Southeast Asia Cross-border E-commerce Market - Segmented by Business Type, Product Type, and Geography - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

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Southeast Asia Cross-border E-commerce Market

Cross-border e-commerce is expected to witness high growth than the overall e-commerce market, at a global level. Southeast Asia’s cross-border e-commerce accounts for more than 40% of the total e-commerce market in the region. Southeast Asia is the emerging hub of the e-commerce market, due to the already high and yet growing population, rising disposable income, increasing access to the internet, smartphone penetration, and developing transport infrastructure leading to efficient logistics services with faster and last mile delivery options. The e-commerce market in Southeast Asia is made up of several players and has been an area of significant and great interest for the behemoth Chinese online marketplaces and e-commerce enterprises.

Reasons, such as the unavailability of products domestically, affordable costs, consumer-focused targeting by market players, and higher quality of goods, are leading to an increase in the demand for cross-border e-commerce market. Moreover, cross-border e-commerce offers a lot of advantages for SMEs to expand their businesses and become multinational, and it also presents an opportunity for OEMs to sell their products directly to consumers, relieving them from the complex supply chain.

Apart from the advantages that it offers, cross-border e-commerce also faces some challenges, such as high delivery cost and tight delivery deadline requirements, currency conversions, and language. Moreover, the absence of a bank account in some villages is also a factor that hinders the online payment in case of online transactions.

Southeast Asia’s Cross-border E-commerce to grow by Leaps and Bounds

Singapore and Malaysia are the two important countries for cross-border e-commerce among the Southeast Asian nations, accounting for over 50% of the total cross-border e-commerce market. Singapore is the major player among the ASEAN countries, in cross-border e-commerce, with almost 55% of the online transactions that take place corresponding to cross-border transactions. The fact that GST is absent in Singapore for importing goods that are less than SGD 400, is also an important factor that drives cross-border sales.

                     Southeast Asia Cross-border E-commerce Market

Thailand is the other biggest market in Southeast Asia, witnessing high growth in the e-commerce market, which is expected to register a CAGR of 14.5% and reach USD 5.8 billion by 2022. Moreover, the government’s Thailand 4.0 policy, which enhances internet connectivity in every village in the country, is expected to energize the market further. Additionally, the markets in Vietnam and the Philippines possess huge potential for cross-border e-commerce.

                      Southeast Asia Cross-border E-commerce Market

With the presence of famous holiday spots, such as Singapore and Bangkok, hotel bookings and booking of air tickets play a major role in cross-border transactions. According to a survey, apparel and footwear are some of the highly purchased goods in Southeast Asian nations, in foreign sites, followed by cosmetics and games. Moreover, various bilateral and free trade agreements, which facilitate trade between nations, boost the cross-border e-commerce market.

                      Southeast Asia Cross-border E-commerce Market

Multichannel and Blockchain to become prominent

Multichannel selling provides a number of platforms, such as social media, online marketplace, and other mediums, for sellers to reach customers, and it is significant in attracting international customers. Moreover, the blockchain technology plays an important role in cross-border payments, by reducing cost remittance and also increasing transparency.

Southeast Asia Cross-border E-commerce Market Key Developments

  • April 2018: Lazada launched a cross-border service between Malaysia and Singapore. Its pilot service enables sellers in Malaysia to market their products in Singapore. The Digital Free Trade Zone (DFTZ) and exemption of GST provides hassle-free trade.

  • March 2018: The E-commerce platform Tmall adopted blockchain technology in its cross-border supply chain by partnering with the logistics company Cainiao.

Southeast Asia Cross-border E-commerce Market Major Players

  • Alibaba Group (AliExpress, Tmall,, Lazada, Taobao)
  • Amazon
  • eBay
  • (JingDong)
  • ASOS
  • ezbuy
  • Vcanbuy
  • Etsy

Southeast Asia Cross-border E-commerce Market Report Summary




Southeast Asia Cross-border E-commerce Market

Study Period

(2014 - 2023)

Market Size in 2017

Provided in the full report

Market Size in 2023

Over USD 12 billion

Growth Rate

Provided in the full report

Largest Market Share

B2C accounts for major share of the market

Key Developments

  • Lazada launched a cross-border service between Malaysia and Singapore.
  • The E-commerce platform Tmall adopted blockchain technology in its cross-border supply chain by partnering with the logistics company Cainiao.

Companies Covered

Alibaba Group (AliExpress, Tmall,, Lazada, Taobao), Amazon, eBay, (JingDong), ASOS, and ezbuy, Vcanbuy, Etsy, and others

Report Offerings

Latest trends in the Southeast Asia Cross-border E-commerce Industry, growth prospects, industry competitiveness, major players, value/supply chain, regional market share, and forecast to 2023.


Reasons to Purchase southeast asia cross border e commerce marketReport

  • To study current and future market outlook in the developed and emerging markets

  • Analyzing various perspectives of the market with the help of Porter’s five forces analysis

  • Detailed analysis of the segment that is expected to dominate the market

  • Regions that are expected to witness the fastest growth during the forecast period
  • Identify the latest developments, market shares, and strategies employed by the major market players
  • 3-month analyst support, along with the Market Estimate sheet (in Excel)

Report Customization and Benefits

This report can be customized to meet the desired requirements. Please connect with our analyst, who will ensure that you get a report that suits your needs.


1. INTRODUCTION          

                                         1.1 Scope of the Market     

                                         1.2 Market Definition           

                                         1.3 Executive Summary       

2. RESEARCH METHODOLOGY                    

                                         2.1 Study Deliverables         

                                         2.2 Study Assumptions        

                                         2.3 Analysis Methodology  

                                         2.4 Research Phases             


                                         3.1 Current Market Scenario             

                                         3.2 Technological Trends     

                                         3.3 Government Regulations and Initiatives               

                                         3.4 Insight on E-Commerce Logistics (Infrastructure and Key Players)            

                                         3.5 Insight on mCommerce and Social Media Marketing       

                                         3.6 Insight on Preferred Payment Methods               

                                         3.7 Insight on Multichannel Selling 

                                         3.8 Insight on usage of Blockchain Technology          

                                         3.9 Insight on the ICT Infrastructure (Broadband Speeds and Costs, etc.)     

                                         3.10 Insight on Cyber Crimes             

4. SOUTHEAST ASIA CROSS-BORDER E-COMMERCE MARKET DYNAMICS - (Drivers, Restraints, Opportunities)                       

                                         4.1 Increasing Penetration of Internet and Mobile Phones 

                                         4.2 Increasing Population and Rising Disposable Income       

                                         4.3 Public and Private Sector Initiatives in ASEAN Region, such as AEC, etc.  

                                         4.4 Identification of Tax Loopholes and Enforcement of New Tax Systems may Hinder Cross-border E-commerce Sales*           

                                         *Not Exhaustive     

5. MARKET SEGMENTATION AND ANALYSIS (Market Size, Growth, and Forecast)                             

                                         5.1 By Business       

                                                5.1.1 B2B

                                                5.1.2 B2C

                                         5.2 By Product         

                                                5.2.1 Fashion and Beauty

                                                5.2.2 Electronic Appliances

                                                5.2.3 Food and Beverage

                                                5.2.4 Toys and Games

                                                5.2.5 Travel and Tourism

                                                5.2.6 Other Products

6. SOUTHEAST ASIA CROSS-BORDER E-COMMERCE MARKET REGIONAL ANALYSIS (Market Size, Growth, and Forecast)                   

                                         6.1 Singapore Cross-border E-commerce Market (2018-2023)         

                                         6.2 Thailand Cross-border E-commerce Market (2018-2023)             

                                         6.3 Malaysia Cross-border E-commerce Market (2018-2023)            

                                         6.4 Vietnam Cross-border E-commerce Market (2018-2023)             

                                         6.5 Indonesia Cross-border E-commerce Market (2018-2023)          

                                         6.6 Philippines Cross-border E-commerce Market (2018-2023)         

                                         6.7 Rest of ASEAN  


                                         7.1 Mergers and Acquisitions, Joint Ventures, Collaborations, and Agreements        

                                         7.2 Market Concentration Overview             

                                         7.3 Strategies Adopted by Major Players     


                                         8.1 Alibaba Group  

                                                8.1.1 AliExpress

                                                8.1.2 Tmall


                                                8.1.4 Lazada

                                                8.1.5 Taobao

                                         8.2 Amazon              

                                         8.3 eBay     

                                         8.4 (JingDong)          

                                         8.5 ASOS    

                                         8.6 ezbuy   

                                         8.7 Vcanbuy             

                                         8.8 Etsy       

                                         8.9 fado      

                                         8.10 SGshop             

                                         8.11 WeShop           

                                         8.12 Shopee*          

                                         *List Not Exhaustive             


                                         9.1 DHL, aCommerce, BoxMe, PayPal, RateX, SingPost, SP Commerce, Anchanto, Parcel Perform, Shipping Cart, POBox, AsiaCommerce, Jalur Nugraha Ekakurir (JNE)        

                                         *List not Exhaustive              

10. APPENDIX                   

                                         10.1 Retail sector share of GDP for key countries     

                                         10.2 E-commerce sales as share of GDP for key countries    

                                         10.3 Other relevant metrics connected to E-commerce and retail business for key countries                                         

                                         10.4 Insights on cross border e-commerce goods flow between countries  

                                         10.5 Insights on the duties collected on Cross-Border Purchase        

11. DISCLAIMER               

**Subject to availability on public domain                           

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