Expand your reach to Hong Kong
How shoppers in Hong Kong like to purchase and pay online, cross-border.
Get inside the minds of shoppers in Hong Kong. Find out what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want. Download the eGuide to get practical steps on how to expand your payments to Hong Kong. Or, scroll down to view the insights.
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US$7.25 billion
The eCommerce industry in Hong Kong is set to grow by 52% from 2024 to 2029, reaching a projected market volume of US$7.25 billion.1
We partnered with Statista to survey 1,000 shoppers in Hong Kong to find out about their cross-border purchasing preferences and habits. Here’s what we found out:
The good news for international sellers
of shoppers in Hong Kong are comfortable buying a product from another country.
Percentage of shoppers comfortable with buying a product from another country:
Gen Z and
Millennials
Gen X and Baby
Boomers
Total
96%
91%
84%
95%
25%
50%
75%
100%
0%
The who, what, where, and when of shopping habits in Hong Kong
Shopping habits vary by gender
Fashion, electronics, and skincare and beauty are among the most popular cross-border purchases, but men and women shop differently. 67% of women buy skincare and beauty products online, compared to 47% of men, while 65% of men purchase electronics, compared to just 46% of women.
Top online purchase categories by gender
80%
40%
60%
20%
Male
Female
Total
Fashion and
apparel
Electronics
Skincare and
beauty products
Books and
games
Home and
furniture
Food and beverages
Luxury
products
0%
Most shoppers in Hong Kong buy from platforms like Amazon, Rakuten, JD.com, and Etsy, with 75% preferring marketplaces. Social commerce is growing, with 15% of shoppers now buying through social media platforms, and 83% saying that influencer recommendations affect their purchasing decisions.
Where shoppers in Hong Kong typically make cross-border purchases
Marketplaces dominate cross-border shopping
10%
15%
75%
of shoppers in Hong Kong plan purchases around key holiday moments.
Shopping with the seasons
Double-digit sales days like 11.11 and 12.12 are among the biggest shopping events, along with Black Friday, Lunar New Year, and the 618 Shopping Festival. If you’re not running promotions during these moments, you’re missing out.
83%
They expect transparent pricing in HKD, a smooth experience, and to be able to pay via their preferred methods.
Shoppers in Hong Kong have high expectations at checkout
Transparent fees
Improved return policies
Affordable shipping
Preferred payment options
Positive customer reviews and ratings
Local currency pricing
Faster shipping
Trust badges and certificates at payment
A digitally-savvy population
Unlike markets like the US, UK, and Singapore, where younger shoppers drive digital adoption, Hong Kong shoppers share the same expectations across generations.
of shoppers of all ages in Hong Kong make an online purchase at least once a month, making online shopping second nature across the generations.
of shoppers expect to see pricing in HKD, and more than 90% prioritise paying with their preferred payment methods, regardless of age.
92%
85%
Discover common challenges and smart strategies to build a checkout experience that converts.
Cross-border payments:
How to expand to Hong Kong
Credit cards remain the most popular online payment method for international purchases, with 82% of shoppers using them. Digital payment methods are catching up, with 64% of shoppers preferring them, particularly among younger generations. 67% of Gen Z and Millennials choose digital payment options, compared to 58% of Gen X and Baby Boomers.
Buy now, pay later (BNPL) is also shaping shopping behaviour, with 46% of Gen Z and Millennials and 41% of Gen X and Baby Boomers preferring it at checkout, making it a key payment option for all businesses to offer.
Digital payment methods are growing in popularity
Preferred payment methods when buying online from another country
80%
40%
60%
20%
Credit card
Debit card
Bank transfer
Digital payment methods
(e.g. Google Pay)
Buy now,
pay later options
(e.g. Klarna)
0%
Unlike in western markets, BNPL in Hong Kong is popular across all generations. Shoppers use it most for fashion, electronics, and skincare and beauty, making it a key payment option for businesses looking to reach a broad customer base.
of shoppers in Hong Kong agree that the availability of BNPL as a payment method encourages them to make purchases they would not have made otherwise.
of shoppers in Hong Kong would shop elsewhere if BNPL weren’t available as a payment method at checkout.
The rise of buy now, pay later (BNPL)
67%
62%
A familiar checkout experience remains key for shoppers in Hong Kong
96%
92%
say that pricing in local currency and being able to pay via their preferred payment methods (93%) are important aspects of the checkout experience.
rate the ability to pay using their preferred payment methods as an important checkout feature.
Download the eGuide to learn:
Your next cross-border opportunity could be just around the corner. Find out why payments are the lynchpin of your expansion strategy, and how you can start making and receiving payments like a local in Hong Kong.
Ready to expand your reach to Hong Kong?
1
How to open a business account without having to set up an entity in Hong Kong
3
How to settle payments in your preferred currency
2
How to accept payments via multiple payment options in HKD
4
How to save on FX fees and stay secure and compliant with local regulations
Airwallex partnered with Statista to survey cross-border eCommerce shoppers, defined as anyone who has shopped internationally in the last 12 months through any type of online shop, such as marketplaces or directly from a merchant’s website. The survey included 1,000 respondents from Hong Kong, and was completed in January 2025. Our goal was to understand how shoppers in Hong Kong purchase when buying online from another country. Our survey participants come from diverse backgrounds and age ranges, representing a typical sample of shoppers within the region.
In our insights:
Gen Z refers to those born between 1997–2012
Millennials refer to those born between 1981–1996
Gen X refers to those born between 1965–1980
Baby Boomers refer to those born between 1946–1964
About the research
eCommerce platforms or marketplaces
Merchant websites
Social media
72%
56%
57%
50%
51%
50%
33%
74%
46%
67%
47%
49%
51%
31%
71%
65%
47%
53%
54%
50%
34%
Expand your reach
to the US
Cross-border payment trends: How shoppers in the US like to purchase and pay online
Or download the eGuide to get practical steps to set up payments, cut foreign exchange (FX) costs, stay compliant, and keep cash flow healthy.
Get inside the minds of US shoppers. Find out how they’re buying cross-border, online: what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want.
Download the eGuide
↓ Explore the insights
¹ e-Commerce - Worldwide, Statista, accessed 17 February 2025
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71%
65%
47%
53%
54%
50%
34%
74%
46%
67%
47%
49%
51%
31%
72%
56%
57%
50%
51%
50%
33%
Preferred payment methods when buying online from another country
Total
Gen Z and Millennials
Gen X and Baby Boomers
Baby Boomers
Credit card
Debit card
Bank transfer
Digital payment methods
(e.g. Google Pay)
Buy now,
pay later options
(e.g. Klarna)
80%
40%
60%
20%
0%
82%
35%
27%
64%
45%
41%
58%
16%
28%
78%
46%
67%
30%
37%
84%
18%
3%
24%
8%
79%
82%
35%
27%
64%
45%
41%
58%
16%
28%
78%
46%
67%
30%
37%
84%
Total
Gen Z and Millennials
Gen X and Baby Boomers
Baby Boomers
Trust badges and certificates at payment
Local currency pricing
Faster shipping
Positive customer reviews and ratings
Improved return policies
Preferred payment options
Transparent fees
Affordable shipping
Trust badges and certificates at payment
Local currency pricing
Faster shipping
Positive customer reviews and ratings
Improved return policies
Preferred payment options
Transparent fees
Affordable shipping
Digital payment methods refer to global eWallets (e.g. Apple Pay and Google Pay) and any further country-specific digital payment methods (e.g. Trustly, GrabPay, and Alipay). They exclude credit cards, debit cards, bank transfers, and buy now, pay later (BNPL) options.