Nielsen: Mobile Technology, E-Commerce Innovations Driving “Borderless” Shopping
"As more consumers turn to mobile devices to shop, a coherent mobile strategy should be a key innovation pillar for retailers," Nielsen President of Global Retail Patrick Dodd said in a statement. "The most successful strategies will be those that optimize and differentiate their mobile experience and improve the integration of their in-store and mobile services specific to the realities in each market."
As for the globalization of e-commerce, the report found some interesting trends. Nearly three-quarters (74 percent) of Indian respondents who shopped online in the past six months said they purchased items from an overseas retailer. Similar data was uncovered in parts of Western Europe, including Italy (79 percent) and Germany (73 percent).
"Retail has been one of the last globalization holdouts, but technology is giving consumers access to a world of products that were previously unavailable," said Dodd. "Choice is greatly enhanced by cross-border e-commerce. In many developing markets, the growing middle class is trading up and demanding greater assortment not found at their domestic retailer. Consequently, these consumers are looking overseas to purchase authentic foreign brands, often at lower prices than they can find in their home country. Meanwhile, developed-market consumers gain access to a range of goods directly from foreign companies at often significant discounts to what they would pay domestically."