According to a survey conducted by Rakuten Insight in February 2023, 51 percent of respondents from Vietnam aged between 16 and 24 years used social commerce to purchase fashion accessories. 26 percent of the same aged respondents in Japan have purchased fashion accessories on social media as of February 2023.
Share of consumers who bought fashion accessories on social media in Asia in 2023, by country and age group
Original question: "What item(s) did you purchase on social media? Choose all that applies."
Number of respondents:
China: 7,108;
Hong Kong: 2,813;
Indonesia: 11,824;
India: 26,345;
Japan: 476;
South Korea: 4,745;
Malaysia: 8,691;
the Philippines: 11,348;
Singapore: 4497;
Thailand: 11,095;
Taiwan: 9,112;
and Vietnam: 2,881.
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Rakuten Insight. (March 15, 2023). Share of consumers who bought fashion accessories on social media in Asia in 2023, by country and age group [Graph]. In Statista. Retrieved February 14, 2025, from https://www.statista.com/statistics/1376205/asia-fashion-accessories-purchases-on-social-media-by-country-and-age/?__sso_cookie_checker=failed
Rakuten Insight. "Share of consumers who bought fashion accessories on social media in Asia in 2023, by country and age group." Chart. March 15, 2023. Statista. Accessed February 14, 2025. https://www.statista.com/statistics/1376205/asia-fashion-accessories-purchases-on-social-media-by-country-and-age/?__sso_cookie_checker=failed
Rakuten Insight. (2023). Share of consumers who bought fashion accessories on social media in Asia in 2023, by country and age group. Statista. Statista Inc.. Accessed: February 14, 2025. https://www.statista.com/statistics/1376205/asia-fashion-accessories-purchases-on-social-media-by-country-and-age/?__sso_cookie_checker=failed
Rakuten Insight. "Share of Consumers Who Bought Fashion Accessories on Social Media in Asia in 2023, by Country and Age Group." Statista, Statista Inc., 15 Mar 2023, https://www.statista.com/statistics/1376205/asia-fashion-accessories-purchases-on-social-media-by-country-and-age/?__sso_cookie_checker=failed
Rakuten Insight, Share of consumers who bought fashion accessories on social media in Asia in 2023, by country and age group Statista, https://www.statista.com/statistics/1376205/asia-fashion-accessories-purchases-on-social-media-by-country-and-age/?__sso_cookie_checker=failed (last visited February 14, 2025)
Share of consumers who bought fashion accessories on social media in Asia in 2023, by country and age group [Graph], Rakuten Insight, March 15, 2023. [Online]. Available: https://www.statista.com/statistics/1376205/asia-fashion-accessories-purchases-on-social-media-by-country-and-age/?__sso_cookie_checker=failed