Southeast Asia Social Commerce Market

According to a study published in ‘19, ~% of marketers agreed on the growth of the social e-commerce market in the next 5 years, while ~% agree that social media drives online sales. ~% of Business in Southeast Asia has a Social Selling Strategy. Majority of the people in Southeast Asia spends ₹~ to ₹~ in making purchases via Social Media platforms. Facebook & YouTube are the most popular channels affecting the purchase of ~% & ~% of the population.

Major goods purchased via Social Commerce platforms include clothing (~%) books (~%), accessories (~%), bags (~%) & electronic goods (~%).

Snapshot of China Social Commerce Market

China Social e-commerce market in terms of GMV reached ₹~ Crore in ‘19 & is expected to reach ₹~ Crore by ’21. Social Commerce Market accounts for ~% of China’s online retail market in ’19 & will reach ~% by the end of the ’20. According to the Internet Society of China, ~Mn Social e-commerce users were there with ~% Y-O-Y growth rate.

Pinduoduo & Xiaohongshu and video streaming apps such as iQiyi are among the biggest players in China. Both Pinduoduo and Xiaohongshu, have their platforms linked to Chinese social media networks, such as WeChat, QQ or Weibo wherein users share posts or invite friends.

Snapshot of Indonesia Social Commerce Market

Indonesia’s online commerce market is ₹~ Cr. GMV wherein ₹~ Cr. is through social commerce in ‘17 & is expected to reach ₹~ Crore – ₹~ Crore by 2022. According to Indonesia’s Ministry of Finance, ~% of all e-commerce transactions occurred through social media in ’18.

Facebook accounted for ~Mn i.e. the highest number of social media users in Indonesia.

Bukalapak, Blibli, JD.ID, Lazada, Shopee, Meesho & Tokopedia & Others are the players in Indonesia Social Commerce Industry. Smartphone Ownership in India accounted for ~% as on 31st December 2018.

Social Media Snapshot

Number of active internet users in India is the 2nd highest in the world, hence creates an opportunity to capture larger audience.

Social media companies & messaging apps have lured customers through their core services. FB & YouTube are the most popular social media networks in India & TikTok is the most downloaded app of 2019 with ~Mn users in India with ~31% unique installs. Whatsapp with ~Mn users have ~ times daily active user base than any other commerce platform in India.

There are around ~ Mn Facebook users in India in 2019, placing India as the country with the largest The Facebook user base in the world.

Facebook Market Place- Case Study

India has ~ Mn Facebook users, which accounts for ~ % of the total users and the largest in the world. ~% of Facebook Users in India accesses their account via Mobile phones in India.

Instagram Market Place- Case Study

Instagram has introduced several add-on features for lead Generation for businesses in the last 3 years. For instance, Shop Now button, Shoppable Tags & Insta Stories to ensure e-commerce via this platform.

Competitive Landscape

The competition in the industry is highly concentrated with >90% of share in terms of GMV and number of Orders.  Some of the major players include Meesho, Shop101, GlowRoad, Deal share, Bulbul, Mall91, SimSim and others.

Social Commerce start-ups are largely focusing on evolving their business models and strategies to meet the current demand. Companies are competing on various parameters include Suppliers & Reseller base, Average Number of Orders in a day, Geographical presence, commissions, logistics, average ticket size, Promotional Strategies, etc.

What Is the Future of India Social E-Commerce Market?

The Social E-Commerce market in terms of GMV in India is expected to reach ₹~ Crore by the end of FY’25. In addition to this, the number of orders is expected to increase from ~ Million in FY’20 to ~ Million by FY’25. The average order size declined majorly by INR ~ in FY’20 largely due to the COVID situation.

Impact of Covid-19: COVID-19 the situation has created a strong negative impact on Social Commerce Industry. Market Size in terms of GMV and Number of Orders dropped significantly due to this situation in FY’20. Some of the companies started Food and Grocery as their segment to ensure orders and recover some amount of the losses faced.

Key Segments Covered: –

Market Size


By Product Category

Fashion & Apparel

Home & Kitchen

Beauty Products



By Region

Tier I

Tier II

By Number of Orders

By Gender



By Mode of Payment

Cash on Delivery

Net Banking, Wallets & UPIs

Debit & Credit Cards

By Device Type



Companies Covered








Key Target Audience

Social E-Commerce Companies

Private Equity and Venture Capital Firms

Logistics and Shipment Companies

Social Networking and Media Companies

Horizontal and Vertical E-Commerce Players

Time Period Captured in the Report: –

Historical Period – FY’17- FY’20

Forecast Period – FY’21 – FY’25

Key Topics Covered in the Report: –

India Social E-Commerce Market Introduction

India Social E-Commerce Market Size

India Social E-Commerce Market Segmentation

India Social E-Commerce Market Future Outlook

India Social E-Commerce Market Future Segmentation

Issues and Challenges

Company Profile of Major Social Commerce Startups (Product Portfolio, User Base, Geographical Presence, Suppliers & Resellers, Current & Future Strategy, Logistics and Technological Partners)

Success and Failure Case Study

India Social Media Players Snapshot

For More Information on the research report, refer to below link: –

India Social E-Commerce Industry Growth

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Contact Us: –
Ken Research
Ankur Gupta, Head Marketing & Communications