Register your company in Hong Kong with our Special Anniversary discount!

Get Started!

Ecommerce Hong Kong: Key Trends to Follow in 2024

Ecommerce Hong Kong


Register your company with Air Corporate

Pay less, get more

Enjoy a 10% OFF

100% online and hassle-free

E-commerce in Hong Kong is expanding rapidly due to tech-savvy residents and a rising interest in online shopping.

Key Takeaways

The e-commerce market is expected to grow at an annual rate of 8-9%, reaching US$7,248 million by 2029.

Leading e-commerce categories include electronics, fashion, food, beverages, DIY, hardware, and furniture.

Hong Kong's e-commerce market is poised for continued growth, with Air Corporate offering expert guidance for starting an e-commerce business.

In addition to its reputation as a financial center, Hong Kong is experiencing significant growth in the e-commerce sector.

This growth is fueled by a high number of residents who are comfortable using technology and a rising interest in the ease offered by online shopping.

Here, we will explore the most important trends impacting Hong Kong's active e-commerce market in 2024.

Top Trends for Hong Kong's Ecommerce Market

Hong Kong has a high rate of internet and smartphone use, which is expected to reach 83.8% by 2025. This widespread digital use creates a strong base for e-commerce businesses.

Online Shopping Platforms (Mobile Commerce)

The pandemic accelerated the shift to online shopping.

Consumers have gotten used to the convenience and safety of e-commerce and are likely to keep shopping to online stores even as physical stores reopen.

The benefits of online shopping, like saving time and transportation, are here to stay.

The ongoing development of e-payment solutions, logistics networks, cross-border sales, and social media platforms makes online shopping smoother.

Secure, easy-to-use payment options and efficient delivery services build trust and encourage repeat business.

Social media helps local and foreign companies to connect with customers, showcase products, and use influencer marketing to increase sales.

Platforms like Instagram and Facebook aren't just for connecting with friends and family anymore; they've become cost effective marketing tools and hotspots for online shopping.

Attractive visuals, like well-taken product photos and user posts showing off the latest trends, can quickly catch a consumer's eye.

Influencers and Live Streaming

Influencers, who are trusted personalities with many followers, can influence buying decisions with their recommendations.

Targeted ads on these social media platforms let businesses reach specific audiences based on age, interests, and online behavior.

This precise targeting ensures consumers see ads for products they're likely to want, driving them to online stores to buy.

Livestream shopping has also become very popular.

Livestreams let brands and influencers show products in real-time, interact with viewers, and answer questions directly. This interactive format can be highly engaging and drive sales.

Also, the growth of shoppable posts and in-app purchases makes the buying process smoother, letting consumers easily move from browsing to buying right within the social media platform.

Estimates suggest an annual growth rate of about 8-9%, leading to a market size of over US$4.77 billion in 2024.

This growth is expected to continue, with a projected market volume reaching US$7,248.00 million by 2029, reflecting a Compound Annual Growth Rate (CAGR) of 8.72%.


Hong Kong's e-commerce landscape is moving towards a seamless mix of online and physical shopping.

Features like buy-online-pickup-in-store (BOPIS) and loyalty programs that work in both digital and brick-and-mortar stores will be crucial for success.

Plus, using online reviews to guide in-store purchases will be essential.

User Base Expansion

Online shopping is expected to reach 52.9% of the population by 2024, indicating that over half the population shops online.

User penetration will be around 80% by 2023, and growth is projected to hit 73.1% by 2029.

The average revenue per user (ARPU) is expected to be around $1,242 in 2024, and this consumer behavior indicates strong online spending among Hong Kong consumers.


Consumers in Hong Kong are becoming more aware of the environment and prefer brands that focus on sustainability and ethical practices. This offers a big chance for e-commerce businesses.

Companies that use eco-friendly packaging, source products responsibly, and adopt green delivery methods are likely to grow and build a loyal customer base.

AI Integration and E-Commerce Companies

Artificial intelligence (AI) is further changing e-commerce by making shopping experiences unique for each customer.

AI analyzes a lot of data, like user demographics, browsing habits, past purchases, and wishlists, to create a unique profile for each shopper.

This helps e-commerce sites suggest products that fit individual preferences.

For example, if you’re looking for a certain product, you might see recommendations based on your previous online purchases or activity tracker data.

AI also personalizes marketing messages and promotions, making them more relevant for each customer.

Additionally, AI-powered chatbots offer 24/7 customer support, answer product questions in real-time, and suggest products based on the conversation.

Global Online Shopping Trends in 2024

  • Electronics led the online shopping market this year, with an expected revenue of $922.5 billion.
    The wide range of consumer electronics available online, from smartphones and laptops to trendy gadgets like drones, drives this category's success.
  • Fashion is close behind, with consumers likely to spend $760 billion on clothes and accessories.
    The growth of online fashion stores and brand collaborations makes finding the perfect outfit easier than ever.
  • Food is another major category, with sales projected to hit $460.1 billion.
    The convenience of online grocery shopping and delivery apps has transformed how people buy food.
  • Beverages are next, with an expected revenue of $248.7 billion.
    The demand for craft beers, specialty teas, and high-quality coffees shows a growing preference for unique and premium drinks.
  • DIY and hardware rank fifth, with online sales projected at $220.2 billion.
    The ease of comparing physical goods online, reading reviews, and having heavy items delivered makes online shopping ideal for home improvement projects.
  • Furniture follows closely, with an expected revenue of $220.1 billion.
    Direct-to-consumer brands are changing the industry by eliminating middlemen and offering high-quality furniture at lower prices.
  • Other notable categories include media ($193.9 billion), beauty and personal care ($169.6 billion), tobacco products ($116.6 billion), and toys and hobbies ($89.8 billion).

Each category reflects distinct online shopping trends and consumer attitudes, from the rise of niche beauty products to the ongoing high demand for collector's items.

Future Predictions

Virtual Reality (VR) and Augmented Reality (AR) are set to change the online shopping experience in Hong Kong.

Also, VR can create 3D environments where customers can interact with products.

For example, a clothing store could offer a VR feature where customers can create avatars and try on different outfits in various settings.

Similarly, a store could let customers place products virtually in their homes to see how they fit before buying.

By letting customers experience products before they purchase, VR and AR can help reduce return rates.

Join the Trend!

Hong Kong's e-commerce market is booming, and this trend is expected to continue, with exciting advancements like AI personalization and VR product interactions on the horizon.

Ready to start your own e-commerce business in Hong Kong?

Contact Air Corporate; our team of experts can help you register your business and guide you throughout the way!


Vivian Au

For many years, I worked at big accounting and company secretary firms in Hong Kong. I started Air Corporate to make the life of entrepreneurs and SMEs easy.

Vivian Au


Your Hong Kong company and business account. Online and Simple.