Social Commerce in Southeast Asia:
The Gen Z Shopping Haven

Published on January 24, 2025

The shopping habits of Generation Z in Southeast Asia have profoundly reshaped the digital landscape for e-commerce platforms. Across the region, 70% of Gen Zs rely heavily on these platforms as the primary resource for product research and purchase decisions.

While e-commerce remains the dominant force, a new trend has emerged in recent years – social commerce. This trend is most evident in countries such as Indonesia, where 60% of Gen Zs seamlessly integrate shopping into their daily social media experiences. Meanwhile, in Vietnam, 80% readily purchase items endorsed by their favorite social media influencers.

Given Gen Zs’ evolving shopping preferences, several critical questions arise – What emerging trends must brands know to effectively engage with these consumers? How can brands navigate this landscape in 2025? We explore the key factors and actionable strategies for brands to thrive in the era of social commerce in Southeast Asia.

Also Read: Gen Z Brand Loyalty: SEA Success Stories & Strategies

What is Social Commerce & Its Growth Potential in Southeast Asia

Social commerce refers to the buying and selling of goods or services directly within social media platforms. Unlike traditional e-commerce, which often redirects users to external websites, social commerce streamlines the purchasing process by allowing transactions to be completed seamlessly within platforms such as TikTok or Instagram. 

This approach eliminates friction in the customer journey, increasing the likelihood of purchase completion by 52%. By 2027, the total value of social commerce GMV in Southeast Asia is projected to reach a staggering $85 billion, highlighting the significant growth potential of this market.

Why Social Commerce is the Go-To Shopping Channel for Southeast Asian Gen Zs

1. Growing Mobile-First Gen Z Population in Southeast Asia  

The explosive growth of social commerce in Southeast Asia can be first attributed to a young mobile-first population, particularly Millennials and Gen Z, with over 350 million people now relying on smartphones as their daily internet access point.

In 2024 alone, the smartphone penetration rates in Southeast Asia surpassed the global average of 63%, with key countries such as Indonesia (97%), Malaysia (89%), Singapore (88%) and Vietnam (84%) exhibiting high levels of smartphone adoption.

2. Social Media as the First Base of Product Discovery 

Furthermore, the widespread use of social media across Southeast Asia, with penetration rates reaching 73-83% in Vietnam, Malaysia, Indonesia, and Singapore, has fostered an interconnected digital lifestyle among tech-savvy Millennial & Gen Z populations. 

• This interconnectedness fuels the rise of social commerce, as social media evolved beyond mere social interaction and became powerful channels for digital commerce. 

When compared to the broader APAC region, Southeast Asia remains a leader, with 70% of Indonesians actively engaging in social shopping, outpacing the likes of India (62%) and China (49%):

% of APAC internet users as social shoppers 2024
Source: WARC

Despite comparable ad placement penetration rates across social media (25%), television (27%), and search engines (23%) in the region, social media significantly influences the early stages of the consumer journey. 

Notably, 46% of younger Southeast Asian consumers actively utilise social media to browse and discover products. Video content on these platforms also plays a pivotal role for Gen Z, constituting 21% of all online product discoveries in the region:

% of SEA internet users citing inspiration (travel destinations, product purchases) as the primary motivation for social media usage
Source: WARC

3. Gen Z's Trust in Peer Recommendations Fuels Social Commerce Growth

While traditional marketing strategies such as billboards experience a decline in engagement among Gen Z, witnessing a 25% drop in 2024, social commerce thrives. The success is stemmed from their strong preference for peer recommendations and influencer endorsements – a core element of the social commerce model. 

This is most evident in their high engagement – 21% of Gen Z actively discuss products on social commerce platforms 3-4 times weekly, surpassing both Millennials (14%) and Gen X (4%). 

• In terms of key motivators for following influencers  and considering their recommendations, Gen Z respondents prioritize authenticity (51%), a strong sense of humor (49%), and demonstrated expert knowledge (42%).

Particularly, for over 30% of Indonesian Gen Z parents (aged 21-28), peer-centric platforms such as online parenting podcasts and apps for connecting with other families have now become the primary channels for brand/ product discovery, discussion, and purchase intent:

Source: Supermom Business

4. The Rapid Expansion of Live Commerce Attracts Gen Z Buyers

A prominent sub-sector of social commerce is live commerce – characterized by real-time, interactive sessions where brands and influencers directly engage with consumers via extended live streams – has also exploded in popularity in recent years. 

Give Gen Z preference for video content, this format fosters a dynamic and exciting shopping experience. Viewers can participate by asking questions, witnessing live product demonstrations, and making immediate purchases, creating a sense of urgency and immediacy. 

• For instance, Turandot, a Pan-Eurasian lingerie brand, joined TikTok Shop’s Southeast Asia operations in 2023. Through platform promotions and live stream integrations, it quickly gained prominence, achieving $200,000 in GMV in a single day.
• Similarly, Chinese fashion accessories, Vanwalk, found live commerce to be a game changer. The brand’s monthly GMV on TikTok Shop is now 3 to 4 times higher than on other platforms.

Also Read: Marketing to GenZs in 2025 Insights Webinar

Social Commerce Trends in Southeast Asia & Strategies for Brands to Engage Gen Z

1. Micro-Influencer Collaborations: The Key to Marketing to Gen Z

In contrast to macro-influencers with millions of followers, micro or even nano influencers are now gaining popularity due to their deeper connections with their audiences: 

• 83% now trust peer-like recommendations from small content creators, rather than brands’ paid ads/ celebrity endorsements. 
• Influencers with 2,000-10,000 followers achieved 4x higher engagement rates than those of high-profile influencers.

Instead of focusing on one-off promotions, aim to build long-term relationships with consumers via influencers. Ongoing partnerships create a consistent narrative and genuine brand endorsement, while relatable yet targeted social ads can increase the likelihood of engagement and sales by 31%. Take Supermom’s partnership with Dettol:

• This strategic community marketing engagement aimed to elevate Dettol's brand influence, empower families with the knowledge and resources to prioritise health and hygiene, while propelling sales growth for Dettol's product line.
• Supermom then utilised over 100 Key Opinion Mothers (KOMs) as part of its targeted B2B strategies to facilitate genuine UGCs with the message of family health prevention & Dettol’s benefits.
  

                                                                                                                                                                 Source: Supermom Business

• At the end of the campaign, Dettol achieved a total gross reach of 3.4 million across all social media platforms, surpassing the target by 3.45 times. It also generated over 10 million gross impressions.

                                                                                                                                                                 Source: Supermom Business

• A key highlight was a significant 30% increase in Dettol total product sales during this period. This demonstrates the effectiveness of Supermom's efforts in driving consumer engagement and product adoption among regional young parents.

Also Read: Influencer Marketing in Southeast Asia: Impact & Strategy Guide

2. Adopting an Omnichannel Strategy to Engage with Gen Z 

Adopting an omnichannel strategy means creating a cohesive and consistent brand experience across all digital touchpoints. This goes beyond simply being present on multiple platforms – it’s about ensuring the customer’s interaction is seamless, regardless of the channel they choose. Whether they discover your brand through a post, engage through live-stream shopping, or complete a purchase on your e-commerce site, the journey should feel integrated. 

By providing various touchpoints for discovery (e.g., social feeds, influencer posts), engagement (e.g., comments, reviews, and live sessions), and purchase (e.g., direct links to stores or payment gateways), customers can transition effortlessly between platforms, reducing friction and increasing the likelihood of conversion. 

• To promote its "May Be Li" campaign in Vietnam, Maybelline, a prominent American brand, leveraged Gen Z’s most popular social media platforms such as YouTube, TikTok, and Instagram.
• The campaign kicked off with a music video featuring Gen Z artists and incorporated viral dance challenges on TikTok, with keywords such as "Resilient," "Empowering", and "Daring."
  

• Additionally, Maybelline utilised targeted ad placements and collaborated with 300 KOLs on all social platforms to further amplify its presence.

• As a result, it achieved over 46 million YouTube views and 2 million social media engagements.
• This led to a significant surge in Maybelline’s sales, with the Hyper Sharp Reno eyeliner achieving a 316% year-on-year increase and setting a new record for highest monthly sales of a liner on Shopee.

Moreover, the Super Stay Foundation witnessed growth with a 7% sales boost, while the Cushion Matte lip makeup tripled its market share, becoming a top-five product in the lip makeup category.

3. Embracing Live Commerce to Enhance Gen Z Buying Experiences

Live-streaming is anticipated to be the next phase of social commerce. By hosting regular live commerce events, brands can cultivate engaging brand discovery and conversion experiences where Gen Z viewers can directly engage, witness product demonstrations, and make purchases seamlessly. 

To incentivise further participation, brands leverage exclusive deals, limited-time offers, or flash sales during live streams. Interactive elements, such as live Q&A sessions, polls, or giveaways, effectively sustain audience engagement and encourage real-time purchases. 

• With TikTok Shop boasting 325M Gen Z monthly active users with a penetration rate exceeding 50% in Southeast Asia, brands have the potential to tap into a massive audience and leverage the power of live-streaming to drive significant sales growth.

Conclusion – Key Takeaways

Social commerce presents numerous advantages for brands seeking to enhance their online presence and drive sales within the Gen Z demographic. It enhances the customer experience by streamlining the shopping journey – customers can now seamlessly browse, engage with products, and complete purchases without leaving their preferred social media platforms. 

This convenience can contribute to higher conversion rates and increased ROI. Furthermore, social commerce also fosters greater brand loyalty by enabling direct interactions, facilitating personalised content delivery, and enabling extensive collaborations with Gen Z’s favorite content creators, most notably, trusted micro-influencers. 

By analysing customer behavior and preferences, brands can develop targeted marketing campaigns, optimise product offerings, and refine your overall marketing strategies. This data-driven approach ensures brands remain adaptable to the evolving needs of Gen Z and maintain a competitive edge in the dynamic landscape of Southeast Asia’s social commerce.