러시아ㆍ유라시아
연구정보
[기업] The Landscape of B2C e-commerce marketplaces in Mongolia
몽골 국외연구자료 연구보고서 - ESCAP(Economic and Social Commission For Asia and the Pacific) 발간일 : 2024-02-27 등록일 : 2024-03-11 원문링크
Mongolia shows a significant internet penetration rate (98%) and a moderate proportion of its population purchases goods online (42%). In addition, the density of B2C marketplaces is relatively high with 66 B2C marketplaces for a population of 3.4 million (capturing 0.17% of the total traffic in the region studied).
Over the period 2019-2022, traffic on the 66 B2C marketplaces fell significantly from 54 to 37.8 million visits. Among them, online shopping malls account for the largest proportion of marketplaces (66.7%) but classified sites capture most of the traffic (66.2%).
The e-commerce market is dominated by international companies (72.5%), including first and foremost the United States (47%). Of the total 66 B2C marketplaces, a commendable proportion are held by domestic companies (27.5%) and China is third holding 9% of the operating companies.
The e-commerce market is highly concentrated with the Top 10 online marketplaces capturing 91.3% of total traffic. This Top 10 is largely dominated by online shopping malls, 7 in total, though the leader (Unegui.mn) is a classified site held by a domestic company. Mongolian companies account for half of the Top 10, followed by the United States (3).
Regarding the ease of selling on these B2C marketplaces, 71% of them allow foreign sellers to operate and 65% offer open registration to online sellers. A significant proportion of these marketplaces are fully transactional (61%) but, as a corollary, 59% require trading fees to be able to sell online.
Mongolia has a balanced proportion of generic (56%) and specialized B2C marketplaces (44%). Among the 29 specialized marketplaces, 31% specialize in fashion, accessories, and shoes (capturing only 26% of the traffic). However, the traffic dynamics also show that consumers’ preferences lean towards buying automotive parts (capturing 54% of the traffic).
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