Leading digital marketsAs the most populated Southeast Asian country, Indonesia leads by e-commerce market size. While all markets were forecast to expand significantly in the coming years, Vietnam and the Philippines are among the markets projected to experience the most growth. Foreign online shopping platforms such as Shopee and Lazada were most popular in the emerging digital markets in Southeast Asia. For example, the Singaporean online shopping platform Shopee was the most visited e-commerce website in Vietnam, the Philippines, Thailand, and Malaysia. However, domestic e-commerce websites also generate considerable traffic, like The Gioi Di Dong in Vietnam.
While the leading e-commerce platforms across the region are online marketplaces, social commerce and live commerce are flourishing in Southeast Asia. Vietnam is home to the largest social commerce market in Southeast Asia as well as among the top users of live commerce, surpassing Indonesia and Thailand.