Expand your reach to Southeast Asia
How shoppers in SEA like to purchase and pay online, cross-border.
Get inside the minds of shoppers in SEA. Find out what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want. Download the eGuide to get practical steps on how to expand your payments to SEA. Or, scroll down to view the insights.
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US$187.20 billion
The eCommerce industry in SEA is expected to grow at an annual rate of 8.8%, resulting in a projected market volume of US$187.20 billion by 2029.1
We partnered with Statista to survey 3,000 online shoppers across Singapore, Malaysia, and Indonesia to find out about their cross-border purchasing preferences and habits. Here’s what we found out:
The good news for international sellers
of shoppers in SEA are comfortable buying a product from another country.
Percentage of shoppers comfortable with buying a product from another country:
Gen Z and
Millennials
Gen X
Baby
Boomers
Total
95%
96%
96%
95%
25%
50%
75%
100%
0%
The who, what, where, and when of shopping habits in SEA
Shopping habits vary by gender
Men are far more likely to buy electronics, with 77% in Indonesia, 76% in Malaysia, and 70% in Singapore purchasing electronic goods. Women dominate skincare and beauty, with 88% in Indonesia, 79% in Malaysia, and 73% in Singapore choosing these products.
Fashion is a favourite across all three countries. But when it comes to food and beauty purchases, younger Gen Z and Millennial shoppers are making more purchases as compared to older shoppers. 65% of Gen Z and Millennials in Singapore buy skincare and beauty products, compared to just 44% of Baby Boomers. And 50% of younger shoppers purchase food and beverages online, compared to 36% of Baby Boomers.
Top online purchase categories by gender
80%
40%
60%
20%
Indonesia
Malaysia
Singapore
Fashion and
apparel
Electronics
Skincare and
beauty products
Books and
games
Home and
furniture
Food and beverages
Luxury
products
0%
Most shoppers in SEA buy from marketplaces like Lazada, Shopee, Tokopedia, and Amazon. 87% of shoppers in Singapore and Indonesia and 80% of shoppers in Malaysia prefer these platforms.
But social media shopping is the real eye-catcher. 11% of shoppers across SEA buy via social media, and this number increases to 17% in Malaysia.
Marketplaces dominate cross-border shopping
of shoppers in SEA plan purchases around key holiday moments.
Shopping with the seasons
Shoppers in SEA love a deal. They plan purchases around major sales moments like Black Friday, Singles’ Day, Hari Raya, and Lunar New Year. This is particularly true in Malaysia where 98% of Gen Z and Millennials do so. If you’re not showing up during these moments, you’re missing out.
83%
They expect clear pricing in their local currencies, a smooth experience, and the ability to pay via their preferred methods.
Shoppers in SEA have high expectations at checkout
Shoppers in SEA want more
of shoppers in Malaysia and 95% in Indonesia say BNPL is essential for international purchases. In Singapore, 62% of Gen Z and Millennials prefer it over other payment options.
of shoppers in Indonesia and 75% of shoppers in Malaysia rely on influencer recommendations, more than in the US, UK, and Europe. In Singapore, 62% of Gen Z and Millennials follow influencer recommendations.
88%
90%
Discover common challenges and smart strategies to build a checkout experience that converts.
Cross-border payments: How to expand to SEA
Digital payment methods are the number one preference for the majority of shoppers in SEA. 83% of shoppers in Indonesia and 80% in Malaysia use them for international purchases. In Singapore, credit cards remain dominant (71%), but Gen Z and Millennials favour digital payments (63%) and debit cards (63%) over credit cards (48%). Shoppers in Malaysia and Indonesia also like bank transfers, which are used by 53% and 64% respectively.
Digital payment methods are taking over
Preferred payment methods when buying online from another country
80%
40%
60%
20%
Credit card
Debit card
Bank transfer
Digital payment methods
(e.g. Google Pay)
Buy now,
pay later options
(e.g. Klarna)
0%
Fashion, electronics, and home goods are the top categories where shoppers use BNPL. If you’re selling these products, BNPL is a must-have at checkout.
of Gen Z and Millennials agree that the availability of BNPL as a payment method encourages them to make purchases they would not have made otherwise.
of Gen Z and Millennials would shop elsewhere if BNPL weren’t available as a payment method at checkout.
The rise of buy now, pay later (BNPL)
71%
61%
A familiar checkout experience remains key
96%
say that pricing in local currency and being able to pay via their preferred payment methods (97%) are two of the most important aspects of the checkout experience.
rate mobile-friendliness of the checkout experience as important.
Download the eGuide to learn how to:
Your next cross-border opportunity could be just around the corner. Find out why payments are the lynchpin of your expansion strategy, and how you can start making and receiving payments in SEA.
Ready to expand your reach to SEA?
1
Accept payments in local currencies across SEA
3
Stay compliant with local payment regulations
2
Settle payments in your preferred currency and reduce FX costs
4
Build a high-converting checkout experience
Airwallex partnered with Statista to survey 3,000 cross-border eCommerce shoppers in Southeast Asia, defined as anyone who has shopped internationally in the last 12 months through any type of online shop, such as marketplaces or directly from a merchant’s website. The survey included 1,000 respondents from each of the following countries: Singapore, Malaysia, and Indonesia, and was completed in January 2025. Our goal was to understand how shoppers in SEA purchase when buying online from another country. Our survey participants come from diverse backgrounds and age ranges, representing a typical sample of shoppers within the region.
In our insights:
Gen Z refers to those born between 1997–2012
Millennials refer to those born between 1981–1996
Gen X refers to those born between 1965–1980
Baby Boomers refer to those born between 1946–1964
About the research
82%
63%
67%
44%
41%
47%
27%
86%
52%
80%
43%
42%
49%
28%
77%
74%
52%
44%
40%
44%
26%
Expand your reach
to the US
Cross-border payment trends: How shoppers in the US like to purchase and pay online
Or download the eGuide to get practical steps to set up payments, cut foreign exchange (FX) costs, stay compliant, and keep cash flow healthy.
Get inside the minds of US shoppers. Find out how they’re buying cross-border, online: what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want.
Download the eGuide
↓ Explore the insights
¹ e-Commerce - Worldwide, Statista, accessed 17 February 2025
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Download the eGuide
75%
56%
60%
37%
40%
49%
18%
79%
41%
73%
34%
40%
48%
16%
75%
56%
60%
37%
40%
49%
18%
81%
77%
57%
43%
45%
39%
34%
88%
59%
88%
43%
48%
51%
39%
85%
67%
75%
43%
47%
46%
37%
79%
76%
53%
50%
36%
41%
24%
91%
57%
79%
52%
36%
48%
26%
85%
66%
66%
51%
36%
45%
25%
Female
Male
Total
SEA
87%
eCommerce platforms or marketplaces
3%
Merchant websites
10%
Social media
Where shoppers in Indonesia typically make cross-border purchases
80%
eCommerce platforms or marketplaces
3%
Merchant websites
17%
Social media
Where shoppers in Malaysia typically make cross-border purchases
87%
eCommerce platforms or marketplaces
7%
Merchant websites
6%
Social media
Where shoppers in Singapore typically make cross-border purchases
85%
eCommerce platforms or marketplaces
4%
Merchant websites
11%
Social media
Where shoppers in SEA typically make cross-border purchases
48%
41%
46%
72%
45%
22%
52%
19%
39%
38%
37%
68%
43%
33%
52%
48%
75%
47%
44%
47%
38%
39%
64%
83%
52%
36%
64%
27%
36%
18%
50%
88%
57%
36%
36%
52%
83%
65%
39%
39%
36%
48%
53%
80%
52%
13%
56%
19%
56%
25%
40%
72%
58%
37%
42%
56%
82%
52%
50%
35%
71%
37%
20%
52%
30%
17%
35%
12%
24%
71%
22%
44%
13%
27%
79%
36%
59%
25%
44%
66%
95%
96%
95%
96%
87%
eCommerce platform marketplaces
3%
Merchant websites
10%
Social media
Where shoppers in Indonesia typically make cross-border purchases
80%
eCommerce platform marketplaces
3%
Merchant websites
17%
Social media
Where shoppers in Malaysia typically make cross-border purchases
87%
eCommerce platform marketplaces
7%
Merchant websites
6%
Social media
Where shoppers in Singapore typically make cross-border purchases
85%
eCommerce platform marketplaces
4%
Merchant websites
11%
Social media
Where shoppers in SEA typically make cross-border purchases
Female
Male
Total
Fashion and
apparel
Electronics
Skincare and
beauty products
Books and
games
Home and
furniture
Food and beverages
Luxury
products
80%
40%
60%
20%
0%
77%
74%
52%
44%
40%
44%
26%
86%
52%
80%
43%
42%
49%
28%
82%
63%
67%
44%
41%
47%
27%
75%
56%
60%
37%
40%
49%
18%
79%
41%
73%
34%
40%
48%
16%
75%
56%
60%
37%
40%
49%
18%
79%
76%
53%
50%
36%
41%
24%
91%
57%
79%
52%
36%
48%
26%
85%
66%
66%
51%
36%
45%
25%
81%
77%
57%
43%
45%
39%
34%
88%
59%
88%
43%
48%
51%
39%
85%
67%
75%
43%
47%
46%
37%
Malaysia
Singapore
Indonesia
SEA
Top online purchase categories by gender
Gen Z and Millennials
Gen X
Baby Boomers
Total
Preferred payment methods when buying online from another country
Indonesia
SEA
Singapore
Malaysia
Credit card
Debit card
Bank transfer
Digital payment methods
(e.g. Google Pay)
Buy now,
pay later options
(e.g. Klarna)
80%
60%
40%
20%
0%
48%
41%
46%
72%
45%
37%
68%
43%
33%
52%
48%
75%
47%
44%
47%
22%
52%
19%
39%
38%
36%
48%
53%
80%
52%
40%
72%
58%
37%
42%
56%
82%
52%
50%
35%
13%
56%
19%
56%
25%
38%
39%
64%
83%
52%
50%
88%
57%
36%
36%
52%
83%
65%
39%
39%
36%
64%
27%
36%
18%
71%
37%
20%
52%
30%
22%
44%
13%
27%
79%
36%
59%
25%
44%
66%
17%
35%
12%
24%
71%
Trust badges and certificates at payment
Local currency pricing
Faster shipping
Positive customer reviews and ratings
Improved return policies
Preferred payment options
Transparent fees
Affordable shipping
Trust badges and certificates at payment
Local currency pricing
Faster shipping
Positive customer reviews and ratings
Improved return policies
Preferred payment options
Transparent fees
Affordable shipping
Gen Z and Millennials
Gen X
Baby Boomers
Total
Indonesia
SEA
Singapore
Malaysia
Digital payment methods refer to global eWallets (e.g. Apple Pay and Google Pay) and any further country-specific digital payment methods (e.g. Trustly, GrabPay, and Alipay). They exclude credit cards, debit cards, bank transfers, and buy now, pay later (BNPL) options.