The high usage of eCommerce is an equaliser when it comes to appealing to customers. Companies can use their own website, or promote their products in partnership with an already established site, and in this way gain access to most Mongolian consumers. The internet also reduces costs in advertising and introduction, making it an effective tool for businesses wanting to come to Mongolia.
The current situation provides much more scope for entry than was the case say ten years ago.
The implications of an aging Mongolia, especially for a company like Unilever, is a decline in middle markets and an increasing polarization between more premium products and lower cost products. In spite of the declining number of young people, their spending power and willingness to spend remains high. In addition, the internet and eCommerce is not just a young person’s market in Mongolia, with older Mongolian consumers using the internet to make purchases and compare prices.
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