Highlighting the Trend of Mobile-First Shopping Preferences in the Asia Pacific Region
In the Asia Pacific (APAC) region, a mobile revolution is reshaping the retail landscape. The trend is clear: mobile-first is the new norm for consumers when it comes to shopping online. Driven by technological advancements and a young, tech-savvy population, the APAC region has become a hotbed for mobile commerce (m-commerce).
The Mobile Shopping Surge
The DHL eCommerce Global eShopper Survey illustrates the extent of mobile dominance in the APAC region, noting that 78% of customers use smartphones to shop. This figure is not just a number but a testament to the profound shift in consumer behavior. The ubiquity of smartphones has made them the ‘tech of choice’ for the majority of shoppers, not just in APAC but also in Sub-Saharan Africa, with APAC leading the charge.
Technology and User Experience at the Forefront
APAC consumers are not only using their smartphones to shop; they are demanding more. They expect mobile-friendly sites that are clear and easy to browse. This discernment is driving e-commerce platforms to prioritize website design, site security, customer service, and secure payment options to cater to the APAC market.
Social Media’s Influence
Social media shopping is being led by APAC customers, with nearly 80% of shoppers using only their smartphone to buy online. This integration of social media and m-commerce has revolutionized the way people shop and interact with brands. In China, for instance, 70% of shoppers purchase via Douyin (the Chinese version of TikTok), and 47% use WeChat to buy goods, illustrating the popularity of these platforms for online shopping.
Subscription Services and Delivery Expectations
The survey also highlights that APAC shoppers are the most engaged when it comes to subscription services, particularly for beauty products, with 46% using such services. This preference underscores the region’s penchant for convenience and personalization in shopping.
The Challenge of Cross-Border E-commerce
While the region is advancing in mobile commerce, there are still challenges to be addressed. For example, 66% of Thai shoppers avoid buying from abroad due to long delivery times. This indicates a significant opportunity for e-commerce platforms to improve cross-border logistics and delivery times to capture this market segment.
Looking Ahead
The future of shopping in the APAC region is unequivocally tied to mobile devices. The high mobile penetration rate, coupled with a preference for advanced features and seamless user experience, is setting a new standard for e-commerce globally. Retailers and e-commerce platforms in the APAC region must continue to innovate and adapt to the mobile-first approach to retain their competitive edge and satisfy the evolving demands of the consumer base.
The DHL eCommerce Global eShopper Survey provides a clear indication that mobile shopping in the Asia Pacific is not just a passing trend but a fundamental shift in the retail industry. As mobile devices become even more embedded in the daily lives of consumers, the potential for growth in mobile commerce is boundless, promising a future where shopping is accessible, convenient, and deeply personalized.