Federal Express Corporation (FedEx) has released insights from a recent survey exploring trends and sentiment around the year-end festive shopping season among businesses and consumers across Asia Pacific (APAC) and Europe.
Conducted in September 2025, the survey gathered insights from 850 small and medium-sized businesses (SMEs) and 850 consumers across 13 APAC markets, along with over 1,200 SMEs across 9 European markets. It examines business expectations for the holiday gifting season and highlights customer preferences and concerns.
The findings reveal strong optimism, with over 70% of APAC businesses and over 80% of European businesses expecting better holiday sales compared to last year. APAC businesses are already gearing up for robust cross-border demand from Europe during the year-end shopping season, with many beginning preparations as early as September.
Cross-border e-commerce and major online shopping festivals continue to fuel demand. This year, 88% of APAC consumers plan to conduct at least a quarter of their holiday shopping online, and 53% intend to increase their online activity compared to last year. Shopping festivals such as Double 11, Black Friday, and Cyber Monday are especially influential, with 83% of Asian shoppers factoring these events into their holiday purchase planning.
SMEs are adjusting their strategies accordingly, with 91% of APAC businesses and 83% of European businesses viewing e-commerce shopping festivals as critical for capturing seasonal demand.
Speed and affordability emerge as top priorities for APAC shoppers
While appetite for European goods is strong among APAC shoppers, more product choices, competitive delivery speed, and costs remain top of mind. Nearly nine in ten APAC shoppers say efficient shipping is essential when purchasing holiday gifts online.
However, delayed deliveries (55%) and elevated shipping costs (45%) are the primary pain points from previous seasons, underscoring the need for e-tailers to optimize logistics performance and customer experience.
These concerns directly impact purchasing decisions. More than half of APAC consumers indicate that lower shipping costs (53%) and faster delivery times (50%) would increase their likelihood of buying from European sellers.
Businesses in both regions are stepping up to meet rising customer expectations. Nearly one-third of APAC (29%) and European (33%) businesses are enhancing their fulfillment and delivery operations to better support cross-border demand, while over one-third (34%) of APAC and (32%) of European firms are strengthening their customer service capabilities.
Encouragingly, 85% of businesses in both APAC and Europe say they are confident about meeting delivery deadlines during this year’s holiday season.
“In Asia Pacific, the festive gifting season stretches well beyond Christmas and into Lunar New Year, creating one of the world’s most dynamic windows for cross-border commerce,” said Salil Chari, senior vice president, Marketing and Customer Experience, FedEx Asia Pacific.
“With e-commerce surging across APAC and Europe, e-tailers are gearing up to maximize sales.”
