- 2021年1月26日

Comscore Snapshots: online retail in the Asia-Pacific region

In this week’s edition of Comscore Snapshots, we look at the consumption of retail-related services in the Asia-Pacific region. Our analysis includes statistics for Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, Taiwan, and Vietnam.

Scope: We include websites and mobile apps that provide retail services such as apparel, consumer electronics, home furnishing, fragrance and cosmetics and sports/outdoor. Examples include Amazon and Alibaba.

Top line observations:

Table 1: Whilst we know that e-commerce is very much suited to mobile, it is important for advertisers not to disregard the desktop completely. In this table we consider the year-on-year change in visits to retail-related sites on desktop for all markets in the region and including mobile for Indonesia, Malaysia and India. The impact of recent events on the e-commerce category in the Asia-Pacific region has been varied. For six of the markets included, traffic to retail-related sites has decreased year-on-year, however, for the remaining four there have been positive increases, notably in Australia with an over 10% increase year-on-year.

Table 2: In almost all markets, many entities have managed to reach at least 1% of online consumers and a smaller proportion of these entities have reached over 5%. The Asia-Pacific e-commerce market is highly competitive, particularly in India where we see over 60 companies reaching more than 1% of consumers. Whether this can be sustained remains to be seen.

Table 3: The retail category in the Asia-Pacific region is dominated by large multi-national e-commerce sites which offer a wide variety of products. These large businesses have captured large market. However, as table 2 shows, there is a great deal of competition in the region and these giants will need to stay on top of their game to maintain their positions.


Table 1. Reach of retail-related websites and apps

% reach of total digital population

Year-on-Year percentage points variation
(Nov 2020 vs Nov 2019)

Australia

65.0

11.6

China

64.8

-10.2

Hong Kong

62.9

8.9

India

89.4

-5.7

Indonesia

71.4

0.8

Japan

48.6

-3.0

Malaysia

70.6

-1.0

Singapore

38.7

-2.2

Taiwan

86.3

3.9

Vietnam

12.0

-5.4

Source: Comscore MMX Multi-Platform, Total Audience, Nov 2020, Asia-Pacific region. (N.B. desktop only for all markets except India, Indonesia and Malaysia which include mobile)

Table 2. Market competitiveness and consumer adoption of retail-related sites and apps

Number of retail-related websites or mobile apps that reach more than 1% of the total digital population

Number of retail-related websites or mobile apps that reach more than 5% of the total digital population

Australia

24

6

China

15

4

Hong Kong

32

6

India

62

10

Indonesia

28

10

Japan

47

7

Malaysia

32

6

Singapore

20

3

Taiwan

39

15

Vietnam

8

0

Source: Comscore MMX Multi-Platform, Total Audience, Nov 2020, Asia-Pacific region.

Table 3. Top retail-related sites and apps

Country

Entity

Description

Australia

Amazon Sites

Multinational technology company specializing in e-commerce

China

Alibaba.com Corporation

Multinational technology company specializing in e-commerce

Hong Kong

HKTVMALL.COM

Shopping and entertainment platform

India

Amazon Sites

Multinational technology company specializing in e-commerce

Indonesia

Shopee.co.id

Multinational technology company specializing in e-commerce

Japan

Amazon Sites

Multinational technology company specializing in e-commerce

Malaysia

Shopee.com.my

Multinational technology company specializing in e-commerce

Singapore

Amazon Sites

Multinational technology company specializing in e-commerce

Taiwan

Fubon Multimedia Technology

TV, online and catalogue retail specialist

Vietnam

Shopee.vn

Multinational technology company specializing in e-commerce

Source: Comscore MMX Multi-Platform, Total Audience, Nov 2020, Asia-Pacific region.