In 2021, the Hong Kong government continued its “zero-infection” approach to contain the spread of COVID-19 within the city. One element of this was the strict enforcement of the requirement to use the “Leave Home Safe” mobile application when entering government buildings or offices, starting from 1 November 2021.
Many businesses in Hong Kong underwent a full year of digital transformation of their retail and supply chain networks after the emergence of COVID-19 in 2020. In the early stages of the pandemic, when local consumers spent most of their time at home, shopping on e-commerce platforms through desktops and laptops was a convenient way for consumers to browse products and services with a larger-sized screen.
HKTVmall, the leading e-commerce player in Hong Kong, launched an elderly-friendly version of its mobile application, HKTVmall Lite, in 2019. It originally aimed to promote its e-commerce platforms and the idea of mobile e-commerce to elderly consumers in Hong Kong.
The emergence of the fifth wave of the pandemic at the beginning of 2022 is delaying the recovery of the retail landscape in Hong Kong. The Hong Kong government, as well as local health experts, have both said Hong Kong is not yet in a good position to lift COVID-19 restrictions, at least until the vaccination rate has reached 90%.
To stay connected with consumers during the tightened social distancing and lockdown measures during the fifth wave of the pandemic, businesses continue to invest heavily in online marketing campaigns to retain their brand image as well as their online sales on e-commerce platforms. Since the outbreak of COVID-19 in 2020, it has been common for advertisers to place a shorter version of their advertising content on television because of budget limitations, and to place the full version on their social media pages or channels, such as Facebook and Instagram pages.
Besides the development of e-commerce, many Hong Kong retailers added additional experiential elements into their physical stores in order to reform their online-to-offline, or online-plus-offline retailing strategy as a response to the pandemic. This means that physical stores, during and after the COVID-19 pandemic, will not only be a location for consumers to pay and pick up goods and services, but also a venue for consumers to learn about the brand’s story, experience the product and customer services the retailer or brand owner wishes to delivery to customers, as well as a location for brands and retailers to host events or activities.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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