Hong Kong retailers seek digital talent amidst market shifts

Weak consumer demand weigh on market.

Retailers in Hong Kong are prioritising digital marketing expertise, with strong demand for skills in search engine optimisation, social media, and email marketing, according to a report by Randstad Hong Kong.

Beyond platform proficiency the report said that candidates must stay updated on the latest digital marketing developments and possess strong data analytical skills to measure performance, predict trends, and identify market opportunities.

Companies are also prioritising professionals with experience in customer relationship management (CRM) tools to enhance customer attraction and retention strategies. Additionally, soft skills remain highly valued, with a strong emphasis on a customer-first approach.

With the continued influx of mainland Chinese tourists seeking premium shopping experiences, frontline sales staff are increasingly expected to be fluent in English, Cantonese, and Mandarin.

Retail and luxury sales in Hong Kong are expected to remain weak in 2025 due to sluggish domestic spending and declining tourist consumption.

The report said that total retail sales value had seen a significant drop, with luxury goods sales declining by 7.8% year-on-year as of April 2024. Whilst some international franchises have exited the Hong Kong market, a few brands are beginning to return following years of market testing across the Asia Pacific region.

Northbound travel remains strong as Hongkongers opt for Greater Bay Area cities offering lower prices and wider shopping choices. In response, retailers are expanding into mainland China to follow consumer trends and cut operational costs.

Luxury brands are shifting to experiential retail, with plans to open flagship stores and pop-ups in high-end malls set to open by 2026.

The report noted that economic uncertainty is making job seekers hesitant to switch roles. Employers, facing weak confidence in the market, are also struggling to meet rising demands for better pay and shorter hours.

Candidates, however, are prioritising roles that boost their e-commerce and digital marketing skills for long-term career growth.

"Whilst there are valid reasons for caution among retail talents in Hong Kong in 2025, several factors could also encourage movement," the report said. "If the economic outlook improves and new opportunities arise, we may see a more active job market."