The dynamic world of e-commerce in Asia
17/10/2018, Online webinar
This insight paper reveals that Asia has taken the lead in online shopping. The numbers show a 7.3% value share of fast-moving consumer goods (FMCG) in 2017.
FCMG and fresh foods represent the number one category of goods on which consumers spend their money, garnering 25% of all funds spent across almost all Asian markets. Meanwhile, online purchases of FCMG continue their steady growth rate of the past few years and represent now a 19.9% of e-commerce value share in South Korea, a 9.5% in Mainland China, 7.6% in Japan, 7.2% in Taiwan, 1.5% in Malaysia, and have reached a 1.2% in Vietnam and Thailand.
The paper shows that brands and retailers in Asian markets should devise innovative ways of embedding these digital strategies into multiple customer touchpoints and their marketing strategy as a whole, including omnichannel marketing strategies that offer the consumer a complete shopping experience.
In this webinar Peter Christou, Expert Solutions Director for Kantar Worldpanel Vietnam, goes through the main findings showcased in this publication.