Why Read This
Global eCommerce is evolving — rapidly. Consumers around the globe are migrating online, with shopping increasingly becoming a key part of the online experience. Countries vary greatly in their eCommerce maturity, however: Early-stage markets are marked by a different set of activities than those with more tenured online buying populations. How do activities differ? A typical new online user will engage with social networking sites relatively early on in his or her online tenure and then dabble in eCommerce by making a travel purchase online. Only later will users typically start to purchase physical goods online, with first-time purchases often being readily comparable products such as consumer electronics or books and media. This report outlines how eCommerce markets shift with time and what companies can expect as they prepare to enter a variety of different global markets. It forms the vision chapter of the eCommerce globalization playbook and updates the report "The Evolution of Global eCommerce Markets," originally published on July 11, 2012.