Asian e-commerce races to innovate as consumer demands rise

Fast-paced growth and delivery challenges are shaping Asia's e-commerce future.  

With half of Asia's population expected to be shopping online by 2029, key industry leaders believe that the region is not only adapting to changing consumer habits but also setting the pace for innovation globally.  

“Asia is probably going to be benefiting from the sophistications that have been developed across multiple origin markets and from the rising demand from the consumer base,” said Lionel Berthe, CEO of Asendia APAC. He emphasised that Asia could be the fastest-growing market, driven by the efficiency and adaptability of its major players.  

Berthe pointed to the significant role of Chinese marketplaces in this growth trajectory. “The Chinese marketplace, over the last 18 months, has been able to offer solutions, prices, and being relevant, and have captured a huge part of that growth,” he noted.  

David McLean, Founder and CEO of Hubbed, echoed these sentiments, highlighting how advanced options like box-free and label-free returns, instant refunds, and sustainability-focused solutions are driving customer loyalty.

“These initiatives incentivise customers to use the delivery choices that the retailers want while maintaining customer satisfaction,” he said.  

Berthe noted that rising competition and increasing sophistication across markets require companies to adapt rapidly. “If you want to remain competitive, you need to give the choice to your consumer. You need to establish all the connections, the contracts, and the money management of the suppliers along the supply chain,” he explained.  

McLean highlighted the growing complexity of logistics due to consumer demand for diverse delivery options, including same-day and next-day services. Additionally, consumer practices like “wardrobing,” where multiple items are ordered and most are returned, are putting pressure on retailers.

Looking ahead, both leaders see 2025 as a transformative year for Asian e-commerce. However, they acknowledged potential hurdles, including regulatory challenges and the need for resources to maintain flexibility in a rapidly evolving market.  

Despite these obstacles, Berthe remains optimistic about the future. “It will be potentially a very good year for 2025, but you will need to have the resources and the time that is needed to be flexible enough,” he concluded.