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インターネット vs 実店舗型ショッピング:世界規模でのオムニチャネル小売への移行の動き

Internet vs Store-based Shopping: The Global Move Towards Omnichannel Retailing

発行 Euromonitor International 商品コード 317397
出版日 ページ情報 英文 102 Pages
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インターネット vs 実店舗型ショッピング:世界規模でのオムニチャネル小売への移行の動き Internet vs Store-based Shopping: The Global Move Towards Omnichannel Retailing
出版日: 2014年08月01日 ページ情報: 英文 102 Pages
概要

消費者がオンライン/オフライン行動を混ぜ合わせるようになったため、インターネット小売や電子商取引(eコマース)と実店舗型小売販売との境界線はあいまいになってきました。大手小売業者では、オフライン/オンライン/モバイルショッピング機能を統合して、購入客にシームレスなショッピング経験をさせる「オムニチャネル」アプローチの導入が進んでいます。2013年現在、世界のインターネット小売の売上高は6400億米ドル(1人当たり9000米ドル)に達しました。eコマースの売上高はまだ、全世界の小売業の総売上高の5%に過ぎませんが、その成長率はきわめて高く、過去5年間の平均成長率は127%に達しています。

当レポートでは、世界の小売業におけるオムニチャネル小売の影響度について分析し、オフライン/オンライン(モバイルを含む)ショッピングの市場規模や特性、インターネット購入客の購入行動、全体的な市場規模や小売業全体に占める比率、各商品チャネルにおけるオンライン流通の傾向、主要市場の概況、小売業者側の戦略、今後の市場機会などを調査・考察しております。

エグゼクティブ・サマリー

イントロダクション

主な成長促進要因

  • インターネットの拡大
  • 技術進歩
  • オンラインペイメントとセキュリティ上の課題
  • 規制上の課題
  • 市場価値の追求

インターネット小売の売上高

  • インターネット/小売業全体の売上高
  • 市場の全体的な傾向
  • アパレル・フットウェアの流通動向
  • 電子製品・家電の流通動向
  • 食品・飲料の流通動向
  • 健康・美容用品の流通動向
  • メディア製品の流通動向
  • 従来型玩具・ゲームの流通動向
  • 家庭・ガーデニング用品の流通動向
  • モバイル式インターネット小売

オンライン購入客の行動と特徴

  • 店内/オンラインショッピングに対する選好
  • インターネットショッピングの動機
  • 店内での携帯電話の利用
  • オンライン購入客の特徴
  • モバイル購入客

主要国市場

  • ブラジル
  • 中国
  • フランス
  • ドイツ
  • 日本
  • ロシア
  • 英国
  • 米国

小売業者の戦略

  • 業界再編とグローバル化
  • マルチチャネル戦略の導入
  • オムニチャネル小売
  • 実店舗のデジタル化
  • モバイル通信技術
  • デジタルチャネルへの移行
  • ユーザーエクスペリエンスの改善
  • 配送サービスの改善
  • 「ショールーミング」の流れとの戦い
  • オンラインからオフラインへ
  • サブスクリプション方式サービス

将来展望

  • 注目すべき動向
  • マーケティング担当者向け提言
  • 部門別の予測
  • 成長市場
目次

As consumers continue to blend their off-line and on-line activities, from "showrooming" and retail apps to sofa shopping and click-and-collect, the lines between internet retailing, e-commerce and physical retailing are becoming increasingly blurred. Big retailers are taking an "omni-channel" approach by merging their offline, on-line and mobile capabilities to create a seamless experience for shoppers. This report studies the impact of omni-channel trends on global retailing.

Consumer behaviour driving internet sales surge

E-commerce and m-commerce have changed the way that consumers, even those who still visit physical stores, approach shopping. The main drivers of e-commerce include:

  • the search for value and convenience
  • increased access to, and usage of, the internet
  • faster download speeds;
  • improved delivery and online payment methods
  • the shift towards mobile devices such as smartphones and tablets.

Global internet sales were worth nearly US$640 billion in 2013, roughly $90 per head. Although e-commerce accounted for just 5% of global retail sales in 2013, its growth has been spectacular, with internet sales soaring by 127% in current value terms over the past five years.

These trends have been identified by Euromonitor International's Strategy Briefing in this report which compares and contrasts the characteristics and buying behaviours of internet shoppers, looks at the total market size and share of retail, distribution trends across each consumer market sector, highlights behaviours in key countries, analyses retailer strategies and identifies future opportunities for growth.

Table of Contents

EXECUTIVE SUMMARY

  • Growth drivers
  • Internet retailing trends
    • Chart 1 Global Internet Sales by Category 2013
  • Behaviour and characteristics of online shoppers
  • Retailer strategies
  • Outlook
    • Summary 1 Opportunities and Threats to Retailers

INTRODUCTION

  • A new way of shopping
  • Definitions

KEY GROWTH DRIVERS

  • Expansion of the internet
    • Global user base expands
    • China and India drive growth
    • Improving access in remote areas
      • Table 1 Internet Users as % Population by Country 2008/2013
  • Technological progress
    • Growth in mobile internet subscriptions
      • Chart 2 Global Mobile Internet Subscriptions 2008-2013
    • The US and China almost neck and neck
      • Chart 3 Mobile Internet Subscriptions in Key Markets 2013
    • Higher network speeds
    • Expanding access to Wi-Fi
  • Online payment and security issues
    • Personal data at risk
    • Alternative payment systems
    • Mobile wallets
  • Regulatory issues
    • Consumer rights
    • US e-commerce tax on hold
    • Some states already impose internet sales taxes
    • Russia abandons plans to tax e-commerce imports
  • The search for value
    • Economic prospects remain uncertain
      • Chart 4 Global GDP Growth 2008-2013
    • Thrift embedded in consumer mindset
    • Getting the best prices
    • Group buying websites
    • Flash sales websites - the survival of the fittest
    • Price comparison websites
    • One-off sales events

INTERNET RETAILING SALES

  • Internet versus total retail sales
    • Internet retailing share doubles over the review period
      • Table 2 Global Retail Sales and Internet Retailing 2008/2013
      • Chart 5 Global Internet Sales Versus Total Sales 2008-2013
    • China makes up for lost time
      • Chart 6 Internet Sales in Leading Countries 2008/2013
      • Chart 7 Per Household Internet Sales In Leading Countries 2013
      • Chart 8 Internet Sales Versus Total Sales In Leading Countries 2013
  • Broad sector trends
    • Internet sales still minor
    • Online grocery driven by convenience factor
      • Chart 9 Global Internet Sales as a % Total Sales by Category 2008/2013
    • Apparel and footwear accounts for a fifth of online sales
    • Consumers turn to online health and beauty for repeat purchases
    • Home care benefits from subscription services
    • Internet growth affects specialist retailers
      • Table 3 Global Internet Sales by Category 2008/2013
  • Distribution trends in apparel and footwear
    • Specialist retailers and mail order lose share to online sales
      • Chart 10 Apparel and Footwear: Global Retail Sales by Channel 2008/2013
    • US most developed market
    • Pure-play e-tailer strategies
    • Physical retailer strategies
    • Clothing retailers target mobile market
      • Chart 11 Specialist Retailer Versus Online Sales of Apparel and Footwear, Global 2008-2013
  • Distribution trends in the electronics and appliances market
    • Specialist retailers still favoured
      • Chart 12 Consumer Electronics: Global Retail Sales by Channel 2008/2013
      • Chart 13 Consumer Appliances: Global Retail Sales by Channel 2008/2013
    • Online sales enjoy triple-digit growth
      • Chart 14 Specialist Retailer Versus Online Sales of Electronics/Appliances, Global 2008-2013
  • Distribution trends in food and drink
    • Internet sales still undeveloped
      • Chart 15 Packaged Food and Drink: Global Retail Sales by Channel 2008/2013
    • Online food and drink forms part of multi-channel strategy
    • UK leads the way
      • Chart 16 Grocery Retailer Versus Online Sales of Food and Drink, Global 2008-2013
  • Distribution trends in health and beauty
    • Grocery retailers claim largest share of sales
      • Chart 17 Beauty and Personal Care: Global Retail Sales by Channel 2008/2013
      • Chart 18 Consumer Health: Global Retail Sales by Channel 2008/2013
    • China drives online growth
    • E-tailers become innovative
    • Online OTC regulations relaxed in some markets
    • Physical retailers fight back
      • Chart 19 Specialist Retailer Versus Online Sales of Health and Beauty Products, Global 2008-2013
  • Distribution trends in media products
    • The struggle against digital content
    • Video streaming benefits from faster network speeds
    • Free-to-play mobile games become more sophisticated
    • The success of e-books
    • Media stores focus on experience
      • Chart 20 Physical Versus Online Sales of Media Products, Global 2008-2013
  • Distribution trends in traditional toys and games
    • Toy stores face tough competition
    • Toys "R" Us gets creative
      • Chart 21 Physical Versus Online Sales of Traditional Toys and Games, Global 2008-2013
  • Home and garden products
    • Specialists remain the preferred channel
      • Chart 22 Home and Garden Products: Global Retail Sales by Channel 2008/2013
    • Augmented reality addresses visualisation issues
    • Providing expert advice
      • Chart 23 Specialist Retailer Versus Online Sales of Home and Garden Products, Global 2008-2013
  • Mobile internet retailing
    • The shift towards m-commerce
    • Augmented reality
    • QR codes
    • M-commerce remains niche
      • Chart 24 Mobile as a % Total Internet Sales by Country 2011/2012/2013

ONLINE SHOPPER BEHAVIOUR AND CHARACTERISTICS

  • In-store versus online shopping preferences
    • Online shoppers are still in the minority
    • Internet offers variety
    • Delivery most appealing to older shoppers
      • Chart 25 In-store Versus Online Shopping for Non-essentials, by Country 2012
  • Motivations for internet shopping
    • Table 4 Online Shopping Motivations by Country 2012
  • Use of mobile phones in stores
    • Technology plays a greater role in shopping
    • Apps replace salespeople
    • The influence of reviews
      • Chart 26 Frequency of Mobile Phone Activity in Stores 2012
  • Characteristics of online shoppers
    • Downloadable items still the most common online purchases
    • Young people most likely to buy online
      • Chart 27 Online Purchases by Age Group 2013
      • Chart 28 Online Purchases by Gender 2013
    • Online purchases by country
      • Chart 29 Frequency of Online Purchases by Type and by Country 2013
  • Mobile shoppers
    • Chart 30 Frequency of Using Mobile Phone for Purchases, by Country 2011/2013
    • Chart 31 Global Use of Mobile Phone for Purchases, by Age 2013

KEY MARKET TRENDS

  • Brazil
    • Shoppers prefer to pay in instalments
    • Online clothing overcomes barriers
    • M-commerce is emerging
      • Table 5 Brazil: Internet Shopping in Leading Categories 2008/2013
    • Competitive environment
      • Chart 32 Brazil: Internet Retailing - Top 10 Brands by Value Share 2013
  • China
    • A burgeoning market
    • Apparel and footwear becomes largest category
    • Mobile purchases gaining pace
      • Table 6 China: Internet Shopping in Leading Categories 2008/2013
    • Alibaba dominates online
    • Bricks-and-clicks retailers make progress
    • Amazon slow to adapt
      • Chart 33 China: Internet Retailing - Top 10 Brands by Value Share 2013
  • France
    • Number of e-tailers continues to grow
    • Clothing retailers have more flexibility online
    • Electronics retailers struggle to compete with online players
    • Free's cheap mobile plan fuels the m-commerce market
      • Table 7 France: Internet Shopping in Leading Categories 2008/2013
    • Competitive environment
      • Chart 34 France: Internet Retailing - Top 10 Brands by Value Share 2013
  • Germany
    • Price and convenience are key
    • Apparel and footwear is the largest category
    • Grocery retailing remains underdeveloped
    • Consumers remain wary of mobile payment
      • Table 8 Germany: Internet Shopping in Leading Categories 2008/2013
    • Competitive environment
      • Chart 35 Germany: Internet Retailing - Top 10 Brands by Value Share 2013
  • Japan
    • Japan leads in m-commerce
    • Growth of mobile fashion
    • Launch of Net Super fuels online grocery sales
    • Showrooming common in electronics sector
      • Table 9 Japan: Internet Shopping in Leading Categories 2008/2013
    • Competitive environment
      • Chart 36 Japan: Internet Retailing - Top 10 Brands by Value Share 2013
  • Russia
    • Market held back by logistics and online payment issues
    • CyberMonday provides a boost to sales
    • Online grocery still embryonic
      • Table 10 Russia: Internet Shopping in Leading Categories 2008/2013
    • Competitive environment
    • International players have only a small presence
      • Chart 37 Russia: Internet Retailing - Top 10 Brands by Value Share 2013
  • UK
    • A highly developed market
    • Online clothing makes strides
    • UK has the most sophisticated online grocery market
    • Media downloads affect specialist retailers
    • Rise of m-commerce
      • Table 11 UK: Internet Shopping in Leading Categories 2008/2013
    • Competitive environment
    • Asos makes great strides
      • Chart 38 UK: Internet Retailing - Top 10 Brands by Value Share 2013
  • US
    • Leading global e-commerce sales
    • Consumer appliances makes the most progress
    • Online grocery slow to take off
    • Home Depot promotes click-and-collect concept
    • The move to m-commerce
      • Table 12 US: Internet Shopping in Leading Categories 2008/2013
    • Competitive environment
      • Chart 39 US: Internet Retailing - Top 10 Brands by Value Share 2013

RETAILER STRATEGY

  • Consolidation and globalisation
    • Amazon rules the roost
    • Tmall dominates Chinese market
    • eBay maintains third position
    • Apple focuses on digital channels
    • Ongoing consolidation
      • Table 13 Internet Retailing - Top 10 Global Brands by Value Share 2008/2013
  • Adopting multi-channel strategies
    • Summary 2 Recent Acquisitions of Online Retailers by Store-based Retailers
  • Omnichannel retailing
  • Digitalising physical stores
  • Mobile technology
    • The growth of shopping apps
    • Geolocation
    • Couponing
    • Virtual shopping shelves
  • The move to digital channels
    • Amazon at the forefront of-book delivery
  • Improving the user experience
    • Providing more information
    • Improving website design
    • Simplifying the checkout process
    • The offer of return shipping
    • Virtual reality tools
  • Improving delivery options
    • Speeding up the shipping process
    • Subscription delivery services
    • Building fulfilment centres
    • Collaboration with courier services
    • Store-based click-and-collect
    • Click-and-collect locker services
  • Combating the showrooming trend
    • Bringing customers back to stores
    • Price matching
    • Retailtainment
  • Online to offline
  • Subscription based services
    • Creating excitement
    • Beauty boxes take off in Asia
    • Appealing to new parents

FUTURE OUTLOOK

  • Trends to watch
    • Internet to play an ever greater role in the shopping experience
    • The continuing shift towards mobile
    • Shopping apps will become more sophisticated
    • The future is hands free
    • In-store technology will enhance the shopper experience
    • Shopping malls to become major entertainment hubs
    • A wider range of delivery solutions
    • The industry will become more tightly regulated
    • Globalisation and internationalisation will be ongoing
    • Chinese market holds potential for Western players
  • Recommendations to marketers
    • Offer an omnichannel experience
    • Work on improving delivery options
    • Improving website functionality
    • Keep customers coming to stores
    • Include mobile in the equation
  • Forecasts by sector
    • Apparel and footwear, appliances and grocery offer most potential
    • E-tailers will continue to facilitate media content delivery
    • Online beauty: Consumers need convincing
      • Table 14 Forecast Global Internet Sales 2013/2018
  • Growth markets
    • China to see dramatic growth, but average sales will remain low
    • E-commerce to expand to the regions in Russia
      • Chart 40 Forecast Internet Sales In Leading Countries 2013/2018
      • Chart 41 Forecast Internet Share of Total Retail Sales In Leading Countries 2013/2018
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