n 2022, Indonesia was Southeast Asia's largest makeup market based on monthly e-commerce sales, making up over one-third of the total market share. At the same time, Thailand and Vietnam ranked second, each accounting for 19 percent of the e-commerce makeup market share in the region.
The Southeast Asian e-commerce market is expected to grow considerably in the coming years. Undersaturated markets like Vietnam and Indonesia were projected to grow exponentially. Indonesia, the largest e-commerce market in Southeast Asia, is expected to reach nearly 100 billion U.S. dollars by 2025. Social commerce is an emerging segment of e-commerce in the region. Most young consumers in Indonesia purchase cosmetics and beauty products on social media. Around half of the surveyed youth in Thailand, Vietnam, and Malaysia also use social media to buy beauty products.
Market share of makeup market based on monthly e-commerce sales in Southeast Asia in 2022, by country
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Indonesia, Malaysia, Philippines, Singapore, Vietnam, Thailand
Survey time period
December 2022
Supplementary notes
Data was collected based on 300 thousand SKUs including prices, sales volume, and brand information from Shopee and Lazada among several key markets in Southeast Asia.
Total e-commerce market size of makeup market in Southeast Asia was estimated at 330 million U.S. dollars based on average monthly sales.
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TMO Group. (January 13, 2023). Market share of makeup market based on monthly e-commerce sales in Southeast Asia in 2022, by country [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/1418648/sea-e-commerce-makeup-market-share-by-country/
TMO Group. "Market share of makeup market based on monthly e-commerce sales in Southeast Asia in 2022, by country." Chart. January 13, 2023. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/1418648/sea-e-commerce-makeup-market-share-by-country/
TMO Group. (2023). Market share of makeup market based on monthly e-commerce sales in Southeast Asia in 2022, by country. Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/1418648/sea-e-commerce-makeup-market-share-by-country/
TMO Group. "Market Share of Makeup Market Based on Monthly E-commerce Sales in Southeast Asia in 2022, by Country." Statista, Statista Inc., 13 Jan 2023, https://www.statista.com/statistics/1418648/sea-e-commerce-makeup-market-share-by-country/
TMO Group, Market share of makeup market based on monthly e-commerce sales in Southeast Asia in 2022, by country Statista, https://www.statista.com/statistics/1418648/sea-e-commerce-makeup-market-share-by-country/ (last visited August 24, 2024)
Market share of makeup market based on monthly e-commerce sales in Southeast Asia in 2022, by country [Graph], TMO Group, January 13, 2023. [Online]. Available: https://www.statista.com/statistics/1418648/sea-e-commerce-makeup-market-share-by-country/