Speed and affordability top APAC shoppers’ priorities, as 8 in 10 APAC and European businesses remain confident about meeting delivery deadlines this holiday season
Federal Express Corporation (FedEx), one of the world’s largest express transportation companies, has released new insights from a recent survey examining business sentiment and consumer behavior ahead of the year-end festive shopping season across Europe and Asia Pacific (APAC).
Conducted in September 2025, the study gathered responses from 850 small and medium-sized enterprises (SMEs) and 850 consumers across 13 APAC markets, alongside more than 1,200 SMEs in nine European markets. The survey explores holiday sales expectations, cross-border shopping trends, and the evolving priorities of online consumers.
Holiday Sales Outlook Remains Strong
The findings reveal widespread optimism among businesses, with over 70% of APAC companies and more than 80% of European firms expecting stronger holiday sales compared to last year. In APAC, many businesses began preparing as early as September, anticipating increased cross-border demand—particularly from European markets—during the peak shopping season.
Cross-border e-commerce and major online shopping festivals continue to drive momentum. This year, 88% of APAC consumers plan to complete at least a quarter of their holiday shopping online, while 53% expect to increase their online purchases compared to last year. Events such as Double 11, Black Friday, and Cyber Monday remain highly influential, with 83% of Asian shoppers factoring these sales into their holiday buying decisions.
In response, SMEs are aligning their strategies accordingly. About 91% of APAC businesses and 83% of European businesses consider online shopping festivals critical to capturing seasonal demand.
Speed and Cost Drive Purchasing Decisions
While demand for European products among APAC shoppers remains strong, delivery speed, affordability, and product variety are top considerations. Nearly nine in ten APAC consumers say efficient shipping is essential when purchasing holiday gifts online.
However, lingering challenges remain. Delayed deliveries (55%) and high shipping costs (45%) continue to be the most common pain points from previous holiday seasons. These factors significantly influence purchasing behavior, with more than half of APAC consumers saying lower shipping costs (53%) and faster delivery times (50%) would increase their likelihood of buying from European sellers.
To address these expectations, businesses on both sides are enhancing their capabilities. Nearly one-third of APAC (29%) and European (33%) businesses are upgrading their fulfillment and delivery operations, while over one-third are strengthening customer service functions. Encouragingly, 85% of businesses across both regions remain confident in their ability to meet delivery deadlines this holiday season.
Supporting SMEs Through Smart Logistics and Digital Solutions
“In Asia Pacific, the festive gifting season extends well beyond Christmas and into Lunar New Year, creating one of the most dynamic periods for cross-border commerce globally,” said Salil Chari, Senior Vice President for Marketing and Customer Experience, FedEx Asia Pacific. “As e-commerce accelerates across APAC and Europe, businesses are gearing up to capture seasonal demand. Through our extensive network and intuitive digital solutions, we help merchants streamline logistics, enhance customer experiences, and stay competitive during peak periods.”
Maribeth Espinosa, Managing Director of FedEx Philippines, highlighted the local opportunity: “The Philippines celebrates one of the world’s longest holiday seasons—from September through the New Year. Combined with our rapidly growing e-commerce ecosystem, this creates significant potential for cross-border trade. FedEx is committed to supporting Filipino MSMEs as they expand globally, ensuring shipments arrive on time for every celebration.”
FedEx continues to empower e-tailers with integrated digital logistics solutions. Its Ship Manager platform is seamlessly integrated with leading e-commerce marketplaces such as Shopify and BigCommerce, allowing merchants to create shipments and manage documentation directly from their online stores—an essential advantage during high-volume holiday periods.
To meet growing expectations for speed and reliability, services such as FedEx® International Connect Plus provide cost-effective international shipping within APAC and to the U.S. and Europe, typically delivering within one to three business days. On the last-mile front, FedEx operates a network of approximately 260,000 smart lockers across APAC, offering customers secure and convenient pickup options. Enhanced tracking, flexible delivery choices, and digital tools such as FedEx® Delivery Manager International and Picture Proof of Delivery further strengthen customer confidence throughout the delivery journey.
Together, these solutions position FedEx as a key enabler of cross-border e-commerce growth—helping businesses and consumers alike make the most of the holiday shopping season.
