Southeast Asia’s e-commerce landscape has evolved from low-trust marketplaces into high-trust ecosystems anchored by authenticated “Mall” environments. Nearly 90% of online shoppers are now active in these spaces, driving the share of authenticity-driven e-commerce from 12% in 2020 to 30% in 2025 – and an expected 55% by 2030.
This report, “The Rise of Authenticity-Driven E-Commerce in Southeast Asia: A $150 bn Opportunity by 2030”, explores the forces behind that transformation: how demand for authenticity, quality, and convenience is reshaping shopper behavior, and how supply-side shifts – from assortment depth to AI and omnichannel integration – are powering the next stage of growth.
This report was developed in collaboration with Lazada, Southeast Asia’s leading e-commerce platform. Lazada connects millions of consumers and sellers through trusted, innovative, and authentic online experiences, and is committed to building an ecosystem where authenticity, quality, and trust define the next era of online retail in the region.
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