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Seventy five percent of SMEs surveyed said their customers are moreinterested in receiving their goods as as possible ratherthan in sustainable shopping. A similar number, 73%, thought thatreceiving goods as cheaply as possible is more important tocustomers. Insights from consumers show the reality is verydifferent.

The What’sNext in E-Commerce survey polled SMEs and consumersin 11 markets in the Asia Pacific, Middle East, and Africa region(AMEA) in July 2022. The poll explored the continuing evolution ofe-commerce in the region and identified trends that could fueltheir future growth.

Key Finding: Consumers want both sustainability and speed
The accelerated growth of e-commerce during the COVID-19 pandemicoccurred as consumer concerns over the environment continued togrow. For a significant number of consumers, the future of theplanet is top of mind, and they do not want to compromise – theywant both sustainability and speedy delivery. Across the region,67% of those surveyed expressed as much interest in receiving theirgoods as they did in the sustainability of the onlineshopping process.

Consumers in Vietnam, Thailand, and South Korea placed the greatestpriority on sustainability over delivery speed. Conversely,consumers in Taiwan, Hong Kong, and Malaysia are more likely tofocus on delivery lead time.

The research shows that eight out of 10 consumers in AMEA expectthe e-commerce companies they buy from to pursue sustainablebusiness models. Seven out of 10 prefer to buy from companies withan effective environmental, social and governance (ESG) strategy inplace – but only 29% of SMEs actually have one. SMEs acknowledgethat consumers expect them to run sustainable businesses, but many(68%) either fear the associated costs or are unconvinced that anyinvestment in this area will produce a return.