Zia Wigder - eCommerce Day Colombia Blended [Professional] Experience

1. Global Ecommerce 2022
Trends Transforming Digital
Retail Around the World
19 May 2022
Zia Daniell Wigder
Chief Content Officer

2. Source: Fujitsu
Ecommerce trends rarely stay in
just one market—they almost
always cross borders

3. Source: Fujitsu
Source: Alizila, MoreFood
Beware of the “only in
China” fallacy…
…or the belief that cultural
differences will prevent
digital adoption

4. Source: Inc Magazine
Sometimes it takes a long time for new
technologies to take off internationally

5. Source: Fujitsu
So what’s happening to
ecommerce globally as we
move on from the
pandemic?

6. Ecommerce growth is slowing, but
new spending will still be huge
▪ Growth will fall to 12.2% this year, but
digital buyers around the world will spend
$604 billion more on ecommerce in 2022
than they did in 2021.
▪ Ecommerce spending growth will inch
down in the coming years, but it will still
grow faster than overall retail.

7. Growth in all regions is set to slow
down, but in some more than
others
▪ Ecommerce surged in advanced economies
and emerging markets alike in 2020. For most
nations, that surge extended into 2021 to at
least some degree.
▪ Latin America and Southeast Asia will lead the
world in growth this year.

8. 3 of the 10 fastest-growing
ecommerce markets this year are
in Latin America.
▪ This year, high-growth emerging markets
will reassert control of the top 10,
displacing more established markets like
Canada, Singapore, the Netherlands, and
Russia.
▪ Among the advanced economies, only the
US will sneak in, at number 10.

9. Ecommerce is being driven and
influenced by trends emerging in
every corner of the globe.
Here are a few category-agnostic
trends where there are countries or
regions setting the stage for global
adoption.

10. Source: Fujitsu
Asia—and China in particular
—has led the world in many
retail areas.
It still remains the center of
social commerce innovation.

11. That’s approximately 10x the size of the same market
in the US
Overall retail ecommerce sales in China are <3x the
size of those in the US
Total social commerce sales
in China hit over $350 billion
last year.

12. Apps that combine
attributes like Pinduoduo
and livestreaming have
driven social commerce

13. The MAC store in Shanghai
integrates social media into
the shopping experience

14. Europe is at the forefront when
it comes to sustainability.

15. Theory has turned to action in
Europe when it comes to
sustainability.
▪ Consumers in almost every country indicate
a desire to lead more sustainable lives, but
cost and convenience are hurdles to
adoption.
▪ The Environmental Performance Index (EPI)
shows the top 10 most eco-conscious
countries are all in Europe.

16. European FMCG/CPG companies
like Unilever provide clear
guidance on their policies

17. Source: Fujitsu
The US is raising the bar
on DEI (diversity, equity
and inclusion) initiatives at
brands and retailers.

20. Source: Fujitsu
Big digital and physical
retailers are all becoming
media networks.

21. Source: Ad Age, Why More Retailers Have Media Networks And What The Rise Means For Agencies, October 27, 2021

23. In summary, trends that start in one
country are more than likely to shift
to others.
Always take a global view of what’s
happening.

24. Thank you!
Gracias!
@zdwigder