Online shopping behavior in Southeast Asia - statistics & facts

The e-commerce market in Southeast Asia is expected to reach over 211 billion U.S. dollars by 2025. Retail online shopping is growing rapidly in Southeast Asia, with Southeast Asian e-commerce market growing year after year. Along with the market expansion, the share of first-time online shoppers has increased in the past few years. As online shopping is widely used but new to many consumers in Southeast Asia, it is crucial to understand the needs and patterns of online shoppers.

Consumer preferences

Fashion and beauty are the leading product categories of online shopping in Southeast Asia. Consumers in Southeast Asia are open to trying new shopping experiences. However, a good deal of Southeast Asian shoppers are sticking to in-store shopping for beauty products. Many consumers in Southeast Asia are interested in sustainable fashion as well as second-hand fashion. Along with it, consumer-to-consumer online marketplaces are gaining traction, such as Carousell. Online marketplaces are a popular channel for product discovery, with over half of the surveyed shoppers using them as such. Social media was a close second for product discovery in Southeast Asia. Omnichannel retail shopping is common among Asian consumers where consumers browse products online but prefer to buy them in a retail store.

Leading shopping destinations

Partly because of the COVID-19 pandemic, the share of consumers shifting to online shopping compared to in-store shopping is high in Southeast Asia. Southeast Asian online shopping is a bubble where the most prominent players are regional companies. Singapore-based Shopee is, by far, the biggest online shopping destination in Southeast Asia, with over 342 million monthly visits. Lazada, another e-commerce company from Singapore and Tokopedia from Indonesia are the next most visited online shopping destinations in Southeast Asia. Lazada, owned by Alibaba Group, operates in the big six Southeast Asian countries, while Tokopedia’s largest presence is in Indonesia. Besides the giants, some local favorites include OKXE in Vietnam, Lotus’s in Thailand, Mudah.my in Malaysia, and multi-brand rewards app yuu in Singapore.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by S. Ganbold, Mar 26, 2024

Key insights

Share of consumers shopping online through apps and websites
62%
E-commerce market size
131 billion U.S. dollars
Share of consumers shopping online more after COVID-19
62%
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