PwC has recently published its yearly survey on e-commerce. The study surveyed 11.000 consumers in eleven different countries with the aim of debunking myths about e-commerce.
Myth #1: social media is a major distribution channel. PwC found out that despite the fact that 75% of online shoppers use social media, only 24% use it to actually shop.
Myth #2: The high-street as we know it is dead. PwC has disproved this well promoted myth and has show that in general customers still prefer to head to the shops. The only sector where online shopping has made a very significant mark – 62% of customers use this channel only for purchases – is books and music. A preference for traditional brick and mortar shops is particularly strong in France.
Myth #3: The desktop is gone; it’s all about smartphones and tablets. The study found out that 97% of online shopping is done through a desktop. Moreover, it was found that European shoppers are behind when it comes to smartphone and tablet purchases compared to their Chinese counterparts.
Myth #4: Shoppers are the same everywhere. The survey uncovered that consumers’ expectations are very different depending on where they come from. Shoppers in the Netherlands, Germany and Switzerland are practical shoppers, whereas Russians and Americans try to find the best deals.
Myth #5: Emerging online markets will look like mature ones. Emerging countries have passed mature European and North American markets when it comes to new technologies and social media.
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Myth #6 and #7: national brands will always have an advantage over international ones; international pure players will always have and advantage over local ones. These two myths, both contradictory, are discredited by PwC. While national multi-channel players are dominant in mature e-markets, international ones have taken the lead in emerging countries. The study also found that Amazon and eBay are the only international pure players which are leaders across all regions.
To read the three last myths about e-commerce read PwC’s study here.
