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2025 年 4 月 16 日．香港：一站式智慧營商夥伴 SHOPLINE 今日（16 日）發布《2025 香港電商白皮書》（白皮書）。SHOPLINE 香港商戶去年全年的銷售商品交易總額（GMV）按年升 8.6%，每張訂單平均交易金額為港幣 635 元，交易金額較 2023 年增加 8.7%，顧客每次平均購買 2.35 件商品，較 2023 年數字（2.28 件）高。
SHOPLINE 香港副總經理簡家樂（Vincent）分析香港商戶去年整體表現時指：「儘管 2024 年本港全年零售業總銷貨價值臨時估計較 2023 年全年下跌 7.3%，SHOPLINE 香港商戶的三項主要表現數據（銷售商品交易總額、顧客平均購買商品數量、及訂單平均交易金額）均比去年有所增長，籍此反映出近年市民消費模式的轉變 —— 消費者消費態度更趨謹慎，謹慎在於貴精不貴多，更重視消費的價值和體驗。這就是我們彙整商戶銷售活動數據編撰《白皮書》的目的：透過數據分析行業走勢，為商戶提供來年營商致勝指南。」
全方位銷售（OMO）貢獻全年總 GMV 逾六成
市民消費模式轉變持續影響本港零售業表現，《白皮書》數據清晰反映，消費者並非不消費，而是態度愈趨審慎，其消費旅程比以往增添更多考慮因素。故此 2025 年零售業致勝的黃金定律，在於如何透過全渠道接觸點喚起顧客意識，向他們提供有用資訊和人性化互動引起其興趣，再憑藉科技找到適合的時機和媒介精準宣傳，驅使他們決定購買。
在開拓全渠道接觸點方面，SHOPLINE 全方位銷售模式（OMO）恆之有效，去年逾三成（31.1%）SHOPLINE 香港商戶採用 OMO 模式，其平均交易總額比純電商商戶高超過三分之二（68.8%），OMO 商戶業務的交易總額更佔所有香港商戶全年 GMV 總額逾六成（62.9%）。
數碼零售方案助兩類傳統產業成功吸金
SHOPLINE 香港商戶過去數年在大環境壓力下依然展現韌力，吸引更多零售企業選擇在 SHOPLINE 開店，令 2024 年商戶總數按年上升 7.7%。多個零售產業當中，以「美妝保養及個人護理」及「醫療與保健」商戶最受惠於數碼轉型，不同的智慧零售方案分別為兩產業帶來極具效益的正面影響：
「美妝保養及個人護理」產業：從廣告代言到多元銷售場景
SHOPLINE 的「美妝保養及個人護理」產業泛指售賣彩妝、保養、美容、個人清潔、護理用品相關產品的商戶。《白皮書》數據顯示，儘管顧客審慎消費，他們每次在美妝和個人護理商戶仍願意花費上千，每張單平均單價為港幣 922 元，每次平均購買 6 件產品。
據 SHOPLINE 觀察，美妝產業的行銷策略在過去一年經歷明顯轉變，如今商戶更積極開拓多方面銷售場景，重新定義消費者如何與美妝產品和品牌互動。《白皮書》數據顯示，「美妝保養及個人護理」產業裡採用 OMO 模式的商戶，其平均 GMV 比經營純網店的商戶高 5.7 倍。除此之外，自家品牌 App 將購物商店、會員優惠、門市掃描會員碼或取貨碼、訊息廣播等功能集於一身，成為美妝產業眾多線上銷售場景中業績最佳的窗口：商戶在建立自家品牌手機 App 之後， GMV 及平均訂單數量分別增 17.4% 及 14.5%，平均訂單金額更高達港幣 1,426 元，整體令「美妝保養及個人護理」成為去年營業額按年增長率最高的產業（40.2%）。
「醫療與保健」產業：EDM 工具成行銷利器
SHOPLINE 的「醫療與保健」產業泛指售賣養生、保健、健身、體型管理等產品的商戶。全球消費者醫療保健產業發展迅速，其市場規模及至 2030 年將達 5,483.1 億美元；消費者（尤其亞太區）積極主動管理個人健康，健康且富有人士更願意增加在營養補充劑方面的消費，更不時把握季度購物節等優惠活動、大手預購保健品囤貨。目前，「醫療與保健」產業在 SHOPLINE 平台上只屬少數，然而產出的交易總額卻是所有產業中排名第四，僅次於「美妝保養及個人護理」產業，有偌大增長空間。
雖然「醫療與保健」產業前景樂觀，商戶營商時卻必須份外留神。面對與自己健康攸關的產品，消費者購物時儘管仍視價格為首要考量，但他們亦特別重視產品的成分劑量與健康認證，在消費旅程上，他們期望能充分掌握產品成分、實驗結果、專家認證、有效日期等等資料，電郵行銷（EDM）能提供有價值的內容，而由 SHOPLINE 自家研發的電郵及 SMS 行銷工具 SmartPush 結合 ChatGPT 自動生成豐富的電郵內容，成為醫療與保健產業商戶最有效的行銷渠道之一。《白皮書》數據指出，去年使用 SmartPush 的「醫療與保健」產業商戶，其 GMV 及平均訂單量比無使用的商戶分別高 1.25 倍和 1.43 倍。
2025 年不容錯失的三大智慧零售策略
1) 直播達成全年以十億計業績
直播銷售持續盛行，去年 SHOPLINE 香港商戶共進行超過 3 萬場次直播，比 2023 年增逾八成（80.6%），訂單平均單價為港幣 712 元，單計直播期間所產生的 GMV 更錄得按年增長 78%。商戶亦緊扣直播與各方智慧銷售策略致勝，包括輔助直播的貼文銷售、網店下單等，去年全年 GMV 總額以十億計，比 2023 年度上升 23.3%。SHOPLINE 亦統計，有接近七成（68.6%）的商戶每次使用超過兩個平台進行直播，SHOPLINE LIVE 直播購物功能方便商戶一次過管理多個社交平台，抓緊與顧客互動的每刻促成生意。
2) AI 功能助商戶創高近八成業績
截至 2024 年末，有四成 SHOPLINE 香港商戶正使用 AI 功能，其 GMV 比未應用者高近八成（79.8%）。AI 革新消費體驗、賦能業務增長，例如 infFITS 智能尺寸 AI 服務，透過 AI 驅動的 3D 建模和大數據，分析顧客的體型數據，比對品牌尺碼特點，為顧客提供最適合的尺寸建議，打破網店未能提供試身服務的痛點。平台統計顯示，品牌在使用 infFITS 後，商品頁面的轉換率大幅提升 1.39 倍，購物車轉換率提升 17.4%，更大大降低退貨率，減省不少物流與人力成本。
在向顧客推送個性化推薦方面，SHOPLINE 的「AI 智慧推薦」 功能根據顧客過去的購買紀錄與瀏覽行為，比對商品名稱、描述與分類，因應店內最近一小時的上下架庫存狀況，自動推薦最可能吸引顧客的商品，令商品點擊率提升三成、推薦引導營業額佔比提升 1.15 倍。及至客服範疇，SHOPLINE 最新的 AI 工具之一、「AI 知識庫」讓商戶建立專屬自己品牌的 AI 助手，按顧客查詢而向客服建議答案，甚至以「AI 知識庫」培訓新入職員工。目前 SHOPLINE 香港商戶向 AI 助手提問總次數已累積近 4,000 次，證明「AI 知識庫」 功能已被廣泛使用。
有研究指 AI 預計將於 2030 年為香港企業帶來高達 2,874 億港元的經濟效益，尤其在香港電商市場中將扮演愈加重要的角色，商戶應持續探索 AI 應用，SHOPLINE 亦積極將生成式 AI 技術等引入服務中，協助商家提升競爭力。
3) 跨境銷售業績連升五年
香港不少中小企都以深耕全球零售市場為目標，政府推出「電商易」協助港商拓展跨境電商業務，而 SHOPLINE《白皮書》數據顯示，截至去年有近四成（39%）SHOPLINE 香港商戶進行跨境銷售，營業額更連升五年，2024 年更按年升 19.6%。按海外訂單地區分佈，香港跨境商戶境外銷售市場頭三位依次為澳門、美國及內地。
香港貿發局去年進行的市場調查指出，已開展電商模式的企業當中，分別有 64.3% 及 43.9% 通過自家品牌網店及眾多不同特色的電商平台銷售產品。以 SHOPLINE 平台上「旅遊及文創服務」產業為例，去年該產業的海外訂單數量增幅最強勁，造就產業營業額按年增幅及商戶數量按年增幅為全平台第二高。
儘管如此，包括地緣政治局勢等因素令跨境銷售充滿挑戰，來自不同地區、擁不同文化背景的顧客，其消費旅程和對售後服務的期望都不一樣，商戶必須仔細處理以確保顧客獲得滿意購物體驗。SHOPLINE 建議商戶先利用 RFIM 模型將跨境顧客分群，制定精準的推廣策略；其次提供無縫且安全的支付方式，針對澳門作為香港商戶最大的境外銷售市場，SHOPLINE 現已與澳門通合作，接入 MPay 所提供的安全支付方式。而優質的售後服務亦是商戶突圍而出的重要一環，商戶可善用 WhatsApp Business API （WABA）自動更新訂單狀態，即時解決顧客在訂單前後的疑難，例如：系統會自動發送 WhatsApp 訊息更物流狀態（已付款、已發貨、已送達），讓顧客實時追蹤訂單進度，顯著減少客服回覆相關查詢的成本和負擔。由於海外市場物流關稅政策充滿變數，商戶須時刻緊貼最新消息，並可善用 LLM（大型語言模型）技術，例如：透過 SmartPush 輸出多達 34 種不同語言的訊息（EDM 或 SMS），向不同地區的顧客發送最新關稅資訊。此外，利用商品成長探測（Product Growth Explorer）根據商品的瀏覽量及銷量的高低，更準確預估商品銷售潛力，從而調整美國或其他海外市場的庫存。長遠而言更可利用人工智能及機器學習技術，即時在網店及其他渠道更新關稅附加費等資訊。這些策略不僅能提升跨境電商的競爭力，更能協助商戶開拓更廣闊的國際市場，實現業務增長。
按此下載 SHOPLINE《2025 香港電商白皮書》完整報告。
【Press Release】SHOPLINE Signals a New Era for Hong Kong Retail Landscape with the Latest Hong Kong eCommerce Whitepaper 2025
Hong Kong, 16 April 2025: All-in-One business partner SHOPLINE today released the latest edition of Hong Kong eCommerce Whitepaper (“The Whitepaper”), revealing insights and analyses on retail industry trends. According to the report, SHOPLINE Hong Kong merchants achieved an 8.6% year-on-year (YoY) growth in gross merchandise volume (GMV) in the past year and had an average order value of HK$635 per transaction – an 8.7% increase compared to 2023. On average, customers purchased 2.35 items per transaction – up from 2.28 items in 2023.
Vincent Kan, Deputy General Manager of SHOPLINE Hong Kong, analysed the overall performance of Hong Kong merchants last year, said: “Despite a 7.3% YoY decrease of estimate of the value of total retail sales in Hong Kong for 2024, SHOPLINE Hong Kong merchants demonstrated growth across 3 key performance indicators – GMV, average number of items purchased per customer, and average order value per order. This reflects a shift in consumer behavior that they are becoming more cautious in spending, prioritising quality over quantity and placing greater emphasis on the value and experience of their purchases. Ultimately, this Whitepaper, built on the back of our merchants’ sales insights, aims to decode the evolving market and empower businesses with the knowledge they need to thrive next year.”
Online-Merging-Offline (OMO) Model Contributed Over 60% of Total Annual GMV
Evolving consumer spending patterns continue to reshape Hong Kong’s retail landscape. The SHOPLINE Whitepaper demonstrated that consumers are not ceasing spending but are exhibiting a more discerning approach, with their purchasing journey now involving more considerations. Consequently, the key to success in the 2025 retail sector lies in effectively engaging customers through online-merging-offline (OMO) touchpoints. This necessitates providing valuable information and personalised interactions to cultivate interest, followed by leveraging technology to identify optimal timing and channels for targeted promotion, driving purchase conversions.
SHOPLINE’s OMO model has been successful in developing omnichannel touchpoints thus delivering strong business results. In the past year, 31.1% of SHOPLINE Hong Kong merchants embraced the OMO model, and their average total transaction value significantly exceeded that of pure online merchants by more than two-thirds (68.8%). Moreover, the total transaction value generated by OMO-enabled businesses represented 62.9% of the total annual GMV of all Hong Kong merchants on the platform.
Two Established Retail Verticals Boosted by Digital Retail Solutions, Driving Significant Revenue
Despite prevailing economic pressures in recent years, SHOPLINE has demonstrated remarkable resilience, hence attracting a 7.7% YoY growth in the total number of merchants in Hong Kong in 2024. Notably, merchants from the Beauty and Care and Medical and Health categories particularly benefited from digital transformation; a range of smart retail solutions has delivered highly effective and positive impacts:
Beauty and Care Category: From Endorsements to Diverse Sales Windows
SHOPLINE’s Beauty and Care category encompasses merchants selling cosmetics, skincare, beauty, personal hygiene and related products. The Whitepaper revealed that despite cautious consumer spending, customers remained willing to spend significantly in this category, with an average order value of HK$ 922 and an average of 6 items purchased per transaction.
Notably, the category showed a notable shift in marketing strategies over the past year, with merchants increasingly exploring diverse sales windows, redefining how they interact with customers. Merchants utilising the OMO model achieved an average GMV 5.7 times higher than those operating solely online. Furthermore, brands deploying mobile apps, integrating features such as e-shops, members offers, membership codes or order pickup codes, and promotional message broadcasts, have emerged as the top-performing online sales channel within this category. Following the establishment of their own brand mobile apps, merchants experienced a significant increase of 17.4% in GMV and a 14.5% rise in average order quantity, with an even higher average order value of HK$ 1,426. Overall, this contributed to it becoming the category with the highest YoY revenue growth rate (40.2%) last year.
Medical and Health Category: EDM Tools Proven to Be Powerful Marketing Assets
The global healthcare retail industry is experiencing rapid growth, with its market size projected to reach US$548.31 billion by 2050. Consumers, particularly in the Asia-Pacific region, are proactively managing their personal health, and affluent health-conscious individuals are increasingly willing to spend more on nutritional supplements, often capitalising on seasonal shopping festivals to make bulk purchases of health products. Under this context, SHOPLINE’s Medical and Health category, encompassing merchants selling products related to wellness, health, fitness, and weight management, while representing a small segment on the SHOPLINE platform, its generated GMV ranked fourth among all categories, following the large Beauty and Personal Care category, indicating significant potential for growth.
While the outlook for the Medical and Health category is promising, merchants must exercise particular diligence in their operations. When purchasing personal health-related products, consumers, while still prioritising price, also place significant emphasis on product ingredient dosage and health certifications. Throughout their purchasing journey, they expect to have comprehensive access to information regarding product ingredients, experimental results, expert endorsements, expiration dates, and more. Email Direct Marketing (EDM) can provide valuable content in this regard, and SHOPLINE’s proprietary email and SMS marketing tool, SmartPush, integrated with ChatGPT to automatically generate rich email content, has become one of the most effective marketing channels for merchants in the medical and health category. The Whitepaper indicated that Medical and Health merchants who utilised SmartPush last year enjoyed 1.25 times higher GMV and 1.43 times higher average order volume compared to those who did not.
Top 3 Smart Strategies for Future-Proofing Retail in 2o25
1) Livestreaming Achieved Billions of Annual Sales
Livestream shopping remained a dominant trend. In 2024, SHOPLINE Hong Kong merchants conducted over 30,000 livestream sessions, an increase of 80.6% compared to 2023. The average order value from livestreams was HK$ 712, and the GMV generated during livestream sessions alone saw a YoY growth of 78%. Merchants are also effectively integrating livestreaming with various smart sales strategies, including social media post-selling and online store orders to complement the live sessions. This holistic approach resulted in billions of total annual GMV last year, a significant 23.3% increase compared to 2023. SHOPLINE data also indicated that 68.6% of merchants utilised more than 2 platforms for each livestream. SHOPLINE LIVE’s feature streamlines the management of multiple social media platforms, enabling merchants to capitalise on every moment of customer interaction to drive sales.
2) AI Capabilities Drove Nearly 80% Higher Gains for Merchants
As of the end of 2024, 40% of SHOPLINE Hong Kong merchants are leveraging AI functionalities, and their GMV is nearly 80% (79.8%) higher than that of non-adopters. AI is revolutionising the consumer experience and empowering business growth. For example, smart size AI infFITS utilises AI-driven 3D modeling and big data to analyse customer body measurements and compare them against brand-specific size charts, providing shoppers with the most accurate size recommendations. This effectively addresses the challenge of online stores not offering fitting services. Platform statistics reveal that brands implementing infFITS have experienced a significant 1.39 times increase in product page conversion rates and a 17.4% uplift in shopping cart conversion rates. Furthermore, it has substantially reduced return rates, leading to considerable savings in logistics and labour costs.
When it comes to offering personalized recommendations for customers, SHOPLINE’s AI Smart Recommendation feature analyses customers’ past purchase history and browsing behaviour, comparing product names, descriptions, and categories. Taking into account real-time inventory changes within the last hour, it automatically recommends products that are most likely to appeal to each customer, resulting in a 30% increase in product click-through rates and a 1.15 times increase in revenue attributed to recommendations. In customer service, AI Database, one of SHOPLINE’s latest AI features, enables merchants to build a brand-specific AI assistant. This assistant suggests responses to customer inquiries for customer service agents and can even be used to train new employees. SHOPLINE Hong Kong merchants have currently posed nearly 4,000 queries to the AI assistant, demonstrating widespread adoption.
3) Cross-Border Sales Achieve Five Consecutive Years of Growth
Many Hong Kong SMEs aim to cultivate a strong presence in the global retail market. The government’s “E-commerce Easy” scheme supports Hong Kong businesses in expanding their cross-border e-commerce operations. The Whitepaper revealed that 39% of SHOPLINE Hong Kong merchants engaged in cross-border sales as of last year, with their revenue in this area demonstrating growth for 5 consecutive years, including a significant 19.6% YoY increase in 2024. In terms of overseas order distribution, the top 3 international sales markets for Hong Kong cross-border merchants are Macau, the United States, and Mainland China.
A market survey conducted by the Hong Kong Trade Development Council (HKTDC) last year indicated that among businesses that have adopted e-commerce models, 64.3% sell their products via their own-brand online stores, and 43.9% via various specialised e-commerce platforms. Taking the Travel, Culture and Service category on the SHOPLINE platform as an example, it experienced the strongest growth in overseas order volume last year, contributing to it achieving the second-highest YoY increase in both revenue and the number of merchants across the entire platform.
Nevertheless, cross-border sales face considerable challenges, including geopolitical factors. Customers from different regions with diverse cultural backgrounds have distinct purchasing journeys and after-sales service expectations, requiring merchants to handle these nuances carefully to ensure customer satisfaction. Merchants may first utilise an RFIM model to segment their cross-border customers, enabling precise promotional strategies. Secondly, providing seamless and secure payment methods is crucial. Recognising Macau as the largest overseas sales market for Hong Kong merchants, SHOPLINE has partnered with Macau Pass to integrate the secure payment gateway provided by MPay.
Furthermore, high-quality after-sales service is a key differentiator for merchants. Leveraging the WhatsApp Business API to automate order status updates can significantly enhance the customer experience and reduce operational burdens. For example, the system can automatically send WhatsApp messages updating customers on the logistics status (paid, shipped, delivered), allowing real-time order tracking and substantially decreasing customer service inquiries related to shipping.
Given the fluctuating logistics and tariff policies in overseas markets, merchants must stay informed of the latest developments. Utilising Large Language Model (LLM) technology, such as SmartPush, to generate messages (EDM or SMS) in up to 34 different languages enables merchants to disseminate the latest tariff information to customers in various regions. Additionally, employing the Product Growth Explorer to analyse product popularity and sales volume can provide accurate forecasts of sales potential, facilitating inventory adjustments in the United States and other overseas markets. In the long run, integrating Artificial Intelligence and Machine Learning technologies to update tariff surcharges and other relevant information in real-time across online stores and other channels will be crucial. These strategies will not only enhance the competitiveness of cross-border e-commerce operations but also assist merchants in expanding into broader international markets and achieving sustainable business growth.
Click here to download the SHOPLINE Hong Kong eCommerce Whitepaper 2025 full report for more industry insights.
SHOPLINE 全球智慧開店平台，為品牌提供一站式網店建立、管理線上與線下商店的智慧開店服務。
自 2013 年創辦以來，全球已經有超過 600,000 個品牌使用 SHOPLINE 的服務成功開店， 透過創新的服務與國際化的團隊，持續為品牌賣家打造最好的產品和服務，以網店平台為核心，提供跨境、O2O 線上線下整合、POS 系統等全方位解決方案，更成為在亞洲市場的行業先驅。
自 2013 年創辦以來，全球已經有超過 600,000 個品牌使用 SHOPLINE 的服務成功開店， 透過創新的服務與國際化的團隊，持續為品牌賣家打造最好的產品和服務，以網店平台為核心，提供跨境、O2O 線上線下整合、POS 系統等全方位解決方案，更成為在亞洲市場的行業先驅。