Book ReviewLifestyleVOLUME 17 ISSUE # 4

Six Billion Shoppers

From China to India to Nigeria, e-com-merce is entering a golden era in coun-tries 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 growth was set in devel-oped 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, inno-vative 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 ex-plore how a new e-commerce boom is opening opportunities for entre-preneurs 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 revolu-tionary 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 op-portunity created by emerging market consumers and provides practical advice on how to ride this new business trend.