Southeast Asia B2C E-Commerce Market 2018

Theo tin Research and Markets

Prodigious growth foreseen for online commerce in Southeast Asia through 2025 says report

This new report “Southeast Asia B2C E-Commerce Market 2018” forecasts eight-times the sales volume of last year by the middle of the next decade. Yücel Yelken, CEO of yStats.com commented on releasing the publication, “increasing connectivity, especially through mobile technology along with improvements in infrastructure are driving strong growth across this dynamic region.”

Though online shopping currently registers only about 1% of total retail sales in most countries of Southeast Asia, the region is prepared for rapid expansion of B2C E-Commerce. Over 500 million people live in the six nations covered in this new report, and that population in increasingly connecting to the Internet and moving toward making purchases online, with an eight-fold increase in online sales volume expected by 2025 compared to 2017. Indonesia, already the online sales volume leader in the region, is projected to have the highest growth rate in the region.

Several factors contribute to the rapid growth of B2C E-Commerce. Shoppers in Southeast Asia are warming to the concept of online shopping because of ability to see item reviews and compare prices in a wider product offering. The wider offering is a result of growing number, and competition among the online merchants, as well as improvements in the payment and delivery infrastructure. Still, the report includes surveys indicating that many potential online consumers lack trust in the online purchase process or balk at perceived high delivery fees or long delivery times.

The marketplace model of online retail is expanding in Southeast Asia, though sales through social media are pronounced especially in Vietnam, Indonesia, Thailand and the Philippines. The top online retailer and marketplace host in the region is Singapore-based Lazada, backed by China’s Alibaba. Amazon and JD.com are also expanding in the region, and local brick and mortar retailers are turning to online sales as well. The publication reports that the top categories in online sales throughout the region are fashion items and electronics, with online purchase of services such as travel also expanding.
Questions Answered in this Report
What is the projected size of the B2C E-Commerce market in Southeast Asia by 2025?
Which countries in the region have the highest potential for online retail sales growth?
What are the top product categories purchased online in Southeast Asia?
How do Southeast Asia’s online shoppers prefer to pay for their digital purchases?
Who are the leading E-Commerce market players in Southeast Asia?

Table of Contents

1. Management Summary
2. Regional
Digital Spending in Southeast Asia, by Category, incl. B2C E-Commerce, in USD billion, 2016
B2C E-Commerce Sales, Online Travel Sales, Online Media Sales, and Digital Ride Hailing Sales in Southeast Asia, in USD billion, 2015, 2017e, 2025f
Ranking of Countries in Southeast Asia by Estimated B2C E-Commerce Sales, incl. Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017e & 2021f
Retail E-Commerce Sales, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, in USD billion, 2016 & 2021f, and CAGR, in %, 2016-2021f
Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2016
Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2015 & 2016
Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017 & 2022f
Breakdown of Digital Consumers in Six Southeast Asian Markets by Country, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
Year-on-Year Growth Rate in Number of Digital Consumers, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
Annual Online Spending per Online Shopper, in USD, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017 & 2022f
Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
Share of Internet Users Accessing the Internet via Smartphone, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
Mobile Share of Traffic to E-Commerce Sites, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
Average E-Commerce Order Value, in USD, by Mobile, Desktop and Total, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
Devices Used for Browsing and Placing Orders Online, in % of Online Shoppers in Southeast Asia, Q2 2017
Conversion Rate on Mobile App Compared to Mobile Web, in % of M-Commerce Merchants, Q4 2017
Breakdown of E-Commerce Transactions with M-Commerce Merchants by Mobile Web, In-App and Desktop, in %, Q4 2017
Breakdown of Research and Purchase Channels Used, by Product Category, in % of Middle Class Urban Consumers in Southeast Asia, Q2 2017
Breakdown of Shopping Channels Used, by Online Store, Physical Store and Both, by Product Category, in % of Middle Class Urban Consumers in Southeast Asia Buying From This Category, Q2 2017
Social Media Buyer Penetration, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
Reasons for Shopping Online, in % Online Shoppers in Southeast Asia, Q2 2017
Barriers to Online Shopping, in % of Respondents in Southeast Asia, 2017
Payment Methods Offered by E-Commerce Merchants, in % of E-Commerce Merchants, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
Breakdown of the Number of Monitored E-Commerce Orders by Selected Payment Methods, in %, by Indonesia, Philippines, Singapore, Thailand, January 2018
Top 10 E-Commerce Websites Purchased From, in % of Online Shoppers in Southeast Asia, Q2 2017
Top 3 Digital Platforms, by E-Commerce, Ride Hailing and Food Delivery, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
Top 3 E-Commerce Websites, by Major Southeast Asian Cities, incl. Bangkok, Jakarta, Hanoi, Ho Chi Minh City, Kuala Lumpur, Manila, Surabaya, in % of Online Shoppers, Q2 2017
3. Indonesia
3.1. Overview
B2C E-Commerce Market Overview and International Comparisons, March 2018
3.2. Trends
Number of Smartphone Users, in millions, 2017e & 2020f
Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2017
Activities Performed via Smartphone, incl. “Shopping Online”, in % of Smartphone Users, July 2017
Breakdown of Frequency of Buying Goods in Social Networks, in % of Social Network Users, June 2017
Product Categories Purchased Online via Social Networks, in % of Respondents Who Make Purchases via Social Networks, June 2017
3.3. Sales & Shares
Retail E-Commerce Sales, in USD billion, 2016 & 2021f
Retail E-Commerce Sales, in USD billion, 2018f & 2021f
E-Commerce Share of Retail Sales, in %, 2016
3.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2017e & 2022f
Online Shopper Penetration, in % of Internet Users, 2017
Number of Online Shoppers, in millions, 2016 & 2021f
Breakdown of Annual Online Spending in IDR, in % of Online Shoppers, 2017
3.5. Products
Share of Online Shoppers Who Prefer to Buy Selected Product Categories Online, in %, by Category, 2016
3.6. Payment
Top 3 Payment Methods Used in E-Commerce, in % of Internet Users, 2016
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2017
3.7. Delivery
Overview of Shipping Features Offered to Selected Major E-Commerce Websites, incl. Free Shipping and Order Tracking, November 2017
3.8. Players
Overview of E-Commerce Players, March 2018
Top Local E-Commerce Websites by Unique Visitors, in thousands, by Total, Mobile and Desktop, incl. Total Minutes Spent, in millions, Total Views, in millions, and Average Minutes per View, June 2017
Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
Top 3 Local C2C E-Commerce Websites, by Total Visits, in millions, February 2018
4. Thailand
4.1. Overview
B2C E-Commerce Market Overview and International Comparisons, April 2018
4.2. Trends
Devices Used to Access the Internet, in % of Internet Users, Q1 2016 & Q1 2017
Breakdown of B2C E-Commerce Sales by Mobile and Desktop, in %, 2017e & 2021f
Top Platforms Used to Purchase Products Online, incl. “Facebook, Instagram”, in % of Online Shoppers, February 2017
Product Categories Purchased via Social Media Compared to Lazada, in % of Online Shoppers, February 2017
4.3. Sales & Shares
B2C E-Commerce Sales of Companies in Thailand, in THB billion, 2014-2017e
B2C E-Commerce Sales, in USD billion, 2016 & 2021f
B2C E-Commerce Share of Total Retail Sales, in %, 2016
4.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017e
Number of Online Shoppers, in thousands, and Penetration, in % of Internet Users, by Location, Gender, and Age Group, Q1 2016 & Q1 2017
Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, July 2017
Online Shopper Penetration, in % of Internet Users, 2017e & 2022f
4.5. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, July 2017
Breakdown of B2C E-Commerce Sales by Product Category, in %, 2017e & 2021f
4.6. Payment
Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1 2016 & Q1 2017
4.7. Delivery
Reasons to Choose an E-Commerce Website to Purchase From, incl. Delivery-Related, in % of Online Shoppers, June 2017
4.8. Players
Overview of E-Commerce Players, March 2018
Breakdown E-Commerce Websites Most Frequently Purchased from, in % of Online Shoppers, June 2017
Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
5. Singapore
5.1. Overview
B2C E-Commerce Market Overview and International Comparisons, April 2018
5.2. Trends
Breakdown of Most Recent E-Commerce Purchases via Mobile and Other Devices, in % of Online Shoppers, August 2017
Share of Internet users Who Discover New Products and Services Through Online Research, in %, and Who Conduct Digital Research While In-Store, in %, 2016
5.3. Sales & Shares
B2C E-Commerce Sales, in USD billion, 2016 & 2020f
Retail E-Commerce Sales, in USD billion, 2016 & 2021f
Share of Retail E-Commerce Sales in Total Retail Sales, in % and in USD billion, 2017e
B2C E-Commerce Share of Total Retail Sales, in %, January 2018
5.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2017 & 2022f
Online Shoppers Penetration, in % of Internet Users, 2017 & 2022f
5.5. Products
Breakdown of B2C E-Commerce Sales by Product Category, in %, 2016
5.6. Payment
Share of Cards and Digital Wallets in E-Commerce Sales, in %, 2013 & 2017e
5.7. Delivery
Delivery Methods and Costs of 3 Major Players by the Number of Unique Visitors, March 2018
5.8. Players
Overview of B2C E-Commerce Players, April 2018
Top 10 Local E-Commerce Websites, by Average Monthly Visits, in thousands, Q4 2017
Top 5 E-Commerce Websites, by Unique Visitors via Desktop, in thousands, August 2017
6. Vietnam
6.1. Overview
B2C E-Commerce Market Overview and International Comparisons, April 2018
6.2. Trends
Devices Used for Shopping Online, in % of Online Shoppers, 2016 & 2017
Channels Used to Shop Online, in % of Online Shoppers, 2015 & 2016
Product Categories Purchased Online via Social Networks, in % of Online Shoppers, 2017
6.3. Sales & Shares
B2C E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2014 – 2016
B2C E-Commerce Sales, in USD million, 2016 & 2021f
B2C E-Commerce Share of Total Retail Sales, in %, 2017e
6.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2017 & 2022f
Online Shopper Penetration, in % of Internet Users, 2014 – 2016
Barriers to Online Shopping, in % of Internet Users Who Do Not Shop Online, 2016
6.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017
Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016
6.6. Payment
Factors Most Important to Online Shoppers When Buying Online, in % of Online Shoppers, 2016
Breakdown of Payment Methods Used in Latest Online Purchase, in % of Online Shoppers, 2017
6.7. Delivery
Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015 & 2016
6.8. Players
Overview of B2C E-Commerce Players, April 2018
Websites Used for Shopping Online, in % of Online Shoppers, 2017
Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
Top 7 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, February 2018
7. Malaysia
7.1. Overview
B2C E-Commerce Market Overview and International Comparisons, April 2018
7.2. Trends
Devices Used to Access the Internet, in % of Internet Users, 2015 & 2016
Share of Online Shoppers Who Made Their Most Recent Purchase via Mobile, in % of Online Shoppers, August 2017
Breakdown of Online Shoppers by Local Only, Cross-Border Only and Local and Cross-Border, in %, February 2017
7.3. Sales & Shares
B2C E-Commerce Sales, in MYR billion, and Year-on-Year Change, in %, 2012 – 2019f
E-Commerce Share of Total Retail Sales, in %, 2016/2017
E-Commerce Share of Total Retail Sales, in %, 2018f
Breakdown of E-Commerce Income of Companies by B2B, B2C and B2G, by Sector and Sub-Sector, in MYR million, 2015
7.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2013 – 2017
Online Shopper Penetration, in % of Internet Users, 2015 & 2017
Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, February 2017
7.5. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, Q3 2017
7.6. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, February 2017
7.7. Delivery
Delivery Methods Used for Online Purchases, in % of Online Shoppers, February 2017
7.8. Players
Overview of B2C E-Commerce Players, April 2018
Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
Top 3 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, February 2018
8. Philippines
8.1. Overview
B2C E-Commerce Market Overview and International Comparisons, April 2018
8.2. Trends
Mobile Share of Traffic to E-Commerce Sites, in %, June 2017
M-Commerce Sales, in USD million, 2016 & 2021f
Shopping-Related Activities Carried Out Online, in % of Individuals, Q2/Q3 2017
Share of Social Media Buyers and Consumers Influenced by Social Media When Purchasing, in % of Internet Users, 2017
8.3. Sales & Shares
B2C E-Commerce Sales, in USD million, 2016 & 2021f
E-Commerce Retail Share of Total Retail Sales, in %, 2016
8.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2017 & 2022f
Online Shoppers Penetration, in % of Internet Users, 2017 & 2022f
8.5. Products
Top 5 Categories of Products and Services Paid for Online, by Rank, by Shopping via Desktop and Mobile, 2016
8.6. Payment
Breakdown of E-Commerce Orders, by Payment Method, in %, March 2017
8.7. Delivery
Delivery Options Offered by the Top 2 B2C E-Commerce Market Players, April 2018
8.8. Players
Overview of E-Commerce Players, April 2018
Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, March 2018
Top 7 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, March 2018