U N I T E D N AT I O N S C O N F E R E N C E O N T R A D E A N D D E V E L O P M E N T

EMBARGO
The contents of this Report must not be
quoted or summarized in the print,
broadcast or electronic media before
24 March 2015, 17:00 hours GMT

INFORMATION
ECONOMY
REPORT 2015

U N I T E D N AT I O N S C O N F E R E N C E O N T R A D E A N D D E V E L O P M E N T

INFORMATION
ECONOMY
REPORT 2015

New York and Geneva 2015

ii

INFORMATION ECONOMY REPORT 2015

NOTE
Within the UNCTAD Division on Technology and Logistics, the ICT Analysis Section carries out policy-oriented
analytical work on the development implications of information and communications technologies (ICTs). It is
responsible for the preparation of the Information Economy Report. The ICT Analysis Section promotes international
dialogue on issues related to ICTs for development, and contributes to building developing countries capacities to
measure the information economy and to design and implement relevant policies and legal frameworks.
In this report, the terms country/economy refer, as appropriate, to territories or areas. The designations employed
and the presentation of the material do not imply the expression of any opinion whatsoever on the part of
the Secretariat of the United Nations concerning the legal status of any country, territory, city or area or of its
authorities, or concerning the delimitation of its frontiers or boundaries. In addition, the designations of country
groups are intended solely for statistical or analytical convenience and do not necessarily express a judgement
about the stage of development reached by a particular country or area in the development process. The major
FRXQWU\JURXSLQJVXVHGLQWKLVUHSRUWIROORZWKHFODVVLFDWLRQRIWKH8QLWHG1DWLRQV6WDWLVWLFDO2IFH7KHVHDUH
Developed countries:7KHPHPEHUFRXQWULHVRIWKH2UJDQL]DWLRQIRU(FRQRPLF&RRSHUDWLRQDQG'HYHORSPHQW
2(&'RWKHUWKDQ&KLOH0H[LFRWKH5HSXEOLFRI.RUHDDQG7XUNH\SOXVWKHQHZ(XURSHDQ8QLRQPHPEHU
FRXQWULHVWKDWDUHQRW2(&'PHPEHUV%XOJDULD&\SUXV/DWYLD/LWKXDQLD0DOWDDQG5RPDQLDSOXV$QGRUUD
/LHFKWHQVWHLQ0RQDFRDQG6DQ0DULQR
Countries with economies in transition:6RXWK(DVW(XURSHDQGWKH&RPPRQZHDOWKRI,QGHSHQGHQW6WDWHV
Developing economies:,QJHQHUDODOOWKHHFRQRPLHVWKDWDUHQRWVSHFLHGDERYH)RUVWDWLVWLFDOSXUSRVHVWKH
GDWDIRU&KLQDGRQRWLQFOXGHWKRVHIRU+RQJ.RQJ6SHFLDO$GPLQLVWUDWLYH5HJLRQ+RQJ.RQJ&KLQD0DFDR
6SHFLDO$GPLQLVWUDWLYH5HJLRQ0DFDR&KLQDRU7DLZDQ3URYLQFHRI&KLQD
5HIHUHQFHWRFRPSDQLHVDQGWKHLUDFWLYLWLHVVKRXOGQRWEHFRQVWUXHGDVDQHQGRUVHPHQWE\81&7$'RIWKRVH
companies or their activities.
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7ZR GRWV  LQGLFDWH WKDW GDWD DUH QRW DYDLODEOH RU DUH QRW VHSDUDWHO\ UHSRUWHG 5RZV LQ WDEOHV KDYH EHHQ
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$QQXDOUDWHVRIJURZWKRUFKDQJHXQOHVVRWKHUZLVHVWDWHGUHIHUWRDQQXDOFRPSRXQGUDWHV
Details and percentages in tables do not necessarily add up to the totals because of rounding.
The material contained in this study may be freely quoted with appropriate acknowledgement.
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PREFACE

iii

PREFACE
7KH  HGLWLRQ RI 81&7$'pV Information Economy Report examines electronic commerce, and shows in
detail how information and communications technologies can be harnessed to support economic growth and
sustainable development.
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in the international development agenda, including in the World Summit on the Information Society outcome
GRFXPHQWVDQGLQWKHRXWFRPHRIWKHQLQWK0LQLVWHULDO&RQIHUHQFHRIWKH:RUOG7UDGH2UJDQL]DWLRQ
The Information Economy Report 2015 highlights how some of the greatest dynamism in electronic commerce
FDQEHIRXQGLQGHYHORSLQJFRXQWULHVEXWWKDWSRWHQWLDOLVIDUIURPIXOO\UHDOL]HG7KHUHSRUWH[DPLQHVRSSRUWXQLWLHV
and challenges faced by enterprises in developing countries that wish to access and use e-commerce. It
KLJKOLJKWVWKHODWHVWPDUNHWWUHQGVEHQFKPDUNVFRXQWU\}SHUIRUPDQFHVZLWKWKH81&7$'(FRPPHUFH,QGH[
reviews examples of e-commerce in rural areas and low-income countries, addresses relevant legal issues and
provides policy recommendations.
As the world looks ahead to implementing a new agenda for the next generation of our development work, I
commend this report to all those seeking to help unlock the potential of e-commerce for developing countries.

%$1.LPRRQ
Secretary-General
United Nations

iv

INFORMATION ECONOMY REPORT 2015

ACKNOWLEDGEMENTS
The Information Economy Report 2015ZDVSUHSDUHGE\DWHDPFRPSULVLQJ7RUEMUQ)UHGULNVVRQWHDPOHDGHU
&FLOH%DUD\UH6FDUOHWW)RQGHXU*LO6XZDQ-DQJ0LQ-DH.LP'LDQD.RUND6PLWD/DNKH1JR]L2QRGXJRDQG
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+DUVKD/L\DQDJH%HQ/\RQ0LFKDHO0LQJHVDQG7KDR1JX\HQ$GGLWLRQDOLQSXWVZHUHFRQWULEXWHGE\'RPLQLTXH
&KDQWUHO*LXVHSSHGL&DSXD3DYDQ'XJJDO0RKDPHG(V)LK5RFR0DUWLQH]+RXVVD\DQG0DUFR)XJD]]D
Comments on a draft version of the report were provided by experts attending a peer review meeting in Geneva
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-DPHV+RZH'HQLV.LELULJH1LU.VKHWUL6LOYLD0RQ]QGH%LGDUW)LRUHOOD1LUR,DQ:DOGHQDQG.HH+ZHH:HH
Additional comments were received at various stages of the production of the report from Luca Castellani, Angel
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81&7$'LVJUDWHIXOIRUWKHVKDULQJRIGDWDE\QDWLRQDOVWDWLVWLFDORIFHVDQGUHVSRQVHVUHFHLYHGWRWKH81&7$'
annual survey questionnaire on ICT usage by enterprises and on the ICT sector. The sharing of data for this report
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UNCTAD is equally grateful for the sharing of data for the global mapping of cyberlaws by Gema Campillos,
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&RPPRQZHDOWKVHFUHWDULDWWKH&RXQFLORI(XURSH'/$3LSHU*RRJOH1RUWRQ5RVH)XOEULJKWWKH2(&'7KH
3D\SHUVWKH8QLWHG1DWLRQV&RPPLVVLRQRQ,QWHUQDWLRQDO7UDGH/DZ81&,75$/WKH8QLWHG1DWLRQV2IFHRQ
'UXJVDQG&ULPHDQGWKH(FRQRPLFDQG6RFLDO&RPPLVVLRQIRU:HVWHUQ$VLD
The cover and other graphics were done by Nadge Hadjemian. Desktop publishing was done by Nathalie Loriot
and the Information Economy Report 2015ZDVHGLWHGE\-RKQ5RJHUV
)LQDQFLDOVXSSRUWIURPWKH*RYHUQPHQWRI)LQODQGLVJUDWHIXOO\DFNQRZOHGJHG

CONTENTS

CONTENTS
Note ........................................................................................................................................................

ii

Preface ...................................................................................................................................................

iii

Acknowledgements...............................................................................................................................

iv

List of Abbreviations .............................................................................................................................

ix

Overview.................................................................................................................................................

xi

CHAPTER I

REVISITING THE DEVELOPMENT POTENTIAL OF E-COMMERCE .....

A. E-commerce and development.......................................................................................

% 'HQLWLRQVRIHFRPPHUFH..............................................................................................

C. Implications of e-commerce ...........................................................................................

1. The e-commerce value chain..................................................................................................

 (FRQRPLFLPSDFWVRIHFRPPHUFH .........................................................................................

 1HZHYLGHQFHRQWKHSURGXFWLYLW\LPSDFWRIHFRPPHUFHLQ(XURSH .......................................

D. Roadmap to the report ....................................................................................................

CHAPTER II

GLOBAL AND REGIONAL TRENDS ...............................................

11

A. The global e-commerce market is evolving ..................................................................

12

 0DUNHWVL]HHVWLPDWHV .............................................................................................................



 &URVVERUGHUHFRPPHUFH .....................................................................................................

15

 (FRPPHUFHXVHE\KRXVHKROGVDQGHQWHUSULVHV ...................................................................



4. What do consumers buy online? ............................................................................................



 /DUJHVW%&HFRPPHUFHFRPSDQLHV ....................................................................................



B. Regional trends ................................................................................................................

23

 $IULFD'\QDPLFJURZWKIURPDORZOHYHO .................................................................................



 $VLDDQG2FHDQLD0DMRUPDUNHWZLWKJUHDWGLYHUVLW\ ...............................................................



 /DWLQ$PHULFD'LYHUVHHFRV\VWHPVWLOOWRUHDFKIXOOSRWHQWLDO ...................................................



C. Conclusions ......................................................................................................................

30

CHAPTER III

MEASURING THE E-COMMERCE READINESS OF COUNTRIES........

33

$ )DFWRUVLQXHQFLQJWKHVFRSHIRUHFRPPHUFH ............................................................

34

1. Internet access.......................................................................................................................



 3D\PHQWV\VWHPVIRURQOLQHSXUFKDVHV ...................................................................................



 'HOLYHU\V\VWHPV.....................................................................................................................



B. The UNCTAD B2C E-commerce Index ...........................................................................

39

C. Concluding remarks.........................................................................................................

43

vi

INFORMATION ECONOMY REPORT 2015

CHAPTER IV

E-COMMERCE BY SMALL AND RURAL ENTERPRISES

IN DEVELOPING COUNTRIES ......................................................

45

A. Options for micro and small enterprises to engage in e-commerce ..........................

46

1. Using existing online marketplaces .........................................................................................



 $FFHVVEDUULHUVWRLQWHUQDWLRQDOHFRPPHUFHSODWIRUPV .........................................................



 6HWWLQJXSDVWDQGDORQHHFRPPHUFHVLWH .............................................................................

49

 3URFHVVLQJRISD\PHQWV .........................................................................................................



 2UGHUIXOOPHQW.......................................................................................................................

51

 7KHLPSRUWDQFHRIORFDOVROXWLRQV ...........................................................................................



B. Opportunities for rural enterprises to sell online ..........................................................

53

1. Grassroots-led rural e-commerce in China .............................................................................

54

 5XUDOHFRPPHUFHLQWKH5HSXEOLFRI.RUHD7KHFDVHRIWKH,QIRUPDWLRQ1HWZRUN9LOODJH
platform..................................................................................................................................

55

 5XUDOHFRPPHUFHLQ7KDLODQG ................................................................................................



4. Lessons from the three cases .................................................................................................



CHAPTER V

MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE .................

63

A. Legal issues and challenges for e-commerce ..............................................................

64

B. Compatibility of e-transaction laws needed for cross-border e-commerce ..............

66

C. Coverage of consumer protection online is patchy ......................................................

68

D. Data protection laws are spreading rapidly...................................................................

70

E. Cybercrime a global priority .........................................................................................

73

F. Conclusions and recommendations...............................................................................

74

1. Align e-transaction laws..........................................................................................................



 6WUHDPOLQHFRQVXPHUSURWHFWLRQSROLFLHV ................................................................................



 6WUHDPOLQLQJGDWDSURWHFWLRQDQGF\EHUFULPHSROLFLHV .............................................................



4. Strengthening the capacity of lawmakers and judiciary ...........................................................



 (QKDQFLQJWKHDZDUHQHVVRIFRQVXPHUVDQGFRPSDQLHV........................................................



CHAPTER VI

STRATEGY AND POLICY IMPLICATIONS .......................................

81

A. National policies and strategies to enable e-commerce..............................................

82

1. Strategic approaches to the development of e-commerce......................................................



 .H\SROLF\DUHDVWRDGGUHVVLQDQDWLRQDOVWUDWHJ\ ...................................................................



B. E-commerce policies at the international level .............................................................

88

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 7D[DWLRQFRQFHUQVUHODWHGWRHFRPPHUFH ..............................................................................



 6XSSRUWE\GHYHORSPHQWSDUWQHUV ..........................................................................................



C. Concluding remarks.........................................................................................................

91

References ............................................................................................................

93

STATISTICAL ANNEX .............................................................................................

99

Selected Unctad Publications In The Area Of Science, Technology And Ict For
Development ......................................................................................................... 115
Readership Survey ................................................................................................. 119

CONTENTS

vii

Boxes
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viii

INFORMATION ECONOMY REPORT 2015

Tables
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Annex


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LIST OF ABREVIATIONS

ix

LIST OF ABBREVIATIONS
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Association of Southeast Asian Nations

%%

business to business

%&

business to consumer

%*

business to government

&&

consumer to consumer

e-commerce

electronic commerce

e-signature

electronic signature

($&

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Contracts

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(',

electronic data interchange

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foreign direct investment

*'3

gross domestic product

HD

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ICT

information and communications technology

,19,/

,QIRUPDWLRQ1HWZRUN9LOODJH

IT

information technology

ITC

International Trade Centre

ITU

International Telecommunication Union

LDC

least developed country

0ELWV

megabit(s) per second

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public key infrastructure

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software as a service

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short message service

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United Nations Commission on International Trade Law

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uniform resource locator

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value added tax

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Women of Uganda Network

WSIS

World Summit on the Information Society

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OVERVIEW

xi

OVERVIEW
Global e-commerce is expanding fast with
developing economies gaining prominence

The report outlines key opportunities and

challenges of e-commerce ...

The Information Economy Report 2015 examines

opportunities and challenges faced by enterprises in
developing countries that want to engage in electronic
commerce (e-commerce). As online transactions are
increasingly embraced by enterprises and consumers,
the global landscape is rapidly changing, with
developing countries as a group assuming a more
prominent role as both buyers and sellers of goods
and services online.

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as enhanced participation in international value
chains, greater market access and reach, and
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lower transaction costs. It may spur job creation in
the information and communications technology
(ICT) sector and in enterprises that become more
competitive thanks to online procurement and sales.
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SRLQWVWRVLJQLFDQWSURGXFWLYLW\JDLQVIURPVHOOLQJRYHU
the Internet and indicates that such effects are larger
for smaller enterprises and in services industries.

It is estimated by UNCTAD that the value of global

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of the total accounted for by, in order of magnitude,
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importance of e-commerce increased substantially in
the past decade. In the United States, for example,
its share in total manufacturing revenue surged from
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appears to be growing faster. In developing countries,
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in Asia and Africa. China has already emerged as
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measured both by online buyers and by revenue. The
VKDUH RI WKH $VLD DQG 2FHDQLD UHJLRQ LQ JOREDO %&
HFRPPHUFHLVH[SHFWHGWRVXUJHIURPWR}SHU
FHQWEHWZHHQDQGDQGWKDWRIWKH0LGGOH
(DVWDQG$IULFDWRLQFUHDVHVOLJKWO\IURPWR}SHU
cent. Conversely, the combined share of Western
(XURSHDQG1RUWK$PHULFDLVH[SHFWHGWRIDOOIURP
WR}SHUFHQW
International postal deliveries of small packets and
parcels have seen rapid growth in the past few years,
mainly as a result of cross-border e-commerce. The
YROXPH RI VXFK WUDGH URVH E\ } SHU FHQW EHWZHHQ
 DQG  'XULQJ WKLV SHULRG WKH VKDUH RI
developed countries as senders dropped from more
WKDQ}SHUFHQWWROHVVWKDQ}SHUFHQW'HYHORSHG
FRXQWULHV DQG WKH $VLD DQG 2FHDQLD UHJLRQ VKRZ
VLJQLFDQW WUDGH VXUSOXVHV LQ UHODWHG GHOLYHULHV ZKLOH
the opposite is true for other regions.

%XW EHQHWV IURP HFRPPHUFH GR QRW DFFUXH

automatically and this form of trading also raises
challenges for some existing players. With the
entrance of competitors offering new product features
DQG FXVWRPHU VHUYLFHV HFRPPHUFH UHGHQHV
WKH PDUNHWSODFH )RU H[DPSOH WUDGLWLRQDO qEULFNV
DQGPRUWDUr VWRUHV LQFUHDVLQJO\ QHHG WR DGDSW WR
enhanced price transparency and competition by
providing new online sales channels, investing in new
equipment and services, building complementary
skills and revising their business strategies. The
transition to online sales is not an easy task and even
leading retailers of the world have wrestled with this
challenge. There may also be a risk that technologyVDYY\ IRUHLJQ FRPSHWLWRUV RXWGR ORFDO UPV JDLQLQJ
greater market shares from e-commerce compared to
local ones. Trade online has expanded the number of
incidents and geographic reach of certain crimes and
fraudulent activities. Governments may, furthermore,
be concerned with tax erosion and transfer pricing.

as well as major barriers and drivers, especially

for micro and small businesses
A number of factors act as potential constraints on
HFRPPHUFH (FRQRPLF EDUULHUV LQFOXGH LQDGHTXDWH
ICT infrastructure and use, unreliable and costly
power supply, limited use of credit cards, lack of
SXUFKDVLQJ SRZHU DQG XQGHUGHYHORSHG QDQFLDO
systems. Sociopolitical barriers include weak legal
DQG UHJXODWRU\ IUDPHZRUNV ZKLFK LQXHQFH ZKHWKHU
people and enterprises trust online transactions),

xii

INFORMATION ECONOMY REPORT 2015

cultural preferences for face-to-face interaction, and

reliance on cash in society. And cognitive obstacles,
QDOO\ LQFOXGH ORZ OHYHOV RI ,&7 OLWHUDF\ DZDUHQHVV
and knowledge related to e-commerce among both
consumers and enterprises. Thanks to changes
LQ WKH qHFRPPHUFH HFRV\VWHPr t WKH QHWZRUN RI
actors, institutions and infrastructure that forms the
environment required for effective e-commerce
some of these barriers are today easier to overcome.

7KHUHLVFRQVLGHUDEOHYDULDWLRQDWWKHUHJLRQDOOHYHO)RU
example, transition economies have a relatively high
degree of home postal delivery, whereas credit card
penetration is low compared with most developing
UHJLRQV2QWKHRWKHUKDQGLQ/DWLQ$PHULFDDQGWKH
&DULEEHDQDQGLQ$VLDDQG2FHDQLDWKHUHLVVFRSHIRU
improving the coverage of postal home delivery, and in
Africa, performance is hampered by low overall Internet
penetration levels compared with other regions.

Although most micro and small enterprises in

developing countries have yet to start buying or selling
products online, recent developments are expanding
WKHLU FKDQFHV RI VHL]LQJ EHQHWV IURP HFRPPHUFH
)LUVWFRQQHFWLYLW\KDVJUHDWO\LPSURYHGQRWDEO\DVD
result of the widespread uptake of mobile telephony
and social media, and rising levels of Internet use
enabled by deployment of international and national
EUHRSWLF QHWZRUNV 6HFRQG QHZ DSSOLFDWLRQV
platforms and services are lowering the barriers to
entry. Third, new payment solutions provide wider
choice for both enterprises and consumers to conduct
WUDQVDFWLRQV RQOLQH )RXUWK ORFDO HFRPPHUFH
companies sometimes backed by foreign investors
are rapidly appearing in developing countries,
tailored to the needs and demands of local users.
)LIWK WKHUH LV JURZLQJ UHDGLQHVV DPRQJ HQWHUSULVHV
and consumers to conduct business online as well as
more awareness among Governments and lawmakers
of the importance of relevant legislation and regulation
to enhance trust online.

Globally, credit card penetration has the lowest average

YDOXHDPRQJWKHIRXULQGLFDWRUVLQWKH,QGH[0RVWUHWDLO
e-commerce payments are still made via credit card,
but the role of other methods is forecast to expand in
the future. As a result, credit card use may become a
less important determinant when alternative payment
VROXWLRQVJDLQWUDFWLRQ0RELOHSD\PHQWVIRUH[DPSOH
DUH H[SHFWHG WR DFFRXQW IRU RQO\ } SHU FHQW RI WKH
YDOXH RI HFRPPHUFH SD\PHQWV E\  +RZHYHU
WKH\DUHDOUHDG\LPSRUWDQWLQFRXQWULHVFKDUDFWHUL]HG
by limited Internet use but well-functioning mobile
money systems. In several African countries, mobile
solutions represent the most viable infrastructure for
HVHUYLFHVGXHWRKLJKGHJUHHVRIQDQFLDOH[FOXVLRQ
OLPLWHG DYDLODELOLW\ RI [HG OLQHV FRVW RI [HG OLQHV
DQG FRVW RI WKH FDUG LQIUDVWUXFWXUH ,Q .HQ\D RQOLQH
purchase payments from mobile phones accounted
IRU}SHUFHQWRIWRWDOHFRPPHUFHWUDQVDFWLRQYDOXH
LQDVPDOOHUVKDUHWKDQIRUFDVKRQGHOLYHU\EXW
larger than for credit card payments.

The UNCTAD B2C E-commerce Index: A new tool for

measuring e-commerce readiness
To assess the readiness of countries for e-commerce,
WKH UHSRUW SUHVHQWV WKH QHZ 81&7$' %&
(FRPPHUFH,QGH[FRYHULQJGDWDIRUHFRQRPLHV
RQ IRXU LQGLFDWRUV ,QWHUQHW XVH VHFXUH VHUYHUV
credit card penetration and postal delivery services.
7KH 81&7$' %& (FRPPHUFH ,QGH[ YDOXH LV
strongly positively correlated to the variation in the
share of individuals shopping online. It suggests
that the highest e-commerce readiness is found in
/X[HPERXUJ1RUZD\DQG)LQODQG$PRQJGHYHORSLQJ
DQGHPHUJLQJHFRQRPLHVDOOIURQWUXQQHUVDUHLQ(DVW
$VLDWKH5HSXEOLFRI.RUHD+RQJ.RQJ&KLQDDQG
Singapore.
The Index allows countries to compare their readiness
with others and also indicates their relative strengths and
weaknesses in different elements of the e-commerce
process, such as the quality of Internet infrastructure
and the availability of payment and delivery solutions.

Most of the top e-commerce companies are from

the United States and China
The emerging e-commerce landscape is featuring
a growing number of enterprises offering global
solutions as well as services that are carefully tailored
to the local environment. Among the global players, a
QXPEHU RI VSHFLDOL]HG HFRPPHUFH FRPSDQLHV ZLWK
web sales only play a prominent role in the market.
Some of the largest such companies by online revenue
DUH$PD]RQFRP8QLWHG6WDWHV-'FRP&KLQD'HOO
8QLWHG 6WDWHV DQG -LDFRP &KLQD ,Q DGGLWLRQ WR
these, several global platforms allow individuals and
small businesses to offer their goods and services
RQOLQH VXFK DV WKH $OLEDED *URXS &KLQD H%D\
8QLWHG6WDWHVDQG5DNXWHQ-DSDQ,QWHUPVRIJURVV
merchandise value, the top e-commerce sites in the
ZRUOG LQ  ZHUH WKH $OLEDED *URXS IROORZHG E\
$PD]RQDQGH%D\
(FRPPHUFH SODWIRUPV ZLWK VWURQJ SUHVHQFH DURXQG
WKHZRUOGVXFKDV$PD]RQH%D\$OLEDEDDQG2/;
provide solutions to many small enterprises. They

OVERVIEW

can facilitate access to international markets, carry

RXW WUDGLQJ DQG RUJDQL]H VKLSSLQJ DQG QDQFLDO
transactions within and beyond national borders.
However, merchants in developing countries do not
DOZD\V HQMR\ HTXDO DFFHVV WR WKHVH VHUYLFHV )RU
example, only in one developing country (India) are
PHUFKDQWVDEOHWRUHJLVWHUDVVHOOHUVRQ$PD]RQ,QWKH
FDVHRIH%D\XVHUVFDQUHJLVWHUWRVHOORQLWVSODWIRUP
LQ  8QLWHG 1DWLRQV 0HPEHU 6WDWHV LQFOXGLQJ QLQH
GHYHORSLQJ FRXQWULHV 2WKHU H%D\ VLWHV DOORZ IRU
buying but not selling. Such asymmetric access to
marketplaces may accentuate existing imbalances in
e-commerce trade as it is easier to export from one
country to another.

But new entrants offer locally tailored solutions in

developing countries
The absence of global platform providers creates
VFRSHIRUORFDOSOD\HUVWROOWKHYRLG,QVXE6DKDUDQ
Africa, for example, various e-commerce solutions
have been adapted to develop commerce over feature
phones. There are thousands of e-commerce startups throughout the continent, but only a handful have
UHDFKHG VLJQLFDQW VFDOH 0DQ\ QHZ HFRPPHUFH
SD\PHQWJDWHZD\VKDYHDOVRDSSHDUHG0HDQZKLOHLQ
$VLDQOHDVWGHYHORSHGFRXQWULHVVXFKDV%DQJODGHVK
and Cambodia, new e-commerce sites are targeting
the domestic market, enabling consumers to browse
and order products online.

Global mapping of e-commerce legislation

highlights progress and gaps
%X\LQJ DQG VHOOLQJ RQOLQH UDLVH OHJDO FKDOOHQJHV WKDW
have to be addressed by both Governments and the
industry itself. This applies to domestic e-commerce
DQG HYHQ PRUH WR LQWHUQDWLRQDO WUDQVDFWLRQV (YHQ LQ
developed regions, different legal requirements set
in national laws hamper cross-border e-commerce.
'HVSLWH VLJQLFDQW SURJUHVV LQ WKH DGRSWLRQ RI ODZV
DQG WR VRPH H[WHQW OHJDO KDUPRQL]DWLRQ LQ PDQ\
regions, there is a need to align laws with international
OHJDOLQVWUXPHQWV)XUWKHUPRUHVHYHUDO*RYHUQPHQWV
especially in developing countries, need to adopt
baseline laws in legal areas where they do not exist
and ensure enforcement.
The Information Economy Report 2015 maps the
availability of national legislation in four key areas
RI F\EHU OHJLVODWLRQ HWUDQVDFWLRQV FRQVXPHU
protection online, data protection and privacy, and
F\EHUFULPH 5HOHYDQW ODZV LQ WKHVH DUHDV DUH PRVWO\
in place in developed countries, but in many other

xiii

parts of the world the availability is inadequate.

The share of countries that have adopted a law is
generally highest for e-transactions and lowest for
WKHSURWHFWLRQRIFRQVXPHUVRQOLQH3DWWHUQVYDU\E\
UHJLRQ)RUH[DPSOHLQ&HQWUDO$PHULFDVHYHQRXWRI
eight countries have consumer protection legislation
in place, but more than half of the countries lack
laws related to data protection and cybercrime. The
subregion with the weakest coverage of e-commerce
OHJLVODWLRQLV0LGGOH$IULFDZKHUHRQO\WZRRXWRIQLQH
countries have e-transactions, consumer protection
online and data protection laws, and only one country
has adopted cyber legislation.

National strategies and international policies can

help secure sustainable gains from e-commerce
As the digital economy expands and more business
activities are affected, it is important to consider
policies that can help to harness e-commerce for
sustainable development. In this context, a national
e-commerce strategy developed in collaboration with
relevant stakeholders can play a useful role. Special
attention may be devoted to measures to facilitate the
effective involvement of micro and small enterprises.
$VVHVVLQJHFRPPHUFHUHDGLQHVVLVDQDWXUDOUVWVWHS
towards formulating an effective national e-commerce
strategy and to set priorities. This involves developing
an understanding of national needs, characteristics,
strengths and weaknesses, using tools such as the
81&7$' %& (FRPPHUFH ,QGH[ $Q\ DVVHVVPHQW
should include a comprehensive review of the
evolution of e-commerce, including e-commercerelated initiatives, and a stocktaking of the resources
and capabilities that could contribute to the
development of e-commerce. This may require the
collection of information through desk research and
direct consultations with relevant stakeholders.
3URSHUO\ LGHQWLI\LQJ WKH PDLQ FKDOOHQJHV DQG EDUULHUV
and uncovering the dynamics underpinning them
will help to ensure that policy measures adopted are
HIIHFWLYH .H\ SROLF\ DUHDV LQFOXGH WKH GHYHORSPHQW
of ICT infrastructure, logistics and trade facilitation,
the legal and regulatory environment, e-payments,
platforms and skills development in combination with
an enabling international environment.
In the legal area, policy- and lawmakers need to
WDNH YDULRXV DFWLRQV )LUVW ODZV IRU HVLJQDWXUHV
and e-contracting should be aligned to become
internationally compatible. Second, consumer
protection online should take into account ongoing

xiv

HIIRUWVE\WKH2(&'DQGWKH8QLWHG1DWLRQVWRXSGDWH
the international guidelines on consumer protection.
Third, the establishment of minimum standards in
regard to data protection and cybercrime could help
ensure cross-border coordination on the design and
implementation of relevant legislation and stronger
HQIRUFHPHQW LQVWLWXWLRQV )RXUWK DV F\EHU OHJLVODWLRQ
LV VWLOO D UHODWLYHO\ QHZ HOG RI ODZ LQ ODUJH SDUWV RI
the developing world, further efforts are needed to
strengthen the capacity of lawmakers and the judiciary.
)LQDOO\WKHUHLVDQHHGIRUUDLVLQJWKHDZDUHQHVVDERXW
existing cyber legislation among all stakeholders.
At the international level, special attention is warranted
in the areas of international trade rules, taxation
and support to capacity-building in developing
FRXQWULHV (FRPPHUFH IHDWXUHV LQ WKH LQWHUQDWLRQDO
development agenda in outcome documents on
WKH qYLVLRQ EH\RQG r IRU WKH :RUOG 6XPPLW RQ
the Information Society, as well as in the outcome
RIWKH%DOL0LQLVWHULDO&RQIHUHQFHRIWKH:RUOG7UDGH
2UJDQL]DWLRQ,QWHUQDWLRQDOGHFODUDWLRQVDFFRUGLQWKDW
there remains ample scope for making e-commerce
PRUHLQFOXVLYHDQGEHQHFLDO

INFORMATION ECONOMY REPORT 2015

)XUWKHU VKLIWV IURP RILQH WR RQOLQH FRPPHUFH DUH

expected in the coming years. This will continue to
change the ways in which consumers and enterprises
interact. Some are better equipped to adapt to
VXFK WUDQVIRUPDWLRQV )URP D SROLF\ SHUVSHFWLYH LW
is important to create an environment that provides
more equal opportunities for stakeholders in different
locations and areas of society to take part in the
process. In this context, international cooperation and
effective dialogue between policymakers and other
stakeholders will remain instrumental.

0XNKLVD.LWX\L
Secretary-General of UNCTAD

REVISITING THE
DEVELOPMENT
POTENTIAL OF
E-COMMERCE

E-commerce is rapidly transforming the way in which enterprises are

interacting among each other as well as with consumers and Governments.
As a result of changes in the landscape of ICTs, e-commerce is now growing
rapidly in several emerging markets and developing economies. There is
JURZLQJHYLGHQFHWKDWWKHXVHRIHFRPPHUFHKDVDVLJQLFDQWLPSDFWRQUP
performance, especially on micro and small enterprises and in the services
sector. Against this background, the Information Economy Report revisits the
potential opportunities and risks of e-commerce and examines how countries
FDQEHQHWPRUHIURPLW7KLVLQWURGXFWRU\FKDSWHUVHWVWKHVWDJH

INFORMATION ECONOMY REPORT 2015

A. E-COMMERCE AND
DEVELOPMENT
The promise of ICTs to allow entrepreneurs and
enterprises to buy and sell their products over
digital networks has been among the development
priorities for the international community since the
HQG RI WKH V ,Q  81&7$' HPSKDVL]HG
WKDWqHOHFWURQLFFRPPHUFHKDVWKHSRWHQWLDOWREHD
major engine for trade and development on a global
VFDOHr81&7$'7KHWRSLFZDVKLJKOLJKWHG
in the outcome documents from the World Summit
on the Information Society (WSIS), which was held
LQ  DQG  $QG  \HDUV DIWHU WKH 7XQLV
$JHQGDIRUWKH,QIRUPDWLRQ6RFLHW\,78ZDV
adopted, the e-commerce promise remains on
WKH LQWHUQDWLRQDO DJHQGD ER[ , 3URGXFWLYH XVH
RI ,&7V LV DOVR HPSKDVL]HG LQ WKH GUDIW VXVWDLQDEOH
development goals, notably in connection with
womens empowerment, infrastructure and as
enabling technologies.1
(FRPPHUFH RIIHUV SRWHQWLDO EHQHWV LQ WKH IRUP
of enhanced participation in international value
chains, increased market access and reach, and
LPSURYHG LQWHUQDO DQG PDUNHW HIFLHQF\ DV ZHOO DV
lower transaction costs. However, the uptake of
HFRPPHUFHZDVIRUDORQJWLPHFRQQHGPDLQO\WR
large enterprises in developed countries (UNCTAD,
%DUULHUVWRHFRPPHUFHKDYHEHHQFDWHJRUL]HG
DV HFRQRPLF VRFLRSROLWLFDO DQG FRJQLWLYH .VKHWUL
 (FRQRPLF EDUULHUV UHIHU IRU H[DPSOH WR
inadequate ICT infrastructure and use, unreliable and
costly power supply, limited use of credit cards, lack
RI SXUFKDVLQJ SRZHU DQG XQGHUGHYHORSHG QDQFLDO
systems. Sociopolitical barriers may involve weak
legal and regulatory frameworks that limit the extent
Box I.1.

to which people trust online transactions, cultural

preferences for face-to-face interaction and reliance
RQFDVKLQVRFLHW\&RJQLWLYHREVWDFOHVQDOO\UHODWH
to poor ICT literacy, awareness and knowledge
related to e-commerce among both consumers
and enterprises. Such barriers impair a countrys
ability to participate on equal terms in international
e-commerce.
Changes in the ICT landscape have enlarged the
scope for businesses in developing countries to
HQJDJHLQHFRPPHUFH,Q6HSWHPEHUWKHLQLWLDO
SXEOLFRIIHULQJRQWKH1HZ<RUN6WRFN([FKDQJHRI
Alibaba Group a Chinese e-commerce enterprise
ZDVWKHZRUOGpVODUJHVWHYHUUDLVLQJ}ELOOLRQ(DUOLHU
LQ WKH VDPH \HDU WKH $IULFDQ RQOLQH UHWDLOHU -XPLD
which is part of African Internet Group, announced
that it was expanding into Cameroon, Ghana and
Uganda, complementing its existing operations in
&WH Gp,YRLUH (J\SW .HQ\D 0RURFFR DQG 1LJHULD
7KHVH DFWLRQV RI $OLEDED DQG -XPLD DUH LOOXVWUDWLYH
of the growing importance of developing countries in
the transforming world of e-commerce. Indeed, the
fastest growth of e-commerce is now witnessed in
Asia and Africa (chapter II).
Although most micro and small enterprises in
developing countries have yet to start buying or
selling products online, recent developments have
H[SDQGHG WKHLU FKDQFHV RI VHL]LQJ EHQHWV IURP
HFRPPHUFH
The connectivity situation has greatly improved,
notably as a result of the widespread uptake of
mobile telephony and social media, which has
enabled more people and enterprises to have
D ZHE SUHVHQFH 5LVLQJ OHYHOV RI ,QWHUQHW XVH
enabled by deployment of international and
QDWLRQDO EUHRSWLF QHWZRUNV KDYH VLPLODUO\ EHHQ

E-commerce, the World Summit on the Information Society and the World Trade Organization

(FRPPHUFHUHPDLQVRQWKHDJHQGDRI:6,6VWDNHKROGHUVDVVWUHVVHGLQWKHVHFWLRQRQHEXVLQHVVLQWKH:6,6
9LVLRQIRU:6,6%H\RQGFRQFOXGHGLQ-XQH,78D
q0DNHLWSRVVLEOHIRUEXVLQHVVHVWRXVHUHOHYDQW,&7VDQGWREHQHWIXOO\IURPWKHLQIRUPDWLRQHFRQRP\LQFOXGLQJE\
FUHDWLQJDQHQDEOLQJHQYLURQPHQWIRUVHOOLQJDQGEX\LQJJRRGVRUVHUYLFHVYLD,&7QHWZRUNVr

7KH%DOL0LQLVWHULDO&RQIHUHQFHRIWKH:RUOG7UDGH2UJDQL]DWLRQ:72KHOGLQ'HFHPEHUDOVRQRWHGWKHLPSRUWDQFH

RIHFRPPHUFHLQLWVIXWXUHZRUNSURJUDPPH7KHPLQLVWHULDOGHFLVLRQ:70,1:VWDWHGWKDWLW
qVKDOOWDNHIRUZDUGWKHLVVXHVHPHUJLQJLQWKHGLVFXVVLRQVDQGWKHHYROYLQJDSSOLFDWLRQRIHFRPPHUFHWRHQKDQFH
economic/development opportunities, with special consideration of the situation in developing countries, particularly
in least developed country (LDC) members and least connected countries. It shall continue to examine opportunities
DQGFKDOOHQJHVIRUDFFHVVWRHOHFWURQLFFRPPHUFHE\PLFURVPDOODQGPHGLXPVL]HGHQWHUSULVHVLQFOXGLQJVPDOO
SURGXFHUVDQGVXSSOLHUVr

Source: UNCTAD.

CHAPTER I : REVISITING THE DEVELOPMENT POTENTIAL OF E-COMMERCE

LPSRUWDQW 0HDQZKLOH QHZ SD\PHQW VROXWLRQV

provide a wider choice for both enterprises
and consumers to conduct transactions online
FKDSWHU,,,
New applications, platforms and services are
making e-commerce more accessible and
easier to navigate, thereby lowering the barriers
to entry. New digital products (such as mobile
applications and games) and remotely delivered
VHUYLFHVVXFKDVqPLFURZRUNrKDYHDOVRRSHQHG
new growth areas for developing countries
FKDSWHU},9
Local companies sometimes backed by foreign
investors providing e-commerce solutions are
rapidly appearing in developing countries, with
offers that are tailored to the needs and demands
RIORFDOXVHUVFKDSWHUV},,DQG,9
There is growing readiness among enterprises
and consumers to conduct business online as
well as more awareness among Governments
and lawmakers of the need for relevant legislation
and regulation to enhance trust in e-commerce
FKDSWHU}9

B. DEFINITIONS OF
E-COMMERCE
7KHUHDUHYDULRXVGHQLWLRQVRIHFRPPHUFH7KLVUHSRUW
GUDZVRQWKHRQHDGRSWHGE\2(&'2(&'4
Box I.2.

the sale or purchase of goods or services, conducted

RYHU FRPSXWHU QHWZRUNV E\ PHWKRGV VSHFLFDOO\
designed for the purpose of receiving or placing of
orders. The goods or services are ordered by those
methods, but the payment and the ultimate delivery
of the goods or services do not have to be conducted
online. An e-commerce transaction can be between
enterprises, households, individuals, governments,
and other public or private organisations. To be
included are orders made over the web, extranet or
HOHFWURQLF GDWD LQWHUFKDQJH 7KH W\SH LV GHQHG E\
the method of placing the order. To be excluded are
orders made by telephone calls, facsimile or manually
typed e-mail.

)RU WKH SXUSRVH RI WKLV UHSRUW WKH FRQFHSW RI

e-commerce will cover purchases and sales
conducted over computer networks, using
multiple formats and devices, including the web
and electronic data interchange, using personal
computers, laptops, tablets and mobile phones of
YDU\LQJ OHYHOV RI VRSKLVWLFDWLRQ (FRPPHUFH PD\
involve physical goods as well as intangible (digital)
products and services that can be delivered
digitally.
There are various electronic relationships between
Governments, enterprises, individuals/consumers
DQG RWKHU SXEOLF DQG SULYDWH RUJDQL]DWLRQV 7KH
SULPHIRFXVKHUHLVRQ%%DQG%&WUDQVDFWLRQV
Where appropriate, reference is also made to
FRQVXPHUWRFRQVXPHU && HFRPPHUFH DQG
WR D OHVVHU H[WHQW EXVLQHVVWRJRYHUQPHQW %*
WUDQVDFWLRQVER[},

Types of e-commerce

B2B: Accounts for the bulk of e-commerce (chapter II). It involves transactions between businesses, such as between
D PDQXIDFWXUHU DQG D ZKROHVDOHU RU EHWZHHQ D ZKROHVDOHU DQG D UHWDLOHU 6RPH VWXGLHV VXJJHVW WKDW %% RIIHUV
JUHDWHU SRWHQWLDO EHQHWV IRU VPDOOHU EXVLQHVVHV WKDQ RWKHU IRUPV RI HFRPPHUFH .VKHWUL DQG 'KRODNLD 
5HKEHLQ)URPWKHSHUVSHFWLYHRIDVPDOOHQWHUSULVHHQJDJLQJLQ%%HFRPPHUFHPD\EHDUHTXLUHPHQW
IRUSDUWLFLSDWLQJLQQDWLRQDORUJOREDOYDOXHFKDLQV7KHUHDUHYDULRXVVSHFLDOL]HG%%SODWIRUPVW\SLFDOO\FDWHULQJWR
certain industries or value chains.

B2C:,QYROYHVVDOHVE\qSXUHSOD\rHFRPPHUFHHQWHUSULVHVWRFRQVXPHUVDQGE\WUDGLWLRQDOEULFNVDQGPRUWDUUHWDLO
RUPDQXIDFWXULQJUPVWKDWDGGDQRQOLQHVDOHVFKDQQHO6HOOLQJGLUHFWO\WRFRQVXPHUVYLD,&7QHWZRUNVFDQKHOSPLFUR
and small businesses to reach new markets, both domestically and internationally. There is a wide range of channels
to reach consumers, including social networks, crowdsourcing platforms, dedicated e-commerce websites, mobile
applications and more.

C2C:7KLVFDQEHVHHQDVWKHPRGHUQYHUVLRQRIXVLQJWKHFODVVLHGDGYHUWLVLQJVHFWLRQLQDORFDOQHZVSDSHURUJRLQJ
WRDQDXFWLRQ,WFRYHUVRQOLQHDXFWLRQSODWIRUPVVXFKDVH%D\RU7DREDRDQGVDOHVZLWKLQRQOLQHFRPPXQLWLHV&&
platforms offer possibilities for informal enterprises to engage in e-commerce.

B2G:7KHVHWUDQVDFWLRQVDUHVLPLODUWR%%H[FHSWWKDWWKHEX\HULQWKLVFDVHLVDJRYHUQPHQWHQWLW\VXFKDVLQWKH
case of public e-procurement.

Source: UNCTAD.

INFORMATION ECONOMY REPORT 2015

C. IMPLICATIONS OF
E-COMMERCE
1. The e-commerce value chain
The shift towards e-commerce is already
transforming the behaviour of businesses and
consumers. The role of ICT applications and
services is expanding across the entire value chain
of e-commerce. The e-commerce process can
EH GLYLGHG LQWR IRXU VWDJHV JXUH} , LQIRUPDWLRQ
gathering, agreement, transaction and delivery.
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e-commerce. At each stage, there are potential
implications for consumers, enterprises and other
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$WWKHUVWVWDJH,QWHUQHWEURZVLQJHPDLOLQTXLULHVDQG
various social networking platforms help consumers to
compare prices and features of products rather than
relying on traditional information sources, including
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websites with reviews conducted by other consumers
and make their purchases at times that are convenient

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RI WUDGLWLRQDO EULFNVDQGPRUWDU VWRUHV 0RUHRYHU
consumer choice is expanded as products from far
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delivered over long distances. The consumer surplus
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} SHU FHQW RI JURVV GRPHVWLF SURGXFW *'35 A
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that enhanced choice from buying online rather than
RILQHZDVDPRUHLPSRUWDQWFRQWULEXWRUWRLQFUHDVHG
welfare gains for consumers than lower prices (Civic
&RQVXOWLQJ
At the second and third stages, online applications
and payment solutions represent alternative solutions
to having to visit a shop or making a phone call, using
cash or paying by credit card at the shop in question.
)LQDOO\ VRPH SURGXFWV FDQ EH GHOLYHUHG GLJLWDOO\ IRU
example, downloading an e-book) as opposed to
physically (shipping a book).
0DQ\FRQVXPHUVDQGHQWHUSULVHVUHPDLQUHOXFWDQW
to change their behaviour and start making
purchases online despite the advantages. This may

)LJXUH}, 7KHUROHRI,&7VLQWKHHFRPPHUFHWUDQVDFWLRQYDOXHFKDLQ

OFF-LINE

Supplier

Newspaper

Phone

Cash
payment

Radio/TV

Shop

Credit card
RILQH

Information

App

Agreement

E-shop

Web
App
E-mail

ON-LINE

Source: 2(&'

Transaction

On-line
transfert

E-payment

Post
Direct

Delivery

(IXOOPHQW
On-line
delivery

Customer

CHAPTER I : REVISITING THE DEVELOPMENT POTENTIAL OF E-COMMERCE

be linked to concerns that payments will be lost,

that data provided online will be compromised or
shared without their consent, that goods or services
acquired will not meet the quality expected, and
that it will be difficult to return them if so desired.
2WKHU EDUULHUV WR RQOLQH SXUFKDVHV PD\ LQFOXGH
inadequate or expensive ICT infrastructure and
services, poor logistics and transportation services,
or a preference among consumers to touch and
feel the products before making a decision to
EX\ $JZX  2FKD  &RSHQKDJHQ
(FRQRPLFVVHHDOVRDQH[DPSOHIURP6RXWK
$IULFDILJXUH},

of delivering physical products through dedicated

HIXOOPHQWVHUYLFHV2(&'
In the e-commerce sector itself, entrepreneurs and
enterprises in developing countries are discovering
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the introduction of payment solutions (for example,
$OLSD\LQ&KLQDRU-DPER3D\LQ.HQ\DHFRPPHUFH
SODWIRUPVIRUH[DPSOH0HUFDGR/LEUHLQ/DWLQ$PHULFD
DQG=RRP7DQ]DQLDDQGLQQRYDWLYHORJLVWLFVVXFKDV
the motorbike delivery services of Giao Hang Nhanh in
9LHW1DPVHHFKDSWHU,,
At the same time, most micro and small enterprises in
developing countries are still unaware of the possibilities
presented by e-commerce (Stockdale and Standing,
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ODFNWKHFDSDELOLWLHVWREHQHWIURPWKHP/DZUHQFHDQG
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capacity to handle orders, control quality and receive
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ICT infrastructure, high adjustment costs, uncertainty
surrounding e-commerce and limited perceived strategic
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DPRQJ UPV WR HQJDJH LQ HFRPPHUFH %HQ $RXQ
3HOWLHU DQG 9LFHQWH  +ROOHQVWHLQ DQG :RHUWHU
*UDQGRQDQG3HDUVRQ

)RU HQWHUSULVHV HFRPPHUFH RIIHUV ERWK

opportunities and risks. New ICT applications and
services are helping to reduce various costs for
suppliers. Leveraging different online and mobile
channels may enable a seller to reach more potential
customers (both consumers and businesses) in
domestic and foreign markets in a more targeted
way and sometimes at lower cost than through
WUDGLWLRQDO FKDQQHOV 0HDQZKLOH VXSSOLHUV WKDW UHO\
more (or entirely) on e-commerce may be able to
reduce investments in physical infrastructure (such
DVEXLOGLQJVLQH[SHQVLYHORFDWLRQV$QGQDOO\WKHUH
may be ways to reduce the delivery cost (especially
for digital products), and to use innovative ways

)LJXUH}, 5HDVRQVIRU,QWHUQHWXVHUVLQ6RXWK$IULFDQRWWRPDNHGLJLWDOSXUFKDVHV3HUFHQWRIUHVSRQGHQWV

Prefer to touch and feel the product

before buying

49.3

Do not trust online payments

36.8

Afraid the products will not suit me

10.7

Products do not interest me

9.1

Do not trust the site

8.7

Long delivery times

4.1

Other

11.3

Source: ,QWHUDFWLYH$GYHUWLVLQJ%XUHDX6RXWK$IULFD

10

20

30
Per cent

40

50

60

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a potential threat to some enterprises. With the
entrance of competitors offering new product features
DQG FXVWRPHU VHUYLFHV HFRPPHUFH LV UHGHQLQJ
WKH PDUNHWSODFH )RU H[DPSOH WUDGLWLRQDO EULFNV
and-mortar stores need to adapt to enhanced price
transparency and competition by providing new online
sales channels, investing in new equipment and
services, building complementary skills and revising
their business strategies. This transition is not easy
and even leading retailers have wrestled with it.
)URPWKHSRLQWRIYLHZRI Governments, e-commerce
FDQ EULQJ EHQHWV DV ZHOO DV FKDOOHQJHV ,W PD\
spur new job creation in the ICT sector, related
to software development, information technology
(IT) consultancy services, web hosting and, of
course, in enterprises that become more successful
thanks to expanded online sales. It may help to
boost exports, when domestic enterprises are
able to break into foreign markets to connect with
international supply chains, and add competitive
pressure in the economy.
2Q WKH LS VLGH WKHUH LV WKH ULVN WKDW WHFKQRORJ\
VDYY\ IRUHLJQ FRPSHWLWRUV RXWGR ORFDO UPV JDLQLQJ
greater market shares from e-commerce compared
WR ORFDO UPV *RYHUQPHQWV PD\ DOVR EH FRQFHUQHG
ZLWKWD[HURVLRQDQGWUDQVIHUSULFLQJ&RFNHOGHWDO
VHHDOVRFKDSWHU9,*UHDWHUUHOLDQFHRQRQOLQH
sales has also been associated with a proliferation of
fraudulent activities and various cybercrimes (chapter
9 0RUHRYHU LOOHJDO DQG LOOLFLW JRRGV LQFUHDVH WKH
burden on customs and posts, which has led to the
implementation of new practices to increase detection
DQG FRQVFDWLRQ %H\RQG WKH HFRQRPLF HOG
e-commerce has given rise to concerns related to the
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ZKLOHq,QWHUQHWSKDUPDFLHVrFDQKHOSLPSURYHDFFHVV
to medicines there are doubts related to transparency,
fraud, product quality, and even its viability as an
HWKLFDO EXVLQHVV PRGHO :RUOG +HDOWK 2UJDQL]DWLRQ


2. Economic impacts of e-commerce

The literature on ICTs as an enabler of economic
growth is vast, ranging from the aggregates (Stiroh
DQG-RUJHQVRQDQGLQYHVWPHQWVLQKDUGZDUH
to more disaggregated studies on selected groups
RI UPV %U\QMROIVVRQ DQG +LWW  9DQ 5HHQHQ
HW DO  %DUWHOVPDQ  %ODFN DQG /\QFK

INFORMATION ECONOMY REPORT 2015

 $ UHYLHZ RI WKH HPSLULFDO OLWHUDWXUH RQ ,&7V

DQG SURGXFWLYLW\ LQ UPV VXJJHVWV D FOHDU SRVLWLYH
impact, possibly increasing over time, but with the
caveat that ICTs need to be well embedded to give
HIIHFW &DUGRQD HW DO  )RU LQVWDQFH WKLV
could mean complementary investments in skills
DQGFKDQJHVLQRUJDQL]DWLRQDOVWUXFWXUH6WXGLHVLQ
(XURSHLQGLFDWHWKDWWKHUHFRXOGEHDWKUHVKROGDV
ZHOODVDFHLOLQJUHJDUGLQJWKHSURVSHFWRIEHQHWLQJ
IURP,&7XVDJHLQUPV)RUH[DPSOHWKHUHODWLRQVKLS
between broadband-Internet-enabled employees
DQG UP SHUIRUPDQFH WHQGV WR ZHDNHQ ZKHQ WKH
intensity of usage comes close to saturation, but
UHPDLQV VWURQJ IRU UPV DW OHVV LQWHQVH ,&7 XVDJH
(XURVWDW
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HFRPPHUFH HPSKDVL]HV ,&7V DV D IDFLOLWDWRU
RI LQWHUQDWLRQDO WUDGH 0DUWHQV  0RUJDQ
7KRPDV  )UDXPHQL  %\ XVLQJ ZHEVLWHV
IRU PDUNHWLQJ DQG HVDOHV FKDQQHOV UPV PD\ EH
able to sell to markets otherwise not reachable due
WR IRU H[DPSOH GLVWDQFH RU SROLWLFDO V\VWHPV %\
reducing the barriers to trade, the Internet facilitates
international e-commerce, with most of the shortterm gains expected to arise in developed countries
but with a shift to developing countries in the long
UXQ7HU]L&RPSDULVRQVEHWZHHQWUDGHRQOLQH
DQG RILQH KDYH IRXQG WKDW WKH HIIHFW RI GLVWDQFH LV
considerably smaller in the case of e-commerce
thanks to lower information costs and greater trust
/HQGOHHWDO
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ZLWK  RU PRUH HPSOR\HHV DQG ZLWK H[SHULHQFH
of selling goods or services online found the most
important effects of e-commerce to be reduced
transaction time and faster business processes,
lower transaction costs and ability to reach new
FXVWRPHUV5HSXEOLFRI.RUHD0LQLVWU\RI6HFXULW\
DQG 3XEOLF $GPLQLVWUDWLRQ  (QJDJLQJ LQ
e-business and online sales has also been found
WR DGG YDOXH WR UHWDLO ILUPV =KX DQG .UDHPHU
 ;LD DQG =KDQJ  +DYLQJ DQ RQOLQH
channel provided significant improvements in
sales, cost, inventory and return on investments.
0HDQZKLOH HSXUFKDVHV EXW QRW HVDOHV KDG D
positive significant effect on firm efficiency among
PDQXIDFWXULQJ ILUPV LQ 6SDLQ 4XLUV 5RPHUR DQG
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e-commerce to productivity were also observed
IRU PDQXIDFWXULQJ FRPSDQLHV LQ 7DLZDQ 3URYLQFH
RI&KLQD/LXHWDO

CHAPTER I : REVISITING THE DEVELOPMENT POTENTIAL OF E-COMMERCE

3. New evidence on the productivity

impact of e-commerce in Europe
Until recently, data did not allow for econometrical
DQDO\VLV RI WKH VSHFLF OLQN EHWZHHQ HFRPPHUFH
activities and enterprise productivity. This is still the
case for developing countries. However, a unique data
VHWFROOHFWHGWKURXJKWKH(XURSHDQ8QLRQKDUPRQL]HG
VXUYH\RQ,&7XVDJHLQUPVLQ(XURSHDQFRXQWULHV
IRU WKH SHULRG t DOORZV IRU LQGHSWK
analysis. The use of a dynamic panel data model
RQ PLFURDJJUHJDWHG UPOHYHO GDWD PDGH LW SRVVLEOH
to distinguish between short- and long-term effects
and to control for endogeneity of e-sales activities.9
(VDOHVZHUHPHDVXUHGLQWZRZD\VDVWKHVKDUHRI
UPVVHOOLQJRYHUHOHFWURQLFGDWDLQWHUFKDQJH(',RU
websites, and as the share of sales conducted online.
7KXVHVDOHVFRYHUERWK%%DQG%&WUDQVDFWLRQV
Despite considerable growth in the past decade, the
proportion of e-sales to total sales remains small in
(XURSH2QDYHUDJHFORVHWRRQHVHYHQWKRIVDOHVLV
FRQGXFWHGRYHUGLJLWDOV\VWHPV,QDSSUR[LPDWHO\
RQH RXW RI IRXU UPV ZDV DFWLYH ZLWK HVDOHV DQG
VRPHZKDW PRUH WKDQ KDOI RI WKH UPV HQJDJHG LQ
HLWKHUEX\LQJRUVHOOLQJRQOLQH(FRPPHUFHLQ(XURSH
LVPRUHFRPPRQDPRQJODUJHUPVKLJKSURGXFWLYLW\
UPV H[SRUWLQJ UPV DQG LQ UPV ZLWK LQWHUQDWLRQDO
H[SHULHQFH0RUHRYHUUPVZLWKZLGHUXVDJHRI,&7V
measured by the proportion of broadband-Internetenabled employees, tend to have a higher level of
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VSHFLFDWLRQV DQG FRQWUROOLQJ IRU LQGXVWU\ FRXQWU\
DQG WLPH HIIHFWV t VKRZV D SRVLWLYH DQG VLJQLFDQW
relationship between changes in labour productivity
DQG FKDQJHV LQ WKH SHUFHQWDJH RI UPV HQJDJHG
in e-sales. Industries with an increase in the
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labour productivity growth.11 The magnitude of the
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t D RQHSHUFHQWDJHSRLQW LQFUHDVH LQ WKH
VKDUH RI UPV ZLWK HVDOHV DFWLYLWLHV UDLVHG WKH UDWH
RI ODERXU SURGXFWLYLW\ JURZWK E\  SHUFHQWDJH
points over a two-year period. Given the low rate of
SURGXFWLYLW\ JURZWK LQ PRVW (XURSHDQ FRXQWULHV WKLV
effect is not negligible. The relationship appears to be
stronger for services than for manufacturing, and the
effect is higher over the long term.
(VWLPDWHVVXJJHVWWKDWLQFUHDVHGXVHRIHVDOHVOHGWR
DULVHLQODERXUSURGXFWLYLW\JURZWKE\SHUFHQWDJH

SRLQWVRYHUWKHSHULRGtRUSHUFHQWDJH
points per year). ([SUHVVHG GLIIHUHQWO\ HVDOHV
DFWLYLWLHVDFFRXQWHGIRU}SHUFHQWRIWKHWRWDOJURZWK
RI ODERXU SURGXFWLYLW\ IRU WKH SHULRG t D
VL]DEOHLQFUHDVHLQODERXUSURGXFWLYLW\RIWKHEXVLQHVV
sector in the countries included. Investigation of the
HIIHFWV RQ UPV RI GLIIHUHQW VL]HV UHYHDOV WKDW WKH
LPSDFW LV VWURQJHU RQ VPDOO WKDQ RQ PHGLXPVL]HG
UPV )RU ODUJH HQWHUSULVHV WKH LPSDFW RI HVDOHV
DFWLYLWLHV ZDV QRW VLJQLFDQW SRVVLEO\ EHFDXVH WKH
EHQHWVRIHFRPPHUFHIRUWKHPRFFXUUHGHDUOLHU$OO
UHVXOWVDUHUREXVWDFURVVGLIIHUHQWVSHFLFDWLRQVRIWKH
model and estimation methods.
7KLV XQLTXH DQDO\VLV RI (XURSHDQ GDWD SURYLGHV
QHZ LQVLJKWV LQWR WKH OLQN EHWZHHQ HVDOHV DQG UP
performance. In summary, a considerable share of
the total labour productivity growth during the period
t FDQ EH DWWULEXWHG WR LQFUHDVHG XVH RI
e-sales. The results furthermore indicate that the
SURGXFWLYLW\HIIHFWVDUHVWURQJHUIRUVHUYLFHVUPVDQG
for small enterprises.14 The analysis refers to a region
RI UHODWLYHO\ KLJK PDWXULW\ RI ,&7 XVH 0RUH GDWD DQG
research are therefore needed to establish to what
extent these results can be extended to countries at
lower levels of ICT readiness. However, in combination
with previous studies this analysis offers empirical
evidence that a higher degree of e-sales helps
enterprises become more productive.
0HDQZKLOH WKHUH LV D QHHG IRU DGGLWLRQDO UHVHDUFK
on the broader impacts of e-commerce, concerning
effects on, for example, employment, income
distribution, competition, structural transformation,
taxation and the balance of trade.

D. ROADMAP TO THE
REPORT
,QYLHZRIWKHSRWHQWLDOEHQHWVDQGFKDOOHQJHVIURP
greater uptake of e-commerce, the following chapters
of the report examine trends and developments in
the evolving e-commerce ecosystem and discuss
possible implications for developing countries. The
report is structured as follows.
Chapter II reviews global and regional e-commerce
WUHQGV %DVHG RQ DQ H[WHQVLYH UHYLHZ RI RIFLDO
statistics and private-sector data, it investigates the
PDJQLWXGHRIHFRPPHUFHLGHQWLHVWKHPDLQPDUNHWV
and considers the extent of uptake in different parts
of the world. It highlights the leading e-commerce
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are most frequently traded online. The second part

of the chapter provides brief insights into regional
developments in Africa, Asia and Latin America.
Chapter III sets out to measure the e-commerce
readiness of countries. It discusses the main factors
facilitating and constraining e-commerce with an
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connectivity, payment systems and delivery systems.
7KH FKDSWHU DOVR LQWURGXFHV WKH 81&7$' %&
(FRPPHUFH ,QGH[ FRYHULQJ  FRXQWULHV ,W LV
particularly useful given the dearth of data about
e-commerce usage in many low-income economies.
The Index represents a new tool for countries to
benchmark their e-commerce readiness against
other locations and to identify areas of strengths and
weaknesses.
&KDSWHU,9WXUQVWKHDWWHQWLRQWRGLIIHUHQWRSWLRQVWKDW
micro and small enterprises can explore to engage
effectively in e-commerce. It examines various platforms
and tools to determine their relevance for marketing
and selling different products online. It discusses the
respective advantages and disadvantages, taking into
account issues related to payment processing and

INFORMATION ECONOMY REPORT 2015

RUGHUIXOOPHQW,QWKLVFRQWH[WLWFRQVLGHUVWKHH[WHQW
WRZKLFKVPDOOUPVLQGHYHORSLQJFRXQWULHVDUHDEOHWR
make use of certain global e-commerce platforms and
payment solutions. The second part of the chapter is
devoted to rural e-commerce and analyses the diverse
experiences of three Asian economies in this area.
&KDSWHU 9 PDSV WKH DYDLODELOLW\ RI OHJLVODWLRQ LQ NH\
areas of e-commerce around the world. Special
attention is given to e-transaction laws, consumer
protection, data protection and privacy, and
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compatibility of laws and their enforcement in view
of the development of electronic transactions. The
chapter furthermore highlights selected legal issues
currently facing e-commerce development globally
and proposes a set of recommendations.
7KH QDO FKDSWHU FRQFOXGHV DQG SURYLGHV RYHUDOO
recommendations for the development of national
strategies and policies for the promotion of e-commerce
LQGHYHORSLQJFRXQWULHV,WDOVRHPSKDVL]HVWKHUROHRI
the international community in creating an environment
IRU PD[LPL]LQJ SRWHQWLDO EHQHWV IURP HFRPPHUFH
DQGIRUPLQLPL]LQJFRVWVDQGULVNV

CHAPTER I : REVISITING THE DEVELOPMENT POTENTIAL OF E-COMMERCE

NOTES
1













11

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6HH q7KH ,QWHUQHW HFRQRP\ LQ WKH *r bcg.perspectives } 0DUFK  DYDLODEOH DW KWWSVZZZ
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This result is based on a regression method in which all variables are measured as change over a two-year period.



%DVHGRQDG\QDPLFSDQHOGDWDPRGHOFRQWUROOLQJIRUHQGRJHQHLW\

14

It should be noted that higher labour productivity growth as a result of e-commerce activities does not necessarily
translate into new jobs. In developed countries, there is empirical evidence that industries with faster growth of ICT
capital had greater increases in relative demand for highly educated workers and larger decline in relative demand
IRUPLGGOHHGXFDWHGZRUNHUV0LFKDHOVHWDO7KLVPD\DOVRKROGWUXHIRUWKHHIIHFWVRIHFRPPHUFHRQWKH
skill structure of the workforce.

GLOBAL
AND REGIONAL
TRENDS

The global landscape for e-commerce is rapidly evolving, with developing

countries assuming an increasingly important role. This chapter reviews recent
trends at global and regional levels. It presents new estimates of the size of
e-commerce, distinguishing between B2B and B2C. The chapter furthermore
examines how the pattern of e-commerce by enterprises varies depending
on enterprise size and industry. It notes the rapid growth of e-commerce in
Asia as well as the dynamic evolution of online commercial activities in parts
of sub-Saharan Africa and in Latin America.

12

INFORMATION ECONOMY REPORT 2015

A. THE GLOBAL
E-COMMERCE
MARKET IS EVOLVING
1. Market size estimates
0HDVXULQJ HFRPPHUFH LV FKDOOHQJLQJ 7KHUH DUH
QR FRPSUHKHQVLYH RIFLDO VWDWLVWLFV RQ WKH YDOXH RI
GRPHVWLF DQG LQWHUQDWLRQDO HFRPPHUFH 2QO\ D IHZ
countries mainly developed ones compile data on
e-commerce revenue. Available information suggests
that the market for e-commerce has expanded
VLJQLFDQWO\LQWKHSDVWGHFDGHDQGWKDWLWFRQWLQXHV
to grow. Such observations are supported by the
HVWLPDWHV PDGH E\ SULYDWH FRQVXOWDQF\ UPV :KLOH
global e-commerce is still dominated by developed
countries, fast growth is observed in developing
regions, especially in Asia.

%XVLQHVVWREXVLQHVV WUDQVDFWLRQV DFFRXQW IRU WKH

overwhelming share of e-commerce revenue. In the
United States, total revenue from e-commerce sales of
WKHVHFWRUVFRYHUHGDPRXQWHGWR}WULOOLRQLQ
FRUUHVSRQGLQJWRPRUHWKDQ}SHUFHQWRIWKHLUWRWDO
UHYHQXHWDEOH},,7KHLPSRUWDQFHRIHFRPPHUFHKDV
increased substantially in the past decade. Its share in
total revenue (excluding the selected services category)
GRXEOHG IURP } SHU FHQW LQ  WR } SHU FHQW LQ
 ,Q PDQXIDFWXULQJ WKH VKDUH RI HFRPPHUFH LQ
WRWDO UHYHQXH VKRW XS IURP } SHU FHQW WR DV PXFK
DV } SHU FHQW GXULQJ WKH VDPH SHULRG WDEOH} ,,
0DQXIDFWXULQJDQGZKROHVDOHWUDGHWKHEXONRIZKLFK
FRQFHUQV %% WRJHWKHU DFFRXQWHG IRU } SHU FHQW
of total e-commerce revenue, whereas retail (which
FRUUHVSRQGVWR%&DPRXQWHGWRMXVW}SHUFHQW
7KH SUHGRPLQDQFH RI %% LV FRQUPHG LQ RWKHU
FRXQWULHV ,Q &DQDGD DOPRVW WZR WKLUGV } SHU

7DEOH},, 8QLWHG6WDWHV7RWDODQGHFRPPHUFHUHYHQXHVE\VHFWRUt}ELOOLRQV

Year

2002

Value of
shipment
Total
E-commerce

2003

Total
E-commerce

2004

Total
E-commerce

2005
2006
2007
2008
2009
2010
2011
2012

Manufacturing

Merchant
wholesale
trade

3 921

4 162

752

880

4 015
843
4 309

Share of
e-commerce
LQFOXGLQJ
VHUYLFHV

5HWDLO
trade

Total

NA

3 129

11 211

NA

NA

45

1 677

NA

4 367

NA

3 263

11 646

NA

968

NA

57

1 868

NA

4 840

NA

3 474

12 622

NA

Selected service industries

996

1 060

NA

72

2 129

NA

Total

4 742

5 243

NA

3 690

13 675

NA

E-commerce

1 344

1 228

NA

91

2 663

NA

Total

5 016

5 584

NA

3 874

14 473

NA

E-commerce

1 567

1 305

NA

113

2 985

NA

Total

5 338

5 888

NA

3 999

15 226

NA

E-commerce

1 879

1 395

NA

136

3 410

NA

Total

5 468

6 136

NA

3 946

15 550

NA

Share of
e-commerce
H[FOXGLQJ
VHUYLFHV

15%
16%
17%
19%
21%
22%

E-commerce

2 171

1 422

NA

141

3 734

NA

Total

4 420

5 144

NA

3 630

13 193

NA

E-commerce

1 892

1 355

NA

145

3 391

NA

26%

Total

4 905

5 757

11 164

3 841

25 668

E-commerce

2 350

1 547

302

169

4 368

17%

28%

Total

5 481

6 451

11 544

4 133

27 610
18%

29%

19%

30%

E-commerce

2 704

1 696

338

198

4 936

Total

5 756

6 771

12 004

4 344

28 876

E-commerce

2 989

1 789

366

227

5 371

24%

Source: 8QLWHG6WDWHV&HQVXV%XUHDXDYDLODEOHDWKWWSZZZFHQVXVJRYHFRQHVWDWVDOOWDEOHVKWPODFFHVVHG}-DQXDU\



CHAPTER II : GLOBAL AND REGIONAL TRENDS

13

)LJXUH},, (FRPPHUFHUHYHQXHVLQWKH(XURSHDQ8QLRQ

B2C
2% of total turnover
13% of e-commerce turnover
41% of web sales

E-commerce
14% of total turnover

Web sales
4% of total turnover
30% of e-commerce
turnover

B2B/B2G
2% of total turnover
18% of e-commerce turnover
58% of web sales

EDI sales
10% of total turnover
69% of e-commerce
turnover

Source: 81&7$'DGDSWHGIURP(85267$7
Note: 1XPEHUVPD\QRWDGGWR}SHUFHQWGXHWRURXQGLQJ

cent) of the value of online sales by enterprises were

DWWULEXWDEOH}WR%%LQ1,QWKH5HSXEOLFRI.RUHD
%% DFFRXQWHG IRU } SHU FHQW RI DOO HFRPPHUFH
UHYHQXHLQDQGLQWKH5XVVLDQ)HGHUDWLRQWKDW
VKDUHZDVHVWLPDWHGDW}SHUFHQWLQIROORZHG
E\%*}SHUFHQWDQG%&}SHUFHQW,Q(XURSH
VRPH}SHUFHQWRIWKHUHYHQXHRI(XURSHDQ8QLRQ
HQWHUSULVHVZLWKRUPRUHHPSOR\HHVH[FOXGLQJWKH
QDQFLDO VHFWRU ZDV JHQHUDWHG IURP HFRPPHUFH LQ
 JXUH} ,, XS IURP } SHU FHQW LQ 4 %%
DQG %* WRJHWKHU DFFRXQWHG IRU DERXW } SHU FHQW
RI WKH WRWDO YDOXH RI HFRPPHUFH DQG %& IRU WKH
UHPDLQLQJ}SHUFHQW5
:KLOH%%UHSUHVHQWVWKHODUJHVWVKDUHRIHFRPPHUFH
%& DSSHDUV WR EH H[SDQGLQJ IDVWHU )RU H[DPSOH
in the United States, its share of e-commerce rose
IURP}SHUFHQWWR}SHUFHQWEHWZHHQDQG
VHHUHWDLOWUDGHFROXPQLQWDEOH},, And in the
5XVVLDQ )HGHUDWLRQ %& JUHZ DOPRVW WKUHH WLPHV
IDVWHUWKDQ%%LQ
,Q WKH FDVH RI %& RIFLDO VWDWLVWLFV DQG GDWD IURP
e-commerce associations are available for the top
FRXQWULHVUDQNHGE\WKHQXPEHURIRQOLQHEX\HUV
%DVHG RQ VXFK VWDWLVWLFV %& UHYHQXHV LQ WKHVH
FRXQWULHV DPRXQWHG WR MXVW RYHU } WULOOLRQ LQ 
WDEOH} ,, &KLQD KDG WKH ODUJHVW PDUNHW LQ WHUPV
of both the number of online buyers and revenue,

ZKHUHDV WKH 8QLWHG .LQJGRP RI *UHDW %ULWDLQ DQG

Northern Ireland had the highest average expenditure
SHU RQOLQH EX\HU DW DOPRVW  LQ  7KH WRS
 FRXQWULHV DFFRXQWHG IRU VRPH } SHU FHQW RI
HVWLPDWHG WRWDO %& UHYHQXHV DV UHSRUWHG E\ WKH
FRQVXOWDQF\H0DUNHWHU7KHVDPHFRXQWULHVJHQHUDWHG
D WRWDO RI } WULOOLRQ LQ %% VDOHV LQ t
$VVXPLQJ D VLPLODU DYHUDJH VKDUH RI %% UHYHQXH
WKDWLV}SHUFHQWJOREDO%%VDOHVDPRXQWHGWR
}WULOOLRQLQt)XUWKHUDQDO\VLVVXJJHVWV
WKDWVRPH}SHUFHQWRIJOREDO%%HFRPPHUFHZDV
accounted for by the United States, followed by the
8QLWHG .LQJGRP } SHU FHQW -DSDQ } SHU FHQW
DQG&KLQD}SHUFHQW
(VWLPDWHVE\SULYDWHFRQVXOWDQFLHVYDU\FRQVLGHUDEO\
depending on the methodology used for the data
FROOHFWLRQ)UDXPHQL$FFRUGLQJWRH0DUNHWHU
%&HFRPPHUFHLVIRUHFDVWWRGRXEOHIURP}WULOOLRQ
LQWR}WULOOLRQLQJXUH},,7KHIDVWHVW
JURZWK LV H[SHFWHG LQ WKH $VLD DQG 2FHDQLD UHJLRQ
WKHPDUNHWVKDUHRIZKLFKLVVHWWRJURZIURPWR
}SHUFHQW7KHRQO\RWKHUUHJLRQWKDWLVIRUHFDVWWR
LQFUHDVH LWV VKDUH RI WKH JOREDO PDUNHW LV WKH 0LGGOH
(DVWDQG$IULFDIURPWR}SHUFHQW&RQYHUVHO\
WKH FRPELQHG VKDUH RI :HVWHUQ (XURSH DQG 1RUWK
$PHULFDLVH[SHFWHGWRIDOOIURPWR}SHUFHQW

14

INFORMATION ECONOMY REPORT 2015

7DEOH},, %&UHYHQXHVLQWKHWRSFRXQWULHVUDQNHGE\QXPEHURIRQOLQHEX\HUVt
B2C market

Online buyers


}ELOOLRQ

As a share
RI%%

Number in
millions**

Annual spend
SHUEX\HU

China

301

18.5

271

1 111

Ministry of Commerce

United States

263

4.7*

133

1 975

Bureau of Census

Japan

119*

5.3*

55

2 171

Ministry of Economy, Trade and Industry

Germany

52

4.5*

33

1 593

Federal Ministry for Economic Affairs and Industry

United Kingdom

144

5.2*

30

4 874

Interactive Media in Retail Group

Russian Federation

13

14

20

662

Republic of Korea

22

2.2

19

1 195

KORSTAT

France

68

12

18

3 688

Fdration du E-commerce et de la Vente

Distance (Fevad)

Brazil

14

...

14

1 045

Associao Brasileira de Comrcio Eletrnico

Canada

19*

11.9

13

1 446

Statistics Canada

Top ten total

1 016

8.1

605

1 679

Estimates of global B2C

sales in 2013

1 233

N/A

Country

Source***

Ecommerce Europe

eMarketer

Source: UNCTAD, based on sources cited in the table.

* 
** 'HULYHGIURP,QWHUQHWXVHUVXUYH\VFRPSLOHGE\JRYHUQPHQWDJHQFLHVH[FHSWIRUWKH8QLWHG6WDWHV3HZ5HVHDUFK&HQWHUDQG
IRUWKH5XVVLDQ)HGHUDWLRQ(FRPPHUFH(XURSH
*** 5HIHUVWRWKHVRXUFHRI%&HFRQRPLFYDOXHFRQYHUWHGWR8QLWHG6WDWHVGROODUVXVLQJWKHDQQXDODYHUDJHH[FKDQJHUDWH,QGLD
PLJKWTXDOLI\DPRQJWKHWRSEXWGRHVQRWUHSRUWRIFLDOVWDWLVWLFVRQWKHQXPEHURISHRSOHEX\LQJRQOLQH

)LJXUH},, %&HFRPPHUFHVDOHVZRUOGZLGHE\UHJLRQDQG}ELOOLRQV

2500

2000
Middle East and Africa
1500

Central and Eastern Europe

Latin America

1000

Western Europe
Asia-PaciF

500

North America

0
2013

2018

Source: H0DUNHWHUFRP-XO\
Note: (VWLPDWHVDUHEDVHGRQWKHDQDO\VLVRIGDWDIURPRWKHUUHVHDUFKUPVDQGJRYHUQPHQWDJHQFLHVKLVWRULFDOWUHQGVUHSRUWHG
and estimated revenues from major online retailers, consumer online buying trends, and macro-level economic conditions.
Data include products and services ordered and leisure and unmanaged business travel sales booked using the Internet via
DQ\GHYLFHUHJDUGOHVVRIWKHPHWKRGRISD\PHQWRUIXOOPHQW

CHAPTER II : GLOBAL AND REGIONAL TRENDS

2. Cross-border e-commerce
Although the Internet should reduce barriers to
LQWHUQDWLRQDO WUDGH 7HU]L  YDULRXV IDFWRUV
FRQVWUDLQ FURVVERUGHU HFRPPHUFH ([DPSOHV
include unreliable and lengthy transit times, complex
and ambiguous return processes, customs delays,
lack of transparency on delivery and pricing, and
limited ability to alter delivery times and locations (see
also box II.1).
,Q WHUPV RI FURVVERUGHU WUDGH LQ JRRGV 838
data on the volume of international postal
traffic of small packets, parcels and packages
offer important insights into recent trends in
HFRPPHUFH %HWZHHQ  DQG  JOREDO
GHOLYHULHVRIVXFKLWHPVH[SDQGHGE\DERXW}SHU
cent. The data indicate an increasingly important
role for developing countries, especially in Asia
DQG 2FHDQLD WDEOH} ,, 7KDW UHJLRQpV VKDUH RI
UHODWHG H[SRUWV URVH IURP  WR } SHU FHQW
during the same period, while its share of imports
VXUJHGIURPWR}SHUFHQW7KHGDWDIXUWKHU
show that developed countries and Asia and
2FHDQLDUXQVLJQLILFDQWWUDGHVXUSOXVHVLQWKLVDUHD
whereas Latin America and the Caribbean as well
as transition economies import considerably more
than they export.9 $V IXUWKHU VKRZQ LQ WDEOH} ,,
the average time needed to ship parcels is also the
shortest in the cases of developed countries and
GHYHORSLQJFRXQWULHVLQ$VLDDQG2FHDQLD
%R[,,

15

In developed countries, the international dimension

RI HFRPPHUFH LV VWLOO UHODWLYHO\ PRGHVW (XURSHDQ
e-commerce sales are predominantly domestic in
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(XURSHDQ 8QLRQ  LQ  VROG RQOLQH WR WKHLU RZQ
GRPHVWLFPDUNHWVRQO\}SHUFHQWUHSRUWHGHVDOHVWR
RWKHU (XURSHDQ 8QLRQ FRXQWULHV In Denmark, which
UDQNV UVW DPRQJ (XURSHDQ 8QLRQ FRXQWULHV } SHU
cent of enterprises made e-sales, but only one in ten
UHSRUWHGVHOOLQJWRFXVWRPHUVLQDQRWKHU(XURSHDQ8QLRQ
FRXQWU\ ,Q &DQDGD } SHU FHQW RI WKH YDOXH RI RQOLQH
VDOHVZDVDWWULEXWDEOH}WRFXVWRPHUVLQ&DQDGD}SHU
cent to customers in the United States and the remaining
}SHUFHQWWRRWKHUFRXQWULHV11,Q-DSDQFURVVERUGHU
WUDQVDFWLRQVDFFRXQWHGIRUDERXW}SHUFHQWRIDOO%&
HFRPPHUFHWUDQVDFWLRQV3D\YLVLRQ
7KHUHDUHIHZRIFLDOVWDWLVWLFVRQWKHH[WHQWWRZKLFK
developing countries are engaging in cross-border
e-commerce, but there is some data from private
VRXUFHV3D\YLVLRQ&RPSDUHGZLWKWKHVLWXDWLRQ
LQ GHYHORSHG FRXQWULHV FURVVERUGHU %& RU &&
transactions account for a larger share in a number
of developing countries. In Asia, more than half of
all such e-commerce transactions in both India and
6LQJDSRUHZHUHFURVVERUGHULQ7XUQLQJWR/DWLQ
America, cross-border trade accounts for the bulk of
RQOLQH EX\LQJ E\ FRQVXPHUV LQ &RORPELD 3DUDJXD\
DQG WKH %ROLYDULDQ 5HSXEOLF RI 9HQH]XHOD SDUWO\ DV
a result of underdeveloped domestic e-commerce
3D\YLVLRQ

%DUULHUVWRLQWHUQDWLRQDOHFRPPHUFHtDVXUYH\

In a survey of Swedish enterprises engaged in cross-border e-commerce, several barriers to such transactions were
LGHQWLHG6RPHRIWKHPKDYHWKHLURULJLQLQQDWLRQDOUHJXODWLRQVZKLOHRWKHUVDUHRIDWHFKQLFDORUORJLVWLFDOQDWXUH
The most commonly cited barriers were lack of information on laws and regulations, differences in consumer laws,
VSHFLFUHTXLUHPHQWVRQZHEVLWHFRQWHQWDQGFXVWRPVUHODWHGPDWWHUV%DUULHUVLGHQWLHGZHUHJURXSHGLQWRHLJKW
FDWHJRULHV

/DFNRILQIRUPDWLRQDERXWUHOHYDQWODZVUHJXODWLRQVDQGPHWKRGV

%XUGHQVRPHFXVWRPVSURFHGXUHVKLJKFXVWRPVGXWLHVRQUHWXUQVDQGFRUUXSWLRQDWWKHERUGHU

'LIIHUHQFHVLQQDWLRQDOFRQVXPHUDQGVDOHVODZV

5HTXLUHPHQWVIRUVSHFLFSD\PHQWVVROXWLRQVDQGGLIIHUHQFHVLQWD[UHJXODWLRQV

:HDNSURWHFWLRQRILQWHOOHFWXDOSURSHUW\ULJKWV

/LPLWDWLRQVLQWKHULJKWWRVWRUHDQGWUDQVIHULQIRUPDWLRQDQGGDWD

5HTXLUHPHQWVWRKDYHDORFDOSUHVHQFHLQRUGHUWRUHJLVWHUWRSOHYHOGRPDLQV,QWHUQHWFHQVRUVKLSDQGWKHQHHGWRXVH
VSHFLFHQFU\SWLRQWHFKQRORJLHV

2WKHUEDUULHUVLQFOXGLQJKLJKURDPLQJFKDUJHVSUREOHPVLQREWDLQLQJLQVXUDQFHDQGVWDWHVXEVLGLHV

Source: 6ZHGHQ1DWLRQDO%RDUGRI7UDGH

16

INFORMATION ECONOMY REPORT 2015

7DEOH},, ,QWHUQDWLRQDOGHOLYHULHVWRQQDJHRIVPDOOSDFNHWVSDUFHOVDQGSDFNDJHVDQGGLVWULEXWLRQ


RIUHJLRQDORZVDVDVKDUHRIJOREDORZVSHUFHQW



Developed
countries

Africa

Asia and
Oceania

Latin America
and the
Caribbean

Transition
economies

World

Developed countries

46.3

2.4

12.1

2.8

70.6

Africa

0.7

0.2

0.1

Asia and Oceania

21.6

0.3

2.7

0.5

0.4

25.5

Latin America and the

Caribbean

1.7

0.1

0.3

2.1

Transition economies

0.5

0.3

0.8

World

70.8

2.9

15

7.8

3.5

100



Developed
countries

Africa

Asia and
Oceania

Latin America
and the
Caribbean

Transition
economies

World

Developed countries

33.3

1.7

20.4

4.6

63

Africa

0.7

0.3

0.1

1.1

Asia and Oceania

23.6

0.4

3.1

3.8

32.9

Latin America and the

Caribbean

1.2

0.2

0.3

1.7

Transition economies

0.6

0.1

0.6

1.3

World

59.4

2.4

23.9

6.9

7.4

100

Source: 838

7DEOH},, $YHUDJHVKLSSLQJWLPHIRUSDUFHOVQRUPDOVHUYLFH4WR4


1XPEHURIGD\VIURPRULJLQWRGHVWLQDWLRQ

Developed
countries
Developed countries
Africa

Africa

Asia and
Oceania

Latin America
and the
Caribbean

Transition
economies

World

9.7

23.2

20.1

27.2

16.8

19.4

14.7

20.2

18.1

36.0

27.7

23.3

Asia and Oceania

17.9

23.9

17.8

28.3

23.5

22.3

Latin America and the Caribbean

16.5

25.9

21.9

23.3

25.5

22.6

Transition economies

12.1

19.1

17.5

26.6

12.6

17.6

World

14.2

22.5

19.1

28.3

21.2

21.0

Source: 838

CHAPTER II : GLOBAL AND REGIONAL TRENDS

17

(a) Household survey data and online

shoppers

7KH 3DUWQHUVKLS RQ 0HDVXULQJ ,&7 IRU 'HYHORSPHQW

proposes an indicator to be collected through
household surveys on the proportion of individuals
using the Internet by type of activity, which includes
making online payments and purchasing from
JRYHUQPHQW RUJDQL]DWLRQV SXUFKDVLQJ RU RUGHULQJ
JRRGV RU VHUYLFHV DQG VHOOLQJ JRRGV RU VHUYLFHV
7KHPDLQLQWHUHVWKHUHLVWRREWDLQLQIRUPDWLRQRQ%&
HFRPPHUFH IURP WKH SXUFKDVLQJ VLGH ,78 E
The percentage of individuals who have made an online
SXUFKDVHUDQJHVIURPOHVVWKDQ}SHUFHQWIRUH[DPSOH
LQ0H[LFRDQG7KDLODQGWRPRUHWKDQ}SHUFHQWLQWKH
8QLWHG.LQJGRP'HQPDUNDQG$XVWUDOLDJXUH},,

0RVWFRXQWULHVWKDWFRQGXFWKRXVHKROG,&7VXUYH\V
inquire about the activities carried out over the
Internet, such as making online purchases. Some
go further into consumer e-commerce behaviour,
capturing data about the types of products
purchased, the amounts spent, whether purchases
were domestic or international, payment and
delivery methods and reasons for not making online
purchases.

In most developing and transition economies, people

buying online form a small proportion of all Internet
users. Unlike social networking, where activity rates are
relatively high among developing countries, the share
of Internet users who use online shopping is generally
lower in these countries than in developed countries
JXUH},,7KLVPD\UHHFWOLPLWHGSXUFKDVLQJSRZHU
but also other mitigating factors, such as a lack of
trust, limited shopping options (including content in
local languages) and poor delivery services.

3. E-commerce use by households and

enterprises
2IFLDOVWDWLVWLFVRQRQOLQHSXUFKDVHVDQGVDOHVUHHFW
the actual state of the market and are important
indicators of e-commerce performance. Though a
FRPSUHKHQVLYHRIFLDOLQWHUQDWLRQDOGDWDVHWLVODFNLQJ
available statistics from household and business ICT
surveys cover most markets where e-commerce is
VLJQLFDQW

)LJXUH},, 6KDUHRILQGLYLGXDOVSXUFKDVLQJSURGXFWVRQOLQHVHOHFWHGHFRQRPLHVSHUFHQW

80
70
60
50
40
30
20

Thailand
Mexico
South Africa
Mauritius
Romania
Oman
Turkey
Bulgaria
United Arab Emirates
Italy
Portugal
Estonia
Greece
Hungary
Brazil
Qatar
Croatia
Lithuania
Cyprus
China
Czech Repuplic
Latvia
Poland
Spain
Hong Kong (China)
Slovenia
Slovakia
Iceland
Belgium
Ireland
Singapore
Malta
Republic of Korea
Switzerland
France
Japan
Austria
Canada
Finland
New Zealand
Netherlands
United States
Norway
Sweden
Luxembourg
Germany
Australia
Denmark
United Kingdom

10

Source: (XURVWDW,78DQGQDWLRQDOGDWDLQUHG

Note: As age ranges and period in which a purchase is made varies across surveys, data are not strictly comparable.

18

INFORMATION ECONOMY REPORT 2015

)LJXUH},, 6KDUHRI,QWHUQHWXVHUVLQYROYHGLQRQOLQHSXUFKDVHDQGVRFLDOQHWZRUNLQJVHOHFWHGFRXQWULHVt

SHUFHQW

Social networking

Online purchase

100
80
60
40

United Kingdom

United States

Germany

Japan

France

China

Russian Federation

Poland

Spain

Brazil

Greece

Czech Republic

India

Italy

Turkey

Lebanon

Tunisia

Mexico

Egypt

20

Source: 81&7$'DGDSWHGIURPQDWLRQDOVXUYH\V(XURVWDWDQG3HZ

$QHVWLPDWHG}ELOOLRQSHRSOHDURXQGWKHZRUOGPDGH
DW OHDVW RQH RQOLQH SXUFKDVH LQ  DFFRXQWLQJ
IRU } SHU FHQW RI DOO ,QWHUQHW XVHUV WDEOH} ,, :LWK
VRPH}PLOOLRQRQOLQHVKRSSHUV$VLDDQG2FHDQLD
DFFRXQWHGIRUWKHODUJHVWVKDUH}SHUFHQWZKLFKLV
H[SHFWHGWRJURZIXUWKHUXQWLO:HVWHUQ(XURSH
DQG1RUWK$PHULFDIROORZDFFRXQWLQJIRU}SHUFHQW
DQG}SHUFHQWUHVSHFWLYHO\RIJOREDOGLJLWDOEX\HUV

7KH KLJKHVW JURZWK EHWZHHQ  DQG  LV

DQWLFLSDWHGIRUWKH0LGGOH(DVWDQG$IULFD

(b) Enterprise survey data

The proportion of businesses engaging in e-commerce is
LQGLFDWLYHRIWKHLQFRXQWU\FDSDELOLW\RIUPVLQWKLVDUHD
&RUHLQGLFDWRUVRIWKH3DUWQHUVKLSRQ0HDVXULQJ,&7IRU

7DEOH},, (VWLPDWHGQXPEHURIRQOLQHEX\HUVZRUOGZLGHE\UHJLRQDQG
Online buyers as a share of
*URZWK
t

Total
PLOOLRQV




World total of
online buyers

3RSXODWLRQ

Internet users










Asia and Oceania

460.3

782.4

70

42.6

14.9

42.1

Western Europe

182.3

210.2

15

16.9

49

64

North America

172.3

203.8

18

16

59.7

72

Middle East and Africa

93.6

170.6

82

8.7

7.1

31.3

Latin America

84.7

139.3

64

7.8

18.6

28.2

Central and Eastern Europe

86.4

117.4

36

24.1

41.6













World

Source: H0DUNHWHU-XO\
Note: $JHV,QWHUQHWXVHUVZKRKDYHPDGHDWOHDVWRQHSXUFKDVHYLDDQ\GLJLWDOFKDQQHOGXULQJWKHFDOHQGDU\HDULQFOXGLQJ
RQOLQHPRELOHDQGWDEOHWSXUFKDVHVQXPEHUVPD\QRWDGGXSWRWRWDOGXHWRURXQGLQJ

CHAPTER II : GLOBAL AND REGIONAL TRENDS

19

Development are limited to the number of enterprises

placing orders (buying) and receiving orders (selling)
online. Data for these indicators are collected through
enterprise surveys by most developed countries and by
selected developing and transition economies. However,
related statistics remain scarce for developing countries
DQG DUH YLUWXDOO\ QRQH[LVWHQW IRU /'&V 0RUHRYHU
DYDLODEOH RIFLDO GDWD IRU GHYHORSLQJ FRXQWULHV PRVWO\

do not measure the value of e-commerce, distinguish

EHWZHHQ %% %& RU %* WUDQVDFWLRQV RU LQGLFDWH
whether they are domestic or cross border. However,
in most countries with data, it is more common for
enterprises to purchase inputs online than to sell online.
(QWHUSULVH VL]H LV JHQHUDOO\ D VWURQJ GHWHUPLQDQW RI
e-commerce, regardless of the level of development
JXUH},,,Q2PDQIRUH[DPSOH}SHUFHQWRIVPDOO

)LJXUH},, 6KDUHRIHQWHUSULVHVUHFHLYLQJRUGHUVRYHUWKH,QWHUQHWE\HQWHUSULVHVL]HVHOHFWHGHFRQRPLHV

ODWHVWDYDLODEOH\HDUSHUFHQW

20

40

60

80

100

120

European Union 28 (2013

Azerbaijan (2012
Belarus (2012
Brazil (2013
Cameroon (2009
Egypt (2012
Iceland (2012
Japan (2012
Kazakhstan (2012
Lebanon (2011
Mauritius (2012
Norway (2013
Oman (2011
Republic of Korea (2011
Switzerland (2011
The former Yugoslav Republic
of Macedonia (2013
Thailand (2011
Tunisia (2009
Turkey (2010
Uruguay (2010
State of Palestine (2011
Hong Kong, China (2009
Macao, China (2010

Source: UNCTAD.
Note: -DSDQGRHVQRWUHSRUWGDWDRQHQWHUSULVHVEHORZHPSOR\HHV

Small enterprises (10-49 employees

Medium enterprises (50-249 employees
Large enterprises (+250 employees

20

INFORMATION ECONOMY REPORT 2015

enterprises had received orders over the Internet in

FRPSDUHGWR}SHUFHQWRIODUJHHQWHUSULVHV
,Q $]HUEDLMDQ RQO\ } SHU FHQW RI VPDOO HQWHUSULVHV
UHFHLYHGRUGHUVRYHUWKH,QWHUQHWLQFRPSDUHG
ZLWK } SHU FHQW RI ODUJH HQWHUSULVHV (YHQ LQ WKH
(XURSHDQ 8QLRQ D VLPLODU SDWWHUQ SUHYDLOV ,Q
 } SHU FHQW RI ODUJH HQWHUSULVHV } SHU
FHQW RI PHGLXPVL]HG HQWHUSULVHV DQG } SHU
cent of small enterprises had sold online.14 Where
data for microenterprises are available, the gap in
e-commerce adoption is even wider.
While some industries are more likely to place
orders online, patterns vary across countries. In
most cases, the placing of orders online is most
common among enterprises in computer and
UHODWHG DFWLYLWLHV %XW EH\RQG WKDW WKH WUHQG LV
less clear. In a handful of developing and transition
HFRQRPLHV WKH PDQXIDFWXULQJ VHFWRU OHDGV )RU
example, more than half of all manufacturing
HQWHUSULVHV LQ %HODUXV %UD]LO DQG &RORPELD SODFH
orders online. Among the developed countries, only
$XVWUDOLD ,UHODQG DQG 1HZ =HDODQG UHSRUW KLJKHU
SHUFHQWDJHV LQ WKLV UHJDUG 0HDQZKLOH ZKROHVDOH
and retail trade has the highest percentage in
7XUNH\DQGKRWHOVDQGUHVWDXUDQWVOHDGLQ0DXULWLXV
Usage patterns may reflect more the particular
economic characteristics of countries rather than
the nature of the industry.

In terms of enterprises receiving orders online, hotels

and restaurants generally have the highest incidence.
(FRPPHUFHLVLQFUHDVLQJO\LPSRUWDQWLQWKLVVHFWRU
not least due to the availability of online platforms
where customers can search and book hospitality
services, as well as read reviews from other
FXVWRPHUV %XW WKH VKDUH RI KRWHOV DQG UHVWDXUDQWV
receiving bookings online still varies widely, from
} SHU FHQW LQ (J\SW WR } SHU FHQW LQ 1RUZD\ 7KH
developing country with the highest such share is
0DXULWLXV } SHU FHQW ,Q RWKHU DUHDV WKH VHFWRUDO
pattern is again less clear.

4. What do consumers buy online?

:LWKLQ %& HFRPPHUFH D GLVWLQFWLRQ LV VRPHWLPHV
PDGHEHWZHHQqGLJLWDOWUDYHOrOHLVXUHDQGXQPDQDJHG
business travel sales booked using the Internet via
any device) and online retail activities. The split varies
EHWZHHQ FRXQWULHV JXUH} ,, ,Q PRVW GHYHORSHG
countries for which data are available, the retail
segment is considerably larger. The same applies
WR %UD]LO DQG WKH 5XVVLDQ )HGHUDWLRQ %\ FRQWUDVW
LQ ,QGLD %& HFRPPHUFH VDOHV DUH SUHGRPLQDQWO\
accounted for by digital travel expenditures.
$PRQJ WKH VHOHFWHG FRXQWULHV LQFOXGHG LQ JXUH} ,,
online retail sales as a share of store-based retail sales

)LJXUH},, %&HFRPPHUFHVDOHVE\VHJPHQWVHOHFWHGFRXQWULHVRUODWHVW\HDU

100%

75%

50%

25%

0%
Germany

Russian
Brazil
Canada
United
Federation Kingdom (2012
(2011
Online retail
Digital travel

Source: 81&7$'EDVHGRQGDWDIURPH0DUNHWHU3D\YLVLRQDQGRWKHUVRXUFHV

United
States

India

CHAPTER II : GLOBAL AND REGIONAL TRENDS

21

)LJXUH},, ,QWHUQHWUHWDLOVDOHVDVDVKDUHRIVWRUHEDVHGUHWDLOVDOHVLQVHOHFWHGFRXQWULHVSHUFHQW

18
16
14
12
10
8
6
4
2
Republic of Korea
United Kingdom
Denmark
Finland
China
Brazil
Ukraine
Singapore
Russian Federation
Argentina
Dominican Republic
Ecuador
Chile
Guatemala
Belarus
Mexico
United Arab Emirates
Costa Rica
Thailand
Bolivarian Republic of Venezuela
Colombia
India
Malaysia
Uruguay
Croatia
Morocco
Serbia
Peru
South Africa
Saudi Arabia
Viet Nam
Plurinational State of Bolivia
Indonesia
Kenya
Philippines
Kazakhstan
Egypt
Nigeria
Tunisia
Algeria
Pakistan
Uzbekistan

Source: (XURPRQLWRU

ZHUH WKH KLJKHVW LQ WKH 5HSXEOLF RI .RUHD ZKHUH LW
VWRRGDWDERXW}SHUFHQWLQIROORZHGE\WKH
8QLWHG .LQJGRP DQG 'HQPDUN 7KH KLJKHVW VKDUH
LQ /DWLQ $PHULFD ZDV LQ %UD]LO } SHU FHQW DQG LQ
$IULFDLWZDVKLJKHVWLQ0RURFFR}SHUFHQWZKLOH
the highest share among transition economies was in
8NUDLQH}SHUFHQW
2QOLQHFRQVXPSWLRQSDWWHUQVGLIIHUDFURVVUHJLRQV
but the top categories are fairly consistent. In
WDEOH} ,, WKH WRS YH LWHPV WKDW FRQVXPHUV
LQWHQGHG WR SXUFKDVH RQOLQH LQ  KDYH EHHQ
shaded. Travel-related items (such as tours, hotel
reservations and airline tickets) and event tickets
IHDWXUH DPRQJ WKH WRS YH LQ DOO UHJLRQV &ORWKLQJ
and shoes are included for four regions, hardcopy books and e-books for two, and electronic
equipment for one region. In the survey, almost half
of the respondents intended to purchase clothing
or make airline or hotel reservations using an online
device in the next six months. Whereas computers
are the preferred device for making online purchases
in all regions, recent data suggest that mobile
GHYLFHVDUHDYHU\FORVHVHFRQGLQWKH0LGGOH(DVW
DQG$IULFDJXUH},,

5. Largest B2C e-commerce

companies
0RUH DQG PRUH HQWHUSULVHV DUH H[SORLWLQJ WKH
opportunities created by improved connectivity and
greater willingness among consumers to shop online.
$FFRUGLQJ WR VRPH HVWLPDWHV PRUH WKDQ } PLOOLRQ
companies are already engaging in e-commerce
around the world.15 7KLV LQFOXGHV ERWK VSHFLDOL]HG
e-commerce enterprises, for which the business
relies entirely on the Internet, and enterprises that
have adopted e-commerce strategies to complement
H[LVWLQJDFWLYLWLHV0DQ\WUDGLWLRQDOODUJHUHWDLOEULFNV
and-mortar companies are adopting e-commerce to
defend their shares of the market. Among the major
retailers that have embraced the online sales channel
as a complement to their other activities are Apple,
'HOODQG:DO0DUWDOO8QLWHG6WDWHV2WWR*HUPDQ\
7HVFR 8QLWHG .LQJGRP DQG &DVLQR *XLFKDUG
3HUUDFKRQ)UDQFH'HORLWWH
A relatively small number of companies control a
substantial share of the e-commerce market, with the
level of concentration varying by region and depending
RQKRZWKHPDUNHWLVGHQHGWDEOH},,,QWKH8QLWHG

22

INFORMATION ECONOMY REPORT 2015

7DEOH},, 2QOLQHEX\LQJLQWHQWLRQVLQWKHQH[WVL[PRQWKVE\UHJLRQ3HUFHQWRIUHVSRQGHQWV

Item
Clothing, accessories and shoes
Electronic equipment
Tours and hotel reservations
Airline tickets and reservations
Mobile phone
Event tickets
Computer hardware
Hardcopy books
Computer software
E-books
Sporting goods
Music (not downloaded)
Videos, DVDs and games
Cosmetics
Personal care
Groceries
Toys and dolls
Car, motorcycle and accessories
Pet-related products
Baby supplies
Flowers
Alcoholic drinks

Asia and
Oceania

Europe

57
41
53
59
44
50
36
50
33
43
42
33
32
43
43
41
40
20
26
29
21
25

34
25
33
34
22
33
23
30
19
22
19
19
21
21
17
14
16
13
15
12
11
9

Middle-East and
Latin America
Africa
26
26
35
39
28
28
25
22
27
29
20
21
23
19
18
15
18
16
14
16
16
11

North America

28
29
32
36
27
31
20
24
18
23
19
19
21
20
14
11
17
11
11
11
10
8

42
30
43
43
22
35
29
31
27
35
21
30
33
21
16
14
24
15
19
12
21
10

Source: 1LHOVHQ

Note: 7KHVXUYH\ZDVFRQGXFWHGEHWZHHQ)HEUXDU\DQG0DUFKDQGSROOHGPRUHWKDQFRQVXPHUVZLWKRQOLQH
DFFHVVLQFRXQWULHV$VLDDQG2FHDQLDFRYHUVHFRQRPLHV(XURSHHFRQRPLHV/DWLQ$PHULFDHFRQRPLHVWKH
0LGGOH(DVWDQG$IULFDHFRQRPLHVDQG1RUWK$PHULFDHFRQRPLHV

)LJXUH},, 'HYLFHVXVHGIRURQOLQHVKRSSLQJE\UHJLRQ3HUFHQWRIUHVSRQGHQWVLQGLFDWLQJWKDWWKH\ZLOOVKRS


RUPDNHDSXUFKDVHRQOLQHLQWKHQH[WPRQWKV

Global average
North America
Latin America
$VLDt3DFLF
Europe
Middle East
and Africa
0

20

40
Tablet

Source: 1LHOVHQ
Note: 6HHQRWHWRWDEOH},,

60
Mobile device

80
Computer

100

CHAPTER II : GLOBAL AND REGIONAL TRENDS

23

6WDWHVWKHWRSOHDGLQJZHEUHWDLOHUVDFFRXQWHGIRU
DERXWKDOI}SHUFHQWRIWKHWRWDOVDOHVE\WKHWRS
web merchants. In the more diverse and fragmented
(XURSHDQPDUNHWWKHWRSDFFRXQWHGIRU}SHUFHQW
RIWKHVDOHVE\WKHWRSZHEUHWDLOHUVLQDQG
WKHWRSIRU}SHUFHQW7KHOHYHORIFRQFHQWUDWLRQLV
KLJKHULQ$VLDZKHUHWKHFRPELQHGVDOHVRIWKHWRS
DFFRXQWHGIRUDVPXFKDV}SHUFHQWRIWKHZHEVDOHV
RIWKHUHJLRQpVWRSZHEUHWDLOHUV%\FRPSDULVRQ
WKHVKDUHZDVDERXW}SHUFHQWLQ/DWLQ$PHULFD

In terms of gross merchandise value, the top e-commerce

VLWHVLQWKHZRUOGLQZHUH$OLEDED$PD]RQDQGH%D\
WDEOH},,+RZHYHULQWHUPVRIRQOLQHUHYHQXH$PD]RQ
DQGH%D\ZHUHFRQVLGHUDEO\ODUJHUWKDQ$OLEDEDUHHFWLQJ
the fact that a large share of Alibabas transactions are
&&ZLWKRQO\DIUDFWLRQRIWKHJURVVYDOXHRIWKHVDOHV
generating revenue for the market platform. With the
H[FHSWLRQV RI $OLEDED DQG 5DNXWHQ DOO WKH RWKHU WRS
e-commerce sites originate in the United States.

$ QXPEHU RI VSHFLDOL]HG SXUHSOD\ HFRPPHUFH

companies, with web sales only, play a prominent role
in the market. In the United States, such companies
LQDFFRXQWHGIRUDERXW}SHUFHQWRIWKH%&
e-commerce market. The largest e-commerce company
E\ RQOLQH UHYHQXH LV $PD]RQFRP ZKLFK DSSHDUV
DPRQJ WKH WRS  ZHE PHUFKDQWV LQ DOO WKH UHJLRQV
LQFOXGHGLQWDEOH},,&KLQDKDVVHHQWKHHPHUJHQFHRI
several major players, such as the Alibaba Group (box
,, DQG -'FRP IRUPHUO\ %X\FRP DSSHDULQJ
among the worlds top e-commerce companies. As of
6HSWHPEHU$OLEDEDDQG$PD]RQUDQNHGWKLUG
DQGIRXUWKUHVSHFWLYHO\LQPDUNHWFDSLWDOL]DWLRQDPRQJ
the worlds largest Internet companies.19

B. REGIONAL TRENDS
1. Africa: Dynamic growth from a low
level
Africa remains the region with the lowest penetration of
HFRPPHUFH $V QRWHG DERYH $IULFD DQG WKH 0LGGOH
(DVWLQDFFRXQWHGIRUDERXW}SHUFHQWRIJOREDO
%& HFRPPHUFH 7KHUH DUH IHZ GDWD DW WKH FRXQWU\
level, but estimates for the six countries included in
WDEOH} ,, VKRZ SRVLWLYH JURZWK EHWZHHQ  DQG
7KHWDEOH}DOVRLQGLFDWHVWKDW(J\SWKDGE\IDUWKH
largest e-commerce sales among the six.

7DEOH},, /DUJHVW,QWHUQHWUHWDLOHUFRPSDQLHVLQWKH8QLWHG6WDWHV(XURSH$VLDDQG/DWLQ$PHULFDt
United States

Europe

Asia

Latin America









Amazon.com (United States)

Amazon.com (United States)

Alibaba Group (China)

B2W Digital (Brazil)

Apple (United States)

Otto (Germany)

Rakuten (Japan)

Nova Pontocom (Brazil)

Staples (United States)

Staples (United States)

360Buy.com (China)

SACI Falabella (Chile)

Wal-Mart (United States)

Home Retail Group

(United Kingdom)

Amazon.com (United States)

Wal-Mart Latin America

(United States)

Sears Holdings (United

States)

Tesco (United Kingdom)

Suning Commerce (China)

Netshoes (Brazil)

Liberty Interactive (United

States)

Apple (United States)

Jia.com (China)

Mquina de Vendas (Brazil)

1HWL[8QLWHG6WDWHV

CDiscount.com (France)

eBay (United States)

Dell (United States)

Macy's (United States)

Tengelmann (Germany)

51Buy.com (China)

Amazon.com (United States)

2IFH'HSRW8QLWHG6WDWHV

Shop Direct Group

(United Kingdom)

HappiGo (China)

Magazine Luiza (Brazil)

10

Dell (United States)

Sainsburys (United Kingdom)

Vamcl (China)

Saraiva e Siciliano (Brazil)

Share (%) of
top 500 sales

52%

37%

Source: UNCTAD analysis of data from internetretailer.com.

86%

51%

24

INFORMATION ECONOMY REPORT 2015

Box II.2.

The Alibaba Group

:KHQWKH$OLEDED*URXSZDVOLVWHGRQWKH1HZ<RUN6WRFN([FKDQJHLQLWZDVLQLWLDOO\YDOXHGDWPRUHWKDQ
}ELOOLRQPDNLQJLWRQHRIWKHODUJHVWFRPSDQLHVE\PDUNHWFDSLWDOL]DWLRQLQWKH8QLWHG6WDWHVa,QLWKDG
}PLOOLRQDFWLYHXVHUVPDNLQJRQDYHUDJHSXUFKDVHVD\HDUWRWDOLQJPRUHWKDQ}ELOOLRQRUGHUVDQQXDOO\b
Since the Alibaba Group was founded in 1999, it has quickly grown to become the largest online and mobile
FRPPHUFH FRPSDQ\ LQ WKH ZRUOG LQ WHUPV RI JURVV PHUFKDQGLVH YROXPH ,WV %% WUDGLQJ SODWIRUP IRU VPDOO
EXVLQHVVHVKDVKHOSHGWRFRQQHFWEX\HUVLQ1RUWK$PHULFDDQG(XURSHZLWKVXSSOLHUVDQGPDQXIDFWXUHUVLQ&KLQD
7KHFRPSDQ\KDVODXQFKHGDQXPEHURIRWKHUUHODWHGEXVLQHVVHVVXFKDV%%RQOLQHZHESRUWDOVRQOLQHUHWDLODQG
payment services, a shopping search engine and data-centric cloud computing services which collectively are
UHSRUWHGWRSRZHU}SHUFHQWRIDOORQOLQHFRPPHUFHLQ&KLQD
7KH$OLEDED*URXSLQFOXGHVFRPSDQLHVWKDWSURYLGHDGLYHUVHUDQJHRIHFRPPHUFHVROXWLRQV

7DREDR0DUNHWSODFHZZZWDREDRFRP&KLQDpVODUJHVW&&RQOLQHPDUNHWSODFH

7PDOOFRPZZZWPDOOFRP$%&RQOLQHPDUNHWSODFHZLWKDIRFXVRQLPSRUWV,WLVWKHODUJHVWUHWDLOSODWIRUPLQ

&KLQDLQWHUPVRIJURVVPHUFKDQGLVHYDOXH3D\YLVLRQ

-XKXDVXDQZZZMXKXDVXDQFRP$QRQOLQHJURXSEX\LQJPDUNHWSODFH

$OL([SUHVVZZZDOLH[SUHVVFRP$JOREDORQOLQH%&PDUNHWSODFHIRUFRQVXPHUVWREX\GLUHFWO\IURP&KLQD

$OLEDEDFRPZZZDOLEDEDFRP$%%RQOLQHPDUNHWSODFHWKDWIDFLOLWDWHVJOREDOVRXUFLQJ

FRPZZZFRP$&KLQDRQO\%%RQOLQHZKROHVDOHPDUNHWSODFH

$OLEDED &ORXG &RPSXWLQJ ZZZDOL\XQFRP $ SURYLGHU RI FORXG FRPSXWLQJ VHUYLFHV WR EXVLQHVVHV DQG
HQWUHSUHQHXUV

$OL&ORXG3URYLGHVHUHWDLOHUVZLWKDQDO\WLFDOGDWDDERXWZHEVLWHDFWLYLWLHVDQGSUHGLFWLRQVIRULQGLFDWRUVVXFKDV
IXWXUHVDOHVDQGSURGXFWVWKDWDUHOLNHO\WREHLQKLJKGHPDQG

$OLSD\FRP$QRQOLQHSD\PHQWVROXWLRQSURYLGHUWKDWKDVEHFRPHWKHZRUOGOHDGHUZLWKDWUDQVDFWLRQYROXPHRI
}ELOOLRQLQ6RPH}SHUFHQWRI&KLQHVHRQOLQHFXVWRPHUVSUHIHUWRSD\ZLWK$OLSD\3D\YLVLRQ

&KLQD 6PDUW /RJLVWLFV 2SHUDWHV D FHQWUDO ORJLVWLFV LQIRUPDWLRQ V\VWHP WKDW FRQQHFWV D QHWZRUN RI H[SUHVV
GHOLYHU\FRPSDQLHVLQ&KLQD

PDLQFRP$8QLWHG6WDWHVEDVHGRQOLQHPDUNHWSODFHIRUVSHFLDOW\LWHPV

7KH$OLEDED*URXSKDVUHFHQWO\HQJDJHGLQYDULRXVLQWHUQDWLRQDOLQYHVWPHQWV)RUH[DPSOHLQ0D\LWDQQRXQFHG
DQDJUHHPHQWXQGHUZKLFK$OLEDED,QYHVWPHQW/WGZLOOWDNHD}SHUFHQWVWDNHLQ6LQJ3RVWXSRQFRPSOHWLRQc
$OLEDEDKDVIXUWKHUPRUHHQWHUHGDQDJUHHPHQWZLWK$XVWUDOLD3RVWWRKHOSPRUH$XVWUDOLDQPHUFKDQWVVHOOWR&KLQHVH
FRQVXPHUV WKURXJK 7PDOO $ GHDO ZDV DOVR DQQRXQFHG ZLWK RQOLQH VKRSSLQJ PDOO /RWWHFRP DQG WKH -DSDQHVH
HFRPPHUFHFRPSDQ\5DNXWHQRSHQLQJWKHFRPSDQ\WRUHWDLOHUVLQWKH5HSXEOLFRI.RUHDDQG-DSDQUHVSHFWLYHO\d
Source: UNCTAD, based on various sources.
a

6HHq$OLEDEDGHEXWPDNHVDVSODVKrThe Wall Street JournaO}6HSWHPEHU

6HHq$OLEDEDE\WKHQXPEHUVrThe New York Times}0D\

6HHSUHVVUHOHDVHq6LQJ3RVWDQG$OLEDED*URXSWRIRUPVWUDWHJLFFROODERUDWLRQWRJURZLQWHUQDWLRQDOHFRPPHUFH
ORJLVWLFV EXVLQHVV  0D\  DYDLODEOH DW KWWSZZZVLQJSRVWFRPGRZQORDG$ERXW6LQJ3RVW0HGLD
1HZV5HOHDVHVSUSGIDFFHVVHG}-DQXDU\

6HHq$OLEDEDpVUHFHQWGHDOVDUHSDYLQJWKHZD\IRULWV&KLQHVHPDUNHWSODFHWRJRJOREDOrthenextweb.com}-XQH


CHAPTER II : GLOBAL AND REGIONAL TRENDS

7DEOH},, 7RSRQOLQHVLWHVE\JURVVPHUFKDQGLVH

YDOXH}ELOOLRQV

Company

Country of
origin

Gross
merchandise
value

Online
revenues

Alibaba Group

China

170

4.1

Amazon

United States

87.8

61

eBay

United States

67.8

14

Staples

United States

11

11

Rakuten

Japan

15.8

4.7

Wal-Mart

United States

10

10

1HWL[

United States

3.6

3.6

BestBuy

United States

1.7

1.7

Kohl's

United States

1.4

1.4

Target

United States

1.4

1.4

Source: 6HHKWWSZZZEUDLQVLQVFRPHQEORJVWDWHHFRPPHUFHQHZHFRPPHUFPRGHOVDFFHVVHG

}-DQXDU\

The scope for e-commerce is rapidly improving,

DOWKRXJK VLJQLFDQW EDUULHUV UHPDLQ LQ DUHDV VXFK DV
transport and logistics, inadequate legal frameworks
DQG OLPLWHG SXUFKDVLQJ SRZHU 8QGHUVHD EUHRSWLF
cables have encircled Africas coastlines and begun
the long journey inland. Telecommunications providers
DUH LQYHVWLQJ LQ * DQG VXEVLGL]LQJ VPDUWSKRQH
ownership. Innovative solutions are emerging that
allow for the delivery of small pieces of the Internet
even to basic handsets. At the same time, digital
payment services are becoming more important and
various online marketplaces are spreading.
Internet use in Africa is primarily conducted on mobile
GHYLFHV LQXHQFLQJ WKH VFRSH IRU DQG WKH QDWXUH RI
e-commerce. Service providers in sub-Saharan Africa
need to adapt their solutions to make them accesVLEOHRQDVPDOOVFUHHQ&HOO%D]DDUQRZ(NKDQHLRI
7DEOH},, %&HFRPPHUFHVDOHVLQVL[FRXQWULHVLQ

$IULFDt}ELOOLRQV








Egypt

2.10

2.50

3.20

3.90

Ethiopia

0.02

0.03

0.04

0.06

Ghana

0.03

0.04

0.07

0.09

Kenya

0.03

0.04

0.06

0.08

Nigeria

0.20

0.40

0.60

0.80

South Africa

0.60

0.80

1.10

1.20

Country

Source: :RUOG3D\

Note: Data include mobile and travel.

25

%DQJODGHVKSLRQHHUHGWKHFUHDWLRQRIDPDUNHWSODFH
accessible to feature phone users. It enabled users
LQ%DQJODGHVKWREX\DQGVHOOYLDDVLPSOHXQVWUXFtured supplementary service data menu, accessible
to virtually all feature phones. Today, it is relatively
common in sub-Saharan Africa to see such services.
(VRNRFRP ZKLFK VWDUWHG DV D SLORW ZLWK )RRG1HW
LQ 8JDQGD LQ  KDV OHYHUDJHG WKLV DSSURDFK WR
enable rural farmers to access marketplace informaWLRQYLDVLPSOHVKRUWPHVVDJHVHUYLFH606
6HUYLFHVVXFKDV%LQX2SHUD0LQL6QDSWXZKLFK
ZDV DFTXLUHG E\ )DFHERRN LQ  DQG 7XYLWX KDYH
further improved the browsing experience of a feature
phone, making them somewhat mimic the experience
of a smartphone. These applications make it easier
IRU UVWWLPH ,QWHUQHW XVHUV WR JHW RQOLQH ,QWHUQHWRUJ
D FRQVRUWLXP RI FRPSDQLHV WKDW LQFOXGH )DFHERRN
(ULFVVRQDQG6DPVXQJLVDOVROHYHUDJLQJWKLVWHFKQRORJ\
for people that are currently not connected to the Internet.
,Q -XO\  LW ODXQFKHG DQ DSS LQ =DPELD PDNLQJ D
suite of basic websites available at no cost.0HDQZKLOH
VPDUWSKRQH DGRSWLRQ LV DOVR JURZLQJ ,Q .HQ\D IRU
example, the mobile network operator Safaricom now
sells more smartphones than feature phones.%R[},,
illustrates the diversity of the evolving e-commerce
ecosystem in sub-Saharan Africa.
The future of e-commerce in sub-Saharan Africa is
promising. Large e-commerce companies such as
WKRVHPHQWLRQHGLQER[,,DUHEXLOGLQJLQIUDVWUXFWXUH
and customer awareness that can be leveraged by
smaller, more nimble startups. As the e-commerce
ecosystem continues to mature, the barriers to entry for
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RIqIDVWIROORZHUVrWRWDNHDGYDQWDJHRIWKLVWUHQGLVOLNHO\
to come from African technology hubs like Accra, Cairo,
&DSH 7RZQ +DUDUH .DPSDOD /DJRV DQG 1DLUREL
3OD\HUV WKDW DUH LQYHVWLQJ WRGD\ KDYH WKH SRWHQWLDO WR
build positions in their respective markets. New entrants
will continue to launch competing services, leading to
better quality, further reach and lower cost. At the same
time, as the market matures, major international players
are likely to increase their regional presence.

2. Asia and Oceania: Major market

with great diversity
This diverse region already boasts the largest number
RI RQOLQH EX\HUV LQ WKH ZRUOG WDEOH} ,, LW DFFRXQWV
IRU DQ HVWLPDWHG } SHU FHQW RI WKH WRWDO VDOHV RI
%& HFRPPHUFH JXUH} ,, DQG IRU RQH WKLUG RI
the volume of international postal deliveries of small

26

INFORMATION ECONOMY REPORT 2015

%R[,,

(FRPPHUFHFRPSDQLHVLQVXE6DKDUDQ$IULFDtVHOHFWHGH[DPSOHV

A range of e-commerce players have emerged in Africa in recent years, offering different solutions and services. While
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RIWHQZLWKIRUHLJQEDFNLQJ7KHEXVLQHVVPRGHOVYDU\FRQVLGHUDEO\

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VXE6DKDUDQ$IULFD,WRIIHUVDqKRUL]RQWDOFODVVLHGVrSRUWDOWKDWHQDEOHVXVHUVWRXSORDGFRQWHQWVHQGSXUFKDVH
LQTXLULHVDQGFORVHVDOHVZLWKRXWWKHLQYROYHPHQWRIDQHXWUDOWKLUGSDUW\

5RFNHW,QWHUQHW*HUPDQ\RSHUDWHVLQPRUHWKDQFRXQWULHVDQGLVEHKLQGHFRPPHUFHEUDQGVVXFKDV-XPLD

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JDWHZD\LQ=LPEDEZH6LPLODUWR3D\3DOLWHQDEOHVDQRQOLQHPHUFKDQWWRDFFHSWYDULRXVHOHFWURQLFSD\PHQWVIURP
FXVWRPHUV)XQGVDUHKHOGLQHVFURZXQWLOWKHVDOHKDVEHHQFRPSOHWHGWRWKHVDWLVIDFWLRQRIERWKSDUWLHV

Source: UNCTAD.

SDFNDJHV WDEOH} ,, &KLQD UHSUHVHQWV D YHU\ ODUJH

share of the e-commerce activities in the region.
In fact, in that country alone, there are more than
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and Singapore. At the same time, the region also
comprises many economies that are still at a nascent
stage of online commerce. Taking into account its
huge population, there is considerable scope for
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GLJLWDO EX\HUV UHSUHVHQWHG OHVV WKDQ } SHU FHQW RI
WKH SRSXODWLRQ LQ $VLD DQG 2FHDQLD DV FRPSDUHG
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:HVWHUQ(XURSHWDEOH},,
To illustrate the diversity of the Asian region,
three brief cases are presented below on the
e-commerce developments in Cambodia, Indonesia
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$VVRFLDWLRQ RI 6RXWKHDVW $VLDQ 1DWLRQV $6($1
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varied.

(a) Cambodia: Early signs of e-commerce

$W UVW JODQFH WKH HQYLURQPHQW LQ &DPERGLD LV QRW
conducive to e-commerce. Internet adoption is low,
ZLWKRQO\YH,QWHUQHWXVHUVSHUSHRSOHLQ
DQG DQ DYHUDJH [HGEURDGEDQG SULFH RI DV PXFK
DV } SHU FHQW RI JURVV QDWLRQDO LQFRPH SHU FDSLWD
,78  7KH ODFN RI HOHFWURQLF SD\PHQWV DQG DQ
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LQVWDQFH RQO\ } SHU FHQW RI DGXOWV XVHG HOHFWURQLF
PHDQV WR PDNH D SD\PHQW LQ  $GGHG WR WKLV
are remaining gaps in the area of e-commerce
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of e-commerce involving innovative enterprises that
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a wide spectrum of services, from gaming to online
shopping and programming.
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6DED\FRPZDVWKHUVWWRLQWURGXFHRQOLQHJDPLQJLQ
the country. In order to solve the issue of electronic
payments, it created Sabay Coins, a virtual currency.

CHAPTER II : GLOBAL AND REGIONAL TRENDS

Customers now use cash to purchase Sabay Coins at

RYHU,QWHUQHWFDIHVDQGJDPLQJFHQWUHVDURXQG
the country. The currency is also available to clients of
FHUWDLQWRSXSVHUYLFHVDQGRI$%$%DQN&DPERGLDpV
tenth largest bank. The coins are stored in the users
account and can be used to buy in-game items and
other products online. The games are developed
LQ &KLQD DQG 9LHW 1DP DQG WKHQ DGDSWHG WR WKH
&DPERGLDQPDUNHW$VRI$XJXVWWKHFRPSDQ\
KDGDERXWXVHUV
:KLOH ODUJH LQWHUQDWLRQDO SOD\HUV VXFK DV H%D\ DQG
Alibaba, have not yet introduced services that target
the Cambodian market, some local retailers have. Little
)DVKLRQ DQG 6KRSPH IRU H[DPSOH HQDEOH WKHLU
customers to browse and order products online. They
XVHSULYDWHGHOLYHU\VHUYLFHVLQ3KQRP3HQKDQGUHFHLYH
FDVKRQGHOLYHU\%DQNZLUHWUDQVIHUVDUHDOVRSRVVLEOH
WKRXJK FRVWO\ ,Q  3D\*R 6($ &DPERGLD &R
/WGODXQFKHGDVHUYLFHFDOOHG3D\ *RLQFRRSHUDWLRQ
ZLWK $%$ %DQN It allows users to deposit money
into an account that can be used for mobile or online
payments to participating retailers.
There is a small community of developers looking to
VHL]HRQWKHQDVFHQWHFRPPHUFHPDUNHW6RPHDUH
ORFDO RIFHV RI RXWVRXUFLQJ FRPSDQLHV WKDW GHYHORS
applications for foreign markets. Yoolk, for example,
LV VSHFLDOL]HG LQ SURGXFLQJ \HOORZ SDJHV IRU FLWLHV
DQGFRXQWULHVDURXQGWKHZRUOG2WKHUSURJUDPPHUV
GHYHORS SURGXFWV IRU WKH ORFDO PDUNHW 9$ .RUD
D &DPERGLDQ ZKR VWXGLHG DQG ZRUNHG LQ -DSDQ
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live updates of the situation in the citys streets. After
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WHDPODXQFKHGWKHIUHHDSSLQ-XQHIRUPRELOH
RSHUDWLQJV\VWHPVL26DQG$QGURLG0RUHWKDQ
people have since downloaded the application. There
are plans to allow businesses to target app users in
their immediate vicinities with special offers.
Although such initiatives indicate a measure of recent
progress, much work remains. Government efforts
to improve the operating environment have focused
RQ FDSDFLW\EXLOGLQJ DQG UHJXODWLRQ ,Q -XQH 
&DPERGLD XQYHLOHG LWV ,&7 0DVWHU 3ODQ DLPHG
broadly at building infrastructure and improving
human capacity.&DPERGLDLVSDUWRIWKHH$6($1
)UDPHZRUN $JUHHPHQW HVWDEOLVKHG LQ  WR
facilitate information infrastructure and promote
HFRPPHUFH 1HYHUWKHOHVV DV RI PLG D GUDIW
e-commerce law was still awaiting comments from
WKH0LQLVWU\RI3RVWDQG7HOHFRPPXQLFDWLRQVDQGWKH

27

1DWLRQDO %DQN RI &DPERGLD The proposed legal

framework may improve the regulatory environment
while innovative companies may resolve the payment
issue, either through electronic means or via cash on
delivery. At the same time, an unreliable postal system
and low levels of banking penetration remain longer
term challenges to e-commerce.

(b) Indonesia: Leveraging social media

About a quarter of Indonesias population the fourth
largest in the world is currently online and the number
LV ULVLQJ UDSLGO\ ,W LV H[SHFWHG WR JR IURP } PLOOLRQ
LQ  WR } PLOOLRQ E\  FRYHULQJ DERXW KDOI
the population. The number of online buyers was
H[SHFWHG WR UHDFK } PLOOLRQ LQ  SURYLGLQJ D
potentially large market for e-commerce. The value of
HFRPPHUFHWUDQVDFWLRQVRI}ELOOLRQLQKDVEHHQ
IRUHFDVW WR VXUJH WR DERXW } ELOOLRQ E\  The
PRVWYLVLWHGHFRPPHUFHVLWHLQ,QGRQHVLDLV$PD]RQ
FRPIROORZHGE\WZRGRPHVWLFDOO\EDVHGVLWHV/D]DGD
FRLGDQG%KLQQHNDFRLG3D\YLVLRQ
A growing number of individuals and small businesses
in Indonesia are using social media platforms to
sell goods and services. Almost nine out of ten
Indonesians who go online also have a social media
DFFRXQW DQG } SHU FHQW RI ,QGRQHVLDpV )DFHERRN
DQG7ZLWWHUWUDIFFRPHVIURPPRELOHGHYLFHV-DNDUWD
KDVEHHQLQIRUPDOO\GXEEHGWKHq)DFHERRNFDSLWDORI
WKHZRUOGrDVWKHSODWIRUPKDVVRPH}PLOOLRQXVHUV
in the capital city.
The use of social media is translating into commercial
opportunities. A small but growing number of people
are offering their goods and services via this channel.
)RU H[DPSOH 0DPDKDPLOFRP KDV RIIHUHG PDWHUQLW\
FORWKHV RQ )DFHERRN VLQFH  DQG KDV VLQFH
LWV HVWDEOLVKPHQW GHYHORSHG D VL]DEOH FOLHQW EDVH
Similarly, Saqina, an online fashion retailer that targets
0XVOLP FRQVXPHUV LQ  UHFHLYHG PRUH WKDQ
 qOLNHVr RQ )DFHERRN Companies often
market themselves over a variety of platforms. In
DGGLWLRQWRWKHLUVRFLDOPHGLDHIIRUWVERWK0DPDKDPLO
and Saqina are operating their own websites, and
Saqina also has a presence on Alibaba.com.
There are various challenges to e-commerce in
Indonesia, including unreliable logistics and high
shipping costs. In addition, payment concerns are
rampant. Consumers have shown reluctance to use
online payments, mainly for fear of fraud and high rates
RI F\EHUFULPH ,Q D  VXUYH\ IUDXG ZDV FLWHG E\
one third of Internet users as a reason for not shopping

28

online.,QWKHUHZHUHDERXW}PLOOLRQNQRZQ
cyberattacks in the country. Almost one quarter of all
personal computers in Indonesia have experienced a
malware attack over a three-month period, the highest
SHUFHQWDJH LQ WKH ZRUOG '$.$ $GYLVRU\  ,Q
UHJDUGV WR HFRPPHUFH IUDXG VSHFLFDOO\ ,QGRQHVLD
is number 14 globally. 6SHFLF H[DPSOHV DUH KDUG
WRFLWHDVQDQFLDOIUDXGUHPDLQVXQGHUUHSRUWHG:KLOH
RIFLDOO\ UHSRUWHG QDQFLDO ORVV IURP IUDXG WRWDOHG
LQDFWXDOFRVWVZHUHHVWLPDWHGWREHLQ
WKHKXQGUHGVRI}PLOOLRQV'$.$$GYLVRU\
To improve perceptions of payment vulnerability or
WR VHL]H RQ WKH RSSRUWXQLW\ WR EHQHW IURP LW WKUHH
telecommunications operators (Indosat, Telkomsel and
;/ LQ 'HFHPEHU  ODXQFKHG D SLORW SHHUWRSHHU
electronic transaction service, facilitated by the Central
%DQN$OWKRXJKWKHVHUYLFHKDVEHHQRIIWRDVORZVWDUW
LWPD\EHFRPHSRSXODUVLQFHRQO\DERXWRQHIWKRIWKH
population has access to a bank account.
The Government is working to introduce regulatory
measures to improve e-commerce generally and
F\EHUVHFXULW\ VSHFLFDOO\ 81&7$' D 7KH
(OHFWURQLF6\VWHP3URYLGHUDQG(OHFWURQLF7UDQVDFWLRQ
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The aim is to strengthen and empower capacitybuilding of national electronic system providers through
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are also asked to have a data centre within the country
and use the dot id (.id) domain.

(c) Viet Nam: How motorbikes power online

business
,Q PRVW HPHUJLQJ PDUNHWV SD\PHQW DQG IXOOPHQW
SURFHGXUHV UHPDLQ EDUULHUV WR HFRPPHUFH ,Q 9LHW
Nam, very few people use electronic payments. In a
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DQG+R&KL0LQK&LW\WKUHHTXDUWHUVRIWKRVHVXUYH\HG
KDGXVHGFDVKSD\PHQWEXWRQO\}SHUFHQWKDGXVHG
some intermediate payment service on e-commerce
websites. Some local e-commerce providers have
turned the reliance on cash on delivery into an
opportunity by making innovative use of motorbike
GHOLYHU\,QDFRXQWU\RI}PLOOLRQSHRSOHWKHUHDUHD
VWDJJHULQJ}PLOOLRQPRWRUELNHV
0RWRUELNHV DUH QRW RQO\ XVHIXO WR FROOHFW SD\PHQWV
WKH\ KHOS WR RYHUFRPH WKH RUGHU IXOOPHQW FKDOOHQJH
by circumventing inadequate infrastructure and postal

INFORMATION ECONOMY REPORT 2015

services. Nhommua.com, one of the largest discount

VLWHVLQWKHFRXQWU\LWDFFRXQWHGIRU}SHUFHQWRIDOO
YRXFKHUVXVHGLQ9LHW1DPLQHPSOR\HG
motorbike drivers to collect commissions in cash from
YHQGRUV DPRXQWLQJ WR VHYHUDO} PLOOLRQ 8QLWHG 6WDWHV
dollars per month. Its customers receive the photo
identity of the delivery person on every order and
vouchers are printed in the shape of business cards
XVLQJ DQWLIUDXG IHDWXUHV VXFK DV KLJKTXDOLW\ '
holographic stickers.
6RPH VSHFLDOL]HG FRPSDQLHV KDYH EHHQ HVWDEOLVKHG
to address the delivery and payment function of
HFRPPHUFH2QHRIWKHPRVWZHOONQRZQLV*LDR+DQJ
1KDQKZKLFKPHDQVqGHOLYHUJRRGVTXLFNO\r,Q
WKHFRPSDQ\VHUYHGPRUHWKDQRQOLQHPHUFKDQWV
RI ZKLFK DW OHDVW  ZHUH ODUJH %& HFRPPHUFH
ZHEVLWHV 7KH FRPSDQ\ GHOLYHUHG PRUH WKDQ 
RUGHUVLQLWVUVW\HDUDQGKDQGOHGDERXW}ELOOLRQRYHU
RIWUDQVDFWLRQVSHUZHHN,WDOVRKDVDFDVK
payment collection system to prevent fraud.
The need for motorbikes to collect cash may decrease
in the future as trust in online payments increases. In
DVXUYH\RIHFRPPHUFHHQWHUSULVHV}SHUFHQW
had introduced an online payment function and more
than half of those that had not were intending to.
Industry sources expect online payments to rise along
with an increase in bank accounts.41
)URPDGHPDQGSHUVSHFWLYHLPSURYHGFRQQHFWLYLW\KDV
DFFHOHUDWHGHFRPPHUFHXSWDNH)RUH[DPSOH,QWHUQHW
XVHUVDOPRVWGRXEOHGIURP}SHUFHQWRIWKHSRSXODWLRQ
LQWR}SHUFHQWLQ The demand for online
services has also been matched by relevant regulation,
QRWDEO\ WKH /DZ RQ (OHFWURQLF 7UDQVDFWLRQ 
DQG WKH /DZ RQ ,QIRUPDWLRQ 7HFKQRORJ\  %XW
HFRPPHUFHLQ9LHW1DPLVVWLOOKHOGEDFNE\DQXUEDQt
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e-commerce continues to lag. The main obstacles in
WKHERWWRPORFDOLWLHVDUHDODFNRIKXPDQUHVRXUFHV
and inadequate infrastructure.44

3. Latin America: Diverse ecosystem

still to reach full potential
,Q/DWLQ$PHULFD%&HFRPPHUFHDPRXQWHGWRVRPH
} ELOOLRQ LQ  RU DERXW } SHU FHQW RI WKH JOREDO
total.45 0HDQZKLOH DERXW } SHU FHQW RI WKH ZRUOGpV
RQOLQHEX\HUVZHUHIRXQGLQWKLVUHJLRQWDEOH},,7KH
PDUNHWLVGRPLQDWHGE\%UD]LOER[,,ZKLFKDFFRXQWV
IRUVRPH}SHUFHQWRIWKHUHJLRQpVWRWDO%&VDOHV
IROORZHGE\0H[LFR}SHUFHQWDQG$UJHQWLQD}SHU

CHAPTER II : GLOBAL AND REGIONAL TRENDS

%R[,,

29

'DWDRQHFRPPHUFHLQ%UD]LO

$QQXDOVXUYH\VDQGUHSRUWVIURPWKH%UD]LOLDQ,QWHUQHW&RPPLWWHHFRQVWLWXWHDULFKVRXUFHRIQDWLRQDOO\UHSUHVHQWDWLYH
VWDWLVWLFVRQHFRPPHUFH7KHFRXQWU\ERDVWVDVLJQLFDQWHFRPPHUFHFRQVXPHUPDUNHW,Q}PLOOLRQ%UD]LOLDQV
SXUFKDVHGRQOLQHUHSUHVHQWLQJRQHWKLUGRIDOO,QWHUQHWXVHUV0DQ\%UD]LOLDQ,QWHUQHWXVHUVFRQQHFWYLDPRELOHGHYLFHV
and are active on social networks. Generally, e-commerce use is higher among young people and people with high
incomes, good education and living in urban areas.
%UD]LOLDQ HQWHUSULVHV XVH DFFHVV WR WKH ,QWHUQHW DQG ZHE SUHVHQFH IRU LQWHUDFWLQJ ZLWK WKHLU FXVWRPHUV LQ D YDULHW\ RI
ZD\V,Q}SHUFHQWKDGDFFHVVWRWKH,QWHUQHWPRUHWKDQKDOIKDGDZHEVLWHDQG}SHUFHQWKDGRQOLQHVRFLDO
PHGLDSUROHV%UD]LOLDQHQWHUSULVHVKDYHDJUHDWHUSUHVHQFHRQVRFLDOQHWZRUNVWKDQ(XURSHDQEXVLQHVVHVDQGVPDOO
EXVLQHVVHVLQSDUWLFXODUVHHPWRUHO\PRUHRQVRFLDOQHWZRUNSUROHVWKDQRQZHEVLWHV+RZHYHU%UD]LOLDQHQWHUSULVHV
KDYHQRW\HWHPEUDFHGWKHIXOOSRWHQWLDORIHFRPPHUFH:KLOHKDOIRIWKHPERXJKWJRRGVDQGVHUYLFHVRQOLQHRQO\}SHU
cent had ventured into selling online.
Source: 6HHKWWSZZZFHWLFEUSHVTXLVDHPSUHVDVLQGLFDGRUHVDFFHVVHG}-DQXDU\

cent). According to internetretailer.com, the top two

ZHE PHUFKDQWV LQ /DWLQ $PHULFD DUH %: DQG 1RYD
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for e-commerce remains far from fully exploited.
)RU H[DPSOH WKH UHJLRQ UHFHLYHV FRQVLGHUDEO\ PRUH
international deliveries of small packages through the
SRVWDOV\VWHPWKDQLWH[SRUWVWDEOH},,
%UD]LOLVWKHPRVWPDWXUHDQGWKHODUJHVWHFRPPHUFH
PDUNHWLQ/DWLQ$PHULFD%UD]LOLDQFRQVXPHUVXVHQRW
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ER[ ,, 6XEPDULQR D ZHEVLWH RI %: 5DNXWHQ
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but also compare prices with websites such as
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Urbano and Groupon. A growing number of bricksand-mortar retailers have also launched online
RIIHULQJV VXFK DV $PHULFDQDV D ZHEVLWH RI %:
&DVDV %DKLD DQG :DO0DUW %UD]LOLDQ FRQVXPHUV
consult frequently online product reviews and
exchange views and opinions on goods and services
on social media sites. The most commonly purchased
items online are clothes and accessories, cosmetics
and perfumes and appliances. An analysis of the
%R[,,

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consumers prefer to use credit cards when purchasing
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adoption, unreliable shipping and delivery logistics
and a large gap between upper and lower classes.
0H[LFDQ RQOLQH VKRSSHUV DOVR UHO\ PRUH RQ PRELOH
GHYLFHV,Q}SHUFHQWRIDOO,QWHUQHWXVHUVXVHG
PRELOHGHYLFHVIRURQOLQHVKRSSLQJ0HDQZKLOHFDVK
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In the region, Argentina, Chile and Uruguay have
the highest percentage of online shoppers among
,QWHUQHW XVHUV QHDU } SHU FHQW49 3URPLQHQW ORFDO
e-commerce platforms are Garbarino (Argentina),
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consumers from the region have a preference to buy
IURPLQWHUQDWLRQDOSODWIRUPV$ERXW}SHUFHQWRIWKH
GLJLWDOEX\HUVLQ%UD]LO&KLOH&RORPELD0H[LFRDQG
3HUX SUHIHU LQWHUQDWLRQDO ZHEVLWHV Argentina is at
the other end of the spectrum with three out of four
consumers opting for local websites.

0HUFDGR/LEUH

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&RORPELD&RVWD5LFDWKH'RPLQLFDQ5HSXEOLF(FXDGRU0H[LFR3DQDPD3HUX8UXJXD\DQGWKH%ROLYDULDQ5HSXEOLFRI
9HQH]XHODRIIHULQJERWK%&DQG&&VROXWLRQV,QLWPHGLDWHGWUDQVDFWLRQVEHWZHHQ}PLOOLRQXQLTXHVHOOHUVDQG
}PLOOLRQXQLTXHEX\HUVFRQWULEXWLQJWRDJURVVPHUFKDQGLVHYROXPHRI}ELOOLRQ,WRIIHUVVHYHUDOW\SHVRIVHUYLFHV
DQRQOLQHPDUNHWSODFHWKH0HUFDGR3DJRSD\PHQWVVROXWLRQDGYHUWLVLQJFODVVLHGDGYHUWLVHPHQWVDVROXWLRQIRURQOLQH
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approximately half of its staff.
Source: 81&7$'EDVHGRQLQIRUPDWLRQIURPKWWSLQYHVWRUPHUFDGROLEUHFRPVHFOLQJFIP"OLQJ,' 
DFFHVVHG}-DQXDU\

30

C. CONCLUSIONS
(FRPPHUFH KDV H[SDQGHG VLJQLFDQWO\ LQ WKH SDVW
decade and is expected to continue to grow rapidly
in the coming years. It is estimated by UNCTAD
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} WULOOLRQ LQ  DQG JOREDO %& HFRPPHUFH
WRVRPH}WULOOLRQ:KHUHDV%%DFFRXQWVIRUWKH
overwhelming share of all e-commerce transaction,
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QRZ UHVLGH LQ GHYHORSLQJ FRXQWULHV (FRPPHUFH LQ
GHYHORSLQJFRXQWULHVKDVH[SDQGHGVLJQLFDQWO\ZLWK
fast growth documented particularly in Asia. China
has emerged into the global and regional leader in
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H[SHFWHGWRVHHWKHLUVKDUHRIJOREDO%&HFRPPHUFH
ULVH VOLJKWO\ XQWLO  ZKLOH WKDW RI :HVWHUQ (XURSH
and North America is set to decline considerably.
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lacking in most developing and transition economies,
PDNLQJ LW GLIFXOW WR DVVHVV WUHQGV $YDLODEOH GDWD
suggest that cross-border transactions are relatively
more important in developing economies than in
developed countries, where most e-commerce
transactions cater for domestic customers. A number
of factors are constraining e-commerce, such as
unreliable and lengthy transit times and logistics, high
costs of shipment, reluctance to use online payment,
and a lack of transparency on delivery and pricing.
The scope for e-commerce is expanding thanks to
FKDQJHV LQ WHFKQRORJ\ DQG PDUNHWV 5LVLQJ VRFLDO
networking activity, greater reliance on mobile Internet
access (albeit often at reduced speeds) and innovation
in delivery services by the posts and private-sector
entrants are key features of the evolving e-commerce

INFORMATION ECONOMY REPORT 2015

landscape in developing economies. A number of local

e-commerce enterprises, sometimes with the support
of foreign investors, are leveraging this potential.
A global comparison of enterprise-level e-commerce
DFWLYLW\VKRZVWKDWVL]HPDWWHUVZLWKPLFURDQGVPDOO
enterprises being persistently less likely to both buy
DQG VHOO RQOLQH .QRZOHGJH IURP WKH VSHFLDOL]HG
,&7 VHFWRU FRXOG KDYH DQ LQXHQFH RQ WKH OHYHO RI
e-commerce activity. The highest share of enterprises
buying online was recorded in the computer and
related services sector in many different countries.
There is a relatively high degree of market concentration
among the approximate global population of more
WKDQ } PLOOLRQ HQWHUSULVHV HQJDJHG LQ HFRPPHUFH
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IRUEHWZHHQ}SHUFHQWLQ(XURSHDQG}SHUFHQW
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merchants.
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e-commerce is expanding in all parts of the world.
In Africa, the expansion is linked to the rapid uptake
of mobile solutions for making digital transactions.
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the market, offering tailored e-commerce, payment
and delivery solutions. In Asia, the patterns are
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e-commerce market (China) to countries in which
e-commerce is only beginning to emerge. The region
is witnessing the rise of global champions as well
DV VPDOOHU HQWHUSULVHV WKDW DUH FDWHULQJ VSHFLFDOO\
to domestic markets. Latin Americas e-commerce
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Consumers in the region have a preference to buy from
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relatively nascent domestic e-commerce markets.

CHAPTER II : GLOBAL AND REGIONAL TRENDS

31

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MEASURING
THE E-COMMERCE
READINESS
OF COUNTRIES

With a view to assessing the e-commerce readiness of countries, this chapter

starts by identifying a set of key facilitating factors that determine the extent
to which enterprises and consumers are able to engage in online commerce.
While the focus is on B2C transactions, the prerequisites for participating in
%%HFRPPHUFHDUHVLPLODU%DVHGRQWKHDQDO\VLVRIWKHIDFWRUVLQXHQFLQJ
the scope for e-commerce, the chapter introduces the UNCTAD B2C
E-commerce Index covering 130 economies. This new Index allows countries
to compare their e-commerce readiness against others and indicates their
relative strengths and weaknesses concerning different elements of the
e-commerce process.

34

INFORMATION ECONOMY REPORT 2015

A. FACTORS
INFLUENCING
THE SCOPE FOR
E-COMMERCE

,787KLVLPSOLHVWKDWDOPRVWIRXULQWHQ

people around the world could theoretically make
online purchases from different locations, such as
home, telecentres or from mobile devices.

To assess the e-commerce potential in a country,

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access, mechanisms for paying for goods and
services ordered online, and effective solutions for
their delivery (electronically or physically). The legal
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extent to which enterprises and consumers are willing
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1. Internet access
Internet access for both buyers and sellers is needed
to conduct online shopping. According to ITU, there
ZHUH } ELOOLRQ ,QWHUQHW XVHUV DFURVV WKH ZRUOG LQ

The proportion of enterprises that access the

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a web presence for accepting orders is necessary
(even if outsourced to a third party). The number of
e-commerce websites is a useful indicator of the
capabilities for receiving online orders. According to
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WKH ZRUOG JHQHUDWHG QRQQHJOLEOH UHYHQXH LQ 1
However, these data are neither regularly collected
nor available by country. Given that e-commerce
sites require security software, one widely available
proxy for the quality of e-commerce infrastructure
is the number of secure servers using encryption
technology for Internet transactions. There are
considerable differences between countries in
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Order
Consumer

Business
Payment

Delivery
2QOLQHERRNPXVLFYLGHRHWF

Product

Source: UNCTAD.

CHAPTER III : MEASURING THE E-COMMERCE READINESS OF COUNTRIES

2. Payment systems for online

purchases
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SD\PHQW VROXWLRQV LV D FULWLFDO IDFLOLWDWRU )HZ
enterprises or people are willing to sell online without
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the buyer. In contrast to bricks-and-mortar retail
stores, online retailers often require payment to be
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are rapidly evolving, expanding the possibilities for
consumers and corporate buyers to pay for products
bought online. A distinction can be made between
account-based payment systems, electronic currency
V\VWHPVDQGRWKHUV\VWHPV2(&'
Account-based payments systems: These allow
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SD\PHQW VHUYLFHV (VKRSSHUV FDQ UHJLVWHU ZLWK

35

a service provider and provide credit or bank

account details as the source of payments. In order
to pay, they need only to know the sellers email
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providers account. The payment is debited from
the e-shoppers personal account without further
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Using a mobile device, buyers can purchase
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3D\PHQWV&RXQFLODZKHQEX\HUDQGVHOOHU
are both present, payment can be made using
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FRPPXQLFDWLRQ E PRELOH UHPRWH SD\PHQWV DUH
initiated using mobile devices with the transactions
carried out either over telecommunication
networks (for example, the Global System for
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2QOLQH EDQNLQJ &RQVXPHUV XVLQJ WKLV IDFLOLW\ DUH
redirected from a merchants webpage to the
consumers own banks online banking site.

Electronic currency systems: These allow payment

as long as the payer has an adequate amount of
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smart card systems, which are mainly used to pay
VPDOO DPRXQWV ZLWKLQ RUJDQL]DWLRQV IRU H[DPSOH IRU

)LJXUH},,,'LVWULEXWLRQRIVHFXUH,QWHUQHWVHUYHUVSHU}PLOOLRQSHRSOH

High income

827

World

160

Europe and Central Asia

42

Latin America and the Caribbean

40

Sub-Saharan Africa

(DVW$VLDDQGWKH3DFLF

Middle East and North Africa

Least developed countries

1
0

200

400

600

800

1000

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36

INFORMATION ECONOMY REPORT 2015

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software-only electronic money instruments based on
qVLJQHGPRQH\r7KH\XVXDOO\ZRUNYLDSUHSDLGFDUGV
and arrangements differ. Digital currencies or cryptoFXUUHQFLHVVXFKDV%LWFRLQDUHJDLQLQJWUDFWLRQ7KH\
are not backed by Governments or central banks, nor
OLQNHGWRUHDOZRUOGFXUUHQFLHV:RUOG3D\
2WKHUSD\PHQWV\VWHPVLQFOXGHIRUH[DPSOH2(&'
 DXWRPDWHG PHFKDQLVPV IRU ELOO SD\PHQWV
online wallets, in which case the user must register
with a payment provider and upload money using a
GHELW RU FUHGLW FDUG HVFURZ VHUYLFHV ZKHUH D WKLUG
party intermediary is responsible for holding a buyers
payment until the buyer receives and approves the
PHUFKDQGLVH DQG FDVKRQGHOLYHU\ ,Q WKH FDVH RI
%%WUDQVDFWLRQVHQWHUSULVHVDUHLQFUHDVLQJO\PRYLQJ
to electronic funds transfers.
Credit cards still account for the lions share of retail
HFRPPHUFHVHWWOHPHQWV:RUOG3D\+RZHYHU
LWLVH[SHFWHGWKDWE\RWKHUSD\PHQWVZLOOPDNH
up for the majority of all retail e-commerce payments,
ZLWK qHZDOOHWVr VHW WR UHSUHVHQW PRUH WKDQ } SHU
FHQW RI WKH WRWDO 8VDJH SDWWHUQV YDU\ JUHDWO\ 0RVW
developed countries rely on accounts-based systems.
,Q 1RUWK $PHULFD DQG (XURSH FUHGLW FDUGV UHPDLQ
the main method, followed by mediating systems
HZDOOHWV WDEOH} ,,, $PRQJ GHYHORSLQJ FRXQWULHV
WKHUHLVVLJQLFDQWYDULDWLRQEXWFUHGLWFDUGVDFFRXQW
for less than half.

7DEOH},,, (WUDQVDFWLRQVYDOXHE\SD\PHQWPHWKRGV

E\UHJLRQSHUFHQW
5HJLRQ

Credit
EDirect Cash on Bank
Other
cards wallets debit delivery transfer

United
States and
Canada

71

18

Europe

59

13

11

Latin
America

47

10

13

18

Africa
and Middle
East

34

48

10

Asia
and
Oceania

37

23

11

14

14

World

57

17

12

Source: :RUOG3D\

Note: 0RELOHSD\PHQWVLQFOXGHGLQqRWKHUr

$FFRUGLQJ WR :RUOG3D\ FDVK RQ GHOLYHU\ LV XVHG LQ

almost half the value of e-commerce transactions in
$IULFDDQGWKH0LGGOH(DVWWDEOH},,,2WKHUVRXUFHV
SXWWKHVKDUHDVKLJKDVt}SHUFHQWLQWKH0LGGOH
(DVW In India, as well, such payments still account
IRUt}SHUFHQWRIDOORQOLQHWUDQVDFWLRQV Cash on
delivery can be seen as a low risk option for consumers
to enter e-commerce. However, it is a higher risk
RSWLRQ IRU SURGXFHUV 5HOLDQFH RQ FDVK RQ GHOLYHU\
can act as an inhibitor of e-commerce growth due to
people not paying when the product is delivered and
to the lag between product dispatch and payment.4
0RELOHSD\PHQWVDFFRXQWHGIRURQO\}SHUFHQWRIWKH
YDOXHRIHFRPPHUFHSD\PHQWVDJXUH}IRUHFDVWWRULVH
WR}SHUFHQWE\+RZHYHUWKH\DUHPRUHLPSRUWDQW
LQ FRXQWULHV FKDUDFWHUL]HG E\ OLPLWHG ,QWHUQHW XVH EXW
well-functioning mobile money systems. In several
African countries, mobile solutions represent the most
viable infrastructure for e-services due to high degrees
RI QDQFLDO H[FOXVLRQ OLPLWHG DYDLODELOLW\ RI [HG OLQHV
FRVW RI [HG OLQHV DQG FRVW RI WKH FDUG LQIUDVWUXFWXUH
,QQRSD\,Q.HQ\DIRUH[DPSOHRQOLQHSXUFKDVH
SD\PHQWV IURP PRELOH SKRQHV DFFRXQWHG IRU } SHU
FHQW RI WRWDO HFRPPHUFH WUDQVDFWLRQ YDOXH LQ 
:RUOG3D\,Q2FWREHUWKHYDOXHRIPRELOH
SD\PHQWWUDQVDFWLRQVVWRRGDW}PLOOLRQDVFRPSDUHG
ZLWKRQO\}PLOOLRQIRUFDUGSD\PHQWV5 The success
of mobile money has led to the development of many
QHZSD\PHQWVHUYLFHVVHHFKDSWHU},9
Low levels of credit card usage in developing regions
are related to limited ownership of such cards. In
OHVVWKDQ}SHUFHQWRISHRSOHDJHG\HDUV
and older had a credit card in Africa and South Asia,
compared with almost half of that age group in highLQFRPHHFRQRPLHVWDEOH},,,
In view of the cash-based culture in many countries
ZLWK D VLJQLFDQW QXPEHU RI XQEDQNHG SHRSOH
and limited experience with electronic payments,
alternative payment systems have emerged. In
%UD]LOIRUH[DPSOHRILQHSD\PHQWIRUPVKDYHEHHQ
created by companies such as the online gaming
GHYHORSHU 9RVWX which formed a partnership with
} SK\VLFDO SRLQWV IURP QHZVSDSHU NLRVNV WR
F\EHUFDIHV WR VHOO FUHGLWV IRU WKHLU JDPHV q%ROHWR
%DQFDULRr qEDQN SD\PHQW VOLSr LV DQRWKHU ZLGHO\
XVHG SD\PHQW VROXWLRQ LQ %UD]LO ,W DOORZV FXVWRPHUV
to purchase goods online using a slip that customers
can print from the website and pay by cash at a bank,
KHQFH HQDEOLQJ SD\PHQW RILQH 0LFURSD\PHQW DQG
small payments are also gaining traction in developing

CHAPTER III : MEASURING THE E-COMMERCE READINESS OF COUNTRIES

countries. They are designed to suit services or

FRQWHQW ZLWK ORZ XQLW YDOXHV 6ROXWLRQV OLNH 0&RLQ
ODXQFKHG E\ 7,::( =RQG RZQHG E\ H%D\ DQG
%RNXDYDLODEOHLQPRUHWKDQFRXQWULHVFKDUJHWKH
payment to a users mobile phone bills.

3. Delivery systems
7KH VFRSH IRU HFRPPHUFH LV LQXHQFHG E\ WKH
TXDOLW\ RI SURGXFW GHOLYHU\ 0DQ\ FRQVXPHUV WXUQ
to e-commerce because of the desirability of
downloading digital products or the convenience
of receiving physical products at their homes.
Weaknesses in the delivery infrastructure can seriously
hamper e-commerce, especially for goods.

)RXUJHQHUDOGHOLYHU\PRGHVFDQEHGLVWLQJXLVKHGIRU
%&
2QOLQHGHOLYHU\RIGLJLWDOSURGXFWVVXFKDVERRNV
YLGHRV PXVLF DQG FRPSXWHU VRIWZDUH )RU WKLV
type, the quality of the Internet connection is a
key factor. AQDQDO\VLVRISDQHOGDWDRYHU\HDUV
IURPFRXQWULHVIRXQGEURDGEDQGSHQHWUDWLRQWR
be among the most important variables explaining
cross-national variability in e-retail spending
.VKHWULHWDO
'HOLYHU\ RI SK\VLFDO SURGXFW :KHQ D JRRG LV
ordered it can be delivered to the buyer through

37

the postal/parcel express network or sellers

RZQGHOLYHU\QHWZRUN
%X\HUJRHVWRSLFNXSSK\VLFDOSURGXFW7KLVLV
generally at the store the product was ordered
from or a nearby branch if ordered through
a central retail website. Some retailers have
qORFNHUVr LQ FHUWDLQ ORFDWLRQV ZKHUH WKH EX\HU
can go to pick up the merchandise. Sometimes
WKHLWHPLVGHOLYHUHGWRDSRVWRIFHSDUFHORIFH
for pick up, either because there is no home
delivery available or the package requires a
VLJQDWXUH
%X\HU qJRHVr WR WKH VHUYLFH RUGHUHG 7KLV LV
typically the case for online travel purchases
where buyers purchase an airline trip, car rental,
hotel accommodation or event tickets.

'LJLWDOGHOLYHU\FDQKDSSHQLQVHYHUDOZD\VLQVWDQW
and permanent download to the users computer,
limited download (for example, a rental product
such as a video that expires after a certain time),
streaming or cloud storage. The digital delivery
process is affected by the quality of a buyers
Internet connection. In the case of small digital
products (for example, a song or a book), relatively
VORZ GRZQORDG VSHHGV PD\ VXIFH /DUJHU GLJLWDO
products, such as downloading or streaming videos,
require more bandwidth. The video streaming

7DEOH},,, 7\SHRIDFFRXQWVDQGSD\PHQWPHWKRGVE\UHJLRQVKDUHRISRSXODWLRQDJHGRUPRUHSHUFHQW

Debit
card

Account
at a formal
QDQFLDO
institution

Checks
used to
make
payments

Electronic
payments
used to
make
payments

Mobile
phone
used to
pay bills

Mobile
phone
used to
receive
money

Mobile
phone
used to
send
money

Credit
card

61.4

89.5

33.4

55.2

..

..

..

49.8

East Asia and Oceania

34.5

54.9

1.7

6.1

1.3

1.2

6.6

Europe and Central Asia

36.4

44.9

3.7

7.8

2.7

2.5

16.2

Latin America and Caribbean

28.8

39.3

3.9

10.3

1.8

1.9

0.8

18.4

Middle East and North Africa

9.1

17.7

4.1

2.2

2.4

1.3

2.4

South Asia

7.2

33

6.6

1.6

1.9

0.8

1.6

5HJLRQVJURXSV

High income economies

Other economies

Sub-Saharan Africa
World

15.5

24

3.3

14.6

11.2

2.9









2.2



Source: *OREDO)LQDQFLDO,QFOXVLRQ'DWDEDVH
Note: (OHFWURQLFSD\PHQWVUHIHUVWRWKHSHUFHQWDJHRIUHVSRQGHQWVZKRXVHGHOHFWURQLFSD\PHQWVSD\PHQWVWKDWRQHPDNHVRU
WKDWDUHPDGHDXWRPDWLFDOO\LQFOXGLQJZLUHWUDQVIHUVRUSD\PHQWVPDGHRQOLQHLQWKHSDVWPRQWKVWRPDNHSD\PHQWVRQ
bills or to buy things using money from their accounts.

38

INFORMATION ECONOMY REPORT 2015

VHUYLFH 1HWL[ TXDQWLHV WKH VSHHGV UHTXLUHG WR

use its service.9 7KH\ UDQJH IURP  PHJDELWV SHU
VHFRQG0EVWKHPLQLPXPUHTXLUHGFRQQHFWLRQWR
 0EV WKH UHFRPPHQGHG VSHHG IRU KLJK GHQLWLRQ
(HD) quality. According to average download speeds
FRPSLOHG E\ 2RNOD 1HW ,QGH[ all economies could
support the minimum required broadband connection
VSHHG ZKLOH } SHU FHQW FRXOG VXSSRUW +' TXDOLW\
WDEOH},,,,QDGGLWLRQWRVSHHGODWHQF\LVDOVRFULWLFDO
It affects countries where streaming services are not
hosted locally and must be accessed over slower
international links.
The postal system plays a key role in e-commerce
logistics. It often remains the most cost-effective way
to send parcels. In the past decade, the handling
of parcels has become increasingly important for
the postal system in terms of volume and revenue.
While the number of letters sent domestically and
LQWHUQDWLRQDOO\KDYHGHFOLQHGVLJQLFDQWO\SDUFHOWUDIF
KDVVXUJHGE\PRUHWKDQ}SHUFHQWVLQFHSDUWO\
GXHWRHFRPPHUFHJXUH},,,,Q/DWLQ$PHULFDDQG
the Caribbean, and in developed countries, over one
third of the total revenues of posts were generated by
SDUFHOSRVWLQ838

7DEOH},,, 6SHHGVQHHGHGIRUYLGHRVWUHDPLQJ
Speed
0EV

RI
economies

Comment

0.5

Required broadband
connection speed

100

1.5

Recommended broadband
connection speed

96

Recommended for SD quality

86

Recommended for HD quality

71

Source: $GDSWHGIURP1HWL[1HW,QGH[KWWSZZZQHWLQGH[

FRPGRZQORDGDOOFRXQWULHVDFFHVVHG}-DQXDU\
Note: %DVHGRQGDWDIRUHFRQRPLHVZLWKEURDGEDQG
VSHHGGDWDXVLQJJXUHVIURP0D\

7KH JUHDWHVW H[LELOLW\ LQ GHOLYHU\ RI JRRGV LV WKH

ability to have them shipped to the buyers home.
$FFRUGLQJWR838GDWDRYHU}SHUFHQWRIWKHSRSulation in developed economies, transition economies and Asia can receive parcels with home delivery
JXUH},,,11 ,Q$IULFDDQG2FHDQLDWKHFRUUHVSRQGLQJJXUH}LVEHORZ}SHUFHQW$QRWKHURSWLRQLVWR
KDYHSDUFHOVGHOLYHUHGWRDSRVWRIFHIURPZKHUHWKH
EX\HUFDQWKHQUHWULHYHWKHP'DWDIURP838VKRZ

)LJXUH},,,/HWWHUDQGSDUFHOWUDIFKDQGOHGE\WKHSRVWDOV\VWHPtLQGH[ 

160
140
120
100
80
60
40
20
0
2000

Source: 838

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

Number of letters (domestic

Number of parcels (domestic

Number of letters (international

Number of parcels (international

2012

CHAPTER III : MEASURING THE E-COMMERCE READINESS OF COUNTRIES

39

WKDWPRVWRIWKHSRSXODWLRQLQ$IULFDDQG2FHDQLDUHWULHYHWKHLUPDLOIURPDSRVWRIFH2YHU}SHUFHQW
of the population in those regions does not have access to postal delivery or pickup. Across the world,
RQO\DERXW}SHUFHQWRIWKHSRSXODWLRQODFNDFFHVV
to postal services.

GHOLYHU\V\VWHPXVHGLQ9LHW1DPFKDSWHU,,2XWRI

home delivery involving collection points, delivery
at work, parcel lockers and in-store pickup is one
option to increase the attractiveness of e-commerce
in developing countries.

0DQ\SRVWDOV\VWHPVQHHGWREHFRPHPRUHHIFLHQW
and create products to meet the needs of e-commerce.
Nevertheless, the postal network remains the
most important national infrastructure for universal
access for urban dwellers and, more importantly, for
consumers and producers located outside the urban
areas. The reach of the national postal network in
most countries and its ability to connect to the wider
international postal network makes it a cost effective
PHWKRGIRUFRQQHFWLQJDOOFLWL]HQVDQGEXVLQHVVHVWR
the global e-commerce economy.

B. THE UNCTAD B2C

E-COMMERCE INDEX

3RRU ORJLVWLFDO LQIUDVWUXFWXUH UHPDLQV D SUREOHP

for enterprises engaging in e-commerce in many
economies. While larger businesses, like the online
UHWDLOHU 2]RQUX may choose to build their own
distribution networks, this option is out of reach for
micro and small businesses that may need to explore
other innovative solutions, such as the motorbike

There are few benchmarks of country e-commerce

performance. Those that exist suffer from a lack of
public availability, scope or consistent methodology,
as well as limited geographical coverage.14 This
VHFWLRQ SUHVHQWV WKH 81&7$' %& (FRPPHUFH
Index, which is based on indicators related to the
IDFWRUV GLVFXVVHG DERYH WDEOH} ,,, ER[ ,,, ,W
UHHFWV WKH XQGHUO\LQJ FDSDELOLW\ RI FRXQWULHV WR
FDUU\ RXW %& HFRPPHUFH ,W GRHV QRW FRQVLGHU
exogenous factors such as income, digital literacy
and laws. While the legal and regulatory framework
LQXHQFHVWKHGHJUHHRIWUXVWLQRQOLQHFRPPHUFLDO
WUDQVDFWLRQV LW LV GLIFXOW WR DVVLJQ D UHOHYDQW
numerical value to its quality. This dimension is
therefore not included in the Index. However, the

)LJXUH},,,6KDUHRISRSXODWLRQVHUYLFHGE\GLIIHUHQWPRGHVRIPDLOGHOLYHU\E\UHJLRQ

Africa
America
Asia

14

36

80

14

14

26

Population without
delivery

94

Oceania

51

Population with home

delivery

60

Developed
economies

100

Transition
economies

98

World

4
0%

14

82
50%

Source: $GDSWHGIURP8383RVWDO6WDWLVWLFVGDWDEDVH
Note: Geographical regions refer to developing countries only.

100%

Population with PO box

delivery

40

INFORMATION ECONOMY REPORT 2015

Box III.1.

Methodology of the UNCTAD B2C E-commerce Index

7KHVHOHFWLRQRILQGLFDWRUVIRUWKH,QGH[ZDVPDGHLQVHYHUDOVWHSV)LUVWO\SUR[\LQGLFDWRUVZHUHDVVLJQHGWRWKH
various components needed to carry out an e-commerce transaction, including payment and delivery. This includes
access to the Internet by the consumer, a web presence to receive the order, a payment method and a delivery
method. Secondly, statistical analysis was performed by regressing these indicators on the percentage of individuals
ZKR KDYH PDGH DQ RQOLQH SXUFKDVH IRU  FRXQWULHV ZKHUH VXFK GDWD ZHUH DYDLODEOH ,QGLFDWRUV ZLWK WKH KLJKHVW
VWDWLVWLFDOVLJQLFDQFHZHUHWKHQVHOHFWHGWRFUHDWHWKH,QGH[7KHVHLQGLFDWRUVDUHVKRZQLQWDEOH},,,7KHUHVXOWV
RIWKHUHJUHVVLRQVKRZDJRRGWZLWKDFRHIFLHQWRIGHWHUPLQDWLRQRI$OOLQGLFDWRUVH[FHSWVHFXUHVHUYHUV
DUH LQ D QRUPDWLYH IRUP ZKHUH  LV WKH PD[LPXP YDOXH 7KH GDWD RQ VHFXUH VHUYHUV ZHUH QRUPDOL]HG WR 
by rescaling the values.15 The values of the indicators were then averaged to obtain the Index value. The Index
FRPSULVHV}HFRQRPLHVZLWKDOODYDLODEOHLQGLFDWRUVXVLQJGDWDIRURUODWHVW\HDUDYDLODEOH7KHIXOOOLVWRI
countries is provided in annex 1.
Source: UNCTAD.

extent to which countries have relevant laws in

SODFHLVH[DPLQHGLQFKDSWHU}9
Several observations can be made about the highestUDQNHG HFRQRPLHV WDEOH} ,,, )LUVWO\ PRVW DUH
developed countries. Secondly, most are relatively
small and/or distant from major market centres.
Smaller physical retail markets appear to stimulate
RQOLQHVKRSSLQJLQFOXGLQJDVLJQLFDQWDPRXQWIURP
DEURDG 7KH WRS  UDQNHG GHYHORSLQJ HFRQRPLHV
LQWKH,QGH[DUHLGHQWLHGLQWDEOH},,,7KH\DUHDOO
upper-middle and high-income economies, six of
which are from Asia and the remaining four from
Latin America.

7DEOH},,, ,QGLFDWRUVLQFOXGHGLQWKH81&7$'
B2C E-commerce Index
6RXUFHQRWH

Indicator
Percentage of individuals
using Internet

ITU, Eurostat and national surveys,

2013, 216 economies

Credit card (% age 15+)

:RUOG%DQN)LQGH[VXUYH\
149 economies

Secure Internet servers

(per 1 million people)

:RUOG%DQNHFRQRPLHV

Percentage of the population

having mail delivered at home

838HFRQRPLHV

Source: UNCTAD.

7DEOH},,, 7RSFRXQWULHVLQWKH81&7$'%&(FRPPHUFH,QGH[

Share of population
having mail
delivered at home
RUODWHVW
SHUFHQW

Secure servers
per 1 million people
QRUPDOL]HG

Share of
individuals with
credit card

SHUFHQW

Share of
individuals
using Internet
RUODWHVW
SHUFHQW

UNCTAD B2C
E-commerce
Index value

5DQN

/X[HPERXUJ

100

99

72

95

91.7

Norway

100

97

60

96

88.3

Finland

100

97

64

92

88.1

Canada

100

93

72

83

87.1

Sweden

100

96

54

95

86

Australia

100

95

64

83

85.5

Denmark

100

99

45

95

84.7

Republic of Korea

100

99

56

82

84.3

Economy

United Kingdom

100

94

52

91

84.2

Israel

100

82

80

73

83.9

10

Source: 81&7$'VHHDQQH[

CHAPTER III : MEASURING THE E-COMMERCE READINESS OF COUNTRIES

41

7DEOH},,, 7RSGHYHORSLQJHFRQRPLHVLQWKH81&7$'%&(FRPPHUFH,QGH[
Share of
population having
mail delivered
at home
RUODWHVW
SHUFHQW

Share of
individuals with
credit card

SHUFHQW

Share of
individuals using
,QWHUQHW
or latest,
SHUFHQW

Secure
servers per
1 million people
QRUPDOL]HG


UNCTAD B2C
E-commerce
Index value

5DQN

Republic of Korea

100

56.4

82.1

98.6

84.3

Hong Kong (China)

Economy

99.99

58.1

74.2

89.2

80.4

18

Singapore

100

37.3

72

89

74.6

26

Bahrain

100

19.3

73

77.2

67.4

34

Turkey

97

45.1

46

68.9

64.2

38

Chile

94

22.8

61.4

73.9

63

39

Uruguay

92.8

27.1

58

72.1

62.5

40

Trinidad and Tobago

93

15.3

59.5

73.8

60.4

43

Malaysia

93

11.9

63.6

71.1

59.9

45

80.7

29.2

58

69.9

59.5

47

Brazil
Source: 81&7$'VHHDQQH[

7DEOH} ,,, VKRZV WKH LQGLFDWRU YDOXHV IRU WKH GDWD

set. In general, rates of population covered by postal
services and secure Internet servers are higher than
individual access to the Internet and to credit cards.
)XUWKHUPRUH LQ WKH FDVH RI ,QWHUQHW XVH DQG VHFXUH
VHUYHUVWKHPHGLDQVDUHIDLUO\FORVHWRWKHPHDQV2Q
WKHRWKHUKDQGWKHVLJQLFDQWGLIIHUHQFHEHWZHHQWKH
median and mean for postal delivery highlights that
ZKLOHRYHUKDOIWKHFRXQWULHVFRYHUPRUHWKDQ}SHU
cent of their population with home postal services,
around a third provide coverage to less than half
their population. In the case of credit card use, only
FRXQWULHVKDYHDSHQHWUDWLRQRIPRUHWKDQ}SHU
FHQWDQGLQFRXQWULHVSHQHWUDWLRQLVEHORZ}SHU
cent. Credit card penetration has the lowest average
and maximum scores across the four indicators,

7DEOH},,, *OREDOYDOXHVIRUWKH81&7$'%&
E-commerce Index
Home
postal
delivery
RI
population
FRYHUHG

Secure
Internet
Credit
servers
use
card
QRUPDOL]HG
RI
DJHG
YDOXH
SRSXODWLRQ


Average

69

18

44

63

Minimum

11

0D[LPXP

100

80

96

100

Median

93

10

45

64

Source: UNCTAD.

suggesting that globally, payment is the one area

meriting the most attention.
The Index allows countries to compare their
e-commerce readiness with that of others and also
indicates their relative strength and weaknesses
with regard to different elements of the e-commerce
process (for example, Internet access, e-commerce
sites, payment, and delivery). At the regional level, there
is considerable variation among the four indicators
WDEOH},,,)RUH[DPSOHWUDQVLWLRQHFRQRPLHVGLVSOD\
a relatively high degree of home postal delivery,
whereas credit card penetration is low compared with
WKH GHYHORSLQJ UHJLRQV H[FHSW $IULFD 2Q WKH RWKHU
hand, in Latin America and the Caribbean, and in Asia
DQG2FHDQLDLPSURYLQJWKHFRYHUDJHRISRVWDOKRPH
delivery appears to be particularly important. In Africa,
performance is hampered by low overall Internet
penetration levels compared with other regions.
7KH81&7$'%&(FRPPHUFH,QGH[YDOXHLVVWURQJO\
positively correlated to the variation in the share of
LQGLYLGXDOV VKRSSLQJ RQOLQH JXUH} ,,, 7KLV VKDUH
can also be contrasted with that predicted by the
Index. This was done by regressing the independent
variables (that is, postal delivery coverage, credit card
penetration, Internet penetration and secure servers
per capita) against the percentage of the population
that shop online for the countries for which data are
DYDLODEOH7KHUHVXOWLQJHTXDWLRQFRHIFLHQWVZHUHWKHQ
applied to the independent variables for all countries.
$VLQGLFDWHGLQWDEOH},,,UHODWLYHO\ODUJHFRXQWULHVWHQG

42

INFORMATION ECONOMY REPORT 2015

7DEOH},,, 5HJLRQDODYHUDJHYDOXHVLQWKH81&7$'%&(FRPPHUFH,QGH[
Share of population
Share of individuals
Share of indiSecure servers per
having mail
using Internet
viduals with credit
1 million people
delivered at home
RUODWHVW
FDUG
QRUPDOL]HG
RUODWHVW
SHUFHQW
SHUFHQW
SHUFHQW

UNCTAD B2C
E-commerce
Index value

Africa

27

13

43

22

Asia and Oceania

60

14

34

57

41

Latin America and the Caribbean

70

12

44

67

48

Transition economies

94

45

59

52

Developed economies

98

42

79

90

77

Source: UNCTAD.
Note: Includes all countries for which data for any indicator is available.

to perform above the expected level. This may partly

UHHFWEHQHWVIURPHFRQRPLHVRIVFDOHDQGVFRSHDW
the domestic level, partly the role of well-developed
ORFDOL]HG RQOLQH VKRSSLQJ VLWHV VXFK DV 8OPDUW LQ
5XVVLDZLWKDURXQG}ELOOLRQLQRQOLQHVDOHVLQ
DQG &KLQDpV $OLEDED *URXS ZLWK } PLOOLRQ DFWLYH

EX\HUVDVRI-XQH2QWKHRWKHUKDQGWKRVH
not performing as well as expected tend to be located
LQ &HQWUDO (XURSH 1RUWK $IULFD DQG /DWLQ $PHULFD
6FRULQJDPRQJWKHERWWRPHFRQRPLHVLQWDEOH},,,
indicates considerable potential for increasing the
uptake of e-commerce.

)LJXUH},,, &RUUHODWLRQEHWZHHQWKH81&7$'%&(FRPPHUFH,QGH[DQGWKHVKDUHRILQGLYLGXDOVVKRSSLQJRQOLQH

100

y = 0.0669e 0.0785x
R = 0.7161

90

Individuals purchasing online (%

80
United Kingdom
70
Germany
60
50
Brazil
40
Russian Federation

30

China
20

Qatar

10
0
0

10

20

30

40

50

60

UNCTAD B2C E-commerce Index

Source: UNCTAD.

70

80

90

100

CHAPTER III : MEASURING THE E-COMMERCE READINESS OF COUNTRIES

43

7DEOH},,, 7RSDQGERWWRPFRXQWULHVE\GLIIHUHQFHEHWZHHQSUHGLFWHGDQGDFWXDOVKDUHRISRSXODWLRQEX\LQJ

RQOLQH
7RS

%RWWRP

2QOLQHEX\HUVDVDVKDUHRISRSXODWLRQ
Economy

2QOLQHEX\HUVDVDVKDUHRISRSXODWLRQ

3UHGLFWHG
value

Actual
value

Absolute
difference


difference

0.38

1.8

1.42

380

3UHGLFWHG
value

Actual
value

Armenia

6.9

0.5

-6.4

-92

Economy

Absolute

difference difference

Thailand

China

20

15

262

Ecuador

0.2

-1.7

-88

Russian
Federation

21

12

130

Georgia

7.4

-6.4

-87

Belarus

4.5

7.9

3.4

75

Egypt

4.1

0.6

-3.5

-85

United Kingdom

46

71

25

56

Argentina

11.5

2.8

-8.7

-76

Germany

39

60

21

54

0H[LFR

6.2

1.8

-4.4

-71

France

30

44

14

46

Morocco

5.8

2.1

-3.7

-64

South Africa

2.2

3.1

0.9

42

Uruguay

14.2

5.2

-9

-63

Brazil

14

19

39

The former
Yugoslav
Republic of
Macedonia

13.5

5.4

-8.1

-60

10

Australia

47

63

16

35

Colombia

6.4

2.6

-3.8

-60

Source: UNCTAD.
Note: 7KHSUHGLFWHGYDOXHLVFDOFXODWHGXVLQJWKHFRHIFLHQWVJHQHUDWHGE\UHJUHVVLQJSRVWDOGHOLYHU\FRYHUDJHFUHGLWFDUGSHQHWUDWLRQ
Internet penetration and secure servers per capita against the percentage of the population that shops online.

C. CONCLUDING
REMARKS
7KH 81&7$' %& (FRPPHUFH ,QGH[ ZKLFK ZLOO
be updated annually, can serve as a useful tool for
countries wishing to assess their readiness to engage
successfully in online commerce. It allows countries
not only to compare their performance against others
but also indicates where they are relatively strong and
where there may be a need for improvement.
The analysis suggests that the highest-ranked
economies are relatively small, rich and often located
DWVRPHGLVWDQFHIURPPDMRUPDUNHWV0HDQZKLOHLQ
terms of actual levels of online shopping, countries
with relatively large populations such as China, the
5XVVLDQ)HGHUDWLRQDQG%UD]LOtDUHDPRQJWKRVHWKDW
are performing better than what would be predicted
by the Index. This may suggest that a certain scale is
helpful for e-commerce success, as is the presence of
ORFDOL]HGHFRPPHUFHSODWIRUPV
Globally, credit card penetration has the lowest
average value among the four indicators in the Index.
0RVW UHWDLO HFRPPHUFH SD\PHQWV DUH VWLOO PDGH YLD
credit card but the role of other methods is forecast to
expand in the future. As a result, credit card use may

become a less important determinant when alternative

payment solutions gain traction. This will partly hinge
on how successful Governments are in fostering an
enabling environment for such payments.
)RUPRVWGHYHORSLQJFRXQWULHVDUHDVIRULPSURYLQJ
e-commerce usage include enhancing parcel delivery
and payment mechanisms, particularly when Internet
penetration has reached a certain threshold. In the
case of sales of physical goods, a lack of postal
home delivery can represent a barrier to the uptake
of e-commerce, although other methods, such as
SLFNLQJ XS RUGHUV DW WKH SRVW RIFH RU VKRSV DUH
also expanding. This gap is spurring alternatives
for home delivery such as courier services either
provided by online vendors or generic services
competing with the traditional postal services.
)RU WKH GHOLYHU\ RI PHUFKDQGLVH ERXJKW RQOLQH DQ
important issue is cost-effective accessibility for
the entire population. The proliferation of private,
proprietary, closed-delivery networks, whilst initially
providing a catalyst for e-commerce growth, also
introduces limitations of scale for universal access,
especially for underserved communities. This is
where a national infrastructure, such as the postal
network, is particularly important.

44

INFORMATION ECONOMY REPORT 2015

NOTES
1










9


11





14

15






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In Denmark, for example, the main delivery choice among online shoppers is having packages delivered to the
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SODQVWRHVWDEOLVKDQRWKHUE\,WKDVEXLOWDVHFRQGVTXDUHPHWUHZDUHKRXVHLQ<HNDWHULQEXUJWR
IXOOFXVWRPHURUGHUVRXWVLGHRI0RVFRZDQG6W3HWHUVEXUJVHHKWWSZZZDWNHDUQH\FRPFRQVXPHUSURGXFWV
UHWDLOLGHDVLQVLJKWVIHDWXUHGDUWLFOHDVVHWBSXEOLVKHU.41:)[,Q,'FRQWHQWRQOLQHUHWDLOLVIURQWDQGFHQWHULQ
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Some extraneous factors, such as digital laws and income, were also analysed for their impact on online shopping
EHKDYLRXUEXWZHUHIRXQGWRKDYHOLWWOHVWDWLVWLFDOVLJQLFDQFH
6HH KWWSZZZWHOHJUDSKFRXNQDQFHQHZVE\VHFWRUUHWDLODQGFRQVXPHU5XVVLDVELJJHVWLQWHUQHW
FRPSDQ\H\HV/RQGRQ,32KWPODFFHVVHG}-DQXDU\
6HHKWWSZZZDOLEDEDJURXSFRPHQLUQDQFLDODFFHVVHG}-DQXDU\

E-COMMERCE
BY SMALL
AND RURAL
ENTERPRISES
IN DEVELOPING
COUNTRIES

Micro and small enterprises in most countries tend to lag behind their larger
counterparts in online buying and selling (chapter II). Rural enterprises similarly
trail behind their urban competitors, for various reasons. This chapter looks at
different options for micro and small businesses to engage in e-commerce,
making use of emerging platforms and solutions. It then considers the case
of rural e-commerce by comparing the diverse experience of three countries
in Asia.

46

INFORMATION ECONOMY REPORT 2015

A. OPTIONS FOR
MICRO AND SMALL
ENTERPRISES
TO ENGAGE IN
E-COMMERCE
0LFUR DQG VPDOO HQWHUSULVHV IDFH YDULRXV EDUULHUV WR
the adoption of e-commerce, such as lack of skills
in identifying their e-commerce needs and potential
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+NDQVVRQ  $W WKH VDPH WLPH RSWLRQV DUH
expanding for them to gain an online presence that can
be used to market their goods and services to potential
buyers. Traditional obstacles related to the need for
having in-house resources, IT equipment and expertise
to establish and maintain a web presence have been
lowered with the introduction of new platforms and
solutions. In the following sections, different options for
creating an online presence and for handling payments
DQG RUGHU IXOOPHQW DUH GLVFXVVHG DQG HYDOXDWHG $V
will be shown, in many developing countries small
businesses still face barriers when wanting to leverage
some international e-commerce platforms and solutions.

1. Using existing online marketplaces

A growing number of third-party marketplaces are
available for the marketing and sale of products
online. Some provide the full range of services
payment processing, customer service, shipping,
return processing and delivery while others act as an
online forum for buyers and sellers to meet. In China,
-'FRPLUMGFRPWKHODUJHVW%&PDUNHWSODFHLQWKDW
country, offers payment processing, customer service,
shipping and return using its own nationwide logistics
LQIUDVWUXFWXUHIRURUGHUIXOOPHQW.%\FRQWUDVWWKHPRVW
YLVLWHG HFRPPHUFH VLWH LQ .HQ\D 2/; RO[FRNH
allows sellers to post advertisements to reach potential
buyers, but does not facilitate transactions between
them.1 In countries with expanding e-commerce
markets, domestic and international platform providers
DUHFRPSHWLQJKHDGWRKHDGER[,9
7KHSULPDU\IRFXVRIWKHPDUNHWSODFHEHLW%%ER[
,9%&RU&&DIIHFWVWKHNLQGRIFXVWRPHUVWKDW
the seller might reach and the set of features that
DUHDYDLODEOH%RWK%&DQG&&PDUNHWSODFHVPD\
be relevant when targeting the consumer segment.
0RVW %& SODWIRUPV UHTXLUH VHOOHUV WR EH D IRUPDO

%R[,9 3ODWIRUPFRPSHWLWLRQLQWKH3KLOLSSLQHV
7KH3KLOLSSLQHVERDVWVDUDSLGO\H[SDQGLQJPDUNHWIRUHFRPPHUFHZLWKRQOLQHWUDQVDFWLRQVFXUUHQWO\YDOXHGDWDERXW
}ELOOLRQa This has led both local and international platform providers to offer innovative e-commerce solutions to small
businesses.
$PRQJGRPHVWLF&&ZHEVLWHVVXOLWFRPSKLVRQHRIWKHPRVWSRSXODUZLWK}PLOOLRQYLVLWRUVDVRI0DUFKb It was
IRXQGHGDVDJHQHUDOFODVVLHGDGYHUWLVHPHQWVZHEVLWHLQ6HSWHPEHU$IWHUDYHQWXUHLQWRYHUWLFDOPDUNHWVVXFKDV
FDUVVXOLWFRPSKDQGUHDOHVWDWHVXOLWFRPSKLWPHUJHGZLWKWKH2/;QHWZRUNLQ$QRWKHUGRPHVWLFSODWIRUP8QLTO\
XQLTO\QHWRIIHUVDFRPSOHWHHFRPPHUFHVROXWLRQDJDLQVWD}SHUFHQWFRPPLVVLRQRQWUDQVDFWLRQV,WDOORZVFXVWRPHUV
to create an online store across multiple platforms and helps them manage products, orders and payments via credit
FDUG3D\3DORUEDQNGHSRVLW7KHFRPSDQ\DOVRKHOSVZLWKRUGHUIXOOPHQW,WKDVSDUWQHUHGZLWKDGHOLYHU\FRPSDQ\WR
ship products from the merchant to the customer. Uniqly also integrates with various social media websites.
$PRQJWKHIRUHLJQSURYLGHUVH%D\KDVEHHQLQWKH3KLOLSSLQHVVLQFHDQGKDVH[SDQGHGE\ODXQFKLQJWKHJURXS
EX\LQJGLVFRXQWVLWH.XSRQDQ$OL([SUHVVZKLFKLVSDUWRIWKH$OLEDED*URXSLVOHYHUDJLQJLWVJOREDOSODWIRUPWRDOORZ
3KLOLSSLQHVKRSSHUVWRSXUFKDVHSURGXFWVGLUHFWO\IURP&KLQD2QWKHVXSSO\VLGHLWKDVPRUHWKDQVHOOHUVLQWKH
3KLOLSSLQHVLWVHOI/D]DGDFRPSKDQRWKHUPDMRURQOLQHUHWDLOHULVRZQHGE\5RFNHW,QWHUQHW*HUPDQ\$UHFHQWHQWU\LQ
WKH3KLOLSSLQHVLV6LQJDSRUHEDVHGVWDUWXS7DFN7KLVWDFNWKLVFRPSK
&RPSHWLWLRQDPRQJWKHSODWIRUPSURYLGHUVEHQHWVLQGLYLGXDOVDQGVPDOOEXVLQHVVHV%HFDXVHPRVWSURYLGHUVRSHUDWH
on an advertising or commission basis, online merchants can use several simultaneously. Hence, there is an opportunity
to establish a presence on a global platform to reach customers overseas while using a domestic provider to target local
GHPDQG0DQ\FRPSDQLHVDOVRHVWDEOLVKWKHLURZQZHEVLWHVWRVXSSOHPHQWWKHLUVRFLDOPHGLDDQGSODWIRUPSUHVHQFH
Source: UNCTAD.
a

q,VLWWLPHWREHEXOOLVKRQHFRPPHUFHLQWKH3KLOLSSLQHV"r+XIQJWRQ3RVW2FWREHUDYDLODEOHDWKWWSZZZ
KXIQJWRQSRVWFRPMRQKDUHYHVHQFLRLVLWWLPHWREHEXOOLVKBEBKWPODFFHVVHG}-DQXDU\

6HHqSRSXODUHFRPPHUFHVLWHVLQWKH3KLOLSSLQHVrTechinAsia}-XO\DYDLODEOHDWKWWSZZZWHFKLQDVLD
FRPSRSXODUHFRPPHUFHVLWHVSKLOLSSLQHVDFFHVVHG}-DQXDU\

CHAPTER IV : E-COMMERCE BY SMALL AND RURAL ENTERPRISES IN DEVELOPING COUNTRIES

47

%R[,9 %%RQOLQHPDUNHWSODFHVtRSSRUWXQLWLHVIRUPLFURDQGVPDOOHQWHUSULVHVWRSDUWLFLSDWHLQ
international supply chains
2QOLQH%%PDUNHWSODFHVFDQSURYLGHRSSRUWXQLWLHVIRUVXSSOLHUVLQGHYHORSLQJFRXQWULHVWRDFFHVVWKHH[SRUWPDUNHW
DQGLQWHUQDWLRQDOVXSSO\FKDLQV([DPSOHVRIGHGLFDWHG%%VLWHVLQFOXGH,QGLDpVODUJHVWRQOLQH%%PDUNHWSODFHIRUVPDOO
DQGPHGLXPVL]HGEXVLQHVVHV,QGLD0DUWFRPa(&FRPtD%%PDUNHWSODFHRIWKH5HSXEOLFRI.RUHDZLWK}PLOOLRQ
PHPEHUVbDQG.HQ\DWUDGHNH\FRPZLWKUHJLVWHUHGPHPEHUVc Alibaba.com (China), provides a range of services
to facilitate sourcing Chinese products from overseas.
Source: UNCTAD.
6HHKWWSZZZLQGLDPDUWFRPFRUSRUDWHDERXWXVKWPODFFHVVHG-XO\
b
6HHKWWSZZZHFFRPKWPOHFKHOSKHOSBKWPODFFHVVHG-XQH
c
6HHKWWSNHQ\DWUDGHNH\FRPDFFHVVHG-XO\
a

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)RU H[DPSOH RQO\ UHJLVWHUHG HQWHUSULVHV DUH DOORZHG
WR VHOO RQ WKH ,QGLDEDVHG %& RQOLQH PDUNHWSODFHV
)OLSNDUWFRP and Snapdeal.com. %\ FRQWUDVW
RQ H%D\LQ D && RQOLQH PDUNHWSODFH WKHUH LV QR
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involve higher risks, due to the physical separation
DQGXQFHUWDLQW\DERXWVHOOHUVpSUROHV;XHWDO
The geographical focus of the marketplace is
important. International online marketplaces may
be open to international sellers only, to international
EX\HUVRQO\RUWRERWK)RUH[DPSOH$OLH[SUHVVFRP
ER[ ,, HQDEOHV VHOOHUV RQO\ IURP PDLQODQG &KLQD4
WR VHOO JRRGV WR EX\HUV DEURDG PRVWO\ LQ %UD]LO
&KLQD ,QGLD WKH 5XVVLDQ )HGHUDWLRQ DQG WKH 8QLWHG
States.5%\FRQWUDVW(WV\FRP an international online
marketplace for handmade and vintage goods, is
open to both international buyers and sellers. As will
be discussed in the next section, however, merchants
in developing countries are not always able to sell their
products on international e-commerce platforms. Some
PDUNHWSODFHV FDWHU WR UHJLRQDO EX\HUV )RU H[DPSOH
0HUFDGR/LEUH LV WKH ODUJHVW RQOLQH PDUNHWSODFH LQ
/DWLQ$PHULFDRSHUDWLQJLQ}FRXQWULHVLQWKDWUHJLRQ
ER[ ,, 0HDQZKLOH RWKHUV FDWHU SULPDULO\ WR WKH
GRPHVWLF PDUNHW $V PXFK DV } SHU FHQW RI WKH
WUDIFRI7DREDRFRPFRPHVIURP&KLQDIRUH[DPSOH
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5XVVLDQ )HGHUDWLRQ )RU GRPHVWLF SURGXFHUV VRPH
Governments support national postal operators to
offer e-commerce platforms for local producers.9
2QOLQHPDUNHWSODFHVRIWHQVSHFLDOL]HLQFHUWDLQW\SHVRI
products, such as physical goods, digital products or
,&7HQDEOHGVHUYLFHV)RULQVWDQFH&KHNLLVDqYHUWLFDO
FODVVLHGVr SRUWDO IRU FDU OLVWLQJV ZLWK D SUHVHQFH LQ

$IULFDQFRXQWULHVER[,,7KHKRUL]RQWDOFODVVLHG

SRUWDO (QYDWRFRP $XVWUDOLD PHDQZKLOH PDUNHWV
digital products such as website themes, templates,
photos, music and videos.
3ODWIRUPV VXFK DV )UHHODQFHUFRP DQG (ODQFHFRP
provide opportunities for professionals in developing
countries to provide professional services online to
FXVWRPHUV DURXQG WKH ZRUOG (ODQFHFRP KDV PRUH
WKDQ } PLOOLRQ qHODQFHUVr LQ RYHU  FRXQWULHV11
$V RI  WKH KLJKHVW QXPEHU RI SURIHVVLRQDO VNLOO
providers on this platform came from the United States
,QGLD3DNLVWDQDQGWKH
3KLOLSSLQHV Among LDCs the platform had,
for example, 95 freelancers active in Afghanistan and
 LQ 5ZDQGD Such platforms also create new
opportunities for women entrepreneurs to engage in
HFRPPHUFHER[},9
%R[,9 )UHHODQFHRSSRUWXQLWLHVIRUZRPHQ
entrepreneurs
After having completed her studies in secretarial skills
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LQDFDOOFHQWUHLQ.HQ\D:RUNLQJKRXUVZHUHORQJWKH
work was demanding and provided minimal pay. She
learned about freelancing through online platforms and
eventually joined oDesk. She posted her rsum and,
DIWHUVRPHWLPHVKHDFTXLUHGKHUUVWFOLHQW6KHKDV
QRZGHYHORSHGDVLJQLFDQWFOLHQWEDVH$VDIUHHODQFHU
VKH KDV FRPSOHWHG PRUH WKDQ  RQOLQH MREV UDQJLQJ
IURPWUDQVFULSWLRQWRFOHDQLQJHPDLOER[HVWR)DFHERRN
support and management, primarily for clients in
developed countries. Through these jobs, she has been
able to apply her skills, develop new skills and expand
her connections and knowledge. At the same time, she
works fewer hours but earns substantially more than
when she was working in a local call centre.
Source: 81&7$'D

48

INFORMATION ECONOMY REPORT 2015

There are several advantages associated with the

XVHRIRQOLQHPDUNHWV)LUVWLWFDQSURYLGHDFFHVVWR
a pool of potential buyers, saving the seller the costs
DQG H[SHUWLVH UHTXLUHG WR EXLOG XS WUDIF 6HFRQG
ZHOONQRZQRQOLQHPDUNHWSODFHVHVSHFLDOO\%&WHQG
to offer consumer trust, marketing and infrastructure.
Third, the cost and technical requirements for
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ZLWK SD\PHQW SURFHVVLQJ RUGHU IXOOPHQW KRVWLQJ
customer service and marketing may help sellers
overcome time and skill constraints.

)LUVW WKH SRVVLELOLW\ RI UHJLVWHULQJ DV D VHOOHU LV

DYDLODEOH RQO\ LQ WKRVH  FRXQWULHV LQ ZKLFK EDQN
DFFRXQWVDUHVXSSRUWHGE\$PD]RQ India is the only
developing country included in this category. Second,
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VXSSRUWHG FRXQWU\r &XUUHQWO\  8QLWHG 1DWLRQV
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Third, buyers outside the United States are not able
to purchase certain items, including video games,
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3RWHQWLDO GLVDGYDQWDJHV LQFOXGH WKDW WKH VHOOHU LV

FRQQHG WR WKH IXQFWLRQDOLWLHV SD\PHQW RSWLRQV
geographical limitations and design templates
DYDLODEOH6HFRQGLWPD\EHGLIFXOWWRVHFXUHHIIHFWLYH
integration with an enterprises inventory management
software and system. Third, the enterprises products
ZLOOEHVKRZFDVHGQH[WWRWKRVHRIFRPSHWLWRUV)LQDOO\
the enterprise has to conform to the existing policy
of the online marketplace that may not be consistent
with the enterprises own policy.

(b) The case of eBay.com

2. Access barriers to international

e-commerce platforms
International e-commerce platforms are used by a
growing number of small enterprises to market and
sell various products. They can facilitate access to
LQWHUQDWLRQDOPDUNHWVFDUU\RXWWUDGLQJDQGRUJDQL]H
VKLSSLQJDQGQDQFLDOWUDQVDFWLRQVZLWKLQDQGEH\RQG
national borders. However, as illustrated below with
WKHFDVHVRI$PD]RQFRPDQGH%D\FRPPHUFKDQWV
in developing countries may face restrictions when
wishing to make use of these services.

H%D\FRPLVWKHWKLUGODUJHVWHFRPPHUFHVLWHLQWKH
ZRUOGLQWHUPVRIJURVVPHUFKDQGLVHYDOXHFKDSWHU},,
and one of the worlds leading online auction sites,
on which individuals and enterprises can buy and sell
YDULRXV QHZ DQG XVHG LWHPV H%D\ FDQ LQ SULQFLSOH
be used by small enterprises to access international
markets. The full service spectrum offered includes
bidding, buying, selling and support services of
shipping, language translation services and data
analytic tools.
7DEOH},9 $FFHVVWRGLIIHUHQW$PD]RQVHUYLFHV
Service
RIIHUHG
limitations

No. of
countries

Seller registration
is supported

23

Australia, Canada, India,

New Zealand, United
Kingdom, United States.
Eurozone countries: Austria,
Belgium, Cyprus, Estonia,
Finland, France, Germany,
Greece, Ireland, Italy,
/X[HPERXUJ0DOWD
the Netherlands, Portugal,
Slovakia, Slovenia and
Spain.

Supported countries from which

to buy

50

..

(a) The case of Amazon.com

$PD]RQFRP LV WKH ZRUOGpV ODUJHVW HFRPPHUFH
FRPSDQ\ E\ RQOLQH UHYHQXH FKDSWHU ,, 6LQFH 
it is possible for third-party sellers to post products
RQ WKLV SODWIRUP LQ PRUH WKDQ  FDWHJRULHV IURP
books to garden products.14%\PLGPRUHWKDQ
} PLOOLRQ WKLUGSDUW\ VHOOHUV KDG SDUWLFLSDWHG LQ LW15
$PD]RQ SURYLGHV D VSHFWUXP RI VROXWLRQV LQFOXGLQJ
selling and advertising, building websites, accepting
online payments, shipping and customer service
offerings. However, the complete range of services is
only available to customers in the United States. When
moving outside that country and especially beyond
developed countries, the scope of services gradually
narrows.

Notes

Video games, toy and baby

items, electronics, cameras
and photo items, tools and
hardware, kitchenware and
houseware, sporting goods
and outdoor equipment,
software and computers.

Items buyers
outside of the
United States are
not allowed to buy
via Amazon

Currencies
supported
(ISO currency
code)

USD, GBP, EUR, AUD, NZD,

INR, HKD, CAD

Source: 81&7$'DQDO\VLVRILQIRUPDWLRQRQZZZDPD]RQFRP
VHHDQQH[

CHAPTER IV : E-COMMERCE BY SMALL AND RURAL ENTERPRISES IN DEVELOPING COUNTRIES

$VLQWKHFDVHRI$PD]RQFRPWKHIXOOUDQJHRIVHUYLFHV
is only available in the United States. There are three
W\SHVRIH%D\ZHEVLWHVDWKH8QLWHG6WDWHVVLWHE
RWKHU LQWHUQDWLRQDO VLWHV F EX\RQO\ VLWHV WDEOH} ,9
,QRIWKH8QLWHG1DWLRQV0HPEHU6WDWHVH%D\
sites are maintained as a buy-only version, which means
that users can register to carry out bidding and buying
but not to sell. Among the countries with international
VLWHV DUH WKH IROORZLQJ GHYHORSLQJ FRXQWULHV &KLQD
,QGLD 0DOD\VLD WKH 3KLOLSSLQHV 6LQJDSRUH 7KDLODQG
DQG9LHW1DPDQQH[}

Number of
sites

Buying

Selling

Global
shipping

Language
translation

Data
analytic tools

7DEOH},9 $FFHVVLELOLW\WRGLIIHUHQWH%D\VHUYLFHV

DPRQJ8QLWHG1DWLRQV0HPEHU6WDWHV

United States
site

Yes

Yes

Yes

Yes

Yes

International
sites*

23

Yes

Yes

No

Yes

Yes

Buy-only sites

172

Yes

No

No

No

No

Source: UNCTAD analysis of information from ebay.com and

HED\FRXNVHHDQQH[
*
7KHUHDUHDOVRLQWHUQDWLRQDOVLWHVLQ+RQJ.RQJ&KLQD
DQG7DLZDQ3URYLQFHRI&KLQD

)RUH[DPSOHWKHFRPSDQ\RIIHUVWKH*OREDO6KLSSLQJ
3URJUDP WKDW RQFH VHOOHUV KDYH GHOLYHUHG WKHLU
SURGXFWV WR H%D\ 6KLSSLQJ &HQWUH LQ .HQWXFN\
handles customs, import charges and allows complete
end-to-end tracking of the items. A seller can aim for
PRUHWKDQFRXQWULHV This service is not available
DW H%D\pV VLWH LQ WKH 8QLWHG .LQJGRP +RZHYHU D
VHOOHU LQ WKH 8QLWHG .LQJGRP FDQ OLVW VHOO SURGXFWV
GLUHFWO\ LQ  JOREDO H%D\ VLWHV LQ (XURSH 1RUWK
$PHULFDDQG$XVWUDOLD$VWKHVHOOHUFHQWUHRIH%D\pV
8QLWHG.LQJGRPVLWHH[SODLQVEX\HUVWKDWFRPHIURP
qFRXQWULHVZLWKRXWDQH%D\VLWHVHHDEX\RQO\YHUVLRQ
RIH%D\FRPRSWLPL]HGIRUWKHLUORFDWLRQ:KHQWKHVH
LQWHUQDWLRQDOEX\HUVYLVLWH%D\FRPWKH\FDQRQO\VHH
OLVWLQJVWKDWRIIHUSRVWDJHWRWKHLUFRXQWU\r19

3. Setting up a stand-alone
e-commerce site
Stand-alone e-commerce sites can be established
LQ GLIIHUHQW ZD\V 2QH LV WR DGG DQ HFRPPHUFH
function to an enterprises existing website. Another
DSSURDFKLVWRXVHDqVRIWZDUHDVDVHUYLFHr6DD6

49

e-commerce solution with a package of what is

QHHGHG WR RSHQ DQG RSHUDWH HFRPPHUFH )LQDOO\
DQ HQWHUSULVH PD\ FKRRVH WR EXLOG D FXVWRPL]HG
e-commerce site. These options differ in terms of
UHVRXUFHUHTXLUHPHQWVH[LELOLW\DQGWKHQHHGIRULQ
KRXVHVNLOOVDQGFDSDELOLWLHV$FFRUGLQJWRWUDIFGDWD
IURP $OH[DFRP 0DJHQWR WooCommerce and
3UHVWD6KRS are the top three platforms for setting
up stores online.
If an enterprise has a website which is often not the
case among small enterprises in developing countries
t LW FDQ DGG DQ HFRPPHUFH IXQFWLRQ WR LW )RU
websites that are built with a content management
system (such as Wordpress or Drupal Commerce),
this can be done through an open-source, free
qSOXJLQrVXFKDV WooCommerce, or with a payment
button linking to some payment processing service.
This low-cost solution requires minimum time to get
up and running. However, if not well implemented,
WKHVLWHPD\ORRNXQSURIHVVLRQDO%HFDXVHWKHEDFN
end processing of orders is done manually by the
enterprise, it may also be time consuming to operate.
9DULRXV 6DD6 SODWIRUPV RIIHU WKH IXOO UDQJH RI
e-commerce functions needed to develop and
RSHUDWHDQRQOLQHVWRUH)RUH[DPSOH9ROXVLRQFRP
provides an online store and shopping cart, built-in
marketing tools, social and mobile commerce,
hosting and security, customer support, payment
processing, customer relationship management and
order processing. Advantages include the relative
ease of use, rapid set-up, time-saving operations
(because many back-end features are automated),
and multifeatured professional-looking stores that
are, in part, helped by the provision of templates.
These can help to enhance the credibility of the
enterprise that may not have the capacity or skills to
produce a slick, nice-looking store of its own.
7KH LS VLGH LV WKDW VHWWLQJ LW XS LV PRUH FRVWO\
DQG GHPDQGLQJ 6HOOHUV DUH DOVR FRQQHG WR XVLQJ
templates and features available on the platform.
7KH SD\PHQW PHWKRG DQG RUGHU IXOOPHQW RSWLRQV
supported by a certain platform may not always be
applicable to the country of the seller. In a number
of developing markets, including India, various
end-to-end local e-commerce platforms have been
GHYHORSHG VSHFLFDOO\ IRU WKH ORFDO PDUNHW VXFK DV
%XLOGDED]DDUFRP 0DUWMDFNFRP DQG 6KRSLI\LQ
ER[,9 These integrate better with local payment
gateways and local logistics options, which may not
be the case with international platforms.

50

INFORMATION ECONOMY REPORT 2015

%R[,9 6KRSLI\LQtDORFDOL]HG6DD6H[DPSOH
Canada-based Shopify is an SaaS e-commerce platform for selling physical goods such as fashion items, electronics,
VSRUWLQJ JRRGV DQG IXUQLWXUH )RU RQOLQH UHWDLOHUV LW RIIHUV IRU H[DPSOH VLWH WHPSODWHV WKDW FDQ EH FXVWRPL]HG ZLWK
LQWHJUDWHG VKRSSLQJ FDUWV HPDLO PDUNHWLQJ DQG LQYHQWRU\ PDQDJHPHQW /RFDOL]HG YHUVLRQV DUH DYDLODEOH LQ D OLPLWHG
QXPEHU RI GHYHORSLQJ FRXQWULHV LQFOXGLQJ ,QGLD ,QGRQHVLD 0DOD\VLD DQG 6LQJDSRUH ,W DOORZV ERWK LQGLYLGXDOV DQG
merchants to run their own stores without the need for technical know-how to develop or maintain a website. The Indian
YHUVLRQ RI WKH SODWIRUP KDV SODQV VWDUWLQJ DW  } SHU PRQWK IRU ZKLFK PHUFKDQWV REWDLQ WKH FDSDFLW\ WR VHOO D
PD[LPXPRISURGXFWV7KH\UHFHLYHJLJDE\WHRIOHVWRUDJHDQGDUHFKDUJHGD}SHUFHQWWUDQVDFWLRQIHHULVLQJWR
}SHUPRQWKWKHKLJKHUSULFHEHLQJDQRSWLRQWKDWKDVQRWUDQVDFWLRQIHHVDQGSURYLGHVDGGLWLRQDOIHDWXUHV
,QWKHODVWZHHNRI$XJXVWVRPHQHZVWRUHVZHUHFUHDWHGXVLQJ6KRSLI\LQD
Source: 7HFKLQDVLDFRP q+RZ 6KRSLI\ SODQV WR EH DQ DGYRFDWH IRU $VLDpV VPDOO RQOLQH UHWDLOHUVr DYDLODEOH DW KWWSZZZ
WHFKLQDVLDFRPVKRSLI\ZDQWVWREHDQDFWLYLVWIRUVPDOOHFRPPHUFHVWRUHVLQDVLDDFFHVVHG}-DQXDU\
a

6HHKWWSZZZWHFKYLEHVFRPEORJVKRSLI\VXFFHVVLQLQGLDDFFHVVHG}-DQXDU\

$PRUHVRSKLVWLFDWHGRSWLRQLVWRFUHDWHDFXVWRPL]HG
e-commerce site by using off-the-shelf software
SDFNDJHV VXFK DV 0DJHQWR RU GHYHORSLQJ DQ
entirely new site, which would allow for complete
FXVWRPL]DWLRQ0DQ\RIIWKHVKHOISDFNDJHVDOORZIRU
VRPH FXVWRPL]DWLRQ RI IXQFWLRQDOLWLHV DQG IHDWXUHV
available in the package. While the main advantage is
WKHVFRSHIRUWDLORULQJWKHRQOLQHVWRUHWRWKHVSHFLF
needs of the enterprise, it is a costly option that
requires considerable in-house IT capabilities.

4. Processing of payments
As highlighted in chapter III, having access to
competitive payment solutions is a critical facilitator of
e-commerce. While credit cards account for the main
share of retail e-commerce settlements in developed
FRXQWULHVWKLVLVQRWWKHFDVHHYHU\ZKHUHWDEOH},,,
While payments can be received in different ways via
credit cards, most of them require sellers to have a
bank account, which can be a challenge for microbusinesses or self-employed merchants in developing
countries. In this section, three options for enabling
RQOLQH SD\PHQWV DUH GLVFXVVHG XVLQJ WKH SD\PHQW
function embedded in a third-party e-commerce
SODWIRUP D WKLUGSDUW\ SD\PHQW JDWHZD\ DQG D
payment gateway linked to a merchant account.

(a) Direct payment processing by the online

marketplace
As discussed in the previous section, there are
potential advantages for micro or small enterprises to
use existing online marketplaces when marketing and
VHOOLQJWKHLUSURGXFWV3D\PHQWSURFHVVLQJLQVXFKD
case can be handled by in-house payment solutions

provided by the online marketplace, such as Direct

&KHFNRXW E\ (WV\FRP RU $OLSD\ E\ $OLEDEDFRP
While limited to sellers that are registered on that
marketplace, this option is easy to apply. Accepting
payment is part of the sellers online marketplace
account, and requires no additional account or
set-up.

(b) Payment processing using a third-party

payment gateway
There are several third-party payment processors on
the market, such as Skrill, 3D\3DO &KHFNRXW
*RRJOH :DOOHW &KHFNRXW E\ $PD]RQ <R3D\PHQWV
(which enables businesses to receive payments via
PRELOHPRQH\DQGPRUHDUHHPHUJLQJ%\XVLQJVXFK
services, a seller can receive online payments without
opening a merchant account with a bank. With a
third-party payment processor, the seller only needs
to set up an account with the processing company.
While the set-up required is relatively straightforward,
a fee per transaction has to be paid.
The extent to which a seller can make use of different
payment gateways varies depending on its location. In
RUGHUWRUHFHLYHSD\PHQWVWKURXJKq3D\ZLWK*RRJOHr
LW LV QHFHVVDU\ WR VHW XS D *RRJOH :DOOHW 0HUFKDQW
$FFRXQW IRU ZKLFK *RRJOH VXSSRUWV  8QLWHG
1DWLRQV0HPEHU6WDWHV In the case of Checkout by
$PD]RQVHOOHUVQHHGDORFDOEDQNDFFRXQWLQRQHRI
WKHFRXQWULHVVXSSRUWHGE\WKHFRPSDQ\
3D\3DO LV WKH PRVW ZLGHO\ XVHG WKLUGSDUW\ SD\PHQW
JDWHZD\:LWK}PLOOLRQDFWLYHUHJLVWHUHGDFFRXQWV
LQRYHULQWHUQDWLRQDOPDUNHWVLWSURFHVVHGVRPH
}PLOOLRQSD\PHQWVSHUGD\LQ Its online gateway
allows for payment via credit and debit cards as well

CHAPTER IV : E-COMMERCE BY SMALL AND RURAL ENTERPRISES IN DEVELOPING COUNTRIES

DV3D\3DODFFRXQWV,WSURYLGHVPXOWLSOHVROXWLRQVWKDW
can be integrated into a website as a shopping cart,
DQGFXVWRPL]DEOHSD\PHQWEXWWRQVIRUH[DPSOHWKH
q3D\ 1RZr EXWWRQ 3D\3DO VHUYLFHV DUH DYDLODEOH IRU
 JHRJUDSKLFDO ORFDWLRQV LQFOXGLQJ  8QLWHG
1DWLRQV 0HPEHU 6WDWHV WDEOH} ,9 A distinction
FDQ EH PDGH EHWZHHQ WKUHH W\SHV RI VHUYLFHV (a)
VHQGLQJ DQG UHFHLYLQJ PRQH\ E SD\PHQW ZLWK D
3D\3DO DFFRXQW EDQN DFFRXQW RU FUHGLW RU GHELW
FDUGDFFRXQWFVKRSSLQJRQOLQH7KHVHVHUYLFHVDUH
SDFNDJHGLQWRWKUHHDFFRXQWW\SHVWDEOH},9
The business account, which is the most relevant for
online merchants that are registered businesses, is
DYDLODEOH LQ  8QLWHG 1DWLRQV 0HPEHU 6WDWHV 7KH
SUHPLHU DFFRXQW ZKLFK LV DYDLODEOH LQ  8QLWHG
1DWLRQV0HPEHU6WDWHVPDNHVLWSRVVLEOHWRUHFHLYH
money from online transactions (credit and debit
card) by selling online, but is designed for individuals
ZKRDUHQRWLQIXOOWLPHEXVLQHVVRSHUDWLRQV)LQDOO\
the personal account, which can be used by informal
enterprises, enables the sending of money and
EX\LQJRQOLQHDQGLVDYDLODEOHWR8QLWHG1DWLRQV
0HPEHU6WDWHV)RUH[DPSOHDVPDOOEXVLQHVVLQ6UL
/DQNDFDQRSHQD3D\3DODFFRXQWDQGVHQGPRQH\
outside Sri Lanka but not use it to receive money
from abroad.
Currency limitations represent another potential
EDUULHU 3D\3DO LV OLPLWHG WR  W\SHV RI FXUUHQFLHV
7DEOH},9 *HRJUDSKLFDOFRYHUDJHRIGLIIHUHQW

3D\3DOVHUYLFHV

Type of account

Number of
countries in
which account
is available

Personal accounts

173

Premier accounts

90

Business accounts

73

5HPDUNV
Send and receive money
at individual capacity
Personal account functions
as well as accepting credit/
debit cards, yet individual
capacity
Full functions including
bank account access,
employee access, etc.,
at the registered
business operations

Source: 81&7$'DQDO\VLVRILQIRUPDWLRQIURP3D\3DOVHH
DQQH[}
a

$V RI  6HSWHPEHU  WKH qUHFHLYHr IXQFWLRQ

ZDV QRW DYDLODEOH LQ WKH 3D\3DO VLWHV RI HLJKW RI WKHVH
FRXQWULHV WKH 3OXULQDWLRQDO 6WDWH RI %ROLYLD &RVWD
5LFD *XDWHPDOD *X\DQD 1LFDUDJXD 3DUDJXD\ 6DLQW
9LQFHQWDQGWKH*UHQDGLQHVDQG6XULQDPH

51

*RRJOH:DOOHWWRDQG&KHFNRXWE\$PD]RQWRHLJKW
currency types. Such limitations add transaction
costs and demand more expert knowledge to navigate
through national exchange policies. )XUWKHUPRUH
international payments, especially to developed
countries, have to meet various compliance/antimoney-laundering regulations. This involves, among
other things, completing, signing and providing
YDULRXVFRPSOLDQFHGRFXPHQWV)RUPLFURDQGVPDOO
HQWHUSULVHVWKLVFDQUHSUHVHQWDVLJQLFDQWFKDOOHQJH
but one which may, at least partially, be alleviated
WKURXJKSXEOLFLQWHUYHQWLRQVER[,9

(c) Use of a payment gateway linked to a

merchant account
This option is more complex as it involves obtaining
a merchant account with a bank, paying associated
fees and selecting a payment gateway.41 Sellers in
developing countries may consider an international
SD\PHQWJDWHZD\IRUH[DPSOH$VLD3D\FRPZKLFKLV
DYDLODEOHLQ$VLDQFRXQWULHVLQFOXGLQJ9LHW1DPRU
DORFDORQHIRUH[DPSOH1JDQOXRQJYQLQ9LHW1DP
The former option may offer more advanced technical
capabilities such as fraud monitoring, but may lack
local availability or may not be supported locally in
terms of its fees, currencies accepted, features or
language options. The advantage compared with a
third-party processor is that the transaction is handled
directly between the seller and the buyer, which
normally results in the seller receiving the money faster
DQGDWORZHUFRVW2QWKHLSVLGHVHWXSFRVWVDUH
higher and the process more complex.

 2UGHUIXOOPHQW
$V HPSKDVL]HG DERYH RUGHU IXOOPHQW LV DQ
essential element of e-commerce. If the seller
is unable to deliver the item, the buyer has no
reason to trust the seller or, more generally, the
PDUNHWSODFH 2UGHU IXOOPHQW LQYROYHV LQYHQWRU\
storage and management, packing the order,
shipping, providing customer services and taking
care of returns and exchanges. Attending to the
full range of related activities can quickly become a
time-consuming task for a small business, making
third-party e-commerce platforms that offer order
IXOOPHQWVHUYLFHVPRUHDWWUDFWLYH
3RRU ORJLVWLFDO LQIUDVWUXFWXUH KDV OHG VRPH
e-commerce companies to establish in-house
GHOLYHU\V\VWHPV,Q1LJHULDIRUH[DPSOHWKH-XPLD
e-commerce portal runs its own system to deliver

52

INFORMATION ECONOMY REPORT 2015

%R[,9 6XSSRUWZLWKFRPSOLDQFH7KH3$&,5SURMHFWLQ&WHGp,YRLUH
6PDOO HQWHUSULVHV LQ ORZLQFRPH FRXQWULHV QHHG WR RYHUFRPH VLJQLFDQW EDUULHUV EHIRUH WKH\ FDQ IXOO\ EHQHW IURP
e-commerce. They need knowledge of and technical capabilities for available solutions, access to online payment
VROXWLRQVFRVWHIIHFWLYHORJLVWLFVDQXQGHUVWDQGLQJRILPSRUWUHTXLUHPHQWVDQGVFDOUHSUHVHQWDWLRQLQH[SRUWPDUNHWV
awareness and reputation of the sellers and their goods, and improved customer service.
7KH,7&VXSSRUWVVPDOOHQWHUSULVHVLQGLIIHUHQWZD\VLQWKLVFRQWH[W)RUH[DPSOHDSURWRW\SHSODWIRUPZDVEXLOWZLWKLQ
WKH3$&,5SURMHFWHQDEOLQJIDVKLRQDQGDFFHVVRU\SURGXFHUVIURP&WHGp,YRLUHWRPDUNHWWKHLUSURGXFWVRQOLQH6LQFH
 ,7& KDV FRDFKHG VHOHFWHG ORFDO FRPSDQLHV RQ WKHLU PDUNHWLQJ DQG EUDQGLQJ VWUDWHJLHV DQG KHOSHG WKHP WR
RYHUFRPHNH\EDUULHUVWRVHOOLQJSURGXFWVRQOLQH:LWKWKHODXQFKRIWKHq,YRU\0DOOrORFDOSURGXFHUVLQWKLVVHFWRUKDYH
IRXQGDQHZFKDQQHOIRUH[SRUWLQJWKHLUJRRGVWR(XURSH
2QH RI WKH FKDOOHQJHV FRQFHUQV WKH LVVXH RI FRPSOLDQFH 7KLV ZDV DGGUHVVHG E\ UVW KDYLQJ HQWUHSUHQHXUV XQLWHG
EHKLQGRQHVLQJOHGLVWULEXWRUa,7&WKHQKHOSHGWKHGLVWULEXWRUWRFRPSO\ZLWKWKHWHUPVDQGFRQGLWLRQVRI&KHFN2XW
com for merchants and to prepare the needed documents. ITC also helped prepare the e-commerce website and
PDNHLWFRPSOLDQWZLWKWKHWHUPVRIFRQGLWLRQV)LQDOO\DSSURYDOZDVREWDLQHGIRUWKHVLWHLYRU\PDOOFRPWRPDUNHW
PRUH WKDQ  SURGXFWV IURP  EUDQGV PDGH LQ $IULFD DQG DFFHSW RQOLQH SD\PHQW ZLWK 9LVD 0DVWHU&DUG DQG
3D\3DO
Source: UNCTAD, based on information provided by ITC.
a

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GXFDGUHGHVDIIDLUHVDFFHVVHG}-DQXDU\

SURGXFWV WR HQG FXVWRPHUV ER[ ,, $V WKHUH

was no precedent for e-commerce payments in
WKH PDUNHW -XPLD KDG WR OHW EX\HUV SD\ FDVK RQ
delivery (there were no widely accessible e-payment
options) and offer various delivery locations (such
as the nearest police station). Although services
such as DHL existed in the market, they were not
SUHSDUHG WR KDQGOH FDVK 7RGD\ -XPLD controls
}SHUFHQWRI1LJHULDpVRQOLQHUHWDLOPDUNHW.
Sometimes e-commerce companies in low-income
countries face particular challenges due to either
inadequate or non-existent building numbers,
VWUHHW QDPHV DQG OD\RXWV $URXQG  FRXQWULHV
do not have a postcode system, one of the pillars
RI HIFLHQW GHOLYHU\ $GGUHVVHV VHUYH DV D EDVLF
facilitator of communication between people, public
VHUYLFH LQVWLWXWLRQV DQG EXVLQHVVHV 838 
:LWKRXWWKHPLWLVGLIFXOWWRUHDFKLQGLYLGXDOVDQG
for businesses to operate effectively.
In some cases, such limitations may be overcome
by using automated parcel lockers, drop boxes,
SRVW RIFH ER[HV DQG RWKHU DOWHUQDWLYH PHWKRGV
RI GHOLYHU\ %XW VXFK DSSURDFKHV DUH QRW DOZD\V
FRQYHQLHQW 1DNHG 3L]]D LQ 1DLUREL VDZ D QHHG WR
LQGLYLGXDOO\ PDS DQG ODEHO HYHU\ DSDUWPHQW RIFH
complex and home in its delivery radius in order to
locate buyers and to be able to guarantee delivery
within a certain time.2WKHUFRPSDQLHVKDYHIRXQG
the lack of a precise address system to be a business

RSSRUWXQLW\ 2N+L ZZZRNKLFRP LQ .HQ\D IRU

example, seeks to assign a physical address to
the people in the world who dont have one. It is
enabling the creation and secure sharing of physical
addresses via mobile phone. The company aims to
enable buyers to turn their physical addresses into
D XQLTXH XQLIRUP UHVRXUFH ORFDWRU 85/ ZKLFK
FDQ VXEVHTXHQWO\ EH VKDUHG YLD HPDLO 606 DQG
WhatsApp. Ultimately, however, it is important to
establish a nation-wide, universal addressing system
WRDYRLGIUDJPHQWDWLRQVHHDOVRFKDSWHU9,

6. The importance of local solutions

3UHFHGLQJVHFWLRQVKDYHKLJKOLJKWHGPXOWLSOHRSWLRQV
for micro and small enterprises in developing countries
to engage in e-commerce. Whereas new solutions are
H[SDQGLQJWKHLURSSRUWXQLWLHVWRVHOORQOLQHVLJQLFDQW
challenges and barriers remain. Compared with their
counterparts in more developed parts of the world,
small businesses in large parts of Africa and Asia face
additional challenges.
$FFHVVLELOLW\ EDUULHUV FDXVH VLJQLFDQW IUXVWUDWLRQV
among aspiring young entrepreneurs. The online
platform for advocacy campaigners, change.org, is
full of petitions from Ghana, Nigeria, Sri Lanka and
8NUDLQH VHHNLQJ WKH DWWHQWLRQ RI 3D\3DO H%D\ DQG
$PD]RQ )RU LQVWDQFH RQH SHWLWLRQ WKDW ZDV VLJQHG

CHAPTER IV : E-COMMERCE BY SMALL AND RURAL ENTERPRISES IN DEVELOPING COUNTRIES

E\SHRSOHUHTXHVWV3D\3DOWRDOORZSHRSOHLQ
Ukraine to receive money.447KHq3D\3DOIRU6UL/DQNDr
FDPSDLJQ ZKLFK VWDUWHG LWV DFWLYLWLHV LQ  KDV
DWWUDFWHG VRPH  VXSSRUWHUV DSSHDOLQJ WR WKH
*RYHUQPHQWRI6UL/DQNDDQG3D\3DOWRZRUNWRJHWKHU
WRQGDVROXWLRQ45
0RUHRYHU HYHQ ZKHQ WKH\ DUH DFFHVVLEOH JOREDO
e-commerce platforms do not always provide solutions
to overcome domestic barriers experienced in the
GHYHORSLQJFRXQWULHV)RULQVWDQFHH%D\RU$PD]RQ
do not provide support for border administration
when importers face problems of customs clearance
RU GRPHVWLF WUDQVSRUW $FFHVV WR 3D\3DO GRHV
not guarantee that payments can be seamlessly
transferred through each local bank where banking
LQIUDVWUXFWXUH LV QRW HIFLHQW )RU H[DPSOH LQ .HQ\D
(TXLW\ %DQN UHDFKHG DQ H[FOXVLYH DUUDQJHPHQW ZLWK
3D\3DOIRUFDVKZLWKGUDZDOV
The absence of global platform providers creates
VFRSHIRUORFDOSOD\HUVWROOWKHYRLG,QVXE6DKDUDQ
Africa, for example, a number of e-commerce
payment gateways have been created. These include
,QWHUVZLWFK -DPER3D\ 2]LQER 3DJD 3D\QRZ
3HVD3DO6LPSOH3D\*'LUHFW3D\DQG<R3D\PHQWV
which all facilitate payment via mobile phones.
,Q%DQJODGHVKVHYHUDOHFRPPHUFHVLWHVDUHWDUJHWLQJ
WKHGRPHVWLFPDUNHW&OLFN%' is one of the largest of
WKHVH )ROORZLQJ EURDGO\ WKH H%D\ IRUPDW LW RSHUDWHV
with a huge community of buyers and sellers, trading
DZLGHUDQJHRILWHPV%XLOWE\DORFDO,7HQJLQHHUFXP
HQWUHSUHQHXU LW RIIHUV ERWK ELGGLQJ DQG [HGSULFH
RSWLRQV IRU EX\HUV 2QOLQH SD\PHQWV DUH SRVVLEOH ZLWK
a prepaid card. Another popular site is Akhoni.com,

53

ZKLFKDFFHSWV9LVDDQG0DVWHU&DUGSD\PHQWVLQDGGLWLRQ
WR SRSXODU PRELOH SD\PHQWV VXFK DV E.DVK49 The
FRPSDQ\FDQDOVRRUJDQL]HORFDOGHOLYHU\,Q6UL/DQNDD
homegrown e-commerce company has emerged as an
alternative e-commerce platform for small enterprises to
EX\LWHPVIURPWKHLQWHUQDWLRQDOPDUNHWER[,97KH
examples cited above from Africa and Asia illustrate
the importance of local solutions complementing those
offered by global e-commerce companies.

B. OPPORTUNITIES FOR
RURAL ENTERPRISES
TO SELL ONLINE
The lingering ruralurban divide in terms of access to
affordable ICT services represents a barrier for rural
enterprises wishing to leverage ICTs in their activities.
:KHUHDVDVPXFKDV}SHUFHQWRIUXUDOSRSXODWLRQV
are now covered by a mobile signal, there has been
less progress in terms of Internet access, and less still
ZLWKUHJDUGWREURDGEDQG3DUWQHUVKLSRQ0HDVXULQJ
,&7IRU'HYHORSPHQW
In considering the potential of rural e-commerce, it is
important to understand the variety of products typically
produced by micro and small enterprises. Not every
product is necessarily a good candidate for online sales.
5XUDOSURGXFWVFDQEHFDWHJRUL]HGLQWRYHW\SHV
)UHVK IRRG VXFK DV YHJHWDEOHV PHDW DQG
VK 7KHVH SURGXFWV DUH GLIFXOW WR VHOO GXH WR
SHULVKDELOLW\ 8QOHVV WKHUH LV DQ HIFLHQW GHOLYHU\
network and necessary packaging (for example, ice
packs) it may not be possible to get the product to
WKHEX\HULQWLPHEHIRUHLWVSRLOV)XUWKHUPRUHIRRG
is generic and requires some kind of distinction to

%R[,9 +HOSLQJVPDOOEXVLQHVVRYHUFRPHEDUULHUVWRHFRPPHUFH7KHFDVHRI.DSUXND
:LWKRYHUSURGXFWVLQFDWHJRULHVDQGDQDQQXDOWXUQRYHURIRYHU}PLOOLRQ.DSUXNDLVWKHODUJHVWHFRPPHUFH
company in Sri Lanka. An important part of its business strategy is to help local entrepreneurs overcome barriers to e-commerce.
0DQ\HQWUHSUHQHXUVLQ6UL/DQNDGRQRWKDYHFUHGLWFDUGVDQGORFDOEDQNVPD\QRWHQWHUWDLQLQWHUQDWLRQDOWUDQVDFWLRQV
7KDQNV WR DJUHHPHQWV ZLWK WKH &HQWUDO %DQN DQG WKH LQWHUQDWLRQDO RQOLQH FDUG DXWKHQWLFDWLRQ RUJDQL]DWLRQ 9HUL6LJQ
.DSUXNDFDQDFFHSWORFDOFXUUHQF\WUDQVDFWLRQV,WKHOSVEX\HUVFKRRVHLWHPVLQLQWHUQDWLRQDOPDUNHWVDQGRSWLPL]HWKH
prices and offerings of various international sites before placing an order.
6PDOO EXVLQHVVHV RIWHQ QG LW FKDOOHQJLQJ WR QDYLJDWH FXVWRPV SURFHGXUHV XQSUHGLFWDEOH} GHOD\HG FOHDUDQFH ODQGLQJ
FKDUJHVDQGWD[HV,QUHVSRQVH.DSUXNDKDVGHYHORSHGDQqLPSRUWVLPXODWRUrWKDWDOORZVORFDOEX\HUVWRFXWDQGSDVWH
items from global websites that generate accurate estimates about shipping cost, taxes and also potential landing dates.
This solution operates in concert with warehouses in the United States and Sri Lanka, and handles overall shipping
LQFOXGLQJ FOHDUDQFH DW ODQGLQJ $ ORFDO YDQ VHUYLFH FDUULHV RXW GHOLYHULHV DFURVV 6UL /DQND .DSUXND KDV HQWHUHG LQWR
agreements with various global brands to ensure smooth operations.
Source: UNCTAD.

54

INFORMATION ECONOMY REPORT 2015

make it more interesting. Therefore, niche goods,

such as rare or unusual foods or those that have
FHUWLFDWLRQIRUH[DPSOHIRUEHLQJRUJDQLFRUIURP
a certain region) could be compelling enticements
IRURQOLQHVDOHV

'ULHG KHUEV DQG DQLPDO SURGXFWV 7KHVH DUH OHVV

SHULVKDEOHDQGWKHUHIRUHPRUHYLDEOH

0DQXIDFWXUHG SURGXFWV IRU H[DPSOH IXUQLWXUH

These pose less of a challenge though they
require a supporting ecosystem for packaging and
KDUGZDUHDFFHVVRULHV

+DQGLFUDIWV 7KHVH PD\ EH PRUH DSSHDOLQJ WR

foreign than domestic buyers. Their quality dictates
how attractive they might be to potential online
EX\HUV

Services, such as homestays, restaurants and

WRXULVW DWWUDFWLRQV 7KHVH DUH QRW SHULVKDEOH DQG
WKH\PD\EHDWWUDFWLYHWRORFDOFLWL]HQVIRUH[DPSOH
to urban people interested in rural tourism.
2WKHU VHUYLFH FDWHJRULHV RI UHOHYDQFH LQFOXGH
various micro tasks, app development and game
development as long as the required infrastructure
DQGVNLOOVDUHLQSODFH81&7$'D
The remainder of this chapter looks at the mixed
experience of rural e-commerce in three Asian
FRXQWULHV t &KLQD WKH 5HSXEOLF RI .RUHD DQG
Thailand and discusses lessons that can be drawn.
The countries vary in terms of approaches taken to
promote rural e-commerce as well as with regard to
the readiness for engaging in such activities.

1. Grassroots-led rural e-commerce in

China
&KLQD KDV D UXUDO SRSXODWLRQ RI RYHU } PLOOLRQ
LQKDELWDQWVRIZKLFKDERXW}PLOOLRQKDYH,QWHUQHW
DFFHVV0LQJHVHWDO7KHFHQWUDO*RYHUQPHQW
has taken various steps to reduce the urbanrural
GLJLWDO GLYLGH )RU H[DPSOH WKH 9LOODJH WR 9LOODJH
SURMHFW FRRUGLQDWHG E\ WKH 0LQLVWU\ RI ,QGXVWU\ DQG
Information Technology, helped to provide telephone
service and subsequently broadband to administrative
villages.%\}SHUFHQWRIWKHPKDGREWDLQHG
such access. Another initiative is the dedicated
WHOHSKRQHQXPEHUqrODXQFKHGE\WKH0LQLVWU\
for Agriculture to provide nationwide information about
agricultural techniques, disaster warnings and market
pricing, covering about one third of farmers across the
country. However, the central Government does not
KDYHDVSHFLFSURJUDPPHIRUUXUDOHFRPPHUFH

A number of provinces have developed portals with

agricultural information including pricing and the ability
WRDGYHUWLVHSURGXFWVZLWKRILQHSXUFKDVH6RPHKDYH
DOVR LPSOHPHQWHG %% LQLWLDWLYHV VXFK DV IDUPHUV
pooling purchases to achieve scale for buying inputs
VXFK DV IHUWLOL]HU 5XUDO HFRPPHUFH LQLWLDWLYHV KDYH
often emanated from the ground up, as illustrated by
WZRFDVHVLQWKHUXUDO-LDQJVXDQG=KHMLDQJ3URYLQFHV

(a) The case of Dongfeng village in Jiangsu

Province
In the village of Dongfeng, under the administration
RI 6KDML 7RZQ LQ -LDQJVX 3URYLQFH LQKDELWDQWV KDYH
traditionally made a living by farming and migrant
ODERXU 9LOODJHUV KDYH FRRSHUDWHG WR VSHFLDOL]H LQ
livestock raising and recycling of waste plastic,
EXW ZLWK OLWWOH VXFFHVV ,Q  D \RXQJ PDQ IURP
the village, inspired by the home furnishings of the
6ZHGLVK FRPSDQ\ ,.($ VHW XS 'RQJIHQJpV UVW
online shop to sell simple assembled furniture. Today,
furniture assembled in this village is sold online all over
the country and also exported.
%HIRUH WKH LQWURGXFWLRQ RI RQOLQH UHWDLOLQJ WKHUH ZDV
no furniture industry in Shaji Town, let alone other
advantages such as capital, logistics or accessible
geography. However, when some villagers started selling
assembled furniture through the Internet, several farmers
decided to follow their example. As a result, a furniture
assembly and manufacturing industry started to emerge.
$WWKHVDPHWLPHRWKHUUHODWHGLQGXVWULHVGHULYHGEHQHWV
from the development of online retailing, including
wood processing, logistics, hardware accessories and
SDFNDJLQJ %\ WKH HQG RI  WKH YLOODJH KDG WKUHH
hardware accessories factories, 15 logistics and express
delivery companies, and seven computer stores. There
DUH QRZ RYHU  RQOLQH VKRSV ZLWK FRPELQHG DQQXDO
UHYHQXHRIRYHU}PLOOLRQ.DQDQG'RQJIHQJ
KDVEHHQQDPHGWKHWRSq7DREDRYLOODJHr51
To conclude, the online shopping phenomenon
originated from the grassroots, without preferential
JRYHUQPHQWSROLFLHVRUQDQFLDOVXSSRUW,WVJURZWKKDV
had various effects. Not only has the income of villagers
increased, unemployment has been almost eliminated.
2QDYHUDJHVL[ZRUNHUVDUHHVWLPDWHGWREHHPSOR\HG
E\HYHU\RQOLQHUHWDLOHU:RUOG%DQN

(b) The case of Suichang in Zhejiang Province

A different example is Suichang, a county of some
 LQKDELWDQWV LQ WKH VRXWKZHVW RI =KHMLDQJ

CHAPTER IV : E-COMMERCE BY SMALL AND RURAL ENTERPRISES IN DEVELOPING COUNTRIES

3URYLQFH,WVPRXQWDLQRXVDQGIRUHVWHGVXUURXQGLQJV
are home to abundant agricultural resources, such
DV EDPERR KHUEV WHD RZHUV YHJHWDEOHV SRXOWU\
DQG PXVKURRPV ,Q  YLOODJHUV VWDUWHG VHOOLQJ
agricultural products through popular Chinese
HFRPPHUFHSRUWDOV%\DOPRVWHYHU\KRXVHKROG
had set up a store with annual sales exceeding
}PLOOLRQ}PLOOLRQ9LOODJHUVOHYHUDJHGJURZLQJ
demand for bamboo products such as charcoal,
shoots and furniture, as well as organically grown
vegetables and herbs. Surging sales helped to drive the
UHYLWDOL]DWLRQRIXSVWUHDPFURSIDUPLQJ)RUH[DPSOH
WKHVL]HRIEDPERRIRUHVWVPRUHWKDQGRXEOHGIURP
 PX  KHFWDUHV LQ  WR 
PX  KHFWDUHV LQ  2SHUDWLQJ DQ RQOLQH
store has become a new employment channel for
college graduates, and laid-off or migrant workers.
(PSOR\PHQWUHODWHGWRHFRPPHUFHLQWKLVFRXQW\LV
HVWLPDWHGWRH[FHHGDQGWKHQXPEHURIRQOLQH
VWRUHVLQ6XLFKDQJKDVJURZQWRDERXWQRWRQO\
marketing agricultural products but also tourism to
attract visitors.
,Q0D\DVWUDWHJLFFRRSHUDWLRQDJUHHPHQWZDV
concluded between Suichang County and Taobao.
FRP WKH && RQOLQH PDUNHWSODFH RI WKH $OLEDED
*URXSER[,,WRHVWDEOLVKDGHGLFDWHGSRUWDOKWWS
VXLFKDQJFKLQDWDREDRFRP 0DQ\ RI 6XLFKDQJpV
e-commerce merchants have set up online stores on
this marketplace.
7KH 2QOLQH 6KRS $VVRFLDWLRQ ZKLFK ZDV VHW XS LQ
0DUFKE\VRPHSLRQHHURSHUDWRUVLQ6XLFKDQJ
KDV SOD\HG DQ LPSRUWDQW UROH LQ WKUHH ZD\V WUDLQLQJ
WUDQVIHURINQRZOHGJHDQGORJLVWLFV5HJXODUFRXUVHV
on how to operate an online store are available to
PHPEHUV IUHH RI FKDUJH 0HPEHUV FDQ EHQHW IURP
services by professional photographers and by using
image processing techniques. The Association also
encourages experienced members to share their
skills in online store design and with regard to fraud
prevention. In the area of shipping and delivery, the
Association negotiates prices with express delivery
companies on behalf of members. Its distribution
centre aggregates products to achieve economies of
scale for shipping, which helps to reduce the costs of
logistics.
The local government has contributed in different
ways. It has upgraded transport conditions through
the construction of roads to remote areas and a major
highway linking the province to Chinas superhighway
network. The infrastructure of ICTs is being improved

55

and most households enjoy broadband connectivity. It

SURYLGHGIXQGVIRUWKHFRQVWUXFWLRQRIDVTXDUH
metre distribution centre, funding and training for
HFRPPHUFHVWDUWXSVDVZHOODVSUHIHUHQWLDOQDQFH
tax and house leasing measures. It furthermore offers
RQOLQHVDOHVJXDUDQWHHVDQGFHUWLHVORFDORQOLQHVWRUH
operators. It has established a food safety mechanism
LQ SDUWQHUVKLS ZLWK IDUPHUV FRRSHUDWLYHV WKH 2QOLQH
Shop Association and Taobao to monitor the process
from product preparation, to online sales and aftersales activities.

2. Rural e-commerce in the

Republic of Korea: The case of
the Information Network Village
platform
7KH 5HSXEOLF RI .RUHD LV RQH RI WKH ZRUOGpV PRVW
DGYDQFHG,&7QDWLRQV,WLVDPRQJWKHWRSFRXQWULHV
LQWHUPVRIWKHQXPEHURIRQOLQHEX\HUVWDEOH},,DQG
DPRQJ WKH WRS  SHUIRUPHUV LQ WKH 81&7$' %&
(FRPPHUFH ,QGH[ FKDSWHU ,,, 7KH *RYHUQPHQW
KDV ORQJ UHFRJQL]HG WKH SRWHQWLDO IRU HFRPPHUFH
to support enterprise growth in both urban and
UXUDO DUHDV 2QOLQH VKRSSLQJ LQ  DPRXQWHG WR
} ELOOLRQ } ELOOLRQ 6WDWLVWLFV .RUHD 
6RPH}SHUFHQWRIWKRVHOLYLQJLQUXUDODUHDVXVHG
WKH,QWHUQHWLQ7KHRQOLQHPDUNHWIRUIRRGDQG
RWKHUUXUDOSURGXFWVLVVLJQLFDQWDQGJURZLQJ.RUHD
,QWHUQHWDQG6HFXULW\$JHQF\
7KH &ORVLQJ WKH 'LJLWDO 'LYLGH $FW  FDOOHG IRU
qHVWDEOLVKLQJSXEOLFDFFHVVFHQWUHVWKDWRIIHU,QWHUQHW
DFFHVVDQGOHDUQLQJRSSRUWXQLW\WRUHVLGHQWVLQQHHGr54
This was accomplished through the Information
1HWZRUN9LOODJH,19,/SODWIRUPODXQFKHGLQE\
WKH0LQLVWU\RI*RYHUQPHQW$GPLQLVWUDWLRQDQG+RPH
$IIDLUV 7KH ,19,/ SODWIRUP ZDV qGHVLJQHG WR UHGXFH
the digital divide between rural and urban regions...
and to increase income level of local residents by
boosting regional economy through e-commerce,
which eventually leads to the improvement of the
TXDOLW\ RI OLIH LQ UXUDO FRPPXQLWLHVr55 9LOODJHV FDQ
submit an application to the municipal authority
that decides whether to approve it based on certain
VHOHFWLRQFULWHULD$WWKHHQGRIWKHUHZHUH
,19,/VLQWKHFRXQWU\JXUH},9
$OO ,19,/V DSSHDU RQ WKH FHQWUDO SRUWDO KWWS
www.invil.org) with descriptions of their agricultural
specialties and tourist attractions. Niche products and

56

INFORMATION ECONOMY REPORT 2015

)LJXUH},9 5HSXEOLFRI.RUHDQXPEHURI,QIRUPDWLRQ1HWZRUN9LOODJHVt
400
350
300
250
200
150
100
50
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Source: 5HSXEOLFRI.RUHD0LQLVWU\RI*RYHUQPHQW$GPLQLVWUDWLRQDQG+RPH$IIDLUV

services include visiting local lakes, bean sauce and

medical mud.
,QWKH,19,/SODWIRUPIDFLOLWDWHGDERXW}PLOOLRQ
LQ RQOLQH VDOHV DQG VRPH } PLOOLRQ YLVLWRUV ZHUH
UHFRUGHG RQ WKH PDLQ ,19,/ ZHEVLWH DQG RQ WKRVH
RIHDFKLQIRUPDWLRQYLOODJHJXUH},9$SHUFHQWDJH
RI WKH LQFRPH IURP WKH VDOHV DURXQG } SHU FHQW
LV DOORFDWHG WR ,19,/ RSHUDWLRQV DQG PDLQWHQDQFH
Quality control is stringent, with all products and
services being reviewed before they can be sold on
WKHSODWIRUP9LOODJHUVDUHDOVRDVVLVWHGE\,19,/VWDII
to create compelling stories about their products to
HQKDQFHWKHLUVDOHVSRWHQWLDO/RJLVWLFVDUHHIFLHQWLW
takes less than three days to send a product anywhere
LQ WKH FRXQWU\ DW ORZ SULFHV  WR } SHU NLOR $Q
memorandum of understanding has been made with
H%D\ WR PDUNHW VSHFLF ,19,/ SURGXFWV WKURXJK D
dedicated channel on its e-commerce platform in the
5HSXEOLFRI.RUHD
7KHSRVWDORSHUDWRULQWKH5HSXEOLFRI.RUHDKDVDOVR
VXSSRUWHGWKHJURZWKRIUXUDOHFRPPHUFH,WVSRVWRIFH
service has developed into a distribution channel which
directly connects producers nationwide with consumers.
,WKDVEXLOWXSDQLPDJHRIDqVDIHGLVWULEXWLRQFKDQQHOr
where consumers can trust and buy good quality typical
products from every region of the nation. Among other
WKLQJV QLQH VPDOO DQG PHGLXPVL]HG UXUDO HQWHUSULVHV

KDYHDFKLHYHGPRUHWKDQ}ELOOLRQ}PLOOLRQLQDQQXDO

sales through the postal distribution channel. This was
made possible by the combination of public trust that it
enjoyed as a government agency, strict quality control,
reasonable prices and quick and accurate delivery (ITU
DQG838

3. Rural e-commerce in Thailand

,Q 7KDLODQG %& HFRPPHUFH UHYHQXHV DPRXQWHG
WR % } PLOOLRQ } ELOOLRQ LQ  7KDLODQG
1DWLRQDO6WDWLVWLFDO2IFHD-XVWXQGHU}PLOOLRQ
people had shopped online in that year (Thailand,
1DWLRQDO6WDWLVWLFDO2IFHE2QHTXDUWHURIWKH
population aged 15 and above used the Internet and
LQQRQPXQLFLSDODUHDVWKHHTXLYDOHQWUDWHZDV}SHU
cent. Thailand features in the middle of the UNCTAD
%& (FRPPHUFH ,QGH[ LQ VHYHQWLHWK SODFH EXW
overperforms in terms of the actual share of online
shoppers in the population (chapter III).
In some respects, Thailand has good conditions for
e-commerce. The entire population is covered by
the postal system, and home delivery is available
WR } SHU FHQW RI KRXVHKROGV 0RUHRYHU VRPH
PHUFKDQWV GHOLYHU WR WKH FRXQWU\pV  URXQGWKH
FORFN (OHYHQ VWRUHV )LQDQFLDO OHJLVODWLRQ WKDW
supports online payment via credit card, bank transfer

CHAPTER IV : E-COMMERCE BY SMALL AND RURAL ENTERPRISES IN DEVELOPING COUNTRIES

57

)LJXUH},9 (FRPPHUFHVDOHVRIDQGQXPEHURIYLVLWRUVWR,QIRUPDWLRQ1HWZRUN9LOODJHV

20
17.2
15.6
14.2

40

$ million

12.7
30

39

16
14

13

41
12

30

10.2

18

10
21

20

13
10

Number of visitors (in millions

50

2
0

0
2008

2009

2010

E-commerce sales

2011

2012

2013

Visitors to INVIL websites

Source: .RUHD/RFDO,QIRUPDWLRQ5HVHDUFKDQG'HYHORSPHQW,QVWLWXWH
Note: 7KHQXPEHURIYLVLWRUVLQFOXGHVYLVLWRUVWRWKHPDLQ,19,/VZHEVLWHZZZLQYLORUJDFFHVVHG}-DQXDU\DQGWRWKRVH
of each of the information villages.

and digital money is also in place. Not only is there

DORFDOHPRQH\VHUYLFHVLPLODUWR3D\3DOEXWEX\HUV
FDQDOVRPDNHSD\PHQWDWRYHUORFDWLRQVVXFK
as banks, automatic teller machines and convenience
stores.59
As much as three quarters of the population live in
UXUDO DUHDV 9DULRXV HIIRUWV E\ WKH *RYHUQPHQW KDYH
been made to bridge the urbanrural digital divide,
including by expanding the network of telecentres.
7KH 0LQLVWU\ RI ,QIRUPDWLRQ DQG &RPPXQLFDWLRQ
7HFKQRORJ\ 0,&7 KDV RIIHUHG FRPSXWHUV DQG RQH
year free Internet access to local communities that
wish to establish a telecentre and that meet certain
FULWHULD %\  WKH 0,&7 KDG HVWDEOLVKHG 
telecentres and additional ones were to be installed
XVLQJ XQLYHUVDO VHUYLFH FRQWULEXWLRQV ,Q  MXVW
RYHU  7KDLV DERXW } SHU FHQW RI DOO ,QWHUQHW
users) accessed the Internet via telecentres (Thailand,
1DWLRQDO6WDWLVWLFDO2IFHE
7KH 0,&7 KDV DOVR HVWDEOLVKHG ZHEVLWHV WR PDUNHW
SURGXFWV DQG VHUYLFHV RI WKH WHOHFHQWUHV 2QH
VXFK VLWH VHOOV WHOHFHQWUH SURGXFWV KWWSZZZ
WKDLWHOHFHQWUHFKDUPVFRP DFFHVVHG } -DQXDU\
 DQG DQRWKHU DUUDQJHV WRXUV WR WHOHFHQWUHV
KWWSWKDLWHOHFHQWUHWRXUFRP DFFHVVHG } -DQXDU\

5HVXOWVKDYHEHHQGLVDSSRLQWLQJ7KHZHEVLWHV
have relatively low visibility, and maintenance and
upgrading are done in-house with limited resources.
Another challenge is convincing merchants about
the importance of quality control and that the
products they sell should be relevant for potential
EX\HUV 2QOLQH RUGHULQJ DQG SD\PHQW DUH SRVVLEOH
but orders are routed to a central location. Sellers
are contacted to dispatch the product with payment
eventually wired to the merchants bank account. As
a result, the platform is used more as a marketing
WRRO ZLWK EX\HUV FRQWDFWLQJ VHOOHUV RILQH 7KLV KDV
sometimes caused problems with merchants being
slow to dispatch products or imposters posing as
buyers tricking the sellers to provide details about
their bank accounts.
Apart from the telecentre initiatives, the Government
has developed another website for the sale of
UXUDO SURGXFWV KWWSWKDLODQGPDOOQHW DFFHVVHG
}-DQXDU\+RZHYHUWKLVVLWHDOVRVXIIHUVIURP
SRRUYLVLELOLW\)RUHYHU\XVHUVWKDWYLVLWRQHRIWKH
countrys popular commercial online shopping sites,
only one visits thailandmall.net.5XUDOHQWUHSUHQHXUV
have instead turned to social media to advertise their
SURGXFWVZLWKVDOHVW\SLFDOO\WDNLQJSODFHRILQH

58

4. Lessons from the three cases

The three country cases represent different approaches
to supporting e-sales by rural enterprises, with diverging
UHVXOWV ,Q WKH 5HSXEOLF RI .RUHD DQG 7KDLODQG WKH
Governments have established e-commerce platforms
IRU UXUDO FLWL]HQV WR VHOO WKHLU SURGXFWV ,Q &KLQD UXUDO
e-commerce has been more grassroots driven, but
supported indirectly by local governments.
7KH H[SHULHQFH LQ WKH 5HSXEOLF RI .RUHD KDV EHHQ
positive, with rural e-commerce sales continually
rising. Success factors include close collaboration
between the Government, telecentre operators
DQG UXUDO FLWL]HQV WR PDUNHW DQG VHOO JRRGV DQG
services. Supportive actions have involved training,
helping sellers to create compelling advertisements,
having the private sector develop a sophisticated
e-commerce portal and links to other online platforms
in the country. This has been boosted by a relatively
high level of online shopping by consumers and solid
payment and delivery infrastructures.
The Thai experience has been less successful. Though
the Government has established a number of telecentres
in rural areas, these have not been effectively leveraged
IRU HFRPPHUFH 3ODWIRUPV GHYHORSHG WR VHOO JRRGV
and services have lacked the sophistication of privatesector online shopping malls. They have hitherto not
been widely used, with payment and logistics being
less than ideal, and there has not been a strong effort
WRHQFRXUDJHUXUDOFLWL]HQVWRSDUWLFLSDWH
In China, several villages have successfully exploited
the Internet to sell local products using the countrys
leading e-commerce sites. In the two cases examined,
the initiative to engage in e-commerce came from the
grassroots level. A positive side effect was the rise of
a supporting ecosystem of logistics, upstream crop
UHYLWDOL]DWLRQDQGSURFHVVLQJDQGSDFNDJLQJLQGXVWULHV
Though the Government was not directly involved in
this development, it contributed by improving roads,
EURDGEDQG LQIUDVWUXFWXUH DQG FHUWLFDWLRQ :LWK WKH
biggest e-commerce market in the world, there is
large demand online for rural products. Indeed, in
$OLSD\HVWDEOLVKHGDUXUDOEXVLQHVVXQLWWRUHDFK
non-e-commerce users in third- and fourth-tier cities
and in rural areas.
The three country cases indicate several ways in which
Governments can contribute to the development of rural

INFORMATION ECONOMY REPORT 2015

HFRPPHUFH)LUVWDNH\UROHLVWRFUHDWHDQHQDEOLQJ
environment, with roads, broadband access, logistics
and appropriate legislation for carrying out e-commerce
DQG IDFLOLWDWLQJ RQOLQH SD\PHQWV 5XUDO HFRPPHUFH
will not be successful unless villagers have access to
the Internet and can deliver their products as well as
safely receive payments. Additional policy measures
used in China include tax breaks, preferential loans and
construction of distribution warehouses.
Second, rather than developing governmentowned websites, a more effective approach may
be to work in partnership with popular existing
e-commerce platforms and create a link to rural
products. This saves Governments from having to
devote resources to developing an e-commerce site
IURPVFUDWFK0RUHRYHUH[LVWLQJSRUWDOVDUHW\SLFDOO\
more visible with a large client base. In Thailand,
government-developed platforms have suffered from
low visibility and limited maintenance. In China, by
contrast, villagers linked up with existing sites with
VXFFHVVIXOUHVXOWV,QWKH5HSXEOLFRI.RUHDDVZHOO
an agreement was made to market rural products to
the wider reach of a privately owned online shopping
site.
Third, Governments can endorse rural e-commerce
portals to enhance trust among potential buyers and
create economies of scale by uniting rural products
under a well-marketed government campaign. In the
5HSXEOLF RI .RUHD WKH *RYHUQPHQW FUHDWHG D OLWWOH
JUHHQPDQORJRDVVRFLDWHGZLWKLWV,19,/HFRPPHUFH
programme. In addition, Governments can raise
the visibility of e-commerce through advertising
(billboards, radio and television advertisements,
Internet ads, and the like) to encourage consumers
WREX\RQOLQH&HUWLFDWLRQVIRUIRRGTXDOLW\RUJDQLF
processes and fair trade can also help to make
products more attractive. Here merchants may
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)LQDOO\ *RYHUQPHQWV PD\ HQJDJH LQ WKH WUDLQLQJ RI
villagers in how to leverage e-commerce tools. This
may include alerting them about popular e-commerce
sites, teaching them how to create compelling
advertisements and stressing the importance of good
quality and rapid delivery. Some farmers may be too
busy or lack the inclination for Internet tasks. In this
case it may be necessary to involve intermediaries to
provide assistance.

CHAPTER IV : E-COMMERCE BY SMALL AND RURAL ENTERPRISES IN DEVELOPING COUNTRIES

59

NOTES
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In addition, these online marketplaces for services or digital goods offer online skill-training courses on technical
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60

























41

INFORMATION ECONOMY REPORT 2015

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CHAPTER IV : E-COMMERCE BY SMALL AND RURAL ENTERPRISES IN DEVELOPING COUNTRIES



54

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MAPPING
THE LEGAL
LANDSCAPE
FOR E-COMMERCE

Security and trust are fundamental for creating an environment conducive to

e-commerce. Online fraud and data breaches are growing concerns for both
consumers and enterprises, requiring adequate legal responses at national
and international levels. Against this background, this chapter examines key
legal issues that need to be addressed to facilitate e-commerce and to make
interaction on the Internet more trustworthy in general. Special attention is
given to e-commerce legal frameworks on electronic transactions, consumer
protection, privacy and data protection, and cybercrime.
This chapter presents the result of UNCTAD research into the current state of
e-commerce laws in these areas, highlighting progress made and the remaining
gaps. It discusses possible options for achieving effective implementation
and enforcement of the relevant laws and makes recommendations aimed
especially at facilitating cross-border transactions. The analysis draws
substantially on UNCTADs interaction with regional groups in developing
countries, as well as with other partner organizations and experts.

64

A. LEGAL ISSUES AND

CHALLENGES FOR
E-COMMERCE
While the adoption of laws may not be a prerequisite
for e-commerce to commence, they are essential
for its sustainable growth. A supportive legal
environment is crucial to create trust online and to
secure electronic interactions between enterprises,
FLWL]HQVDQGSXEOLFDXWKRULWLHV7KHH[WHQWWRZKLFK
regions and countries have relevant frameworks
in place, as well as whether such frameworks
are effectively implemented and enforced, varies
considerably. However, there is no ideal legal
landscape. In determining how to shape it,
consideration should be given to existing laws and
the peculiarities of the national environment, as
well as international and regional legal frameworks
where they exist. Some countries have enacted
HFRPPHUFHVSHFLF UHJXODWLRQ ZKLOH RWKHUV KDYH
amended existing legislation or developed principles
or guidelines as a minimum requirement. It is equally
possible to observe overlaps between legal regimes.
In mapping the global e-commerce legal landscape,
UNCTADs focus has been on the legislation that
LV VSHFLFDOO\ GHGLFDWHG WR HFRPPHUFH DV ZHOO DV
legislation adapted to the online environment.
Three general comments can be made in terms of
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ODQGVFDSHrLVXVHGWRHQFRPSDVVDEURDGUDQJHRI
different means of regulating behaviour, including
public law measures (for example, statutes, decrees
and regulations), private law agreements (for
example, contracts), as well as standards, codes
of practice and other non-binding, self-regulatory
approaches. Second, when referring to the
enforcement of laws, a similarly broad approach is
taken, for which determination before a court of law
LVWKHXOWLPDWHDQGUDUHRXWFRPH(QIRUFHPHQWFDQ
also arise through the use of innovative alternative
dispute resolution forums, as well as compliance
driven by corporate social responsibility policies
or concerns about adverse publicity. Third, legal
measures generally target different parts of the
e-commerce transaction value chain in pursuit of
different objectives. So, for example, consumer
protection measures against payment fraud can
engender trust in consumers, while establishing
legal certainty can encourage foreign investment in
domestic service providers.

INFORMATION ECONOMY REPORT 2015

5HVHDUFKE\81&7$'VKRZVWKDWWKHDYDLODELOLW\RI
relevant laws in four legal areas that are essential
IRU LQFUHDVLQJ XVHUVp FRQGHQFH LQ HFRPPHUFH t
e-transaction, consumer protection, privacy and
data protection, and cybercrime is generally high in
developed countries, but inadequate in many other
SDUWVRIWKHZRUOGWDEOH}9
Among the four areas, adoption is generally the
highest for e-transaction laws and the lowest for laws
SURWHFWLQJFRQVXPHUVRQOLQH7KLVPD\SDUWO\UHHFW
the unavailability of data for some countries. As the
GDWD UHSRUWHG LQ WDEOH} 9 DQG LQ DQQH[  ZLOO EH
regularly updated, member States are encouraged to
provide any missing information on their e-commerce
legislation to the UNCTAD secretariat.
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America, seven out of eight countries have consumer
protection legislation in place, but most lack laws
related to data protection and cybercrime. The
subregion with the weakest coverage of e-commerce
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nine countries have laws related to e-transactions,
consumer protection online and data protection, and
only one has cybercrime legislation in place.
Governments of developing countries face various
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DQG HQIRUFH JXUH} 9 HFRPPHUFH OHJLVODWLRQ
Laws are often adopted too late by Governments
attempting to keep up with dynamic and
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time the laws are passed they are often obsolete,
and the activities that they seek to regulate may have
FKDQJHG 5HJLRQDO HIIRUWV WR FUHDWH KDUPRQL]HG
principles are often even more delayed, resulting in
variations of legal frameworks among nation States
ZLWKLQ SDUWLFXODU UHJLRQV )RU LQVWDQFH WKH $IULFDQ
8QLRQ &RQYHQWLRQ RQ &\EHU 6HFXULW\ DQG 3HUVRQDO
'DWD 3URWHFWLRQ ZDV DGRSWHG RQO\ LQ -XQH 
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institutions that lack capacity are often given a
new e-commerce mandate without the provision
of additional resources. This frequently results in
the new mandate being relegated to the non-core
functions of the institution.
Surveys by UNCTAD of government representatives
LQFRXQWULHVLQ$IULFD$VLDDQG/DWLQ$PHULFDDQG
the Caribbean1 point to the need to build awareness
and knowledge among lawmakers and the judiciary
in order to formulate informed policies and laws in the
area of e-commerce and to enforce them effectively.

CHAPTER V : MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE

65

7DEOH}9 6KDUHRIHFRQRPLHVZLWKUHOHYDQWHFRPPHUFHOHJLVODWLRQE\UHJLRQSHUFHQW

Countries
QXPEHU

E-transaction
ODZV

Consumer protection
ODZV

3ULYDF\DQGGDWD
SURWHFWLRQODZV

Cybercrime laws












Africa











Eastern Africa

18

38.9

16.7

27.8

50.0

Middle Africa

22.2

22.2

22.2

11.1

Northern Africa

83.3

33.3

50.0

66.7

Southern Africa

60.0

40.0

20.0

40.0

Western Africa

16

50.0

56.3

62.5

37.5

Asia and Oceania











75.0

50.0

25.0

50.0

Developed economies
Developing economies

Eastern Asia

11

81.8

81.8

54.5

72.7

Southern Asia

77.8

22.2

44.4

66.7

Western Asia

12

91.7

33.3

25.0

58.3

Oceania

12

41.7

8.3

0.0

33.3

Latin America and the Caribbean











Central America

75.0

87.5

37.5

37.5

South America

12

83.3

75.0

66.7

75.0

Caribbean

13

84.6

15.4

38.5

69.2

Transition economies





















South-Eastern Asia

All economies
Source: 81&7$'VHHDQQH[

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3HUFHQWDJHRIUHVSRQGHQWV

Lack of skills or training

for policy- or lawmakers
Lack of skills or training for
members of parliament
E-transactions
Consumer protection

Funding issues

Privacy
Cybercrime

Inadequate ICT infrastructure

Lack of skills or resources in
setting up a national certication
authority for digital signatures
0
Source: UNCTAD.

20

40

60

80

100

66

INFORMATION ECONOMY REPORT 2015

)LJXUH}9 &KDOOHQJHVWRWKHHQIRUFHPHQWRIHFRPPHUFHOHJLVODWLRQLQVHOHFWHGGHYHORSLQJFRXQWULHVt

3HUFHQWDJHRIUHVSRQGHQWV

Lack of skills or training

for police or
law-enforcement agencies
Lack of skills or training for the
courts or regulators

Funding issues

E-transactions
Consumer protection
Privacy

Inadequate ICT
infrastructure

Cybercrime

Inconsistent court rulings

or court interpretation

Difculties dealing with

cross-border issues
0

10

20

30

40

50

60

Source: UNCTAD.

Three quarters of the representatives reported

GLIFXOWLHV LQ XQGHUVWDQGLQJ OHJDO LVVXHV UHODWHG WR
SULYDF\}SHUFHQWWRF\EHUFULPHDQGRYHU}SHU
cent to the two other legal areas. Similarly, between
half and two thirds of them noted that a lack of
understanding among parliamentarians can delay the
DGRSWLRQRIUHOHYDQWODZV2WKHUFKDOOHQJHVLQFOXGHG
the need for informed regulators and for training law
HQIRUFHPHQW ERGLHV DV ZHOO DV QGLQJ VXIFLHQW
resources to create effective legal frameworks and
QDWLRQDO FHUWLFDWLRQ DXWKRULWLHV )LQDOO\ VHYHUDO
respondents expressed concerns about dealing
with cross-border e-commerce, notably in the area
of e-transactions and consumer protection.
(FRPPHUFH LPSDFWV RQ RWKHU DUHDV RI ODZ WKDQ
those highlighted in this chapter, such as taxation,
intellectual property, and postal and delivery services.
)XUWKHUPRUH QHZ WUHQGV LQ HFRPPHUFH VXFK DV
mobile payments and other innovative payment
systems (see chapter III) may accentuate the need
for reviewing existing payments regulations.

B. COMPATIBILITY OF
E-TRANSACTION
LAWS NEEDED FOR
CROSS-BORDER
E-COMMERCE
A prerequisite for conducting commercial transactions
RQOLQH LV WR UHFRJQL]H WKH OHJDO HTXLYDOHQFH EHWZHHQ
paper-based and electronic forms of exchange, which
LV WKH JRDO RI HWUDQVDFWLRQ ODZV (WUDQVDFWLRQ ODZV
have already been adopted by 145 countries, of which
 DUH GHYHORSLQJ FRXQWULHV JXUH} 9 $QRWKHU
 KDYH SURGXFHG GUDIW OHJLVODWLRQ LQ WKLV DUHD 7KDW
OHDYHVGHYHORSLQJFRXQWULHVZLWKQRHWUDQVDFWLRQ
laws and 19 for which data are lacking. While four out
RIYHFRXQWULHVLQ$VLDDQGLQ/DWLQ$PHULFDDQGWKH
&DULEEHDQKDYHDGRSWHGVXFKODZVWKRVHLQ(DVWHUQ
DQG0LGGOH$IULFDDUHODJJLQJEHKLQG
0DQ\ QDWLRQDO ODZV LQ WKLV DUHD KDYH EHHQ LQXHQFHG
by the legislative standards prepared by the United

CHAPTER V : MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE

Nations Commission on International Trade Law

81&,75$/ ,WV 0RGHO /DZ RQ (OHFWURQLF &RPPHUFH
 81&,75$/  KDV EHHQ HQDFWHG LQ PRUH
WKDQMXULVGLFWLRQV0HDQZKLOHMXULVGLFWLRQVKDYH
EDVHGWKHLUOHJLVODWLRQRQWKH&RPPLVVLRQpV0RGHO/DZ
RQ (OHFWURQLF 6LJQDWXUH  81&,75$/ 
Additionally, the United Nations Convention on the Use
RI(OHFWURQLF&RPPXQLFDWLRQVLQ,QWHUQDWLRQDO&RQWUDFWV
(&& KDV EHHQ VLJQHG E\  6WDWHV DQG DFFHGHG
WR RU UDWLHG E\ VL[ 81&,75$/ 4 7KH (&&
applies only at the international level and only to the
six States parties.5 However, several other States have
incorporated some or all of the substantive provisions
RIWKH(&&LQWKHLUQDWLRQDOODZV
-XULVGLFWLRQV WKDW KDYH DGRSWHG WKH 0RGHO /DZV RU
WKH (&& VKDUH FRPPRQ HOHPHQWV LQ WKHLU HOHFWURQLF
contracting laws, helping to facilitate cross-border
e-commerce. They embrace the principles of
technology neutrality, non-discrimination of electronic
FRPPXQLFDWLRQV DQG IXQFWLRQDO HTXLYDOHQFH %XW
despite progress in the adoption of e-transaction
laws, three major issues remain.
)LUVW VHYHUDO HWUDQVDFWLRQ ODZV DGGUHVV RQO\
the electronic signature (e-signature) component
(authentication) without addressing other important
terms of a contract in electronic form. They are silent
on issues such as the time and place of dispatch and
receipt, acknowledgment of receipt, party location

and the use of automated message systems. Similarly,

most e-transaction laws do not deal with international
aspects of e-commerce, such as choice of law, which
LVRQHRIWKHSRWHQWLDOLVVXHVRIFRQLFWLQFURVVERUGHU
HFRPPHUFH 0RUHRYHU ZKLOH VHYHUDO ODZV KDYH D
provision on cross-border recognition of e-signatures,
most of them are not implemented as they require a
mutual recognition system that can be burdensome to
LPSOHPHQW&DVWHOODQL
Second, there is variation in terms of national
implementation of fundamental principles, notably
WHFKQRORJ\QHXWUDOLW\LQWKHXVHRIHVLJQDWXUHV0DQ\
FRXQWULHVKDYHHQDFWHGWHFKQRORJ\VSHFLFOHJLVODWLRQ
based on e-signatures, such as public key infrastructure
3.,151 This applies, for example, to some member
States of the Commonwealth of Independent States
DQG RI (&2:$6 Commonwealth of Independent
States member States are required to set up
certifying bodies that create digital signatures based
on cryptography. Some laws envisage that only
WKHVH GLJLWDO VLJQDWXUHV ZLOO EH UHFRJQL]HG DV KDYLQJ
a mandatory force. However, there may be a trend
towards more technology-neutral e-signature laws.
)RULQVWDQFHWKH5XVVLDQ)HGHUDWLRQLQDPHQGHG
LWV ODZ WR UHFRJQL]H DOO IRUPV RI HVLJQDWXUHV DQG LW
DOVR DGRSWHG WKH (&& ZKLFK HQDEOHV FURVVERUGHU
recognition of e-signatures on a technology-neutral
basis.

)LJXUH}9 :RUOGPDSRIHWUDQVDFWLRQODZV

Legend
'DUNEOXHtFRXQWULHVZLWKOHJLVODWLRQ
Light blue countries with draft legislation
Source: 81&7$'VHHDQQH[

67

9LROHWtFRXQWULHVZLWKQROHJLVODWLRQ
Grey countries with no data

68

INFORMATION ECONOMY REPORT 2015

DGRSWHG WKH 5HJXODWLRQ RQ (OHFWURQLF ,GHQWLFDWLRQ

DQG7UXVW6HUYLFHVIRU(OHFWURQLF7UDQVDFWLRQV which
applies the principle of technology neutrality by avoiding
UHTXLUHPHQWV WKDW FRXOG RQO\ EH PHW E\ D VSHFLF
technology. This regulation also sets conditions for
PXWXDOUHFRJQLWLRQRIHOHFWURQLFLGHQWLFDWLRQLQDOHJDO
LQVWUXPHQW WKDW LV GLUHFWO\ DSSOLFDEOH LQ DOO (XURSHDQ
8QLRQPHPEHU6WDWHV$QRWKHUH[DPSOHLVWKH$6($1
LQ ZKLFK PHPEHU 6WDWHV UHFRJQL]H GLIIHUHQW W\SHV RI
VLJQDWXUHVWDEOH}9

Laws often require the establishment of a national

FHUWLFDWLRQ DXWKRULW\ +RZHYHU GXH WR WKH KXPDQ
DQG QDQFLDO FRVWV LQYROYHG FHUWLFDWLRQ DXWKRULWLHV
especially in developing countries, have sometimes
not been set up, or have been set up only after an
extended period of time. In such cases, e-transactions
may lack legal recognition when the intervention
RI WKH QDWLRQDO FHUWLFDWLRQ DXWKRULW\ LV UHTXLUHG WR
give legal validity to the transaction. In addition, a
requirement to use cryptographic systems when
conducting e-commerce or e-government operations
can represent a barrier to online transactions. It could,
for example, hinder foreign bidders from participating
in public procurement, unless legal recognition of the
UHOHYDQWIRUHLJQ3.,KDVEHHQHVWDEOLVKHG

The third issue concerns the lack of capacity regarding

WKH HQIRUFHPHQW RI HWUDQVDFWLRQ ODZV -XGJHV DQG
practitioners often have limited knowledge of and
H[SHULHQFH ZLWK HWUDQVDFWLRQV JXUHV 9 DQG 9
As a result, and especially in developing countries,
companies may be reluctant to embrace the use of
electronic means. A decision illustrating the challenges
for both legislators and judges when departing from
uniform texts based on international best-practice
PRGHOVLVSURYLGHGLQER[9

(YHQLQFRXQWULHVWKDWKDYHDGRSWHGSURYLVLRQVEDVHG
RQ 81&,75$/ RU RWKHU XQLIRUP WH[WV YDULDWLRQV H[LVW
posing challenges for both domestic and crossborder e-commerce. Different e-transaction laws
provide different standards for what constitutes
DQ HVLJQDWXUH 7KH FDVH RI WKH (XURSHDQ 8QLRQ
is illustrative. Its member States were required to
LPSOHPHQW WKH (XURSHDQ 8QLRQ 'LUHFWLYH (&
RQD&RPPXQLW\)UDPHZRUNIRU(OHFWURQLF6LJQDWXUHV
which established the legal framework for e-signatures
DQGFHUWLFDWLRQVHUYLFHVWREHOHJDOO\UHFRJQL]HGZLWKLQ
DQGDFURVV(XURSHDQ8QLRQPHPEHU6WDWHV+RZHYHU
as the national regimes adopted to implement the
'LUHFWLYH ZHUH QRW XQLIRUP WKH (XURSHDQ 3DUOLDPHQW
DQG WKH &RXQFLO RI WKH (XURSHDQ 8QLRQ LQ -XO\ 

C. COVERAGE OF
CONSUMER
PROTECTION ONLINE
IS PATCHY
Consumer policy seeks to address imbalances
between businesses and consumers in all forms
of commerce by ensuring that consumers are

7DEOH}9 7\SHVRIHVLJQDWXUHVUHFRJQL]HGE\ODZLQ$6($1PHPEHU6WDWHV

All legal
signatures

Brunei Darussalam

$OOOHJDOVLJQDWXUHVEXWDGYDQFHGTXDOLHG
signatures are associated with legal
presumptions, while simple
signatures are not
qWZRWLHUDSSURDFKr

Only
DGYDQFHG
TXDOLHG
signatures

Only signatures
associated
ZLWKDVSHFLF
technology
HJ3.,

Cambodia
Indonesia

Lao Peoples Democratic

Republic

Malaysia
Myanmar

X
X

Philippines

Singapore
Thailand
Viet Nam
Source: 81&7$'D

X
X
X

CHAPTER V : MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE

adequately protected against misleading, fraudulent

DQG XQIDLU FRPPHUFLDO SUDFWLFHV HPSRZHUHG
WKURXJK DZDUHQHVV DQG HGXFDWLRQ DQG SURYLGHG
with effective redress when problems arise. Given the
nature of the Internet, where important information on
the seller (such as identity, location and credibility) can
easily be concealed, and where complex and lengthy
terms and conditions are used that consumers may
not be able to access easily or in a timely manner,
information asymmetry is accentuated in the case of
e-commerce. Consumers are more vulnerable online
to deceptive and fraudulent activities. Consumer
protection laws can also help businesses engaged
in e-commerce to clarify the requirements of doing
business online within a particular jurisdiction.
Therefore, consumer laws, policies and regulations
may at the same time outline consumers rights
and business practices to be expected online, limit
fraudulent and misleading commercial conduct and
help businesses develop self-regulatory regimes
2(&'D
'HVSLWHWKHLPSRUWDQFHRIFRQVXPHUFRQGHQFHIRU
%&HFRPPHUFHVHHFKDSWHU,WKHJOREDOPDSRI
consumer protection legislation indicates that many
developing and transition economies still lack laws
LQ WKLV DUHD JXUH} 9 2XW RI WKH } FRXQWULHV
IRU ZKLFK GDWD DUH DYDLODEOH  RI ZKLFK  DUH
developing or transition economies) have adopted
consumer protection legislation that relates to
HFRPPHUFH,QDVPDQ\DVFRXQWULHVLWKDVQRW
been possible to obtain data, however. This may
suggest that consumer protection online has not
been fully addressed.9
Box V.1.

MCC Industrial Sales Corporation versus

Ssangyong Corporation

In the case of MCC Industrial Sales Corporation

versus Ssangyong Corporation2FWREHUWKH
3KLOLSSLQHV 6XSUHPH &RXUW IRXQG WKDW WKH 3KLOLSSLQH
e-commerce legislation did not include coverage of
fax messages as the legislation had used the words
qHOHFWURQLF GDWD PHVVDJHr UDWKHU WKDQ WKH WHUP qGDWD
PHVVDJHr WKDW LV XVHG LQ WKH 81&,75$/ 0RGHO /DZ
RQ (OHFWURQLF &RPPHUFH 7KH 3KLOLSSLQHV ODZ KDG
also removed references to example technologies,
VXFK DV qHOHFWURQLF GDWD LQWHUFKDQJH WHOHJUDP WHOH[
RU WHOHFRS\r WKDW DUH LQFOXGHG LQ WKH 0RGHO /DZ 7KH
Supreme Court therefore interpreted that these changes
were a deliberate attempt to restrict the e-commerce
legislation to purely electronic messages such as e-mail.
Source: 81&7$'D

69

In terms of regional patterns, the incidence of

consumer protection legislation in Africa is particularly
ORZ2QO\RIWKH$IULFDQFRXQWULHVKDYHDGRSWHG
such laws. The coverage is higher in Latin America with
RXWRIWKHFRXQWULHVKDYLQJUHOHYDQWOHJLVODWLRQ
LQSODFH)RU2FHDQLDDQGPRVWWUDQVLWLRQHFRQRPLHV
data on the state of consumer protection legislation
could not be obtained.
&URVVERUGHU WUDQVDFWLRQV DFFRXQW IRU D VLJQLFDQW
share of e-commerce in a number of developing
countries (chapter II), underlining the importance of
ensuring that online shoppers are protected for both
domestic and cross-border purchases. Differences in
the way countries adopt relevant provisions can hamper
cross-border trade. These may be related to the rights
and obligations of consumers and businesses, what
DUHWREHFRQVLGHUHGDFFHSWDEOH}WHUPVDQGFRQGLWLRQV
disclosure obligations and effective international
redress mechanisms.
,QWKH(XURSHDQ8QLRQIRUH[DPSOHHQWHUSULVHVKDYH
WR RSHUDWH ZLWK  GLIIHUHQW VHWV RI QDWLRQDO UXOHV IRU
conducting cross-border trade. They therefore need
to identify the provisions of the applicable laws of
particular countries, and assume the costs associated
with translation, legal advice and adaptation of
contracts. This adds costs, complexity and legal
XQFHUWDLQW\ ,Q D  VXUYH\ RI FURVVERUGHU WUDGH
} SHU FHQW RI FRQVXPHUV VDLG WKDW XQFHUWDLQW\
about their rights had discouraged them from buying
IURP DQRWKHU (XURSHDQ 8QLRQ FRXQWU\ $ WKLUG RI
the consumers surveyed said they would consider
EX\LQJ RQOLQH IURP DQRWKHU (XURSHDQ 8QLRQ FRXQWU\
LIXQLIRUP(XURSHDQUXOHVDSSOLHGEXWRQO\}SHUFHQW
DFWXDOO\ GLG (XURSHDQ &RPPLVVLRQ  7R WU\ WR
UHPHG\WKLVVLWXDWLRQWKH(XURSHDQ&RPPLVVLRQKDV
SURSRVHGD&RPPRQ(XURSHDQ6DOHV/DZ This law
would give traders the option to sell their products to
FLWL]HQV LQ DQRWKHU PHPEHU 6WDWH RQ WKH EDVLV RI D
single set of contract law rules which would stand as
an alternative alongside the national contract laws.
3DUWLHV WR D FURVVERUGHU VDOHV FRQWUDFW DQ\ZKHUH
LQ WKH (XURSHDQ 8QLRQ ZRXOG EH DEOH WR FKRRVH E\
H[SUHVVDJUHHPHQWWRDSSO\WKH&RPPRQ(XURSHDQ
Sales Law.
(IIHFWLYH HQIRUFHPHQW IRU FRQVXPHUV LV JHQHUDOO\ D
FKDOOHQJHQRWOHDVWVLQFH%&HFRPPHUFHQRUPDOO\
involves low-value transactions and as such court
actions are too costly. Cross-border enforcement has
the added challenge of jurisdiction and applicable law
issues as well as of requiring cooperation between

70

INFORMATION ECONOMY REPORT 2015

)LJXUH}9 :RUOGPDSRIODZVDGGUHVVLQJFRQVXPHUSURWHFWLRQRQOLQH

Legend
'DUNEOXHtFRXQWULHVZLWKOHJLVODWLRQ
Light blue countries with draft legislation

9LROHWtFRXQWULHVZLWKQROHJLVODWLRQ
Grey countries with no data

Source: 81&7$'VHHDQQH[

national enforcement agencies.11 Some national

authorities have set up semi-formal cooperation
mechanisms and networks to serve as non-legal,
political channels of cooperation.
)RU H[DPSOH WKH ,QWHUQDWLRQDO &RQVXPHU 3URWHFWLRQ
DQG (QIRUFHPHQW 1HWZRUN ,&3(1 LV D QHWZRUN RI
public authorities involved in the enforcement of fair
trade practice laws and other consumer protection
DFWLYLWLHV FRPSULVHG RI  PHPEHU FRXQWULHV DQG
RUJDQL]DWLRQV LQFOXGLQJ  GHYHORSLQJ FRXQWULHV
Its main objective is to identify ways to prevent
and redress deceptive marketing practices in an
LQWHUQDWLRQDO FRQWH[W ,&3(1 KDV GHYHORSHG WKH
econsumer.gov initiative to enhance consumer
SURWHFWLRQDQGFRQVXPHUFRQGHQFHLQHFRPPHUFH
7KH ZHEVLWH SHUPLWV LQGLYLGXDOV WR OH FRPSODLQWV
RQOLQHDWDVLQJOHORFDWLRQKWWSZZZHFRQVXPHUJRY
DFFHVVHG}-DQXDU\$VRILWFRPSULVHG
 QDWLRQDO DXWKRULWLHV DOO RI ZKLFK DUH DOVR ,&3(1
PHPEHUV ,Q  WKH LQLWLDWLYH UHFHLYHG 
FRPSODLQWV WDEOH} 9 The importance of crossborder laws and enforcement measures is illustrated
E\ WKH IDFW WKDW ZKHUHDV DOPRVW  FRPSODLQWV
were made against e-commerce companies in China
LQQRQHRIWKHWRSFRXQWU\FRPSODLQWVZHUH
OHGE\UHVLGHQWVLQWKDWFRXQWU\
In developed countries, self-regulation is the most
FRPPRQ IRUP RI HQIRUFHPHQW IRU %& WUDQVDFWLRQV
with e-commerce companies establishing codes of

conduct for businesses using their platforms. Some

platforms employ mechanisms that may affect a
sellers reputation, such as trust marks or customer
UHYLHZERDUGV(QIRUFHPHQWYLDSD\PHQWPHFKDQLVPV
LV DQRWKHU RSWLRQ LQ VRPH GHYHORSHG FRXQWULHV )RU
H[DPSOHLQWKH8QLWHG.LQJGRPFUHGLWFDUGFRPSDQLHV
are jointly and severally liable with sellers to repay
certain payments made via credit card.14
The main international reference frameworks for the
protection of consumers online are the Guidelines
IRU&RQVXPHU3URWHFWLRQLQWKH&RQWH[WRI(OHFWURQLF
&RPPHUFH2(&'*XLGHOLQHV2(&'EDQGWKH
8QLWHG 1DWLRQV *XLGHOLQHV RQ &RQVXPHU 3URWHFWLRQ
81*&3 8QLWHG 1DWLRQV  ZKLFK DUH ERWK
being revised (see below).

D. DATA PROTECTION
LAWS ARE
SPREADING RAPIDLY
In the digital economy, personal data have become the
IXHOGULYLQJPXFKFRPPHUFLDODFWLYLW\RQOLQH(YHU\GD\
vast amounts of information are transmitted, stored and
collected online, enabled by improvements in computing
and communication power. In this environment, security
of information is of growing concern to Governments,
HQWHUSULVHVDQGFRQVXPHUVDOLNH2IHTXDOFRQFHUQLV
the collection, use and sharing of personal information

CHAPTER V : MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE

7DEOH}9 7RSORFDWLRQVRIFRQVXPHUVDQG
companies involved in online complaints,


Top consumer
locations
United States

Number of
complaints
13 445

Top company
locations

Number of
complaints

United States

4 731

Australia

1 914

China

3 996

France

1 100

United Kingdom

1 213

United Kingdom

767

India

469

Canada

694

Canada

285

Brazil

555

Australia

264

Israel

448

France

246

Argentina

341

Germany

220

India

311

0H[LFR

158

Spain

295

Spain

144

Source: HFRQVXPHUJRY)HGHUDO7UDGH&RPPLVVLRQ

to third parties without notice or consent of consumers.

The use of cloud services provided across jurisdictions,
and the growing number of data breaches accentuate
the need for adequate policy responses (UNCTAD,
E$QDO\VHVRIqELJGDWDrDLPHGDWXQGHUVWDQGLQJ
DQG LQXHQFLQJ FRQVXPHU EHKDYLRXU IRU FRPPHUFLDO
SURWPD\IXUWKHUH[DFHUEDWHVXFKFRQFHUQV:KHUHDV
RUJDQL]DWLRQVpJRDOVDUHWRDYRLGQHVSRWHQWLDOODZVXLWV
and reputation damage, consumers tend to worry
most about what they perceive to be questionable or
unethical practices, which may not necessarily be illegal
.VKHWUL.
$FFRUGLQJWRRQHVRXUFHPRUHWKDQLQFLGHQWV
ZHUHUHSRUWHGLQWKURXJKZKLFKVRPH}PLOOLRQ
UHFRUGVZHUHH[SRVHG5LVN%DVHG6HFXULW\,Q
RQH PDMRU LQFLGHQW DV PDQ\ DV } PLOOLRQ QDPHV
customer identities, encrypted passwords, debit or
credit card numbers and other information relating
to customer orders were exposed. The business
VHFWRUZDVWKHWDUJHWIRU}SHUFHQWRIWKHLQFLGHQWV
IROORZHGE\*RYHUQPHQWV}SHUFHQW$ERXW}SHU
cent of the incidents were the result of hacking.
In terms of geographical patterns, the United States
was by far the most targeted country, accounting for
DOPRVWKDOIRIWKHNQRZQFDVHVWDEOH}97KHPRVW
common types of data exposed were passwords,
QDPHVHPDLOVDQGXVHUQDPHVJXUH}9
$V VKRZQ LQ JXUH} 9 } FRXQWULHV RI ZKLFK
}GHYHORSLQJFRXQWULHVKDYHSXWLQSODFHOHJLVODWLRQ
to secure the protection of data and privacy. In
DQRWKHU } GHYHORSLQJ FRXQWULHV GUDIW ELOOV DUH

71

pending enactment. In this area, Asia and Africa offer

DVLPLODUOHYHORIDGRSWLRQZLWKOHVVWKDQ}SHUFHQW
of countries having a law in place.
Companies also need to adopt policies to keep
information secure, put in place technical safeguards,
and develop response plans for data security
incidents to avoid fraudulent, deceptive and unfair
practices. In view of the nascent stage of privacy and
data protection laws in sub-Saharan Africa, some
e-commerce companies have proactively adopted
international best practices and security standards
ER[9:KHUHSULYDF\DQGFRQVXPHUSURWHFWLRQLV
GLIFXOWWRJXDUDQWHHGXHWRWKHQDWXUHRIWKHFRQWHQW
model, service providers may need to take extra
measures to educate buyers and sellers on how to
UHFRJQL]HDQGSURWHFWWKHPVHOYHVIURPIUDXG
The main international reference frameworks used for
SULYDF\ DQG GDWD SURWHFWLRQ DUH WKH 2(&' *XLGHOLQHV
WKH (XURSHDQ 8QLRQ 'DWD 3URWHFWLRQ 'LUHFWLYH DQG WKH
$VLDt3DFLF(FRQRPLF&RRSHUDWLRQ3ULYDF\)UDPHZRUN
While there is broad agreement on basic principles,
there is no consensus on their application. Some data
SURWHFWLRQUHJLPHVVRFDOOHGqRPQLEXVUHJLPHVrDSSO\
HTXDOO\WRWKRVHSURFHVVLQJSHUVRQDOGDWD2WKHUUHJLPHV
DSSO\GLIIHUHQWUXOHVWRVSHFLHGVHFWRUVIRUH[DPSOHWKH
health sector), types of processing entity (for example,
public authorities) or categories of data (for example,
data about children). In such jurisdictions, other sectors
are not subject to regulatory controls at all.
A distinction can be made between regimes that
operate primarily through enforcement actions
brought by individuals or their representative
groups, and those that grant enforcement powers
7DEOH}9 ,QFLGHQWVUHSRUWHGSHUFRXQWU\
Number of
incidents

3HUFHQWDJHRI
LQFLGHQWV

United States

1054

48.7

United Kingdom

120

5.5

Canada

58

2.7

India

50

2.3

Brazil

44

Germany

35

1.6

Country

Australia

30

1.4

Italy

29

1.3

France

29

1.3

New Zealand

23

1.1

Source: 5LVN%DVHG6HFXULW\

72

INFORMATION ECONOMY REPORT 2015

)LJXUH}9 ,QFLGHQWVE\W\SHRIGDWDH[SRVHGLQSHUFHQW

Source: 5LVN%DVHG6HFXULW\

)LJXUH}9 :RUOGPDSRIGDWDSURWHFWLRQSULYDF\ODZV

Legend
'DUNEOXHtFRXQWULHVZLWKOHJLVODWLRQ
Light blue countries with draft legislation
Source: 81&7$'VHHDQQH[

9LROHWtFRXQWULHVZLWKQROHJLVODWLRQ
Grey countries with no data

CHAPTER V : MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE

Box V.2.

73

Company responses to data protection and privacy in East Africa

,QHPHUJLQJHFRPPHUFHLQVXE6DKDUDQ$IULFDGDWDEUHDFKHVKDYHWKXVIDUEHHQODUJHO\RILQHOLQNHGWRDXWRPDWLF
teller-machine and point-of-sale terminal fraud. There have been various incidents of skimming devices that record a
SD\PHQWFDUGpVGHWDLOV2QOLQHIUDXGDOVRRFFXUVDQGLWVSUHYDOHQFHZLOOLQFUHDVHDVPRUHDQGPRUHFRQVXPHUVFRPH
online. Several e-commerce marketplaces have put in place mechanisms to handle the risk of fraud.
2/; t DQ RQOLQH FODVVLHGV VLWH SUHVHQW LQ .HQ\D DQG PDQ\ RWKHU FRXQWULHV t DGKHUHV WR WKH q6DIH +DUERXU 3ULYDF\
3ULQFLSOHVRIQRWLFHFKRLFHRQZDUGWUDQVIHUVHFXULW\GDWDLQWHJULW\DFFHVVDQGHQIRUFHPHQWr,QLWVWHUPVRIVHUYLFHLW
outlines how data are collected, used and shared, as well as what measures are taken to protect an individuals data. If
XVHUVVXVSHFWWKDWWKHLUSULYDF\KDVEHHQYLRODWHGRURWKHUZLVHFRPSURPLVHG2/;HQFRXUDJHVWKHPWRUHSRUWWKHLVVXH
ZLWKWKHVXEMHFWOLQHqSULYDF\SROLF\rXVLQJ2/;pVqOHJDOLVVXHVUHSRUWIRUPr
*'LUHFW3D\LVDQHFRPPHUFHSD\PHQWJDWHZD\WKDWVHUYHVPRUHWKDQWUDYHODQGWRXURSHUDWRUVWKURXJKRXW(DVW
Africa. It approaches data security in much the same way as a bank. As a card processor, it handles sensitive payment
FDUGGDWDWKDWLIVWROHQFDQEHXVHGWRLQLWLDWHFDUGSD\PHQWVZLWKRXWWKHFDUGRZQHUpVFRQVHQW7RPLWLJDWHWKLV*
'LUHFW3D\KDVLPSOHPHQWHGDVXLWHRIVHFXULW\IHDWXUHVWRHQFU\SWDQGSURWHFWGDWDIURPHQGWRHQGFRPSO\LQJZLWKOHYHO
RIWKH3D\PHQW&DUG,QGXVWU\'DWD6HFXULW\6WDQGDUGVHHKWWSVZZZSFLVHFXULW\VWDQGDUGVRUJDFFHVVHG}-DQXDU\
7KHFRPSDQ\DOVRSURDFWLYHO\PRQLWRUVFDUGXVDJHWUHQGVWRGHWHFWDQGPLWLJDWHIUDXGDWWHPSWV
$FFRUGLQJ WR LWV SULYDF\ SROLF\ =RRP 7DQ]DQLD t D KRUL]RQWDO FODVVLHGV VHUYLFH t FRPPLWV WR QHYHU VKDULQJ SHUVRQDO
GHWDLOV qH[FHSW ZKHQ UHTXLUHG E\ ODZ RU ZLWK WKH XVHUpV H[SUHVV SHUPLVVLRQr 7KH FRPSDQ\pV EXVLQHVV PRGHO LV WR
encourage user-generated content and then sell advertising space through an internal advertising network, which enables
it to advertise to users without compromising or sharing their personal information.
Source: UNCTAD.

WR D VSHFLDOL]HG VXSHUYLVRU\ DXWKRULW\ WKDW H[HUFLVHV

ongoing oversight concerning the conduct of those
that process personal data. An additional challenge
for Governments in developing countries is the need
to set up regulatory agencies.

E. CYBERCRIME A
GLOBAL PRIORITY
Cybercrime is of growing concern to countries at all
levels of development and affects both buyers and
VHOOHUV,QDQHVWLPDWHG}ELOOLRQZDVORVWLQ
supplier revenue due to online fraud (CyberSource,
,Q(XURSHWKHPRVWFRPPRQIUDXGVUHSRUWHG
E\ WKH (XURSHDQ &RQVXPHU &HQWUHV 1HWZRUN (&&
Net) were related to fraudulent websites, used cars
RQOLQHDQGFRXQWHUIHLWSURGXFWVJXUH}9$FRPPRQ
denominator among them is that consumers are lured
by the advertisement of cheap or free products and
the preferred method of payment for the fraudsters is
money transfer.
Such incidents highlight the challenges facing
consumers online. While some crimes committed on
the Internet have been around for many years, their
use has rapidly expanded, in terms of the number of
incidents and geographic reach. Cybercrimes can be

committed against several persons in many countries

without the criminal even having to leave home.
Cybercriminals may route their communications through
local phone companies, long distance carriers, Internet
service providers, and wireless and satellite networks,
and may go through different computers located in
multiple countries before attacking a particular system.
(YLGHQFH PD\ EH VWRUHG RQ D FRPSXWHU LQ D GLIIHUHQW
country from where the criminal act was executed.
Cybercrimes are targeting laptops, tablets, mobile
SKRQHV DQG HQWLUH QHWZRUNV 0RELOH PHUFKDQWV DUH
reported to be incurring the greatest fraud losses as
a share of revenue among all merchant segments
/H[LV1H[LV7KLVUHSUHVHQWVDSDUWLFXODUFKDOOHQJH
for developing countries in which mobile phones are
the key device for e-commerce and related payments.
0RUHRYHU GHYHORSLQJ FRXQWULHV DUH LQFUHDVLQJO\ EHLQJ
used by cybercriminals due primarily to lax enforcement
E\ DXWKRULWLHV $FFRUGLQJ WR RQH VWXG\ WKH WRS YH
KRWVSRWV IRU F\EHUFULPH DUH WKH 5XVVLDQ )HGHUDWLRQ
&KLQD%UD]LO1LJHULDDQG9LHW1DP
Cybercrime laws are rapidly being enacted. As
RI 1RYHPEHU   FRXQWULHV RI ZKLFK 
developing and transition economies) had enacted
VXFK OHJLVODWLRQ DQG DQRWKHU  FRXQWULHV KDG GUDIW
OHJLVODWLRQXQGHUZD\0RUHWKDQFRXQWULHVKDGQR
F\EHUFULPHOHJLVODWLRQJXUH}9$IULFDDQG2FHDQLD

74

INFORMATION ECONOMY REPORT 2015

)LJXUH}9 0RVWFRPPRQW\SHVRIIUDXGVUHSRUWHGWR(&&1HWFHQWUHVLQ(XURSH1XPEHURI(&&1HWFHQWUHV


UHSRUWLQJWKDWWKHIROORZLQJW\SHVRIIUDXGDUHIUHTXHQW

Source: (&&1HW

are the regions for which the largest number of

countries still need to adopt cybercrime laws. Some
}SHUFHQWRIWKHWUDQVLWLRQHFRQRPLHVKDYHDGRSWHG
cybercrime legislation and in Latin America the share
LVMXVWRYHU}SHUFHQW
7KH PRVW VLJQLFDQW LQWHUQDWLRQDO LQVWUXPHQW LQ
WKH HOG LV WKH &RXQFLO RI (XURSH &RQYHQWLRQ RQ
&\EHUFULPH  7KLV KDV EHHQ IROORZHG LQ PDQ\
developing regions by similar instruments, including
WKH &RPPRQZHDOWK 0RGHO /DZ RQ &RPSXWHU DQG
&RPSXWHUUHODWHG&ULPHDQGWKH$IULFDQ8QLRQ
&RQYHQWLRQ RQ &\EHU 6HFXULW\ DQG 3HUVRQDO 'DWD
3URWHFWLRQ DGRSWHG LQ -XQH  7KHUH DUH DOVR
LQLWLDWLYHVDWWKH(XURSHDQOHYHO
Developing countries face several issues, including
the lack of international legal frameworks, and
a lack of capacity and infrastructure to respond
effectively to cyberattacks. Cybercrime presents
complicated cross-border enforcement and
MXULVGLFWLRQDOSUREOHPV3DUWLFXODUHIIRUWVDUHQHHGHG
in the area of law enforcement and to strengthen
the capacity of computer emergency response
teams. International coordination and cooperation
are critical in this context to create a safe business
environment promoting faster responses to

cybercrime and sharing of information, thus giving

countries the opportunity to react quickly and
HIFLHQWO\LQFRPEDWLQJF\EHUFULPH

F. CONCLUSIONS AND
RECOMMENDATIONS
:KLOHOHJDOKDUPRQL]DWLRQKDVEHHQDPXFKWRXWHGJRDO
RISROLF\PDNHUVLQWKHSDVWLWLVLQFUHDVLQJO\UHFRJQL]HG
that compatibility and interoperability between different
legal systems is a more achievable target and one which
ZLOO IDFLOLWDWH HFRPPHUFH (YHQ LQ GHYHORSHG UHJLRQV
ZLWK D FHUWDLQ GHJUHH RI OHJDO KDUPRQL]DWLRQ GLIIHUHQW
%R[9

2QOLQHIUDXGLQ,QGLD

Like other countries, India is affected by e-commerce

fraud such as identity theft and scams. However, only
a small proportion of the cases are reported, and there
KDYH EHHQ IHZ FRQYLFWLRQV $  VXUYH\ RI \RXQJ
professionals in India revealed that one out of four
were victims of identity fraud. Another study found that
while the amount of monetary loss due to identity theft
has remained steady, the frequency of such incidents
LQFUHDVHGE\}SHUFHQWLQ.30*
Source: UNCTAD.

CHAPTER V : MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE

75

)LJXUH}9 :RUOGPDSRIF\EHUFULPHODZV

Legend
'DUNEOXHtFRXQWULHVZLWKOHJLVODWLRQ
Light blue countries with draft legislation

9LROHWtFRXQWULHVZLWKQROHJLVODWLRQ
Grey countries with no data

Source: 81&7$'VHHDQQH[

legal requirements set in national laws may hamper

HFRPPHUFH 'HVSLWH VLJQLFDQW SURJUHVV LQ WKH
adoption of laws, and to some extent legal compatibility
in many regions, there is still a need to align laws with
international legal instruments to favour cross-border
e-commerce. While preparing or revising legislation,
FRXQWULHVVKRXOGVHHNWREHQHWIURPGLVFXVVLRQVWKDW
are taking place at the international level, such as the
2(&' WKH 8QLWHG 1DWLRQV *XLGHOLQHV RQ &RQVXPHU
3URWHFWLRQ81&,75$/DQG:72
Several Governments, especially in developing
FRXQWULHVQHHGUVWDQGIRUHPRVWWRDFNQRZOHGJH
the importance of e-commerce and allocate
VXIFLHQW UHVRXUFHV WRZDUGV LWV GHYHORSPHQW
)XUWKHUPRUH WKH\ QHHG WR DGRSW EDVHOLQH ODZV LQ
legal areas where they do not exist. In doing so,
developing countries should coordinate among
institutions tasked with different legislation on
e-commerce, cloud computing and e-government
to adopt common key principles that will facilitate
the delivery of all these services. Governments
of developing countries should also ensure
enforcement of laws, the next great challenge
awaiting them, both domestically and cross border.
7KHYHUHFRPPHQGDWLRQVSUHVHQWHGEHORZDGGUHVV
selected issues currently affecting e-commerce
developments, with special consideration given to
developing countries.

1. Align e-transaction laws

(QVXULQJ UHJLRQDO DQG JOREDO FRPSDWLELOLW\ RI
e-transaction laws is a key challenge due to
the increased use of electronic technologies by
*RYHUQPHQWV FRPSDQLHV DQG FLWL]HQV Therefore,
when preparing or revising e-commerce legislation,
lawmakers should consider that of other countries
in the same region or of trading partners to have
compatible legal systems and trade policies. Legal
recognition of e-signatures, electronic contracts
and evidence at a national level should be extended
to those originating in other jurisdictions.
2YHU WKH SDVW  \HDUV DGYDQFHV WRZDUGV
KDUPRQL]DWLRQ KDYH EHHQ PDGH LQ VHYHUDO UHJLRQV
However, as different standards are used, there
is still a need to make laws more compatible
internationally. 7KH (&& FDQ KHOS LQ SURPRWLQJ
compatibility of laws. It proposes a set of core legal
provisions enabling cross-border e-commerce.
Countries should consider aligning their legislation
on e-transactions with the provisions of this
&RQYHQWLRQ %HFRPLQJ D SDUW\ WR LW will favour
regional and international compatibility, including
the cross-border recognition of e-signatures, as the
Convention provides principles that could form the
basis of a mutual recognition system (DUWLFOH 
ER[919

76

INFORMATION ECONOMY REPORT 2015

2. Streamline consumer protection

policies
Differences in national consumer protection laws are
D FKDOOHQJH IRU FURVVERUGHU HFRPPHUFH (IIRUWV DW
KDUPRQL]LQJFRQVXPHUSURWHFWLRQODZVLQHFRPPHUFH
are carried out by various regional groupings.
$WWKHHQGRIWKH2(&'ZDVLQWKHSURFHVVRI
UHYLHZLQJLWV*XLGHOLQHV2(&'E7KHREMHFWLYH
LVWRUHHFWUHOHYDQWSROLF\SULQFLSOHVSHUWDLQLQJWR%&
HFRPPHUFH LQ D QXPEHU RI 2(&' DFWV VLQFH WKHLU
adoption in 1999. At the global level, the United
Nations is also conducting consultations on the
UHYLVLRQRIWKH81*&38QLWHG1DWLRQVin the
light of market and regulatory developments, including
those related to e-commerce. The consultations aim
to capture the needs of developing countries. The
UHYLVHG JXLGHOLQHV PD\ EH DYDLODEOH E\  Salient
WRSLFV GLVFXVVHG GXULQJ WKH FRQVXOWDWLRQV LQFOXGH
effective protection that is no less favourable to that
RIRWKHUIRUPVRIFRPPHUFHULJKWVDQGREOLJDWLRQVRI
FRQVXPHUV DQG EXVLQHVVHV YXOQHUDEOH FRQVXPHUV
PRELOH SODWIRUPV SD\PHQW DOWHUQDWLYH GLVSXWH
UHVROXWLRQFRQVXPHUHGXFDWLRQDQGDZDUHQHVVGDWD
DQGSULYDF\SURWHFWLRQDSSOLFDEOHODZDQGMXULVGLFWLRQ
and bilateral, regional and international cooperation.
7KHUHYLVHG81*&3ZLOORQO\JLYHSROLF\DGYLFHDQGZLOO
WKHUHIRUHQRWFUHDWHDFRQLFWZLWKHLWKHUQDWLRQDOODZV
or regional frameworks/instruments. Countries that are
preparing or revising their consumer protection laws
for e-commerce may consider aligning their legislation
ZLWKWKH81*&3DQG2(&'*XLGHOLQHVWRHQFRXUDJH
KDUPRQL]DWLRQRIFRQVXPHUSURWHFWLRQOHJLVODWLRQDQG
IRVWHUFRQVXPHUFRQGHQFHLQHFRPPHUFH
%R[9

There is a need to set up consumer protection

agencies in several developing countries and to
strengthen existing ones in other countries. In
addition, information sharing would facilitate crossborder e-commerce. This would require an agreement
between consumer protection agencies in a given
region, complemented by appropriate investigation
and referral tools. Linking up agencies through
QHWZRUNVVXFKDV,&3(1FDQKHOSQDWLRQDODJHQFLHV
to keep abreast of new legal regional or international
developments, as well as to share experiences and
bring out solutions for e-commerce users.
The use of alternative dispute resolution and redress
schemes that are affordable and easy to use is also
to be recommended. Some of the most effective
schemes are currently embedded in self-regulatory
bodies, law enforcement agencies, ombudsmen
and other entities. The use of trustmarks, such as
WKH H&RQDQ]D ZZZHFRQDQ]DRUJ LQLWLDWLYH RI WKH
,QVWLWXWR /DWLQDPHULFDQR GH &RPHUFLR (OHFWUnico
(eInstituto), LV DOVR ZRUWK H[SORULQJ 7KLV QRQSURW
RUJDQL]DWLRQKDVFUHDWHGDFRGHRIJRRGSUDFWLFHVWR
guide companies on how to address consumer needs
properly when designing their online businesses, and
RIIHUVDQRQOLQHGLVSXWHUHVROXWLRQWRROFDOOHG3DFWDQGD
(www.pactanda.com).

3. Streamlining data protection and

cybercrime policies
The development and adoption of legal frameworks
for protecting personal data and for combating
cybercrime at the national level should not be done
in isolation. Achieving the compatibility of laws and

,QWHJUDWLQJGHYHORSLQJFRXQWULHVLQWKHUHJLRQDODQGJOREDOF\EHUHFRQRP\

7KH (&& DLPV WR SURPRWH WKH HVWDEOLVKPHQW RI XQLIRUP OHJLVODWLRQ DQG WR HQKDQFH OHJDO FHUWDLQW\ DQG FRPPHUFLDO
SUHGLFWDELOLW\ZKHUHHOHFWURQLFFRPPXQLFDWLRQVDUHXVHGLQUHODWLRQWRLQWHUQDWLRQDOFRQWUDFWV7KH&RQYHQWLRQIXOOVIRXU
PDLQJRDOV

It facilitates the use of electronic communications contained in treaties drafted before the widespread use of those
FRPPXQLFDWLRQV

,WUHLQIRUFHVWKHOHYHORIXQLIRUPLW\LQWKHLPSOHPHQWDWLRQRIWKH81&,75$/0RGHO/DZV

,WXSGDWHVFHUWDLQSURYLVLRQVRIWKH81&,75$/0RGHO/DZVVXFKDVWKHORFDWLRQRIWKHSDUWLHVWKHWLPHDQGSODFH
RI GLVSDWFK DQG UHFHLSW DQG WKH IXQFWLRQDO HTXLYDOHQFH IRU qVLJQDWXUHr ZKLFK LQ SUDFWLFH HQDEOHV FURVVERUGHU
recognition of all types of e-signatures. It also introduces new provisions such as the use of automated message
V\VWHPVLQYLWDWLRQWRPDNHRIIHUVDQGWKHOLNH

,WSURYLGHVFRUHSURYLVLRQVRQHWUDQVDFWLRQVWRHQVXUHUHJLRQDODQGLQWHUQDWLRQDOKDUPRQL]DWLRQ

Source: 81&7$'EDVHGRQ8QLWHG1DWLRQV

CHAPTER V : MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE

policies at the regional and international level is

desirable. The establishment of minimum standards
helps to ensure cross-border coordination on the
design and implementation of relevant legislation and
stronger enforcement institutions.
(VWDEOLVKLQJ DQ HIFLHQW GDWD SURWHFWLRQ UHJXODWRU\
agency can be challenging from both a resource and
a political perspective. Lessons may be learned from
the telecommunications sector, where such agencies
have been widely accepted as a critical component of
a successful regulatory regime. Combining regulatory
functions between data protection and consumer
protection agencies may be a way to reduce the
regulatory costs of data protection.
Similarly, comprehensive frameworks for cooperation
outreach and enforcement of cybercrime need to be
developed. Investigating even a single communication
may require cooperation among several national law
enforcement agencies (including the private sector).
5HJLRQDO FRRSHUDWLRQ EHWZHHQ F\EHUFULPH ODZ
enforcement agencies may involve the establishment of
FRPPRQWUDLQLQJDQGUHVRXUFHFHQWUHVDQGQDWLRQDO
contact points.
9DULRXV VHFXULW\ PHDVXUHV t SK\VLFDO ORJLFDO RU
RUJDQL]DWLRQDOtVKRXOGEHXVHGWRSURWHFWGDWDDJDLQVW
deliberate acts of misuse. Implementing appropriate

%R[9

77

data security should consider the quality of data, the

needs of individual data subjects, the entity processing
the personal data and, indeed, society at large.
3ROLF\PDNHUV DUH LQFUHDVLQJO\ UHFRJQL]LQJ WKH ,QWHUQHW
DV qFULWLFDO QDWLRQDO LQIUDVWUXFWXUHr RYHU ZKLFK D ULVLQJ
proportion of economic and social activities are carried
RXW EXW DOVR DV D qVRXUFH RI YXOQHUDELOLW\r $GGUHVVLQJ
this duality and putting in place adequate data security
measures from the adoption of cybercrime laws to the
establishment of computer emergency response teams/
computer security incident response teams should be
DFRUHFRPSRQHQWRIWKHSROLF\UHVSRQVH3XEOLFtSULYDWH
partnerships may be important in this context.

4. Strengthening the capacity of

lawmakers and judiciary
The judiciary in many developing countries needs
to be trained in the area of cyberlaws. Legal issues
around e-commerce are still relatively new. Several
LQWHUQDWLRQDO DQG UHJLRQDO RUJDQL]DWLRQV LQFOXGLQJ
WKH &RPPRQZHDOWK VHFUHWDULDW ,78 81&,75$/
81&7$' WKH 8QLWHG 1DWLRQV 2IFH RQ 'UXJV
DQG &ULPH DQG WKH &RXQFLO RI (XURSH FDQ SURYLGH
assistance to countries and regions in the different
legal areas. Increasingly, these agencies are joining
IRUFHVWRPD[LPL]HWKHLUDFWLRQVER[9

81&7$'DVVLVWDQFHZLWKSDUWQHUV

In support of developing countries efforts in this area, UNCTAD assists in the preparation and revision of e-commerce
ODZVDOLJQHGZLWKLQWHUQDWLRQDODQGUHJLRQDOLQVWUXPHQWV7KHDVVLVWDQFHSURYLGHGLQWKHKDUPRQL]DWLRQRIHFRPPHUFH
OHJLVODWLRQDFURVVUHJLRQVLQWKH$6($1WKH(DVW$IULFDQ&RPPXQLW\($&(&2:$6/DWLQ$PHULFDDQG&HQWUDO$PHULFD
has created an impetus for countries to push for the adoption of national laws in this area. The work has involved close
FROODERUDWLRQZLWKUHJLRQDOLQVWLWXWLRQVVXFKDVWKH$IULFDQ8QLRQ&RPPLVVLRQWKH$6($1VHFUHWDULDWWKH($&VHFUHWDULDW
WKH(&2:$6&RPPLVVLRQWKH$VRFLDFLQ/DWLQRDPHULFDQDGH,QWHJUDFLQDQGWKH6HFUHWDULDWRIWKH6LVWHPD(FRQPLFR
Latinoamericano y del Caribe.
2YHU VL[W\ FRXQWULHV KDYH WR GDWH EHHQ HQJDJHG ZLWK 81&7$' WKDQNV WR WKH VXSSRUW RI WKH *RYHUQPHQWV RI )LQODQG
and Spain. Capacity-building activities have strengthened the knowledge of policy and lawmakers on legal issues of
e-commerce and international best practice, allowing them to formulate laws in line with their regional frameworks.
Several agencies are assisting developing countries within the scope of their mandates, and inter-agency collaboration
LVJURZLQJ7ZRH[DPSOHVRIVXFKFRRSHUDWLRQDUHWKHEULHQJRI&RPPRQZHDOWKSDUOLDPHQWDULDQVVHUYLFHGE\81&7$'
DQG RUJDQL]HG MRLQWO\ ZLWK WKH &RPPRQZHDOWK 7HOHFRPPXQLFDWLRQ 2UJDQL]DWLRQ DQG WKH &RPPRQZHDOWK 3DUOLDPHQWDU\
$VVRFLDWLRQDWWKHRFFDVLRQRIWKH&RPPRQZHDOWK&\EHUVHFXULW\)RUXP$QRWKHUH[DPSOHLVWKHMRLQWZRUNVKRSRQ
WKHKDUPRQL]DWLRQRIF\EHUOHJLVODWLRQLQ(&2:$6*KDQD0DUFKRUJDQL]HGE\81&7$'ZLWK81&,75$/WKH$IULFDQ
&HQWUHIRU&\EHUODZDQG&\EHUFULPH3UHYHQWLRQWKH&RXQFLORI(XURSHDQGWKH&RPPRQZHDOWK&\EHUFULPH,QLWLDWLYH
UNCTAD has built a network of institutions with which consolidated partnerships are concluded within the different project
DFWLYLWLHV0DQ\RIWKHPFRQWULEXWHGWRWKHFRQVROLGDWLRQRIWKHGDWDEDVHXVHGLQWKLVFKDSWHU7KHUHVXOWRIWKLVUVWHYHUJOREDO
mapping is available online and countries are invited and encouraged to contribute to keeping this database up-to-date.
Source: UNCTAD.

78

5. Enhancing the awareness of

consumers and companies
As the legal environment for e-commerce is evolving,
and differs from one jurisdiction to another, consumers
and enterprises need to be aware of relevant laws and
of means of redress. This is particularly important
to build trust in cross-border e-commerce. Industry
associations and consumer protection agencies
should work together to overcome barriers caused
by divergent national legal standards. National public
campaigns (including through radio and television
programmes) aimed at informing about ways to
protect consumers online can be a key element of
DZDUHQHVVUDLVLQJVWUDWHJLHVER[9

INFORMATION ECONOMY REPORT 2015

%R[9

$ZDUHQHVVFDPSDLJQVRQHFRPPHUFH
laws in Uganda

In Uganda, the National Information Technology Authority

DQG WKH 0LQLVWU\ RI ,&7 KDYH GHYHORSHG DQG HQDFWHG
VXEVLGLDU\OHJLVODWLRQWKDWLVWKH(OHFWURQLF7UDQVDFWLRQV
$FWDQGWKH(OHFWURQLF6LJQDWXUHV$FWWRRSHUDWLRQDOL]H
WKH($&)UDPHZRUNRQ&\EHU/DZV81&7$'E
6LQFH  WKH 1DWLRQDO ,QIRUPDWLRQ 7HFKQRORJ\
Authority has embarked on raising awareness about
these laws as well as aspects of information security to
encourage public administration and the private sector
to put in place minimum information security controls
WR HQVXUH VDIH HWUDQVDFWLRQV 6HYHUDO VHQVLWL]DWLRQ
ZRUNVKRSVZHUHRUJDQL]HGIRUHQWLWLHVVXFKDVPLQLVWULHV
banker associations, law societies, national chambers of
commerce, the Investment Authority and the Securities
([FKDQJH :RUNVKRSV ZHUH IDFLOLWDWHG E\ D PXOWL
institutional team of lawyers and technical resource
SHUVRQVLQFOXGLQJH[SHUWVSDUWLFLSDWLQJLQWKH($&7DVN
)RUFHVXSSRUWHGE\81&7$')XWXUHSODQVLQFOXGHWKH
delivery of similar workshops to create awareness of the
'DWD3URWHFWLRQDQG3ULYDF\%LOORQFHHQDFWHG
Source: UNCTAD.

CHAPTER V : MAPPING THE LEGAL LANDSCAPE FOR E-COMMERCE

79

NOTES
1







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6WDWHV(&2:$6LQDQGLQ/DWLQ$PHULFDDQGWKH&DULEEHDQLQ
,Q6LQJDSRUHEHFDPHWKHUVWFRXQWU\WRHQDFWOHJLVODWLRQXVLQJWKH0RGHO/DZDVDEDVLVVHHKWWSZZZ
XQFLWUDORUJXQFLWUDOHQXQFLWUDOBWH[WVHOHFWURQLFBFRPPHUFH0RGHOBVWDWXVKWPODFFHVVHG}-DQXDU\
6HH KWWSZZZXQFLWUDORUJXQFLWUDOHQXQFLWUDOBWH[WVHOHFWURQLFBFRPPHUFH0RGHOBVWDWXVKWPO DFFHVVHG
}-DQXDU\
7KH FRXQWULHV DUH WKH &RQJR WKH 'RPLQLFDQ 5HSXEOLF +RQGXUDV 0RQWHQHJUR WKH 5XVVLDQ )HGHUDWLRQ DQG
Singapore.
6HH KWWSZZZXQFLWUDORUJXQFLWUDOHQXQFLWUDOBWH[WVHOHFWURQLFBFRPPHUFH&RQYHQWLRQBVWDWXVKWPO DFFHVVHG
}-DQXDU\
3XEOLFNH\LQIUDVWUXFWXUHLVDFU\SWRJUDSKLFWHFKQLTXHWKDWHQDEOHVXVHUVWRVHFXUHO\FRPPXQLFDWHRQDQLQVHFXUH
public network and reliably verify the identity of a user via digital signatures.



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STRATEGY
AND POLICY
IMPLICATIONS

As the digital economy expands and more and more business activities are
affected, strategies which enable companies across different sectors and
sizes to engage in e-commerce are becoming increasingly relevant. In this
FRQWH[WDZHOOGHYHORSHGQDWLRQDOVWUDWHJ\PD\KHOSHQKDQFHWKHQHWEHQHWV
of e-commerce. Such a strategy needs to facilitate the ability of producers to
sell online and of consumers and other buyers to purchase online. Effective
national policies in areas such as ICT infrastructure development, logistics
and trade facilitation, the legal and regulatory environment, e-procurement,
e-payments, platforms, awareness-raising and skills development in
combination with an enabling international environment are essential to
enable domestic and cross-border e-commerce.
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stakeholders, can help create an environment that is more conducive to
UHDSLQJ EHQHWV IURP HFRPPHUFH WDNLQJ LQWR DFFRXQW ERWK RSSRUWXQLWLHV
and risks. Special attention is devoted to measures to facilitate the effective
involvement of micro and small enterprises. In the second part of the chapter,
WKHUROHRILQWHUQDWLRQDOSROLFLHVLQVHOHFWHGDUHDVLVEULH\GLVFXVVHG

82

A. NATIONAL POLICIES
AND STRATEGIES
TO ENABLE
E-COMMERCE
1. Strategic approaches to the
development of e-commerce
(a) Developing a national e-commerce
strategy
Governments have a crucial role to play in creating
an economic environment conducive to e-commerce
and for making e-commerce an integral part of policies
toward a more inclusive information society. In this
context, they need to identify how e-commerce may
support various objectives in the countrys national
development agenda and ensure that the e-commerce
dimension is integrated into national ICT master plans.
&OHDUO\ GHQHG REMHFWLYHV DQG UHFRJQLWLRQ RI SRVVLEOH
FRQFHUQVDUHDUVWVWHSWRIRUPXODWLQJUHOHYDQWSROLFLHV
Developing a national e-commerce strategy which is
effective and actionable is challenging. Though it is
essential for countries to learn from the best practices
RI RWKHU FRXQWULHV WKHUH LV QR RQHVL]HWVDOO
formula to apply. Subsequently, it is incumbent upon
Governments to adapt any approach to their countrys
capacities, priorities and needs.
)LUVW*RYHUQPHQWVPD\ZDQWWRJLYHVSHFLDODWWHQWLRQ
to micro and small enterprises as they tend to lag
behind in e-commerce and are also among those likely
WREHQHWWKHPRVWIURPLW6HFRQGHPSKDVLVPD\EH
SODFHGRQHQWHUSULVHVLQVSHFLFLQGXVWULHVIRUH[DPSOH
retail) or certain parts of the country (for example, rural
areas). Third, a strategy may distinguish between efforts
to promote domestic and cross-border e-commerce
DVZHOODVEHWZHHQ%%DQG%&WUDQVDFWLRQV)RXUWK
WKHUH PD\ EH D QHHG WR UHHFW RQ KRZ ,&7 XVDJH LV
evolving, including with regard to mobile devices,
VRFLDO PHGLD DQG DOWHUQDWLYH SD\PHQW VROXWLRQV )LIWK
there may be a need to encourage the development of
e-commerce platforms, delivery systems and payment
solutions that are tailored to local needs, languages
and cultures, involving both public and private-sector
DFWRUV )LQDOO\ WKH VWUDWHJ\ PD\ QHHG WR DGGUHVV
the broader implications of an increased reliance on
e-commerce. Implications may relate to the distribution
RI EHQHWV DQG FRVWV EHWZHHQ GLIIHUHQW VWDNHKROGHUV
VFDOLPSOLFDWLRQVDQGVRFLHWDOLPSDFWV

INFORMATION ECONOMY REPORT 2015

Informed decision-making in this context needs a

realistic assessment of where the country stands
in terms of its e-commerce readiness. This involves
developing an understanding of national needs,
FKDUDFWHULVWLFV VWUHQJWKV DQG ZHDNQHVVHV 3URSHUO\
identifying the main challenges and barriers, and
uncovering the dynamics underpinning them, help to
ensure that policy measures adopted will be effective.
Any assessment should include a comprehensive
review of the evolution of e-commerce, including
existing initiatives to support it, and a stocktaking of
the resources and capabilities that could contribute
to its development. This may require the collection
of information through desk research and direct
consultations with various actors concerned. The
81&7$' %& (FRPPHUFH ,QGH[ FKDSWHU ,,, FDQ
serve as a useful tool in this context.
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DOO UHOHYDQW VWDNHKROGHUV (IIHFWLYH PXOWLVHFWRUDO DQG
interministerial cooperation is necessary for both strategy
GHYHORSPHQWDQGLPSOHPHQWDWLRQ([DPSOHVRIPLQLVWULHV
that might be affected include those responsible for
MXVWLFH QDQFH VFLHQFH WHFKQRORJ\ DQG LQQRYDWLRQ
,&7LQWHUQDWLRQDOWUDGHUXUDOGHYHORSPHQWHPSOR\PHQW
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be involved include relevant government regulatory and
promotional agencies, the trade-facilitation committee
81&7$' E WKH SRVW QDWLRQDO ,7 DVVRFLDWLRQV
chambers of commerce, academia and consumer
RUJDQL]DWLRQVZKHUHWKH\H[LVW

(b) Implementation, monitoring and follow-up

Due to the changing nature of the ICT and e-commerce
landscape, monitoring and follow-up actions are
SDUWLFXODUO\UHOHYDQW5HOHYDQWSHUIRUPDQFHLQGLFDWRUV
and realistic targets should therefore be established
at the outset. The monitoring exercise may require
QHZHIIRUWVWRFROOHFWGDWD)HZGHYHORSLQJFRXQWULHV
currently report statistics on basic indicators related to
HFRPPHUFH5HJXODUVXUYH\VRQERWKWKHTXDQWLWDWLYH
and qualitative aspects of e-commerce can provide
essential information to policymakers, as shown
LQ ER[ 9, 7KH XVH RI VWDQGDUG PHWKRGRORJLHV LV
recommended to allow for cross-country comparisons.

2. Key policy areas to address in a

national strategy
This section proposes eight critical policy areas which
are likely to feature in a national e-commerce strategy
JXUH} 9, 7KH UHODWLYH HPSKDVLV JLYHQ WR WKH

CHAPTER VI : STRATEGY AND POLICY IMPLICATIONS

respective areas should be informed by the readiness

assessment exercise mentioned above.

(a) Affordable ICT infrastructure and services

Improve access to reliable and affordable ICT
services: Consistent and affordable ICT services are
essential for e-commerce to thrive. At the most basic
OHYHO FLWL]HQV QHHG WR EH DEOH WR FRPPXQLFDWH YLD

Box VI.1.

83

mobile phones. It is increasingly important also for the

Internet to be accessible and that data services can
be provided in both urban and rural areas, through
[HG RU PRELOH QHWZRUNV %URDGEDQG LQIUDVWUXFWXUH
LV UHTXLUHG WR VHL]H WKH IXOO RSSRUWXQLWLHV IURP
e-commerce, including by leveraging cloud solutions
and for the purchasing of digital products that require
high quality broadband service. Governments in

Indicators to monitor e-commerce developments

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FROOHFWHGE\DOOFRXQWULHVEDVHGRQDJUHHGGHQLWLRQVDQGVXJJHVWHGEUHDNGRZQVa They are kept to a minimum to limit
WKHEXUGHQRQQDWLRQDOVWDWLVWLFDORIFHVDQGLQFUHDVHWKHDYDLODELOLW\RIDWOHDVWVRPHFRPSDUDEOHLQGLFDWRUV7KRVHUHODWHG
WRHFRPPHUFHDUHWREHLQFOXGHGLQKRXVHKROGDQGHQWHUSULVHVXUYH\V

3URSRUWLRQRILQGLYLGXDOVXVLQJWKH,QWHUQHWE\W\SHRIDFWLYLW\LQFOXGLQJq3XUFKDVLQJRURUGHULQJJRRGVRUVHUYLFHVr
DQGq6HOOLQJJRRGVRUVHUYLFHVr

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3URSRUWLRQRIEXVLQHVVHVSODFLQJRUGHUVRYHUWKH,QWHUQHW

)RUFRXQWULHVLQWHUHVWHGLQREWDLQLQJPRUHGHWDLOHGLQIRUPDWLRQRQWKHQDWXUHDQGVFRSHRIHFRPPHUFHDQGWKDWKDYH
WKHUHVRXUFHVWRXQGHUWDNHVXUYH\VLWPD\EHXVHIXOWRFRQVLGHUHIIRUWVXQGHUWDNHQE\%UD]LOWKH5HSXEOLFRI.RUHDDQG
WKH(XURSHDQ8QLRQDVLOOXVWUDWHGEHORZ
7KH%UD]LOLDQKRXVHKROGVXUYH\RQ,&7FROOHFWVLQIRUPDWLRQRQWKHW\SHVRISURGXFWVDQGVHUYLFHVDFTXLUHGWKURXJKWKH
Internet, on the method of payment, on the problems experienced when purchasing, and on reasons not to shop through
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KWWSHQJQLDRUNU

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0RVWLPSRUWDQWIDFWRUFRQVLGHUHGZKHQGHFLGLQJWRVHOOJRRGVRUVHUYLFHVYLDHFRPPHUFH

(IIHFWVSHUFHLYHGE\VHOOLQJJRRGVDQGVHUYLFHVYLDHFRPPHUFH

The way orders for goods and services were received (email, fax, direct contact, other).

7KH VWDWLVWLFDO RIFH RI WKH (XURSHDQ 8QLRQ (XURVWDW KDV FROOHFWHG YDULRXV HFRPPHUFH LQGLFDWRUV WKURXJK EXVLQHVV
VXUYH\VKWWSHSSHXURVWDWHFHXURSDHXSRUWDOSDJHSRUWDOHXURVWDWKRPH

(QWHUSULVHV KDYLQJ SODFHGUHFHLYHG RUGHUV YLD FRPSXWHU QHWZRUNV WR VXSSOLHUVFXVWRPHUV ORFDWHG D LQ WKHLU RZQ
FRXQWU\ELQRWKHU(XURSHDQ8QLRQFRXQWULHVFLQWKHUHVWRIWKHZRUOG

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(QWHUSULVHVWKDWKDYHSODFHGRUGHUVYLDDZHEVLWH

(QWHUSULVHVZKLFKVROGYLDDZHEVLWH%%%&%*

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Source: UNCTAD.
a
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81&7$'

84

INFORMATION ECONOMY REPORT 2015

developing countries are increasingly facilitating

the deployment of broadband networks, often
through publicprivate partnerships, and/or with
QDQFH GHULYHG IURP JRYHUQPHQW UHYHQXHV RU ORDQV
IURP LQWHUQDWLRQDO QDQFLDO LQVWLWXWLRQV ,QWHUQDWLRQDO
bandwidth has improved in most countries, especially
through improved access to submarine cables, and
more attention is now being devoted to national
broadband networks and to regional interconnection
IRU H[DPSOH IRU ODQGORFNHG FRXQWULHV 0RUHRYHU
given that e-commerce sites require security software,
having access to servers using encryption technology
for Internet transactions is also important (chapter III).
Implement effective communications regulations: Infrastructure improvements need to be accompanied by competent and effective regulation of
the telecommunications markets. This includes libHUDOL]DWLRQ RI PDUNHWV DQG UHJXODWRU\ LQWHUYHQWLRQ WR
promote competition. Competitive and interoperable
ICT markets, facilitated by independent regulators,
help to deliver higher-quality, more reliable and affordable services. As broadband usage grows in wirelessdependent developing country markets, policymakers
and regulators also need to make radio spectrum
available to communications operators to ensure that

cloud services can be reliably accessed through wireless networks.

Ensuring access to reliable power: Inadequate
power infrastructure is a common bottleneck to ICT
use and, by extension, to e-commerce adoption.
3RZHU RXWDJHV DUH IUHTXHQW LQ PDQ\ GHYHORSLQJ
countries, and smaller countries are often dependent
on their neighbours for a substantial part of their
power supply.

(b) Logistics and trade facilitation

Strengthen the logistical and transport
infrastructure: Smooth transport of goods is
imperative for both domestic and cross-border
HFRPPHUFH (IIHFWLYH RUGHU IXOOPHQW LV KHOSHG E\
well-functioning road transport, land ports, postal
GHOLYHU\VHUYLFHVDQGFXVWRPV3RRUORJLVWLFVUHPDLQD
barrier to e-commerce in many developing countries
and investment in infrastructure is often much
needed, especially outside the urban centres. There
may be a lack of parcel delivery services public and/
or private which can provide quick, traceable and
reliable parcel deliveries and geographical coverage.
In this context, initiatives to strengthen the postal

)LJXUH}9,6WUDWHJLFIUDPHZRUNIRUSURPRWLQJHFRPPHUFH

Phases for developing a national

strategy

Assessment
(or reassessment)

Review for results based outcome

Monitoring

Source: UNCTAD.

Strategy
formulation

Implementation

Eight policy areas for

e-commerce growth

CHAPTER VI : STRATEGY AND POLICY IMPLICATIONS

sectors capacity to support e-commerce can be

relevant. The postal system often remains the most
cost-effective way to send parcels, including across
ERUGHUVER[9,)XUWKHULVVXHVWRFRQVLGHULQFOXGH
the extent to which competition is permitted in the
postal/delivery/courier market, and the possibilities
for partnerships between the private sector and local
SRVWRIFHV
Universal address and postcode systems: A
national addressing system is important to facilitate
e-commerce. While there are examples of private
initiatives to address the absence of addressing
V\VWHPV LQ VRPH FRXQWULHV VHH FKDSWHU ,9 D
nationwide, universal system is desirable to avoid
IUDJPHQWDWLRQ ,Q %RWVZDQD IRU H[DPSOH WKH
lack of a comprehensive system of street names
and property numbering was found to hamper
commercial activity. Different service providers, such
as telecommunications and other utilities providers,
KDG GLIIHUHQW SUROHV IRU WKH VDPH FXVWRPHU 8QGHU
such a system, service providers do not have a way
to authenticate the validity of contact information
as provided by customer or users.1 Against this
background, a project was initiated to unify the
QDWLRQDO DGGUHVVLQJ V\VWHP 7KH 838 FDQ SURYLGH
technical assistance to member States in the areas of
physical addresses, national addressing standards,
postcodes and postal databases.
Box VI.2.

Facilitating cross-border e-commerce using

postal services

%\-XO\SRVWVSODQWRVWDUWRIIHULQJDQHZRSWLRQDO
parcel service responding to the expanding need among
online retailers to move their wares across borders. In
1RYHPEHUWKH3RVWDO2SHUDWLRQV&RXQFLORI838
DSSURYHGVSHFLFDWLRQVIRUDVHUYLFHFRYHULQJLWHPVXS
WRNLORJUDPV,WIHDWXUHVWUDFNDQGWUDFHRSWLRQVDQG
DYHEXVLQHVVGD\GHOLYHU\VWDQGDUGIURPWKHPRPHQW
an item arrives in the destination country. Items delivered
under the new service will not require a signature on
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qSUHDGYLFH GDWDr RI SDFNDJH FRQWHQWV WR FXVWRPV
authorities, a measure expected to improve customs
clearance. The new service is part of a global integrated
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WKH QHHGV RI HFRPPHUFH VWDNHKROGHUV 7KH 3RVWDO
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return service, which will make it easier for customers to
return unwanted goods to online retailers abroad.
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SUHVVUHOHDVH1RYHPEHU

85

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)RU FURVVERUGHU HFRPPHUFH UHODWHG WR SK\VLFDO
goods, bottlenecks in land ports, customs-related
problems, complex export procedures and document
requirements can represent critical bottlenecks. Issues
of international returns and tax refunds also need to be
DGGUHVVHG(IIRUWVWRLPSURYHWUDGHIDFLOLWDWLRQWKURXJK
VWDQGDUGL]DWLRQ KDUPRQL]DWLRQ DQG VLPSOLFDWLRQ
of trade procedures and documentation, can help
developing countries, especially LDCs, to integrate
LQWR JOREDO VXSSO\ FKDLQV LQFOXGLQJ WKURXJK %%
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Automated System for Customs Data (ASYCUDA),
which automates border procedures and serves to
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KDVOHGWRVLJQLFDQWUHGXFWLRQVLQWKHWLPHQHHGHGIRU
clearance. In Uganda, for example, the average time
from payment to the release of goods from customs
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LQ-XQH0RUHRYHUDXWRPDWLQJDQGPRGHUQL]LQJ
customs procedures often improve revenue collection
as well as reduce the costs of trade.

(c) Fostering an environment for e-commerce

and online payment solutions
Strengthen the environment for online payments:
(QKDQFHG XVH RI HOHFWURQLF SD\PHQW V\VWHPV LV
important for facilitating e-commerce. In countries
where credit card use is low, alternative payment
solutions including mobile payments, cash on delivery
and escrow arrangements are also relevant. Limited
access to international payment services can represent
D VLJQLFDQW EDUULHU WR HFRPPHUFH HVSHFLDOO\ IRU
micro and small enterprises interested in cross-border
e-commerce. Governments should seek to foster a
regulatory environment that is conducive to online
payments and the development of adequate payment
solutions. This is important for consumers and other
EX\HUVWRIHHOFRQGHQWDQGVHFXUHLQPDNLQJSXUFKDVHV
online, and for vendors to be assured of payment for
delivery of their products and services.
Promote the availability of e-commerce solutions:
Although many global e-commerce platforms are
becoming more accessible around the world, there
are opportunities for e-commerce platforms that are
tailored to local needs and opportunities. As noted
in earlier chapters, the development of e-commerce
platforms has involved both the public sector (including
WKHSRVWDOV\VWHPDQGWKHSULYDWHVHFWRU)RUH[DPSOH
foreign investors have contributed greatly to the
spread of new e-commerce platforms in sub-Saharan

86

INFORMATION ECONOMY REPORT 2015

%R[9, 8VLQJWKHSRVWDOVHFWRUWRVXSSRUWH[SRUWV
by micro and small enterprises
International trade is out of reach for many micro and
small enterprises. The postal sector can help to make
international trade more inclusive in this context. The
([SRUWD )FLO SURJUDPPH ZDV UVW SLRQHHUHG E\ %UD]LO
3RVW %HWZHHQ  DQG  ([SRUWD )FLO HQDEOHG
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never previously exported, to access international
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LQ RWKHU FRXQWULHV $V SDUW RI WKH ,QWHJUDWLRQ RI 5HJLRQDO
Infrastructure in South America initiative, the Governments
RI6RXWK$PHULFDQFRXQWULHVVHOHFWHGSURMHFWVZLWK
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,Q (FXDGRU IRU H[DPSOH LW LV LPSOHPHQWHG E\ SXEOLF
and private postal operators offering logistics services
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may provide funding, expertise and know-how that
can help the e-commerce sector to expand. At the
same time, in some countries there are concerns that
opening up to global investors may crowd out local
EXVLQHVVHV ER[ 9, 7KXV ERWK WKH SURV DQG WKH
FRQV RI )', LQ GHYHORSLQJ WKH HFRPPHUFH LQGXVWU\
should be examined.

(d) Strengthening the legal and regulatory

framework
Implement and enforce relevant e-commerce
laws and regulations: An adequate legal and
regulatory framework for e-commerce is of importance
for all e-commerce stakeholders to reduce the risk of
transacting online and to encourage transparency.
Despite progress in the past decade, considerable
gaps remain in the cyberlaw coverage in parts of
the world. To facilitate cross-border e-commerce, it
is important that national legislation in the areas of
e-transactions, consumer protection, data protection
and privacy is compatible with that of other countries.
Aligning such laws with international legal instruments
is highly recommended in this context.

%R[9, ,QGLDpV)',SROLF\UHODWHGWRHFRPPHUFH
:LWK VRPH } PLOOLRQ ,QWHUQHW XVHUV LQ  ,QGLD
offers a potentially attractive market for foreign
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LQ%%HFRPPHUFH,Q:DO0DUW,QGLDODXQFKHG
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certain wholesale stores are eligible to transact online.a
,Q-XO\WKHVDPH\HDUWKH*RYHUQPHQWDQQRXQFHGWKDW
foreign companies that are manufacturing in India would
be allowed to sell their products over e-commerce
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are prohibited from selling to Indian consumers. As a
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to compete with local e-commerce companies such
DV )OLSNDUW 6QDSGHDO +RPHVKRS DQG ,QGLDWLPHV
Shopping. However, foreign companies are allowed to
establish e-marketplace platforms that can offer to sell
SURGXFWV RI WKLUG SDUW\ VHOOHUV )RU H[DPSOH $PD]RQ
ODXQFKHG D WKLUGSDUW\ SODWIRUP LQ ,QGLD LQ -XQH 
WKDWDOUHDG\KDVRYHU}VHOOHUVOLVWHGRQLWVZHEVLWHb
Source: UNCTAD.
a

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Raise the awareness and understanding of

e-commerce laws: 2QFH UHOHYDQW ODZV DQG
regulations are in place, they need to be communicated
transparently to producers and users of e-commerce
VHUYLFHV)LQDOO\DGRSWHGODZVQHHGWREHHIIHFWLYHO\
enforced, and consumers as well as enterprises need
to know how to seek redress if appropriate. The
RUJDQL]DWLRQ RI QDWLRQDO SXEOLF FDPSDLJQV LQFOXGLQJ
through radio and television programmes) to inform
about ways to protect consumers online can be a
key element of awareness-raising efforts (chapter
90RUHRYHUDVWKHDUHDRIF\EHUOHJLVODWLRQLVVWLOOD
relatively new territory for the legislature and judiciary
in many developing countries, there is a need for
further capacity-building.

(e) Skills development

Enhance e-literacy and consumer awareness:
5HOHYDQW SROLF\ PHDVXUHV DQG LQLWLDWLYHV PD\ EH
needed to foster e-literacy in the population at

CHAPTER VI : STRATEGY AND POLICY IMPLICATIONS

large and among consumers. Government and the

private sector should work together to address this
challenge, from the revision of curricula at different
stages in the education system to in-work training
DQG VSHFLDOL]HG SURIHVVLRQDO VNLOOV GHYHORSPHQW
Special programmes may also provide consumers
with the relevant knowledge and skills to acquire
and use products purchased online, including raising
their awareness of their legal rights and obligations
2(&'D
Build e-commerce skills among small
businesses: In many countries there are skill
shortages within the ICT sector and elsewhere that
affect the capacity of the private sector to take
DGYDQWDJH RI HFRPPHUFH 0RUH VRSKLVWLFDWHG
e-commerce applications require considerable
technical skills to handle data mining and analysis
methods and systems. The lack of human resources
and expertise represents a major barrier to the
implementation of e-commerce projects. Data
scientists are both in short supply and expensive to
HPSOR\ LQ GHYHORSLQJ HFRQRPLHV :RUOG (FRQRPLF
)RUXP  0LFUR DQG VPDOO HQWHUSULVHV QHHG
training in how to design e-commerce business
strategies, evaluate different e-commerce tools and
platforms and create compelling advertisements,
while paying attention to quality and rapid delivery.4
In this context it may be useful for Governments at
national and local levels to involve intermediaries
(such as chambers of commerce and business
associations) in the provision of training. They are
often in a privileged position to transmit relevant
information and knowledge about e-commerce to
WKHLU PHPEHUV 7KH 2QOLQH 6KRS $VVRFLDWLRQ LQ
6XLFKDQJ &RXQW\ LQ &KLQD FKDSWHU ,9 LV D JRRG
illustration.
Explore the scope for women entrepreneurs to
engage in e-commerce: Governments may examine
how women entrepreneurs may best tap e-commerce
RSSRUWXQLWLHV %% VROXWLRQV PD\ DOORZ JURZWK
oriented womens micro and small enterprises to scale
up and connect with international value chains in both
goods and services. Womens smaller businesses
DQGPLFURHQWUHSUHQHXUVPD\DOVRJDLQIURP%&DQG
&& WUDQVDFWLRQV E\ XWLOL]LQJ HFRPPHUFH SODWIRUPV
to reach domestic and foreign markets. Women
entrepreneurs, who are often restricted in their access
WRFDSLWDOFDQEHQHWIURPHFRPPHUFHDQGLWVDELOLW\
WR LQFUHDVH HIFLHQFLHV DQG SURWDELOLW\ ZLWK OLPLWHG
LQYHVWPHQW81&7$'D

87

(f) Promoting government e-procurement

Use e-procurement to incentivize enterprises
to use the Internet: Governments can set an
example for e-commerce through the use of
JRYHUQPHQWHVHUYLFHVDQGHSD\PHQWV%\PDNLQJ
e-procurement a requirement for public tenders,
they provide an incentive for small and mediumVL]HG HQWHUSULVHV WR LQFUHDVH WKHLU XVH RI WKH
Internet as a business tool. An often-cited example
of good practice is ChileCompra (Chile), a public,
electronic system for purchasing and hiring based
on an Internet platform that caters to companies,
SXEOLF RUJDQL]DWLRQV DQG FLWL]HQV5 Georgia offers
another success case. Since the Government
FUHDWHG DQ HSURFXUHPHQW SODWIRUP LQ  DOO
tendered government purchases are conducted
WKURXJKDFHQWUDOL]HGELGGLQJSODWIRUPRSHUDWHGE\
WKH&RPSHWLWLRQDQG6WDWH3URFXUHPHQW$JHQF\,W
has helped to streamline procurement processes,
increase competition, enhance transparency
and reduce the scope for corruption (Luijken and
0DUWLQL Similarly, in Albania, the introduction
RI DQ HSURFXUHPHQW V\VWHP LQ  KDV KDG
positive results in the form of increased competition
DQGFRQVLGHUDEOHFRVWVDYLQJV/XLMNHQDQG0DUWLQL


(g) Raising the awareness of all stakeholders

Raise general awareness about e-commerce:
A lack of awareness and inertia may hamper the
transition from traditional and habitual ways of doing
business, thus placing enterprises at a competitive
disadvantage. There are various examples of
proactive efforts by Governments to inform and
educate consumers and businesses, as well as
Governments, on the implications of e-commerce.
Some Governments have raised the visibility of
e-commerce through advertising on billboards, radio,
television and the Internet to encourage consumers
to buy online. In Uganda, the non-governmental
RUJDQL]DWLRQ :RPHQ RI 8JDQGD 1HWZRUN
has undertaken various advocacy and training
initiatives aimed at policy intermediaries such as
the Government, chambers of commerce, business
and trade associations, and professional education
institutions that have helped in raising national
awareness on ICTs and womens entrepreneurship,
including e-commerce.

88

B. E-COMMERCE
POLICIES AT THE
INTERNATIONAL
LEVEL
Considering the global nature of the Internet, crossborder e-commerce brings about greater need for
policy coordination at the regional and multilateral level.
A favourable international environment for e-commerce
involves trade rules that are simple, consistent,
transparent, non-discriminatory and enforceable. In view
of national differences and the diversity among countries,
ensuring compatibility among various national regulatory
frameworks for e-commerce is essential but also a major
FKDOOHQJHFKDSWHU}9
With the expansion of e-commerce, new barriers to
international trade are emerging. National legal barriers
VXFK DV VWULQJHQW QDQFLDO OLFHQVLQJ DJUHHPHQWV
and restrictions on the ability of foreign e-commerce
companies to enter and engage in local e-commerce
markets have been noted 6ZHGHQ 1DWLRQDO %RDUG RI
7UDGH . Some measures may aim at protecting
local businesses from foreign competitors. )RUH[DPSOH
&KLQHVH QDQFLDO SD\PHQW OLFHQVLQJ DJUHHPHQWV PD\
KDYHSUHYHQWHGH%D\IURPRIIHULQJ&KLQHVHFRQVXPHUV
equivalent e-payment features to those provided
through Alipay on the Taobao platform. This reportedly
FRQWULEXWHG WR H%D\pV H[LW IURP WKH PDUNHW LQ 
In India, foreign e-commerce companies are prohibited
IURP VHOOLQJ WKHLU RZQ SURGXFWV ER[ 9, ,Q DGGLWLRQ
some Governments and other cloud service customers
KDYHHQDFWHGGDWDORFDOL]DWLRQODZVUHHFWLQJFRQFHUQV
about data being kept on servers in other jurisdictions
.VKHWUL81&7$'E.
International dialogue and cooperation is crucial to
promote the smooth exchange of e-commerce while at
WKHVDPHWLPHVSUHDGLQJEHQHWVRIHFRPPHUFHPRUH
widely. In the following sections, special attention is given
to international trade rules, taxation challenges, and the
role of development partners in support of capacityEXLOGLQJ 5DWKHU WKDQ DQ H[KDXVWLYH WUHDWPHQW RI WKH
relevant issues, the discussion mainly serves to highlight
some important areas in need of more attention.

1. E-commerce and international trade

rules
2QH HIIHFW RI HFRPPHUFH LV DQ H[SDQVLRQ RI
international trade. This is likely to be the most

INFORMATION ECONOMY REPORT 2015

pronounced in the case of products that can be

delivered remotely, such as various professional and
business processing services, music, e-books and
movie downloads, software and other digital products.
%XWWKHXVHRIHFRPPHUFHSODWIRUPVKDVDOVREHHQ
found to bring down costs for trade in goods (Lendle
HWDODQGDVQRWHGLQFKDSWHU,,LQWHUQDWLRQDO
shipments of parcels and small packets has expanded
in recent years as a result of e-commerce. Crossborder e-commerce simultaneously affects, and is
affected by, international trade rules at multilateral and
bilateral levels.
7KH :72 LV WKH SULQFLSDO PXOWLODWHUDO LQVWLWXWLRQ
JRYHUQLQJ LQWHUQDWLRQDO WUDGH (FRPPHUFH WRXFKHV
XSRQ VHYHUDO :72 DJUHHPHQWV &RQVHTXHQWO\
pursuant to the ministerial decision that launched the
:72ZRUNSURJUDPPHRQHFRPPHUFHLQ9 the
General Council designated issues to be examined
E\WKH:72FRXQFLOVFRQFHUQHGZLWKWUDGHLQJRRGV
services and intellectual property rights, as well as the
Committee on Trade and Development.
7KH%DOL0LQLVWHULDO'HFLVLRQLQRQHFRPPHUFH
renewed the moratorium on customs duties on
HOHFWURQLF WUDQVPLVVLRQV LQLWLDWHG LQ  DQG
urged that discussions should focus on a range of
LVVXHVLQFOXGLQJWKHqWUDGHUHODWHGDVSHFWVRILQWHU
alia, enhancing Internet connectivity and access to
information and telecommunications technologies
and public Internet sites, the growth of mobile
telephony, electronically delivered software, cloud
FRPSXWLQJ WKH SURWHFWLRQ RI FRQGHQWLDO GDWD
SULYDF\ DQG FRQVXPHU SURWHFWLRQr11 Although no
formal conclusions have yet been issued by the
bodies conducting the work programme, an emerging
consensus was that the provisions of their respective
agreements appear to be technology neutral, hence
apply to trade in all its forms, including trade via the
Internet.
(YHQ EH\RQG WKH UHPLW RI WKH ZRUN SURJUDPPH SHU
se, e-commerce and other forms of ICT-enabled trade
KDYH SURYHG UHOHYDQW WR WKH RQJRLQJ :72 ZRUN RQ
VHUYLFHV FODVVLFDWLRQ RI WKH &RPPLWWHH RQ 6SHFLF
Commitments, a sub-body of the Council for Trade
in Services, as well as to work carried out under
WKH $JUHHPHQW RQ 7HFKQLFDO %DUULHUV WR 7UDGH WKH
Information Technology Agreement, and discussions
on trade facilitation (see below). In addition, online
trade has been subject to negotiations under the
auspices of the current trade round, the Doha
Development Agenda.

CHAPTER VI : STRATEGY AND POLICY IMPLICATIONS

89

However, in light of the slow progress at the

multilateral level, some countries have included
chapters or other provisions on e-commerce in
various bilateral and regional free trade agreements.
Such agreements address to varying degrees issues
RI UHOHYDQFH WR HFRPPHUFH LQFOXGLQJ GHQLWLRQV
customs duties, transparency, non-discrimination
and regulatory issues, electronic authentication,
FRQVXPHUSURWHFWLRQDQGFRRSHUDWLRQ)RUH[DPSOH
all free trade agreements to which the United States
RU WKH (XURSHDQ 8QLRQ DUH SDUW\ QRZ LQFOXGH
e-commerce chapters. The e-commerce dimension
is also under discussion in the ongoing negotiations
related to the Trade in Services Agreement, the
7UDQV3DFLF 3DUWQHUVKLS DQG WKH 7UDQVDWODQWLF
7UDGHDQG,QYHVWPHQW3DUWQHUVKLS

it through improved transparency, faster customs

clearance, or the facilitation of express shipments.

'XULQJ WKH  :72 %DOL 0LQLVWHULDO VRPH QLQH

years of negotiation reached consensus on the
VRFDOOHG 7UDGH )DFLOLWDWLRQ $JUHHPHQW 7)$
The agreement contains provisions for expediting
the movement, release and clearance of goods. It
also sets out measures for effective cooperation
between customs and other authorities as well as
cross-border cooperation by border authorities.
It contains provisions for technical assistance
and capacity-building and special and differential
treatment provisions that allow developing
countries, including LDCs, to determine when they
ZLOOLPSOHPHQWVSHFLFDVSHFWVRIWKHDJUHHPHQW,W
allows them to identify provisions that they will only
be able to implement upon the receipt of technical
assistance and support for capacity-building.
Technical assistance for trade facilitation is
SURYLGHG E\ WKH :72 :72 PHPEHUV DQG RWKHU
LQWHUJRYHUQPHQWDO RUJDQL]DWLRQV LQFOXGLQJ WKH
:RUOG %DQN WKH :RUOG &XVWRPV 2UJDQL]DWLRQ
:&2 DQG 81&7$' 838 DQG :&2 DUH ZRUNLQJ
WRJHWKHU RQ LPSURYLQJ PHUFKDQGLVH RZV UHVXOWLQJ
from e-commerce, and this is expected to
LQFUHDVH DV D UHVXOW RI WKH :72 7)$14 UNCTAD
is supporting national policymakers and the
international community as a whole in the area of
trade facilitation.15
7KH LPSOHPHQWDWLRQ RI WKH 7)$ ZRXOG HQFRXUDJH
countries to cut red tape and make customs
SURFHGXUHV PRUH HIFLHQW WKHUHE\ HQDEOLQJ WKHP
to integrate into global value chains, including by
leveraging e-commerce. Several of the measures
included have a direct bearing on e-commerce, be

2. Taxation concerns related to

e-commerce
Taxation has emerged as a particularly relevant issue
due to the large revenues being generated through
e-commerce. Increased reliance on e-commerce
KDV QXPHURXV SRWHQWLDO LPSOLFDWLRQV (FRPPHUFH
weakens the international tax concept that allocates
MXULVGLFWLRQDO WD[ FODLPV RYHU SURWV RI PXOWLQDWLRQDO
companies based on physical presence. It raises
issues such as where to tax non-resident e-commerce
businesses, how to assess intragroup transactions,
how to classify digital goods, how to identify tax
payers, and where and how to collect consumption
tax, as well as issues of enforcement.
The treaty concept of permanent establishment is
said to impact negatively on developing countries
DV LW SUHFOXGHV FRXQWULHV IURP WD[LQJ SURWV GHULYHG
from business activities within their jurisdictions,
unless these activities can be connected to a physical
HVWDEOLVKPHQW )RUJLRQH  7KXV GHYHORSLQJ
countries in which foreign e-commerce businesses
are in the majority may be unable to collect tax revenue
where the businesses have no physical presence
within their jurisdictions.
Among developed countries, particular concerns have
been expressed that e-commerce may exacerbate
the risk of tax base erosion in individual economies.
,QDQ2(&'7DVN)RUFHRQWKH'LJLWDO(FRQRP\
QRWHGWKDW2(&'E

WKHDELOLW\WRFHQWUDOL]HLQIUDVWUXFWXUHDWDGLVWDQFHIURP
a market jurisdiction and conduct substantial sales of
goods and services into that market from a remote
location, combined with increasing ability to conduct
substantial activity with minimal use of personnel,
generates potential opportunities to achieve [base
HURVLRQ DQG SURW VKLIWLQJ@ E\ IUDJPHQWLQJ SK\VLFDO
operations to avoid taxation.
,Q WKH 8QLWHG .LQJGRP IRU H[DPSOH $PD]RQ
SDUWLFLSDWHG LQ D  KHDULQJ RUJDQL]HG E\
WKH 3DUOLDPHQWDU\ 3XEOLF $FFRXQWV &RPPLWWHH
:KHUHDV $PD]RQ KDG UHSRUWHG WXUQRYHU RI
}PLOOLRQ}PLOOLRQIRUIRULWVFRPSDQ\
LQWKH8QLWHG.LQJGRPLWKDGVKRZQDWD[H[SHQVH
RI RQO\ } PLOOLRQ } PLOOLRQ 0RUHRYHU WKH
(XURSHDQZLGHWXUQRYHURI$PD]RQ(86DUOZKLFK
DPRXQWHGWRb}ELOOLRQ}ELOOLRQKDGUHVXOWHG

90

INFORMATION ECONOMY REPORT 2015

LQWD[HVRIRQO\b}PLOOLRQ}PLOOLRQ$PD]RQ

KDG DOVR H[SODLQHG WKDW IRU  VDOHV IURP WKH
8QLWHG .LQJGRP DFFRXQWHG IRU } SHU FHQW RI
all international sales outside the United States.
'HVSLWH KDYLQJ RYHU } VWDII DQG SK\VLFDO
LQYHQWRU\LQWKH8QLWHG.LQJGRPWKHFRPSDQ\SDLG
little corporate tax in that country.
5HPRWH VXSSOLHV RI GLJLWDO SURGXFWV WR FRQVXPHUV
without any direct or indirect physical presence of
the supplier in the consumers jurisdiction furthermore
SUHVHQWFKDOOHQJHVWRYDOXHDGGHGWD[9$7V\VWHPV
as they may often result in no or an inappropriately low
DPRXQWRI9$7EHLQJFROOHFWHG7KLVFDQFUHDWHSRWHQWLDO
competitive pressures on domestic suppliers. The
2(&'7DVN)RUFHLGHQWLHGWKHFROOHFWLRQRI9$7UHODWHG
WR %& WUDQVDFWLRQV DV D SUHVVLQJ LVVXH WKDW QHHGHG
WREHDGGUHVVHGWRFUHDWHDOHYHOSOD\LQJHOGEHWZHHQ
IRUHLJQDQGGRPHVWLFVXSSOLHUV2(&'E
Whereas concerns related to tax implications from
e-commerce are likely to be more pronounced in
countries where the uptake of e-commerce is
UHODWLYHO\ KLJK QGLQJ ZD\V WR DGGUHVV UHODWHG
concerns are of relevance to all countries.

3. Support by development partners

As noted above, there is a need for capacity-building
DQGWHFKQLFDOVXSSRUWLIPRUHFRXQWULHVDUHWREHQHW
from e-commerce. Assistance from the international
community can help in several ways. Support may
include the provision of training, policy advice,
strategy formulation and other forms of assistance.
$WDFRXQWU\OHYHOVSHFLFVXSSRUWIURPGHYHORSPHQW
partners may address areas such as e-commerce
UHDGLQHVV DVVHVVPHQWV QDQFLQJ RI LQIUDVWUXFWXUH
investment, support to the development of legal and
regulatory frameworks, and the building of capacity
among different stakeholders.
A number of existing initiatives have been implemented
WKURXJK YDULRXV LQWHUQDWLRQDO RUJDQL]DWLRQV VXFK DV
WKH &RPPRQZHDOWK VHFUHWDULDW ,7& 2(&' 838
:&2 WKH :RUOG %DQN WKH (XURSHDQ 8QLRQ WKH
&RXQFLORI(XURSHDQGRWKHUV81&7$'pVDVVLVWDQFH
and technical advice in the area of e-commerce come
LQWKUHHPDLQIRUPVVXSSRUWZLWKODZUHIRUPVUHODWHG
WR HFRPPHUFH VWDWLVWLFDO FDSDFLW\EXLOGLQJ DQG
QDWLRQDO,&7SROLF\UHYLHZVDQGWUDLQLQJER[9,

%R[9, 81&7$'VXSSRUWWRHFRPPHUFHGHYHORSPHQWLQGHYHORSLQJFRXQWULHV
7KH81&7$',&7DQGODZUHIRUPSURJUDPPHDVVLVWVFRXQWULHVLQWKHGHYHORSPHQWRIHFRPPHUFHOHJLVODWLRQ5HOHYDQW
laws should ensure trust in online transactions, ease the conduct of domestic and international trade online, and offer
OHJDOSURWHFWLRQIRUXVHUVDQGSURYLGHUVRIHFRPPHUFHDQGHJRYHUQPHQWVHUYLFHV6LQFHWKHSURJUDPPHKDV
VXSSRUWHGRYHUGHYHORSLQJFRXQWULHVLQ$IULFD$VLDDQG/DWLQ$PHULFDDWERWKUHJLRQDODQGQDWLRQDOOHYHOV$VVLVWDQFH
LQFOXGHV UHYLHZV RI GUDIW RU H[LVWLQJ OHJLVODWLRQ GUDIWLQJ RI OHJLVODWLRQ KDUPRQL]HG ZLWK UHJLRQDO DQG LQWHUQDWLRQDO OHJDO
IUDPHZRUNVRUJDQL]DWLRQRIQDWLRQDOVWDNHKROGHUVpFRQVXOWDWLRQVRUJDQL]DWLRQRIWUDLQLQJZRUNVKRSVDQGWKHEULHQJRI
parliamentarians.
A second area in which UNCTAD assists countries concerns the production of statistics on the information economy
to support evidence-based policymaking. Assistance is offered through regional training courses, national workshops
and other advisory services. Core indicators on ICT use by enterprises, including e-commerce, on the value added
DQGZRUNIRUFHRIWKH,&7VHFWRUDQGRQLQWHUQDWLRQDOWUDGHLQ,&7JRRGVDUHFROOHFWHGE\81&7$'DQQXDOO\2QJRLQJ
development of methodological reference materials, and of new or improved indicators, is achieved in collaboration with
WKH3DUWQHUVKLSRQ0HDVXULQJ,&7IRU'HYHORSPHQWWRHQVXUHLQWHUQDWLRQDOFRPSDUDELOLW\DQGHIIHFWLYHXVHRIDYDLODEOH
expertise and resources.
UNCTAD can undertake national ICT policy reviews upon request. Such reviews seek to assist countries in building and
maintaining a dynamic and responsive ICT policy environment. They aim to ensure that national ICT programmes become an
instrument for supporting national development, helping local industry compete in a knowledge-based, global economy, and
promoting economic growth and exports. The focus of the reviews is determined in a dialogue with the requesting country.
)RUH[DPSOHWKH*RYHUQPHQWRI(J\SWLQUHTXHVWHG81&7$'WRDVVLVWLQLWVGHYHORSPHQWRIDQDWLRQDOHFRPPHUFH
strategy, establishing short-, medium- and long-term targets and policy recommendations for implementation.
81&7$'DOVRRIIHUVDWUDLQLQJFRXUVHHQWLWOHG(FRPPHUFHIRU3UDFWLWLRQHUV7KLVLVGHVLJQHGWRKHOSLGHQWLI\FKDOOHQJHV
RI HFRPPHUFH PD[LPL]H LWV SRVLWLYH LPSDFW RQ EXVLQHVVHV DQG IRVWHU G\QDPLF DQG UHOLDEOH HFRPPHUFH VROXWLRQV LQ
developing countries. The course equips participants to engage in structural reforms, promoting e-commerce or setting up
new businesses.
Source: UNCTAD.

CHAPTER VI : STRATEGY AND POLICY IMPLICATIONS

C. CONCLUDING
REMARKS
The global landscape for e-commerce is evolving
rapidly. With the changing ICT landscape, the past
decade has seen e-commerce transform how
EXVLQHVV LV FRQGXFWHG (QWHUSULVHV RI DOO VL]HV
and across industries in developing countries are
LQFUHDVLQJO\ FRPSHOOHG WR OHDUQ KRZ WR EHQHW IURP
e-commerce in order to stay competitive. As in other
areas of the world economy, developing countries are
assuming a greater role. Thanks to new technology,
improved connectivity and innovative business
models, e-commerce is becoming relevant also in lowincome countries. Indeed, some of the most dynamic
developments are witnessed in parts of sub-Saharan
Africa and Asia.
Nonetheless, there is scope for making the
e-commerce phenomenon more inclusive and
EHQHFLDO $V VKRZQ LQ WKLV UHSRUW WKH H[WHQW WR
which enterprises are using ICTs to buy and sell
goods and services varies greatly, indicating that the
SRWHQWLDO LV IDU IURP IXOO\ H[SORLWHG 0XFK UHPDLQV
to be done to bridge the remaining gaps in access
to the Internet and to make such access more
affordable. Similarly, the availability of e-commerce
platforms and payment solutions leveraging
technology can be further improved in many
developing countries in ways that correspond to
WKHLUVSHFLFQHHGVDQGFDSDELOLWLHV(IIRUWVLQWKRVH
areas should be complemented with improvements
in the legal framework at national and international
levels to foster trust in online commerce.
It is well worth pursuing such efforts. There are
VLJQLFDQW EHQHWV WR EH DFKLHYHG IRU FRQVXPHUV
enterprises and Governments from a higher reliance
on e-commerce. New evidence presented in this
UHSRUW SRLQWV IRU H[DPSOH WR VLJQLFDQW SURGXFWLYLW\
gains from selling on the Internet and that such effects
are particularly important for smaller enterprises and in
VHUYLFHVLQGXVWULHV(QKDQFLQJWKHDELOLW\RIPLFURDQG
small enterprises to explore e-commerce options, to
tap the emerging opportunities in online retail and to
integrate better in global supply chains would help to
unleash their potential and spur economic growth in
developing countries.

91

%XW HYHU\RQH ZLOO QRW EHQHW DXWRPDWLFDOO\ IURP

HFRPPHUFH$VKLIWIURPRILQHWRRQOLQHFRPPHUFH
changes the ways in which consumers and enterprises
interact. Some companies are better equipped to
adapt to such transformations. Thus, there is a need
for more research on the broader implications of
e-commerce.
$ UVW DUHD WR H[DPLQH FRQFHUQV WKH GLVWULEXWLRQDO
effects of e-commerce. How are the gains achieved
from online transactions shared between large and
small enterprises, between global and local businesses,
between different segments of the private sector, and
the like. As noted in chapter II, there is a relatively high
level of market concentration among web retailers,
possibly suggesting that economies of scale and scope
may favour larger enterprises over smaller ones.
A second area concerns the impact on employment.
To what extent is e-commerce leading to a net creation
or loss of jobs? How is the quality and remuneration
of different jobs affected when more activities are
transacted online? There is to date little knowledge
about such questions.
A third area that may need to be further examined
relates to the retail industry. What is the impact of a
transition from high-street retail to online retail on urban
centres and rural areas. Whereas there has been a clear
trend towards more bricks-and-mortar companies
introducing online and mobile sales channels to
meet competition from pure-play web retailers, there
has recently been cases of e-commerce companies
HVWDEOLVKLQJ D SK\VLFDO SUHVHQFH )RU H[DPSOH LQ
0DUFKWKH$OLEDED*URXSDQQRXQFHGWKDWLWZDV
IRUPLQJDMRLQWYHQWXUHZLWK,QWLPH5HWDLODFRPSDQ\
that owns department stores and commercial real
estate assets in mainland China.
The e-commerce landscape will continue to evolve
in various directions, and Governments will face a
continuous challenge in keeping up to speed with
WKHVH GHYHORSPHQWV )URP D SROLF\ SHUVSHFWLYH LW LV
important to try to create an environment that provides
as equal opportunities as possible for stakeholders in
different locations and areas of society to take part in
the process. In this context, international cooperation
and effective dialogue between policymakers and
other stakeholders will remain instrumental.

92

INFORMATION ECONOMY REPORT 2015

NOTES
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STATISTICAL
ANNEX

100

INFORMATION ECONOMY REPORT 2015

$QQH[ 81&7$'%&(FRPPHUFH,QGH[
Share of
population having
mail delivered
at home
RUODWHVW
SHUFHQW

Share of
individuals with
credit card

SHUFHQW

Share of
individuals
using Internet
RUODWHVW
SHUFHQW

Secure
servers per
1 million people
QRUPDOL]HG


UNCTAD
E-commerce
Index value

5DQN

/X[HPERXUJ

100

72.4

95.0

99.3

91.7

Norway

100

60.0

96.0

97.4

88.3

Finland

100

63.9

92.0

96.5

88.1

Canada

100

72.3

83.0

93.3

87.1

Sweden

100

53.5

95.0

95.9

86.0

Australia

100

64.2

83.0

94.8

85.5

Denmark

100

44.9

95.0

99.0

84.7

Republic of Korea

100

56.4

82.1

98.6

84.3

Economy

United Kingdom

100

51.6

91.0

94.4

84.2

Israel

100

79.7

73.4

82.4

83.9

10

Netherlands

100

41.4

94.0

100.0

83.8

11

Japan

100

64.4

79.5

90.5

83.6

12

New Zealand

97

59.2

83.0

93.8

83.3

13

Switzerland

99

56.0

78.0

99.4

83.1

14

United States

93

61.9

78.0

95.1

82.0

15

Belgium

100

54.3

83.0

90.5

82.0

16

Ireland

100

55.6

80.0

90.3

81.5

17

Hong Kong (China)

100

58.1

74.2

89.2

80.4

18

Malta

100

52.9

70.0

96.1

79.8

19

Germany

100

35.7

86.0

93.5

78.8

20

Austria

99

38.9

82.0

93.6

78.4

21

France

100

37.5

84.0

87.2

77.2

22

Slovenia

100

38.6

74.0

88.1

75.2

23

Estonia

97

30.2

82.0

90.7

75.0

24

Cyprus

98

45.9

66.0

89.1

74.8

25

Singapore

100

37.3

72.0

89.0

74.6

26

Spain

99

41.9

74.0

82.4

74.3

27

Czech Republic

100

26.5

76.0

88.4

72.7

28

Slovakia

99

20.3

81.0

82.2

70.6

29

Latvia

100

19.9

76.0

82.5

69.6

30

Portugal

100

29.6

65.0

80.7

68.8

31

Italy

100

30.5

61.0

80.1

67.9

32

Hungary

100

15.0

74.0

81.8

67.7

33

Bahrain

100

19.3

73.0

77.2

67.4

34

Poland

100

17.7

65.0

83.5

66.5

35

Lithuania

100

13.4

69.0

82.0

66.1

36

STATISTICAL ANNEX

101

$QQH[ 81&7$'%&(FRPPHUFH,QGH[(continued)
Share of
population having
mail delivered
at home
RUODWHVW
SHUFHQW

Share of
individuals with
credit card

SHUFHQW

Share of
individuals
using Internet
RUODWHVW
SHUFHQW

Secure
servers per
1 million people
QRUPDOL]HG


UNCTAD
E-commerce
Index value

5DQN

Croatia

79

34.8

68.0

79.7

65.4

37

Turkey

97

45.1

46.0

68.9

64.2

38

Chile

94

22.8

61.4

73.9

63.0

39

Uruguay

93

27.1

58.0

72.1

62.5

40

The former Yugoslav

Republic of Macedonia

100

16.5

63.2

69.1

62.2

41

Greece

93

17.5

61.0

76.9

62.1

42

Trinidad and Tobago

93

15.3

59.5

73.8

60.4

43

Serbia

99

22.6

53.5

65.9

60.1

44

Malaysia

93

11.9

63.6

71.1

59.9

45

Romania

100

11.7

55.0

71.4

59.5

46

Brazil

81

29.2

58.0

69.9

59.5

47

Argentina

93

21.9

54.1

67.6

59.1

48

Bulgaria

90

10.4

56.0

77.4

58.5

49

Russian Federation

100

9.7

53.3

69.0

58.0

50

Lebanon

100

11.4

52.0

67.6

57.7

51

Costa Rica

98

12.2

47.5

72.5

57.6

52

Bosnia and Herzegovina

90

11.7

65.4

62.9

57.5

53

Mauritius

100

14.1

37.6

76.3

57.0

54

Albania

100

10.6

54.7

60.7

56.4

55

Georgia

98

8.8

49.0

64.3

55.0

56

Dominican Republic

99

12.2

45.0

61.5

54.5

57

Ukraine

98

19.3

33.7

63.7

53.7

58

Armenia

90

2.3

53.0

67.1

53.1

59

0H[LFR

91

13.0

43.5

63.7

52.8

60

Belarus

100

7.8

39.6

63.5

52.7

61

Moldova

98

2.4

43.4

63.1

51.7

62

Bolivarian Republic of
Venezuela

93

10.4

44.1

56.6

51.0

63

Kazakhstan

86

8.6

53.3

55.3

50.8

64

China

100

8.2

44.1

48.1

50.1

65

United Arab Emirates

30.0

85.0

79.8

48.7

66

South Africa

81

7.8

32.0

73.2

48.5

67

Egypt

99

1.4

44.1

47.2

47.9

68

Islamic Republic of
Iran

100

23.9

26.0

39.1

47.3

69

Thailand

95

4.5

28.9

60.6

47.2

70

Economy

102

INFORMATION ECONOMY REPORT 2015

$QQH[ 81&7$'%&(FRPPHUFH,QGH[(continued)
Share of
population having
mail delivered
at home
RUODWHVW
SHUFHQW

Share of
individuals with
credit card

SHUFHQW

Share of
individuals
using Internet
RUODWHVW
SHUFHQW

Secure
servers per
1 million people
QRUPDOL]HG


UNCTAD
E-commerce
Index value

5DQN

Colombia

60

10.2

51.7

65.6

46.9

71

El Salvador

95

5.3

25.5

60.9

46.7

72

Qatar

32.3

69.3

78.3

45.0

73

Tunisia

93

4.3

21.0

60.1

44.6

74

Morocco

72

4.5

53.0

47.6

44.3

75

Ecuador

68

10.2

35.1

63.0

44.1

76

Guatemala

95

6.9

16.0

58.1

44.0

77

Uzbekistan

100

3.4

36.5

35.3

43.8

78

Economy

Sri Lanka

98

3.5

18.3

54.9

43.7

79

Jamaica

50

6.9

46.5

67.9

42.8

80

Oman

26.6

67.0

70.6

42.3

81

Peru

56

10.0

38.2

61.9

41.5

82

India

100

1.8

12.6

48.2

40.6

83

Panama

25

10.7

45.2

73.5

38.6

84

Honduras

75

5.3

18.1

55.1

38.4

85

Pakistan

95

0.7

10.0

39.2

36.2

86

Syrian Arab Republic

85

2.8

24.3

30.6

35.7

87

Indonesia

75

0.5

15.4

48.6

34.9

88

Sierra Leone

95

2.2

1.3

35.6

33.5

89

Viet Nam

30

1.2

39.5

54.2

31.2

90

Tajikistan

70

1.2

14.5

38.8

31.1

91

Cambodia

75

0.1

4.9

43.0

30.8

92

Zambia

60

3.7

13.5

45.4

30.6

93

Nepal

65

0.6

11.2

44.2

30.2

94

Jordan

10

3.5

41.0

63.8

29.6

95

Madagascar

80

0.0

2.1

33.7

28.9

96

Zimbabwe

45

6.5

17.1

46.5

28.8

97

Nicaragua

44

2.5

13.5

54.4

28.6

98

Plurinational State of
Bolivia

19

4.1

34.2

54.9

28.1

99

Mali

70

0.6

2.2

37.6

27.6

100

Nigeria

35

0.8

32.9

41.4

27.5

101

Afghanistan

65

0.8

5.5

37.0

27.1

102

Mongolia

20

1.9

16.4

62.2

25.1

103

Iraq

65

1.7

7.1

26.6

25.1

104

Angola

15

15.5

16.9

48.1

23.9

105

STATISTICAL ANNEX

103

$QQH[ 81&7$'%&(FRPPHUFH,QGH[(continued)
Share of
population having
mail delivered
at home
RUODWHVW
SHUFHQW

Share of
individuals with
credit card

SHUFHQW

Share of
individuals
using Internet
RUODWHVW
SHUFHQW

Secure
servers per
1 million people
QRUPDOL]HG


UNCTAD
E-commerce
Index value

5DQN

Lao Peoples
Democratic Republic

39

3.1

10.8

37.4

22.6

106

Haiti

40

1.8

9.8

37.7

22.3

107

Swaziland

13.3

20.8

54.8

22.2

108

Ghana

20

2.2

17.1

45.0

21.1

109

Mozambique

35

3.5

4.9

40.9

21.1

110

Botswana

10.7

11.5

56.1

19.6

111

Senegal

0.8

19.2

43.5

17.1

112

Gabon

2.7

8.6

55.4

16.7

113

Kenya

6.1

6.3

49.8

15.6

114

Rwanda

2.8

8.0

44.8

13.9

115

Uganda

1.6

14.7

38.5

13.7

116

Economy

Comoros

1.5

6.0

39.7

13.0

117

Togo

1.0

4.0

46.3

12.9

118

Benin

0.5

3.8

37.7

12.5

119

Liberia

2.7

3.8

36.6

12.0

120

Sudan

15

0.6

21.0

11.2

11.9

121

United Republic of
Tanzania

3.7

4.0

37.8

11.4

122

Malawi

1.4

4.4

36.5

10.8

123

Lesotho

2.5

4.6

31.3

10.1

124

Burkina Faso

0.8

3.7

35.7

10.1

125

Democratic Republic
of the Congo

1.6

1.7

28.5

8.0

126

Burundi

0.6

1.2

27.5

7.7

127

Niger

0.4

1.4

22.9

7.4

128

Central African
Republic

0.6

3.0

25.0

7.1

129

Guinea

1.3

1.5

17.7

6.4

130

Source: 81&7$'EDVHGRQGDWDIURP,78838DQGWKH:RUOG%DQN

104

INFORMATION ECONOMY REPORT 2015

$QQH[ $PD]RQH%D\DQG3D\3DOVHUYLFHVDYDLODELOLW\LQ8QLWHG1DWLRQV0HPEHU6WDWHV

X
X

X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X
X
X
X
X
X
X

X
X

X
X
X
X
X
X
X
X
X
X

Business account

X
X

3UHPLHUDFFRXQW

eBay local
EX\RQO\VLWH

eBay international
site

United States site

Bank accounts
supported by Amazon

Countries and
currencies supported
by Amazon

X
X
X
X
X
X
X
X

3D\3DOVHUYLFHV

eBay services
3HUVRQDODFFRXQW

Afghanistan
Albania
Algeria
Andorra
Angola
Antigua and Barbuda
Argentina
Armenia
Australia
Austria
Azerbaijan
Bahamas
Bahrain
Bangladesh
Barbados
Belarus
Belgium
Belize
Benin
Bhutan
Bolivia (Plurinational State of)
Bosnia and Herzegovina
Botswana
Brazil
Brunei Darussalam
Bulgaria
Burkina Faso
Burundi
Cambodia
Cameroon
Canada
Cape Verde
Central African Republic
Chad
Chile
China
Colombia
Comoros
Congo
Costa Rica
Cte d'Ivoire

Sellers supported to
ship by Amazon

United Nations
Member State

Amazon services

X
X
X
X
X
X
X
X
X
X
X
X

X
X
X

X
X
X

X
X
X
X
X
X
X*
X
X
X
X
X
X
X
X
X
X
X

X
X
X
X
X
X
X*
X

X
X
X
X

X
X

X
X

X
X

X
X
X

X
X

X
X
X

STATISTICAL ANNEX

105

$QQH[ $PD]RQH%D\DQG3D\3DOVHUYLFHVDYDLODELOLW\LQ8QLWHG1DWLRQV0HPEHU6WDWHV(continued)

X
X

X
X

X
X

Business account

3UHPLHUDFFRXQW

X
X
X
X
X

X
X

X
X

X
X

X
X
X
X
X
X
X
X
X
X
X
X
X

X
X
X
X
X
X
X

eBay local
EX\RQO\VLWH

eBay international
site

United States site

Bank accounts
supported by Amazon

Countries and
currencies supported
by Amazon

X
X
X

3D\3DOVHUYLFHV

eBay services
3HUVRQDODFFRXQW

Croatia
Cuba
Cyprus
Czech Republic
Democratic Peoples Republic
of Korea
Democratic Republic of the
Congo
Denmark
Djibouti
Dominica
Dominican Republic
Ecuador
Egypt
El Salvador
Equatorial Guinea
Eritrea
Estonia
Ethiopia
Fiji
Finland
France
Gabon
Gambia
Georgia
Germany
Ghana
Greece
Grenada
Guatemala
Guinea
Guinea-Bissau
Guyana
Haiti
Honduras
Hungary
Iceland
India
Indonesia
Iran (Islamic Republic of)
Iraq

Sellers supported to
ship by Amazon

United Nations
Member State

Amazon services

X
X
X
X

X
X

X
X
X

X
X

X
X
X
X
X
X
X
X
X
X
X
X

X
X
X
X

X
X
X
X
X
X
X
X
X
X
X
X
X*
X
X
X*
X
X
X
X
X

X
X
X

X
X
X

X
X

X
X
X
X

X
X
X
X

106

INFORMATION ECONOMY REPORT 2015

$QQH[ $PD]RQH%D\DQG3D\3DOVHUYLFHVDYDLODELOLW\LQ8QLWHG1DWLRQV0HPEHU6WDWHV(continued)

X
X
X
X
X
X
X
X
X
X

X
X
X

X
X
X
X
X
X
X
X
X
X

X
X

X
X

X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X

Business account

3UHPLHUDFFRXQW

3HUVRQDODFFRXQW

eBay local
EX\RQO\VLWH

eBay international
site

Bank accounts
supported by Amazon

X
X
X

United States site

Countries and
currencies supported
by Amazon

Ireland
Israel
Italy
Jamaica
Japan
Jordan
Kazakhstan
Kenya
Kiribati
Kuwait
Kyrgyzstan
Lao People's Democratic
Republic
Latvia
Lebanon
Lesotho
Liberia
Libya
Liechtenstein
Lithuania
/X[HPERXUJ
Madagascar
Malawi
Malaysia
Maldives
Mali
Malta
Marshall Islands
Mauritania
Mauritius
0H[LFR
Micronesia (Federated States
of)
Monaco
Mongolia
Montenegro
Morocco
Mozambique
Myanmar
Namibia
Nauru

3D\3DOVHUYLFHV

eBay services

Sellers supported to
ship by Amazon

United Nations
Member State

Amazon services

X
X
X
X
X
X
X
X
X
X
X
X

X
X
X
X
X
X

X
X
X
X
X

X
X
X
X
X
X
X
X
X
X
X
X
X
X

X
X
X

X
X
X

X
X

X
X

X
X

X
X

X
X
X
X
X
X
X

STATISTICAL ANNEX

107

$QQH[ $PD]RQH%D\DQG3D\3DOVHUYLFHVDYDLODELOLW\LQ8QLWHG1DWLRQV0HPEHU6WDWHV(continued)

X
X

X
X

X
X
X

X
X
X
X
X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X

X
X

X
X
X
X
X

X
X
X
X*
X
X
X
X
X
X
X
X
X
X
X
X
X*
X
X
X
X
X
X
X
X
X
X
X
X
X
X

Business account

X
X
X
X
X
X
X
X
X
X
X
X

X
X
X
X*
X
X
X
X

3UHPLHUDFFRXQW

X
X

3HUVRQDODFFRXQW

X
X

eBay local
EX\RQO\VLWH

X
X

eBay international
site

Bank accounts
supported by Amazon

X
X

United States site

Countries and
currencies supported
by Amazon

Nepal
Netherlands
New Zealand
Nicaragua
Niger
Nigeria
Norway
Oman
Pakistan
Palau
Panama
Papua New Guinea
Paraguay
Peru
Philippines
Poland
Portugal
Qatar
Republic of Korea
Republic of Moldova
Romania
Russian Federation
Rwanda
Saint Kitts and Nevis
Saint Lucia
Saint Vincent and the
Grenadines
Samoa
San Marino
Sao Tome and Principe
Saudi Arabia
Senegal
Serbia
Seychelles
Sierra Leone
Singapore
Slovakia
Slovenia
Solomon Islands
Somalia
South Africa

3D\3DOVHUYLFHV

eBay services

Sellers supported to
ship by Amazon

United Nations
Member State

Amazon services

X
X

X
X

X
X

X
X

X
X
X
X
X
X

X
X
X
X
X

X
X

X
X

X
X

X
X
X

X
X
X

108

INFORMATION ECONOMY REPORT 2015

$QQH[ $PD]RQH%D\DQG3D\3DOVHUYLFHVDYDLODELOLW\LQ8QLWHG1DWLRQV0HPEHU6WDWHV(continued)

X
X

X
X
X
X

X
X
X
X
X
X
X
X
X
X

X
X
X
X
X
X
X
X

X
X
X
X

Business account

X
X

X
X
X
X
X

3UHPLHUDFFRXQW

3HUVRQDODFFRXQW

eBay local
EX\RQO\VLWH

eBay international
site

Bank accounts
supported by Amazon

United States site

Countries and
currencies supported
by Amazon

South Sudan
Spain
Sri Lanka
Sudan
Suriname
Swaziland
Sweden
Switzerland
Syrian Arab Republic
Tajikistan
Thailand
The former Yugoslav Republic
of Macedonia
Timor-Leste
Togo
Tonga
Trinidad and Tobago
Tunisia
Turkey
Turkmenistan
Tuvalu
Uganda
Ukraine
United Arab Emirates
United Kingdom
United Republic of Tanzania
United States
Uruguay
Uzbekistan
Vanuatu
Venezuela (Bolivarian
Republic of)
Viet Nam
Yemen
Zambia
Zimbabwe

3D\3DOVHUYLFHV

eBay services

Sellers supported to
ship by Amazon

United Nations
Member State

Amazon services

X
X

X
X

X
X

X*
X
X
X
X
X
X

X
X
X
X
X
X
X
X
X
X
X
X
X
X

X
X

X
X

X
X

X
X

X
X

X
X

X
X
X
X

Source: 81&7$'DQDO\VLVRILQIRUPDWLRQIURP$PD]RQFRP$XJXVWVHHKWWSZZZDPD]RQFRPJSKHOSFXVWRPHU
GLVSOD\KWPO"QRGH,G KWWSZZZDPD]RQFRPJSKHOSFXVWRPHUGLVSOD\KWPO"QRGH,G 
KWWSZZZDPD]RQFRPJSKHOSFXVWRPHUGLVSOD\KWPO"QRGH,G IURPHED\FRPDQGHED\FRXN
$XJXVWVHHKWWSVHOOHUFHQWUHHED\FRXNZKHUHWRVHOOLQWHUQDWLRQDOO\"FDW DQGIURP3D\3DO
VHHKWWSVZZZSD\SDOFRPZHEDSSVPSSFRXQWU\ZRUOGZLGH
*
3HUVRQDODFFRXQWVDOORZRQO\VHQGLQJPRQH\DQGEX\LQJRQOLQHEXWQRWUHFHLYLQJPRQH\DQGVHOOLQJRQOLQH

STATISTICAL ANNEX

109

$QQH[ $YDLODELOLW\RIOHJLVODWLRQRUGUDIWOHJLVODWLRQLQNH\DUHDVRIF\EHUODZV
Electronic
transactions
UNCTAD member States
Developed economies
Andorra
Australia
Austria
Belgium
Bulgaria
Canada
Croatia
Cyprus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Iceland
Ireland
Israel
Italy
Japan
Latvia
Liechtenstein
Lithuania
/X[HPERXUJ
Malta
Monaco
Netherlands
New Zealand
Norway
Poland
Portugal
Romania
San Marino
Slovakia
Slovenia
Spain
Sweden
Switzerland
United Kingdom
United States
Holy See

Legislation

Yes
Yes*
Yes
Yes
Yes
Yes*
Yes
Yes
Yes
Yes
Yes
Yes
Yes*
Yes
Yes
Yes
Yes
Yes*
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes*
Yes
Yes
Yes
Yes
Yes*
Yes
Yes*
Yes
Yes
Yes
Yes*
Yes*
no data

Consumer protection

3ULYDF\DQGGDWD
protection

Draft

Legislation

Draft

Legislation

no data

no data

no data
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
no data
Yes
Yes
Yes
no data
Yes
no data
Yes
Yes
Yes
no data
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
no data

Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
no data

no data

no data
no data

no data

no data

Cybercrime

Draft

Legislation

Draft

no data

no data

no data
Yes
Yes
Yes
Yes
Yes
Yes
Yes
No
Yes
Yes
Yes
Yes
Yes
Yes
Yes
no data
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
no data
Yes
Yes
Yes
Yes
Yes
Yes
no data
Yes
No
Yes
Yes
Yes
Yes
Yes
no data

Yes

no data

no data

no data
No

no data

110

INFORMATION ECONOMY REPORT 2015

$QQH[ $YDLODELOLW\RIOHJLVODWLRQRUGUDIWOHJLVODWLRQLQNH\DUHDVRIF\EHUODZV(continued)
Electronic
transactions
UNCTAD member States

Consumer protection
Legislation

Draft

3ULYDF\DQGGDWD
protection
Legislation

Cybercrime

Legislation

Draft

Draft

Legislation

Draft

Burundi

No

Yes

No

Yes

Comoros

No

No

no data

no data

No

Yes

No

Yes

no data

no data

No

No

Djibouti

no data

no data

no data

no data

no data

no data

Yes

Eritrea

No

No

No

No

no data

no data

no data

no data

Ethiopia

No

Yes

No

No

No

Yes

No

Yes

Kenya

Yes

No

Yes

Yes

Madagascar

No

Yes

no data

no data

Yes

Malawi

No

Yes

no data

no data

No

Mauritius

Yes*

no data

no data

Mozambique

No

no data

no data

Rwanda

Yes*

No

Developing economies
Africa
Eastern Africa

Seychelles

Yes

Yes

Yes

Yes*

Yes
Yes

No

Yes

No

Yes

no data

no data

No

Yes

Yes

No
Yes

no data

no data

Yes

Somalia

no data

no data

no data

no data

no data

no data

No

No

South Sudan

no data

no data

no data

no data

no data

no data

no data

no data

No

Yes

Yes

No

Yes

No

Uganda

Yes

United Republic of Tanzania

No

Zambia

Yes*

Zimbabwe

Yes
Yes

No

Yes

No

Yes

no data

no data

no data

no data

No

No

Yes

Yes

Yes

Yes

Yes

Yes

Yes

no data

No

Yes

Middle Africa
Angola
Cameroon

Yes

Yes

Central African Republic

no data

no data

Chad

no data

no data

Congo

Yes*

Democratic Republic of the

Congo

No

No

no data

no data

Yes
no data

no data

Yes

no data

no data

no data

no data

no data

no data

no data

no data

no data

no data

no data

no data

no data

no data

No

Yes

no data

no data

no data

no data

No

No

No

no data

no data

no data

no data

No

Yes

No

No

Equatorial Guinea

no data

no data

No

Gabon

no data

no data

Yes

Sao Tome and Principe

no data

no data

no data

Yes
no data

no data

no data

Northern Africa
Algeria

Yes

no data

No

Yes

No

No

Yes

Egypt

Yes

no data

No

Yes

No

Yes

Yes

Libya

No

No

No

No

No

No

No

Morocco

Yes

Yes

Sudan

Yes

no data

Tunisia

Yes

Yes

no data

Yes

Yes

Yes

Yes

Yes

No

No

Yes

STATISTICAL ANNEX

111

$QQH[ $YDLODELOLW\RIOHJLVODWLRQRUGUDIWOHJLVODWLRQLQNH\DUHDVRIF\EHUODZV(continued)
Electronic
transactions
UNCTAD member States

Legislation

Consumer protection

Draft

Legislation

3ULYDF\DQGGDWD
protection

Cybercrime

Draft

Legislation

Draft

Legislation

No

No

Yes

Yes

Draft

Southern Africa
Botswana

Yes

Lesotho

No

Yes

no data

Yes
no data

Namibia

No

Yes

no data

no data

South Africa

Yes*

Yes

Swaziland

Yes

no data

Yes

No

No

No
Yes

No

Yes

No

No

Yes

Yes

no data

No

Yes

No

No

No

Yes

No

Yes
Yes

Western Africa
Benin
Burkina Faso

Yes

Yes

Yes

No

Cape Verde

Yes*

Yes

Yes

Yes

Cte d'Ivoire

Yes

Yes

Yes

Yes

Gambia

Yes*

Yes

Yes

Yes

Ghana

Yes*

Yes

Yes

Guinea

No

No

Guinea-Bissau

No

No

Liberia

Yes*

Mali

No

No

Yes

No

No

Yes

no data

no data

Yes

Yes

No

No

No

No

No

No

No

Yes

No

No

Yes

no data

no data

no data

no data

no data

no data

No

No

No

Yes

No

Yes

No

Yes

No

Yes

Nigeria

No

Yes

No

Yes

No

Yes

No

Yes

Senegal

Yes*

Sierra Leone

No

Togo

No

Mauritania
Niger

Yes

Yes

Yes

Yes

No

Yes

Yes

No

No

Yes

No

Yes

Yes

No

Yes

No

No

No

Yes

Asia and Oceania

Eastern Asia
China
Democratic People's Republic
of Korea

Yes*
no data

Yes
no data

no data

no data

no data

no data

no data

no data

no data

no data

no data

no data

no data

Mongolia

Yes

no data

Republic of Korea

Yes*

Yes

Yes

Yes

Southern Asia
Afghanistan

No

Bangladesh

Yes*

Yes

Yes

Bhutan

Yes

Yes

Yes

Yes

India

Yes*

No

No

Yes

Yes

Iran (Islamic Republic of)

Yes*

No

No

Yes

Yes

No

No

No

No

No

No

no data

no data

Yes

Maldives

No

no data

no data

No

Nepal

Yes

no data

no data

Yes

No

No

Pakistan

Yes*

no data

no data

No

Yes

No

Sri Lanka

Yes*

no data

no data

no data

no data

Yes

No

No

Yes
Yes

112

INFORMATION ECONOMY REPORT 2015

$QQH[ $YDLODELOLW\RIOHJLVODWLRQRUGUDIWOHJLVODWLRQLQNH\DUHDVRIF\EHUODZV(continued)
Electronic
transactions
UNCTAD member States

Legislation

Draft

Consumer protection
Legislation

Draft

3ULYDF\DQGGDWD
protection

Cybercrime

Legislation

Draft

Legislation

No

No

Yes

No

No

No

Draft

South-Eastern Asia
Brunei Darussalam

Yes*

Cambodia

No

Yes

Indonesia

Yes

Yes

Yes

Lao People's Democratic

Republic

Yes

Yes

No

Malaysia

Yes*

Yes

Yes

Myanmar

Yes

Yes

No

Yes

No

Yes

Yes
No

No

No

Yes

Yes*

Yes

Yes

Yes

Singapore

Yes*

Yes

Yes

Yes

Thailand

Yes

Yes

Yes

Yes

Viet Nam

no data

no data

Yes*

no data

no data

Yes

no data

No

Yes

Philippines

Timor-Leste

Yes

no data

Yes

no data

no data

Yes

Western Asia
Bahrain

Yes*

Yes

No

Yes

Iraq

Yes

no data

no data

No

Yes

No

Jordan

Yes*

no data

no data

No

Yes

Yes

Kuwait

Yes*

Lebanon

No

Oman

Yes
Yes

Yes

No

Yes

No

Yes*

no data

no data

Yes

Qatar

Yes*

Yes

Saudi Arabia

Yes*

No

No

Syrian Arab Republic

Yes*

No

Yes

Turkey

Yes

Yes

United Arab Emirates

Yes*

no data

Yemen

Yes

no data

Yes*

Yes

No

Yes

Yes
Yes

No

Yes

No

No

Yes
Yes

No

Yes

Yes
No

Yes

Yes

No

Yes

Yes

no data

No

No

Yes

no data

Yes

No

Yes

Oceania
Fiji
Kiribati

no data

no data

Yes

No

No

no data

no data

No

No

Yes

Marshall Islands

no data

no data

no data

no data

no data

no data

No

No

Micronesia (Federated States

of)

no data

no data

no data

no data

no data

no data

No

No

Nauru

No

No

no data

no data

No

No

No

No

Palau

no data

no data

no data

no data

no data

no data

no data

no data

Papua New Guinea

No

Yes

no data

no data

No

No

No

No

Samoa

Yes*

no data

no data

No

No

Yes

Solomon Islands

Yes

no data

no data

No

No

No

Tonga

Yes

no data

no data

No

No

Yes

Tuvalu

No

no data

no data

No

No

No

No

Vanuatu

Yes*

no data

no data

No

No

No

No

No

No

STATISTICAL ANNEX

113

$QQH[ $YDLODELOLW\RIOHJLVODWLRQRUGUDIWOHJLVODWLRQLQNH\DUHDVRIF\EHUODZV(continued)
Electronic
transactions
UNCTAD member States

Legislation

Draft

Consumer protection
Legislation

Draft

3ULYDF\DQGGDWD
protection
Legislation

Draft

Yes

Cybercrime
Legislation

Draft

No

No

Latin America and the

Caribbean
Central America
Belize

Yes*

Yes

No

Costa Rica

Yes*

Yes

Yes

El Salvador

No

Yes

No

Guatemala

Yes*

No

No

Honduras

Yes*

Yes

No

0H[LFR

Yes*

Yes

Yes

Nicaragua

Yes*

Yes

Yes

Panama

Yes*

Yes

No

Argentina

Yes

Yes

Bolivia (Plurinational State of)

Yes

No

Brazil

Yes

Yes

No

Chile

Yes

Yes

Yes

Yes

Colombia

Yes*

Yes

Yes

Yes

Ecuador

Yes*

Guyana

No

Paraguay

Yes*

Yes

No

Yes
No

No

Yes

No

No

Yes

Yes

No

No

Yes
No
Yes

No

Yes

South America

Peru

No

Yes
Yes

no data

no data

Yes
Yes

No

No

Yes

Yes
no data

Yes

Yes

Yes
no data

Yes

Yes

Yes

no data

No

No

No

No

Yes

Yes
no data

Yes

Yes

Suriname

no data

no data

Uruguay

Yes

Yes

Yes

Venezuela
(Bolivarian Republic of)

Yes*

Yes

No

No

Yes

no data

no data

Yes
Yes

Caribbean
Antigua and Barbuda

Yes*

no data

no data

No

Bahamas

Yes

no data

no data

Yes

Barbados

Yes*

No

No

No

Yes

Cuba

No

No

No

No

Yes

No

Yes

Dominica

Yes*

No

Yes

No

No

No

Yes

Yes
Yes
Yes

Dominican Republic

Yes*

No

No

Yes

Grenada

Yes*

no data

no data

No

Yes

Yes

Haiti

No

No

Yes

No

No

No

Jamaica

Yes*

Yes

No

Yes

Yes

Saint Kitts and Nevis

Yes*

no data

no data

No

Yes

Yes

Saint Lucia

Yes*

no data

no data

Yes

No

Saint Vincent and the

Grenadines

Yes*

no data

no data

Yes

Yes

Trinidad and Tobago

Yes

no data

no data

Yes

Yes

Yes

Yes
No

Yes

114

INFORMATION ECONOMY REPORT 2015

$QQH[ $YDLODELOLW\RIOHJLVODWLRQRUGUDIWOHJLVODWLRQLQNH\DUHDVRIF\EHUODZV(continued)
Electronic
transactions
UNCTAD member States

Legislation

Draft

Consumer protection
Legislation

Draft

3ULYDF\DQGGDWD
protection
Legislation

Draft

Cybercrime
Legislation

Draft

No

Transition economies
Albania

Yes

Yes

Yes

Yes

Armenia

Yes

no data

no data

Yes

Yes

Azerbaijan

Yes

no data

no data

Yes

Yes

Belarus

Yes

No

No

Yes

Yes

Bosnia and Herzegovina

Yes

Yes

Yes

Yes

Georgia

Yes

no data

no data

Yes

Yes

Kazakhstan

Yes

no data

no data

Yes

Yes

Kyrgyzstan

Yes

no data

no data

Yes

no data

Montenegro

Yes*

no data

no data

Yes

Yes

Republic of Moldova

Yes

no data

no data

Yes

No

Russian Federation

Yes*

no data

no data

Yes

Yes

Serbia

Yes

no data

no data

Yes

Yes

Tajikistan

Yes

no data

no data

Yes

no data

The former Yugoslav Republic

of Macedonia

Yes

no data

no data

Yes

Yes

Turkmenistan

Yes

no data

no data

no data

Ukraine

Yes

no data

no data

Yes

Uzbekistan

Yes

no data

no data

No

no data
Yes

no data

no data

no data

no data

No

Yes

No

Yes

Source: 81&7$'EDVHGRQGDWDIURP*UDKDP*UHHQOHDI6WHSKHQ0DVRQWKH&RPPRQZHDOWKVHFUHWDULDWWKH&RXQFLORI(XURSH
'/$3LSHU*RRJOH1RUWRQ5RVH)XOEULJKWWKH2(&'7KH3D\SHUV81&,75$/812'&DQG(6&:$
* &RXQWULHVZLWKHWUDQVDFWLRQVOHJLVODWLRQEDVHGRQ81&,75$/WH[WV

SELECTED UNCTAD PUBLICATIONS

115

SELECTED UNCTAD PUBLICATIONS

IN THE AREA OF SCIENCE,
TECHNOLOGY AND
ICT FOR DEVELOPMENT
A. Flagship reports
Information Economy Report 2015: Unlocking the Potential of E-commerce for Developing Countries. United
1DWLRQVSXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Information Economy Report 2013: Cloud Computing and Developing Countries. United Nations publication.
6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Information Economy Report 2012: The Software Industry and Developing Countries. United Nations publication.
Sales No. (,,'. New York and Geneva.
Information Economy Report 2011: ICTs as an Enabler for Private Sector Development. United Nations publication.
6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Information Economy Report 2010: ICTs, Enterprises and Poverty Alleviation. United Nations publication. Sales
1R(,,'1HZ<RUNDQG*HQHYD
Information Economy Report 2009: Trends and Outlook in Turbulent Times. United Nations publication. Sales
1R}(,,'1HZ<RUNDQG*HQHYD
Information Economy Report 20072008: Science and Technology for Development The New Paradigm of ICT.
8QLWHG1DWLRQVSXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Information Economy Report 2006: The Development Perspective. United Nations publication. Sales
1R}(,,'1HZ<RUNDQG*HQHYD
Information Economy Report 2005: E-commerce and Development. 8QLWHG1DWLRQVSXEOLFDWLRQ6DOHV1R}(
II.D.19. New York and Geneva.
E-Commerce and Development Report 2004. 8QLWHG 1DWLRQV SXEOLFDWLRQ 81&7$'6'7((&%
New York and Geneva.
E-Commerce and Development Report 2003. 8QLWHG1DWLRQVSXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG
Geneva.
E-Commerce and Development Report 2002. United Nations publication. 81&7$'6'7((&%New York and
Geneva.
E-Commerce and Development Report 2001.8QLWHG1DWLRQVSXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG
Geneva.
Technology and Innovation Report 2012: Innovation, Technology and SouthSouth Collaboration. United Nations
SXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Technology and Innovation Report 2011: Powering Development with Renewable Energy Technologies. United
1DWLRQVSXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Technology and Innovation Report 2010: Enhancing Food Security in Africa through Science, Technology and
Innovation. 8QLWHG1DWLRQVSXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG*HQHYD

116

INFORMATION ECONOMY REPORT 2015

B. ICT Policy Reviews

ICT Policy Review of Egypt 8QLWHG 1DWLRQV SXEOLFDWLRQ  81&7$''7/67,&7 1HZ <RUN DQG
Geneva.

C. Science, Technology and Innovation Policy Reviews

Science, Technology and Innovation Policy Review: Oman. 8QLWHG 1DWLRQV SXEOLFDWLRQ  UNCTAD/DTL/
67,&71HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: Dominican Republic. 8QLWHG 1DWLRQV SXEOLFDWLRQ 
81&7$''7/67,&71HZ<RUNDQG*HQHYD
A Framework for Science, Technology and Innovation Policy Reviews. 8QLWHG1DWLRQVSXEOLFDWLRQ81&7$''7/67,&71HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: El Salvador. 8QLWHG 1DWLRQV SXEOLFDWLRQ  UNCTAD/
'7/67,&71HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: Peru 8QLWHG 1DWLRQV SXEOLFDWLRQ  81&7$''7/
67,&71HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: Ghana.8QLWHG1DWLRQVSXEOLFDWLRQ
81&7$''7/67,&71HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: Lesotho8QLWHG1DWLRQVSXEOLFDWLRQ81&7$''7/
67,&71HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: Mauritania 8QLWHG 1DWLRQV SXEOLFDWLRQ  81&7$'
'7/67,&71HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: Angola. 8QLWHG1DWLRQVSXEOLFDWLRQ81&7$'6'7(
67,&71HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: The Islamic Republic of Iran. United Nations publication
81&7$',7(,3&1HZ<RUNDQG*HQHYD
Investment and Innovation Policy Review: Ethiopia.8QLWHG1DWLRQVSXEOLFDWLRQ81&7$',7(,3&0LVF
New York and Geneva.
Science, Technology and Innovation Policy Review: Colombia8QLWHG1DWLRQVSXEOLFDWLRQ6DOHV1R(
,,'1HZ<RUNDQG*HQHYD
Science, Technology and Innovation Policy Review: Jamaica8QLWHG1DWLRQVSXEOLFDWLRQ6DOHV1R(
,,'1HZ<RUNDQG*HQHYD

D. Other publications on ICT for development

A Framework for Information and Communications Technology Policy Reviews Helping Countries Leverage ICT
for Development. 8QLWHG1DWLRQVSXEOLFDWLRQ81&7$''7/67,&71HZ<RUNDQG*HQHYD
Empowering Women Entrepreneurs through Information and Communications Technologies. UNCTAD/DTL/
67,&78QLWHG1DWLRQVSXEOLFDWLRQ1HZ<RUNDQG*HQHYD
Review of E-commerce Legislation Harmonization in the Association of Southeast Asian Nations. United Nations
SXEOLFDWLRQ 81&7$''7/67,&7. New York and Geneva.
Mobile Money for Business Development in the East African Community: A Comparative Study of Existing
Platforms and Regulations.8QLWHG1DWLRQVSXEOLFDWLRQ 81&7$''7/67,&71HZ<RUNDQG
Geneva.

SELECTED UNCTAD PUBLICATIONS

117

Implementing WSIS Outcomes: Experience to Date and Prospects for the Future. United Nations Commission on
6FLHQFHDQG7HFKQRORJ\IRU'HYHORSPHQW8QLWHG1DWLRQVSXEOLFDWLRQ81&7$''7/67,&7
New York and Geneva.
Measuring the Impacts of Information and Communication Technology for Development. UNCTAD Current
6WXGLHV RQ 6FLHQFH 7HFKQRORJ\ DQG ,QQRYDWLRQ 1R . 8QLWHG 1DWLRQV SXEOLFDWLRQ  81&7$''7/
67,&71HZ<RUNDQG*HQHYD
Study on Prospects for Harmonizing Cyberlegislation in Central America and the Caribbean. United Nations
SXEOLFDWLRQ 81&7$''7/67,&71HZ<RUNDQG*HQHYD,Q(QJOLVKDQG6SDQLVK
Study on Prospects for Harmonizing Cyberlegislation in Latin America.8QLWHG1DWLRQVSXEOLFDWLRQ UNC7$''7/67,&71HZ<RUNDQG*HQHYD,Q(QJOLVKDQG6SDQLVK
Financing Mechanisms for Information and Communication Technologies for Development. UNCTAD Current
6WXGLHV RQ 6FLHQFH 7HFKQRORJ\ DQG ,QQRYDWLRQ 1R  8QLWHG 1DWLRQV SXEOLFDWLRQ  81&7$''7/
67,&71HZ<RUNDQG*HQHYD
Manual for the Production of Statistics on the Information Economy 2009 Revised Edition. United Nations
SXEOLFDWLRQ81&7$'6'7((&%5(91HZ<RUNDQG*HQHYD
WSIS Follow-up Report 2008. 8QLWHG1DWLRQVSXEOLFDWLRQ81&7$''7/67,&71HZ<RUNDQG*HQHYD
Measuring the Impact of ICT Use in Business: the Case of Manufacturing in Thailand. United Nations publication
6DOHV1R(,,'1HZ<RUNDQG*HQHYD
World Information Society Report 2007: Beyond WSIS. ITU and United Nations publication. Geneva.
World Information Society Report 2006. ITU publication. Geneva.
The Digital Divide: ICT Diffusion Index 2005. United Nations publication. 81&7$',7(,3& New York
and Geneva.
The Digital Divide: ICT Development Indices 2004. 8QLWHG1DWLRQVSXEOLFDWLRQ81&7$',7(,3&1HZ
York and Geneva.
Information and Communication Technology Development Indices. 8QLWHG 1DWLRQV SXEOLFDWLRQ  6DOHV
1R}(,,'1HZ<RUNDQG*HQHYD
Investment and Technology Policies for Competitiveness: Review of Successful Country Experiences. United
1DWLRQVSXEOLFDWLRQ81&7$',7(,3&1HZ<RUNDQG*HQHYD
Electronic Commerce and Music Business Development in Jamaica: A Portal to the New Economy? United
1DWLRQVSXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Changing Dynamics of Global Computer Software and Services Industry: Implications for Developing Countries.
8QLWHG1DWLRQVSXEOLFDWLRQ6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Partnerships and Networking in Science and Technology for Development8QLWHG1DWLRQVSXEOLFDWLRQ
6DOHV1R(,,'1HZ<RUNDQG*HQHYD
Coalition of Resources for Information and Communication Technologies. 8QLWHG 1DWLRQV SXEOLFDWLRQ 
81&7$',7(7(%1HZ<RUNDQG*HQHYD

E. Publications by the Partnership on Measuring ICT for Development

Measuring ICT and Gender: An Assessment. 8QLWHG 1DWLRQV SXEOLFDWLRQ  81&7$':(%'7/
67,&71HZ<RUNDQG*HQHYD
Measuring the WSIS Targets A Statistical Framework. ,78SXEOLFDWLRQ*HQHYD.
Core ICT Indicators 2010. ITU publication. Geneva.
The Global Information Society: A Statistical View. 8QLWHG1DWLRQVSXEOLFDWLRQ6DQWLDJR
Measuring ICT: The Global Status of ICT Indicators.8QLWHG1DWLRQV,&77DVN)RUFHSXEOLFDWLRQ1HZ<RUN

READERSHIP SURVEY

119

READERSHIP SURVEY
Information Economy Report 2015: Unlocking the Potential of E-commerce for Developing Countries

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120

INFORMATION ECONOMY REPORT 2015

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ISBN 978-92-1-112887-1

Printed at United Nations, Geneva

1502619 (E)March 20153,564
UNCTAD/IER/2015
United Nations publication
Sales No. E.15.II.D.1