This diverse region benefits from ecommerce growth opportunities in both its mature and emerging markets.
Each market is culturally unique, at a different stage of ecommerce development; and they vary hugely in the number and spending power of their online shoppers. Yet they have some clear factors in common that means the region, and individual markets should definitely be on the radar of Western brands who feel that they’ve maximised their growth potential in their home markets.
Pattern's latest report sets out some of the most important datapoints that you need to understand when you are first exploring whether any of these markets could be right for your brand.