Southeast Asia consists of 11 countries, six of which lead the region economically: Indonesia, Thailand, Malaysia, Singapore, the Philippines and Vietnam. With a complete population of 655 million, a young demographic and online retail sales expected to grow by 44.4% annually, Southeast Asia is an exciting region for e-commerce.
The region is characterised by a wealthy landscape of local e-commerce corporations whose brands can be recognized by few people outside Southeast Asia. The biggest players, which include Shopee, Lazada and Tokopedia, are online marketplaces that sell a various range of products, much like Amazon. They account for a big share of total online retail sales in Southeast Asia, which is anticipated to succeed in $55 billion in 2020.
Despite the similarities of local online marketplaces in Southeast Asia to Amazon, this can be a region where Amazon may be very little of a force. It was launched in Singapore in 2019, but still lags far behind local alternatives. Chinese e-commerce brands also wouldn’t have a powerful presence within the region. However, billions of dollars have been invested within the e-commerce industry in Southeast Asia, each from China and the West.
Shopee is the most important online marketplace in Southeast Asia, with 198 million monthly visits. Lazada is comparable in size and has 162 million monthly visits. Both corporations operate throughout the region, but their country structure is totally different. While 29% of Shopee’s traffic comes from Indonesia (by far the most important economy in Southeast Asia), crucial countries for Lazada are Thailand and the Philippines.
The next largest markets, Tokopedia and Bukalapak, are almost exclusively Indonesian, as is the sixth largest portal, Blibli. All three sell general merchandise and record a combined 115 million monthly visits from Southeast Asia.
Two other single-country markets, Tiki and Sendo, make the list, with 22 million and 11.4 million monthly visits respectively. Both concentrate on Vietnam, the smaller economy of the six leading economies within the region, however the fastest growing.
Next in line is the clothing chain Zalora, the just one on the list that makes a speciality of one product category, with 7.7 million visits per thirty days. Fashion is the preferred segment of the e-commerce market in Southeast Asia 27% total sales.
The last market on the list is Qoo10. It sells a big selection of products to countries throughout the region, with 60% of its traffic coming from Singapore.
Source: Webretailer.com
