E-commerce market volume in SEA 2019-2025, by country

For 2025, the Indonesian e-commerce market was predicted to generate 82 billion U.S. dollars in online retail sales, increasing from 20.9 billion U.S. dollars in 2019. By 2025, Indonesia was forecasted to account over 50 percent of the Southeast Asian e-commerce market due to a growing middle class and the increasing access to the internet. Other emerging markets include Malaysia, Philippines, Thailand and Vietnam.

E-commerce in Southeast Asia
As of 2018, the leading product categories for online shopping categories of Southeast Asia were fashion, electronics and beauty. The consumers preferably purchase products in online marketplaces that offer brand clothing, on social media or on websites with other non-brand retailers. The preferred payment method was cash on delivery or via credit and debit card. Interestingly, the existence of online shopping enabled many consumers to become smart in buying. It is now possible to compare prices or read reviews online before buying in-store or to go in-store to check on product quality before buying something online.

Omni-channel experiences through e-commerce
With no doubt, e-commerce has been steadily growing with the emergence of numerous online retail brands and online marketplaces. Further, more and more fashion brands provide the option of browsing products on their online shop while consumers are shopping in the physical store, so the customer can check on size availability and order it for delivery to their homes or to the store. Given that, omni-channel experiences are highly relevant for offering the customer more convenience and to increase customer loyalty.

Retail e-commerce market volume in Southeast Asia in 2019 and 2025, by country

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Release date

October 2019



Survey time period


Special properties

excluding online media and travel sales

Supplementary notes

* Forecast.

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Statistics on "E-commerce in the United Kingdom (UK)"

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