2023年东南亚电商市场白皮书（英文版）.docx

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1、eTOCSoutheastAsiaE-commerceWhitepapereTOCGmbH2023eTOCG1.ega1.notice.eTOCinitia1.1.yderivesfromC-COmn1.erCeTOChina.Wehe1.pintcnationa1.brandsse1.1.andgrowinChinaviaC-CoI1.11erce.Copyright02023eTOCGmbI1.A1.1.rightsreserved.Thiswhitepaperoranyportionthereofnaynotb。reproducedorusedinany11annerwhatsoever

2、withouttheexpressKTittenpermissionofthepub1.ishereTOCGmbHexceptfortheuseofbriefquotationsforreferencepurposes.A1.thoughtheauthorsnndpub1.isherhavemadeeveryecrttoensurethattheinformationhthispaperwascorrectatpresstime,theydonotassumeandherebydisc1.aimany1.iabi1.itytoanypartyforany1.ossdanage.ordisrup

3、tioncausedbyerroesorofIiSSionSwhethersucherrorsoromissionsresu1.tfromneg1.igence,ccidentoranyothercause.ThePUbfchefhasmadeeveryefforttoensurethatUR1.sforextemoWGbsitesreferredtointhispaperarecorrectondactiveatthetimeofpub1.ishing.However,thepub1.isherhosnoresponsibi1.ityforthewebsitesandcanmakenogua

4、ranteethatasitew三remain1.iveorthatthecontentisaSUrgCinmobi1.eusageandtherisingforeigninvestnentAssuch,itKinperativetounderstandtheecosystemOr1.hiSthwingmarkettostayconpe1.itive,andIhiSwhitepaperoffrsva1.uab1.einsightstothetopp1.ayerswiththeirmarketshareandbusinessmode1.introduction.Moreover,thiswhit

5、epaperoffersathoroughreviewofthe1.atestecommercetrends,inc1.udingsocia1.connercevomnichanne1.retai1.hg.andtheinponanceOf1.ogisticsandfu1.fi1.1.mentAdditiona1.1.y,wcaddressthecha1.1.engesth1.businessesnayencounterintheSoutheastAsiamarket,suchascu1.tura1.and1.anguagebarriers1.ogisticIiiiitations1.andt

6、hecomp1.exityofpaymentsystem.Fina1.1.y;tohe1.pbusinessesthriveinthisdynanicandrapid1.yevo1.vingnarket.Uehaveconpi1.edpractica1.adviceonseizingtheopportunitiespresentedbytheSoutheastAsiaeconcrceIIarkC1.FVomchanne1.nangation,ProdUCIassortwenttonarketingstrategy,weshareeffectivestrategiesthatcanhe1.pyo

7、urbrandsucceed.Thankyouforchoosingthiswhitepape;andwehopethatitWiI1.beava1.uab1.ereso11ceforyourbusinessasyounavigatetheSoutheastAsiaeconnercemarketSincere1.y,eTOC.Snuthcax1.AyiIB-Co1.1.ncrccnarkctAgenda.01.TntroductionR002.E-commercegrowthdrivers Popu1.ationbenefitsP.05 Acce1.orateddigita1.transfor

8、mationP.07 ForeigninvestmentpromotedbygovernmentR0903.Decodinge-commerce1.andscape Boominge-commercemarketacce1.eratedbyCOVIDR11 Dynamice-cOmtnereeIandscapop13 Post-Covide-commerceconsumptiontrendsp.18 Cho1.1.engesfornext1.eve1.ofgrowthp.2304.E-commercemarketentrytactics Channe1.expansionp.26 Produc

9、tassortmentp3 Marketingstrategiesp.22O1.IntroductionThispowert1.p1.aceisavastregionsituatedeastoftheIndiansubcontinentandsouthofChina.Itcouprises11countriesinc1.udingSingapore.Thai1.and.Vietnan.Indonesia,Phi1.ippinesMa1.aysia,Ca1.IbOdiat1.aos,Myanmai;BiurieiandEastIior,coveringabout45OaoOokn2(1.700,

10、000sqmi),whichisIQ5%ofAsiaor3%ofEarthtstota1.1.andarea.Theregionishonetomorethan650mi1.1.ionpeop1.e,accountingfor9%ofthewor1.dspopu1.ationC50%ofChinastota1.popu1.ation).Thebig6-SingaporeThai1.and,VietnamIndonesia.Phi1.ippinesandMa1.aysia-Contiibutes87%ofthetota1.SEApopu1.ation,whicha1.sodominatingth

11、eI1.arke1.demographicsDyandecononica1.1.11countries650MiI1.ionpopu1.ationh,1.1.vata。喳,1.iM1.1.*y1.F4J(4u9ac41*a4YitseeTOC.02.KeydriversforE-commercePopu1.ationbenefitsSoutheastAfdaboastsarapid1.yexpandingpopu1.ationofover650ni1.1.ionindividua1.,asignificantportionOf1.VhOI1.areyoungandpartoftheburgeo

12、ningnidd1.ec1.ass.Thi6dynamichas1.edtothecitationofamassiveconsumerrnarke1.withconsiderab1.epurchasingpower.#1The1.argeandrisingworking-agepopu1.ationTheregionsgrowing1.abourpoo1.,definedaspeop1.ebetween15to61.yearso1.d,presentsanopportunityforbusinessesandconpaniesThepercentageoftheworking-agepopu1.ationofSoutheastAsiancountriesisaround60%orevennorethan60Vietnam,IndonesiaPhi1.iPPineSMa1.aysiaexceedsthatofEurope(45%).Anditissaidtheregionsworkingpopu1.ationissettogrowby23ni1.1