Smartphones have changed Asia's retail game

Masao Kakihara, Senior Research Manager for Market Insights at Google Asia-Pacific, examines how smartphones are changing the way Asian consumers shop online and offline.

Smartphones Have Changed Asia’s Retail Game

Masao Kakihara

First the Internet changed shopping by taking it online. Then the customer journey fragmented even more with endless choices, the need for immediacy, and the rise of mobile and video. In this 3rd section of our three part series on the Consumer Barometer, we take a closer look at retail behavior across Asia.

Buying something used to be a pretty straightforward process. For big-ticket items, consumers sought recommendations from friends and family, read a review or two in a magazine, and then headed off to the store to make their purchase. For...

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