Region Deep-Dive
东南亚 Southeast Asia
区域 Top 语言：Bahasa Indonesia · Tiếng Việt · ไทย · English · Bahasa Melayu
相关平台见平台情报。全部数字与结论均可在下方展开原文查证。 平台情报.
本区域核心研究
与本区域直接相关的调研原文与方法论审计。
Q东南亚 Southeast Asia电商市场规模有多大？增长趋势如何？
平台 GMV $157.6B (2025, +22.8%, Momentum Works)；e-Conomy SEA 宽口径电商约 $181B (2025, 含非平台渠道)
+22.8% (2025 平台 GMV)；全球增长最快的电商区域之一（泰国最快 ~+52%）
展开：全球格局报告原文（含分国家/子市场明细与来源）
5.5 东南亚 Southeast Asia（全球增长最快的电商区域之一）
- 总规模（两套口径）：
- e-Conomy SEA（Google/Temasek/Bain）：2024 年东南亚数字经济 GMV $263B（+15%），其中电商 $159B；2025 年数字经济超 $300B，电商约 $181B。
- Momentum Works（仅平台 GMV）：2024 年 $128.4B → 2025 年 $157.6B（+22.8%），头部平台份额升至 98.8%。
- 平台格局：Shopee 第一（2025 全球 GMV $127.4B，其中 SEA 约 $66.8B）；TikTok Shop 快速崛起（泰国 2025 年营收 ฿544 亿、约 4 倍增长，超过 Lazada 升至第二）；Lazada 第三；Tokopedia 并入 TikTok 生态。中国平台约占东南亚电商 GMV 50%。
- 来源: 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
- 视频电商（Video commerce）是增长引擎：2025 年东盟六国电商交易额突破 $1,800 亿，视频/直播电商为主要拉动。
- 来源: https://dxpress.gelonghui.com/p/3531912
- 国别速览（2024–2025）：
口径提示: 东南亚总额存在 e-Conomy SEA（宽口径，含非平台与服务，$181B/2025）与 Momentum Works（仅平台 GMV，$157.6B/2025）两套数字；泰国全国电商 $200–220B 为极宽口径，马来西亚 RM937.5B（9M2025）为国家数字经济统计，均不可与 B2C GMV 直接比较。
Q东南亚 Southeast Asia的 Top 5 电商平台是谁？市场地位如何？
头部 3 家占 98.8%：Shopee（~53%）+ TikTok Shop（~29%，翻倍至 $45.6B 升至第二）+ Lazada（~17%）；Amazon.sg 与 Tiki 为长尾估算（合计仅 ~1.2%）。
展开：Top5 平台深度报告原文（GMV/收入/用户/定位明细表）
7. 东南亚 Southeast Asia
排名依据：按 Momentum Works《Ecommerce in SEA 2026》平台 GMV（CY2025 总额 $157.6B，+22.8%；头部 3 家占 98.8%）。另一口径 e-Conomy SEA（Google-Temasek-Bain）2025 电商约 $181B（含非平台渠道）——两套口径不可混用。第 4–5 名为估算（Momentum Works 只公布头部三家粒度；长尾合计仅 ~1.2%）。
| 排名 | 平台 | 公司 | GMV 2025 | 份额 | 定位与优势 |
|---|---|---|---|---|---|
| 1 | Shopee | Sea Ltd | 东南亚 $83.2B；全球 $127.4B（+26.8%） | ~53% | 大众市场+游戏化+自建物流（SPX）+SeaMoney；印尼份额 54% |
| 2 | TikTok Shop（含 Tokopedia 印尼） | ByteDance | 东南亚 $45.6B（约 2 倍）；全球约 $64B | ~29% | 直播/内容电商；2023 印尼封禁后以 $1.5B 收购 Tokopedia ~75% 整合运营 |
| 3 | Lazada | Alibaba | 约 $26.9B（衍生：98.8%×157.6−83.2−45.6） | ~17% | 阿里旗舰；自建物流；被 TikTok Shop 超越退居第三；越南 Lazada+Tiki 仅剩 3% |
| 4 | Amazon.sg | Amazon | 约 $1–2B（估算） | <1.5% | 新加坡为主；Prime Now/Fresh |
| 5 | Tiki | Tiki Corp | 约 $0.5B（估算） | <1% | 越南本土平台（电子/图书）；份额下滑 |
⚠️ 口径与冲突提示： 1. 总额两套口径：Momentum Works 平台 GMV $157.6B（2025）vs e-Conomy SEA 电商 $181B（含非平台）——引用时须注明系列。 2. TikTok Shop SEA $45.6B（TNGlobal"~2x"）与部分媒体"+132%"、印尼单国 $13.1B（MOCA）口径不一（后者可能低估或未含 Tokopedia 体量）。 3. Shopee 东南亚 $83.2B 与全球 $127.4B 勿混用；Lazada GMV 为衍生估算（阿里不披露）。 4. "中国平台约占东南亚 GMV 50%"：TikTok Shop（~29%）+Lazada（~17%）≈46%，叠加 Temu/Shein（不在平台 GMV 序列）接近 50%——部分支持。 5. 国别分化：印尼 2025 平台 GMV $57.7B（Shopee 占 54%），增长放缓（贸易部：电商仅 +2.2%）；越南 Top4 平台销售 429 万亿盾（+34.8%）、TikTok Shop 份额升至 ~41%；泰国增速最快（~+52%，二手）。
来源（节选）：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 印尼 — https://www.chwang.com/news/204507076900 ; 越南 TikTok Shop 份额 — https://zxchuhai.com/202510/44968.html ; 印尼 GMV — https://zxchuhai.com/202604/46514.html
Q有什么值得关注的动态？
- TikTok Shop 东南亚 GMV 翻倍至 $45.6B 超越 Lazada；越南份额升至 ~41%
- 国别分化：印尼平台 GMV $57.7B（Shopee 占 54%）增长放缓（电商仅 +2.2%）；泰国增速最快（~+52%）
- 中国平台约占东南亚 GMV 46–50%（TikTok Shop ~29% + Lazada ~17%，叠加 Temu/Shein 接近 50%）
- 两套口径不可混用：Momentum Works $157.6B（仅平台）vs e-Conomy SEA $181B（含非平台）
Q关键洞察是什么？
- 头部 3 家占 98.8%，新进入者窗口在垂直品类、内容电商与本地化服务
- TikTok Shop 是东南亚增速最快平台（约 2 倍）
- 视频/直播电商是东南亚增长引擎（东盟六国 2025 电商突破 $1,800 亿）
Q作为商家，我该如何选择并布局我的电商业务？
以下指南帮助商家判断：这个区域应该优先选择哪些平台、以什么顺序进入、需要注意什么。
如何选择平台
Southeast Asia is a mobile-first, price-sensitive, multi-country market (Indonesia is the largest, with platform GMV of US$157.6 billion, +22.8%). Shopee (53% share, in-house logistics SPX + SeaMoney payments) is the No. 1 choice for the mass market; TikTok Shop (29% share, GMV doubled) suits content/livestream-driven beauty, fashion and FMCG; Lazada skews toward mid-to-high-end brands and an authenticity mindshare; and cross-border low-price players like Temu can serve as a supplement. Pick 1–2 primary countries first (Indonesia/Vietnam/Thailand), then set your platform mix.
布局与进入路径建议
Suggested path: start with Shopee for mass-market standard products (largest traffic, broadest logistics coverage); add TikTok Shop for content-driven categories (livestream + short video; its Vietnam share is already about 41%); and go with Lazada for brand building. Languages, payments (high e-wallet penetration) and logistics speed vary widely by country, so we suggest mastering one country and proving a profitable model before replicating; commissions were widely raised in 2025, so price only after modeling the fee rates.
注意事项与风险
Shopee Vietnam raised commissions from 3–5% to 4–7% and added a 5% technology fee, prompting a joint protest signed by about 2,000 sellers — fee inflation is a shared risk; Indonesia's social-commerce ban precedent and the KPPU antitrust investigation (TikTok-Tokopedia) show regulation can shift suddenly; Indonesia's overall market growth has stalled (+2.2% per the Ministry of Trade's figures); local warehousing, local payments and local customer service determine retention; and cross-border tariff policy keeps flip-flopping.
平台速配一览
本区 Top 平台适合什么类型的卖家（点击平台名查看完整商家分析）：
| 平台 | 适合的卖家类型 |
|---|---|
| Shopee | Suited to: sellers of price-competitive, volume-driven mass-market categories (apparel, FMCG, home, electronics accessories), especially small/mid sellers wanting to spread across multiple Southeast Asian sites; sellers with cross-border supply chains can also set up in Brazil in parallel. Not suited to: sellers that depend on high AOV/brand premium and lack low-price capability — for them Lazada (brand mindshare) or a standalone site is more advisable. |
| TikTok Shop（含 Tokopedia 印尼） | Best for beauty, apparel, personal care, home, and novelty-small-item sellers with content-creation/creator resources who can quickly test hits and capture livestream conversion; small and mid-size brands can scale cheaply via creator affiliates. Not suitable for sellers without content capability or a pure shelf mindset, nor for thin-margin categories unable to absorb refund risk. |
| Lazada | Suited to: mid-to-high-end sellers with brand/authenticity mindshare goals, going-global brands that want to leverage Alibaba's cross-border supply chain (apparel, beauty, digital), and merchants that value Lazada Logistics fulfillment quality. Not suited to: volume-driven sellers chasing extreme low prices and maximum traffic (traffic clearly tilts toward Shopee/TikTok Shop). |
| Amazon.sg | Best for brand/factory sellers with a stable supply chain who can carry FBA inventory and advertising costs, and for merchants with a trademark who can enroll in Brand Registry. Full-category coverage; standardized categories like 3C, home, and baby products have clear volume advantages. Not suitable for thin-margin, undifferentiated, or cash-strapped newcomers — fees and competition will quickly eat gross margin; cross-region expansion (Europe/Japan/Middle East, etc.) requires simultaneously addressing VAT and local certifications. |
| Tiki | Suited to: small merchants with local Vietnamese supply chains focused on verticals like electronics/books/mother & baby that value same-day delivery and want to test at small scale, or that use its vertical mindshare for brand testing. Not suited to: sellers chasing scale, or cross-border newcomers without a local entity and Vietnamese-language operations. |