Asia Pacific customers are increasingly focused on seamless and enriching experiences when it comes to online brand engagement, according to a new commerce report released by Adobe, in partnership with YouGov.

Titled ‘Listen: A Magento ‘Meaningful CX’ Series’, the report underpins the ever-increasing importance of customer experiences for brands looking to stay ahead in the competitive online retail space.

While price remains a key determinant, the study suggests that online retailers need to focus on customer experience strategies. 37% of Australian survey respondents consider it important that a website loads quickly and more than half (53%) of the same consumers say that a website’s ease of use is critical to their shopping experience.

Adobe head of APAC commerce marketing, Nicholas Kontopoulos said, “As customers expect more personalised engagements, brands need to craft strategies with customer experience at the heart. There is a growing need to focus on multi-channel, focused engagement opportunities which cater to the customers’ need for seamless and exceptional experiences across the board.

“There is also a requirement for online retailers to demonstrate clear brand utility for customers in return for their information, create more engagement and engender more meaningful relationships.”

When it comes to technologies such as automation and Artificial Intelligence in Australia, 40% responded positively to the prospect of AI being used to increase sales and profits by online retailers, while the other 40% are “fairly” or “very” uncomfortable with it.

Further, only 13% were receptive to getting automated product suggestions based on their purchase history, however, this comes with the expectation of privacy as 52% say it’s important that brands safeguard their data.