2025年东盟六国电商交易破1800亿美元 视频电商成增长引擎

Group 1 - The core e-commerce market in six ASEAN countries (Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam) is projected to reach approximately $181 billion by 2025, reflecting a 16% growth from $156 billion in 2024 [1] - The overall digital economy in ASEAN is expected to grow by 15% year-on-year, reaching $299 billion, marking the second consecutive year of double-digit expansion [1] - The growth dynamics are shifting from a subsidy-driven model to a new consumption model centered around content, interaction, and algorithms [5] Group 2 - ASEAN has a population of nearly 700 million, with increasing smartphone and mobile internet penetration, leading to a unique shopping behavior that is deeply integrated with mobile and social platforms [6] - Video e-commerce is becoming a decisive variable, with projections indicating it will contribute approximately 25% to the overall e-commerce GMV by 2025, up from less than 5% in 2022 [7] - The rise of platforms like TikTok is accelerating this shift, as video content provides a more intuitive presentation of products, enhancing user trust and reducing decision-making time [7] Group 3 - The product category structure in ASEAN e-commerce is evolving, with increased online penetration of electronics, food, fresh produce, and home goods, driven by higher consumer trust in online shopping [8] - Consumers are breaking down psychological barriers regarding high-decision-cost products, indicating a shift in purchasing behavior [9] - Algorithms are becoming central to e-commerce efficiency, with platforms integrating short video content into the transaction process, creating a closed loop that enhances user engagement and conversion rates [10][11] Group 4 - The purchasing logic of ASEAN consumers is changing, with trust replacing price as the core decision factor, driven by the transparency offered by short videos and live streams [12] - Shopping is becoming more emotional and social, with users engaging in live interactions and community-driven consumption experiences [12] - The future of ASEAN e-commerce will be driven by content and intelligence, with a focus on video e-commerce as a foundational infrastructure and AI capabilities as a competitive threshold [13]