Southeast Asia’s e-commerce market hit $159 billion in 2024, on track for $215 billion by 2026. Shopee leads at ~52% share, TikTok Shop has grown 10x in three years to reach the second slot, and Lazada is rebuilding around its “confidence commerce” thesis. Social commerce is on track to become 25% of the total within three years.
This hub aggregates Digital in Asia coverage of the SEA e-commerce ecosystem — platforms, fees, payments, social commerce, and the country-level dynamics shaping the next phase.
Market sizing & overview
- Southeast Asia Ecommerce: The Reality Behind this $159B Market
SEA e-commerce hit $159B GMV in 2024. We break down the $215B market heading into 2026 and what's actually changing. - Asia Ecommerce & Marketplace Tracker
A working tracker of who owns e-commerce GMV across fifteen Asian markets. Shopee, Coupang, Rakuten, Taobao, Flipkart — every leader is Asian-headquartered.
Platform dynamics
- Shopee vs TikTok Shop: The Platform Wars Reshaping Southeast Asia’s $159B Market
Shopee dominates with 52% SEA market share, but TikTok Shop's aggressive growth and social-first model are reshaping the $100B platform wars. - TikTok Shop SEA: From Shoppable Video to Regional Ecommerce Giant
TikTok Shop grew from $4.4B to $45.6B GMV in SEA in 4 years. Here's how it disrupted the entire region. - Lazada Is Not Losing. It Is Running a Different Race.
The conventional narrative about Lazada goes like this: it was the pioneer, then it was the incumbent, and now it is the cautionary tale. Alibaba poured somewhere between USD 7.4 … <a title=&q… - Shopee vs Lazada vs TikTok Shop Seller Fees (2026): What Ecommerce Platforms Really Charge in Southeast Asia
Shopee's new 5% technical fee, TikTok Shop's 12.5% Vietnam commission, Lazada's 3.99% base rate — the full seller cost stack across Southeast Asia's six major markets in 2026.
Social commerce & creators
- The SEA Social Commerce Revolution: From Invisible to 25% of E-Commerce in Three Years
Social commerce grew from <5% to 20-25% of SEA e-commerce in 3 years. We explain the 31.4% CAGR reshaping retail. - The Creator Economy Asia: TikTok, YouTube, Douyin and Creator Monetization
How Creator Economies Monetize in Asia: A $26 Billion Machine With Very Different Rules The creator economy in Asia isn’t a smaller version of the Western one. It’s a structurally … <a title=&… - How Douyin Advertising Actually Works: A Guide for Non-Chinese Speakers
Douyin generated USD 39.2 billion in ad revenue in 2024, making it China's largest ad platform. ByteDance commands 25.9% of China's digital ad market. Here's how the ad stack actuall…
Payments in e-commerce
- Digital Payments in SEA Ecommerce: BNPL, QR Codes and the Death of Cash-on-Delivery
Cash-on-delivery collapsed in Southeast Asia faster than any payment method transition in regional history. In 2019, COD represented 52% of all e-commerce payments across the region. By Q1 2026, it… - India’s Digital Payments Revolution Is Unlike Anything the World Has Seen Before
In the space of a single decade, India built the world’s largest real-time payments network, enrolled 1.34 billion citizens in a biometric identity system, and created an open-finance data-sharing … - UPI Won the Payment War. Now It Has a Revenue Problem.
Everyone loves the UPI story. And why wouldn’t they? A country that had 190 million unbanked adults a decade ago now runs the world’s largest real-time payments network. The Unified … <a title… - Asia Digital Payments Market Tracker: Who Owns the Payment Rails in Asia?
A working tracker of who owns mobile payments across fifteen Asian markets. Alipay and WeChat Pay in China, UPI in India, GCash in the Philippines, and a region-specific stack everywhere else.
Super apps & convergence
- Super Apps in Asia: The Business Model Behind 3.5 Billion Users
A super app is a single mobile application that bundles multiple services — rides, deliveries, payments, lending, shopping, entertainment — into one platform. The concept barely exists in the West,… - How Grab and Sea Group Are Building AI-Powered Super Apps
How Are Grab and Sea Group Using AI to Build Asia’s Most Powerful Super Apps? Southeast Asia’s two largest technology companies — Grab and Sea Group — are deploying artificial … <a title="… - How Ads, Commerce and AI are Converging in Asia
Asia’s $311 Billion Ad Market, $2.3 Trillion Commerce Engine, and $102 Billion AI Layer Are Fusing Into a Single Stack There’s a simple model for understanding Asia’s digital economy, and … <a… - The Future of Ecommerce: Agentic Commerce and AI Demand
The Future of Ecommerce When AI Controls Demand: $5 Trillion in Spending Up for Grabs AI shopping agents are already redirecting how consumers find, evaluate, and buy products online — … <a ti…
Country-level context
- Indonesia’s Digital Market in 2026: The Complete Overview
Indonesia’s digital economy is closing in on $130 billion in value, powered by 229 million internet users across an archipelago of 17,000 islands (DataReportal, 2025). With a population of 284 … … - Thailand’s Digital Market in 2026: The Complete Overview
Thailand’s digital economy isn’t just growing—it’s become the second-largest in Southeast Asia, behind only Indonesia, and the velocity is accelerating. As of Q1 2026, the market reached 5.6 trilli… - The Philippines’ Digital Market in 2026: The Complete Overview
The Philippines is now a USD 40 billion digital economy. That figure—reported by the Philippine Statistics Authority—represents 8.5% of the country’s total GDP and signals something that anyone who… - Malaysia’s Digital Market in 2026: The Complete Overview
Malaysia’s digital economy hit USD 31 billion in gross merchandise value during 2024, a 16% jump from the previous year, with the sector now expected to represent 25.5% of GDP … <a title="… - Singapore’s Digital Market in 2026: The Complete Overview
Singapore’s digital economy reached S$128.1B in 2024—18.6% of the country’s GDP and climbing at 12% annually since 2019. With 5.61 million internet users (95.8% penetration) and 97% smartphone adop… - Vietnam’s Digital Market in 2026: The Complete Overview
Vietnam’s digital economy reached an estimated $39 billion in gross merchandise value in 2025, growing at roughly 19% year-on-year and cementing the country’s position as Southeast Asia’s fastest-g…