Understanding evolving ecommerce expectations in APAC

UserTesting Black Friday-Cyber Monday forecast

Shoppers are more sophisticated than ever, and their expectations include a desire for efficiency and convenience while still providing a nostalgic, memorable holiday shopping experience. 

This random, double-opt-in survey of 1,000 consumers in the Asia-Pacific region who have participated in Black Friday and/or Cyber Monday shopping was commissioned by UserTesting between September 26 and September 28, 2022.

The survey was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).

Check out the chapters below to get insights on consumer sentiment in the APAC region to guide your 2023 planning and beyond.

Key holiday shopping findings

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Here are some key findings from the survey, at-a-glance.

Top shopping days in APAC region

Black Friday


Boxing Day


Cyber Monday


In-store shopping

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Despite the popularity of ecommerce shopping, many consumers still look forward to shopping in stores this holiday season. When asked about their preference for online or in-store shopping on Black Friday, 16% of people prefer to shop Black Friday sales specifically in person, and 9% said they plan to participate in Black Friday strictly in stores this year.

Here's what consumers had to say about holiday shopping in stores this year:

  • 59% like that they don’t have to wait for shipping 
  • 58% like to bring items home immediately
  • 55% appreciate not paying for shipping
  • 47% said deals are better in person than online
  • 60% feel confident about shopping and potential COVID-19 exposure
  • 61% said they like to see self-checkout available
  • 41% wanted digital help kiosks/price checking
  • 39% want to use smart shopping carts to navigate through the aisles and easily find products
  • 28% like to use QR codes to order products
  • 22% want to use smart vending machines (22%).
  • 78% plan to pay for their purchases using credit/debit cards
  • 37% plan to use their digital wallets
  • 32% plan to pay with cash

When asked what online shopping features they wished they could bring into a store with them, respondents said they’d like to be able to:

  • 65% use promo codes/digital coupons
  • 49% see where items are located in-store
  • 44% reserve items in their cart
  • 44% get free shipping or delivery
  • 36% want contactless checkout/payment
  • 60% of respondents said they prefer having digital or self-checkout when shopping
  • 16% prefer contactless payment options
  • 14% like having human-to-human interaction

Online shopping

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Online shopping continues to dominate, with Cyber Monday quickly becoming as much of a shopping tradition as Black Friday. This survey found that 73% of consumers prefer to shop online for Black Friday, and 54% planning to shop exclusively online.

Here are some of the key benefits consumers reported for online shopping:

  • 81% avoid crowds
  • 70% don't have to wait in line
  • 66% able to shop more than one store at a time
  • 64% like being able to compare prices before buying
  • 37% don't want to interact with other people
  • 35% getting better deals online
  • 35% say online shopping helps them budget and save money
  • 33% in-store shopping is inconvenient 

Shopping traditions and customer loyalty

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  • 24% plan to spend more money than in previous years
  • 45% plan to spend about the same amount as previously
  • 25% plan to spend less


  • 12% plan to shop in the Metaverse this year
    • ​​​​​​​46% plan to shop using their Metaverse avatar
    • 24% don't plan to use their Metaverse avatar for shopping
  • 12% don’t plan to shop in the Metaverse this year 
  • 34% said they don’t know what the Metaverse is
  • 31% don’t use the Metaverse

Black Friday traditions

  • 84% of people have participated in an in-person Black Friday sale within the past three years
  • 32% consider in-store Black Friday shopping a tradition
  • 21% claimed in-store Black Friday shopping is less important to them now than pre-pandemic
  • 60% claimed it’s just as important
  • 16% believed it’s now more important
  • 48% of respondents agree in-person Black Friday sales are exciting to them
  • 25% disagree that Black Friday sales are exciting
  • 24% admit a part of them miss the chaos of in-person Black Friday shopping each year

Shopping experiences

  • 28% say brand loyalty plays a part in their holiday shopping
  • 55% belive online shopping experiences could be improved with customer feedback and testing
  • 61% aren't familiar with the term "phygital"