HK
HK
Mobile Shopping Dominance: 62% of online purchases are made on mobile devices, highlighting the importance of mobile commerce.
Payment Method Shift: Digital wallets and card payments dominate, accounting for 76% of transactions.
Personalised Digital Experiences: A strong push for tailored shopping experiences, with consumers expecting more personalised interactions.
Sustainability Focus: Consumers, especially Gen Z, are prioritising eco-friendly products and sustainable business practices.
The ecommerce industry in Hong Kong is growing, with more retailers transitioning to online platforms. Want to get ahead and make your mark in one of Asia's most dynamic markets? Staying up-to-date with the latest data and trends is key to success.
So, what's in and what's out for 2025? Let’s take a closer look.
| Topic | Key Points |
|---|---|
| Top Categories | Electronics, household essentials, fashion, food. |
| Key Players | Alibaba, JD.com, Amazon, HKTVmall, ZALORA. |
| Sales Channels | 64.3% through branded stores, and 43.9% via platforms, with Shopify being the most popular one. |
| Cross-Border Ecommerce | 90% of companies expect growth, with China, ASEAN and the US as key markets. |
| Payment Methods | Digital wallets and cards are the main methods, replacing bank transfers and cash. |
| Mobile & Social Commerce | 62% of purchases are via mobile and 75% shop via social media. |
| Challenges | Fierce competition, new tech adoption, and higher consumer expectations. |
| Future Trends | Eco-friendly, personalised experience, AI, and smart logistics. |
Hong Kong's ecommerce market is set for steady growth. In November 2024, ecommerce represented approximately 9.3% of Hong Kong's total retail sales.
The ecommerce market in Hong Kong is expected to generate USD 5.34 billion in revenue in 2025, with an annual growth rate (CAGR) of 7.87% from 2025 to 2029, reaching a projected market volume of USD 7.24 billion by 2029.
According to a Statista report covering data from 2017 to 2024, with forecasts on the period from 2025 to 2029, the leading ecommerce categories in Hong Kong include electronics, furniture, beauty & personal care, beverages, eyewear, fashion, food, DIY & hardware, household essentials, and media.
Furniture experienced the most fluctuations, with an upward trend, while other categories maintained a more steady average revenue per user, showing minimal variation over time.
Similarly, data collected independently by AfterShip, an ecommerce operations platform, highlights popular ecommerce categories in Hong Kong based on store counts. Apparel accounts for 23.91%, followed by food & drink at 10.96%, home & garden at 10.68%, beauty & fitness at 9.77%, health at 5.08%, and consumer electronics at 3.60%.
Overall, the data illustrates a well-rounded ecommerce market in Hong Kong, with both high-demand essentials and discretionary items contributing to growth.
As of 24 February 2025, the Average Order Value (AOV) for Hong Kong's ecommerce sector was reported at USD 111.79. On average, an online shopper in Hong Kong spends USD 3,083 annually, with projections reaching USD 4,304 by 2027.
Hong Kong's strong logistics infrastructure is a key factor in supporting this growth. According to the World Bank's latest global ranking of logistics capabilities and quality, Hong Kong ranks 12th, enabling it to efficiently meet increasing delivery demands as ecommerce volumes rise.
According to a January 2025 report by MarkWide Research, the key players in Hong Kong's ecommerce market include:
This list features a mix of global giants like Alibaba, JD.com, Amazon, and eBay, alongside fashion-focused platforms such as ASOS, YOOX NET-A-PORTER, ZALORA, and Goxip. Additionally, local players like HKTVmall are highlighted, reflecting the diversity of ecommerce businesses in the region, which span general retail, fashion, and digital marketplaces.
Hong Kong's ecommerce companies employ a variety of sales channels to reach consumers. 64.3% sell products through their own branded online stores, 43.9% use ecommerce platforms, 37.8% use their business partners’ websites, and 26.1% turn to social media platforms to engage different customer segments and drive sales.
According to data collected by AfterShip, an ecommerce operations platform, Shopify leads the ecommerce platforms in Hong Kong, with 44.31% of online stores. WooCommerce follows at 16.13%, and Wix accounts for 10%. Other platforms, including SHOPLINE, Custom Cart, OpenCart, Boutir, Ecwid, Magento, and Squarespace, each account for around 0.9% to 9% of the market.
Cross-border ecommerce plays a pivotal role in Hong Kong's ecommerce ecosystem, with a significant portion of both consumers and businesses engaging in international transactions.
On the consumer side, 77% of online shoppers in Hong Kong have made cross-border purchases, contributing to 19% of the total ecommerce sales.
On the business owner side, a joint survey by The Hong Kong Export Credit Insurance Corporation and the Hong Kong Trade Development Council (HKTDC) found that 90% of Hong Kong companies expect cross-border ecommerce to drive revenue growth in the next two years. It also plays a key role in expansion, with 69% benefiting from broader sales channels, 50.3% accessing new markets, and 48.9% boosting brand awareness.
Hong Kong companies are engaged in cross-border ecommerce across markets such as Mainland China (75.2%), ASEAN (53.0%), the US (42.2%), Japan (30.9%), and the EU (30.0%). Respondents largely agreed that Mainland China (61.6%) and ASEAN (44.3%) hold the most promising growth potential.
Hong Kong's technological advancements have introduced a broader range of payment options. According to PPRO, a notable 44% of payments in Hong Kong are made via cards, while e-wallets account for 31%. Bank transfers represent 15%, and a small 3% of transactions are made with cash. Other payment methods contribute to 7% of the total.
Similarly, PCMI’s Ecommerce Data Library reports that the primary payment methods for ecommerce in Hong Kong, based on transaction volume, are as follows: digital wallets lead with 45%, followed by credit cards at 42%. Debit cards and bank transfers each account for 3%, while cash payments and Buy Now Pay Later options both contribute 2% of the total.
Hence, 88.3% of companies with ecommerce operations offer electronic payment options such as PayPal, Alipay, and WeChat Pay, while 72.6% accept credit cards and 59.6% support bank transfers to meet the diverse payment needs of customers across different markets.
Card payments and digital wallets are becoming the most popular methods for online shopping in Hong Kong, a place previously known for its strong cash culture.
Hong Kong's local card is UnionPay SecurePay, one of the most widely accepted payment methods in mainland China. Outside of China, UnionPay is accepted by over 34 million merchants. However, when looking at the breakdown of card schemes used to make ecommerce purchases in Hong Kong, Visa holds the largest share at 16%, followed by Mastercard® at 9%, and American Express at 6%.
Hong Kong has a diverse digital wallet ecosystem, with popular options including AlipayHK, a widely accepted mobile payment app and WeChat Pay HK, a digital wallet and mobile payment system integrated into the messaging app.
Hong Kong has one of the highest smartphone usage rates in Asia, with nearly 90% of people over the age of ten owning a smartphone, roughly seven million users. Internet access is also widespread, with the rate expected to reach 93.4% by 2027.
Additionally, since the launch of 5G Internet in 2020, the network now covers over 90% of the population. These factors have made mobile shopping more convenient than ever for customers.
In the city-state, 62% of online purchases are made by shoppers using mobile devices. As of 24 February 2025, the average order value (AOV) for mobile purchases in Hong Kong was USD 111.79.
The mobile commerce sector is likely to continue growing, further solidifying its role as a key driver of ecommerce in Hong Kong. This trend underscores the importance for businesses to optimise their platforms for mobile shopping.
According to recent data, 75% of consumers in Hong Kong shop via social media, making an average of 7 purchases each month. Facebook is the leading platform for social commerce purchases in Hong Kong.
In terms of livestream shopping, a survey found that 10% of respondents made more than 6 purchases through live commerce in the past year. While 17% watched livestreams without making purchases, 44% neither watched nor shopped. Notably, 48% of female respondents and 35% of male respondents reported purchasing apparel through live commerce.
Livestream shopping, while not as widespread as social commerce, shows promising potential for the fashion category.
As ecommerce continues to grow rapidly, so do the challenges. To stay competitive and relevant in 2025, companies must effectively navigate these obstacles. Below are the key things to know ahead:
In 2025, the Hong Kong government is rolling out key initiatives to boost business, innovation, and collaboration, including ones concerning ecommerce. Here are the highlights :
The outlook for Hong Kong, the Greater Bay Area (GBA), and ASEAN markets is positive, fueled by economic expansion, regional trade agreements and Hong Kong’s investment in technologies and smart logistics. Gen Z has become the leading consumer group in the region. Let’s explore a summary of Hong Kong’s future ecommerce landscape in 2025.
Not only is the market performing well, but forecasts predict continued growth in the coming years. With recent trends and statistics showcasing the jurisdiction’s thriving ecommerce market, there’s no better time than now to launch your business in Hong Kong.
