e-Conomy SEA 2025

What Market Radar took from it

The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.

1. 3 in 5 people in Southeast Asia now shop online

   Google, Temasek, Bain & Company10 countriesNov 2025

2. 62% of Southeast Asian consumers say AI-powered features such as hyper-personalised recommendations have influenced their purchase decisions.

   Google, Temasek, Bain & Company10 countriesNov 2025n=7,200

3. 62% of Southeast Asian consumers say AI-powered features such as personalised recommendations have influenced their purchase decisions

   Google, Temasek, Bain & Company10 countriesNov 2025n=7,200

4. In ASEAN, 3 in 5 users prefer final human confirmation or use AI as only one of several sources for decisions; only 1 in 5 trust AI to make the best decision directly.

   Google, Temasek, Bain & Company10 countriesNov 2025n=7,200

5. Over 60% of all transactions in Southeast Asia are now digital

   Google, Temasek, Bain & Company10 countriesNov 2025

6. Southeast Asia e-commerce GMV projected at $185bn in 2025

   Google, Temasek, Bain & Company10 countriesNov 2025

7. Video commerce is expected to account for 25% of Southeast Asia e-commerce GMV in 2025 (20% a year earlier)

   Google, Temasek, Bain & Company10 countriesNov 2025

Used in Market Radar

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About this report

Publisher

Google, Temasek, Bain & Company (Google)
All 2 Google reports in the library

Published

11 Nov 2025

Type

Measured data

Sample

n=7,200

Countries

• Brunei
• Indonesia
• Cambodia
• Laos
• Myanmar
• Malaysia
• Philippines
• Singapore
• Thailand
• Vietnam

Regions

• APAC

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