Social media influence nearly half of Asian consumers' purchase decision

About seven in 10 Asian consumers buy non-grocery items online.

Around 43% of Asian consumers are swayed by recommendations or endorsements on social media and by influencers in their purchases as digital platforms enable more convenient shopping experiences, according to a GlobalData report.

Brands that prop up digital marketing to drive sales have drawn customers who are likely to purchase products from their promotions online, GlobalData said.

E-commerce has been growing reliable for consumers, with 67% of respondents leaning to purchase non-grocery products online, and 68% doing the same for grocery items.

As such, brands have made a huge push to establish shopping trends on m-commerce (mobiles), t-commerce (tablets), and s-commerce (social media).

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The video-sharing app TikTok was cited as the most prominent driver of online purchases and social media hype, with 40% of Asians regularly buying from the TikTok shop. Through the platform, social media shops and e-commerce retailers can utilise measures to allow customers to locate, compare, and purchase products tailored to their specific interests.

“Younger consumers are also more likely to try new food and drink flavours based on the social media that they follow. It is therefore essential for brands to consider how digital features can be incorporated into not simply the purchase but also the discovery and consumption stages of the consumer journey,” Tim Hill, Key Account Director of GlobalData Singapore, shared.