Jocelyn Sim
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Jocelyn Sim

Senior Analyst, E-Commerce

Singapore

English, Chinese

Jocelyn works across e-commerce research and analysis, with a focus on retailer, category and platform performance. Her work supports the development, quality and delivery of Euromonitor’s global e-commerce research.

Jocelyn specialises in e-commerce and digital retail globally, with particular expertise in APAC and Southeast Asia. Her focus includes online marketplaces, consumer industries and the evolving trends shaping how consumers shop online. Prior to Euromonitor, Jocelyn gained nearly three years of industry experience in e-commerce, working across regional marketplace operations, brand campaigns and data analysis across Southeast Asia.

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In Southeast Asia, the Winning E-Commerce Decisions Are Local

Across 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.

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Article

Why Southeast Asia Is E-Commerce’s Next Big Opportunity

Retail 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.

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Global Insight Manager: E-Commerce