There’s no doubt that more and more of the world’s consumers want to buy anytime, through any channel—and, increasingly, from anywhere.
That’s especially true in emerging markets. In some of these economies, the combination of a rising, Internet-empowered middle class and wealthy elites is driving a strong desire to shop online for Western brands that convey social status and a sense of economic security. In China, shopping overseas via the Internet is now so common that it has a nickname—hai tao, or “ocean search.” According to the China E-commerce Research Center, the total value of cross-border transactions between Chinese consumers and American or European websites reached $1.9 billion in 2010, and is expected to quadruple to $7.6 billion in 2012.
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