Southeast Asia B2C E-Commerce Market 2018 code:1371

Southeast Asia B2C E-Commerce Market 2018
OVERVIEW
TABLE OF CONTENTS
COMPANIES MENTIONED
Countries Covered: Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam
Pages: 165
Publication Date: 02/05/2018
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Questions Covered in the report:
  • What is the projected size of the B2C E-Commerce market in Southeast Asia by 2025?
  • Which countries in the region have the highest potential for online retail sales growth?
  • What are the top product categories purchased online in Southeast Asia?
  • How do Southeast Asia’s online shoppers prefer to pay for their digital purchases?
  • Who are the leading E-Commerce market players in Southeast Asia?

Key findings:

B2C E-Commerce sales in Southeast Asia to grow eight-fold by 2025

The online shopping sector is in early stages of development in most Southeast Asian nations, accounting for a small single-digit share of total retail sales. However, the yStats.com report shows that this region harbors tremendous potential for expansion of B2C E-Commerce, with a projection of an eight-fold increase in online sales between 2017 and 2025. With a total of over half a billion people living the six countries covered in the report, higher Internet and online shopper penetration rates are bound to result in robust E-Commerce growth. In Indonesia alone, Internet access is expected to nearly double by 2025, strengthening its position as the region’s largest online retail market.

The top reasons why connected consumers in Southeast Asia are increasingly adopting online shopping include the convenience of this method, allowing to shop at any time, along with the opportunity to compare prices and read product reviews, according to a recent survey included in the yStats.com report. Electronics, fashion and beauty products are among the most popular categories purchased online in countries including Thailand, Vietnam and Singapore. On the other hand, low levels of consumer trust and high delivery fees are cited among the main barriers to more digital purchases. In order to address these challenges, national governments, such as in Malaysia, pursue initiatives aimed at boosting infrastructure development and enhancing the regulatory framework for E-Commerce.

Online marketplace is becoming a major mode of conducting E-Commerce in Southeast Asia, although accepting orders through social media channels is still very popular, especially in Vietnam, Indonesia, Thailand and the Philippines. Singapore-based Lazada has emerged as the top online retailer and marketplace in the region, backed by support and investment from Alibaba Group, its main stakeholder. Other international E-Commerce leaders, including JD.com and Amazon are also taking interest in the region, challenging local pure-play and omnichannel retailers for a share of these fast growing B2C E-Commerce markets.

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1. Management Summary

2. Regional Overview

  • Digital Spending in Southeast Asia, by Category, incl. B2C E-Commerce, in USD billion, 2016
  • B2C E-Commerce Sales, Online Travel Sales, Online Media Sales, and Digital Ride Hailing Sales in Southeast Asia, in USD billion, 2015, 2017e, 2025f
  • Ranking of Countries in Southeast Asia by Estimated B2C E-Commerce Sales, incl. Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017e & 2021f
  • Retail E-Commerce Sales, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, in USD billion, 2016 & 2021f, and CAGR, in %, 2016-2021f
  • Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per Capita, in USD, and GDP per Capita PPP, in International Dollars, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2016
  • Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2015 & 2016
  • Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017 & 2022f
  • Breakdown of Digital Consumers in Six Southeast Asian Markets by Country, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
  • Year-on-Year Growth Rate in Number of Digital Consumers, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
  • Annual Online Spending per Online Shopper, in USD, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017 & 2022f
  • Online Activities Performed via Computer at Least Weekly, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
  • Online Activities Performed via Smartphone at Least Weekly, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
  • Share of Internet Users Accessing the Internet via Smartphone, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, 2017
  • Mobile Share of Traffic to E-Commerce Sites, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
  • Average E-Commerce Order Value, in USD, by Mobile, Desktop and Total, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
  • Devices Used for Browsing and Placing Orders Online, in % of Online Shoppers in Southeast Asia, Q2 2017
  • Conversion Rate on Mobile App Compared to Mobile Web, in % of M-Commerce Merchants, Q4 2017
  • Breakdown of E-Commerce Transactions with M-Commerce Merchants by Mobile Web, In-App and Desktop, in %, Q4 2017
  • Breakdown of Research and Purchase Channels Used, by Product Category, in % of Middle Class Urban Consumers in Southeast Asia, Q2 2017
  • Breakdown of Shopping Channels Used, by Online Store, Physical Store and Both, by Product Category, in % of Middle Class Urban Consumers in Southeast Asia Buying From This Category, Q2 2017
  • Social Media Buyer Penetration, in % of Internet Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
  • Reasons for Shopping Online, in % Online Shoppers in Southeast Asia, Q2 2017
  • Barriers to Online Shopping, in % of Respondents in Southeast Asia, 2017
  • Payment Methods Offered by E-Commerce Merchants, in % of E-Commerce Merchants, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
  • Breakdown of the Number of Monitored E-Commerce Orders by Selected Payment Methods, in %, by Indonesia, Philippines, Singapore, Thailand, January 2018
  • Top 10 E-Commerce Websites Purchased From, in % of Online Shoppers in Southeast Asia, Q2 2017
  • Top 3 Digital Platforms, by E-Commerce, Ride Hailing and Food Delivery, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2017
  • Top 3 E-Commerce Websites, by Major Southeast Asian Cities, incl. Bangkok, Jakarta, Hanoi, Ho Chi Minh City, Kuala Lumpur, Manila, Surabaya, in % of Online Shoppers, Q2 2017

3. Indonesia

3.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, March 2018

3.2. Trends

  • Number of Smartphone Users, in millions, 2017e & 2020f
  • Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2017
  • Activities Performed via Smartphone, incl. “Shopping Online”, in % of Smartphone Users, July 2017
  • Breakdown of Frequency of Buying Goods in Social Networks, in % of Social Network Users, June 2017
  • Product Categories Purchased Online via Social Networks, in % of Respondents Who Make Purchases via Social Networks, June 2017

3.3. Sales & Shares

  • Retail E-Commerce Sales, in USD billion, 2016 & 2021f
  • Retail E-Commerce Sales, in USD billion, 2018f & 2021f
  • E-Commerce Share of Retail Sales, in %, 2016

3.4. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2017e & 2022f
  • Online Shopper Penetration, in % of Internet Users, 2017
  • Number of Online Shoppers, in millions, 2016 & 2021f
  • Breakdown of Annual Online Spending in IDR, in % of Online Shoppers, 2017

3.5. Product

  • Share of Online Shoppers Who Prefer to Buy Selected Product Categories Online, in %, by Category, 2016

3.6. Payment

  • Top 3 Payment Methods Used in E-Commerce, in % of Internet Users, 2016
  • Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2017

3.7. Delivery

  • Overview of Shipping Features Offered to Selected Major E-Commerce Websites, incl. Free Shipping and Order Tracking, November 2017

3.8. Players

  • Overview of E-Commerce Players, March 2018
  • Top Local E-Commerce Websites by Unique Visitors, in thousands, by Total, Mobile and Desktop, incl. Total Minutes Spent, in millions, Total Views, in millions, and Average Minutes per View, June 2017
  • Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
  • Top 3 Local C2C E-Commerce Websites, by Total Visits, in millions, February 2018

4. Thailand

4.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2018

4.2. Trends

  • Devices Used to Access the Internet, in % of Internet Users, Q1 2016 & Q1 2017
  • Breakdown of B2C E-Commerce Sales by Mobile and Desktop, in %, 2017e & 2021f
  • Top Platforms Used to Purchase Products Online, incl. “Facebook, Instagram”, in % of Online Shoppers, February 2017
  • Product Categories Purchased via Social Media Compared to Lazada, in % of Online Shoppers, February 2017

4.3. Sales & Shares

  • B2C E-Commerce Sales of Companies in Thailand, in THB billion, 2014-2017e
  • B2C E-Commerce Sales, in USD billion, 2016 & 2021f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2016

4.4. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2011 – 2017e
  • Number of Online Shoppers, in thousands, and Penetration, in % of Internet Users, by Location, Gender, and Age Group,  Q1 2016 & Q1 2017
  • Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, July 2017
  • Online Shopper Penetration, in % of Internet Users, 2017e & 2022f

4.5. Products

  • Product Categories Purchased in E-Commerce, in % of Online Shoppers, July 2017
  • Breakdown of B2C E-Commerce Sales by Product Category, in %, 2017e & 2021f

4.6. Payment

  • Payment Methods Used in E-Commerce, by Number of Online Shoppers and Percentage of Online Shoppers, Q1 2016 & Q1 2017

4.7. Delivery

  • Reasons to Choose an E-Commerce Website to Purchase From, incl. Delivery-Related, in % of Online Shoppers, June 2017

4.8. Players

  • Overview of E-Commerce Players, March 2018
  • Breakdown E-Commerce Websites Most Frequently Purchased from, in % of Online Shoppers, June 2017
  • Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018

5. Singapore

5.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2018

5.2. Trends

  • Breakdown of Most Recent E-Commerce Purchases via Mobile and Other Devices, in % of Online Shoppers, August 2017
  • Share of Internet users Who Discover New Products and Services Through Online Research, in %, and Who Conduct Digital Research While In-Store, in %, 2016

5.3. Sales & Shares

  • B2C E-Commerce Sales, in USD billion, 2016 & 2020f
  • Retail E-Commerce Sales, in USD billion, 2016 & 2021f
  • Share of Retail E-Commerce Sales in Total Retail Sales, in % and in USD billion, 2017e
  • B2C E-Commerce Share of Total Retail Sales, in %, January 2018

5.4. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2017 & 2022f
  • Online Shoppers Penetration, in % of Internet Users, 2017 & 2022f

5.5. Products

  • Breakdown of B2C E-Commerce Sales by Product Category, in %, 2016

5.6. Payment

  • Share of Cards and Digital Wallets in E-Commerce Sales, in %, 2013 & 2017e

5.7. Delivery

  • Delivery Methods and Costs of 3 Major Players by the Number of Unique Visitors, March 2018

5.8. Players

  • Overview of B2C E-Commerce Players, April 2018
  • Top 10 Local E-Commerce Websites, by Average Monthly Visits, in thousands, Q4 2017
  • Top 5 E-Commerce Websites, by Unique Visitors via Desktop, in thousands, August 2017

6. Vietnam

6.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2018

6.2. Trends

  • Devices Used for Shopping Online, in % of Online Shoppers, 2016 & 2017
  • Channels Used to Shop Online, in % of Online Shoppers, 2015 & 2016
  • Product Categories Purchased Online via Social Networks, in % of Online Shoppers, 2017

6.3. Sales & Shares

  • B2C E-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2014 – 2016
  • B2C E-Commerce Sales, in USD million, 2016 & 2021f
  • B2C E-Commerce Share of Total Retail Sales, in %, 2017e

6.4. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2017 & 2022f
  • Online Shopper Penetration, in % of Internet Users, 2014 – 2016
  • Barriers to Online Shopping, in % of Internet Users Who Do Not Shop Online, 2016

6.5. Product

  • Product Categories Purchased Online, in % of Online Shoppers, 2017
  • Product Categories Purchased Online, in % of Online Shoppers, 2015 & 2016

6.6. Payment

  • Factors Most Important to Online Shoppers When Buying Online, in % of Online Shoppers, 2016
  • Breakdown of Payment Methods Used in Latest Online Purchase, in % of Online Shoppers, 2017

6.7. Delivery

  • Breakdown of Forms of Delivery Services Used by E-Commerce Companies, in % of E-Commerce Companies, 2015 & 2016

6.8. Players

  • Overview of B2C E-Commerce Players, April 2018
  • Websites Used for Shopping Online, in % of Online Shoppers, 2017
  • Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
  • Top 7 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, February 2018

7. Malaysia

7.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2018

7.2. Trends

  • Devices Used to Access the Internet, in % of Internet Users, 2015 & 2016
  • Share of Online Shoppers Who Made Their Most Recent Purchase via Mobile, in % of Online Shoppers, August 2017
  • Breakdown of Online Shoppers by Local Only, Cross-Border Only and Local and Cross-Border, in %, February 2017

7.3. Sales & Shares

  • B2C E-Commerce Sales, in MYR billion, and Year-on-Year Change, in %, 2012 – 2019f
  • E-Commerce Share of Total Retail Sales, in %, 2016/2017
  • E-Commerce Share of Total Retail Sales, in %, 2018f
  • Breakdown of E-Commerce Income of Companies by B2B, B2C and B2G, by Sector and Sub-Sector, in MYR million, 2015

7.4. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2013 – 2017
  • Online Shopper Penetration, in % of Internet Users, 2015 & 2017
  • Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, February 2017

7.5. Products

  • Product Categories Purchased in E-Commerce, in % of Online Shoppers, Q3 2017

7.6. Payment

  • Payment Methods Used in E-Commerce, in % of Online Shoppers, February 2017

7.7. Delivery

  • Delivery Methods Used for Online Purchases, in % of Online Shoppers, February 2017

7.8. Players

  • Overview of B2C E-Commerce Players, April 2018
  • Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
  • Top 3 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, February 2018

8. Philippines

8.1. Overview

  • B2C E-Commerce Market Overview and International Comparisons, April 2018

8.2. Trends

  • Mobile Share of Traffic to E-Commerce Sites, in %, June 2017
  • M-Commerce Sales, in USD million, 2016 & 2021f
  • Shopping-Related Activities Carried Out Online, in % of Individuals, Q2/Q3 2017
  • Share of Social Media Buyers and Consumers Influenced by Social Media When Purchasing, in % of Internet Users, 2017

8.3. Sales & Shares

  • B2C E-Commerce Sales, in USD million, 2016 & 2021f
  • E-Commerce Retail Share of Total Retail Sales, in %, 2016

8.4. Internet Users & Online Shoppers

  • Internet Penetration, in % of Individuals, 2017 & 2022f
  • Online Shoppers Penetration, in % of Internet Users, 2017 & 2022f

8.5. Products

  • Top 5 Categories of Products and Services Paid for Online, by Rank, by Shopping via Desktop and Mobile, 2016

8.6. Payment

  • Breakdown of E-Commerce Orders, by Payment Method, in %, March 2017

8.7. Delivery

  • Delivery Options Offered by the Top 2 B2C E-Commerce Market Players, April 2018

8.8. Players

  • Overview of E-Commerce Players, April 2018
  • Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, March 2018
  • Top 7 Local C2C/P2P E-Commerce Websites, by Total Visits, in millions, March 2018
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  • Alibaba Group Holdings Ltd.
  • Amazon.com Inc
  • Ayala Group
  • BF Jade E-Service Philippines Inc
  • Celcom Planet Sdn. Bhd.
  • Central Group
  • EZbuy International Pty Ltd
  • FPT Corporation
  • Facebook Inc
  • Giosis Group
  • Globe Telecom Inc
  • Honestbee
  • JG Summit Holdings
  • Lazada Group SA
  • MatahariMall.com
  • Mobile World Group
  • PT Bhinneka Mentaridimensi
  • PT Bukalapak
  • PT MetraPlasa
  • PT Tokopedia
  • PT XL Planet Digital Tbk
  • Sea Ltd
  • Sendo JSC
  • VNG Corporation
Read More

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