Adaptability and digital availability are key to winning Southeast Asia’s e-commerce race

PHD’s Carlos Matriano outlines key developments in Southeast Asia’s e-commerce landscape that will inform brand strategy beyond COVID-19.

Why it matters

The region’s e-commerce landscape has tipped from being an emerging space to watch, to the primary space for engaging with consumers during the pandemic. With consumers slated to continue their shopping online even as markets open up – ensuring “digital availability” has become a priority in any marketing strategy.


  • Respond quickly to consumer behaviour changes and capitalise on the emerging trends such as the need for immediacy and entertainment.
  • Improve your digital availability and exploit the improvements made in infrastructure.
  • Correctly identify and act on opportunities such as the reduction in CPMs, which can bring short-term...

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