Online shopping usage in Asia’s top 10 cities in 2021

Recently , Transcosmos announced the results of the "2021 Online Shopping Usage Survey in the Top 10 Cities in Asia". This is the fourth time that Transcosmos has conducted a survey to investigate the usage of online shopping in Asia and the interest in cross-border e-commerce .

This time, a survey was conducted on the two topics of " e-commerce live streaming " and " behavioral changes caused by the new crown " among 3,200 online shopping users (320 people in each city ) in 10 cities in Asia (Tokyo, Shanghai, Taipei, Jakarta, Singapore, Bangkok, Kuala Lumpur, Hanoi, Manila, and Mumbai) .

In the question about the awareness and experience of e-commerce live streaming in various cities in Asia , except Tokyo , the awareness rate of other nine cities reached more than 70%. Regarding the experience of use, Hanoi (62.5%), Bangkok (60.6%), and Mumbai (52.5%) had more than half of the respondents saying they had used it.

Compared with the other nine cities, Tokyo has a low level of awareness and experience with e-commerce live streaming . In particular, only 5.9% of people have purchased products , which is significantly lower than the other 10 cities (Taipei is second, at 23.4%). In Tokyo, 7.8% of people have never purchased products but know about e-commerce live streaming , 20.3% have only heard of it, and 65.9% have never heard of it.

Looking at the average experience of on-site sales in 10 cities , the highest-ranked positive comments were "being able to hear product descriptions that were difficult to understand from images and text" (65.2%), " being able to quickly confirm unclear points and doubts when shopping " (57.3%), and "being able to demonstrate on-site how to use the product" (50.9%) .

As for the reasons for not using it, " the time for pushing live broadcasts is not suitable " ( 41.4%) is the most common situation in 10 cities. In addition, reasons such as " want to shop in a down-to-earth manner " and " it's as annoying as TV shopping " are also among the top.

Changes in purchasing behavior due to the coronavirus

When asked about the changes in life brought about by the new coronavirus , the top overall average answers were " the number of shopping in physical stores has decreased " (56.5%), " the frequency and amount of online purchases have increased " (49.8%), and " the number of home cooking and takeout meals has increased " (41.7%) .

As for the types of purchases increased through online purchases, "daily necessities/toiletries" were the most popular in 10 cities, with an average of 50.4% . " Food delivery " was the highest in several cities , including Kuala Lumpur , Hanoi , Manila, and Bangkok .

As the COVID-19 pandemic has increased people's dependence on online shopping, e-commerce live streaming has become a new sales method in Asian countries, and many users are actively using it. Although it has not yet become popular in Japan , it is necessary to take early measures as it is an indispensable technical know-how for the development of e-commerce in Asia .

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