跨境电商 拉丁美洲和北美地区

Jing Zhou

拉丁美洲趋势 (拉丁)

B2C电子商务在拉美仍处于发展阶段,2012年销售额达36.82亿美元(资料来源:eMarketer)

拉美洲消费者中的互联网用户活跃在娱乐网站和社交化网络,但他们仍不愿在网上购买产品。 eMarketer估计,2012年只有31.7%拉丁美洲互联网用户进行网上购物。到目前为止,旅游业和娱乐业(电子客票)电子商务和移动商务是最大受益者,其次是电脑电子产品,服装,鞋类和书籍。

巴西有着众多的互联网人口,非常高的移动电话普及率和日益增强的宽带基础设施,事实上超过50%的拉丁美洲电子商务销售来自巴西,是拉丁美洲最大的经济体。热销产品包括在线娱乐或旅游的门票,占了30%的消费量,电脑配件(22%),服装/鞋帽/配件(22%)和书籍(16%)。 B2C电子商务销售额在拉丁美洲预计将从2013年的43.34十亿美元增长到2016年的62.42十亿美元。

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Source: Forrester Research inc.

巴西的网上零售市场预计将增加在未来五年的复合年均增长率为17.5%,来自Forrester Research的预测。这将从去年的$ 7.9亿美元增长至2016年的220亿美元网上销售。
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                                                                                                           Source: Forrester Research inc.

尽管巴西拥有霸主地位,阿根廷和墨西哥也是拉美电子商务预测增长的主要驱动力,虽然巴西在2014年将继续取得双位数字的升幅。这也归就于极高的社会化媒体渗透。 2011年1.145亿拉丁美洲人频繁访问社交网站,占该地区人口的96%。Facebook.com排名前10位的市场是在拉丁美洲。委内瑞拉人对有Twitter的强烈的偏好,而Facebook是在拉美及巴西普遍流行,进入Google+全球第六大市场行列。社会化媒体渗透刺激着电子商务和移动电子商务作为一个整体,通过博客,Facebook和Twitter和朋友共享评论和寻找网络特价。社会媒体网络的普及提供电子零售商巨大的商机,加上多渠道营销策略到位的话。

一个分析消费者的喜好,倾向在国际或本地的电子商务网站购买的调查发现,消费者在阿根廷拥有最强的偏好在本地网站购物,有3/4 的消费者宁愿这个选项。超过一半的巴西和哥伦比亚消费者也倾向于在本地网站购物,而略超过一半的墨西哥,智利和秘鲁消费者首选在国际网站网上购物(comScore的)。

Mexico has the fastest growing internet penetration in the world, with an online population, double that of Argentina’s has the fastest growing internet penetration in the world, but its online retail industry is still developing, due to slow technological adoption, a developing infrastructure, challenges related to delivery and a relatively low credit card penetration. Chile, on the other hand, has a very high card penetration. Average Chileans own four credit cards and 70% of Chileans and Uruguayans shop Online. Chilean leading retailers Falabella and Cencosud own 40% of Chilean online retail. In Brazil B2W and Magazine Luiza own 30% of Brazil’s online retail market.

MercadoLibre is Latin-America’s answer to e-Bay. It is an e-commerce payment platform which facilitates transactions between persons and businesses. Created in Argentina, Mercado- Libre now has operations in twelve Latin American countries and Portugal. Brazil remains the most advanced and largest e-commerce market. Brazil represented more than half of MercadoLibre‘s total revenues of $83.7 million in Q1 2012.

Online retailers worldwide need to consider the huge opportunities offered by a LATAM Market in which one common Spanish language interconnects most of Latin America. This reduces the scope of challenges which large online retailers, interested in cross-border e-commerce have to face in multi-lingual markets across Europe and Asia. In a highly monopolized market, emerging online retailers can make a difference by partnering with global Card Processors with a network of internationally connected payment service providers, within one worldwide acquiring network of connected Banks in the different regions. An online payment expert in card processing with knowledge of local legislation and the ability to provide consumers with a variety of payment methods, with multi-currency options, will help such online retailers connect and grow their footprint within Latin America and beyond.

 TRENDS IN NORTH AMERICA & CANADA

In the US, online retail (e-Retail) sales figures are expected to reach $279 billion, in 2015. U.S. online retail spending reached a record $161.5 billion in 2011. In the final quarter of 2011, online retail spending in the US reached $49.7 billion, 14% up against the last quarter of 2010. Forrester projects that US online retail sales in 2015 will grow from $278 billion in 2014, to $327 billion in 2016. The top-performing online product categories were: Digital Content & Subscriptions, Jewelry & Watches, Consumer Electronics, Toys & Hobbies, and Computer Software. Each category grew at least 18 percent vs. year ago (source: comScore).

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In an analysis of data retrieved from U.S. retailers ranked in Internet Retailer’s “Mobile 400” Guide, US mobile commerce (m-commerce) sales will grow 98.6% this year over 2011 to reach $20.85 billion. Giant online retailer Amazon tops the chart; its mobile sales will reach $4 billion in 2012. Apple Inc. conquers the second place in the chart, hitting $1.17 billion in web-only sales of apps, music, video and e-books. Internet Retailer projects that in the US, 281 retailers are on track to grow their combined mobile sales by 83.2% to $7.99 billion, from $4.36 billion in 2011.

SMARTPHONES AND TABLETS PLAY AN IMPORTANT ROLE IN THE GROWTH OF ONLINE RETAIL

where consumers increas­ingly use their smartphones to check prices, read customer review and product features and purchase products. According to a Javelin Strategy & Research report, tablets accounted for about $5 billion of mobile purchases. Even though m-commerce increasingly dominates online retail sales figures, there are retail categories which attract more e-commerce than m-commerce traffic; online computer & electronics (16% growth), online apparel & accessories sales (12.30%), food & drugstores (2.31%), hardware & home improvement (2.42%) and office supplies accounting for 4% in e-commerce sales.

By 2020, successful online retailers will have to be fully digitally integrated, data mining consumer understand purchase behavior of their audience, employing social media, and leveraging two-way communication chan­nels with their workforce. Social media will have become a powerful business enabler and supply chains will be transformed at the back end, leading to fast home delivery, less working capital, greater efficiency and higher profit­ability.

American and Canadian online retail will have boomed through business models promoting its convenience and efficiency in urban and in rural areas, miles away from crowded busi­ness centers. Customer loyalty will be achieved through social media strategies and inbound marketing and traditional retail department stores will be transformed into strategically-located showrooms. American and Canadian online retailers should analyze consumer behavior in maturing markets such as South Korea and Japan and in giant Emerging Markets, such as China and Brazil. This can provide them with key-indicators, to understand how other markets will develop within the next decade.

Canadians would rather prefer domestic online shopping, but Canadian retailers have struggled to provide consumers with multichannel shop­ping options. During an economic recession, American online retailers grabbed the oppor­tunities offered by entering into the Canadian market. eMarketer estimates that by 2015, Canadians will spend $30.0 billion (CAD30.9 billion) on online retail. 75% of Canadians live within 100 miles of the US-Canadian border. Even though shipping costs are high, 60% of Canadian online shoppers have purchased goods cross-border, from US online retailers. This may account for the fact that 37% of the world’s cross-border power shoppers live in Canada. Canadian retailers should invest in omnichannel strategies and partner with experts in card payment solutions; a global Card Processor, which allows Canadian retailers to expand both domestically and cross-border, through one global acquiring network of banks and iPSPs.

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