Online sales make up 36% of global revenue in Tech & Durables (T&D), Nielsen reports. Revenue stabilizes across regions, with growth led by China (49%) and CEE (47%). Emerging Asia lags at 9%, showing the need for localized strategies.
Nielsen reports that 36% of global Tech & Durables (T&D) revenue comes from online sales, totaling $142B in the first half of 2024. Categories like Photo (+10%) and Telecom (+7.4%) drove growth, while IT and Major Domestic Appliances saw over 5% declines. Small domestic appliances and IT products led online sales with 48% and 51% shares. Online sales show big regional differences. China and Central & Eastern Europe lead with 49% and 47% of T&D revenue online. Western Europe is steady at 39%. Emerging Asia saw online sales drop to 9%, while the Middle East and Africa grew steadily to 19%.
The fusion of online and offline retail in Tech & Durables is the future. Consumers increasingly value convenience, price, promotions, ease of finding products, and availability, blurring the lines between online and in-store shopping.
Omnichannel retail is crucial, with 80% of retailers focusing on it globally, Nielsen says. Mobile commerce is vital in the Pacific and Middle East. Europe and Latin America prioritize omnichannel strategies. Retailers need consistent online visibility and strong mobile platforms to compete.
How can retailers balance digital and physical strategies?
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