As Artificial Intelligence drives the rapid acceleration of digitisation, consumers are embracing digital tools and connectivity to simplify their lives. At the same time—perhaps in contrast—the demand for sustainability is also rising across many product categories. This reflects a dual desire: to stay seamlessly connected across all aspects of their life, anytime and anywhere, while also engaging with sustainable products and services which are often rooted in specific geographies. Meanwhile, geopolitical tensions, inflation, and conflicts in Europe and the Middle East are casting a long shadow over global supply chains. Businesses and consumers alike are navigating renewed uncertainty, grappling with rising costs and disruptions that are reshaping purchasing decisions worldwide.
Exploring the shifting dynamics of the sourcing ecosystem, this report provides key insights designed to help buyers and suppliers navigate a rapidly evolving landscape as they plan for growth in the year ahead. The findings are based on a quantitative survey conducted by the Hong Kong Trade Development Council (HKTDC), supplemented by insights from secondary sources, including media reports and third-party industry research.
Emerging Sourcing Priorities
The sourcing landscape is evolving rapidly as businesses are forced to contend with looming tariff threats, geopolitical uncertainty, rapid technological shifts, and changing market dynamics. As constant disruptions force firms to rethink procurement strategies, hybrid sourcing models – which combine digital tools with more traditional approaches – are proving essential.
Sourcing Cycle – Balancing Speed and Flexibility for Maximum Agility
Sourcing Cycles: Getting Shorter and Faster
With consumers demanding faster delivery and greater customisation, firms need to carefully assess the cost implications of different products across customers and distribution channels, especially as sustainability concerns gain prominence.[1] Meanwhile, as supply chain pressures ease across labour, warehousing, transportation and manufacturing, buyers are shortening their sourcing cycles. In 2024, 21% of surveyed buyers sourced products and services on a weekly basis, while another 27% opted for monthly ordering. This shift highlights the return to improved “just-in-time” sourcing models – driven partly by the emergence of artificial intelligence (AI)[2].
[1] https://kpmg.com/xx/en/our-insights/operations/six-supply-chain-trends-to-watch-in-2025.html
[2] https://www.scmr.com/article/ai-driven-sourcing-why-the-speed-of-change-is-going-to-only-accelerate
Sourcing Cycles: Speed Limits Vary by Regions
While more buyers globally prefer to source on a monthly basis, regional differences remain substantial. Stung by price sensitivity and wary of uncertain economic conditions, European buyers show a strong preference for more frequent sourcing, with 32% opting for weekly orders. This allows them to remain agile as they seek better deals, manage budgetary constraints, and adapt to the latest trends[1]. In contrast, buyers from ASEAN and the Rest of Asia prefer quarterly orders, prioritising stability and long-term relationships with trusted suppliers.
[1] https://www.forrester.com/press-newsroom/2023-forrester-b2b-buyers-journey/
Global Buyers’ Sourcing Destinations & Target Markets
Sourcing Destinations – It’s All About Mainland China & Hong Kong
China is Still the Most Popular Sourcing Spot
HKTDC’s findings confirm that China, cited by 74% of respondents, remains the world’s most popular sourcing destination, behind Hong Kong (66%) and Asia (excluding Mainland China and Hong Kong) (35%). Despite ongoing discussions around “de-coupling” and reshoring, Asian economies continue to play a critical role in global supply chains[1]. Southeast Asia, in particular, is capitalising on its strategic location, competitive labor costs, growing markets, and improving infrastructure to solidify its position as an emerging global manufacturing hub[2]. The region’s commitment to trade liberalisation stands in stark contrast to rising protectionist trends elsewhere—whether joining trade agreements like RCEP[3] or regional initiatives and agreements[4].
[1] https://www.investmentmonitor.ai/news/chinas-supply-chain-dominance-holds-steady-despite-shakeup-speculation/
[2] https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/diversifying-global-supply-chains-opportunities-in-southeast-asia
[3] https://eastasiaforum.org/2024/11/09/free-trade-agreements-key-to-asias-prosperity/
[4] https://www.unescap.org/kp/2024/preferential-trade-agreements-trends-and-developments-asia-and-pacific-20242025
Target Markets – Europe and Asia at the Forefront
While Europe remains the top priority for 40% of surveyed firms, Asia’s rapidly expanding economies are increasingly capturing attention, with 34% of respondents prioritising the region. As urbanisation accelerates and digital adoption surges, Asia’s vast and growing consumer base[1], coupled with rising disposable incomes and a booming e-commerce sector[2] is driving demand for a broader range of products.
[1] https://www.euromonitor.com/article/fastest-growing-cities-in-asia-pacific-offer-strategic-business-opportunities
[2] https://www.researchandmarkets.com/reports/5648329/asia-pacific-ecommerce-market-opportunities
Sourcing Channels: Time to Go Hybrid
The pandemic turbocharged the shift to online sourcing, solidifying it as a vital complement—if not yet a full replacement—for brick-and-mortar channels. Artificial intelligence is accelerating this transformation, sparking a boom in data-driven products and services across industries.
Buyers Increasingly Favour Hybrid Models
According to the survey, 63% of buyers use a mix of offline and online channels to source products and services, while 26% rely solely on physical channels, and 11% source exclusively through digital platforms such as virtual exhibitions and online trading sites. This secular shift toward digital sourcing is driven by firms becoming more proficient in using data to deliver personalised experiences[1] as tools like chatbots powered by generative AI are proving critical to success.[2] However, the continued relevance of physical channels highlights the importance for suppliers to develop hybrid sales strategies that give customers the flexibility to purchase on their own terms.
[1] https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2024/06/navigating-the-future-of-seamless-commerce-in-asia-pacific.pdf
https://www.digitalcommerce360.com/2025/01/30/b2b-buyer-digital-transformation-infographic/
[2] https://retailasia.com/videos/omnichannel-retail-transforms-unified-data-and-conversational-ai
The Inexorable Rise of Online Sourcing
Online sourcing continues to grow in popularity, with just over 20% of buyers now allocating 10% or less of their sourcing to online channels. However, projections for the next two years point towards a significant shift, with nearly 60% of surveyed buyers expecting to conduct more than half of their sourcing activities online.
Online Sourcing Platforms Dominated by a Few Leaders
As sourcing activities increasingly move online, hktdc.com Sourcing has emerged as the preferred platform for 68% of surveyed buyers, followed by Alibaba (55%), Amazon (26%), and Global Sources (20%). HKTDC’s strong presence in physical trade fairs has reinforced HKTDC.com Sourcing’s credibility as a trusted sourcing platform offering a seamless year-round online-to-offline experience. The success of hktdc.com Sourcing, alongside other platforms, underscores the diverse preferences and needs of online buyers based on their specific sourcing requirements. Notably, buyers tend to diversify their sourcing strategies, with many of them using more than one platform according to the product strength of each platform.
The Search for Novelty is Driving Online Sourcing
As buyers seek to differentiate themselves, 79% of respondents who source products and services online do so primarily to identify new products. The ability to access a diverse range of products from suppliers worldwide makes online platforms an attractive option for those looking to expand their offerings. Beyond product discovery, buyers are also seeking new suppliers to reduce their reliance on current suppliers and negotiate better terms.
Watch Out for the Second Part of the Survey Report!
We will look into the Key Product Categories and Sourcing Trends in Part 2 of this Survey Report, check it out:
International Buyer Sourcing Behaviour Survey 2025: Strategic Sourcing in Uncertain Times (Part 2)
Remarks: Survey and charts source – International Buyer Sourcing Behaviour Survey 2024-25
