Source page: McKinsey & Company
Commentary
B2B still ordering in analog
Retail | Digital
February 2, 2022 – Consumers are accustomed to getting nearly anything they want online thanks to the proliferation of e-commerce. Not so for the B2B portion of the value chain, which remains largely dependent on in-person sales. Players in “eB2B,” offering digital portals and apps to fragmented retail outlets—small grocers and shops—could capitalize on this $2.8 trillion global sector if they identify the right pain points. Click through the interactive to see which parts of the world have the largest share of fragmented trade retailers.
Interactive
To read the article, see “Digital disruption: The rise of eB2B in fragmented retail,” January 14, 2022.
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Visual form
Slide-based with horizontal stacked bars and a ranked horizontal bar chart.
Layout / body structure
The chart works as a short click-through sequence. The first view is a region-by-region stacked-bar display split between fragmented and modern trade, and the next view becomes a ranked country list of fragmented-share bars, so the reader moves from global structure to market-by-market detail.
What is being compared
The chart compares grocery-market size and fragmented-trade share across world regions and then across individual national markets. It is comparing fragmented versus modern retail structure at both the regional and country level.
Measurement system
The first view uses market size in dollars and percentage share at the same time: the stacked bars run to 100 percent across the bottom scale while the right-side axis shows total market size in billions of dollars. The second view uses percentage share only, with each country bar read on a 0-to-100 scale.
Visible structure inside the graphic
In the regional view, each row is a horizontal stacked bar with a bright-blue fragmented segment and a dark modern segment for Asia-Pacific, Western Europe, North America, Middle East and Africa, Eastern Europe, Latin America, and Australasia. In the ranking view, single dark bars run left to right for countries such as India, Vietnam, Iran, Indonesia, Colombia, China, Thailand, and the United States.
Main takeaway from the visual
The visual shows that fragmented trade is still enormous rather than niche, and that it is concentrated most heavily in Asia-Pacific and other emerging markets. The ranked country view reinforces that the most fragmented grocery markets sit far toward the high end of the scale, which makes analog ordering look like a structural reality rather than a small residual pocket.
Key standout values or extremes
The regional view labels fragmented trade at about $1,638 billion in Asia-Pacific, $422 billion in the Middle East and Africa, $275 billion in Western Europe, and $170 billion in North America. The country ranking places India at 98 percent fragmented share, Vietnam at 90 percent, Iran at 81 percent, Indonesia at 80 percent, and the United States much lower at 43 percent.
Controls / sequence, when applicable
The source page uses a click-through that advances from a regional stacked-bar view to a ranked country view, so the reader steps through panels rather than reading one fixed chart.
Companion media, when applicable
There is no separate companion audio or video; the chart is the full visual on this page.