Border Bother: How the EU should grow its e-commerce trade | Post & Parcel.
This is an interesting article by GFS Director Stephan Ferguson posted on 11 June 2012 on Post & Parcel, and his pointing out that the IT discussion is missing from the EC study on what EC is doing right and wrong about cross border e-commerce. This has prompted me to reflect his points on Sino-Japanese cross-border e-commerce elements.
Also interesting in Ferguson’s article were figures quoted like 10% of B2C parcels cross borders (within Europe) and that each contain goods valued around EUR40 ~ EUR100.
I am keenly waiting for the 2011 survey results from Japan’s Ministry of Economy Trade and Industry on Cross Border E-Commerce, an annual survey they have been conducting since 1998.
The 2010 survey report is readily available online, but last year’s survey results are yet to be published.
While the EC seems to have an Online and Postal Services Unit as well as a Commissioner who is responsible for the Digital Agenda, Japan’s METI has very clear policy objectives to promote cross-border e-commerce ex-Japan.
The 2010 report cites that they see four policy objectives to this end:
1. Responding to the bad reputation our merchants are being labelled with thanks to the Great East Japan Earthquake and the nuclear power plant accident;
2. Enhancing awareness of Japanese e-commerce site abroad;
3. Establishing an appropriate trading environment for cross-border e-commerce based on sound understanding of their purchasing behaviors; and
4. Resolving structural impediments to cross-border e-commerce.
Their immediate future actions for the above are:
With a budget to establish infrastructure of 430 million yen (5.4 million dollars) and subsidies to better utilize IT etc. for intellecutalizing economies in the Asian region,
a) Creation of an information dissemination site to assist cross-border e-merchants to accurately provide information to consumers abroad;
b) Research on effective marketing methods for cross-border e-commerce; and
c) Establishing cross-border e-commerce related policies and directives through such actions as bilateral discussions with Asian countries.
The 2010 survey indicates that the number of cross-border e-commerce users in China has increased by 15% over the previous year, and total trade value between Japan and China was 96.8 billion yen or 1.2 billion US dollars. METI estimates this to increase to a maximum of approximately 15.8 billion US dollars by 2020.
China has already surpassed the US in value and volume of cross-border e-commerce ex-Japan, and approximately 50% of the 807 Chinese respondents who have never used cross-border e-commerce said they would like to use cross-border e-commerce if they get the chance. This figure is much higher than the 7.7% for Japan (n=1,622) and 7.3% for the US (n=1,334). And when added with the 8.7% who said they would definitely like to use cross-border e-commerce, that is 58.7% of non-shoppers who have the desire to use cross-border e-commerce.
METI survey indicates the US sells more to China than Japan does, but China has surpassed US as Japan’s largest cross-border e-commerce customer. The trade deficit between Japan and US is evident in cross-border e-commerce as well.
Now that the Japanese Yen and Chinese RMB are being traded directly, transactions between the two nations will probably become smoother and less costly, which may help bring down the relative price of Japanese goods to Chinese consumers.
Perceived barriers for purchase by Japanese consumers shopping cross-border (n=1,622) are:
1. Language (46.3%)
2. Lack of trust in quality of the goods (40.9%)
3. Lack of trust in the merchants (37.1%)
4. Anxiety over transaction security (32.1%)
5. Anxiety over customer inquiries and after-sale complaints handling by the merchant (27.5%)
The same for American consumers (n=1,334) are:
1. Shipping costs are too high (34.8%)
2. Language (31.7%)
3. Lack of trust in the merchants (31.5%)
4. Lack of trust in the quality of the goods (30.5%)
5. Lack of trust in the authenticity of the goods (fakes) (27.9%)
For the Chinese consumers (n=807), they are:
1. Language (61.7%)
2. Shipping costs are too high (45.1%)
3. Duties and Taxes are too high (39.5%)
4. Anxiety over customer inquiries and after-sale complaints handling by the merchant (37.7%)
5. Price of goods are too high (32.6%)
While Ferguson seems to believe that IT is key to solving many of the challenges identified in the EC study to promote cross-border e-commerce, it looks like the same can be said for Sino-Japanese cross-border e-commerce while the complex Chinese duty system and relative purchasing power of Chinese consumers + the strong yen have to also be considered.