Rakuten-2019年亚太地区电子商务报告（英文）-2019.10-30页_9mb

2019 State of e-Commerce, Asia-Pacific Summary

Core Content Overview

The 2019 State of e-Commerce, Asia-Pacific report by Rakuten Marketing provides an in-depth analysis of consumer shopping behavior, preferences, and barriers across nine key markets in the Asia-Pacific region. The report highlights the region's dominance in global e-commerce growth, with APAC expected to account for 64% of total global online retail spend in 2019, growing to 78% of global m-commerce sales. This growth is attributed to the increasing digital adoption and mobile usage across the region, making it an attractive market for international brands.

Key Insights

1. Where are consumers shopping?

• m-Commerce Dominance: m-Commerce has surpassed desktop/laptop in five out of nine markets, with the region as a whole accounting for 46% of total online sales compared to 41% for desktop/laptop.
• In-Store Preference: In-store purchases continue to be the largest portion of total retail spend across the region, at 53%.
• Main Barriers to Online Shopping:
  • High shipping costs (52% across markets)
  • Concerns over returns (47%)
  • Payment security (22% - 43%)
  • Website legitimacy (14% - 32%)

2. What are consumers buying?

• Top Categories: Groceries & Household Goods and Travel are the most consistently popular categories for online shopping across the region.
• Category Preferences by Market:
  • Australia: Travel (14%), Groceries & Household Goods (12%), Women's Fashion (10%)
  • China: Groceries & Household Goods (17%), Consumer Electronics (12%), Beauty (10%)
  • Hong Kong: Travel (21%), Groceries & Household Goods (11%), Women's Fashion (10%)
  • Singapore: Travel & Services (22%), Groceries & Household Goods (17%), Consumer Electronics (9%)
  • South Korea: Groceries & Household Goods (22%), Beauty Products (10%), Women's Fashion (9%)
  • Malaysia: Beauty Products (10%), Groceries & Household Goods (10%), Women's Fashion (9%)
  • New Zealand: Travel & Services (22%), Groceries & Household Goods (17%), Consumer Electronics (10%)
  • Japan: Travel & Services (10%), Groceries & Household Goods (12%), Consumer Electronics (12%)
  • India: Travel & Services (10%), Groceries & Household Goods (12%), Women's Fashion (10%)

3. How are Asia-Pacific consumers engaging with brands?

• International vs. Local Preferences:
  • International Preference: Beauty Products (62%), Consumer Electronics (64%), Sports & Outdoors (57%), Watches & Accessories (55%), Luxury Goods (55%)
  • Local Preference: Groceries & Household Goods (70%), Travel (55%), Home Improvement (55%)
  • No Preference: Many categories show no preference for local or international brands, with exceptions like Luxury Goods in Hong Kong and Groceries & Household Goods in Singapore.

Summary of Market-Specific Trends

Australia

• Online spend is dominated by Travel (14%), Groceries & Household Goods (12%), and Women's Fashion (10%).
• In-store purchases make up 64% of total retail spend.
• High shipping costs (52%) are the main barrier to online shopping.
• Preference for local brands is strongest in Groceries & Household Goods (78%), Home Improvement (64%), and Wine, Beer & Spirits (63%).

China

• Mobile is the preferred device for online shopping, with 52% of online spend.
• Groceries & Household Goods (17%), Consumer Electronics (12%), and Beauty (10%) are the top categories.
• Consumers aged 55+ spend the most on Groceries & Household Goods (32%).
• High shipping costs (39%) and return concerns (37%) are the main barriers.
• Strong local preference in Groceries & Household Goods (70%), Travel (55%), and Home Improvement (55%).

Hong Kong

• In-store purchases make up 57% of total retail spend.
• Mobile is the preferred device for online shopping (49%).
• Travel (21%) is the most popular category for online expenditure.
• High shipping costs (52%) are the main barrier.
• Strong preference for international brands in Beauty Products (68%), Consumer Electronics (64%), Sports & Outdoors (57%), etc.

Singapore

• In-store purchases account for 55% of total retail spend.
• Mobile (19%) is the second most popular device for online shopping.
• Travel & Services is the most popular category (22%).
• High shipping costs (57%) and payment security concerns (43%) are the main barriers.
• Groceries & Household Goods (62%) is the only category with strong local preference.

South Korea

• In-store purchases account for 47% of total retail spend.
• Mobile is the most popular device for online shopping (49%).
• Groceries & Household Goods (22%) is the top category for online expenditure.
• Beauty Products (10%) and Women's Fashion (9%) are also popular.
• Preference for local brands is strong in most categories, with the exception of Luxury Goods (33% international preference).

Malaysia

• In-store purchases account for 51% of total retail spend.
• Mobile is the main device for online shopping (24%).
• Beauty Products (10%) and Groceries & Household Goods (10%) are the top categories.
• High shipping costs (57%) are the main barrier.
• Local brands are preferred in Groceries (80%), Home Improvement (55%), and Health Products (50%).

New Zealand

• In-store purchases account for 67% of total retail spend.
• Mobile is the least preferred device for online shopping (13%).
• Travel & Services (22%) is the top category for online expenditure.
• High shipping costs (60%) are the main barrier.
• Concerns over website legitimacy (26%) and returns (25%) are also significant.

Japan

• In-store purchases make up 62% of total retail spend.
• Desktop/laptop is still the primary device for online shopping (54%).
• Groceries & Household Goods (12%) and Consumer Electronics (12%) are the top categories.
• High shipping costs (62%) and return concerns (20%) are the main barriers.

India

• Mobile-first market, with 29% of all retail sales and 47% of online sales driven by mobile.
• Groceries & Household Goods (12%), Women's Fashion (10%), and Travel & Services (10%) are the top categories.
• High shipping costs (39%) and return concerns (37%) are the main barriers.
• Limited payment options (24%) and payment security (23%) are also major concerns.

Conclusion

The Asia-Pacific region is a rapidly growing e-commerce market with significant opportunities for international brands. While in-store shopping remains the dominant form of retail spend, the rise of m-commerce indicates a shift in consumer behavior, especially among younger demographics. Understanding the nuances of consumer preferences and barriers is crucial for brands looking to enter or expand within this region. High shipping costs and concerns over returns, payment security, and website legitimacy are the most common barriers to online shopping across APAC.