Cross-border e-commerce has a strong development momentum, taking stock of the market trends of e-commerce in various countries around the world.
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During the global COVID-19 epidemic, the e-commerce market in almost all European countries showed a very significant growth trend. Although the epidemic situation in Europe has been obviously controlled and offline physical commerce has picked up, with the impact of another wave of epidemic outbreaks after winter, many places in Europe have been blocked again, and the level of physical shopping is still not optimistic.
How can we target customers? This requires you to have a certain understanding of the characteristics of overseas customers and the development of overseas e-commerce, and on this basis, master the way to search for overseas target customers. Next, let’s take stock of the e-commerce market trends in various countries around the world.
I. Russia
Market overview:
The characteristics of Russian Internet are: late start, rapid development, and large age span of net names. Russian netizens are mainly distributed in Moscow and St. Petersburg. Due to the lack of large clothing stores and incomplete clothing models, the online purchasing power of medium-sized cities is relatively high. Female users account for 60%, mostly aged from 25 to 38. They buy a variety of goods, among which clothing and shoes are more popular.
Demand characteristics:
The temperature difference is large and it is cold in winter. Commodities such as hats, gloves, scarves, long fur coats and short fur coats are necessities of life.
Russians love sports, and sports are an indispensable part of life, which leads to the hot sale of sports goods.
Be infatuated with holidays. The beach is the first choice for Russians to spend their holidays, so the articles needed for beach holidays, such as swimsuits and sandals, are selling well.
Russians are tall, and there is a great demand for large-size clothes.
Price accounts for a large proportion in Russian online shopping decisions, and the price factor is very important. The quality and brand of goods are equally important to them.
Second, Brazil
Market overview:
Brazil is an emerging market for cross-border e-commerce competition, mainly due to its good e-commerce infrastructure, rapid development of logistics and payment platforms, and its vast territory. In recent years, the Brazilian government has made great efforts to build e-commerce infrastructure, which has accelerated the development of e-commerce.
Demand characteristics:
Characteristics of buyers: The buyers in Brazil are basically white-collar workers, aged 25-36, with college education or above, medium English level and 3-4 years of cross-border online shopping experience.
Demand preference: For Brazilian buyers, cheap price and fashionable style are the most important. Category preference is clothing, accessories, shoes and bags, beauty products, toys and 3C accessories.
Style preference: Brazilian buyers love American country style and simple style, like tight-fitting and figure-showing clothes, and like exaggerated and colorful accessories. They pursue the texture of goods, and sellers should pay attention to the effect of pictures.
III. Spain
Market overview:
Whether it is domestic e-commerce or cross-border electronic commerce, Spain is the most potential country in Europe. Spanish consumers are more inclined to shop online than in physical stores. More than half of Spanish online consumers have the experience of shopping from foreign online stores, making Spain a profitable cross-border e-commerce market.
Demand characteristics:
Characteristics of the buying crowd. The ratio of male to female buyers in Spain is average, and the age of buyers is concentrated between 16 and 34 years old, mainly students and office workers. Spanish buyers do not have a very high ability to pay, so they are more concerned about the price of goods.
Shopping habits. Most Spanish buyers are used to browsing and shopping on their desktops, and they mostly buy goods through keyword search. Before buying, they will compare the prices of the whole station and refer to the favorable comments.
Special needs. In selling goods in Spain, sellers must attach a size table to clothes and other goods in addition to complete sizes.
Fourth, France
Market overview:
France is a big trading country in the world, and its total import and export volume ranks fifth in the world. At the beginning of 2016, the growth rate of total e-commerce sales was 10 times that of French business as a whole. Since 2015, the number of people using mobile phones to shop online in France has increased rapidly. Now, 72% of the goods sold by e-commerce are sold through mobile terminals.
Demand characteristics:
Time of purchase. Because of Christmas, November and December are the hottest months for e-commerce sales. Usually, 63% of the French will shop online during this period.
Demand category. Due to the relatively developed tourism industry in France, what the French buys most online are tourism, services, culture and clothing.
Purchase interface preferences. The product details page should pay attention to the richness of the pictures in addition to the French copy in the pictures.
V. Britain
Market overview:
The British government has always supported the development of e-commerce, so British e-commerce is in the leading position in European and American countries. Britain, Germany and France are the most popular import destinations for cross-border electronic commerce in Europe. Such a good development trend of e-commerce in the UK is due to the increase in the Internet access rate of the British public and the improvement of Internet access conditions. In terms of the price and choice of Internet access services, the UK is more competitive than most other European countries.
Demand characteristics:
Price. British consumers will spend a lot of time comparing the same type of goods. In most cases, the price of goods is the decisive factor in their marketing purchase behavior.
Demand preference. With the acceleration of product updating, social media and fashion shows can always trigger fashion trends and product demand. At the same time, members of the British royal family also play a significant role in promoting the sales of fashion goods.
Sixth, the United States
Market overview:
The United States is the earliest and fastest developing country of e-commerce in the world, and its e-commerce application field and development scale are ahead of other countries. The United States has the largest number of large-scale e-commerce platforms in the world, and the user activity of the platforms is also the highest in the world. The main reason is that the good infrastructure and sufficient consumer groups in the United States make the online B2C sales in the United States show a steady upward trend. The United States has a strong Internet economy, more individuals are willing to integrate into this economic system, and local netizens have a very strong sense of sharing and innovation, so the sales of C2C are also increasing year by year.
Demand characteristics:
Consumption habits. Americans basically don’t save money and like to overdraw.
Living habits. Americans live in the present, enjoy life and pay attention to spiritual consumption, such as exercise, fitness, health preservation, tourism and nutrition. Americans will spend a lot of money on fitness, outdoor sports, health care and nutrition. Therefore, the market of fitness products and outdoor products in the United States is hot, and key products are selling well. This is closely related to the living habits of Americans.
Brand demand. Americans attach great importance to brands. Americans believe that brands are the guarantee of quality. They would rather choose high-priced brands than cheap goods without brands. Packaging occupies a large proportion in the hearts of Americans. In their eyes, the quality of packaging and goods is equal. Good goods must have good packaging, otherwise there will be a gap in their shopping experience.
VII. Germany
Market overview:
Germany is the fifth largest e-commerce market in the world and the second largest e-commerce market in Europe. Its Internet penetration rate (93%), the proportion of online shopping consumers (83%) and the average online shopping expenditure (1355) are higher than the European average. Whether it is the number of online buyers or the average annual cost of each buyer, Germany’s ranking is higher than the European average. Its market features mainly include: broad market growth, high consumption level, supporting force, perfect logistics system guarantee experience, customers’ pursuit of quality and high profit rate.
Demand characteristics:
Germans prefer German websites and bank transfers;
Germans prefer German websites and bank transfers: fashion and clothing, electronic products and books are in great demand.
German consumers are keen on online shopping, ranking first in consumer preference with convenient door-to-door service, followed by 24-hour shopping, more convenient online shopping, lower online shopping price, wider choice of online shopping products, easier comparison of goods and smoother online shopping process.
Germans are not impulsive in shopping, and the proportion of consumers who miss physical stores is low.
Eight, Japan
Market overview:
Japan is the third largest economy in the world and the fourth largest e-commerce market. Thanks to the high network coverage in Japan, mobile shopping has become the mainstream. Although it started late in the field of cross-border e-commerce, it has the characteristics of rapid development, high maturity and strong systematization, and has gradually become an important cross-border e-commerce market. Its good development trend has had a profound impact on the surrounding pattern. Moreover, as a world economic power, Japan has undoubtedly become a huge potential consumer market.
Demand characteristics:
High brand loyalty, attention to detail quality;
The network coverage is very high, and mobile phone shopping has become the mainstream;
The purchase behavior is influenced by the season and weather environment (such as rain boots, raincoats, earthquake-proof products);
Enthusiastic about western festivals;
I like to participate in holiday promotion activities.
Preference characteristics:
Toys, hobbies and DIY products;
Furniture and household appliances;
Food and personal care;
Electronic products and media products;
Fashion supplies
(Source: Bean Packet Cross-border Digital Finance)
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