Tech-Driven E-Commerce Growth in ASEAN

The sector accelerates growth, fueled by the rise of generative artificial intelligence and the boom in video content that are transforming how consumers discover and purchase products

By Tommaso Magrini

Negli ultimi anni, la regione del Sud-Est asiatico è diventata un laboratorio cruciale per l’evoluzione dell’economia digitale. Secondo il rapporto e-Conomy SEA 2025, realizzato da Google, Temasek Holding e Bain & Company, l’e-commerce nei mercati principali dell’ASEAN (Indonesia, Malesia, Filippine, Singapore, Tailandia e Vietnam) dovrebbe registrare nel 2025 una crescita del 16% del suo valore lordo della merce (GMV), portandosi a 181 miliardi di dollari, rispetto ai 156 miliardi del 2024. 

Questa espansione non è guidata solo da un aumento della domanda tradizionale di beni online, ma bensì da trasformazioni profonde nella modalità di acquisto: il video commerce, ossia la vendita tramite livestreaming e brevi video, sta emergendo come un motore di crescita decisivo. Nel rapporto, si stima che il video commerce arrivi a rappresentare nel 2025 circa il 25% del GMV totale dell’e-commerce, un salto enorme rispetto a meno del 5 % nel 2022. 

This phenomenon is supported by social platforms and live scenarios where creators can sell products in real time. Apps like TikTok, along with many local operators, are allowing influencers and sellers to promote products directly during videos, seamlessly integrating entertainment and shopping.

But the change does not stop at video: artificial intelligence (AI) is reshaping the shopping experience. Retailers are using AI tools to provide more personalized product recommendations, improve inventory management, and optimize supply chains. This makes the online shopping experience more intuitive and faster, especially in mobile-first markets like those in ASEAN, where many users rely exclusively on smartphones. 

The report also highlights that growth is not limited to e-commerce alone: the overall digital economy in Southeast Asia continues to gain momentum. When combining food delivery, ride-hailing, and online travel services, the ASEAN digital economy is projected to grow 15% in 2025, reaching $299 billion.

Another strategic element highlighted by the report is the evolution of digital advertising. Video and AI-driven advertising, as well as retail media networks, are among the key drivers of online media market expansion. According to the report from Temasek, Google, and Bain, demand for more sophisticated advertising formats is growing thanks to the maturation of video commerce. 

At the same time, the region is heavily investing in infrastructure that supports AI. Data center capacity is expected to grow rapidly to meet rising computational demand. Google, Temasek, and Bain report that the AI boom is already attracting significant investment: in the first half of 2025, over $2.3 billion was invested in AI startups in Southeast Asia, representing more than 30% of private funding in the region.

This digital transformation also puts small businesses into a new competitive dynamic. Many small sellers in the region are leveraging AI to personalize their offerings, better respond to customers, and optimize their processes, especially in a context where digital is essential for survival.

Meanwhile, the digital payments and embedded financial services sector (such as in-app lending) is rapidly maturing. According to the report, ten ASEAN countries now use unified national QR systems, and eight have cross-border QR interoperability. This means that digital platforms not only sell products but also create more integrated financial ecosystems, offering credit, savings, and investment solutions. 

However, despite its great potential, there are also risks and challenges. AI adoption can generate high costs for small businesses that lack technological resources or necessary skills. Additionally, the rapid growth of video commerce requires adequate regulation to protect consumers from aggressive or non-transparent sales practices. On the infrastructure side, the increase in data center capacity must be managed sustainably, taking into account energy consumption and environmental needs.

Furthermore, regulatory and ethical issues related to AI use are emerging: data collection, user privacy, biases in recommendation models, and transaction security are all areas that require attention. As highlighted in other AI contexts, proper and regulated AI use is essential to ensure that technological benefits are effective and inclusive. 

In conclusion, the e-Conomy SEA 2025 report paints a very promising picture for e-commerce in ASEAN: the sector is truly entering the “AI era,” and video commerce represents a disruptive innovation that changes not only how people shop but also how brands engage with consumers. If businesses and regulators can guide this transformation in a balanced and sustainable way, Southeast Asia could consolidate its position as the beating heart of the global digital economy.