South East Asia consumers unhappy with their digital experience amid COVID-19

Friday 11 September 2020 11:44 CET | News

Blackbox Research has revealed that SEA consumers are disappointed with ecommerce players who have prioritised growth at the expense of consumer experience amid booming sales caused by the pandemic.

The report, created by Blackbox Research in partnership with consumer intelligence platform Toluna, analysed current sentiments, expectations and behaviours of 4,780 consumers across six SEA markets.

39% of consumers in SEA said they are less than satisfied with their digital commerce experience, citing concerns about delivery costs and services, product reliability and the authenticity of in-app reviews.

While 56% of Gen Zs reported more online spending, the increase is also driven by older consumers, with the largest increases occurring amongst Gen X (60%) and millennial cohorts (59%). There was a spike in online spending in response to Covid-19, with 59% now spending more online. Total online spend for the average SEA consumer increased by almost 32%.

Indonesia (54%) and Malaysia (57%) recorded the lowest satisfaction levels in the region when it comes to online experiences. In Thailand and the Philippines, which recorded the highest satisfaction scores, close to a third were less than satisfied (30% and 33% respectively). Meanwhile, a considerable fraction of consumers in Vietnam (38%) and Singapore (39%) are also dissatisfied.

The findings suggest that while major ecommerce brands including Shopee, Lazada and Grab enjoy high usage rates in the region, this growth has come at the cost of greater scrutiny from consumers.

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Keywords: customer experience, report, COVID-19, ecommerce, retail
Categories: Payments & Commerce
Countries: South East Asia
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Payments & Commerce

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