Consumer connectivity and demand for better assortment and value through an omnichannel experience are obvious drivers. Consumers also seek trust in a channel, which can only be built over time by providing a consistent quality shopping experience. In the case of e-commerce, that trust is still developing.
By examining experiences in developed e-commerce markets like China, Korea, and the U.K., it’s clear that physical as well as financial infrastructure—robust and reliable delivery mechanisms, digital payment systems and even cash on delivery options—have proven their worth toward faster market development. Environmental and cultural factors also play a role, advancing e-commerce evolution more quickly in some markets even when they have similar connectivity profiles as markets where evolution is slower.