VML has launched a localised version of its global 'The Future Shopper' report, with findings suggesting that most of the APAC region embraces a true omni-channel approach driven by digital innovation, mobile usage and social commerce.

'APAC's Future Shopper' analyses data from over 8,500 consumers across Australia, New Zealand, China, Thailand, India, and Indonesia, revealing that in comparison to the rest of the region, Australia and New Zealand are more conventional in their digital commerce habits, spending less time online and browsing more in stores.

Executive Director of VML ANZ, Jon Bird, said: "We are more conventional in our digital commerce habits. We spend less time online than our cousins in the North, browse more in stores, and are, relatively speaking, less engaged with marketplaces and social commerce.

"The rest of the Asia-Pacific provides a benchmark for digital commerce. In Australia and New Zealand, we are in the unique position of being able to clearly see the future – and capitalise upon the trends – based upon shopper behaviour, platforms and trends seen in places like Thailand and China."

Amongst the key findings are that amongst Western economies, brands and retailers in Australia and New Zealand are advantaged by their position on the doorstep of the future of digital commerce and are well-placed to capitalise upon trends emerging in Asia. However, “brilliant basics” like price are still critical, with over 60 per cent of ANZ shoppers stating they would buy directly from a brand online if there was a “better price”.

The report also suggests China is seeing a decentralisation of e-commerce, with social commerce platforms like Douyin and Pinduoduo challenging established marketplaces by prioritising personalized experiences. Marketplaces still inspire 63% of consumers, but their overall share of purchases is declining.

Meanwhile, social commerce was found to be dominant in Thailand fuelled by TikTok's "Shoppertainment," influencer marketing, and the growing adoption of "Buy Now, Pay Later" services paired with a strong sentiment of FOMO - 73 per cent of Thai consumers said they are more likely to spend on bucket list experiences, realising that “life is short”.

In Indonesia a hybrid shopping model remains dominant, with consumers utilising online channels for research and price comparison while maintaining brick-and mortar stores.

Finally, India's consumers are digitally savvy and price-conscious, demanding both convenience and connection. Per the report, 48 per cent of Indian consumers expect delivery in less than 2 hours.

Managing Director of VML Commerce Australia and New Zealand, Kate Warren-Smith, said: “We’re excited to have access to such a rich dataset on shopper behaviour in Australia and New Zealand respectively. This information allows us to craft creative commerce solutions that truly resonate with audiences in both countries. It also helps us identify and address disconnects between shoppers and the brands and retailers we collaborate with every day.”

The full report can be viewed on the VML website.