Asian brands not capitalising on online commerce potential


Organisations in China, Japan and Singapore are facing challenges in maximising returns through online commerce.

Though representatives from these organisations expect growth in this area in the next 12 months (China 6.36%, Japan 2.18%, Singapore 3.90%), generally just a small fraction of organisations’ budgets are allocated to managing the digital consumer experience (on average: China 16%, Japan 9%, Singapore 14%).

The research from experience management software provider Sitecore and market research agency Vanson Bourne reveals the greatest challenge brands face is personalising the consumer experience during purchase and post-purchase phases with current web content management solutions. The majority of respondents from Singapore (67%) rate this as a challenge for businesses while 43% of respondents in Japan and 36% in China respectively identify this problem.

Additionally, more than half of respondents in China (92%), Japan (50%) Singapore (68%) agree that customer loyalty is lost without a focused brand experience. Other findings from the survey reveal organisations are not providing a holistic experience online that spans across web and commerce systems.

The study is based on a survey of 320 marketing, IT decision-maker, and IT partners and suppliers conducted by Vanson Bourne in July and August 2016 about their attitudes toward and strategies for online commerce in China, Japan and Singapore.

For more information on this research visit the Sitecore website.

Image: Pexels

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