Retail brands in the Asia-Pacific region are navigating a rapidly-shifting eCommerce landscape that is constantly shaped by the pressures of inflation, rising living costs, and ongoing supply chain disruptions. These challenges are constantly redefining how, where, and why people shop.
If your business is in the manufacturing, wholesale, fashion & apparel, retail, health & wellness or even professional service it’s important to understand that the profound shift to online purchasing habits that accelerated during the pandemic is far from reversing, even with the return of in-store shopping or face-to-face transactions.
This shift is only evolving, with consumers now demanding more from every shopping channel they engage with.
Consumer Preference Evolution in Asia Pacific
This vast region is no stranger to consumer preference shifts and innovation, from the early adoption of e-commerce platforms to the rapid rise of live-streaming and social shopping, this region has consistently set the pace for global retail transformation.
Recently, we’re witnessing another exciting evolution. Established marketplaces are feeling the heat as traditional players — department stores, multi-brand retailers, and even start up retailers — reclaim market share by developing personalised, consumer-centric platforms for themselves.
In a more even playing field, it’s of utmost importance that businesses understand the preferences across the region. In this blog, we’ll dive into the preference of each country, what works and what might not work.
Let’s dive into insights gathered from nearly 7,000 consumers across 13 Asia-Pacific markets, uncovering diverse shopping behaviours and expectations.
Market Profile:
Hong Kong SAR
Hong Kong SAR’s eCommerce market blends digital and physical retail, with 51% of consumers favouring omnichannel shopping. While 36% shop exclusively online, 13% stick to physical stores. E-wallets dominate payments, reflecting the city’s advanced digital infrastructure.
Top platforms like Amazon, Alibaba.com, and eBay cater to tech-savvy, globally connected consumers. Live streaming is gaining traction with 26% adoption, while social commerce (9%) is still emerging.
With 74% of consumers using Buy Now, Pay Later (BNPL) services and 90% prioritising eco-conscious brands, sustainability is a key factor
For brands targeting Hong Kong, the focus should be on delivering seamless omnichannel experiences, leveraging emerging trends like live streaming, and aligning with the increasing consumer demand for sustainability.
- Where Consumers Prefer to Shop:
- Omnichannel – 51%
- Only Online – 36%
- Mainly Physical – 13%
- Top Payment Method: E-Wallets
- Top Three Online Platforms
- Amazon
- Alibaba.com
- eBay
- Adoption rate of live streaming and social commerce
- Live Streaming: 26% (highest in the region)
- Social Commerce: 9%
- Buy Now, Pay Later Preference:
- Consumers who have used it: 74%
- Preference for Brands with Sustainability Practice (Mainland China)
- Said it’s a priority: 90%
- Actively seeks sustainable products: 53%
Market Profile: China
China’s eCommerce market is a global leader, driven by tech-savvy consumers. Nearly 48% of Chinese shoppers engage in omnichannel shopping, 40% shop exclusively online, and just 12% rely on physical stores. Alipay and WeChat Pay dominate digital payments, reflecting China’s mobile-first ecosystem.
Top platforms like JD.com, Douyin, and Taobao offer immersive experiences, with live streaming (55%) and social commerce (22%) gaining popularity, especially among Gen Z and young adults. Buy Now, Pay Later (BNPL) services are widely used by 88% of consumers, while 95% prioritise eco-friendly brands, highlighting a strong demand for sustainability.
For brands entering this dynamic market, understanding the digital-first, sustainability-conscious mindset of Chinese consumers is essential to succeed in this fast-paced, ever-evolving landscape.
- Where Consumers Prefer to Shop:
- Omnichannel – 48%
- Only Online – 40%
- Mainly Physical – 12%
- Top Payment Method: Alipay and WeChat Pay
- Top Three Online Platforms
- JD.com
- Douyin
- Taobao
- Adoption rate of live streaming and social commerce
- Live Streaming: 55%
- Social Commerce: 22% (Most popular to people 25 to 34 and Gen Z)
- Buy Now, Pay Later Preference:
- Consumers who have used it: 88%
- Preference for Brands with Sustainability Practice (Mainland China)
- Said it’s a priority: 95%
- Actively seeks sustainable products: 68%
Market Profile:
Australia
Australia’s eCommerce market blends digital and physical retail, with omnichannel shopping dominating. While 42% of Australians shop both online and in-store, 26% prefer online, and 38% stick to physical retail. Debit and credit cards remain the most popular payment methods.
When it comes to platforms, Australians favour established names like Amazon, Big W, and eBay. Although live streaming (11%) and social commerce (13%) adoption is still low, interest is growing, especially among younger consumers.
This mix of preferences suggests that brands targeting Australian consumers must strike a balance between convenience, traditional retail familiarity, and emerging trends in both technology and sustainability.
- Where Consumers Prefer to Shop:
- Omnichannel – 42%
- Only Online – 26%
- Mainly Physical – 38%
- Top Payment Method: Debit or credit cards – manual entry
- Top Three Online Platforms
- Amazon
- Big W
- eBay
- Adoption rate of live streaming and social commerce
- Live Streaming: 11%
- Social Commerce: 13%
- Buy Now, Pay Later Preference:
- Consumers who have used it: 29%
- Preference for Brands with Sustainability Practice
- Said it’s a priority: 38%
- Said it does not significantly impact:
