Asia-Pacific Retail and Ecommerce Sales: eMarketer's Updated Estimates for 2017–2021

Asia-Pacific Retail and Ecommerce Sales: eMarketer's Updated Estimates for 2017–2021

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WHAT’S IN THIS REPORT? This report includes eMarketer’s updated forecast for retail sales, retail ecommerce sales and mcommerce sales in Asia-Pacific, as well as estimates for digital shoppers and buyers. The projections, which run through 2021, include breakouts by country. eMarketer’s data on retail and ecommerce in Asia-Pacific can be found in this report’s accompanying spreadsheet.


Executive Summary

Retail ecommerce sales in Asia-Pacific grew 31.1% in 2017 to $1.349 trillion. Gains were fueled by retailer competition, falling prices and mobile shopping uptake among consumers. Nearly 83% of sales came from China alone—the biggest ecommerce market in the world.

  • Total retail sales in Asia-Pacific increased 7.7% in 2017, matching eMarketer’s previous estimate, to $9.268 trillion. Several markets experienced higher consumer spending and ecommerce activity, as well as improving export business. Aside from Hong Kong, all markets in the region saw retail sales growth last year.
  • India’s demonetization of the rupee in late 2016 had a greater-than-expected impact on consumer spending in the country. Retail sales in India grew 11.8% in 2017, which is lower than our previous forecast. Despite continued growth, climbing consumer debt and unemployment stymied gains.
  • For the first time, eMarketer has forecast mcommerce sales for Australia, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, the Philippines, Singapore, Taiwan, Thailand and Vietnam. Mcommerce made up 76.1% of ecommerce sales in Asia-Pacific, driven largely by spending in China, which accounted for two-thirds of total retail ecommerce in the region.
  • Outside of China, the largest mcommerce markets in Asia-Pacific are Japan ($38.15 billion) and South Korea ($35.58 billion). Consumers in Japan are already keen on ecommerce spending, so residents there are more willing to spend via mobile. Meanwhile, South Korea is a digitally advanced market where internet users spend most of their digital time on mobile devices.

KEY STAT: Mcommerce sales in Asia-Pacific totaled $1.027 trillion in 2017, a 41.9% increase over 2016, accounting for 76.1% of retail ecommerce sales.

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