Region Deep-Dive
Југоисточна Азија
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Поврзаните платформи се наведени во Разузнавање за платформи. Секоја бројка подолу може да се провери во проширениот изворен текст. Разузнавање за платформи.
QКолку е голем пазарот на е-трговија Југоисточна Азија и како расте?
Платформа GMV 157,6 милијарди долари (2025, +22,8%, Momentum Works ); e-Conomy SEA поширока е-трговија ~ 181 милијарди долари (2025 година, вклучувајќи канали што не се на платформа)
+22,8% (2025 платформа GMV); еден од најбрзо растечките региони за е-трговија во светот (најбрзо Тајланд ~+52%)
Прошири: оригинален дел од глобалниот извештај (детали за земји/подпазари и извори)
5.5 Southeast Asia (one of the world’s fastest-growing ecommerce regions)
- Total size (two definitions):
- e-Conomy SEA (Google/Temasek/Bain): 2024 Southeast Asia digital-economy GMV $263B (+15%), of which ecommerce $159B; 2025 digital economy over $300B, ecommerce about $181B.
- Momentum Works (platform GMV only): 2024 $128.4B → 2025 $157.6B (+22.8%), with top platforms’ share rising to 98.8%.
- Platform landscape: Shopee is #1 (2025 global GMV $127.4B, of which SEA about $66.8B); TikTok Shop is rising fast (Thailand 2025 revenue ฿54.4 billion, about 4× growth, overtaking Lazada into second place); Lazada is third; Tokopedia has been folded into the TikTok ecosystem. Chinese platforms account for about 50% of Southeast Asia ecommerce GMV.
- Source: https://kr-asia.com/tiktok-sea-alibaba-owned-e-commerce-corner-asean-markets ; https://www.baijing.cn/article/55754 ; https://www.yiofong.com/news/2510312802
- Video commerce is the growth engine: 2025 ASEAN-6 ecommerce transaction value crossed $180 billion, pulled mainly by video/live commerce.
- Source: https://dxpress.gelonghui.com/p/3531912
- Country snapshot (2024–2025):
| Country | Size | Growth / key points | Source |
|---|---|---|---|
| Indonesia | 2025 ecommerce over $46B | Southeast Asia’s largest ecommerce market; Shopee dominant, TikTok/GoTo ecosystem linkage | https://www.globaldata.com/media/banking/indonesias-e-commerce-market-surpass-46-billion-2025-forecasts-globaldata/ |
| Vietnam | 2024 ecommerce $25B (+20%) | Ecommerce already >10% of retail; may reach $70B by 2030; TikTok Shop competing hard with Shopee | https://en.baochinhphu.vn/print/viet-nams-e-commerce-market-up-20-in-2024-111250107155234946.htm |
| Thailand | TikTok Shop 2025 revenue ฿54.4 billion (about 4×) | Ecommerce melee: Shopee vs TikTok Shop vs Lazada; TikTok Shop already profitable | https://m.163.com/dy/article/KVU2461H05118A6A.html |
| Philippines | 2024 about $24.5B | May exceed $75B by 2033; Shopee/Lazada/TikTok Shop as the big three | https://www.amz123.com/kx/SIcwmaDI |
| Malaysia | B2C expected $21.42B by 2029 | e-Conomy SEA 2025 says it has ASEAN’s fastest digital-economy growth | https://www.researchandmarkets.com/reports/6191229/malaysia-b2c-ecommerce-market-size-and-forecast |
| Singapore | B2C $16.39B (2024) → $25.5B (2029) | Platform market +21% in 2024, Shopee in the lead | https://www.globenewswire.com/fr/news-release/2026/01/29/3228356/28124/en/Singapore-B2C-Ecommerce-Industry-Report-2025-A-25-5-Billion-Market-by-2029-from-16-39-Billion-in-2024-Size-Forecast-by-Value-and-Volume-Across-80-KPIs.html |
Definition note: Southeast Asia totals exist in two series — e-Conomy SEA (broad definition, including non-platform and services, $181B/2025) and Momentum Works (platform GMV only, $157.6B/2025); Thailand nationwide ecommerce $200–220B is an extremely broad definition, and Malaysia RM937.5B (9M2025) is a national digital-economy statistic — none of these is directly comparable to B2C GMV.
QКои се Топ 5 платформи за е-трговија во Југоисточна Азија и како се рангирани?
Топ 3 држи 98,8%: Shopee (~53%) + TikTok Shop (~29%, двојно се зголеми на 45,6 милијарди долари за да го земе #2) + Lazada (~17%); Amazon.sg и Tiki се проценки со долга опашка (комбинирани само ~1,2%).
Прошири: оригинален дел од извештајот Top-5 (табели GMV / приход / корисници / позиционирање)
7. Southeast Asia
Ranking basis: by Momentum Works Ecommerce in SEA 2026 platform GMV (CY2025 total $157.6B, +22.8%; top 3 hold 98.8%). Another definition, e-Conomy SEA (Google-Temasek-Bain), puts 2025 ecommerce at about $181B (including non-platform channels) — the two definitions must not be mixed. Ranks 4–5 are estimates (Momentum Works only publishes granularity for the top three; the long tail totals only ~1.2%).
| Rank | Platform | Company | GMV 2025 | Share | Positioning & strengths |
|---|---|---|---|---|---|
| 1 | Shopee | Sea Ltd | Southeast Asia $83.2B; global $127.4B (+26.8%) | ~53% | Mass market+gamification+owned logistics (SPX)+SeaMoney; Indonesia share 54% |
| 2 | TikTok Shop (incl. Tokopedia Indonesia) | ByteDance | Southeast Asia $45.6B (about 2×); global about $64B | ~29% | Live/content commerce; after the 2023 Indonesia ban, acquired ~75% of Tokopedia for $1.5B and integrated operations |
| 3 | Lazada | Alibaba | about $26.9B (derived: 98.8%×157.6−83.2−45.6) | ~17% | Alibaba flagship; owned logistics; overtaken by TikTok Shop into third; Vietnam Lazada+Tiki only 3% left |
| 4 | Amazon.sg | Amazon | about $1–2B (est.) | <1.5% | Singapore-focused; Prime Now/Fresh |
| 5 | Tiki | Tiki Corp | about $0.5B (est.) | <1% | Vietnam local platform (electronics/books); share declining |
⚠️ Definition and conflict notes: 1. Two total-size definitions: Momentum Works platform GMV $157.6B (2025) vs e-Conomy SEA ecommerce $181B (including non-platform) — cite the series when quoting. 2. TikTok Shop SEA $45.6B (TNGlobal "~2x") differs from some media "+132%" and Indonesia-only $13.1B (MOCA) (the latter may understate or exclude Tokopedia volume). 3. Do not mix Shopee Southeast Asia $83.2B with global $127.4B; Lazada GMV is a derived estimate (Alibaba does not disclose). 4. "Chinese platforms about 50% of SEA GMV": TikTok Shop (~29%)+Lazada (~17%) ≈46%, plus Temu/Shein (not in the platform GMV series) approaches 50% — partially supported. 5. Country divergence: Indonesia 2025 platform GMV $57.7B (Shopee 54%), growth slowing (Ministry of Trade: ecommerce only +2.2%); Vietnam Top4 platform sales 429 trillion dong (+34.8%), TikTok Shop share up to ~41%; Thailand the fastest growth (~+52%, second-hand).
Sources (selected): Momentum Works — https://thelowdown.momentum.asia/new-report-southeast-asias-platform-ecommerce-reaches-us157-6b-in-2025-with-top-platforms-expanding-share-to-98-8/ ; TikTok Shop SEA — https://technode.global/2026/02/11/tiktoks-southeast-asia-doubles-gmv-year-on-year-to-45-6b-in-2025/ ; Shopee Indonesia — https://www.chwang.com/news/204507076900 ; Vietnam TikTok Shop share — https://zxchuhai.com/202510/44968.html ; Indonesia GMV — https://zxchuhai.com/202604/46514.html
QШто вреди да се следи?
- TikTok Shop SEA GMV двојно се зголеми на 45,6 милијарди долари, престигнувајќи го Lazada; Уделот на Виетнам порасна на ~ 41%
- Разлика во земјата: Индонезиската платформа GMV 57,7 милијарди долари ( Shopee 54%) забавување на растот (само електронска трговија + 2,2%); Тајланд најбрз (~+52%)
- Кинеските платформи сочинуваат ~46–50% од SEA GMV (TikTok Shop ~29% + Lazada ~17%, плус Temu / Shein се приближува до 50%)
- Не мешајте ги двете дефиниции: Momentum Works 157,6 милијарди долари (само за платформи) наспроти e-Conomy SEA 181 милијарди долари (вклучувајќи не-платформа)
QКои се клучните увиди?
- Топ 3 имаат 98,8%; Прозорците за новодојденци се во вертикали, е-трговија со содржина и локализирани услуги
- TikTok Shop е најбрзо растечката платформа на SEA (~ 2x)
- Електронската трговија со видео/во живо е моторот за раст на SEA (Електронската трговија ASEAN-6 2025 надмина 180 милијарди долари)
QОд каде доаѓаат овие докази?
Изворни истражувачки документи за овој регион (со целосни URL на извори):