Trends & Guides

Analysing HK's Top E-Commerce Players on Black Friday

29 November 2017 | Jeremy Chew

Its no surprise that Hong Kong consumers prefers to shop in physical stores on regular basis, however consumers are increasingly going online when it comes to sale periods such as Singles’ Day or Black Friday. The rationale is simple, it is convenient and does not require shoppers to wait in long lines to get what they want. From the retailers’ point of view, it’s the best way to market niche products to consumers who have specific needs.

As such, the recent Black Friday was a significant day for both Hong Kong consumers and e-commerce players. So, who were able to leverage this opportunity and become the most popular online portal amongst consumers? To best assess this, we utilised Google Trends to ascertain the most searched e-commerce in Hong Kong on Black Friday.

Amazon was most searched by consumers on Black Friday

Analysing search interest between 23rd and 25th November, we found the following key insights:

Amazon was most favoured by Hong Kong consumers on Black Friday with Taobao in second place. The top five ecommerce on Black Friday were:



Search Interest Score
















Amazon was popular amongst consumers as it made available products and deals that is mostly unavailable in local physical stores. Part of Amazon’s success in Hong Kong was due to its diverse inhabitants that includes more than 330,000 expats that goes online to obtain products from their home country.

Adding to this point, we saw a high number of search interest for Amazon at 1:00am (on 25 November) as consumers were still searching for the best deals from the US. Assessing the most popular fashion ecommerce, ASOS was the most popular fashion website during Black Friday and garnered the most search interest when compared to competitors such as Zalora, Sephora and Yoox.


Utilising Google Trends, the findings were garnered by analysing search interest of Hong Kong consumers between 00:00, 23 November and 23:00, 25 November 2017. Data was garnered by comparing the search interest between the following terms: ‘ebay’, ‘zalora’, ‘asos’, ‘taobao’ and ‘amazon’.

Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. Likewise, a score of 0 means the term was less than 1% as popular as the peak.

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