亚太地区电子商务状况报告（英文）

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1、sa-erce,a›ieRokutenMarketing2RAKUTENMARKETINGECOMMERCEREPORTForewordTheAsia-Pacific(APAC)e-Commercemarketisthriving.Bytheendof2019,eMarketerestimatesthattheAPACregionwillaccountfor64%ofglobalonlineretailspendwithfurthergrowthforecastedthroughto2022.ThescaleandimpressivegrowthoftheAPACe-commer

2、cemarketmakestheregionhighlydesirableforinternationalbrands.AtRakutenMarketing,wearecommittedtohelpingourpartnersexpandbeyondtheirbordersintoAsia-Pacificbycapitalisingonthee-commercegrowthopportunitiesinthisregion.Itisourhopethatthisreportwillassistbrandsandmarketersindevelopingadeeperunderst

3、andingoftheAPACe-commercemarkettohelpidentifyopportunitiesforexpansionandmakeinformeddecisionsonhowtobestengageandoperatewithinAPACmarkets.AnthonyCapanoManagingDirector,InternationalRAKUTENMARKETINGECOMMERCEREPORT3Insidethisreport:Introduction4ChapterOne:Whereareconsumersshopping?5ChapterTwo:

4、Whatareconsumersbuying?11ChapterThree:HowareAsia-Pacificconsumersengagingwithbrands?17Summary28RAKUTENMARKETINGECOMMERCEREPORTIntroductionAccordingtoeMarketer,theglobale-commercemarketisforecastedtogrow21%in2019to$3.54trillion.TheAsia-Pacific(APAC)regionalonewillaccountfor64%oftotale-commerce

5、salesworldwidethisyear,a25%Year-on-Year(YoY)growth.Inaddition,theAPACmarketwilldrive78%ofglobalm-commercesalesin2019.ForbrandstosucceedinAPAC,understandingthenuancesofdeviceuse,consumerbehaviourandconsumerpreferenceswithintheregioniskey.ThisiswhyRakutenMarketingsurveyed4,500consumersacrossnin

6、ekeymarketswithinAPAC.ResponsesarefeaturedfromAustralia,China,HongKong,Singapore,SouthKorea,MalaysiaandNewZealand.Inaddition,thisyearresponsesfromJapanandIndiawereadded.Theresearchdeliveredfindingsinthefollowingthreesections:1)Whereareconsumersbuying?2)Whatareconsumersbuying?3)HowareAsia-Paci

7、ficconsumersengagingwithbrands?Eachsectionisbrokendownintoeachoftheninemarkets,tohighlightboththeuniqueandsharedbehavioursandpreferencesofshoppersinAPAC.CHAPTER1Whereareconsumersshopping?InordertodeterminewhereandhowconsumersareshoppinginAsia