Ecommerce in Southeast Asia 2026

Southeast Asia’s ecommerce market continues to expand rapidly, with platform GMV reaching US$157.6 billion in 2025, nearly tripling since 2020. However, beyond headline growth, the industry is entering a new phase: competition is no longer about expansion, but increasingly about control – over demand generation, fulfilment, and margins

Ecommerce in Southeast Asia 2026 is a decision-support report designed to help leaders understand where growth is real, where competition is intensifying, and how platform & brand strategies are evolving across the region.

Built on Momentum Works’ ongoing ecosystem research and operator-level conversations, this report explores how platform competition and strategies, content commerce, fulfilment, and AI are transforming the region’s ecommerce landscape. Consequently, this means for businesses operating within it.

What’s new in the 2026 edition:

• Latest GMV, growth, and market share data across all major Southeast Asian markets (Indonesia, Thailand, Malaysia, the Philippines, Vietnam and Singapore);
• Key structural shifts shaping the industry in 2026, including quick commerce, fulfilment execution and control, content commerce and more;
• Updated strategies and strategic focus areas across major platforms: Shopee, TikTok Shop, Lazada and more
• The growing role of content commerce, AI, and new traffic pathways in reshaping ecommerce
• Implications for ecosystem players as platform power deepens

This report is designed for decision-makers in the ecommerce, digital, and consumer ecosystem, including:

• Executives and leadership teams
• Strategy, ecommerce and regional teams
• Investors and funds
• Founders and operators expanding in Southeast Asia

How leaders use this report:

• To reassess market entry and expansion priorities 
• To align regional and functional teams 
• To pressure-test platform, brand and logistics strategies