According to Statista, the e-commerce market in Asia will expand by about 52% in the next five years, reaching 2.03 billion buyers by 2028. In 2023, China had more than three times as many online shoppers as the U.S., with 884 million and 254 million, respectively. Statista considers “e-commerce” as the online purchase of physical goods by final consumers (not businesses).
According to Insider Intelligence, the retail e-commerce sales in six Southeast Asian countries — Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam — will grow at a slower rate of 13.5% in 2023, down from 21.6% in 2022, due to “mounting global economic uncertainties.”
Shopee is the leading online marketplace in Southeast Asia, according to SimilarWeb, with 407 million visits in August 2023. Tokopedia and Lazada are the next most popular, with 138 million and 129 million visits respectively in the same month.
Lazada and Shopee are prominent in most Southeast Asian nations.
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