This is Southeast Asia's Largest Health Supplement E-Commerce Market in 2024

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Akbar Ridwan 26/08/2025 17:51 WIB

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According to TMO Group, Vietnam become Southeast Asia's largest e-commerce market for health supplements in 2024, followed by Indonesia in second place.

Health Supplement Sales Value via Shopee and Lazada E-Commerce in Southeast Asia (2023-2024)

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Health Supplement Sales Value via Shopee and Lazada E-Commerce in Southeast Asia (2023-2024)

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According to TMO Group, Vietnam was the largest e-commerce market for health supplements in Southeast Asia in 2024.

Previously, in 2023, Indonesia held the top spot. However, in 2024, Indonesia dropped to second place.

Below are the sales values of health supplements via Shopee and Lazada e-commerce in six major Southeast Asian markets in 2024:

Vietnam: US$364 million
Indonesia: US$327 million
Thailand: US$250 million
Philippines: US$208 million
Malaysia: US$151 million
Singapore: US$107 million

In this group, Malaysia recorded the highest growth, with e-commerce sales of health supplements increasing by 83% (year-on-year/yoy) in 2024.

According to TMO Group, this rapid growth is due to 98% of Malaysia's population having internet access and spending an average of 8 hours a day online.

"This country [Malaysia] also ranks second in Southeast Asia in terms of e-commerce penetration," said TMO Group in its February 2025 report.

The second fastest growth occurred in Vietnam, with a 72.8% (yoy) increase. According to TMO Group, the majority of Vietnamese consumers shop through e-commerce websites.

"78% of online consumers [in Vietnam] choose e-commerce websites, 47% use mobile shopping apps, and 42% shop through social media," they stated.

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."