東南亞社會(huì)商業(yè)行業(yè)市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4AI

DIGITAL

&

TRENDSSocialcommerceinSoutheastAsiaCHAPTER

01OverviewValueofsocialcommercesalesworldwidefrom2022to2030(inbillionU.S.dollars)Socialcommercesalesvalueworldwide2022-20309,0008,0007,0006,0005,0004,0003,0002,0008,5006,5004,9703,7992,90520262,22120251,69820241,29820239921,0000202220272028202920303Description:Globalsalesthroughsocialmediaplatformswereestimatedat992billionU.S.dollarsin2022.Onlinepurchasesthroughthischannelwillbecomeevenmorepopularinthefuture.Forecastssuggestthatthevalueofsocialcommercesaleswouldreacharound8.5trillionU.S.dollarsby2030.ReadmoreNote(s):Worldwide;November2023Source(s):ResearchandMarkets;NumberofactivesocialmediausersintheAsia-PacificregionasofJanuary2023,bycountryorterritory(inmillions)NumberofactivesocialmediausersAPAC2023,bycountryNumberofactiveusersinmillions01002003004005006007008009001,0001,100China*India999467IndonesiaJapan16792PhilippinesPakistanVietnamThailandSouthKoreaBangladeshMalaysiaAustraliaTaiwan84.4571.77052.2547.6444.726.821.320.24Description:Chinesecitizenscertainlydisplayedastrongonlinepresence,havingapproximately1.03billionactivesocialmediausersasofJanuary2023.OtherAsia-PacificcountriesandregionsappearedtotrailbehindChinaintermsoftheirsocialmediaactivity.IndiaandIndonesia,thesecondandthirdrankingcountriesforsocialmedia,had467and167millionactivesocialmediausersrespectively.ReadmoreNote(s):Asia,APAC;January2023;figurebasedonactiveuseraccounts,notuniqueindividuals;*1.03billionReadmoreSource(s):DataReportal;Meltwater;Varioussources(TheU.N.,GSMAIntelligence,ITU,GWI,Eurostat,CNNIC,APJII,CIAWorldFactbook,OCDH,TechRasa,Kepios);WeAreSocialE-commercemarketvolumeinSoutheastAsiafrom2021to2022,withforecastsfrom2023to2030,bycountry(inbillionU.S.dollars)E-commercemarketvolumeSEA2021-2030,bycountry202120222023*2025*2030**180160140120100801608262606060586048403024242521

20

2215

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16161520111213

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13108880IndonesiaVietnamThailandPhilippinesMalaysiaSingapore5Description:By2030,theIndonesiane-commercemarketwaspredictedtogeneratearound160billionU.S.dollarsinonlineretailsales,increasingfrom58billionU.S.dollarsin2022.By2030,Indonesiawasforecastedtoaccountforover42percentoftheSoutheastAsiane-commercemarketlikelyduetoagrowingmiddleclassandtheincreasingaccesstotheinternet.OtheremergingmarketsincludeMalaysia,thePhilippines,ThailandandVietnam.ReadmoreNote(s):Asia;2021to2023;excludingonlinemedia,travel,transportandfoodsales;*Forecast.**Forecastrepresentsarange.

ReadmoreSource(s):Bain&Company;Google;TemasekHoldingsNumberofusersofe-commerceinAsiafrom2020to2029(inbillions)Numberofusersofe-commerceinAsia2020-20292.01.861.761.81.61.41.21.00.80.60.40.20.01.651.531.391.261.141.020.920.7820202021202220232024202520262027202820296Description:ThenumberofusersintheE-commercemarketinAsiawasforecasttocontinuouslyincreasebetween2024and2029byintotal0.6billionusers(+47.62percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach1.86billionusersandthereforeanewpeakin2029.Notably,thenumberofusersoftheE-commercemarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Asia;2020to2029Source(s):DigitalMarketInsightsCHAPTER

02SocialmediaintegrationShareofshoppersshoppingmoreorlessafterCOVID-19inSoutheastAsiain2021,byshoppingchannelImpactofCOVID-19onshoppingchannelusageSEA2021MorefrequentlyLessfrequently70%62%60%60%50%45%39%40%30%20%10%0%Shoppingonlinethroughapps/websitesShoppingviaphoneordersanddirectdeliveryShoppingthroughsocialmediachannelsShoppingatphysicalstores8Description:Accordingtoasurveyfrom2021,62percentoftheshoppersinSoutheastAsiashoppedonlinethroughappsandwebsitesmorefrequently.Ontheotherhand,60percentoftherespondentsinSoutheastAsiashoppedlessatphysicalstorescomparedtopre-pandemiclevels.ReadmoreNote(s):Asia;AugusttoSeptember2021;6,520respondents;18to65years;fromSingapore,Malaysia,Thailand,Indonesia,thePhilippines,Vietnam,andCambodiaSource(s):Clear;VisaInc.ShareoffirsttimeshoppersonsocialmediainSoutheastAsiain2021,bycountryShareoffirsttimeshoppersonsocialmediaSEA2021Shareofrespondents30%0%10%20%40%50%50%60%VietnamThailand49%PhilippinesIndonesiaMalaysia46%41%39%SingaporeCambodia25%21%9/statistics/1316830/sea-share-of-first-time-shoppers-on-social-media-by-countryAccordingtoasurveyamongSoutheastAsianconsumers,halfoftheshoppersinVietnamshoppedonsocialmediaforthefirsttimein2021.Comparatively,21percentoftheshoppersinCambodiatriedsocialcommerceforthefirsttimein2021.

ReadmoreNote(s):Asia;AugusttoSeptember2021;6,520respondents;18to65yearsSource(s):Clear;VisaInc.ShareofinterestinsocialmediacommerceintegrationinSoutheastAsiain2020,bycountryInterestinsocialmediacommerceintegrationSEA2020,bycountryShareofrespondents40%0%10%20%30%50%60%70%80%78%90%VietnamThailand74%PhilippinesIndonesia67%66%Malaysia47%CambodiaSingaporeMyanmar38%36%33%SoutheastAsia56%10Description:Accordingtoasurveyfrom2020,around56percentofrespondentsinSoutheastAsiawereinterestedinsocialmediacommerceintegration.Amongtherespondents,around78percentofrespondentsfromVietnamwereinterestedinsocialmediaintegrationcomparedto33percentinMyanmar.ReadmoreNote(s):Asia;AugusttoSeptember2020;7,526respondents;18to65yearsSource(s):Clear;VisaInc.CHAPTER

03ShoppingexperienceLeadingsocialmediaplatformsforshoppinginAsiain2023,bycountryLeadingsocialmediaplatformsforshoppingAsia2023,bycountryMost

usedDouyin(TIkTok)81%%Facebook63%%Instagram70%%TikTok56%%Second

mostusedPinduoduo70%%Instagram48%%Facebook57%%Instagram49%%Instagram30%%Instagram44%%TikTok53%%Third

mosWeChatChinaHongKongIndiaYouTubeYouTubeFacebookYouTubeTikTokIndonesiaJapanLINE33%%MalaysiaPhilippinesSingaporeSouthKoreaTaiwanFacebook57%%Facebook70%%Facebook53%%KakaoTalk48%%Facebook65%%Facebook63%%Facebook74%%InstagramTikTokInstagram45%%Instagram47%%Instagram34%%TikTok52%%YouTubeYouTubeInstagramYouTubeThailandVietnamTikTok49%%12Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,74percentofrespondentsinVietnamhavepurchaseditemsonFacebook.FacebookwasalsothemostusedsocialcommerceplatforminThailand,Taiwan,Malaysia,thePhilippines,Singapore,andHongKongasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoboughtfashionaccessoriesonsocialmediainAsiain2023,bycountryandagegroupFashionaccessoriespurchasesonsocialmediaAsia2023,bycountryandage16-2425-3442%27%48%55%9%35-4457%21%41%52%10%23%33%30%26%34%17%38%45-5416%18%32%43%11%18%24%30%20%28%13%39%55+17%10%24%39%8%China41%32%49%47%26%33%43%40%40%47%33%51%HongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwan26%37%37%36%44%23%48%11%15%23%11%21%8%Vietnam30%13Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,51percentofrespondentsfromVietnamagedbetween16and24yearsusedsocialcommercetopurchasefashionaccessories.26percentofthesameagedrespondentsinJapanhavepurchasedfashionaccessoriesonsocialmediaasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoboughtalcoholicbeveragesonsocialmediainAsiain2023,bycountryandagegroupAlcoholicbeveragepurchasesonsocialmediaAsia2023,bycountryandagegroup16-2425-3423%14%5%35-4434%12%5%45-5411%10%3%55+18%10%4%China13%10%3%8%0%3%4%5%6%4%3%8%HongKongIndonesiaIndia16%9%16%8%15%8%22%11%3%JapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwan6%7%4%6%5%6%4%6%6%5%3%9%10%7%8%9%7%6%6%7%7%5%4%Vietnam13%11%12%18%14Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,34percentofrespondentsfromChinaagedbetween35and44yearsusedsocialcommercetopurchasealcoholicbeverages.FivepercentofthesameagedrespondentsinMalaysiahavepurchasedalcoholicbeveragesonsocialmedia.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoboughtfood,snacks,andnonalcoholicbeveragesonsocialmediainAsiain2023,bycountryandagegroupFoodandbeveragespurchasesonsocialmediaAsia2023,bycountryandagegroup16-2468%41%30%27%33%35%37%24%29%33%41%32%25-3465%49%38%38%18%33%40%28%37%35%46%37%35-4457%50%36%41%29%33%39%26%38%36%49%30%45-5468%52%33%42%13%37%35%25%30%34%54%35%55+66%48%44%49%40%45%33%25%31%34%51%45%ChinaHongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwanVietnam15Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,68percentofrespondentsfromChinaagedbetween16and24yearsusedsocialcommercetopurchasefood,snacks,andnonalcoholicbeverages.24percentofthesameagedrespondentsinthePhilippineshavepurchasedfood,snacks,andnonalcoholicbeveragesonsocialmedia.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhodietarysupplementsandfunctionalfoodsonsocialmediainAsiain2023,bycountryandagegroupSupplementpurchasesonsocialmediaAsia2023,bycountryandage16-2423%13%15%12%7%25-3428%23%26%19%2%35-4434%25%27%22%16%18%25%17%16%36%23%16%45-5424%26%28%24%14%21%25%17%17%35%29%20%55+27%21%35%30%22%32%28%26%19%44%34%24%ChinaHongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwan14%12%13%6%19%21%15%13%31%21%18%24%11%13%Vietnam16Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,44percentofrespondentsinThailandagedover55yearsusedsocialcommercetopurchasedietarysupplementsandfunctionalfoods.19percentofthesameagedrespondentsinSingaporehavepurchaseddietarysupplementsandfunctionalfoodsonsocialmedia.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoboughthouseholdanddecorativeitemsonsocialmediainAsiain2023,bycountryandagegroupHouseholdanddecoritemspurchasesonsocialmediaAsia2023,bycountryandage16-2439%31%34%24%22%14%24%30%20%34%38%36%25-3451%41%46%35%29%12%36%39%28%43%45%48%35-4451%44%45%41%14%12%36%40%34%45%45%42%45-5445%50%42%40%17%9%55+47%49%49%46%28%7%ChinaHongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwan39%42%38%47%48%49%39%40%36%44%46%54%Vietnam17Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,51percentofrespondentsfromChinaagedbetween25and34yearsusedsocialcommercetopurchasehouseholdanddecorativeitems.12percentofthesameagedrespondentsinSouthKoreahavepurchasedhouseholdanddecorativeitemsonsocialmediaasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoboughtpetsuppliesonsocialmediainAsiain2023,bycountryandagegroupPetsuppliespurchasesonsocialmediaAsia2023,bycountryandage16-2425-3426%15%17%17%9%35-4429%14%15%17%4%45-5414%12%16%17%8%55+19%11%15%23%9%China14%15%12%11%4%HongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwan10%12%15%6%14%15%16%10%20%19%18%11%13%18%10%21%14%12%13%14%21%9%12%11%17%7%16%15%15%21%13%18%23%12%9%Vietnam18Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,23percentofrespondentsfromIndiaagedover55yearsusedsocialcommercetopurchasepetsupplies.NinepercentofthesameagedrespondentsinJapanhavepurchasedpetsuppliesonsocialmediaasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoboughtbagsandshoesonsocialmediainAsiain2023,bycountryandagegroupBagsandshoespurchasesonsocialmediaAsia2023,bycountryandage16-2425-3460%33%57%49%20%29%52%54%37%54%42%54%35-4463%30%55%52%16%30%47%51%35%51%33%47%45-5445%25%52%50%17%29%40%48%34%45%31%49%55+31%23%45%53%17%29%30%39%30%38%21%35%China58%35%60%45%30%31%50%54%32%55%47%52%HongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwanVietnam19Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,57percentofrespondentsinIndonesiaagedbetween25and34yearsusedsocialcommercetopurchasebagsandshoes.37percentoftherespondentsofthesameagedrespondentsinSingaporehavepurchasedbagsandshoesonsocialmediaasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoboughtclothingonsocialmediainAsiain2023,bycountryandagegroupClothingpurchasesonsocialmediaAsia2023,bycountryandage16-2474%64%76%58%48%55%72%77%60%71%72%76%25-3472%66%75%67%38%47%71%74%58%70%61%74%35-4470%55%71%68%36%43%65%68%55%63%50%68%45-5454%50%65%69%33%41%56%62%49%58%44%65%55+48%43%56%66%23%32%46%53%41%51%36%61%ChinaHongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwanVietnam20Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,74percentofrespondentsfromChinaagedbetween16and24yearsusedsocialcommercetopurchaseclothing.48percentofthesameagedrespondentsinJapanhavepurchasedclothingonsocialmediaasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoboughtcosmeticsandbeautyproductsonsocialmediainAsiain2023,bycountryandagegroupCosmeticsandbeautyproductpurchasesonsocialmediaAsia2023,bycountryandage16-2461%39%65%34%44%40%48%52%31%54%47%54%25-3456%40%60%49%44%52%50%52%36%55%44%55%35-4464%31%49%50%40%43%41%43%35%47%34%48%45-5434%27%39%46%35%39%34%39%31%42%28%41%55+34%14%32%43%23%33%20%30%24%35%20%30%ChinaHongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwanVietnam21Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,65percentofrespondentsfromIndonesiaagedbetween16and24yearsusedsocialcommercetopurchasecosmeticsandbeautyproducts.40percentofthethesameagedrespondentsinSouthKoreahaspurchasedbeautyproductsonsocialmediaasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

04ConsumerbehaviorBehaviorofluxuryshoppersrelatedtosocialmediainAsiaasofthirdquarter2023BehaviorofluxuryshoppersrelatedtosocialmediaAsia2023Shareofrespondents10%0%20%30%40%50%60%FollowedabrandLikedorrecommendedabrandtoyourfriends/families/colleaguesFollowedasocialmediainfluencerMadepurchasesviasocialmediaNoneoftheseSentaprivatemessagetoabrand23Description:AccordingtoasurveyamongaffluentconsumersinAsiain2023,51.5percentoftherespondentsfollowedabrandonsocialmediainthepastthreemonths.Inaddition,19.5percentoftherespondentssentaprivatemessagetoabrandonsocialmediainthepastthreemonths.ReadmoreNote(s):Asia;Q32023;3392respondents;18yearsandolder;affluentandhighnetworthindividualsfromChina,HongKong,Japan,andSingaporeSource(s):AltiantFrequencyofusingsocialcommerceinAsiain2023,bycountrySocialcommerceusagefrequencyAsia2023,bycountryShareofrespondentsIregularlyshoponsocialmedia(morethan6timesinthelast12months)Ihavesometimesshoppedonsocialmedia(3-6timesinthelast12months)Irarelyshoppedonsocialmedia(1-3timesinthelast12months)Inevershoponsocialmedia0%20%13%40%60%80%100%120%JapanSouthKoreaSingaporeIndia12%13%62%27%27%24%25%16%34%27%21%38%42%35%37%37%40%26%21%27%26%30%16%18%21%20%19%TaiwanHongKongMalaysiaPhilippinesIndonesiaThailandVietnam17%15%11%9%6%4%4%21%22%32%19%58%58%24%28%12%9%9%China70%17%24/statistics/1375208/asia-social-commerce-usage-frequency-by-countryAccordingtoasurveyconductedbyRakutenInsightinFebruary2023,70percentofrespondentsfromChinaregularlyshoppedonsocialmedia.Incomparison,62percentofrespondentsinJapannevershoppedonsocialmediaasofFebruary2023.

ReadmoreNote(s):Asia;February9to28,2023;120,338respondents;16yearsandolderSource(s):RakutenInsightShareofconsumerswhoshoponsocialmediaregularlyinAsiain2023,bycountryandagegroupShareofregularsocialcommerceconsumersAsia2023,bycountryandagegroup16-2425-3471%42%47%47%22%33%44%38%31%64%46%66%35-4479%39%40%46%12%29%36%35%28%60%41%56%45-5438%28%31%35%10%23%31%35%28%57%37%51%55+27%19%32%32%10%20%24%33%16%48%29%45%China63%34%33%33%28%32%35%38%25%51%46%52%HongKongIndonesiaIndiaJapanSouthKoreaMalaysiaPhilippinesSingaporeThailandTaiwanVietnam25Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,79percentofrespondentsinChinaagedfrom35to44regularlyshoppedonsocialmedia.Incomparison,12percentofrespondentsinJapanagedfrom35to44regularlyshoppedonsocialmediaasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;120,338respondents;16yearsandolderSource(s):RakutenInsightProductcategoriespurchasedbysocialcommerceusersinAsiain2023,bycountryProductcategoriespurchasedonsocialcommerceAsia2023,bycountryCosmetics

and

beauty

productsClothing71%57%63%73%29%68%71%54%42%55%67%72%FashionChina59%32%42%57%30%45%48%33%42%37%51%51%HongKongIndiaIndonesiaJapanMalaysiaPhilippinesSingaporeSouthKoreaTaiwanThailandVietnam26Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,ninepercentofrespondentsfromJapanusedsocialcommercetopurchasefood,snacks,andnonalcoholicbeverages.Incomparison,aroundaquarterofChineseconsumersusedsocialcommerceforthesamepurposeasofFebruary2023.ReadmoreNote(s):Asia;February9to28,2023;100,935respondents;16yearsandolderSource(s):RakutenInsightReasonsfornotusingsocialcommerceinAsiain2023,bycountryReasonsfornotusingsocialcommerceAsia2023,bycountryI

am

sceptical/distrustful

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endorsed

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socialmedia

influencers/celebritiesI

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not

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the

process

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prefer

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physIndia38%37%31%27%27%27%26%21%20%19%17%9%36%25%40%28%44%37%50%39%44%56%30%19%ChinaVietnamThailandIndonesiaHongKongMalaysiaPhilippinesSingaporeTaiwanSouthKoreaJapan27Description:AccordingtoasurveyconductedbyRakutenInsightinFebruary2023,44percentofrespondentsfromChinaavoidedshoppingonsocialmediabecausetheydidnottrusttheprocessofsocialmediacommerce.Moreover,64percent