Forrester Readiness Index: 2013 eCommerce Global Study

When firms are evaluating global expansion, they need to consider more than just the countries' macroeconomic conditions or consumer market size. Consumer payment behavior, in-ground courier infrastructure, and disposable income are just a few examples that paint the online retail readiness picture. Online retail adoption results from a convergence of behavioral, technological, and logistical factors. Forrester's ForecastView group undertook a study in 2013 to assess eCommerce readiness among 55 global markets. While there is no universal tool in selecting expansion opportunities, the Forrester Readiness Index (FRI) is a holistic assessment of the eCommerce setting. This requires more than just measuring a country's technological development; it also involves understanding consumer behavior and measuring the size of the online retail pie. The eCommerce index signifies the level of opportunity among countries over the next three to five years. It measures the impact of technological and behavioral influences, in conjunction with the revenue opportunity.