The fashion ecommerce industry in Asia has seen tremendous growth in the past few years. Online shopping for apparel, footwear and accessories is becoming increasingly popular among Asia’s growing middle class consumers who have more disposable income and demand quality and variety. Let’s take a deeper look at some of the key trends and growth drivers fueling the Asia Fashion Ecommerce Market.
Emergence of Domestic Players
Several homegrown ecommerce platforms have emerged across Asia to cater to growing local demand and taste. In China, giants like Alibaba’s Tmall and JD.com dominate the fashion space with a wide selection tailored for Chinese consumers. Japan sees Rakuten and Zozotown as top destinations for shopping Japanese, Korean and international brands online.
In India, players like Myntra, Flipkart and Amazon India have built strong fashion catalogs covering both international premium brands and local designers. These platforms offer features like catalog browsing, personalized recommendations, cash-on-delivery and easy return policies to attract new online shoppers. Southeast Asian nations like Indonesia and Malaysia too have seen the rise of fashion focused ecommerce platforms like Zalora, Lazada and Shopee that source from global as well as local labels.
The success of these homegrown players lies in understanding nuanced local tastes, building regional language interfaces and payment options, and partnering with logistics providers to deliver products across diverse geographies and infrastructure. Their localized approach has made fashion ecommerce more accessible and intuitive for Asia’s diverse markets compared to international giants.
Rise of Mobile Commerce
Another driver for Asia’s fashion ecommerce growth has been the rise of mobile commerce. With smartphone and internet penetration increasing rapidly across the region, consumers especially millennials are increasingly using mobile devices not just to browse but also complete purchases on the go.
Ecommerce platforms have responded with optimized mobile sites and apps that offer seamless on-the-go shopping experiences. Features like one-click payments, instant product images, location-based recommendations and augmented reality try-ons are enhancing the mobile shopping experience. For example, Chinese platforms like JD.com are employing AI-powered image recognition to let consumers search products by uploading photos of what they like.
This shift to mobile is encouraging more impulse and habitual purchases. It has also brought in new users from lower tier cities and towns who access the internet primarily through smartphones. As mobile commerce continues to evolve with 5G and new technologies, it will unlock even greater potential for fashion categories across Asia in the coming years.
Growing Influence of Social Commerce
Another notable trend is the growing influence of social commerce platforms on Asia’s fashion industry. Social media platforms like Facebook, Instagram, Snapchat,douyin and WeChat have emerged as important avenues for brands and retailers to connect with consumers and drive online sales.
In China, WeChat’s ‘mini programs’ have made social shopping extremely seamless. Users can browse collections, check out products, make payments and get deliveries without leaving the messaging platform. Live streaming has also gained immense popularity with influencers demonstrating and selling products in real-time.
Indian platforms are taking cues from China with initiatives of social commerce on Instagram. Southeast Asian consumers especially the youth also increasingly discover and purchase fashion products directly through influencer endorsements on Instagram. As social platforms continue to blend communications and transactions, they are likely reshape how consumers browse and buy fashion products across the region.
Role of Global Brands
While local players have dominated Asia’s fashion ecommerce landscape, global premium brands are steadily increasing their footprint as well. Recognizing the lucrative growth opportunities, brands like Zara, H&M, Uniqlo, Adidas, Nike, Coach, Michael Kors, etc. have set up official online stores on major Asian platforms or partnered with franchise retailers.
Some global brands have also made select acquisitions in Asia to fortify their ecommerce presence. For instance, Farfetch acquired FD Commerce in 2020 to tap into the luxury potential of Chinese consumers. Brands are customizing their digital experience with local payment options, regional assortments, multi-language support and exclusive online offers tailored for Asia. Their investments align with the region’s growing appetite for premium international labels, especially among affluent urban groups.
As online shopping becomes increasingly mainstream across the diverse Asian markets, global brands will continue finding innovative strategies to engage consumers seamlessly on both online and offline channels. Their collaborative efforts with regional partners will be crucial to gaining a foothold amidst intense competition from local and regional ecommerce giants.
Market Outlook
Asia’s fashion ecommerce industry is positioned for continued strong growth driven by rising disposable incomes, increasing internet and smartphone access, evolving consumer preferences for online and mobile shopping conveniences and social commerce experiences. While China continues to dominate global fashion commerce volumes, other rapidly developing fashion destinations like India, Indonesia and Vietnam are projected to witness exponential gains in the next decade.
For more detailed analysis on the growth opportunities across key Asian countries and competitive landscape of regional and global fashion players, refer to CMI’s comprehensive research report on Asia’s Fashion Ecommerce Industry. The report offers incisive insights on market size forecasts, growth trends, regional consumption patterns and factors influencing buyer behavior across different product categories in emerging and established Asian economies.
