The New Normal: Identifying the Markets Most Primed for Sustained E-Commerce Growth

October 2020

To help companies understand which categories are most primed for sustained e-commerce growth post-pandemic, Euromonitor developed the E-Commerce Readiness Model. This tool uses analytic modelling to determine which countries and categories have the best market conditions to support higher e-commerce sales. This report explores the findings from this proprietary model across five specific industries: alcoholic drinks, apparel and footwear, beauty and personal care, home and garden and packaged f

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Key findings

Coronavirus pandemic led to a sudden surge in e-commerce purchases

A comparison of two consumer tracking surveys fielded by Euromonitor International in 2020 showed a double-digit increase in the percentage of connected consumers shopping online for that category. Besides shopping more in already-familiar categories, consumers have turned to e-commerce across a broader range of products and services during the pandemic.

Identifying the best markets for sustained e-commerce growth

In order to help companies understand which categories are most primed for sustained e-commerce growth post-pandemic, Euromonitor developed the E-Commerce Readiness Model. This tool uses analytics modelling to determine which markets are best positioned to support sustained e-commerce growth.

Global retail industry could support significant e-commerce growth without expansion

Euromonitor International’s E-Commerce Readiness Model found that markets globally could support more than USD77.7 billion in additional e-commerce sales. This growth could come from both developed and emerging markets alike.

E-commerce growth opportunities exist across all industries explored in this model

In looking across the 16 industries included in the model, industries with relatively low e-commerce sales today such as fresh and packaged food as well as alcoholic drinks have potential for significant movement towards online sales (USD38.5 billion globally) while other more developed e-commerce industries such as apparel (USD3.4 billion globally) still show prospects for growth.

Introduction

Scope of the Digital Consumer
Key findings

The Crisis-Inspired Surge in E-Commerce

Coronavirus (COVID-19) led to sudden surge in e-commerce purchases
Pandemic likely to lead to a permanent increase in online shopping
Identifying the markets most primed for sustained e-commerce growth
Introducing Euromonitor’s E-Commerce Readiness Model

Promising markets for sustained e-commerce growth

Exploring unmet e-commerce potential across five industries
Industry spotlight: Alcoholic drinks
Key markets for alcoholic drinks growth potential
Market spotlight: Chinese Baijiu makers push digital transformation
Industry spotlight: Apparel and footwear
Key markets for apparel and footwear e-commerce growth potential
Market spotlight: Chile’s growth driven by infrastructure improvements
Industry spotlight: Beauty and personal care
Key markets for beauty and personal care e-commerce growth potential
Market spotlight: German skin care is driving online beauty opportunity
Industry spotlight: Home and garden
Key markets for home and garden growth potential
Market spotlight: Retailers drive Australia’s home and garden e-com shift
Industry spotlight: Packaged food
Key markets for packaged food e-commerce growth potential
Market spotlight: India’s packaged milk and oils have greatest potential

Key Takeaways

E-commerce is projected to outpace store-based sales of goods
Emerging and developed markets primed for sustained online growth

Appendix

About Euromonitor International’s E-Commerce Readiness Model
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