Ecommerce in Southeast Asia 2024
What's inside this report
Southeast Asia’s ecommerce market continued to expand in 2023 - but the competitive landscape is evolving rapidly.
Total GMV across the region’s eight leading ecommerce platforms reached US$114.6 billion, growing 15% year-on-year. While Vietnam and Thailand emerged as the fastest-growing markets, Indonesia remains the region’s largest ecommerce market, accounting for 46.9% of total GMV.
Ecommerce in Southeast Asia 2024 is a decision-support report designed to help leaders understand how platform competition, category dynamics, and strategic priorities are shifting across the region - and what these changes mean for growth, profitability, and market positioning.
Built on Momentum Works’ ongoing ecosystem research and operator-level conversations, the report connects platform-level data with strategic analysis to explain why certain players are pulling ahead, and how global developments are reshaping Southeast Asia’s ecommerce playbook.
What’s covered in this report:
- Updated GMV growth and market share analysis across all major Southeast Asian markets
- Platform competition dynamics, including Shopee’s defensive moat and TikTok Shop’s rapid rise
- Key ecommerce trends shaping 2024, including live commerce localisation, AI adoption, and evolving logistics models
- Strategic moves and execution realities of the region’s top ecommerce platforms
- How global ecommerce developments - from China to cross-border platforms like Temu - are influencing Southeast Asia
This report is designed for decision-makers including:
- Executives and leadership teams
- Strategy, ecommerce, and regional operators
- Investors and funds tracking platform and consumer ecosystems
- Founders and brands scaling across Southeast Asia
How leaders use this report:
- To reassess platform and market entry strategies
- To understand competitive positioning across countries and categories
- To pressure-test ecommerce growth and monetisation assumptions
- To align regional teams around data-backed market realities
For a preview of the insights, listen to our podcast episode featuring selected highlights from the report.
For comprehensive analysis and detailed breakdowns, the full report is available for purchase.
[Click here to access the Chinese version ｜ 点击这里获取中文版]
