Over 80% of Southeast Asian sellers saw an increase in sales in 2024.

News from December 19th, Shopee Japan recently released the 2024 Southeast Asia Cross-Border E-Commerce Review and 2025 Outlook Survey results. The survey results show that over 80% of Southeast Asian e-commerce sellers achieved sales growth in 2024. Among them, 30.4% of sellers indicated that their sales "grew significantly," and 50.8% of sellers indicated that their sales "grew substantially"; 57.5% of respondents believe that effective promotional activities played a key role, while appropriate pricing (40.6%) and optimized inventory management (39.9%) are considered one of the main factors driving sales growth.

In terms of product categories, health food and supplements saw strong sales, accounting for 38.2%, followed by skincare/cosmetics (33.2%) and confectionery/food (31.9%). In terms of marketing, the survey shows that e-commerce platform advertising, SNS advertising, and influencer marketing are considered the most effective marketing methods by sellers. On the other hand, very few merchants believe that "email/chat marketing" and "cashback" are effective.

Looking ahead to 2025, nearly half of the sellers said they will pay special attention to the environmental friendliness of products and logistics, with 41.3% of sellers making this issue a priority. Secondly, 40.2% of sellers will actively promote the application of artificial intelligence and digital technology, while 38.0% of sellers focus on expanding logistics and product networks. These trends indicate that the Southeast Asian e-commerce market is moving towards a more digital and sustainable operation direction.