Southeast Asian Map of E-commerce, Q2 2020 Impacts Of COVID-19 on Online Shopping Behaviours SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

This Report Covers https://iprice.vn/insights/mapofecommerce/en/

https://iprice.ph/insights/mapofecommerce/en/ 6 Countries in https://ipricethailand.com/insights/mapofecommerce/en/ Southeast Asia

https://iprice.my/insights/mapofecommerce/en/ When presenting or sharing this report, please refer to the appropriate links.

https://iprice.sg/insights/mapofecommerce/ http://iprice.co.id/insights/mapofecommerce/en/

2 Analysing Shopping Apps Usage in Southeast Asia, Q2 2020 SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

Shopping Apps sessions in Southeast Asia 2020 Q1 2020 Q2 Q1 VS Q2 GROWTH increased by 39% in Q2 2020

0 10 20 30

28.5 BILLION SESSIONS 34%

12.9 BILLION 50% ALL COUNTRIES Q1 VS Q2 2020

12.7 BILLION 43% 46.8 65.1 BILLION BILLION 4.9 BILLION 53%

TOTAL 4.6 BILLION 39% 28%

1.5 BILLION 25%

This data are for Shopping Apps on Android phone 4 SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

Total Downloads in Shopping Category Apps, 2020 Q1 2020 Q2 Q1 VS Q2 GROWTH Combined iPhone and Android Phone (Millions)

0 5 10 15 20 25 30 35 40 45

40.7 MILLION Indonesia 2%

18.8 MILLION Thailand 26% ALL COUNTRIES Q1 VS Q2 2020

14.1 MILLION Vietnam 23% 95.7 99.9 MILLION MILLION 12.4 MILLION Philippines 24%

TOTAL 10.6 MILLION 4% Malaysia 25%

3.3 MILLION Singapore 32%

5 Analysing Shopping Website Tra c in Southeast Asia, Q2 2020 SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

Multinational Companies Gaining More Multinational Single-country Web Traffic While Local Companies Losing Out stores stores

Indonesia Thailand Vietnam

61% 57% 57% 55% 22% 25% 22% 21% 72%72% 69%69% 69%69% 65%65%

39% 43% 43% 45% 78% 75% 78% 79% 28%28% 31%31% 31%31% 35%35%

Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2019 Q4 2019 Q1 2020 Q2 2020

Malaysia Philippines Singapore

11% 10% 12% 12% 4% 3% 5% 3% 6% 11% 14% 13%

89% 90% 88% 88% 96% 97% 95% 97% 94% 89% 86% 87%

Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2019 Q4 2019 Q1 2020 Q2 2020

7 SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

Electronics Fashion Beauty General

Indonesia -25% -26% -13% 3%

Thailand -62% -10% -5% 6%

Vietnam -0.1% -38% 21% -10% Fashion Retail

Websites Are Falling Philippines 59% -30% -15% -8% Out of Favour, While

Malaysia -35% -17% -15% General Marketplaces 3% Are Thriving

Web Traffic Growth Rate of Singapore 32% -18% 84% 18% E-commerce Product Categories, H1 / 2020 vs. H2 / 2019

8 SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

Free Shipping and Discounts for Essentials: Free Shipping Discounts Discounts for FREE 2020 Promotion Strategy for Southeast Asian E-commerce Offers % for Grocery % Health Supplements Types of Promotions Offered by Notable E-commerce Websites During Social Distancing Period

Indonesia Thailand Vietnam

FREE FREE % % %

FREE FREE FREE % %

FREE FREE FREE % % % %

FREE FREE FREE % % %

Malaysia Philippines Singapore

FREE % % %

FREE FREE %

FREE FREE % % % FREE % %

FREE % % FREE % %

Based on information publicly shared by each merchant on their social media pages. All merchants are arranged in an alphabetical order. 9 Insights on E-commerce Spending of Consumers in Southeast Asia, Q2 2020 SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

All 6 Countries

24%

6% 31% Vietnam

57%5% Philippines 38%5% Thailand

24% Malaysia Average Basket 51% Size Growth, H1 / Singapore

17% 2020 Vs. H1 / 2019 Indonesia Data featured were aggregated and averaged by iPrice

11 SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

% Growth comparison H1 2019 VS H1 2020 $ Average Order Value in H1 / 2020 (USD)

Electronics 18% $38

Sports/Outdoor 34% $28

The Sports Outdoor Home/Living 26% $26 category in H1 2020 Automotive 17% $22 obtained the biggest growth in average Kids/Toys 19% $22 order value as compared to H1 2019 Fashion 11% $21 Per result of social distancing in SE Health/Beauty 25% $16 Asian countries, total order volumes also increased 90% YoY regionally. GRAND TOTAL 23% $28.5 12 SOUTHEAST ASIAN MAP OF E-COMMERCE, Q2 2020

Methodology

Research Methodology for the Most Visited E-Commerce Websites All data on the total visits on desktop & mobile web in this study were taken from global traffic figures from the respective websites as of June 2020 from SimilarWeb. The following industries were not included in this list: e-ticketing, financial services, rental services, insurance, delivery service, food & beverage, meta-search, couponing, cashback websites & ecommerce who solely provides classified ads/P2P services. SimilarWeb introduced ahttp://www.similarweb.com/corp/guide-to-similarwebs-algorithm-update-2019-guide/ major algorithm update on September 2019 which affected the total visits recorded by all websites for 2019.

Research Methodology for Mobile E-Commerce Apps The number of sessions in a quarter based on quarterly sessions on Android Shopping Apps.

13 THANK YOU FOR READING A report by iPrice Group in partnership with SimilarWeb and App Annie. All inquiries please contact [email protected] or [email protected]