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Digital Consumers, Emerging Markets, and the $4 Trillion Future

Digital Consumers, Emerging Markets, and the $4 Trillion Future

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SUMMARY

This E-commerce report about digital consumers in emerging markets reveals that online shopping is expected to increase faster in developing countries than in mature markets over the next few years.

This BCG study is based on a survey by the publisher's Center for Customer Insight which aimed at getting to know the online shopping behaviors of over 15,000 online consumers that live in places such as Shanghai, Rio de Janeiro, and Nairobi. In this places internet connectivity is significantly increasing.

The paper indicates that by 2022, emerging markets will have three times more internet users than in mature markets. This is the equivalent of 3 billion consumers, who will raise the level of digitally influence acquisitions to $3.9 trillion, the study adds.

According to this document by BCG, online consumers in mature markets use online payment methods for online purchases. Customer expectations for online buyers in those markets are very important. Experiential shopping including what an application or a website offers is also very valuable to mature-market consumers. On the contrary, in less mature markets, these aspects are not as relevant, and price and payment methods come first for online buyers.

The report suggests that companies should explore the different ways that consumers in emerging markets acquire online products. This changes from country to country and organizations should adapt their business strategy at the product, country and sometimes even city.

OUTLINE

Digital influence - countries and markets

Consumer behaviour

Impact for companies

Looking ahead

DETAILS

Overview

Researchfinder Rating
4 out of 5 stars
Title
Digital Consumers, Emerging Markets, and the $4 Trillion Future
Region
Global
Published
June 30, 2018
Publisher
BCG
Author(s)
Nimisha Jain, Je Walters, Aparna Bharadwaj, Stefano Niavas, Daniel Azevedo, and Kanika Sanghi
Price
FREE
Language
ENGLISH

Content

Number of Pages
23
Number of Tables
0
Number of Exhibits
5
Topics
e-commerce
Tags
BCG, case studies, customer experience, ecommerce, ecommerce market size, ecommerce trends, emerging markets, global, online payment, online shopping, online shopping behavior, social media
Author(s)
Nimisha Jain, Je Walters, Aparna Bharadwaj, Stefano Niavas, Daniel Azevedo, and Kanika Sanghi
Methodology
This report is based on a survey with over 15,000 internet users in emerging-market countries.
EVALUATION

This is a comprehensive report on digital consumers in emerging markets by BCG.

Positives:

  • Interesting case studies
  • Understandable language
  • Well-structured argumentation

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