2019 Year-End Report on Southeast Asia's Map of E-commerce - Unveiling the Region's Biggest E-Commerce Websites & Applications - Marketing in Asia
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Year-End Report on
Southeast Asia's
Map of E-commerce
2019
Unveiling the Region’s Biggest
E-Commerce Websites & Applications
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
This Report Was Made Possible By
Market Insights Rankings of E-commerce Traffic Data of
& Analysis Mobile Apps E-commerce Websites
2
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Outline of the Report
www
www
Part 1 Part 2 Part 3 Part 4
Vital Insights on the Vital Insights on the Vital Insights on Local Insights:
Most Popular Most Visited Southeast Asia's Rankings of
E-commerce Apps E-commerce Websites Online Sales E-commerce Platforms
in Southeast Asia in Southeast Asia Period in 2019 in 6 Southeast Asian
2019 2019 Countries
3
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
This Report Covers https://iprice.vn/insights/mapofecommerce/en/
6 Countries in https://ipricethailand.com/insights/mapofecommerce/en/
https://iprice.ph/insights/mapofecommerce/en/
Southeast Asia
https://iprice.my/insights/mapofecommerce/en/
When presenting or sharing this report,
please refer to the appropriate links.
https://iprice.sg/insights/mapofecommerce/
http://iprice.co.id/insights/mapofecommerce/en/
4
Vital Insights on the
Most Popular
E-commerce Apps in
Southeast Asia
2019
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Q2 Q4
1 Lazada Shopee
2 Shopee Lazada
Top 10 Most Used
3
E-Commerce Apps
Tokopedia Tokopedia
4
in Southeast Asia
Bukalapak Bukalapak
5 AliExpress AliExpress
based on Monthly Active Users
6 ZALORA ZALORA
Methodology:
Mobile E-commerce apps were identified by iPrice Group & App
Annie from shopping categories in iOS App Store & Google Play.
7 Amazon Tiki.vn
Analysis is limited to apps from organizations that primarily sell
physical products with either 1) no physical outlets, 2) a limited
number of physical outlets, or 3) universal shopping basket apps 8 JD.id Amazon
that facilitate transactions through other retailers. Apps that
primarily drive C2C transactions, third parties providing vouchers &
coupons, and apps that aren't selling goods despite being from
retailers were all excluded. 9 eBay Sendo
10 Blibli.com Blibli.com
6
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Q2 Q4
1 Shopee Shopee
Top 10 Most
2 Lazada Lazada
Downloaded
3 Tokopedia Wish
E-Commerce Apps
4
in Southeast Asia
Bukalapak Tokopedia
5 Sendo Bukalapak
Methodology:
Mobile E-commerce apps were identified by iPrice Group & App 6 Tiki.vn Blibli.com
Annie from shopping categories in iOS App Store & Google Play.
Analysis is limited to apps from organizations that primarily sell
physical products with either 1) no physical outlets, 2) a limited
number of physical outlets, or 3) universal shopping basket apps
7 Zilingo Tiki.vn
that facilitate transactions through other retailers. Apps that
primarily drive C2C transactions, third parties providing vouchers &
coupons, and apps that aren't selling goods despite being from 8 Sorabel Sendo
retailers were all excluded.
9 ZALORA ZALORA
10 Blibli.com JD.id
7
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Consumer Retention Rate in Mobile Apps is High
Based on Montly Active User data
Q2 Q4
The ranking of the most used e-commerce apps
1 Lazada Shopee
shows clear stability throughout the year; it
indicates strong consumer loyalty.
2 Shopee Lazada
Despite having new entrants with higher
number of downloads, consumers still keep 3 Tokopedia Tokopedia
engaging with the current apps.
4 Bukalapak Bukalapak
This indicates the importance of having a strong
mobile app for any e-commerce company.
5 AliExpress AliExpress
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
8
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Shoppertainment on Mobile Apps: A New Competition
?
Tokopedia Lazada introduced Shopee held 12.12
collaborated with quiz game, “Guess Shopee Super
Kpop sensation, It!”, on its app. Football superstar, Show in Vietnam.
BTS, for Christiano Ronaldo,
promotional was featured in
activities. Shopee’s
promotional
Shopee launched activities.
Shopee Live Lazada launched
Festival in 6 SuperShow on
Lazada’s Super
countries. 11.11, which was
Party livestreamed
livestreamed
across 6 countries.
across 6
countries.
Both Tiki and
Sendo launched
their own
Shopee introduced livestream app
Shopee Live on features in
its app. Vietnam.
JAN FEB JUL AUG SEPT NOV DEC
9
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Up-and-comers of the Competition
Companies that defied the odds of being part of the most downloaded e-commerce apps in the region:
Sendo Wish Zilingo
became the 5th most rapidly rose through the ranks is one of the very few fashion
downloaded app for two in the second half of 2019 and is retailers to ever appear in the
consecutive quarters despite now the 4th most downloaded top 10 most downloaded
being available only in Vietnam. app in Southeast Asia. e-commerce apps.
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
10Vital Insights on the
Most Visited
E-commerce Websites in
Southeast Asia
2019YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Top 10 Most Visited E-commerce Websites in Southeast Asia 2019
Analysing the Total Combined Regional Traffic
1 2,061,511,094
2 1,843,848,694
3 906,032,258
4 646,348,016
5 351,327,843
6 322,752,910
7 293,130,929
8 290,041,242
9 126,680,825
10 100,704,325
Methodology: Data was provided by SimilarWeb, accumulating the total visits on desktop & mobile web in 2019.
12YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Q1 Q4
1
2
Comparing the Growth 3
of the Most Visited 4
E-commerce Websites 5
from Q1 to Q4 6
7
Methodology:
Data was provided by SimilarWeb
8
9
10
13YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Highlights on the E-commerce Websites' Traffic
Performance in Southeast Asia
Shopee, Lazada, Tokopedia, Despite being available only in Local e-commerce companies,
Bukalapak & Thegioididong Indonesia, JD ID experienced an Blibli & Sendo, also had
had the most consistent web exponential growth of 105% in impressive traffic improvements
traffic performance throughout web traffic in 2019. Its growth in 2019, with an increase of 27%
2019. All have remained in the was potentially supported by and 23% respectively in both
region’s top 5 most visited the Chinese e-commerce giant desktop and mobile web traffic.
platforms. JD.com in expertise, technology
& resources.
14YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Insights on Homegrown E-commerce Websites in Each Country
Sociolla garnered a high number of PGMall’s number of visits rapidly rose Pomelo, a leading online fashion retailer,
traffic in Indonesia, with a 139% by 422% & is now the 7th most visited had a significant growth of 230% and
increase from Q1 to Q4 2019. e-commerce platforms in Malaysia. acquired about 20 million visitors
(desktop and mobile web) in Thailand.
SkyWatches was the most successful Tiki continued to earn more than 22 Electronics-focused e-commerce
Singaporean e-commerce site in million web visits per month platform, Kimstore, recorded to have
acquiring web visits. It experienced a throughout 2019; it challenged the a remarkable growth of 86% in both
growth of 127%. ranks of Lazada and Shopee. desktop and mobile web traffic.
Methodology: Data was provided by SimilarWeb
15YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Most E-commerce Received The Highest Traffic in Q4
Q1 Q3
24% 25% Q4 is the period with the best traffic
acquisition; it is responsible for 27%
of the total traffic in 2019
Q4 December is the month with the best
traffic acquisition in Q4, showing 6%
Q2 27%
more than the average traffic
24% DEC
performance of an ordinary month.
Methodology: Data was obtained by analysing the traffic performance of all ecommerce platforms featured in this study
16YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Revealing the Channels of Traffic Acquisition in Southeast Asia
Direct Organic Social Paid Others
Thailand 55.4% 26.2% 6.9% 3.2% 8.3%
Indonesia 48.2% 38.3% 6.4% 2.6% 4.5%
Philippines 47.8% 33.3% 7.1% 4.6% 7.2%
Vietnam 43.5% 39.8% 6.5% 2.6% 7.6%
Malaysia 41.5% 46.6% 4% 2.6% 5.3%
Singapore 39.5% 44.4% 4.6% 5.1% 6.4%
Methodology: Data & analysis on the top 5 most visited e-commerce platforms in Indonesia, Singapore, Malaysia, Thailand, Vietnam & Philippines were obtained by SimilarWeb.
17YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Revealing the Average Visit Duration in Southeast Asia
Looking into each country's web traffic
0:12:11 0:11:23 0:10:02 0:08:15 0:08:03 0:07:49
Average Visit Duration
1 Rotation = 1 Minute
Methodology: Data & analysis on the top 5 most visited e-commerce platforms in Indonesia, Singapore, Malaysia, Thailand, Vietnam & Philippines were obtained by SimilarWeb.
18YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Revealing the Channels of Traffic Acquisition in Southeast Asia
SEO’s Big Role Direct Traffic
E-commerce sites acquired traffic from organic Brand strength is important for e-commerce companies
searches by an average of 38%, indicating that Search when acquiring web traffic because an average of 48%
Engine Optimization (SEO) plays a huge role on how of web visits are acquired through direct traffic.
e-commerce companies garner its user base.
Retention Rates Average Visit Duration
On average, e-commerce platforms’ user retention E-commerce sites in Thailand have the highest average
rates in all countries are above 63%. This shows the visit duration across SEA, driven by remarkable user
users’ familiarity with these platforms. engagement & high user retention rate.
19Vital Insights on
Southeast Asia's Online
Sales Period in 2019
based on Monthly Active UsersYEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Southeast Asia's Online Sales Period in 2019
Average Basket Size (USD) and Top Categories Per Sale Event Top Categories on Online Sale Periods
Electronics, Home &
9.9 $42 Living, Fashion
1st 2nd 3rd
Electronics Home & Living Fashion
Electronics,
10.10 $36 Fashion, Sports
How Much Consumers Spent on Online Sales vs Ordinary Day
Electronics, Home &
11.11 $47 Living, Fashion
$27 $47 $44
Electronics, Fashion,
12.12 $44
Home & Living Average of Singles’ Day 12.12 Sale
ordinary days (11.11 Sale)
*The average of ordinary days was determined by choosing days that
did not have online sales events.
Methodology: Data featured were aggregated and averaged by iPrice.
The top selling categories were solely based on data recorded on respective dates 21YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Southeast Asia's Online Sales Period in 2019
Insights on the most contested online sales events
Consumer Spending Highest Sales
Data reveals that there was an increase of consumer Notably, SEA consumers spent the most on Singles'
spending by an average of 56% on big online sales Day (11.11), recording an average of US$47.
events in 2019 as compared to an ordinary day.
Hence, SEA consumers are more likely to shop during
this period.
Average Spending Top Categories
11.11 The average amount spent on Singles' Day (11.11) was The most popular categories during year-end
12.12 US$47, which is 74% higher than the average of an shopping events were Electronics, Home & Living,
ordinary day, while the average amount spent on and Fashion, indicating SEA consumers' confidence
12.12 was US$44, which is 63% higher than the in shopping online for high-value items.
average of an ordinary day.
22Local Insights:
Rankings of E-commerce
Platforms in Six Southeast
Asian Countries
2019
based on Monthly Active UsersMalaysia: Top 10 Most Visited Websites in 2019
Merchant Monthly Traffic
1 Shopee 24,747,577
Shopee is the most visited platform, Lelong was consistent as the 3rd most
2 Lazada 18,559,213
recording an average of 27.7m visits per visited platform in all quarters, receiving
month. an average of 2.5m visits per month.
3 Lelong 2,597,204
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Zalora 1,512,136
Lazada remains outstanding, with an Comparing Q1 and Q4, GoShop,
5 GoShop 784,253
average of 18.5m visitors per month and Sephora, ezbuy, uBuy, & Photobook also
holds 36% of the market share. experienced growth in market share.
6 eBay 676,447
7 PG Mall 548,504
8 Hermo 540,808 Zalora remains the most visited
fashion-specific platform, recording
9 ezbuy 504,534 more than 1.4m visitors in Q4.
10 fashionvalet 441,173
Methodology: Data was provided by SimilarWeb
24Malaysia: Top 10 Most Used Mobile Apps in 2019
Based on Monthly Active Users
Q1 Q2 Q3 Q4
1 Lazada Lazada Lazada Lazada
2 Shopee Shopee Shopee Shopee
3 Taobao Taobao Taobao Taobao
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 11street 11street Prestomall AliExpress
5 AliExpress AliExpress AliExpress Wish
6 ZALORA ZALORA ZALORA Prestomall
7 Lelong.my Lelong.my eBay ZALORA
8 eBay eBay Wish eBay
9 Amazon Amazon Amazon Amazon
10 Go Shop Wish Lelong.my Lelong.my
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
25Malaysia: Top 10 Most Used Mobile Apps in 2019
Lazada leads with the highest monthly Shopee continues to challenge for the China-based platforms continue to
active users, signifying a high top spot as it’s ranked as the 1st play a significant role as Taobao and
emphasis on their mobile app. runner-up in monthly active users. AliExpress are the 3rd and 4th most
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
used shopping apps in Malaysia.
American-based platforms remain The digital economy ended 2019 on a
popular amongst Malaysians as apps high note as the government
like Wish, eBay, & Amazon are highly announced RM450m (US$109m) push
used in 2019. to accelerate digital payment apps.
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
26Indonesia: Top 10 Most Visited Websites in 2019
Merchant Monthly Traffic
1 Tokopedia 75,502,688
2 Shopee 61,669,392
Tokopedia dominated in three quarters Shopee successfully utilized peak sale
3 Bukalapak 53,862,335
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
and gets the highest traffic in 2019. events like 11.11 and 12.12 to get the
highest web visits in Q4.
4 Lazada 28,722,575
5 Blibli 24,170,104
6 JD.id 7,487,384
E-commerce sites for specific needs, 5 Out of the top 10 most visited
such as Orami, Sociolla, Bhinneka and e-commerce websites are
7 Sociolla 4,262,023
Zalora, garnered a good number of Indonesian sites.
web visits in 2019.
8 Bhineka 4,164,203
9 Orami 3,873,176
10 Zalora 3,046,010
Methodology: Data was provided by SimilarWeb
27Indonesia: Top 10 Most Used Mobile Apps in 2019
Based on Monthly Active Users
Q1 Q2 Q3 Q4
1 Tokopedia Tokopedia Shopee Shopee
2 Shopee Shopee Tokopedia Tokopedia
3 Bukalapak Bukalapak Bukalapak Lazada
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Lazada Lazada Lazada Bukalapak
5 JD.id JD.id JD.id Blibli.com
6 Blibli.com Blibli.com Blibli.com JD.id
7 ZALORA ZALORA ZALORA ZALORA
8 AliExpress AliExpress AliExpress AliExpress
9 Zilingo Zilingo Zilingo Wish
10 Amazon Amazon Amazon Zilingo
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
28Indonesia: Top 10 Most Used Mobile Apps in 2019
There was no player that dominated Product content diversity is the most Although Tokopedia is consistent and
the top ranks throughout the year as used strategy to increase user activity remains in the top 10, Indonesia still
different players took the lead in each in apps during 2019. lacks good local merchant apps.
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
quarter.
Mobile shopping apps with a Niche e-commerce apps did not really
centralized product catalogue were the garner many monthly active users
most used; the top 5 have integrated in 2019.
products from multiple categories.
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
29Vietnam: Top 10 Most Visited Websites in 2019
Merchant Monthly Traffic
1 Shopee 33,593,224 Shopee continues to lead the ranking in Lazada made an 11% jump in web
website traffic throughout the year. traffic in Q4, an eventful shopping
2 Thế Giới Di Động 29,277,320 season in Vietnam.
3 Sen Đỏ 26,896,076
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Tiki 24,427,577
Sendo, a local player, rose to #2 from Besides the marketplace, all sites in the
5 Lazada 23,825,474 #4 after 2 consecutive quarters of top 10 are electronics retailers,
improved web traffic. showing interest for gadgets and
6 Điện Máy Xanh 10,556,735 smartphones.
7 FPT Shop 8,392,027
On average, the top 10 e-commerce
8 CellphoneS 5,353,875
websites in Vietnam improved their
web traffic by 11% from Q1 to Q4.
9 Dien May Cho Lon 4,813,362
10 Hoàng Hà Mobile 4,171,398
Methodology: Data was provided by SimilarWeb
30Vietnam: Top 10 Most Used Mobile Apps in 2019
Based on Monthly Active Users
Q1 Q2 Q3 Q4
1 Shopee Shopee Shopee Shopee
2 Lazada Lazada Lazada Lazada
3 Tiki.vn Tiki.vn Tiki.vn Tiki.vn
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Sendo Sendo Sendo Sendo
5 Adayroi AliExpress AliExpress AliExpress
6 AliExpress Adayroi Adayroi Amazon
7 Amazon Amazon Amazon eBay
8 eBay eBay eBay Taobao
9 Alibaba.com LOTTE.vn Alibaba.com Wish
10 LOTTE.vn Alibaba.com Taobao Alibaba.com
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
31Vietnam: Top 10 Most Used Mobile Apps in 2019
Tiki continued to challenge Lazada All apps in the top 10 most actively
and Shopee by introducing a used are from e-commerce
livestream feature and aggressively marketplaces, showing demand for
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
promoting its app. strong product variety.
The top 4 apps with the most MAUs By Q4, only 2 out of the top 10 apps were
remains unchanged in all quarters, local, which contrasts the website ranking.
proving Vietnamese consumers to be This indicates that local players don’t pay
loyal to shopping apps they like. as much attention to app platforms.
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
32Singapore: Top 10 Most Visited Websites in 2019
Merchant Monthly Traffic
1 Lazada 8,103,918
Lazada remains as the most visited Qoo10 continues to be the 2nd best
e-commerce website in the city-state, performer in Singapore as the company
2 Qoo10 7,115,055
garnering an average of 8.1 million acquired almost 30% of the web market
visitors (desktop & mobile web) in 2019. share in 2019.
3 Shopee 4,420,039
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Zalora 1,389,775
Shopee experienced a significant Fashion site, Zalora, continues to be
5 EZBuy 1,382,363
increase in market share of 9% since Q1, competitive as it remains in the top 5
garnering nearly 6 million visitors in most visited e-commerce websites.
6 courts 899,346
Q4 alone
7 eBay 827,304
8 Reebonz 444,467 Since Q1, EZBuy successfully maintained New players, such as Amazon, was highly
its position as top 4 in web market share successful in garnering more visits as the
9 lovebonito 417,187 in 2019. platform recorded growth in Q4.
10 Forty Two 409,457
Methodology: Data was provided by SimilarWeb
33Singapore: Top 10 Most Used Mobile Apps in 2019
Based on Monthly Active Users
Q1 Q2 Q3 Q4
1 Lazada Lazada Lazada Lazada
2 Qoo10 Qoo10 Qoo10 Shopee
3 Shopee Shopee Shopee Qoo10
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Taobao Taobao Taobao Taobao
5 ezbuy ezbuy ezbuy ezbuy
6 ZALORA ZALORA ZALORA ZALORA
7 AliExpress AliExpress AliExpress Amazon
8 Amazon Amazon Amazon AliExpress
9 Amazon Prime Now Wish Wish Wish
10 ASOS Amazon Prime Now Amazon Prime Now ASOS
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
34Singapore: Top 10 Most Used Mobile Apps in 2019
Lazada & Shopee were ranked as the Amazon improved the most in terms of International mobile shopping apps,
most actively used shopping apps in its app's monthly active users as it such as Wish & ASOS, were ranked at
2019. jumped to #7. #9 & #10 respectively.
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Despite the localization strategy of 6 out of 10 most used mobile shopping
other players, Taobao & AliExpress apps retained their ranks, indicating
remained prominent players as their the increase of each brand's strength
apps were ranked at 4th & 8th & popularity in Singapore.
respectively.
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
35Thailand: Top 10 Most Visited Websites in 2019
Merchant Monthly Traffic
1 Lazada 39,618,210
The performance of local players in 2019 Chillindo was consistently at #3
has more improvement compared to the throughout 2018, but they moved down
2 Shopee 28,057,783
previous year. However, Shopee & Lazada to #4 in 2019 due to less event
consistently retained its top spots. activations.
3 Chilindo 2,062,156
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Pomelo 1,676,439
Even though JD Central emerged as a E-commerce for electronics became
5 Advice 1,673,166
new player in Q2 2018, it was able to popular in 2019. Advice, Powerbuy and JIB
consistently maintain its spot in the top are the most improved electronics sites in
6 Powerbuy 1,520,988
10 in 2019. the top 10.
7 JIB 1,498,244
8 Central Online 1,484,590 Pomelo was the only fashion
e-commerce player that was able to
9 JD Central 1,474,164 move to the top ten from Q2 to Q4 2019.
10 Shop 24 1,040,395
Methodology: Data was provided by SimilarWeb
36Thailand: Top 10 Most Used Mobile Apps in 2019
Based on Monthly Active Users
Q1 Q2 Q3 Q4
1 Lazada Lazada Lazada Lazada
2 Shopee Shopee Shopee Shopee
3 AliExpress AliExpress AliExpress AliExpress
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 JD CENTRAL JD CENTRAL JD CENTRAL JD CENTRAL
5 Amazon Amazon eBay eBay
6 eBay eBay Amazon Amazon
7 Alibaba.com Alibaba.com Alibaba.com Alibaba.com
8 Chilindo Zilingo Chilindo Wish
9 Zilingo Chilindo Banggood Chilindo
10 Joom Banggood Wish Thisshop
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
37Thailand: Top 10 Most Used Mobile Apps in 2019
Lazada & Shopee maintained their New player, Wish, made a significant ThisShop understood the Thais'
position as the top 2 payers leap from #10 to #8 since Q1 by shopping behavior by being a
throughout 2019. optimizing Facebook advertisements non-bank financial e-commerce site
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
to lead consumers to their Playstore that allows non-credit card payments.
and Appstore.
Shoppers of tech products prefer to Fashion e-commerce apps don't really
shop from desktops because it's easier perform as well because shoppers
for them to check product specs tend to browse through multiple
in detail. fashion merchants at the same time
via desktop.
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
38Philippines: Top 10 Most Visited Websites in 2019
Merchant Monthly Traffic
1 Lazada 34,824,668 Lazada continues to consistently Shopee continues to be the second-best
dominate the market share in the performer in the Philippines, owning
2 Shopee 19,304,576 Philippines, owning about 59% of it. about 33% of its market share.
3 Zalora 1,805,840
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Beauty MNL 829,629
UBuy ranks as top 9 most visited in 2019; Zalora remains to be the biggest retail
5 Ebay 767,868
it was not even included in the E-commerce site in the Philippines by
previous year. consistently retaining its 3rd ranking,
6 argomall 484,398
garnering 1.8 million visitors.
7 O Shopping 254,866
8 galleon 245,164
Filipinos seem to have an affinity with
local sites since 4 of the top 10 sites
9 ubuy 193,584
are homegrown.
10 Sephora 145,264
Methodology: Data was provided by SimilarWeb
39Philippines: Top 10 Most Used Mobile Apps in 2019
Based on Monthly Active Users
Q1 Q2 Q3 Q4
1 Lazada Lazada Lazada Lazada
2 Shopee Shopee Shopee Shopee
3 ZALORA ZALORA ZALORA ZALORA
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
4 Amazon Amazon Amazon Amazon
5 AliExpress AliExpress AliExpress AliExpress
6 BeautyMNL BeautyMNL BeautyMNL BeautyMNL
7 eBay eBay eBay Wish
8 Sephora Sephora Sephora eBay
9 Alibaba.com Alibaba.com Alibaba.com Sephora
10 ALTHEA ALTHEA Wish Alibaba.com
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
40Philippines: Top 10 Most Used Mobile Apps in 2019
Lazada and Shopee continues to take The top 6 E-commerce sites seem to be Local site Beauty MNL continues to
the top spot with the most active consistent in keeping their ranks take its spot at 6th rank with the most
monthly users in 2019. throughout the year. monthly active users.
YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Zalora remains to represent the retail US-based E-commerce site, Wish, rose
E-commerce industry by consistently through the ranks and emerged as 7th in
keeping its rank as 3rd with the most having the most monthly active users in Q4.
monthly active users. It was previously not included in the top 10.
Methodology: Data was provided by App Annie, based on combined iPhone and Android phone Monthly Active Users
41YEAR-END REPORT ON SOUTHEAST ASIA'S MAP OF E-COMMERCE 2019
Methodology
Research Methodology for the Research Methodology for the Rankings
Most Visited E-Commerce Websites of the Top Mobile E-Commerce Apps
All data on the total visits on desktop & mobile web in this study App Annie Intelligence for iPhone and Android phones were derived
were taken from global traffic figures from the respective websites as from the mobile usage data collected from a large sample of real-world
of January 2020 from SimilarWeb. The following industries were not users, combined with additional proprietary data sets. For the purpose
included in this list: e-ticketing, financial services, rental services, of this report, an active user is defined as a device having one or more
insurance, delivery service, food & beverage, meta-search, couponing, sessions with an app in the time period.
cashback websites & ecommerce who solely provides classified ads/P2P
http:/ www.similarweb.com/corp/guide-to-similarwebs-algorithm-update-2019-guide/
services. SimilarWeb introduced a major algorithm update on September A single person may be active on multiple devices in any time period &
ht2019
tp:/ www.similarweb.com/which
corp/guide-to-similarwebs-algoraffected
ithm-update-2019-guide/ the total visits recorded by all websites for 2019. will therefore be counted as one user per device in the total active users.
Monthly Active Users (MAU) & Total Downloads rankings in this report
As the most trusted platform for measuring online behavior, millions of are based on unified apps made possible by App Annie’s exclusive DNA.
people rely on SimilarWeb insights daily as the ground truth for their In unified apps, similar versions of the same app with different names &
knowledge of the digital world. We empower anyone — from the curious on different platforms are unified.
individual to the enterprise business leader — to make smarter decisions
by understanding why things happen across the digital ecosystem. AppAnnie
Email: mkt-apac@appannie.com
SimilarWeb
Carroll Kee
General Manager SEA - SimilarWeb Certified Partner
Mobile: +6012 665 612
Email: carroll.kee@similarweb.com
42Thank you for reading! based on Monthly Active Users
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