Thriving in a technology-driven retail world: Baozun Asia’s Victor Liu shares his perspective on retail in Asia

We are living in the future of retail. In the last two years, the retail industry has seen more innovation than it has in the previous decade. The 2020 Covid-19 pandemic has accelerated the adoption of digitalisation for both businesses and consumers globally. By 2025, global e-commerce sales are expected to have reached US$7.4 trillion, up by 50% from US$4.9 trillion in 2021.


Southeast Asia, the region with the fastest eCommerce growth, is expected to close US$89.67 billion in eCommerce sales this year, a remarkable increase of 240% from the US$37.22 billion recorded in 2019, before the pandemic. The use of digital technology has become a way of life for Southeast Asians.


Retail market conditions are changing rapidly, and with consumer expectations also on the rise, how can brands and retailers continue to thrive in an increasingly technology-driven retail world?


In this interview, Baozun Asia's Vice President, Victor Liu, shared his business perspective on the future of retail in Southeast Asia, the opportunities for accelerating growth, and digitalisation in this booming digital consumer market