One of every two human beings on the planet, currently, is regularly connected to the Internet. Half, two billion people, live in Asia. And China, with seven hundred million Internet users, leads the world ranking. In 2007, China had as many Internet users as the United States. Now, more than ten years later, it has the double
In 2018, at least 1.6 billion people will make an online purchase. And half of them will be made in Asia. However, in relative terms, only developed countries have 50% or more of the population that usually buys over the Internet. Denmark, Germany or the United Kingdom reach 80%. And in Latin America, for example, the regional leader in Brazil, with barely 25%.
Online retail sales represented, among other traditional channels, 10% of the total in 2017. By 2021, however, this percentage can end up reaching 18 %, almost five billion dollars (with twelve zeros). And global sales of fast consumer goods, or convenience, will reach 150 billion dollars by 2025, according to data from the Institute of China Electronic Commerce Center, revealed to DIRECTORS.
According to CB Insights, the countries that offer the best conditions to retail electronic commerce (in terms of size, consumer attitude, growth, and infrastructure); They are United States, China, United Kingdom, Japan, and Germany. However, among the top twenty is also Spain (18), along with another Latin American country such as Mexico (17).
Within the infrastructures chapter, they get the highest score Hong Kong or Singapore, which act clearly as hubs to re-export (especially to the booming Asian market). But, according to the World Bank, Panama or any other Latin American country is among the first thirty nations with better logistics infrastructure for the e-commerce sector; while Singapore or Hong Kong is now “top – ten”.
The five e-commerce multinationals with the largest revenues, within the retail or business-to-consumer segment (B2C), are Amazon, JD.com, Apple, Alibaba, and Walmart. JD is the first Chinese, doubling in revenue to Alibaba, as the latter is a business essentially business-to-business or B2B (no retail or B2C). Alibaba, however, seeks to increase the share of its international retail sales over the total, which now barely reaches 6%.
In Latin America, far from the “big five”, the leading e-commerce companies are B2W, Cnova, Netshoes or Saraiva, among others, all of the Brazilian. Brazil, with 38%, leads Latin American retail sales in e-commerce. Mexico, with sales of around 8 billion dollars, maintains a 19% share. And the third in discord, far from the rest, is Argentina (8%).
In China, by comparison, electronic retail sales amounted to 105 billion dollars (a quarter of the total of all transactions, both online and offline). And the first electronic export market destined for final consumption was Japan. Towards the United States, for example, the Japanese export almost two billion dollars a year through e-commerce.
In total, international transactions within electronic commerce, B2C segment, amount to 190 billion dollars. According to the UN, this figure will multiply to almost two trillion dollars in 2021. And the country that offers the best prospects for retail electronic commerce, in Southeast Asia, is Indonesia (it expects to increase its volume up to 2021).
China has 44% of the applications of the segment known as “collaborative economy” worldwide. The growth of all these tourist, educational, health or transport services, called online-to-offline or O2O, will also contribute significantly to the growth of e-commerce in China. Private consumption is, for a long time, a new reality that no one should ignore in China. It already exceeds 50% in the proportion of GDP. And, at this time, it contributes 60% to the GDP growth rate.
Annual eCommerce study 2017 conducted by SEMrush
By way of summary, the most important findings of the study carried out by SEMrush were the following:
- The most significant source of traffic in the eCommerce sector, with 42.1%, is direct traffic.
- The desktop devices have more presence than the rest of the elements.
Most eCommerce businesses do not invest in paid advertising.
- The electronics category is the undisputed leader in the PLAs formats.
- The eCommerce industry in the United States leads the international market with 42.9% of organic traffic, followed by countries such as the United Kingdom, Germany, and France.
- ” Free shipping ” is the most popular keyword used in ads in English-speaking countries, such as the United States and England.
- In Spain, the discount that is most offered in eCommerce is 70%.
- The study, SEMrush has shown that e-commerce strategies and customer behavior vary widely across sectors and countries. Therefore, adapting the strategy to local markets is a key step in international positioning.
To help companies in the online retail sector to understand the characteristics of each of the markets, SEMrush has compiled different tips and opinions from eCommerce experts, who give their point of view on the reality of e-commerce in some of the main markets. Worldwide. Let’s see some of the most interesting!