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Southeast Asia B2C E-Commerce Market 2019

Southeast Asia B2C E-Commerce Market 2019

Retail E-Commerce in Southeast Asia on a growth path.

Online retail sales volume in Indonesia highest in Southeast Asia
The leading economy among the six nations included in the yStats.com report is Indonesia, one of the most populous countries in the world. The principal portal to the Internet and the pathway for the majority of online purchases in 2018 in Indonesia was a smartphone. Projections of rapid growth of online commerce in Vietnam move it to second place in the region by the end of this year, bumping Thailand to third among the Southeast Asian sales volume leaders. A trend propelling digital sales in several countries of the region is social commerce.

B2C E-Commerce expanding rapidly in the Philippines
While rapid growth rates of online sales is characteristic of the six countries covered in this report other than Singapore, already a mature market, it is the Philippines that is the growth leader in Southeast Asia. The new yStats.com publication indicates that the growth in this part of the world has attracted the attention of regional and global online merchants as exemplified by Alibaba’s partnership with Singapore-based Lazada.


1. Management Summary
2. Regional
B2C E-Commerce Sales, in USD billion, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2018e & 2023f, and CAGR, in %, 2018e - 2023f
B2C E-Commerce Sales by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in USD billion, 2015, 2018e & 2025f, and CAGR, in %, 2018e - 2025f
Top 10 Most Visited E-Commerce Platforms, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, Q1 2019
Top 10 Shopping Apps by Most Active Monthly Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, Q1 2019
3. Indonesia
3.1. Overview
B2C E-Commerce Market Overview, May 2019
3.2. Trends
Smartphone User Penetration, in % of Mobile Phone Users, 2015 – 2018
Breakdown of Devices Used to Access E-Commerce Websites, in % of E-Commerce Users, 2018e
M-Commerce Share of Total Retail E-Commerce Sales, in %, 2018
Breakdown of E-Commerce by Local and Cross-Border, According to Buyers and Sellers, in %, 2018e
Breakdown of E-Commerce Sales by Social Commerce and Retail E-Commerce, in USD billion, 2017 & 2022f
3.3. Sales & Shares
Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
Retail E-Commerce Sales, in USD billion, 2018 & 2023f
E-Commerce Share of Retail Sales, in %, 2019f
3.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2017 – 2022f
Breakdown of Frequency of Online Shopping, in % of Internet Users, March 2019
3.5. Products
Top 3 Product Categories Purchased Online, in % of Online Shoppers, 2018
3.6. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, September 2018
3.7. Delivery
Breakdown of Main Drivers for Online Shopping, in % of E-Commerce Users, 2018e
3.8. Players
B2C E-Commerce Players Overview, May 2019
Most Used E-Commerce Websites, in % of Online Shoppers, 2018
Product Categories Purchased from the Top Local Online Shopping Websites, May 2018
4. Vietnam
4.1. Overview
B2C E-Commerce Market Overview and International Comparisons, August 2019
4.2. Trends
Breakdown of Internet Traffic by Device, in %, 2018
Devices Used for Shopping Online, in % of Online Shoppers, 2018
Breakdown of Reasons to Use Social Media, in % of Social Media Users, September 2018
4.3. Sales & Shares
B2C E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2014-2017 & 2020f
Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
Retail E-Commerce Sales, in USD billion, 2018e & 2023f
B2C E-Commerce Share of Total Retail Sales, in %, 2012-2017 & 2020f
4.4. Internet Users & Online Shoppers
Internet Penetration, in % of Population, 2017-2022f
Online Shopper Penetration, in % of Internet Users, 2018e
4.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2018
4.6. Payment
Breakdown of Payment Methods Used in Latest Online Purchase, in % Online Shoppers, 2018
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2018
4.7. Delivery
Breakdown of Perceptions on Online Shopping, incl. Delivery-Related, in % Respondents, 2018
4.8. Players
Overview of B2C E-Commerce Players, August 2019
Top 10 B2C E-Commerce Websites, by Average Monthly Visits, in millions, Q2 2019
Websites Used for Online Shopping, in % of Online Shoppers, 2018
5. Thailand
5.1. Overview
B2C E-Commerce Market Overview and International Comparisons, May 2019
5.2. Trends
M-Commerce Sales, in USD million, and Penetration, in %, 2017-2021f
Share of Internet Users Who Consider Social Media as the Top Channel for Product Discovery, in %, and Share of Online Shoppers Who Made Purchases via This Channel, in %, 2018
5.3. Sales & Shares
Retail E-Commerce Sales, in USD billion, 2016, 2018e, 2025f
B2C E-Commerce Share of Total Retail Sales, in %, 2018
5.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2018e
Number of Online Shoppers, in thousands, and Penetration, in % of Internet Users, by Location, Gender, and Age Group, Q1 2017 & Q1 2018
5.5. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, Q1 2018
5.6. Payment
Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1 2017 & Q1 2018
5.7. Delivery
Breakdown of Positive Aspects of Lazada and Shopee, in % of Online Shoppers, May 2018
5.8. Players
Overview of E-Commerce Players, May 2019
Top 5 E-Commerce Players by Market Share, in %, 2018
6. Malaysia
6.1. Overview
B2C E-Commerce Market Overview and International Comparisons, June 2019
6.2. Trends
Cross-Border Online Shopper Penetration, in % of Online Shoppers, November 2018
Share of Online Shoppers Who Made Purchases via Social Media, in % of Online Shoppers, February 2019
6.3. Sales & Shares
Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
B2C E-Commerce Share of Total Retail Sales, in % of Respondents, Q3 2018
6.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2013 - 2018
Online Shopper Penetration, in % of Internet Users, 2018
6.5. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, 2018
6.6. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018
6.7. Delivery
Most Important Factors in E-Commerce Delivery, in % of Online Shoppers, 2018
6.8. Players
Overview of E-Commerce Players, June 2019
Top 10 E-Commerce Websites, by Average Monthly Visits, in millions, Q1 2019
7. Singapore
7.1. Overview
B2C E-Commerce Market Overview and International Comparisons, June 2019
7.2. Trends
Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
Cross-Border Online Shopper Penetration, in % of Adult Online Shoppers, May 2018
7.3. Sales & Shares
Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
Retail E-Commerce Sales, in USD billion, 2018e & 2023f
B2C E-Commerce Share of Total Retail Sales, in %, April 2019
7.4. Internet Users & Online Shoppers
Internet User Penetration, in % of Individuals, 2010 – 2018e
Online Shopper Penetration, in % of Internet Users, May 2018
7.5. Products
Top 5 Product Categories Purchased Online, in % of Online Shoppers, 2018
7.6. Payment
Top 3 Payment Methods For Online Purchase, in % of Online Shoppers, January 2018
7.7. Delivery
Delivery-Related Options Encouraging Online Shopping, in % of Online Shoppers, 2018e
7.8. Players
Overview of B2C E-Commerce Players, June 2019
Top 10 E-Commerce Websites, by Average Monthly Visits, in thousands, Q1 2019
8. Philippines
8.1. Overview
B2C E-Commerce Market Overview and International Comparisons, June 2019
8.2. Trends
Breakdown of Internet Traffic by Device, in %, 2018
Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
Breakdown of Online Shoppers by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, May 2018
8.3. Sales & Shares
Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
B2C E-Commerce Share of Total Retail Sales, in %, 2018e
8.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 – 2018e
Breakdown of Frequency of Online Shopping, by Gender, in % of Online Shoppers, 2018e
8.5. Products
Product Categories Purchased in E-Commerce, in % of Online Shoppers, July 2018
8.6. Payment
Payment Account Ownership, incl. E-Money Account, in % of Adults, February 2018
8.7. Delivery
Breakdown of Reasons of Preference to Shop on Lazada and Shopee, in % of Online Shoppers, May 2018
8.8. Players
Overview of E-Commerce Players, June 2019
Top 10 E-Commerce Websites, by Average Monthly Visits, in millions, Q1 2019

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