86% of Southeast Asian consumers shop actively in online malls

Data showed strong preference for brand‑led platforms.

About 86% of Southeast Asian consumers make at least 20% of their online purchases from Mall environments, Cube Asia’s study commissioned by Lazada found. 

Thailand and Vietnam recorded penetration above 90%, whilst Indonesia and Philippines reached around 80%, according to the study which surveyed 6,000 respondents across Singapore, Malaysia, Indonesia, Thailand, Philippines and Vietnam. 

Respondents said they pay more for brand goods in authorised Mall environments, with 31% willing to spend 10–30% extra for authenticity.

Authenticity‑driven eCommerce accounted for 12% of total online sales in 2020 and expanded to 30% in 2025, valued at $52.17b (US$40b).

The report projects the segment will reach 55% of Southeast Asia’s eCommerce market by 2030, worth $195.65b (US$150b).

Lazada’s LazMall ecosystem hosts 170,000 brands. Recent sale events lifted million‑dollar GMV brands by 53% since September’s 9.9 event, increased LazMall GMV by 39% during 11.11, and raised average revenue per user by 70%.