REPRISE COMMERCE RELEASE LATEST INSIGHTS FROM POST-PANDEMIC APAC CONSUMER STUDY
FIVE KEY INSIGHTS REVEALED BY THE RESEARCH:
INSIGHT #1: The APAC shopper is young, prosperous, and extremely careful.
INSIGHT #2:
The mission-oriented APAC shopper will buy everything from a pin to a piano online.
APAC online shoppers have become mission orientated, and usually shopping during sales (141ix) and festive seasons (117ix). This deal-seeking behaviour is seen across segments; both ‘fun’ and ‘careful’ shoppers, as well as across income groups. While APAC shoppers are mostly found online, physical retail still serves a purpose. Purchasing in a physical retail store is driven by specificity (120ix) or by urgency (173ix).
INSIGHT #3:
Marketplaces have become irreplaceable in APAC, but most offer functional benefits only.
Shoppers who prefer to buy on brand websites do so because they consider DTC to be more trusted and authentic as well as housing wider assortment of products. Shoppers are significantly less price sensitive when shopping on DTC, which makes DTC websites a long term strategic investment for brand building.
INSIGHT #4:
True personalisation is key to winning APAC shoppers.
INSIGHT #5:
Payment methods show a clear divide in APAC’s banking and financial services
E-wallets have traditionally been associated with quick commerce or low payment categories and apps such as Grab, foodpanda, uber, etc. However institutional forms of payment still come in to play for big-ticket purchases as they bring a sense of security. China is a clear anomaly here, where quick commerce apps worked on trust and safety features by insuring the consumer transactions, and protecting shoppers as they buy higher ticket items. As a result China’s consumers are comfortable with the use of e-wallets across all purchase sizes (41%).
According to Pippa Berlocher, President Reprise APAC: “With 58% of consumers buying something online every week, there has never been a more interesting or exciting time in eCommerce. Our APAC region hosts 3 of the top 5 markets for global eCommerce sales; China, Japan and South Korea, with Singapore currently accelerating as the fastest growing market. This is just one of the reasons that we are proud to conduct this in-depth Reprise Commerce research in partnership with Google. This robust, current and detailed dashboard of data, gives a greater insight into the APAC online shopper than ever before, and provides a new depth of understanding for our clients to leverage.”