跨境电商平台出海目的地（东南亚市场）：TikTok Shop横扫市场，本土电商与跨境电商形成优势互补 头豹词条报告系列

Investment Rating - The report assigns a 4-star rating to the cross-border e-commerce platforms targeting the Southeast Asian market [32]. Core Insights - The cross-border e-commerce market in Southeast Asia is experiencing rapid growth, driven by the region's economic rise, a young consumer base that is price-sensitive, and low brand loyalty. TikTok Shop has emerged as a dominant player through its interest-based e-commerce model and localization strategies, significantly boosting industry scale. The future will see local and cross-border e-commerce platforms complementing each other, with new entrants like Temu further expanding the market [3][34]. Industry Definition - Cross-border e-commerce refers to international commercial activities where trading entities from different customs territories transact through e-commerce platforms, facilitating electronic payments and logistics to deliver goods across borders [4]. Industry Classification - Southeast Asian e-commerce platforms can be categorized into comprehensive e-commerce platforms and vertical e-commerce platforms [6]. Industry Characteristics - The Southeast Asian e-commerce market is characterized by: 1. Rapid market growth, with a 15% increase in 2023, making it the fastest-growing retail e-commerce market globally [12]. 2. Price sensitivity among consumers, particularly in countries with lower GDP per capita [14]. 3. Low brand loyalty, with a decline in brand loyalty from 45.9% in 2020 to 40.8% in 2023 [15]. Development History - The Southeast Asian e-commerce market has entered a high-speed growth phase since 2022, marked by rapid market expansion and intensified competition among cross-border e-commerce platforms [18]. Industry Scale - The market size of cross-border e-commerce platforms targeting Southeast Asia grew from $64.09 billion in 2021 to $90.29 billion in 2023, with a compound annual growth rate (CAGR) of 18.69%. Projections indicate growth from $121.65 billion in 2024 to $233.66 billion by 2028, with a CAGR of 17.72% [34]. Competitive Landscape - The competitive landscape is dominated by established players like Shopee and Lazada, while TikTok Shop's merger with Tokopedia is expected to reshape the market dynamics. TikTok Shop's GMV surged from $600 million in 2021 to $16.3 billion in 2023, achieving a CAGR of over 400% [21][26][51].