Hong Kong products and brands are in a strong position to tap into ASEAN’s fast growing ecommerce markets.
A poll of online shoppers across the region’s six biggest economies – Indonesia, Malaysia, Singapore, Thailand and Vietnam – revealed that, within the past 12 months, more than two thirds of them had bought at least one Hong Kong-sourced product.
Hong Kong-related purchases were especially prevalent in Thailand (81% of respondents), Indonesia (73%) and the Philippines (69%).
The survey, conducted by the Hong Kong Trade Development Council (HKTDC), focused on mid-to-high annual income earners, living in major metropolitan areas, who made online purchases at least once a month.
“It’s encouraging that the first study of its kind should show just how willing ASEAN consumers are to purchase Hong Kong brands and products via a variety of online channels,” remarked Irina Fan, Director of HKTDC Research.
The findings come in the wake of new initiatives to help Hong Kong business increase online sales in Southeast Asia.
In his 2024 Policy Address, Chief Executive John Lee announced that the Government’s E-commerce Easy initiative, which had focused on Mainland China, would be expanded to include the ASEAN region this year.
Meanwhile, Design Gallery, an HKTDC-run retail outlet to promote and sell Hong Kong products, plans to open an online store in Singapore and Malaysia in HKTDC’s 2025/6 financial year, followed by Thailand at a later date.
The range of products to be offered in the initial stage includes gifts, houseware, bags, baby and kids’ products and eco-friendly items.
Design Gallery already has a digital presence in Mainland China, through e-commerce platforms Taobao and JD International, as well as its own online store in Hong Kong.
HKTDC’s research in ASEAN identified three main reasons behind the appeal of Hong Kong products and brands across the six surveyed markets.
Some 35% of respondents cited Hong Kong-sourced goods as being less costly and better value for money than those from other sources.
At the same time, 33% said they valued the way Hong Kong-sourced items blended Asian and Western elements, while 32% valued the stylish nature of the online inventory.
The survey also found e-shoppers from Singapore, Thailand and Malaysia spent the most per purchase on Hong Kong goods.
Taking Hong Kong-sourced consumer electronics as an example, Singapore e-shoppers on average spent US$371 per purchase, followed by those in Thailand (US$276).
In terms of Hong Kong e-commerce categories, consumer electronics had the widest appeal, winning favour with 70% of respondents from the six markets.
Hong Kong-sourced fashion items was cited by 38% of respondents, while the cosmetic and personal care category was close behind (34%).
The full research report, called ‘ASEAN e-Commerce opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products’ will be unveiled at a panel discussion during the HKTDC’s eTailingPulse conference, where business leaders will share insights on the ASEAN e-commerce market.
