Latest news with #ASEAN-6
CNBC
17 hours ago
- Business
- CNBC
Adopt or die? How Southeast Asian small businesses are using AI to stay competitive
The U.S. and China are usually top of mind when it comes to artificial intelligence and generative AI. But Southeast Asia's small businesses have huge potential that shouldn't be ignored, experts say. In fact, it's a matter of survival, according to Jochen Wirtz, a professor of marketing at the National University of Singapore Business School, who said those that fall behind will be "moved into a franchise business or will be pushed out of the market by bigger players who do it." "Either you grow and adopt, or you die," he added. AI and genAI will contribute about $120 billion to the region's gross domestic product by 2027, Boston Consulting Group projected in an April report titled "Unlocking Southeast Asia's AI Potential," which cited the technology's potential to "redefine business processes and unlock new revenue streams." And Google's e-Conomy SEA 2024 report found that Singapore, the Philippines and Malaysia are ranked among the top 10 globally for AI-related searches and demand, indicating "curiosity" and an "active interest" within the region. Youth is an advantage. Among surveyed countries in the Asia-Pacific, Vietnam, Malaysia and the Philippines have the highest percentage of business owners or leaders under 40 years of age, according to CPA Australia's Small Business Survey 2024-25. For countries such as Vietnam, "the future is bright because ... it's a very young population, is a very internet-savvy population," said Soumik Parida, associate program manager of the professional communication program at RMIT University Vietnam's School of Communication and Design. "They are starting to have a global voice and they're very easy to adapt any new technology," he added. Here's how some of the region's businesses are using it to stay on top of the competition — as well as the opportunities and roadblocks they face. Customer service is the leading use case in Southeast Asian e-commerce, followed by marketing and advertising, according to a joint report by Lazada and Kantar about AI adoption trends in the six largest economies in Southeast Asia. Also known as the ASEAN-6, they comprise Singapore, Malaysia, Vietnam, Indonesia, the Philippines and Thailand. A McKinsey survey released in March revealed a similar trend: Companies have adopted genAI for marketing and sales, with tech companies leading the charge. It also showed that most adopters are using the technology to generate text, with 63% of surveyed companies reporting that they do so. GenAI presents a unique boon for a region as linguistically diverse as Southeast Asia: Aside from writing personalized marketing messages, it can also translate promotional texts into different languages. For example, Lita Global, an Indonesia-based social media platform for gamers, is benefiting a lot from that. Since integrating OpenAI's models in the second half of last year, it said, it has been able to host almost twice as many online gaming events monthly, thanks to greater efficiency. That's a big boost for its business, since every event can raise weekly revenues by an average of 20%, the company said. With genAI, employees can quickly translate announcements about events from English to Southeast Asian languages, such as Vietnamese and Thai, to reach more users in the region. And that frees them up — time originally used for writing, translating and formatting promotional text can now be used for organizing more revenue-generating events, according to Lita Global. The company also uses genAI in its chat function to recommend responses to users. Lita Global is a social platform where users can hire other gamers to play with them online. Gamers for hire typically chat with users before an order is placed for a gaming session. But that can be difficult when demand for gamers is high and gamers for hire are busy with other matches. Gamers for hire who use the AI-recommended responses have seen a 10% to 20% uptick in orders, said Lita Global's CEO Yihao Zhang. "So we're using AI to really help them to improve their efficiency, to help them to be more available to the users," Zhang said. Another way Southeast Asian MSMEs (micro, small and medium enterprises) can use genAI in marketing is through AI livestreaming. Google's SEA e-Conomy report noted that live shopping has become more popular in the region. Live shopping, or livestreaming, usually involves a host showcasing the products for sale. Not only does this include clothing try-ons, but shoppers can also ask questions in the comments section, which are answered in real time. While livestreams are traditionally hosted by humans in studios, MSMEs may lack the funds or technical know-how to execute regular livestreams to boost sales. AI livestreaming can open doors to new opportunities for sellers, said Jensen Wu, CEO of TopviewAI. TopviewAI says on its website that its AI livestreaming services can cost around $1 per minute. Instead of spending on studio rental, samples of the merchandise and labor of human hosts, companies can have one person monitor the livestream, Wu said. That helps lower costs while boosting sales, making for a "pretty good" return on investment, he added. The efficiency boost doesn't come cheap, however. That's why small businesses are limited to adopting AI on a small scale for now. Using AI chatbots for relatively simple tasks, for example, can reduce labor costs as subscriptions for such services tend to be inexpensive. On top of that, with a variety of third-party tools available on the market, business owners can also have their pick, according to RMIT Vietnam's Parida. Small businesses in the fashion, and food and beverage industries in Vietnam, for example, have begun using chatbots to manage inquiries and orders, Parida said. "Anything beyond that requires a lot of expense" he said. While larger companies can hire software companies to develop sophisticated systems customized to a business' needs, it's a luxury not many can afford. Even companies that have the expertise to integrate AI themselves pay a premium to do so. Lita Global, for example, spends about $2,000 on AI every month, part of which goes to purchasing tokens for OpenAI's application programming interface (API). APIs allow companies to build upon OpenAI's models, instead of requiring companies to build the AI model from scratch. However, as AI improves, the cost to use it is expected to drop. Research and advisory firm Gartner predicted in February that by 2027, the average prices of application programming interfaces for genAI will fall to less than 1% of the current average price for the same technology. That could mean even greater affordability for smaller businesses adopting AI for their businesses. In emerging markets such as those in Southeast Asia where labor costs are low, companies may feel less motivated to boost efficiency through adoption of technology. But technology can provide "much better [outcomes]" for existing business practices, said NUS Business School's Wirtz. AI is just another way to adopt technology. He compared it to the popularization of e-hailing services, which reduced the risk of tourists getting scammed by taxi drivers in foreign countries, as e-hailing apps could estimate the price of a journey. And with a tech-savvy population of entrepreneurs in economies such as Vietnam, where labor costs are low, the excitement to adopt AI remains high, according to Parida. "It's a very hungry young people," he said.
Time of India
11-06-2025
- Business
- Time of India
How agentic AI can boost engagement and ease staff burnout
By Mahesh Raja AI agents are rapidly advancing, with Southeast Asia emerging as a key region to watch. Asia is racing to adopt GenAI at a pace that surpasses other regions, with APAC now second only to North America in the adoption of the technology . An April 2025 report from Boston Consulting Group surveyed over 200 companies in the ASEAN-6 (Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam). The report noted that the combination of predictive AI, GenAI, and Agentic AI is contributing to enterprise innovation by enabling intelligent and personalised engagements at scale. Going deeper, the report found that 92% of knowledge workers in Indonesia are already using GenAI tools at work, surpassing global (75%) and Asia Pacific (83%) averages. Agentic AI promises to push the gains of GenAI to new heights, and countries with high penetration rates will benefit more quickly. The transition from passive ' Information Generators ' to 'Active Completion Agents' is expanding across various business applications. These autonomous systems can now plan and execute multi-step tasks beyond chatbot capabilities. What's more? Agentic AI comes at a time when enterprise organisations are facing significant problems across the workforce. For Southeast Asia, with employee burnout at a record high of 83% , emerging technology solutions like Agentic AI could help in two main ways. First, it can ease the pressure on employees by sourcing tasks and actions to AI. Secondly, it can be used to support adaptive employee services, products, and experiences. In summary, Agentic AI has the potential to support individual executives across each department of the enterprise, boosting productivity and engagement while easing the critical levels of staff burnout seen in recent years. With high levels of AI adoption already present, the switch to Agentic AI is the next natural stage of evolution and one set to bring transformative benefits to the satisfaction of team members. The move from AI as a tool to AI as autonomous assistance Enterprise teams are likely to have a strong relationship with AI tools already for certain tasks and workflows. For instance, most recruitment platforms already use AI to filter through resumes, while GenAI is used to draft job adverts and emails. AI can also help with professional development coursework and screen requests coming through to HR. This means that the shift to Agentic AI will be an evolution. As Agentic AI solutions begin to emerge, workplace tools are beginning to act independently, make decisions, and execute complex workflows with minimal human input. Agentic AI will likely change how companies and HR teams manage the workforce and productivity, talent acquisition (TA), learning and development (L&D), and even employee engagement. HCM platforms, such as Oracle and Workday last month or SAP late last year, have announced product developments and changes that incorporate agentic systems inside their platforms. Take talent acquisition and recruiting as an example. Agentic AI can autonomously source candidates, assess résumés, schedule interviews, and even conduct initial screenings, all while ensuring legal compliance and adherence to company hiring and diversity policies. Unlike traditional AI-powered ATS tools , which require recruiter intervention, an Agentic AI hiring system could refine job descriptions, adjust outreach strategies based on candidate response rates, and handle logistics end-to-end. In summary, Agentic AI promises to relieve the burden on hiring teams so that they can focus on recruitment strategy and company culture initiatives. However, cross-organisational buy-in will be key. Work across departments to deploy Agentic AI While an estimated 25% of enterprises are planning to deploy AI agent technology in 2025, this figure means that the vast majority of large organisations are yet to recognize the potential of this tool. For decision-makers still on the fence, it's important to temper the benefits of agents, such as reducing unnecessary costs arising from process inefficiencies, human errors, and manual processes, against potential risk factors to move forward with the decision. For large enterprises, concerns typically relate to integration complexities and legacy dependencies. Internal data silos, ethical considerations and governance challenges. These are all valid challenges that need a clear plan of action. For this reason, cross-functional teams are the ideal candidates to spearhead the adoption of AI agents in 2025. This is because they have the clearest insights into where cross-functional handoffs might create friction, the departments with the most pressing need, and the occasions where high-value activities may stall due to fragmentation. A sensible starting point lies with high-performing employees with a strong mastery of cross-functional processes. These individuals can use these to create pilot projects that allow AI agents to learn how to handle complex organisational workflows and the tasks within that deliver toward the set goals. Another sensible strategy is to deploy agents in clusters so that they can learn from each other and make decisions that drive efficiency and productivity. It's also important to remember that these don't exist in a vacuum. While AI agents represent a leap forward from existing co-pilot tools, even the actions of a human co-worker need to consider colleagues and other contributions. This means AI adoption needs to involve the employees who will work alongside these intelligent digital assistants to monitor progress, create performance feedback loops, reward good performance, and tackle friction points head-on. With these pilot projects underway, enterprise organisations can move off the starting block in 2025 without delay and prove the business value of AI agents needed to justify further usage. Governance of AI Agents within the Enterprise Model The demand for AI agents will rise further as the competitive advantages of their autonomous actions become clear. For enterprise organisations, this will demand strong governance. As with all forms of AI, the capabilities of AI agents directly correlate to the data at their disposal. This has a major impact on how quickly an ROI can be generated. Although the excitement around AI means that two-thirds of the respondents to Forrester Research's 2024 State of AI Survey believe their organisations would require less than 50% return on investment to consider their AI initiatives successful, this percentage doesn't need to be the standard. While some degree of error has been accepted as standard within AI, there are strategies available to reduce the associated risks that pose a concern for business leaders. Leaders need to agree in advance on quantifying what leaders class as 'good enough' in terms of results and agreeing on acceptable error rates. Research from Ness Digital Engineering found that 71% of high-performing systems for industry can achieve autonomy without compromising reliability. Thanks to clear requirements for the AI agents and a modular design system. This shows that enterprises don't need to strive for immediate perfection here. Moving beyond pilot projects toward organisation-wide implementation can take a measured approach with both data and strategy. Here, leaders can begin to implement AI agents in the places where data is the strongest. This is also true when it comes to deciding how to roll out the technology. These don't need to stretch across every system and process, especially not in the earliest stages. As with human co-workers, AI agents can be applied to the pressure points most in need of support or which deliver the highest-impact activities. From here, the technology can be trained and optimised to perform autonomously within this area, rather than striving for enterprise-wide performance and excellence, which will require significant time and resource investment. With these hotspots clearly identified, guardrails and governance can be applied to allow these agents to work autonomously with appropriate management. Agentic AI represents a transformative shift for enterprises, transcending basic automation to introduce systems capable of planning, decision-making, and execution with minimal human intervention. About the author Mahesh Raja is the Chief Growth Officer at Ness Digital Engineering .
Indian Express
27-04-2025
- Business
- Indian Express
Opinion Ishan Bakshi writes: India & remaking of the global supply chain
As per reports, Apple is now looking to make all its iPhones for the US market in India by 2026, as it attempts to bring down its reliance on China as an export base. If these plans fructify — the tech giant currently sells in excess of 60 million iPhones in the US — it would imply that roughly a quarter of all iPhones sold globally could be from India. This doubling down by the US tech major on its India operations — the company recently exported 600 tons of phones from India 'to ensure sufficient inventory' in the US — sends an important signal about the country as an export hub, more so during these uncertain times. Other companies with production facilities in countries such as Vietnam — the Southeast Asian nation has been slapped with a reciprocal tariff of 46 per cent — are also said to be exploring a similar move. This would be a significant development. Alongside these shifts, a strengthening of the supplier ecosystem in the country — for instance, a significant number of Apple 's vendors and suppliers currently manufacture in mainland China — would ensure that the country captures a greater portion of the value added. India was not a big beneficiary during the first round of supply chain reconfigurations. As per a report from OCBC, a Singaporean banking and financial services firm, 'The ASEAN-6 region (Indonesia, Malaysia, Philippines, Thailand, Singapore and Vietnam) has benefited from a diversification of global and regional supply chains as well as the adoption of 'China+1' strategies.' FDI flows into these countries rose to a staggering $236 billion in 2023, up from an average of around $190 billion in 2020-22. The question, now, is: Can India grab a bigger share this time around? Can the gains in the mobile space be replicated across labour intensive segments such as apparel, footwear, toys and furniture? Can India use the uncertainty in the global economy to its advantage? The current economic environment is indeed quite challenging. In its recent World Economic Outlook, the International Monetary Fund cut its forecast for global growth to 2.8 per cent, down 50 basis points. The outlook for both advanced as well as emerging market and developing economies has been slashed by 50 basis points each. Alongside, the Fund also lowered its projection of global trade by almost half. As per its assessment, it is the emerging market and developing economies that are likely to be affected the most. This slowdown in global growth comes at a time when the Indian economy is also showing signs of weakness. Household consumption is weighed down by the combination of subdued real income growth and high indebtedness. Private sector investments remain muted as companies await greater clarity over demand and remain watchful of a possible surge in exports from countries that will face difficulty in accessing the American market. Alongside, the Union government has committed to the path of fiscal consolidation, implying a contractionary pulse to the economy. The outlook for exports is also marred by uncertainty. However, as Shoumitro Chatterjee has argued (IE, April 4, 'How to Trump tariffs'), the country's priority 'should be to grow its global market share — regardless of whether global trade itself is expanding.' At a time when other countries are turning their back on globalisation, India's focus should be to emerge as a safe haven, a country that offers predictability of policy, and embraces openness and freer trade, not protectionism. Signing a deal with the US will send the right signal. An editorial in this paper (IE, April 25, 'Seal the deal') noted that it will 'help the country avoid reciprocal tariffs, and reduce uncertainty, providing clarity to both global and domestic firms.' However, this alone is not enough. There is no room for complacency. India must push ahead with similar agreements with the EU and the UK and reexamine its position on Asia-centric trade deals such as RCEP. Further, as another editorial in this paper argued (IE, April 4, 'After the tariffs'), 'the Indian government must also pursue a more ambitious and broader agenda for trade reform.' But, even as companies step up diversification of supply chains, and India tries to emerge as a major global export hub, the criticality of China to the global trading system cannot be understated. As an editorial in this paper noted (IE, April 23, 'New give & take'), 'China is at the centre of global manufacturing supply chains. In 2023-24, the India-China bilateral trade stood at a staggering $118.4 billion.' Moreover, companies looking to shift their production out of China are also likely to face some pushback. Reportedly, the plans of a fast-fashion company to relocate some of its production out of the country are being met with opposition from the Chinese government. These rapidly evolving trade dynamics, as an editorial in this paper noted (IE, April 23, 'New give & take'), will 'require deft handling'.
Associated Press
12-03-2025
- Business
- Associated Press
Hong Kong Products Highly Rated by ASEAN E-Shoppers
Singaporean, Thai and Malaysian Consumers Spend the Most HONG KONG - March 11, 2025 ( NEWMEDIAWIRE) - Hong Kong businesses are well placed to make good on the government's budget commitment to step up e-commerce trade with the ASEAN bloc, according to new research from the Hong Kong Trade Development Council (HKTDC). In particular, the findings show that the extension of the E-Commerce Easy initiative may be of huge benefit to Hong Kong's small and medium-sized enterprises (SMEs). Titled ASEAN eCommerce opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products, the research shows that Hong Kong brands and products are already particularly valued in six key ASEAN markets – Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam – with every indication that this positive perception will lead to significant growth in future trade. Previewed today, the full report will be released on 19 March during a dedicated session at this year's HKTDC MarketingPulse and eTailingPulse events at the Hong Kong Convention and Exhibition Centre. HK electronic, fashion, cosmetic products popular in ASEAN Among the key findings of the research is the high level of popularity Hong Kong brands and products enjoy among ASEAN-6 e-consumers. In fact, some 70% of online shoppers within the six-nation grouping indicated they had bought at least one Hong Kong-sourced product within the past 12 months. This preference was particularly pronounced among younger consumers, with the 18-29-year-old demographic indicating the highest regard for goods of Hong Kong origin. In terms of the factors behind the appeal of Hong Kong brands and products for ASEAN consumers, the research identified three primary reasons. Firstly - and most compellingly - some 35% of respondents perceived Hong Kong-sourced goods as less costly and better value for money than those from other sources. Secondly, a significant proportion of respondents (33%) stated that they particularly valued Hong Kong-sourced items for the way they seamlessly and successfully blended Asian and Western elements. A further 32% indicated that the stylish nature of the online inventory of Hong Kong-sourced items was the attribute they valued most highly. In terms of Hong Kong e-commerce categories with the highest level of appeal for ASEAN-6 purchasers, consumer electronic items topped the list, winning favour with 70% of respondents. Taking the number-two spot was Hong Kong-sourced fashion items (38%), while coming a close third was the city's online range of cosmetic/personal care products (34%). Singaporean, Thai and Malaysian e-shoppers spend the most The survey also found e-shoppers from Singapore, Thailand and Malaysia spent the most per purchase on Hong Kong goods. Take 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 individual ASEAN markets, it was Thailand that showed the greatest partiality to Hong Kong e-commerce items, with 81% of the relevant survey respondents having purchased such an item within the past 12 months. In second place was Indonesia, with 73% of respondents having ordered a Hong Kong item online within the last year. Slightly below this, in third place, was the Philippines, with 69% of the country's respondents having made a related purchase over the past 12 months. In terms of age demographics, respondents aged 30-49 had the highest average spending per purchase. Separately, an average of 76% of those 18-29 year-olds across all ASEAN-6 markets had purchased a Hong Kong-sourced item online within the past 12 months. Among the 30-49 segment, the corresponding figure fell marginally to 72%, before falling further – to 52% – for online shoppers aged 50 or above. Reassuringly, even in this older category, a slender majority still manifested a preference for buying from the city via an online channel. Commenting on the significance of the survey, Irina Fan, Director of HKTDC Research, said: '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. In line with our findings, Hong Kong SMEs should particularly bear in mind the high regard consumers in Thailand and Indonesia have for Hong Kong-sourced products.' Ms Fan added: 'In terms of product categories, it's clearly particularly good news for Hong Kong companies in the consumer electronics sector, an area that has long been one of the city's key strengths.' Full report revealed at eTailingPulse The HKTDC is organising the MarketingPulse and eTailingPulse conferences at the Hong Kong Convention and Exhibition Centre next Wednesday, 19 March. The full ASEAN e-Commerce opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products report will be unveiled at an eTailingPulse panel discussion, where business leaders will share insights from their successful experiences in the ASEAN e-commerce market. The panel is among nearly 30 sessions at the two Pulse events, which bring together more than 65 global elites from diverse industry sectors, including influential marketing experts, economists, retail giants, brand strategists, advertising and PR professionals and e-commerce leaders. Themed Inspiring Possibilities, the events aim to turn visionary ideas into actionable strategies and spark cross-disciplinary collaboration. This year's event will spotlight six key marketing topics: leveraging data and artificial intelligence (AI) to drive innovative marketing strategies; integrating art, music and culture into brand marketing to explore new frontiers; embracing neurodiversity to foster more inclusive marketing perspectives; opportunities in the ASEAN and halal markets; addressing the challenges and possibilities of global industry transformation in light of the rising trend of single-person households; and empowering the 'she economy' through innovative AI solutions to enhance the market competitiveness of e-commerce platforms. Attendees will have the opportunity to explore forward-thinking market dynamics, emerging trends, innovative marketing strategies and compelling success stories. HKTDC support SMEs tapping into e-commerce The HKTDC has been supporting SMEs to tap into the tremendous business opportunities brought by the rapidly developing e-commerce market. The HKTDC Design Gallery online store will extend to Singapore and Malaysia in 2025/26, followed by Thailand in a subsequent phase. Hong Kong suppliers will be able to sell their products to the ASEAN region through this online channel in the form of cross-border e-commerce. The range of products to be offered in the initial stage includes gifts, housewares, bags, baby/kids' products and eco-friendly products. This year, the HKTDC is also launching a year-long programme called E-Commerce Express to address the pain points faced by local SMEs when developing cross-border e-commerce businesses in the mainland. The programme will involve the HKTDC, together with major e-commerce or social media platforms, arranging a series of thematic training seminars and research sharing sessions. Appendix - E-commerce Easy: The E-commerce Easy initiative was set up by the Hong Kong SAR Government in July 2024 to help fund local businesses as they seek to serve potential mainland clients via a range of e-commerce channels. In the 2024 Policy Address, the Government announced it would expand the scheme to cover ASEAN-10 markets within 2025, with Hong Kong companies looking to access the bloc via online sales platforms eligible for subsidies of up to HK$1 million. - Methodology: HKTDC Research conducted an online survey of 1,846 online shoppers in June and July 2024 covering the six ASEAN-6 markets of Indonesia, Thailand, Malaysia, the Philippines, Vietnam and Singapore. There were roughly 300 respondents from each country. Typically, respondents were aged 18 to 60, resided within selected major metropolitan areas, made online purchases at least once a month, and were mid- to high-annual income earners. References Media enquiries Please contact the HKTDC's Communication and Public Affairs Department: About HKTDC
Yahoo
11-03-2025
- Business
- Yahoo
Hong Kong Products Highly Rated by ASEAN E-Shoppers
Singaporean, Thai and Malaysian Consumers Spend the Most HONG KONG - March 11, 2025 (NEWMEDIAWIRE) - Hong Kong businesses are well placed to make good on the government's budget commitment to step up e-commerce trade with the ASEAN bloc, according to new research from the Hong Kong Trade Development Council (HKTDC). In particular, the findings show that the extension of the E-Commerce Easy initiative may be of huge benefit to Hong Kong's small and medium-sized enterprises (SMEs). Titled ASEAN eCommerce opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products, the research shows that Hong Kong brands and products are already particularly valued in six key ASEAN markets Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam with every indication that this positive perception will lead to significant growth in future trade. Previewed today, the full report will be released on 19 March during a dedicated session at this year's HKTDC MarketingPulse and eTailingPulse events at the Hong Kong Convention and Exhibition Centre. HK electronic, fashion, cosmetic products popular in ASEAN Among the key findings of the research is the high level of popularity Hong Kong brands and products enjoy among ASEAN-6 e-consumers. In fact, some 70% of online shoppers within the six-nation grouping indicated they had bought at least one Hong Kong-sourced product within the past 12 months. This preference was particularly pronounced among younger consumers, with the 18-29-year-old demographic indicating the highest regard for goods of Hong Kong origin. In terms of the factors behind the appeal of Hong Kong brands and products for ASEAN consumers, the research identified three primary reasons. Firstly - and most compellingly - some 35% of respondents perceived Hong Kong-sourced goods as less costly and better value for money than those from other sources. Secondly, a significant proportion of respondents (33%) stated that they particularly valued Hong Kong-sourced items for the way they seamlessly and successfully blended Asian and Western elements. A further 32% indicated that the stylish nature of the online inventory of Hong Kong-sourced items was the attribute they valued most highly. In terms of Hong Kong e-commerce categories with the highest level of appeal for ASEAN-6 purchasers, consumer electronic items topped the list, winning favour with 70% of respondents. Taking the number-two spot was Hong Kong-sourced fashion items (38%), while coming a close third was the city's online range of cosmetic/personal care products (34%). Singaporean, Thai and Malaysian e-shoppers spend the most The survey also found e-shoppers from Singapore, Thailand and Malaysia spent the most per purchase on Hong Kong goods. Take 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 individual ASEAN markets, it was Thailand that showed the greatest partiality to Hong Kong e-commerce items, with 81% of the relevant survey respondents having purchased such an item within the past 12 months. In second place was Indonesia, with 73% of respondents having ordered a Hong Kong item online within the last year. Slightly below this, in third place, was the Philippines, with 69% of the country's respondents having made a related purchase over the past 12 months. In terms of age demographics, respondents aged 30-49 had the highest average spending per purchase. Separately, an average of 76% of those 18-29 year-olds across all ASEAN-6 markets had purchased a Hong Kong-sourced item online within the past 12 months. Among the 30-49 segment, the corresponding figure fell marginally to 72%, before falling further to 52% for online shoppers aged 50 or above. Reassuringly, even in this older category, a slender majority still manifested a preference for buying from the city via an online channel. Commenting on the significance of the survey, Irina Fan, Director of HKTDC Research, said: "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. In line with our findings, Hong Kong SMEs should particularly bear in mind the high regard consumers in Thailand and Indonesia have for Hong Kong-sourced products." Ms Fan added: "In terms of product categories, it's clearly particularly good news for Hong Kong companies in the consumer electronics sector, an area that has long been one of the city's key strengths." Full report revealed at eTailingPulse The HKTDC is organising the MarketingPulse and eTailingPulse conferences at the Hong Kong Convention and Exhibition Centre next Wednesday, 19 March. The full ASEAN e-Commerce opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products report will be unveiled at an eTailingPulse panel discussion, where business leaders will share insights from their successful experiences in the ASEAN e-commerce market. The panel is among nearly 30 sessions at the two Pulse events, which bring together more than 65 global elites from diverse industry sectors, including influential marketing experts, economists, retail giants, brand strategists, advertising and PR professionals and e-commerce leaders. Themed Inspiring Possibilities, the events aim to turn visionary ideas into actionable strategies and spark cross-disciplinary collaboration. This year's event will spotlight six key marketing topics: leveraging data and artificial intelligence (AI) to drive innovative marketing strategies; integrating art, music and culture into brand marketing to explore new frontiers; embracing neurodiversity to foster more inclusive marketing perspectives; opportunities in the ASEAN and halal markets; addressing the challenges and possibilities of global industry transformation in light of the rising trend of single-person households; and empowering the "she economy" through innovative AI solutions to enhance the market competitiveness of e-commerce platforms. Attendees will have the opportunity to explore forward-thinking market dynamics, emerging trends, innovative marketing strategies and compelling success stories. HKTDC support SMEs tapping into e-commerce The HKTDC has been supporting SMEs to tap into the tremendous business opportunities brought by the rapidly developing e-commerce market. The HKTDC Design Gallery online store will extend to Singapore and Malaysia in 2025/26, followed by Thailand in a subsequent phase. Hong Kong suppliers will be able to sell their products to the ASEAN region through this online channel in the form of cross-border e-commerce. The range of products to be offered in the initial stage includes gifts, housewares, bags, baby/kids' products and eco-friendly products. This year, the HKTDC is also launching a year-long programme called E-Commerce Express to address the pain points faced by local SMEs when developing cross-border e-commerce businesses in the mainland. The programme will involve the HKTDC, together with major e-commerce or social media platforms, arranging a series of thematic training seminars and research sharing sessions. Appendix - E-commerce Easy: The E-commerce Easy initiative was set up by the Hong Kong SAR Government in July 2024 to help fund local businesses as they seek to serve potential mainland clients via a range of e-commerce channels. In the 2024 Policy Address, the Government announced it would expand the scheme to cover ASEAN-10 markets within 2025, with Hong Kong companies looking to access the bloc via online sales platforms eligible for subsidies of up to HK$1 million.- Methodology: HKTDC Research conducted an online survey of 1,846 online shoppers in June and July 2024 covering the six ASEAN-6 markets of Indonesia, Thailand, Malaysia, the Philippines, Vietnam and Singapore. There were roughly 300 respondents from each country. Typically, respondents were aged 18 to 60, resided within selected major metropolitan areas, made online purchases at least once a month, and were mid- to high-annual income earners. References HKTDC Research website: Photo download: Media enquiries Please contact the HKTDC's Communication and Public Affairs Department: Jane Cheung Tel: (852) 2584 4137 Email: Katy Wong Tel: (852) 2584 4524 Email: About HKTDC The Hong Kong Trade Development Council (HKTDC) is a statutory body established in 1966 to promote, assist and develop Hong Kong's trade. With over 50 offices globally, including 13 in Mainland China, the HKTDC promotes Hong Kong as a two-way global investment and business hub. The HKTDC organises international exhibitions, conferences and business missions to create business opportunities for companies, particularly small and medium-sized enterprises (SMEs), in the mainland and international markets. The HKTDC also provides up-to-date market insights and product information via research reports and digital news channels. For more information, please visit: Sign in to access your portfolio
