- August 17, 2020

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.

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