The Asia-Pacific region—known globally by the acronym APAC—is the most complex, diverse and opportunity-rich e-commerce environment in the world. Unlike EMEA, where differences tend to follow a West-to-East maturity gradient, APAC is a mosaic of hyper-scale innovation (China), fast-growing digital economies (India and Southeast Asia), mature yet high-spending markets (Japan and South Korea), and stable, structured marketplaces (Australia and New Zealand).
Understanding APAC e-commerce marketplaces is not optional for brands planning 2026. The region accounts for:
- over 60% of global e-commerce GMV,
- the world’s most advanced social commerce ecosystems,
- the leading live-commerce markets,
- the fastest-growing retail media networks,
- and some of the most price-sensitive and value-driven consumers on Earth.
This article provides a complete overview of the APAC marketplace ecosystem, offering a structured view of:
- E-commerce maturity levels and growth clusters
- Amazon’s position (strong in some markets, irrelevant in others)
- Marketplace leaders by country
- Retail media and advertising trends
- Structural shifts affecting 2026 (live commerce, super-apps, cross-border, payments)
- Strategic implications for brands
- Extended FAQ
If you want to explore related articles, you can read your in-depth analysis The Hidden Costs of Amazon Ads.
1. E-commerce in APAC: Maturity, Growth Areas and Structural Differences
APAC must be analysed through maturity clusters, not geography.
Within the region, countries vary across hyper-mature, high-growth, scaling, and emerging phases.
Below is a detailed view.
1.1 China: hyper-mature, innovation-driven, and structurally unique
China is the world’s biggest e-commerce market—larger than the US and Europe combined.
According to eMarketer:
- China’s online retail GMV passed USD 3.2–3.4 trillion in 2024–2025
- E-commerce penetration exceeds 50% of national retail
- Over one billion digital consumers
- Social commerce GMV > USD 500 billion, the highest globally
China’s ecosystem is driven by:
1.1.1 Multi-platform competition
Major players include:
- Alibaba (Tmall, Taobao)
- JD.com
- Pinduoduo (and Temu globally)
- Douyin (TikTok China)
- Kuaishou
- Xiaohongshu (Red)
No single marketplace dominates every category.
Brands must choose their ecosystems rather than “China as a whole”.
1.1.2 Logistics and fulfilment sophistication
China has the world’s most advanced fulfilment capabilities:
- Same-day or next-day delivery in most urban areas
- Deep integration between platforms and logistics (Cainiao, JD Logistics)
- Return processes efficient and automated
1.1.3 Social commerce revolution
China invented social commerce as the world knows it:
- 15–20% of all e-commerce GMV comes from live-streaming
- KOLs, KOCs and influencers drive both discovery and conversion
- Douyin’s ascent reshaped the competitive landscape
1.1.4 Price sensitivity + premium segments
China is both:
- deeply price-sensitive (Pinduoduo growth)
- premium-driven (luxury surging via platforms like Tmall Luxury Pavilion)
Strategically, China demands precision, investment and adaptability.
1.2 India: the world’s fastest-growing major e-commerce market
India has become the most exciting growth engine within APAC.
According to Redseer, Statista and government data:
- Market expected to reach USD 300–350 billion by 2030
- CAGR of 18–22% for the rest of the decade
- Digital population of over 900 million
- UPI payments handle billions of transactions per month
India’s unique factors include:
1.2.1 Tier-2 and Tier-3 city expansion
E-commerce penetration outside major metros is expanding fast.
Meesho and Flipkart are key drivers of this phenomenon.
1.2.2 A multi-market within a market
India is not homogeneous—
Different states, languages, price points and digital behaviors coexist.
1.2.3 Competitive marketplace landscape
Major platforms include:
- Flipkart
- Amazon India
- Meesho
- JioMart
- Nykaa (beauty)
- BigBasket (grocery)
1.2.4 Value-driven consumer behavior
Low AOVs, high purchase frequency, price sensitivity and competitive pricing shape market dynamics.
1.2.5 Quick commerce explosion
Zepto, Blinkit and Swiggy Instamart are reshaping grocery and FMCG spending.
India is becoming APAC’s highest long-term opportunity, driven by population size, digital adoption and rising incomes.
1.3 Southeast Asia (SEA): mobile-first, young and incredibly dynamic
Southeast Asia includes Indonesia, Malaysia, Singapore, Thailand, Vietnam and the Philippines.
According to the Google–Temasek e-Conomy SEA report:
- GMV projected to approach USD 300–330 billion by 2025
- 90%+ of e-commerce via mobile apps
- SEA has one of the youngest digital populations globally
Key characteristics of SEA e-commerce
- Mobile-first: app ecosystems dominate
- Highly fragmented market structures
- Growing logistics maturity (J&T Express, NinjaVan, Shopee Logistics)
- Cross-border Chinese sellers highly competitive
- 11.11 and 12.12 megasales central to yearly GMV
Country highlights:
- Indonesia (largest economy): Tokopedia + Shopee + TikTok Shop
- Vietnam: Shopee dominance
- Thailand / Malaysia: Shopee + Lazada
- Singapore: Lazada, Shopee, Amazon.sg
SEA today is what the Middle East was five years ago:
young, fast, fragmented — and full of opportunity for early movers.
1.4 Japan and South Korea: affluent, premium, and loyalty-driven
These are two of the most mature markets in APAC.
Japan
- Highly developed e-commerce
- Loyal, meticulous consumers
- High fulfilment expectations
- Marketplaces: Rakuten, Amazon Japan, Yahoo Shopping
South Korea
- One of the highest online spending per capita globally
- E-commerce penetration above 30%
- Coupang dominates with ultra-fast delivery
- Consumers are trend-driven and quality-conscious
JP/KR reward consistent branding, quality, and high trust.
1.5 Australia & New Zealand: mature, structured, Amazon rising
Australia is similar to UK/Canada:
- Strong local retail sector (Woolworths, Coles, Kmart, Chemist Warehouse)
- Growing Amazon marketplace presence
- High suburban density → strong logistics potential
Amazon Australia has become one of the company’s fastest-growing international markets.
2. Amazon and Other Marketplaces in APAC
Unlike EMEA, Amazon is not the default platform in APAC.
Here’s how Amazon’s position varies.
2.1 Amazon’s role across APAC
| Region | Amazon’s position |
|---|---|
| Japan | One of the top 2 marketplaces |
| Australia | Rapid growth, top 3 marketplace |
| India | Strong but Flipkart competitive |
| China | Very limited (cross-border imports only) |
| Southeast Asia | Minimal except Amazon.sg |
| South Korea | No significant presence |
Implication:
Brands must build strategies per-market, not per-region.
2.2 China’s marketplace structure: a multi-ecosystem world
China’s APAC e-commerce marketplaces are unlike anywhere else.
Platforms include:
- Alibaba (Tmall/Taobao) → brand building, broad reach
- JD.com → trust, quality, high fulfilment
- Pinduoduo → value, price-driven
- Douyin → short video + livestream commerce
- Xiaohongshu → beauty & fashion discovery
Success requires ecosystem selection + heavy localisation.
2.3 India: competitive equilibrium
India’s marketplace leadership is shared:
- Flipkart → strong in electronics, lifestyle, fashion
- Amazon India → strong in premium categories, Prime delivery
- Meesho → low-cost fashion/home
- JioMart → grocery and omni-channel
India operates like an equal-weight multi-platform economy.
2.4 Southeast Asia: Shopee dominance, Lazada resilience, TikTok Shop acceleration
SEA’s landscape:
- Shopee → clearly #1 in most markets
- Lazada → #2, Alibaba-backed
- Tokopedia → strong in Indonesia
- TikTok Shop → fastest-growing player
- Qoo10 → relevant in Singapore
- Tiki → strong in Vietnam
SEA is the most competitive region in APAC after China.
2.5 Japan & Korea: highly specialised markets
Japan
- Rakuten → loyalty ecosystem
- Amazon → fulfilment speed
- Yahoo Shopping → alternative marketplace
South Korea
- Coupang → the “Korean Amazon”
- Naver Shopping → search + shopping integration
- Gmarket → legacy player
2.6 Australia & New Zealand
Key marketplaces:
- Amazon Australia
- eBay Australia
- Kogan
- MyDeal
- TheMarket (NZ)
- TradeMe (NZ)
Australia is increasingly Amazon-first, but local retailers still matter.
3. Marketplace Leaders by Country (Extended List)
A full overview of APAC e-commerce marketplaces by country:
China
Tmall, Taobao, JD.com, Pinduoduo, Douyin, Kuaishou, Xiaohongshu
India
Flipkart, Amazon India, Meesho, JioMart, Nykaa, BigBasket
Indonesia
Tokopedia, Shopee, Lazada, TikTok Shop
Malaysia
Shopee, Lazada, PG Mall
Singapore
Lazada, Shopee, Amazon.sg, Qoo10
Vietnam
Shopee, Lazada, Tiki
Thailand
Shopee, Lazada
Philippines
Shopee, Lazada
Japan
Rakuten, Amazon, Yahoo Shopping
South Korea
Coupang, Naver Shopping, Gmarket
Australia
Amazon AU, eBay, Kogan, MyDeal, Catch
New Zealand
TradeMe, TheMarket, Amazon (imports)
4. Retail Media and Advertising in APAC
APAC is home to the world’s most advanced and diverse retail media ecosystems.
Let’s examine each region.
4.1 China: the global benchmark for retail media innovation
China integrates retail media with:
- social commerce
- influencer ecosystems
- live-streaming
- first-party data
- super-apps (Alipay, WeChat)
Major ad networks:
- Alimama (Alibaba)
- JD Media
- Douyin Ads
- Kuaishou Ads
- RED Ads
China leads globally in:
- shoppable video
- livestream shopping
- social search
- AI-driven recommendation engines
Retail media in China is not just ads—it is a content–commerce ecosystem.
4.2 India: retail media scaling extremely fast
India’s retail media spending expected to reach:
- USD 3–4 billion by 2026
Key drivers:
- Amazon Ads
- Flipkart Ads
- JioAds across the Reliance ecosystem
- Nykaa beauty ads
- Quick commerce ads (Blinkit, Zepto, Instamart)
India is becoming the performance engine of APAC retail media.
4.3 Southeast Asia: marketplace-driven retail media boom
SEA’s retail media networks include:
- Shopee Ads
- Lazada Sponsored Solutions
- TikTok Shop Ads
- GrabAds (mobility + food delivery + rewards)
- Gojek Ads
The region is becoming a multi-surface ad environment: marketplaces + food delivery + super-apps.
4.4 Japan & Korea: premium, high-efficiency retail media
- Amazon Japan Ads → advanced search + DSP
- Rakuten Marketing → loyalty data
- Coupang Ads → exceptional performance
- Naver Search Ads → search + social integration
JP/KR reward brands with operational excellence.
4.5 Australia & New Zealand: structured and performance-oriented
- Amazon Ads
- Woolworths Cartology
- Coles 360
- TheMarket Ads
Retail media is growing steadily with strong first-party data.
5. Structural Shifts Affecting APAC 2026
5.1 Rise of live commerce
China leads, but SEA and India are catching up.
Live commerce is projected to exceed USD 400–500 billion in APAC by 2028.
5.2 Super-app dominance
WeChat, Grab, Gojek, Kakao and LINE shape consumer journeys.
5.3 Cross-border commerce (China → SEA / ANZ)
Chinese sellers dominate categories like apparel, home, electronics.
5.4 Quick commerce expansion
Blinkit, Zepto, GrabMart, Gojek Mart reshape FMCG and fresh categories.
5.5 Payments innovation
APAC leads globally in digital payments:
- UPI India
- QR payments (SEA)
- WeChat Pay / Alipay China
- PayLater (buy-now-pay-later) widespread in Indonesia, Australia
5.6 Logistics transformation
Rapid delivery is a differentiator:
- JD Logistics (China)
- Coupang “Rocket Delivery”
- Amazon Japan same-day
- J&T Express in SEA
6. Strategic Implications for Brands Entering 2026
Winning in APAC requires discipline, localisation and ecosystem thinking.
6.1 China strategy: ecosystem selection + social commerce execution
Success priorities:
- Choose between Tmall vs JD vs Douyin
- Invest in content + livestreaming
- Localise messaging
- Prepare for intense discounting
- Use 11.11 and 6.18 strategically
6.2 India strategy: value + localisation + UPI integration
Key success factors:
- Strong pricing strategy
- Local language content
- Marketplace diversification
- Logistics partners for regional expansion
- Leverage Amazon/Flipkart retail media early
6.3 SEA strategy: mobile-first, fast and flexible
- Prioritise Shopee + Lazada + TikTok Shop
- Run high-frequency promotional cycles
- Invest in app-based retail media
- Use influencer + short video content
6.4 Japan & Korea strategy: quality, trust and brand consistency
- High-quality product pages
- Reliable logistics
- Premium storytelling
- Strong customer service
6.5 Australia strategy: Amazon + omni-channel retail
- Build strong presence on Amazon AU
- Integrate retail media across supermarket networks
- Focus on fulfilment quality
7. Conclusions
APAC is the world’s most dynamic and diverse e-commerce macro-region.
Understanding APAC e-commerce marketplaces requires recognising that:
- China is hyper-scale and innovation-driven
- India is the global growth engine
- Southeast Asia is the fastest-accelerating young digital economy
- Japan & Korea demand quality and loyalty
- Australia provides stable, Amazon-led expansion
Brands that succeed in 2026 will:
- Build regional frameworks, not one-size-fits-all playbooks
- Localise aggressively (pricing, payments, content)
- Integrate retail media into marketplace operations
- Operate across multiple ecosystems simultaneously
- Innovate quickly, especially in social commerce, live commerce and mobile-first formats
APAC is not a single market.
It is a portfolio of ecosystems—each requiring its own strategy.
The brands that win are those capable of converting complexity into structured, disciplined execution.
Extended FAQ on APAC E-Commerce Marketplaces
Japan, South Korea, China and Australia.
India, Indonesia, Vietnam and the Philippines.
No. Strong in Japan, Australia and India; almost absent in China and SEA.
China → Tmall, JD, Douyin
India → Flipkart, Amazon, Meesho
SEA → Shopee, Lazada, TikTok Shop
Japan → Rakuten, Amazon
Korea → Coupang
Australia → Amazon AU, eBay
Extremely. China leads the world; India and SEA are scaling rapidly.
Yes. APAC will remain the global center of livestream shopping.
Beauty, electronics, fashion, FMCG (India/SEA), premium goods (Japan/Korea).
Senior E-commerce & Retail Media Leader with 8+ years across Amazon and leading marketplaces. Focus on full-funnel strategy, programmatic retail media, and international media governance. Sharing frameworks and operating models for growth.
