Xin Ou
Research expert covering Greater China
E-commerce in Southeast Asia - statistics & facts
The e-commerce wave is transforming how millions of consumers shop, sell, and live, reshaping economies and redefining business models as companies are trying to stay afloat in the digital era. As internet penetration in Southeast Asia skyrockets, online purchases are becoming more frequent as well. In some Southeast Asian countries, consumers already prefer to shop online over in physical stores, an inclination likely to continue with increasing product availability, convenience, and the solidifying of trends such as live commerce.
Online shopping platforms such as Shopee, Lazada, or Tokopedia were the most-visited e-commerce websites across the region. Among those three, Shopee accumulated the highest gross merchandise value among the e-commerce platforms. Despite TikTok Shop joining the market late in 2021, it has already established itself as a major competitor against the other e-commerce giants in the region, reaching the same gross merchandise value as Tokopedia in 2023.
Leading digital markets
The most populated country in Southeast Asia, Indonesia leads by e-commerce market size. The markets in all Southeast Asian countries were forecast to further grow in the coming years, but Vietnam, Thailand, and the Philippines projected significant growth compared to their current market size.Online shopping platforms such as Shopee, Lazada, or Tokopedia were the most-visited e-commerce websites across the region. Among those three, Shopee accumulated the highest gross merchandise value among the e-commerce platforms. Despite TikTok Shop joining the market late in 2021, it has already established itself as a major competitor against the other e-commerce giants in the region, reaching the same gross merchandise value as Tokopedia in 2023.
What are Southeast Asian consumers purchasing online?
Clothing and beauty are some of the leading shopping categories on e-commerce platforms among Southeast Asian consumers. Food delivery and online grocery markets have also significantly grown in market size, with a great share of consumers making weekly online grocery purchases in Southeast Asia. The comfort of buying products from home results in an increasing online shopping environment and an increasing use of online platforms as frequent shopping channels, instead of visiting physical stores.The rising influence of live commerce
The trend of live commerce is transforming the retail landscape in Southeast Asia, combining live video streaming with the convenience of online shopping. Leading e-commerce platforms already offer live commerce, enabling businesses to reach a wide audience. Consumers find live commerce attractive, as one of the leading reasons to watch live commerce is the availability of good deals and product reviews on the spot. This dynamic approach to shopping is set to redefine consumer behavior and drive future growth in the region's e-commerce sector.
