From Bricks To Clicks: Consumers now expect a fully-integrated shopping experience

A survey conducted by Rakuten Marketing across the Asia-Pacific (APAC) region has revealed that 78% of Australian consumers like to shop both online and instore, with 20% shopping instore only and 2% of Australians shop exclusively online. . The report suggests that for retailers to grow in Australia, they need to unite user experiences from brick-and-mortar to mobile-browsing and everything in between.

Rakuten Marketing, has today launched its inaugural 2018 State of e-Commerce: Asia-Pacific report. The report examines consumer behaviours, preferences and interests around the online world of shopping. Through surveying 1000 consumers in each market (Australia, China, Hong Kong, Malaysia, New Zealand, South Korea), the report has drawn together consumer trends in order to aid brands in expanding effectively across APAC.

The report has found that with the highest offline shopping trends in APAC, Australia and New Zealand still have some catching up to do with their more digitally savvy neighbours in the region, despite e-Commerce growth being steadily on the rise in both countries. With just two per cent of consumers shopping exclusively online, Australia is the lowest amongst APAC countries. Shipping, returns and payment security are some reasons why Australian consumers are yet to fully embrace online shopping to its full potential.

JJ Eastwood, Managing Director of Rakuten Marketing APAC said, “In 2018, it is expected that the APAC e-commerce market will reach $1.8 trillion dollars, with 75% ($1.3. trillion) in mobile transactions. These findings reflect an ongoing shift in online and offline purchasing behaviours, with technology-savvy consumers using the internet to streamline the shopping experience. There is a clear opportunity here for retailers, to build meaningful relationships with their customers by adopting an omni-channel approach.”

The scale of the e-commerce market and the forecasted growth makes Australia and the region a highly desirable destination for global brands. To ensure success it is imperative that brands are familiar with the different devices, platforms and consumer preferences throughout the region.

Mr Eastwood believes that “For brands to be successful in APAC, it will be important for them to be familiar with the different devices, platforms and consumer preferences within the region. Unsurprisingly the data shows heavy usage of mobile devices for shopping, although in countries like China these transactions come from specific apps like WeChat and Weibo. Whereas APAC consumers also like to optimise their shopping experiences through services like concierge apps and freight forwarding services.”

About Rakuten Marketing

Rakuten Marketing uses innovative, data-driven technology to help brands reach consumers with timely and authentic digital advertising experiences. Pioneering AI and machine learning, paired with unique data and inventory from the Rakuten ecosystem, enables brands to identify new audiences and re-engage existing ones. This predictive technology allows Rakuten Marketing to deliver valuable experiences people love, resulting in cost-effective performance across its integrated marketing solutions: affiliate, display and search.

Rakuten Marketing is a division of Rakuten Inc. (4755: TOKYO), one of the world’s leading Internet service companies. With Asia-Pacific offices in Sydney, Melbourne and Singapore, the company is headquartered in San Mateo, California, with additional offices in Brazil, Japan, France, Germany, the United Kingdom, and throughout the United States. Follow us on Twitter or learn more at

About Rakuten Insight

Rakuten Insight possesses consumer market research panels focusing on 15 countries and regions in Asia, North America and Europe, and boasts a panel network covering 60 countries and regions. With offices in 11 countries, Rakuten Insight provides marketing research and related services for over 400 clients globally.

Rakuten Insight is a wholly owned subsidiary of Rakuten.

Research Methodology

‘The State of e-Commerce: Asia-Pacific’ was commissioned by Rakuten Marketing Australia in conjunction with Rakuten Insights. The total sample size was 7000 consumers, with 1000 respondents per market across seven APAC countries – Australia, China, Hong Kong, New Zealand, Malaysia, Singapore, and South Korea. The survey took place in July 2018.

The original article and full report for download can be found here:
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