Key e-commerce trends in SE Asia post-pandemic

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Women in Southeast Asia contribute to 80% of all household buys, outshopping men by 20%, and spending 40% more time looking at online retailers, says a report from e-retailer Zalora.

According to the Zalora Trender report “Data Meets Fashion”, not only is the e-commerce future female, it’s also young.

The region is home to more than 200 million Millennials and Gen Zs, who are expected to make up the largest shopping base as they reach their mid-20s in the next few years and who are expected to have higher disposable incomes.

The report also points out that, as elsewhere, the coronavirus pandemic has accelerated the growth of e-commerce, and that this trend will continue. It cites as evidence that three quarters of consumers in Singapore plan to keep up their level of online shopping once the pandemic is over.

Fashion and lifestyle retail categories have shifted, the report finds. While fashion has been hard hit by the pandemic, demand did not vanish, but instead moved to greater demand for such things as sports and activewear, loungewear, and children’s wear; demand for beauty and home living products surged, along with health and hygiene items, which both recorded triple-digit growth in the last six months of the year.

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