FedEx has released the results of a survey analyzing year-end shopping trends and perceptions among businesses and consumers in the Asia-Pacific (APAC) and Europe. The survey collected insights from 850 small- and medium-sized enterprises (SMEs) and 850 consumers across 13 APAC markets, including South Korea, Australia, New Zealand, China, Japan, Hong Kong, Indonesia, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam. It also included responses from over 1,200 SMEs in nine European markets.
According to the findings, businesses expressed strong optimism for the holiday season. More than 70% of APAC companies and over 80% of European firms expect better year-end sales compared to last year. Many APAC businesses have already started preparing for increased cross-border demand from Europe as early as September.
Cross-border e-commerce and major online shopping festivals continue to drive demand. This year, 88% of APAC consumers plan to make at least a quarter of their holiday purchases online. Additionally, 53% intend to increase their online activity compared to last year. Shopping events such as Black Friday and Cyber Monday significantly influence consumer behavior; 83% of Asian shoppers consider these festivals when planning their holiday purchases. In response to these trends, SMEs are adjusting their strategies—91% of APAC businesses and 83% of European companies view e-commerce shopping festivals as key factors in securing year-end demand.
Demand for European products remains high among APAC consumers. However, they cite a need for more product variety as well as competitive delivery speed and costs. Nine out of ten respondents said efficient delivery is essential when buying gifts online during the holidays. Delivery delays (55%) and high shipping costs (45%) were noted as primary concerns by consumers. These issues directly affect purchasing decisions; more than half indicated that lower shipping fees (53%) or faster delivery times (50%) would increase their willingness to buy from European sellers.
Both APAC and European companies are responding proactively to rising customer expectations. About 29% of APAC firms and 33% of European firms are strengthening order fulfillment and delivery capabilities for cross-border demand support. Additionally, customer service functions are being improved by about one-third of companies in both regions. Notably, 85% of surveyed companies in both regions expressed confidence in meeting delivery deadlines this holiday season.
Salil Chari, Senior Vice President of Marketing & Customer Experience at FedEx Asia Pacific said: “In Asia Pacific region the holiday gifting season extends beyond Christmas into Lunar New Year forming one of the most dynamic cross-border commerce periods globally,” adding “FedEx supports businesses with an extensive network and smart digital solutions so they can deliver outstanding customer experiences especially during peak business seasons by streamlining logistics operations enabling them to succeed in increasingly competitive markets.”
Wonbin Park, Managing Director at FedEx Korea stated: “Ahead of this year’s holidays domestic companies are taking cautious strategies requiring higher levels than ever before trustworthiness crisis management skills,” continuing “FedEx continues investing in advanced technology strengthening our network adapting global supply chain changes simplifying customs procedures improving operational efficiency for customers so Korean businesses can respond stably grow globally during peak season.”
The survey also highlighted various initiatives by APAC SMEs aimed at enhancing cross-border e-commerce logistics. FedEx offers platforms like Ship Manager that allow users to create shipments directly from online orders while managing documents efficiently. Services such as FedEx International Connect Plus provide expedited delivery within one to three days between APAC countries—and destinations including the US or Europe—addressing growing customer demands for faster shipping.
