APAC’s social commerce industry to grow by 12.3% in 2024

APAC consumers prefer online vs in-store shopping.

The Asia-Pacific (APAC) social commerce industry is expected to grow by 12.3% this year, driven by the preference for online shopping where approximately two-thirds of consumers favour online purchases over traditional in-store shopping. 

Jo Ling Sun, Senior Trends Analyst at GWI, said that this trend is more pronounced in APAC than in other regions, underscoring the digital-first approach of its consumers.

"Social commerce," Sun explained, "utilises social media platforms like Facebook and Instagram for marketing and selling products and services." 

This method has evolved from basic brand pages and marketplace groups to features like TikTok Shop and Instagram Shopping. Customers can now complete purchases without leaving their preferred social media platforms, revolutionising the way shopping is conducted online.

According to Sun, consumers who engage with short videos are more likely to shop and make purchases online, particularly through mobile devices. 

This trend highlights the effectiveness of short-form content in enhancing product discovery, engagement, and even prompting impulse purchases, with 70% of Gen Z and millennials in APAC admitting to spontaneous buying at least once a month.

APAC shoppers stand out for their proactive online behaviour, engaging with brands, influencers, and peers on social media platforms. This active engagement is not just about consumption but about building online communities that foster personal connections and brand loyalty. 

"APAC consumers are not passive inspiration seekers," Sun noted, indicating that these shoppers demonstrate a keen sense of discernment in their purchasing decisions, challenging brands to meet their sophisticated online needs.

This shift towards digital platforms and the integration of social commerce into daily life have positioned APAC as a leader in the global online shopping ecosystem. Sun said that brands operating in this region must recognize the importance of community building and the unique preferences of APAC consumers to tap into this lucrative market effectively.