Comscore Digital Snapshots: E-commerce in the Asia-Pacific Region
This week’s snapshot summarises the e-commerce’s online footprint, as of June 2020, in the Asia-Pacific region. We include statistics for India, Indonesia, Malaysia, the broader Asia-Pacific region as well as worldwide averages for benchmarking purposes
Scope: Our analysis covers websites and mobile apps from e-commerce pure-plays (for example Lazada), as well as brick-and-mortar retailers and manufacturers (for example Uniqlo) which feature an online store.
Top line observations:
Table 1: The proportion of consumers who visited an e-commerce site or app decreased in June 2020 in most APAC countries, relative to May 2020 and June 2019.
Table 2: India stands out in terms of the number of e-commerce sites or apps that reach more than 1% of the country’s digital population. Taiwan stands out in terms of number of sites or apps that reach more than 10% of the country’s digital population, which reflects the broad acceptance of e-commerce within the country.
Table 3: Globally, Amazon leads the charge in e-commerce – no surprise there. Looking at smaller regions, we see for example that Shopee is making good progress in South-East Asia, as are national players in each individual country (e.g. Lazada in Singapore).
Table 1. Reach of e-commerce as of June 2020.
| % reach of total digital population | Percentage points gained/lost compared with May 2020 | Percentage points gained/lost compared with June 2019 |
Worldwide* | 74.6 | -0.7 | -3.2 |
Australia | 63.2 | -6.3 | 6.6 |
China | 65.3 | 0.3 | -8.9 |
Hong Kong | 59.0 | -3.1 | 7.2 |
India | 92.6 | 0.3 | -0.2 |
Indonesia | 57.0 | -7.1 | -9.2 |
Japan | 47.9 | -3.4 | -4.7 |
Malaysia | 70.1 | -3.2 | 3.7 |
Singapore | 37.9 | -3.7 | -3.2 |
Taiwan | 77.0 | -2.7 | -5.3 |
Vietnam | 12.5 | -0.8 | -8.1 |
Source: Comscore MMX Multi-Platform, Total Audience, June 2020.
Table 2. Market competitiveness and consumer adoption of e-commerce as of June 2020.
| Number of e-commerce sites who reach more than 10% of the total digital population | Number of e-commerce sites who reach more than 1% of the total digital population |
Worldwide* | 3 | 59 |
Australia | 2 | 20 |
China | 3 | 19 |
Hong Kong | 3 | 30 |
India | 4 | 66 |
Indonesia | 4 | 22 |
Japan | 4 | 41 |
Malaysia | 3 | 33 |
Singapore | 1 | 20 |
Taiwan | 6 | 39 |
Vietnam | 0 | 8 |
Source: Comscore MMX Multi-Platform, Total Audience, June 2020.
Table 3. E-commerce movers and shakers as of June 2020.
E-commerce sites or apps which increased their reach (in percentage points) the most between June 2020 and June 2019. | |
Worldwide* | Amazon Sites |
Australia | Amazon Sites |
China | ireader.com |
Hong Kong | HKTVMall.com |
India | Clubfactory.com |
Indonesia | Shopee.co.id |
Japan | Uniqlo |
Malaysia | Shopee.com.my |
Singapore | Lazada Sites |
Taiwan | Fubon Multimedia Technology |
Vietnam | Cohoimuasam.vn |
Source: Comscore MMX Multi-Platform, Total Audience, June 2020.
* Worldwide Rollup represents the summation of the following individually reportable Mobile Metrix and MMX Multi-Platform geographies: United States, Canada, Argentina, Australia, Brazil, Chile, China, Colombia, Finland, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, Norway, Singapore, Spain, Taiwan, United Kingdom and Vietnam.