To this end, social commerce platforms are currently seeing staggering growth in the region, with platforms like TikTok projected to grow their user base in Asia Pacific by 11.3% in 2024.
Southeast Asian retailers are placing big bets on social media with 68% planning to increase investment in social commerce over the next 12 months, according to Shopify's 2024 Southeast Asia Retail Report.
The study, which was conducted by YouGov for Shopify, found that social media has secured its position as the biggest driver of brand and product discovery in Southeast Asia at 82%.
