Hong Kong businesses are well-positioned to benefit from the government’s commitment to expanding e-commerce trade with the ASEAN bloc, according to new research by the Hong Kong Trade Development Council (HKTDC). The research underscores the potential advantages for Hong Kong’s small and medium-sized enterprises (SMEs), particularly through the extension of the E-Commerce Easy initiative.
Titled ASEAN E-Commerce Opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products, the research reveals that Hong Kong brands and products are highly valued across six key ASEAN markets—Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The findings suggest that this positive perception is likely to drive substantial growth in trade within the region.
The full report will be unveiled on 19 March during a dedicated session at this year’s HKTDC MarketingPulse and eTailingPulse events at the Hong Kong Convention and Exhibition Centre.
Popularity of Hong Kong Products in ASEAN
The research highlights the strong popularity of Hong Kong products among e-consumers in the ASEAN-6 countries. Approximately 70% of online shoppers in these markets reported purchasing at least one Hong Kong-sourced product in the past year. This trend was especially pronounced among younger consumers, with the 18-29 age group showing the highest preference for Hong Kong products.
Three primary factors were identified as driving the appeal of Hong Kong brands. First, 35% of respondents perceived Hong Kong goods as offering better value for money compared to other sources. Second, 33% of consumers appreciated how Hong Kong products seamlessly blended both Asian and Western elements. Finally, 32% valued the stylishness of Hong Kong-sourced items, particularly in online inventories.
Among the e-commerce categories that resonated most with ASEAN consumers, electronics were the top choice, with 70% of respondents indicating an interest. Fashion followed closely at 38%, while cosmetics and personal care products rounded out the top three at 34%.
High Spending from Singaporean, Thai, and Malaysian Shoppers
The research also found that e-shoppers in Singapore, Thailand, and Malaysia spent the most on Hong Kong goods. For example, Singaporean consumers spent an average of US$371 per purchase of Hong Kong-sourced electronics, followed by Thai shoppers at US$276.
Thailand led the way in overall demand for Hong Kong e-commerce products, with 81% of respondents having purchased a Hong Kong item online in the past year. Indonesia followed closely at 73%, while the Philippines came in at 69%.
In terms of spending, consumers aged 30-49 had the highest average purchase amounts, while younger shoppers (18-29) demonstrated the highest purchase frequency, with 76% of them having bought a Hong Kong-sourced item online within the past 12 months.
Insights for Hong Kong SMEs
Irina Fan, Director of HKTDC Research, emphasized the significance of the survey, noting that ASEAN consumers’ willingness to purchase Hong Kong products online presents great opportunities, particularly for SMEs. “It’s particularly encouraging to see the high regard consumers in Thailand and Indonesia have for Hong Kong products. SMEs in Hong Kong should take note of these markets, especially those in the consumer electronics sector, which has long been a city strength,” she said.
The full ASEAN E-Commerce Opportunities report will be revealed at the eTailingPulse panel discussion on 19 March, where industry leaders will share insights into successful strategies for engaging with the ASEAN e-commerce market.
