Southeast Asia E-Commerce Boom: Platform GMV Hits US$157.6 Billion in 2025 with 22.8% Growth Three platforms now control 98.8% of the market as Thailand and Malaysia lead regional expansion

Southeast Asia E-Commerce Boom: Platform GMV Hits US$157.6 Billion in 2025 with 22.8% Growth

Three platforms now control 98.8% of the market as Thailand and Malaysia lead regional expansion

SINGAPORE — Southeast Asia’s e-commerce sector has entered a phase of explosive growth, with platform gross merchandise value (GMV) surging 22.8% year-on-year to US$157.6 billion in 2025—nearly triple the market size recorded in 2020, according to the latest Ecommerce in Southeast Asia 2026 report from Singapore-based consultancy Momentum Works.

The accelerating growth signals a region rapidly transforming into one of the world’s most dynamic online retail ecosystems. Industry projections suggest even greater expansion ahead: e-commerce GMV is expected to reach approximately US350billionby 2030 and US350billionby2030andUS630 billion by 2035, maintaining double-digit annual growth throughout the next decade.

🔥 Market Consolidation: Three Platforms Dominate 98.8% of GMVThe competitive landscape has coalesced into a three-player market dominated by Shopee, Lazada and TikTok Shop, which together control 98.8% of platform GMV in 2025.

Of the trio, Shopee maintains the largest lead, accounting for approximately 48% of the region‘s GMV, followed by Lazada with around 16% and TikTok Shop with roughly 15%. However, the most notable momentum belongs to TikTok Shop. The platform’s Southeast Asia GMV more than doubled in 2025 compared to the previous year, with daily GMV rising 90% year-on-year. By year‘s end, single-day transaction peaks had nearly doubled relative to 2024 levels.

“Southeast Asia has effectively become a three-player platform market, and competition is no longer just about expansion—it is increasingly about control over demand generation, fulfillment and margins,” the Momentum Works report notes.🌏 Country-Level Growth: Thailand and Malaysia Surge AheadWhile Indonesia remains the region’s largest e-commerce market, accounting for 37% of total GMV, its growth has slowed to 2.2%. In contrast, several emerging economies have posted explosive gains:🇹🇭 Thailand and 🇲🇾 Malaysia led the region with year-on-year GMV increases of 51.8% and 47.6%, respectively🇻🇳 Vietnam, 🇵🇭 the Philippines and 🇸🇬 Singapore each recorded double-digit growth exceeding 20% in 2025In Thailand alone, e-commerce now accounts for approximately 30% of total retail sales. The market’s platform composition closely mirrors the regional trend, with Shopee holding 50% market share, TikTok Shop rapidly rising to 32%, and Lazada capturing the remaining 18%.

Vietnam is also emerging as a standout performer. The country’s e-commerce sector grew 25.5% year-on-year in 2025, reaching approximately US31billioninrevenue—nowaccountingfornearly1031billioninrevenue—nowaccountingfornearly1067 million per day) in the first quarter of 2026.📱 Mobile and Social Commerce Reshaping the EcosystemThe region’s mobile-first behavior continues to drive unprecedented engagement. Smartphones now power more than 90% of internet access across Southeast Asia, with over 460 million internet users. Shopee’s mobile traffic rose 18.3% year-on-year across the six core markets in 2025, and average user session length reached 11 minutes and 27 seconds—a three-year high.

Social commerce is accelerating at an even faster clip. Mordor Intelligence reports that the Southeast Asia social commerce market reached US47.58billionin2025andisprojectedtohitUS47.58billionin2025andisprojectedtohitUS186.50 billion by 2030, representing a staggering 31.42% compound annual growth rate. Video commerce now accounts for approximately 25% of total e-commerce GMV in the region, and 63% of consumers have made purchases via live-streaming platforms.

On key promotional days, the momentum intensifies: during the 2025 Double 11 shopping festival, TikTok Shop’s Southeast Asia GMV surged 2.3x compared to the prior year. Shopee also posted powerful results, with cross-border sales skyrocketing 11x within the first two hours of the event.📦 Logistics Infrastructure Keeps PaceBehind the sales growth lies rapidly expanding logistics capacity. Southeast Asia processed an estimated 22.3 billion parcels in 2025, up 39% year-on-year, though average revenue per parcel declined to just US$0.59—reflecting intensifying price competition extending into the logistics layer.

The region’s cross-border e-commerce market was valued at US45.39billionin2025,andisforecasttoreachUS45.39billionin2025,andisforecasttoreachUS84.74 billion by 2031, expanding at a 10.97% CAGR. A growing base of 402 million digital consumers, rising disposable incomes, and tariff concessions under the Regional Comprehensive Economic Partnership (RCEP) continue to underpin demand.

On the logistics front, domestic e-wallet super-apps now power approximately 70% of checkout value, with regional mobile wallet users projected to reach 2.6 billion. Quick commerce (delivery within roughly one hour) also gained meaningful ground, generating US$7.3 billion in GMV in 2025—equivalent to 4.6% of total e-commerce GMV, with 3.4% of all platform orders now fulfilled through hyperlocal delivery networks.🔮 Looking Ahead: What’s Next?Multiple research firms point to sustained momentum. IDC projects Southeast Asia’s e-commerce market will reach US289.8billionby2029,achievinga13.2289.8billionby2029,achievinga13.2350 billion by 2030 and US$630 billion by 2035.

Driving this next phase are several key forces:AI integration — identified as a key disruptive force reshaping content creation, demand generation and customer engagement across the regionPremiumization — consumers increasingly demand brand-driven quality, with 90% willing to pay premiums for branded productsCross-border resilience — demand remains strong despite tightening regulations, with major players expanding their regional footprints💡 Opportunity for Brands and SellersThe Southeast Asia e-commerce boom represents a defining moment for global brands, manufacturers and distributors. With a young population of over 600 million (more than 80% under age 55), mobile-first infrastructure already in place, and consumers actively seeking quality products across categories ranging from personal care and electronics to home goods and health supplies, the window for market entry is wide open—but narrowing quickly.

For businesses looking to capitalize on this growth, establishing localized supply chains, understanding platform-specific dynamics, and investing in mobile-first, content-driven strategies will be critical to success.

About this Release:

This news release is based on data from Momentum Works’ Ecommerce in Southeast Asia 2026 report, Mordor Intelligence’s Southeast Asia Social Commerce Market analysis, IDC market forecasts, Cube Asia projections, and multiple regional industry sources cited throughout.

Media Contact:

kebon healthcare

www.kebonhealthcare.com

chloe@kebonfirstaid.com

Keywords: Southeast Asia e-commerce, ASEAN digital economy, e-commerce GMV, Shopee, Lazada, TikTok Shop, Thailand e-commerce, Malaysia e-commerce, Vietnam e-commerce, social commerce, cross-border e-commerce, APAC retail