State of Global E-Commerce Report (India) - February 2013
S TAT E O FGLOBAL E-COMMERCE REPORT (India) February 2013
THE E-COMMERCE REPORT WHAT IS THE “E-COMMERCE REPORT”? HOW CAN YOU USE IT? It is an annual investigation into the global uptake and impact of e- This provides crucial data for developing a category specific commerce. The report is structured into 2 sections: online strategy and quantifies how important different elements are in the online and social mix, including official E-Commerce Segmentation: content, mobile / social specific sites, outreach etc. The segmentation breaks down users into four groups including; • Rejecters: (no online product research or online purchase) We can also differentiate which product categories are more • Offline Transactors: (research online, buy offline) impulsive and which have a longer research / purchase • PC Online Buyers: (purchase online in the past month via PC) cycle. This again has major impacts on how we build online • Multi-Platform Buyers: (purchase in the past month via mobile strategy. or tablet). HOW TO ACCESS THE DATA? The key purpose of this segmentation is to explore the total impact of the Internet on the purchase landscape for both on and offline All of the data in this report is available to subscribers and transactions. The segmentation also looks at post-purchase the segmentation can be recreated with a simple analysis influencers versus non-influencers, a crucial dynamic in the internet against the GWI Dataset. We will also be publishing the purchase landscape. segmentation for GWI Pro License holder as of Q1 2012 Category Impact You can also engage the GWI Consulting Team to implement Part two explores which Product Categories are most impacted by for your specific category set or brand. the Internet by identifying which types of products are more likely to be purchased online and which are more likely to be researched online prior to the purchase regardless of whether it is transacted on or offline.
DEFINING E-COMMERCE SEGMENTATION: ALL DATA IS LAST MONTH ACTIONS E-Commerce Engagement Product Influence Online THE PERCENTAGE OF EACH SEGMENT WHO PUBLISH ONLINE “POST PURCHASE” MULTI-PLATFORM BUYER = Purchased online last month via Mobile or Tablet 0% % PURCHASE ONLINE ONLINE BUYER = Purchased online via PC (not mobile or tablet) INFLUENCE = Reviewed INFLUENCE IN a product post purchase THE PAST online OR talked about NO INFLUENCE MONTH on blog or micro blog or OFFLINE FULLFILMENT social network = Researched Product Online Prior to Purchase AND not purchase online / mobile / tablet% NOT PURCHASE ONLINE REJECTORS = NO Product Research Online AND not purchase online / mobile / tabletSource: GlobalWebIndex
GLOBAL E-COMMERCE SCORECARD E-Commerce Engagement: GLOBAL SPLIT Post Purchase Influence at a Global Level (% of global internet users) 100% Multi- 90% Platform 16% 84% of segment publish No influence Influence Buyer purchase opinion online 84% 80% 25% 70% 0% 21% 60% Online 79% of segment publish purchase opinion online 31% Buyer 79% 69% 50% 41% 40% 45% 55% of segment publish 55% 30% purchase opinion online Offline 20% Fullfilment 24% 26% 26% of segment publish 10% 74% purchase opinion online Rejecters 10% 0%Source: GlobalWebIndex Q2 2012
INDIA E-COMMERCE SCORECARD – HIGH NUMBER OF MULTI-PLATOFORM BUYERS E-Commerce Engagement: LOCAL SPLIT Post Purchase Influence at a local Level (% of Spanish internet users) 100% Multi-platform 90% buyers 24% 9% 91% of multi-platform No influence Influence publish opinion online 80% 91% 70% 0% 25% Online 75% 25% 60% 75% of online buyers Buyer publish opinion online 35% 75% 50% 40% 21% 79% of “offline fulfilment”” 30% Offline 79% publish opinion online Fullfilment 20% 30% 30% 20% of rejecters publish 10% 70% opinion online Rejecters 11% 0%Source: GlobalWebIndex Q2 2012
INFLUENCE V ONLINE PURCHASE: MAJORITY INFLUENCE EXCEEDS ONLINE BUY 100% China HOW TO READ: 65% OF USERS IN POLAND ARE ONLINE (379m) % of Online buyers involved in Post-Purchase Influence BUYERS (PC / MOBILE / TABLET) , EQUATING TO 12M. 77% OF INTERNET USERS IN THE MARKET HAVE PUBLISHED 90% ONLINE ABOUT A PUCHASE IN THE PAST MONTH. Mexico Argentina Brazil India Poland 80% (17m) (14m) (4m) (65m) (12m) Malaysia South Korea (8m) Indonesia (27m) Netherlands (6m) (28m) 70% Philippines (12m) Turkey (20m) Germany South Africa Vietnam (15m) France (35m) (3m) (19m) 60% Saudi Arabia UAE Thailand (8m) Taiwan (9m) (4m) (1m) Australia Spain (12m) Canada (10m) 50% (13m) Singapore Russia USA UK Hong Kong (1m) (26m) (139m) (28m) (2m) 40% Italy (13m) Sweden (3m) Japan 30% (63m) 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% % of Internet Users that Purchase Online Via PC / Mobile / TabletMarkets mapped by % purchase online via a PC / Mobile / Tablet V % influence post purchaseSource: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation
% OF TRANSACTIONS PURCHASED ONLINE: BOOKS, CLOTHES & TRAVEL LEAD % of Purchases Transacted Online 60% 50% 40% 30% 20% 10% 0%Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.
% OF TRANSACTIONS PURCHASED ONLINE: CLOTHES, MOBILE AND BOOKS LEAD % of Purchases Transacted Online 30% 25% 20% 15% 10% 5% 0%Source: GlobalWebIndex, GWI.7 Q2 2012. E-Commerce Segmentation; The chart above divides the number of online purchases in each category by the total number of category purchases.
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