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1、Global ConneCted CommerCeIs e-taIl therapy the new retaIl therapy?January 20162 Global CoNNECTED CoMMERCEContentsIntroductIon and Methodology. .02Part I: the evolvIng onlIne ecosysteM. 05Is dIgItal a frIend or foe?. .06ConneCted shoppers = smart shoppers.07Part II: onlIne shoPPIng behavIor.09onlIne
2、shoppIng baskets are ChangIng.10a global store at your door.15CredIt, dIgItal or Cash on delIvery?.17Part III: drIvers and barrIers for onlIne shoPPIng success.21When It Comes to Consumables, ConvenIenCe Is most Important.22produCt assortment and deals provIde an onlIne advantage.25ConquerIng a Cons
3、umable Conundrum.27defeatIng durable dIffICultIes.30trust and InfrastruCture Challenges.32strategIes for omnI-Channel suCCess.353Copyright 2016 The Nielsen CompanyCominG to a deviCe near you Shoppers today no longer simply go to the nearest store; they grab the nearest digital device. The online ret
4、ail ecosystem is fast evolving. Digital analytics firm eMarketer projects that online retail sales will more than double between 2015 and 2019 and account for more than 12% of global sales by 2019. Retail therapy is giving way to e-tail therapy.And its not just purchasing habits that are going digit
5、al: The whole retail experience is changing. Todays shoppers are incorporating digital touch points along the entire path to purchase, from reviewing products online at home to using smartphones as personal shopping assistants in the store. In fact, in some countries, such as China, consumers are us
6、ing mobile devices to purchase selected categories at high rates. Omni-channel shoppers seamlessly switch between on and offline channels with ease.around the world An omni-channel experience is the new retail reality. As digital devices enable consumers to shop wherever and whenever they choose, th
7、e physical store shopping “trip” needs to be reimagined. Consumers arent simply “showrooming”browsing in store and then going online in search of the lowest-cost option. Theyre also “webrooming”researching online and buying in stores. Not all online research methods are leveraged equally by consumer
8、s. Reliance on online ads, store emails and social media is lower than other activities, but they can still have a powerful latent effect on sales. Cross-border e-commerce is a growing phenomenon. More than half of respondents in the survey (57%) say they purchased from an e-tailer outside their cou
9、ntrys border in the past six months. Credit card (53%) and digital payment systems (43%) are the most commonly used payment methods, but cash on delivery is particularly common in developing markets. To overcome online barriers of physical inspection and doubts about quality and accuracy, online str
10、ategies should emphasize differential advantages, such as convenience, assortment and value.4 Global CoNNECTED CoMMERCEabout the survey MethodologyThe findings in this survey are based on an online survey in 24 countries and a face-to-face survey in two countries. While an online survey methodology
11、allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users who have conducted shopping activities online that may or may not result in a purchase, not total populations. In developing markets where online penetration is still growing, audien
12、ces may be younger and more affluent than the general population of that country. Face-to-face interviews were conducted in Saudi Arabia and the United Arab Emirates in order to better reflect the demographics of online shoppers in these countries. Given the differences in methodologies used, result
13、s from these two countries are not included in the global average. Survey responses are based on claimed behavior rather than actual metered data unless where otherwise noted. Cultural differences in reporting sentiment are likely factors in the measurement of outlook across countries. The reported results do not attempt to control or correct for these differences. Therefore, caution should be exercised when comparing across countries and regions, parti
