Online shopping has become one of the most significant and fast-growing areas in Southeast Asia.
But do all countries share the same characteristics and attitudes regarding online shopping?
Let’s find out what the data says about them.
Online Shopping in Indonesia: Food and Discounts
Indonesia today has approximately 285 million of population, with internet usage reaching 74.6% as of January 2025. With such widespread usage of internet, many Indonesians actively practice online shopping. According to DataReportal, 58% of Indonesian people purchase a product or even service online.
In addition, the tendency to use the “buy now, pay later” service reaches 37.9%. Indonesians appear to buy food products the most, with annual spending to be $10.8 billion USD. Do Indonesians love discounts? The data says that the purchases driven by coupons and discounts are placed among the top three, even if not the very first.
This data then reflects Indonesia’s digital transformation in online shopping culture. A simple example can be seen in how Indonesians love to order food online. Moreover, the presence of various applications that provide online food purchasing services strengthen the activity around online shopping.
Online Shopping in Malaysia: E-Commerce on the Rise
In Malaysia, e-commerce contributed RM248.16 billion (US$58.74 billion) to the gross domestic product (GDP) in 2023. This shows how significant online shopping activity is among Malaysians. The leading e-commerce platform is Shopee, followed by Lazada, which accounted for 56.81% and 11.58% of usage in 2024, respectively.
According to Statista, the most purchased item among Malaysians is electronics, followed by fashion products in the second rank. Purchases made by Malaysians are said to be driven by free delivery in the first place, followed directly by the availability of coupons and discounts.
The data above emphasizes that Malaysians value convenience and products with great quality. As Malaysia’s e-commerce activity is increasing, there is a possibility that people will turn to social e-commerce to find new products, through platforms like TikTok or Facebook.
Online Shopping in Thailand: Beauty Products and Culture
Thailand is positioned among the top countries in the Asia-Pacific region for their online shopping activity, with 69.2% of internet users making weekly online purchases in 2024, followed by South Korea in the number two.
While Indonesia prioritizes food in their most purchased category and Malaysia goes with electronics, DataReportal reports that Thailand’s most purchased item revolves around beauty and personal care. This reflects how in Thailand, you could easily find many high-quality beauty products that are often recommended by tourists.
The fact that beauty products and personal care is ranked the first in Thailand emphasizes that Thai people are deeply conscious with their style, which explains why many people, especially in Bangkok, are known for their stylish looks.
The data on online shopping in these Southeast Asian countries reveal their habits in digital activity as well as what each country values most in everyday life. It offers an interesting insight into each country’s personality about presenting themselves within the global community.
