New data on Asian online shopper behaviour shows the gap is fast closing between emerging and mature markets.

But the biggest shock in the comprehensive survey of 7373 respondents from 14 Asian markets is in the online shopping intentions of people in Thailand and Vietnam.

While China gets the headlines for its booming online retail market – largely due to its vast population base – it is Thailand that leads the pack both in terms of online shopping (80 per cent) and likelihood to make an online purchase in the next six months (93 per cent), alongside China.

In intentions, it is Vietnam ranked next, with 87 per cent planning to buy something online despite a currently low 61 per cent of people using the internet to shop online.

Overall the gap in online shopping between established and growth markets is narrowing in Asia/Pacific largely due to increased enthusiasm for mobile shopping in South East Asia markets, according to the latest MasterCard Worldwide Online Shopping Survey.

The survey, which serves as a benchmark that measures consumers’ propensity to shop online, was conducted across 25 markets between December 5, 2011, and February 6.

Korea (84 per cent) and Malaysia (79 per cent) also show high intent to purchase over the next six months, despite a low percentage of people using the internet for online shopping (61 per cent).

Overall, big increases occurred in Thailand (+13 per cent), Australia (+10 per cent), Indonesia (+15 per cent), New Zealand (+ nine per cent) and the Philippines (+15 per cent) in terms of online shopping, with declines recorded in India (down 14 per cent), Singapore (down 10 per cent), and Korea (down 17 per cent); although the latter still had high intent to purchase (84 per cent).

In keeping with the Southeast Asian theme of growth in this space, Vietnam, which was introduced into the study this year, boasts an index score comparable to Malaysia and Indonesia, suggesting a more mature connected market than might previously have been thought.

Mcommerce boost

The survey also demonstrated growing use of mobile phones for shopping online.

Although a majority (71 per cent) of respondents said they would rather use their laptop for shopping, the mobile phone is rising rapidly as the device of choice for Asian shoppers in emerging markets, with respondents in Thailand (59 per cent), China (37 per cent), Vietnam (32 per cent) and India (32 per cent) all leading more established markets.

Among the reasons given for using the mobile for shopping, most said it was more convenient (57 per cent) and also cited the growing availability of apps that make it easier to do (46 per cent). Music (24 per cent) and apps (31 per cent) topped the list among those who have made purchases through their mobile phones, followed by coupon deal sites (17 per cent), retailers for clothing and accessories (17 per cent), and cinema (16 per cent).

“This survey shows that the markets once considered to be emerging in South East Asia are now in fact challenging- and in some cases overtaking – traditional and mature online markets in the region,” said Philip Yen, group head, emerging payments, Asia Pacific Middle East Africa at MasterCard Worldwide.

“On top of this, smart phones are gradually becoming the trusted device of choice for shoppers in our region.”