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EMARKETER

Southeast Asia Retail Ecommerce Forecast 2023

A Still-Surging Bright Spot in a Slower-Growth World

Report by Ethan Cramer-Flood  |  Mar 9, 2023
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Table of Contents
Executive Summary
Southeast Asia’s post-pandemic retail rebound still has legs.
The region’s ecommerce boom is on the downswing, but not as precipitously as elsewhere.
Southeast Asia will lead the world in ecommerce growth for the third year in a row.
Five countries from Southeast Asia will make the top ten list for fastest ecommerce growth this year.
Indonesia’s ecommerce numbers drive Southeast Asia’s ecommerce story.
Southeast Asia’s ecommerce market still trails Latin America, but the gap has shrunk.
Thanks to Indonesia, ecommerce’s share in Southeast Asia is gaining ground.
Marketers and retailers should focus on Indonesia while keeping an eye on the rest of the region.
Media Gallery
About This Report
For the third year in a row, ecommerce sales in Southeast Asia will grow faster than in any other region of the world. This is likely the final year of Southeast Asia’s long boom, but for now, the region stands out in a world of rapidly declining growth.
Topics
Retail Ecommerce Sales
Southeast Asia
Table of Contents
Executive Summary
Southeast Asia’s post-pandemic retail rebound still has legs.
The region’s ecommerce boom is on the downswing, but not as precipitously as elsewhere.
Southeast Asia will lead the world in ecommerce growth for the third year in a row.
Five countries from Southeast Asia will make the top ten list for fastest ecommerce growth this year.
Indonesia’s ecommerce numbers drive Southeast Asia’s ecommerce story.
Southeast Asia’s ecommerce market still trails Latin America, but the gap has shrunk.
Thanks to Indonesia, ecommerce’s share in Southeast Asia is gaining ground.
Marketers and retailers should focus on Indonesia while keeping an eye on the rest of the region.
Media Gallery

Executive Summary

Southeast Asia is a modestly sized economic region, but in 2023, it will lead the world in both retail sales growth and ecommerce growth yet again. These recent boom times have heightened the region’s relevance as ecommerce tails off elsewhere.

Key Question: What is the outlook for retail and ecommerce sales in Southeast Asia in 2023 and beyond, and which countries in the region will produce standout growth this year?

Retail Ecommerce Sales in Southeast Asia, 2021-2026 (billions, % change, and % of total retail sales)
E-Mail ChartDownload

KEY STAT: Retail ecommerce sales in Southeast Asia will grow by 18.6% in 2023, led by Indonesia’s 20.0% increase. By comparison, worldwide ecommerce growth will be just 8.9% this year.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Southeast Asia’s post-pandemic retail rebound still has legs.
  3. The region’s ecommerce boom is on the downswing, but not as precipitously as elsewhere.
  4. Southeast Asia will lead the world in ecommerce growth for the third year in a row.
  1. Five countries from Southeast Asia will make the top ten list for fastest ecommerce growth this year.
  2. Indonesia’s ecommerce numbers drive Southeast Asia’s ecommerce story.
  3. Southeast Asia’s ecommerce market still trails Latin America, but the gap has shrunk.
  4. Thanks to Indonesia, ecommerce’s share in Southeast Asia is gaining ground.
  1. Marketers and retailers should focus on Indonesia while keeping an eye on the rest of the region.
  2. Media Gallery

Charts in This Report

Retail Ecommerce Sales in Southeast Asia, 2021-2026 (billions, % change, and % of total retail sales)Total Retail Sales in Southeast Asia, 2021-2026 (billions and % change)
Retail Ecommerce* and Total Retail Sales Growth Worldwide, by Region, 2023 (% change)Retail Ecommerce Sales in Select Countries in Southeast Asia, 2023 (billions)
Retail Ecommerce Sales in Select Regions Worldwide, 2023 (billions)Retail Ecommerce Sales as a Percentage of Total Retail Sales in Select Regions Worldwide, 2023 (% of total retail sales)
Retail Ecommerce Sales as a Percentage of Total Retail Sales in Select Countries in Southeast Asia, 2021-2026 (% of total retail sales)
Download
Report
Spreadsheet
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Southeast Asia’s post-pandemic retail rebound still has legs.
The region’s ecommerce boom is on the downswing, but not as precipitously as elsewhere.
Southeast Asia will lead the world in ecommerce growth for the third year in a row.
Five countries from Southeast Asia will make the top ten list for fastest ecommerce growth this year.
Indonesia’s ecommerce numbers drive Southeast Asia’s ecommerce story.
Southeast Asia’s ecommerce market still trails Latin America, but the gap has shrunk.
Thanks to Indonesia, ecommerce’s share in Southeast Asia is gaining ground.
Marketers and retailers should focus on Indonesia while keeping an eye on the rest of the region.
Media Gallery
About This Report
For the third year in a row, ecommerce sales in Southeast Asia will grow faster than in any other region of the world. This is likely the final year of Southeast Asia’s long boom, but for now, the region stands out in a world of rapidly declining growth.
Topics
Retail Ecommerce Sales
Southeast Asia
Table of Contents
Executive Summary
Southeast Asia’s post-pandemic retail rebound still has legs.
The region’s ecommerce boom is on the downswing, but not as precipitously as elsewhere.
Southeast Asia will lead the world in ecommerce growth for the third year in a row.
Five countries from Southeast Asia will make the top ten list for fastest ecommerce growth this year.
Indonesia’s ecommerce numbers drive Southeast Asia’s ecommerce story.
Southeast Asia’s ecommerce market still trails Latin America, but the gap has shrunk.
Thanks to Indonesia, ecommerce’s share in Southeast Asia is gaining ground.
Marketers and retailers should focus on Indonesia while keeping an eye on the rest of the region.
Media Gallery

authors

Ethan Cramer-Flood

Contributors

Daniel Decea
Researcher, Financial Services
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