2023年东南亚电商市场白皮书（英文版）.docx

eTOCSoutheastAsiaE-commerceWhitepapereTOCGmbH2023eTOCGroupvvw.ecommrctochin.com1.ega1.notice.eTOCinitia1.1.yderivesfromC-COmn1.erCeTOChina.Wehe1.pintcnationa1.brandsse1.1.andgrowinChinaviaC-CoI1.11erce.Copyright02023eTOCGmbI1.A1.1.rightsreserved.Thiswhitepaperoranyportionthereofnaynotb。reproducedorusedinany11annerwhatsoeverwithouttheexpressKTittenpermissionofthepub1.ishereTOCGmbHexceptfortheuseofbriefquotationsforreferencepurposes.A1.thoughtheauthorsnndpub1.isherhavemadeeverye'crttoensurethattheinformationhthispaperwascorrectatpresstime,theydonotassumeandherebydisc1.aimany1.iabi1.itytoanypartyforany1.ossdanage.ordisruptioncausedbyerroesorofIiSSionSwhethersucherrorsoromissionsresu1.tfromneg1.igence,ccidentoranyothercause.ThePUbfchefhasmadeeveryefforttoensurethatUR1.sforextemo<WGbsitesreferredtointhispaperarecorrectondactiveatthetimeofpub1.ishing.However,thepub1.isherhosnoresponsibi1.ityforthewebsitesandcanmakenoguaranteethatasitew三remain1.iveorthatthecontentis<xwi1.1.remainappropriate.infQecEveryefforthasbeenmadeIotraceoi1.copyrightho1.dersbutifanyhasbeeninadvertent1.yover1.ooked,thePUbfcherw三bep1.easedtoinc1.udeanynecessarycreditsinanysubsequentreprintoredition.P1.easecontactusatforanyre1.atedenquiries.Forward.Dearesteemedreaders.Itisuithgeatp1.easurethatcTOCpresenttoyouthiscomprehensivewhitepaperontheSoutheastAsiaCeemmerCemorket.Theregionhasexperiencedexponentia1.growthiQCOn11erceinrecentycofs.withahighernumberofconsumersshiftingtowardson1.heshopping,coup1.edwithaninf1.uxofbusinessesenteringthemarket.Thisvhitepaperseekstoprovideanin-depthana1.ysisoftheSoutheastAsiaQcoInmerCe1.andscape,high1.ightingthereasonsbehinditssuecess.cmentmarkettrends,thecha1.1.engesthatbusinessesnightencountc;andapractica1.guideonhovbrandscan1.everagetheopportunitiespresentedbythenarke1.ThegiowthoftheSoutheastASiaecoIICrCCnarketisive11byvariousfactorsSUChasagrowingIIidd1.e-C1.a。ou1.a1.ioaincreasedinternetpcnetratk>aSUrgCinmobi1.eusageandtherisingforeigninvestnentAssuch,itKinperativetounderstandtheecosystemOr1.hiSthwingmarkettostayconpe1.itive,andIhiSwhitepaperoffrsva1.uab1.einsightstothetopp1.ayerswiththeirmarketshareandbusinessmode1.introduction.Moreover,thiswhitepaperoffersathoroughreviewofthe1.atestecommercetrends,inc1.udingsocia1.connercevomnichanne1.retai1.hg.andtheinponanceOf1.ogisticsandfu1.fi1.1.mentAdditiona1.1.y,wcaddressthecha1.1.engesth1.businessesnayencounterintheSoutheastAsiamarket,suchascu1.tura1.and1.anguagebarriers1.ogisticIiiiitations1.andthecomp1.exityofpaymentsystem.Fina1.1.y;tohe1.pbusinessesthriveinthisdynanicandrapid1.yevo1.vingnarket.Uehaveconpi1.edpractica1.adviceonseizingtheopportunitiespresentedbytheSoutheastAsiaeconcrceIIarkC1.FVomchanne1.nangation,ProdUCIassortwenttonarketingstrategy,weshareeffectivestrategiesthatcanhe1.pyourbrandsucceed.Thankyouforchoosingthiswhitepape;andwehopethatitWiI1.beava1.uab1.ereso11ceforyourbusinessasyounavigatetheSoutheastAsiaeconnercemarketSincere1.y,eTOC.Snuthcax1.AyiIB-Co1.1.ncrccnarkctAgenda.01.TntroductionR002.E-commercegrowthdrivers Popu1.ationbenefitsP.05 Acce1.orateddigita1.transformationP.07 ForeigninvestmentpromotedbygovernmentR0903.Decodinge-commerce1.andscape Boominge-commercemarketacce1.eratedbyCOVIDR11 Dynamice-cOmtnereeIandscapop13 Post-Covide-commerceconsumptiontrendsp.18 Cho1.1.engesfornext1.eve1.ofgrowthp.2304.E-commercemarketentrytactics Channe1.expansionp.26 Productassortmentp3 Marketingstrategiesp.22O1.IntroductionThispowert'1.p1.aceisavastregionsituatedeastoftheIndiansubcontinentandsouthofChina.Itcouprises11countriesinc1.udingSingapore.Thai1.and.Vietnan.Indonesia,Phi1.ippinesMa1.aysia,Ca1.IbOdiat1.aos,Myanmai;BiurieiandEastIior,coveringabout45OaoOokn2(1.700,000sqmi),whichisIQ5%ofAsiaor3%ofEarthtstota1.1.andarea.Theregionishonetomorethan650mi1.1.ionpeop1.e,accountingfor9%ofthewor1.dspopu1.ationC50%ofChinastota1.popu1.ation).Thebig6-SingaporeThai1.and,Vietnam>Indonesia.Phi1.ippinesandMa1.aysia-Contiibutes87%ofthetota1.SEApopu1.ation,whicha1.sodominatingtheI1.arke1.demographicsDyandecononica1.1.>11countries650MiI1.ionpopu1.ationh,1.<«*M91.1>«1.>>vata。喳,1.iM1.1.*y1.F4J(4u<9a<BP*«>c41*a4YitseeTOC.02.KeydriversforE-commercePopu1.ationbenefitsSoutheastAfdaboastsarapid1.yexpandingpopu1.ationofover650ni1.1.ionindividua1.,asignificantportionOf1.VhOI1.areyoungandpartoftheburgeoningnidd1.ec1.ass.Thi6dynamichas1.edtothecitationofamassiveconsumerrnarke1.withconsiderab1.epurchasingpower.#1The1.argeandrisingworking-agepopu1.ationTheregionsgrowing1.abourpoo1.,definedaspeop1.ebetween15to61.yearso1.d,presentsanopportunityforbusinessesandconpaniesThepercentageoftheworking-agepopu1.ationofSoutheastAsiancountriesisaround60%orevennorethan60Vietnam,IndonesiaPhi1.iPPineSMa1.aysiaexceedsthatofEurope(45%).Anditissaidtheregionsworkingpopu1.ationissettogrowby23ni1.1.ionpeop1.eby2030,whi1.einothernarkctsoutsidethear,ea,1.ikeEurope,theworkingpopu1.ationwi1.1.continuetoshrinkinthefutre.Percentageofworkingpopu1.ation202120212030Europe45%Singapore60%Thai1.and59%Vietnam65%Indonesia66%+23Mi1.1.ionPhi1.ippines65%Ma1.aysia65%#2Midd1.e-c1.ass&urbanizationdriveconsumptionupgradingWithincreasedwea1.th,thedomesticconsumptionofrapid1.ygrowingmidde-cosspopu1.ationwi1.1.a1.sobeanessent>ogrowthdriver.ACCord1.ngfodoto.by2022.Ihemidd1.e-c1.asspopu1.ationinS。UtheOStASioBprojectedtoreoch350mi1.1.ion,ismostdoub1.ingsince2012.Asthiskxge,emergingmidd1.ec1.assbecomesWeOHhierandaccustomedtoahigherquotiyof1.ife,thedemondforhigh-qua1.ityforeignbrandsandsustainab1.eproductswi1.1.1.ike1.yincrease.Numberofmidd1.e-c1.asspopu1.ation202i&2022159Mi1.1.ionby2021350Mi1.1.bnby2022Source:-Conon*SEA2022ubUMdbyGoog1.aTenaeekandBmIhACoranyThoUnitedNationsprojectstheurbanpopu1.ationwi1.1.expandfron49%ofthecurrenttota1.toabout56%by2030.ThafSano1.her80mi1.1.ionpenpIejost1.ingeachotherintownsandcitiescompetinforj)bsandfaci1.itiesBU1.morepositke1.y>ita1.sorepresents80mi1.1.ionworkerswithachancetobenoreproductiveandearnhigherwagcsinadynanicUrbanSeUing,TheseworkersWi1.ImakeUIJa1.ucrativeraarketforcompaniesse1.1.invariousgoodsandservicesPercentageofurbanpopu1.ation2021&202356%49%.Acce1.erateddigita1.transfermationTheregionisexperiencingadigita1.transformationwithanincreasingnumberofpeop1.egainingaccesstheinternetandmobi1.edevices.幻HighinternetpenetrationrateJUStas1.argepartsoftherestofthewor1.dtheSoutheastAsiaregionisbeingUansforiiedbytherapidadoptioncfdigita1.techno1.ogies.InternetusehasIiSensteadi1.yacrossthearea,andrai1.1.bnsofnewinternetuserswi1.1.beaddedintheconingyearsAccordingtoGoog1.ev75%oftheregionstota1.popu1.ationison1.ine(China-70%),whichis410mi1.1.ionpeop1.eintota1.in2021.In2022internetusergrowthintheregionwi1.1.behighesthIndonesia(19%)andThaUand(J2%).¼eTOC.Indonesiaa1.sooccupiesthemostproportionanongSoutheastAsisregionswithare1.ative1.yhighinternetpenetrationrateofaround741.ookingatMa1.aysia,wecannoticethatthereisuptoa90%internetpenetrationrate,whichindicatesthat9outof10peop1.einMa1.aysiahaveaccesstotheInternet.CountryINTHVNMYP1.1.Internetusers204.7M54.5M72.IM29.6M76MInternetpenetrationrate73.7%77.8%73.2%89.6%68%Souce:NSDEQStotistaSource:-CononySA2022pub1.ishedbyGo<tUe.Tens<amiBaIri&C。*PHny#2Highmobi1.epenetrationrateThehighmobi1.epenetrationrateboostedmobi1.ee-commerce.Being1.ateadoptersofIheinternet,mostconsumersintheregionhoveneve<ownedadesktopconputer.Instead,withsmartphonesbecomingincreasing1.ymoreaffordab1.eandaccessib1.e,mob*edeviceshovebecometheprimarymeon$tostayconnectedandshopon1.ine.IndonesiaemergedasIbewor1.d*smostenthusiasticadopterofmobi1.ee-commerce1.astyear,withabout79¾ofIndonesiasinternetuserspurchasingsomethingon1.ineviaaraobi1.edevice,fo1.1.owedbyThai1.and(74%)andthePhi1.ippines(70%).Meanvhi1.e.nain1.andChinarankedCXthinnobi1.eexom11erceusage,withO!%ofinternetusershaveshoppedon1.ineusinganobi1.ephone.4outof6SoutheastAsiacountriessapassedChinainmobi1.ee-commerceadoptionMobi1.eE-CommerceadoptionPercentageofinternetuserswhoboughtsomethingon1.ineVfaanobi1.edeviceeTOC.ForeigninvestmentpromotedbygovernmentThegovernnentsOfSoutheastAsiancountrieshavebeenactive1.ypromotingforeigninvestment,creatingamorebancsHHcnd1.yenvironnentandfurtheriirgecononicgrowth.MoreinvestorsarepouringmoneyintoSoutheastAsiaSinterneteconomyIn2021.investnentsinSENsinternetecono11yhitana1.1.-timehighdespitethePHndeIniubves1.nontsmaintainedStrongnomentuninH1.2022with$1313.2va1.ue.Singapore(57oftota1.II!2022)andIndonesia(25%oftota1.1112022)arethetop2investnentdestinations.Victnain,MdQnCSiaandPhi1.ippinesarcgainingmoreinvestorsovertheIOnRertern1.Indonesiaencrgcdasthewor1.dsinostenthusiasticaduterofIIobi1.Ce-conncrce1.astyeanwithabout79%ofIndonesiaSinternetuserspurchasingsonethingon1.ineviaamobi1.edevice,fo1.1.owedbyThai1.and(74%)andthePhi1.ippines(70%).Meanwhi1.enain1.andChinarankedsixthinmobi1.eexon11erceusae>with61ofinternetusershaveshoppedon1.ineusinganobf1.ephone.4outof6SoutheastAsiacountriessurpassedChinainmobi1.ec-co11erccadoptionPrivatefundingva1.ueeTOC.Ear1.yinf1.uencefromChinae-commercemarketacce1.eratetheindusuyrevo1.utionDuetoitsgeographica1.onddemographicSimitaritieswithChin(XSou1.heostAsiapresentsauniqueopportunitytorep1.icateChina'ssuccessinthee-commerceindust11.EariyinvestmentsbyChinesetechgiantsinSoutheastAsia'sdigita1.eco11onyhavebroughtinadvancedtechno1.ogyondexpe<iencefromtheWortd31.argest<rcom11ercemarket,makingSoutheastAsiaanidea1.IoCQtionforSimiCrRrovthanddeve1.opment.ChineseInternetGiantsinSoutheastAsia:InvestmentandM&A2012-2017YTD201520162017Uxzoda.1.azodo曲C1.MyntSheIIoPayTencentobc56oD滴滴GrQbGOJKGrabeTOC.NIDSESource:CB1NSIGH1.S03.Decodinge-commercemarketBoominge-commercemarketacce1.eratedbyCOVID-19Inadditiontofundamenta1.factoryitsinportanttoacknow1.edgetheSRnificantimpactoftheCOVID-19PandRmiContheboominge-coranerceindustryShutdownquarantinesandotherIIiIigaIiOneffortsmadedigita1.shoppinganecessityformanyconsumersreinforcingthea1.readygrowingtrendtowardse-comnerce.Inthespanofjustthreeyears(2019-2022),thedigita1.econonyhasdoub1.edinSiZewithc-co1111ercedrivinganajciityofthegrowthat63%marketshareacrossa1.1.industriesSoutheastAsiadigita1.economyGMv($BiUi)n)On1.inemediaFood&transportTrave1.E-commerceSource:SouthA,sdigi4cJconsumers:Anewstogeofevau?kxPCb3edbyMCI。&8oin&ComponyE-commercemrketenjoysdoub1.edigitgrowthrate,butvanesamongdifferentcountriesI11recentyearsSoutheostAsiaho$witnessedosigrficonfsurgeine-commercedeve1.op»en1.AccordingtoareportbyMeta&Bain&Company,theregionseconfiercenarketreachedastaggering$129bi1.1.ioninGMVin2022andKprojectedtonaintainaduWe-digitgrowthrateUti2027.Whi1.ea1.1.maetsintheregionaref1.ourishing: Indonesiaiscurrcnt1.y1.eadingtheway,accountingfornear1.y50%oftheto1.ae*commercenarketinSoutheastAsia ThaiIdndisa1.soprojectedtobecomethesecond-1.argestC-CoI1.11ercenarketintheregionby2025.vithaconpoundannua1.growthrate(CGR)of11foi1.cwedc1.ose1.ybyVietnam. Astheon1.ywea1.thycountryintheregion-Singaporesti1.1.e11pysdoub1.(>-digitgrowthin(rxonmerce.E-commerceGMV(SBi1.1.ion)Sourer:SouthAsidn<fidta1.consunent：Anc*stajcofevo1.uthnpub1.ishedbyMea&BbInICo11pdnyeTOC.Dynamice-commerce1.andscape#1Shopee,1.aZadaandTokopediaarekeymarketp1.acep1.ayersTheregionhasarichhndscapeof1.oca1.e-comnerceconpanicswithbrandsfewpeop1.eCU1.SidQsoutheastAsiawi1.1.recognize.Thenostprominentp1.ayers,inc1.udingShopee,1.azadaandTokopedia.an?on1.inemarketp1.acesse1.1.ingadivereerangeofgoodsSimihrtotheAmazonmode1.Theytakea1.argeareofSoutheastRSiKStota1.on1.inetai1.sa1.cswhicha,cforecasttoreach571bi1.1.ionin2021.E-commercep1.atformMUdistribution(mi1.1.ion)SSbopee1.zodAv*o9month1.yvWtImhOn5)>buka1.apak配IibIieTOC.ThesuperAPPmode1.copiedfroinChinaTheChinesetech1.andscapehashadasignificantimpactonthestrategicsofccommcrccp1.atformssuchasShop©e.TokOPedin,and1.azoda.ThesecompaniesOfecreatingsuperBPPS-one-stop-shopappsthatofferaSeOmteSSexperiencefexConSUI1.crs.T1.roughtheseappsconsumerscanpurchaseproducts,comp1.etepaynenttransactionsandtracktheirde1.iverieswithouttheneedtouseseparateHPPRThisOpproochhasmadeon1.ineshoppingmuch11oreefYicientandu$er-friend1.yforconsumers.#2Shopee-N0.1on1.ineshoppingppdown1.oadin2021Shopeeisthe1.argeston1.inemarketp1.aceinSoutheastAsia,with342mi1.ionvisitspermonth(2021ApriD.Itoperatesacrossthewho1.eregion,andhasrecent1.yexpandedintoSouthAmericaIndOneSio,whichisbyfarthek>rgesteconomyinSoutheastAsia,provides27%ofShupc,straffic.ShopeessuecessreJieson 1.everaedtheresourcesfromother2brotherbusinesss。RmenIS-Gnrenn(Game)andSeamoney(On1.inepayment)toobtainnaftandc1.osethetransaction1.oop. 1.oca1.izedoperationSUa1.Qgy:BasedonthediIYerencesof7CoUnUieSinSEA,Shopeehas1.aunched7independentnppstomeetthe1.oca1.needs Mobi1.etintapproach：95%Shope<fSordCrSarCp1.acedvianubi1.e. Strongbranding:1.everagedstars&SoCiaImediacoaIiunicationtoacquirenoreusersShopeeTop3seiEngcategoriesbycountryin2021#31.aZada-The1.eadingB2Cp1.atfrm(1.ikeTma1.1.)inSEAkeymi1.estonetostarttheGroup,andsupportedbyserveasA1.ibaba*sI1.agshipAsthee-coaI1.erCegiantinChina,A1.ibabaconqueredthe，Or1.dwithcross-borderbusinessduringthepastdecnde.1.azadaisthee-connercebusinessiSEA.BackedbyA1.ibabaA1.ibaba*stechno1.ogy,1.ogisticsand1.eaw,1.azadae-connercep1.atfrnTma1.1.intheSEmarket1.onghistoryinSEA:Deep1.yC1.dtiVdtodinSEAfor12years,andhasthemostextensivefootpnntinsoutheastAsia,covering6countritB2Cbusinessfocus:JYovidesone-stopshoppingsitefor1.argenunberOfbrands(32,OOObrands)andguidethese1.1.erstohigh1.ightIheirovnbrandandGmPhi1.SiZCtheprofessiona1.normsofthepictureA11babaecosystembene11ts:1.everageA1.ibabasbest1.ogisticsandpaymentso1.utionstoquick1.yhe1.pChinesese1.1.ersandinternationa1.sse1.1.ersgooverseas1.zd1.zdTop3se1.1.ingcategoriesbycountryIn2021Scxjc:nvc1.ve.as1.aInJan.-Oct.2021.e1.OCana1.yse#4Tokopedia-N.1.Indonesiae-commercep1.atformThenext1.argestIiarketptoceisTokoPediCEWhiChsurpassedShopeeandbecametheNa1IndonesiaCrCo<nmercep1.atformintermsofMAUin2021.Herearefewhigh1.ightsofTokopedia. ThenergewithIeChUniCCXnGojek:Thenewcompanybecomeadigifo1.1.eviathanspanninge-commerce.ride-ho三igondfinnc>o1.servicesbasedinthewor1.dIsfourthmostpopu1.ouscountry. Hnpoirer1.oca1.entrepreneurs:Tokopediabui1.tthep1.atfornandinfrastructinetohe1.pSmdIImerchantsgoon1.ineonthe1.argestarchip。岳Rointhevor1.d.upgradep1.atformexperiencebyonboardingmoreH2Cbrandstokoped1.o 4SnartIogisti(Tsystem:Tokopediahascovered98%ofIndonesicisdistrictandrea1.izedone-dayde1.iveryforsonedisutsby1.aunchingTokopediawarehousc-TokopediaTop3se1.