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Emerging markets of the east provide the UK with its most valuable customers: study

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Online shoppers from eastern emerging markets such as Malaysia, India and China are UK retailers’ most valuable customers, according to new data.

Analysis from data-driven personalisation hub Qubit, carried out in the three months to June 13, showed that while American and Australian shoppers bring more traffic to UK websites, an online shopper from Malaysia is worth more than six times as much. When they convert, Malaysian visitors spend an average of $2,039, making each visitor worth an average $17.42 each, while US visitors, who account for 21% of non-UK traffic spend an average of $504.77 each, making each visitor worth $2.72. Irish visitors, accounting for 8% of non-UK traffic, spend $107.50 each, making each customer worth $0.78, and Australian visitors (7% of non-UK traffic), spend $270.09 each – each visitor is worth $2.90.

By contrast, Chinese visitors account for 3% of non-UK traffic and for 0.59% of total UK ecommerce revenue, but are worth $8.34 each, spending an average of $672 when they buy. Indian visitors spending an average of $547 when they buy, are worth $10.38 each

British visitors, by contrast, have an average spend of $139.17, making each customer worth $4.76. However, they account for 87.62% of revenue. As a group, non-UK customers spent an average of £375.

Qubit’s CMO, Ian McCaig, said: “The UK is already recognised as the world leader in a growing ecommerce market currently worth $1.5tn globally. So far though there has been little visibility on how that success breaks down into Britain’s individual relationships with international customers.

“This new data shows the depth and breadth of new opportunities for UK retailers, not least for a potential new eShopper in the East. These opportunities will continue to grow for as long as UK retail and ecommerce continues to grow, innovate and personalise for each individual customer, no matter where they are.”

Qubit’s data came from more than 100 leading global retailers on its client list. Click here for an infographic.

Image: Shanghai

Author: pmorgan, Creative Commons licence

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