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EMARKETER

Asia-Pacific Ecommerce 2025

Amid Global Turbulence, China’s Rebound Is on the Horizon, India’s Rapid Growth Continues, and the Philippines Shines

Report by Man-Chung Cheung  |  Apr 1, 2025
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Table of Contents
Executive Summary
Despite overall slowdown, Asia-Pacific is home to some of the fastest-growing retail and ecommerce markets
China’s retail sales will be tepid in 2025, but new policies have set the stage for change
India trails only Russia and the Philippines in retail sales
Indonesia’s ecommerce markets rebounded in 2024 and will stabilize going forward
Led by the Philippines and Thailand, retail and ecommerce are growing faster in Southeast Asia than Asia-Pacific overall
Retail sales in Japan set to rebound in 2025
Shaking off a tumultuous year, retail sales growth in South Korea will bounce back in 2025
Sources
Media Gallery
About This Report
In this report, we explore the world’s top region for retail and ecommerce, Asia-Pacific. Read on for a closer look at the markets in China, India, the Philippines, and more.
Topics
Retail Sales
Asia-Pacific
Table of Contents
Executive Summary
Despite overall slowdown, Asia-Pacific is home to some of the fastest-growing retail and ecommerce markets
China’s retail sales will be tepid in 2025, but new policies have set the stage for change
India trails only Russia and the Philippines in retail sales
Indonesia’s ecommerce markets rebounded in 2024 and will stabilize going forward
Led by the Philippines and Thailand, retail and ecommerce are growing faster in Southeast Asia than Asia-Pacific overall
Retail sales in Japan set to rebound in 2025
Shaking off a tumultuous year, retail sales growth in South Korea will bounce back in 2025
Sources
Media Gallery

Despite being the second-slowest region in ecommerce sales growth, Asia-Pacific is home to some of the fastest-growing individual markets worldwide, underscoring the region’s vastness and varied levels of economic maturity. China’s retail rebound is in the making (albeit slowly), and after a bumpy 2023, growth in Southeast Asia is regaining its momentum.

Key Question: What are the key ecommerce markets in Asia-Pacific in terms of size and growth in 2025 and beyond?

China Dominates Regional Ecommerce, With Japan a Far-Distant Second (trillions of retail ecommerce sales in Asia-Pacific and % of total, by region/country, 2025)
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Key Stat: In 2025, China will account for 83.0% of retail ecommerce sales in Asia-Pacific, well ahead of second-place Japan’s 4.5%.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Despite overall slowdown, Asia-Pacific is home to some of the fastest-growing retail and ecommerce markets
  3. China’s retail sales will be tepid in 2025, but new policies have set the stage for change
  4. India trails only Russia and the Philippines in retail sales
  1. Indonesia’s ecommerce markets rebounded in 2024 and will stabilize going forward
  2. Led by the Philippines and Thailand, retail and ecommerce are growing faster in Southeast Asia than Asia-Pacific overall
  3. Retail sales in Japan set to rebound in 2025
  4. Shaking off a tumultuous year, retail sales growth in South Korea will bounce back in 2025
  1. Sources
  2. Media Gallery

Charts in This Report

China Dominates Regional Ecommerce, With Japan a Far-Distant Second (trillions of retail ecommerce sales in Asia-Pacific and % of total, by region/country, 2025)Only China and South Korea Have High Penetration for Both Digital Buyers and Ecommerce (digital buyers % of population vs. retail ecommerce % of total retail sales in Asia-Pacific, by country, 2025)
Consumer Electronics and Auto Will Have the Fastest Retail Sales Growth in China in 2025 (% change in retail sales in China, by product category, 2024-2028)China's Dominant Players Dwarf Giants Elsewhere in Asia-Pacific (billions in retail ecommerce sales in Asia-Pacific, by platform, 2025)
Retail Ecommerce Sales Growth in China Will Slow Due to Economic Headwinds (trillions in retail ecommerce sales in China, % change, and % of total retail sales, 2024-2028)Retail Ecommerce Sales Share in China Will Stay Flat, With Douyin Having the Highest Gain (% of total retail ecommerce sales in China, by company, 2024-2026)
Retail Ecommerce Sales in India Will Have Another Year of Strong Growth, Reaching Nearly 1 in 10 Dollars Spent (billions in retail ecommerce sales in India, % change, and % of total retail sales, 2024-2028)Amazon and Flipkart Will Remain Dominant, Albeit With a Minor Slip in Their Collective Market Share (% of total retail ecommerce sales in India, by platform, 2024-2026)
Shopee Will Benefit the Most With Bukalapak's Market Exit From Retail Ecommerce in Indonesia (% of total retail ecommerce sales in Indonesia, by company, 2024-2026)Indonesia Accounts for Over 6 in 10 Dollars Spent on Retail Ecommerce in Southeast Asia in 2025 (billions of retail ecommerce sales in Southeast Asia and % of total, by country, 2025)
Philippines Leads in Retail and Ecommerce Growth in Southeast Asia but Trails in Ecommerce Penetration (countries in Southeast Asia, ranked by % change in total retail sales, % change in retail ecommerce sales, and % of total retail sales, 2025)

authors

Man-Chung Cheung

Contributors

Sky Canaves
Principal Analyst
Suzy Davidkhanian
VP, Content
Vivian Dong
Forecasting Analyst
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Amy Rotondo
Director, US Research
Emman Velasco
Chart Editor
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