东南亚在线购物市场前景及投资研究报告-培训课件外文版2024.4拼多多meta淘宝

CONSUMERS

&

BRANDSOnlineshoppingbehaviorinSoutheastAsiaCHAPTER

01OverviewValueofthee-commercemarketinSoutheastAsiafrom2019to2022andaforecastfor2025(inbillionU.S.dollars)E-commercemarketvalueSEA2019-2025250200211150131112100744350020192020202120222025*3Description:In2022,thee-commercemarketinSoutheastAsiaamountedtoapproximately131billionU.S.dollars.Thiswasforecastedtoincreasesignificantlyby2025,inwhichthee-commercemarketinSoutheastAsiawasexpectedtobeworth211billionU.S.dollars.ReadmoreNote(s):Asia;2022;*Forecast.ReadmoreSource(s):Bain&Company;Google;TemasekHoldingsE-commercemarketvolumeinSoutheastAsiafrom2021to2022,withforecastsfrom2023to2030,bycountry(inbillionU.S.dollars)E-commercemarketvolumeSEA2021-2030,bycountry202120222023*2025*2030**180160140120100801608262606060586048403024242521

20

2215

1615

16161520111213

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13108880IndonesiaVietnamThailandPhilippinesMalaysiaSingapore4Description:By2030,theIndonesiane-commercemarketwaspredictedtogeneratearound160billionU.S.dollarsinonlineretailsales,increasingfrom58billionU.S.dollarsin2022.By2030,Indonesiawasforecastedtoaccountforover42percentoftheSoutheastAsiane-commercemarketlikelyduetoagrowingmiddleclassandtheincreasingaccesstotheinternet.OtheremergingmarketsincludeMalaysia,thePhilippines,ThailandandVietnam.ReadmoreNote(s):Asia;2021to2023;excludingonlinemedia,travel,transportandfoodsales;*Forecast.**Forecastrepresentsarange.

ReadmoreSource(s):Bain&Company;Google;TemasekHoldingsValueoftheonlineride-hailingandfoodmarketinSoutheastAsiain2022,bycountry(inbillionU.S.dollars)Onlineride-hailingandfoodmarketvalueSEA2022,bycountryMarketvalueinbillionU.S.dollars0123456789IndonesiaSingaporeVietnam83.933ThailandMalaysia2.5Philippines1.95Description:In2022,Indonesiahadthebiggestonlineride-hailingandfooddeliverymarketamongselectedSoutheastAsiancountries,valuedataroundeightbillionU.S.dollars.Ontheotherhand,thePhilippineshadanonlineride-hailingmarketvalueofapproximately1.9billionU.S.dollarsthatyear.ReadmoreNote(s):Asia;2022;includesonlinetransportandfooddeliverySource(s):Bain&Company;Google;TemasekHoldingsShareoffirsttimeonlineshoppersthroughappsorwebsitesinSoutheastAsiain2021,bycountryShareoffirsttimeshoppersthroughappsorwebsitesSEA2021,bycountryShareofrespondents40%0%10%20%30%50%60%70%80%IndonesiaVietnam72%66%Thailand65%PhilippinesMalaysia62%52%SingaporeCambodia34%23%6Description:AccordingtoasurveyamongSoutheastAsianconsumers,72percentoftherespondentsinVietnamshoppedonlinethroughappsorwebsitesforthefirsttimein2021.Comparatively,23percentoftheshoppersinCambodiatriedonlineshoppingonappsorwebsitesthefirsttimein2021ReadmoreNote(s):Asia;AugusttoSeptember2021;6,520respondents;18to65yearsSource(s):Clear;VisaInc.CHAPTER

02E-commercesitesandappsLeadinge-commercesitesinSoutheastAsiaasof2ndquarter2022,bymonthlywebsessions(inmillions)Leadinge-commercesitesinSEAQ22022,bymonthlywebsessionsMonthlywebsessionsinmillions150

200

250050100300350400403450ShopeeTokopediaLazada158135ThegioididongPGMall5123DienMayXanhOrami19168Description:Inthesecondquarterof2022,SeaLimited'sShopeewastheleadinge-commercewebsiteinSoutheastAsia,withanaveragemonthlywebsessionsof403million.ThiswasfollowedbyIndonesia-basedTokopediaandAlibaba-ownedLazada.

ReadmoreNote(s):Asia,APAC;Q22022Source(s):iPriceGroup;TechNodeMostvisitedonlinemarketplacesinSoutheastAsiain2023,bymonthlyvisits(inmillions)MostvisitedonlinemarketplacesSEA2023,bymonthlyvisitsNumberofvisitsinmillions050100150200250300350400Shopee(SEA)Tokopedia(Indonesia)Lazada(SEA)342.8137.3128.4Bukalapak(Indonesia)Blibli(Indonesia)Tiki(Vietnam)30.420.615.67.46.93.7Sendo(Vietnam)Zalora(SEA)Qoo10(SEA)9Description:In2023,Shopeereceived342.8millionvisitsamonth,thehighestamongonlinemarketplacesinSoutheastAsia.IndonesianonlinemarketplaceTokopediafollowedinsecondwithover137millionmonthlyvisitsin2023.ReadmoreNote(s):Asia;2023Source(s):SimilarWeb;WebRetailerLeadingcountriesvisitingonlinemarketplaceShopeein2023,bynumberofmonthlyvisits(inmillions)LeadingcountriesvisitingShopee2023,bymonthlyvisitsNumberofvisitsinmillions600204080100120140IndonesiaVietnamTaiwan124.959.855.9PhilippinesThailandMalaysiaBrazil53.450.742.840.7Others29.710Description:In2023,Shopeereceived124.9millionmonthlyvisitsinIndonesia,thehighestoverall.Shopeereceivednearly41millionmonthlyvisitsfromBrazil,thehighestnumberofvisitsfromoutsideofAsia.ReadmoreNote(s):Asia;2023Source(s):SimilarWeb;WebRetailerLeadingcountriesvisitingonlinemarketplaceLazadain2023,bynumberofmonthlyvisits(inmillions)LeadingcountriesvisitingLazada2023,bymonthlyvisitsNumberofvisitsinmillions15

2005102530353540PhilippinesThailandIndonesiaVietnamMalaysiaSingaporeOthers322816.410.66.39.311Description:In2023,Lazadareceived35millionmonthlyvisitsinthePhilippines,thehighestoverall.TheleadingsixcountriesvisitingLazadawereallSoutheastAsiancountriesin2023.ReadmoreNote(s):Asia;2023Source(s):SimilarWeb;WebRetailerMostdownloadedfreeshoppingappsinSoutheastAsiain2022,bynumberofdownloads(inmillions)MostdownloadedfreeshoppingappsSEA2022,bynumberofdownloadsNumberofdownloads600204080100120ShopeeLazada102.8468.75SHEIN17.73TokopediaABliBli13.0710.739.37.856.78UNIQLOLotus'sNike6.196.03IndomaretPoinkuZALORA3.7312Description:In2022,ShopeewasthemostdownloadedfreeshoppingapplicationinSoutheastAsia,withover102milliondownloadsin2022.Lazadafollowedinsecondwithnearly69milliondownloadsinselectedSoutheastAsiancountriesin2022.

ReadmoreNote(s):Asia;2022;includesIndonesia,Malaysia,thePhilippines,Singapore,Thailand,andVietnamSource(s):AppMagicMostdownloadedfreeshoppingappsinSoutheastAsiain2022,byselectedcountryandnumberofdownloads(inmillions)MostdownloadedfreeshoppingappsSEA2022,bycountryandnumberofdownloadsIndonesia48.2228.7312.989.26Vietnam24.02Thailand12.58Philippines12.06Malaysia5.38Singapore0.56ShopeeLazada15.0913.278.42.870.39TokopediaBliBliIndomaretPoinkuOKXE6.033.032.922.58ChoTotTikiLotus's5.784.052.09SHEIN7.872.610.41JDCENTRALANike3.272.9313Description:In2022,ShopeewasthemostdownloadedfreeshoppingapplicationinIndonesia,Vietnam,thePhilippines,andMalaysia.TheShopee2.2apphadover48.22milliondownloadsinIndonesiain2022.InThailand,Lazadawasthemostdownloadedshoppingappwithover13.27milliondownloadsin2022.ReadmoreNote(s):Asia;2022;includestop5mostdownloadedfreeshoppingappsinaselectedcountrySource(s):AppMagicHighestgrossingshoppingappsinSoutheastAsiain2022,byselectedcountryandin-apppurchaserevenue(in1,000U.S.dollars)TopgrossingshoppingappsSEA2022,bycountryandIAPrevenueSingapore4439.31130.06Philippines296.6933.43Indonesia266.05176.8442.22Malaysia227.7Thailand69.75VietnamCarousellLootBoy6.7538.4550.82WallapopChoTot16.9417.58756.0415.08Kaidee743.34BuyandsellMyBestColors89.3614Description:In2022,Carousellwastheshoppingapplicationwiththehighestin-apppurchase(IAP)revenueinSingapore,thePhilippines,Indonesia,andMalaysia.Theapp'sIAPrevenueinSingaporewascloseto4.44millionU.S.dollarsin2022.

ReadmoreNote(s):Asia;2022;includestop3topgrossingshoppingappsinaselectedcountrySource(s):AppMagicMostusedfooddeliveryappsinAsiaasofApril2023,bycountryorterritoryMostusedfooddeliveryappsAsia2023,bycountryMost

usedMeituanWaimai93%FoodPanda72%GoFood75%Second

mostusedEle.me74%Third

mostusedKoubei4%ChinaHongKongIndonesiaIndiaDeliveroo50%GrabFood57%Swiggy74%Fooddeliveryapps18%ShopeeFood28%Zomato80%Dunzo4%JapanUberEatsJapan50%Baemin80%Demae-can47%Yogiyo42%Fastfooddeliveryapps24%Coupangeats12%Fastfooddeliveryapps5%Fastfooddeliveryapps17%Deliveroo9%SouthKoreaMalaysiaPhilippinesSingaporeTaiwanGrabFood79%FoodPanda70%GrabFood84%FoodPanda80%GrabFood56%GrabFood66%FoodPanda77%GrabFood62%FoodPanda54%UberEats71%LINEMAN53%Baemin23%Fastfooddeliveryapps5%FoodPanda19%ThailandVietnamNow22%15Description:AccordingtoasurveyfromRakutenInsightconductedinAsiainApril2023,MeituanWaimaiwasthemostusedfooddeliveryappinChina,with93percentoftherespondentsselectingtheapp.GrabFoodandFoodPandawerethemostusedfooddeliveryappsinSoutheastAsiaasofApril2023.ReadmoreNote(s):Asia,APAC;April13to30,2023;118,327respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

03SocialandlivecommerceUsageofandinterestinlivestreamshoppinginSoutheastAsiain2021,bycountryUsageofandinterestinlivestreamshoppingSEA2021,bycountryShareofrespondentsInterested

Purchased40%0%10%20%30%50%60%70%80%76%VietnamPhilippinesThailand61%70%70%45%56%56%60%IndonesiaMalaysia40%35%38%CambodiaSingapore15%36%18%17Description:AccordingtoasurveyamongSoutheastAsianconsumersin2021,61percentoftherespondentsinVietnamhavepurchasedthroughlivestreamshoppingbefore.Incomparison,18percentoftherespondentsinSingaporehavepurchasedthroughlivestreamshoppingbeforeasof2021.ReadmoreNote(s):Asia;AugusttoSeptember2021;6,520respondents;18to65yearsSource(s):Clear;VisaInc.FrequencyofusingsocialcommerceinAsiain2023,bycountrySocialcommerceusagefrequencyAsia2023,bycountryShareofrespondentsIregularlyshoponsocialmedia(morethan6timesinthelast12months)Ihavesometimesshoppedonsocialmedia(3-6timesinthelast12months)Irarelyshoppedonsocialmedia(1-3timesinthelast12months)Inevershoponsocialmedia0%20%13%40%60%80%100%120%JapanSouthKoreaSingaporeIndia12%13%62%27%27%24%25%16%34%27%21%38%42%35%37%37%40%26%21%27%26%30%16%18%21%20%19%TaiwanHongKongMalaysiaPhilippinesIndonesiaThailandVietnam17%15%11%9%6%4%4%21%22%32%19%58%58%24%28%12%9%9%China70%17%18/statistics/1375208/asia-social-commerce-usage-frequency-by-countryAccordingtoasurveyconductedbyRakutenInsightinFebruary2023,70percentofrespondentsfromChinaregularlyshoppedonsocialmedia.Incomparison,62percentofrespondentsinJapannevershoppedonsocialmediaasofFebruary2023.

ReadmoreNote(s):Asia;February9to28,2023;120,338respondents;16yearsandolderSource(s):RakutenInsightShareoffirsttimeshoppersonsocialmediainSoutheastAsiain2021,bycountryShareoffirsttimeshoppersonsocialmediaSEA2021Shareofrespondents30%0%10%20%40%50%50%60%VietnamThailand49%PhilippinesIndonesiaMalaysia46%41%39%SingaporeCambodia25%21%19/statistics/1316830/sea-share-of-first-time-shoppers-on-social-media-by-countryAccordingtoasurveyamongSoutheastAsianconsumers,halfoftheshoppersinVietnamshoppedonsocialmediaforthefirsttimein2021.Comparatively,21percentoftheshoppersinCambodiatriedsocialcommerceforthefirsttimein2021.

ReadmoreNote(s):Asia;AugusttoSeptember2021;6,520respondents;18to65yearsSource(s):Clear;VisaInc.LeadingsocialmediaplatformsforshoppinginAsiain2023,bycountryLeadingsocialmediaplatformsforshoppingAsia2023,bycountryMost

usedDouyin(TIkTok)81%%Facebook63%%Instagram70%%TikTok56%%Second

mostusedPinduoduo70%%Instagram48%%Facebook57%%Instagram49%%Instagram30%%Instagram44%%TikTok53%%Third

mosWeChatChinaHongKongIndiaYouTubeYouTubeFacebookYouTubeTikTokIndonesiaJapanLINE33%%MalaysiaPhilippinesSingaporeSouthKoreaTaiwanFacebook57%%Facebook70%%Facebook53%%KakaoTalk48%%Facebook65%%Facebook63%%Facebook74%%InstagramTikTokInstagram45%%Instagram47%%Instagram34%%TikTok52%%YouTubeYouTubeInstagramYouTubeThailandVietnamTikTok49%%20Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,74percentofrespondentsinVietnamhavepurchaseditemsonFacebook.FacebookwasalsothemostusedsocialcommerceplatforminThailand,Taiwan,Malaysia,thePhilippines,Singapore,andHongKongasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

04ShoppingfrequencyShareofinternetuserswhomadeweeklyonlinepurchasesintheAsia-Pacificregionin2022,bycountryorterritoryShareofinternetuserswhomadeweeklyonlinepurchasesAPAC2022,bycountryShareofinternetusers0%10%20%30%40%50%60%70%80%ThailandSouthKoreaIndonesiaIndia66.8%65.6%62.6%62.3%61.9%61.3%61%ChinaMalaysiaSingaporePhilippinesVietnam61%60.7%Taiwan60.3%AustraliaHongKongNewZealandJapan53.4%50%49.3%41.6%22Description:In2022,66.8percentofinternetusersinThailandmadeanonlinepurchaseeachweek.Incontrast,theshareofinternetuserswhomadeweeklypurchasesinJapanwas41.6percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialShareofinternetuserswhomadeweeklymobilecommercepurchasesintheAsia-Pacificregionin2022,bycountryorterritoryMobilee-commerceweeklyusagerateintheAPACregion2022,bycountryShareofinternetusers0%5%10%15%20%25%30%35%40%45%50%SouthKoreaMalaysiaTaiwan44.3%37.7%37.7%37.5%PhilippinesIndonesiaSingaporeVietnamThailandChina36.8%35.3%34.4%31.8%30.9%HongKongIndia28%26.5%25.1%25.1%NewZealandAustraliaJapan19.4%23Description:In2022,44.3percentofinternetusersinSouthKoreamadeanonlinepurchaseviaamobilephoneeachweek.Incontrast,theshareofinternetuserswhomadeweeklymobilepurchasesinJapanwas19.4percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialShareofinternetuserswhomadeweeklyonlinegrocerypurchasesintheAsia-Pacificregionin2022,bycountryorterritoryInternetuserswhomadeweeklyonlinegrocerypurchasesAPAC2022,bycountryShareofinternetusers0%5%10%15%20%25%30%35%40%45%50%ThailandSouthKoreaIndonesiaIndia45.2%45.2%38.1%35%China30.5%29.3%29%28.7%TaiwanSingaporeMalaysiaVietnam27%AustraliaHongKongPhilippinesNewZealandJapan24%23.8%23.1%19.2%13.7%24Description:In2022,45.2percentofinternetusersinThailandmadeanonlinegrocerypurchaseeachweek.Incontrast,theshareofinternetuserswhomadeweeklyonlinegrocerypurchasesinJapanwas13.7percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialShareofinternetuserswhomademonthlydigitalcontentpurchasesintheAsia-Pacificregionin2022,bycountryorterritoryInternetuserswhomademonthlydigitalcontentpurchasesAPAC2022,bycountryShareofinternetusers0%10%20%30%40%50%60%70%80%90%IndiaVietnam81.6%78.2%78.2%ChinaAustraliaNewZealandThailand73.8%69.7%68.3%66.9%66.7%IndonesiaPhilippinesHongKongTaiwan63.5%62.9%MalaysiaSingaporeSouthKoreaJapan62.6%59.2%59.2%40.2%25Description:In2022,81.6percentofinternetusersinIndiamadeandigitalcontentpurchaseeachmonth.Incontrast,theshareofinternetuserswhomakemonthlydigitalcontentpurchasesinJapanwas40.2percentin2022.

ReadmoreNote(s):Asia,APAC;Q32022;16-64years;internetusersSource(s):DataReportal;Meltwater;WeAreSocialCHAPTER

05PaymentsDistributionofe-commercegrossmerchandisevalue(GMV)inSoutheastAsiain2021withaforecastfor2026,bypaymentmethod(inbillionU.S.dollars)Distributionofe-commerceGMVSEA2021-2026,bypaymentmethodCardsDomesticpaymentsMobilewalletsBNPLOtheralternativepaymentmethods(eg.cash)93.9100908070605040302010089.588.342.738.731.528.325.6171.220212026*27Description:In2021,theshareofe-commercegrossmerchandisevalue(GMV)paidbycardsinSoutheastAsiaamountedto42.7billionU.S.dollars.Itwasforecastedtoreachnearly94billionU.S.dollarsin2026.Moreover,GMVgeneratedbyBuyNow,PayLater(BNPL)paymentswereprojectedtogrowrapidlyby2026,comparedto2021.ReadmoreNote(s):Asia;2021;*Forecast.ReadmoreSource(s):IDC;IMFBuyNow,PayLater(BNPL)spendingone-commerceinSoutheastAsiain2021withaforecastfor2026,byselectedcountry(inbillionU.S.dollars)BNPLspendingone-commerceSEA2021-2026,bycountry20212026*8765432107.31.71.51.40.90.90.60.40.20.20.2Vietnam0.1PhilippinesIndonesiaThailandSingaporeMalaysia28Description:In2021,theBuyNow,PayLater(BNPL)expenditureone-commerceinIndonesiaamountedto1.7billionU.S.dollars.Comparatively,theBNPLspendingone-commerceinthePhilippinesamountedtoonemillionU.S.dollarsin2021.Accordingtothesource,by2026theBNPLspendingone-commercewasforecastedtosoarapproximatelysixtimesforVietnam.ReadmoreNote(s):Asia;2021;*Forecast.ReadmoreSource(s):IDCCHAPTER

06ConsumerpreferencesShareofshoppersshoppingmoreorlessafterCOVID-19inSoutheastAsiain2021,byshoppingchannelImpactofCOVID-19onshoppingchannelusageSEA2021MorefrequentlyLessfrequently70%62%60%60%50%45%39%40%30%20%10%0%Shoppingonlinethroughapps/websitesShoppingviaphoneordersanddirectdeliveryShoppingthroughsocialmediachannelsShoppingatphysicalstores30Description:Accordingtoasurveyfrom2021,62percentoftheshoppersinSoutheastAsiashoppedonlinethroughappsandwebsitesmorefrequently.Ontheotherhand,60percentoftherespondentsinSoutheastAsiashoppedlessatphysicalstorescomparedtopre-pandemiclevels.ReadmoreNote(s):Asia;AugusttoSeptember2021;6,520respondents;18to65years;fromSingapore,Malaysia,Thailand,Indonesia,thePhilippines,Vietnam,andCambodiaSource(s):Clear;VisaInc.AttitudestowardsonlineshoppingamonggenerationZinAsiain2022,byselectedcountryAttitudestowardsonlineshoppingamongGenZAsia2022,bycountryChinaIndiaIndonesiaMalaysiaPhilippinesThailandVietnamCustomerreviewsontheinternetareveryhelpful43%54%37%25%23%46%35%28%42%67%61%68%49%54%WhenIorderanitem,Ipreferexpressshipping41%40%39%33%32%24%23%36%29%18%45%25%22%32%47%32%24%57%33%28%34%37%30%16%60%24%33%38%27%31%29%42%35%35%25%51%42%24%61%34%41%36%Iusuallymanagehabitual/recurrentordersdirectlyviamysmartphoneortabletWhenIbuyanitem,IwanttoholditinmyhandthesamedayWhenIplanamajorpurchase,IalwaysdosomeresearchontheinternetfirstIusuallymakemajornewpurchasesdirectlyviamysmartphoneortabletIwanttoseeandtouchanitembeforeIbuyitIprefertopurchasegoodsfromvarious31Description:Accordingtoasurveyfrom2022,68percentoftheGenZrespondentsinthePhilippinesfoundcustomerreviewstobeveryhelpfulwhenshoppingonline.Theshareofrespondentsthatwantedtoseeandtouchtheitembeforebuyingwererelativelylow,withthehighestshareamongVietnameseGenZat41percentin2022.ReadmoreNote(s):Asia;2022;18,459respondents;18-27years;residentialonlinepopulationSource(s):ConsumerInsightsMostpreferredreturnmethodforanonlinepurchaseinAsiaasofNovember2023,bycountryorterritoryPreferredreturnmethodforonlinepurchaseAsia2023,bycountryShare

ofrespondentsPickupfromhome68%In-storereturn53%ChinaHongKongIndonesiaIndiaPickupfromhome64%Pickupfromhome65%Pickupfromhome56%Pickupfromhome49%Pickupfromhome57%Pickupfromhome70%Pickupfromhome62%Pickupfromhome54%Pickupfromhome69%Pickupfromhome76%JapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwanVietnam32Description:AccordingtoasurveybyRakutenInsightamongconsumersinAsia,pickupfromhomewasthemostpreferredreturnmethodforanonlinepurchaseforallsurveyedcountriesinAsiaexceptHongKongasofNovember2023.53percentoftherespondentsinHongKongpreferredtoreturntheironlinepurchasesin-storeasofNovember2023.ReadmoreNote(s):Asia;November9to30,2023;134,097respondents;16yearsandolderSource(s):RakutenInsightOmnichannelretailusageinAsiaasofNovember2023,bycountryorterritoryandchannelOmnichannelretailusageAsia2023,bycountryandchannelBrowse

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products

online

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up

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them

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pick

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storeChina56%55%48%44%22%29%50%46%44%59%56%49%42%44%19%28%7%HongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwan10%21%18%30%32%46%31%Vietnam33Description:AccordingtoasurveybyRakutenInsightamongconsumersinAsia,browsingproductsonlineandbuyingtheminaretailstorewastheleadingshoppingchannelasofNovember2023.Findingtheitemandpurchasingthemonlinewasapop