The next billion
consumers
A fast-growing opportunity
for digital commerce
From insights to action, the path to extraordinary value starts here. A new generation of digital consumers will emerge
in eight countries over the next 10 years.
Will your brand win their
hearts, minds and wallets?
The next billion consumers: A fast-growing opportunity for digital commerce 2 Your new
best customers
are ahead of you
More than one billion digitally astute consumers
will enter the market over the next decade in
eight rapidly growing countries: Bangladesh,
Egypt, Ethiopia, India, Indonesia, Kenya, Nigeria
and the Philippines.
The next billion consumers: A fast-growing opportunity for digital commerce3 These consumers could becomeThe fact that existing digital consumers expect purchases to flow
your customers. Right now, there’sin rhythm with their lives presents a high bar. According
to recent Accenture research, companies’ digital investments
little to no digital competition for in these areas to date are already falling short of consumers’
their business among most expectations. Trends show that most businesses will not be
ready to satisfy them.
consumer-facing companies.
But these markets can open a path to growth for companies
Some 40% of the world’s 50 largest consumer companies that act fast. This report examines these emerging consumers
have no presence there. Just 22% are present in more than in more detail, as well as the challenges to serving them.
two. None operate in all eight.1We also identify four drivers of success; focusing on developing
them can help companies deliver highly differentiated, deeply
However, there are considerable challenges to attractingdigital experiences to win these consumers’ hearts,
and keeping these consumers. Operational risks are relativelyminds and wallets.
high, even for traditional commerce channels. Digital
commerce introduces additional issues; for example,
last-mile delivery remains particularly difficult.
The next billion consumers: A fast-growing opportunity for digital commerce 4 Who are these
consumers?
We identified this emerging group of individuals
during our research on growing markets,
specifically 92 countries across Sub-Saharan
Africa, the Middle East and North Africa, and
the Asia Pacific region.
The next billion consumers: A fast-growing opportunity for digital commerce5