In our world today, consumers live an increasingly “hyper-connected, hyper-life” - they are more stretched than ever before and are striving to repurpose their time and effort, searching for simpler, easier, more pleasant and purposeful ways of living… including shopping.
The seventh Nielsen Africa Prospects report highlights shifting country priorities and sources of potential, with multi-dimensional, comparative indicators. The report also includes a special feature on business priorities across Sub-Saharan Africa for the upcoming year.
Global FMCG retail is pegged at $4 trillion today, growing at a rate of just 4%, with signs of continuing sluggish performance in developed markets. On the other hand, total retail e-commerce is predicted to grow by 20% (combined annual growth rate) to become a $4 trillion market by 2020.
For retailers, e-commerce is only one part of the digital picture. A complete digital strategy includes interaction at every point along the path to purchase. Digital touch points occur both in and out of stores, and consumers are increasingly using technology to simplify and improve the process.