnfoDesk cited by China Internet Watch, November 2013, December 2013; Tech in Asia, December 2013;
China: M-Commerce Overview and Trends, 2014
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1000,0
167,6
63,2
0
200
400
600
800
1000
1200
2012 2013 2017f
33
M-Commerce sales in China are forecasted to reach CNY 1 trillion
(EUR 121 billion) by 2017, with +56% CAGR between 2013 and 2017.
China: M-Commerce Sales, in CNY billion, 2012, 2013 & 2017f
i
n

C
N
Y

b
i
l
l
i
o
n


Definition: Gross Merchandise Volume of the mobile shopping market
Source: iResearch, January 2014
+165.4%
CAGR
+56.3%
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34 34
The share of M-Commerce on total B2C E-Commerce sales in China is
projected to increase to 24% by 2017, up from 9% estimated in 2013.
China: Share of M-Commerce on Total B2C E-Commerce Sales, in %, 2011-2017f
i
n

%

o
f

T
o
t
a
l

B
2
C

E
-
C
o
m
m
e
r
c
e

S
a
l
e
s

1,5%
4,8%
9,1%
13,1%
16,4%
19,9%
24,1%
0%
20%
40%
60%
80%
100%
2011 2012 2013e 2014f 2015f 2016f 2017f

Deifnition: Gross merchandise value of the mobile shopping market
Source: iResearch cited by China Internet Watch, February 2014
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25,3
19,0
34,1
16,8
13,2
10,5
11,7
141%
44%
104%
0
10
20
30
40
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013
0%
100%
200%
300%
400%
M-Commerce Sales in % Year-on-Year Change
35
In terms of M-Commerce sales in China, Q3 2013 beat Q3 and Q4 2012
put together, reaching CNY 34 billion (EUR. 4 billion) in value.
China: M-Commerce Sales, in CNY billion, and in % Year-on-Year Change, Q1 2012 - Q3 2013
i
n

C
N
Y

b
i
l
l
i
o
n



Source: EnfoDesk cited by China Internet Watch, November 2013
i
n

%

Y
e
a
r
-
o
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-
Y
e
a
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C
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e

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420,0
500,6
355,6
302,7
233,3
61%
66%
69%
75%
81%
0
200
400
600
800
1000
2009 2010 2011 2012 2013
0%
20%
40%
60%
80%
100%
Number of Mobile Phone Internet Users
% of Total Internet Users
36
In China, 500.6 million people accessed Internet over their mobile
phones in 2013, reaching a share of 81% of total Internet users.
China: Number of Mobile Phone Internet Users, in millions and in % of Total Internet Users, 2009 - 2013
i
n

m
i
l
l
i
o
n
s



Source: China Internet Network Information Center, January 2014
%

o
f

M
o
b
i
l
e

I
n
t
e
r
n
e
t

U
s
e
r
s

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144,4
55,5
13%
29%
0
40
80
120
160
200
2012 2013
0%
20%
40%
60%
80%
100%
Number of Mobile Shoppers % of Mobile Internet Users*
37
144.4 million people in China shopped via the mobile Internet in 2013,
up from 55.5 million in 2012, and reached a 29% penetration.
China: Number of Mobile Shoppers, in millions and in % of Mobile Internet Users, 2012 & 2013
i
n

m
i
l
l
i
o
n
s


Note: total number of mobile internet users was 501 million in 2013, up from 420 million in 2012
Source: China Internet Network Information Center, January 2014
%

o
f

M
o
b
i
l
e

I
n
t
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r
n
e
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U
s
e
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s

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38
Taobaos MTOP is the leading players in the Chinese M-Commerce,
accounting for 79% of the market in Q3 2013.
China: Breakdown of the M-Commerce Market, by Players, in %, Q3 2013
Igou
0,7%
51Buy
0,5%
Ytao
0,2%
Other
6,2%
Vancl
0,8%
Dangdang
0,8%
Amazon China
0,8%
Suning
0,9%
Maimaibao
1,3%
Jingdong Mobile
8,7%
MTOP (Taobao)
79,1%

Note: according to the source, the M-Commerce market value in Q3 2013 was CNY 34.12 billion (EUR 4.1 billion)
Source: EnfoDesk cited by China Internet Watch, November 2013
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39
The number of mobile Internet users in India reached 130 million by the
end of 2013, with +19% Q-o-Q growth expected in Q1 2014 and Q2 2014.
India: Number of Mobile Internet Users, in millions, and in % Quarter-on-Quarter Change, Q3 2013 - Q2 2014f
185
130
155
110
18%
19%
19%
0
70
140
210
280
350
Q3 2013* Q4 2013 Q1 2014f Q2 2014f
0%
5%
10%
15%
20%
25%
Number of Mobile Internet Users
in % Quater-on-Quater Growth
i
n

%

Q
u
a
r
t
e
r
-
o
n

Q
u
a
r
t
e
r

C
h
a
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e


Note: of the total 110 million mobile Internet users in India by October 2013, 85 million were from the urban areas and 25 million from rural areas; number of mobile phone users was 930 million
Source: Internet and Mobile Association of India (IAMAI), January 2014
i
n

m
i
l
l
i
o
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s

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40
In India, online marketplace Snapdeal reported 30% of its sales coming
from mobile devices, and online mass merchant Flipkart reported 20%.
India: Share of M-Commerce on B2C E-Commerce Sales, by B2C E-Commerce Players, 2013e
Sector
Share of M-Commerce on
Total B2C E-Commerce Sales
Snapdeal Online Marketplace 30%
Bookmyshow Online Event Tickets Booking 25%
Flipkart Online Mass Merchant 20%
Myntra Online Store of Clothing & Accessories 12%
Cleartrip Online Travel Agency 12%
Yepme Online Store of Clothing & Accessories 10%

Note: the numbers are cited from different sources; numbers for Snapdeal and Flipkart are provided by the companies themselves as cited in the source
Source: Avendus, September 2013; the Economic Times, Flipkart, Snapdeal, January 2014; GTAI, January 2014
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41
Entertainment was estimated to be the most purchased product
category in Indian M-Commerce in 2013.
India: Most Purchased M-Commerce Product Categories, in % of Mobile Shoppers, 2013e
48%
53%
47%
40%
0% 20% 40% 60% 80% 100%
E-Books
Clothing/Footwear/Other Attires
Music Downloads
Entertainment*

Note: *the Entertainment category includes cinema, teatre shows, DVDs, sports games
Source: SAP cited by InformationWeek, October 2013
in % of Mobile Shoppers
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42 42
In Malaysia, 26% of mobile phone owners had a smartphone in 2012,
and of those who did, 52% were male and 48% were female.
Malaysia: Smartphone Penetration on Mobile Phone Owners, in %, 2012, and Breakdown of Smartphone
Owners, by Gender, in %, 2012
Feature Phone
74%
Smartphone
26%
Breakdown of Smartphone Owners,
by Gender, in %, 2012
Smartphone Penetration on Mobile
Phone Owners, in %, 2012
Survey: based on a survey of 2,401 individuals
Note: of those who do not own a smartphone, 35.4% intended to chnge from feature phone to smarpthone
Source: Malaysian Communications and Multimedia Commission, July 2013
Female
48%
Male
52%
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43
42% of smartphone owners in Malaysia purchased products or services
online using their device in May 2013.
Malaysia: Mobile Shopper Penetration on Smartphone Owners, in %, May 2013
Other
58%
Mobile Shoppers
42%
Note: products and services excluding applications
Survey: based on a survey of 1,000 smartphone users, ages 18-64, conducted in Q1 2013; question asked Have you ever ordered a product or service over the Internet on your
smartphone?
Source: Google, Ipsos, May 2013
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44
Table of Contents
1. Management Summary 9-11
2. Global Trends & Comparisons 12-19
3. Asia-Pacific (Regional) 20-24
4.
4.1.
4.2.
4.3.
4.4.
4.5
Asia
Japan (Top Country)
South Korea (Top Country)
China (Top Country)
India
Malaysia
25-43
5.
5.1.
5.2.
Oceania
Australia
New Zealand
44-48
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45
M-Commerce sales amounted to AUD 4.9 billion (EUR 3.6 billion) in
Australia in 2013, with a +30% CAGR forecasted between 2013 and 2017.
Australia: M-Commerce Sales, in AUD billion, 2012, 2013 & 2017f
14,1
4,9 3,8
0
10
20
30
40
2012 2013 2017f
i
n

A
U
D

b
i
l
l
i
o
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+30%
Note: the share of M-Commerce on total B2C E-Commerce in 2013 was 27%
Source: Frost & Sullivan cited by Mobile Entertainment, December 2013
CAGR
+30%
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46
In Australia, 30% of Internet users shopped via smartphones at least
once by May 2013, while 19% did so on tablets.
Australia: Share of Mobile Shoppers on Internet Users, by Smartphone and Tablet, in %, May 2013
30%
19%
0% 20% 40% 60% 80% 100%
Tablet
Smartphone

Note: ages 15 - 65, purchase in the previous 12 months
Source: Frost & Sullivan, July 2013
in % of Internet Users
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47
Digital products (66%) and entertainment tickets (43%) were the product
categories most purchased via smartphone in Australia in January 2014.
Australia: Product Categories Most Purchased via Smartphone, in % of Smartphone Owners, January 2014
66%
43%
33%
16%
24%
29%
27%
11%
7%
0% 20% 40% 60% 80% 100%
Baby Goods
Groceries
Gifts
Restaurant/Take away
Clothes/Accessories
Technology
Travel
Entertainment Tickets
Digital Products (Music & Apps)

Survey: based on a survey of 2,042 smartphone owners conducted in January 2014; top 3 categories were selected by respondents
Source: Credit Card Selector, CeBIT, February 2014
in % of Smartphone Owners
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48
In New Zealand, the share of mobile shoppers via smartphones reached
16% of online shoppers by July 2013.
New Zealand: Share of Mobile Shoppers on Online Shoppers, by Smartphone and Tablet, in %, July 2013
16%
13%
0% 20% 40% 60% 80% 100%
Tablet
Smartphone

Note: corresponds to 288,000 smartphone shoppers and 239,000 tablet shoppers; product purchased were not for use on smartphone or tablet
Source: IAB, Nielsen, July 2013
in % of Online Shoppers
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