eMarketer have just come up with their latest forecasts of business to consumer (B2C) ecommerce worldwide sales.
The headlines are “ Sales to top $1.2 trillion” and “Emerging Markets Drive Sales Higher” but we can’t help but notice the sheer dominance of the top 4 countries which we have selected on the basis of achieving a minimum of $100 billion sales per annum at some stage during the forecast timeframe which goes up to 2016.
China’s growth rate is impressive in absolute terms but it really is just achieving a level approximately compatible with its population..
The UK leads the per capita figures amongst the four majors.
The $’s per capita on the 2013 figures we calculate as being:
- UK – $1,565
- US - $1,248
- Japan – $931
- China – $135
These compare to a worldwide average of $172.
In growth rate terms eMarketer sees worldwide rates virtually halving between 2011 and 2016 reducing from 23.3% to 11.0%. This year the rate is 17.1% with the mature North American and European markets at 12.5% and 14% whereas the African and Middle East Markets at 31% together with Asia Pacific at 23.1% lead the way.