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Southeast Asia E-commerce Statistics (2026)

Web Admin · · 6 min read

Southeast Asia E-commerce Statistics (2026)

This page collects the most useful southeast asia ecommerce statistics for 2026 — regional digital-economy GMV, country-by-country splits across Indonesia, Vietnam, Thailand, the Philippines, Malaysia and Singapore, marketplace share, live and social commerce, payments and logistics context. Every number below is drawn from real, published research and cited inline with a named, linked source and the data year, so you can quote or verify each one. For Singapore-specific depth, see our Singapore e-commerce statistics.

Top statistics

  • Southeast Asia’s digital economy was on track to surpass US$300 billion in GMV in 2025, up about 15% year on year (Google, Temasek & Bain, 2025).
  • Regional digital-economy GMV reached US$263 billion in 2024, up 15% year on year (Google, Temasek & Bain, 2024).
  • Platform e-commerce GMV hit US$128.4 billion in 2024, growing 12% year on year (Momentum Works, 2024).
  • Regional e-commerce GMV was projected to reach US$185 billion in 2025 on US$41 billion of revenue (Google, Temasek & Bain, 2025).
  • The top three platforms — Shopee, TikTok Shop and Lazada — controlled over 84% of regional GMV in 2024 (Momentum Works, 2024).
  • Shopee held about 52% of platform GMV in 2024, up from 48% in 2023 (Momentum Works, 2024).
  • Video and live commerce grew to roughly 25% of regional e-commerce GMV in 2025, up from less than 5% in 2022 (Google, Temasek & Bain, 2025).
  • More than 460 million people across Southeast Asia used the internet, an 80% penetration rate (DataReportal, 2025).
  • Live commerce alone was worth US$17.6 billion, or 14% of platform GMV, in 2024 (Momentum Works, 2024).
  • Indonesia remained the region’s largest e-commerce market at about 44% of regional GMV in 2024 (Momentum Works, 2024).

Market size and growth

  • In 2024 the digital economy generated US$263 billion GMV (+15%), US$89 billion revenue (+14%) and US$11 billion profit (+24%) year on year (Google, Temasek & Bain, 2024).
  • Over the past decade the region delivered a 7.4x increase in GMV and an 11.2x jump in revenue, attracting about US$120 billion of private funding (Google, Temasek & Bain, 2025).
  • E-commerce remained the largest digital-economy sector, growing 15% year on year in 2024 (Google, Temasek & Bain, 2024).
  • Including non-platform channels, total regional e-commerce GMV reached about US$145.2 billion in 2024, with an online-retail penetration rate of roughly 12.8% (Momentum Works, 2024).
  • Total regional GMV was set to hit US$300 billion in 2025 on about US$135 billion of revenue, both up around 15% (Google, Temasek & Bain, 2025).
  • For context, global e-commerce spend was projected to reach US$3.66 trillion in 2025, up 13% on 2024 (DataReportal, 2025).

Country-by-country breakdown

  • Indonesia was the largest market at around 44% of regional platform GMV in 2024, though growth slowed to about 5% amid consolidation (Momentum Works, 2024).
  • Thailand was the region’s fastest-growing major market at 21.7% year-on-year GMV growth, followed by Malaysia at 19.5%, in 2024 (Momentum Works, 2024).
  • Vietnam shoppers spent about US$16 billion online in 2024 (Viet Nam News, 2024).
  • In Vietnam, the four leading platforms generated a combined 101.4 trillion VND (about US$3.92 billion) in Q1 2025, up 42% year on year, with Shopee at 62% and TikTok Shop at 35% share (TNGlobal / Momentum Works, 2025).
  • TikTok Shop’s Indonesia GMV reached about US$6.2 billion in 2024, making Indonesia TikTok Shop’s second-largest market globally (TechBuzz China, 2024).
  • Singapore‘s digital-economy GMV was estimated at about US$29 billion in 2025, up 7% on 2024 (Google, Temasek & Bain, 2025). For a full Singapore breakdown, see our Singapore e-commerce statistics.

Marketplace and platform share (southeast asia ecommerce statistics)

  • Shopee, TikTok Shop and Lazada together took more than 84% of regional platform GMV in 2024, up from prior years as the market consolidated (Momentum Works, 2024).
  • Shopee led with about 52% share in 2024, up from 48% in 2023 (Momentum Works, 2024).
  • TikTok Shop’s regional GMV grew roughly tenfold, from about US$4.4 billion in 2022 to an estimated US$45.6 billion by 2025 (Digital in Asia, 2025).
  • Brands (as opposed to marketplace sellers) still accounted for under 30% of platform e-commerce GMV in 2024, showing how marketplace-led the region remains (Momentum Works, 2024).

Live and social commerce

  • Video commerce reached 20% of regional e-commerce GMV in 2024, up from less than 5% in 2022 (Google, Temasek & Bain, 2024).
  • That share rose further to about 25% of e-commerce GMV in 2025 (Google, Temasek & Bain, 2025).
  • Live commerce specifically was worth US$17.6 billion, or 14% of platform GMV, in 2024 (Momentum Works, 2024).
  • Regional social-commerce GMV was estimated at about US$47.6 billion in 2025, on a path toward roughly US$186 billion by 2030 (Digital in Asia, 2025).
  • By 2025 the number of TikTok Shop creators generating over US$1 million in GMV had tripled to about 1,785 creators (Digital in Asia, 2025).

Payments and consumers

Logistics and fulfilment context

  • Platform e-commerce in the region generated about 43.6 million parcels per day in 2024 — a demanding baseline for last-mile networks (Momentum Works, 2024).
  • Doorstep delivery remained strongly preferred, chosen by 89% of consumers in Indonesia, 83% in Malaysia, 82% in Thailand and 81% in Singapore in 2024 (Parcel Perform, 2024).
  • The ASEAN e-commerce logistics market continued double-digit expansion, forecast to grow at a low-teens compound annual rate through the late 2020s and early 2030s as parcel volumes climb (Mordor Intelligence, 2025).

How WhiteBox helps

Selling across Shopee, TikTok Shop, Lazada and your own storefront means stock, orders and fulfilment can quickly fragment across markets. WhiteBox centralises inventory and order data so regional and Singapore-based retailers can keep listings in sync and fulfil reliably — see multichannel selling or talk to us.

Frequently asked questions

How big is Southeast Asia’s e-commerce market? Platform e-commerce GMV reached US$128.4 billion in 2024 (Momentum Works), while the wider digital economy hit US$263 billion in 2024 and was set to pass US$300 billion in 2025 (Google, Temasek & Bain).

Which platform leads e-commerce in Southeast Asia? Shopee led with about 52% of platform GMV in 2024, and together with TikTok Shop and Lazada the top three held more than 84% of the market (Momentum Works, 2024).

Which country is the largest e-commerce market in the region? Indonesia, at around 44% of regional platform GMV in 2024, though Thailand (21.7%) and Malaysia (19.5%) grew fastest that year (Momentum Works, 2024).

How important is live and social commerce? Very — video commerce reached about 25% of regional e-commerce GMV in 2025, up from under 5% in 2022, and live commerce alone was worth US$17.6 billion in 2024 (Google, Temasek & Bain; Momentum Works).

How do people pay? Digital payments made up more than 60% of digital-economy transaction value by 2025, and e-wallets were the most-used method, cited by 79% of regional consumers (Google, Temasek & Bain, 2025; Visa study via Fintech News Singapore, 2024).

Sources

Cite us: Found these figures useful? You’re welcome to reference or link this roundup, crediting WhiteBox (whitebox.sg). Please cite the original primary sources for individual statistics.

Related reading: Multichannel selling guide · Singapore e-commerce statistics · Omnichannel retail statistics · Best inventory management software in Singapore.

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