Southeast Asia includes Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam. Five of them are among the fastest growing e-commerce markets in the world, accounting for half of the top 10.

This article will focus on the following five countries: Indonesia, Malaysia, Philippines, Thailand, and Vietnam.

Until recently, Southeast Asia was behind the e-commerce market with China and Japan overshadowing the digital industry. Barriers include poor infrastructure, limited internet access and lack of customer skepticism. Many residents do not have computers. But almost everything has a mobile device and therefore access to the Internet. Mobile penetration rates for all five countries hover around 100%.

Covid-19 has changed consumer behavior and stores are closing in 2020 and 2021. According to a report by Google and Bain & Company, up to 40 million people in Singapore, Malaysia, Indonesia, the Philippines, and Vietnam and Thailand have become new employees. in the year 2020. eMarketer predicted regional e-commerce growth in 2022 at 20.6%, the highest in the world, totaling $89.67 billion.

Statistics by country

Unless otherwise stated, the information below comes from the Statista e-commerce database.


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