Asia-Pacific Ecommerce Market Research Findings

Purpose: Research input for the bilingual (Chinese/English) report "The Worldwide Ecommerce Landscape". Method: 28 web searches run via web_search (retrieval date: January 2026). Every number below is from a retrieved source and carries its URL. Figures are 2024–2025 vintage unless noted. Conflicting numbers across sources are flagged inline and summarized at the end. Usage note: Figures come from search-result snippets/headlines; before quoting in the final report, open each source URL to confirm the exact figure in context.

1. China

Headline numbers

• 2024 online retail sales: RMB 15.5225 trillion (¥155,225亿), +7.2% YoY — National Bureau of Statistics, released 17 Jan 2025.
• https://dzswgf.mofcom.gov.cn/news/43/2025/1/1737092576375.html">MOFCOM
• https://www.stcn.com/article/detail/1498346.html">Securities Times (stcn)
• http://big5.china.com.cn/gate/big5/finance.china.com.cn/news/20250117/6207263.shtml">China.com.cn
• https://jingji.cctv.com/2025/01/17/ARTI7MvTXJb6gD0YQjI1whmv250117.shtml">CCTV finance
• At an average 2024 exchange rate of ~7.1 RMB/USD this is ≈ US$2.19 trillion (derived conversion — flag as such).
• 2025 online retail sales: ≈ ¥15.97 trillion, +8.6% YoY — NBS, released 19 Jan 2026.
• https://dxpress.gelonghui.com/live/2261628">Gelonghui
• https://www.yilantop.com/news/79507">Yilantop
• https://imgs-b2b.100ec.cn/detail--6656317.html">100EC (cross-border context)
• 2025 total retail sales of consumer goods: > ¥50 trillion, +3.7% YoY.
• https://english.www.gov.cn/archive/statistics/202601/19/content_WS696da722c6d00ca5f9a08a31.html">Xinhua via gov.cn
• http://finance.people.com.cn/BIG5/n1/2026/0119/c1004-40648128.html">People's Daily
• https://finance.sina.com.cn/jjxw/2026-01-19/doc-inhhuzkc7091924.shtml">Sina Finance
• 2024 total retail sales +3.5% YoY (context: e-commerce outpaced total retail).
• https://english.www.gov.cn/archive/statistics/202501/17/content_WS6789bffdc6d0868f4e8eee38.html">gov.cn
• https://www.cncic.org/?p=5957">CNCIC analysis of 2024 online consumption

E-commerce share of total retail

• Physical-goods online retail = 26.1% of total retail sales in 2025, declining for two consecutive years (2024 was higher).
• https://paper.people.com.cn/rmrbhwb/pc/content/202602/10/content_30139768.html">People's Daily Overseas Edition
• https://www.ceweekly.cn/finance/macro/2026/0210/489101.html">CE Weekly
• https://www.peoplecen.com/html/2026/chany_0210/25794.html">People's Weekly reprint
• 2024 statistical communiqué (domestic trade chapter) for the physical-goods share reference. https://biz.haiwainet.cn/n/2025/0320/c3545021-32847887.html">Haiwainet

Platform landscape

• Market concentration: CR5 (top-5 platforms) = 78.3% of e-commerce in 2024, +5.2pp vs 2020.
• https://www.renrendoc.com/paper/498298000.html">Renrendoc — 2025 e-commerce industry research
• Goldman Sachs publishes GMV market-share forecasts for Alibaba (Taobao/Tmall), JD.com, Pinduoduo, Douyin, etc.
• http://wdatacn.aastocks.com/sc/(Z(@@78XMF=" title="zzzzz%605002369063%60">AAStocks — Goldman table)/stocks/news/aafn-con/NOW.1470615/popular-news/AAFN)
• https://m.aastocks.com/tc/stocks/news/aafn-con/NOW.1470615/popular-news/AAFN">AAStocks (traditional Chinese)
• Douyin e-commerce GMV ≈ ¥3.5 trillion in 2024, +30% YoY (reported/unofficial).
• https://finance.sina.com.cn/roll/2025-02-15/doc-inekpnsk6506769.shtml">Sina Finance
• https://m.jiemian.com/article/12351191.html">Jiemian
• https://dxpress.gelonghui.com/live/1833264">Gelonghui
• http://fmcgchina.com/newsinfo/8033921.html">FMCG China
• Live commerce ≈ 40% of China's e-commerce in 2025 (agency analysis); store livestreaming rising as influencer selling declines.
• https://ecommercechinaagency.com/douyins-live-commerce-40-of-chinas-e-commerce-pie-in-2025/">E-commerce China Agency
• https://fashionchinaagency.com/douyin-e-commerce-in-2025-store-livestreaming-rises-as-influencer-selling-declines/">Fashion China Agency
• https://stock.jrj.com.cn/2025/02/18091448215834.shtml">CITIC Securities on Douyin live commerce / TikTok global expansion
• Temu (PDD Holdings international): 2024 net profit ≈ €14.3B (~US$15.5B); Temu still growing ~40% despite US tariffs; HSBC sees Temu potentially profitable in 2025 with overseas revenue > 50% of PDD.
• https://cross-border-magazine.com/pdd-holdings-net-profit-2024/">Cross-Border Magazine
• https://www.eccang.com/news/4235">ECCang
• https://awtmt.com/articles/3709375">AWTMT / HSBC
• https://m.sohu.com/a/982258696_134311/">Sohu — "Temu world #1 shopping app, matched Amazon in 3 years"
• Cross-border e-commerce: 2025 import+export up ~70% vs 5 years earlier.
• https://imgs-b2b.100ec.cn/detail--6656317.html">100EC

Key dynamics

• Live commerce scale: Douyin ~¥3.5T GMV (2024) and ~40% share of national e-commerce via livestreaming (2025) — see links above.
• Social/livestream commerce continues reshaping the platform landscape; "电商2025：无路可退" industry commentary on intensifying competition. https://36kr.com/p/3181875705074819">36Kr

2. Japan

Headline numbers

• METI FY2024 E-Commerce Market Survey (published Aug 2025): consumer-facing (B2C) e-commerce market ≈ ¥26.1 trillion in 2024, +5.1% YoY, growth slowing.
• https://www.meti.go.jp/english/press/2025/0826_003.html">METI official press release
• https://www.nippon.com/cn/japan-data/h02555/">Nippon.com (Japanese data)
• https://www.amz123.com/kx/leslVVGe">AMZ123 summary
• Flag: older METI releases reported a narrower B2C figure (~¥15–16T); ¥26.1T is the current reported series — check definition/vintage before quoting.
• E-commerce penetration projected at 9.78% in 2024 — low vs other large markets.
• https://www.strategy-advisors.co.jp/sa-adv_2025/wp-content/uploads/2026/06/3182_Oisix-ra-daichi_2603Q4_initiation_ENG.pdf">Strategy Advisors (Oisix initiation PDF)
• https://en.jasec.or.jp/single-post/expansion-of-japan-s-e-commerce-market-size">JASEC — Expansion of Japan's e-commerce market size
• Japan online retail forecast: CAGR ~7.5% (2023–2028) per one vendor databook. https://finbets.websol.barchart.com/?module=topNews&0=NEWS&storyID=27824836&selected=news&symbol=">Barchart / GlobalData

Key players

• Top marketplaces: Amazon Japan, Rakuten, Yahoo! Shopping ("big three" comparisons).
• https://kakushin-digital.com/blog/2025/10/22/japan-ecommerce-marketplace-comparison/">Kakushin Digital
• https://www.webretailer.com/marketplaces-worldwide/online-marketplaces-japan/">Webretailer
• https://www.silkdrive.com/insights/ecommerce-japan-marketplaces">Silkdrive
• http://www.retailjapan.com/market-guides/japan-e-commerce/">Retail Japan guide
• Mercari (C2C marketplace) and ZOZOTOWN (fashion) are key verticals; Japanese top-10 platform rankings. https://www.10100.com/article/1958360">大数跨境 (10100.com)
• Black Friday performance comparisons of the top three platforms. https://www.chwang.com/article/187143131305">Chuang (chwang.com)

Consumer trends

• Digitalization and non-face-to-face demand as structural drivers. https://en.jasec.or.jp/single-post/accelerating-digitalization-and-non-face-to-face-demand-in-japan-s-e-commerce-market-and-implication">JASEC
• Penetration still rising, creating opportunities for overseas manufacturers. https://en.jasec.or.jp/single-post/trends-in-increasing-e-commerce-penetration-rates-in-japan-and-business-opportunities">JASEC
• Statista B2C e-commerce dossier (Japan). https://www.statista.com/study/96186/b2c-e-commerce-in-japan/">Statista

3. South Korea

Headline numbers

• 2024 online shopping transaction value: ₩242.3 trillion (~US$165.9B), +5.8% YoY — record high.
• https://en.yna.co.kr/view/AEN20250204001900320">Yonhap
• https://sri.kostat.go.kr/board.es?mid=a20101000000&bid=11722&list_no=434943&act=view&mainXml=Y">Statistics Korea (December 2024 online shopping)
• http://www.chinaview.cn/20250204/8cb41f2ef0374e2a8b767d6f483eae3e/c.html">Xinhua
• https://www.thestar.com.my/news/world/2025/02/04/s-korea039s-online-shopping-grows-58-pct-in-2024">The Star
• http://www.sinotf.com/GB/kuaixun/2025-02-08/zMMDAwMDM3MzAzMw.html">SinoTF — $165.9B
• https://www.pai.com.cn/p/01jkarshn00qnwb3nwb4d5ckew">Pai.com — ₩242T
• https://ombudsman.kotra.or.kr/ik-ch/bbs/i-657/detail.do?ntt_sn=492920">Yonhap (Chinese, KOTRA)

Key players

• Coupang and Naver in a "dead heat" for e-commerce market leadership (2024); both posted record sales.
• https://www.kedglobal.com/us/e-commerce/newsView/ked202501210003">KED Global
• https://www.yilantop.com/news/53318">Yilantop
• https://www.amz123.com/t/4YvjESwd">AMZ123
• Coupang financials: Q3 2025 revenue US$9.267B (+16–18% YoY). https://www.stocktitan.net/sec-filings/CPNG/10-q-coupang-inc-quarterly-earnings-report-190743abf7b4.html">StockTitan 10-Q; Q4 2025 results released 26 Feb 2026. https://www.nasdaq.com/press-release/coupang-announces-results-fourth-quarter-2025-2026-02-26">Nasdaq, https://www.marketscreener.com/news/coupang-announces-results-for-fourth-quarter-2025-ce7e5cd9d189f725">MarketScreener
• Other players: Gmarket, 11Street, Kakao (KakaoTalk commerce); AliExpress & Temu reportedly pushing toward ₩4 trillion combined sales in Korea.
• https://www.56ok.com/topic/detail-593930-temu-aliexpress-hit-3b-in-south-korea-rival-local-ecommerce.html">56OK — Temu/AliExpress in Korea
• https://agriculture.canada.ca/en/international-trade/reports-and-guides/sector-trend-analysis-e-commerce-trends-south-korea?wbdisable=false">Agriculture Canada — sector trend analysis
• https://wpic.co/reports/korea-ecommerce-market-report-2025/">WPIC Korea e-commerce market report 2025

Mobile & social commerce

• Mobile commerce share is very high — mobile-dominated market (~80%+ of online shopping per industry dossiers; exact % in Statista dossier). https://www.statista.com/study/112327/mobile-commerce-in-south-korea/">Statista mobile commerce, https://www.statista.com/study/29755/e-commerce-in-south-korea-statista-dossier/">Statista e-commerce dossier
• Data gap: exact mobile share % not confirmed in snippets — verify in the Statista dossier.

4. India

Headline numbers (conflicting scopes — flag all)

• GlobalData: India e-commerce market to surpass US$200B in 2025 (total e-commerce scope). https://www.globaldata.com/media/banking/india-e-commerce-market-to-surpass-200-billion-mark-in-2025-forecasts-globaldata/">GlobalData
• ET/Bain-style estimate: shoppers to spend US$140–160B online by 2025. https://m.economictimes.com/tech/technology/indian-shoppers-to-spend-140-160-billion-online-by-2025-report/amp_articleshow/99276263.cms">Economic Times
• IBEF: market to hit US$325B by 2030; digital economy US$800B by 2030; rural India to lead growth.
• https://www.ibef.org/news/e-commerce-market-to-hit-us-325-billion-by-2030-rural-india-to-lead-growth">IBEF
• https://www.financialexpress.com/business/industry-indian-ecommerce-market-to-grow-to-325-billion-digital-economy-to-reach-800-billion-by-2030-3470164/">Financial Express
• https://www.business-standard.com/industry/news/e-commerce-market-to-hit-325-billion-by-2030-rural-india-to-lead-growth-124042900284_1.html">Business Standard
• https://timesofindia.indiatimes.com/technology/tech-news/india-to-become-worlds-third-largest-ecommerce-market-by-2030/articleshow/109669019.cms">Times of India — 3rd largest market by 2030
• India = world's fastest-growing e-commerce market (2025 commentary). https://insideretail.co.nz/2025/04/08/why-india-is-on-track-to-become-the-worlds-fastest-growing-e-commerce-market/">Inside Retail NZ
• E-commerce to capture 22% of India's retail GMV by 2031 (Inc42). https://inc42.com/buzz/ecommerce-to-capture-22-of-indias-retail-gmv-by-2031/">Inc42

Festive season (key sales window)

• Redseer: 2025 festive-season GMV to cross ₹1.15 lakh crore (~US$13.1B), +20% YoY.
• https://www.ibef.org/news/e-commerce-gmv-set-to-cross-rs-1-15-000-crore-us-13-12-billion-grow-20-in-festive-season-redseer">IBEF / Redseer
• https://www.business-standard.com/amp/industry/news/india-festive-season-ecommerce-sale-redseer-report-125082700476_1.html">Business Standard
• Datum: 2025 festive online sales to hit ₹1.2 lakh crore, +27% YoY (slightly different estimate). https://www.financialexpress.com/business/industry-online-festive-shopping-to-hit-rs-1-2-lakh-crore-datum-3960523/">Financial Express
• Festive Barometer 2025 (Datum). https://datumintell.com/festive-barometer-2025">Datum

Players

• Flipkart leads India e-commerce with up to 60% GMV share and ~220M users (ICICI Securities).
• https://www.moneycontrol.com/news/business/startup/flipkart-leads-india-e-commerce-with-up-to-60-gmv-share-220-million-users-icici-securities-report-13923245.html">Moneycontrol
• https://www.bizzbuzz.news/industry/ecommerce/flipkart-stays-ahead-of-amazon-meesho-in-gmv-user-growth-1391114">Bizzbuzz
• Meesho: US$6.2B GMV run-rate for FY25; 26% CAGR through FY31 (CLSA).
• https://www.moneycontrol.com/news/business/startup/meesho-clocks-6-2-billion-gmv-run-rate-for-fy25-to-grow-at-26-cagr-through-fy31-clsa-13004405.html/amp">Moneycontrol / CLSA
• https://www.thehindubusinessline.com/companies/meesho-reaches-gmv-of-62-bn-eyes-bigger-slice-of-ecommerce-pie-with-value-first-playbook-report/article69491464.ece">Hindu BusinessLine
• Amazon India, Myntra, Nykaa, Reliance JioMart, ONDC: market consolidating around conglomerates and platforms (Reliance Retail, Tata Digital, Amazon India, Meesho, ONDC). https://www.researchandmarkets.com/reports/6191201/india-b2c-ecommerce-market-size-and-forecast-value">ResearchAndMarkets — India B2C databook
• Flipkart Big Billion Days vs Amazon Great Indian Festival performance analyses. https://finwhisp.com/how-much-earning-made-by-flipkarts-big-billion-days-and-amazons-great-indian-festival/">Finance Whisper

UPI / digital payments

• UPI is the payment backbone of Indian e-commerce — Zepto & Blinkit process billions of UPI transactions. https://www.news18.com/business/zepto-blinkit-rake-in-billions-via-upi-from-fuel-to-pharma-see-who-made-the-most-ws-adkl-9500044.html">News18
• Digital payments accelerating online grocery and quick commerce adoption. https://www.indiabusinesstrade.in/blogs/indias-online-grocery/">India Business & Trade

Quick commerce trend

• India's instant-delivery (quick commerce) race ≈ US$15B annualized, but losses > US$1.4B.
• https://in.investing.com/news/stock-market-news/indias-instant-delivery-race-hits-15-billion-but-losses-exceed-14-billion-4984461">Investing.com / Invezz
• Zepto FY25: sales +129%, losses widened 177% to ₹3,367 crore. https://www.moneycontrol.com/news/business/startup/zepto-s-fy25-loss-widens-177-to-rs-3-367-crore-total-sales-jump-129-13743016.html/amp">Moneycontrol
• Quick-commerce market to reach US$12.97B by 2029 — Blinkit, Zepto, Swiggy Instamart lead; JioMart and BigBasket scaling competitive entry. https://www.researchandmarkets.com/reports/6232845/india-quick-commerce-market-size-and-forecast">ResearchAndMarkets
• Quick commerce industry report (players overview). https://www.nexdigm.com/market-research/insights/blog/india-quick-commerce-industry-report/">Nexdigm

5. Australia / New Zealand

Australia

• 2025: Australian online retail spend ≈ A$82.6B, +14% YoY. https://eightx.co/blog/australian-online-retail-spend-2026">Eightx
• 2024: record A$69B online spend — marketplaces and food dominate.
• https://insideretail.com.au/business/financial/marketplaces-food-dominate-as-aussies-spend-a-record-69-billion-online-202503">Inside Retail
• https://officeproductsnews.com.au/newsitem/aussies-spend-record-69-billion-online">Office Products News
• https://powerretail.com.au/why-ecommerce-is-setting-records-despite-cost-of-living-pressures/">Power Retail
• Conflict flag: one source says "2024 Australia e-commerce market = US$37.2B". https://www.yilantop.com/news/54516">Yilantop — different definition (retail-only vs total online spend). Prefer the AusPost-based A$69B (2024) figure for the report, and note the definitional difference.
• Amazon AU: local sales growing ~A$1B/yr; total Amazon AU spend on track to pass A$5B.
• https://thenightly.com.au/business/online-retail-behemoth-amazon-racks-up-another-1b-in-sales-in-australia-c-22198124">The Nightly
• https://www.smh.com.au/business/companies/australia-s-addiction-to-amazon-is-set-to-blow-past-5-billion-20260427-p5zrba.html">SMH
• Temu & Shein remain the headline disruptors in 2025; Amazon, Temu, Shein dominate growth as local retailers decline.
• https://www.roymorgan.com/findings/10158-amazon-temu-and-shein-growth-story-continues-march-2026">Roy Morgan
• https://retailasia.com/news/amazon-temu-and-shein-dominate-in-australia-local-retailers-decline">Retail Asia
• https://www.amz123.com/t/J8HuLXbN">AMZ123 — 2025 Australia $82.6B
• Consumer behaviour: smaller, more frequent orders trend. https://www.smartcompany.com.au/retail/basket-case-smaller-more-frequent-orders-driving-online-retail/">SmartCompany

New Zealand

• Q4 2024 online spend NZ$1.73B, +9% YoY; record transaction levels in 2024.
• https://www.nzpost.co.nz/about-us/media-centre/media-release/online-shoppers-spent-173-billion-october-to-december-2024">NZ Post media release
• https://www.nzpostbusinessiq.co.nz/latest-ecommerce-insights/record-transaction-levels-drive-2024s-online-growth">NZ Post BusinessIQ — record transactions
• https://www.cep-research.com/2025/02/26/new-zealanders-spend-more-online-in-peak-2024/">CEP-Research
• https://www.parcelandpostaltechnologyinternational.com/news/e-commerce/online-shopping-grows-9-year-on-year-in-new-zealand.html">Parcel and Postal Technology International
• "Temu mania": Kiwis buy more online but spend less overall. https://newsroom.co.nz/2025/02/25/temu-mania-kiwis-buy-more-online-but-spend-less-overall/">Newsroom

6. Southeast Asia

Total market (two headline series — flag definitions)

e-Conomy SEA (Google / Temasek / Bain) — broad digital-economy + e-commerce segment: - e-Conomy SEA 2024 (Nov 2024): SEA digital-economy GMV US$263B (+15% YoY); e-commerce segment GMV ≈ US$159B in 2024. - https://blog.google/company-news/inside-google/around-the-globe/google-asia/sea-economy-2024/">Google blog — 3 takeaways - https://www.publicnow.com/view/B690901E44361D403F2ACBE9F379ADF9E1BBBB7E">Bain (via PublicNow) - https://www.asiaecs.com/blog-index-detail-169.html">AsiaECS — per-country GMV summary - https://thediplomat.com/2024/11/growth-in-southeast-asias-digital-economy-slows-slightly-in-2024/">The Diplomat - https://ceoworld.biz/2024/11/06/sea-digital-economy-poised-for-growth-with-ai-and-e-commerce-leading-the-charge-singapore-to-reach-29-billion-in-gmv-by-2024/">CEOWORLD — Singapore $29B GMV - e-Conomy SEA 2025 (Nov 2025): ASEAN digital economy to surpass US$300B GMV in 2025 (7.4x GMV growth in a decade); e-commerce projected ≈ US$181B in 2025. - https://www.temasek.com.sg/en/news-and-resources/news-room/news/2025/e-conomy-sea-2025-report-aseans-digital-economy-poised-to-surpass-300-billion">Temasek - https://www.bain.com/zh/about/media-center/press-releases/sea/e-conomy-sea-2025/">Bain - https://blog.google/company-news/inside-google/around-the-globe/google-asia/sea-economy-2025/">Google blog — ASEAN $300B - https://www.vietnam.vn/en/thuong-mai-dien-tu-dong-nam-a-du-kien-dat-181-ty-usd-nam-2025">Vietnam.vn — $181B e-commerce - https://technode.global/2025/11/11/aseans-digital-economy-poised-to-surpass-300b-in-gmv-by-2025-report/">TNGlobal

Momentum Works — platform-only GMV (narrower, marketplace GMV): - 2024: SEA platform e-commerce GMV = US$128.4B; top-3 platforms = 84% share; Shopee ≈ US$66.8B. - https://thelowdown.momentum.asia/new-report-southeast-asias-platform-ecommerce-gmv-reaches-us128-4b/">Momentum Works - https://thelowdown.momentum.asia/press-release-southeast-asias-platform-ecommerce-gmv-reaches-us128-4b-top-3-platforms-increase-market-share-to-84-momentum-works/">Momentum Works press release - https://www.100ec.cn/detail--6650405.html">100EC — Shopee $66.8B - https://databoks.katadata.co.id/en/technology-telecommunications/statistics/685d3cef5a751/shopee-dominates-southeast-asias-e-commerce-gmv-until-2024">Databoks — Shopee dominance - 2025: SEA platform e-commerce GMV = US$157.6B, +22.8% YoY; top platforms' share expanded to 98.8%. - https://thelowdown.momentum.asia/new-report-southeast-asias-platform-ecommerce-reaches-us157-6b-in-2025-with-top-platforms-expanding-share-to-98-8/">Momentum Works - https://technode.global/2026/04/14/southeast-asias-ecommerce-market-up-22-8-percent-year-on-year-to-157-6b-in-2025-momentum-works/">TNGlobal - https://english.news.cn/asiapacific/20260414/8b579cf73a3f474088c05122a2cbadae/c.html">Xinhua - https://www.businesstimes.com.sg/zh-hans/international/asean/south-east-asia-e-commerce-gmv-grows-us157-6-billion-2025">Business Times SG (Chinese) - SEA e-commerce projected +16% growth in 2025; video commerce (TikTok Shop) and AI reshape shopping. https://www.business-standard.com/world-news/southeast-asia-ecommerce-growth-video-commerce-ai-shopping-digital-economy-125111100989_1.html">Business Standard

Per-country (2024–2025)

Indonesia — largest SEA market: - E-commerce to surpass US$46B in 2025 (GlobalData; $46.6B per Retail Asia). - https://www.globaldata.com/media/banking/indonesias-e-commerce-market-surpass-46-billion-2025-forecasts-globaldata/">GlobalData - https://retailasia.com/e-commerce/news/indonesia-e-commerce-market-hit-466b-2025">Retail Asia - B2C e-commerce to grow 10.6% to US$43.4B (R&M databook — slightly different scope). https://www.researchandmarkets.com/reports/6191233/indonesia-b2c-ecommerce-market-size-and-forecast">ResearchAndMarkets - Indonesia remains SEA's largest e-commerce market in 2025. https://databoks.katadata.co.id/en/technology-telecommunications/statistics/69e1a07207d12/indonesia-remains-southeast-asias-largest-e-commerce-market-in-2025">Databoks - Digital economy to grow ~13%; Shopee anchors via logistics + local seller programs; Tokopedia (with GoTo) cross-promotion. https://en.tempo.co/read/1940641/google-predicts-indonesias-digital-economy-to-grow-by-13-driven-by-e-commerce-innovation#1">Tempo, https://secure.businesswire.com/news/home/20260129537865/en/Indonesia-B2C-Ecommerce-Business-Report-2025-Shopee-Anchors-the-Market-Through-Logistics-and-Local-Seller-Programs-Tokopedia-Leverages-Cross-Promotion-Supported-by-Gojek---Forecast-to-2029---ResearchAndMarkets.com">ResearchAndMarkets — Indonesia B2C business report

Vietnam: - 2024 e-commerce = US$25B, +20% YoY. https://en.baochinhphu.vn/print/viet-nams-e-commerce-market-up-20-in-2024-111250107155234946.htm">Bao Chinh Phu, https://english.baoquangninh.vn/viet-nam-s-e-commerce-hits-us-25-billion-in-2024-3338580.html">Bao Quang Ninh - 2025 online retail sales +35% to > US$16B (VCCI); Vietnamese spend ~US$45M/day online. - https://en.vcci.com.vn/economic-news/online-retail-sales-in-vietnam-jump-35-to-over-16-bln-in-2025-report-114817">VCCI - https://en.vietnamplus.vn/vietnamese-spend-45-million-usd-a-day-online-shopping-post335990.vnp">VietnamPlus - https://vietnamnews.vn/economy/1763770/vietnamese-spend-45-million-a-day-online-shopping.html">Vietnam News - https://e.vnexpress.vn/news/business/economy/vietnamese-consumers-spend-16b-on-online-shopping-among-highest-in-southeast-asia-4907392.html">VnExpress - E-commerce > 10% of retail sales. https://english.thesaigontimes.vn/e-commerce-tops-10-of-retail-sales-in-vietnam/">Saigon Times - Forecast US$70B by 2030. https://vntradetoca.org/en/vietnam-e-commerce-forecast-to-reach-us70-billion-by-2030/">VN Trade - TikTok Shop (vs Shopee) revenue +93% YoY competition context. https://www.vietnam.vn/en/so-ke-thi-phan-voi-shopee-tiktok-shop-tang-truong-doanh-thu-den-93-nam">Vietnam.vn

Thailand: - 2025 market value forecast ₿6,770–7,470 billion (~US$200–220B — likely broad total e-commerce incl. digital services; flag). https://www.100ec.cn/detail--6638704.html">100EC - TikTok Shop Thailand 2025 revenue ฿54.4B (~4x YoY), overtook Lazada for #2; TikTok Shop became most profitable player. - https://www.baijing.cn/article/55754">Baijing - https://m.163.com/dy/article/KVU2461H05118A6A.html">163 - https://www.magzter.com/en/stories/newspaper/Bangkok-Post/TIKTOK-SHOP-FLEXES-MUSCLE-IN-3WAY-THAILAND-TUSSLE">Bangkok Post via Magzter - https://www.chwang.com/news/207032220028">Chuang — 350% revenue jump - Shopee & Lazada Thailand combined revenue > ฿78B. https://www.bigseller.com/blog/articleDetails/3308.htm">BigSeller - Market outlook & SMS-driven growth context. https://www.nationthailand.com/blogs/business/trade/40045919">Nation Thailand, https://www.jinfengkou.com/show-219075.html">Jinfengkou

Philippines: - 2024 e-commerce market ≈ US$24.5B; forecast to exceed US$75B by 2033. - https://www.amz123.com/kx/SIcwmaDI">AMZ123 - https://www.amz123.com/kx/BnSjbSgm">AMZ123 — 2033 forecast - https://36kr.com/p/3190380400021634">36Kr - Platform overview (Shopee/Lazada/TikTok Shop). https://cube.asia/e-commerce-in-philippines/">Cube

Malaysia: - E-commerce revenue RM937.5B for 9M 2025 (+1.9% YoY) — very broad national digital-economy measurement, not comparable to B2C GMV. - https://www.freemalaysiatoday.com/category/business/2025/11/26/malaysias-e-commerce-revenue-rises-1-9-to-rm937-5bil">Free Malaysia Today - https://technode.global/2025/11/27/e-commerce-continues-to-drive-malaysias-digital-economywith-227-billion-in-revenue-for-the-first-three-quarters-of-2025/">TNGlobal - https://sme.asia/malaysias-e-commerce-revenue-reaches-rm937-5-bil-in-9m-2025/">SME.asia - B2C e-commerce to reach US$21.42B by 2029 (R&M). https://www.researchandmarkets.com/reports/6191229/malaysia-b2c-ecommerce-market-size-and-forecast">ResearchAndMarkets - Malaysia = SEA's fastest-growing digital economy (e-Conomy SEA 2025). https://thesun.my/business/asean-business/malaysias-digital-economy-is-southeast-asias-fastest-growing-e-conomy-sea-report-2025/">The Sun - NST analysis — Malaysia's e-commerce story as ASEAN's next growth chapter. https://www.nst.com.my/business/insight/2025/10/1296140/malaysias-e-commerce-story-also-aseans-next-growth-chapter">NST

Singapore: - B2C e-commerce US$16.39B in 2024 → US$25.5B by 2029 (R&M). 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">GlobeNewswire - Platform market expanded +21% in 2024, led by Shopee. https://www.straitstimes.com/business/singapores-e-commerce-platform-market-expands-by-21-led-by-shopee">Straits Times - e-Conomy SEA: Singapore digital economy ~US$29B GMV (2024). https://ceoworld.biz/2024/11/06/sea-digital-economy-poised-for-growth-with-ai-and-e-commerce-leading-the-charge-singapore-to-reach-29-billion-in-gmv-by-2024/">CEOWORLD

Platform landscape & live/social commerce

• Shopee (Sea) #1; TikTok Shop (ByteDance) surging; Lazada (Alibaba) #3; Tokopedia (now part of TikTok Tokopedia / GoTo) — "TikTok, Sea, Alibaba corner ASEAN markets".
• https://kr-asia.com/tiktok-sea-alibaba-owned-e-commerce-corner-asean-markets">KR Asia
• https://finance.sina.com.cn/tech/shenji/2025-06-26/doc-infckpak7119288.shtml">Sina Finance / Momentum Works analysis
• https://cube.asia/shopee-lazada-and-tiktok-shop-in-southeast-asia-what-the-data-shows-in-2026/">Cube — Shopee, Lazada, TikTok Shop data 2026
• https://www.sgpjbg.com/hyshuju/223ce04e1dd22bb0982fd2ba75463850.html">Singapore PGB analysis
• Chinese platforms hold ~50% of SEA e-commerce market share; "four Chinese companies dominate SEA e-commerce".
• https://www.yiofong.com/news/2510312802">Yiofong
• https://www.bianews.com/news/details?id=224214">Bianews
• Video/live commerce is the growth engine — "2025 ASEAN six-country e-commerce > US$180B, video commerce the engine".
• https://dxpress.gelonghui.com/p/3531912">Gelonghui
• https://www.163.com/dy/article/KIOJMJHQ05118FBF.html">163
• Cross-border scale: SEA e-commerce GMV grew from US$54B (5 years ago) to ~US$155B; Vietnam & Thailand fastest-growing markets. https://www.sgpjbg.com.cn/hyshuju/9f0f45dfc7181f32a04546ec4472757a.html">SGPJBG, https://www.chwang.com/news/181383897336">Chuang
• Data gap: specific SEA cross-border US$ share not directly retrieved — qualitative only (Chinese platforms ~50% of SEA GMV, above).

7. Regional context (Asia-Pacific vs global)

• Asia e-commerce growth to exceed 16% in 2025 — above global average. https://pluralia.com/en/news/asia-e-commerce-growth-to-exceed-16-in-2025/">Pluralia
• SEA e-commerce +16% in 2025 vs China +8.6% and maturing developed markets (Japan ~5%, Korea ~6%) — SEA/India are the growth engines. https://www.business-standard.com/world-news/southeast-asia-ecommerce-growth-video-commerce-ai-shopping-digital-economy-125111100989_1.html">Business Standard
• 2025 APAC e-commerce report: "emerging vs mature markets diverge sharply". https://www.amz123.com/kx/j1DRvejC">AMZ123
• Global e-commerce continues growing (e.g., IMARC $94.2T by 2033 — very broad definition incl. B2B; flag). https://content-archive.fast-edgar.com/20250627/AQ29C22CLZ22LT9Z2IJF2ZY2NBKCZ222Z272/">Fast-Edgar / IMARC
• China remains the world's largest single-country e-commerce market (2025 online retail ≈ ¥15.97T / ~US$2.2T), and Asia-Pacific is the largest region by e-commerce GMV, driven by China + India + SEA growth.
• Regional B2C e-commerce size trend comparisons. https://www.sgpjbg.com.cn/hyshuju/9106452a43cb9eeba0a2cc3033800637.html">SGPJBG

Conflicting numbers to flag in the final report

1. Japan market size: ¥26.1T (2024, current METI series) vs older ~¥15–16T B2C figures — definition/vintage change; cite METI FY2024 survey.
2. Australia 2024: A$69B (AusPost "online spend") vs US$37.2B (retail-only estimate).
3. India size: US$200B+ (GlobalData, total) vs US$140–160B (ET) vs narrower B2C databooks — differ by scope.
4. SEA totals: e-Conomy SEA e-commerce US$159B (2024) / US$181B (2025) vs Momentum Works platform-only US$128.4B (2024) / US$157.6B (2025) — platform GMV vs broader e-commerce incl. non-platform and services.
5. Thailand 2025: ₿6.77–7.47T broad total-e-commerce forecast vs much smaller platform revenue figures — different scopes.
6. Malaysia RM937.5B (9M 2025): very broad national digital-economy measurement, not comparable to B2C GMV figures.
7. Indonesia: US$46B (GlobalData) vs US$43.4B (R&M B2C) — scope/databook differences.
8. India festive 2025: Redseer ₹1.15 lakh crore (+20%) vs Datum ₹1.2 lakh crore (+27%).

Data gaps (no specific figure retrieved)

• Korea mobile-commerce exact share % (Statista dossier cited; verify inside).
• SEA cross-border e-commerce US$ share (qualitative only: Chinese platforms ~50% of SEA GMV).
• Rakuten / Amazon Japan individual GMV figures (qualitative rankings only).

Method note

• 28 web searches executed via web_search (January 2026).
• All figures above come from retrieved snippets/headlines; before quoting in the final report, open each source URL to confirm the exact figure in context.
• Converted figures (RMB→USD) are explicitly marked as derived.