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Favorite product categories among online shoppers in selected countries in Southeast Asia in 2025

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Source

Number of respondents

17,505 internet users*

Age group

18-64 years

Special properties

residential online population

Supplementary notes

The original survey question was: "Which of these items have you bought online in the past 12 months?"

Multiple answers were possible.

Number of respondents in:

Indonesia: 3,512; Malaysia: 3,490; the Philippines: 3,497; Singapore: 3,498; Thailand: 3,509; and Vietnam: 3,511. 

For more information please visit the Global Consumer Survey home page and take a look at our methodology.

Citation formats

Favorite online shopping product categories in Southeast Asia 2025, by country

Published by
F. Watty,
Jan 20, 2026

In Indonesia, ** percent of internet users bought clothing online in 2025. This was the most popular product category among internet users in all the countries analyzed. In Indonesia, ** percent bought cosmetics and body care products online, while in Singapore, ** percent bought food and beverages.

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Statistics on " E-commerce in Southeast Asia "

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Overview

6

Country overview

6

Key players

4

Payment methods

4

Country breakdown of payment methods

6

Consumer behavior

4

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Topics

E-commerce in Southeast AsiaE-commerce in IndonesiaE-commerce in the Asia-Pacific regionSocial commerce in Vietnam Social commerce in Thailand
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