According to Public Desire’s study, Chinese consumers dedicate over eight hours per week to browsing online stores.
Asian consumers are outflanking those in North America and Europe when it comes to their love of e-commerce, according to new data.
A recent study by online fashion brand Public Desire ranked the most “online shopping addicted” countries based on three metrics: time spent online weekly, percentage of people shopping online monthly, and average percentage of income spent online. A final score was calculated for each country by combining the normalized values, and countries were ranked in descending order based on their total score.
China topped the list with a score of 48, making it the most online-shopping addicted country. Chinese consumers dedicate over eight hours per week to browsing online stores, which is the highest browsing time globally. Though nearly two-thirds of the population makes monthly online purchases, their spending accounts for just 3.8% of household income.
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South Korea takes second place with a score of 46. Although consumers spend less time online at more than four and a half hours, Public Desire found that South Koreans allocate 8.5% of their income to online shopping, which is the second-highest among the countries analyzed.
Taiwan ranks third with a score of 39, as consumers there spend four and a half hours weekly shopping online, and 60% shop monthly. They spend 6.1% of their income online, more than China but less than South Korea.