Global eCommerce Expansion: Opportunities and Threats in Beauty, Fashion, FMCG & Luxury

In a time of unprecedented growth in eCommerce, companies are increasingly competing over new opportunities in international markets. Establishing a new eCommerce presence, or expanding an existing one, is a considerable challenge. Successful implementation requires a large amount of technical skill, market knowledge, analytics as well as supply chain expertise.

Where do the opportunities lie for retailers looking to expand? And to what extent do companies expect to seek external assistance for international expansion?

In December and January of 2014/15 Worldwide Business Research and arvato surveyed industry executives in the Beauty, Luxury, Fashion and FMCG industries, focussing on international expansion trends in omni-channel eCommerce.

The survey was completed by 93 industry executives with job titles including Head of eCommerce, Director eCommerce, Managing Director and Vice President of Digital Commerce – this report presents the survey’s findings.

Headline Findings:

• Outsourcing trend: 50% to 52% of Luxury and Fashion businesses surveyed operate elements of their eCommerce business with outsourced services, contrasted with only 38% of the FCMG industry.
• Most outsourced service: Online Shop develoment & operations and online marketing were consistently named as the aspect of eCommerce most likely to be outsourced 
• Luxury abroad: Nearly 25% of respondents in the luxury industry named China and the USA as key areas for growth in eCommerce sales in the next four years.
• Omni-channel operation: Europe is the region in which businesses are most likely to look for support of both B2C and multi-channel eCommerce.