Singapore – A recent report by venture builder and insights research firm Momentum Works revealed that Southeast Asia’s 8 leading e-commerce platforms recorded a total gross merchandise value (GMV) of US$114.6b in 2023, reflecting a 15% increase from 2022.
In the report, it was also noted that Vietnam and Thailand showed the highest growth rates in e-commerce markets, garnering GMV increases of 52.9% and 34.1% year-on-year, respectively.
In terms of market size, Vietnam has also surpassed the Philippines to become the third largest e-commerce market in the region. Indonesia, on the other hand, retains its position to be the largest e-commerce market, with a 46.9% GMV contribution and a growth rate of 3.7%, the most modest in the region.
The report further highlighted that Shopee maintained its 48% market share with US$55.1b in GMV in 2023. This was followed by Lazada and Tokopedia, which reported having US$18.8b and US$16.3b, respectively.
TikTok Shop also showed impressive growth, nearly quadrupling its annual GMV to US$16.3b. Following its acquisition of Tokopedia, it has become the second-largest e-commerce platform in Southeast Asia.
Moreover, four key trends in the e-commerce industry in Southeast Asia were also identified. Among these, live commerce with key opinion leaders (KOLs) in Vietnam, Thailand, and Indonesia achieved multi-million-dollar sales in single live sessions.
Interestingly, it was also observed that the region’s platforms are starting to adopt generative AI applications, particularly in terms of user experience and operational efficiency. It also showed that, in response to small market limitations and brands’ reduced platform market share, many enablers began expanding their business models.
Jianggan Li, founder and chief executive officer at Momentum Works, said, “The competitive landscape of e-commerce in Southeast Asia remains dynamic and constantly transforming. With markets like Vietnam and Thailand showing remarkable growth and platforms like TikTok Shop rapidly expanding, it’s clear that innovation and adaptation are key to success in this region.”
Li further added, “The adoption of generative AI and the evolution of live ecommerce are reshaping the industry, and we are excited to see these trends drive continued growth and opportunities for business across Southeast Asia.”
