It is increasingly the case, however, that consumers are using the internet to make physical purchases. It’s important, however, not to overstate the role of ‘pure’ digital commerce: economic statistics show that internet sales still only account for less than 10% of total retail sales for companies. As a result, we can say the mass market of digital consumers has only really existed for about 10 years. The digital consumer is well and truly with us.Īlthough Amazon launched online in 1995 and eBay followed in 1996, these business models were, at the time, considered to be transient novelties. The proportion of all adults ordering goods and services online are 45% in France (note 3), 56% in Germany, 62% in the UK and even more in the US. BearingPoint estimates that up to 1.7bn consumers have shopped online (note 2). Yet over one quarter (28.7%) of the world’s population already use the internet - some two billion people (note 1). The digital world (which includes the internet, PCs and mobile phones) is barely 20 years old.
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