2023年东南亚电商市场白皮书

Legal notice. eTOC initially derives from e-Commerce TO China. We help international brands sell and grow in China via e-commerce. Copyright © 2023 eTOC GmbH All rights reserved. This white paper or any portion thereof may not be reproduced orused in any manner whatsoever without the express written permission of thepublisher [eTOC GmbH] except for the use of brief quotations for referencepurposes. Although the authors and publisher have made every effort to ensure that theinformation in this paper was correct at press time, they do not assume and herebydisclaim any liability to any party for any loss, damage, or disruption caused by errorsor omissions, whether such errors or omissions result from negligence, accident or anyother cause. The publisher has made every effort to ensure that URLs for external websites referredto in this paper are correct and active at the time of publishing. However, thepublisher has no responsibility for the websites and can make no guarantee that asite will remain live or that the content is or will remain appropriate. Every effort has been made to trace all copyright holders but if any has beeninadvertently overlooked, the publisher will be pleased to include any necessarycredits in any subsequent reprint or edition. Please contact us atinfo@ecommercetochina.com for any related enquiries. Forward. Dear esteemed readers, It is with great pleasure that eTOC present to you this comprehensive whitepaper onthe Southeast Asia ecommerce market. The region has experienced exponentialgrowth in ecommerce in recent years, with a higher number of consumers shiftingtowards online shopping, coupled with an influx of businesses entering the market. This whitepaper seeks to provide an in-depth analysis of the Southeast Asiaecommerce landscape, highlighting the reasons behind its success, current markettrends, the challenges that businesses might encounter, and a practical guide onhow brands can leverage the opportunities presented by the market. The growth of the Southeast Asia ecommerce market is driven by various factorssuch as a growing middle-class population, increased internet penetration, a surgein mobile usage and the rising foreign investment. As such, it is imperative tounderstand the ecosystem of this thriving market to stay competitive, and thiswhitepaper offers valuable insights into the top players with their market share andbusiness model introduction. Moreover, this whitepaper offers a thorough review of the latest ecommerce trends,including social commerce, omnichannel retailing, and the importance of logisticsand fulfillment. Additionally, we address the challenges that businesses mayencounter in the Southeast Asia market, such as cultural and language barriers,logistic limitations, and the complexity of payment system. Finally, to help businesses thrive in this dynamic and rapidly evolving market, wehave compiled practical advice on seizing the opportunities presented by theSoutheast Asia ecommerce market. From channel navigation, product assortmentto marketing strategy, we share effective strategies that can help your brandsucceed. Thank you for choosing this whitepaper, and we hope that it will be a valuableresource for your business as you navigate the Southeast Asia ecommerce market. Sincerely, Agenda. 01.Introduction ------------------------------------------- P.04 02.E-commerce growth drivers ●Population benefits●Accelerated digital transformation●Foreign investment promoted by government------------------------------------------------- P.05------------------------------------- P.07----------------------- P.09 03.Decoding e-commerce landscape ●Booming e-commerce market accelerated by COVID------------ P.11 ●Dynamic e-commerce landscape------------------------------------- P.13 ●Post-Covid e-commerce consumption trends----------------------- P.18 ●Challenges for next level of growth--------------------------------------- P.23 04.E-commerce market entry tactics ●Channel expansion●Product assortment●Marketing strategies---------------------------------------------------- P.26---------------------------------------------------- P.31---------------------------------------------------- P.22 01.Introduction This powerful place is a vast region situated east of the Indian subcontinent andsouth of China. It comprises 11 countries, including Singapore, Thailand, Vietnam,Indonesia, Philippines, Malaysia, Cambodia, Laos, Myanmar, Brunei and East Timor,covering about 4,500,000 km2 (1,700,000 sq mi), which is 10.5% of Asia or 3% of Earth'stotal land area. The region is home to more than 650 million people, accounting for 9% of the world’spopulation (~50% of China’s total population). The big 6 - Singapore, Thailand,Vietnam, Indonesia, Philippines, and Malaysia- contributes 87% of the total SEApopulation, which also dominating the market demographically and economically. 11 countries 650 Million population 02.Key drivers for E-commerce Population