Embracing the E-commerce Revolution in Asia and the Pacific

EMBRACING THE E-COMMERCE REVOLUTION IN ASIA AND THE PACIFIC

JUNE 2018

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ISBN 978-92-9261-232-0 (print), 978-92-9261-233-7 (electronic)

Publication Stock No. TCS189409-2

DOI: http://dx.doi.org/10.22617/TCS189409-2

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CONTENTS

TABLES AND FIGURES

FOREWORD

The report, Embracing the E-commerce Revolution in Asia and the Pacific, reviews the current state and dynamic potential of business-to-consumer (B2C) e-commerce in the region . The potential of e-commerce is undeniable . From e-banking for the unbanked to small and medium-sized enterprises joining supply chains, to individuals marketing new products and services and farmers accessing real-time weather and market data, e-commerce provides a modern, still evolving marketplace that can make economies far more inclusive . Linking rural and urban markets, attracting women entrepreneurs, and offering the poor ways to profit from new opportunities will drive up incomes for traditionally disadvantaged segments of the population . But developing e-commerce also means dealing with multiple hurdles and challenges related to economic, legal and institutional, and social developments .

Asia is already the world’s largest e-commerce marketplace and continues to grow rapidly . However, there is wide diversity among economies in e-commerce development . Several rank among the top 10 globally, while others continue to lag far behind the world average . Information and communication technology (ICT) infrastructure is essential to allow e-commerce to grow . Internet access, speed and affordability, logistics, and delivery capabilities are all part of the crucial ecosystem that allows e-commerce to thrive .

The report presents a new comprehensive framework to better examine the development of B2C e-commerce in the region . It provides a systemic way of understanding different facets and factors that define and affect the industry’s evolution . The framework consists of three dimensions: (i) economic factors and conditions, (ii) legal and institutional environment, and (iii) social acceptance and awareness . Each interacts with the others—the strength of any ecosystem can be only as good as its weakest link . A problem in any specific dimension might have derived from weaknesses in others, while a solution in one dimension could potentially ease problems across all .

Moreover, the report examines the impact on e-commerce of so-called Fourth Industrial Revolution (4IR) technologies—such as blockchains, the internet of things, machine learning, artificial intelligence, and 5G wireless technology . These will allow for greater reach, better targeting, stronger security, and faster and more stable connectivity, among other benefits . However, to power innovation in the 4IR, new risks and challenges presented by the digital-enabled 4IR have to be met . Efforts to uphold digital integrity need to move beyond ensuring privacy and data protection; countering counterfeit products, scams, and fraud; and providing effective consumer protection .

The report offers policy recommendations that could reduce barriers to B2C e-commerce . It breaks them down into groups that directly impact e-commerce development: (i) governments and international agencies, (ii) trade associations, (iii) businesses within the e-commerce ecosystem, and (iv) consumers and the general public . The role of governments is important, for example for improving access to affordable and reliable internet connections, developing the delivery and logistics systems, enacting e-transaction laws, and enforcing online intellectual property rights, along with strengthening financial and e-payment infrastructure .

We hope this report informs the public and provides policy makers a clear sense of what needs and can be done to further unlock the great economic and developmental potential of the e-commerce industry . It could very well become an essential tool for building sustainable and inclusive growth across Asia and the Pacific .

Bambang Susantono

Vice-President

Knowledge Management and Sustainable Development

Asian Development Bank

Hongjoo Hahm

Officer-in-Charge

United Nations Economic and Social Commission

Asia and the Pacific

ACKNOWLEDGMENTS

The report, Embracing the E-commerce Revolution in Asia and the Pacific, was jointly prepared by the Regional Cooperation Integration Division (ERCI) of the Economic Research and Regional Cooperation Department and the Digital Technology for Development Unit, Sustainable Development and Climate Change Department (SDCC) of the Asian Development Bank (ADB); and the Trade,