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	August 13, 2010 (updated December 9, 2010) How Consumers Around The World Use The Internet To Buy Products Global Overview: Online Retail 2009 by Olesia Klevchuk with Jacqueline Anderson, Erica Sorensen

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Executive Summary

The Internet has evolved into an important retail channel, with millions of online consumers across the globe turning to it to make their purchases. As with many other online activities, Asian markets like Japan and South Korea are leading in the adoption of online shopping. But the level of adoption of online shopping doesn't always reflect the level of online spend. North Americans, for example, have one of the highest online spending rates per person, while the overall penetration of buyers is relatively low online compared with other markets. Traditional product categories like books and travel top the list of most popular products purchased across most markets. Attitudes toward brands are linked to the amount consumers spend online, with brand-loyal consumers spending more online.

This is an excerpt