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From Bricks to Clicks

Generating global growth through eCommerce expansion


Growth rates are slowing in many mature markets and retailers are looking beyond their borders to find sustainable opportunities to meet growth targets. In this report, Deloitte takes a closer look at the benefits and considerations for leveraging eCommerce as a strategy for entering foreign markets.

While many retail expansion efforts have traditionally focused on new brick-and-mortar store openings, eCommerce provides a lower risk, faster avenue to enter, test, and penetrate international markets. An eCommerce expansion strategy is not a one-size-fits-all solution however, as retail globalization tactics may differ based on market attractiveness, target customer segments, and risk appetite. Although there are several eCommerce entry methods, they each come with varying degrees of brand, financial, and operational risks. But if executed properly, this consumer-focused entry strategy can be highly effective at differentiating brands, building customer loyalty, and positively impacting revenue.

Key findings

  • Global expansion through eCommerce can be an effective way to build brand awareness and generate initial insights into consumer demand.
  • Digital is an important channel for retailers to quickly test and expand its footprint into new markets, while enabling retailers to better control inventory, target customers, and drive sales.
  • An explosion in eCommerce growth in emerging markets combined with higher rates of digital device adoption and an emergence of all-in-one logistics providers is bolstering global retail competition. These trends are transforming the retail playing field as well as providing consumers unprecedented access to brands worldwide.

Explore these and other findings by downloading the study.

As used in this document, 'Deloitte' means Deloitte LLP and its subsidiaries. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

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