GENERAL METHODOLOGY OF MARKET REPORTS

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4 GENERAL METHODOLOGY OF MARKET REPORTS Secondary Market Research The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for reported data. As a result, companies gain a precise and unbiased impression of the market situation. Cross referencing of data is conducted in order to ensure validity and reliability. The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several sources. If this is the case, all sources are mentioned on the chart. The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart. Definitions The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact definition used by the source (if available) is included at the bottom of the chart. Chart Types Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple answers were possible, which is noted at the bottom of the chart. Report Structure Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents, management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures. Notes and Currency Values If available, additional information about the data collection, for example the time of survey and number of people surveyed, 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 are most often used. When referencing currency values in the Action Title, the EUR values are also provided in brackets. The conversions are 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. 4

5 METHODOLOGY OF THE CURRENT REPORT Report Coverage This report covers the global B2B E-Commerce market. It includes global data and international comparisons related to B2B E-Commerce development and trends, along with region- and country-specific market information. A broad definition of B2B E-Commerce used by some sources cited in this report might include both web-based and other electronic sales (such as EDI-type sales). In addition to the global data, major global regions in worldwide B2B E-Commerce were covered in the report, including Asia-Pacific, Europe, North America and Latin America, while data availability varied by region and country. Report Structure The report opens with a global chapter. It includes information on the global B2B E-Commerce sales development and projections, top market trends, factors most important in B2B E-Commerce, a ranking of the major B2B E-Commerce platforms, and profiles of three major largest B2B E-Commerce marketplace. The three marketplaces selected for the profiles stem from three major regions (Asia-Pacific, Europe, Latin America) and represent three different platform types and revenue models. The major market developments were also summarized on two text charts included in the global chapter. The rest of the report is divided by regions, with each regional section containing county chapters and/or regional information, where available. The regions and countries are ranked by total E-Commerce sales volume or related criteria, such as share of companies selling and/or purchasing online. Depending on data availability, the following types of information were included: B2B E-Commerce sales, E-Commerce s share of overall B2B sales, share of companies engaged in B2B E-Commerce, factors most important to B2B buyers and sellers. Not all types of data mentioned was included for each section due to varying information availability. Furthermore, each regional chapter includes one table with an overview of some of the B2B E-Commerce marketplaces and classified portals based in the respective region. 5

6 DEFINITIONS The following expressions and definitions are used in this B2C E-Commerce market report*: B2B E-COMMERCE B2B E-COMMERCE SALES B2B WEB SALES EDI EDI-TYPE SALES B2C E-COMMERCE B2G E-COMMERCE B2B E-COMMERCE MARKETPLACE B2B ONLINE CLASSIFIEDS CROSS-BORDER E-COMMERCE Internet-based transactions between businesses. A broad definition of B2B E-Commerce includes both webbased sales and sales through other digital and electronic channels, such as EDI-type sales and sales negotiated via electronic means but not necessarily transacted online, while a narrow definition includes weband app-based sales only. the total sales generated either on the B2B E-Commerce market in a certain country or region, or the total sales generated through B2B E-Commerce by companies. sales made via an online store (web shop, E-Commerce marketplace), via web forms on a website or extranet, or via mobile apps electronic data interchange (EDI) is used by businesses to exchange data in electronic format compatible between the sender and the receiver; through EDI companies and organizations can retrieve information from their internal systems electronically and send it to other parties via a communications network. sales via Electronic Data Interchange (EDI) messages in an agreed or standard format suitable for automated processing without the individual messages being typed manually. the sale of products and services through electronic transactions via the Internet from businesses to consumers. the sale of products and services through electronic transactions via the Internet from businesses to governments. platforms where third-party businesses, suppliers and manufacturers can sell their products online whereas the marketplace operator acts as an intermediary. The examples of B2B E-Commerce marketplaces include Amazon Business and Alibaba.com. an online platform, where both businesses can publish advertisements about the sale of goods and services. The narrow definition of classifieds excludes pure business directories, where companies can be searched by category, but individual products cannot be viewed or ordered. the sale of goods to customers in other countries via E-Commerce. Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective charts 6

7 TABLE OF CONTENTS (1 OF 6) 1. Management Summary 2. Global B2B E-Commerce Market Overview & Trends, September 2018 B2B E-Commerce Trends, September 2018 B2B E-Commerce Sales Compared to B2C E-Commerce Sales, in USD trillion, 2020f B2B E-Commerce Sales of Manufacturers, in USD trillion, 2016 & 2025f B2B E-Commerce Sales of Manufacturers, in USD trillion, by Selected Major Economies, 2016 & 2025f The Perception of The Importance of B2B E-Commerce, in % of Global B2B Executives, September 2017 Top 5 Priorities Addressed Through B2B E-Commerce, in % of B2B E-Commerce Decision-Makers, March 2018 Top Challenges in Adopting B2B E-Commerce Tools, in % of B2B E-Commerce Decision-Makers, March 2018 Top Priorities for B2B Companies Within the Next 2 Years, in % of B2B Executives, October 2017 Share of B2B Transactions Starting Online, in %, May 2017 Most Important Sales Channels in B2B Industries, in % of B2B Sellers, Q Top Reasons for Using B2B E-Commerce From Customers Perspective, in % of B2B Sellers, Q Channels Used in B2B Sales, by 2 Years Ago, Now, and in 2 Years, in % of Sellers, Q Top Priority Technology Initiatives for the Next 18 Months, in % of Respondents, by Manufacturers and Distributors, September 2017 Breakdown Recurring Orders Share of B2B E-Commerce Sales, in % of Manufactures, March 2018 Share of B2B Buyers Reporting That Mobile Played a Significant Role in Their Recent Purchase, in %, 2017e Share of B2B E-Commerce Companies Offering a Mobile App, in % of Respondents, and Share of B2B E-Commerce Companies Planning to Offer a Mobile App Within the Next 24 Months, in % of Respondents Currently Not Offering a Mobile App, March 2018 Top 4 Features Most Important to B2B E-Commerce Buyers, in % of Respondents, March 2018 Top 4 Payment Methods Accepted in B2B E-Commerce, in % of International B2B E-Commerce Companies, March 2018 Share of B2B E-Commerce Companies Accepting Payment by Mobile Wallet, in %, March 2018 Cross-Border B2B Transactions Facilitated by FinTech, in USD trillion and in % of All Cross-Border B2B Transactions, 2017 & 2022f Top 4 Global B2B E-Commerce Marketplaces by Number of Buyers, in millions, August 2017 Alibaba.com: Profile, September 2018 Amazon Business: Profile, September 2018 Mercateo: Profile, September

8 TABLE OF CONTENTS (2 OF 6) 3. Asia-Pacific 3.1. Regional 3.2. China 3.3. Taiwan 3.4. Japan Top Technology-Related Trends for B2B E-Commerce, in % of B2B Companies, September 2018 Overview of Selected B2B E-Commerce Marketplaces and Classifieds in Asia-Pacific, September 2018 B2B E-Commerce Sales, in CNY trillion, and Year-on-Year Change, in %, e B2B E-Commerce Sales, in CNY trillion, and Year-on-Year Change, in %, e B2B E-Commerce Sales, in CNY trillion, H & H B2B E-Commerce Platform Operator Revenues, in CNY billion, H & H Top 6 Companies by B2B E-Commerce Market Share, in %, H Cross-Border E-Commerce Exports, in CNY trillion, and Breakdown by B2B and B2C/C2C, Breakdown of Third-Party Online Payment Providers Used by B2B E-Commerce Sellers, in % of B2B E-Commerce Sellers Using Third- Party Payment Platforms, October 2016 B2B E-Commerce Sales Compared to B2C E-Commerce Sales, in TWD billion, 2016 B2B E-Commerce Sales, in JPY trillion, and Penetration, in %, B2B E-Commerce Sales, by Sector, in JPY billion, 2016 & South Korea 3.6. India Number of Businesses Engaged in B2B E-Commerce, by Selling and Ordering, and Penetration, in % of All Companies and in % of Companies Selling/Ordering in E-Commerce, 2016 Breakdown of E-Commerce Orders Received by E-Commerce Companies, by B2C, B2B and B2G, in %, 2016 B2B E-Commerce Sales, in USD billion, 2015 & 2020f Share of SMEs Engaged in B2B E-Commerce, Compared to Engaged in B2C and B2G E-Commerce, in %, October

9 TABLE OF CONTENTS (3 OF 6) 3. Asia-Pacific (Cont.) 3.6. India (Cont.) Revenues of the Wholesale Units of Amazon India and Flipkart India, in INR billion, FY 2016 & FY Indonesia Top 10 Most Known B2B E-Commerce Platforms, in % of Respondents, August 2018 Top 3 B2B E-Commerce Platforms Used, in % of Respondents, August Thailand 3.9. Malaysia B2B E-Commerce Sales of Companies in Thailand, in THB billion, e Breakdown of E-Commerce Contribution to GDP, by B2B and B2C, in % and in MYR billion, 2020f 4. North America 4.1. Regional 4.2. USA Overview of Selected B2B E-Commerce Marketplaces and Classifieds in North America, September 2018 B2B E-Commerce Sales in the USA and Share of Global B2B E-Commerce Sales, in % and in USD trillion, 2020f B2B E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2017e f Share of B2B E-Commerce in Total B2B Sales, in %, 2017e & 2021f Electronic B2B Sales (incl. E-Commerce, EDI and Other Electronic Channels), in USD trillion, and Year-on-Year Change, in %, f Electronic Sales, by Channel, in USD billion, 2018f, and CAGR, in %, f Electronic Sales of Manufacturers and Wholesale Traders, in USD billion, and Electronic Share of Total Sales, in %, Compared to Retail and Services, 2015 & 2016 Breakdown of E-Commerce Platforms Used on B2B Websites, in %, July 2017 Share of B2B E-Commerce Companies Selling on Amazon Business, in % July 2017 Devices Used by B2B Buyers to Research Work Purchases, in % of Respondents, Q

10 TABLE OF CONTENTS (4 OF 6) 4. North America (Cont.) 4.2. USA (Cont.) 4.3. Canada 5. Europe Share of B2B Companies with a Responsive Design Website Interface, in %, 2016 & 2017 Breakdown of B2B Payments by B2B E-Commerce and Other B2B Payments, in USD trillion, 2014 & 2020f Breakdown of B2B Payments by Payment Method As Perceived by Companies, in %, 2014, 2017 & 2020f 5.1. Regional 5.2. UK Share of B2B Sellers Generating More Than One-Quarter of Sales Online, in %, 2016 Share of Turnover Generated via B2B/B2G Web Sales, in %, Compared to B2C Web Sales and EDI-Type Sales, by EU and Selected Non- EU Countries, 2015 & 2016 (1 of 2) Share of Turnover Generated via B2B/B2G Web Sales, in %, Compared to B2C Web Sales and EDI-Type Sales, by EU and Selected Non- EU Countries, 2016 & 2017 (2 of 2) Share of Enterprises Which Sold via a Website or Apps in B2B or B2G Commerce, in %, by EU and Selected Non-EU Countries, (1 of 2) Share of Enterprises Which Sold via a Website or Apps in B2B or B2G Commerce, in %, by EU and Selected Non-EU Countries, (2 of 2) Share of Enterprises Purchasing Online, in %, by Country, 2016 & 2017 (1 of 2) Share of Enterprises Purchasing Online, in %, by Country, 2016 & 2017 (2 of 2) Share of Enterprises Purchasing Online from Suppliers in Other Countries, in %, by Selected Countries, 2017 Overview of Selected B2B E-Commerce Marketplaces and Classifieds in Europe, September 2018 Web Sales and EDI-Type Sales of Enterprises, in GBP billion, and Breakdown of Web Sales of Enterprises by B2B/B2G and B2C, in % and in GBP billion, 2015 & 2016 Breakdown of Web Sales by B2C and B2B/B2G, in GBP billion, by Industry Sector, 2015 & 2016 Electronic Sales Share of Total B2B Sales, by Web and EDI Sales, in %, 2017e 10

11 TABLE OF CONTENTS (5 OF 6) 5. Europe (Cont.) 5.3. Germany 5.4. France 5.5. Italy 5.6. Spain 5.7. Russia B2B/B2G Share of Total B2B Sales, by All Enterprises and Enterprises with Web Sales, in %, 2016 Share of B2B Online Shops with Personalization Features, in %, and Personalization Features Offered, in % of B2B Online Shops with Personalization Features, May 2018 Payment Methods Offered in B2B Online Shops, by Offered to New and Existing Customers, in % of B2B Online Shops, July 2018 B2B Marketplaces Sold Through, in % of B2B Companies Selling Through Marketplaces, July 2018 Devices Used for Purchasing in B2B E-Commerce, in % of Respondents, July 2018 Web Sales and EDI-Type Sales of Enterprises, in EUR billion, and Breakdown of Web Sales of Enterprises by B2B/B2G and B2C, in % and in EUR billion, 2015 & 2016 Digital B2B Sales, in EUR billion, Digital Sales Share of Total B2B Sales, in %, 2015 & 2017 Digital Sales Share of Total Cross-Border B2B Sales, in %, 2017 Web Sales and EDI-Type Sales of Enterprises, in EUR billion, and Breakdown by B2C, B2B and B2G, in % and in EUR billion, 2016 Share of B2B Companies Accepting Online Payments, in %, 2016 & 2017 Share of Enterprises Using the Internet for Sales and Purchases, by Sector, in %,

12 TABLE OF CONTENTS (6 OF 6) 6. Latin America 6.1. Regional 6.2. Brazil Overview of Selected B2B E-Commerce Marketplaces and Classifieds in Latin America, September 2018 B2B E-Commerce Sales, in BRL trillion, f Breakdown of B2B E-Commerce Sales by Sectors, in %, 2018f B2B E-Commerce Share of Total B2B Sales, in %, f 7. Middle East and Africa 7.1. Regional Breakdown of E-Commerce Sales in MENA, by B2C, B2B, G2B/C and Other, in % and in USD billion, 2020f Overview of Selected B2B E-Commerce Marketplaces and Classifieds in Africa, September

13 1. Management Summary Europe Global Developments Asia-Pacific Regional China Taiwan Japan South Korea India Indonesia Thailand Malaysia Regional UK Germany France Italy Spain Russia Latin America Regional Brazil Middle East and Africa North America Regional Regional USA Canada

14 Increasing overall revenue was the top priority addressed by companies through B2B E-Commerce efforts, as of March Global: Top 5 Priorities Addressed Through B2B E-Commerce, in % of B2B E-Commerce Decision- Makers, March 2018 Increasing overall revenue 49% Improving overall customer satisfaction 49% Increasing sales productivity 45% Improving customer retention 43% Improving competitive positioning 42% 0% 25% 50% 75% 100% in % of B2B E-Commerce Decision-Makers Note: does not add up to 100% due to multiple answers possible Survey: based on a survey of 302 respondents among IT, E-Commerce, sales and line-of-business decision makers at companies in the USA, UK, Germany, China and Australia; question asked Which of these priorities are you looking to address through your organization s B2B online/ecommerce efforts, specifically? Source: Magento, Forrester cited by Retail Touch Points, July

15 The digital sales share of all B2B transactions in Italy grew form 10% in 2015 to 15% in Italy: Digital Sales Share of Total B2B Sales, in %, 2015 & Digital B2B Sales 10% Digital B2B Sales 15% Other B2B Sales 90% Other B2B Sales 85% Definition: includes sales between companies that occur via online sales portals, marketplaces or ebusiness solutions Source: Digital Innovation Observatories of the School of Management of Politecnico di Milano, June 2016,

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