Southeast Asia e-commerce enters the "confidence trade" phase
Lazada has just announced the results of an regional survey conducted by Cube Asia in the report "The Rise of the G genuine store ecosystem in Southeast Asia". According to the report, the e-commerce picture in the region is rapidly shifting to a shopping model that emphasizes authenticity and prioritizes quality.
The survey was conducted with 6,000 consumers in 6 Southeast Asian countries including Singapore, Malaysia, Indonesia, Thailand, the Philippines and Vietnam, showing that 90% of online shoppers are currently actively interacting with genuine booths.
This shift reflects the increasing demand of users for reliable, quality products and guaranteed services. It is this demand that is driving an unprecedented growth trajectory for the genuine e-commerce model.
According to the study, the total value of genuine product transactions through online booths has increased rapidly from 12% in 2020 to 30% in 2025, creating a market of about 40 billion USD. It is forecasted that by 2030, this figure could reach 55% of the Southeast Asian e-commerce market, equivalent to 150 billion USD.
Research shows that Southeast Asian (SEA) consumers are increasingly purposeful and interested in shopping for brands.
Accordingly, 86% of surveyed people are customers who proactively shop on genuine booths (customers have made at least 20% of online shopping transactions at genuine booths in the last three months).
90% of these people are willing to pay more for genuine products, showing the value of trust they are willing to give up to feel secure about the quality of the product.
31% of consumers are willing to pay an additional 10-30% of the cost for authenticity and peace of mind.
Countries such as Thailand and Vietnam are leading the region with the proportion of shoppers at genuine booths exceeding 90%. In these markets, factors that build trust such as Valuation and rating along with authentic commitment have become a decisive factor in shopping behavior.
core driving force for e-commerce breakthrough
Cube Asia also identified three core drivers for e-commerce growth in the coming time.
Expanding supply with a portfolio of quality products: More than 80% of consumers said they have difficulty finding genuine branded products. At the same time, 80% of them are willing to experiment with new brands or international brands if their familiar brand is not available. Even 91% have discovered international brands with quality beyond expectations.
Integrating multi-channel to promote shopping decisions: Research shows that 73% of consumers tend to be showrooming, defined by behaviors such as going to the store to see, try products directly, check quality or receive advice from staff, before making online purchases.
AI: A powerful assistant accompanying smart consumers
Generative AI is becoming an important tool to help customers research and compare products:
66% of buyers use AI platforms to search and explore new products.
78% trust AI in the process of comparing and selecting products.
However, only 16% use AI to make final shopping decisions.
