Brands should tap widely popular platforms like Facebook, Instagram, TikTok, and YouTube, along with apps that have a strong presence in specific countries, like Line in Thailand and Zalo in Vietnam. These sales events could go global, especially as Shopee sets its sights overseas.

Thailand and Vietnam saw higher percentages of new digital buyers than any other Southeast Asian market included in the poll. In a separate study, Facebook and Bain & Company estimated that the number of digital buyers in Southeast Asia ages 15 and up (defined as those who have purchased a product online in the past 12 months) reached 317 million in 2020, up 37 million year over year.