Shopping online has seen rapid growth in the past year but e-commerce presents new challenges for consumers around brand and product discovery and understanding the quality of products, according to a report from industry analysts Mintel.

Why it matters

Across 13 markets in Asia Pacific, 53% of adults say it is easier to find new brands and products when shopping in store than online. This suggests that brands need to resolve these challenges to fully engage audiences when shopping online.

Mintel says that curating new and exciting brands/products, offering bespoke services and making e-commerce sites more interactive would help resolve...