Digital 2019 Southeast Asia Ecommerce Spotlight (September 2019) v01

DIGITAL2019SPOTLIGHT
ECOMMERCE IN SOUTHEAST ASIA
A COMPENDIUM OF ESSENTIAL DATA, TRENDS, ESTIMATES, AND FORECASTS

3
CONTENTS OF THIS REPORT
1. GLOBAL ECOMMERCE OVERVIEW PAGE 006
2. ECOMMERCE IN SOUTHEAST ASIA PAGE 034
3. COUNTRY OVERVIEWS PAGE 052
 INDONESIA PAGE 053
 MALAYSIA PAGE 062
 THE PHILIPPINES PAGE 071
 SINGAPORE PAGE 080
 THAILAND PAGE 089
 VIETNAM PAGE 097
4. FURTHER INFORMATION PAGE 105

IMPORTANT NOTES
This report contains data, estimates, and forecasts from various sources, with the aim
of presenting different perspectives on the current and future states of ecommerce.
This may result in different charts in this report presenting different values for what
may appear to be the same datapoint. These differences are intentional, and do not
represent errors. Please also note that some of our data providers have made changes
to their core data and to their reporting methodologies, so some figures in this report
– particularly those relating to internet users and social media users – will not be
comparable to figures we published in previous reports in our Global Digital series.
!

https://datareportal.com/ecommerce-in-southeast-asia-2019
CLICK HERE TO READ OUR FULL SET OF REPORTS ON ECOMMERCE
IN SOUTHEAST ASIA, COMPLETE WITH ADDITIONAL DATA POINTS,
TRENDS, PREDICTIONS, AND FORECASTS, AS WELL AS IN-DEPTH
ANALYSIS OF WHAT ALL THESE NUMBERS MEAN FOR THE FUTURE

7
2019
JUL
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; SOCIAL MEDIA
PLATFORMS’ SELF-SERVE ADVERTISING TOOLS, PRESS RELEASES, AND INVESTOR EARNINGS ANNOUNCEMENTS; CNNIC; TRAI; APJII (ALL LATEST AVAILABLE DATA IN JULY 2019). IMPORTANT
ADVISORY: CHANGES TO SOURCES AND METHODOLOGIES MEAN INTERNET USER NUMBERS FEATURED ON THIS SLIDE ARE NOT COMPARABLE TO THOSE PUBLISHED IN PREVIOUS REPORTS.
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE
DIGITAL AROUND THE WORLD IN JULY 2019
CHANGES TO DATA SOURCES AND REPORTING METHODOLOGIES MEAN THAT FIGURES ON THIS SLIDE MAY NOT BE DIRECTLY COMPARABLE TO FIGURES IN OUR PREVIOUS REPORTS
PENETRATION:PENETRATION:PENETRATION:PENETRATION:URBANISATION:
MOBILE SOCIAL
MEDIA USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
UNIQUE
MOBILE USERS
TOTAL
POPULATION
7.713 5.117 4.333 3.534 3.463
BILLION BILLION BILLION BILLION BILLION
55% 66% 56% 46% 45%
!
7

8
2019
JUL
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; LOCAL GOVERNMENT BODIES AND REGULATORY AUTHORITIES; SOCIAL MEDIA
PLATFORMS’ SELF-SERVE ADVERTISING TOOLS, PRESS RELEASES, AND INVESTOR EARNINGS ANNOUNCEMENTS; CNNIC; TRAI; APJII (ALL LATEST AVAILABLE DATA IN JULY 2019). IMPORTANT
ADVISORY: CHANGES TO DATA SOURCES AND METHODOLOGIES MEAN NUMBERS FEATURED ON THIS SLIDE WILL NOT CORRELATE TO NUMBERS PUBLISHED IN OUR PREVIOUS REPORTS.
THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
ANNUAL DIGITAL GROWTH
CHANGES TO DATA SOURCES AND REPORTING METHODOLOGIES MEAN THAT FIGURES ON THIS SLIDE MAY NOT BE DIRECTLY COMPARABLE TO FIGURES IN OUR PREVIOUS REPORTS
JUL 2018 – JUL 2019JUL 2018 – JUL 2019JUL 2018 – JUL 2019JUL 2018 – JUL 2019JUL 2018 – JUL 2019
MOBILE SOCIAL
MEDIA USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
UNIQUE
MOBILE USERS
TOTAL
POPULATION
+1.0% +2.5% +8.2% +7.8% +7.8%
+74 MILLION +124 MILLION +328 MILLION +255 MILLION +250 MILLION
!
8

9
2019
SEP
SOURCE: GLOBALWEBINDEX (Q2 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64. NOTE: FIGURES FOR PURCHASES MADE ON COMPUTERS
AND MOBILE DEVICES MAY SUM TO MORE THAN THE FIGURE FOR PURCHASES MADE ON ANY DEVICE, AND / OR TO MORE THAN 100%, BECAUSE SOME INDIVIDUALS MAY HAVE MADE
MULTIPLE PURCHASES USING DIFFERENT DEVICES.
PERCENTAGE OF GLOBAL INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH [SURVEY BASED]
WORLDWIDE E-COMMERCE ACTIVITIES
MADE AN ONLINE
PURCHASE VIA A
MOBILE PHONE
MADE AN ONLINE
PURCHASE VIA A LAPTOP
OR DESKTOP COMPUTER
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE OR
SITE (ANY DEVICE)
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
82% 90% 75% 38% 52%
global
web
index
global
web
index

10
2019
MAY
SOURCE: EMARKETER, “GLOBAL ECOMMERCE 2019” (ARTICLE ON THE EMARKETER WEBSITE, MAY 2019). NOTES: EXCLUDES TRAVEL AND EVENT TICKETS, PAYMENTS SUCH AS BILL PAY, TAXES OR
MONEY TRANSFERS, FOOD SERVICES AND DRINKING PLACE SALES, GAMBLING AND OTHER VICE GOOD SALES.
$23.0T
$24.0T
$25.0T
$26.1T
$27.2T
$28.5T
$29.8T
2017 2018 2019 2020 2021 2022 2023
+4.3% +4.5% +4.1% +4.5% +4.5% +4.5%
EMARKETER’S PROJECTIONS OF TOTAL WORLDWIDE RETAIL SALES VALUE (ONLINE AND OFFLINE SPEND COMBINED), IN US$ TRILLIONS
WORLDWIDE RETAIL SALES VALUE (OFFLINE & ONLINE)

11
2019
MAY
SOURCE: EMARKETER, “GLOBAL ECOMMERCE 2019” (ARTICLE ON THE EMARKETER WEBSITE, MAY 2019). NOTES: INCLUDES PRODUCTS OR SERVICES ORDERED USING THE INTERNET VIA ANY
DEVICE, REGARDLESS OF THE METHOD OF PAYMENT OR FULFILLMENT. EXCLUDES TRAVEL AND EVENT TICKETS, PAYMENTS SUCH AS BILL PAY, TAXES OR MONEY TRANSFERS, FOOD SERVICES AND
DRINKING PLACE SALES, GAMBLING AND OTHER VICE GOOD SALES.
$2.4T
$2.9T
$3.5T
$4.2T
$4.9T
$5.7T
$6.5T
2017 2018 2019 2020 2021 2022 2023
+23% +21% +19% +17% +16% +15%
EMARKETER’S PROJECTIONS OF WORLDWIDE RETAIL E-COMMERCE SALES VALUE, IN US$ TRILLIONS
WORLDWIDE RETAIL E-COMMERCE SALES VALUE

12
2019
MAY
2017 2018 2019 2020 2021 2022 2023
+17% +16% +14% +12% +10% +10%
10.4%
12.2%
14.1%
16.1%
18.1%
20.0%
22.0%
BASED ON EMARKETER’S PROJECTIONS OF WORLDWIDE RETAIL AND E-COMMERCE SALES VALUE
E-COMMERCE SPEND AS A SHARE OF TOTAL RETAIL SPEND

196
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JANUARY 2019). NOTES: FIGURES ARE BASED ON ESTIMATES OF FULL-
YEAR CONSUMER SPEND FOR 2018, EXCLUDING B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES INCLUDE STREAMING. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR
2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN OUR DIGITAL 2018 REPORTS.
THE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD, IN U.S. DOLLARS
GLOBAL E-COMMERCE SPEND BY CATEGORY
FURNITURE &
APPLIANCES
VIDEO
GAMES
TOYS, DIY
& HOBBIES
FOOD &
PERSONAL CARE
DIGITAL
MUSIC
ELECTRONICS &
PHYSICAL MEDIA
TRAVEL (INCLUDING
ACCOMMODATION)
FASHION
& BEAUTY
$386.2 $750.7 $12.05 $70.56
BILLION BILLION BILLION BILLION
$524.9 $392.6 $209.5 $272.5
13

194
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019). NOTE: VALUES REPRESENT SPENDS ON CONSUMER GOODS ONLY,
AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS MUSIC DOWNLOADS OR STREAMING SERVICES.
$1,952
$1,639
$1,533
$1,493
$1,383
$1,260
$1,258
$1,109
$1,101
$1,077
$1,044
$1,043
$1,037
$1,010
$909
$825
$798
$634
$634
$602
$459
$407
$339
$294
$215
$159
$152
$134
$123
$118
$100
$90
$89
$61
$46
$18
U.S.A.
U.K.
SOUTHKOREA
CANADA
DENMARK
AUSTRIA
SWEDEN
SWITZERLAND
GERMANY
IRELAND
NETHERLANDS
AUSTRALIA
SINGAPORE
FRANCE
JAPAN
BELGIUM
HONGKONG
CHINA
WORLDWIDE
SPAIN
PORTUGAL
ITALY
POLAND
SAUDIARABIA
RUSSIA
MALAYSIA
TURKEY
MEXICO
BRAZIL
ARGENTINA
THAILAND
SOUTHAFRICA
INDONESIA
INDIA
VIETNAM
PHILIPPINES
AVERAGE AMOUNT SPENT ON E-COMMERCE PURCHASES OF CONSUMER GOODS BY EACH E-COMMERCE USER IN 2018, IN U.S. DOLLARS
E-COMMERCE ARPU: CONSUMER GOODS
14

199
2019
JAN
SOURCES: BASED ON DATA IN WORLDPAY GLOBAL PAYMENTS REPORT (NOVEMBER 2018). NOTE: FIGURES REPRESENT ANNUAL E-COMMERCE SPEND PER PERSON, AS A PERCENTAGE OF
COMBINED ANNUAL E-COMMERCE AND POINT-OF-SALE SPEND PER PERSON, AS REPORTED BY WORLDPAY IN PARTNERSHIP WITH MCKINSEY AND GLOBALDATA. FOR FULL DETAILS ON
ASSOCIATED METHODOLOGIES, PLEASE SEE WORLDPAY’S GLOBAL PAYMENTS REPORT (NOVEMBER 2018).
14%
13%
12%
12%
9%
9%
9%
8%
8%
7%
7%
7%
7%
7%
7%
6%
6%
6%
5%
5%
5%
4%
4%
4%
4%
4%
4%
3%
3%
3%
2%
1%
1%
1%
DENMARK
U.K.
THAILAND
NETHERLANDS
FRANCE
U.S.A.
HONGKONG
TAIWAN
GERMANY
JAPAN
SWEDEN
BELGIUM
CHINA
CANADA
COLOMBIA
NEWZEALAND
SOUTHKOREA
SPAIN
TURKEY
POLAND
AUSTRALIA
VIETNAM
ARGENTINA
SINGAPORE
INDIA
ITALY
MEXICO
INDONESIA
BRAZIL
U.A.E.
MALAYSIA
PHILIPPINES
SOUTHAFRICA
NIGERIA
ANNUAL PER-CAPITA SPEND ON E-COMMERCE PURCHASES, AS A PERCENTAGE OF COMBINED PER-CAPITA SPEND ACROSS E-COMMERCE AND P.O.S.
E-COMMERCE SPEND vs. TOTAL RETAIL SPEND
15

195
2019
JAN
SOURCES: STATISTA DIGITAL MARKET OUTLOOK, E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019); WORLD BANK AND IMF (ACCESSED JANUARY 2019). NOTES: ARPU VALUES REPRESENT
SPENDS ON CONSUMER GOODS ONLY, AND DO NOT INCLUDE SPEND ON CATEGORIES SUCH AS TRAVEL, ACCOMMODATION, OR DIGITAL CONTENT SUCH AS MUSIC DOWNLOADS OR
STREAMING SERVICES. COMPARISONS ARE TO GDP PER CAPITA IN CURRENT UNITED STATES DOLLARS, NOT THE ‘PPP’ FIGURES USED TO REPORT GDP PER CAPITA ELSEWHERE IN THIS REPORT.
7.2%
5.2%
4.1%
3.3%
3.3%
3.2%
2.7%
2.6%
2.5%
2.5%
2.5%
2.4%
2.4%
2.3%
2.2%
2.2%
2.1%
2.0%
1.9%
1.9%
1.9%
1.8%
1.7%
1.6%
1.6%
1.5%
1.5%
1.5%
1.4%
1.4%
1.4%
1.3%
1.3%
0.8%
0.6%
CHINA
SOUTHKOREA
U.K.
CANADA
U.S.A.
INDIA
AUSTRIA
FRANCE
GERMANY
DENMARK
POLAND
JAPAN
SWEDEN
INDONESIA
PORTUGAL
NETHERLANDS
SPAIN
RUSSIA
VIETNAM
AUSTRALIA
BELGIUM
SINGAPORE
HONGKONG
MALAYSIA
IRELAND
THAILAND
MEXICO
SOUTHAFRICA
TURKEY
SAUDIARABIA
SWITZERLAND
ITALY
BRAZIL
ARGENTINA
PHILIPPINES
AVERAGE AMOUNT SPENT ON E-COMMERCE PURCHASES OF CONSUMER GOODS BY EACH E-COMMERCE USER IN 2018, vs. GDP PER CAPITA
E-COMMERCE CONSUMER ARPU vs. GDP PER CAPITA
16

17197
2019
JAN
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES AROUND THE WORLD
GLOBAL E-COMMERCE GROWTH BY CATEGORY
FURNITURE &
APPLIANCES
VIDEO
GAMES
TOYS, DIY
& HOBBIES
FOOD &
PERSONAL CARE
DIGITAL
MUSIC
ELECTRONICS &
PHYSICAL MEDIA
TRAVEL (INCLUDING
ACCOMMODATION)
FASHION
& BEAUTY
+15% +11% +4.2% +6.3%
+17% +11% +15% +15%

18
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JAN 2019).
76%
74%
59%
59%
55%
55%
54%
54%
52%
52%
50%
49%
48%
48%
47%
46%
46%
46%
45%
45%
45%
44%
42%
42%
41%
41%
39%
39%
38%
37%
37%
37%
36%
35%
35%
35%
35%
34%
33%
33%
32%
31%
31%
31%
30%
29%
29%
26%
20%
19%
PHILIPPINES
ARGENTINA
MEXICO
VIETNAM
SLOVENIA
CROATIA
BRAZIL
SERBIA
LATVIA
BULGARIA
THAILAND
SLOVAKIA
ESTONIA
SOUTHAFRICA
SWITZERLAND
HONGKONG
INDONESIA
SINGAPORE
RUSSIA
MALAYSIA
ITALY
TURKEY
PORTUGAL
CZECHREP.
SPAIN
INDIA
BELGIUM
LITHUANIA
SWEDEN
FINLAND
ROMANIA
HUNGARY
NETHERLANDS
ISRAEL
IRELAND
AUSTRALIA
FRANCE
POLAND
SAUDIARABIA
DENMARK
NORWAY
GERMANY
AUSTRIA
U.K.
CANADA
U.S.A.
WORLDWIDE
JAPAN
SOUTHKOREA
CHINA
ONLINE SPEND ON TRAVEL-RELATED PURCHASES AS A SHARE OF CONSUMERS’ TOTAL ONLINE SPEND BY COUNTRY
TRAVEL’S SHARE OF TOTAL ONLINE CONSUMER SPEND

19
2019
MAY
25.0%
21.3%
21.3%
20.7%
19.4%
14.5%
10.2%
ASIA-PACIFIC
LATIN AMERICA
MIDDLE EAST & AFRICA
WORLDWIDE AVERAGE
CENTRAL & EASTERN EUROPE
NORTH AMERICA
WESTERN EUROPE
EMARKETER’S PROJECTIONS OF THE ANNUAL CHANGE IN THE VALUE OF RETAIL E-COMMERCE SALES BY REGION IN 2019
GROWTH IN E-COMMERCE SALES VALUE IN 2019

20
2019
JAN
+25%
+24%
+21%
+21%
+20%
+20%
+18%
+18%
+18%
+16%
+16%
+15%
+15%
+15%
+15%
+15%
+14%
+14%
+14%
+14%
+14%
+13%
+13%
+13%
+13%
+13%
+13%
+13%
+12%
+12%
+12%
+11%
+11%
+11%
+11%
+10%
+10%
+9.9%
+9.8%
+9.6%
+9.5%
+9.4%
+8.9%
+8.7%
+8.7%
+8.5%
+8.4%
+8.1%
+5.8%
+5.5%
THAILAND
MALAYSIA
VIETNAM
SINGAPORE
INDIA
INDONESIA
CHINA
MEXICO
ROMANIA
PHILIPPINES
LATVIA
AUSTRALIA
SERBIA
SLOVENIA
ESTONIA
HUNGARY
BRAZIL
ARGENTINA
SLOVAKIA
LITHUANIA
HONGKONG
RUSSIA
BULGARIA
SAUDIARABIA
WORLDWIDE
ISRAEL
CROATIA
SOUTHAFRICA
SOUTHKOREA
PORTUGAL
POLAND
IRELAND
ITALY
NETHERLANDS
U.S.A.
CZECHREP.
FRANCE
SPAIN
SWITZERLAND
DENMARK
FINLAND
BELGIUM
SWEDEN
NORWAY
AUSTRIA
CANADA
GERMANY
U.K.
JAPAN
TURKEY
YEAR-ON-YEAR CHANGE IN THE TOTAL AMOUNT SPENT ONLINE BY CONSUMERS IN 2018 vs. 2017 (ALL CATEGORIES)
ANNUAL GROWTH IN TOTAL ONLINE CONSUMER SPEND

21
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR THE E-COMMERCE INDUSTRY (ACCESSED JAN 2019). *NOTE: FIGURES DO NOT INCLUDE SPEND ON TRAVEL OR DIGITAL MEDIA PURCHASES.
+35%
+31%
+29%
+23%
+23%
+23%
+22%
+22%
+19%
+17%
+16%
+16%
+16%
+15%
+15%
+14%
+14%
+13%
+13%
+13%
+13%
+13%
+13%
+12%
+12%
+12%
+12%
+11%
+11%
+11%
+11%
+11%
+11%
+10%
+9.8%
+9.8%
+9.8%
+9.6%
+9.6%
+9.6%
9.3%
9.1%
8.9%
8.8%
8.8%
8.8%
8.7%
8.5%
5.7%
1.4%
SINGAPORE
MALAYSIA
VIETNAM
INDONESIA
INDIA
THAILAND
PHILIPPINES
AUSTRALIA
CHINA
ARGENTINA
ROMANIA
ISRAEL
SOUTHAFRICA
MEXICO
SAUDIARABIA
WORLDWIDE
SERBIA
ESTONIA
SPAIN
U.S.A.
ITALY
PORTUGAL
SOUTHKOREA
HUNGARY
RUSSIA
BRAZIL
IRELAND
HONGKONG
SLOVENIA
NETHERLANDS
LATVIA
POLAND
FRANCE
BULGARIA
CROATIA
FINLAND
SLOVAKIA
DENMARK
LITHUANIA
SWEDEN
GERMANY
CANADA
SWITZERLAND
AUSTRIA
BELGIUM
CZECHREP.
NORWAY
U.K.
JAPAN
TURKEY
YEAR-ON-YEAR CHANGE IN THE TOTAL AMOUNT SPENT ON ONLINE PURCHASES OF CONSUMER GOODS* IN 2018 vs. 2017
GROWTH IN ONLINE CONSUMER GOODS SPEND

22
2019
MAY
SOURCE: EMARKETER, “GLOBAL ECOMMERCE 2019” (ARTICLE ON THE EMARKETER WEBSITE, MAY 2019)
35%
32%
31%
27%
22%
21%
21%
21%
19%
19%
18%
MEXICO
INDIA
PHILIPPINES
CHINA
MALAYSIA
CANADA
WORLDWIDE
INDONESIA
ARGENTINA
RUSSIA
SOUTH KOREA
EMARKETER’S FORECASTS FOR ANNUAL GROWTH IN E-COMMERCE SALES ACROSS THE WORLD’S 10 FASTEST-GROWING E-COMMERCE MARKETS
RETAIL E-COMMERCE SALES GROWTH IN 2019

23
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR THE E-TRAVEL INDUSTRY (ACCESSED JAN 2019).
+28%
+21%
+21%
+21%
+20%
+19%
+19%
+18%
+18%
+17%
+17%
+17%
+17%
+16%
+16%
+16%
+16%
+16%
+16%
+15%
+15%
+13%
+13%
+12%
+12%
+11%
+11%
+11%
+11%
+10%
+10%
+9.9%
+9.9%
+9.9%
+9.7%
+9.7%
+9.3%
+9.3%
+8.9%
+8.5%
+8.3%
+7.9%
+7.9%
+7.7%
+7.3%
+7.1%
+6.5%
+6.3%
+6.1%
+6.1%
THAILAND
MEXICO
LATVIA
LITHUANIA
ROMANIA
HUNGARY
SLOVAKIA
SLOVENIA
MALAYSIA
INDONESIA
BRAZIL
CHINA
INDIA
ESTONIA
HONGKONG
VIETNAM
BULGARIA
RUSSIA
SERBIA
CROATIA
PHILIPPINES
ARGENTINA
POLAND
CZECHREP.
SOUTHKOREA
NETHERLANDS
SWITZERLAND
WORLDWIDE
PORTUGAL
BELGIUM
FRANCE
DENMARK
IRELAND
SOUTHAFRICA
SAUDIARABIA
TURKEY
FINLAND
ITALY
NORWAY
AUSTRIA
ISRAEL
SINGAPORE
SWEDEN
U.K.
U.S.A.
CANADA
GERMANY
JAPAN
AUSTRALIA
SPAIN
YEAR-ON-YEAR CHANGE IN THE VALUE OF CONSUMERS’ ONLINE TRAVEL PURCHASES (2018 vs. 2017)
ANNUAL GROWTH IN ONLINE TRAVEL SPEND

24
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR THE E-COMMERCE INDUSTRY (ACCESSED JAN 2019).
+30%
+29%
+27%
+26%
+26%
+25%
+23%
+23%
+23%
+18%
+18%
+17%
+17%
+17%
+17%
+17%
+16%
+16%
+16%
+15%
+14%
+14%
+14%
+13%
+13%
+13%
+13%
+13%
+12%
+12%
+12%
+12%
+12%
+12%
+12%
+12%
+12%
+11%
+11%
+11%
+11%
+11%
+10%
+10%
+10%
+9.1%
+9.0%
+8.1%
+4.4%
+2.0%
SINGAPORE
SOUTHAFRICA
INDIA
AUSTRALIA
MALAYSIA
VIETNAM
ROMANIA
CHINA
ISRAEL
INDONESIA
SERBIA
SAUDIARABIA
THAILAND
ARGENTINA
PHILIPPINES
WORLDWIDE
MEXICO
LITHUANIA
SLOVENIA
PORTUGAL
HONGKONG
SPAIN
HUNGARY
BRAZIL
ESTONIA
ITALY
SLOVAKIA
CROATIA
RUSSIA
CZECHREP.
FRANCE
LATVIA
FINLAND
IRELAND
NETHERLANDS
CANADA
POLAND
DENMARK
SWEDEN
BULGARIA
NORWAY
U.S.A.
AUSTRIA
GERMANY
U.K.
SWITZERLAND
BELGIUM
SOUTHKOREA
JAPAN
TURKEY
YEAR-ON-YEAR CHANGE IN THE VALUE OF CONSUMERS’ ONLINE FASHION PURCHASES (2018 vs. 2017)
ANNUAL GROWTH IN ONLINE FASHION SPEND

25
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR THE E-COMMERCE INDUSTRY (ACCESSED JAN 2019).
+47%
+39%
+38%
+30%
+30%
+29%
+28%
+26%
+25%
+23%
+22%
+21%
+19%
+18%
+18%
+18%
+18%
+17%
+16%
+16%
+15%
+15%
+15%
+15%
+14%
+14%
+13%
+13%
+13%
+13%
+13%
+12%
+12%
+12%
+12%
+12%
+12%
+11%
+11%
+11%
+11%
+11%
+11%
+10%
+10%
+8.8%
+8.7%
+8.0%
+7.9%
+1.9%
SINGAPORE
MALAYSIA
VIETNAM
INDONESIA
THAILAND
PHILIPPINES
ESTONIA
INDIA
AUSTRALIA
SERBIA
ARGENTINA
ISRAEL
CHINA
SOUTHKOREA
ROMANIA
SPAIN
ITALY
U.S.A
SAUDIARABIA
LATVIA
WORLDWIDE
BRAZIL
SOUTHAFRICA
SLOVENIA
PORTUGAL
HUNGARY
NETHERLANDS
DENMARK
GERMANY
AUSTRIA
SLOVAKIA
LITHUANIA
HONGKONG
FINLAND
RUSSIA
POLAND
U.K.
BELGIUM
BULGARIA
CANADA
IRELAND
CROATIA
MEXICO
SWEDEN
SWITZERLAND
FRANCE
JAPAN
NORWAY
CZECHREP.
TURKEY
YEAR-ON-YEAR CHANGE IN THE VALUE OF CONSUMERS’ ONLINE GROCERY PURCHASES (2018 vs. 2017)
ANNUAL GROWTH IN ONLINE GROCERY SPEND

26
2018
NOV
SOURCE: NIELSEN, “CONNECTED COMMERCE” REPORT (NOVEMBER 2018).
49%
47%
41%
39%
38%
SAME-DAY REPLACEMENTS
FOR PRODUCTS NOT
MEETING EXPECTATIONS
REFUNDS FOR
PRODUCTS NOT
MEETING EXPECTATIONS
FRESHNESS
LABELS
DETAILED PRODUCT
DESCRIPTIONS
DAILY FRESHNESS RATING
BY THE RETAILER
PERCENTAGE OF GLOBAL CONSUMERS WHO SAY EACH OFFER WOULD ENCOURAGE THEM TO PURCHASE FRESH PRODUCTS ONLINE
KEY CONSIDERATIONS FOR ONLINE ’FRESH’ PURCHASES

16
2019
JUL
SOURCE: SIMILARWEB (JUNE 2019). NOTE: ‘TIME PER VISIT’ FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS.
ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
SIMILARWEB’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, RANKED BY TOTAL GLOBAL WEBSITE TRAFFIC
WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
# WEBSITE TIME / VISIT PAGES / VISIT# WEBSITE TIME / VISIT PAGES / VISIT
11 YANDEX.RU 10M 19S 9.2
12 AMPPROJECT.ORG 3M 56S 3.27
13 XNXX.COM 14M 37S 10.5
14 AMAZON.COM 6M 02S 8.35
15 LIVE.COM 7M 44S 8.65
16 VK.COM 16M 04S 19.87
17 NETFLIX.COM 8M 32S 4.51
18 QQ.COM 4M 08S 3.4
19 WHATSAPP.COM 2M 37S 2.05
20 MAIL.RU 7M 33S 7.11
01 GOOGLE.COM 9M 38S 8.57
02 YOUTUBE.COM 21M 35S 8.94
03 FACEBOOK.COM 10M 52S 10.62
04 BAIDU.COM 6M 42S 7.72
05 WIKIPEDIA.ORG 3M 40S 2.93
06 TWITTER.COM 9M 14S 7.64
07 YAHOO.COM 6M 26S 6.71
08 PORNHUB.COM 10M 24S 8.58
09 INSTAGRAM.COM 6M 34S 13.82
10 XVIDEOS.COM 12M 20S 9.85
27

17
2019
JUL
SOURCE: ALEXA.COM (JULY 2019). NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED
PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON THE SITE ON DAYS THEY VISIT THE SITE, MEASURED IN
MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
WORLD’S MOST VISITED WEBSITES (ALEXA)
ALEXA’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, RANKED BY A COMBINATION OF DAILY VISITORS AND PAGE VIEWS
# WEBSITE TIME / DAY PAGES / DAY# WEBSITE TIME / DAY PAGES / DAY
11 TMALL.COM 7M 11S 2.84
12 REDDIT.COM 10M 32S 6.84
13 INSTAGRAM.COM 5M 41S 3.78
14 LIVE.COM 3M 40S 3.69
15 VK.COM 9M 38S 4.66
16 SOHU.COM 3M 45S 3.98
17 JD.COM 4M 48S 5.49
18 YANDEX.RU 6M 56S 3.28
19 SINA.COM.CN 3M 04S 3.16
20 WEIBO.COM 5M 51S 4.34
01 GOOGLE.COM 8M 03S 10.67
02 YOUTUBE.COM 8M 34S 4.95
03 FACEBOOK.COM 9M 25S 3.96
04 BAIDU.COM 7M 13S 5.71
05 WIKIPEDIA.ORG 4M 10S 3.11
06 QQ.COM 3M 32S 3.64
07 YAHOO.COM 3M 54S 3.55
08 AMAZON.COM 7M 49S 7.65
09 TAOBAO.COM 7M 56S 4.06
10 TWITTER.COM 6M 20S 3.27
28

201
2019
JAN
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (ACCESSED JANUARY 2019)
83%
68%
66%
65%
65%
65%
64%
61%
60%
54%
53%
51%
49%
48%
47%
45%
45%
45%
42%
42%
41%
39%
34%
27%
24%
21%
21%
20%
18%
17%
16%
14%
10%
10%
9%
6%
6%
4%
3%
3%
3%
2%
2%
0.2%
CANADA
JAPAN
U.S.A.
SWITZERLAND
HONGKONG
U.K.
SOUTHKOREA
NEWZEALAND
AUSTRALIA
SPAIN
GERMANY
IRELAND
SINGAPORE
BELGIUM
AUSTRIA
U.A.E.
SWEDEN
DENMARK
ITALY
TURKEY
FRANCE
NETHERLANDS
PORTUGAL
BRAZIL
ARGENTINA
MALAYSIA
CHINA
RUSSIA
WORLDWIDE
POLAND
SAUDIARABIA
COLOMBIA
THAILAND
MEXICO
SOUTHAFRICA
GHANA
KENYA
VIETNAM
EGYPT
INDIA
NIGERIA
INDONESIA
PHILIPPINES
MOROCCO
THE PERCENTAGE OF ADULTS AGED 15+ WHO POSSESS A CREDIT CARD
CREDIT CARD OWNERSHIP
29

30
2019
JAN
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (ACCESSED JANUARY 2019).
100%
100%
100%
100%
100%
99%
99%
99%
98%
98%
98%
98%
96%
95%
95%
95%
94%
94%
94%
93%
92%
88%
87%
85%
82%
82%
80%
80%
76%
72%
70%
69%
69%
69%
58%
49%
49%
46%
40%
37%
34%
33%
31%
29%
DENMARK
SWEDEN
CANADA
NETHERLANDS
AUSTRALIA
NEWZEALAND
GERMANY
BELGIUM
SWITZERLAND
JAPAN
AUSTRIA
SINGAPORE
U.K.
IRELAND
HONGKONG
SOUTHKOREA
FRANCE
ITALY
SPAIN
U.S.A.
PORTUGAL
U.A.E.
POLAND
MALAYSIA
THAILAND
KENYA
CHINA
INDIA
RUSSIA
SAUDIARABIA
BRAZIL
SOUTHAFRICA
TURKEY
WORLDWIDE
GHANA
INDONESIA
ARGENTINA
COLOMBIA
NIGERIA
MEXICO
PHILIPPINES
EGYPT
VIETNAM
MOROCCO
THE PERCENTAGE OF ADULTS AGED 15+ WHO HAVE A BANK ACCOUNT
OWNERSHIP OF A BANK ACCOUNT

204
2019
JAN
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
55%
53%
49%
48%
47%
47%
42%
40%
40%
39%
39%
38%
37%
36%
36%
36%
35%
35%
35%
34%
33%
32%
31%
30%
30%
29%
28%
28%
28%
27%
27%
27%
27%
26%
25%
25%
24%
23%
22%
22%
17%
17%
13%
13%
12%
SOUTHKOREA
DENMARK
KENYA
CHINA
THAILAND
INDIA
MALAYSIA
PHILIPPINES
HONGKONG
VIETNAM
GHANA
BRAZIL
WORLDWIDE
SINGAPORE
SOUTHAFRICA
TURKEY
SWEDEN
MEXICO
INDONESIA
RUSSIA
TAIWAN
NIGERIA
PORTUGAL
ARGENTINA
NEWZEALAND
U.A.E.
COLOMBIA
POLAND
U.S.A.
U.K.
BELGIUM
AUSTRIA
IRELAND
AUSTRALIA
CANADA
ITALY
SPAIN
SAUDIARABIA
NETHERLANDS
SWITZERLAND
JAPAN
GERMANY
EGYPT
FRANCE
MOROCCO
PERCENTAGE OF INTERNET USERS WHO USE THEIR PHONE TO PAY FOR GOODS OR SERVICES EACH MONTH [SURVEY BASED]
USE OF MOBILE WALLETS
global
web
index
31

203
2019
JAN
SOURCE: GLOBALWEBINDEX (Q2 & Q3 2018). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64.
52%
51%
48%
47%
45%
45%
44%
42%
40%
35%
30%
29%
29%
27%
25%
24%
23%
20%
20%
20%
19%
19%
16%
15%
15%
14%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
8%
7%
6%
5%
5%
4%
4%
4%
2%
SINGAPORE
INDONESIA
MALAYSIA
INDIA
VIETNAM
BRAZIL
MEXICO
COLOMBIA
PHILIPPINES
CHINA
WORLDWIDE
SOUTHAFRICA
EGYPT
SAUDIARABIA
KENYA
RUSSIA
GHANA
U.A.E.
AUSTRALIA
THAILAND
U.S.A.
ARGENTINA
HONGKONG
NEWZEALAND
NIGERIA
U.K.
CANADA
TURKEY
POLAND
IRELAND
PORTUGAL
TAIWAN
SOUTHKOREA
FRANCE
SPAIN
SWITZERLAND
AUSTRIA
MOROCCO
SWEDEN
DENMARK
BELGIUM
NETHERLANDS
ITALY
GERMANY
JAPAN
PERCENTAGE OF INTERNET USERS THAT USE TAXI BOOKING OR RIDE-SHARING APPS EACH MONTH [SURVEY BASED]
USE OF RIDE-HAILING APPS
global
web
index
32

CLICK HERE TO READ OUR DIGITAL 2019 GLOBAL OVERVIEW REPORT,
WITH 200+ PAGES OF ESSENTIAL INSIGHTS FROM AROUND THE WORLD
ALL THE DATA AND TRENDS YOU NEED TO UNDERSTAND INTERNET,
SOCIAL MEDIA, MOBILE, AND E-COMMERCE BEHAVIOURS IN 2019
DIGITAL2019

35
2019
JUL
SOURCES: UNITED NATIONS; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA IN JULY 2019).
THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND MOBILE, INTERNET, AND SOCIAL MEDIA USE
DIGITAL IN SOUTHEAST ASIA
PENETRATION:PENETRATION:PENETRATION:vs. POPULATION:URBANISATION:
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
662 853 416 375 370
MILLION MILLION MILLION MILLION MILLION
49% 129% 63% 57% 56%

36
2019
JAN
SOURCE: UNITED NATIONS WORLD URBANIZATION PROSPECTS 2018 REVISION (ACCESSED JANUARY 2019).
100%
78% 76%
55% 55%
50% 49% 47%
36% 35%
31% 31%
23%
SINGAPORE BRUNEI MALAYSIA INDONESIA WORLDWIDE THAILAND S.E. ASIA PHILIPPINES VIETNAM LAOS MYANMAR TIMOR-LESTE CAMBODIA
PERCENTAGE OF THE POPULATION LIVING IN URBAN CENTRES
URBANISATION BY COUNTRY

37
2019
AUG
SOURCES: UNITED NATIONS; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; SOCIAL MEDIA PLATFORMS’ SELF-SERVE ADVERTISING TOOLS; APJII; CNNIC; PTA; BTRC; KEPIOS ANALYSIS (ALL
LATEST AVAILABLE DATA IN AUGUST 2019).
95%
85% 83%
69%
65% 64%
61%
56%
50%
43%
39% 39%
BRUNEI SINGAPORE MALAYSIA THAILAND INDONESIA PHILIPPINES VIETNAM WORLDWIDE CAMBODIA LAOS TIMOR-LESTE MYANMAR
THE NUMBER OF INTERNET USERS IN EACH COUNTRY, COMPARED TO THE TOTAL POPULATION (REGARDLESS OF AGE)
INTERNET PENETRATION IN SOUTHEAST ASIA

38
2019
SEP
SOURCE: GSMA INTELLIGENCE’S “MOBILE CONNECTIVITY INDEX” (2018), ACCESSED AUGUST 2019.
86.6
68.3 67.4 67.3 65.0
61.8 61.6
51.4
47.1
43.9
37.4
SINGAPORE THAILAND MALAYSIA BRUNEI VIETNAM INDONESIA PHILIPPINES MYANMAR CAMBODIA LAOS TIMOR-LESTE
GSMA INTELLIGENCE’S ASSESSMENT OF MOBILE CONNECTIVITY DRIVERS AND ENABLERS BY COUNTRY (SCORES OUT OF A MAXIMUM OF 100)
GSMA INTELLIGENCE’S MOBILE CONNECTIVITY INDEX

39
2019
AUG
SOURCE: OOKLA SPEEDTEST (JULY 2019). NOTES: FIGURES REPRESENT DOWNLOAD SPEEDS. RANKINGS ARE BASED SOLELY ON THOSE COUNTRIES AND TERRITORIES FOR WHICH DATA IS
AVAILABLE (144 FOR MOBILE, 177 FOR FIXED). *NOTE: MOBILE CONNECTION SPEEDS FOR TIMOR-LESTE ARE FOR JUNE 2019.
AVERAGE INTERNET CONNECTION SPEEDS BY CONNECTION TYPE, IN MEGABITS PER SECOND, WITH ASSOCIATED GLOBAL RANKING
INTERNET CONNECTION SPEEDS
001 SINGAPORE 191.93 +6%
030 THAILAND 78.47 +65%
036 MALAYSIA 71.52 +161%
062 VIETNAM 38.63 +53%
091 THE PHILIPPINES 23.60 +36%
105 BRUNEI 20.97 +37%
109 LAOS 19.28 +47%
111 INDONESIA 19.08 +26%
116 CAMBODIA 18.51 +37%
122 MYANMAR 16.84 +95%
172 TIMOR-LESTE 6.09 -
# COUNTRY MBPS ▲ Y-O-Y
009 SINGAPORE 50.43 -4%
063 LAOS 27.18 +80%
070 VIETNAM 24.60 +21%
072 MYANMAR 23.77 +5%
085 MALAYSIA 21.29 +21%
094 THAILAND 20.18 +48%
095 BRUNEI 20.09 +30%
110 THE PHILIPPINES 15.75 +18%
124 CAMBODIA 12.23 -17%
126 INDONESIA 11.77 +9%
- TIMOR-LESTE* 4.44 -
# COUNTRY MBPS ▲ Y-O-Y
FIXED INTERNET CONNECTIONSMOBILE INTERNET CONNECTIONS

40
2019
SEP
SOURCE: GLOBALWEBINDEX (Q2 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD SURVEY OF INTERNET USERS AGED 16-64 IN INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE,
THAILAND, AND VIETNAM. NOTE: FIGURES FOR PURCHASES MADE ON COMPUTERS AND MOBILE DEVICES MAY SUM TO MORE THAN THE FIGURE FOR PURCHASES MADE ON ANY DEVICE,
AND / OR TO MORE THAN 100%, BECAUSE SOME INDIVIDUALS MAY HAVE MADE MULTIPLE PURCHASES USING DIFFERENT DEVICES.
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO REPORT PERFORMING EACH ACTIVITY IN THE PAST MONTH [SURVEY BASED]
E-COMMERCE ACTIVITIES IN SOUTHEAST ASIA
MADE AN ONLINE
PURCHASE VIA A
MOBILE PHONE
MADE AN ONLINE
OR DESKTOP COMPUTER
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE OR
SITE (ANY DEVICE)
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
93% 88% 83% 33% 69%
global
web
index
global
web
index

41
2019
SEP
SOURCE: GLOBALWEBINDEX (Q2 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64.
90%
85% 83%
80% 78%
75% 75% 73%
INDONESIA THAILAND SOUTHEAST ASIA MALAYSIA VIETNAM WORLDWIDE PHILIPPINES SINGAPORE
E-COMMERCE USE AMONGST INTERNET USERS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE IN THE PAST MONTH VIA ANY DEVICE
global
web
index

42
2019
SEP
SOURCE: GLOBALWEBINDEX (Q2 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64.
79%
74%
69%
62% 62%
58%
52% 51%
INDONESIA THAILAND SOUTHEAST ASIA PHILIPPINES MALAYSIA VIETNAM WORLDWIDE SINGAPORE
M-COMMERCE USE AMONGST INTERNET USERS
PERCENTAGE OF INTERNET USERS AGED 16 TO 64 WHO SAY THEY BOUGHT SOMETHING ONLINE IN THE PAST MONTH VIA A MOBILE DEVICE
global
web
index

43
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JAN 2019). *NOTES: FIGURES COMBINE ESTIMATES OF FULL-YEAR
2018 CONSUMER SPEND ACROSS INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM. EXCLUDES B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES
INCLUDE STREAMING. ADVISORY: STATISTA REVISED THEIR DATA FOR 2017 SPEND IN 2018, SO DATA ON THIS CHART WILL NOT BE COMPARABLE TO DATA PUBLISHED IN OUR 2018 REPORTS.
THE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE PURCHASES BY CATEGORY ACROSS 6 SOUTHEAST-ASIAN NATIONS*, IN $USD
E-COMMERCE SPEND BY CATEGORY IN SOUTHEAST ASIA
FURNITURE &
APPLIANCES
VIDEO
GAMES
TOYS, DIY
& HOBBIES
FOOD &
PERSONAL CARE
DIGITAL
MUSIC
ELECTRONICS &
PHYSICAL MEDIA
TRAVEL (INCLUDING
ACCOMMODATION)
FASHION
& BEAUTY
$3.66 $26.95 $0.27 $1.40
$5.75 $6.46 $3.63 $4.16

44
2019
JAN
NOTE: PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.
51%
12%
11%
8% 6.9% 6.8%
2.6%
0.5%
29%
15%
20%
10%
14%
7.8%
2.6%
0.4%
TRAVEL (INC.
ACCOMMODATION)
ELECTRONICS &
PHYSICAL MEDIA
FASHION
& BEAUTY
FURNITURE &
APPLIANCES
TOYS, HOBBIES
& DIY
FOOD &
PERSONAL CARE
VIDEO
GAMES
DIGITAL
MUSIC
SOUTHEAST ASIA
GLOBAL
ONLINE CONSUMER SPEND BY CATEGORY AS A SHARE OF TOTAL ONLINE CONSUMER SPEND
SHARE OF CONSUMERS’ ONLINE SPEND BY CATEGORY

45
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JAN 2019). *NOTES: FIGURES COMBINE ESTIMATES OF FULL-YEAR
2018 CONSUMER SPEND ACROSS INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM. EXCLUDES B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES
ONLINE CONSUMER SPEND BY CATEGORY AS A SHARE OF TOTAL ONLINE CONSUMER SPEND IN SOUTHEAST ASIA, COMPARED TO GLOBAL AVERAGES
CATEGORY SHARE OF TOTAL SPEND IN SOUTHEAST ASIA
FURNITURE &
APPLIANCES
VIDEO
GAMES
TOYS, DIY
& HOBBIES
FOOD &
PERSONAL CARE
DIGITAL
MUSIC
ELECTRONICS &
PHYSICAL MEDIA
TRAVEL (INCLUDING
ACCOMMODATION)
FASHION
& BEAUTY
6.9% 51% 0.5% 2.6%
GLOBAL AVERAGE: 14% GLOBAL AVERAGE: 29% GLOBAL AVERAGE: 0.4% GLOBAL AVERAGE: 2.6%
11% 12% 6.8% 7.8%
GLOBAL AVERAGE: 20% GLOBAL AVERAGE: 15% GLOBAL AVERAGE: 7.8% GLOBAL AVERAGE: 10%

46
2019
JAN
NOTE: PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING.
SOUTHEAST ASIA
GLOBAL
+35%
+29%
+26% +26%
+21%
+17%
+13%
+8.8%
+15% +15% +15%
+10%
+16%
+11%
+6.3%
+4.2%
FOOD &
PERSONAL CARE
TOYS, HOBBIES
& DIY
FURNITURE &
APPLIANCES
ELECTRONICS &
PHYSICAL MEDIA
FASHION
& BEAUTY
TRAVEL (INC.
ACCOMMODATION)
VIDEO
GAMES
DIGITAL
MUSIC
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES IN SOUTHEAST ASIA, COMPARED TO GLOBAL AVERAGES
ANNUAL GROWTH BY E-COMMERCE CATEGORY

47
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE, E-TRAVEL, AND DIGITAL MEDIA INDUSTRIES (ACCESSED JAN 2019). *NOTES: FIGURES COMBINE ESTIMATES OF CONSUMER
SPENDS ACROSS INDONESIA, MALAYSIA, THE PHILIPPINES, SINGAPORE, THAILAND, AND VIETNAM FOR 2017 AND 2018. EXCLUDES B2B SPEND. FIGURES FOR DIGITAL MUSIC AND VIDEO GAMES
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES ACROSS SOUTHEAST ASIA
ANNUAL E-COMMERCE GROWTH IN SOUTHEAST ASIA
FURNITURE &
APPLIANCES
VIDEO
GAMES
TOYS, DIY
& HOBBIES
FOOD &
PERSONAL CARE
DIGITAL
MUSIC
ELECTRONICS &
PHYSICAL MEDIA
TRAVEL (INCLUDING
ACCOMMODATION)
FASHION
& BEAUTY
+29% +17% +9% +13%
+21% +26% +35% +26%

48
2018
NOV
SOURCE: GOOGLE AND TEMASEK’S “E-CONOMY SEA REPORT 2018” (NOVEMBER 2018). *NOTES: FIGURES FOR YEARS DENOTED BY AN ASTERISK (*) ARE EXTRAPOLATED PROJECTIONS,
CALCULATED FROM THE COMPOUND ANNUAL GROWTH RATE (CAGR) BETWEEN 2018 AND 2025. THESE FIGURES WERE NOT REPORTED WITHIN THE GOOGLE AND TEMASEK REPORT.
INDIVIDUAL CATEGORY FIGURES MAY NOT SUM TO TOTALS DUE TO ROUNDING.
$23B $30B $11B $8B2018
$28B $34B $13B $10B2019*
$35B $39B $15B $12B2020*
$43B $45B $17B $14B2021*
$53B $52B $20B $17B2022*
$66B $60B $23B $20B2023*
$82B $69B $27B $24B2024*
$102B $78B $31B $29B2025 $240B
$72B
$85B
$101B
$120B
$142B
$169B
$201B
E-COMMERCE
RIDE HAILING
ONLINE MEDIA
ONLINE TRAVEL
GOOGLE & TEMASEK’S PROJECTIONS* OF ONLINE CONSUMER SPEND ACROSS SOUTHEAST ASIA, DETAILED BY CATEGORY, IN US$ BILLIONS
VALUE OF SOUTHEAST ASIA’S ONLINE ECONOMY

49
2019
MAY
LEGEND:  PRIMARILY LOCAL;  SOUTHEAST-ASIAN;  CHINESE;  OTHER ASIAN;  INTERNATIONAL.
SOURCE: APP ANNIE, AS QUOTED BY IPRICE (MAY 2019). RANKINGS BASED ON EACH APP’S COMBINED AVERAGE MONTHLY ACTIVE USERS ACROSS THE GOOGLE PLAY AND IOS APP STORES.
*NOTE: RANKINGS DO NOT INCLUDE APPS PRIMARILY FOCUSED ON C2C SALES, OR APPS FROM ORGANISATIONS WITH AN EXTENSIVE PHYSICAL RETAIL NETWORK.
APP ANNIE’S RANKING OF THE MOBILE SHOPPING APPS* WITH THE HIGHEST NUMBER OF AVERAGE MONTHLY ACTIVE USERS IN Q1 2019
SOUTHEAST ASIA’S TOP MOBILE SHOPPING APPS
# INDONESIA MALAYSIA PHILIPPINES SINGAPORE THAILAND VIETNAM
01  TOKOPEDIA  LAZADA  LAZADA  LAZADA  LAZADA  SHOPEE
02  SHOPEE  SHOPEE  SHOPEE  QOO10 SINGAPORE  SHOPEE  LAZADA
03  BUKALAPAK  TAOBAO  ZALORA  SHOPEE  ALIEXPRESS  TIKI.VN
04  LAZADA  11STREET  AMAZON  TAOBAO  JD CENTRAL  SENDO
05  JD.ID  ALIEXPRESS  ALIEXPRESS  EZBUY  AMAZON  ADAYROI
06  BLIBLI.COM  ZALORA  BEAUTYMNL  ZALORA  EBAY  ALIEXPRESS
07  ZALORA  LELONG.MY  EBAY  ALIEXPRESS  ALIBABA  AMAZON
08  ALIEXPRESS  EBAY  SEPHORA  AMAZON  CHILINDO  EBAY
09  ZILINGO  AMAZON  ALIBABA.COM  AMAZON PRIME NOW  ZILINGO  ALIBABA.COM
10  AMAZON  GO SHOP  ALTHEA  ASOS  JOOM  LOTTE.VN

50
2019
JUL
LEGEND:  PRIMARILY LOCAL;  SOUTHEAST-ASIAN;  CHINESE;  INTERNATIONAL.
SOURCE: SIMILARWEB (JULY 2019). *NOTE: WE HAVE REMOVED SHAREPOINT.COM FROM THE SINGAPORE LIST, AS THE SITE CATERS PRIMARILY TO BUSINESS-TO-BUSINESS (B2B) AUDIENCES.
ADVISORY: RANKINGS ARE BASED SOLELY ON WEBSITE TRAFFIC, AND DO NOT FACTOR MOBILE APP USAGE, NUMBER OF PURCHASES, OR REVENUES.
SIMILARWEB’S RANKING OF THE TRANSACTIONAL WEBSITES ATTRACTING THE GREATEST NUMBER OF VISITS IN JULY 2019
TOP TRANSACTIONAL WEBSITES IN SOUTHEAST ASIA
# INDONESIA MALAYSIA PHILIPPINES SINGAPORE* THAILAND VIETNAM
01  TOKOPEDIA.COM  SHOPEE.COM.MY  LAZADA.COM.PH  AMAZON.COM  LAZADA.CO.TH  SHOPEE.VN
02  SHOPEE.CO.ID  LAZADA.COM.MY  SHOPEE.PH  LAZADA.SG  SHOPEE.CO.TH  TIKI.VN
03  BUKALAPAK.COM  SAMSUNG.COM  AMAZON.COM  QOO10.SG  SAMSUNG.COM  LAZADA.VN
04  OLX.CO.ID  MUDAH.MY  MICROSOFT.COM  CAROUSELL.COM  KAIDEE.COM  SENDO.VN
05  LAZADA.CO.ID  AIRASIA.COM  SAMSUNG.COM  MICROSOFT.COM  MICROSOFT.COM  MICROSOFT.COM
06  SAMSUNG.COM  AGODA.COM  SCRIBD.COM  TAOBAO.COM  AMAZON.COM  AMAZON.COM
07  BLIBLI.COM  SCRIBD.COM [N/A]  APPLE.COM  ALIEXPRESS.COM  THEGIOIDIDONG.COM
08  TRAVELOKA.COM  TAOBAO.COM [N/A]  SAMSUNG.COM  APPLE.COM  CHOTOT.COM
09  SCRIBD.COM  AMAZON.COM [N/A]  SHOPEE.SG [N/A]  APPLE.COM
10  PRICEPRICE.COM  MICROSOFT.COM [N/A]  ALIEXPRESS.COM [N/A]  DIENMAYXANH.COM

51
2019
JUL
SOURCE: SIMILARWEB (JULY 2019). ADVISORY: RANKINGS ARE BASED SOLELY ON WEBSITE TRAFFIC, AND DO NOT FACTOR MOBILE APP USAGE, NUMBER OF PURCHASES, OR REVENUES.
SIMILARWEB’S RANKING OF TRAVEL-FOCUSED WEBSITES ATTRACTING THE GREATEST NUMBER OF VISITS IN JULY 2019
TOP TRAVEL WEBSITES IN SOUTHEAST ASIA
# INDONESIA MALAYSIA PHILIPPINES SINGAPORE THAILAND VIETNAM
01 TRAVELOKA.COM AIRASIA.COM CEBUPACIFICAIR.COM TRIPADVISOR.COM.SG BOOKING.COM BOOKING.COM
02 BOOKING.COM AGODA.COM KAYAK.COM AGODA.COM AGODA.COM VIETJETAIR.COM
03 PEGIPEGI.COM CARI.COM.MY TRIPADVISOR.COM.PH BOOKING.COM TRIPADVISOR.COM VIETNAMAIRLINES.COM
04 TRAVELDETIK.COM BOOKING.COM BOOKING.COM SINGAPOREAIR.COM AIRASIA.COM AGODA.COM
05 AGODA.COM TRIPADVISOR.COM.MY AGODA.COM FLYSCOOT.COM TRAVEL.KAPOOK.COM TRAVELOKA.COM

52
2018
NOV
SOURCE: GOOGLE AND TEMASEK’S “E-CONOMY SEA REPORT 2018” (NOVEMBER 2018).
4.0%
3.2%
2.9% 2.8% 2.7% 2.7%
1.6%
VIETNAM SINGAPORE INDONESIA S.E. ASIA MALAYSIA THAILAND PHILIPPINES
GROSS MECHANDISE VALUE (GWM) OF THE INTERNET ECONOMY AS A PERCENTAGE OF GROSS DOMESTIC PRODUCT (GDP) IN 2018
THE INTERNET ECONOMY’S CONTRIBUTION TO GDP

ALL THE DATA, TRENDS, ESTIMATES, AND FORECASTS
YOU NEED TO UNDERSTAND E-COMMERCE IN 2019
E-COMMERCE IN INDONESIA

55
2019
JUL
SOURCES: UNITED NATIONS; GSMA INTELLIGENCE; APJII; FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA IN JULY 2019).
DIGITAL IN INDONESIA IN Q3 2019
CHANGES IN DATA SOURCES AND REPORTING METHODOLOGIES MEAN THAT DATA ON THIS SLIDE IS NOT DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
270.6 355.5 175.4 140.0 138.1
55% 133% 65% 52% 51%
!

56
2019
SEP
E-COMMERCE ACTIVITIES IN INDONESIA
MADE AN ONLINE
PURCHASE VIA A
MOBILE PHONE
MADE AN ONLINE
OR DESKTOP COMPUTER
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE OR
SITE (ANY DEVICE)
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
96% 91% 90% 29% 79%
global
web
index
global
web
index

57
2019
JAN
E-COMMERCE SPEND BY CATEGORY
THE TOTAL ANNUAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES, IN U.S. DOLLARS
$1.460 $9.376 $110.0 $861.0
BILLION BILLION MILLION MILLION
$2.307 $2.643 $1.452 $1.674
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
57

58
2019
JAN
E-COMMERCE GROWTH BY CATEGORY
ANNUAL CHANGE IN THE TOTAL AMOUNT SPENT ON CONSUMER E-COMMERCE CATEGORIES
+25% +17% +8.2% +12%
+18% +24% +30% +23%
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
58

59
2019
JAN
SOURCE: STATISTA DIGITAL MARKET OUTLOOK FOR E-COMMERCE INDUSTRY (ACCESSED JANUARY 2019). NOTE: FIGURES ARE BASED ON ESTIMATES OF FULL-YEAR CONSUMER SPEND FOR
2018, EXCLUDING B2B SPEND. ADVISORY: STATISTA HAVE REVISED THEIR FIGURES FOR 2017 SPEND SINCE LAST YEAR, SO THESE FIGURES WILL NOT BE COMPARABLE TO DATA WE REPORTED IN
OUR DIGITAL 2018 REPORTS.
E-COMMERCE DETAIL: CONSUMER GOODS
OVERVIEW OF THE E-COMMERCE MARKET FOR CONSUMER GOODS, WITH VALUES IN U.S. DOLLARS
107.0 40% $9.536 $89
MILLION BILLION
+5.9% +23% +16%
TOTAL NUMBER OF PEOPLE
PURCHASING CONSUMER
GOODS VIA E-COMMERCE
PENETRATION OF CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
VALUE OF THE CONSUMER
GOODS E-COMMERCE MARKET
(TOTAL ANNUAL SALES REVENUE)
AVERAGE ANNUAL REVENUE
PER USER OF CONSUMER
GOODS E-COMMERCE (ARPU)
YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE YEAR-ON-YEAR CHANGE
59

60
2019
JAN
SOURCE: WORLDPAY GLOBAL PAYMENTS REPORT (NOVEMBER 2018); KEPIOS ANALYSIS. *NOTE: THE PER-CAPITA E-COMMERCE SPEND FIGURE QUOTED ON THIS CHART IS TAKEN FROM A
DIFFERENT SOURCE COMPARED TO THE E-COMMERCE ARPU FIGURES QUOTED ELSEWHERE IN THIS REPORT, SO FIGURES MAY NOT MATCH. RETAIL SPEND FIGURES ARE BASED ON COMBINED
E-COMMERCE AND POINT-OF-SALE SPEND, AS REPORTED BY WORLDPAY.
E-COMMERCE SPEND IN CONTEXT
COMPARING E-COMMERCE SPEND TO POINT-OF-SALE (P.O.S.) SPEND, WITH E-WALLET DETAIL
$41 $1,173 3.4% 24% 5.0%
E-COMMERCE SPEND PER
CAPITA* IN U.S. DOLLARS
POINT-OF-SALE SPEND PER
CAPITA IN U.S. DOLLARS
E-COMMERCE SPEND AS
A SHARE OF RETAIL SPEND*
E-WALLETS’ SHARE OF
E-COMMERCE SPEND
POINT-OF-SALE SPEND
60

61
2019
JAN
SOURCE: GOOGLE TRENDS (ACCESSED JANUARY 2019); KEPIOS ANALYSIS. NOTES: GOOGLE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUMES
FOR EACH QUERY COMPARED TO SEARCH VOLUMES FOR THE TOP QUERY (AN INDEX OF 50 MEANS THAT THE QUERY RECEIVED 50% OF THE SEARCH VOLUME OF THE TOP QUERY).
TOP GOOGLE SHOPPING QUERIES
BASED ON SEARCHES THROUGHOUT 2018
11 HP XIAOMI 27
12 TOKOPEDIA 26
13 BUKALAPAK 25
14 HARGA XIAOMI 25
15 HP OPPO 25
16 GAMIS 24
17 SHOPEE 20
18 VIDEO 19
19 HARGA HP SAMSUNG 19
20 HARGA VIVO 17
01 SAMSUNG 100
02 XIAOMI 80
03 SEPATU 76
04 OPPO 68
05 VIVO 38
06 LAZADA 37
07 IPHONE 36
08 HP SAMSUNG 30
09 HARGA OPPO 30
10 ASUS 27
# SEARCH QUERY INDEX # SEARCH QUERY INDEX
61

55
2019
JAN
SOURCE: WORLD BANK GLOBAL FINANCIAL INCLUSION DATA (LATEST AVAILABLE DATA, ACCESSED JANUARY 2019).
NOTE: FIGURES REPRESENT THE PERCENTAGE OF ADULTS AGED 15+, NOT TOTAL POPULATION.
FINANCIAL INCLUSION FACTORS
PERCENTAGE OF THE POPULATION AGED 15+ THAT REPORTS OWNING OR USING EACH FINANCIAL PRODUCT OR SERVICE
1.9% 3.1% 13% 9.4%
49% 2.4% 3.1% 11%
HAS AN ACCOUNT WITH
A FINANCIAL INSTITUTION
HAS A
CREDIT CARD
HAS A MOBILE
MONEY ACCOUNT
MAKES ONLINE PURCHASES
AND / OR PAYS BILLS ONLINE
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
MAKING ONLINE TRANSACTIONS
PERCENTAGE OF MEN
62

E-COMMERCE IN MALAYSIA

64
2019
JUL
SOURCES: UNITED NATIONS; GSMA INTELLIGENCE; GLOBALWEBINDEX; FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA IN JULY 2019).
DIGITAL IN MALAYSIA IN Q3 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
31.95 40.24 26.52 24.00 23.80
76% 125% 83% 75% 74%
!

65
2019
SEP
E-COMMERCE ACTIVITIES IN MALAYSIA
MADE AN ONLINE
PURCHASE VIA A
MOBILE PHONE
MADE AN ONLINE
OR DESKTOP COMPUTER
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE OR
SITE (ANY DEVICE)
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
91% 88% 80% 37% 62%
global
web
index
global
web
index

57
2019
JAN
$486.0 $2.759 $30.00 $100.0
MILLION BILLION MILLION MILLION
$771.0 $851.0 $483.0 $553.0
MILLION MILLION MILLION MILLION
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
66

58
2019
JAN
+33% +18% +10% +16%
+26% +29% +39% +30%
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
67

59
2019
JAN
19.80 61% $3.144 $159
MILLION BILLION
+2.1% +31% +28%
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
68

60
2019
JAN
$110 $4,493 2.4% 7.0% 1.0%
E-COMMERCE SPEND AS
E-COMMERCE SPEND
POINT-OF-SALE SPEND
69

61
2019
JAN
11 GUCCI 19
12 LAZADA MALAYSIA 16
13 ADIDAS SHOES 14
14 GOOGLE 13
15 XIAOMI 11
16 TRANSLATE 10
17 NINTENDO SWITCH 10
18 LEGO 10
19 SAMSUNG MALAYSIA 10
20 HUAWEI P20 10
01 LAZADA 100
02 SAMSUNG 66
03 HUAWEI 57
04 OPPO 47
05 IPHONE 45
06 ADIDAS 40
07 SHOPEE 38
08 NIKE 38
09 VIVO 25
10 IKEA 23
70

55
2019
JAN
16% 26% 39% 38%
85% 21% 11% 39%
HAS AN ACCOUNT WITH
HAS A
CREDIT CARD
HAS A MOBILE
MONEY ACCOUNT
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
71

E-COMMERCE IN THE PHILIPPINES

73
2019
JUL
DIGITAL IN THE PHILIPPINES IN Q3 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
108.1 124.2 69.19 68.00 65.96
47% 116% 64% 63% 61%
!

74
2019
SEP
E-COMMERCE ACTIVITIES IN THE PHILIPPINES
MADE AN ONLINE
PURCHASE VIA A
MOBILE PHONE
MADE AN ONLINE
OR DESKTOP COMPUTER
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE OR
SITE (ANY DEVICE)
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
91% 92% 75% 39% 62%
global
web
index
global
web
index

53
2019
JAN
$128.0 $3.542 $35.00 $119.0
$203.0 $234.0 $127.0 $148.0
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
75

54
2019
JAN
+24% +15% +15% +20%
+17% +23% +29% +21%
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
76

55
2019
JAN
47.30 44% $840.0 $18
MILLION MILLION
+3.5% +22% +18%
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
77

56
2019
JAN
$25 $2,131 1.2% 15% 1.0%
E-COMMERCE SPEND AS
E-COMMERCE SPEND
POINT-OF-SALE SPEND
78

57
2019
JAN
11 ASUS 24
12 SHOPEE 24
13 NIKE SHOES 23
14 LAPTOP 23
15 LAZADA SALE 13
16 WALLPAPER 13
17 YOUTUBE 13
18 OPPO PRICE 12
19 ADIDAS SHOES 12
20 LAZADA PHILIPPINES 11
01 SHOES 100
02 LAZADA 96
03 SAMSUNG 58
04 NIKE 46
05 IPHONE 40
06 OPPO 33
07 VIVO 32
08 HUAWEI 30
09 ADIDAS 28
10 DRESS 25
79

51
2019
JAN
1.4% 2.5% 12% 8.2%
34% 1.9% 4.5% 9.9%
HAS AN ACCOUNT WITH
HAS A
CREDIT CARD
HAS A MOBILE
MONEY ACCOUNT
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
80

E-COMMERCE IN SINGAPORE

82
2019
JUL
DIGITAL IN SINGAPORE IN Q3 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
5.80 8.37 4.93 4.30 4.25
100% 144% 85% 74% 73%
!

83
2019
SEP
E-COMMERCE ACTIVITIES IN SINGAPORE
MADE AN ONLINE
PURCHASE VIA A
MOBILE PHONE
MADE AN ONLINE
OR DESKTOP COMPUTER
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE OR
SITE (ANY DEVICE)
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
90% 89% 73% 44% 51%
global
web
index
global
web
index

56
2019
JAN
$658.0 $3.641 $26.00 $85.00
$999.0 $1.080 $647.0 $726.0
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
84

57
2019
JAN
+40% +7.9% +11% +16%
+30% +31% +47% +35%
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
85

58
2019
JAN
4.00 69% $4.110 $1,037
MILLION BILLION
+5.3% +35% +31%
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
86

59
2019
JAN
$889 $21,481 4.0% 10% 4.0%
E-COMMERCE SPEND AS
E-COMMERCE SPEND
POINT-OF-SALE SPEND
87

60
2019
JAN
11 MRT MAP 10
12 [N/A] [N/A]
13 [N/A] [N/A]
14 [N/A] [N/A]
15 [N/A] [N/A]
16 [N/A] [N/A]
17 [N/A] [N/A]
18 [N/A] [N/A]
19 [N/A] [N/A]
20 [N/A] [N/A]
01 ADIDAS 100
02 LAZADA 80
03 AMAZON 60
04 IKEA 48
05 QOO10 45
06 GOOGLE 31
07 YOUTUBE 26
08 EBAY 19
09 Q10 12
10 LAZADA SINGAPORE 10
88

54
2019
JAN
49% 49% 57% 56%
98% 49% 9.5% 57%
HAS AN ACCOUNT WITH
HAS A
CREDIT CARD
HAS A MOBILE
MONEY ACCOUNT
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
89

E-COMMERCE IN THAILAND

91
2019
JUL
SOURCES: UNITED NATIONS; GSMA INTELLIGENCE; FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA IN JULY 2019).
DIGITAL IN THAILAND IN Q3 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
69.63 92.33 48.00 48.00 47.59
50% 133% 69% 69% 68%
!

92
2019
SEP
E-COMMERCE ACTIVITIES IN THAILAND
MADE AN ONLINE
PURCHASE VIA A
MOBILE PHONE
MADE AN ONLINE
OR DESKTOP COMPUTER
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE OR
SITE (ANY DEVICE)
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
91% 87% 85% 28% 74%
global
web
index
global
web
index

57
2019
JAN
$575.0 $4.140 $45.00 $158.0
$908.0 $1.043 $571.0 $660.0
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
93

58
2019
JAN
+25% +28% +4.6% +12%
+17% +24% +30% +22%
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
94

59
2019
JAN
37.50 54% $3.757 $100
MILLION BILLION
+6.5% +23% +15%
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
95

60
2019
JAN
$358 $2,608 12% 20% 2.0%
E-COMMERCE SPEND AS
E-COMMERCE SPEND
POINT-OF-SALE SPEND
96

55
2019
JAN
9.5% 10% 19% 19%
82% 9.8% 8.3% 19%
HAS AN ACCOUNT WITH
HAS A
CREDIT CARD
HAS A MOBILE
MONEY ACCOUNT
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
97

E-COMMERCE IN VIETNAM

99
2019
JUL
SOURCES: UNITED NATIONS; GSMA INTELLIGENCE; FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (ALL LATEST AVAILABLE DATA IN JULY 2019).
DIGITAL IN VIETNAM IN Q3 2019
ACTIVE MOBILE
SOCIAL USERS
ACTIVE SOCIAL
MEDIA USERS
INTERNET
USERS
MOBILE
SUBSCRIPTIONS
TOTAL
POPULATION
96.46 143.3 59.00 59.00 58.07
36% 148% 61% 61% 60%
!

100
2019
SEP
E-COMMERCE ACTIVITIES IN VIETNAM
MADE AN ONLINE
PURCHASE VIA A
MOBILE PHONE
MADE AN ONLINE
OR DESKTOP COMPUTER
PURCHASED A
PRODUCT OR SERVICE
ONLINE (ANY DEVICE)
VISITED AN ONLINE
RETAIL STORE OR
SITE (ANY DEVICE)
SEARCHED ONLINE
FOR A PRODUCT
OR SERVICE TO BUY
89% 79% 78% 40% 58%
global
web
index
global
web
index

56
2019
JAN
$354.0 $3.491 $21.00 $75.00
$558.0 $610.0 $348.0 $399.0
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
101

57
2019
JAN
+33% +16% +7.6% +23%
+25% +27% +38% +29%
FASHION
& BEAUTY
ELECTRONICS &
PHYSICAL MEDIA
FOOD &
PERSONAL CARE
FURNITURE &
APPLIANCES
TOYS, DIY
& HOBBIES
TRAVEL (INCLUDING
ACCOMMODATION)
DIGITAL
MUSIC
VIDEO
GAMES
102

58
2019
JAN
49.80 51% $2.269 $46
MILLION BILLION
+2.7% +29% +26%
PURCHASING CONSUMER
GOODS E-COMMERCE
(TOTAL POPULATION)
103

59
2019
JAN
$65 $1,391 4.5% 17% 2.0%
E-COMMERCE SPEND AS
E-COMMERCE SPEND
POINT-OF-SALE SPEND
104

54
2019
JAN
3.7% 4.6% 21% 20%
31% 4.1% 3.5% 21%
HAS AN ACCOUNT WITH
HAS A
CREDIT CARD
HAS A MOBILE
MONEY ACCOUNT
PERCENTAGE OF WOMEN
WITH A CREDIT CARD
PERCENTAGE OF MEN
WITH A CREDIT CARD
PERCENTAGE OF WOMEN
PERCENTAGE OF MEN
105

HOOTSUITE WE ARE SOCIAL
CLICK THE LOGOS BELOW TO READ AND DOWNLOAD
THE FULL COLLECTION OF DIGITAL 2019 REPORTS,
AND ACCESS ADDITIONAL CONTENT, INSIGHTS AND
RESOURCES FROM HOOTSUITE AND WE ARE SOCIAL:

Learn more at http://www.globalwebindex.com
90% GLOBAL
COVERAGE
ONGOING DATA COLLECTION
ACROSS 45 MARKETS
CROSS-DEVICE
COVERAGE
GlobalWebIndex is the leading provider of audience profiling
data to agencies, publishers, and brands worldwide.
SPECIAL THANKS: GLOBALWEBINDEX

Learn more about Statista at http://www.statista.com
82% OF THE GLOBAL
INTERNET POPULATION
150 COUNTRIES
AND REGIONS
92% OF WORLDWIDE
ECONOMIC POWER
MORE THAN 30,000
INTERACTIVE STATISTICS
Statista is one of the world’s largest online statistics databases. Its Digital
Market Outlook products provide forecasts, detailed market insights, and key
indicators on over 90 digital markets within verticals including e-commerce,
digital media, smart home, and e-health for over 150 countries and regions.
SPECIAL THANKS: STATISTA

Learn more about GSMA Intelligence at http://www.gsmaintelligence.com
GSMA Intelligence is the unit within the GSMA that houses the organisation’s extensive
database of mobile operator statistics, forecasts, and industry reports. GSMA Intelligence’s
datacoverseveryoperatorgroup,networkandMVNOineverycountry–fromAfghanistan
to Zimbabwe. Updated daily, it is the most accurate and complete set of industry metrics
available, comprising tens of millions of individual data points.
Leadingoperators,vendors,regulators,financialinstitutionsandthird-partyindustryplayers
rely on GSMA Intelligence to support strategic decision-making and long-term investment
planning. The data is used as an industry reference point and is frequently cited by the
media and by the industry itself. GSMA Intelligence’s team of analysts and experts produce
regular thought-leading research reports across a range of industry topics.
SPECIAL THANKS: GSMA INTELLIGENCE

Learn more about SimilarWeb at https://www.similarweb.com
WEB
INTELLIGENCE
APP
INTELLIGENCE
GLOBAL
COVERAGE
GRANULAR
ANALYSIS
SimilarWeb is the pioneer of market intelligence and the standard for
understanding the digital world. SimilarWeb provides granular insights
about any website or app across all industries in every region.
SPECIAL THANKS: SIMILARWEB

Learn more about App Annie at http://www.appannie.com
App Annie is the industry’s most trusted mobile data and analytics platform. The company created
the mobile app data market and has been fueling world-class, mobile-first businesses since 2010.
App Annie’s mission is to power B2C companies’ mobile transformation and enable clients to deliver
winning consumer experiences. More than 1,000 enterprise clients and 1 million registered users
across the globe and spanning all industries rely on App Annie as the gold standard to revolutionize
their mobile business. The company is headquartered in San Francisco with offices in 13 countries.
1 MILLION
REGISTERED USERS
BEST-IN-CLASS
DATA
COVERAGE ACROSS
150 COUNTRIES
UNPARALLELED
SERVICE & SUPPORT
SPECIAL THANKS: APP ANNIE

NOTES ON DATA VARIANCE, MISMATCHES, AND CURIOSITIES
It’s unlikely that one hundred percent of
internet users in any given country will use
the same social media platform though, so in
cases where internet and social media user
numbers are the same, it’s likely that the actual
number of internet users will be higher than the
number we’ve reported.
Lastly, a number of metrics that we reported in
last year’s Global Digital reports have been
revised by the original data provider since
publication, and as a result, some figures
in this year’s reports may appear to have
changed in unexpected ways. Wherever
we’re aware of these changes, we’ve included
details in the footnotes of each relevant chart,
but please use caution when comparing data
from different reports in case the original base
has changed.
If you have any questions about specific data
points in these reports, or if you’d like to offer
your organisation’s data for consideration in
future reports, please email our reports team:
reports@kepios.com.
This report uses data from a wide variety of
sources, including market research agencies,
internet and social media companies,
governments and public bodies, news media,
journalists, and our own internal analysis.
Wherever possible, we’ve prioritised data
sources that provide broader geographical
coverage, in order to minimise the potential
variations between data points, and offer
more reliable comparison across countries.
However, where we believe that an individual
metric provides a more reliable reference,
we’ve used such individual numbers to ensure
the most accurate reporting.
Furthermore, due to differing data collection
and treatment methodologies used by these
organisations, and the different sample
periods during which data were collected,
there may be significant differences in the
reported metrics for similar data points
throughout this report. In particular, data
collected via surveys often vary from one
report to another, even if those data were
collected by the same organisation using the
same approach in each wave.
Similarly, reports of internet user numbers
vary considerably between different sources.
In part, this is because there are fewer
commercial imperatives for governments
and regulators to collect and publish regular
internet user data. However, the user numbers
published by social media platforms can be
a useful proxy for the number of internet users
in countries where no other reliable data are
available, because all active social media
users must have an active internet connection
in order to access social media. These data
are also more likely to be updated on a
regular basis, as social media companies
relies on this data to help sell their advertising
products and services.
As a result, on occasion, we’ve used the latest
addressable advertising audience data from
social media platforms’ self-serve advertising
tools to inform our internet user numbers,
especially in less-developed economies,
where ‘official’ internet user numbers are
published less frequently. Consequently, there
are a number of instances in this report where
the reported number of social media users
equals the reported number of internet users.

DISCLAIMER AND IMPORTANT NOTES
This report has been compiled by Kepios Pte.
Ltd. (“Kepios”), We Are Social Ltd. (“We Are
Social”) and Hootsuite Inc. (“Hootsuite”)
for informational purposes only, and relies
on data from a wide variety of sources,
including but not limited to public and private
companies, market research firms, government
agencies, NGOs, and private individuals.
While Kepios, We Are Social, and Hootsuite
strive to ensure that all data and charts
contained in this report are, as at the time of
publishing, accurate and up-to-date, neither
Kepios, nor We Are Social, nor Hootsuite
shall be responsible for any errors or
omissions contained in this report, or for the
results obtained from its use.
All information contained in this report
is provided “as is”, with no guarantee
whatsoever of its accuracy, completeness,
correctness or non-infringement of third-
party rights and without warranty of any
kind, express or implied, including without
limitation, warranties of merchantability or
fitness for any particular purpose.
This report contains data, tables, figures,
maps, flags, analyses and technical notes
that relate to various geographical territories
around the world, however reference to
these territories and any associated elements
(including names and flags) does not imply
the expression of any opinion whatsoever
on the part of Kepios, We Are Social,
Hootsuite, or any of the featured brands,
nor any of those organisations’ partners,
affiliates, employees or agents, concerning
the legal status of any country, territory, city
or area or of its authorities, or concerning the
delimitation of its frontiers or boundaries. This
report is provided with the understanding that
it does not constitute professional advice or
services of any kind and should therefore not
be substituted for independent investigations,
thought or judgment.
Accordingly, neither Kepios, nor We Are
Social, nor Hootsuite, nor any of the brands or
organisations featured or cited herein, nor any
of their partners, affiliates, group companies,
employees or agents shall, to the fullest
extent permitted by law, be liable to you or
anyone else for any direct, indirect, punitive,
incidental, special, consequential, exemplary
or similar loss or damage, or loss or damage
of any kind, suffered by you or anyone else
as a result of any use, action or decision taken
by you or anyone else in any way connected
to this report or the information contained
herein, or the result(s) thereof, even if advised
of the possibility of such loss or damage.
This report may contain references to third
parties, however this report does not endorse
any such third parties or their products
or services, nor is this report sponsored,
endorsed or associated with such third parties.
Except for those portions of this report relating
to the perspectives of Hootsuite or We Are
Social, this report and any opinions contained
herein have been prepared by Kepios,
and have not been specifically approved
or disapproved by Hootsuite. This report is
subject to change without notice. To ensure
that you have the most up-to-date version of
this report, please visit our reports website at
https://datareportal.com.

HTTPS://DATAREPORTAL.COM
ALLTHENUMBERSYOUNEED
CLICK HERE TO ACCESS OUR COMPLETE COLLECTION OF
FREE REPORTS: THOUSANDS OF CHARTS PACKED WITH
DATA AND TRENDS TO HELP YOU UNDERSTAND DIGITAL
BEHAVIOURS IN EVERY COUNTRY ACROSS THE WORLD

Hootsuite is the leader in social media management.
With our expertise, best-in-breed partnerships, and scale,
we’ll help your organization succeed with social.
Explore how our solution can help: https://hootsuite.com

We are a socially-led creative agency.
We are a global team of more than 750 people with a common
purpose: to connect people and brands in meaningful ways.
We believe in people before platforms and the power of
social insight to drive business value. We call this social thinking.
We already work with many of the world’s top brands,
including adidas, Netflix, Samsung, Lavazza, and Google.
If you’d like to work with us, visit https://wearesocial.com

SIMON KEMP
@ESKIMON
REPORTS@KEPIOS.COM
DATAREPORTAL.COM

Digital 2019 Southeast Asia Ecommerce Spotlight (September 2019) v01

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Digital 2019 Southeast Asia Ecommerce Spotlight (September 2019) v01

Similar to Digital 2019 Southeast Asia Ecommerce Spotlight (September 2019) v01 (20)

More from DataReportal

More from DataReportal (20)

Recently uploaded

Recently uploaded (20)

Digital 2019 Southeast Asia Ecommerce Spotlight (September 2019) v01