China Tops A.T. Kearney Global Retail E-Commerce Index for Market Opportunity; India Fails to Rank Due to Infrastructure Issues
e-Commerce Is Increasingly Viewed by Retailers as an Efficient and Effective Global Expansion Vehicle
(firmenpresse) - CHICAGO, IL -- (Marketwired) -- 11/18/13 -- The A.T. Kearney Global Retail E-Commerce Index™ includes a combination of 30 developed and developing markets with China occupying the top position, and the G8 countries (Japan, United States, United Kingdom, Germany, France, Canada, Russia and Italy) all within the top 15.
Developing countries feature prominently in the Index, holding 10 of the 30 positions. Many developing markets have been able to shortcut the traditional online retail maturity curve as online retail grows at the same time as physical retail becomes more organized. E-Commerce is increasingly viewed by retailers as an efficient and effective global expansion vehicle.
Mike Moriarty, A.T. Kearney partner and co-author of the study, noted, "Consumers in developing markets are fast adopting behaviors similar to those in more developed countries. For example, mobile phones per capita in Russia (1.8) and the United Arab Emirates (1.7) are much higher than many developed markets, including the United States (1.0) and France (1.0). Consumers in these countries use their phones to research products, compare prices and seek input from their friends on social media."
The Index ranking also includes 10 "small gems" -- countries with populations of less than 10 million, including Singapore, Hong Kong, Slovakia, New Zealand, Finland, United Arab Emirates, Norway, Ireland, Denmark and Switzerland -- that have active online consumers and sufficient infrastructure to support online retail. Because of the investment profile required for global retailers or pure-play e-tailers, these small gems can be powerful online retail markets.
Globally over the past five years, online retail has grown at a 17 percent CAGR, with growth particularly strong in Latin America (27 percent) and Asia Pacific (25 percent).
The Global Retail E-Commerce Index is the only truly global study that ranks the top countries in online retail, based on a 0-to-100-point scale. A.T. Kearney looked at 186 countries to determine the ranking of the top 30 countries. The Index evaluates countries across four dimensions and nine variables and ranks the retail e-Commerce attractiveness for each country.
While there are some obvious differences between developing and developed markets, the study highlights some key similarities such as consumer sophistication, the creativity and ingenuity of online sellers, fierce competition, and the types of products consumers will buy online.
Hana Ben-Shabat, A.T. Kearney partner and co-author of the study commented, "Understanding these similarities will enable retailers to devise online strategies that are effective and scalable."
Mobile is becoming a critical e-Commerce enabler. Ninety-three percent of mobile phone owners in Brazil and 51 percent in the United Kingdom use their devices to learn about retail offerings.
Social Media is another factor that is having a major impact, but in different ways. Developing markets such as China encourage shoppers to write post-purchase reviews in exchange for loyalty points or online coupons. In developed markets, online retailers such as Amazon mine purchase reviews for insights on products, instruction manuals, and supply chain hiccups.
When the A.T. Kearney team did the data analysis and the on-the-ground interviews, they confirmed that there are three very distinct kinds of retail e-Commerce markets - .
China, Brazil, and Russia lead the , with Argentina, Italy, Slovakia, Chile, Turkey, Venezuela, UAE, Ireland and Malaysia completing the group. Consumer online practices are well developed, but each of these markets lacks one of the big three capabilities -- Internet accessibility, logistical infrastructure, or financial systems. Developing these capabilities (as each of these markets is working hard to do) will quickly make these countries critical e-Commerce targets for global retailers.
Australia, Canada, the United States, and Nordic and Western European countries are . All these markets have high Internet penetration and use, but logistics and last-mile strategies make the first three (Australia, Canada, and the U.S.) higher-growth opportunities than the Nordic and Western European markets. There is still considerable room for growth in these markets.
Parvaneh Nilforoushan, A.T. Kearney consultant and study co-author noted, "Moving forward, success in the Established and Growing markets will depend on innovation across all the customer touch points, better insight into why consumers buy online versus other channels, and clarity as to what customers' expectations are from pre-purchase to delivery."
Japan, South Korea, Singapore, Hong Kong, and New Zealand are markets, with high technology adoption rates, advanced infrastructures, and a track record of innovative, new ways of shopping online. Growth may be slower, but these consumers understand online retail. New entrants will have to be sophisticated, with exciting online offers, new omnichannel experiences, and innovative last-mile strategies.
A.T. Kearney's Global Retail E-Commerce Index ranks the top countries in online retail, based on a 0-to-100-point scale. The higher the ranking, the more near-term ROI potential a country has in online retail. Online retail is defined as the sale of consumer goods to the general public through websites operated by pure-play online retailers or store-based retailers. This term also includes mobile commerce sales through smartphones or tablets. Sales are attributed to the country where the purchase is made, not where retailers are located. Countries in the Index are evaluated across four key dimensions - Online Market Size (40 percent), Consumer Behavior (20 percent), Infrastructure (20 percent) and Growth Potential (20 percent).
A.T. Kearney is a global team of forward-thinking partners that delivers immediate impact and growing advantage for its clients. We are passionate problem solvers who excel in collaborating across borders to co-create and realize elegantly simple, practical, and sustainable results. Since 1926, we have been trusted advisors on the most mission-critical issues to the world's leading organizations across all major industries and service sectors. A.T. Kearney has 58 offices located in major business centers across 40 countries.
The A.T. Kearney Global Consumer Institute is a worldwide network of professionals and executives. The Institute combines proprietary and public data resources with local knowledge to deliver strategic and operational insights to executives in consumer-facing industries seeking long-term growth and competitive advantage. For more information, please contact .
Meir Kahtan
Meir Kahtan Public Relations
+1 212 575 8188
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Datum: 18.11.2013 - 15:00 Uhr
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