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In Southeast Asia, the Winning E-Commerce Decisions Are Local
2 Nov 26Across the five markets where Passport now tracks marketplace sales - Indonesia, Malaysia, the Philippines, Thailand and Vietnam - retail e-commerce sales reached USD167.5 billion in 2025, up 19% from the previous year. The combined market is now more than 2.5 times its 2020 size. Yet growth alone does not tell the full story. Understanding Southeast Asia means looking beyond how fast e-commerce is growing to understand where that growth is happening, which platforms are capturing it and where opportunities are emerging.
Rabia Yasmeen
Why Southeast Asia Is E-Commerce’s Next Big Opportunity
29 Oct 26Retail e-commerce across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam reached USD172.5 billion in 2025, up 21% year on year. These six markets, referred to here as Southeast Asia, are about three times the size they were in 2020. They are home to more than 600 million consumers. As brands decide where to place their next big bet in Asia Pacific, Southeast Asia is hard to ignore. The harder task is understanding how its markets differ.
Rabia Yasmeen
Euromonitor International
Euromonitor International
The Rise of Chinese Beverage Brands in Southeast Asia
6 Oct 26Southeast Asia remains an attractive region for Chinese beverage companies to expand and grow their global footprint. Following the footsteps of Chinese coffee and tea shops like Luckin and Chagee, beverage players like Eastroc Beverages and Nongfu Spring are expanding into Southeast Asia, becoming global beverage brands. Retail value sales of soft drinks in Southeast Asia will record a 3% CAGR over 2025-2030, hitting USD29.7 billion in 2030.
Nathanael Lim
K-Beauty Tech Sees Challenges Adapting to US Consumption
2 Oct 26Since COVID-19, technology innovations and the adoption of cross-cutting consumer behaviour across countries have sharpened, through the impact of influencers on TikTok etc. Accessibility to trends worldwide consistently generates outsized impact within entire categories and industries. K-beauty devices substantially underlie these growth rates, with LED masks gaining popularity among US consumers. But what does that mean for K-beauty devices overall?
Benjamin Bahena