Spot the Difference: Purchase Behaviour Nuance in the US, EMEA and APAC
Regional nuances in shopper purchase behaviour vary significantly between the USA, EMEA and APAC. In our experience, these differences are shaped by a variety of factors including: culture, economic development, adoption of technology and consumer preferences per region.
The key players also differ across regions, with some having more dominance in one region over another. For example, while Amazon is a huge force in the USA and Europe, other platforms such as Alibaba and Flipkart are more popular in APAC. Variance can also be seen within the regions themselves, such as in EMEA where shoppers in the UK and Germany engage in a lot of online shopping habits, whereas Spain and Italy have more of a preference for in store and personal interactions.
These differences should therefore be taken into account in marketing and advertising strategies. An Amazon strategy in Spain may not translate well to India and vice versa, for example. This full guide breaks down the main points of variance between these regions, and strategies thereafter to support these differences in your advertising.
The Differences
In Culture…
USA
Individualistic, impulsive and entertainment driven. Heavily influenced by trends and social media (e.g. Tik Tok) and emphasis on convenience and speed. Promotion and discount sensitivity (e.g. through coupon culture).
EMEA
More cautious and selective (GDPR considerations). Bigger emphasis on sustainability and ethical shopping. Cross border shopping within the EU is common.
APAC
Community driven. Strong social influence on purchasing and very responsive to big sales events.
In Economic Development…
USA
Huge e-commerce culture. Highly developed region with high consumer spending power and disposable income.
EMEA
Varied development in e-commerce (higher in Western Europe vs Middle East) with varying consumer purchasing power.
APAC
Varied development in e-commerce (e.g. more developed in Japan vs India) with varying consumer purchasing power.
In Technology Adoption…
USA
Advanced adoption of technology and technology products. High smartphone and desktop use with more of a focus on desktop for higher ticket items. Significant penetration of e-commerce and social platforms (e.g. Amazon, Tik Tok, Instagram).
EMEA
Moderate adoption with regional variations. Mobile use is growing throughout regions but desktop is predominant.
APAC
Mobile first, advanced social commerce adoption. Leading in livestream and in-app purchases
In Consumer Preference…
USA
Favour towards credit and debit cards and Apple Pay. Strong online preference with an in-store preference for specific segments e.g. groceries and fashion.
EMEA
Favour towards digital wallets (e.g. Paypal and Klarna) in Western Europe vs cash on delivery (COD) for Middle East. Strong online presence in Western Europe balanced with in-store shopping. Some regional differences e.g. more preference in Spain and Italy for in store and personal interactions vs UK.
APAC
Favour towards digital wallets and in-app payment provisions (e.g. WeChat in China and Paytm in India). Primarily online shopping, especially via mobile and dominant livestream shopping.
In the Key Players…
USA
Amazon
Walmart
eBay
Target
Temu
EMEA
Amazon
Bol (Netherlands)
Zalando (Europe)
Allegro (Poland)
Noon (Middle East)
APAC
Alibaba (China)
JD.com (China)
Temu
Tik Tok Shop
Shopee
The Considerations
Once we understand the differences between regions, we can better understand our audiences to craft and deploy specific and dedicated advertising strategies.
In Culture…
USA
Leverage entertainment and viral trends in campaigns (e.g. Tik Tok Ads and Tik Tok Shop)
Utilise culturally relevant memes, challenges and influencer collaborations
Focus on calls to action such as “Shop Now” to align with instant gratification
Engage in deals events and promotions
Offer coupons and discounts where possible
EMEA
Focus on authenticity and trust building activities (e.g. social proof and strong brand stories)
Highlight sustainability, ethical sourcing and eco-friendly practices if applicable
Localise content per region in native language including slang
Note and interact with region specific trends and culture differences in your campaigns
APAC
Invest in Influencer and Livestream shopping campaigns
Focus on community based marketing (e.g. local cultural events and festivals)
Run time sensitive campaigns tied to big-sales events specific to these regions (e.g. 11.11, Singles’ Day)
In Economic Development…
USA
Offer products in premium tiers and bundle tiers (e.g. through Amazon Prime)
EMEA
Tailor pricing strategies to income level differences in Western vs Eastern Europe
Emphasise value for money
Emphasise deals during peak events (e.g. BFCM)
APAC -
Tailor pricing strategies to income level differences in developed vs developing markets
Emphasise exclusivity and brand reputation for luxury brands
Use aggressive discounting, and festival tie-ins for mass market reach
In Technology Adoption…
USA
Invest in multi-platform campaigns across mobile, desktop and social media
Optimise mobile ads with short and engaging video content
Engage with voice activated commerce platforms (e.g. Alexa) in ad strategies
EMEA
Run separate campaigns optimised for both mobile and desktop
Leverage GDPR compliant personalisation tactics to build trust
Focus on SEO and product discovery for localised e-commerce markets (e.g. Amazon SEO)
APAC
Prioritise mobile first ads
Integrate seamless in-app purchasing options
Focus on live stream e-commerce functionality and real-time engagement (e.g. Tik Tok)
In Consumer Preference…
USA
Encourage product reviews and UGC for social proof
Promote same day / quick delivery options as key selling points
EMEA
Promote discounts, cross border shopping deals and loyalty programs
Highlight sustainability in packaging and delivery options
Offer feature comparisons to support decision making timelines
APAC
Use price sensitive promotions, discounts and loyalty programs
Engage in “flash sales” and limited offers in campaigns
Capitalise on impulse buys through “one click buy” options
The Future
The future of course will continue to change and shape these differences and preferences. In forecasting these regions, we can expect to see social commerce such as Tik Tok Shop, omni-channel experiences and AI-driven shopping will take the lead in the USA. Sustainability also continues to increase in interest,, but not to the same degrees as its European counterpart.
In EMEA, social commerce will most likely grow slowly, but, especially in Northern Europe, sustainability and ethical consumerism will still drive shopping behaviour. An emphasis on trust and data privacy will still remain and be a focus area for consumers, built into an expectation for personalisation.
For APAC, livestream shopping will dominate and mobile-first apps and experiences will continue to shape the shopper experience.
Want to know more about how to better understand these regional nuances and tailor your Amazon ppc strategy accordingly? Or looking for an Amazon agency to help you scale? Get in touch with us at zeal@zealagency.co.uk or at www.zealagency.co.uk.
