In China, ecommerce sales will make up a substantial share of 2022's total retail sales at 46.3%, while the UK and South Korea will round out the top 3, with 36.3% and 32.2% ecommerce shares, respectively.

Total retail sales in Southeast Asia grew 2.5% in 2021.

Only four countries in the world will produce faster growth rates than Southeast Asia’s combined figure, and two of them—the Philippines and Indonesia—are in the region. Five countries within the region—the Philippines, Indonesia, Vietnam, Malaysia, and Thailand—will rank among the top 10 markets measured by retail ecommerce sales growth.

Developing countries such as Nigeria, South Africa, Egypt, India, and Indonesia have been some of fastest-growing countries for Facebook in recent years, with annual increases ranging from 10% to above 27% in 2020. But this year, none of these countries will grow more than 5.7%.

For example, pandemic-related factory shutdowns in Vietnam and Indonesia caused Nike to lose three months of production during 2021. With fewer products to sell, Nike sought to conserve profit by halting sales to third-party merchants such as DSW and Foot Locker. Buying behaviors have shifted, leading brands to adjust their product assortment.

Emerging markets also produced standout growth figures, but countries like the UK, US, and France will top the digital growth chart—despite their already high bases—and nudge high-performing emerging markets like India and Indonesia a little further down the ranking.

This share is much lower than in China (46.3%), South Korea (32.2%), or Indonesia (20.2 %). India will reach a milestone in 2025, however, when we expect ecommerce will surpass 10% of total retail sales in India. Mcommerce is a massive growth driver. More than 80% of retail ecommerce dollars will be spent via a mobile device this year in India, rising to almost 84% in 2025.

Among the respondents most willing to consider buying, selling, or using NFTs were those in Indonesia (65%), Mexico (53%), India (52%), and China (45%). Consumers in the US and Great Britain were among the least interested, at 12% and 9%, respectively.

Countries mentioned: China, Indonesia, Malaysia, Singapore, Thailand. Key companies: AirAsia, Gojek, Grab, WeChat. Essential stats: This year, retail sales will reach $970.83 billion across the six major economies we track in Southeast Asia. But only 4.6% of those sales—or $45.07 billion—will transact via ecommerce.

It’s in “late stage” talks with prospective collaborators to roll out in Vietnam and Indonesia. The opportunity: YouTrip has a good shot at adding SMB customers due to the large size of the market and its plans to provide a multi-currency card for businesses that operate in more than one country.

eMarketer forecasting analyst Peter Vahle discusses our latest adoption figures for Snapchat in India, Indonesia and Japan, and the success of recent platform additions.

The UK is a nation of digitally advanced consumers. However, it lags behind many other countries we track when it comes to proximity mobile payments. No other country comes remotely close to China’s rate of penetration among smartphone users—81.1% vs. just 19.1% in the UK. But whereas the UK tends to come somewhere toward the top of most lists of digital adoption, in this case it falls toward the bottom of the “moderate adoption” bucket according to our adoption categorizations, below the likes of Indonesia and Italy.