‘Savvy shoppers’ drive $11.5b in Southeast Asia e-commerce spending

Philippines has the highest share at 36%.

Around one in four Southeast Asian online shoppers are “savvy shoppers” who spend 31% more per month than general shoppers, according to a new study commissioned by Lazada and conducted by Cube.

The 2026 eCommerce Savvy Shopper Report: Southeast Asia estimates that the spending gap between savvy and general shoppers represents $11.5b in annual eCommerce marketplace spending across the region in 2026, equivalent to about 7% of total annual marketplace spending.

The study surveyed 6,000 consumers in Singapore, Malaysia, Thailand, Vietnam, the Philippines, and Indonesia to examine how shopper behaviour is evolving as eCommerce matures.

Savvy shoppers were defined as consumers who scored above the regional median across product and seller verification, value optimisation, confidence and protection, and digital fluency.

Verification covers how shoppers assess products, reviews, sellers, and authenticity signals. Value optimisation measures how effectively they compare offers, promotions, and overall value.

Confidence and protection looks at their understanding of safeguards, returns and seller credibility, whilst digital fluency covers their use of platforms, digital information, social commerce and emerging tools such as AI.

The share of savvy shoppers varies across Southeast Asia. The Philippines has the highest share at 36%, followed by Indonesia at 28% and Vietnam at 25%. Thailand accounts for 22% and Malaysia 20%, whilst Singapore has the lowest share at 9%.

Savvy shoppers are also 1.4 times more likely to be high spenders than general shoppers, highlighting their commercial importance as the region’s eCommerce market matures.

The study found that being a savvy shopper does not necessarily mean prioritising the lowest price. Some consumers are willing to pay more for greater protection, with 47% of Savvy Shoppers saying they are more willing to pay for stronger protection, compared with 30% of General Shoppers.

Only a minority of savvy shoppers would trade trust signals for a lower price.

The findings suggest that as online shopping becomes more embedded in everyday life, eCommerce growth is increasingly linked to consumers’ ability to assess products and sellers, compare value, manage risks, and use digital tools to make purchasing decisions.