The Impulso Podcast E126: Shall we be optimistic about ecommerce in Southeast Asia?
9 snips
Jul 14, 2025 Southeast Asia's ecommerce is booming with $128.4 billion GMV, though growth has slowed to 12%. Thailand and Malaysia are now leading the pack, thanks to their affluent consumers and better infrastructure. While Indonesia lags in percentage growth due to its large base, optimism persists despite profitability challenges. Live and video commerce are becoming pivotal, and logistics are consolidating, overturning giants like J&T. Enablers are set to transform into brand builders, challenging global players with innovative strategies.
AI Snips
Chapters
Transcript
Episode notes
Regional Growth Slowed As Platforms Rationalize
- Southeast Asia ecommerce GMV reached $128.4B in 2024 but growth slowed to 12% year-on-year.
- Platforms shifted to more rational, less subsidy-driven growth strategies to find sustainable footing.
Thailand And Malaysia Lead Growth
- Thailand (21.7%) and Malaysia (19.5%) led growth due to higher affluence and mature infrastructure.
- Strong consumer spending combined with adequate product and infrastructure drove faster GMV expansion.
Indonesia's Slower Rate Reflects Its Large Base
- Indonesia grew only 5% because of its large GMV base (~$56.5B).
- Low percentage growth reflects scale rather than weak absolute market size or importance.