Vitalij Vladykin Senior Research Manager

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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.

Retail and E-Commerce Asia-Pacific

Rabia Yasmeen

Global Insight Manager: E-Commerce

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.

Retail and E-Commerce Asia-Pacific

Rabia Yasmeen

Global Insight Manager: E-Commerce

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