E-commerce gold rush
Back in 2015, about 49 million people purchased or sold items online: from Food, Personal care, Electronics, Furniture to Fashion and Beauty. Now, in 2019, that number has tripled to no less than 150 million people (Google, 2019). This comes down to roughly 83% of all internet users purchasing a product or service online (Globalwebindex, 2019). With 630 million people in SEA, a growing middle class, rising internet penetration and rapid adaptation of new technologies, these numbers keep increasing, resulting in one of the highest e-commerce adaptation rates across the globe.