APAC shoppers shape the future of retail

AUCKLAND, Today: APAC consumers are driving a retail revolution, and VML has unveiled APAC’s Future Shopper, an extension of its global Future Shopper report, now in its eighth year.

This APAC edition dives into insights from over 8,500 consumers across Australia, New Zealand, China, Thailand, India, and Indonesia, highlighting evolving shopping habits and trends in each market.

“Australia and New Zealand are a little different,” says Jon Bird, Executive Director of VML ANZ. “We are more conventional in our digital commerce habits.

“We spend less time online than our cousins in the North, browse more in stores, and are, relatively speaking, less engaged with marketplaces and social commerce.”

That difference represents a major opportunity for brands and retailers in ANZ, Bird says. “The rest of the Asia-Pacific provides a benchmark for digital commerce.

“In Australia and New Zealand, we are in the unique position of being able to clearly see the future – and capitalise upon the trends – based upon shopper behaviour, platforms and trends seen in places like Thailand and China.”

“Australia and New Zealand are a little different,” says Jon Bird, Executive Director of VML ANZ. “We are more conventional in our digital commerce habits.” – Jon Bird

Key Findings from the Six-Nation Deep Dive

• Australia & New Zealand: Amongst Western economies, brands and retailers in Australia and New Zealand are uniquely situated on the doorstep of the future of digital commerce, and are well-placed to capitalise upon trends emerging in Asia. At the same time, the survey shows that “brilliant basics” are critical. Price is still the main point of concern, with 60%+ of ANZ shoppers stating they would buy directly from a brand online if there was a “better price”
• China: Decentralisation of e-commerce is underway, with social commerce platforms like Douyin and Pinduoduo challenging established marketplaces by prioritising personalised experiences. Marketplaces still inspire 63% of consumers, but their overall share of purchases is declining
• Thailand: Social commerce reigns supreme, fuelled by TikTok’s “Shoppertainment,” influencer marketing, and the growing adoption of “Buy Now, Pay Later” services paired with Thailand’s FOMO. 73% of Thai consumers said they are more likely to spend on bucket list experiences, realising that “life is short”
• Indonesia: A hybrid shopping model prevails, with consumers utilising online channels for research and price comparison while maintaining brick-and-mortar stores, emphasising the importance of seamless online-to-offline integration. They also lead the region in demanding a rapid path from inspiration to purchase (80%)
• India: Brands targeting India must adapt to a digitally savvy, price-conscious consumer who demands both convenience and connection – 48% of Indian consumers expect delivery in less than 2 hours. Building trust and understanding local preferences, like the Kirana’s role, is key

Kate Warren-Smith, Managing Director of VML COMMERCE Australia and New Zealand, remarked, “We’re excited to have access to such a rich dataset on shopper behaviour in Australia and New Zealand respectively.

“This information allows us to craft creative commerce solutions that truly resonate with audiences in both countries. It also helps us identify and address disconnects between shoppers and the brands and retailers we collaborate with every day.”