A.T. Kearney released its Global Retail E-Commerce Index on Monday and
China ranked number one. The firm analyzed 186 countries based on e-commerce
market size, technology adoption, consumer trends, and growth opportunity.
The study emphasizes the importance of e-commerce and omnichannel in
emerging markets, and gives insight into how preferences for consumption vary
by region. For example, mobile phones per capita in Russia and the UAE exceeds
that of developed countries including the US and France. This data points to
the importance of marketers using multiple channels to develop international
brand awareness and targeting regions differently based on their technology
consumption preferences. However, the Index also illustrated the sophistication
of consumers in developing markets, and the tendency for their technology
preferences and adoption to mirror those of consumers in more developed
nations. Marketers can apply this knowledge to develop programming that can be scaled
across regions, reducing localization costs.
A.T. Kearney also bucketed the nations it analyzed into three
categories: Next Generation, Established and Growing, and Digital DNA. Next Generation
countries have online access, but are lacking in at least one of the following
critical e-commerce components: 1) Internet accessibility, 2) logistical
infrastructure, and 3) financial systems. Established and Growing markets have
high Internet usage, but improvements to e-commerce logistics and strategies present
opportunities for significant growth. Digital DNA nations have high Internet
usage, an established culture of e-commerce innovation, and sophisticated e-commerce
logistics, translating to a higher barrier to entry and less growth
opportunity. This three-pronged framework will assist marketers in thinking
about their hurdles and opportunities in global campaign development and
execution.
http://www.atkearney.com/consumer-products-retail/news-media/news-release/-/asset_publisher/78jRxPc9hKWt/content/china-tops-a-t-kearney-global-retail-e-commerce-index-for-market-opportunity/10192
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