英国跨境电商市场的机遇、挑战与未来

A Comprehensive Study of E-commerce in the United Kingdom:Opportunities,Challenges and Future

英国作为世界第四大电子商务市场,研究其现状与未来趋势具有重要意义。本文以PEST为框架分析英国宏观跨境电商市场。政策上,英国退欧政策和一系列跨境电商增值税新规对电商从业者影响较大;经济上,占GDP71%以上服务业包括发达的金融业为电子商务提供良好发展基础;社会因素上,电子商务在价格、便利性和产品持续性改进的强大优势吸引了大量线上消费者;技术因素上,英国数字技术和相关服务高度发达,具有充满活力的移动和宽带生态系统。本文通过对英国电子商务用户的消费习惯、消费类别、在线购物行为等方面展开分析勾勒消费者画像,并提出中国电子商务企业进入英国市场的对策与建议。

As the world’s fourth largest e-commerce market, the study of e-commerce in the UK is significant. The first objective of this article is to analyze the macro e-commerce environment of the United Kingdom by adopting PEST model. In terms of political factor, e-commerce practitioners haven been greatly affected by the Brexit policy and a series of new e-commerce VAT regulations;in terms of economic factors,service industry, accounting more than 71% of GDP, including the highly developed financial industry, provides a solid foundation for the e-commerce development;In terms of social factors, the prevailing advantages of e-commerce in price, convenience and continuous improvement of products have attracted a large number of online consumers;in terms of technical factors, the UK’s digital technology and related services highly developed, with a vibrant mobile and broadband ecosystem. The second objective of article is to portrait the UK online consumers, including their consumption habits, product categories, and their buying behaviors. Finally,based on the macro and micro analysis the articles propose the suggestions for Chinese e-commerce companies which intend to enter the UK ecommerce market.