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Brand experience is key for APAC consumers when it comes to e-commerce

Consumers in Asia Pacific are increasingly focused on experiences when it comes to e-commerce and is willing to embrace new technologies like automation and artificial intelligence.

 

39% of consumers said it’s important for websites to work well on smartphones and 23% feel the ease of having a dedicated app is important to their shopping experience with a brand. 

Consumers are also exhibiting receptivity towards purchasing from environmentally friendly retailers – 44% of respondents said it’s important for retailers to be transparent about where their products are sourced. 34% of customers in APAC are more receptive to retailers who minimise their use of packaging while almost a third are more receptive to retailers who are donating towards environmental causes. 

However, if users experience friction when it comes to payments at checkout, it would lead to them avoiding engagement altogether. 39% said they will avoid shopping with an online retailer if their credit card didn’t get accepted while 25% would avoid purchase if cash on delivery is not offered.

One in five APAC customers is likely to abandon a purchase at check out if they discovered that free returns are not being offered.  

 

This is according to a report titled ‘Listen: A Magento Meaningful Series’ released by Adobe and YouGov which found that online retailers need to focus on developing seamless customer experience strategies to engage modern customers.

The research surveyed over 7,000 respondents from various markets in the JAPAC region including Australia, China, India, Malaysia, Thailand, and Singapore,

Nicholas Kontopoulos, head of APAC commerce marketing, Adobe said: “As customers in APAC expect more personalised engagements, brands need to craft strategies with customer experience at the heart. There is a growing need to focus on multi-channel, focused engagement opportunities which cater to the customers’ need for seamless and exceptional experiences across the board.” 

He continued: “There is also a requirement for online retailers to demonstrate clear brand utility for customers in return for their information, create more engagement and engender closer, more meaningful and lasting relationships with customers.”

 

Featured by The Drum

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