E-commerce in Southeast Asia - statistics & facts
The e-commerce wave is transforming how millions of consumers shop, sell, and live, reshaping economies and redefining business models as companies are trying to stay afloat in the digital era. As internet penetration in Southeast Asia skyrockets, online purchases are becoming more frequent as well. In some Southeast Asian countries, consumers already prefer to shop online over in physical stores, an inclination likely to continue with increasing product availability, convenience, and the solidifying of trends such as live commerce.
Online shopping platforms such as Shopee, Lazada, or Tokopedia were the most-visited e-commerce websites across the region. Among those three, Shopee accumulated the highest gross merchandise value among the e-commerce platforms. Despite TikTok Shop joining the market late in 2021, it has already established itself as a major competitor against the other e-commerce giants in the region, reaching the same gross merchandise value as Tokopedia in 2023.
Leading digital markets
The most populated country in Southeast Asia, Indonesia leads by e-commerce market size. The markets in all Southeast Asian countries were forecast to further grow in the coming years, but Vietnam, Thailand, and the Philippines projected significant growth compared to their current market size.Online shopping platforms such as Shopee, Lazada, or Tokopedia were the most-visited e-commerce websites across the region. Among those three, Shopee accumulated the highest gross merchandise value among the e-commerce platforms. Despite TikTok Shop joining the market late in 2021, it has already established itself as a major competitor against the other e-commerce giants in the region, reaching the same gross merchandise value as Tokopedia in 2023.
