The digital economy in Southeast Asia is forecast to reach $300bn by 2025, according to the latest research from Google, Temasek and Bain. This is a tripling of the estimated $100bn of digital goods and services sold this year.

E-commerce is forecast to be the largest and quickest growing sector. Total gross merchandise volume will reach $153bn in 2025 – an increase of 302.6% from 2019 levels. Online travel, including hotels and flights, places second in size and is forecast to reach $78bn (129.4% growth from 2019).

Ride hailing, including food delivery, records strong 2019-2025 growth (207.7% to $40bn) while online media, including subscriptions and advertising, is further behind at $32bn (128.6%).

The report notes the growth in e-commerce has been driven by frequent promotions, influencers, gamification, expanding product choices and efficient logistics. To succeed, brands must improve their consumer experience – nearly 40% of Southeast Asian consumers have stopped buying from a company after a bad experience.