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mobile accounted for 54% of ecommerce sales across Southeast Asia
Research by App Annie has found that the Asia Pacific market is leading the way when it comes to using mobile to drive sales. In China and South Korea specifically, online-first apps head usage tables, with the amount of time spent on such apps increasing by 50% in the past year. However, in these countries, there is very little uptake of apps from predominantly bricks-and-mortar retailers. Only Japan has high usage levels of so-called bricks-and-clicks apps, making it to third place in the user ranking tables. The high level of online-first app success in the region should not be unexpected, as data shows that mobile dominates ecommerce sales. Research from Criteo shows that mobile accounted for 54% of all ecommerce sales across the whole of Southeast Asia, and increase of 19% annually. Yvonne Chang, from Criteo, said that due to markets such as Hong Kong, Japan and Indonesia, the region has been heading towards this success for “years” due to “regional retailers continuing to invest in mobile-shopping platforms”.
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