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1、1 RCEP and Cross-border E-commerce Opportunities for ASEAN Countries 2 About the paper Cross-border e-commerce helps the Micro,small and medium-sized enterprises(MSMEs)from developing countries to become more competitive in the international market and to diversify their exports.The Regional Compreh

2、ensive Economic Partnership(RCEP)agreement provides new opportunities for companies from the Association of Southeast Asian Nations(ASEAN).To capture that potential,small businesses in these countries need more market intelligence.This paper fills that gap,using market data from A to identify which

3、products from ASEAN countries can generate the most demand abroad.It also features product and market diversification and export potential analysis from the International Trade Centre(ITC)for individual RCEP countries.The publication provides up-to-date market intelligence for ASEAN MSMEs in their c

4、ross-border e-commerce operations.This paper is published as a technical paper and has not been edited by ITC.Publisher:International Trade Centre Title:RCEP and Cross-border E-commerce Opportunities for ASEAN Countries Publication date and place:Geneva,November 2022 Page count:88 Language:English I

5、TC Document Number:Citation:International Trade Centre(2022).RCEP and Cross-border E-commerce Opportunities for ASEAN Countries.ITC,Geneva.For more information,contact:Quan Zhao,zhaointracen.org and Tianyu Mao,tmaointracen.org.For more information on ITC publications on e-commerce,see:http:/www.intr

6、acen.org/itc/sectors/services/e-commerce/.ITC encourages the reprinting and translation of its publications to achieve wider dissemination.Short extracts of this paper may be freely reproduced,with due acknowledgement of the source.Permission should be requested for more extensive reproduction or tr

7、anslation.A copy of the reprinted or translated material should be sent to ITC.Digital image(s)on the cover:Shutterstock International Trade Centre(ITC)ITC is the joint agency of the World Trade Organization and the United Nations.3 Acknowledgements This paper was prepared by Yutong Dang,ITC consult

8、ant,under the supervision of Quan Zhao and Tianyu Mao(both ITC).Thanks for support with data and analysis are also due to Professor Ben Shenglin,dean of the International Business School of Zhejiang University(ZIBS);Zhou Wenyu,assistant professor at ZIBS;Ouyang Cheng,deputy director of AliResearch;H

9、u Xiangfang,senior advisor at AliResearch;Li Peng,advisor at AliResearch;Ren Jie,senior advisor at AliResearch;Yue Hongfei,advisor at AliResearch.ITC also extends its thanks to Ant Group Research Institute for providing case studies used for the publication.4 Contents About the paper 2 Acknowledgeme

10、nts 3 Acronyms 9 Executive summary 10 Chapter 1:Cross-border e-commerce in RCEP:trends,opportunities and challenges 11 Measuring cross-border e-commerce in RCEP 11 Cross-border e-commerce fared better in the pandemic,especially in ASEAN 12 Cross-border e-commerce helps businesses cope with uncertain

11、ty 14 Cross-border e-commerce benefits diverse industries 15 RCEP boosts e-commerce exports for ASEAN countries 17 Opportunities and challenges for ASEAN MSMEs,and how RCEP can help 20 Opportunity：Booming e-commerce market,rapidly developing digital platforms,and support from governments 20 Challeng

12、e：ASEAN countries are in different stages of development in ICT infrastructure,logistics and payment solutions 23 RCEP agreement enables advancement of regional e-commerce 28 Chapter 2:Case studies:how companies and platforms leverage e-commerce opportunities 30 Happy Hands:Popularize local characte

13、ristics to the globe and promote trade led by women 30 Hanh Silk:Accelerate digital transformation and benefit rural development 31 Lazada Platform:One-stop service to extend industrial chain and lift competitiveness 32 Airwallex:Improve customer experience through innovative digital payment service

14、 33 Pegasus Official:Build digital channels and reduce product promotion cost 34 Dongqi Group:Analyze online customer data to improve marginal reward 35 Chapter 3:Conclusion and recommendations 37 Digital transformation is key for businesses to cope with uncertainty 37 Digital platforms can help MSM

15、Es divsersify exports and secure growth 37 Recommendations 38 5 Create brand value through the online operations 39 Provide well-rounded services to attract online consumers 39 Improve profit margin through product innovation 39 Keep on digitizing to reduce fixed costs 40 Annex:Country profiles for

16、RCEP countries 41 Australia 43 Brunei Darussalam 46 Cambodia 49 China 52 Indonesia 55 Japan 58 Korea,Republic of 61 Lao Peoples Democratic Republic 65 Malaysia 68 Myanmar 71 New Zealand 74 Philippines 77 Singapore 80 Thailand 83 Viet Nam 86 Tables,Figures Table 1 Indicators of the RCEP MSMEs cross-b

17、order e-commerce(B2B)index 11 Table 2 GDP growth(annual%)in RCEP countries 15 Table 3 GDP growth and general trade growth(annual%)in RCEP countries 16 Table 4 General trade concentration rate(%)in RCEP countries 17 Table 5 Top 10 import countries or regions in cross-border e-commerce in 2021 19 Tabl

18、e 6 Top 10 categories of imported goods in cross-border e-commerce in 2021 20 Table 7 Major e-commerce platforms in ASEAN 22 Table 8 National strategy for e-commerce development of ASEAN countries 23 Table 9 ICT development and affordability（%）in ASEAN countries 24 Table 10 Population covered by 3G

19、and 4G network（%)25 6 Table 11 Logistics performance index of ASEAN countries(1=low to 5=high)25 Table 12 Policy and development of digital payments 27 Table 13 RCEP cross-border e-commerce provisions 29 Table 14 How MSMEs can improve products and operations 39 Table 15 Colour coding example of expo

20、rt product classification 42 Table 16 Colour coding example of exporting country classification 42 Table 17 Top 10 categories of exported goods in overall trade and cross-border e-commerce of Australia 43 Table 18 Australian products with unfulfilled potential 44 Table 19 Top 10 export markets in ov

21、erall trade and cross-border e-commerce of Australia 45 Table 20 Top 10 categories of exported goods in general trade and cross-border e-commerce of Brunei Darussalam 46 Table 21 Brunei Darussalams products with potential 47 Table 22 Top 10 export markets in general trade and cross-border e-commerce

22、 of Brunei Darussalam 48 Table 23 Top 10 categories of exported goods in general trade and cross-border e-commerce of Cambodia 49 Table 24 Cambodias products with potential 50 Table 25 Top 10 export markets in general trade and cross-border e-commerce of Cambodia 51 Table 26 Top 10 categories of exp

23、orted goods in general trade and cross-border e-commerce of China 52 Table 27 Chinas products with potential 53 Table 28 Top 10 export markets in general trade and cross-border e-commerce of China 54 Table 29 Top 10 categories of exported goods in general trade and cross-border e-commerce of Indones

24、ia 55 Table 30 Indonesias products with potential 56 Table 31 Top 10 export markets in general trade and cross-border e-commerce of Indonesia 57 Table 32 Top 10 categories of exported goods in general trade and cross-border e-commerce of Japan 58 Table 33 Japans products with potential 59 Table 34 T

25、op 10 export markets in general trade and cross-border e-commerce of Japan 60 Table 35 Top 10 categories of exported goods in general trade and cross-border e-commerce of the Republic of Korea 61 Table 36 Republic of Koreas products with potential 63 Table 37 Top 10 export markets in general trade a

26、nd cross-border e-commerce of Republic of Korea 63 Table 38 Top 10 categories of exported goods in general trade and cross-border e-commerce of Lao Peoples Democratic Republic 65 Table 39 Lao Peoples Democratic Republics products with potential 66 Table 40 Top 10 export markets in general trade and

27、cross-border e-commerce of Lao Peoples Democratic Republic 67 Table 41 Top 10 categories of exported goods in general trade and cross-border e-commerce of Malaysia 68 Table 21 Malaysia products with potential 69 7 Table 43 Top 10 export markets in general trade and cross-border e-commerce of Malaysi

28、a 70 Table 44 Top 10 categories of exported goods in general trade and cross-border e-commerce of Myanmar 71 Table 45 Myanmars products with potential 72 Table 46 Top 10 export markets in general trade and cross-border e-commerce of Myanmar 73 Table 47 Top 10 categories of exported goods in general

29、trade and cross-border e-commerce of New Zealand 74 Table 487 New Zealands products with potential 75 Table 49 Top 10 export markets in general trade and cross-border e-commerce of New Zealand 76 Table 50 Top 10 categories of exported goods in general trade and cross-border e-commerce of Philippines

30、 77 Table 51 Philippines products with potential 78 Table 52 Top 10 export markets in general trade and cross-border e-commerce of Philippines 79 Table 53 Top 10 categories of exported goods in general trade and cross-border e-commerce of Singapore 80 Table 54 Singapore products with potential 81 Ta

31、ble 55 Top 10 export markets in general trade and cross-border e-commerce of Singapore 82 Table 56 Top 10 categories of exported goods in general trade and cross-border e-commerce of Thailand 83 Table 57 Thailand products with potential 84 Table 58 Top 10 export markets in general trade and cross-bo

32、rder e-commerce of Thailand 85 Table 59 Top 10 categories of exported goods in general trade and cross-border e-commerce of Viet Nam 86 Table 60 Viet Nam products with potential 87 Table 61 Top 10 export markets in general trade and cross-border e-commerce of Viet Nam 88 Figure 1 B2B index from 2019

33、 to 2021 12 Figure 2 RCEP B2B sub-index from 2019 to 2021 13 Figure 3 ASEAN B2B sub-index from 2019 to 2021 13 Figure 4 GDP growth(annual%)in RCEP countries 14 Figure 5 E-commerce revenue of 2022 and 2025 in ASEAN countries(USD bn)21 Figure 6 Internet users as%of population in ASEAN countries 24 Fig

34、ure 7 Australias diversification product 44 Figure 8 Market potential for Australia exports 45 Figure 9 Brunei Darussalams diversification product 47 Figure 10 Markets with potential for Brunei Darussalams exports 48 Figure 11 Cambodias diversification products 50 Figure 12 Market with potential for

35、 Cambodias exports 51 Figure 13 Chinas diversification products 53 Figure 14 Markets with potential for Chinas export 54 Figure 15 Indonesias diversification product 56 Figure 16 Markets with potential for Indonesias exports 57 Figure 17 Japans diversification product 59 Figure 18 Market with potent

36、ial for Japans exports 60 8 Figure 19 Republic of Koreas diversification products 62 Figure 20 Markets with potential for the Republic of Koreas export 64 Figure 21 Lao Peoples Democratic Republics diversification product 66 Figure 22 Markets with potential for Lao Peoples Democratic Republics expor

37、t 67 Figure 23 Malaysia diversification products 69 Figure 24 Markets with potential for Malaysias export 70 Figure 25 Myanmars diversification product 72 Figure 26 Markets with potential for Myanmars exports 73 Figure 27 New Zealands diversification products 75 Figure 28 Markets with potential for

38、New Zealands export 76 Figure 29 Philippiness diversification product 78 Figure 30 Market with potential for Philippiness exports 79 Figure 31 Singapores diversification products 81 Figure 32 Markets with potential for Singapores export 82 Figure 33 Thailands diversification products 84 Figure 34 Ma

39、rkets with potential for Thailands export 85 Figure 35 Viet Nams diversification products 87 Figure 36 Markets with potential for Viet Nams export 88 9 Acronyms Unless otherwise specified,all references to dollars($)are to United States dollars,and all references to tons are to metric tons.ASEAN Ass

40、ociation of Southeast Asian Nations B2B Business-to-business B2C Business-to-consumer E-commerce Electronic commerce E-payment Electronic payment GDP Gross domestic product GNI Gross national income ICT Information and communications technology ITC International Trade Centre ITU International Teleco

41、mmunication Union MSMEs Micro,small and medium-sized enterprises 10 Executive summary The Regional Comprehensive Economic Partnership(RCEP)entered into force on 1 January 2022.The current members are the 10 countries in the Association of Southeast Asian Nations(ASEAN),as well as Australia,China,the

42、 Republic of Korea,Japan,and New Zealand.The region has a large population,economic scale,and trade value.With a population of 2.27 billion,the RCEP has a combined GDP of$26 trillion and trade worth$10 trillion,accounting for about one third of the global totals.Cross-border e-commerce is booming in

43、 RCEP Cross-border e-commerce in the region is large and growing fast.More than half of the worlds cross-border e-commerce,some 53.3%of the global total,occurs within the region.The value of cross-border e-commerce added up to$285 billion in 2020,up from$86.2 billion in 2016,for an average annual gr

44、owth rate of 34.8%.This report investigates cross-border e-commerce developments in the RCEP,and analyzes opportunities for micro,small and medium-sized enterprises(MSMEs)in ASEAN.The first chapter uses an innovative new B2B e-commerce index to measure cross-border e-commerce in the RCEP from 2019 t

45、o 2021.Enterprises have expanded their online businesses,a process that accelerated during the pandemic.Appealing market potential and an improving policy environment have allowed MSMEs in ASEAN to grow their business online.RCEP members have provided strong policies to help domestic enterprises par

46、ticipate in cross-border e-commerce,especially in the context of the pandemic.Challenges remain,notably in infrastructure in some ASEAN countries.The governments have emphasized building business-friendly ecosystems.MSMEs should also actively seek business solutions to cope with the challenges.Local

47、 expertise and innovation drive growth The second chapter features case studies of MSMEs.Each case study illustrates the key elements for success in online business.These include:one-stop service to extend the industrial chain and enhance competitiveness;innovative digital payments that improve the

48、customer experience;local expertise adapted to the global market;promotion of trade led by woman;digital transformation and rural development;new digital channels that reduce product and promotion costs;and data analysis to improve marginal returns.The third chapter proposes recommendations for enha

49、ncing e-commerce cooperation within RCEP.Evidence indicates that digital transformation helps businesses cope with uncertainty,and digital platforms can help MSMEs to grow and to diversify exports.In the context of accelerated digitalization,MSMEs should seize opportunities through innovation in bot

50、h products and operations.That means creating brand value through online platforms;providing all-round services to attract online consumers;improving the production process through product innovation;and promoting online transactions to reduce fixed costs.The annex provides a case-by-case analysis o

51、f RCEP members,using trade data and cross-border e-commerce data from 2019 to 2021.This analysis compares products traded through e-commerce versus those traded offline.Data shows that cross-border e-commerce encourages diversification of exported goods and export destinations.The report uses ITCs e

52、xport potential analysis to highlight possible exports,list the potential of each country by product and by export country/region,and visualizes the diversification potential of each product category.11 CHAPTER 1:CROSS-BORDER E-COMMERCE IN RCEP:TRENDS,OPPORTUNITIES AND CHALLENGES Measuring cross-bor

53、der e-commerce in RCEP This section uses a new quantitative method to portray cross-border e-commerce in the RCEP,with a specific focus on ASEAN countries.The result indicates that despite the pandemic,cross-border e-commerce grew rapidly from 2019 to 2021 the sharp growth curve is thanks to enterpr

54、ise development cross-border e-commerce helps the pandemic recovery by boosting growth and benefiting more diversified industries The development of cross-border e-commerce results from multiple factors and is not easy to measure quantitatively.This report innovatively uses the RCEP MSMEs Cross-bord

55、er E-commerce B2B Index compiled by AliResearch and the International Business School of Zhejiang University(ZIBS)for a comprehensive investigation.The RCEP B2B Index comprehensively measures the development of cross-border e-commerce of MSMEs from four dimensions:comprehensive results,supply and de

56、mand scale,supply-side development quality,and demand-side development quality.Details of the indicators are presented in the following table.Table 1 Indicators of the RCEP MSMEs cross-border e-commerce(B2B)index Source:Compiled by AliResearch and ZIBS,and data are from A A is the worlds largest cro

57、ss-border e-commerce B2B platform.It covers over 40 categories of industries,and supports global sellers to carry out business with partners from more than 200 countries and regions.Overall Index Primary Indicators Tertiary Indicators MSMEs Cross-border E-commerce(B2B)Index Trade Scale Transaction a

58、mount of the orders in RCEP region Number of orders in the RCEP region Enterprise Development Average number of products of sellers in the RCEP region Average number of new products of sellers in the RCEP region Market Diversification Number of countries covered by RCEP regional sellers exports Prop

59、ortion of enquiries of RCEP sellers received from the markets outside the US and Europe 12 Cross-border e-commerce fared better in the pandemic,especially in ASEAN The overall index for RCEP countries,shown in the blue line in Figure 1,reflects a steady upward trend that doubled within three years,w

60、ith an average annual growth rate of 34.4%.In terms of the year-on-year change,growth in 2020 and 2021 under COVID-19 topped 40%,outpacing the growth rate in 2019.In terms of seasonal fluctuations,Q2 and Q3 of each year are the fastest-growing periods for cross-border e-commerce.The quarterly growth

61、 rate of the overall index of Q2 and Q3 in 2020 and 2021 even exceeded 20%.ASEAN countries,shown in the red line,saw an even faster growth path,increasing by 4.2 times within three years.Year-on-year,growth during the COVID-19 recovery period(2021 Q4-2021 Q4)significantly outpaced the RCEP overall i

62、ndex.Figure 1 B2B index from 2019 to 2021 Source:Compiled by AliResearch and ZIBS,and data are from A To examine these growth trends in more detail,the overall index is divided into three sub-indexes:trade scale,enterprise development,and market diversification.Trade scale examines transaction amoun

63、ts and the number of orders.It serves as a proxy for trade volume via cross-border e-commerce.Enterprise development focuses on the sellers capacity and measures the number of existing products and the number of new products per seller.Market diversification indicates e-commerce trade among countrie

64、s in the RCEP region by the number of countries covered by regional sellers exports and proportion of enquiries(a proxy for demand)that RCEP sellers received from markets outside the United States and Europe,which are the traditional major export markets of Asian countries.For the RCEP region,the tr

65、ade scale index grew by 2.9 times within three years.The enterprise development index grew 3.2 times over three years,surging from Q1 to Q3 in 2021.The market diversification index increased 1.8 times.These numbers show the increasing activities of the overall development of cross-border e-commerce

66、in RCEP regions.13 Figure 2 RCEP B2B sub-index from 2019 to 2021 Source:Compiled by AliResearch and ZIBS,and data are from A For ASEAN countries,the enterprise development sub-index has experienced sharp growth since Q4 2020.The trade scale sub-index grew steadily from Q1 2019 to Q2 2022.The overall

67、 index has been mainly driven by enterprise development,especially in Q4 2020 and Q3 2021.This indicates that the quality of enterprise development plays a key role in overall cross-border e-commerce development for ASEAN countries.The market diversification of ASEAN countries is growing at a steady

68、 rate.Figure 3 ASEAN B2B sub-index from 2019 to 2021 Source:Compiled by AliResearch and ZIBS,and data are from A 252.9 286.2 322.7 186.8 0.050.0100.0150.0200.0250.0300.0350.02019Q1 2019Q2 2019Q3 2019Q4 2020Q1 2020Q2 2020Q3 2020Q4 2021Q1 2021Q2 2021Q3 2021Q4 2022Q1 2022Q2Overall IndexTrade Scale Sub-

69、indexEnterprise Development Sub-indexMarket Diversification Sub-index14 Cross-border e-commerce helps businesses cope with uncertainty COVID-19 was the biggest shock of the decade.For most RCEP countries,GDP contracted by 5-8%in 2020.The pandemic caused economies to slow,as profits in the tourism an

70、d service industries declined,especially for countries that rely on overseas tourism.Since 2021,GDP in most countries has started to rise,showing a trend of gradual recovery as pandemic restrictions eased.Figure 4 GDP growth(annual%)in RCEP countries Source:World Bank However,the recovery in most RC

71、EP countries still has a long way to go.Ten of the 15 RCEP countries still have gaps between their GDP growth rate in 2021 and the 10-year average from 2010-2019.In 2021,the GDP growth rates of China,the Republic of Korea,and the Philippines are slightly above the 10-year average GDP growth rate fro

72、m 2010-2019.New Zealand and Singapore outperformed RCEP countries in 2021,as their growth was more than 1.5 points higher than the 10-year average.For Australia,Brunei,Indonesia,Malaysia,and Thailand,their growth in 2021 was 1 to 3 points lower than the 10-year average.Cambodia,Lao Peoples Democrati

73、c Republic,Myanmar,and Viet Nam have gaps of over 3 points.15 Table 2 GDP growth(annual%)in RCEP countries 2010-2019 Average 2020 2021 Gap between 2021 and 10-year average Australia 2.59 0.00 1.48 -1.12 Brunei Darussalam 0.50 1.13 -1.61 -2.11 Cambodia 7.03 -3.10 3.03 -4.00 China 7.68 2.24 8.11 0.43

74、Indonesia 5.42 -2.07 3.69 -1.72 Japan 1.21 -4.51 1.62 0.41 Korea,Republic of 3.33 -0.85 4.02 0.69 Lao Peoples Democratic Republic 7.31 0.50 2.53 -4.78 Malaysia 5.35 -5.65 3.13 -2.22 Myanmar 7.29 3.17 -17.98 -25.27 Philippines 6.41 -9.52 5.70 -0.70 Singapore 4.99 -4.14 7.61 2.63 Thailand 3.64 -6.20 1

75、.57 -2.07 Viet Nam 6.53 2.94 2.59 -3.94 Source:World Bank For both RCEP countries and ASEAN countries,cross-border e-commerce significantly outpaced GDP growth and even shows a trend of accelerated growth.Thats partly because pandemic restrictions moved routine purchases and business negotiations fr

76、om offline to online.Echoing the results of the cross-border B2B index,cross-border e-commerce has provided tailored solutions for inclusive development needs.MSMEs in the region have also actively used cross-border e-commerce platforms for their recovery and development.Cross-border e-commerce bene

77、fits diverse industries Data in most countries shows fluctuations in commodity trade consistent with that of GDP.Commodities were more sensitive to the pandemic,falling faster than GDP,and in the recovery growing faster than the GDP rate.In most countries,the rate of trade recovery was more than 20

78、percentage points higher than that of GDP recovery.16 Table 3 GDP growth and general trade growth(annual%)in RCEP countries 2020 2021 GDP Growth Trade of Good Growth Difference GDP Growth Trade of Good Growth Difference Australia 0.00 -6.62 -6.62 1.48 35.78 34.30 Brunei Darussalam 1.13 -8.77 -9.90 -

79、1.61 67.19 68.79 Cambodia-3.10 19.51 22.60 3.03 -0.82 -3.84 China 2.24 3.61 1.37 8.11 29.88 21.77 Indonesia-2.07 -2.61 -0.54 3.69 39.76 36.07 Japan-4.51 -9.19 -4.69 1.62 18.18 16.56 Korea,Republic of-0.85 -5.45 -4.60 4.02 25.67 21.65 Lao Peoples Democratic Republic 0.50 -0.46 -0.96 2.53 30.08 27.55

80、Malaysia-5.65 -7.53 -1.88 3.13 25.72 22.59 Myanmar 3.17 -3.47 -6.65 -17.98 -20.27 -2.29 New Zealand-1.25 -1.87 -0.62 4.65 15.73 11.08 Philippines-9.52 -19.62 -10.10 5.70 37.05 31.35 Singapore-4.14 -8.41 -4.26 7.61 23.75 16.13 Thailand-6.20 -13.13 -6.93 1.57 28.99 27.43 Viet Nam 2.94 3.10 0.16 2.59 3

81、0.77 28.18 Source:World Bank,ITC However,trade has been concentrated.The following table looks at the top three,five and 10 biggest exports and exporting countries figure into each countrys total trade.Higher values indicate a higher concentration level of general trade.Among RCEP countries,trade in

82、 ASEAN countries is highly concentrated.In six of the ten ASEAN countries,their three biggest commodities account for more than 50%of total exports.In seven ASEAN countries,the top 10 export commodities account for more than 80%of total exports.This indicates that these countries are highly dependen

83、t on specific commodities and exporting countries,which means they have diversification potential.17 Table 4 General trade concentration rate(%)in RCEP countries By product By country Top 3 Top 5 Top 10 Top 3 Top 5 Top 10 Australia 48.3 55.5 63.3 70.66 76.93 85.08 Brunei Darussalam 97.7 98.4 99.2 64

84、.6 71.8 93.8 Cambodia 54.6 68.7 85.1 54.7 67.8 82.4 China 32.5 41 55.2 47.18 54.65 68.45 Indonesia 43.3 50.9 65.2 42.5 48.3 71.8 Japan 46.8 58.4 72.7 53.38 65.73 80.57 Korea,Republic of 49 59.5 71.4 53.56 60.06 82.66 Lao Peoples Democratic Republic 48 62.6 81.9 78.3 86.3 93.8 Malaysia 55.2 67.4 81.7

85、 41 53.3 71.3 Myanmar 47.3 65 82 58.6 68.2 81.1 New Zealand 54.5 63.6 74 51.71 61.8 75.74 Philippines 67.2 70.1 82.1 45.8 64.7 83 Singapore 61.7 71.9 87.5 37.1 52 72.2 Thailand 43.6 56.8 70.8 38.4 47.5 65.6 Viet Nam 57.2 66.1 77.7 51.6 62.1 67 Source:ITC The annex of this report adopts the Global In

86、dustry Classification Standard(GICS)to compare and analyze the data of general trade and e-commerce in various countries from 2019 to 2021,to visualize the corresponding industry categories.The results show that:Export products and destination countries differ greatly between general trade and cross

87、-border e-commerce Traditional trade benefits industries like energy,materials,and industries.Cross-border e-commerce is more beneficial to consumer discretionary,consumer staples and health care.RCEP boosts e-commerce exports for ASEAN countries Australia,China,Japan,New Zealand,and the Republic of

88、 Korea are essential trade partners for ASEAN countries,as they offer great opportunities in well-developed e-commerce markets.Australia is the worlds 10th-largest e-commerce market,with about 80%of population purchasing online,spending$1,527 per person each year.Revenue of the e-commerce market rea

89、ched an estimated$29.7 billion 18 in 2021.With a population of about 24 million and 21 million internet users,Australias internet penetration is about 81%,of which smartphone users account for 48%.Amazon and eBay dominate Australias e-commerce market.Surveys show that consumers pay more attention to

90、 brand value and product quality.Currently,card payments(42%)are the major channel for Australias online purchases followed by bank transfer and e-wallet.POLi,a local payment agency and a real-time transfer tool for Australia Post,has become the main online payment tool besides credit cards and PayP

91、al.Chinas import and export volume of cross-border e-commerce totaled$271.06 billion.in 2021,up 15%year-on-year,according to China Customs.China is home to 1.41 billion people,with the population of internet users hitting 989 million in 2020.The vast majority,986 million,are mobile internet users.Ne

92、arly one-third live in rural areas,with the rest in urban centres.Some 79.1%of Chinese internet users shop online.Of Chinas online shoppers,79.2%shop on their mobile device.Japans B2C and B2B e-commerce markets reached$132 billion and$2.289 trillion respectively in 2020.Japan has a well-developed di

93、gital economic infrastructure,with 117 million internet users in 2021.To develop its digital economy,the government of Japan is actively supporting the deep integration of digital technology with economic growth and social governance.Japan spent more budget on“post 5G”information and communication i

94、nfrastructure to build a leading digital and intelligent economy.New Zealands online retail market capitalization ranked 39th in the world,with a year-on-year growth rate of 31%.In 2020,New Zealands online consumption per capita was$1,529 a year.About 71.7%of the population visited online stores,and

95、 61%ordered at least one product online.In the first 10 months of 2021,New Zealands online spending increased by 18%compared with the same period in 2020.That was up nearly 50%compared with the same period in 2019.As of 2021,internet coverage in New Zealand hit 94%.The development of e-commerce also

96、 benefits e-payment and e-commerce platforms.In 2020,the top five payment platforms in New Zealand were Flo2Cash,Paystation,Wind cave,Bambora,and Stripe.In terms of sales,the top three e-commerce platforms were Countdown,Apple,and Mitre10.The Republic of Koreas e-commerce market ranks the fifth larg

97、est in the world and the third largest in the Asia-Pacific region,next only to China and Japan.In 2020,the total retail sales in the Republic of Korea were$413.4 billion,a rise of 0.41%from the previous year.In contrast,online retail sales surged by 19.11%to$140.2 billion,accounting for 34%of the to

98、tal.The Republic of Korea has ranked first in the world for three consecutive years in terms of its information and communication technology(ICT)penetration,according to the World Economic Forum.The Republic of Korea had around 49 million Internet users and 39.2 million mobile subscribers in 2020,wi

99、th the penetration rates at 97%and 76%respectively.One survey revealed that almost 99%of the population go online at least once a week,spending an average of 14.3 hours a week on the internet.Data on cross-border e-commerce imports in 2021 indicates that these five countries are important trading pa

100、rtners for ASEAN countries.The table below lists the key import countries and categories of imported products for these five countries,based on Alibabas e-commerce data.19 Table 5 Top 10 import countries or regions in cross-border e-commerce in 2021 Rank Australia China Japan Korea,Republic of New Z

101、ealand 1 China India China China China 2 India Viet Nam Viet Nam Viet Nam Viet Nam 3 Pakistan United States of America Korea,Republic of India Thailand 4 Viet Nam South Africa Thailand Pakistan Korea,Republic of 5 United States of America Thailand Philippines United States of America Indonesia 6 Uni

102、ted Kingdom France Malaysia Thailand Malaysia 7 South Africa Ukraine Singapore Chinese Taipei Japan 8 France United Kingdom Indonesia South Africa Philippines 9 Chinese Taipei Germany New Zealand United Kingdom Singapore 10 Spain Pakistan Australia France Australia Note:ASEAN countries are indicated

103、 in blue.Source:Compiled by AliResearch,and data are from A 20 Table 6 Top 10 categories of imported goods in cross-border e-commerce in 2021 Rank Australia China Japan Korea,Republic of New Zealand 1 Home and Garden Home and Garden Apparel Home and Garden Apparel 2 Apparel Sports and Entertainment

104、Consumer Electronics Consumer Electronics Home and Garden 3 Packaging and Printing Machinery Home and Garden Machinery Sports and Entertainment 4 Beauty and Personal Care Consumer Electronics Sports and Entertainment Sports and Entertainment Cars and Motocycles 5 Sports and Entertainment Cars and Mo

105、torcycles Packaging and Printing Packaging and Printing Packaging and Printing 6 Cars and Motorcycles Apparel Beauty and Personal Care Cars and Motorcycles Machinery 7 Gifts and Crafts Packaging and Printing Machinery Apparel Consumer Electronics 8 Consumer Electronics Beauty and Personal Care Cars

106、and Motorcycles Hardware Beauty and Personal Care 9 Machinery Hardware Health and Personal Care Health Care Furniture 10 Furniture Furniture Furniture Construction Gift and Crafts Source:Compiled by AliResearch,and data are from A The products imported through cross-border e-commerce vary from count

107、ry to country,with home and garden,apparel,consumer electronics,cars and motorcycles,and machinery taking the lead.The annex to this report shows the main exports of ASEAN countries,which highly match the import demands of these five countries.Opportunities and challenges for ASEAN MSMEs,and how RCE

108、P can help Opportunity：Booming e-commerce market,rapidly developing digital platforms,and support from governments Since 2019,both domestic e-commerce and cross-border e-commerce have become increasingly popular in ASEAN.Local companies leveraged e-commerce and began to conduct transactions online.T

109、he table below shows the growth rate of projected e-commerce revenue for ASEAN countries from 2022 to 2025.E-commerce revenue is expected to grow between 9%and 19%annually,with the fastest growth expected for the Lao Peoples Democratic Republic,Malaysia,Myanmar,the Philippines,and Singapore.21 Figur

110、e 5 E-commerce revenue of 2022 and 2025 in ASEAN countries(USD bn)Source:Statista Market Forecast With the high growth rate,international e-commerce platforms have been expanding their business in ASEAN,as domestic e-commerce platforms have also gradually emerged.This trend of increasing market dema

111、nd is inspiring enterprises to move their businesses online.22 Table 7 Major e-commerce platforms in ASEAN Country e-commerce platforms Brunei Darussalam eBay,Zalora,and Amazon are the top three.All are foreign companies.Cambodia Glad Market,Mall855,MAIO Mall,RoseRb,Aliexpress,and Taobao.Online shop

112、ping on social media such as Facebook is also popular.Indonesia Tokopedia,Bukalapak,and Bhinneka Lao Peoples Democratic Republic Yula.la and plaosme Malaysia Shopee,Lazada,and PG Mall,LeLong and Qoo10 Myanmar Shop MM,Spree,and 365 Philippines Shopee,Lazada,Zalora,and BeautyMNL Singapore Shopee,Lazad

113、a,Amazon Qoo10,and EZBuy Thailand Shopee,Lazada,and Facebook Fanpage.Thai consumers also like to shop on social media platforms such as Line,Instagram and Twitter.Viet Nam Shopee,Tiki,and Lazada Source:authors compilation based on available information Governments in ASEAN countries have put forward

114、 plans to encourage e-commerce,providing a good policy environment for MSMEs to develop their online businesses.The table below lists major policy measures.23 Table 8 National strategy for e-commerce development of ASEAN countries Country Policy Brunei Darussalam The Ministry of Transport and Commun

115、ication in 2020 released a five-year master plan for the digital economy.Cambodia National E-Commerce Strategy,released in 2020 by the Ministry of Commerce Indonesia Made in Indonesia 4.0 road map,released in 2018 Lao Peoples Democratic Republic 2016-2025 ICT Strategic Development Plan and Developme

116、nt Vision Malaysia The National E-Commerce Strategic Roadmap 2.0(NESR2.0),released in 2021 Myanmar The Sub-Committee on Digital Trade and Electronic Commerce Development was established in 2020 Philippines E-Commerce Roadmap 2020-2022 Singapore Retail Industry Transformation Map(ITM)Thailand Thailan

117、d 4.0,launched 2018,eyes technological innovation and regional competitiveness Viet Nam In 2020,the national e-commerce development plan set a target of$35 billion in sales within five years.Source:authors compilation based on publicly available information Challenge：ASEAN countries are in different

118、 stages of development in ICT infrastructure,logistics and payment solutions Enterprises in ASEAN countries in general enjoy a good market and policy environment to develop e-commerce.However,internet infrastructure is at different stages of development,and a lot remains to be done to bridge the gap

119、s in ICT infrastructure,logistics,and electronic payments both among and within ASEAN countries.ICT infrastructure is fundamental to e-commerce development.All ASEAN countries rapidly expanded internet access from 2013 to 2019.However,internet penetration varies among ASEAN countries.By the end of 2

120、021,more than 80%of people in Brunei Darussalam,Malaysia,and Singapore had internet access.In Indonesia,Lao Peoples Democratic Republic,Philippines,Thailand,and Viet Nam rage,access ranges from 50%to 80%.Cambodia and Myanmar range between 30%and 50%.24 Figure 6 Internet users as%of population in ASE

121、AN countries Source:ITU,Statista Affordability of the internet is also another challenge.Using mobile and fixed broadband prices as indicators,Lao Peoples Democratic Republic and the Philippines have relatively low penetration and affordability of mobile broadband.Cambodia,Indonesia,Lao Peoples Demo

122、cratic Republic,and Myanmar have relatively low penetration and affordability of fixed broadband.Table 9 ICT development and affordability（%）in ASEAN countries Active mobile-broadband subscriptions per 100 inhabitants Mobile broadband basket as a%of GNI p.c.Fixed broadband subscriptions per 100 inha

123、bitants Fixed broadband basket as a%of GNI p.c.Brunei Darussalam 124.6 0.3 16.2 1.0 Cambodia 98.8 1.6 1.4 12.2 Indonesia 104.2 1.3 4.3 10.9 Lao Peoples Democratic Republic 45.0 2.4 1.8 8.3 Malaysia 120.0 0.9 10.4 2.2 Myanmar 131.5 1.0 1.3 11.6 Philippines 64.3 1.4 7.2 7.9 Singapore 144.3 0.4 25.8 0.

124、7 Thailand 90.3 1.2 16.4 3.3 Viet Nam 80.2 1.0 17.2 3.9 Source:ITU 25 Smartphone usage is another determining factor for e-commerce,which can be measured by coverage of 4G mobile networks.Singapore maintains a 100.0%4G network coverage rate,followed by Viet Nam(99.5%),Thailand(98.0%),and Indonesia(9

125、6.1%).Lao Peoples Democratic Republic(43.0%)and the Philippines(80.0%)need to invest more in improving network coverage.Table 10 Population covered by 3G and 4G network（%)Population covered by at least a 3G mobile network(%)Population covered by at least a 4G mobile network(%)Brunei Darussalam 96.0

126、95.3 Cambodia 88.6 91.5 Indonesia 96.3 96.1 Lao Peoples Democratic Republic 82.0 43.0 Malaysia 95.3 93.5 Myanmar 90.9 93.9 Philippines 96.0 80.0 Singapore 100.0 100.0 Thailand 98.8 98.0 Viet Nam 99.8 99.5 Source:ITU Logistics is a common challenge in ASEAN.Seen from the logistics performance index,S

127、ingapore is at the forefront of logistics development with an evaluating result above 4.0(where 1 is low and 5 is high).The most recent estimates for Indonesia,Malaysia,Thailand,and Viet Nam range from 3.0-4.0,while the estimates for Brunei,Cambodia,Lao Peoples Democratic Republic,Myanmar,and the Ph

128、ilippines range from 2.5-3.0.Even though there is room for improvement,none of ASEAN countries fell under 2.5,indicating relatively well-developed logistics compared with other developing countries.Table 11 Logistics performance index of ASEAN countries(1=low to 5=high)Source:World Bank PreviousMost

129、 RecentTrendBrunei Darussalam2.872.71-0.16Cambodia2.802.58-0.22Indonesia2.983.150.17Lao PDR2.072.700.63Malaysia3.433.22-0.21Myanmar2.462.30-0.16Philippines2.862.900.04Singapore4.144.00-0.14Thailand3.263.410.15Viet Nam2.983.270.2926 While digital payments have developed rapidly in ASEAN countries,low

130、 adoption of cashless payment remains a challenge for online business.A significant part of e-commerce transactions are made through either direct bank transfer or using cash-on-delivery,thus limiting the expansion of e-commerce in the region.The security of electronic payments is also a major consi

131、deration.27 Table 12 Policy and development of digital payments Country Policy Brunei Darussalam The Brunei government and private companies are developing apps to provide clients with mobile convenience.1 Cambodia After a slow start,Cambodia is adopting digital payments,at least in urban centres.2

132、Indonesia Regulators have licensed 41 e-Wallet platforms.In October 2019 SamsungPay entered the market,marking a significant development for a foreign fintech provider.3 Lao Peoples Democratic Republic The Decree on E-Commerce No.296/GOV,took effect on 14 June 2021 and set out the regulatory framewo

133、rk for businesses engaged in e-commerce operations,including cashless payments.4 Malaysia To encourage the public,businesses and retail stores to use digital e-Wallets,the government will provide all eligible Malaysians a one-off RM30 incentive.5 Myanmar The Ministry of Commerce operates the Volunta

134、ry E-Commerce platform to promotes the trust between online traders and consumers.6 Philippines The Philippines Digital Payments Transformation Roadmap 2020-2023 to make at least 50%of payments digital and onboard 70%of adults into the financial system.7 Singapore The Monetary Authority of Singapore

135、 formulates policies,develops strategies and infrastructure,and collaborates with the industry to foster an inclusive e-payments society.8 Thailand The Thai government launched a plan in 2015 to transition the kingdom to a digital economy,with a focus on promoting digital payments.9 Viet Nam Viet Na

136、m aims for 80%of its population to have an e-payment account by 2025.10 1 https:/www.privacyshield.gov/article?id=Brunei-eCommerce 2 https:/www.b2b- https:/www.trade.gov/market-intelligence/indonesia-e-wallet-market 4 https:/ https:/youngn.co/malaysia-government-is-giving-out-rm450-millions-to-encou

137、rage-the-use-of-e-wallets/#:text=To%20encourage%20the%20public%2C%20businesses%20and%20retail%20stores,up%20the%20adoption%20of%20e-wallet%20usage%20in%20Malaysia.6 https:/mravilaw.org/e-commerce-businesses-in-myanmar-an-overview/#:text=Under%20Goal%20No.5%2C%20%E2%80%9CPromoting%20innovative%20prod

138、ucts%20and%20platforms,businesses%20to%20use%20e-commerce%20and%20social%20commerce%20systems.7 https:/www.trade.gov/market-intelligence/philippine-digital-payments-sector 8 https:/www.mas.gov.sg/development/e-payments 9 https:/www.thailandnow.in.th/business-investment/the-dawn-of-thailands-e-paymen

139、t-era/10 https:/hanoitimes.vn/vietnam-to-open-e-payment-for-80-of-population-by-.html#:text=Vietnam%20to%20open%20e-payment%20for%2080%25%20of%20population,rate%20of%20e-commerce%20payments%20of%2050%25%20by%202025.28 From the facts listed above,the challenges faced by ASEAN can be summar

140、ized as follows.First,high internet costs leads to the short exposure to and use of the ITC infrastructure.Retailers have struggled to adapt to the technological advancements going on in the e-commerce industry.Retailers dont have the know-how to take full advantage of the digital economy and proper

141、ly manage their inventory.Second,relatively less developed logistics remain a key challenge to e-commerce.Indonesia,for example,is spread over 17,000 islands spanning 5,000 kilometres,making it difficult for e-retailers to operate across the country.Even in countries with better infrastructure,such

142、as Singapore,high logistical costs are the most pressing challenge for enterprises.Third,digital payments are not popular.Multiple ASEAN governments have rolled out blueprints to promote digital payment.It still takes a process for market players to change their habits.Some challenges come from the

143、local market and geographical environment,consumer habits and other long-term reasons.ASEAN governments have attached high importance to developing roads,transportation,electronic platforms and other ICT projects.Progress has been made,and the improved infrastructure will ease the above challenges.R

144、CEP agreement enables advancement of regional e-commerce The RCEP agreement puts forward measures to encourage e-commerce,including network security enhancement,intellectual property protection,and transparency.These provisions provide valuable guidance for the development of e-commerce in ASEAN cou

145、ntries.Chapter 12 of the RCEP Agreement contains comprehensive and high-level rules for e-commerce.This will have a profound impact on the development of cross-border e-commerce in the region.This chapter includes 17 provisions,with 11 in binding language.The main contents of these provisions are de

146、tailed below.29 Table 13 RCEP cross-border e-commerce provisions Provision Brief content Effects Article 12.5 Paperless Trading Promoting the facilitation of cross-border e-commerce Article 12.6 Electronic Authentication and Electronic Signature Article 12.7 Online Consumer Protection Better protect

147、ing the legitimate rights and interests,personal privacy,and customer experience for online consumers Article 12.8 Online Personal Information Protection Article 12.9 Unsolicited Commercial Electronic Messages Article 12.10 Domestic Regulatory Framework Reducing the regulatory burden on enterprises

148、and the entry barriers for related industries Article 12.11 Customs Duties Reducing tax burdens and tax risks for businesses Article 12.12 Transparency Reducing the information gap between governments and businesses Article 12.13 Cyber Security Enhancing the security of online transactions Article 1

149、2.14 Location of Computing Facilities Reducing the regulatory burden on enterprises and the entry barriers for related industries Article 12.15 Cross-border Transfer of Information by Electronic Means Reducing the regulatory burden on and business costs for enterprises Source:RCEP Framework In addit

150、ion to Chapter 12,which directly addresses cross-border e-commerce,the RCEP cumulative rules of origin will also accelerate the connectivity of the service industry,including in product labelling,logistics,warehousing,settlement,and customs clearance.Furthermore,the agreement is expected to further

151、integrate the Asia-Pacific supply chains.It will leverage the potential of demographic dividend,technological and capital advantages and resource endowment in ASEAN countries,to promote the integration of markets and supply chains in the region.All these could enable enterprises from ASEAN countries

152、 to expedite digitalization and foster new forms of business collaboration and new models in cross-border e-commerce,such as the Internet of Things,big data,and blockchains.30 CHAPTER 2:CASE STUDIES:HOW COMPANIES AND PLATFORMS LEVERAGE E-COMMERCE OPPORTUNITIES This chapter provides a collection of c

153、ase studies of MSMEs in ASEAN countries that have grown their businesses with e-commerce.It also showcases how e-commerce and digital platforms can support MSMEs in making their digital transformation easier,cheaper,and safer.The case studies are meant to share experiences and inspire more MSMEs and

154、 digital platforms to identify approaches for digitizing their businesses.The selection of cases is not meant to be promotion or endorsement of any businesses.Happy Hands:Popularize local characteristics to the globe and promote trade led by women Happy Hands is a craft factory located in Chuong My

155、Craft village of Viet Nam,which is famous for bamboo with a long history of rattan weaving.The factory creates durable and beautiful rattan and bamboo products.CEO Nhinh Phung said the business wants to realize“the dream of restoring and developing bamboo and rattan in Chuong village.The village is

156、considered a famous land of clouds,with a history of more than 400 years of making bamboo and rattan,but that skill is gradually disappearing.”With this idea in mind,her business creates bamboo and rattan products in elaborate traditional designs,along with modern styles.The Happy Hands factory is a

157、lso trying to preserve Chuongs strengths,while employing a large number of rural workers.Source:ITC To help women-led firms like Happy Hands emerge stronger from the COVID-19 crisis,the International Trade Centres SheTrades Initiative and the worlds largest package delivery company,UPS,are focussing

158、 on boosting the digital transformation of women-led businesses.The ITC SheTrades initiative aims to connect three million women to markets and rallies stakeholders around the world to work together to break down trade barriers and create greater opportunities for women entrepreneurs.It is supported

159、 by a web and mobile digital platform.By bringing together UPSs smart global logistics network and knowledge and ITCs SheTrades initiative,the partnership aims to help women in business succeed in international markets by making the process of exporting easier and more efficient.Currently,Happy Hand

160、s rattan,bamboo,and knitted products have conquered difficult markets such as Japan,the United States,Netherlands,Germany and Spain.31 ITC also helps multiple MSMEs including Happy Hands on digitalization skills,particularly those in the hospitality,textiles,and apparel sectors.Women-led firms opera

161、te in several of these sectors,and 64%of them have stated that the pandemic has significantly hurt their operations.To ensure that these businesses survive and grow,while boosting their resilience against future economic downturns,ITC SheTrades and UPS enlisted digital transformation experts to offe

162、r virtual training and boot camps to women entrepreneurs in three of their project countries:India,Mexico,and Viet Nam.The boot camps focused on digital marketing,e-commerce,cybersecurity,and understanding the online consumer.The events,relevant tools,and supporting materials were also made availabl

163、e to all SheTrades members through the online platform.Hanh Silk:Accelerate digital transformation and benefit rural development Hanh Silk is a woman-led company in Viet Nam with roots in the silk farming industry.Viet Nam has a lot of traditional craft villages,and its sericulture ranks 16th global

164、ly.Hanh Silk founder and CEO Luong Thanh Hanh refers to a Vietnamese proverb:“You cannot eat sitting while you are silk farming.”The proverb expresses the cultural importance of silk,although only a very few families have kept cultivating silkworms.That sentiment motivated her to return to her villa

165、ge,reminding her of her responsibilities to her community.Hanh Silk chooses to grow mulberries on alluvial soil on the banks of the Red River,where the climate yields the finest mulberry without chemicals or pesticides.Raw silk comes in different shapes,so they use traditional artisanal techniques t

166、o make their masterpieces.All of Hanh Silks products are 100%natural.Since it is almost impossible to come across two of the same silks,their products are unique in the market.Source:ITC During the hardship of COVID-19,Luong believed e-commerce would allow her business to connect with millions of cu

167、stomers around the world.So she established an online Etsy store.Since joining the e-commerce platform,the company has made 341 sales,exporting mainly to the United States and Europe.32 Source:ITC ITCs ecomConnect programme worked under a Trade for Sustainable Development(T4SD)project to support MSM

168、Es.Hanh Silk received training to open its store on Etsy.The trainings goal was to position sustainable artisanal brands from Viet Nam in the international market by creating an online store and optimizing their social media presence.ITC applied the train-the-trainers methodology and accompanied the

169、 businesses in their e-commerce journey,coaching on online business strategy and planning,branding and positioning,online presence,payments,logistics,digital marketing,and customer service.Other partners provide preferential conditions for technical support or other benefits.Lazada Platform:One-stop

170、 service to extend industrial chain and lift competitiveness Founded in 2012,Lazada is a high-quality cross-border e-commerce platform in Southeast Asia,targeting countries such as Malaysia,Indonesia,Philippines,Singapore,Thailand and Viet Nam.Lazada adopts a globally selected B2B model,with its sel

171、lers dominated by brand names such as cross-border flagship stores and official dealers.Source:B11 In terms of shopping,Lazadas four shopping platforms are dominated by official flagship stores(Lazada Marketplace)and brand dealers(LazMall),and the cross-border brand supply chain is relatively comple

172、te 11 https:/ https:/ 33 (Lazada Cross-border and LazGlobal).Lazada focuses on its own logistics system,offering Lazada Global Shipping(LGS)and Lazada Global Fulfilment(LGF).LGS has more than 30 warehousing centres in 17 cities,covering three modes of direct mail,overseas warehouse stocking and dome

173、stic warehouse delivery.And LGF is a new overseas warehouse network built by Lazada and Cainiao in Southeast Asia,which takes the central warehouse in China as the hub and overseas warehouses in many countries in Southeast Asia as the site.That realizes the one-stop service of commodity storage,sort

174、ing,packaging,delivery and distribution in various countries in Southeast Asia.In June 2020,Lazadas first cross-border e-commerce innovation service centre was officially opened in Nanning.After operating for more than half a year,it has attracted more than 80 cross-border businesses from Guangxi,Gu

175、angdong,Zhejiang,Fujian and other places,and trained more than 1,000 cross-border e-commerce anchors.Airwallex:Improve customer experience through innovative digital payment service Airwallex,established in Melbourne,Australia in 2015,is a third-party payment company that started out as foreign exch

176、ange hedging.The foreign exchange services that financial institutions can provide mainly include checking,locking,purchasing,settling,buying and selling forward foreign exchange.Bank exchange products are mainly standardized products.New exchange technology companies will help users predict exchang

177、e rates and operate through friendlier methods such as real-time locking of exchange rates and control of exchange losses.Source:B12 12 https:/ https:/ The establishment of Airwallex stemmed from the difficulties its founders experienced in operating small cross-border businesses.Enterprises,especia

178、lly small and micro enterprises,often face high foreign exchange fees and bank payment service fees.Airwallex is committed to building a more streamlined,transparent and cost-effective cross-border payment solution.The platforms self-developed foreign exchange engine is directly connected to the int

179、erbank exchange rate market,providing the most competitive prices and foreign exchange trading and risk management technologies.Based on this solid exchange aggregation capability,Airwallex has gradually expanded its payment business with new financial products.At present,the platform is introducing

180、 card services.Airwallex has set up offices in Chinas mainland;Hong Kong,China;Singapore;and Kuala Lumpur,among other places.These locations provide cross-border payment solutions for companies in 19 markets around the world.The business scope includes multi-currency exchange,global collection accou

181、nts,and global payments.The industries served cover cross-border e-commerce,online travel,logistics,education and study abroad,financial institutions,digital marketing,and online entertainment.Pegasus Official:Build digital channels and reduce product promotion cost Pegasus Official is a small famil

182、y-owned enterprise in Thailand that specializes in luggage.The outbreak of the COVID-19 exposed Pegasus to significant uncertainty.So Pegasus CEO Kanseenee Sapchotikul had to pay closer attention to building its digital services and channels.Source:Pegasus13 Pegasus actively launched products on Ama

183、zon and other e-commerce platforms,attempting to establish and maintain its digital marketing channels to expand and sustain the global business.Pegasus researched what global customers wanted to buy online.Pegasus found that masks were in great demand,so it began exporting masks to the United State

184、s and other regions.As a result,its sales increased by more than 300%within only six months.Since then,Pegasus has launched its luggage products on a succession of e-commerce platforms.It is estimated that sales from Amazon alone account for 50%of its total revenues.768x355.jpg%26ehk%3d2PfB%252bNwir

185、GTK4kVihYyJjnl%252bm39E1L5vqc0yh1STzmw%253d%26risl%3d%26pid%3dImgRaw%26r%3d0&exph=355&expw=768&q=airwallex+payment&simid=608024720868208353&FORM=IRPRST&ck=3C34BAC599C447D08DAD9F19D4B19275&selectedIndex=16 13 https:/pegasus- 35 In addition to Pegasuss active exploration of marketing opportunities,the

186、 cross-border e-commerce platforms also contributed to its success in surviving the pandemic.Pegasus has successfully moved the offline business to the online world through cross-border e-commerce,which expanded its market space rapidly.This is a worthy example for other small and micro enterprises.

187、Dongqi Group:Analyze online customer data to improve marginal reward Many micro enterprises started in e-commerce by selling goods to consumers.The early trinity of portable batteries,data cables,and lighters hasnt been able to keep up with demand for personalized consumer goods.Consequently,more e-

188、commerce entrepreneurs are focusing on niche products.Dongqi Group from Hangzhou,China started with only three people in charge of operations,design,and cooperation with factories.Yet they had insightful views on cross-border e-commerce.Founder Sun Dongqi suggests that niche products featuring perso

189、nality and support for customization are better received than average items.Dongqi Group has launched several novel products that sells out every month online,including tatami-style gaming chairs for Japanese otaku men,cartoon owl door stops for American stay-at-home dads,and colourful turtle-printe

190、d sweaters “haute couture”favoured by Japanese and European customers.While this was a great encouragement to Sun Dongqi,it also made him realize the importance of innovating new products and building unique features.The pandemic did not hamper the development of Dongqi Group.Instead,it stimulated n

191、ew ideas for product design.White-collar workers in Europe,the United States,Japan,and the Republic of Korea started to concern about their image in Zoom meetings.Therefore,products like laptop stands and wall decorations are selling well.Accordingly,Dongqi Group quickly launched beauty magnifying l

192、amps that shape sculptured faces and even skin tones.Dongqi Group is now building an independent foreign trade station,which allows it to develop the Direct To Consumer model,rather than being limited to Business To Customer.Source:14 14https:/ Dongqi Groups success derives from its sensitivity to i

193、ndividualized consumer demands and benefits from extensive cross-border e-commerce platforms and big data analysis techniques.Cross-border e-commerce has built a closer relationship between global customers and producers and opened the door of wealth for innovative entrepreneurs.style+gaming+chairs&

194、simid=607993281708842647&FORM=IRPRST&ck=BD6A18542D0C59EDBAB08F87DF25223E&selectedIndex=8&qpvt=tatami-style+gaming+chairs https:/ https:/ 37 CHAPTER 3:CONCLUSION AND RECOMMENDATIONS This chapter provide a list of observations,lessons learned,and recommendations for furthering e-commerce in ASEAN coun

195、tries.Drawing from the analysis in the previous chapters,it is important to further bridge the digital gap among and within countries,to facilitate digital transformation of MSMEs,and to encourage digital platforms to play a greater role in supporting MSMEs in leveraging cross-border e-commerce oppo

196、rtunities.Digital transformation is key for businesses to cope with uncertainty The COVID-19 pandemic dealt a major blow to the global economy,resulting in increased uncertainty and slower trade growth.But cross-border e-commerce grew in both RCEP and ASEAN countries during the pandemic.Evidence fro

197、m RCEP countries indicates that cross-border e-commerce serves as an engine for growth and is key for businesses to cope with uncertainty.Consumers in the RCEP increasing shop online,boosting demand for cross-border e-commerce.The pandemic has further solidified their online habits,bringing greater

198、business opportunities.Cross-border e-commerce can offer buyers a wide range of choices,cost-effective goods,and simple shopping process.In the long run,higher-quality cross-border online shopping will become a new way of life for Asian consumers.For MSMEs in ASEAN,cross-border e-commerce enables th

199、em to integrate into the global market without leaving their homes,so they can do business everywhere easily.More importantly,cross-border e-commerce itself is highly inclusive.Countries or regions with different natural endowments can integrate into the global value chain through cross-border e-com

200、merce.With the entry into force of the RCEP Agreement,industries related to cross-border e-commerce in the region are bound to have a broader space for development.Among the RCEP countries,Australia,China,Japan,Republic of Korea and New Zealand can provide significant opportunities for MSMEs in ASEA

201、N to export through cross-border e-commerce.The opportunities are examined in detail in the country-specific analysis in the Annex of this report.In recent years,domestic e-commerce platforms in ASEAN countries grown quickly,with continuous policy support.This positive market environment,business at

202、mosphere and policy support are conducive to local MSMEs expanding their business online.Provisions under the RCEP Agreement including those on intellectual property rights,network security,and transparency provide important guidance for ASEAN countries to further optimize the e-commerce policy envi

203、ronment.Governments of ASEAN countries need to implement the RCEP agreement to further develop conducive policies for e-commerce growth.Digital platforms can help MSMEs diversify exports and secure growth Trade data indicates that export via traditional offline trade among RCEP countries is relative

204、ly concentrated.The annex to this report compares export product categories of offline trade and cross-border e-commerce in each of the RCEP countries.The comparison shows that the main export product categories in cross-border e-commerce differ from those in offline trade.They are more diverse and

205、cater directly to consumer demand.Energy,raw materials,and manufacturing components dominate offline trade.But supply chains for consumer products usually have lighter assets and lower barriers to entry.Therefore,cross-border e-commerce platforms 38 are more friendly for MSME exports.The development

206、 of cross-border e-commerce has greatly lowered the capital and personnel requirements for enterprises to participate in cross-border trade,and an increasing number of MSMEs can export through online platforms.MSMEs from ASEAN countries actively participate in cross-border e-commerce to leverage new

207、 business opportunities.MSMEs are increasingly moving businesses online and using digital platforms to sell,make payments,interact with customers and handle aftersales.This can help MSMEs to improve export competitiveness in the following three ways.First,digital marketing reduces the marginal cost

208、to promote a new product.MSMEs can release new products and accurately push the products to target customer groups through the data-drive analysis of the online platform.Therefore,enterprises can promote more products at a lower marginal cost.Some businesses run their entire operations online to min

209、imize operational cost.Many digital platforms have also created communities for consumer groups,making it more likely for MSMEs to target the right customer group.Second,the track record of the online shops provides MSMEs with accurate data to formulate and adjust their business strategy.Tracking tr

210、ends in consumer preferences can provide MSMEs with clear ideas of whats in demand,who the customers are,and how they engage with the new product.Some e-commerce platforms have designed simple analytics tools for sellers and made it easy to have an at-a-glance review of effectiveness of advertising,

211、attractiveness of online shops,and satisfaction in customer interaction.This is especially powerful for MSMEs to tailor their marketing strategy more efficiently and effectively.Third,with abundant information and resources on digital platforms,MSMEs can see the performance of peer enterprises and l

212、earn from them.More importantly,MSMEs can also accurately identify companies suitable for partnership and cooperation through companies track records.This is particularly necessary for expanding the business cooperation and improving the possibility of jointly developing new products and offerings.R

213、ecommendations Based on the above analysis,a number of recommendations can be drawn for ASEAN MSMEs to further develop cross-border e-commerce.The table below captures what MSMEs can do to improve product offerings and enhance operations.39 Table 14 How MSMEs can improve products and operations Crea

214、te brand value through the online operations Repurchases and referrals by customers can form a virtuous circle to promote products.MSMEs in ASEAN should seize this opportunity to create their brand with an international reputation and market influence.Cases from successful online operations indicate

215、 that enterprises should invest in building characteristics for the products and companies and promote innovation.Enterprises that produce trending products in cross-border e-commerce such as agriculture,sports,entertainment,or health care should seek innovative solutions to combine local characteri

216、stics with international demands and to develop featured products and services.Provide well-rounded services to attract online consumers MSMEs need to extend their supply chains and improve consumer experience in order to attract more consumers.From a supply chain perspective,any hiccups in payment,

217、logistics,or after-sale service would significantly reduce the consumer experience.Therefore,online sellers should carefully select their business partners for well-rounded service.Successful enterprises usually have built their own supply chains to ensure consumer satisfaction in the entire purchas

218、e process.Further integration of upstream and downstream service suppliers could enhance the added value of products.Some cumulative rules under the RCEP framework also help MSMEs to push their products to the high end.Improve profit margin through product innovation MSMEs need to learn and accumula

219、te knowledge and skills on innovative technology and management experience.Some online platforms provide not only a place for transactions,but also a platform for learning and peer-learning.MSMEs should leverage the coaching course of the platforms to broaden their horizon and adapt new business mod

220、els.It is particularly important to learn skills on market research,peer learning,and data analysis.Through mutual learning,enterprises could reduce the cost of trial and error and explore a starting point of innovation.40 Keep on digitizing to reduce fixed costs The fundamentals for enterprises to

221、adapt to online operations are to reduce the cost of production,operation,and innovation.Cross-border e-commerce enables MSMEs to breach limitations of domestic markets,consumption capacity,and logistics availability.It helps to broaden the market reach and reduce overall costs related to R&D,fixed

222、asset investment,logistics costs,and even reduce costs for raw material procurement.All these benefits could encourage enterprises to strengthen innovation and obtain better-operating results.Enterprises could further innovate based on better-operating results,thus forming a virtuous circle.41 ANNEX

223、:COUNTRY PROFILES FOR RCEP COUNTRIES This annex features actual market data from Alibabas B2B e-commerce platform as well as ITCs trade data to analyse e-commerce flows as well as export potential.For each of the RCEP countries,analysis is provided for:Top 10 categories of exported goods in general

224、trade and cross-border e-commerce products for export diversification Products with unfulfilled export potential Top 10 export markets in overall trade and cross-border e-commerce Markets with potential for increased exports Data for cross-border e-commerce are extracted from Alibabas B2B e-commerce

225、 platform,which is featured for the first time in such market potential analysis.Data for general trade are from ITCs Trade Map.15 Data for market potential,export diversification,and market potential is extracted from ITCs trade analysis tools.Specifically,product categories are colour-coded with a

226、 reference to The Global Industry Classification Standard(GICS)developed by MSCI and S&P Dow Jones Indices.16 Colour coding serves as a proxy for the industry category of the national economy corresponding to the export of goods.Dark colours represent asset-heavy businesses within the industry,and l

227、ight colours represent asset-light businesses within the industry.Thus,a rich variety of colours represent a high degree of diversification,and the light colours indicate that asset-light enterprises,more likely to be MSMEs,are the major beneficiaries of trade.15 More information on ITCs Trade Map i

228、s available at https:/www.trademap.org/16 https:/ 42 Table 15 Colour coding example of export product classification Exporting countries are colour-coded consistent with the classification of other ITCs tools.Rich in colours indicates a high degree of diversification of export destinations.Table 16

229、Colour coding example of exporting country classification ITCs Export Potential Map17 uses big data in the service of trade development.The tool translates rigorous trade analysis into practical information on export opportunities.It evaluates a countrys export performance,a target markets demand,ma

230、rket access conditions,and bilateral linkages between the exporting and importing countries to estimate potential export values and rank opportunities for export diversification.17 More information on ITCs Export Potential Map is available at https:/exportpotential.intracen.org/43 Australia Comparin

231、g the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those traded offline.Ores,mineral fuels,pearls,and stones stand out and maintain the top three export categorising general t

232、rade,followed by meat.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)include apparel,food and beverage,sports and entertainment,home and garden,and agriculture.Beauty and perso

233、nal care also receive a significant number of inquiries.Table 17 Top 10 categories of exported goods in overall trade and cross-border e-commerce of Australia Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projection,Australia finds frozen

234、hake easiest to reach.The products with the greatest export potential from Australia to world are meat(except poultry),inorganic chemicals,and metals(except ferrous and precious).Meat(except poultry)shows the largest absolute difference between potential and actual exports in value terms,leaving roo

235、m to realize additional exports worth$9.8 billion.44 Figure 7 Australias diversification product Source:ITC Table 18 Australian products with unfulfilled potential Source:ITC The major markets for Australias offline trade are China,Japan,the Republic of Korea,and the United States.The major markets

236、for Australias cross-border e-commerce are the United States,India,the United Kingdom,and Canada.45 Table 19 Top 10 export markets in overall trade and cross-border e-commerce of Australia Source:Data on overall trade are from ITC,and data on cross-border e-commerce are from A ITCs Export Potential

237、Map also offers insights into diversification.The markets with the greatest potential for Australias exports of all products are China,the United States,and the United Kingdom.China shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize addi

238、tional exports worth$15 billion.Figure 8 Market potential for Australia exports Source:ITC 46 Brunei Darussalam Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from thos

239、e traded offline.Mineral fuels,organic chemicals,and machinery stand out and maintain the top three export categories in general trade,followed by precise instruments,aircraft,and spacecraft.When it comes to e-commerce,according to data from A,the product categories that received the largest number

240、of online purchase inquiries(a proxy for international demand)in Brunei Darussalam include food and beverage,sports and entertainment,agriculture,and beauty and personal care.Table 20 Top 10 categories of exported goods in general trade and cross-border e-commerce of Brunei Darussalam Source:Data on

241、 general trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projection,Brunei Darussalams options for export diversification globally are unalloyed aluminium,urea and frozen crabs.Brunei Darussalam finds frozen crabs easiest to reach.Copper cathodes are the product t

242、hat faces the strongest demand potential globally.The products with the greatest global export potential are chemicals,aircraft,spacecraft and parts,and ferrous metals.Chemicals show the largest absolute difference between potential and actual exports in value terms,leaving room to realize additiona

243、l exports worth$196 million.47 Figure 9 Brunei Darussalams diversification product Source:ITC Table 21 Brunei Darussalams products with potential Source:ITC The major markets for offline trade are Singapore,Japan,and China.The major markets for cross-border e-commerce are Malaysia,Philippines,Austra

244、lia,and Japan,showing a more dynamic trend.48 Table 22 Top 10 export markets in general trade and cross-border e-commerce of Brunei Darussalam Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A ITCs Export Potential Map also offers insights into diversification.

245、The markets with the greatest potential for Brunei Darussalams exports are China,Viet Nam,and Singapore.Viet Nam shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$48 million.Figure 10 Markets with potential for

246、Brunei Darussalams exports Source:ITC 49 Cambodia Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those traded offline.Apparel-related products are the main categor

247、ies in general trade,followed by pearls and stones and electrical machinery.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)in Cambodia include machinery,precise instrument beau

248、ty,and personal care.Communication and material handling also receive a significant number of inquiries.Table 23 Top 10 categories of exported goods in general trade and cross-border e-commerce of Cambodia Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A Accor

249、ding to ITCs projections,Cambodias options for export diversification globally are frozen shrimp and prawns,natural rubber latex,molluscs,and other aquatic invertebrates.Cambodia finds natural rubber latex easiest to reach.Unroasted coffee faces the strongest demand potential globally.The products w

250、ith the greatest export potential from Cambodia are apparel,footwear,and miscellaneous manufactured products.Apparel shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$5.7 billion.50 Figure 11 Cambodias diversifi

251、cation products Source:ITC Table 24 Cambodias products with potential Source:ITC The major markets for Cambodias offline trade are the United States and China,followed by Singapore,Japan,and Germany.The major markets for Cambodias cross-border e-commerce are the United States,India,and Peru,followed

252、 by Egypt and China.Notably,Cambodias export destinations of cross-border e-commerce show more diversity in Central and South America.51 Table 25 Top 10 export markets in general trade and cross-border e-commerce of Cambodia Source:Data on general trade are from ITC,and data on cross-border e-commer

253、ce are from A ITCs Export Potential Map also offers insights into diversification.The markets with the greatest potential are the United States,Germany,and China.The United States shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additi

254、onal exports worth$1.8 billion.Figure 12 Market with potential for Cambodias exports Source:ITC 52 China Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those trade

255、d offline.Electrical machinery,machinery,and furniture maintain the top three export categories in general trade,followed by plastics.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international de

256、mand)in China include consumer electronics,apparel,sports and entertainment,security and protection as well as medicines and health care.Table 26 Top 10 categories of exported goods in general trade and cross-border e-commerce of China Source:Data on general trade are from ITC,and data on cross-bord

257、er e-commerce are from A According to ITCs projection,Chinas options for export diversification globally are semi-finished products of iron or steel,ferro-nickel,and cardamoms.China finds uncombed cashmere easiest to reach.Aircraft over 15,000 kilogrammes faces the strongest demand potential globall

258、y.The products with the greatest export potential are electronic equipment,machinery,electricity,and miscellaneous manufactured products.Electronic equipment shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$471

259、 billion.53 Figure 13 Chinas diversification products Source:ITC Table 27 Chinas products with potential Source:ITC 54 The major markets for Chinas offline trade are the United States;Hong Kong,China;and Japan.The major markets for cross-border e-commerce are the United States and India,followed by

260、the United Kingdom and Brazil.Table 28 Top 10 export markets in general trade and cross-border e-commerce of China Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A ITCs Export Potential Map also offers insights into diversification.The markets with the greates

261、t potential are the United States;Hong Kong,China;and Japan.The United States shows the largest absolute difference between potential and actual exports in value terms,with room to realize additional exports worth$201 billion.Figure 14 Markets with potential for Chinas export Source:ITC 55 Indonesia

262、 Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those traded offline.Mineral fuels,animal fat,and iron maintain the top three export categories in general trade,fo

263、llowed by electrical machinery and vehicles.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)include furniture,food and beverage,medicines,and health care,followed by beauty and

264、personal care,as well as apparel.Table 29 Top 10 categories of exported goods in general trade and cross-border e-commerce of Indonesia Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projection,Indonesias options for export diversification

265、globally are raw cane sugar,natural rubber in primary forms,and computer data storage units.Indonesia finds natural rubber easiest to reach.Data processing machines are the product that faces the strongest demand potential.The products with the greatest export potential are vegetable oils and fats,c

266、hemicals,and ferrous metals.Vegetable oils and fats show the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$15 billion.56 Figure 15 Indonesias diversification product Source:ITC Table 30 Indonesias products with potent

267、ial Source:ITC The major markets for Indonesias offline trade are China,the United States,and Japan,The major foreign markets for Chinas cross-border e-commerce are Australia,Philippines,Malaysia,and Singapore.57 Table 31 Top 10 export markets in general trade and cross-border e-commerce of Indonesi

268、a Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A ITCs Export Potential Map also offers insights into diversification.The markets with the greatest potential for Indonesias exports are China,the United States,and India.China shows the largest absolute differe

269、nce between potential and actual exports in value terms,leaving room to realize additional exports worth$19 billion.Figure 16 Markets with potential for Indonesias exports Source:ITC 58 Japan Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into

270、whether,and if so how,products traded through e-commerce are different from those traded offline.Vehicles,machinery,and electrical machinery maintain the top three export categories in general trade,followed by commodities.When it comes to e-commerce,according to data from A,the product categories t

271、hat received the largest number of online purchase inquiries(a proxy for international demand)in Japan include cars and motorcycles,consumer electronics,apparel,sports and entertainment,household appliances,food,and beverage.Table 32 Top 10 categories of exported goods in general trade and cross-bor

272、der e-commerce of Japan Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projection,Japans options for export diversification are turbojets of a thrust of more than 25 kilonewtons,contact lenses,and ozone,oxygen,aerosol therapy,and other ther

273、apeutic respiration apparatus.Japan finds dimethyl terephthalate easiest to reach.Aircraft over 15,000 kilogrammes faces the strongest demand potential.The products with the greatest export potential are electrical machinery,motor vehicles and parts,and electronic equipment.Electrical machinery show

274、 the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$99 billion.59 Figure 17 Japans diversification product Source:ITC Table 33 Japans products with potential Source:ITC The major markets for Japans offline trade are th

275、e United States,China,and Chinese Taipei.The major markets for cross-border e-commerce are Philippines,Indonesia,Malaysia,followed by China.60 Table 34 Top 10 export markets in general trade and cross-border e-commerce of Japan Source:Data on general trade are from ITC,and data on cross-border e-com

276、merce are from A ITCs Export Potential Map also offers insights into diversification.The markets with the greatest potential for Japans exports of all products are China,the United States,and Chinese Taipei.China shows the largest absolute difference between potential and actual exports in value ter

277、ms,leaving room to realize additional exports worth$114 billion.Figure 18 Market with potential for Japans exports Source:ITC 61 Korea,Republic of Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through

278、 e-commerce are different from those traded offline.Electrical machinery,machinery,and vehicles are the top three export categories in general trade.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for i

279、nternational demand)in the Republic of Korea are beauty and personal care,cars and motorcycles,followed by medicines and health care,machinery,and food and beverage.Table 35 Top 10 categories of exported goods in general trade and cross-border e-commerce of the Republic of Korea Source:Data on gener

280、al trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projection,the Republic of Koreas options for export diversification are spark-ignition outboard motors for marine propulsion,motorcycles with certain piston engines,and knives of base metal.The Republic of Korea

281、finds anthraquinone easiest to reach.Motorcycles with larger piston engines face the strongest demand potential.The products with greatest export potential are smart cards,electronic integrated circuits,LED lamps,passenger vehicles,and parts of telephone sets and other transmission apparatus.Smart c

282、ards,electronic integrated circuits,and LED lamps show the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$86 billion.62 Figure 19 Republic of Koreas diversification products Source:ITC 63 Table 36 Republic of Koreas pr

283、oducts with potential Source:ITC The major markets for the Republic of Koreas offline trade are China,United States,and Viet Nam.The major markets for cross-border e-commerce are diversified to India,Russia,Philippines,Canada,and Mexico.Table 37 Top 10 export markets in general trade and cross-borde

284、r e-commerce of Republic of Korea Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A 64 ITCs Export Potential Map also offers insights into diversification.The markets with greatest potential for exports of unroasted coffee are the United States,Germany and Ital

285、y.Germany shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$128,000.Figure 20 Markets with potential for the Republic of Koreas export Source:ITC 65 Lao Peoples Democratic Republic Comparing the most demanded pr

286、oducts in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those traded offline.Mineral fuels,pearls and stones,ores are the top three export categoriesin general trade,followed by copper,pulp of wood,and

287、paper.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)in Lao Peoples Democratic Republic are highly dynamic and diversified.Cars and motorcycles,consumer electronics,agriculture

288、,commercial service,equipment,apparel,packaging and printing,furniture and home decor receive a significant number of inquiries.Table 38 Top 10 categories of exported goods in general trade and cross-border e-commerce of Lao Peoples Democratic Republic Source:Data on general trade are from ITC,and d

289、ata on cross-border e-commerce are from A According to ITCs projection,Lao Peoples Democratic Republics options for export diversification are cocoa beans,sports footwear,and shelled cashew nuts.Cocoa beans are easiest to reach.Palm oil(excl crude)and fractions is the product that faces the stronges

290、t demand potential.The products with greatest export potential are machinery,electricity,non-ferrous and non-precious metals,and natural latex and rubber.Electrical machinery shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional

291、exports worth$1.3 billion.66 Figure 21 Lao Peoples Democratic Republics diversification product Source:ITC Table 39 Lao Peoples Democratic Republics products with potential Source:ITC The major markets for offline trade are Thailand,China,and Viet Nam.The major markets for e-commerce are diversified

292、 to the United States,Panama,India,Brazil,Algeria,Spain and United Kingdom.67 Table 40 Top 10 export markets in general trade and cross-border e-commerce of Lao Peoples Democratic Republic Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A ITCs Export Potential

293、Map also offers insights into diversification.The markets with greatest potential for exports are Thailand,China and Viet Nam.Thailand shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$984 million.Figure 22 Mark

294、ets with potential for Lao Peoples Democratic Republics export Source:ITC 68 Malaysia Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those traded offline.Electrica

295、l machinery,mineral fuels,and machinery are the top three export categories in general trade,followed by animal fat.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)in Malaysia a

296、re dynamic and diversified.Health care,food and beverage,machinery,security and protection,agriculture receive a significant number of inquiries.Table 41 Top 10 categories of exported goods in general trade and cross-border e-commerce of Malaysia Source:Data on general trade are from ITC,and data on

297、 cross-border e-commerce are from A According to ITCs projection,Malaysias options for export diversification in World are Ferro-nickel,Floating or submersible drilling and Tankers.Malaysia finds Hides and skins of swine,in the wet state easiest to reach.Diesel powered trucks=5t is the product that

298、faces the strongest demand potential in World.The products with greatest export potential from Malaysia to World are Electronic equipment,Machinery,electricity,and Plastics and rubber.Electronic equipment shows the largest absolute difference between potential and actual exports in value terms,leavi

299、ng room to realize additional exports worth$64 bn.69 Figure 23 Malaysia diversification products Source:ITC Table 21 Malaysia products with potential Source:ITC The major markets for offline trade are China,Singapore,and the United States.The major markets for cross-border e-commerce are the United

300、States,India,France and China.70 Table 43 Top 10 export markets in general trade and cross-border e-commerce of Malaysia Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A ITCs Export Potential Map also offers insights into diversification.The markets with great

301、est potential for exports are China,United States and Singapore.China shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$40 billion.Figure 24 Markets with potential for Malaysias export Source:ITC 71 Myanmar Comp

302、aring the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those traded offline.Mineral fuels,apparel,vegetables,apparel,cereals standout as top export categories in general trade

303、.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)in Myanmar diversify to apparel,consumer electronics,agriculture,beauty and personal care,agriculture,food and beverage,luggage,

304、as well as bags and cases.Table 44 Top 10 categories of exported goods in general trade and cross-border e-commerce of Myanmar Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projection,Myanmars options for export diversification are in-shel

305、l cashew nuts,roots and tubers of manioc,and ignition wiring sets for vehicles.In-shell cashew nuts are easiest to reach.Ignition wiring sets for vehicles face the strongest demand potential.The products with greatest export potential are apparel,metals(except ferrous and precious),and pulses.Appare

306、l shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$1.5 billion.72 Figure 25 Myanmars diversification product Source:ITC Table 45 Myanmars products with potential Source:ITC The major markets for Myanmars offlin

307、e trade are China,Thailand,and Japan.The major markets for cross-border E-commerce diversify to China,Philippines,Viet Nam,Thailand,and Indonesia.73 Table 46 Top 10 export markets in general trade and cross-border e-commerce of Myanmar Source:Data on general trade are from ITC,and data on cross-bord

308、er e-commerce are from A ITCs Export Potential Map also offers insights into diversification.The markets with greatest potential for Myanmars exports are China,Germany and Japan.China shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize ad

309、ditional exports worth$1.2 billion.Figure 26 Markets with potential for Myanmars exports Source:ITC 74 New Zealand Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from t

310、hose traded offline.Dairy products,meat,and wood are the top three export categories in general trade,followed by fruits.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)in New Z

311、ealand are significantly more diversified.Food and beverage,beauty and personal care,consumer electronics,security and protection,health and medical care,cars and motorcycles,as well as packaging and printing all receive a significant number of inquiries.Table 47 Top 10 categories of exported goods

312、in general trade and cross-border e-commerce of New Zealand Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projection,New Zealands options for export diversification are soya beans,wheat(excluding durum)and meslin,and potassium chloride for

313、 use as fertiliser.New Zealand finds frozen crabs easiest to reach.Motor vehicles for the transport of persons face the strongest demand potential.The products with greatest export potential are dairy products,meat(except poultry),and wood.Meat(except poultry)shows the largest absolute difference be

314、tween potential and actual exports in value terms,leaving room to realize additional exports worth$5.3 billion.75 Figure 27 New Zealands diversification products Source:ITC Table 487 New Zealands products with potential Source:ITC The major markets for New Zealands offline trade are China,Australia

315、and the United States.The major markets for cross-border e-commerce are China,Australia,Philippines,and Malaysia.76 Table 49 Top 10 export markets in general trade and cross-border e-commerce of New Zealand Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A ITCs

316、 Export Potential Map also offers insights into diversification.The markets with greatest potential for New Zealands exports are China,the United States and Australia.China shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional ex

317、ports worth$6.5 billion.Figure 28 Markets with potential for New Zealands export Source:ITC 77 Philippines Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those tra

318、ded offline.Electrical machinery,machinery,fruits,and copper are the top export categories in general trade.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)in the Philippines is

319、 diversified to food and beverage,beauty and health care,and consumer electronics.Table 50 Top 10 categories of exported goods in general trade and cross-border e-commerce of Philippines Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projec

320、tion,Philippiness options for export diversification are smart cards;electronic integrated circuits;LED lamps,computer data storage units and parts of office machines.The products with greatest export potential are smart cards;electronic integrated circuits;LED lamps,computer data storage units,and

321、parts of office machines.Smart cards;electronic integrated circuits;LED lamps shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$18 billion.78 Figure 29 Philippiness diversification product Source:ITC Table 51 Ph

322、ilippines products with potential Source:ITC The major markets for Philippines offline trade are China,Australia and the United States.The major markets for Philippines e-commerce are China,Australia,Philippines,and Malaysia.79 Table 52 Top 10 export markets in general trade and cross-border e-comme

323、rce of Philippines Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A The markets with greatest potential for Philippiness exports are China,United States and Hong Kong SAR.China shows the largest absolute difference between potential and actual exports in value

324、 terms,leaving room to realize additional exports worth$15 billion.Figure 30 Market with potential for Philippiness exports Source:ITC 80 Singapore Comparing the most demanded products in e-commerce with the countrys overall export provides insights into whether,and if so how,products traded through

325、 e-commerce are different from those traded offline.Electrical machinery,machinery,and mineral fuels are the top three export categories in general trade,followed by commodities.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online pur

326、chase inquiries(a proxy for international demand)in Singapore include agriculture,food and beverage,cars and motorcycles,and machinery.Consumer electronics also receive a significant number of inquiries.Table 53 Top 10 categories of exported goods in general trade and cross-border e-commerce of Sing

327、apore Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A According to ITCs projection,Singapores options for export diversification are vinyl chloride chloroethylene,vulcanised rubber thread and cord,and glass sheets.Singapore finds glass sheets the easiest to r

328、each.Terephthalic acid and its salts face the strongest demand potential.The products with the greatest export potential are electronic equipment,machinery,electricity,and chemicals.Electronic equipment shows the largest absolute difference between potential and actual exports in value terms,leaving

329、 room to realize additional exports worth$65 billion.81 Figure 31 Singapores diversification products Source:ITC Table 54 Singapore products with potential Source:ITC The major markets for Singapores offline trade are China;Hong Kong,China;and Malaysia.The major markets for cross-border e-commerce a

330、re the United States,India,China,the United Kingdom,and Brazil.82 Table 55 Top 10 export markets in general trade and cross-border e-commerce of Singapore Source:Data on general trade are from ITC,and data on cross-border e-commerce are from A ITCs Export Potential Map also offers insights into dive

331、rsification.The markets with the greatest potential for Singapores exports of all products are China;Hong Kong,China;and the United States.China shows the largest absolute difference between potential and actual exports in value terms,leaving room to realize additional exports worth$38 billion.Figur

332、e 32 Markets with potential for Singapores export Source:ITC 83 Thailand Comparing the most demanded products in e-commerce with the countrys overall exports provides insights into whether,and if so how,products traded through e-commerce are different from those traded offline.Machinery,electrical m

333、achinery,and vehicles are the top three export categories in general trade,followed by rubber.When it comes to e-commerce,according to data from A,the product categories that received the largest number of online purchase inquiries(a proxy for international demand)in Thailand include agriculture,food and beverage,and consumer electronics.Office and school supplies also receive a significant number