The future of seamless commerce in APAC

What was once merely a buzzword, omnichannel has now given way to a more comprehensive approach that seamlessly integrates various platforms and services. This shift, accelerated by the pandemic, has propelled retailers to invest heavily in technology, AI solutions, and streamlined supply chains to meet the demands of an increasingly digital-savvy consumer base.

The Gen Z demographic is driving unprecedented change because of their markedly different attitudes toward lifestyle and priorities, especially in online shopping behaviour, sustainability concerns and use of retail technology. While consumers overall across Asia Pacific identified mobile payment as the retail tech they have tried the most, among Gen Z the most popular was social commerce – especially in China, Vietnam, Indonesia and the Philippines.

AI is already playing a significant role by enriching the shopping experience across various sectors such as beauty, home furniture, and apparel. With continued market support, AI can substantially improve the operational efficiency of retail stores and fine-tune the consumer experience at crucial points in the shopping journey.

Digital e-wallets are gaining ground in Southeast Asia, while debit or credit cards remain dominant in more developed economies such as Australia, New Zealand, Japan, Singapore and South Korea. By meaningfully taking these variations into account and offering local payment options tailored to target regions, retailers can expand their reach, both locally and internationally.

Data collection and analytics are shaping seamless commerce and powering loyalty programs. To meaningfully serve consumers who are increasingly price-sensitive yet demand orchestrated experiences, businesses must first consider how to infuse technology at the right and critical moment, making technology the key driver of seamless omnichannel experiences.

Sustainability isn't a marketing add-on, it's the baseline. Brands should stitch diversity, ethics, and social responsibility into their core. Sixty-five percent of consumers in APAC are willing to pay a premium for sustainability. This is the future of commerce, sewn by a generation with hearts and wallets for the green revolution. Regulators and investors echo the call, but consumer pressure roars loudest.