Supported by

Southeast Asia's
Map of E-commerce
2020 Year-End Report
Analysing the Region’s E-Commerce Landscape
& Its Biggest Players Amidst COVID-19
 SEA MAP OF E-COMMERCE YEAR-END REPORT 2020

This Report Was Made Possible by:

Market Insights
& Analysis

Supported by:

Shopping Apps’ E-Commerce Website's

Insights Traffic Data

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SEA MAP OF E-COMMERCE YEAR-END REPORT 2020

Report Outline

Part 1 Part 2 Part 3 Part 4

Page 5 Page 8 Page 11 Page 13

H1 2020 Trends on Southeast Asia’s Shopping Categories Methodologies

Southeast Asia’s Top E-commerce That Boomed During
Shopping Apps Players in 2020 the Pandemic Year

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SEA MAP OF E-COMMERCE YEAR-END REPORT 2020

https://iprice.vn/insights/mapofecommerce/en/

https://iprice.ph/insights/mapofecommerce/en/

https://ipricethailand.com/insights/mapofecommerce/en/

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

6 Countries in
Southeast Asia https://iprice.sg/insights/mapofecommerce/

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

When presenting or sharing this

report, please refer to the
appropriate links.
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H1 2020 Trends on
Southeast Asia's
Shopping Apps
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Lockdowns & Social Distancing Influenced the Rate of

Shopping Apps' Organic Installs in 2020
Android iOS
Indonesia Malaysia
6% 6%

Lockdown (Apr 10) Lockdown (Mar 18)

4% 4%

2% 2%

0 0

JAN FEB MAR APR MAY JUN JAN FEB MAR APR MAY JUN

Thailand Singapore Vietnam

6% 6% 6%
Lockdown (Mar 25) Partial Lockdown (Apr 7) Partial Lockdown (Apr 1)

4% 4% 4%

2% 2% 2%

0 00 0
JAN FEB MAR APR MAY JUN JAN FEB MAR APR MAY JUN JAN FEB MAR APR MAY JUN

Methodology on Page 13 6
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Uninstalls Increased During Q2 2020 as

Users Stopped Trying Out Different Apps
Data on Android’s Uninstalls
from January to June 2020

48% 49%
Q1 2020 Q2 2020

36% 37%

Vietnam

Thailand
33% 41%

Malaysia
28% 37% 42% 47%

Singapore
Indonesia
Methodology on Page 13
Note: The data collected from each country comes from applications on the Android platform only. 7
Southeast Asia’s
Top E-commerce
Players in 2020
The Top 10 Most Visited E-commerce Websites in Southeast Asia
Total average visits obtained by each platform in 2020

1 281,385,626

2 137,154,967

3 88,889,000

4 35,728,425

5 28,650,650

6 22,491,175

7 19,253,900

8 14,348,450

9 8,828,825

10 7,282,700

Methodology: Data was collected on SimilarWeb, which accumulated the total average visits (desktop & mobile web only) obtained by each e-commerce
company across 6 countries in Southeast Asia. The displayed traffic figures are taken from the average web traffic from January to December 2020. 9
Comparing the Top E-commerce Sites' Web Visits Throughout the Year
Ranked by the highest total average visitors acquired from Q1 to Q4 2020
Q1 Q2 Q3 Q4

1 Shopee Shopee Shopee Shopee

2 Lazada Lazada Lazada Lazada

3 Tokopedia Tokopedia Tokopedia Tokopedia

4 Bukalapak Bukalapak Bukapalak Bukalapak

5 Thế Giới Di Động Thế Giới Di Động Thế Giới Di Động Thế Giới Di Động

6 Tiki Tiki Tiki Blibli

7 Blibli Blibli Blibli Tiki

8 Sendo Sendo Sendo Sendo

9 Bách Hóa Xanh JD ID Bách Hóa Xanh Bách Hóa Xanh

10 FPT Shop Qoo10 FPT Shop Zalora

Methodology: Data was collected on SimilarWeb, which accumulated the total average visits (desktop & mobile web only) obtained by each e-commerce
company across 6 countries in Southeast Asia. The displayed traffic figures are taken from the average web traffic from January to December 2020. 10
Shopping
Categories That
Boomed During
the Pandemic Year
Shopping Categories That Boomed During the Pandemic Year

Average Spending
per Top Category

Fashion $32
$46 $17

Vietnam Average Amount

Electronics Spent in
$29 $23
$41 6 Countries

Thailand Philippines
Sports/Outdoors

$33

$41
Top Categories per Country

Indonesia Sports/Outdoors Malaysia

Malaysia Fashion $21
Philippines Fashion $62
Indonesia
Singapore Fashion

Thailand Electronics

Vietnam Electronics Singapore

Methodology: Data featured was aggregated and averaged by iPrice Group. Data on total average basket size & top selling categories was based on data recorded in 2020.
The currency in this page is referring to USD. 12
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SEA MAP OF E-COMMERCE YEAR-END REPORT 2020

AppsFlyer, the global attribution leader, empowers marketers to grow their business and innovate
with a suite of comprehensive measurement and analytics solutions. Built around privacy by design,
AppsFlyer takes a customer-centric approach to help 12,000+ brands and 7,000+ technology partners
make better business decisions every day. To learn more, visit www.appsflyer.com.

Lockdowns & Social Distancing Influenced the Rate of Shopping Apps' Organic Installs
Methodology: Monthly Uninstall Rates Trend indicates the average percentage of users who uninstall
an app at a benchmark date (30 Days after installing the app) and specified market. An app must have
at least 1,000 monthly installs to be included in the dataset. A country-category-platform-month
combination must have at least 10 apps to be included in the dataset. The top 25% and bottom 25%
apps are excluded. This data is obtained from the following sample countries: Indonesia, Malaysia,
Singapore, Thailand, and Vietnam, amounting to 119.9m Installs.

Uninstalls Increased During Q2 2020 as Users Stopped Trying Out Different Apps
Methodology: Weekly Organic Installs Trend refers to the normalized weekly growth trend of Shopping
Organic Installs in a specific country. Apps must appear in all weeks. An app must have >= 200 weekly

Methodology
installs to be included in the dataset. A country-category-platform-week combination must have >= 10
apps to be included in the dataset. The top 25% and bottom 25% apps are excluded. This data is
obtained from the following sample countries: Indonesia, Malaysia, Singapore, Thailand, and Vietnam,
amounting to 12.4m Installs.

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 SEA MAP OF E-COMMERCE YEAR-END REPORT 2020

Research Methodology for the Most Visited E-Commerce Websites

Web visit data on both desktop & mobile web were taken from the global traffic figures of the
respective websites (as of January 2021) 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 & e-commerce sites that solely provides classified
ads/P2P services. SimilarWeb introduced a major algorithm update in September 2019, which
affected the total visits recorded for all websites in 2019. 

As the most trusted platform for measuring online behaviour, millions of people rely
on SimilarWeb insights on a daily basis as the ground truth for their knowledge of the digital
world. It empowers anyone — from the curious individual to the enterprise business leader —
to make smarter decisions by understanding why things happen across the digital ecosystem. 

Methodology
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