Key takeaways

  • Asia Pacific predicted to dominate global B2C e-commerce sales growth in 2013, primarily driven by China
  • Australian digital buyer spend leads all Asia Pacific markets and is estimated to reach close to $4500 by 2016
  • The research highlights growth opportunities for Australian B2C business both on and offshore

According to research by eMarketer, global B2C e-commerce sales tipped USD$1 trillion in 2012 and this sector shows no signs of slowing with Asia Pacific set to dominate e-commerce sales in the coming year.

The digital marketing authority, forecast that B2C e-commerce sales in Asia Pacific will be worth more than one-third of all global sales, increasing by more than 30% to over $433 billion.

The research highlights that this surge will be driven largely by the growth of online shopping in China, which has been facilitated through a number of factors, including: increased internet penetration, government-driven consumerism campaigns and improved infrastructure. China will take an estimated 14% share of global B2C e-commerce sales with a total of $181.62 billion, up 65% from $110.04 billion in 2012.

Although China has approximately 220 million shoppers (as recorded in 2012), the research revealed that Australian shoppers are leading the charge in terms of online spend in Asia Pacific – the average Australian digital buyer is predicted to spend $2802 in 2013. Driven by the growth and uptake of digital technology this figure is predicted to reach close to $4500 in 2016 – indicating potentially lucrative opportunities for local B2C businesses.

Coinciding with this research, is eConsultancy’s ‘State of Digital Marketing in Australia report which illustrates that digital is being driven higher up the agenda of local businesses, with 80% of marketers indicating that it now accounts for up to half of their marketing budget.

Please note: All monetary figures quoted are in US dollars.


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Nirosha Methananda

Nirosha is a former marketing lead for PwC’s Technology Consulting services.

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