Factors Driving Growth Of E-Commerce In Emerging Markets Differ From Those In Advanced Countries

Several factors are driving growth of e-commerce use in emerging markets. Compared with those in developed markets, online retailers in emerging markets offer limited range and choice in products for sale. In turn, this is pushing demand for global shipping and international commerce. International online retailers also have to keep in mind the popularity of web-enabled mobile phones, which are often the only means of accessing the Internet in emerging markets. Most developing countries have limited banking facilities; hence, online retailers should offer more payment options in order to reach a wider consumer base.