The international was the new reserve growth of the sector
All regions of the world are green : in the markets “mature” (North America and western Europe) as in the emerging e-commerce cross-border is experiencing a true explosion. Between 2014 and 2020, the global e-commerce recorded a very strong growth (+114%).
But in the detail, they are first of all purchases from one country to another that are responsible for this upswing, with a 322% increase. And the part of the e-commerce world, which is done from one country to another continues to rise: according to Forrester, she will be spending 15% in 2016 to 19% in 2020.
Asia: promising… but complicated
On paper, the attractiveness of the asian markets (a great eldorado the chinese in the lead) is fully justified. With a third of the total, the continent was already the largest contributor to trade cross-border by 2015. In 2020, almost half of the e-trade international will be in Asia.
But in fact, these figures are a little trompe-l’oeil. First, because they include imports and exports, and that Alibaba and others have clearly embarked on the conquest of the world. Then, because asian consumers, themselves, does not appear specially inclined to shopping on foreign sites. Conversely, these are european countries (Portugal and Ireland) and south americans (Chile and Peru) who are the most open on the subject.
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European and French: the internationalization prudent
International but not yet global : it can be summed up as the positioning of the e-european traders today. Nearly two-thirds exported to a dozen countries. Essentially their european neighbours. In their annual survey on the morale of the French e-retailers and LSA, and the Fevad showed that 62% of e-merchants tricolor were present at the international. But as Belgium, Spain and Germany led the field for the lion’s share in their exports.
The players really are global, and who engaged in more than twenty countries represent a fifth of the market. And, logically, the international still weighs little in their accounts. For 40% of French e-retailers (and 54% of europeans), the border represents less than 10% of their sales. The good news is that the margin of progression is substantial…
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E-commerce cross-border, adapt to the difference
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