APAC's Future Shopper: A Six-Nation Deep Dive

Decentralization is key. Social commerce platforms like Douyin and Pinduoduo are challenging established marketplaces, emphasizing personalized experiences and value. Micro-influencers are gaining traction in livestreaming

Social commerce reigns supreme, driven by "Shoppertainment" on platforms like TikTok and influencer marketing. "Buy Now, Pay Later" fuels purchases, but loyalty remains fragmented. Thai consumers are highly influenced by influencers (75%) and actively seek deals.

Consumers embrace a hybrid shopping model, researching online but often purchasing offline or via social commerce. Price sensitivity and convenience are paramount, driving demand for "compressed commerce.". Resellers and affiliates play a crucial role in product distribution and discovery.

Brands targeting India must adapt to a digitally savvy, price-conscious consumer who demands both convenience and connection. Seamless, intuitive experiences are crucial, from mobile and social commerce to fast q-commerce delivery. Building trust and understanding local preferences, like the Kirana’s role, is key.

While lagging behind other APAC nations in social commerce adoption, these markets offer significant online opportunity. Brands can leverage learnings from the region to drive growth in social commerce, sustainability, and delivery speed.