, Singapore
222 views
Photo by Shoper .pl via Pexels

East Asia accounts for 41% of global e-commerce sales

China, Japan, and South Korea are the top retail e-commerce markets in the region.

East Asia now drives over 41% of global online sales, making it a crucial region for retailers, according to Euromonitor International.

In 2023, East Asia accounted for 89% of Asia Pacific's e-commerce sales, with China leading, followed by South Korea and Japan. 

This dominance is expected to continue, with the region projected to hold 85% of Asia Pacific’s e-commerce market by 2028.

Despite the maturity of these markets, emerging brands are finding ways to disrupt the status quo.  Platforms like Douyin Marketplace in China and @Cosme in Japan are outpacing market growth with innovative strategies. Douyin’s integration with social media and livestreaming has made it a powerful e-commerce platform. 

Small brands are also benefiting from e-commerce, using it to reach wider audiences and challenge established players. In China, chocolate brand Nuo Fan grew online sales by 7% in 2023, whilst South Korea’s yogurt brand Greek Day saw a 26% rise in e-commerce sales, even as overall categories declined.

The Digital Dominance Index highlights these opportunities, showing that China’s lower score of 5.1 indicates a competitive online space with room for disruption. Brands like Proya are already capitalising on this, achieving over 80% e-commerce growth through strategic partnerships with platforms like Tmall.

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Top News

Australian retailers push for stronger worker protections
In Victoria, nearly 19,000 violent incidents were reported in the past year.
7 in 10 Japanese consumers benefit from connected tech
Platforms like YouTube, Instagram, and TikTok are transforming shopping habits in the country.
E-commerce
Indonesian retail sales expected to improve in November
Automotive fuel, spare parts, accessories, and clothing are expected to drive this increase.
Swarovski and Coty partner to launch fragrance division
The partnership aims to expand both companies’ portfolios and market reach.

Exclusives

Asia-Pacific retailers tap subscribers to drive growth
Subscription services are a constant source of revenue during a downturn.
Chinese fine dining finds its next course in Singapore
The city-state’s high spending power and big Chinese commune make it an ideal entry point.
Raffles City reinvents itself with experiential retail
The mall has revamped 111,000 sq ft of retail space as part of a major redesign.
Stores
TikTok ‘shoppertainment’ drives mega-sale hit
Videos on the platform are used not just to entertain but also to drive e-commerce.