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Road to Recovery:
2020 E-commerce in Asia Pacific The Asia-Pacific (APAC) region alone will account for 63% of total e-commerce sales worldwide and Chinese consumers, making up the majority of APAC, will spend US$2.1 trillion online in 2020, an increase of 16%, says a research.
he ‘Road to Recovery: 2020 e-Commerce in Asia-Pacific’ research by Rakuten Advertising, uncovered insights into consumer buying behaviour and preferences, accompanied with actionable strategies to help brands navigate through regional nuances and seamlessly integrate into the APAC market. More than 5,000 consumers across Australia, China, Hong Kong, India, Japan, Malaysia, New Zealand, Singapore, South Korea and Taiwan were surveyed. A majority of Asia-Pacific consumers (72%) also closely follow influencers and bloggers, with shoppers from Malaysia
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(87%), China and India stating that they are highly likely to be influenced by these content creators. The research says that about 1/3 of Malaysian consumers find out about new retailers through bloggers and influencers, with 25% stating that influencers play an important role when it comes to discovering new products. To reach these customers, it suggested that brands consider implementing a multi-touch commissioning strategy in their affiliate program to efficiently reward online content publishers or influencers and strengthen their partnerships. Additionally, brands can reach highly engaged cashback shoppers and at
the same time align commissions to business objectives through dynamic commissioning which allows brands to commission differently based on business objectives such as new vs. existing customers or specific products. By doing so, online content publishers have greater insight into what’s important to a brand and can align campaigns accordingly. Rakuten Advertising’s Senior Vice President of Asia-Pacific, Stuart McLennan, commented on how retailers can identify the opportunities to enable them to ride out the challenges brought about as a result of Covid-19. “Whilst the pandemic has unfortunately resulted in more
Over Half Of Consumers Engage With Brands Via Social Media The APAC social media ecosystem is diverse, with consumers choosing to engage via different local platforms.
Malaysia Retailer Vol 8 No 3
