2023年东南亚电商市场白皮书（英文版）.docx

eTOCSoutheastAsiaE-commerceWhitepapereTOCGmbH2023eTOCGroupvvw.ecommrctochin.com1.ega1.notice.eTOCinitia1.1.yderivesfromC-COmn1.erCeTOChina.Wehe1.pintcnationa1.brandsse1.1.andgrowinChinaviaC-CoI1.11erce.Copyright02023eTOCGmbI1.A1.1.rightsreserved.Thiswhitepaperoranyportionthereofnaynotb。reproducedorusedinany11annerwhatsoeverwithouttheexpressKTittenpermissionofthepub1.ishereTOCGmbHexceptfortheuseofbriefquotationsforreferencepurposes.A1.thoughtheauthorsnndpub1.isherhavemadeeverye'crttoensurethattheinformationhthispaperwascorrectatpresstime,theydonotassumeandherebydisc1.aimany1.iabi1.itytoanypartyforany1.ossdanage.ordisruptioncausedbyerroesorofIiSSionSwhethersucherrorsoromissionsresu1.tfromneg1.igence,ccidentoranyothercause.ThePUbfchefhasmadeeveryefforttoensurethatUR1.sforextemo<WGbsitesreferredtointhispaperarecorrectondactiveatthetimeofpub1.ishing.However,thepub1.isherhosnoresponsibi1.ityforthewebsitesandcanmakenoguaranteethatasitew三remain1.iveorthatthecontentis<xwi1.1.remainappropriate.infQecEveryefforthasbeenmadeIotraceoi1.copyrightho1.dersbutifanyhasbeeninadvertent1.yover1.ooked,thePUbfcherw三bep1.easedtoinc1.udeanynecessarycreditsinanysubsequentreprintoredition.P1.easecontactusatforanyre1.atedenquiries.Forward.Dearesteemedreaders.Itisuithgeatp1.easurethatcTOCpresenttoyouthiscomprehensivewhitepaperontheSoutheastAsiaCeemmerCemorket.Theregionhasexperiencedexponentia1.growthiQCOn11erceinrecentycofs.withahighernumberofconsumersshiftingtowardson1.heshopping,coup1.edwithaninf1.uxofbusinessesenteringthemarket.Thisvhitepaperseekstoprovideanin-depthana1.ysisoftheSoutheastAsiaQcoInmerCe1.andscape,high1.ightingthereasonsbehinditssuecess.cmentmarkettrends,thecha1.1.engesthatbusinessesnightencountc;andapractica1.guideonhovbrandscan1.everagetheopportunitiespresentedbythenarke1.ThegiowthoftheSoutheastASiaecoIICrCCnarketisive11byvariousfactorsSUChasagrowingIIidd1.e-C1.a。ou1.a1.ioaincreasedinternetpcnetratk>aSUrgCinmobi1.eusageandtherisingforeigninvestnentAssuch,itKinperativetounderstandtheecosystemOr1.hiSthwingmarkettostayconpe1.itive,andIhiSwhitepaperoffrsva1.uab1.einsightstothetopp1.ayerswiththeirmarketshareandbusinessmode1.introduction.Moreover,thiswhitepaperoffersathoroughreviewofthe1.atestecommercetrends,inc1.udingsocia1.connercevomnichanne1.retai1.hg.andtheinponanceOf1.ogisticsandfu1.fi1.1.mentAdditiona1.1.y,wcaddressthecha1.1.engesth1.businessesnayencounterintheSoutheastAsiamarket,suchascu1.tura1.and1.anguagebarriers1.ogisticIiiiitations1.andthecomp1.exityofpaymentsystem.Fina1.1.y;tohe1.pbusinessesthriveinthisdynanicandrapid1.yevo1.vingnarket.Uehaveconpi1.edpractica1.adviceonseizingtheopportunitiespresentedbytheSoutheastAsiaeconcrceIIarkC1.FVomchanne1.nangation,ProdUCIassortwenttonarketingstrategy,weshareeffectivestrategiesthatcanhe1.pyourbrandsucceed.Thankyouforchoosingthiswhitepape;andwehopethatitWiI1.beava1.uab1.ereso11ceforyourbusinessasyounavigatetheSoutheastAsiaeconnercemarketSincere1.y,eTOC.Snuthcax1.AyiIB-Co1.1.ncrccnarkctAgenda.01.TntroductionR002.E-commercegrowthdrivers Popu1.ationbenefitsP.05 Acce1.orateddigita1.transformationP.07 ForeigninvestmentpromotedbygovernmentR0903.Decodinge-commerce1.andscape Boominge-commercemarketacce1.eratedbyCOVIDR11 Dynamice-cOmtnereeIandscapop13 Post-Covide-commerceconsumptiontrendsp.18 Cho1.1.engesfornext1.eve1.ofgrowthp.2304.E-commercemarketentrytactics Channe1.expansionp.26 Productassortmentp3 Marketingstrategiesp.22O1.IntroductionThispowert'1.p1.aceisavastregionsituatedeastoftheIndiansubcontinentandsouthofChina.Itcouprises11countriesinc1.udingSingapore.Thai1.and.Vietnan.Indonesia,Phi1.ippinesMa1.aysia,Ca1.IbOdiat1.aos,Myanmai;BiurieiandEastIior,coveringabout45OaoOokn2(1.700,000sqmi),whichisIQ5%ofAsiaor3%ofEarthtstota1.1.andarea.Theregionishonetomorethan650mi1.1.ionpeop1.e,accountingfor9%ofthewor1.dspopu1.ationC50%ofChinastota1.popu1.ation).Thebig6-SingaporeThai1.and,Vietnam>Indonesia.Phi1.ippinesandMa1.aysia-Contiibutes87%ofthetota1.SEApopu1.ation,whicha1.sodominatingtheI1.arke1.demographicsDyandecononica1.1.>11countries650MiI1.ionpopu1.ationh,1.<«*M91.1>«1.>>vata。喳,1.iM1.1.*y1.F4J(4u<9a<BP*«>c41*a4YitseeTOC.02.KeydriversforE-commercePopu1.ationbenefitsSoutheastAfdaboastsarapid1.yexpandingpopu1.ationofover650ni1.1.ionindividua1.,asignificantportionOf1.VhOI1.areyoungandpartoftheburgeoningnidd1.ec1.ass.Thi6dynamichas1.edtothecitationofamassiveconsumerrnarke1.withconsiderab1.epurchasingpower.#1The1.argeandrisingworking-agepopu1.ationTheregionsgrowing1.abourpoo1.,definedaspeop1.ebetween15to61.yearso1.d,presentsanopportunityforbusinessesandconpaniesThepercentageoftheworking-agepopu1.ationofSoutheastAsiancountriesisaround60%orevennorethan60Vietnam,IndonesiaPhi1.iPPineSMa1.aysiaexceedsthatofEurope(45%).Anditissaidtheregionsworkingpopu1.ationissettogrowby23ni1.1