From 2014 to now, retail e-commerce sales in Asia-Pacific have tripled, from 0.6 trillion USD to a whopping 1.8 trillion USD. This momentum is not expected to slow down anytime soon in either leading markets like South Korea and China or high growth markets in Southeast Asia. For Vietnam alone, while FMCG in total Modern Trade is growing at more than +10% annually, online is flourishing 7 times faster.
The evolution of e-commerce is still far from being completed. By 2025, Asia E-Commerce share within the FMCG industry is projected to reach 15% from 7.3% in 2017. What is the reason behind this rapid growth of e-commerce? How is it shaping the future of retail for both brands and retailers?
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