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Regulatory scrutiny around Chinese retailers is ramping up in Southeast Asia due to their adverse effects on local small and medium-sized businesses. In late 2023, Indonesian policymakers banned in-app online shopping transactions via social platforms. That led to a temporary closure of TikTok Shop (and eventually resulted in TikTok鈥檚 acquisition of local ecommerce giant Tokopedia).

In several regions鈥攕uch as Latin America and Southeast Asia鈥攏o country will do so. Outside of China, digital advertising has enormous headroom for growth in much of Asia-Pacific. Click here to view our full forecast for digital ad spending penetration by country and region.

The Southeast Asian country banned sales of new iPhones, the Apple Watch Series 10, and new Macs because Apple failed to meet local investment targets. Apple pledged IDR 1.71 trillion ($112 million) but has only invested IDR 1.48 trillion ($97 million).

Korean dramas captured 40% of SVOD viewership in Southeast Asia in H1 2023, per the MPA report. Leading sub OTT video services in Indonesia and other Southeast Asian countries include Amazon Prime Video, Bioskop Online, CATCHPLAY+, Disney+ Hotstar, GoPlay, Hooq, iflix, MAXStream, Mola, Netflix, Vidio, Viu, and WeTV. Sources. Media Partners Asia.

Moving operations from China to Southeast Asia, the US, or other countries could improve resilience but raise costs in the short term. Being heavily reliant on just-in-time supply chains could cause reduced innovation and disrupted product launch cycles, especially for in-demand goods like AI hardware and consumer electronics.

It鈥檚 a deep dive into time spent with media, traditional and digital media adoption, and digital device ownership across seven regions: North America (including the US and Canada), East Asia and Oceania (including China), South and Southeast Asia, Western Europe, Central and Eastern Europe, Latin America, and the Middle East and Africa.

Yet that hasn鈥檛 stopped Temu from seeking to expand its sphere of influence, particularly in Southeast Asia. The retailer has applied three times for a license to operate in Indonesia鈥攖he region鈥檚 largest ecommerce market. So far, it鈥檚 failed to break through, although it could take a page from TikTok鈥檚 book and acquire its way in.

Growth of total media ad spend in Southeast Asia will remain elevated from its pre-pandemic levels, but digital ad spending will finally say farewell to double-digit growth this year. Meanwhile, India will top the worldwide ranking in both total media and digital ad spending growth.

Emerging markets from Southeast Asia and Latin America will fill out much of the rest of the top 10. India and South Korea will be the only two countries in the top 10 for both ecommerce growth and total ecommerce sales. Click here to view our full forecast for retail ecommerce sales growth, by country. Our country-level projections have not changed much in 2024.

While Southeast Asia shows potential, Mexico is a top contender for US-based retailers to expand online, Droesch said. In 2024, Mexico鈥檚 ecommerce sector grew by 15.7%, with sales reaching $58.89 billion, per our forecast.

Plus, FAST channels offer a return to the linear TV experience of always-on content, eliminating the need to swim through a sea of on-demand content just to find something to watch. Counteracting the streaming fragmentation. With more and more channels being launched and top content providers adding new ad-supported tiers, fragmentation may be a concern for advertisers.

In 2023, Southeast Asia will remain a growth leader in digital users. Paradoxically, while its smartphone adoption will soon approach 90% among internet users, only slightly more than 60% of the population will be internet users this year.

That鈥檚 almost 5 percentage points lower than in Southeast Asia (57.3%), the next closest region. Ownership in leading regions like Western Europe and Central and Eastern Europe was equal to about three-quarters of internet users. Game console ownership in Asia-Pacific, at 12.7%, was also the lowest rate in the world.

The vision: Empty shelves in the early days of the pandemic put a harsh spotlight on supply-chain vulnerabilities and there鈥檚 no shortage of ongoing issues, such as Houthi attacks on cargo ships in the Red Sea, that have forced retailers to look for opportunities to improve their operations.

For the third year in a row, ecommerce sales in Southeast Asia will grow faster than in any other region of the world. This is likely the final year of Southeast Asia鈥檚 long boom, but for now, the region stands out in a world of rapidly declining growth.

Consequently, feature phone ownership (9.5%) for this region was tied for No. 2 globally with South and Southeast Asia, just behind Central and Eastern Europe (10.7%). Similarly, smart wristband ownership in the Middle East and Africa region trailed all other regions. At 9.0%, it was about half the rate of ownership in East Asia and Oceania, which was the global leader at 18.1%. Egypt.

Total and digital ad spending growth in Southeast Asia will be healthy in 2023, but the region鈥檚 ad market remains small when compared with global peers. Its potential, however, is enormous.

In 2022, four of the six Southeast Asian countries in our forecast will see double-digit growth in their number of proximity mobile payment users. Beyond delivering convenience to consumers, a host of other factors are driving adoption in the region.

The Southeast Asia coverage in the Global Media Intelligence Report includes poll results from Indonesia, Malaysia, Singapore, Thailand, and Vietnam.

Tactics include diverting ships to lengthier鈥攂ut safer鈥攔outes to avoid drought in the Panama Canal and unrest in the Red Sea, placing orders earlier than they might have in the past, or simply keeping more inventory on hand.

Meanwhile across other Southeast Asian markets, namely Singapore and Thailand, the ecommerce share of retail sales dipped in 2023 as offline activities gradually returned to pre-pandemic levels, and that share will remain flat in 2024. To view the full forecast, click here.

China鈥檚 loss is Vietnam鈥檚 gain: Apple is diversifying production into Southeast Asia as US relations with China deteriorate. Confidence in Vietnam鈥檚 production scalability could accelerate the shift away from China.