Asia: omnichannel shopping by country 2023

According to a survey by Rakuten Insight among consumers in Asia, browsing products online and buying them in a retail store was the leading shopping channel as of November 2023. Finding the item and purchasing them online was a popular shopping channel for most surveyed Asian countries, with 69 percent of the respondents in South Korea and Taiwan using this channel as of November 2023.

Omnichannel retail usage in Asia as of November 2023, by country or territory and channel

Characteristic	Browse products online and buy them in a retail store	Order products online and pick them up in a retail store	Order products online and pick them up from a pick-up location	Browse prices in a retail store and buy them on another retailer's website	Browse prices in a retail store and buy them from that retailer's website	Purchase items using mobile while in-store	Purchase items in-store and get them delivered to your home	Find the item and purchase it directly in a physical store	Find the item and purchase it online
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Release date

December 2023

More information

Region

Asia

Survey time period

November 9 to 30, 2023

Number of respondents

134,097 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

The survey question was: "Which channels do you usually use to purchase an item? (Choose all that apply)"
Multiple answers were allowed.

Number of respondents in:
China - 6,455;
Hong Kong - 3,234;
Indonesia - 12,472;
India - 34,923;
Japan - 424;
South Korea - 6,483;
Malaysia - 12,666;
the Philippines - 14,178;
Singapore - 7,301;
Thailand - 19,113;
Taiwan - 12,698;
and Vietnam - 4,150

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