Southeast Asia’s e-commerce market is growing fast, offering huge opportunities for businesses. Platforms like Shopee, Lazada, Tokopedia, and TikTok Shop dominate the region, with millions of shoppers using them daily. In 2023, Shopee led with a gross merchandise value (GMV) of $70 billion, while TikTok Shop’s GMV soared to $16.3 billion, nearly four times higher than the previous year (Momentum Works, 2024). The region’s digital economy is expected to reach $330 billion by 2025, with Indonesia alone contributing over $82 billion in 2023 (Trade.gov, n.d.). To succeed in this busy market, businesses need smart strategies to get noticed and boost sales. This article shares simple, practical tips backed by real data to help you win on Southeast Asia’s top e-commerce platforms.
Understand the Market and Platforms
Success starts with knowing the market. Southeast Asia includes countries like Indonesia, Malaysia, Vietnam, Thailand, and the Philippines, each with unique shoppers. Indonesia, with over 270 million people, is the biggest e-commerce market, expected to hit $150 billion by 2030 (Statista, 2025). Vietnam and Thailand are growing too, with e-commerce projected to reach $32 billion and $25 billion, respectively, by 2025 (Emerald Insight, 2023).
Each platform has its strengths. Shopee is the top player, especially in Indonesia, where it earned $21 billion in GMV in 2023 (ECDB, 2024). Lazada shines in Malaysia and the Philippines, while Tokopedia is a favorite in Indonesia for local products. TikTok Shop is rising fast, using videos to attract buyers, matching Tokopedia’s GMV in 2023 (Momentum Works, 2024). Pick the platform that matches your products and target customers.
Optimize Your Product Listings
To get noticed, your products need to stand out. Use high-quality photos—clear, bright images make shoppers stop and look. Write simple descriptions, like “soft cotton shirt” or “long-lasting battery,” so buyers know what they’re getting. On Shopee and Lazada, good listings climb higher in search results, where more people see them.
Keywords are super important. Think about what people type when shopping. For example, use “cheap earphones” or “stylish bags” if that’s what you sell. Tools like Google Keyword Planner can show you popular search terms. In Malaysia, e-commerce sales hit $6.3 billion in 2021, and top sellers used strong keywords and visuals (ADA, 2024). Keep updating your listings with trends like “sustainable” or “affordable” to stay relevant.
Use Promotions and Discounts
Shoppers in Southeast Asia love deals. Flash sales—short, big discounts—grab attention fast. During Shopee’s 11.11 sale in 2023, millions shopped because of huge price cuts. Joining these events can make your products pop up in front of more eyes.
Offer vouchers too, like 10% off or free shipping. In Thailand, orders with free shipping rose 20% in 2023 (Statista, 2024). Deals like “buy one, get one free” work great for fashion or beauty products, which are top sellers in the region (ADA, 2024). Time your discounts for big events like Ramadan or Christmas, when spending spikes, but don’t cut prices too much—you still need profits.
Tap Into Social Commerce
Social media is a goldmine in Southeast Asia. People spend over four hours a day on their phones, more than the global average (Emerald Insight, 2023). Platforms like TikTok, Instagram, and Facebook are now shopping hubs, called social commerce. By 2025, this could be worth $42 billion in the region (Comms8, 2024).
On TikTok Shop, short, fun videos sell products fast. In Vietnam, live streams on TikTok Shop boomed in 2023, with sellers chatting and offering deals (McKinsey, 2022). A study in the Philippines showed 69% of people bought something after seeing an influencer post (Comms8, 2024). Team up with influencers—even small ones with 10,000 followers—to show off your products. Use tools like Hootsuite to track what works.
Leverage Live Commerce
Live commerce is like shopping on TV, but online. Sellers go live on Shopee Live or LazLive, showing products and answering questions. In 2024, this made $116.5 billion in Southeast Asia because people love the real-time fun (Comms8, 2024).
It works because buyers see products in action and snag instant deals. In Thailand, 40% of shoppers watch live streams for reviews and discounts (Statista, 2024). If you sell clothes, go live to show how they fit and offer a quick “20% off” deal. It builds trust and turns viewers into customers.
Focus on Mobile and Payments
Over 70% of e-commerce sales in Southeast Asia come from phones (Emerald Insight, 2023). Make sure your listings look good on small screens—test photos and text on your phone. Slow-loading pages lose buyers.
Payments need to be easy. Digital wallets like ShopeePay and OVO are booming, handling 35% of e-commerce payments in 2023 (Statista, 2024). Add options like cards and cash-on-delivery, especially in rural areas where cash is still king (Comms8, 2024). Thailand’s e-commerce hit $10.5 billion in 2021, thanks to flexible payments (ADA, 2024).
Improve Logistics and Customer Service
Fast delivery keeps buyers happy. In 2023, over 50% of Shopee orders used ShopeeXpress for quick shipping (Momentum Works, 2024). Partner with reliable services like J&T Express to avoid delays. Set clear delivery times, especially in remote areas.
Great customer service builds loyalty. Answer questions fast on platform chats—good reviews push you up in rankings. In the Philippines, e-commerce reached $12 billion in 2021, and top sellers had fast, friendly service (ADA, 2024). Fix problems quickly to avoid bad feedback.
Use Data to Stay Ahead
Data shows you what’s working. Platforms give reports on views, clicks, and sales. If electronics sell better than toys, focus there. Tools like Google Analytics track trends too. In 2023, smart brands used data to stock popular items early, beating rivals (Cube Asia, 2024). Watch for trends like “eco-friendly” products to stay ahead.
Note
Winning on Southeast Asia’s e-commerce platforms takes work, but it pays off. Optimize listings, run promotions, use social and live commerce, focus on mobile and payments, improve logistics, and lean on data. With the market set to grow to $330 billion by 2025 (Trade.gov, n.d.), now’s the time to start. Test these strategies, see what clicks, and grow your business on Shopee, Lazada, and beyond.
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References
ADA. (2024). Top 5 eCommerce markets in Southeast Asia. https://www.adaglobal.com
Comms8. (2024). How social commerce is driving business growth in Southeast Asia. https://www.comms8.com
Cube Asia. (2024). Southeast Asia e-commerce market data-driven strategies. https://cube.asia
ECDB. (2024). Shopee business model: Top marketplaces in Southeast Asia, GMV & competitor analysis. https://ecommercedb.com
Emerald Insight. (2023). Digital economy in Southeast Asia: Challenges, opportunities and future development. https://www.emerald.com
McKinsey. (2022). E-commerce is entering a new phase in Southeast Asia. https://www.mckinsey.com
Momentum Works. (2024). This is the top eCommerce platform in Southeast Asia this year. https://momentum.asia
Statista. (2024). E-commerce in Southeast Asia – Statistics & facts. https://www.statista.com
Statista. (2025). E-commerce market volume in Southeast Asia from 2022 to 2024, with forecasts to 2030, by country. https://www.statista.com/statistics/647645/southeast-asia-ecommerce-market-size-country/
Trade.gov. (n.d.). Southeast Asia region forecast. https://www.trade.gov
