05_Preread_StoreStrategy

O+O preferences vary by product category, with Beauty and Personal Care being the one with the highest overall share of online spending

Taking China market as a reference, online sales of every category in every market has great room for development

Beauty and Personal Care

Consumer Health

 The proportion of online purchases for consumer health products remains relatively low

 Taiwan and Indonesia have an online penetration rate of over 20%

47%

43%

ID

PH

VN TUR

ID

PH

VN TUR

MY

TH

MY

TH

SG TW

SG TW

% of online RSV to overall retail

% of online RSV to overall retail

27%

24%

20%

19%

17%

13%

13%

13%

11%

10%

10%

9% 10%

7%

6%

3%

offline online

offline online

Non-fresh Foods

Home Care Products

 SEA consumers are currently not very commonly to buying food online

 Online spending in the Philippines is significantly the lowest

15%

36%

ID

PH

VN TUR

ID

PH

VN TUR

MY

TH

MY

TH

SG TW

SG TW

% of online RSV to overall retail

% of online RSV to overall retail

27%

10%

19%

19%

14%

11% 13%

5%

5%

3%

6%

3% 3%

2% 1%

2%

offline online

offline online

14

Source: Euromonitor market data

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