Hong Kong has extremely high internet penetration. With the increase in smartphone usage, and increasing internet access with free-Wi-Fi service provided in MTR stations, consumers are now spending more time on their smartphones.
Hong Kong has lagging behind neighbouring regions in terms of the level of e-commerce adoption for many years. Within overall retailing sales, e-commerce accounted for low value share and even lower value share of online sales through the mobile channel.
While consumers in Hong Kong are gradually fostering the habit of making purchase on their smartphones, the development and promotion of the mobile shopping environment should be much more than just shopping. While shopping via mobiles, consumers are seeking more than just an alternative channel to place an order, but also interesting and entertaining experiences.
The ongoing popularity of mobile usage and m-commerce has led to collaborations. In October 2018, Hong Kong’s retail giant AS Watson Group collaborated with China’s leading image processing and social sharing platform Meitu and telco “3” to further enhance the connection between online and offline retailing while improving the level of personalised shopping experience.
Mobile internet retailing has enabled faster adoption and venture of new concepts and technologies. For example, Alibaba tested its artificial intelligence system in apparel retailing.
In the last year of the review period, m-commerce continued to gain in popularity locally. Other than the prevailing online retailers such as Taobao, Tmall and HKTVmall, retailers from the traditional offline space were also quickly catching up with the trend by either introducing new mobile apps or enhancing their existing ones.
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