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Easy Exchange and Return Services Top Online Customer Wish List in Hong Kong - SAP Survey
[July 02, 2018]

Easy Exchange and Return Services Top Online Customer Wish List in Hong Kong - SAP Survey

  • To convert online shoppers to customers, brands need to improve exchange / return process
  • Reasons for cart abandonment include higher-than-expected shipping costs, lack of deals and preferring to browse online but buy elsewhere

HONG KONG, July 3, 2018 /PRNewswire/ -- Consumers in Hong Kong are accustomed to online shopping, with two thirds of shoppers (64%) completing purchases within the day if they were to complete the shopping journey, demonstrating decisiveness compared to shoppers in other markets, according to the SAP Consumer Propensity Study. SAP surveyed 1,000 Hong Kong shoppers as part of a survey of more than 20,000 global shoppers on their online shopping behavior, including their motivation to purchase online, and their views on how brands can improve the overall customer experience. The survey has also collected a wish list from customers and finds that 58% would like to see easier exchange and return services.


E-commerce companies looking to enhance the online shopping experience for people in Hong Kong should do three things, according to the survey:

1.         Provide easy exchange and return services (free return labels or nearby lockers) (58%)
2.         Include comparison tools to compare prices and specifications (50%)
3.         Offer different sizes or types of the item to try out before deciding which version to purchase (44%)

The survey also gave insight into the top three things that drive Hong Kong shoppers to make the decision to purchase:

4.         Receiving discount or promotion notifications (56%)
5.         Receiving discount with purchase notifications (36%)
6.         Receiving timely response to a query (25%)

However, when it comes to abandoning virtual shopping carts, 51% of Hong Kong consumers discard their carts sometimes or all the time, just as likely as other shoppers across Asia Pacific (52%) – ahead of North America (46%) and Europe (43%) on average. When probed further, around two-fifths (42%) of people surveyed said that they abandon carts because they are concerned with shipping costs. The second and third most common reasns was the lack of promotions or discounts (39%) and price-savvy customers preferring to use online sites for price comparisons only (39%).

"Reviewing cart abandonment data provides a starting point for retailers to identify friction points in the consumer journey and make improvements to the overall purchasing experience for Hong Kong's customers," said Frank Zhang, General Manager of Greater China, SAP Customer Experience. "The results point toward a deeper demand from Hong Kong consumers for engaging yet simplified buying experiences tailored to their individual needs and lifestyles, which extends to ongoing service and support."

SAP offers an expanded portfolio of customer experience solutions with the latest introduction of SAP C/4HANA, a new suite of cloud applications. It provides brands a robust omnichannel approach based on having a single view of the customer across all touchpoints at all times. Consumer behaviour at the checkout stage, including items selected and discarded, navigation steps, time spent to complete specific actions, and the precise point of abandonment, provide valuable insight into ways the retailer can boost customer engagement and increase conversion. Once retailers know why shoppers are abandoning carts, there are many options for retailers to remove the friction and encourage follow-through on the purchase. Built-in advanced analytics allow to anticipate customer behaviours and understand their real-time intent. With this in place, brands will be able to provide a personalised and responsive consumer experience before and after the checkout process.

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About SAP

As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 388,000 business and public sector customers to operate profitably, adapt continuously, and grow sustainably. For more information, visit

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About SAP Consumer Propensity Report

The SAP Consumer Propensity Report is a study surveying the behaviors, preferences and attitudes towards a specific aspect of commerce of 600 to 1,000 consumers in each market. Markets include Australia Brazil, Canada, mainland China, Colombia, Denmark, France Germany, Hong Kong, India, Italy, Japan, Korea, KSA, Mexico, Netherlands, Poland, Russia, Singapore, Sweden, Thailand, UAE, UK, and USA.

Download the Full Report here.

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