探谋：2025年东南亚电子商务市场洞察报告

Market Growth and Potential - Southeast Asia is a significant economic engine in the Asia-Pacific region, with the e-commerce market accelerating since the mid-2010s. The total Gross Merchandise Value (GMV) is expected to reach $159 billion in 2024, representing a year-on-year growth of 15%. The compound annual growth rate (CAGR) is projected to be 10.42% until 2029. Indonesia leads with a GMV of $56.81 billion, while Malaysia has the lowest growth rate at 10.63%. Vietnam and Thailand are experiencing growth rates exceeding 15% [1][2][3]. Consumer Behavior and Preferences - In terms of product categories, electronics are the best-selling items in Indonesia, Malaysia, and the Philippines, while fashion, food, and beauty products are also popular. Indonesia shows a strong demand for food products, and Thailand has a high demand for beauty and personal care items. Shopee dominates the market with the highest monthly traffic across all five countries, particularly in Vietnam (170 million) and Indonesia (130 million). TikTok Shop, although not included in website traffic rankings, is rapidly growing, with a projected GMV of over $21 billion in 2024, primarily in Thailand and Indonesia. Social media penetration exceeds 70%, and mobile e-commerce accounts for over 60% of B2C transactions in Indonesia and Thailand [2][3][4]. E-commerce Platform Competitive Landscape - Shopee leads the market with a 45.9% market share, followed by Lazada. The merger of TikTok and Tokopedia has resulted in a combined market share of 28.1%, reshaping the competitive landscape. TEMU, under Pinduoduo, has quickly entered multiple markets with a daily GMV exceeding $1 million, although it faces regulatory challenges. The main sales categories are electronics, fashion, and beauty, with TikTok Shop's beauty and personal care sales accounting for 38% of its total sales. Shopee has significant traffic advantages in Vietnam and Indonesia, while Tokopedia's monthly traffic in Indonesia exceeds 60 million [3][4][5]. Regulations, Logistics, and Market Entry - Foreign investment regulations vary, with the Philippines and Vietnam being more open to foreign capital, allowing cross-border sales without local entities. In contrast, Indonesia and Thailand have strict requirements for establishing local entities, with Indonesia imposing a foreign ownership limit of 49% (up to 100% under specific conditions). Logistics costs as a percentage of GDP vary significantly, with the Philippines at 27% and Thailand at 14%. Malaysia and Thailand exhibit higher logistics efficiency, while overall tariffs are low, though certain categories (like electronics and toys) require certification, with Indonesia's import tariffs reaching as high as 150% [4][5]. Emerging Trends and Opportunities - Social commerce and live streaming are on the rise, with TikTok Shop's sales expected to grow by 115% year-on-year in 2024, driven primarily by Thailand and Indonesia, contributing over 60% of sales. KOL marketing is becoming a key strategy for brands to reach consumers, with Facebook and TikTok as primary platforms for collaboration. Chinese platforms are also emerging, with Alibaba investing over $5.8 billion in Lazada, and Chinese companies deeply engaging in regional competition through capital cooperation and localization strategies. The report highlights that Southeast Asia's e-commerce market presents high growth potential and complexity, necessitating businesses to adapt to local regulations, logistics characteristics, and consumer preferences while leveraging social marketing and localization strategies for market expansion [5][6].