nielsen：2016年全球电子商务报告（38页）.pdf

1、Global ConneCted CommerCe Is e-taIl therapy the new retaIl therapy? January 2016 2Global CoNNECTED CoMMERCE Contents IntroductIon and Methodology. .02 Part I: the evolvIng onlIne ecosysteM. 05 Is dIgItal a frIend or foe?. .06 ConneCted shoppers = smart shoppers.07 Part II: onlIne shoPPIng behavIor.0

2、9 onlIne shoppIng baskets are ChangIng.10 a global store at your door.15 CredIt, dIgItal or Cash on delIvery?.17 Part III: drIvers and barrIers for onlIne shoPPIng success.21 When It Comes to Consumables, ConvenIenCe Is most Important.22 produCt assortment and deals provIde an onlIne advantage.25 Co

3、nquerIng a Consumable Conundrum.27 defeatIng durable dIffICultIes.30 trust and InfrastruCture Challenges.32 strategIes for omnI-Channel suCCess.35 3Copyright 2016 The Nielsen Company CominG to a deviCe near you Shoppers today no longer simply go to the nearest store; they grab the nearest digital de

4、vice. The online retail ecosystem is fast evolving. Digital analytics firm eMarketer projects that online retail sales will more than double between 2015 and 2019 and account for more than 12% of global sales by 2019. Retail therapy is giving way to e-tail therapy. And its not just purchasing habits

5、 that are going digital: The whole retail experience is changing. Todays shoppers are incorporating digital touch points along the entire path to purchase, from reviewing products online at home to using smartphones as personal shopping assistants in the store. In fact, in some countries, such as Ch

6、ina, consumers are using mobile devices to purchase selected categories at high rates. Omni- channel shoppers seamlessly switch between on and offline channels with ease. around the world An omni-channel experience is the new retail reality. As digital devices enable consumers to shop wherever and w