Online Shopping Surges in Emerging Markets

Jan. 3, 2011

The newly released 2010 online shopping index from MasterCard Worldwide Insights shows emerging economies in the Asia/Pacific, Middle East and Africa (APMEA) region are closing the gap on more established countries. MasterCard Insights, a research series conducted by the Purchase, N.Y.-based card network, said the index showed a huge spike in online shopping in India and Thailand, bringing them close to numbers for some of the more mature markets like China, Singapore, Hong Kong and Malaysia. Markets like South Korea, Australia, New Zealand and Taiwan have also stabilized and continue to maintain a lead over other markets. The research showed Japan to be an exception which has interestingly shown a continuous decline in its propensity for online shopping since 2008. The leading markets in terms of being the most likely to access the internet for online shopping in the APMEA region are South Korea (85 percent), China (84 percent) and Japan (75 percent). Emerging markets that have made significant gains in the past two year include: India (up to 67 percent in 2010 from 54 percent in 2008), Thailand (up to 67 percent in 2010 from 43 percent in 2008) and Malaysia (up to 55 percent in 2010, from 33 percent in 2009).