E-commerce standard allows global comparison of performance

IMRG's Gems standard brings uniformity to e-commerce measurement

E-commerce can now be compared across different countries

Interactive Media in Retail Group (IMRG) has released a new standard that aims to bring uniformity to e-commerce measurement.

The group, which aims to maximise the commercial potential of online shopping, defines the standard as "an agreed set of definitions for the measurement and monitoring of B2C online commerce".

The new Global B2C E-commerce Measurement Standard (Gems) is governed by the global B2C e-commerce measurement standard council that comprises The European Commission, European E-commerce and Mail Order Trade Association (EMOTA) and the IMRG, among others.

Gems enables the logging of "online sales", which are defined as " transactions completed fully, including payment or arrangement for payment, via interactive channels" from any location, including in-store.

Such sales are largely internet-based today, however Gems may be modified to record e-retail sales conducted via new interactive channels in the future.

James Roper, chief executive of IMRG, said: "The only accurate way to monitor the dynamic e-commerce market is to measure actual trade. The new Gems standard gives us detailed national and international insight into how the e-commerce distance selling sector is developing."