The evolution of E-commerce in APAC: Trends you can’t ignore

Sneha GautamRetail & E-commerce

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Over the past few years, the e-commerce industry has seen unprecedented growth thanks to technological advancements, internet penetration, and changing consumer behaviour. More and more people are now turning to online shopping, with convenience and ease of access being the primary drivers.

Digital buying has overtaken physical retail stores, with consumers preferring shopping from the comfort of their homes or on the go. Statistically, the e-commerce landscape in Asia Pacific (APAC) might reach $2.5 trillion by 2024.

However, just a doorstep delivery and a digital interface cannot capture the revolution that e-commerce brings. E-commerce companies must constantly innovate and improve their services to stay ahead. And in a space with so much competition, providing an exceptional customer experience (CX) is the critical differentiator. Brands that can offer a seamless, personalised, and hassle-free shopping experience are more likely to win the hearts and loyalty of their customers.

However, before we delve into improving your customers’ shopping experience with you, closely examining how e-commerce has evolved over the past few years is essential.


  1. APAC region remains the world’s largest e-Commerce market, with consumers choosing purchase experiences and brands over products or services
  2. Providing a high-quality customer experience is the only way for brands to stay relevant across industries.
  3. A well-rounded CX strategy must consider critical time, value, and emotional components.

E-commerce trends in APAC

Mobile E-commerce: The widespread use of mobile devices has transformed the e-commerce industry in APAC. In 2020, 72% of shoppers in the region used mobile devices even while making purchases at physical stores in the region2. This trend continues as more people access smartphones and the internet.

Social E-commerce: Social media platforms are increasingly becoming popular sales channels. The rise of social e-commerce is driving the increasing number of social media users in the region, especially in China.

Personalisation and AI: Personalisation has become a key driver of customer loyalty in the e-commerce industry. AI-powered algorithms that analyse customer data have emerged as an inevitable tool for companies to offer a targeted shopping experience that beats the competition.

Sustainability: Consumers in APAC are becoming more environmentally conscious, and sustainability has become a significant factor in their purchase decisions. E-commerce companies that adopt sustainable practices, such as using eco-friendly packaging or partnering with green suppliers, appeal more to this growing market segment.

Why must e-commerce companies focus on CX more than ever?

At a time when customers have a zillion brand options for practically every minute of their day and are rapidly embracing digital technology and poor customer service has become unforgivable. People seek perceptive support through convenient channels and in a language they understand.

An agent must show up at the right time to prevent a frustrated consumer from retracting their order but must save time on questions a bot can answer.

How can we help?

Time, emotion, and value are the three most critical components of customer experience. To succeed, businesses must minimise customer effort while maximising the value they receive, all while ensuring an emotionally satisfying purchase.

Through a multifaceted combination of services, we leverage our expertise to help clients streamline their interactions and enhance their overall customer experience.

CX Services: The value of the human element has remained strong throughout the customer journey, even though we live in a world where digital contact assures a faster and more seamless consumer experience than human interaction alone. We use digital technology to define and create revolutionary experiences for forward-thinking brands, fusing human and digital intelligence. Through smart contact centres outfitted with smart agents, smart automation, and smart analytics, IGT assists companies with their end-to-end CX experiences. We enable brands across sectors to communicate with their customers through various digital channels like chat, calls, emails, and more, all while keeping the human touch intact.

Analytics: Companies must be able to react quickly to changing market trends, and consumer wants to stay successful in today’s dynamic and competitive business environment. IGT’s data and analytics services empower e-commerce businesses with actionable insights that combine numerous data sources utilising tried-and-true frameworks and processes from various industries. Our effective, scalable, and timely data processing and reporting capabilities enable organisations to enhance operational performance and unlock the potential that propels them to the forefront of their respective industries.

Automation: Automation in an e-commerce business can provide a strategic advantage by allowing companies to:

  • Free up resources
  • Optimise operations
  • Focus on higher value-adding activities such as improving customer experience, expanding product offerings, and increasing market reach.

It can contribute to sustainable growth and success in a highly competitive industry.

IGT Solutions offers specialised automation services designed to augment various aspects of a business, starting with customer service. With the help of AI technologies, IGT can automate customer interactions via chatbot interactions, with the chatbot often integrated into core systems to facilitate end-to-end processing.

Data Engineering Solutions: Today’s firms must constantly adapt to stay ahead of the competition. Our data engineering solutions assist businesses in overcoming their most challenging software development difficulties and enable them to produce innovation more quickly and effectively. We provide comprehensive services from consulting through delivery, assisting companies in assessing and updating their engineering, integration, testing, release, and operational systems. Our skilled specialists and consultants collaborate closely with customers to create transformational technology solutions that enhance the end-user experience while utilising the most recent technological advancements and industry best practices, frameworks, and tools. Our solutions assist businesses in accomplishing various industry-specific results with a focus on quality and effectiveness, fostering growth and success in the digital sphere.

With 30 on-shore, near-shore, and offshore contact centres operating around the clock in more than 30 languages, IGT offers global expertise in human-driven digital processes and solutions to businesses worldwide. Our digital CX services help companies provide an unmatched customer experience. Check some of our e-commerce case studies in our resources section – wherein we facilitated 100% backlog clearance across all LOBs. Within two months for an e-commerce giant in Indonesia, sales and customer care transformation for a US-based e-commerce company.




Yogender Tiwari (Yogi) is VP & Region Head (Asia Pacific) at IGT Solutions. He is a seasoned outsourcing professional with 24+ years of experience working with global clients in multiple verticals including Travel, Technology, and eCommerce in various geographies. He has been with IGT close to 10 years, and is based in Singapore. Outside of work, Yogi is passionate about sports and travelling for leisure.