E-commerce will soon transform consumer markets throughout Asia. The impact of this transformation will be deep and far reaching. Asia's shoppers will enjoy new benefits of increased selection, greater price transparency, improved product information, and better customer service. Large numbers of new businesses have already appeared and started to flourish - pure players (retailers whose business is conducted exclusively online) and "clicks and mortar" hybrids. Traditional retailers will see their competitive landscape transformed, as their best customers are lured online. Local and smaller scale retailers will have unprecedented exposure to thousands of potential customers. However, their success is dependent on four basic factors - buyers, sellers, attractive value propositions and enablers. As the elements emerge across Asia, the stage will be set for the continued growth of retail e-commerce.