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Mobile devices dominate e-commerce in Asia Pacific

Anuradha Shukla | Oct. 14, 2016
Regional retailers should capitalise on this trend, says Criteo research.

Mobile devices are now dominating the online commerce landscape in the Asia Pacific region, according to Criteo's 1H 2016 State of Mobile Commerce Report.

Mobile account for 60 percent and 54 percent of all eCommerce transactions in Taiwan and Southeast Asia respectively.

Regional retailers should capitalise on this trend in order to successfully drive transactions in the shopping seasons.

Criteo's research emphasises that brands can no longer ignore mobile platforms as a primary means to drive e-commerce sales.

"The Asia Pacific region has been a mobile commerce powerhouse for a few years now, driven by multiple device ownership in developed markets like Hong Kong, Japan, Singapore and Taiwan," said Yvonne Chang, Executive Managing Director, Asia Pacific. "With increasing affluence and improving technological infrastructure set to bring even more consumers online and on smartphones, it is only a matter of time before the region establishes itself as the clear global leader in mobile commerce transactions."

Mobile targeting strategies
Retailers must combine a strong mobile web and app presence with personalised mobile targeting strategies to engage with shoppers and boost revenue.

This is relevant as in the first half of 2016, the top retailers in Southeast Asia grew mobile sales by 37 percent year-over-year.

The mobile share of eCommerce transactions increased by 19 percent year-on-year across all Southeast Asian retailers.

Taiwan also emerged as the regional leader, with mobile sales now capturing 60 percent of all e-commerce transactions for top retailers.

"Mobile commerce has reached a tipping point and is surpassing desktop purchasing as regional retailers continue to invest in mobile shopping platforms," added Chang. "However, retailers must go one step further and create a truly seamless mobile and cross-device experience to engage users along their digital paths to purchase. Brands that master the mobile trend will have a head start over competitors, as well as the momentum to lead the pack in the shopping seasons ahead."


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