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.