will remain the largest market inLATAM, with online sales growing to

Changes in consumer habits are expected to continue accelerating along this path

to the next years.

Is expected to account for around a quarter of the global retail sales generated by the 60 largest markets, twice as much as the US.

A key trend within China will be the growth of cities. Third- and fourth-tier cities situated further inland.

Retail sales will rise more quickly (albeit from a lower base) in the interior, which will see faster wage growth and government-led efforts to boost consumption.

eCommerce companies doing business in China must strengthen their logistics so that they can maintain the overall customer experience of online retail

India, Brazil and Russia are also stepping out of the shadow of their Western neighbours

to become retail powerhouses.

is powered by its fast-growing smartphone penetration, as customers are increasingly using their mobile phones to buy products online.

Will become the dominant retail markets.

Africa is brimming with potential for global retailers, with its billion people and growing economy.

China BrazilIndia Russia

is not the only emerging market for retail to focus on as a global leader in the future, although it is the largest.

CHINA WILL BECOME

ONLINE RETAIL MARKET

BrazilIndia Russia

$35 Billion

THE RIGHT APPROACHES TO AFRICA

in AFRICA

A COMBINEDSPENDING POWER OF

Indeed, Sub-SaharanAfrican countries

Among the more promising MARKETS are:

Mexico Colombia Philippines Turkey Sub-SaharanAfrica

$6.8 Billion $5.5 Billion

the Indian market alone could be a comparable size to that of Western Europe.

these emerging markets will form 4 of the 6 largest markets. In the world in US-dollar terms, perhaps 5 of the top 7 if the Indonesian market continues to grow.

By 18 years time,

In 8 years time

Although African potential over the coming years is unlikely to match that of the BRIC countries, retailers are already looking to invest in African markets now in order to reap the potential they may have ten or even 20 years down the line.

- START WITH THE BASICS: The vast majority of Africa has limited market saturation but also low maturity. Consumer spending is generally much lower than in the more mature.

- MOVE QUICKLY: The countries in this group have rapidly evolving retail dynamics and demographics, with many companies already established or planning entry. Price and brand still matter in these countries, but bulk purchases are increasing, and store size, look and feel, and assortments are growing more important.

- DIFFERENTIATE:These have Africa’s most advanced retail sectors as well as an existing presence of international retailers. As in many modern markets, many buyers are willing to pay extra for fresh foods and convenience, and are increasingly seeking to make bulk purchases in big, fancy stores with large assortments.

are now among the 10 fastest-growing economies in the world.

THE TOP 18 CITIES

COULD HAVE

BYFOLLOWED

Sources:

• Forrester Research Online Retail Forecast, 2014 To 2019 (Asia Pacific). • Seizing Africa's Retail Opportunities – ATKearney

• Retail 2022 Economist Intelligent Unit. • Global Powers of Retailing 2014 – Deloitte • Latin America Online Retail Forecast, 2013 To 2018

• Euromoney, Population Reference Bureau, World Bank, EIU; A.T Kearney analysis

www.openbravo.com

Market Size

Mark

et

Satu

rati

on

100

90

80

70

60

50

40

30

20

10

0

START WITH THE BASICS

MOVE QUICKLY

OPT OUT DIFFERENTIATE

Eastern Western Southern

SouthAfrica

Nigeria

Ethiopia

Gabon

GhanaMozambique

Rwanda

Tanzania

Namibia

Botswana