How Influencer Marketing is Shaping E-Commerce Growth in Southeast Asia

influencer marketing

Influencer marketing has become a key driver of e-commerce growth in Southeast Asia. According to Cube & Impact, approximately 20% of online sales in the region are influenced by influencers, and this is projected to increase to between 19% and 22% by 2029. In 2024, influencer marketing is estimated to contribute around $15 billion in net market value (NMV) to e-commerce sales, with total online sales influenced by influencers projected to reach $28 billion.

The sector is poised for continued growth, with influencer marketing’s contribution expected to rise by 30% over the next five years, driven by the expansion of influencer ecosystems, commission-based campaigns, and enhanced performance-tracking tools. Platforms like KOLPlanet, which connects brands with influencers, are playing a pivotal role by offering tools that optimize campaigns and track effectiveness.

Indonesia: E-Commerce Powerhouse in Southeast Asia

Indonesia remains the largest e-commerce market in Southeast Asia, projected to contribute $64 billion to online sales in 2024, making up 42% of the region’s total e-commerce sales. In 2023, Southeast Asia’s overall e-commerce market was valued at $127 billion, with projections to grow to $305 billion by 2029. Influencer-driven shopping plays a key role in this growth, particularly in categories like beauty, fashion, and groceries. Since 2023, influencer marketing has led to a 4% increase in market penetration in these sectors.

Mega vs. Nano Influencers: Shaping Purchase Decisions

Influencers of all sizes continue to impact consumer behavior. Mega influencers, despite having larger followings, tend to exert a stronger influence on purchasing decisions than traditional celebrities. However, nano influencers—those with smaller but highly engaged audiences—are seeing the most significant growth in trust, with their impact on purchases rising by 3% in 2024 compared to 2023.

Social Media Platforms Driving the Shift

Social media platforms such as YouTube, Facebook, and TikTok are central to influencer marketing in Southeast Asia. YouTube remains the leading platform for influencer content, with 40% of user time spent on influencer-driven videos. Facebook, primarily used for socializing, sees only 20% of user time dedicated to influencer content. Meanwhile, TikTok, the fastest-growing e-commerce platform in the region, is transforming influencer marketing with its focus on live shopping. On TikTok, influencers can earn commissions from product sales, with fashion products commanding the highest commission rates at 10%, followed by beauty at 9%, and electronics at 8%.

Influencer Marketing Beyond Physical Goods

Influencer marketing is extending beyond traditional product categories to drive growth in services such as online subscriptions and travel. Over 80% of Southeast Asian consumers use online subscription services, with Media & Entertainment leading at 75% adoption. Other key categories include Online Courses (32%) and Health, Wellness & Food (30%). Influencers play a vital role in raising awareness and driving sign-ups for these services. Live commerce is particularly popular in fashion and beauty, where product reviews and exclusive deals boost user engagement.

Entertainment and Inspiration: The Key Drivers

Consumers turn to influencer content primarily for entertainment (76%), but shopping inspiration has seen the most growth in reasons for consuming influencer content. In fact, 82% of consumers have purchased a product recommended by an influencer, marking a 3% increase over 2023.

Regional Insights: Thailand Leads in Influencer Effectiveness

In terms of regional impact, Thailand leads in influencer effectiveness, with 92% of consumers influenced by influencer content. Following Thailand, Malaysia (89%) and Indonesia (87%) also show strong levels of influence from social media influencers, demonstrating the importance of influencer marketing in shaping purchasing decisions across Southeast Asia.

Unlock the Potential of Influencer Marketing

As influencer marketing continues to reshape the e-commerce landscape in Southeast Asia, brands that effectively harness this power stand to drive significant growth. If you’re looking to leverage influencer marketing to boost your sales, contact MOCA at business@moca-tech.net.