Online and offline lessons from retailers in emerging markets

Jo Bowman

Much of the knowledge transfer concerning bricks-and-mortar retail has seen best practice flow from mature to emerging markets. But businesses in China and across the developing world are proving they can teach Western companies a thing or two about selling on the web, delegates at The International Shopper Insights in Action Event, held in Prague in November 2013, heard.

Lies Ellison-Davies, global shopper marketing director at FrieslandCampina, the Dutch dairy group, reported that the appetite for online retail in China is huge. Approximately 600 million people in the country have an internet connection, and it is now the second-largest ecommerce market in the world, with various forecasts predicting it will become the biggest by 2015. In fact, 71% of Chinese digital shoppers say they are "addicted" to this pastime, Ellison-Davies reported.