Although live streaming e-commerce has become a common trend in Southeast Asia, there are still many differences between different countries and markets. The following is a brief analysis of the main markets in Southeast Asia:
1. Thailand
Thailand’s live streaming e-commerce is at the forefront of Southeast Asian countries and has many advantages, including network and logistics. The infrastructure is relatively mature and the payment methods are more complete than other Southeast Asian countries. The local government has strong support and vigorously promotes the popularization of the Internet and the electronic and digital industry.
In addition, due to the similar geographical location and the promotion of Thailand’s tourism industry, China has a deeper understanding of Thailand’s customs and buyer preferences, making it easier for Chinese sellers to settle in.
2. Malaysia
Malaysia, the Philippines and Vietnam are “high potential countries” in Southeast Asia. In the past two years, e-commerce live streaming in Malaysia has developed rapidly, and buyers have a relatively high degree of acceptance and recognition of this model. The country has a high level of consumption, a large number of consumers, relatively complete online payment, and the construction of various platforms has been basically completed.
It is worth noting that e-commerce buyers in Malaysia are mainly 25-34 years old. From the perspective of gender characteristics, the customer unit price of female buyers is higher than that of male buyers, but the online shopping proportion of male buyers is higher than that of female buyers. In addition, electronic products and fashion and beauty products are also popular among buyers.
3. Philippines
In recent years, the booming development of the Philippine e-commerce industry has been a huge opportunity for Chinese e-commerce practitioners. However, in terms of live streaming e-commerce business, the development of the Philippines is not as good as the growth space of other Southeast Asian countries.
For China’s overseas e-commerce, in order to develop live streaming e-commerce in the Philippines, we must understand the characteristics and psychology of buyers and layout entertainment live broadcast content. Pan-entertainment online celebrities can bring better data. Furniture, personal and home care, and consumer electronics are most popular in the Philippines.
In addition, although the live broadcast e-commerce ecosystem in Vietnam, Singapore, Indonesia and other countries is underdeveloped, their consumption potential cannot be underestimated. According to Vietnamese media reports, there are currently more than 2.5 million live broadcasts in Vietnam every month.
In general, no matter which country cross-border e-commerce practitioners choose to enter, there are many opportunities and broad prospects.