RIDING THE

DIGITAL WAVE
Capturing Southeast Asia’s digital consumer
in the Discovery Generation
CONTENTS

SECTION 1

SECTION 2

SECTION 3
INTRODUCTION
INTRODUCTION

1 2

3 4

5 6
INTRODUCTION

7 8

9 10
INTRODUCTION

Countries Ages Gender

INTRODUCTION

Senior executives we spoke with:

SECTION 1

DISCOVER THE
OPPORTUNITY
SECTION 1 DISCOVER THE OPPORTUNITY

Southeast Asia has a lot of potential,

and it has yet to be tapped.

23456
“ASEAN Key Figures 2019” by the Association of Southeast Asian Nations Secretariat, Oct 2019
8
“Economic Outlook for Southeast Asia, China and India 2019: Towards Smart Urban Transportation” by the Organisation
for Economic Co-operation and Development (OECD), Nov 2018. Projected growth is for all 10 ASEAN member countries.
SECTION 1 DISCOVER THE OPPORTUNITY

Number of internet users13

Digital devices14
33% in 2014
82% in 2018

9 10 12 13
“Passport: Economies and Consumers Annual Data” by Euromonitor International, 2018; “Forrester Analytics:
Online Retail Forecast, 2018 to 2023 (Southeast Asia)”, by Forrester, Dec 2018; “Digital 2019” by Hootsuite, Jan 2019;
“Southeast Asia Digital Consumer Survey” by Bain & Company, Jan 2017; “Southeast Asia Digital Consumer Survey” CAGR = Compounded Annual Growth Rate
by Bain & Company, Jun 2015.
11
Facebook internal data, Q3 2019
14
“The Rising Middle Class” by Bain & Company (Facebook-commissioned study of 4,745 people ages 18+ in ID, MY,
PH, TH, VN), Feb 2018. Disposable income measured in Purchasing Power Parity; Middle Class defined as people
earning $16–100 (USD) daily, Jun 2018.
SECTION 1 DISCOVER THE OPPORTUNITY

Digital consumers are internet

users who purchase online at least
once in any of the following categories:

Consumer electronics Toys and

and accessories baby care
Southeast Asia is digital ready and growing
Household appliances Groceries and
and furnishings food delivery

Clothing, footwear Airline tickets

and accessories and accommodation

Personal care Gaming apps

and beauty and music
SECTION 1 DISCOVER THE OPPORTUNITY

The number of digital consumers

nearly tripled between 2015 and 2018, The number of digital consumers
with further growth expected to 2025 16 is growing in every Southeast Asian country

ID VN PH TH MY SG
Number of digital consumers 192M 74M 71M 57M 24M 5M

Total population - 423M

SECTION 1 DISCOVER THE OPPORTUNITY
SECTION 1 DISCOVER THE OPPORTUNITY

Average spend per digital Digital spending forecasted to experience strong

consumer estimated to triple by 202519 growth by 2025, led by Vietnam and Thailand 20

$48.3b

$24.4b
$21.4b

$13.1b
$9.1b $9.3b $7.7b
$3.4b $3.5b $4.4b $3.7b
$2.5b

2015 2018 2025 ID MY PH SG TH VN

48 9 9 8 21 24

Average spend per digital consumer (US$) Estimated revenue from online sales by 2025 (US$)
SECTION 1 DISCOVER THE OPPORTUNITY

Online retail market has room

to grow in Southeast Asia 24

SEA India China

Contribution of online commerce to total retail

SECTION 1 DISCOVER THE OPPORTUNITY

New horizons in growth,

especially for clothing and personal care 26

Consumer Clothing, Personal care Household Groceries*

electronics and footwear and and beauty appliances (excludes
accessories accessories and furnishings food delivery)

Total SEA retail spend (online and offline)

15-20% 25-30% 25-30% 20-25% 20-25%

SECTION 1 DISCOVER THE OPPORTUNITY

The opportunity has never been

greater to drive digital discovery.