Asia-Pacific B2C Ecommerce Market Size & Forecast by Value and Volume Across 80+ KPIs - Databook Q4 2025 Update

Key Trends and Drivers

• In India, most online purchases now clear through account-to-account rails rather than cards or cash-on-delivery. Digital payments accounted for 99.8% of all transaction volume in H1 2025, and UPI alone handled about 85% of digital payments by volume, processing around 20 billion payments a month. Indonesia is moving in a similar direction via QRIS: digital payments there reached 34.5 billion transactions in 2024 (+36% YoY), with QRIS transactions surging by more than 175% and over 50 million users and 30+ million merchants on the system.
• Thailand’s PromptPay links banks and wallets and has almost 80 million registered users; real-time transfers account for roughly mid-40% of ecommerce transaction value according to recent industry analysis.
• Governments and regulators have prioritised low-cost, interoperable payment infrastructure (UPI in India, QRIS in Indonesia, PromptPay in Thailand) as part of financial inclusion and digital economy strategies. Ecommerce and food-delivery platforms in these markets have deeply embedded UPI, QRIS and PromptPay at checkout, nudging both consumers and small merchants away from cash and expensive card rails.
• Broader retail digitisation, utility payments, P2P transfers, and government transfers using these rails mean consumers are already accustomed to using the same payment apps when they shop online, lowering friction compared to cash-on-delivery.
• Cash-on-delivery will continue to decline across India, Indonesia and Thailand as real-time payments become the default for small-ticket ecommerce and quick-commerce orders. This will reduce working capital and fraud costs for platforms but further compress card economics. As these rails expand cross-border (e.g., India lobbying to use UPI in more markets and linking with other instant payment systems), cross-border ecommerce from these countries will benefit from cheaper, instant settlement options.
• In the next 2-4 years, the trend is likely to intensify: UPI, QRIS, and PromptPay are still adding users and merchant use cases; policy and ecosystem incentives remain aligned to keep shifting ecommerce away from cards and cash.

Short-video and social platforms integrate commerce into everyday media in China and Indonesia

• In China, Douyin (TikTok’s sister app) has become one of the largest ecommerce ecosystems. Its ecommerce GMV reached about RMB 3.5 trillion in 2024, up roughly 30% year on year, with a 2025 target of RMB 4.2 trillion. Kuaishou’s ecommerce GMV was already around RMB 1.18 trillion in 2023. In Indonesia, TikTok Shop has been folded into Tokopedia: TikTok completed a transaction to inject its local ecommerce business into PT Tokopedia in early 2024 and subsequently secured conditional competition approval in 2025.
• For consumers in these markets, product discovery, live streams, creator content, and checkout are now housed within a single interface, rather than starting on a search engine or a horizontal marketplace.
• High social-media and short-video penetration in China and Indonesia provides platforms with a large, engaged base and rich behavioural data, making personalised product recommendations more effective. Brands and merchants face rising customer acquisition costs on conventional marketplaces and search advertising; live-streaming rooms and creator partnerships on Douyin, Kuaishou and TikTok/Tokopedia provide lower-funnel conversion with measurable GMV.
• In Indonesia, regulatory limits on standalone social commerce led TikTok to pursue a hybrid model via Tokopedia, aligning commerce growth with policy expectations while preserving the social-commerce user journey.
• In China, short-video platforms are likely to keep gaining share in categories such as beauty, apparel, and impulse home goods, putting pressure on incumbent marketplaces and brand D2C sites to differentiate through logistics, services, and offline integration rather than pure assortment.
• In Indonesia, the TikTok-Tokopedia entity will likely exert greater pricing and promotional pressure on Shopee, Lazada, and domestic players, especially in fashion and small-ticket general merchandise, as the combined platform optimises creator traffic to Tokopedia’s marketplace. Regulatory scrutiny will continue, particularly around data use, competition and SME treatment, but the structural shift toward content-driven ecommerce is unlikely to reverse; instead, the operating models of these platforms will adapt to new rules while the trend itself continues to strengthen.

Chinese cross-border platforms alter competitive dynamics in Australia and Japan

• In Australia, international marketplaces such as Temu, Shein and Amazon have rapidly expanded their customer bases. Recent press coverage of shopper surveys indicates around 4.7 million Australians now shop with Temu, 2.6 million with Shein, and roughly 8.8 million with Amazon, with these platforms contributing an estimated A$1.3 billion increase in annual online sales. The Australian Competition and Consumer Commission’s (ACCC) final Digital Platform Services Inquiry notes that global marketplaces including Amazon, eBay, Shein, and Temu are playing a significant role in reshaping online retail competition and introducing new consumer protection challenges.
• In Japan, authorities are moving to level the playing field as parcel volumes from Chinese cross-border platforms surge; tax rules that effectively tax only 60% of the value of small personal imports are set to be scrapped under fiscal 2026 reforms, and exemptions for low-value parcels are under review.
• Cost-of-living pressure in Australia and Japan has increased demand for low-priced fashion, home goods and electronics; Temu and Shein rely on direct-from-factory supply chains in China to undercut domestic retailers on price. Cross-border ecommerce has benefited from customs thresholds and VAT/tax rules that made small parcels relatively cheap for overseas sellers. At the same time, domestic retailers must comply with local tax and consumer protection regimes.
• Platforms have invested heavily in localised apps, free shipping promotions, and returns policies, making them substitutes for both domestic online retailers and physical discount chains.
• In Australia, cross-border platforms are likely to keep taking market share, especially in fashion and general merchandise, but will face tighter regulatory oversight of unfair trading practices, data use, and product safety as the ACCC pushes for a dedicated digital competition regime.
• In Japan, removing tax preferences for small parcels and stricter enforcement of under-valuation will reduce some of the cost advantage for overseas platforms, supporting domestic retailers and local marketplaces such as Rakuten and Yahoo! Shopping. Overall, the trend will remain but become more regulated; margins for cross-border players will tighten, pushing them to either scale further, invest in local warehousing, or shift towards higher-value categories to sustain profitability.

Domestic champions deepen logistics networks and quick-commerce capabilities in India, Korea and Japan

• In India, quick-commerce and grocery players are scaling dense dark-store networks. BigBasket (Tata Group) plans nationwide 10-minute food delivery by FY 2026, targeting 1,000-1,200 dark stores by end-2025, up from around 700 today. Swiggy Instamart reported 101% year-on-year growth in gross order value in Q4 FY 2025, reaching about ₹4,670 crore, and added 316 dark stores in a single quarter, expanding to 124 cities and raising average order value to roughly ₹527.
• In South Korea, Coupang’s “Rocket” next-day/overnight delivery model continues to scale: 2024 revenues reached about $30.3 billion, up 24% year on year, with operations also expanding in Taiwan. In Japan, METI’s latest survey shows the domestic B2C ecommerce market reached ¥26.1 trillion in 2024, up 5.1% year on year, with ecommerce penetration in goods rising to 9.8% of total commercial transactions underpinned by high-reliability parcel and convenience-store pickup networks.
• In India, rising urban density, high youth smartphone penetration and widespread UPI usage make frequent, small-basket online orders feasible; grocery and food-delivery incumbents are leveraging existing demand to introduce ultra-fast delivery for both food and packaged goods.
• Korean and Japanese consumers are accustomed to reliable home delivery and convenient returns; domestic players like Coupang and major Japanese retailers have responded by building large fulfilment centres and last-mile networks to guarantee next-day or timed delivery as a baseline. Across these markets, traditional retailers are using online channels, click-and-collect, and store-based fulfilment to maintain relevance, prompting continued investment in logistics IT, routing, and inventory accuracy.
• In India’s large cities, 10-30-minute delivery and same-day options are likely to extend beyond groceries into categories like pharmacy, beauty and small electronics, intensifying competition on speed and assortment but also forcing consolidation among weaker players that cannot fund dense networks.
• In South Korea and Japan, same- or next-day delivery will increasingly be treated as a standard feature rather than a differentiator, shifting competition towards assortment breadth, membership benefits and cross-border product access. Margin pressure from higher logistics expectations will keep profitability in focus, driving more automation (sorting, warehousing) and tighter integration between online and offline stock. Still, the structural expectation of “fast and reliable” delivery is unlikely to soften.

Competitive Landscape

Current State of the Market

• Ecommerce in-Pacific is characterised by high competitive intensity, with multinational platforms, domestic marketplaces, social-commerce players and quick-commerce operators all expanding their presence. In China, Alibaba and JD.com continue to face pressure on their market share from platforms built on short-video ecosystems such as Douyin and Kuaishou. In India, Amazon and Walmart-owned Flipkart compete closely with Reliance Retail’s Ajio and JioMart, while quick-commerce platforms intensify rivalry in daily-needs categories. Southeast Asia remains a multi-player environment where Shopee, Lazada, and Tokopedia (now integrated with TikTok Shop) contest leadership, especially in Indonesia and Vietnam. Developed markets such as Australia, Japan and South Korea face increased pressure from cross-border entrants, most notably Temu and Shein, which are challenging domestic retailers on pricing and fulfilment expectations.

Key Players and New Entrants

• Across the region, leading players include Alibaba, JD.com, and Pinduoduo (Temu) in China; Amazon, Flipkart, and Reliance in India; Shopee, Lazada, Tokopedia, and now TikTok-Tokopedia in Southeast Asia; Rakuten and Yahoo! Shopping in Japan; and Coupang in South Korea. New entrants are primarily cross-border Chinese platforms, especially Temu and Shein in Australia and Japan, where consumer adoption has grown sharply. In Indonesia, TikTok formally re-entered ecommerce through its partnership with Tokopedia under new regulatory conditions. In India, domestic platforms continue to emerge in specialised verticals such as beauty, personal care, and pharmacy, though recent entrants remain relatively small compared with the major incumbents.

Recent Launches, Mergers, and Acquisitions

• TikTok’s integration of TikTok Shop with Tokopedia in Indonesia (2024-25) is the most significant regional restructuring, enabling it to resume ecommerce operations after regulatory restrictions. In Australia, regulatory filings and parliamentary discussions have highlighted rising activity by Temu and Shein, prompting closer scrutiny of consumer protection. In India, quick-commerce firms such as Swiggy Instamart and BigBasket have expanded dark-store networks. At the same time, Reliance continues to acquire and partner with offline retail brands to strengthen omnichannel capabilities. South Korea’s Coupang expanded operations into Taiwan, representing cross-market expansion rather than consolidation.

This title is a bundled offering, combining the following 17 reports, covering 1,150+ tables and 1,600+ figures for the Ecommerce Market:

Report Scope

Asia-Pacific B2C Ecommerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Asia-Pacific Social Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Asia-Pacific Quick Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Asia-Pacific B2C Ecommerce Market Segmentation by Ecommerce Vertical

• Retail Shopping
• Travel & Hospitality
• Online Food Service
• Media & Entertainment
• Healthcare & Wellness
• Technology Products & Services
• Other

Asia-Pacific B2C Ecommerce Market Segmentation by Retail Shopping Category

• Clothing, Footwear & Accessories
• Health, Beauty & Personal Care
• Food & Beverage
• Appliances & Electronics
• Home Improvement
• Books, Music & Video
• Toys & Hobby
• Auto Parts & Accessories
• Other

Asia-Pacific B2C Ecommerce Market Segmentation by Retail Shopping Sales Channel

• Platform-to-Consumer
• Direct-to-Consumer
• Consumer-to-Consumer

Asia-Pacific B2C Ecommerce Market Segmentation by Travel & Hospitality Category

• Air Travel
• Train & Bus
• Taxi & Ride-Hailing
• Hotels & Resorts
• Other

Asia-Pacific B2C Ecommerce Market Segmentation by Travel and Hospitality Sales Channel

• Air Travel- Aggregator App
• Air Travel- Direct-to-Consumer
• Train & Bus- Aggregator App
• Train & Bus- Direct-to-Consumer
• Taxi & Ride-Hailing- Aggregator App
• Taxi & Ride-Hailing- Direct-to-Consumer
• Hotels & Resorts- Aggregator App
• Hotels & Resorts- Direct-to-Consumer
• Other- Aggregator App
• Other- Direct-to-Consumer

Asia-Pacific B2C Ecommerce Market Segmentation by Online Food Service Sales Channel

• Aggregator App
• Direct-to-Consumer

Asia-Pacific B2C Ecommerce Market Segmentation by Media & Entertainment Sales Channel

• Streaming Services
• Movies & Events
• Theme Parks & Gaming
• Other

Asia-Pacific B2C Ecommerce Market Segmentation by Engagement Model

• Website-Based
• Live Streaming

Asia-Pacific B2C Ecommerce Market Segmentation by Location

• Cross-Border
• Domestic

Asia-Pacific B2C Ecommerce Market Segmentation by Device

• Mobile
• Desktop

Asia-Pacific B2C Ecommerce Market Segmentation by Operating System

• iOS / macOS
• Android
• Other Operating Systems

Asia-Pacific B2C Ecommerce Market Segmentation by City Tier

• Tier 1
• Tier 2
• Tier 3

Asia-Pacific B2C Ecommerce Market Segmentation by Payment Instrument

• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• Other Digital Payment
• Cash

Asia-Pacific B2C Ecommerce Consumer Demographics & Behaviour

• Market Share by Age Group
• Market Share by Income Level
• Market Share by Gender

Asia-Pacific B2C Ecommerce User Statistics & Ratios

• Internet Users
• Ecommerce Users
• Social Media Users
• Smartphone Penetration
• Banked Population
• Ecommerce Per Capita
• GDP Per Capita
• Ecommerce as % of GDP
• Cart Abandonment Rate
• Product Retun Rate

Asia-Pacific B2C Ecommerce Operational Metrics by Ecommerce Segment

• Gross Merchandise Value by Segment

Asia-Pacific B2C Ecommerce Operational Metrics by Retail Shopping Category

• Gross Merchandise Value by Category

Asia-Pacific B2C Ecommerce Operational Metrics by Sales Channel

• Gross Merchandise Value by Channel

Asia-Pacific B2C Ecommerce Operational Metrics by Location

• Gross Merchandise Value by Location

Asia-Pacific B2C Ecommerce Operational Metrics by Device

• Gross Merchandise Value by Device

Asia-Pacific B2C Ecommerce Operational Metrics by Operating System

• Gross Merchandise Value by Operating System

Asia-Pacific B2C Ecommerce Operational Metrics by City Tier

• Gross Merchandise Value by City Tier

Asia-Pacific B2C Ecommerce Operational Metrics by Payment Instrument

• Gross Merchandise Value by Payment Instrument

Reasons to Buy

• Comprehensive Market Intelligence: Develop a complete understanding of the B2C ecommerce landscape in Asia-Pacific with fundamental ecommerce metrics such as gross merchandise value, gross merchandise volume, and average value per transaction across all major ecommerce segments.
• Granular Segmentation and Cross-Analysis: Analyse the online retail ecosystem through detailed segmentation covering ecommerce segments, retail product categories, travel and hospitality verticals, media and entertainment services, sales channels, devices, operating systems, cities, and payment instruments, enabling deep insight into evolving consumer shopping patterns.
• Operational and Performance Benchmarking: Benchmark marketplaces, direct-to-consumer platforms, aggregators, and category-focused players using KPIs such as GMV share, category-level performance, channel efficiency, device contribution, and payment mode penetration, supporting comparative assessment of platform strengths and competitive positioning.
• Consumer Behavior and Ecosystem Readiness: Understand how demographics, income groups, gender mix, device usage, and payment preferences shape online purchasing decisions, influencing category demand, cart abandonment behavior, product return tendencies, and the shift toward digital-first commerce.
• Data-Driven Forecasts and KPI Tracking: Access a structured dataset of 80+ ecommerce KPIs with historical and forecast values up to 2029, providing clarity on growth drivers, category expansion, sales-channel transitions, and payment-instrument evolution across the B2C ecommerce value chain.
• Decision-Ready Databook Format: Delivered in a standardized, analytics-friendly databook format aligned with financial modeling requirements, enabling ecommerce companies, consumer brands, payment providers, technology firms, and investors to conduct evidence-based market assessment and strategic planning.