中金 • 全球研究 | 东南亚数字经济：逐鹿群雄，强者恒强

Core Insights - The Southeast Asian e-commerce market is projected to reach $190 billion in 2024, growing to $268 billion by 2026, with a compound annual growth rate (CAGR) of 18.8%. This growth highlights the interplay between traditional platform operations and the emerging "entertainment shopping" model [2][5] - The top three platforms in the Southeast Asian market are expected to hold over 66% market share in 2024, indicating increasing market concentration [2][6] E-commerce vs. Entertainment Shopping - The e-commerce sector in Southeast Asia is experiencing robust growth, with a projected GMV of $190 billion in 2024, reflecting a 19% year-on-year increase. The market is expected to expand at a CAGR of 18.8%, surpassing $268 billion by 2026 [5][6] - Shopee, TikTok Shop (TTS), and Lazada dominate the market, collectively holding over 66% of the market share, up from 61% in 2023, and expected to reach 73% by 2026. Shopee leads with a 43% market share, focusing on localized operations and logistics, while TTS leverages "entertainment shopping" to drive user engagement [6][10] Logistics as a Competitive Advantage - Logistics is a critical component for e-commerce platforms, with Shopee utilizing its self-built logistics network (SPX) to achieve cost efficiency and operational advantages. This strategy helps to mitigate high logistics costs prevalent in Southeast Asia compared to China [12][16] - TTS relies heavily on third-party logistics (3PL) partners, particularly J&T Express, to maintain its logistics competitiveness. This partnership has evolved into a "quasi-first-party logistics" model, enhancing TTS's service offerings [19][20] Digital Financial Services Growth - The digital payment market in Southeast Asia is expected to grow at a CAGR of 12.1%, reaching over $1.4 trillion by 2026. The digital loan market is projected to grow at a CAGR of 24.7%, with loan balances nearing $110 billion by 2026 [50][52] - A significant portion of the population remains unbanked or underserved, representing a substantial growth opportunity for digital financial services. Approximately 62% of the population in Southeast Asia falls into this category, highlighting the potential for financial inclusion [54][55] On-Demand Services Market - The on-demand services market is forecasted to grow from $29.2 billion in 2024 to $37.2 billion by 2026, with a CAGR of 13%. Major players like Grab and Gojek are transitioning from high-end products to more accessible offerings, capturing over 70% of the market share [3][4] Ride-Hailing and Delivery Services - The ride-hailing market in Southeast Asia is projected to reach $9 billion in 2024, with Grab and Gojek leading the market. The market is expected to grow to $11.2 billion by 2026, reflecting an 11.6% CAGR [31][33] - The delivery market has seen rapid growth, expanding from $4.2 billion in 2019 to $19.3 billion in 2024, with a CAGR of 35.7%. Grab continues to solidify its market leadership, while smaller players face challenges [35][36] Online Grocery and Group Buying - The online grocery market is expected to grow significantly, from $2.9 billion in 2019 to $12.8 billion in 2024, with a CAGR of 34.6%. This growth is driven by the shift towards online shopping and the increasing demand for convenience [41][43] - Group buying services are emerging as a new trend, particularly in the food delivery sector, offering discounts for bulk orders and appealing to collective consumers [45][46]