The e-commerce market continues to grow, driven by increased global digital access. Both fixed and mobile internet penetration are rising rapidly, especially in emerging markets. In markets where e-commerce is relatively new, consumers are starting to understand the value, cost savings and speed of purchase available to them. Although online retailing is a massive driver for growth worldwide, there are still some niche areas where offline retailing is larger, including airports and other transportation hubs and shopping malls in emerging markets.
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