1. Survey on e-Commerce Utilization in East Asia
（Outline: For EABC RCEP Workshop)
December 2016
Ryohei Gamada
Research Manager, Asia and Oceania Division
Japan External Trade Organization (JETRO)
Copyright © 2016 JETRO. All rights reserved.　

2. 1-1. Back Ground (Situation in ASEAN)
ASEAN EC Market Size
Philippines
Indonesia
Viet Nam
2020
2014
62bil USD
18bil USD
Thailand
Singapore
Malaysia
ASEAN EC market share to Asia market
2014
2020
4.1%
5.5%
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3. 1-1. Back Ground (…With other RCEP members)
e-Commerce Map (B2C, 2015)
e-Commerce Map (B2C, 2020) CN 64 CN
UNCTAD B2C e-Commerce Index (2016)　
e-Commerce sales amount (2015)
(unit: bil USD)　
364
757 JP 5 JP 92 IN
182 90 KR 7 17 29 IN KR 93 23 69 75 44 89 AU 12 NZ 14 40 49 9 5 3 3 3 2 10 7 ID MY SR TH PH VN AU NZ
Scattered market environments 25 9 9 6 6 3 22 8
Fragmented, small markets
(Source) JETRO from UNCTAD, BMI Research (2016)　
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4. 2-1. Restructure of the Recommendation
EABC Recommendation (2015)
Emerging layer
Regional mechanisms
Addressed holistically through comprehensive regulations and legislation covering e-transaction laws, consumer protection, privacy, data protection, and cyber-crime
Rules need to allow fast and inexpensive movement of goods across the 13 countries.
All information should be easily accessible on one website
Utilisation of e-documents should be intensified through the establishment of the East Asia Single Window
ePayment solutions must expand beyond traditional banking solutions. A framework for secure cross-border transactions should be established to allow for innovative payment solutions to flourish
In order to address the fears of payment and product fraud, there needs to be a central regulatory body for payments
Cross-border payment fraud enforcement mechanisms such as cross-border dispute addressal mechanisms should also be developed
EC related regulations
Consumer protection
Privacy
Data protection
Cyber crime
EC related regulations
Consumer protection
Privacy
Data protection
Cyber crime
N.A.
Key Infrastructure (TF)
Fast pass for low value shipments
Legislation for securing effectiveness on e-Documents
Single Window
Key Infrastructure (Payment & Fintech)
Traditional layer with new elements
Key Infrastructure (Payment)
Framework to secure Cross-border transactions
Key Infrastructure (TF)
CCC
CPTF-WG
Key Infrastructure (Logistics)
Regional mechanisms
Central regulatory body for preventing payment and product fraud
Cross-border dispute settlement
More attractive Market environment
(Source) EABC presentation material for AEM+3
Encouraging MSMEs’ EC utilization
Copyright © 2016 JETRO. All rights reserved.　

5. 2-2. Missing part of the existing studies
Market Condition
Business Perception
UNCTAD (2016)
BMI Research (2016)
Transcosmos (2016)
eMarketer, Euromonitor and other DBs
JETRO, JCC and EABC (2016)
APEC (2015)
*Only available in Japanese
Business perception questionnaire survey in RCEP countries
Business perception from investors (Japanese companies, JETRO)
Emerging layer
Regional mechanisms
EC related regulations
Latest Regulations
CARI (2015)
MRI (2012)
*Raising several key regulations in AMSs
N.A.
Key Infrastructure (Payment & Fintech)
*Only available in Japanese
*Limited countries (CH, ID and VN)
Regulation survey (to be outsourced)
Business Bottlenecks
Traditional layer with new elements
APEC (2015)
CARI (2015)
*Limitation in the APEC countries　
Key Infrastructure (TF)
CCC
CPTF-WG
Best practices from major EC markets (e.g. CJK and US)
Key Infrastructure (Logistics)
More attractive Market environment
(Note)
APEC (2015): “Driving Economic Growth Through Cross-Border E-Commerce in APEC”
CARI (2015): “Lifting the Barriers to E-Commerce in ASEAN”
UNCTAD (2016): “UNCTAD B2C E-COMMERCE INDEX 2016”
BMI Research (2016): “e-Commerce: Global Developments & Outlook”　
Encouraging MSMEs’ EC utilization
Copyright © 2016 JETRO. All rights reserved.　

6. 2-3. Basic Structure of the Survey
1. Questionnaire Survey (local companies)
3. Regulation study (to be outsourced)
Basic Company Information
Company info, company size, Industry group
Best practice from major EC markets experience (CJK and US)
Current rules and regulations in RCEP countries
B. e-Commerce Utilization Condition
B1. e-Commerce experience
B2. Utilization type (B2B vs B2C, local vs cross-border)
B3. Future utilization plan
B4. Acknowledged platform
B5. Utilizing platform
B6. Reasons to utilize the platform
B7. General perception to e-Commerce
4. Interview study
Platformers
Key infrastructure providers
Logistics companies
C. Bottlenecks on e-Commerce
C1. Rating the bottlenecks
C2-1. Company resources
C2-2. e-Commerce platforms
C2-3. Logistics
C2-4. Customs procedures
C2-5. Payment/Financial services
C2-6. Communication with potential customers
C2-7. Company/Personal data protection
D. Preferable e-Commerce Environments
D1. Key infrastructure to facilitate cross-border e-Commerce utilization
D2. Governments’ support
2. Questionnaire Survey (Japanese companies)
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7. 3. Survey Framework AEM ASEAN SEOM SME-WG ASEAN-BAC ASEAN ASEAN+3
ASEAN Summit
ASEAN+3 Summit
Summit
AEM
AEM+3
Minister
SEOM
ASEAN
SME-WG
SEOM+3 DG
Joint Consultation Meeting with ASEN+1 Business Councils
*ASEAN-BAC compiled respective business councils’ requests for Summit
Industry
ASEAN-BAC
East Asia Business Council (EABC)
Round Table Discussion on e-Commerce
*Conducted in April 2016
*Bridging EC related activities between ASEAN-BAC and EABC
EC-WG
EC-WG
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8. 4. Timeline
Copyright © 2016 JETRO. All rights reserved.　

9. Thank you for your attention
Copyright © 2016 JETRO. All rights reserved.