- August 17, 2020

Comscore Digital Snapshots: E-commerce in the Asia-Pacific Region

Alex Gevers
Alex Gevers
Senior Insights Manager

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.

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