Survey: 70% of APAC online shoppers prioritise sustainability in their purchases

Sustainability has become a significant consideration for online shoppers across APAC, with over 70% viewing it as a key factor in their purchasing decisions, a survey finds.

Conducted by DHL eCommerce, the eCommerce trends report surveyed 12,000 shoppers across 24 countries such as China, Malaysia, Thailand, Australia, US, and UK. It aims to explore the trends that are shaping today’s eCommerce landscape.

Among those APAC online shoppers who find sustainability a key factor in their purchasing decisions, 83% of Indian shoppers, 77% of Thai shoppers, 67% of Malaysian shoppers, 59% of Chinese shoppers and 57% of Australian shoppers find sustainability an important topic.

Moreover, there is a demand for transparency regarding the environmental impact of online deliveries, with 73% of Indian shoppers and 60% of Chinese, Malaysian and Thai respondents expressing a desire to see information about carbon dioxide emissions associated with their orders.

Across the globe, high delivery cost (54%) is also one of the significant frustrations for shoppers. Other common issues include long delivery times (46%), having to pay for returns (37%), insufficient product information (36%), and a lack of product images (31%). Additionally, 32% of shoppers aged 45 and under express particular frustration with the absence of customer reviews.

Meanwhile, 41% of respondents reported abandoning their carts due to high delivery costs. Additionally, 30% cited finding cheaper items elsewhere and encountering unexpected costs at checkout. Furthermore, 20% said slow delivery is a reason for abandoning their purchases.

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In terms of the medium of purchase, the survey results show that 57% respondents primarily use smartphones for browsing and buying. This is followed by laptops at 34%, retailer apps at 22%, tablets at 10%, and voice search at 5%. 

Meanwhile, 37% of surveyed online shoppers have made purchases on Facebook, followed by Instagram (28%), Tiktok (18%) and YouTube (16%). In China, the most popular social media platforms among online shoppers are Douyin, WeChat, and Kuaishou. 

In terms of marketplaces, Amazon (51%) is the most popular choice among online shoppers, followed by Shein (24%), Temu (18%), eBay (16%), Shopee (11%), and Alibaba/AliExpress (11%). Only 3% of shoppers across the globe are not using marketplaces. 

Pablo Ciano, chief executive officer, DHL eCommerce, said: “Online shopping behaviours are changing rapidly, driven by the rise of social commerce, conscious consumerism, and increased consumer spending. These present both opportunities and challenges for eCommerce businesses looking to penetrate and thrive in a dynamic Asia-Pacific market.”

“With the region’s eCommerce market is expected to reach over US$3 trillion by 2028, businesses must tailor their strategies to target and engage online buyers, who have a plethora of shopping platform alternatives. This also means voluntarily offering information on carbon emissions and providing reliable delivery options to differentiate from competitors,” Ciano added. 

“Asia Pacific consumers will only continue to transact more online. With virtual reality, artificial intelligence and metaverse anticipated to redefine customer engagement and online shopping, companies must be quick to adapt to consumer expectations, by reducing the business’s environmental impact and picking a trusted delivery partner. Only then can companies expand their customer base and foster customer loyalty,” Ciano continued.

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