According to UnivDatos, rising internet and smartphone penetration, a young tech-savvy population, an expanding middle-class with higher disposable income, government support for the digital economy, growth of mobile wallets and BNPL solutions, advancements in logistics and last-mile delivery, social commerce, and influencer-driven shopping drive the Southeast Asia E-Commerce market. As per their “Southeast Asia E-Commerce Market” report, the market was valued at USD 201.92 billion in 2024, growing at a CAGR of about 21.13% during the forecast period from 2025 to 2033 to reach USD billion by 2033.
The e-commerce market in Southeast Asia is growing at an accelerated rate, unprecedented in its history, as a result of digitization, growth in consumer demand, and the shift towards online shopping. A competitive environment is characterised by a few superpowers that still dictate consumer behaviour and provide new standards of growth. Their plans, developments, and market presence are propelling the industry, and it is quite clear that the area is becoming a hub of e-commerce. This article will give the top companies that are playing a major role in this transformation.
1. Shopee (Sea Limited)
Sea Limited, through its subsidiaries, operates as a consumer internet company in Southeast Asia, Latin America, the rest of Asia, and internationally. The company operates through E-commerce, Digital financial services, and Digital entertainment segments. It offers Garena, a digital entertainment platform for users to access mobile and PC online games, as well as promotes eSports operations and develops games. The company also operates the Shopee e-commerce platform, a mobile-centric marketplace that provides integrated payments, logistics infrastructure, and seller services. In addition, it offers SeaMoney digital financial services comprising consumer and small and medium-sized enterprises (SME) credit, mobile wallets, payment processing, banking, and insurtech services under the SPayLater tradename; and acts as an underwriter for various life and non-life insurance products under the SeaInsure tradename, as well as insurance agency services. It serves buyers, such as individuals and households, and sellers, including small and medium businesses, brands, and large retailers. The company was formerly known as Garena Interactive Holding Limited and changed its name to Sea Limited in April 2017. Sea Limited was incorporated in 2009 and is headquartered in Singapore.
2. Lazada (Alibaba Group Holding Limited)
Alibaba Group Holding Limited, through its subsidiaries, provides technology infrastructure and marketing reach to help merchants, brands, retailers, and other businesses engage with their users and customers in the People's Republic of China and internationally. It operates digital retail platforms under the Taobao and Tmall names; wholesale marketplaces through 1688.com and Alibaba.com; a global e-commerce platform under the AliExpress name; e-commerce platforms under the Lazada, Trendyol, and Daraz names; and a consumer-to-consumer community and marketplace under the Tmall Global, Tmall Supermarket, and Xianyu names. The company also operates Cainiao, an e-commerce logistics solution; Ele.me, an on-demand delivery and local services platform; and Amap, a provider of mobile digital map, navigation, and real-time traffic information; and others. Alibaba Group Holding Limited was incorporated in 1999 and is based in Causeway Bay, Hong Kong.
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3. PT GoTo Gojek Tokopedia Tbk (GoTo)
PT GoTo Gojek Tokopedia Tbk provides and operates on-demand services in Indonesia and internationally. It offers Gojek on-demand services, including mobility, food delivery, and logistics through electronic media, software platforms, or applications to micro-entrepreneurs; GoTo Financial technology solutions, including consumer payments, lending, and merchant services; and e-commerce services. The company also engages in retail trading of motor vehicle equipment; game publishing activities; wholesale trading; digital identity provision activities; professional, scientific and technical activities; computer consulting activities and other computer facility management, and hosting activities; repair of communication equipment; and operation of e-commerce marketplace and digital platform. PT GoTo Gojek Tokopedia Tbk was founded in 2009 and is based in Jakarta, Indonesia.
4. Blibli (PT Global Digital Niaga Tbk.)
PT Global Digital Niaga Tbk operates an omnichannel commerce platform and lifestyle ecosystem in Indonesia. It operates through 1P Retail, 3P Retail, Institution, and Physical Store segments. The 1P Retail segment is involved in purchasing products wholesale from various suppliers, including consumer electronics, home appliances, fashion and beauty, daily consumer goods, and other general merchandise offered directly to end retail consumers through the Blibli e-commerce platform. The 3P Retail segment provides an online marketplace service for third-party (3P) sellers offering products and services of various brands and categories, such as consumer electronics, home appliances, fashion and beauty, daily consumer goods, and other general merchandise. This segment also manages travel and lifestyle businesses through an online travel agent (OTA) platform, tiket.com, which provides booking transportation tickets, accommodation, and various experiences and lifestyles. It also engages in the provision of logistics, trading, online financial transactions, information, communication, and travel agent, transportation, warehousing, information and communication, management, handling, advertising, and e-commerce services; operates as a telecommunication retailer; and operates a supermarket. The company was incorporated in 2010 and is headquartered in Kudus, Indonesia. PT Global Digital Niaga Tbk is a subsidiary of PT Global Investama Andalan.
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5. PT Bukalapak
PT Bukalapak.com Tbk. operates an online marketplace for various products in Indonesia. It operates in three segments: Marketplace, Online to Offline, and Pengadaan. The company engages in programming, information, and telecommunications activities; e-commerce, and science and technology businesses; non-store retailing; and financing activities, as well as offers web portals, transportation management services, information technology consultancy services, software and databases, and platforms related to virtual or digital assets. It is also involved in mutual fund trading; wholesale trade in household goods, food, and beverages; advertising; management and consulting; retail trade, and other trading activities; education activities; construction services; apparel industry; special events organizer services; retail trade of construction materials; money changing; and payment services. The company was founded in 2010 and is headquartered in Jakarta Selatan, Indonesia.
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