Southeast Asia Tops Worldwide Ecommerce Progress

The digital presence of Southeast Asia nations is commonly overshadowed by China’s and Japan’s. However the nations — Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam — are among the many quickest rising ecommerce markets worldwide. 5 of them are within the high 10.

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

Till lately Southeast Asia was an ecommerce laggard. Impediments included poor infrastructure, restricted web availability, and shopper skepticism. Most residents haven’t any laptop. However almost all of them now have cell units and thus web entry. Cell penetration charges for the 5 nations hover round 100%.

Covid-19 induced a shift in shopper conduct as shops closed in 2020 and 2021. Based on a report from Google and Bain & Firm, as many as 40 million folks in Singapore, Malaysia, Indonesia, Philippines, Vietnam, and Thailand turned new web customers in 2020. eMarketer projected the area’s 2022 ecommerce gross sales development at 20.6%, the very best on this planet, totaling $89.67 billion.

Nation Statistics

Until 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 development of 32%. The highest Indonesian marketplaces within the nation are Tokopedia (a neighborhood 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 have been $6.3 billion, 15% larger than 2020. Shopee is essentially 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 development 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% larger than in 2020. The highest marketplaces are Shopee and two native suppliers: The Gioi Di Dong and Dien Could 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 range from $5.5 billion (International 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 biggest market within the area by way of prospects, Lazada has been overtaken by Shopee.

Nonetheless, LazMall connects customers 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 transport 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 success service.

Shopee, based in Singapore, operates all through Southeast Asia in addition to Taiwan, Brazil, and some different nations. It started as a consumer-to-consumer market however has developed right into a business-to-consumer mannequin whereas nonetheless providing C2C providers. 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 fee system, ShopeePay, is an built-in cell pockets. In March, Shopee partnered with 2C2P, a world funds platform. The partnership permits ShopeePay as a fee possibility for 2C2P’s intensive 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 road 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 success suppliers for same-day supply. Retailers can retailer their merchandise in Tokopedia warehouses positioned all through Indonesia. The corporate’s promoting platform helps retailers promote their companies and merchandise.

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