Region Deep-Dive
Zuidoost-Azië
Belangrijkste talen in deze regio: Bahasa Indonesia · Tiếng Việt · ไทย · English · Bahasa Melayu
Gerelateerde platforms staan onder Platformintelligence. Elk cijfer hieronder is te controleren in de uitgebreide brontekst. Platformintelligence.
QHoe groot is de e-commercemarkt van Zuidoost-Azië, en hoe groeit die?
Platform-GMV $ 157,6 miljard (2025, +22,8%, Momentum Works); e-Conomy SEA bredere e-commerce ~$181 miljard (2025, inclusief niet-platformkanalen)
+22,8% (GMV-platform 2025); een van 's werelds snelst groeiende e-commerceregio's (Thailand snelste ~+52%)
Uitklappen: oorspronkelijke sectie van het wereldwijde rapport (land-/deelmarktdetail en bronnen)
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.
QWelke zijn de Top-5-e-commerceplatforms in Zuidoost-Azië, en hoe rangschikken ze?
Top 3 bezit 98,8%: Shopee (~53%) + TikTok Shop (~29%, verdubbeld tot $45,6 miljard om nummer 2 te pakken) + Lazada (~17%); Amazon.sg en Tiki zijn long-tail-schattingen (gecombineerd slechts ~1,2%).
Uitklappen: oorspronkelijke sectie van het Top-5-rapport (GMV- / omzet- / gebruikers- / positioneringstabellen)
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
QWat is het waard om te volgen?
- TikTok Shop SEA GMV verdubbelde naar $45,6 miljard en haalde daarmee Lazada in; Het aandeel van Vietnam steeg naar ~41%
- Landendivergentie: Indonesische platform GMV $57,7 miljard (Shopee 54%) groei vertraagt (e-commerce slechts +2,2%); Thailand snelste (~+52%)
- Chinese platforms zijn goed voor ~46-50% van de SEA GMV (TikTok Shop ~29% + Lazada ~17%, plus Temu / Shein nadert 50%)
- Meng de twee definities niet door elkaar: Momentum Works $157,6 miljard (alleen platforms) versus e-Conomy SEA $181 miljard (inclusief niet-platforms)
QWat zijn de kerninzichten?
- Top 3 heeft 98,8%; De vensters voor nieuwkomers bevinden zich in verticale markten, e-commerce op het gebied van inhoud en gelokaliseerde diensten
- TikTok Shop is het snelstgroeiende platform van SEA (~2x)
- Video/livestream e-commerce is de groeimotor van SEA (ASEAN-6 2025 e-commerce overschreed $180 miljard)
QWaar komt dit bewijs vandaan?
Onderliggende onderzoeksdocumenten voor deze regio (met volledige bron-URL’s):