The pandemic-fueled e-commerce boom in Southeast Asia has transformed consumer behavior, with fast-moving consumer goods experiencing explosive growth. During major shopping festivals, some categories saw sales triple compared to previous years. As we enter a new year, which product segments will maintain their momentum, and what emerging opportunities should businesses watch?
Beauty & Personal Care: The Rise of 'Appearance Economy'
Extended time at home during lockdowns sparked Southeast Asian consumers' interest in beauty and personal care, turning many into skilled makeup enthusiasts. Through livestreams and online content, consumers discover affordable skincare, cosmetics, and beauty devices, often making bulk purchases during sales events.
Essential Facial Care Remains Strong
Facial skincare products like masks remain staples, with hydrating serums and pore-refining treatments particularly popular. Products featuring natural ingredients and visible results align best with consumers' pursuit of healthy skin.
Precision in Color Cosmetics
Southeast Asian consumers carefully match foundation, lipstick, and blush to their skin tones. Brands must understand local complexion variations and preferences. Livestreams featuring hosts with similar skin tones create virtual try-on experiences that boost conversion. Expanding shade ranges with professional color-matching guidance enhances user experience.
Beauty Devices Show Promise
As skincare routines become more sophisticated, home-use devices for cleansing, serum infusion, and lifting gain traction. Demonstrating these tools through video content effectively educates consumers and drives adoption.
Baby Products: Online Dominance and Category Growth
Southeast Asia's large youth population forms a solid foundation for baby care markets, with online channels now dominating sales.
Infant Apparel Leads Growth
Baby clothing shows the fastest growth, with basic styles for newborns and festive-themed outfits performing well. Comfort, safety, and cultural relevance remain key purchase considerations.
Travel Gear Rebounds
With mobility restrictions easing, stroller sales in Indonesia grew 147% during year-end sales compared to previous promotions. Strategic overseas warehouse placement improves delivery speed and customer satisfaction.
Maternity and Eco-Friendly Products Gain
Nursing wear and pregnancy support items grow alongside rising birth rates. Reusable cloth diapers emerge as top sellers due to their environmental benefits and breathability.
Seasonal Opportunities
In culturally Chinese-influenced markets like Vietnam, Lunar New Year-themed children's apparel presents seasonal opportunities through targeted promotions.
Toys: Diverse Demand With Remote-Control Potential
Die-cast models, remote-control vehicles, and drones achieve substantial sales volume during peak seasons, with distinct price segmentation.
Remote-Control Segment Accelerates
Cross-border drone sales grew 70% annually, signaling strong potential for tech-enhanced interactive toys.
Gift Sets for Holidays
Building blocks, plush toys, and doll sets gain prominence during festive gifting seasons, with curated packages meeting this demand.
IP Collectibles Sustain Loyal Fans
Anime-themed and original IP figurines maintain steady sales through dedicated collector communities. Licensed collaborations attract engaged fanbases.
Mystery Boxes Trend
The global blind box phenomenon reaches Southeast Asia, with surprise packages adding excitement for younger shoppers.
Pet Supplies: The Challenge of Large Items
Pet ownership growth drives demand across grooming tools, aquariums, and habitat accessories.
Category Expansion
Beds, carriers, and collars gain popularity as pet humanization continues. Product durability and pet comfort influence purchases.
Logistics Solutions for Bulky Goods
Litter boxes and cat trees face distribution hurdles. Regional warehouse networks help overcome shipping limitations for oversized items while enabling broader catalog offerings.
Southeast Asia's consumer markets present significant opportunities amid intense competition. Businesses that closely track evolving preferences while optimizing operations will be best positioned for growth in the coming year.