emarketer Report – Asia-Pacific Retail and Ecommerce Sales: estimates for 2016–2021


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Executive Summary

Retail sales in Asia-Pacific will increase 7.7% this year to $9.254 trillion, driven by an expanding middle class and growing ecommerce activity. Ecommerce will represent 14.7% of total retail sales in the region, or $1.365 trillion. By 2021, that number will more than double to $3.001 trillion.

  • China is far and away the largest contributor to Asia-Pacific’s retail market, accounting for more than half of the region’s sales. Widespread internet access in urban areas and Alibaba’s investments in logistics and shipping centers have encouraged digital buying. Ecommerce will account for 23.1% of retail sales in China this year and will continue to be a main driver of overall retail growth.
  • Multinational ecommerce companies Alibaba and Amazon are expanding their reach across Asia-Pacific by acquiring local retailers and investing in shipping centers. These efforts, along with individuals gaining internet access, will drive ecommerce growth over the forecast period. eMarketer estimates ecommerce will make up 25.4% of total retail sales in Asia-Pacific by 2021.
  • Retail sales growth will be fastest in India throughout the forecast period. Though the demonetization of the rupee in 2016 caused concern for consumer spending, India will still rank as the third largest retail market in the region, generating $1.033 trillion this year. Japan will produce more sales than India, at $1.283 trillion, but growth will be flat due to its shaky economy.
  • Approximately 924.8 million people in Asia-Pacific will make at least one digital purchase in 2017. China will account for 53.4% of the total, with 494.1 million buyers. Consumers’ growing familiarity with ecommerce platforms is expected to encourage online purchasing in the region.

“Retail ecommerce sales in Asia-Pacific will total $1.365 trillion in 2017, a 29.6% gain over 2016. Annual double-digit growth will persist through the forecast period, as ecommerce uptake continues to expand throughout the region.”

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Asia-Pacific Overview

Country-by-Country Review

8 charts are included in the full report:

Asia-Pacific Retail and Ecommerce Sales: eMarketer’s Estimates for 2016–2021

Retail Ecommerce Sales in Asia-Pacific, 2016-2021 (trillions, % change and % of total retail sales)

Asia-Pacific Overview

Retail Sales in Asia-Pacific, 2016-2021 (trillions, % change and % of worldwide retail sales)

Total Retail Sales in Asia-Pacific, by Country, 2017-2021

Retail Ecommerce Sales

Retail Ecommerce Sales in Asia-Pacific, 2016-2021 (trillions, % change and % of total retail sales)

Retail Ecommerce Sales in Asia-Pacific, by Country, 2017-2021

Digital Buyers

Digital Buyers in Asia-Pacific, 2017-2021 (billions, % change and % of worldwide digital buyers)

Digital Buyer Penetration in Asia-Pacific, by Country, 2016-2021

Country-by-Country Review

Retail Mcommerce Sales in China, 2016-2021 (trillions, % change and % of retail ecommerce sales)

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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