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Research
Sep 11, 2015

What's Driving Global eCommerce?

Two things that bring consumers online and get them to complete their orders: Mobile phones and free delivery, recent Morgan Stanley survey finds.

Around the world, more people than ever are shopping online. Beyond more choices and inventory, free online movies, or the promise of same-day drone deliveries, what’s main impetus for growth in the sector?

Here’s a look at the numbers:

Mobile Share of Online Shopping Has Grown Dramatically

Mobile eCommerce penetration has surpassed 20% in 6-of-10 major markets.

Source: AlphaWise, Morgan Stanley Research

Percentage-Point Gains for Mobile eCommerce: 4Q14 vs. 1Q15

While China leads the mobile pack, developed markets, such as Australia, the UK and US, also logged big gains.

Source: AlphaWise, Morgan Stanley Research

Smartphones Lead Tablets in Mobile eCommerce

While its initial love-affair with tablets seems to have cooled, eCommerce continues its steady relationship with smartphones.

Source: AlphaWise, Morgan Stanley Research

Free Delivery Is King of Online Shopping

Globally, same-day delivery and faster delivery have become less important for online shoppers.

Source: AlphaWise, Morgan Stanley Research

China and India Online Shoppers Buck the Trend

Speed of delivery is more important for online shoppers in the BRIC (Brazil, Russia, India, China) markets than in developed markets such as Japan, the UK or US.

Source: AlphaWise, Morgan Stanley Research

Source: AlphaWise, Morgan Stanley Research

Online Shoppers Rank Most Important vs. Least Important Services

Free, less expensive, and more secure shopping top rankings…

Source: AlphaWise, Morgan Stanley Research

For more Morgan Stanley Research on global eCommerce, ask your Morgan Stanley representative or a Financial Advisor for the full report, “Source: AlphaWise eCommerce Survey: Free Shipping Trumps Same-Day...And Smartphone eCommerce Budding" (Jul 28, 2015). Plus, more of our latest ideas.

* In March-April 2015, we conducted an online survey of 10,000 consumers in 10 countries. The survey sample is representative of the 18+ population by gender, age, geography, and income in Australia, France, Germany, Japan, Russia, UK, and US. Respondents in Brazil are a national sample of online consumers from the A, B, & C socioeconomic classes, and in China and India, online consumers from Tier 1& 2 cities with above-average education and income.

Cities covered in the China survey include Beijing, Shanghai, Guangzhou, Shenzhen, Shenyang, Tianjin, Jinan, Chengdu, Xi'an, Nanjing, Hangzhou, Fuzhou, Wuhan, and Changsha.

Regions covered in the Brazil survey include Sudeste (48%), Nordeste (22%), Sul (18%), Centro-Oeste (9%) and Norte (4%).

In September-October 2014, we conducted an online survey of 10,000 consumers in 10 countries, and in 2012, we conducted an online survey of 8,000+ consumers in 8 countries. We present comparable data where available.