The Interactive Media in Retail Group (IMRG) has recently launched the Global E-commerce Measurement Standard (GEMS) – a new set of definitions to measure and monitor B2C online commerce. GEMS is backed by e-commerce industry associations in the UK, as well as countries such as France, Germany and Belgium, among others.

James Roper, CEO, IMRG, and one of the architects of the scheme, says, “The only accurate way to monitor the dynamic e-commerce market is to measure actual trade. Until now there has been no cross comparable standard for countries to measure e-retail sales – local analysts and associations have adopted standards, including or excluding retail sectors, transaction types and channels as they saw fit; typically serving the interests of an established community with a self-serving bias. The new GEMS standard gives us detailed national and international insight into how the e-commerce distance selling sector is developing.”

GEMS is to be governed by the 'Global B2C e-commerce measurement standard council', which will comprise the European Commission, EMOTA, BVH, FEVAD, IMRG, and BeCommerce. This council will control, develop and evolve GEMS and associated measurement mechanisms in light of the changing market and environmental requirements. GEMS will be expanded to include other sectors and sales channels in due course.