Online Shopping Trend: Showrooming, Webrooming Becoming Norm In Asia

Transcosmos inc, has conducted a survey on online shopping trends recently to gauge consumers’ experiences of online shopping and their interests in cross border e-commerce across 10 major cities in Asia.

Some 3,200 online shoppers participated in the survey, revealing unique characteristics of each city as well as common trends across Asia.

This year, transcosmos explored the antecedents of “showrooming,” browse a product in-store before purchasing it online, and “webrooming,” search a product online before purchasing it in-store.

Key findings of the survey are:

  • Whilst 62% online shoppers in Tokyo showroomed, more than 80% had experienced showrooming in other Asian cities. Webrooming showed a similar trend, 54% experienced webrooming in Tokyo, Beijing and Taipei were within the the range of 70% to 80%, and over 80% in other cities.
  • Only 32% of online shoppers in Tokyo were both showrooming and webrooming (omnichannel shoppers). Whilst the figure reached between the range of 70% to 80% (average 77%) in other cities, revealing a great difference in shopping behaviour.
  • In all the cities surveyed, online shoppers experienced showrooming and webrooming especially when purchasing “fashion items (apparel, bags, accessories, etc)”, “home appliances and PCs” and “cosmetics and medicine” products.
  • Most respondents practise showrooming so that they could physically see the product firsthand and then purchasing it at a better price on online stores. Respondents webroomed for many reasons including to check product reviews and ratings, find and shop items more conveniently, no shipping fees, etc.

“In our previous survey most respondents, excluding those in Tokyo, reported issues such as “product photographs and descriptions displayed on online stores often differ from the actual product” , “items may be lost or damaged during shipping” and “shipping delays”,” commented Masashi Hagiwara, an analyst in Global Business Headquarters at transcosmos.

“In addition to these issues related to insufficient product information and concerns over delivery, we believe influencers and product reviews significantly contribute to the penetration of showrooming and webrooming in Asian cities. From this perspective Tokyo is rather unique in Asia. In order to succeed overseas, businesses must execute initiatives creating a seamless online – offline shopping experience .”

transcosmos delivers various initiatives across Asia with an eye on omnichannel shoppers in order to help clients operate e-commerce businesses overseas. transcosmos continues to deliver localised e-commerce support services that fit with business practices and consumer behaviours of each individual country.

Visit transcosmos research department’s official blog for detailed survey results (Japanese): URL:

Since its launch in 1966, transcosmos have combined superior “people” with up-to-date “technology” to enhance the competitive strength of its clients by providing them with superior and valuable services.

transcosmos currently offers services that support clients’ business processes focusing on both sales expansion and cost optimization through our 171 locations across 31 countries with a focus on Asia, while continuously pursuing Operational Excellence. Furthermore, following the expansion of e-commerce market on the global scale, transcosmos provides a comprehensive One-Stop Global E-Commerce services to deliver its clients’ excellent products and services in 49 countries around the globe.

transcosmos aims to be the “Global Digital Transformation Partner” of its clients, supporting the clients’ transformation by leveraging digital technology, responding to the ever-changing business environment.


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