Charts: Ecommerce in Southeast Asia (Stats, Outlook)

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Southeast Asia is ready for explosive ecommerce progress. A brand new report from Bain & Firm gives the small print.

The report, “e-Conomy SEA 2021,” (PDF) covers six nations: Vietnam, Thailand, Philippines, Malaysia, Singapore, and Indonesia. It’s the end result of multiyear analysis and evaluation from Bain, Google Traits, and Temasek, an funding agency owned by the federal government of Singapore.

The area is among the many world’s fastest-growing digital markets, in keeping with the report, primarily as a result of younger demographics, accelerated smartphone utilization, urbanization, and a rising center class.

The report initiatives total on-line spending (gross merchandise quantity) within the area to roughly double by 2025, reaching $362 billion, throughout 4 segments:

  • Ecommerce. Marketplaces, resellers, direct-to-consumer.
  • Journey. Flights, accommodations, trip leases.
  • Transport & meals. Transportation, meals supply.
  • Media. Promoting, gaming, video-on-demand, music-on-demand.

Ecommerce GMV by itself may also double — from $120 billion in 2021 to $234 billion by 2025 — to stay the largest phase, in keeping with the Bain report. In 2021 alone, ecommerce will develop 62% from $74 billion in 2020.

Vietnam and the Philippines are the area’s fastest-growing on-line economies. Vietnam’s on-line GMV will practically triple from 2021 to 2025, from $21 billion to $57 billion. Indonesia is the area’s largest total digital financial system, hitting $146 billion by 2025.

The shift to digital spending has, predictably, affected longstanding shopper loyalty. A weblog submit by Bain in July 2020 confirms the impact, citing the proportion of shoppers in Southeast Asia that had tried a brand new model for the reason that outbreak of Covid as in comparison with shoppers in China and the U.S.


At $120 billion, complete 2021 ecommerce gross sales in Southeast Asia are among the many world’s largest exterior of China and the U.S.

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