Online marketplaces unlock export opportunities in ASEAN

Austrade’s new E-commerce in ASEAN: A guide for Australian business report provides a snapshot of the e-commerce market in seven ASEAN countries – Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam – to help Australian exporters compare each market and identify which to target.

The ASEAN e-commerce market has quadrupled between 2015 and 2018, generating US$23 billion in gross merchandise value in 2018. Growth is predicted to accelerate to 2025, when e-commerce is expected to be worth US$102 billion.

‘The ASEAN region is one of the fastest growing in the world and it’s right on Australia’s doorstep,’ says Sally-Ann Watts, General Manager ASEAN, Austrade. ‘With online shopping so pervasive among the region’s consumers, Australian companies should consider including e-commerce platforms as a key export channel in their business strategy.’

The growth in e-commerce activity across ASEAN is driven by an aspirational middle class that is comfortable using online marketplaces and social media platforms.

Australian exporters can sell their products on international e-commerce platforms including Amazon and Lazada, or home-grown marketplaces such as Tokopedia in Indonesia.

The report also describes the logistics challenges and opportunities exporters should be aware of when considering a market.

For detailed information on individual ASEAN markets, please read Austrade’s guides to the e-commerce markets in Indonesia, Thailand and Vietnam.

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