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Sustainable but fast, APAC consumers have high expectations for retailers

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By Danielle Long | Asia Pacific Correspondent

June 30, 2022 | 4 min read

APAC shoppers are actively selecting brands that are more environmentally responsible, according to a new report, but they also want those orders to arrive fast.

The findings from Wunderman Thompson Commerce’s Future Shopper Report 2022 reveal that Asia Pacific markets are leading the globe in terms of their expectations for retailers, both in terms of responsibility and sustainability.

When asked if they actively choose brands that are more environmentally responsible, consumers in Thailand were the most conscious (83%), followed by Indonesia at number two (82%), India at number three (81%), while Chinese consumers were fifth globally at 71%.

Wunderman

The Wunderman Thompson Commerce Future Shopper report reveals APAC

However, the findings are somewhat at odds with the consumer expectations for delivery times, with nearly half (46%) of all consumers in India expecting delivery in under two hours. This drops to 27% in Indonesia and 25% in China and Thailand.

The environmental expectations are also at odds with the region’s propensity to return goods to retailers, with almost a quarter (23%) of all online orders globally returned. India is the worst offender for returns in APAC, at 44%, while Japan remains the least likely nation to send orders back at just 13%.

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Across the region, China continues to lead the way in online spending with consumers spending 66% of their retail investment online, followed by Indonesia and India (64%), Thailand (60%), Australia (55%) and Japan (48%).

Social commerce remains a hugely popular practice globally, with the report revealing that 65% of consumers have indulged in online shopping through social media in the past year. The numbers surge throughout APAC, with Thai consumers most engaged with social commerce (85%), followed by India (80%) and China (77%).

Aadit Bimbhet, regional commerce director at Wunderman Thompson APAC, said: “The latest Future Shopper report validates the impact of the pandemic on digital. Covid-19 has accelerated digital adoption globally and in south-east Asia nearly 70 million new shoppers are estimated to have come online for the first time. While marketplaces remain the dominant force online, consumer loyalty and preferences in APAC are evolving in the face of fragmented online journeys.

“Consumers expect to engage with brands across multiple touch-points and brands have to start enabling connected commerce experiences to efficiently acquire and retain shoppers. Furthermore, as competition for shoppers in APAC increases, delivering brand experiences that are consistent, cohesive and engaging will be crucial to capturing share of heart, mind and wallet in the long run.”

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