Southeast Asia Tops Worldwide Ecommerce Development


Southeast Asia consists of Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. 5 of them are among the many quickest rising ecommerce markets worldwide, comprising half of the highest 10.

This text will give attention to these 5: Indonesia, Malaysia, the Philippines, Thailand, and Vietnam.

Till just lately Southeast Asia was an ecommerce laggard and overshadowed digitally by China and Japan. Impediments included poor infrastructure, restricted web availability, and client skepticism. Most residents haven’t any pc. However almost all of them now have cell units and thus web entry. Cell penetration charges for the 5 international locations hover round 100%.

Covid-19 brought on a shift in client habits as shops closed in 2020 and 2021. In line with a report from Google and Bain & Firm, as many as 40 million individuals in Singapore, Malaysia, Indonesia, Philippines, Vietnam, and Thailand grew to become new web customers in 2020. eMarketer projected the area’s 2022 ecommerce gross sales progress at 20.6%, the very best on this planet, totaling $89.67 billion.

Nation Statistics

Except famous in any other case, the data beneath is from Statista’s ecommerceDB.

  • Indonesia, with a inhabitants of 278 million, is the area’s largest market for on-line buying with gross sales of $43.4 billion in 2021 and year-over-year progress of 32%. The highest Indonesian marketplaces within the nation are Tokopedia (an area agency), Shopee, China-based JD, and Lazada. Indonesia has a 73.7% web penetration price. Electronics and furnishings are the primary product classes.
  • Malaysia’s inhabitants is 32.8 million. 2021 ecommerce gross sales had been $6.3 billion, 15% increased than 2020. Shopee is probably the most visited market, adopted by native platform PGMall, which companions with JD. Electronics and trend are the highest two buy classes. The nation has an 89.6% web penetration price.
  • Thailand, with a inhabitants of 70 million, had ecommerce income of $10.5. billion in 2021 and year-over-year progress of 28%. JD, Shopee, and Lazada are the most well-liked marketplaces. Electronics and private care are the primary product classes. Thailand’s web penetration is 77.8%.
  • Vietnam has a inhabitants of 98.2 million and 2021 ecommerce income of $8 billion, 24% increased than in 2020. The highest marketplaces are Shopee and two native suppliers: The Gioi Di Dong and Dien Might Xanh. The nation has 73.2% web penetration.
  • The Philippines, with a inhabitants of 112.7 million — second to Indonesia — has comparatively low ecommerce engagement. 2021 income estimates fluctuate from $5.5 billion (World Information) to $12 billion (Statista). Shopee and Lazada are the 2 main marketplaces. The Philippines has the bottom web penetration at 68%.


Lazada, owned by the Alibaba Group, has a presence in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. As soon as the most important market within the area when it comes to clients, Lazada has been overtaken by Shopee.

Nonetheless, LazMall connects buyers to over 32,000 main worldwide and native manufacturers. It sells items in electronics, automotive, trend, well being and sweetness, and groceries. It reportedly has the strongest logistics community and quickest delivery within the area. LazMall generates roughly $1.5 billion in annual gross sales, making it the most important ecommerce web site in Southeast Asia by income. Lazada will get over 50 million guests month-to-month and presents a customized achievement service.

Shopee, based in Singapore, operates all through Southeast Asia in addition to Taiwan, Brazil, and some different international locations. It started as a consumer-to-consumer market however has developed right into a business-to-consumer mannequin whereas nonetheless providing C2C companies. Going through excessive inflation, in June Shopee laid off workers in Indonesia, Thailand, and Vietnam. It shut down Mexico operations this month.

Shopee has logistics partnerships with native corporations the place it operates. Its cost system, ShopeePay, is an built-in cell pockets. In March, Shopee partnered with 2C2P, a world funds platform. The partnership permits ShopeePay as a cost choice for 2C2P’s in depth service provider community throughout the 5 markets in Southeast Asia.

Tokopedia was based in 2009 in Indonesia as a C2C market. Tokopedia has developed to assist small Indonesian avenue distributors promote their merchandise throughout the nation, which consists of 17,000 islands. The positioning now has 12 million retailers. Final month it launched GoPayLater Cicil, a buy-now-pay-later service.

Tokopedia works with 13 logistics and achievement suppliers for same-day supply. Retailers can retailer their merchandise in Tokopedia warehouses situated all through Indonesia. The corporate’s promoting platform helps retailers promote their companies and merchandise.


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