1. Increase in the number of online buyers As one of the world's largest e-commerce markets, Asia is experiencing amazing growth. According to statistics from Statista, the number of e-commerce buyers in Asia will increase by approximately 52% from 2023 to 2028, from 1.33 billion to 2.03 billion. The number of e-commerce buyers is growing rapidly, reflecting the booming e-commerce market in Asia. If you compare this data with the US market, it is more intuitive. In 2023, there will be 884 million online shoppers in the Chinese market alone, compared with only 254 million in the United States. In addition to the booming development of China's e-commerce market, Southeast Asia is also a huge consumer group that cannot be ignored. It is worth mentioning that although Southeast Asia is not as explosive as before, each country still has huge potential. Among the 10 countries with the fastest growing e-commerce scale in the world in 2023, 4 countries in Southeast Asia are on the list, among which the Philippines ranks 2nd, Malaysia ranks 3rd, Indonesia ranks 7th, and Vietnam ranks 8th. It can be said that Southeast Asia is still a dynamic emerging market in the Asian e-commerce market. In this fertile soil, there are unlimited business opportunities. 2. The giants are fighting fiercely “Wherever there are business opportunities, there will be gold diggers.” In fact, Southeast Asia, this treasure land, has long been targeted by a number of e-commerce giants. As an established platform that has been in the market for many years, Shopee’s dominance has long been difficult to shake. Data shows that Shopee is the online marketplace with the largest traffic in Southeast Asia. In August this year, Shopee had 407 million visits, followed by Tokopedia (138 million) and Lazada (129 million). When it comes to Tokopedia, TikTok Shop cannot be avoided. Following the previous e-commerce ban issued by the Indonesian government, the development of TikTok's e-commerce business has been greatly hindered. In order to return to the Indonesian market, TikTok acquired 75.01% of Tokopedia's shares for US$840 million. The merged Tokopedia will be controlled by TikTok, and TikTok's Indonesian e-commerce business will also be merged with TikTok. After the merger of TikTok and Tokopedia, this stirred up the e-commerce market in Indonesia and even the entire Southeast Asia. According to statistics from Momentum Works, Tokopedia and TikTok jointly occupy 40% of Indonesia’s e-commerce market share, which directly exceeds Shopee. From the perspective of Southeast Asia as a whole, TikTok Shop has frequently made efforts by virtue of its traffic advantage. For example, it recently launched the TikTok Shop Mall brand mall in Malaysia. So far, 600 local and international brands have cooperated with TikTok Shop Mall. The return to Indonesia and continued investment in Southeast Asian countries have further expanded TikTok Shop’s influence in the Southeast Asian e-commerce market. Of course, "big brother" Shopee will not sit still and wait for death. In the recent peak season promotion, Shopee doubled down on Shopee Live live broadcast business and launched a new round of advertising incentive activities, which brought more growth momentum to the platform. It is foreseeable that as more and more e-commerce platforms join the e-commerce melee in Southeast Asia, the competitive landscape of this market will also undergo tremendous changes. At the same time, this also means that the development potential of the Southeast Asian e-commerce market will be further tapped. For sellers who are nuggets, they still need to find their own positioning and develop core competitiveness.