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Southeast Asia B2C E-Commerce Market 2017

Southeast Asia B2C E-Commerce Market 2017

yStats.com publication reveals Southeast Asia as a lucrative B2C E-Commerce market

With estimated growth rates in the double digits, Southeast Asia is leaving its mark on the worldwide E-Commerce scene. E-Commerce accounts for a very low percentage of total retail sales in this region, however, increases to broadband and mobile connectivity in combination with a consumer openness to online retail leave market potential high. Third party sources cited in the yStats.com report confirm that the region’s online retail is expected to include a strong double-digit figure in USD billions by 2025. This trend is also catching hold amongst national governments, who have also implemented various programs to boost their local E-Commerce.

Indonesia has the biggest and quickest growing online retail market in Southeast Asia, relays yStats.com research. Thailand’s E-Commerce market ranks second and also has the highest rate of M-Commerce penetration. Nearly half of online spending in Thailand came from M-Commerce in 2016. Regarding Singapore, it contains the region’s most advanced E-Commerce market, the largest B2C E-Commerce share of total retail sales, and the highest Internet penetration and speed. Malaysia also has a robust Internet user penetration, however, only about one in three of them made purchases online. Vietnam and the Philippines contain relatively nascent, but rapidly developing online retail markets.

Data from the yStats.com report ranks Lazada as a major E-Commerce player in Southeast Asia due to it being the most visited online retail website in most of the countries. Other top players include Vietnam’s Mobile World, Malaysia’s 11Street, and Singapore’s Giosis. Furthermore, despite the lack of local operations, Amazon is majorly influencing this region’s emerging markets.


1. Management Summary
2. Regional Overview
B2C E-Commerce Sales in Southeast Asia, in USD billion, by Four Comparative Estimates, 2015, 2016, 2020f & 2025f
Southeast Asia’s Share of B2C E-Commerce Sales in Asia-Pacific and Worldwide, in %, 2011, 2016, & 2021f
B2C E-Commerce Sales in Southeast Asia, by Country, in USD million, 2015
Total Retail Sales and Retail E-Commerce Sales, in USD billion, and E-Commerce Share of Total Retail Sales, in %, in Southeast Asia, by Country, 2016e
B2C E-Commerce Sales in Southeast Asia, by Country, in USD billion, 2015 & 2025f
B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, in %, 2015 & 2025f
Online Hotel and Airline Sales in Southeast Asia, by Country, in USD billion and in % of Total Hotel and Airline Sales, 2015 & 2025f, and CAGR, in %, 2015-2025f
Online Ride Sales in Southeast Asia, by Country, 2015 & 2025f, and CAGR, in %, 2015-2025f
Internet Penetration in Southeast Asia, by Country, in % of Individuals, 2015
Average Fixed Internet Connection Speed in Southeast Asia, by Country, in MBPS, Q2 2016
Internet Users Growth in Southeast Asia, by Country, in %, January 2017 Compared to January 2016
Internet Users in Southeast Asia, by Country, in millions, 2015 & 2020f
Number of Internet Users Who Research Products or Services Online, by Country, in millions, 2015
Breakdown of Online Shoppers in Southeast Asia by Buying From Mobile Phone and From Other Devices, by Top Cities and Other Areas, by Country, incl. Singapore, in %, November 2015
Top 10 E-Commerce Platforms Preferred for Online Shopping, by Rank, by Country, November 2015
3. Indonesia
3.1. Overview
Overview of B2C E-Commerce Market and International Comparisons, March 2017
3.2. Trends
Overview of E-Commerce Trends, March 2017
Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2016
Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, by Age Group, August 2016
Social Platforms Most Recognized as Platforms for Buying and Selling Online, by Social Media and Online Forum, in % of Internet Users, June 2016
3.3. Sales & Shares
Retail E-Commerce Sales, in USD billion, by Six Comparative Estimates, 2014-2019f & 2025f
E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
3.4. Internet Users & Online Shoppers
Internet User Penetration, in % of Individuals, 2010 - 2015
Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, by Urban, Rural and Total, 2016e
Perceived Advantages and Disadvantages of Online Shopping, in % of Internet Users, June 2016
3.5. Product
B2C E-Commerce Sales by Selected Product Categories, in IDR billion, 2014 & 2015e
B2C E-Commerce Sales Growth by Product Category, incl. “Apparel and Footwear”, in % CAGR, 2014 - 2019f
3.6. Payment
Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, December 2016
Reasons to Choose an E-Commerce Website to Buy From, in % of Online Shoppers, August 2016
3.7. Delivery
Overview of E-Commerce Delivery, March 2017
3.8. Players
Overview of E-Commerce Players, March 2017
Most Frequently Used E-Commerce Websites, in % of Online Shoppers, by Age Group, August 2016
Top 6 E-Commerce Websites, by Total Visits, in millions, February 2017
4. Thailand
4.1. Overview
Overview of B2C E-Commerce Market and International Comparisons, March
4.2. Trends
Overview of E-Commerce Trends, March 2017
Devices Used to Access the Internet, in % of Internet Users, Q1 2016
M-Commerce Spending, in THB billion, and Share of Total Online Spending, in %, 2016e - 2018f
Share of Online Shoppers Who Made a Purchase via Social Media, in %, April 2016
Breakdown of E-Commerce Sales of Retail and Wholesale Companies in Thailand, by Online Sales Channel, incl. “Social Media”, in %, 2015
Breakdown of Online Shoppers, by Domestic Only Shoppers, Domestic and Cross-Border Shoppers, and Cross-Border Only Shoppers, in %, October 2016
4.3. Sales & Shares
Online Spending, in THB billion, 2016e – 2018f
Retail E-Commerce Sales, in USD billion, 2016e & 2020f
E-Commerce Share of Total Retail Sales, in %, 2016e & 2017f
4.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010-2016
Number of Online Shoppers, in thousands, and Penetration, in % of Internet Users, by Location, Gender, and Age Group, Q1 2016
4.5. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, Q1 2016
B2C E-Commerce Sales of “Apparel and Footwear”, in USD million, 2015 & 2020f
4.6. Payment
Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1 2016
4.7. Delivery
Overview of B2C E-Commerce Delivery, March 2017
4.8. Players
Overview of B2C E-Commerce Players, March 2017
Top 10 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Thailand’s Share of Website Visits, in %, and Estimated Number of Visits from Thailand, in millions, February 2017
Top 6 Local C2C E-Commerce Websites, by Website Visits, in millions, incl. Thailand’s Share of Website Visits, in %, and Estimated Number of Visits from Thailand, in millions, February 2017
5. Singapore
5.1. Overview
Overview of B2C E-Commerce Market and International Comparisons, March 2017
5.2. Trends
Overview of B2C E-Commerce Trends, March 2017
Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Only, in %, October 2016
Breakdown of Cross-Border Online Spending by Countries, in % and in SGD million, 2016e
Breakdown of Devices Used for Research and Purchase Online, in % of Online Shoppers, September 2016
M-Commerce Share of B2C E-Commerce Sales, in %, 2011 - 2015
Share of Internet Users Who Would Shop More at Online Retailers if They Provided Similar Loyalty Benefits as Traditional In-Store Retailers, in %, and 5 Most Appealing Loyalty Features, May 2016
5.3. Sales & Shares
B2C E-Commerce Share of Total Retail Sales, in % and in SGD billion, 2016
Retail E-Commerce Sales, in SGD billion, 2016e & 2017f
Retail E-Commerce Sales, in USD billion, and Share of Total Retail Sales, in %, 2015 – 2020f
5.4. Internet Users & Online Shoppers
Number of Broadband Subscriptions by Type, in thousands, 2011-2016
Online Shopper Penetration, in % of Adult Internet Users, 2016
5.5. Products
Top 3 Product Categories by Rank Purchased by Online Shoppers, by Monthly Income, 2016
5.6. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016
5.7. Delivery
Top 3 Delivery Options, in % of Online Shoppers, June 2016
5.8. Players
Overview of B2C E-Commerce Players, March 2017
Top 10 Local B2C/C2C E-Commerce Websites, incl. Total Website Visits, in millions, Singapore’s Share of Website Visits, in %, and Estimated Number of Visits from Singapore, in millions, February 2017
Share of Online Shoppers Who Would Buy Less from E-Commerce Sites They Currently Shop With if Amazon Launched a Singapore-Based Site, by Selected E-Commerce Sites, in %, November 2016
6. Malaysia
6.1. Overview
Overview of B2C E-Commerce Market and International Comparisons, March 2017
6.2. Trends
Overview of Regulatory B2C E-Commerce Trends, March 2017
Top 20 Activities Conducted via Connected Mobile Devices, incl. Shopping-Related, in % of Internet Users, March 2016
M-Commerce Sales, in MYR million, and Share of Total B2C E-Commerce Sales, in %, 2013 – 2020f
Share of Online Shoppers Who Made a Purchase via Social Media, in %, April 2016
6.3. Sales & Shares
B2C E-Commerce Sales, in MYR billion, 2011 & 2016
B2C E-Commerce Share of Total Retail Sales, in %, 2011 & 2016
B2C E-Commerce Sales, in USD billion, 2015 & 2025f
B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
6.4. Internet Users & Online Shoppers
Internet Penetration, in % of Households, 2011 – 2016
Breakdown of Broadband Subscriptions by Mobile and Fixed, in millions, Q1 2015- Q3 2016
Breakdown of Internet Users by Internet Users Who Shop Online, Who Do Webrooming Only, and Who Do Not Shop Online, in %, 2015
6.5. Product
Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2016
Product Categories Purchased in E-Commerce, in % of Online Shoppers, 2015
6.6. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, November 2016
6.7. Delivery
Breakdown of Expected Delivery Times, in % of Online Shoppers, November 2016
6.8. Players
Overview of B2C E-Commerce Players, March 2017
Breakdown of Online Marketplaces Preferred for Online Shopping, in % of Online Shoppers, 2015
Top 9 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Malaysia’s Share of Website Visits, in %, and Estimated Number of Visits from Malaysia, in millions, February 2017
7. Vietnam
7.1. Overview
Overview of B2C E-Commerce Market and International Comparisons, April 2017
7.2. Trends
Overview of E-Commerce Trends, April 2017
Smartphone Users, in millions, and Penetration, in % of Population, 2015 – 2020f
Devices Used for Online Shopping, in % of Online Shoppers, August 2016
Online Shopping Channels, incl. “Social Network”, in % of Online Shoppers, 2015
7.3. Sales & Shares
B2C E-Commerce Sales, in USD million, and Share of Retail Sales, in %, 2011 & 2016e
Retail E-Commerce Sales, in USD billion, 2016e & 2017f
B2C E-Commerce Sales, in USD billion, 2015 & 2025f
B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
7.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 - 2015
Number of Internet Users, in millions, 2011 & 2015
Online Shopper Penetration, in % of Daily Internet Users, 2014 & 2015
7.5. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, August 2016
7.6. Payment
Breakdown of Payment Methods Used in E-Commerce, in % Online Shoppers, August 2016
7.7. Delivery
Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015
7.8. Players
Overview of B2C E-Commerce Players, April 2017
Breakdown of B2C E-Commerce Sales by Top 6 Players and Others, in %, 2015
Top 10 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Vietnam’s Share of Website Visits, in %, and Estimated Number of Visits from Vietnam, in millions, February 2017
8. Philippines
8.1. Overview
Overview of B2C E-Commerce Market and International Comparisons, April 2017
8.2. Trends
Overview of B2C E-Commerce Trends, April 2017
Mobile Shopper Penetration, in % of Individuals, Q4 2015 & Q4 2016
Cross-Border Online Shopper Penetration, in % of Online Shoppers, Q4 2015
8.3. Sales & Shares
B2C E-Commerce Sales, in PHP billion, and Share of Total Retail Sales, in %, 2011 – 2016
B2C E-Commerce Sales, in USD billion, 2015 & 2025f
B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2025f
8.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 - 2015
Shopping-Related Activities Carried Out Online, in % of Individuals, H2 2016
8.5. Products
B2C E-Commerce Sales by Product Category, in PHP million, 2016
8.6. Payment
Share of Online Shoppers Paying with Cash on Delivery, in %, Q4 2015
8.7. Delivery
Overview of B2C E-Commerce Delivery, April 2017
8.8. Players
Overview of E-Commerce Players, April 2017
Breakdown of Online Spending by E-Commerce Websites, in %, May 2015
Top 8 Local B2C E-Commerce Websites, by Website Visits, in millions, incl. Philippines’ Share of Website Visits, in %, and Estimated Number of Visits from Philippines, in millions, February 2017

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