E-Commerce in Emerging ASEAN

E-Commerce in Emerging ASEAN


Southeast Asia’s e-commerce markets are beginning to expand rapidly after years of lagging behind Asian peers. While these growing online channels offer significant opportunities for multinationals, ASEAN’s complexity and fragmentation make it challenging to scale an e-commerce business across member countries.

In this report, we examine how companies should evaluate the diverse markets in Southeast Asia and outline four key factors that executives should consider on a regional level when developing an online presence in ASEAN. What you will learn

  • How ASEAN's emerging online channels differ from those of neighboring countries
  • Country overviews of the top 5 ASEAN markets for e-commerce
  • Understand the key considerations for building online channels in ASEAN

Executive Summary
Section 1: The Fragmentation of Southeast Asian E-Commerce
  ASEAN's E-Commerce Markets Trail Neighbors
  E-Commerce Fundamentals Appear Strong
  ASEAN E-Commerce Has Tremendous Potential
  Trade Barriers Hinder Economies of Scale
  Legislative Gaps Hinder Regional Expansion
  Cross Border Shipping Will Not Suffice
  Evaluate Markets on Their Own Merit
  Two Tiers of ASEAN E-Commerce Markets
Section 2: Country-Level E-Commerce Profiles
  Indonesia's E-Commerce Market
  Malaysia's E-Commerce Market
  Philippines' E-Commerce Market
  Thailand's E-Commerce Market
  Vietnam's E-Commerce Market
  Understanding the Industry Composition of Clusters
Section 3: Key Considerations for Building Online Channels in ASEAN
  Key Considerations for Multinationals
  Mobile Optimization
  Payments Options
  Channel Conflict
  Social Media
About Frontier Strategy Group

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