Emerging markets such as China, Brazil, Russia and Chile present the greatest ecommerce opportunities, according to a new report from AT Kearney.
The management consultants rated the digital attractiveness, infrastructure and regulation of numerous fast-growth markets, as well as their overall retail climate, and found China is leading the chart with sales expected to increase from $23bn in 2011 to $81bn in 2016.
Currently, 64m of the country's 513m web users buy goods online, said the report, with firms such as 360buy, Taobao, Amazon and Walmart scrambling to gain ground in the region, said the report.
However, the firm highlighted delivery structure as a significant challenge to the country’s ecommerce growth.
Brazil ranked the second country of opportune growth with returns due to jump from $10.6bn in 2011 to $18.7bn in 2016 and driven by appliances and electronics, said the report.
Russia took the third spot with mobile forecasted to be a particularly important channel.
Chile, Mexico and the UAE followed respectively with Oman tailing the top ten highest growth potential list.