Southeast Asia's Video Commerce Trend to Strengthen Through 2025

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Nabilah Muhamad 13/11/2025 17:15 WIB

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According to a report by Google, Temasek, and Bain & Company, the value of shopping transactions via video features on e-commerce in Southeast Asia continues to increase until 2025.

Spending Value Through Video Features in Southeast Asian E-commerce (2022-2025)*

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Spending Value Through Video Features in Southeast Asian E-commerce (2022-2025)*

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The trend of shopping through video features in e-commerce—or video commerce—continues to strengthen in Southeast Asia.

This is evident from the latest research report by Google, Temasek, and Bain & Company, titled e-Conomy SEA 2025.

By 2025, the gross merchandise value (GMV) or gross transaction value from video commerce in Southeast Asia is projected to reach US$46 billion, a new record high.

The figures recorded here represent the combined GMV from 6 key Southeast Asian markets: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

Below is the accumulated GMV of video commerce in these 6 countries during the 2022-2025 period:

2022: US$6 billion
2023: US$18 billion
2024: US$31 billion
2025: US$46 billion

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

Google also revealed that the video commerce ecosystem is becoming increasingly diverse.

Previously, this ecosystem was dominated by top-tier content creators. However, niche creators and micro-influencers are now emerging and playing a significant role in driving sales through video commerce.

"As the content creator population grows, trust becomes a key determining factor, as consumers now prefer authentic recommendations," they said.

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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Southeast Asia's Video Commerce Trend to Strengthen Through 2025

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