Comscore’s Asia Pacific findings on eCommerce reach

Digital Indians reach a high number of eCommerce sites & apps

Comscore looks at eCommerce in the Asia Pacific Region

Alex Gevers reports on the latest Comscore weekly findings on the eCommerce online footprint in Asia Pacific, on 17 August 2020. He writes in a top-line observation, “India stands out in terms of the number of eCommerce sites or apps that reach more than 1% of the country’s digital population.”

As far as Table 1 of the Comscore insights about the reach of eCommerce as of June 2020, the total digital population’s reach is highest in India at 92.6%. Taiwan is second at 77% and Malaysia third at 70.1%. China is fourth at 65.3%.

All ten countries in Comscore’s Asia Pacific listing fell or lost reach in June 2020 compared to May 2020, except India and China, which gained 0.3% each. However, India and China were among the seven out of ten countries that lost reach in June 2020 compared to June 2019. The only countries to gain in the June YOY comparison were Australia (6.6%), Hong Kong (7.2%), and Malaysia (3.7%).

As noted above, in Table 2, which looks at consumer adoption of eCommerce sites, India ranked highest at 66 sites that reach more than 1% of the digital population. As far as reaching eCommerce sites that reach more than 10% of the digital community, Taiwan ranked first at six such sites, and India tied for second with Indonesia and Japan at four eCommerce sites that reached more than 10%.

The eCommerce site(s) that gained the most reach between June 2019 and June 2020, worldwide were Amazon sites. The only market in Asia Pacific, where Amazon ranked number one in annual gain, was Australia. In all the other nine countries listed, other eCommerce gained the most reach in the past year. In India, the eCommerce that increased its reach most in the past year was

Source: Comscore MMX Multi-Platform, Total Audience, June 2020.


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