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A.T.Kearney names China as top e-commerce nation

Nov 22
Tags: AT Kearney
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A.T.Kearney names China as top e-commerce nation

China has been named as the top destination for online retail in the A.T.Kearney Global Retail E-Commerce Index.

The top 30 is comprised of developed and developing markets, with the G8 countries all making the top 15.

Developing countries have also managed to secure ten spots out of 30, with many shortcutting traditional online retail maturity as e-commerce grows, A.T.Kearney explained.

Indeed, online retail is proving itself to be an effective and easy way to drive global expansion.

Mike Moriarty, A.T.Kearney partner and co-author of the study, said: "Consumers in developing markets are fast adopting behaviors similar to those in more developed countries.

"For example, mobile phones per capita in Russia and the United Arab Emirates are much higher than many developed markets, including the United States and France. Consumers in these countries use their phones to research products, compare prices, and seek input from their friends on social media."

Meanwhile, the management consultancy has identified some similarities between developing and developed markets.

These include consumer sophistication, creativity of online sellers, competition levels and the type of products customers will buy online.

According to Hana Ben-Shabat, A.T.Kearney partner and co-author of the study, it is these similarities that will allow retailers to create online strategies that not only work but can be applied across borders.

However, this cannot take place unless there is an understanding of the common ground shared between developed and developing economies.

Mobile is just one trend that businesses need to be aware of and the medium is becoming an important e-commerce enabler, according to the latest report. Indeed, 93 per cent of mobile phone owners in Brazil and 51 per cent in the UK use the devices to research purchases.

Social media is also having an impact and in countries like China shoppers are actually encouraged to post positive reviews in exchange for loyalty points or online coupons.

In terms of future growth markets, A.T.Kearney claims Japan, South Korea, Singapore, Hong Kong and New Zealand have high technology adoption rates, advanced infrastructures and are known innovators.

Growth might be slightly slower than in other markets, but with a good understanding of online culture in retail, these nations are well placed for the future.

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