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Live retail ecommerce sales in the region (including Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam) surged from $1 billion before the pandemic in 2019 to $13 billion in 2022, according to research firm Cube Asia.

But in Thailand, seven is unlucky because the seventh month of the year is the ghost month. That's when the dead are said to rise from hell and visit Earth, so not always a lucky number. Paul Verna (03:52):. That seems to happen pretty much every month in the US. Marcus Johnson (03:58):. Where do you live, Paul? Bill Fisher (04:02):. Half of this month. (04:02):. Another number, 13, unlucky, right?

Methodology: Data is from an Airship survey conducted by Sapio Research as cited in a May 2023 press release. 11,000 respondents ages 18+ were surveyed in Brazil, Canada, France, Germany, Indonesia, Singapore, South Africa, Thailand, the UK, and the US during February 2023. Airship is a provider of mobile engagement solutions.

Worth noting: In February removed the ability for advertisers to target minors on Facebook and Instagram by gender and other demographics; targeting options were already limited for audiences that included individuals under 18 in most countries, under 20 in Thailand, and under 21 in Indonesia.

Respondents were from Argentina, Australia, Austria, Brazil, Canada, China, Czech Republic, France, Germany, India, Italy, Malaysia, Morocco, Netherlands, Nigeria, Poland, South Africa, Spain, Sweden, Thailand, Turkey, UAE, UK, and US.

Thailand, or C. Vietnam? Carina, you can guess first this time. Carina Perkins:. Thailand? Bill Fisher:. B. Thailand. Man-Chung, what do you think? Man-Chung Cheung:. Man, it would be a shame if I get this one wrong. I'm going to go with the Philippines. I think it's a close one between Thailand and Philippines, but I'm going to go with the Philippines. Bill Fisher:. Well, we're on a great run here.

Respondents were from: UK, US, France, Spain, China, Japan, Australia, Brazil, Argentina, Mexico, Colombia, India, Poland, UAE, Netherlands, Germany, South Africa, and Thailand.

Respondents were from United States, United Kingdom, Australia, Canada, Ireland, Malaysia, New Zealand, Singapore, and Thailand.

The top five countries for social media penetration among internet users will be in Asia鈥攖he Philippines, China, Vietnam, Malaysia, and Thailand. In the Philippines, 98.6% of internet users will be on social this year, 11.6 percentage points higher than the regional average. Social media usage in Asia-Pacific is unique.

Time spent with all media formats in other major markets鈥攊ncluding Asia-Pacific (including India and Hong Kong), Southeast Asia (including the Philippines and Thailand), Western Europe (including Italy and Spain), and Latin America (including Argentina, Colombia, and Mexico)鈥攈ave either remained the same or declined YoY. 鈥淭here鈥檚 no need for panic,鈥� Mander said.

This report is part of a global ecommerce series and contains our latest forecast for ecommerce in six countries (Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam) in Southeast Asia through 2027, where possible. It includes our estimates for the following areas:. Retail and ecommerce sales volume, change, and penetration. Leading retailers鈥� share and change.

In Thailand, close to half (49.3%) of social network users are already on TikTok. That figure is a bit lower in the US, but will reach 49.1% by the end of 2026, according to our forecast. TikTok鈥檚 growth in the US will come in large part from older users. In 2022, the number of US users ages 65 and older nearly doubled, and double-digit growth will persist through 2025.

Malaysia and Thailand will hover in the top five every year as well. Argentina will be ever-present on the growth list, largely due to its notoriously outlandish inflation. Argentina posted 22.8% growth in total retail in 2022鈥攖he second fastest rate of expansion in the world鈥攁nd 23.3% growth in ecommerce.

It helped tourists use their domestic wallets to make payments in South Korea, launched a digital storefront solution for brick-and-mortar businesses, rolled out end-of-year shopping campaigns with merchants across Asia-Pacific, and brought three of its mobile wallets to Thailand.

That's why it might feel like we're further behind it in the US, the UK, than we should be is because if you look at this chart here, you can see that over 90% of folks in China, Thailand, Colombia, India, a lot of countries have bought something via social commerce. That's compared to just 53% of people in America and about similar share in the UK as well. It's from 2024 research from VML.

For example, JD.com is shuttering its Indonesia and Thailand retail ecommerce sites as it shifts focus to supply-chain and logistics services.

The top five countries for social media penetration among internet users will be in Asia鈥攖he Philippines, China, Vietnam, Malaysia, and Thailand. In the Philippines, 98.6% of internet users will be on social this year, 11.6 percentage points higher than the regional average. Social media usage in Asia-Pacific is unique.