Livestream commerce in Southeast Asia is far more than a passing trend – it now defines how brands sell and how consumers shop across Southeast Asia (SEA). In cities like Bangkok, Jakarta, and Ho Chi Minh City, livestreams have evolved into interactive digital marketplaces. Viewers can discover, trust, and buy in real-time.
For consumers, these livestreams are immersive experiences combining entertainment with instant fulfillment. For brands, they represent one of the fastest-growing revenue channels – with measurable impact and remarkable scale. In 2025, ignoring livestream commerce in Southeast Asia is no longer optional. It is a strategic oversight.
Global & SEA market overview
Livestream commerce is experiencing explosive global growth. According to a recent report, the global live commerce market will expand to a staggering $3.7 trillion by 2030, up from around $1 trillion in 2024, marking an annual growth rate of 24 %.
Southeast Asia, in particular, is fueling this surge. TikTok Shop’s gross merchandise value (GMV) in SEA soared from USD 4.4 billion in 2022 to USD 16.3 billion in 2023 – nearly a four-times increase. That boom helped elevate TikTok Shop to the position of the second-largest e-commerce platform in the region.
Adding to this momentum, the wider internet economy in SEA is expected to grow from USD 194 billion in 2023 to over USD 330 billion by 2025. At the same time, influencer-driven e-commerce – including livestream channels – now accounts for 20% of SEA’s online sales and is projected to reach USD 125 billion by 2027.
These numbers reveal a clear narrative: Welcome to the era of livestream commerce in Southeast Asia. Livestream commerce in Southeast Asia Isn’t just a trend; it’s a fundamental shift in how consumers connect with brands and make purchasing decisions. For brands that understand this shift, the opportunity is immense.
Why SEA is the perfect ground for Livestream Commerce
While livestream shopping has gained global traction, its adoption in Southeast Asia is unparalleled. Why here? The reasons are a perfect storm of culture, technology, and consumer behavior:
- Mobile-first culture: Over 80% of SEA internet users access content via smartphones – well above the global average. That mobile-native consumption seamlessly aligns with the vertical video format of livestream shopping (EMARKETER).
- The Power of “Shoppertainment”: SEA consumers expect retail to be enjoyable and interactive. Livestream commerce fuses shopping with show, satisfying the demand for “shoppertainment”.
- Creator-driven trust: Audiences in SEA value authenticity. They trust real people – KOLs and micro-influencers – more than faceless brands, making livestreams a powerful tool for trust-based conversions.
- Payment and logistics readiness: Despite COD still accounting for over 50% of transactions in markets like Indonesia, Vietnam, and the Philippines, mobile wallets and faster delivery infrastructure are rapidly reducing friction.
- Platform investment and ecosystem support: Platforms such as TikTok Shop, Shopee Live, and Lazada Live are aggressively investing in livestream infrastructure, product features, and creator ecosystems -lowering barriers for brand participation.
Together, these elements position SEA as the most fertile ground for livestream commerce globally.
Benefits for Brands: More than just sales
Integrating livestream commerce in Southeast Asia into your strategy isn’t just about opening a new sales channel. It’s about building a more resilient, engaging, and profitable brand.
- Exceptional conversion rates: Livestream commerce delivers performance unlike traditional e-commerce. Some reports cite conversion rates as high as 25% globally, notably in beauty and fashion segments. “Livestream-only” deals create a powerful sense of FOMO (Fear Of Missing Out), driving immediate conversions. Brands often see conversion rates up to 10 times higher than conventional E-commerce.
- Higher average order values (AOV): Livestream events boost AOV by 12 – 15%, especially when paired with flexible payment options like Buy Now Pay Later (BNPL).
- Emotional engagement and retention: Live formats build emotional bonds through storytelling and real-time interaction, which heightens loyalty and reduces return rates.
- Scalable content creation: Every livestream is a content goldmine – segments can be re-edited into ads, UGC, tutorials, and promotional clips, extending reach across channels.
- Cost-effective impact: Livestreaming often costs less than traditional activations or media buys, while offering real-time conversion tracking and ROI clarity.
The Ecomobi advantage: Your End-to-End livestream Ecommerce partner
Understanding the opportunity is one thing; executing a winning strategy is another. That’s where Ecomobi livestream ecommerce solutions come in. We’ve built a comprehensive ecosystem designed to maximize your success in the complex SEA market, all guided by our performance-first mindset.
Challenges for Brands
Brands face key roadblocks:
- Inconsistent production quality: Poor visuals or audio can quickly erode consumer trust.
- Creator-brand mismatch: Aligning influencer tone and audience with brand values is not straightforward.
- Scaling across multiple markets: Running dozens of streams across SEA requires coordination and infrastructure.
- Fragmented measurement: Different platforms provide variable metrics, complicating unified performance tracking.
Ecomobi’s advantage is turning these challenges into strengths. With professional-grade livestream infrastructure, a 1M+ creator network, and a GMV-focused execution model, we deliver scalable and standardized performance across markets.
These aren’t rare wins. They reflect a reality where strategic execution enables measurable, scalable success.
Ecomobi’s solution
We don’t just provide tools; we deliver results. Our integrated approach ensures every aspect of your campaign is optimized for maximum ROI.
EcoLive: Your All-in-One livestreaming powerhouse
Reset standards for livestream production with a massive 36,000 m² facility, hosting 13,000 sessions per month. Production, scripting, and direction in one high-impact space. It’s built for performance, with features designed to engage viewers and drive sales seamlessly.
Creator Booking
A livestream is only as good as its host. Our Creator Booking platform connects you with over 1M creators, top-performing KOLs and KOCs across Southeast Asia. We use data-driven insights to match you with creators whose audience and style align perfectly with your brand, ensuring authenticity and a higher return on ad spend (ROAS).
Mass UGC
Trust is the currency of modern E-commerce. Our Mass UGC (User-Generated Content) service mobilizes hundreds or even thousands of nano- and micro-creators to produce authentic video reviews and social content about your products. Discover more in: TikTok UGC: The ultimate marketing strategy for brands.
Performance-first mindset
Every livestream is purpose-built to drive GMV. No vanity metrics, only results.
This blend of infrastructure, ecosystem, and KPI alignment is why leading FMCG and beauty brands trust Ecomobi for growth. Reading more in: The Complete Handbook to Livestream Commerce.
Case Spotlights
- FMCG brand (U): After partnering with Ecomobi’s GMV-optimized livestream approach, an FMCG brand saw a 38% increase in GMV within just 30 days.
- Beauty brand (L): By combining livestream sales with mass UGC, the brand achieved 10,000 orders within a single campaign.
- Cross-border success: In September – October 2023, TikTok Shop influencers in SEA generated over $1 million GMV per host, highlighting the potential of creator-powered livestream expansion.
Future outlook
- Platform expansion and cross-border reach: TikTok Shop’s SEA dominance continues. As e-commerce expands across LATAM and more SEA nations, livestream commerce will become regional, not national.
- AI-driven optimization: Advancements in AI will enable better creator-brand matching, predictive performance tools, and in-stream personalization – upgrading conversion precision.
- Immersive commerce tech: Augmented reality try-ons and interactive overlays will make livestreams more engaging and reduce product returns.
- Livestream as a core channel: Brands will shift from “testing livestream” to “integrating livestream” as a standard part of their omni-channel strategy.
The future belongs to brands that prioritize livestream commerce – not as a trend but as a sustained growth engine. Southeast Asia is the global epicenter of livestream commerce. TV-like engagement, creator trust, mobile-first culture, and platforms converged to make livestreaming a growth imperative. But winning means moving beyond experimentation. It means executing at speed, scale, and precision.
Ecomobi brings the infrastructure, creator reach, and performance-first approach to transform livestreams from isolated campaigns into scalable revenue engines. Ready to turn livestream into your highest-performing sales channel? Talk to our team or download our deck today.
Contact us, Ecomobi:
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