"Southeast Asia's social commerce market reached USD 47.58 bn (approx. £37.4bn) in 2025, growing at a compound annual growth rate of over 31%. Indonesia leads the region, with 70% of consumers actively engaging in social shopping, outpacing India at 62% and China at 49%. Across the region, infrastructure is being built, consumer behaviour is being conditioned, and platforms are being embedded. Zoom out to APAC and the picture is the same: the region accounted for 66% of the global live commerce market in 2024, on a trajectory to nearly six-fold by 2030."
"The market opportunity is unambiguous, but the brands that will actually capture it are those prepared to build the operational infrastructure to support it. "This shift is real, but often misunderstood," says Jetaime Thoo, business director at VaynerMedia APAC. "It's about reallocating towards content that actually performs in-feed. Creators are simply better at producing native, culturally relevant content at scale.""
""Thoo's framing cuts to the heart of something brands consistently miss; the shift in spend toward creators is a change in the creative production model, and brands treating it as a straightforward media plan adjustment are burning budget. "Without the right operating model (volume, testing, iteration), creator spend becomes just another expensive line item with inconsistent returns," she adds."
"Live commerce is one of the clearest examples of what the industry has taken to calling the 'collapsed funnel': discovery, consideration, and conversion compressed into a single moment. Conversion rates from livestreams in Southeast Asia are two to three times higher than those from static product listings, and in markets like Thailand and China, where consumer behaviour is already conditioned to th"
Southeast Asia’s social commerce market is projected to reach USD 47.58 billion in 2025, growing at over 31% annually. Indonesia leads with 70% of consumers actively engaging in social shopping, ahead of India at 62% and China at 49%. APAC accounts for 66% of the global live commerce market in 2024, with growth projected to nearly six-fold by 2030. Infrastructure development, conditioned consumer behavior, and embedded platforms are driving adoption. Brands can capture the opportunity only by building operational infrastructure that supports live commerce performance. Success depends on reallocating spend toward creators producing native, culturally relevant in-feed content, supported by an operating model for volume, testing, and iteration.
#live-commerce #social-commerce #apac-digital-commerce #creator-marketing #operational-infrastructure
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