High levels of social media engagement and a reliance on mobile devices are two defining characteristics of digital life in South-East Asia, which also contribute to the flourishing social commerce levels in the region. Social commerce is highly convenient for consumers, and reduces the purchase journey, particularly through 'click-to-buy' mechanisms. Effective social commerce is not just about understanding the consumer path-to-purchase matrix, though – it also involves taking stock of wider social media trends. As online social networking habits evolve, messaging apps are becoming highly effective commercial platforms as social commerce moves toward 'conversational commerce'.
Social commerce describes online retail which uses social networks or peer-to-peer communication to drive sales.
This report specifically refers to social commerce in South-East Asia, which is a sub-region of Asia, consisting of the countries that are geographically south of China, east of India, west of New Guinea and north of Australia.