Tune Into Buyers’ Preferences

In China it's especially important for consumers to blend in with their purchases. It's not a coincidence that the business model for Groupon — consumers receive a great bargain only if a certain number of people agree to participate — originated in China.

Among most BRIC countries, buying for the family outweighs shopping for the individual. The online space needs to resemble a trip to a brick-and-mortar store. It's important for consumers to have the ability to chat or post a comment about their purchases, which reinforces the approval of their purchases among a broader group. Purchasing a certain brand — or avoiding one — identifies consumers with a certain group or segment of society. Contrast this with the American society and the typical dot-com model in which individualism and freedom of choice are the rule.