After missing out on a big rebound in 2021, Southeast Asia’s total retail and ecommerce sales are both set to boom this year. Indonesia—set for a standout year—will shape the region’s metrics and account for nearly 65% of Southeast Asia’s ecommerce sales.

In Southeast Asia, total media ad spending snapped back to pre-pandemic levels in 2021 and will continue rising strongly this year. The growth in digital ad spending, though tamer in 2022, will again outpace that of the overall ad market.

In China, ecommerce sales will make up a substantial share of 2022's total retail sales at 46.3%, while the UK and South Korea will round out the top 3, with 36.3% and 32.2% ecommerce shares, respectively.

Total retail sales in Southeast Asia grew 2.5% in 2021.

Asia-Pacific will no longer produce huge increases in new social network users, but the sheer scale of the region means it should remain front and center for social media marketers. Facebook will remain on top, but TikTok, Instagram, and Snapchat are making waves.

Indonesia-based Koinworks might follow the lead of larger global players and pursue a one-stop-shop model to drive revenue growth.