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THE ECOMMERCE MARKET RESEARCH REPORT 2020 THE E-COMMERCE PLAYBOOK guide to launching your business online! THE 3 STAgE Theyve never heard of your brand, dont speak your language, and might live half a world away. Yet, despite the complexities and challenges of e-commerce, selling to consumers all over the world is an opportunity you simply cant resist. Code Brew Labs I Sales are expected to reach $4.9 trillion USD by 2021, and nearly 85% of the worlds purchasing power exists outside the U.S. This Ecommerce Playbook is your step-by-step framework for going online the right way and conquer the ever-growing market. Whether youre just considering expansion or looking to scale your established operations faster, this comprehensive playbook will simplify and reduce your risk. USD by 2021, “ $4.9 TRilliOn THE E-COMMERCE PLAYBOOK Code Brew Labs II indEx THE E-COMMERCE PLAYBOOK STAgE 0 3 SCAlE fOR gROwTH High Technology Re-imagine localisation Develop omnichannel experiences STAgE 0 1 MASTER yOuR bRilliAnT bASiCS Define the market segment (target market) Define the geographic boundaries of the market Define the competition Define the market size Estimate market share STAgE 0 2 gEAR uP wiTH digiTAl TECHnOlOgiES Build your store Choose your sales channel Plan your shipping and fulfillment elements Plan your marketing strategies III THE E-COMMERCE PLAYBOOK Code Brew Labs 01 STAgE 1 MASTER yOuR bRilliAnT bASiCS 1,336 2014 Sales in billion U.S. dollors 201520162017201820192020202120222023 1,548 1,845 2,382 2,982 3,535 4,206 4,927 5,695 6,542 Code Brew Labs Revenue in the eCommerce market amounts to US$2,234,950m in 2020. The markets largest segment is Fashion with a market volume of US$717,440m in 2020. The average revenue per user (ARPU) currently amounts to US$535.09. Revenue is expected to show an annual growth rate (CAGR 2020-2024) of 7.6%, resulting in a market volume of US$3,000,572m by 2024. User penetration is 56.1% in 2020 and is expected to hit 65.5% by 2024. Key Highlights MAP nEw MARKET OPPORTuniTiES THE E-COMMERCE PLAYBOOK 02 Worldwide numbers aside, e-commerces regional markets rank as follows: ASiA AuSTRAliA AfRiCA & MiddlE EAST SOuTH AMERiCA EuROPE nORTH AMERiCA billion billion billion billion billion billion $831.7 $18.6 $18.6 $17.7 $346.5 $552.6 Code Brew Labs THE E-COMMERCE PLAYBOOK inTERnATiOnAl gROwTH RESHAPES THE MAP 03 The total annual amount spent on consumer e-commerce categories around the world. in U.S. dollors Code Brew Labs wHAT CuSTOMER wAnTS? THE E-COMMERCE PLAYBOOK 04 fASHiOn & bEAuTy fuRniTuRE & APPliAnCES digiTAl MuSiC ElECTROniCS & PHySiCAl MEdiA TOyS, diy & HObbiES VidEO gAMES MObilE And ACCESSORiES fOOd & PERSOnAl CARE TRAVEl billion billion billion billion billion billion billion billion billion $524.9 $272.5 $12.05 $392.6 $386.2 $70.56$705.56 $209.5 $750.7 Code Brew Labs Thankfully, Nielsens Global Connected Commerce report provides a detailed breakdown of the most-lucrative online industries by region. Aligning those verticals with your own provides a solid starting point to guide global decisions. Making tactical decisions on which geographies to prioritize hinges on product-market fit : that is, validating existing demand or opportunity for your offerings within new areas. PROduCT-MARKET fiT VARiES by REgiOn And COunTRy THE E-COMMERCE PLAYBOOK 05 Align yOuR MARKET fiT bASEd On wHAT yOuR CuSTOMER wAnTS. Code Brew Labs Fresh Grocery 35% 5% 2017Change 2018 Video Gaming 31% 3% Fashion 49% 4% Personal Care 34% 2% Fashion 35% 3% Personal Care 28% 4% Packed Grocery 40% 4% Packed Grocery 19% 2% Event Tickets 41% 4% Furniture 28% 2% Video Gaming 17% 3% Alcoholic Beverages 9%3% Video Gaming 30% 3% Medicine/Health 25% 1% Travel 40% 4% Restaurant Deliveries 18% 2% Personal Care 22% 2% Pet 10% 3% Home Care 37% 3% Alcoholic Beverages 9%1% Restaurant Deliveries 24% 3% Consumer Electronics 36% 2% Restaurant Deliveries 23% 2% Travel 42% 2% Medicine/Health 29% 3% Personal Care 33% 3% Medicine/Health 22% 1% Baby and Children 10% 2% Home Care 9%2% THE E-COMMERCE PLAYBOOK 06 Asia PacificNorth America Eastern EuropeWestern Europe Africa & Middle EastLatin America Code Brew Labs According to research from the Nielson group, here are the global top and bottom online shopping activities for selected categories shopped or purchased in the past six months. lOOKEd uP PROduCT infORMATiOn CliCKEd An EMAil AdVERTiSEMEnT TO find OuT MORE CHECKEd / COMPAREd PRiCES SubSCRibEd TO PROduCT/ STORE EMAilS TRAVEl PROduCT OR SERViCESCOnSuMER ElECTROniCS bEAuTy & PERSOnAl CARE PROduCTfRESH gROCERiES SEARCHEd fOR dEAlS/ PROMOTiOnS / COuPOnS liKEd / TwEETEd / COMMEnTEd On A PROduCT did yOu KnOw? THE E-COMMERCE PLAYBOOK 07 63RF% 4%8% 60R4% 4%5%7% 54D5% 7%7%9% 3890% 8%7% infORMATiOn gATHERing And dEAl SEEKing ARE THE PRiMARy OnlinE SHOPPing ACTiViTiES Code Brew Labs Strategic plans, competitive marketing, and a skilled workforce aside, e-commerce organizations are expected to remain up to date with the latest technologies. “ 2018, Middle East Total Retail consumer survey for example, found that 53% of respondents now shop with Amazon, up 4% since 2016 THE E-COMMERCE PLAYBOOK 08 Code Brew Labs This is part of a broader issue in the middle east region with 1 in every four of Middle Eastern CEOs across all sectors believing hiring outside of their industry is a potential solution to address the skills gap. Allow consumers quick and easy return options for unwanted goods bought online. Customers seeking value are opting to use delivery platforms such as Aramexs shop and ship. Same-day delivery is no longer something that can be ignored as some retailers are delivering orders purchased online within 2-4 hours. We are also seeing some retailers investing in technology to improve their Mobile access to online information such as new product offerings, product reviews and price comparison sites continue to influence customers buying decisions and retailers need to be on their toes. Challenges around the lack of digital talent in the market. Retailers urgently need to pursue technological solutions Delivery & logistics continues to be a challenge for some retailers. Keeping pace with changing demands KEy iSSuES RETAil CEOS idEnTifiEd AROund TECHnOlOgiCAl CHAngE THE E-COMMERCE PLAYBOOK 09 1 3 2 4 Demographics in the region also support the growth of online: 60% of the population in the Middle East and North Africa (MENA) is aged under 30 In the Gulf Cooperation Council (GCC), smartphone penetration was at 77% in 2018, according to the mobile-phone industry body GSMA. Mobile platforms have increased in importance, so much so that m-commerce has emerged as a concept in its own right. “ Code Brew Labs Go Digital Product offerings Cost optimisation & restructuring VAT Talent and training Acquisitions Growth & franchises KEy PRiORiTiES fOR MiddlE EAST RETAil CEOS 88% 13% 50% 13% 50% 13% 13% THE E-COMMERCE PLAYBOOK 10 Code Brew Labs THE E-COMMERCE PLAYBOOK 11 PWC survey in the Middle East Total Retail consumer survey, found that 53% of respondents now shop with Amazon, up 4% since 2016. Using the site also influences customers broader shopping habits: 45% start their product search on Amazon, and 41% use it to check prices. did yOu KnOw? Code Brew Labs THE E-COMMERCE PLAYBOOK 12 Who are the Middle Easts biggest ecommerce players bAHRAin SAudi ARAbiA uAE QATAR OMAn KuwAiT EgyPT JadoPado, Alshop, Souq, Namshi Ali Express, Amazon, eBay, Souq Souq, Nahel, Sukar, JadoPado Amazon, Lulu, Souq, IKEA Lulu, Ali Express, Souq Xcite, Ubuy, Souq Jumia, Souq THE E-COMMERCE PLAYBOOK Code Brew Labs 13 STAgE 2 digiTAl TECHnOlOgiES Code Brew Labs Technological advancements have had a huge impact on the e-commerce world, changing the way consumers connect with brands. It has empowered them to shop more cost-effectively. Driven by the convenience of door delivery, e-commerce has now become an integral part of everyday life. STARTing An E-COMMERCE buSinESS iS HARd wORK And dEMAndS lOTS Of STEPS And dECiSiOnS THAT nEEd TO COME TOgETHER AT THE RigHT TiME. THE E-COMMERCE PLAYBOOK 14 Code Brew Labs HOw TECHnOlOgy EMPOwERS E-COMMERCE buSinESSES? THE E-COMMERCE PLAYBOOK 15 CuSTOMER ORdERing APP & wEbSiTE Multiple Payment Mode Social Sign- Ups iOS/Android Apps All That Jazz $24:00 White Shirt $24:00 Filter By Checkout Real Time Tracking 5 min Chat Support Code Brew Labs THE E-COMMERCE PLAYBOOK 16 AdMin dASHbOARd dEliVERy dRiVERS APP Push Notifications Dale Houstan sent you a message. Hey John! order is delivered successfully. Austin Singleton austin124 Don Stanley stanley_007 User Management Tshirts 147 items Shirts 154 items Manage Categories View All Nike 1560 products Adidas 2563 products Manage Vendor View All Total Revenue $2k/mo % Growth (MOM) 72% Analytics & Reporting Delivered On the way Agent Tracking CancelComplete Pickup ( 2 mins ) Destination Stephen Shaw 2300 Winchester Dilivery RouteContact 10km Distance 20 min Ride Time Optimized Routes 07 Apr, 07:00 PM - Delivery 3704 Rolfson Fords Apt. 727 DeclineAccept 00:45 07 Apr, 06:00 PM - Delivery 3704 Rolfson Fords Apt. 727 DeclineAccept 00:45 Feb 5 2019 - Delivery Philip Estrada 162 VonRueden Wall Apt. 956 Order Received 8:30 am, Jan 31 2019 On The Way 10:30 am, Jan 31, 2019 Update StatusView Details Easy to Use Share Availabilty Total Payout : 304.00 Earning Reports 1-7 Sep,2019 M 1 0 75 150 225 300 T 2 W 3 T 4 F 5 SA 6 SU 7 Code Brew Labs OMniCHAnnEl PRESEnCE THE E-COMMERCE PLAYBOOK 17 The statistics show that 90% of customers expect smooth interactions across multiple channels and devices, highlighting the importance of omnichannel readiness for todays businesses. Nearly every user action online is captured and stored, creating a vast pool of information that you can use to personalize communication. Chatbots are excellent conversational marketing tools capable of handling multiple conversations. Ecommerce businesses are integrating image search technology on their websites so customers can easily photograph products they are interested in. 62 Percent of Generation Z and Millennial Consumers Want Visual Search Capabilities, More Than Any Other New Technology Live chat allows your support teams to communicate with customers through live messaging. You can initiate a preemptive chat invitation to particular customers based on their behavior. Code Brew Labs CHATbOTS iMAgE SEARCH liVE CHAT THE E-COMMERCE PLAYBOOK 18 Code Brew Labs THE E-COMMERCE PLAYBOOK 19 Artificial Intelligence (AI) and machine learning analytics drive customer behavior patterns, simultaneously interpreting this data. ExTEnSiVE PERSOnAlizATiOn 50 percent of Gen Z respondents prefer brands to deliver recommendations based on their own buying behavior. “ Code Brew Labs THE E-COMMERCE PLAYBOOK 20 QVC Code Brew Labs fulfillMEnT OPTiOnS THE E-COMMERCE PLAYBOOK 21 Of the many reasons online consumers give for abandoning their cart, some of the most common excuses revolve around problems with fulfillment. MORE SPECifiCAlly, wERE TAlKing AbOuT: Of course, its impossible to please everyone in this regardand do so profitably. You can offer your own delivery, completely controlled from your warehouse to the customers doorstep. The E-commerce delivery tracking management software acts as a connection between you and logistic companies. SHiPPing COSTS lEngTHy SHiPPing TiMES lACK Of dEliVERy OPTiOnS Code Brew Labs THE E-COMMERCE PLAYBOOK 22 Bridging this gap helps you carry out hassle-free, seamless pickup and delivery operations, with real-time tracking & management. You can now get better visibility and grab a larger customer base, with its focus only on customer service. The management of the logistics, as well as field agents, are taken care of by this simplest workforce management platform. Code Brew Labs PlAn yOuR MARKETing STRATEgiES THE E-COMMERCE PLAYBOOK 23 Understanding consumer behaviour According to survey portal Statista, ecommerce user penetration in the Middle East and Africa region stood at 54.6% in 2018 and would grow to 58.8% by 2022. PwCs Total Retail Survey, found out that younger people were more likely to shop online in the Middle East, with 36% of those who were aged between 18-24 shopped online, at least once a month. HOw MAny ARE buying OnlinE wHO iS buying OnlinE Code Brew Labs THE E-COMMERCE PLAYBOOK 24 40%- Better prices 31% - greater product selection 17% - convenience 54%- Books, music, movies 48%- Health and Beauty 44%- Electronics and computer 42%- Jewellery and Watches, 41%- Clothing and Footwear 35%- Furniture and Homeware, 31%- Household Appliances Surprisingly, online groceries were a category that wasnt as popular yet in the region with only 27% of people admitting to buying them online. wHy ARE THEy buying wHAT ARE THEy buying OnlinE THE E-COMMERCE PLAYBOOK 25 Code Brew Labs 56% of Middle Eastern shoppers were on mobile devices while shopping online and 52% of them were influenced by social media reviews while making a purchase. HOw ARE THEy buying OnlinE did yOu KnOw? Although PwC states that 80% of Middle Eastern Ecommerce sales were paid for through Cash On Delivery, UAE is again an outlier here, as according to S, over 60% of their transactions were through credit cards. THE E-COMMERCE PLAYBOOK Code Brew Labs 26 STAgE 3 SCAlE fOR gROwTH Code Brew Labs uSE Of TECHnOlOgy THE E-COMMERCE PLAYBOOK 27 The Middle Eastern market is also going to reflect similar tech trends as other markets across the globe, with increasing use of big data analytics, artificial intelligence, chatbots, faster delivery means, mobile payments, and omnichannel retailing, all used to aid commerce. Code Brew Labs REiMAginE lOCAliSATiOn THE E-COMMERCE PLAYBOOK 28 Language and localisation are very important aspects of commerce in the Middle East as even the Arabic dialect can vary widely across markets. Brands have slowly started to understand this and have started to model their online presence according to each markets preferences. Ecommerce Translation Currency Conversion Local Marketing & SEO Size Conversions International Payments Shipping Optimization Use AI based solution & autonomous machine learning to deliver affordable automated human quality translations Convert item prices based on current exchange rates. Enable international search engine to index content and improve search performance. Increase conversions and reduce returns by converting sizes into local chart standards at brand and merchant levels. Provide localised, secure and hosted international checkout process. Ensure same day delivery and offer convenience to your customer using delivery management software. Code Brew Labs uSER-fRiEndly dESign THE E-COMMERCE PLAYBOOK 29 Shoppers at physical storefronts are aware of the store layout, cleanliness, and ease of finding products and infor

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