24 May 2024Read of the weekGen Z In Southeast Asia Prioritise E-commerce Platforms

Research conducted by Shopee revealed that Gen Z in Southeast Asia views e-commerce platforms as crucial gateways shaping their purchasing choices. In addition to underscoring the significant sway of these platforms, the study shows a growing emphasis on value and convenience among consumers.

J’Nae PhillipsJ'Nae Phillips is a Senior Insights Editor at Canvas8. After an early career working in fashion and media, her passion for culture and journalism grew and she made the transition to writing and editing full-time. She specialises in fashion, trends, cultural shifts and all of the good stuff that gets people talking.

Analyzing data from more than 2,400 Gen Z shoppers in Southeast Asia, Shopee's research uncovered that 73% of them completed their purchases via e-commerce platforms. Among these shoppers, 79% cited the "wide selection of products" as their primary reason for favouring e-commerce, followed by 77% who valued "good product quality," and 59% who appreciated "convenient payment methods." Interestingly, one in three Gen Z individuals devoted at least five days to researching their purchases, yet 56% of those who utilized social commerce platforms for research eventually reverted to e-commerce platforms to finalize their transactions.

In Southeast Asia, e-commerce platforms reign supreme as people turn to online shopping for both everyday essentials and special occasions. However, social commerce is still evolving, as evidenced by Shopee's findings and regulatory actions such as Indonesia's ban on TikTok Shop to safeguard local businesses. Social media continues to serve as a discovery and research tool, particularly with the rise of livestreaming and shopping-oriented events like Singles Day, originating from China and gaining traction across Southeast Asia.

Young people are increasingly gravitating towards e-commerce platforms for their shopping needs, drawn by factors such as the wide selection of products, convenience of purchase, and perceived product quality. This shift reflects not just a preference for digital convenience but also a strategic approach to spending, as younger consumers prioritize value and seek to make informed purchasing decisions. The accessibility and ease of use offered by e-commerce platforms resonate strongly with this demographic, providing them with a seamless shopping experience that aligns with their lifestyle and preferences.