The Crossing · Creators and commerce
Video commerce now drives a quarter of e-commerce in Southeast Asia
In three years, buying through live streams and short videos went from a niche to an estimated 25% of e-commerce GMV in six Southeast Asian markets.
e-Conomy SEA 2025 estimated that video commerce would account for 25% of e-commerce GMV in 2025 across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, up from less than 5% in 2022. Google described it as video commerce “surging five-fold in three years”.
Shoppertainment
The report links the growth to “shoppertainment”, a fusion of content and commerce that is often led by creators. The number of sellers and stores using video grew 80% in a year, to more than 3 million.
For a small business, a video can work like a shop window: a demonstration, a live Q&A, a creator’s honest review. The sale still has to happen somewhere simple, usually a link.
Read the figure carefully
This is a regional estimate across six markets. It doesn’t mean every category sells well on video, or that any creator or campaign will deliver a particular result.
Sources
- e-Conomy SEA 2025: From digital decade to AI reality(opens in a new tab)
- e-Conomy SEA 2025: Southeast Asia’s digital decade(opens in a new tab)
Researched and written by Peacroft from public sources. Curated by hand, not updated in real time.
