East Asia accounts for 41% of global e-commerce sales

China, Japan, and South Korea are the top retail e-commerce markets in the region.

East Asia now drives over 41% of global online sales, making it a crucial region for retailers, according to Euromonitor International.

In 2023, East Asia accounted for 89% of Asia Pacific's e-commerce sales, with China leading, followed by South Korea and Japan. 

This dominance is expected to continue, with the region projected to hold 85% of Asia Pacific’s e-commerce market by 2028.

Despite the maturity of these markets, emerging brands are finding ways to disrupt the status quo.  Platforms like Douyin Marketplace in China and @Cosme in Japan are outpacing market growth with innovative strategies. Douyin’s integration with social media and livestreaming has made it a powerful e-commerce platform. 

Small brands are also benefiting from e-commerce, using it to reach wider audiences and challenge established players. In China, chocolate brand Nuo Fan grew online sales by 7% in 2023, whilst South Korea’s yogurt brand Greek Day saw a 26% rise in e-commerce sales, even as overall categories declined.

The Digital Dominance Index highlights these opportunities, showing that China’s lower score of 5.1 indicates a competitive online space with room for disruption. Brands like Proya are already capitalising on this, achieving over 80% e-commerce growth through strategic partnerships with platforms like Tmall.