Скачать или смотреть Opportunities and challenges of global ecommerce | Global ecommerce

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Rob Mukherjee, Senior Manager of International Ecommerce at Walmart, talks about managing ecommerce in different markets around the world. He talks about how Walmart has developed its own emerging market model and how it is used, the ways in which the company shares learnings between markets, and the importance of technology. He also talks specifically about Mexico, looking at how the market there is rapidly changing and what that means for ecommerce brands.

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(00:23) How many markets is Walmart active in?

(00:55) How big is Walmart’s ecommerce side compared to the physical store side of things?

(01:24) You mentioned that Walmart is active in some emerging markets. What is an emerging market? What are the key characteristics of an emerging market?

(02:24) Why are emerging markets attractive to global businesses?

(03:15) You need to be aware of the differences between emerging and mature markets and have a different approach when launching an ecommerce presence in an emerging market.

(03:57) Is it possible to have a global ecommerce strategy or do you need to develop specific strategies for each market?

(05:08) You need to be aware of the differences between markets. If you don’t get this right, then you will fail and lose those customers forever.

(06:29) Having a strong understanding of the needs of a new market is key to success. What are the best ways to understand the differences between markets?

(07:39) Having people actually located in the target market helps when putting forward localisation propositions to the senior board, as it grounds arguments in reality, rather than theory.

(08:18) Are there any consistencies that apply to all markets when doing ecommerce?

(09:21) Having templates and models creates efficiency and helps to scale across markets.

(10:14) Walmart is investing quite a lot of money in the Mexican market. What insights can you share about ecommerce in Mexico?

(12:14) Mexico is quite an immature market in terms of ecommerce. Is that changing? Are people in Mexico becoming more open to online shopping?

(14:01) Is now a good time for online businesses to target new markets?

(15:37) Don’t enter too many new markets too quickly.

(16:46) What ecommerce trends should we look out for over the next year?