联合国亚太经社会：2024年文莱B2C电子商务市场格局（英文版）（10页）.pdf

1、1THE LANDSCAPE OF B2C E-COMMERCE MARKETPLACES IN BRUNEI DARUSSALAM Country Brief Brunei Darussalam2THE LANDSCAPE OF B2C E-COMMERCE MARKETPLACES IN BRUNEI DARUSSALAM Country Brief Brunei DarussalamExecutive summaryBrunei Darussalam shows a particularly high internet penetration rate(98%)and a large p

2、roportion ofe-commerce users(72%).In addition,the density of B2C marketplaces is particularly high with a total of65 e-commerce websites for a population of 0.45 million(0.03%of the total traffic in the region studied).Over the period 2019-2022,traffic on the 65 B2C marketplaces remained relatively

3、stable ranging from7.4 to 7.7 million visits.Among them,online shopping malls account for the largest proportion of marketplaces(75.4%)and capture most of the traffic(84.3%).The e-commerce market is largely dominated by international companies(81.5%),including first and foremostthe United States(46%

4、).Of the total of 65 B2C marketplaces,only 12 are held by domestic companies(18.5%)and China is third holding 11%of the operating companies.The e-commerce market is highly concentrated with the Top 10 websites capturing 91%of the total traffic.This Top 10 is largely dominated by online shopping mall

5、s,8 in total,and companies that are mainly from theUnited States(3),Brunei Darussalam(3)and China(2).Regarding the ease of selling on these B2C marketplaces,71%of them allow foreign sellers to operateand 63%offer open registration to online sellers.A large proportion of these marketplaces are fully

6、transactional(75%)but,as a corollary,74%require trading fees to sell online.Brunei Darussalam has a balanced proportion of generic(54%)and specialized B2C marketplaces(46%).Among the 30 specialized marketplaces,40%specialize in fashion,accessories,and shoes(capturing 32.5%of the traffic).The traffic