EconPapers    
Economics at your fingertips  
 

Identifying the geography of online shopping adoption in Belgium

Joris Beckers, Ivan Cárdenas and Ann Verhetsel

Journal of Retailing and Consumer Services, 2018, vol. 45, issue C, 33-41

Abstract: The widespread adoption of the internet as retail channel is impacting a range of stakeholders. Retailers are expected to sell online, logistics operators are required to reconfigure their supply chain and public authorities try to keep local retail competitive while simultaneously attempt to manage the increase in freight transport. Within this context, a growing body of research is studying the socio-economic profile of the online shopper and the spatial variation in the demand for B2C goods. Yet, as can be expected for a relatively new evolution, little consensus exist. Therefore, in this paper, with data from the national retail federation on online shopping behaviour, we add to this growing field by first analysing the relation between socio-economic characteristics and the willingness to shop online. By mapping these characteristics, we then construct the geography of online shopping adoption in Belgium. Finally, we assess the impacts of this specific geography for the stakeholders that are adapting to this new reality. We conclude firstly that the well-educated man in his thirties with a well-paid job has the highest probability to shop online, independent of the level of urbanisation of the area he resides. Secondly, we predict over- and underestimations of the potential online buyers of up to 50% when assuming a homogeneous e-commerce penetration, especially in poorer urban areas. This implies a serious negligence for e-commerce practitioners and academics when ignoring the specific geography of the online shopping adoption.

Keywords: Geography; E-commerce; City logistics (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698918303333
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:45:y:2018:i:c:p:33-41

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2019-05-11
Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:33-41