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In this report, we explore the world鈥檚 top region for retail and ecommerce, Asia-Pacific. Read on for a closer look at the markets in China, India, the Philippines, and more.

Internet adoption in Asia-Pacific will rise from 65.8% in 2025 to 70.2% in 2030, thanks to rapidly expanding infrastructure鈥攑articularly in the Philippines, India, Indonesia, and Vietnam. But parts of the region are still lagging.

It also stocked up on inventory early, allowing it to sidestep鈥攆or now鈥攁dditional tariffs of 145% on China imports (which account for 10% of its sourcing) as well as 10% duties on imports from Vietnam, Cambodia, and the Philippines. But, given that the latter three countries account for 70% of production, Tapestry could be vulnerable to reciprocal tariffs.

The Asia-Pacific coverage in the Global Media Intelligence Report includes poll results from Australia, China, Hong Kong, India, Japan, New Zealand, Philippines, South Korea, and Taiwan.

Philippines. Social media adoption in the Philippines was 99.6%, making it No. 1 in the region. Messaging service usage was also high: At 98.4%, it topped the regional rankings. The Philippines was No. 2 in the region for video streaming adoption. With 95.9% of respondents using video streaming, it was slightly ahead of the regional average of 95.6%. That鈥檚 up from 92.8% five years ago.

IPG made two deals, acquiring Intelligence Node in the US and Xiklab Digital in the Philippines. Omincom also made two deals, acquiring LeapPoint and Coffee & TV, while Dentsu and WPP each had one acquisition. North America remained the dominant region for acquisitions, a trend that has been ongoing since 2016. North America contributed nearly 59% of global revenues. Will M&A increase in 2025?

Outside the US, Samsung TV Plus continues to expand with programmatic support from Magnite in markets like Singapore, the Philippines, and Thailand. Our take: Addressability is the new battleground鈥攁nd Samsung wants in.

Brazil, India, and the Philippines have the highest rates of remittance users who have sent money via digital apps, per a March 2024 Visa and Morning Consult report. Each country has strong digital payments adoption thanks to homegrown instant payments systems. Uptake is also significant in the US, with more than two-thirds of remittance users sending money internationally via a digital app.

Last year, the country was tied for No. 1 globally (with the Philippines) but dropped 15 minutes YoY. Brazil led the region in daily time spent with desktop/laptop/tablet devices at 3:59 daily. That鈥檚 16 minutes greater than the regional average. Brazil鈥檚 only rival in the region is Argentina. Brazil ranked No. 2 in the region in time spent on social media/messaging at 3:35 daily.

The Philippines, Malaysia, India, Thailand, and Vietnam rank among the 10 fastest-growing ecommerce markets globally. China's retail and ecommerce sector is still facing serious headwinds but is beginning to see signs of recovery. Ecommerce growth has slowed due to cautious consumer spending and economic challenges. But it will begin to tick up in 2026.

The Philippines will lead the world in ecommerce growth. If China is excluded, the worldwide ecommerce penetration rate will be 12.5%. China will reach a major threshold this year, as more than 50% of its retail sales will take place online. This, in turn, will lead the worldwide ecommerce penetration rate to cross 20%. But the 12.5% figure is more representative of what鈥檚 happening in most countries.

And in October 2024, Meta announced plans to roll out Meta AI in several countries in the region鈥攊ncluding the Philippines, Indonesia, Malaysia, Thailand, and Vietnam. Additionally, it plans to add support for regional languages like Tagalog, Thai, and Vietnamese. Nations in Asia-Pacific balance safety guardrails with innovation-driving guidelines.