Xin Ou
Research expert covering Greater China
Online shopping behavior in Southeast Asia - statistics & facts
Retail online shopping is growing rapidly in Southeast Asia, with the Southeast Asian e-commerce market expanding year after year. The rising internet penetration, smartphone usage, and increasing use of digital payments in the region have been key growth drivers of the market, resulting in constantly evolving consumer habits. As competition intensifies, understanding consumer behavior becomes even more crucial for businesses and retailers aiming to stay ahead in the market.
Recent trends of social commerce and live commerce are further reshaping shopping behavior in Southeast Asia. Popular platforms like TikTok and Facebook are driving product discovery and influencing consumer purchase decisions. Live commerce has gained significant traction as it creates a more engaging and trust-driven shopping experience, where consumers can engage with sellers and influencers in real-time before making a purchase. As a result, brands and retailers are increasingly adopting live streaming as a key strategy to boost engagement and sales.
The rise of e-commerce in Southeast Asia
The share of online shoppers accelerated greatly after the COVID-19 pandemic, emphasizing the shifting shopping behavior of Southeast Asian consumers. E-commerce has been on the rise in the region, with e-commerce platforms generating billions of web sessions. The gross merchandise value (GMV) of e-commerce platforms doubled in 2023, compared to 2020. Among the top platforms, Shopee and Lazada stood out in the region. While Shopee is a Singapore-based company, it has shown great popularity in Indonesia and Vietnam. In both countries, beauty, health, and personal care was the category with the highest GMV on Shopee. Additionally, the growing demand for fashion, electronics, and home essentials highlights the diversity of online shopping preferences among Southeast Asian consumers.Consumer preferences and shopping trends
Consumers in Southeast Asia shifted to shopping online instead of traditional offline shopping due to various reasons. Convenience, prices, and flash sales are a few of the many benefits they take advantage of when shopping online. Mobile shopping has become particularly popular, making online shopping even faster as users can shop through mobile apps. Additionally, digital payments in e-commerce further support the increasing online shopping shift, making the whole process of ordering easier without the need for cash.Recent trends of social commerce and live commerce are further reshaping shopping behavior in Southeast Asia. Popular platforms like TikTok and Facebook are driving product discovery and influencing consumer purchase decisions. Live commerce has gained significant traction as it creates a more engaging and trust-driven shopping experience, where consumers can engage with sellers and influencers in real-time before making a purchase. As a result, brands and retailers are increasingly adopting live streaming as a key strategy to boost engagement and sales.
