Mobile telecom development in developing countries led to that 60% of population own mobile smart devices, familiar with mobile technologies and use it on daily basis. But they still shop in local retail venues for their daily necessities.
“On the demand side, for instance, food-shopping habits have turned out to be largely localized and deeply entrenched. Emerging-market consumers tend to prepare their own meals and cook more than their peers in developed markets do, and they are accustomed to shopping at open-air market stands or small neighbourhood grocery stores that offer a familiar selection of fresh food and household staples. They don’t necessarily perceive customer service at modern retailers as
superior to that of the traditional trade”