Adobe Digital Dialogue

It’s All About Online Shopping This Holiday Season

The holiday season is a time for reunions with family and friends, home-cooked food – and who can forget presents to celebrate the season? And when there are presents to be bought that means there is lots of shopping to be done! What’s interesting here, is how much online shopping has grown in popularity over the past few years. Consumers are beating the crowds at the stores, reducing stress and ordering from the comforts of their homes and ecommerce is booming as online retailers offer seamless websites and apps, making buying online so easy and enjoyable.

New research from Adobe Digital Index shows the holiday season this year represents 20% of worldwide online spending – with Austria and the US at the top of the list. Adobe’s global Online Shopping Prediction is based on an analysis of 55 million product SKUs and aggregated and anonymous data of more than one trillion retail websites over the last seven years.

China to Lead Online Shopping Craze

Online Shopping

The Online Shopping Prediction report predicts China will lead not just the Asia Pacific region in online spending this holiday season but around the globe with US$150 billion in sales forecast. China’s booming economy has led to the highest anticipated online spend in the region (55%) with nearly half of the country’s consumers surveyed (49%) predicting an increase in their online spend for the period. In fact, the average Chinese internet user is predicted to spend a total of US$210 online during November and December, driving one-fifth of total online sales for the year.

For the rest of Asia, Japan is expected to see the second highest online spend in the region with US$37 billion in online sales (a 5% year-on-year growth) predicted, followed by Australia at US$7 billion.

Mobile Usage During The Holidays

Over the next two months we expect Southeast Asia to lead the charge in mobile shopping with 21% of ecommerce purchases to be transacted via smartphones and around 10% via tablets. Japanese shoppers won’t be too far behind, with 24% of ecommerce purchases predicted to be made via smartphones and 6% via tablets.

Online Sales Revenue

What Drives Online Purchases in APAC?

The research also found that across APAC, lower prices and good deals are important motivators for consumers to shop online, with free shipping a particularly strong driver for shoppers in Australia and Singapore.

In addition, while online shopping during the holiday season is increasingly attractive, when it comes to logging on, most APAC consumers find shopping via mobile phone more stressful than shopping on their desktop, laptop or tablet device. This might serve as a seasonal reminder to marketers and businesses to review their mobile commerce experience to streamline and optimise it. Consumers want it, but the experience is not yet matching expectations and the stress is showing.

Marketers have known for some time how critically important produce reviews are. Out research shows that recommendations and reviews are among the top two influencers for shoppers when considering a major purchase according to 36% of consumers in Australia, 43% in China and 44% in Singapore. Furthermore, consumers in Singapore and China are more likely to leverage social media when they shop, with 41% of Singaporean and 49% of Chinese shoppers saying they consult social media to help make holiday shopping decisions.

So enjoy this special time of year, minimise your shopping stress and maximise your time with friends and family – at Adobe, we certainly intend to!

Digital Marketing

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