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© Copyright 2015 ystats.com GmbH & Co. KG, 22765 Hamburg, Germany 2
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METHODOLOGY (1 OF 2)
The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
solely 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
all obtained 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 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.
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.
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.
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 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.
The reports include mainly data from the last 12 months prior to date of report publication. Exact publication dates are mentioned in every chart.
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METHODOLOGY (2 OF 2)
The report covers the global online comparison shopping trend. It takes into account the following definition of online comparison shopping: the process of
comparing prices and product features via Internet services such as comparison websites and applications, shopping agents, shopping engines and
aggregators. While comparison is enabled by the use of the Internet connection, it can take place via a desktop computer, a laptop or mobile device from any
location, including at a physical store.
The report is focused on online comparison shopping for products. Travel and other services are largely excluded, unless their inclusion is specifically mentioned
on the chart.
The opening chapter of the report provides an overview of the trend on a global scale, including country and regional comparisons and relevant news about
players.
The next chapters contain regional examples of the global trend reviewed. The regions are ranked in the order of descending B2C E-Commerce sales.
In each regional chapter, trend examples from the region and from one or several major countries is included.
Furthermore, each chapter contains a overview of selected major comparison shopping websites in the respective region, including traffic data and breakdown
of visits by top countries.
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DEFINITIONS
ONLINE COMPARISON SHOPPING the process of comparing prices and product features via Internet services such as comparison websites and
applications, shopping agents, shopping engines and aggregators.
COMPARISON SHOPPING WEBSITES websites providing comparison functions, such as price and product features, among the offers of third-party
merchants and service providers (online and/or store-based); for the purchase of products such websites usually
redirect to the website with the respective offering
B2C E-COMMERCE the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers.
M-COMMERCE M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
OMNICHANNEL an approach to retail that strives to provide the customer with the seamless shopping experience across all retail
channels, such as in-store, online and mobile.
CROSS-BORDER B2C E-COMMERCE sale of goods (and services) directly to consumers in other countries, with goods (and services) being ordered
online through foreign online shops and delivered from the country where the foreign shop is based or from a
central logistics facility, i.e. across the country borders.
INTERNET USERS the total number of inhabitants in a certain country that regularly access the Internet.
ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participate in B2C E-Commerce.
The following expressions and definitions are used in this market report*:
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
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TABLE OF CONTENTS (1 OF 4)
1. Management Summary
2. Global
• Overview of Online Comparison Shopping Trend, November 2015
• Shopping-Related Activities Carried Out Online or on Mobile, incl. “Compared Prices with Competitors”, in % of Online Shoppers, 2014
• Types of Online Sources Used to Conduct Pre-Purchase Research, incl. Price Comparison Sites, in % of Internet Users Who Conduct Pre-
Purchase Research Online, February 2015
• Actions Conducted on Mobile Phones While Being in-Store, incl. “Compare Prices”, in % of Mobile Phone Users, 2014
• Share of Mobile Phone Users Comparing Prices via Mobile Phone in-Store, by Selected Countries, in %, 2014
• Ways Used to Find International Websites to Purchase From, incl. “Follow Links from Comparison Shopping Websites”, in % of Cross-
Border Online Shoppers, October 2015
• Overview of Online Comparison Shopping Players, November 2015
3. Asia-Pacific
3.1. Regional
• Share of Shoppers Who Conduct Price Comparison via Mobile Phone, in %, December 2014
• Overview of Selected Comparison Shopping Websites in Asia, incl. Global Website Rank, Number of Website Visits, Top 3 Countries by
Website Traffic Share, November 2015
3.2. China
• Share of Online Shoppers who Choose to Shop Online Due to the Ability to Compare Products Without Going to Individual Physical Stores,
in %, November 2014
3.3. Japan
• Share of Online Shoppers Who Purchase Online Due to the Ease of Price and Product Comparison, in %, by Gender and Total, January
2015
3.4. India
• Usage of Price Comparison Websites or Apps vs. Other Sources to Compare Prices Online, and Usage of Price Comparison Websites vs.
Apps, in % of Shoppers Who Compare Prices Online, May 2015
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TABLE OF CONTENTS (2 OF 4)
4. North America
4.1. Regional
• Overview of Selected Comparison Shopping Websites in North America, incl. Global Website Rank, Number of Website Visits, Top 3
Countries by Website Traffic Share, November 2015
4.2. USA
• Penetration of Comparison Shopping on Smartphone, by Product Category, in % of Consumers, by Age Group and Total, March 2015
4.3. Canada
• Share of Mobile Device Users Conducting Comparison Shopping via Mobile Devices While In-Store, in %, and Frequency of Changing
Purchase Decision Subsequent to Comparison Shopping via Mobile While In-Store, in % of Internet Users, June 2015
5. Europe
5.1. Regional
• Breakdown of Frequency of Using Comparison Shopping Websites in the EU, Norway and Iceland, in % of Consumers, by Country, April
2014
• Types of Product and Services for Which Comparison Shopping Websites Were Used, in % of Consumers in the EU Who Used
Comparison Shopping Websites, April 2014
• Overview of Selected Comparison Shopping Websites in Europe, incl. Global Website Rank, Number of Website Visits, Top 3 Countries by
Website Traffic Share, November 2015
5.2. UK
• Reasons for Using Price Comparison Websites, in % of Respondents Having Used Price Comparison Websites, 2014
5.3. Germany
• Share of Customers Searching for Information Online Prior to In-Store Purchases, in %, and Breakdown of Channels Used to Acquire
Information about Products, incl. “Price Comparison Websites”, in % of Online Shoppers, February 2015
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TABLE OF CONTENTS (3 OF 4)
5. Europe (cont.)
5.4. France
• Frequency of Online Research, Product/Service Comparison and Purchase Activities, in % of Internet Users, November 2014
5.5. Russia
• Top Online Retail Categories by Audience Reach, incl. “Comparison Shopping”, in million Unique Visitors, July 2015
5.6. Italy
• Breakdown of Online Marketing Spending, by Channel, incl. “Comparison Websites”, in %, April 2015
5.7. Turkey
• Share of Internet Users Who Conduct Price Comparison Online, in %, May 2015
6. Latin America
6.1. Regional
• Overview of Selected Comparison Shopping Websites in Latin America, incl. Global Website Rank, Number of Website Visits, Top 3
Countries by Website Traffic Share, November 2015
6.2. Brazil
• Websites Used to Choose an Online Shop, incl. “Price Comparison Websites”, in % of Frequent Online Shoppers, 2014
6.3. Mexico
• Shopping-Related Activities Carried Out on Mobile Devices, incl. “Compare Prices Before Buying a Product”, in % of Mobile Device Users,
March 2015
6.4. Colombia
• Main Shopping-Related Activities Conducted on Mobile Devices, incl. “Compare Prices”, in % of Smartphone Users, 2014
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TABLE OF CONTENTS (4 OF 4)
7. Middle East & Africa
7.1. Regional
• Overview of Selected Comparison Shopping Websites in Middle East and Africa, incl. Global Website Rank, Number of Website Visits,
Top 3 Countries by Website Traffic Share, November 2015
7.2. UAE
• Breakdown of the Last Online Purchase, by Website Type, incl. “Price Comparison Site”, in % of Online Shoppers, April 2015
1. Management Summary
11 – 14
2. Global
15 – 24
3. Asia-Pacific 25 – 30
3.1. Regional
3.2. China
3.3. Japan
3.4. India
4. North America 31 – 34
4.1. Regional
4.2. USA
4.3. Canada
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5. Europe 35 – 46
5.1. Regional
5.2. UK
5.3. Germany
5.4. France
5.5. Russia
5.6. Italy
5.7. Turkey
6. Latin America 47 – 51
6.1. Regional
6.2. Brazil
6.3. Mexico
6.4. Colombia
7. Middle East & Africa 52 – 54
7.1. Regional
7.2. UAE
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11%
12%
12%
12%
13%
25%
49%
49%
0% 25% 50% 75% 100%
"Checked in" at store via social media
Paid at the cashier
Received recommendation based on previous purchase
Received offer based on proximity to store
Scanned QR codes
Used a coupon
Researched product
Compared prices with competitors
in % of Online Shoppers
Globally, “Compared prices with competitors” and “Researched
product” were the top activities carried by shoppers online in 2014. Global: Shopping-Related Activities Carried Out Online or on Mobile, incl. “Compared Prices with
Competitors”, in % of Online Shoppers, 2014
Survey: based on a survey of 19,000 online shoppers across 19 countries; question asked: “Which of the following have you done using your mobile/smartphone/tablet/PC?”
Source: PwC cited by Marketing Interactive, May 2015
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In the USA, the highest share of consumers conducting comparison
shopping on smartphone was among 18-34 year-olds in March 2015. USA: Penetration of Comparison Shopping on Smartphone, by Product Category, in % of Consumers,
by Age Group and Total, March 2015
Note: multiple answers were possible
Survey: based on a survey of 1,000 adults, conducted in March 2015; question asked “In the past year, you used a smartphone, mobile device or computer to check the cost or
comparison shop for… “
Source: FAIR Health, May 2015
Age Group Any Item Consumer
Electronics Automobile Groceries
Credit, Mortgage /
Loan Rates
Medical / Dental
Care
18-34 74% 59% 35% 26% 23% 19%
35-44 57% 45% 34% 21% 19% 12%
45-54 54% 43% 30% 22% 22% 16%
55-64 48% 36% 26% 17% 12% 14%
65+ 35% 20% 15% 14% 9% 13%
All Ages 56% 43% 29% 21% 18% 15%
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