Retail is evolving at breakneck speed, and nowhere is that more evident than in the Asia-Pacific region. From eCommerce titans like JD.com and Shopee, to the rapid rise of Quick Commerce in India, APAC is setting the pace for how, where, and why people shop. While Australian retailers are often focused on local competition or expansion into the US and UK, they could be missing some of the biggest opportunities right on our doorstep.
Enter Ryf Quail, Managing Director of Comexposium and man behind NRF: Retail’s Big Show Asia Pacific, the region’s largest retail event. Last year this event saw 8,600 attendees from 52 countries. Ryf has a front-row seat to the future of retail and has spent time with leaders from juggernauts such as Kmart, Mecca, FairPrice and JD.com to uncover what’s working, what’s next, and what Australian brands need to know—before they get left behind.
In this episode of Add To Cart, we break down the key trends shaping the future of retail—from insane fulfilment speeds to the power of marketplaces and the real opportunities for Aussie brands beyond our borders.
Thinking Global Doesn’t Mean the US or UK—APAC is Where the Action Is
Australian retailers see the US and UK as the natural next step when scaling internationally. But Ryf believes that mindset is limiting, especially when 3.5 billion people in APAC will join the middle class by 2030. While many Aussie brands are still looking to North America, retailers like Kmart and Anko have already begun successfully expanding into Southeast Asia, proving the region’s massive potential.
There’s a warm group of partners just sitting up there waiting to talk to Australian retailers. Many Aussie businesses look to North America, but there’s a huge appetite for Australian brands in Southeast Asia—especially in beauty, health and premium grocery.
The opportunity doesn’t just lie in physical retail. Marketplaces such as Shopee and Lazada are allowing retailers to tap into APAC demand without the upfront cost of a store presence. Listing on these platforms allows brands to gauge customer interest, refine their offering, and scale at a manageable pace before committing to a larger expansion strategy.
But success in APAC requires local knowledge. While brands like UNIQLO and Lotte have used partnerships to expand into Australia, Aussie retailers should consider flipping that approach.
“If you’re an Australian retailer, you might not set up a local store immediately, but you can tap into demand through platforms like Shopee and Lazada. These marketplaces provide access to regional customers who are eager for international brands but prefer to buy in their own currency, in their own language, with a trusted platform guarantee.”
Quick Commerce is Changing Retail—Fast
Delivery expectations are evolving faster than ever, and nowhere is that more evident than in India, where Quick Commerce is redefining logistics. This shift is reshaping consumer expectations and setting a new benchmark for retailers everywhere.
“When the new iPhone launched, and you lived in Chennai, Mumbai, or Delhi, from ordering on an eCommerce site to arriving on your desk in your office was eight minutes. Not eight hours, not the same day—eight minutes.”
India’s success with hyper-local warehouses is at the core of this transformation. Rather than relying on large distribution centres, retailers are strategically positioning inventory across micro-fulfilment hubs, allowing for lightning-fast delivery. While Australia may not have the same population density, retailers here can still learn from the model by investing in urban fulfilment centres and exploring faster last-mile solutions.
The whole piece around infrastructure and last-mile delivery has just gone completely bonkers. The benchmarks being set in APAC aren’t just about competition within the region. They’re shaping consumer expectations everywhere.
Retailers who ignore this trend do so at their own risk. Consumers today expect speed and convenience, and brands that can offer faster, more reliable delivery will win out over those focused solely on price. Logistics is no longer just a backend function—it’s a key differentiator.
Marketplaces Aren’t Just a Threat—They’re a Growth Opportunity
Many Australian retailers see Temu, Shein and TikTok Shop as threats. But in Asia-Pacific, marketplaces are a primary way people shop. Instead of resisting them, retailers should be exploring how to use them as an entry point into new markets.
“If you’re in Malaysia buying from a retailer in Vietnam, you probably won’t go directly to their website. But you will buy their product on Shopee, in your currency, with a built-in trust guarantee.”
This is a huge shift in thinking. While marketplaces in Australia often serve as an extension of a retailer’s business, in APAC, they are often the primary shopping destination. Platforms like Shopee, Lazada and Tmall provide a seamless cross-border experience, ensuring customers can shop internationally without concerns over currency, shipping or trust.
One major challenge for Australian retailers looking to expand into APAC is payments. Unlike Australia, many APAC markets rely heavily on digital wallets and alternative payment systems.
There is a massive link between marketplace trust and payment convenience. If you’re a retailer in Australia thinking about selling into APAC, you need to understand that the way people pay is completely different. Digital wallets are king in markets like Malaysia and Indonesia.
Rather than viewing marketplaces as competitors, Ryf encourages retailers to research which platform aligns best with their category and customer base. Tokopedia in Indonesia (backed by ByteDance/TikTok) operates very differently from Shopee, and understanding these nuances can be the difference between success and wasted effort.
APAC is the Future of Retail
While traditional markets like the US and UK may still hold appeal, the real growth stories are playing out in APAC. From next-level logistics in India, to the rise of marketplaces in Southeast Asia, to Australian brands proving they can succeed in the region, the opportunities are everywhere. Retailers need to act now. Those who understand and embrace the APAC landscape today will be the ones leading retail tomorrow.
