The document discusses opportunities for UK retailers in cracking the largest e-commerce markets globally. It finds that UK retailers already have a strong presence as the #1 or #2 choice for customers in many countries. International customers who purchase from UK retailers value attributes like product selection, quality, and customer service over local options. However, the document notes UK retailers need to do more to fully serve foreign markets and those making deeper investments are seeing rewards. It provides analysis on the top e-commerce countries and consumer preferences in countries like China.

1. Cracking the World’s largest
E-Commerce Markets
Alex Blaikley | September 2015

2. The biggest growth markets in e-commerce B2C Top 10 Countries
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3. UK retailers have a great presence #1 or #2 for UK Merchants
Q: From which of the following country or geographies’ websites have you purchased in the past 12 months?
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4. International consumers are valuable & loyal X-Border shoppers to UK Merchants
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5. ‘The study has shown that UK retailers are some of the world’s most popular and are in a
strong position to seize more opportunities abroad. But at the moment, the majority are
only doing the basics to adequately serve foreign markets. Those retailers that are going
deeper are already reaping the rewards.’
Anita Balchandani
Partner & Head of UK Retail
OC&C Strategy Consultants
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7. Q:Why did you decide to buy from a retailer based in the UK rather than a local retailer? Select all that apply
Key drivers differ across countries Top 3 Pull Factors by Country - Consumers to Buy From UK Retailer vs Local
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8. What consumers value Pull Factors for Consumers to Buy From UK Retailer vs Local Retailer
Q: Why did you decide to buy from a retailer based in the UK rather than a local retailer? Select all that apply
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9. Success from clear strengths in offering UK Retailers
Q: When making the decision to purchase from , how important was it to you that they offered the following?
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10. China has a unique ecosystem E-commerce leading Players by type
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11. Potential barriers for buyers Top 5 reasons indicated as ‘Very Discouraging’
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12. Currency is a key influencer - especially with the Asian consumer
UK Share of eCommerce vs Exchange Rate 2013-15 YTD
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13. UK shoppers are more mobile… However US & Germany growing fast
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14. CMO playbook
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