Global Consumers' Online Shopping Behaviors

Across the globe, online shopping behaviors vary both by country and by the product category the consumer is looking to purchase. eCommerce channels should account for these two variables in order to maximize the customer's online shopping experience. For example, both Japan and South Korea have a high adoption of online shopping, consumers spend a significant amount of money online, and they are purchasing from multiple product categories. Europe's eCommerce uptake is led by the UK, where 75% of consumers have made an online purchase in the past three months. However, in general Europe has the lowest uptake of consumers who shop online, and the ones who do so concentrate their purchases on only a few categories. Organizations that sell in multiple countries need to understand the nuances with regard to online adoption rates, online shopping uptake, and consumer preferences — and then tailor their sites accordingly.