Southeast Asia Retail Ecommerce Forecast 2023

A Still-Surging Bright Spot in a Slower-Growth World

Executive Summary

Southeast Asia is a modestly sized economic region, but in 2023, it will lead the world in both retail sales growth and ecommerce growth yet again. These recent boom times have heightened the region’s relevance as ecommerce tails off elsewhere.

Key Question: What is the outlook for retail and ecommerce sales in Southeast Asia in 2023 and beyond, and which countries in the region will produce standout growth this year?

KEY STAT: Retail ecommerce sales in Southeast Asia will grow by 18.6% in 2023, led by Indonesia’s 20.0% increase. By comparison, worldwide ecommerce growth will be just 8.9% this year.

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Table of Contents

  1. Executive Summary
  2. Southeast Asia’s post-pandemic retail rebound still has legs.
  3. The region’s ecommerce boom is on the downswing, but not as precipitously as elsewhere.
  4. Southeast Asia will lead the world in ecommerce growth for the third year in a row.
  1. Five countries from Southeast Asia will make the top ten list for fastest ecommerce growth this year.
  2. Indonesia’s ecommerce numbers drive Southeast Asia’s ecommerce story.
  3. Southeast Asia’s ecommerce market still trails Latin America, but the gap has shrunk.
  4. Thanks to Indonesia, ecommerce’s share in Southeast Asia is gaining ground.
  1. Marketers and retailers should focus on Indonesia while keeping an eye on the rest of the region.
  2. Media Gallery

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Ethan Cramer-Flood


Daniel Decea
Researcher, Financial Services

"Behind the Numbers" Podcast