电子商务——企业和公众的想法

Authors Dom HallasExecutive Director Charlie MercerHead of Economic Policy About Coadec The Coalition for a Digital Economy (Coadec) is an independent advocacy group thatserves as the policy voice for Britain’s technology-led startups and scale ups. Coadec was founded in 2010 by Mike Butcher, Editor-at-Large of technology newspublisher TechCrunch, and Jeff Lynn, Executive Chairman and Co-Founder of onlineinvestment platform Seedrs. We fight for a policy environment that enables early-stage British tech companies to grow, scale and competeglobally. We have over 3000 startups in our network andhave been instrumental in building proactive coalitions ofbusinesses and investors on issues that are integral to thehealth of the UK’s startup ecosystem. Our work has seen We represent the startup community on the Government’sDigital Economy Council, and the UK on the board of the The State of Play With a high level of both internet and mobile penetration and an extensive logistics network the UKis one of the world’s largest e-commerce markets, ranking behind only China and the US. Internetsales as a percentage of total retail sales have grown steadily year on year since 2007 in the UK, This trend has created new businesses and jobs, contributing to the UK’s overall economic healthand prosperity. Data recently published by Royal Mail revealed that 315,000 companies started upin the UK during the first lockdown, a 7% year-on-year increase. Breaking down the data by industryand subsector, the data reveals that the highest rates of new businesses were created within the Omnishopping Yet the story of the UK’s ecommerce success is all too often framed as a battle between onlineretail versus bricks and mortar shops. In reality, businesses have developed new customer journeys The illustration below (Figure 2) shows just some of the new customer journeys that have emergedin what has come to be known as ‘omnichannel retail’. A term that describes the ability for a clientor customer to “interact with multiple sales and media channels at once, and have their informationretained by the retailer as they move between them. For example, omnichannel retailing allows yourclients to browse on a desktop, compare prices on a mobile device, then visit your brick-and-mortar This retail experience has been enabled by the rise of digital tools and technologies from cloudcomputing, helping to integrate business functions and data to e-commerce platforms such asShopify. Using new consumer and business polling data, this report explores how consumers and businessesalike have adapted to meet the opportunities afforded by e-commerce and how best to support Methodology Consumer polling Coadec commissioned Public First to conduct a nationally representative poll of 1,000 UK Adults be-tween 4th March - 10th March 2022 Business polling Coadec commissioned Public First to conduct a business poll of 1,000 UK business decision makersbetween 8th April – 17th April 2022. All results are weighted using Iterative Proportional Fitting, or Public First is a member of the BPC and abides by its rules. Modelling In order to calculate the potential for additional online sales revenue, Public First combined: •ONS data from 2019 on the proportion of retail businesses who used e-commerce, uprated bydata from our business poll on the proportion of businesses that have started selling online in the •ONS data on total internet sales for the last twelve months. •The proportion of businesses in our business poll who both did not currently sell online, and whodid not say that this was because it would be unsuitable in their sector or industry. •An estimated proportion of online revenue that is additional, rather than substitutive, based onthe average of three other studies:Pozzi (2013),Duch-Brown et al (2017),Collison (2020) Public First then estimated the additional VAT and Corporation Tax that would be paid as a result ofthis revenue, drawing on Government statistics for current average rates of VAT and Corporation Tax We also make three recommendations for the Government to support and encourage businesses toembrace their digital journeys and ensure that our high streets and city centres can continue, not only Online Shopping: Views from the(Virtual) Checkout | May 2022 Summary of 1.The UK Government should support greatercoordinationbetween local initiatives to buildand share best practice, and also resource localcommunities to build the necessary infrastructureto support modern work practices, like co-working 2.Government must encourage digital adoption andecommerce of all businesses, with a specific focus onsmall businesses, through the expansion of the scope 3.Government should resist adding other regulatorypressuresthat could dissuade businesses from The Consumer Perspective Shifting trends The way we purchase and consume things has evolved dramatically over the last decade and tech-nology is undoubtedly one of the largest drivi