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Southeast Asian
Map of E-commerce,
Q2 2020
Impacts Of COVID-19 on
Online Shopping Behaviours
2
When presenting or sharing this report,
please refer to the appropriate links.
This Report Covers
6 Countries in
Southeast Asia
https://iprice.ph/insights/mapofecommerce/en/
http://iprice.co.id/insights/mapofecommerce/en/
https://iprice.my/insights/mapofecommerce/en/
https://iprice.sg/insights/mapofecommerce/
https://ipricethailand.com/insights/mapofecommerce/en/
https://iprice.vn/insights/mapofecommerce/en/
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
Analysing Shopping Apps Usage
in Southeast Asia, Q2 2020
Shopping Apps sessions in Southeast Asia
increased by 39% in Q2 2020
2020 Q1 2020 Q2 Q1 VS Q2 GROWTH
4
0 10 20 30
Indonesia
Thailand
Vietnam
Philippines
Malaysia
Singapore
ALL COUNTRIES
Q1 VS Q2 2020
46.8
BILLION
65.1
BILLION
39%
34%
50%
43%
53%
28%
25%
TOTAL
28.5 BILLION SESSIONS
12.9 BILLION
12.7 BILLION
4.9 BILLION
4.6 BILLION
1.5 BILLION
This data are for Shopping Apps on Android phone
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
Total Downloads in Shopping Category Apps,
Combined iPhone and Android Phone (Millions)
5
2020 Q1 2020 Q2 Q1 VS Q2 GROWTH
50 10 15 20 25 454030 35
Indonesia
Thailand
Vietnam
Philippines
Malaysia
Singapore
ALL COUNTRIES
Q1 VS Q2 2020
4%
TOTAL
40.7 MILLION
18.8 MILLION
14.1 MILLION
12.4 MILLION
10.6 MILLION
3.3 MILLION
95.7
MILLION
99.9
MILLION
2%
26%
23%
24%
25%
32%
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
Analysing Shopping Website
Traffic in Southeast Asia, Q2 2020
7
Multinational Companies Gaining More
Web Traffic While Local Companies Losing Out
Indonesia
Malaysia
Thailand
Philippines
Vietnam
Singapore
Multinational
stores
Single-country
stores
Q3 2019 Q4 2019 Q1 2020 Q2 2020
39%
61%
43%
57% 57%
45%43%
55%
Q3 2019 Q4 2019 Q1 2020 Q2 2020
28%
72%
31%
69%
31%
69%
35%
65%
Q3 2019 Q4 2019 Q1 2020 Q2 2020
28%
72%
31%
69%
31%
69%
35%
65%
Q3 2019 Q4 2019 Q1 2020 Q2 2020
78%
22%
75%
25%
78%
22%
79%
21%
Q3 2019 Q4 2019 Q1 2020 Q2 2020
89%
11%
90% 88%
12%
88%
12%10%
Q3 2019 Q4 2019 Q1 2020 Q2 2020
6%
94%
11%
89%
14%
86%
13%
87%
Q3 2019 Q4 2019 Q1 2020 Q2 2020
96%
4%
97%
3% 5%
97%
3%
95%
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
8
Electronics Fashion GeneralBeauty
Thailand
Vietnam
Philippines
Malaysia
Singapore
Fashion Retail
Websites Are Falling
Out of Favour, While
General Marketplaces
Are Thriving
Web Traffic Growth Rate of
E-commerce Product Categories,
H1 / 2020 vs. H2 / 2019
Indonesia
21%
-10%
-25%
-13%
-26%
59% -30% -15%
-0.1%
3%
-62%
-38%
-5% 6%
-10%
-8%
-35% -17% -15%
32% -18% 84% 18%
3%
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
%
%
FREE
FREE
%
%
9
Free Shipping and Discounts for Essentials:
2020 Promotion Strategy for Southeast Asian E-commerce
Types of Promotions Offered by Notable E-commerce Websites During Social Distancing Period
Based on information publicly shared by each merchant on their social media pages. All merchants are arranged in an alphabetical order.
Free Shipping
Offers
Discounts
for Grocery
Discounts for
Health Supplements
%%
%
FREE
%
%
%
FREE
FREE
FREE
FREE
FREE
FREE
%
%
Indonesia Thailand Vietnam
Malaysia Philippines Singapore
%
FREE
%
%
%
%
%
FREE
FREE
FREE
%
%
%
FREE
FREE
%
FREE
% %
%
%
%
%
FREE
FREE
FREE
FREE
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
Insights on E-commerce Spending of
Consumers in Southeast Asia, Q2 2020
24%
Data featured were aggregated
and averaged by iPrice
Average Basket
Size Growth, H1 /
2020 Vs. H1 / 2019
Vietnam
Indonesia
Thailand
Singapore
Philippines
6%
5%
5%
All 6 Countries
11
Malaysia24%
51%
38%
31%
57%
17%
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
Health/Beauty
12
The Sports Outdoor
category in H1 2020
obtained the biggest
growth in average
order value as
compared to H1 2019
Per result of social distancing in SE
Asian countries, total order volumes
also increased 90% YoY regionally.
Sports/Outdoor
Fashion
Home/Living
Automotive
Kids/Toys
GRAND TOTAL
Electronics
Growth comparison H1 2019 VS H1 2020 Average Order Value in H1 / 2020 (USD)
$38
$28
$26
$22
$22
$21
$16
$28.5
18%
34%
26%
17%
19%
11%
25%
23%
% $
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
Methodology
Research Methodology for Mobile
E-Commerce Apps
Research Methodology for the
Most Visited E-Commerce Websites
The number of sessions in a quarter based on quarterly sessions on
Android Shopping Apps.
All data on the total visits on desktop & mobile web in this study were
taken from global traffic figures from the respective websites as of June
2020 from SimilarWeb. The following industries were not included in this
list: e-ticketing, financial services, rental services, insurance, delivery
service, food & beverage, meta-search, couponing, cashback websites &
ecommerce who solely provides classified ads/P2P services. SimilarWeb
introduced a major algorithm update on September 2019 which affected
the total visits recorded by all websites for 2019.
13
http://www.similarweb.com/corp/guide-to-similarwebs-algorithm-update-2019-guide/
SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
THANK YOU FOR READING
All inquiries please contact insights@ipricegroup.com or press@ipricegroup.com
A report by iPrice Group in partnership with SimilarWeb and App Annie.

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Southeast Asian Map of E-commerce Q2 2020

  • 1. Southeast Asian Map of E-commerce, Q2 2020 Impacts Of COVID-19 on Online Shopping Behaviours
  • 2. 2 When presenting or sharing this report, please refer to the appropriate links. This Report Covers 6 Countries in Southeast Asia https://iprice.ph/insights/mapofecommerce/en/ http://iprice.co.id/insights/mapofecommerce/en/ https://iprice.my/insights/mapofecommerce/en/ https://iprice.sg/insights/mapofecommerce/ https://ipricethailand.com/insights/mapofecommerce/en/ https://iprice.vn/insights/mapofecommerce/en/ SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 3. Analysing Shopping Apps Usage in Southeast Asia, Q2 2020
  • 4. Shopping Apps sessions in Southeast Asia increased by 39% in Q2 2020 2020 Q1 2020 Q2 Q1 VS Q2 GROWTH 4 0 10 20 30 Indonesia Thailand Vietnam Philippines Malaysia Singapore ALL COUNTRIES Q1 VS Q2 2020 46.8 BILLION 65.1 BILLION 39% 34% 50% 43% 53% 28% 25% TOTAL 28.5 BILLION SESSIONS 12.9 BILLION 12.7 BILLION 4.9 BILLION 4.6 BILLION 1.5 BILLION This data are for Shopping Apps on Android phone SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 5. Total Downloads in Shopping Category Apps, Combined iPhone and Android Phone (Millions) 5 2020 Q1 2020 Q2 Q1 VS Q2 GROWTH 50 10 15 20 25 454030 35 Indonesia Thailand Vietnam Philippines Malaysia Singapore ALL COUNTRIES Q1 VS Q2 2020 4% TOTAL 40.7 MILLION 18.8 MILLION 14.1 MILLION 12.4 MILLION 10.6 MILLION 3.3 MILLION 95.7 MILLION 99.9 MILLION 2% 26% 23% 24% 25% 32% SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 6. Analysing Shopping Website Traffic in Southeast Asia, Q2 2020
  • 7. 7 Multinational Companies Gaining More Web Traffic While Local Companies Losing Out Indonesia Malaysia Thailand Philippines Vietnam Singapore Multinational stores Single-country stores Q3 2019 Q4 2019 Q1 2020 Q2 2020 39% 61% 43% 57% 57% 45%43% 55% Q3 2019 Q4 2019 Q1 2020 Q2 2020 28% 72% 31% 69% 31% 69% 35% 65% Q3 2019 Q4 2019 Q1 2020 Q2 2020 28% 72% 31% 69% 31% 69% 35% 65% Q3 2019 Q4 2019 Q1 2020 Q2 2020 78% 22% 75% 25% 78% 22% 79% 21% Q3 2019 Q4 2019 Q1 2020 Q2 2020 89% 11% 90% 88% 12% 88% 12%10% Q3 2019 Q4 2019 Q1 2020 Q2 2020 6% 94% 11% 89% 14% 86% 13% 87% Q3 2019 Q4 2019 Q1 2020 Q2 2020 96% 4% 97% 3% 5% 97% 3% 95% SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 8. 8 Electronics Fashion GeneralBeauty Thailand Vietnam Philippines Malaysia Singapore Fashion Retail Websites Are Falling Out of Favour, While General Marketplaces Are Thriving Web Traffic Growth Rate of E-commerce Product Categories, H1 / 2020 vs. H2 / 2019 Indonesia 21% -10% -25% -13% -26% 59% -30% -15% -0.1% 3% -62% -38% -5% 6% -10% -8% -35% -17% -15% 32% -18% 84% 18% 3% SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 9. % % FREE FREE % % 9 Free Shipping and Discounts for Essentials: 2020 Promotion Strategy for Southeast Asian E-commerce Types of Promotions Offered by Notable E-commerce Websites During Social Distancing Period Based on information publicly shared by each merchant on their social media pages. All merchants are arranged in an alphabetical order. Free Shipping Offers Discounts for Grocery Discounts for Health Supplements %% % FREE % % % FREE FREE FREE FREE FREE FREE % % Indonesia Thailand Vietnam Malaysia Philippines Singapore % FREE % % % % % FREE FREE FREE % % % FREE FREE % FREE % % % % % % FREE FREE FREE FREE SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 10. Insights on E-commerce Spending of Consumers in Southeast Asia, Q2 2020
  • 11. 24% Data featured were aggregated and averaged by iPrice Average Basket Size Growth, H1 / 2020 Vs. H1 / 2019 Vietnam Indonesia Thailand Singapore Philippines 6% 5% 5% All 6 Countries 11 Malaysia24% 51% 38% 31% 57% 17% SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 12. Health/Beauty 12 The Sports Outdoor category in H1 2020 obtained the biggest growth in average order value as compared to H1 2019 Per result of social distancing in SE Asian countries, total order volumes also increased 90% YoY regionally. Sports/Outdoor Fashion Home/Living Automotive Kids/Toys GRAND TOTAL Electronics Growth comparison H1 2019 VS H1 2020 Average Order Value in H1 / 2020 (USD) $38 $28 $26 $22 $22 $21 $16 $28.5 18% 34% 26% 17% 19% 11% 25% 23% % $ SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 13. Methodology Research Methodology for Mobile E-Commerce Apps Research Methodology for the Most Visited E-Commerce Websites The number of sessions in a quarter based on quarterly sessions on Android Shopping Apps. All data on the total visits on desktop & mobile web in this study were taken from global traffic figures from the respective websites as of June 2020 from SimilarWeb. The following industries were not included in this list: e-ticketing, financial services, rental services, insurance, delivery service, food & beverage, meta-search, couponing, cashback websites & ecommerce who solely provides classified ads/P2P services. SimilarWeb introduced a major algorithm update on September 2019 which affected the total visits recorded by all websites for 2019. 13 http://www.similarweb.com/corp/guide-to-similarwebs-algorithm-update-2019-guide/ SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020
  • 14. THANK YOU FOR READING All inquiries please contact insights@ipricegroup.com or press@ipricegroup.com A report by iPrice Group in partnership with SimilarWeb and App Annie.