Best-selling Product Categories in Video Commerce in Southeast Asia in 2025

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Nabilah Muhamad 19/11/2025 19:35 WIB

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According to a Google report, fashion will become the best-selling product category in Southeast Asian video commerce by 2025.

Market Share of Product Categories in Video Commerce Southeast Asia (2025)*

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Market Share of Product Categories in Video Commerce Southeast Asia (2025)*

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According to the e-Conomy SEA 2025 report from Google, Temasek, and Bain & Company, the gross merchandise value (GMV) of video commerce in Southeast Asia is projected to reach US$46 billion this year.

This figure includes the GMV from 6 key Southeast Asian markets: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

"Video commerce has evolved from a niche channel into a major force, expected to account for 25% of the total e-commerce GMV by 2025," Google wrote in its report.

Based on categories, the best-selling products in video commerce are fashion and accessories.

This product category is estimated to capture a 27% market share of the total GMV in Southeast Asian video commerce.

Below is the list of product category market shares in Southeast Asian video commerce in 2025:

Fashion and accessories: 27%
Personal care and beauty: 21%
Mobile phones and electronics: 12%
Home furnishings: 10%
Health and baby products: 7%
Daily necessities: 7%
Food and beverages: 7%
Others: 9%

According to Google, video commerce is effective for certain types of products that are suitable for promotion in live and interactive formats.

Examples of products that meet these criteria include cosmetics, which require live demonstrations during use.

Google also believes that supplement products are suitable for this format, as sellers can utilize real-time Q&A sessions to build consumer trust.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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