Total value of authenticity-driven e-commerce market in Southeast Asia will account for 30% of the total market in 2025, and is forecast to reach a scale of $150 billion by 2030, according to a report from Lazada.
The report, titled "The Rise of the Authenticity Driven E-commerce in Southeast Asia," and recently announced by the e-commerce platform Lazada, noted that "over the past decade, the centre of gravity for e-commerce in Southeast Asia has shifted from low-trust marketplaces – where many consumers hesitated to buy online for fear of scams or counterfeits – to hightrust ecosystems anchored by authorized and authenticated 'Mall' environments where nearly 90% of online shoppers are now active."
According to the report, authenticity-driven e-commerce – defined as branded goods sold through Mall environments - has grown from 12% of total e-commerce in 2020 to 30% in 2025, and this expansion is projected to reach up to 55% of e-commerce by 2030.
The report drawed on findings from a regional consumer survey conducted across six Southeast Asian markets – Singapore, Thailand, Malaysia, Indonesia, the Philippines, and Vietnam – between October and November 2025. The survey gathered responses from 6,000 active e-commerce - users aged 25–45, all of whom made at least 20% of their online purchases in the past three months from Mall stores.
The research indicated that Southeast Asian consumers are increasingly intentional in their shopping and more brand-conscious.
Countries like Thailand and Vietnam lead the region, with over 90 per cent of shoppers purchasing from authenticity-driven stores. In these markets, trust-building factors such as "reviews and ratings" and "authenticity commitment" have become decisive in purchasing behavior.
The report identifies three key drivers that will propel the development of e-commerce centered around authentic products.
Firstly, platforms are expanding their supply with a quality product portfolio. Secondly, consumers are integrating multi-channel approaches to enhance purchasing decisions. Thirdly, AI is becoming a crucial tool for customers to research and compare products.
Google translate