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Six Billion Shoppers

The Companies Winning the Global E-Commerce Boom

Porter Erisman

St. Martin's Press

Six Billion Shoppers Download image

ISBN10: 1250088674
ISBN13: 9781250088673


256 Pages



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From China to India to Nigeria, e-commerce is entering a golden era in countries that were long left out of the e-commerce gold rush experienced in the West. If the story of the first twenty years of e-commerce’s growth was set in developed markets, the story of the next twenty years will be set in emerging ones. The rise of e-commerce in emerging markets is being driven by three major trends: widespread internet adoption, a rising middle class, and, most importantly, innovative new business models that serve the needs of local customers better than the models used by western e-commerce giants.

Six Billion Shoppers takes readers on an exciting and colorful journey around the world to visit the next e-commerce mega markets and explore how a new e-commerce boom is opening opportunities for entrepreneurs and global brands alike. Traveling through Nigeria, China, India, Southeast Asia, and Latin America, Porter Erisman addresses e-commerce across these new markets and what it means for western brands. He argues that e-commerce in developing countries is revolutionary and will play a much larger role in emerging markets than in the West. With e-commerce in emerging markets entering a rapid period of expansion, Six Billion Shoppers explains how to seize the massive opportunity created by emerging market consumers and provides practical advice on how to ride this new business trend.


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My eyes locked on the knife blade, now within inches of my throat. My attacker’s three accomplices held my arms behind my back, exposing my chest. For a moment, e-commerce was...

About the author

Porter Erisman

From 2000-2008, PORTER ERISMAN worked as a Vice-President at Alibaba Group, joining the company just as it moved out of founder Jack Ma’s apartment. He is the writer/director of Crocodile in the Yangtze: The Alibaba Story, an award-winning documentary about the rise of Alibaba and its famous founder, Jack Ma. Erisman is also the bestselling author of Alibaba’s World: How a Remarkable Chinese Company is Changing the Face of Global Business. An expert on e-commerce in emerging markets, he has consulted to e-commerce companies in Africa, Asia, and Latin America and has spoken at high-profile industry events in over 30 countries.


Porter Erisman

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