More of the word’s population engaging in online shopping

The news that online shopping is increasing rapidly in the global marketplace shouldn’t surprise anyone, but a couple of the findings from Nielson’s “Global Online Survey on Internet Shopping Habits”. can help you target international customers. In their analysis of the report eMarketer points out that cash transactions are the basis in many developing economies, but that is changing. And one of the main categories to help introduce online shopping to developing nations is travel. eMarketer describes the place travel has in growing ecommerce worldwide:

“Travel is often one of the first retail categories to succeed in developing e-commerce economies,” Mr. Grau said. “Positive consumer experiences booking travel online creates confidence that can lead to purchases in other more complex e-commerce categories.”

Travel isn’t the only popular category in online shopping. Books, clothing and entertainment are even more popular categories. And once a toehold is gained in a nation, online shopping takes off, additional products and services surpassing the category that might have introduced the trend.

Nielson’s “Global Online Survey on Internet Shopping Habits” points out the dramatic growth of ecommerce worldwide. Two years ago, says the report, only 10 percent of the population of the world had bought something online. That number is now up to 40 percent.

Additionally, 85 percent of those with Internet have made an online purchase. And where are they making these purchases? Nielson says that many who engage in online shopping end up becoming repeat customers:

According to Nielsen, online shoppers tend to stick to the shopping sites they are familiar with, with 60 percent saying they buy mostly from the same site. “This shows the importance of capturing the tens of millions of new online shoppers as they make their first purchases on the Internet. If shopping sites can capture them early, and create a positive shopping experience, they will likely capture their loyalty and their money,” said Paul.

As an ecommerce Web site, it is important to utilize as many tools as possible to attract new online shoppers, and to provide a solid first impression to the shoppers you do attract. You need to know who your products and services will appeal to, and then target that audience. A large percentage of the population has not started online shopping yet. But the increasing rate of ecommerce growth worldwide indicates that many will start shopping soon. Developing countries offer the greatest potential for growth, so it is time to plan now to attract more international customers.