Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured APAC
No posts found

About 49% of shoppers in APAC now hesitant to shop in-store: report

by Teddy Cambosa

-

July 9, 2021

Wunderman-Thompson-Commerce-Report-APAC

Singapore – Despite many countries worldwide easing up on normal life disrupted by the global pandemic, there is still a large fraction of shoppers worldwide who now hesitate to shop in-store, a new report from Wunderman Thompson Commerce shows.

According to the report, 49% of APAC shoppers are now hesitant to shop in physical stores, suggesting a transition to shop through online channels.

Looking at specific markets, nearly three quarters (72%) of shoppers in India are experiencing this fear, followed by Thailand (62%), China (55%) and Indonesia (51%) – while Japan and Australia are more open to the idea (30% and 22% respectively).

Meanwhile, on a global scale, nearly three-quarters of shoppers say that online shopping came to their rescue in 2020, with Thailand at the top of the global ranking having 94% of consumers agreeing to the sentiment. Looking ahead, three-quarters of global shoppers (73%) say e-commerce would be more important to them in 2021.

In terms of frequency of shopping online, marketplaces other than Amazon account for a third (33%) of all purchases, led by Japan at 45% and Thailand coming in at 41%. 

It has been noted in the report that Amazon’s reputation on pricing is comparatively poor in Asia – just 20% of shoppers say it provides the best value, compared to 48% who identify the other marketplaces as being best: e-commerce platforms Tmall, Taobao, and Lazada.

“As we look beyond 2021, we know this channel shift from physical to digital channels is not only accelerating but will be the primary channel for retail purchasing in future. We see consumers turn to local and regional marketplaces as they take on global players like Amazon, an abundance of businesses switching to D2C offerings, and Asian consumers leading the way when engaging in new channels such as social and live commerce,” said Kaythaya Maw, chief technology officer at Wunderman Thompson APAC.

Despite these moves towards online shopping channels, there still remains hope for direct-to-consumer (D2C) brands handled by retailers. Over one quarter (29%) of shoppers in China said they have used branded direct-to-consumer sites as a source of inspiration, putting the channel third behind dominant marketplaces like Taobao and Tmall, and social media.

Nevertheless, the demand within these online retailers are surging, as APAC shoppers now demand the most from digital retailers, saying they want better products, services, and experiences online, with Thailand shoppers agreeing with the statement at 94.8%, closely followed by China and Indonesia at 89% and India at 86%.

A big finding from this year’s survey is that 44% of all global consumers the report spoke to say they have bought from a social platform. In Asia, buying directly through social media is already clearly a well-established trend, led by Thailand where 74% of consumers said they had purchased from a social platform, followed by Indonesia and China at 69%. 

Speaking about the insights, Justin Peyton, chief transformation and strategy officer at Wunderman Thompson APAC, notes that with the heightened interest in online shopping, one should refrain from the use of the term ‘e-commerce’ since the term online shopping has now expanded beyond the borders of e-commerce platforms.

He added that with the growth of sales that we have seen in the recent past, and the fact that it is becoming the channel of choice, digital transactions have become a hygiene element that brands are expected to support as part of the overall commerce ecosystem.

“What’s more interesting is how commerce is fragmented across owned platforms, social platforms, conversational platforms, and marketplaces. With this diversity, brands must focus on where they can not only gain visibility but demonstrate their products in ways that are most likely to influence consumer choice,” Peyton stated.

Meanwhile, Maw added, “With the largest representation from Asia-Pacific taking part in this year’s report, we hope to provide businesses with vital insights to formulate effective strategies and respond to how consumers are shopping in this current environment, and how they will shop in future.”

Related Tags APAC consumer behavior commerce Wunderman Thompson
Share this article

Related Articles

View All
Greater-Bay-Area-Retailers-KPMG-GS1-HSBC-Study
Marketing Featured East Asia
About 73% of Greater Bay Area retailers applying localized digital strategies: report
June 11, 2021
By Teddy Cambosa
Amazon-Online-Shoppers-Australia-Sitecore-Research
Platforms Featured ANZ
Aussies yet to adopt Amazon as top choice for online shopping: survey
June 2, 2021
By Teddy Cambosa
Sitecore-Australia-Survey-Online-Shopping
Platforms Featured ANZ
Digital-savvy Gen Z Aussies demand higher efficiency from e-commerce channels: survey
April 22, 2021
By Teddy Cambosa
DTC_CX_post pandemic
Main Feature Technology APAC
DTC and data-driven CX: Two key e-commerce marketing trends to thrive post-pandemic
April 9, 2021
By MARKETECH APAC
E-Commerce-Shopping-Contactless-Payment-Filipinos-Visa-Study
Platforms Featured Southeast Asia
Filipino shoppers trying e-commerce for the first time increase amid the pandemic: report
March 18, 2021
By Teddy Cambosa
No posts found

Featured Articles

View All
MARKETECH-APAC-The-Inner-State-K-Pop-Brand-Ambassadors
Premium Main Feature Marketing Southeast Asia
K-pop brand ambassadors: Are they the new ‘upmarket’ or a ‘relevancy’ ploy?
July 5, 2021
By Teddy Cambosa
MARKETECH APAC’s Top 5 Stories this June: A platform’s top Hari Raya ads list comes out on top
Main Feature Marketing APAC
MARKETECH APAC’s Top 5 Stories for June: A platform’s top Hari Raya ads list comes out on top
June 30, 2021
By MARKETECH APAC
WhatsApp Image 2021-06-21 at 15.01
Main Feature Marketing Featured APAC
MARKETECH APAC to launch regional workshops, on lookout for trainers
June 21, 2021
By Teddy Cambosa
MARKETECH Mondays Murdoch University
Main Feature Marketing Partners APAC
MARKETECH Mondays: Neil Cullingford, Director of Marketing and Communications, Murdoch University
June 16, 2021
By MARKETECH APAC
WhatsApp Image 2021-06-07 at 10.18
Main Feature Technology APAC
MARKETECH APAC opens conversation on the new internet: Advertising in a privacy-first and cookieless world
June 9, 2021
By Teddy Cambosa
MARKETECH APAC Inside Innovation
Marketing Featured Partners APAC
MARKETECH APAC tackles higher ed’s digital marketing strategies in ‘new normal’ in webinar for APAC universities
April 14, 2021
By MARKETECH APAC
No posts found

Most Recent Articles

SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
May 30, 2025
Fatima Baduria
No posts found
Okaya Power awards integrated media duties to dentsu X India 
May 30, 2025
Aliza Carmona
PepsiCo joins Formula 1’s growing list of official partners
May 30, 2025
Teddy Cambosa
UNIQLO Singapore to open first touchpoint concept store for online-to-offline shopping experience
May 30, 2025
Fatima Baduria
CelcomDigi celebrates preservation of Bornean languages with new chatbot, campaign
May 30, 2025
Teddy Cambosa
Café de Coral pays tribute to generational bonds in new dentsu HK campaign
May 30, 2025
Aliza Carmona
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin