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Current Trends and Future Prospects of E-commerce in APAC

The e-commerce industry in Asia has been rapidly growing over the past decade, and it shows no signs of slowing down. The increasing availability of internet access and mobile devices, along with the growing middle class, has created a massive market for online shopping.

In this article, we explore the current trends and future prospects of e-commerce in Asia.

First, let’s take a look at the current state of e-commerce in Asia. According to a recent report by Statista, the e-commerce market in Asia is expected to reach $2.05 trillion by 20231. China is the largest e-commerce market in Asia and the world, with a market size of $1.49 trillion as of 20232. Other countries, such as Japan and South Korea, are also large e-commerce markets.


E-commerce trend #1: Increased focus on customer experience

One of the biggest e-commerce trends in the APAC region is the growing focus on customer experience. Companies are realising that they need to provide a seamless and enjoyable shopping experience in order to remain competitive in an increasingly crowded market. This is driving the adoption of technologies such as augmented reality (AR) and virtual reality (VR), which allow customers to interact with products in a more immersive way. Additionally, companies are investing in omnichannel strategies that allow customers to shop across multiple platforms and channels, such as online, in-store, and through mobile devices.

Omnichannel commerce refers to the integration of online and offline channels, allowing customers to seamlessly switch between shopping online and in physical stores. This trend is driven by the desire to provide customers with a more convenient and personalised shopping experience. Companies in Asia are investing in omnichannel strategies, such as the integration of online and offline shopping data, to better understand their customers and provide them with a better shopping experience.

E-commerce trend #2: Growth of mobile commerce

Another trend to watch in 2023 is the continued growth of mobile commerce. With the widespread adoption of smartphones and mobile internet, more and more consumers in the APAC region are using their mobile devices to shop online. This trend is particularly pronounced in countries like China, where mobile commerce accounts for a significant portion of e-commerce sales. Companies operating in the APAC region need to ensure that their mobile shopping experiences are optimised for ease of use and convenience.

E-commerce trend #3: Expansion of cross-border e-commerce

Cross-border e-commerce is also expected to continue to grow in the APAC region in 2023. As e-commerce becomes more prevalent, consumers in the region are becoming increasingly interested in purchasing products from other countries. This creates new opportunities for companies to expand their reach beyond their local markets and reach new customers in the APAC region and around the world. Cross-border e-commerce consumers are often seeking high-quality products from abroad.

E-commerce trend #4: Emergence of social commerce

Social commerce is another trend that is expected to gain momentum in the APAC region in 2023. Social commerce refers to the use of social media platforms for shopping and commerce. In the APAC region, platforms such as WeChat in China and Lazada in Southeast Asia are becoming increasingly popular for online shopping. These platforms allow consumers to easily discover, research, and purchase products through their social media networks. Companies that are able to leverage the power of social commerce will be well-positioned to reach new customers and drive sales.

E-commerce trend #5: Adoption of artificial intelligence (AI) and machine learning (ML)

AI and ML are expected to play a larger role in the APAC e-commerce industry in 2023. Companies are already using these technologies to personalise the shopping experience, such as using chatbots for customer service and giving personalised product recommendations. As AI and ML become more advanced, they will likely play an even bigger role in the e-commerce industry, from supply chain management to fraud detection.

E-commerce trend #6: Increase in voice commerce

Voice commerce is also expected to become more prevalent in the APAC region in 2023. With the widespread adoption of smart speakers and other voice-activated devices, more and more consumers are using voice commands to shop online. Companies need to be prepared for this shift and ensure that their e-commerce systems are compatible with voice commerce technology.

E-commerce trend #7: Growing importance of sustainability

Sustainability is becoming an increasingly important issue for consumers in the APAC region, and this trend is expected to continue in 2023. There will be more companies that demonstrate a commitment to sustainability, for example by using eco-friendly packaging and renewable energy sources.


The e-commerce industry in Asia is growing rapidly and shows no signs of slowing down. The rise of mobile commerce, social commerce, cross-border e-commerce, and omnichannel commerce is shaping the future of e-commerce in Asia and creating new opportunities for businesses. Companies that are able to stay ahead of these trends and adapt to the changing landscape of e-commerce in Asia will be well-positioned for success in the years to come.

DMFA offers comprehensive support from localisation to digital marketing, logistics, and payment solutions, to help grow your business in the APAC market.

If you are considering selling your products in APAC, please feel free to contact DMFA, and our APAC-savvy consultants will assist you.

1., 2. E-commerce in Asia statistics

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