Frictionless commerce is on the rise but what remains important for retailers is “to look at what triggers the customer to buy, and how they actually buy it”, said Anke Zeller, vice president of group strategy for payment solutions company Wirecard.

At the Retail Asia Conference in Hong Kong, Zeller highlighted some findings from two of its studies – the Digital Payments Landscape in Hong Kong report, as well as last year’s International Holiday Shopping Report.

Here are eight things retailers should know about shoppers in the region – and in particular, Hong Kong, Singapore and Malaysia:

1. Cash reigns for brick-and-mortar in Hong Kong

While the Hong Kong market is digitally savvy, “cash is actually still king” for making in-store payments, while credit cards are the top payment method for online transactions.

According to Wirecard’s 2019 Digital Payments Landscape in Hong Kong report, the majority of shoppers in Hong Kong pay using cash (88%) when they shop in-store.