July 1, 2015

Top 5 Emerging E-Commerce Markets in 2015

With e-commerce already mature and mainstream across advanced economies, emerging countries offer
some of the most attractive growth rates in the segment. Euromonitor has identified the top 5 ecommerce markets among emerging economies based on retail growth, Internet connectivity and
consumer demand. They are Nigeria, Algeria, Pakistan, the UAE and India. Rising household Internet
penetration on the back of lower broadband tariffs and cheaper digital devices, demand for online
offerings due to improved marketing strategies by Internet retailers, and more options for consumers in
terms of payment and delivery are some of the primary factors driving surging e-commerce uptake in
developing countries.

E-Commerce Growth and Internet Penetration in Selected Markets: 2015

1. Nigeria: Worlds fastest expanding e-commerce scene

The combination of enhanced domestic broadband offerings and a vibrant domestic retail environment
have led toNigeria becoming the global leader in e-commerce growth for 2015, with annual real growth
of 177%, almost triple the rate of the next closest developing country. With mobile Internet to be
accessed by a fifth of mobile subscribers in 2015, venture capitalists are taking notice of the e-commerce
success and are actively seeking to invest in this market. The two most prominent examples of online
retailers already receiving substantial investments are Jumia and Konga, the largest online retailers in
the African country.

2. Algeria: Mobile drives purchases

Following the discontent of the Arab Spring, the Algerian market has stabilised and become an exciting
epicentre of North African e-commerce. Improvements in Internet access and a love affair with social
media have provided the platform for the countrys young populace to shop online. A more diverse
payment landscape, including stand-alone street terminals and via mobile, are driving expansion, with ecommerce set to expand by 66.7% in real annual terms in 2015. However, the primary driver is the
smartphone, with the country set to see the worlds fastest rise in mobile Internet retailing in 2015 by
some distance, with a rise of 733% in real annual terms.

3. Pakistan: Shopping in demand in huge urban population centres

Although Pakistans economy remains unstable, providing an unpredictable environment for business, ecommerce operators have caught on to growing demand for online purchases among the countrys urban
households. With Internet penetration set to reach only 12.6% of the population in 2015, rural
consumers are still a long way from gaining access to e-commerce services. Considered as a frontier
market, international businesses are investing into Pakistan, with Germanys Rocket Internet leading the
pack. However, despite rapid growth, the local e-commerce market remains tiny by value compared to
the huge size of the countrys population, forecast to reach only US$42.9 million in 2015.

4. The UAE: Population growth drives mature market

Recovery following the devastating impact of the global economic downturn of 2008-2009 has been swift
in the Arab economy, with real estate, finance and e-commerce all booming. The UAE has a strong
domestic e-commerce segment that can compare to developed countries in terms of maturity, so its
growth is not based on an early stage of development. Instead, rapid population expansion (5.2%
growth over 2009-2014) is driving sales, as foreign workers continue to stream into the country, with
many doing much of their settling-in purchases online. However, there is also a contrast to the market
many come to the UAE to shop in many of the countrys huge, tax-free shopping malls and souks,
meaning online purchases represent a fraction of retail sales. Still, there is no reason why both offline
and online are unable to grow in tandem.

5. India: Western majors eye potential as China proves challenging

The worlds second most populous country has all the characteristics of an e-commerce growth spot: low
Internet penetration on the rise, giant urban centres and localized IT clusters. As the population becomes
more tech-savvy, online purchases are rising, with e-commerce value increasing by 36.4% in real annual
terms in 2015. What could really propel market growth though is Indias growing status as an alternative
to China. International e-commerce players have long looked to crack the lucrative Chinese market,
but state protectionist measures and the monopolies of domestic players such as Alibaba and Tencent
mean that international entrants would have to play second fiddle to local giants. As a result, majors
such as Amazon are pouring funds into India (the US firm announced investments of around US$2.0
billion in 2015), which has a similarly sized population, an increasingly friendlier business environment
and a less competitive e-commerce landscape.

Retail Sales Worldwide Will

Top $22 Trillion This Year
Ecommerce eclipses $1.3
trillion, led by China and US
December 23, 2014 | Retail & Ecommerce

SHARE
EMAIL
PRINT

Retail sales worldwideincluding both in-store and internet purchases

will reach $22.492 trillion this year, according to new figures from
eMarketer. The global retail market will see steady growth over the next
few years, and in 2018, worldwide retail sales will increase 5.5% to reach
$28.300 trillion.

SHARE
119
83
22
83
26

This is eMarketers first-ever forecast of the global retail market and retail
ecommerce sales worldwide. The complete forecast also includes a
breakdown of total retail and retail ecommerce sales in 22 countries, as
well as the number of consumers who shop and purchase goods via the
internet in each of those markets.
When it comes to retail products and services purchased on the internet,
ecommerce will account for 5.9% of the total retail market worldwide in
2014, or $1.316 trillion. By 2018, that share will increase significantly to
8.8%, yet retail ecommerce will still account for just a fraction of in-store
purchases even as it nears $2.5 trillion by the end of our forecast.

La Chine et les Etats Unis sont de loin les leaders mondiaux sur les
marches du e-commerce reprsentant ensemble plus de 55% des ventes
en lignes mondiales en 2014.
La croissance de la Chine pour les 5 prochaines annes largira lcart
entre les 2 pays puisque la Chine atteindra les 1000 milliards en ecommerce de dtail dici 2018 reprsentant elle seule 40% du ecommerce de dtail mondial.
Les Etats Unis devraient maintenir leur position du second plus grand
march mondial de e-commerce de dtail en 2018 avec prs de 500
milliards de dollars.
Le Royaume-Uni se place en troisime position avec un chiffre daffaires
du quart de celui des Etats-Unis.
China and the US are by far the worlds leading ecommerce markets,
combining for more than 55% of global internet retail sales in 2014.
Chinas growth over the next five years will widen the gap between the
two countries, and China will exceed $1 trillion in retail ecommerce sales
by 2018, accounting for more than 40% of the total worldwide. The US will
maintain its position as the second-largest retail ecommerce market in
2018, totaling nearly $500 billion that year, while the UK will account for
about one-quarter of that figure, landing in a distant third place.
La part du e-commerce de dtail peut avoir plusieurs significations sur
plusieurs marchs :
-

Pour les Etats-Unis, cela signifie la force du modle brick and

mortar ainsi que lapptit des consommateurs amricains
dacheter en ligne.

Approximativement 63% de la population amricaine a fait des

achats en ligne en 2014. Cependant, seulement les achats en ligne

ne reprsentent que 6,5% des ventes de dtail et atteindraient 8,9%

en 2018.
-

En dautres mots, la majorit des consommateurs amricains

achteront en ligne chaque mais plus de 10$ de chaque 11$ sont
toujours dpens en magasin.

Ecommerce share of total retail sales can mean different things in different
markets. In the case of the US, this metric shows the continued strength of
brick-and-mortar retail, as well as US consumers appetite for purchasing
in-store. Approximately 63% of the US population will make a digital
purchase this year, yet only 6.5% of US retail sales are expected to come
from internet transactions, increasing to 8.9% by 2018. In other words, a
majority of US consumers are making purchases online, but more than $10
out of every $11 are still spent in stores.
La Chine et le Royaume Uni ont de plus grandes proportions que les EtatsUnis. Les acheteurs/consommateurs digitaux qui ont au moins achet une
fois par an ne reprsentent que 27,5% du total de la population en 2014
alors que plus de 10% des achats de dtail se font en ligne. Ceci montre
que les consommateurs Chinois achtent souvent en ligne.
Plus de 73% de la population anglaise a achet en ligne en 2014.
LAngleterre est leader avec 13% du total des ventes de dtail. Le grand
volume dacheteurs qui ont achet plusieurs reprises sur Internet
positionnent lAngleterre comme le 3me plus grand march de e-commerce
malgr le fait dtre le 8me march en terme de vente de dtail totales.
On the other hand, more than 73% of the UKs population will make a
purchase online this year. With ecommerce accounting for 13.0% of total
retail sales in the UKleading all countries by this metricthis high
volume of digital buyers who purchase online often positions the UK as the
third-largest ecommerce market, despite being only eighth-largest in total
retail sales.
eMarketer bases all of its forecasts on a multipronged approach that
focuses on both worldwide and local trends in the economy, technology
and population, along with company-, product-, country- and
demographic-specific trends, and trends in specific consumer behaviors.
We analyze quantitative and qualitative data from a variety of research
firms, government agencies, media outlets and company reports,
weighting each piece of information based on methodology and
soundness.
In addition, every element of each eMarketer forecast fits within the larger
matrix of all its forecasts, with the same assumptions and general
framework used to project figures in a wide variety of areas. Regular reevaluation of each forecast means those assumptions and framework are
constantly updated to reflect new market developments and other trends.
- See more at: http://www.emarketer.com/Article/Retail-Sales-Worldwide-WillTop-22-Trillion-This-Year/1011765#sthash.Bx2Mrtzc.dpuf

Worldwide e-commerce sales to

increase nearly 20 percent in
2014
Share on facebookShare on twitterShare on google_plusone_shareShare on linkedinShare on
www.retailcustomerexperience.com

Share on emailMore Sharing Services45

July 24, 2014

Business-to-consumer e-commerce sales worldwide will reach $1.47 trillion in 2014, according to
new figures from eMarketer, increasing nearly 20 percent over 2013. As Internet use continues to
mature across the world, e-commerce growth will slow over time, settling around 10 percent by
the end of the forecast period. However, with sales reaching $2.356 trillion in 2018, a 10 percent
growth rate would still represent more than $200 billion new dollars that year.

eMarketer's definition for B2C e-commerce sales includes products and services such as leisure
and unmanaged business travel, ordered or booked via the Internet on any device.
On a regional basis, North America which includes only the U.S. and Canada will remain
the leader in B2C e-commerce market share in 2014, accounting for one-third of the dollars spent
on digital purchases worldwide. Previously, eMarketer had forecast that Asia-Pacific would

surpass North America this year, but full year data from 2013 as well as Q1 2014 data showed
China's B2C e-commerce growth slowing sooner than expected.
According to the new forecast, Asia-Pacific is now expected to become the leading region for ecommerce sales in 2015, representing a 33.4 percent share next year, compared to 31.7 percent
in North America and 24.6 percent Western Europe. These three regions will continue to take
more than 90 percent of the global e-commerce market throughout the forecast period.

The increase of e-commerce sales in the Asia-Pacific region is tied to a growing base of digital
buyers, and as more new buyers come online, naturally sales will rise. However, by the end of the
forecast period, nearly 70 percent of Internet users will be purchasing items on digital devices in
Western Europe and North America vs. just more than 50 percent in Asia-Pacific.

Buyer penetration in Asia-Pacific translates to the largest number of consumers, but the region is
far more fragmented than North America and Western Europe. In the latter two regions, ecommerce continues to grow at double digit rates, and will do so for several more years. In these
mature markets, this points to the fact that individual buyers are making purchases more
frequently and with higher order values. In addition, consumer behaviors are relatively consistent
across countries in both regions.
Conversely, disparate consumer behaviors across Asia-Pacific countries make the region more
difficult to compare as a single unit. First and foremost, China alone will make up more than half
of all the region's B2C e-commerce sales this year, and by 2018, its share will be approximately
70 percent. Further, while Australia and Japan rival markets such as the U.S., U.K. and Western
Europe in buyer penetration, the two differ greatly in terms of total buyers and commercial

infrastructure. In markets such as India and Indonesia, there are large absolute numbers of digital
buyers, but many are new to the market. Instead of buying high ticket items, new digital buyers
tend to wet their feet with less costly purchases, due to product availability or income constraints.

http://www.retailcustomerexperience.com/news/worldwide-e-commerce-sales-toincrease-nearly-20-percent-in-2014/