8 Most Popular Product Categories in Southeast Asian E-Commerce 2024

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Akbar Ridwan 21/08/2025 16:33 WIB

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According to TMO Group research, eight product categories were popular in Southeast Asian e-commerce in 2024. Electronics ranked first.

Sales Value of 8 Most Popular Product Categories in Southeast Asian E-Commerce (2024)

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Sales Value of 8 Most Popular Product Categories in Southeast Asian E-Commerce (2024)

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According to TMO Group research, there are 8 popular product categories in Southeast Asian e-commerce.

The Southeast Asian region referred to in this research includes Indonesia, Thailand, the Philippines, Malaysia, and Vietnam.

Electronics is the top-selling product category in the region.

However, electronics is only the number one best-selling category in Malaysia, Vietnam, and the Philippines.

In Indonesia, the best-selling product category is food, followed by electronics and fashion.

Here's a breakdown of the sales value of the 8 most popular product categories in Southeast Asian e-commerce in 2024, according to TMO Group:

1. Electronics: US$25.41 billion

2. Food: US$21.06 billion

3. Fashion: US$18.28 billion

4. Beauty and personal care: US$13.71 billion

5. Beverages: US$6.34 billion

6. Hardware/tools: US$6.03 billion

7. Household goods: US$6.03 billion

8. Toys and hobbies: US$3.22 billion

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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8 Most Popular Product Categories in Southeast Asian E-Commerce 2024

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