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Presentación Kati Suominen - eCommerce Day Buenos Aires 2016

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Diapositivas presentadas por Kati Suominen, Founder & CEO TradeUp Capital Fund and Nextrade Group LLC, en el eCommerce Day Buenos Aires 2016.

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Presentación Kati Suominen - eCommerce Day Buenos Aires 2016

  1. 1. Digital Disruption in 2016-2020: Where Is Growth Coming From – and Is That Where You Want to Be? Dr. Kati Suominen Founder & CEO, NextradeGroup & TradeUpCapital Fund Adjunct Fellow, Center for Strategic and International Studies (CSIS) 11 August 2016 eCommerce Day, Buenos Aires kati@nextradegroupllc.com
  2. 2. Ecommerce is still driven by only a handful of humanity… 7.4bn people 5.2bn mobile phones 3.2bn online 1.1bn high- speed Internet • Wealthy • Urban • Young • Male • Developed countries ?
  3. 3. Megatrend 1: Huge Growth in Internet Users 270m in LatAm
  4. 4. More & More of LatAm Netizens = Digital Buyers
  5. 5. Megatrend 2: Incomes Are Growing Per capita income, 2016 and 2020 • 75% of consumption growth is from income growth
  6. 6. Income Growth  Internet Use, Consumption LatAm 2016 LatAm 2020
  7. 7. Strong Income Growth in LatAm 2016-2020
  8. 8. Megatrend 3: More Low Income Online Shoppers – do you buy online? Before
  9. 9. Megatrend 3: More Low Income Online Shoppers Now
  10. 10.  Ecommerce as % of LatAm Retail Growing • UK: 14% • US: 8% • China: 13% • Brazil: 4%
  11. 11. By 2020 • 270m new Internet users in LatAm, 3bn globally  Most lower income • LatAm shopper is wealthier by 10-15% • More low-income Latin Americans shop online  How do you get at this massive market?
  12. 12. Global Income “Pyramid” 1bn people <$1 / day 3bn people $1-$8 / day 2bn people $10-$60 / day 1bn people >$60 / day
  13. 13. Global Income “Pyramid” 1bn people <$1 / day 3bn people $1-$8 / day 2bn people $10-$60 / day 1bn people >$60 / day
  14. 14. Mobile Use Is on Fire
  15. 15. Smartphone Usage Rates 30-50%
  16. 16. Low-Income People Connect Online on Mobile  Go “Mobile First”
  17. 17. Buy online to save time Buy online to find best fit, save money  Know Your Customer & what drives them
  18. 18. And Do Customer Analytics Source: McKinsey.
  19. 19.  Know Where Your Customer Is Source: Esri data. 2016
  20. 20. And where she is tomorrow Source: Esri data. 2020
  21. 21. Cross-Border Ecommerce Grows Much Faster Cross-border ecommerce growth = 5x domestic ecommerce growth in 2016-2020
  22. 22. Digital Disruption in 2016-2020: Where Is Growth Coming From – and Is That Where You Want to Be? Dr. Kati Suominen Founder & CEO, NextradeGroup & TradeUpCapital Fund Adjunct Fellow, Center for Strategic and International Studies (CSIS) 11 August 2016 eCommerce Day, Buenos Aires kati@nextradegroupllc.com
  23. 23. $ Legal and regulatory frameworks Ecommerce strategies Ecommerce logistics Online payments ICT infrastructure and services Ecommerce skills Much has to go right in the “enabling environment”
  24. 24. Ecommerce is still driven by only a handful of humanity… Demographics Geography Psychographics
  25. 25. Ecommerce is still driven by only a handful of humanity… Demographics Geography Psychographics Demographics
  26. 26. Know Your Customer
  27. 27. Internet is used more by some demographic groups
  28. 28. 32 Source: UNCTAD % of individuals purchasing products online, 2013 Most emerging market shoppers have not bought online
  29. 29. …and only some companies sell online % of companies with online sales  Typically these are: Larger, fast-growing, skill-intensive, export-oriented, urban
  30. 30. Source: Author based on Eurostat. Even most EU companies are offline
  31. 31. The Next 5 Years
  32. 32. Cross-Border Trade Is Growing
  33. 33. Who’s Driving This? B2C Ecommerce Markets in 2015 Source: eMarketer.
  34. 34. Emerging Markets Catching Up % of people using the Internet
  35. 35. Megatrend 2: Incomes Are Growing Per capita income, 2016 and 2020 • 75% of consumption growth is from income growth
  36. 36. China’s $24,000 Club • Higher incomes: more discretionary income, purchases of luxury products • 100 million by 2020 • Highly connected • Buying ~$6.5T • 53% of the millennials – who buy 40% more than older people of same incomes
  37. 37. Womenomics • Women drive 65-80% of all B2C purchasing • Women have money to spend: incomes at $18T by 2018 • U.S. women make 61% more online purchases than men and make up 58% of online spending
  38. 38. Asian women emerging as spenders – and breadwinners Source: EIU.
  39. 39. Huge Mass of Urban Consumers • Want to reach 80% of consumers by 2020?  Be in 430 world markets = cities • 410m people & 61% of world GDP by 2030 in 750 mega-cities • 91% of growth in consumption comes from cities • Large young & urban populations in Nigeria, China, India, Brazil, U.S. • Most urban consumption still in China + North America: 315 cities make up 40% of consumption growth
  40. 40. Biggest spenders: today’s millennials Source: McKinsey Global Institute.
  41. 41. Source: McKinsey Global Institute.
  42. 42. Surprise! Rural ecommerce growing fast • Rural consumers: 80m new online buyers in 2015 alone • Rural buying growing with rise of smartphones: physical retail not near, while phones are • India: more and more demand from 3,313 tier II & III cities & 1,233 rural hubs
  43. 43. Cities What Is Your Strategy? New Spending Power New connectivity China $24K Club B2C & B2B Emerging markets of Africa, LAC B2C, B2B Emerging market women B2C Advanced economy women and men B2C Advanced economy businesses B2B Rural, BOP B2C, B2C
  44. 44. LatAm Companies: Already in Crossborder
  45. 45. LatAm Companies: Already in Crossborder
  46. 46. LatAm Companies: Already in Crossborder
  47. 47. LatAm Challenges
  48. 48. LatAm Challenges
  49. 49. LatAm Challenges
  50. 50. Most consumption still in advanced economies % of world GDP per capita, 2016 and 2020
  51. 51. • B2B ecommerce at $6.7T by 2020: manufacturers and wholesalers getting online • Smartphones accelerate this: already, 42% of B2B purchase researchers use a mobile device during the purchasing process • >50% of B2B decision-makers in 2020: Millennials B2B Is Exploding Source: Google. 2012 2015 3x growth in B2B searches from mobiles
  52. 52. In B2B too, Think of Millennials & Mobile: Shift in B2B Researcher Demographic Source: Google.
  53. 53. How Do People Buy (or Browse) Source: Nielsen.
  54. 54. What Sectors – and Where? Source: Nielsen.

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