A Deep Dive into Growth Markets - Ryan Ivers Head of US Sales - Constant Contact
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A Deep Dive into Growth Markets
Ryan Ivers
Head of US Sales
ryan.ivers@payu.com
Overview
Opportunity in Local insights
1 High Growth
Markets
4 Central and Eastern
Europe
Local insights Local insights
2 India 5 Russia
Local Insights Local insights
3 Latam 6 Africa
Why high growth markets? 90% of the global population under 30 lives in emerging markets. Source: Euromonitor, May 2014
Global Ecommerce Growth
Ecommerce in developing economies is growing twice as fast as in most developed markets
Central
&
Eastern
Europe
17.2%
Western
Europe
10.7%
North America
12.0%
Asia Pacific
36.8%
Latin America
19.8%
Middle & East Africa
25%
Cross-border online B2C sales will more than double in the next five years to reach $424 billion in 2021
Payment method breakdown developed markets
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
USA UK Germany France Australia Canada
Credit Cards Debit cards Cash Payments Bank Transfers Wallets Payment to bank card Other
Source: http://www.expertmarket.co.uk/sites/default/files/filemanager/Payment_methods_online
53%
PayU payment method breakdown of total trx
use APM
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Argentina Brazil Chile Colombia Czech Hungary India Mexico Peru Poland Russia South Turkey
Republic Africa
Credit Cards Debit cards Cash Payments Bank Transfers Wallets Payment to bank card Other
PayU Market Data 2015
AMP: Alternative payment methods (anything apart from credit and debit cards)
*Mexico, Romania and Russia: credit cards and debit cards combined
Local Insights: India
India Overview
Cash on Delivery
RAPID INTERNET GDP GROWTH HUGE ECOMMERCE In 2015, 45% of total
PENETRATION India is far MARKET Ecommerce was
500 million internet outstripping Europe Ecommerce in India is CoD (Cash on
users by end of 2016. and US in GDP expected to grow to Delivery)
The next 15 years, growth $100 billion by 2020 ;
India will see more Cross-border
people come online ecommerce now
than any other accounts to over 20%-
country 25% of global
commerce sales
Payment options in India
OGSP Regulation In late 2015, the Reserve Bank of India allowed the import of goods and software using an Online Payment Gateway Service Provider (OGSP). • Cross-border of goods and software allowed and not necessary to have a local legal entity in India • Maximum value of $2,000 USD for cross-border
Local Insights: Latam
Latin America Overview
By 2020, Credit card Latam is
smartphones penetration expecting far
are expected and banking is greater GDP
to account for low, so growth
68% of all alternative compared to
phone forms of Europe over the
connections in payment next 5 years
the region methods are
KEYHigh growth in Latam
4 3.8 3.7
3.5
3
2.4
2.0
2
1.6 1.6 1.6 1.5 1.6
1
0
2016 2017 2018 2019 2020
Latam % GDP Growth Euro Area % GDP Growth
Latam is expecting far greater GDP growth compared to
Europe over the next 5 yearsBank account and
Credit card penetration in Latam
94
69
World
51
Account penetration 51
46 34 World money
Adults with an account (%), 2014 Account only
Financial institution
and mobile money
14
account
Financial institution
account only
East Asia Europe High-income Latin Middle South Sub-Sahara
& Pacific & Central OECD America & East Asia Africa
Asia economies
Caribbean
50/50 “chance” to have access to banks in LATAM.
“Mixed” / Informal economies rely on cash but at the same time, provide
opportunities for e-payments using bank accounts. More than 60% of those with
bank accounts have used them for payments.
Source: WORLD BANK. (2105) - The Global Findex Database 2014121 MM
Mexico Colombia
Banked:46.5% Banked: 60.8%
CCP:30.5%
46 MM CCP: 39.8%
Panama 3.5 MM
Banked:43.4%*
CCP: n.a. 204 MM
Regional
30 MM
context
Peru Brazil
Banked:41.6% Banked: 52,3%
CCP: 26.0% CCP: 60.1%
population and
banking
43 MM
Argentina
Chile 17 MM Banked: n.a.
Banked:65.2% CCP: 47.6%**
CCP: 44.8%
CCP: Credit Card penetration
Source: Tecnocom (2014) – informe medios de pago
* Asociación de investigación y Estudios Sociales (GUA) ** According to # carholders vs populationLocal Card acquiring vs cross-border
user
Will not get charged Will have control of the
extra Will not have installments chosen
by bank for international any FX risk (Case of Colombia that when
purchasing abroad everything gets
transaction defaulted to 24 installments)Offering Installments
The credit risk is always Approximately 60% of all retail
Enabled for Visa, ecommerce transactions using
MasterCard and Amex assumed by the bank
credit cards use installments.
48
People use installments even for Installments go from In some countries the expense
purchases as low as $10 USD. 1 to up to 48 months. of these installments can be
assumed by the merchant.Installments per country
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Argentina Brazil Chile Colombia Mexico
Installments Traditional
19Offering Installments
In Colombia and Chile
The installments cost is paid by the consumer on a month to month
basis. Its a deal completely between the bank and the customer.
20Installment Payment Process
Select the number of installments
Digital Retailers in Argentina that offer Installment
payments for Digital Purchases, Dec 2015
% of respondents
Offer installment payments Number of Installments
2%
10%
NO
30% 25%
YES 63%
70%
7 to 12 2 to 6 13 to 18 Other
Source: eMarketerInstallment Options Available
• Argentina – 3, 6, 9, 12, 18, 24 months
• Many Banks offer promotions with installments without
interest if use that bank’s card. Very powerful for buyer
• Brazil – 1 – 12 months
• Chile: 1 – 48 months
• Colombia: 1 – 36 months
• Mexico: 1, 3, 6, 9, 12 months
• Banks offer “months without interest” if buyer uses that
bank. Starting to gain a lot of demand from consumers.
24Local Credit Cards 8% of all transactions 9% of all transactions 7% of all transactions
Cash payments
How do they work in PayU?
1 2 3
Local store
Customer chooses the Customer goes to the Store notifies the PSP
cash payment method authorized local store or payment was made. PSP
and prints the voucher bank branch sends confirmation to
merchant to ship the
product and credits
merchant’s virtual account.Example of a cash
payment voucher in
Brazil
Efecty kiosks in Bogota,
ColombiaLocal Insights: CEE
CEE Overview
MCOMMERCE INTERNET SHOPPING HUGE ECOMMERCE MARKET
• Polish mobile In Turkey, 33.1% of 1 in 4 internet users in Poland
commerce is growing Internet users aged already shop online and plan
three times faster 16-74 bought goods to increase the amount of
than ecommerce. or services over the money they spend online
• In Turkey, over 40% of Internet for private making Poland and Czech
smartphone owners purposes. Rep. part of the top five most
already have important markets for e-
experience with commerce in Europe
mobile shopping (alongside U.K., France,
Germany).Credit card - Installments in CEE
Romania: 1 – 24 month installments options
Turkey: 2 – 9 month installment options
33High Growth in CEE
4
2.8
3 2.7
2.6
2.4
2.1
2
1.6 1.6 1.6 1.6
1.5
1
1
0
2016 2017 2018 2019 2020
CEE % GDP Growth Euro Area % GDP Growth
Central and Eastern Europe as a whole, is seeing steady
growth at nearly double the rate of its neighboring countries
to the west.
34Importance of Bank Transfers in
Poland
Share of Payment Methods (%)
89% 88%
3% 7% 3% 5% 4% 0%
Bank Transfers Debit Card Credit Card other cards
2014 2015
Real-time online banking transfers are key in Poland. To enable
this, PSP’s connect with many financial institutions in order to
create a network that facilitates online payments and
transactions.
35Key Facts for Turkey
60% of the population is 58 million Credit Cards
under 30 years old 108 million Debit Cards
Developing
countries
4.5% The
ecommerce
% share of
Developed
countries
6.5% total business
retail
Turkey 1.6%
0% 1% 2% 3% 4% 5% 6% 7%Offering Installments in Turkey
88% 7
Processing locally allows
88% of all ecommerce the user to have better 7 different connections to
transactions are made control of the conditions of Banks are required in
using Installments from his monthly fee and order to offer installments
credit cards issuers. connects directly with with all mayor Banks and
many loyalty programs, give Access to the Loyalty
2 – 9 month range which are highly popular programs
in Turkey.Single integration, less effort..
PAYU PAYMENT PAGE API
Consumers complete their purchases PayU Payment System can be integrated
easily by entering card information on easily into the site and designed payment
proven, user-friendly PayU Payment Page. page according to the needs.Local Insights: Russia
Russia Overview
MCOMMERCE eConsumers HUGE ECOMMERCE MARKET
• Polish mobile In 2015, there were 1 in 4 internet users in Poland
commerce is growing 31 million already shop online and plan
three times faster econsumers, up from to increase the amount of
than ecommerce. 14 million in 2012. money they spend online
• In Turkey, over 40% of making Poland and Czech
smartphone owners Rep. part of the top five most
already have important markets for e-
experience with commerce in Europe
mobile shopping (alongside U.K., France,
Germany).Russia Market Comparison
Russia provides an access to 31M eConsumers with strong
potential for further growth
Habitants
63,9 M 143,8 M
Spend per
capita
$ 22,3 k $ 4,5 k
Internet-
users, %
90 % 70 %
UK Russia
122 % M-users, %
155 %
CZ Online
57 % 16 % Banking, %
No of eConsumers in Russia
(2012-15) in millions
326 M
$ 35,1 k 14 19 25 31
US
86 % 2012 2013 2014 2015
101 %
63 %Russian Consumers
Internet Users’
Population of Russia
geography in Russia
12-64 years old: 5%
104,6 million people 6%
7%
57 %
25 %
Others Moscow
Use Internet 57%
Saint-Petersburg Novosibirsk
Ekaterinburg Kazan
61% of all Internet users in Russia are in
towns with one hundred thousand people or more.Russian Payment Methods
% of % of domestic
Payment method
all orders orders
Cash by delivery 52 66
Bank card at order stage 25 14 Key comments
Bank card by delivery 6 8
Almost 60% of orders are
Electronic payment systems 10 6 paid on delivery, 52% of
Specials (bonus or discount card) 1 2 which - cash
Bank or postal transfer 2 2
25% prefer to pay their
orders using bank card
eBanking, mobile banking 1 1 at order stage
Other 1 1
Other 10% purchases are
Payment terminal 2Pay on Delivery in Russia
At least 75% orders in 2015 made with POD. Share of POD not dropped by the last 5 years.
We see only rising of Card on Delivery option.
Stores special programs and discounts like M.Video’s 5% discount for prepaid orders have
no effect for all market. We even see a little increase of POD.
The main problem is the availability of POD for customers. As long as there is supply,
customers will want to use it.
2011 2012 2013 2014 2015
Pay on Delivery 75% 75% 74% 74% 76%
Cash on Delivery 74% 72% 68% 66% 68%
Card on Delivery 1% 3% 6% 8% 9%Pay on Delivery in Russia
Cash has lost its monopoly in Russia
72% have replenished the balance of their mobile phone cashless
61% have payed their public utilities cashless of the respondents who payed online have
57% numerous accounts in different e-payment
systems
57% use more than one credit
card for online payments
Only 5% of the respondents prefer
keeping their earnings for current
expenses in cash
Source: Data Insight (2015)Market trends
№1. mobile device is the main operational center of an ordinary
person
Every second user had an experience of paying via
mobile during the last year
Share of online-users who had experience of at least one case of
payment during the last 12 months with a smartphone or tablet
61% 43%
18-34 years inhabitants of large cities (with
population up to 100 ths)
41%
50%
35-54 years average share
59%
of respondents Moscow and Saint-
Petersburg
20%
55-64 years 39%
New users of Internet
(less than 5 years)
Source: Data Insight (2015)Data regulations in Russia
Summer of 2015 a new legislation forbidding
storage of Russian citizens’ personal data in
foreign countries came up.
Being on the ground and having local know-how
and connections allows companies to resolve
issues like the above in a speedy manner.
Helps our merchants comply to local regulations.All companies dealing with personal data must
comply with 5 fundamental rules.
Personal data may be collected, stored and used only with the consent of
1 the data subject (the person the data refers to).
Data operators storing personal data are liable for keeping such data
2 confidential (not permitted to transfer, share or disclose such data without
the consent of the data subject).
3 Full protection of personal data should be provided through a range of
organizational and technical measures defined by the law.
The Operator should work out and make publicly available an internal
4 policy for processing personal data. This document is obligatory for all
operators.
5 Starting Sept. 1, 2015, personal data should be processed by means of
information data bases that are physically located in the Russian territory.Local Insights: Africa
Africa Overview
In Sub-Saharan Africa 83% of consumers Africa is expecting
12% of adults (64 million plan to conduct far greater GDP
people) have mobile mobile commerce in growth compared
money accounts, the next 12 months to established
markets.
10% more than in the An increase of 15% Nigeria is growing at
rest of the world (2%). on the 2013 figure 2.8% compared to
(according to InMobi) Europe’s 1.6%.Smartphone penetration in Africa
60
52
48
45 42
36
30 32
30
30 27
24 25
22
19
15
0
2013 2014 2015 2016 2017 2018
Nigeria South AfricaInternet costs in Africa
Africa has skipped the PC era.
In Nigeria - 60% are youths and 49.2%
urban.
Nearly half of the adult population in
South Africa have smartphones.
Huge opportunity to enhance the
digital transactional uptake .
High internet costs is the main concern
for merchants and consumersCard penetration low but still the online king in
South Africa
Card Coverage in South Africa
100%
90% 83.30% 58%
80%
70%
60%
50%
Without Cards
40%
42% With Cards
30%
20%
10% 16.70%
0% 35.2 million
Credit Card Debit Card
Coverage Coverage
8 millionPayments landscape in South Africa
Cards 95% CC:DC = 70%:30%
Wallets 6% Subset of Cards total
At specific EFT merchants this
EFT 2.3% figure can be around 20%-30%
Loyalty &
Rewards 1.46%
Card
Recurring 1.07%EFT Solutions in South Africa
Smart EFT EFT Pro
• 4 Banks • 5 Banks +
• User enters payment details on • Service injects payment
bank site details on bank site
• Asynchronous transaction flow • Synchronous transactionLoyalty in South Africa
Discovery Miles eBucks Ucount
• Discovery loyalty • FNB card loyalty • Standard bank loyalty
product product product
• 2.3m users, 400k cards • 2m members, R1bn • 400k members, R170m
wallet value loyalty value
• Merchant sign up
• Merchant sign up • Merchant sign up controlled by
controlled by controlled by eBucks Standard bank
DiscoveryNigerian Payment Landscape
Preferred payment methods
19.57%
Cash
Obstacle for buying products online 38,81%
Credit Card
12.11%
Delivery time is the main problem (!) Debit Card
Mobile airtime
Cost
10.45% 29.52%
23.55% Delivery Time
Internet
6.30% 31.34% Connection
Lack of options
28.36% Lack of security
Source: http://paymentsafrika.com/payment-news/infographic-e-commerce-in-africa/#disqus_threadOverall Conclusions
Keys to Success – Understanding the buyer
eCommerce in emerging market countries is growing faster
than development countries
Credit & Debit Cards still play an important role but
understanding and offering installments is very important
Alternatives payments are critical to improving the
customers buying experience
• Cash payments in emerging markets to serve the under
banked
• Cash on Delivery in Russia market is massive
• Bank transfers in India, Poland, Czech Republic are
more popular than credit cards for online purchases
• Loyalty & Reward programs are a new important ways
consumers relate to credit card purchasesQUESTIONS?
Ryan Ivers – Head of US Sales Ryan.ivers@payu.com If you have any questions about the presentation, go to our LinkedIn Group (the Payments Education Forum) and request an invitation (this is a closed group specifically for the payments industry).
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