Accenture - Digital Commerce Report, 2023

This report focuses on the immense opportunity for brands to tap into the next billion consumers in eight rapidly growing countries. These consumers are digitally native and have high expectations for their online experiences. Despite the challenges of operating in these markets, existing digital technologies are already mitigating many operational issues. However, companies must also manage rising consumer expectations and navigate a risky operational environment. To succeed, companies must differentiate themselves through innovative digital strategies and investments, such as mobile-first approaches, localized content, and partnerships with local players. The report also highlights the importance of developing deeply digital, fully harmonized cross-channel ecosystems for brands, as well as the need to apply insights in real-time from rich data analytics. Additionally, companies should influence their ecosystem partners to do the same and be able to integrate insights from those partners. The report emphasizes the importance of adopting the four drivers of success to deliver differentiated and relevant digital commerce offerings and experiences. Insights gained from this digital-first laboratory will inform decision-making in other markets, powering performance across the entire company. Overall, the report highlights the immense potential for companies to win the hearts, minds, and wallets of digitally astute consumers in these emerging markets.