Southeast Asian E-commerce Reached $157B in 2025, Report Says

Southeast Asia’s e-commerce sector continued its strong rise in 2025, reaching a total value of $157 billion, according to a new report by Momentum Works. This growth shows how online shopping is becoming a major part of everyday life across the region, driven by better technology, improved delivery systems, and changing consumer habits.

The report shows that the market grew by 22.8 percent compared to the previous year. This steady increase reflects how leading e-commerce platforms are recovering and expanding after a slower period. Countries like Thailand and Malaysia recorded the fastest growth, with both seeing increases of over 45 percent.

At the same time, Vietnam, the Philippines, and Singapore also performed well, each posting growth rates above 20 percent. Indonesia remained the largest e-commerce market in Southeast Asia, holding about 37 percent of total market share, although its growth slowed due to recent changes involving major platforms.

One of the most important shifts in the region is the dominance of a few large players. Shopee, Lazada, and TikTok Shop now control nearly the entire market, with a combined share of 98.8 percent. This has made competition tougher, forcing smaller platforms to either shut down or change their business models. As a result, the market is becoming more concentrated, with only a few companies leading the way.

Another major trend is the rise of content-driven shopping. More consumers are now buying products through videos, live streams, and social media content. This form of e-commerce generated nearly $50 billion in 2025, making up about 32 percent of all platform sales. TikTok Shop has played a key role in this growth, while other platforms are increasing their investments in similar features to stay competitive.

The report also highlights that the true size of Southeast Asia’s e-commerce market is even larger when non-platform sales are included. These include purchases made through brand websites, social media channels, and other online stores. When added together, the total market value reaches about $185.5 billion, with platform-based sales still making up the largest share.

Despite the strong growth, the report notes that prices in the market are not yet stable. Many of the low prices consumers enjoy today are supported by discounts, vouchers, and subsidies from platforms and sellers. This means that current pricing may not be sustainable in the long run.

Overall, Southeast Asia’s e-commerce market is growing quickly and becoming more competitive. With strong demand, rising digital trends, and continued investment, the region is expected to remain one of the most important e-commerce markets in the world.

As global e-commerce giants like Alibaba Group Holding Ltd. (NYSE: BABA) continue to set the pace for the adoption of cutting-edge technologies in e-commerce, the Southeast Asian market is bound to become even more competitive for the existing and new players.

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