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

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

eMarketer Report

By: eMarketer

Published: January 17, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

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.

"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."

Table of Contents

Asia-Pacific Overview

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7 charts are included in the full report:

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

Retail Mcommerce Sales in Asia-Pacific, 2016-2021 (trillions, % change and % of retail ecommerce sales)

Asia-Pacific Overview

Total Retail Sales in Asia-Pacific, by Country, 2017-2021

Retail Ecommerce and Mcommmerce Sales

Retail Ecommerce Sales Share in Asia-Pacific, by Country, 2017-2021 (% of total retail sales)

Retail Mcommerce Sales in Asia-Pacific, by Country, 2017-2021

Retail Mcommerce Sales Share in Asia-Pacific, by Country, 2017-2021 (% of retail ecommerce sales)

Digital Buyers

Digital Buyers and Penetration in Asia-Pacific, by Country, 2016-2021

Country-by-Country Review

Retail Mcommerce Sales in China, 2016-2021 (trillions, % change and % of retail ecommerce sales)