APAC: live shopping platforms to purchase items by country 2024

According to a survey on live commerce conducted by Rakuten Insight in the Asia-Pacific region in May 2024, 90 percent of respondents from the Philippines stated that they accessed social media platforms with shoppable features to purchase items. Such platforms include Facebook, TikTok, or Douyin. Live shopping on E-commerce marketplaces was also popular in Indonesia, Japan, South Korea, and also for respondents from Taiwan.

Live shopping platforms accessed to purchase an item in the Asia-Pacific region in 2024, by country or territory

Characteristic	China	Hong Kong	Indonesia	India	Japan	South Korea	Malaysia	Philippines	Singapore	Thailand	Taiwan	Vietnam
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-	-	-	-	-	-	-	-	-	-	-	-	-
-	-	-	-	-	-	-	-	-	-	-	-	-
-	-	-	-	-	-	-	-	-	-	-	-	-
-	-	-	-	-	-	-	-	-	-	-	-	-

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Release date

September 2024

More information

Region

Asia, APAC

Survey time period

May 9 to 31, 2024

Number of respondents

65,897 respondents

Age group

16 years and older

Supplementary notes

Original question: "Which of the following types of live shopping platforms have you purchased items from? Choose up to three most relevant answers)."

Examples of social media platforms with shoppable features include Xiaohongshu and Douyin for China, and Facebook, TikTok, Douyin for all other countries or territories.

Examples of video-streaming platforms include Bilibili for China, and YouTube for all other countries or territories.

Examples of live shopping on E-commerce marketplaces include Taobao and JD.com for China, and Bilibili for all other countries or territories.

Number of respondents in:
China: 4,279;
Hong Kong: 1,119;
Indonesia: 7,059;
India: 15,053 ;
Japan: 46;
South Korea: 2,257;
Malaysia: 6,857;
the Philippines: 8,221;
Singapore: 1,986;
Thailand: 10,848;
Taiwan: 4,921;
and Vietnam: 3,251.

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