E-commerce market volume SEA 2022-2030, by country

By 2030, the Indonesian e-commerce market was predicted to generate around 150 billion U.S. dollars in online retail sales, increasing from 65 billion U.S. dollars in 2024. By 2030, Indonesia was forecasted to account for over 40 percent of the Southeast Asian e-commerce market, likely due to a growing middle class and the increasing access to the internet. Other emerging markets include Malaysia, the 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.