Asia Pacific retailers are gearing up for the Black Friday and Cyber Monday, with DHL's recent Asia Pacific inaugural eCommerce Trends Report confirming that the shopping holidays remain central to online sales calendars.

The report is based on a survey conducted among 4,050 businesses globally across 19 countries. The countries from Asia Pacific are Australia, India, Malaysia and Thailand.

Positive sales momentum anticipated in APAC

Across Asia Pacific, 85% of businesses stated that they will participate in this year's Black Friday/Cyber Monday. Thailand leads the region with 92% of businesses confirming plans to join in, with India also showing high engagement where 90% of respondents also claiming participation.

This appetite underscores the strategic importance of these events for retailers seeking to close the year on a high note.

Nearly 7 in 10 ecommerce firms in Asia Pacific reported higher Black Friday/Cyber Monday sales in 2024 compared to 2023. Thailand reported the highest global increase, with 88% of ecommerce firms posting stronger sales.

Other markets in the region also saw stronger sales, and about half of Asia Pacific firms said they typically sell more during this period.

According to the DHL eCommerce Trends Report, nearly 3 in 4 shoppers globally plan to buy during Black Friday/Cyber Monday, with Asia Pacific consumers reporting similar enthusiasm.

Around 7 out of 10 shoppers in the region will be active shoppers during Black Friday, with Thailand and Australia leading the region at 78% and 73%, respectively. The top three product categories that shoppers will buy are electronics, clothing, and footwear.

Nonetheless, trust remains a critical factor. In Asia Pacific, 79% of retailers believe customers completely trust their offers, compared to the global average of 69%. Yet, barely half of the shoppers in the region admitted that they completely or mostly trust the retailer's Black Friday offers and prices.

This is reflected in 55% of Australian shoppers, 41% of Indian shoppers, 38% of Malaysia and 30% of Thai shoppers – signaling a perception gap that retailers must address.

"Black Friday is no longer just about discounts—it's about trust and experience," said Pablo Ciano, CEO at DHL eCommerce. "In Asia Pacific, consumers are still keen to buy but their confidence is tempered by economic uncertainty as well as the reliability of retailers' offerings. Retailers must double down on transparency and delivery excellence to better capture the opportunities these mega shopping events can provide."

While discounts and exclusive deals are key motivators for online shoppers, delivery options and sustainability are a deal-breaker.

Asia Pacific shoppers will abandon their carts when their preferred delivery options are unavailable or when they have concerns about sustainability.

While 88% of Asia Pacific ecommerce companies proclaimed that sustainability is important to their business, not all of them show their customers the environmental impact of the delivery or returns.

Similarly, although "delivery offering" is one of the top two reasons behind cart abandonment, half of the businesses responded that they would still partner with a logistics provider that was "cheaper" but had poor brand trust.

As Asia Pacific heads into the peak shopping season, Black Friday and Cyber Monday continue to play a central role in e‑commerce. Consumers remain cautious but show strong demand for value and convenience, while retailers face pressure to meet expectations in a competitive market.