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E-commerce market snapshot

As the near-universal ownership of digital devices and the roll-out of 5G embed the internet ever more deeply into consumers’ everyday lives and confidence in card payments increases, consumers are becoming more familiar with e-commerce.

There is a significant probability that the growth in e-commerce sales seen during the COVID-19 pandemic is the new normal.

Trade and Investment Queensland strongly encourages exporting Queensland businesses to tap into e-commerce channels in various overseas markets. The potential of e-commerce in individual markets is outlined below.


web-infographic-panel_Nov21_China.png

Top e-commerce growth categories in 2020

  • Apparel and footwear
  • Food and drink
  • Beauty and personal care

Leading e-commerce platforms in market

  • Alibaba
  • JD.com

Points of interest

  • Older consumers have had a taste of the high convenience of shopping online during the pandemic and are willing to pay extra.
  • Over 100 cross-border e-commerce zones across China allow brands the freedom of not setting up legal entities in the country. Imported goods can be temporarily stored in bonded warehouses.

web-infographic-panel_Nov21_HongKong.png

Top e-commerce growth categories in 2020

  • Personal accessories and eyewear
  • Apparel and footwear
  • Beauty and personal care

Leading e-commerce platforms in market

  • HKTVmall
  • Facebook Marketplace

Points of interest

  • Significant portion of retail sales come from tourists who prefer to physically shop.
  • Last mile delivery difficult due to congestion.
  • Consumers often follow Korean/Japanese fashion trends.

web-infographic-panel_Nov21_Indonesia.png

Top e-commerce growth categories in 2020

  • Media products
  • Food and drink
  • Consumer electronics

Leading e-commerce platforms in market

  • Tokopedia
  • Shopee

Points of interest

  • Penetration of e-commerce in the country is still concentrated in the Java region.
  • Men dominate online shopping.
  • Particularly sought-after foods include processed meats, fruit, packaged coffee.

web-infographic-panel_Nov21_Japan.png

Top e-commerce growth categories in 2020

  • Media products
  • Apparel and footwear
  • Food and drink

Leading e-commerce platforms in market

  • Amazon
  • Rakutan

Points of interest

  • Japanese people can be conservative with respect to doing new things/buying from sources they don’t know well.
  • Government driving a shift towards cashless payments.

web-infographic-panel_Nov21_Taiwan.png

Top e-commerce growth categories in 2020

  • Apparel and footwear
  • Consumer electronics
  • Homewares and home furnishings

Leading e-commerce platforms in market

  • Momoshop
  • Shopee

Points of interest

  • Free postage/delivery is common.
  • Most retailers conduct business using platforms rather than maintaining own websites.

web-infographic-panel_Nov21_UK.png

Top e-commerce growth categories in 2020

  • Food and drink
  • Apparel and footwear
  • Homewares and home furnishings

Leading e-commerce platforms in market

  • Amazon
  • eBay

Points of interest

  • Consumers concerned about environmental impact of growth in delivery vehicles.
  • Ingredient boxes for at-home cooking gaining traction relative to food service delivery.

web-infographic-panel_Nov21_USA.png

Top e-commerce growth categories in 2020

  • Food and drink
  • Consumer electronics
  • Homewares and home furnishings

Leading e-commerce platforms in market

  • Amazon
  • Walmart

Points of interest

  • Third-party merchants generating sales of USD100,000 or more must pay state taxes.
  • Benchmark for delivery is Amazon’s one day service for Prime members.
  • Rising consumer concerns about packaging materials used.

web-infographic-panel_Nov21_Vietnam-(1).png

Top e-commerce growth categories in 2020

  • Food and drink
  • Consumer electronics
  • Apparel and footwear

Leading e-commerce platforms in market

  • Mobile world
  • Tiki

Points of interest

  • Customers able to place orders via direct message, without the need for a proper online shopping system.
  • Cash on delivery remains a common payment method for online businesses. Third-party electronic wallet services are on the rise.


For more information on each market’s e-commerce trends and dominant platforms, email us to receive the full Euromonitor Consulting report.

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