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South East Asia E-commerce Market
South East Asia E-commerce Market by Business Model (Horizontal E-commerce and Vertical E-commerce), Browsing Medium, Payment Mode (Card Payments, Digital Wallets, Bank Transfers, Cash Payments), Operating Channel, and Offering - Forecast to 2030
Report ID:MRICT - 104916 Pages: 300 Jul-2024 Formats*: PDF Category: Information and Communications Technology Delivery: 24 to 72 HoursThe South East Asia E-commerce Market is projected to reach $762.6 billion by 2030, at a CAGR of 19.8% from 2024 to 2030.
The growth of this market is driven by the rising Internet and smartphone penetration, growing usage of social media and social commerce, the adoption of the omni-channel business model, and advances in multiple payment modes. However, concerns over online fraud and cybersecurity issues are expected to restrain the market's growth.
E-commerce automation and the expansion of cross-border E-commerce are expected to offer significant market growth opportunities. However, navigating local laws and legislation for cross-border operations and building consumer trust without physical touch and feel experience are some of the challenges for the players operating in this market.
Key trends in the South East Asia E-commerce market include the adoption of simulations for product testing and validation and the integration of AR and VR technologies in E-commerce.
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Rising Penetration of the Internet and Smartphones
E-commerce has significantly reshaped consumer shopping preferences and has gained prominence worldwide, including in South East Asian countries. This remarkable growth can be attributed to widespread Internet adoption, especially in developing regions. Technological advancements are driving transformative changes in South East Asian economies. Leading technology-driven countries like Singapore are at the forefront of embracing cutting-edge technologies such as virtual reality, artificial intelligence, and autonomous vehicles, which increasingly rely on Internet services.
Furthermore, rapid technological advancements have made the Internet one of the world's most valuable tools, particularly in South East Asia, where mobile Internet usage is leading globally. For example, according to ASEAN.org, people in Indonesia, Malaysia, the Philippines, and Thailand spend more than four hours daily using mobile Internet, exceeding the global average of three hours.
In 2022, over 460 million people in South East Asia accessed the Internet, a penetration rate of 80%. Furthermore, South East Asia and Oceania are witnessing a significant increase in monthly data traffic per smartphone, with a projected 29% surge. The region's economy has become more resilient and diversified, contributing to the rising penetration of the Internet and smartphones, which, in turn, fuels the growth of the South East Asia E-commerce market.
Key Findings in the South East Asia E-commerce Market Study:
The Vertical E-commerce Segment to Register the Highest CAGR During the Forecast Period
Based on business model, the South East Asia E-commerce market is segmented into horizontal E-commerce and vertical E-commerce. The vertical E-commerce segment is projected to register the highest CAGR during the forecast period. The growth of this segment is driven by the rising popularity of dedicated E-commerce portals due to quicker shopping experiences and personalized merchandising offered by these portals. The vertical E-commerce model allows businesses to offer customers a focused and tailored shopping experience within specific product categories, enabling them to stand out from broader E-commerce platforms and establish a strong brand presence.
The Mobile/tablet Segment to Register the Highest CAGR During the Forecast Period
Based on browsing medium, the South East Asia E-commerce market is segmented into desktop/laptop and mobile/tablet. Further, the mobile/tablet segment is sub-segmented into application-based and browser-based. The mobile/tablet segment is projected to register the highest CAGR during the forecast period. The growth of this segment is driven by the higher sales of mobile/tablet devices compared to laptops/desktops and the rising Internet penetration. The compact and user-friendly size of smartphones is the primary driver behind the higher sales of smartphones in the market.
The Digital Wallets Segment to Register the Highest CAGR During the Forecast Period
Based on payment mode, the South East Asia E-commerce market is segmented into card payments, digital wallets, bank transfers, cash payments, and other payment modes. The digital wallets segment is projected to register the highest CAGR during the forecast period. The growth of this segment is driven by the convenience and security associated with digital wallets, as well as the active promotion of digital wallet usage by E-commerce platforms.
The Omni-channel E-commerce Segment to Register the Highest CAGR During the Forecast Period
Based on operational channel, the South East Asia E-commerce market is segmented into pure play E-commerce and omni-channel E-commerce. The omni-channel E-commerce segment is projected to register the highest CAGR during the forecast period. The growth of this segment is driven by attributed to the seamless customer experience offered by these channels, resulting in increased sales, consumer traffic, customer loyalty, and better data collection, enabling businesses to optimize customer interactions and resource management.
The Beauty & Fashion Products Segment to Register the Highest CAGR During the Forecast Period
Based on offering, the South East Asia E-commerce market is segmented into beauty & fashion products, travel & tourism, electronic products, household products, pharmaceutical products, food & beverage, and other offerings. The beauty & fashion products segment is projected to register the highest CAGR during the forecast period. The growth of this segment is driven by rapidly changing customer behavior and preference towards online shopping, as well as the high demand for cosmetics and clothing. The rising popularity of mobile wallets and the increasing use of smartphones contribute to the segment's growth. Additionally, the rising incorporation of advanced technologies in online platforms and the availability of various beauty & fashion goods for comparison on E-commerce platforms contribute to the growth of this segment.
Indonesia: Fastest-growing Market in South East Asia
Based on geography, the South East Asia E-commerce market is segmented into Indonesia, Vietnam, Singapore, Thailand, Malaysia, Philippines, and the Rest of South East Asia. The market in Indonesia is slated to register the highest CAGR during the forecast period. The market growth in Indonesia is attributed to the substantial consumer base, the rising penetration of smartphones and internet connectivity, and the presence of numerous E-commerce players and emerging start-ups.
Key Players
The report includes a competitive landscape based on an extensive assessment of the key growth strategies adopted by leading market players. The key players operating in the South East Asia E-commerce market are Amazon.com, Inc. (U.S.), Alibaba Group Holding Limited (China), eBay Inc. (U.S.), JD.com, Inc. (Jingdong) (China), Rakuten, Inc. (Japan), The Home Depot, Inc. (U.S.), Zalando SE (Germany), Otto GmbH & Co KG (Germany), Priceline.com (U.S.), B2W Digital Company (Brazil), Groupon, Inc. (U.S.), Walmart Inc. (U.S.), Inter IKEA Systems B.V. (Netherlands), Costco Wholesale Corporation (U.S.), Shopify Inc. (Canada), Wayfair Inc. (U.S.), Suning.com Co., Ltd. (Suning Commerce Group Co., Ltd.) (China), and Tesco plc (U.K.).
Scope of the report:
South East Asia E-commerce Market Assessment, by Business Model
- Horizontal E-commerce
- Vertical E-commerce
South East Asia E-commerce Market Assessment, by Browsing Medium
- Desktop/Laptop
- Mobile/Tablet
- Application-based
- Browser-based
South East Asia E-commerce Market Assessment, by Payment Mode
- Card Payments
- Digital Wallets
- Bank Transfers
- Cash Payments
- Other Payment Modes
South East Asia E-commerce Market Assessment, by Operating Channel
- Pure Play E-commerce
- Omni-channel E-commerce
South East Asia E-commerce Market Assessment, by Offering
- Beauty & Fashion Products
- Travel & Tourism
- Electronic Products
- Household Products
- Pharmaceutical Products
- Food & Beverage
- Other Offerings
South East Asia E-commerce Market Assessment, by Country/Region
- Indonesia
- Vietnam
- Singapore
- Thailand
- Malaysia
- Philippines
- Rest of South East Asia
Key questions answered in the report:
The South East Asia E-commerce market is projected to reach $762.6 billion by 2030 at a CAGR of 19.8% during the forecast period.
In 2024, the horizontal E-commerce segment is expected to account for the larger share of the South East Asia E-commerce market.
Based on payment mode, the South east Asia E-commerce market is segmented into card payments, digital wallets, bank transfers, cash payments, and other payment modes. In 2024, the card payments segment is expected to account for the largest share of the South east Asia E-commerce market.
The growth of this market is driven by the rising Internet and smartphone penetration, growing usage of social media and social commerce, the adoption of the omni-channel business model, and advances in multiple payment modes. Furthermore, E-commerce automation and the expansion of cross-border E-commerce are expected to offer significant market growth opportunities.
The key players operating in the South east Asia E-commerce market are Amazon.com, Inc. (U.S.), Alibaba Group Holding Limited (China), eBay Inc. (U.S.), JD.com, Inc. (Jingdong) (China), Rakuten, Inc. (Japan), The Home Depot, Inc. (U.S.), Zalando SE (Germany), Otto GmbH & Co KG (Germany), Priceline.com (U.S.), B2W Digital Company (Brazil), Groupon, Inc. (U.S.), Walmart Inc. (U.S.), Inter IKEA Systems B.V. (Netherlands), Costco Wholesale Corporation (U.S.), Shopify Inc. (Canada), Wayfair Inc. (U.S.), Suning.com Co., Ltd. (Suning Commerce Group Co., Ltd.) (China), and Tesco plc (U.K.).
1. Introduction
1.1. Market Definition & Scope
1.2. Market Ecosystem
1.3. Currency and Limitations
1.3.1. Currency
1.3.2. Limitations
1.4. Key Stakeholders
2. Research Methodology
2.1. Research Approach
2.2. Process of Data Collection & Validation
2.2.1. Secondary Research
2.2.2. Primary Research/Interviews with Key Opinion Leaders of the Industry
2.3. Market Sizing and Forecast
2.3.1. Market Assessment Estimation Approach
2.3.2. Growth Forecast Approach
2.4. Assumptions for the Study
3. Executive Summary
3.1. Overview
3.2. Market Analysis, by Business Model
3.3. Market Analysis, by Browsing Medium
3.4. Market Analysis, by Payment Mode
3.5. Market Analysis, by Operational Channel
3.6. Market Analysis, by Offering
3.7. Market Analysis, by Geography
3.8. Competitive Analysis
4. Market Insights
4.1. Overview
4.2. Factors Affecting Market Growth
4.2.1. Drivers
4.2.1.1. Rising Penetration of the Internet and Smartphones
4.2.1.2. Growing Usage of Social Media and Social Commerce
4.2.1.3. Growth in the Omni-channel Business Model
4.2.3.4. Advances in Multiple Payment Modes
4.2.2. Restraints
4.2.2.1. Online Frauds and Cybersecurity Issues
4.2.3. Opportunities
4.2.3.1. E-commerce Automation
4.2.3.2. Expansion of Cross-border E-commerce
4.2.4. Challenges
4.2.4.1. Local Laws and Legislation Affecting Cross-border E-commerce
4.2.4.2. Building Consumer Trust Without Physical Touch and Feel Experience
4.2.5. Trends
4.2.5.1. Use of Simulation in Product Testing and Validation
4.2.5.2. Use of AR and VR in E-commerce
4.3. Case Studies
4.4. Regulatory Analysis
4.5. Supply Chain Analysis
4.6. Porter’s Five Forces Analysis
5. South East Asia E-commerce Market Assessment—by Business Model
5.1. Overview
5.2. Horizontal E-commerce
5.3. Vertical E-commerce
6. South East Asia E-commerce Market Assessment—by Browsing Medium
6.1. Overview
6.2. Desktop / Laptop
6.3. Mobile/Tablet
6.3.1. Application-based
6.3.2. Browser-based
7. South East Asia E-commerce Market Assessment—by Payment Mode
7.1. Overview
7.2. Card Payments
7.3. Digital Wallets
7.4. Bank Transfers
7.5. Cash Payments
7.6. Other Payment Modes
8. South East Asia E-commerce Market Assessment—by Operating Channel
8.1. Overview
8.2. Pure Play E-commerce
8.3. Omni-channel E-commerce
9. South East Asia E-commerce Market Assessment—by Offering
9.1. Overview
9.2. Beauty & Fashion Products
9.3. Travel & Tourism
9.4. Electronic Products
9.5. Household Products
9.6. Pharmaceutical Products
9.7. Food & Beverage
9.8. Other Offerings
10. South East Asia E-commerce Market Assessment—by Country/Region
10.1. Overview
10.2. Indonesia
10.3. Vietnam
10.4. Singapore
10.5. Thailand
10.6. Malaysia
10.7. Philippines
10.8. Rest of South East Asia
11. Competitive Analysis
11.1. Overview
11.2. Key Growth Strategies
11.3. Competitive Benchmarking
11.3. Competitive Dashboard
11.3.1. Industry Leaders
11.3.2. Market Differentiators
11.3.3. Vanguards
11.3.4. Emerging Companies
11.4. Vendor Market Positioning
11.5. Market Share Analysis (2021)
12. Company Profiles (Company Overview, Financial Overview, Product Portfolio, and Strategic Developments)
12.1. Amazon.com, Inc.
12.2. Alibaba Group Holding Limited
12.3. eBay Inc.
12.4. JD.com, Inc.
12.5. Rakuten, Inc.
12.6. The Home Depot, Inc.
12.7. Zalando SE
12.8. Otto GmbH & Co KG
12.9. Priceline.com
12.10. B2W Digital Company
12.11. Groupon, Inc.
12.12. Walmart Inc.
12.13. Inter IKEA Systems B.V.
12.14. Costco Wholesale Corporation
12.15. Shopify Inc.
12.16. Wayfair Inc.
12.17. Suning.com Co., Ltd.
12.18. Tesco plc
(Note: SWOT Analysis of the Top 5 Companies will be provided)
13. Appendix
13.1. Available Customization
13.2. Related Reports
List of Tables
Table 1 Currency Conversion Rates (2019–2022)
Table 2 South East Asia E-commerce Market, by Business Model, 2021–2030 (USD Million)
Table 3 South East Asia Horizontal E-commerce Market, by Country/Region, 2021–2030 (USD Million)
Table 4 South East Asia Vertical E-commerce Market, by Country/Region, 2021–2030 (USD Million)
Table 5 South East Asia E-commerce Market, by Browsing Medium, 2021–2030 (USD Million)
Table 6 South East Asia Desktop/Laptop E-commerce Market, by Country/Region, 2021–2030 (USD Million)
Table 7 South East Asia Mobile/Tablet E-commerce Market, by Type, 2021–2030 (USD Million)
Table 8 South East Asia Mobile/Tablet E-commerce Market, by Country/Region, 2021–2030 (USD Million)
Table 9 South East Asia Mobile/Tablet Application-based E-commerce Market, by Country/Region, 2021–2030 (USD Million)
Table 10 South East Asia Mobile/Tablet Browser-based E-commerce Market, by Country/Region, 2021–2030 (USD Million)
Table 11 South East Asia E-commerce Market, by Payment Mode, 2021–2030 (USD Million)
Table 12 South East Asia E-commerce Market for Card Payments, by Country/Region, 2021–2030 (USD Million)
Table 13 South East Asia E-commerce Market for Digital Wallets, by Country/Region, 2021–2030 (USD Million)
Table 14 South East Asia E-commerce Market for Bank Transfers, by Country/Region, 2021–2030 (USD Million)
Table 15 South East Asia E-commerce Market for Cash Payments, by Country/Region, 2021–2030 (USD Million)
Table 16 South East Asia E-commerce Market for Other Payment Modes, by Country/Region, 2021–2030 (USD Million)
Table 17 South East Asia E-commerce Market, by Operational Channel, 2021–2030 (USD Million)
Table 18 South East Asia Pure Play E-commerce Market, by Country/Region, 2021–2030 (USD Million)
Table 19 South East Asia Omni-channel E-commerce Market, by Country/Region, 2021–2030 (USD Million)
Table 20 South East Asia E-commerce Market, by Offering, 2021–2030 (USD Million)
Table 21 South East Asia E-commerce Market for Beauty & Fashion Products, by Country/Region, 2021–2030 (USD Million)
Table 22 South East Asia E-commerce Market for Travel & Tourism, by Country/Region, 2021–2030 (USD Million)
Table 23 South East Asia E-commerce Market for Electronic Products, by Country/Region, 2021–2030 (USD Million)
Table 24 South East Asia E-commerce Market for Household Products, by Country/Region, 2021–2030 (USD Million)
Table 25 South East Asia E-commerce Market for Pharmaceutical Products, by Country/Region, 2021–2030 (USD Million)
Table 26 South East Asia E-commerce Market for Food & Beverage, by Country/Region, 2021–2030 (USD Million)
Table 27 South East Asia E-commerce Market for Other Offerings, by Country/Region, 2021–2030 (USD Million)
Table 28 Indonesia: E-commerce Market, by Business Model, 2021–2030 (USD Million)
Table 29 Indonesia: E-commerce Market, by Browsing Medium, 2021–2030 (USD Million)
Table 30 Indonesia: Mobile/Tablet E-commerce Market, by Type, 2021–2030 (USD Million)
Table 31 Indonesia: E-commerce Market, by Payment Mode, 2021–2030 (USD Million)
Table 32 Indonesia: E-commerce Market, by Operational Channel, 2021–2030 (USD Million)
Table 33 Indonesia: E-commerce Market, by Offering, 2021–2030 (USD Million)
Table 34 Vietnam: E-commerce Market, by Business Model, 2021–2030 (USD Million)
Table 35 Vietnam: E-commerce Market, by Browsing Medium, 2021–2030 (USD Million)
Table 36 Vietnam: Mobile/Tablet E-commerce Market, by Type, 2021–2030 (USD Million)
Table 37 Vietnam: E-commerce Market, by Payment Mode, 2021–2030 (USD Million)
Table 38 Vietnam: E-commerce Market, by Operational Channel, 2021–2030 (USD Million)
Table 39 Vietnam: E-commerce Market, by Offering, 2021–2030 (USD Million)
Table 40 Singapore: E-commerce Market, by Business Model, 2021–2030 (USD Million)
Table 41 Singapore: E-commerce Market, by Browsing Medium, 2021–2030 (USD Million)
Table 42 Singapore: Mobile/Tablet E-commerce Market, by Type, 2021–2030 (USD Million)
Table 43 Singapore: E-commerce Market, by Payment Mode, 2021–2030 (USD Million)
Table 44 Singapore: E-commerce Market, by Operational Channel, 2021–2030 (USD Million)
Table 45 Singapore: E-commerce Market, by Offering, 2021–2030 (USD Million)
Table 46 Thailand: E-commerce Market, by Business Model, 2021–2030 (USD Million)
Table 47 Thailand: E-commerce Market, by Browsing Medium, 2021–2030 (USD Million)
Table 48 Thailand: Mobile/Tablet E-commerce Market, by Type, 2021–2030 (USD Million)
Table 49 Thailand: E-commerce Market, by Payment Mode, 2021–2030 (USD Million)
Table 50 Thailand: E-commerce Market, by Operational Channel, 2021–2030 (USD Million)
Table 51 Thailand: E-commerce Market, by Offering, 2021–2030 (USD Million)
Table 52 Malaysia: E-commerce Market, by Business Model, 2021–2030 (USD Million)
Table 53 Malaysia: E-commerce Market, by Browsing Medium, 2021–2030 (USD Million)
Table 54 Malaysia: Mobile/Tablet E-commerce Market, by Type, 2021–2030 (USD Million)
Table 55 Malaysia: E-commerce Market, by Payment Mode, 2021–2030 (USD Million)
Table 56 Malaysia: E-commerce Market, by Operational Channel, 2021–2030 (USD Million)
Table 57 Malaysia: E-commerce Market, by Offering, 2021–2030 (USD Million)
Table 58 Philippines: E-commerce Market, by Business Model, 2021–2030 (USD Million)
Table 59 Philippines: E-commerce Market, by Browsing Medium, 2021–2030 (USD Million)
Table 60 Philippines: Mobile/Tablet E-commerce Market, by Type, 2021–2030 (USD Million)
Table 61 Philippines: E-commerce Market, by Payment Mode, 2021–2030 (USD Million)
Table 62 Philippines: E-commerce Market, by Operational Channel, 2021–2030 (USD Million)
Table 63 Philippines: E-commerce Market, by Offering, 2021–2030 (USD Million)
Table 64 Rest of South East Asia: E-commerce Market, by Business Model, 2021–2030 (USD Million)
Table 65 Rest of South East Asia: E-commerce Market, by Browsing Medium, 2021–2030 (USD Million)
Table 66 Rest of South East Asia: Mobile/Tablet E-commerce Market, by Type, 2021–2030 (USD Million)
Table 67 Rest of South East Asia: E-commerce Market, by Payment Mode, 2021–2030 (USD Million)
Table 68 Rest of South East Asia: E-commerce Market, by Operational Channel, 2021–2030 (USD Million)
Table 69 Rest of South East Asia: E-commerce Market, by Offering, 2021–2030 (USD Million)
List of Figures
Figure 1 Research Process
Figure 2 Key Secondary Sources
Figure 3 Primary Research Techniques
Figure 4 Key Executives Interviewed
Figure 5 Breakdown of Primary Interviews (Supply Side & Demand Side)
Figure 6 Market Sizing & Growth Forecast Approach
Figure 7 Key Insights
Figure 8 In 2024, the Horizontal E-commerce Segment to Dominate the South East Asia E-commerce Market
Figure 9 In 2024, the Desktop / Laptop Segment to Dominate the South East Asia E-commerce Market
Figure 10 In 2024, the Card Payments Segment to Dominate the South East Asia E-commerce Market
Figure 11 In 2024, the Omni-channel E-commerce Segment to Dominate the South East Asia E-commerce Market
Figure 12 In 2024, the Beauty & Fashion Products Segment to Dominate the South East Asia E-commerce Market
Figure 13 South East Asia E-commerce Market, by Geography
Figure 14 Market Dynamics
Figure 15 South East Asia E-commerce Market, by Business Model, 2024–2030 (USD Million)
Figure 16 South East Asia E-commerce Market, by Browsing Medium, 2024–2030 (USD Million)
Figure 17 South East Asia E-commerce Market, by Payment Mode, 2024–2030 (USD Million)
Figure 18 South East Asia E-commerce Market, by Operational Channel, 2024–2030 (USD Million)
Figure 19 South East Asia E-commerce Market, by Offering, 2024–2030 (USD Million)
Figure 20 South East Asia E-commerce Market, by Geography, 2024–2030 (USD Million)
Figure 21 Key Growth Strategies Adopted by Key Players (2020–2024)
Figure 22 South East Asia E-commerce Market Share Analysis, by Key Players (2022)
Figure 23 Amazon.com, Inc.: Financial Overview (2022)
Figure 24 Alibaba Group Holding Limited: Financial Overview (2022)
Figure 25 eBay Inc.: Financial Overview (2022)
Figure 26 JD.com, Inc.: Financial Overview (2022)
Figure 27 Rakuten, Inc.: Financial Overview (2022)
Figure 28 The Home Depot, Inc.: Financial Overview (2022)
Figure 29 Zalando SE: Financial Overview (2022)
Figure 30 Otto GmbH & Co KG: Financial Overview (2022)
Figure 31 Priceline.com: Financial Overview (2022)
Figure 32 B2W Digital Company: Financial Overview (2022)
Figure 33 Groupon, Inc.: Financial Overview (2022)
Figure 34 Walmart Inc.: Financial Overview (2022)
Figure 35 Inter IKEA Systems B.V.: Financial Overview (2022)
Figure 36 Costco Wholesale Corporation: Financial Overview (2022)
Figure 37 Shopify Inc.: Financial Overview (2022)
Figure 38 Wayfair Inc.: Financial Overview (2022)
Figure 39 Suning.com Co., Ltd.: Financial Overview (2022)
Figure 40 Tesco plc: Financial Overview (2022)
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