Price, trust and proof: The pillars SEA brands need to crack US, UK and Australian markets in 2026

FROM a design studio in Singapore to a shopper’s hands in Melbourne, London or New York, global commerce has shortened the distance and greatly expanded the reach for South-east Asian brands.

But that same ease cuts both ways: Switching to a competitor takes seconds, and consumers are increasingly deliberate about what they buy.

The US, the UK and Australia have emerged as exciting prospects for South-east Asian direct-to-consumer (D2C) firms. These three economies are established, mature e-commerce markets where e-commerce is part of daily life, with people regularly shopping online.

Consumers in these markets are also comfortable with cross-border purchases, indicating an openness to international brands.

“For cross-border companies, new markets present new opportunities in terms of market size, purchasing power and willingness to try new things,” says Nicole Tan, managing director at Meta Singapore. “At Meta, we aim to be the bridge to foster connections between brands and consumers.”

To dive deeper into these possibilities, Meta has launched “Unlocking Cross-border Growth: A Blueprint for Leveraging Evolving Consumer Trends in Australia, the UK, and the US”, a report outlining key D2C trends and insights for businesses looking to expand into these markets.

Here are five key insights from Meta’s report.

1. The tipping point when it comes to price increases is 20 per cent

While price is not the be-all and end-all, it is still important, especially as consumers feel the bite of ongoing economic uncertainties in their wallets.

Meta’s report identifies 20 per cent as the tipping point: Shoppers rethink purchases once prices rise around that much.

Consumers become more deliberate about what they buy, seeking to maintain their lifestyle and the quality of the products they enjoy while minimising cost increases.

This reality could present a strategic opening for South-east Asian D2C firms looking to expand into the markets. They can position themselves as credible alternatives by delivering the value consumers seek at reasonable price points.

The report also notes that 50 per cent of consumers across Australia, the UK and the US are receptive to buying from foreign brands online – a clear sign that, as budgets tighten, shoppers are broadening their search for value, quality and choice.

2. Value is being redefined

Shifting economic conditions have reshaped what value means to shoppers. It is no longer only about price, but whether what they are getting feels worth the money.

The report says 67 per cent of consumers have changed their shopping habits in the past six months to accommodate new economic realities. These include buying less, switching to cheaper brands, buying in bulk and even delaying purchases.

The report adds that D2C brands will need to pay attention to economic conditions in the markets they want to reach. They should structure both pricing and messaging strategies accordingly, focusing on the value they offer.

This shift also creates an opening for newer, overseas brands to break into the US, the UK and Australia. When shoppers reassess value, they are more willing to consider alternatives beyond familiar local names, especially when the offer feels credible and competitively priced.

As value becomes the new measure of loyalty, brands will need to earn customer trust through both quality and transparency. This will help consumers feel confident that every dollar spent is worth it.

3. Multi-channel presence matters in new markets

With more choices and channels than before, South-east Asian D2C brands will need to leverage multiple touchpoints to effectively connect with consumers. This is especially true in new markets, where their brand names may not be established.

The report breaks down the modern consumer journey into four key stages:

• Discovery – Customers have their initial exposure to products and brands here. This usually takes place through social media, online searches and in-store browsing.
• Research – This focuses on information gathering and specification checks. Brand websites, review sites and comparison tools come into play in this phase.
• Validation – It is all about building confidence and mitigating the risk of purchase. Customer reviews, peer input and content from experts, such as influencers, are very important at this stage of the journey.
• Purchase – Transaction and fulfilment finally occur. The customer decides to buy and should have a seamless experience leading to checkout.

With most respondents using two to four platforms regularly, the non-linear and multi-touch pattern highlights why brands need to stay consistent across channels.

The report notes that while Amazon remains a primary purchase channel in the US, the UK and Australia, social commerce and platforms such as Temu are emerging as other avenues for connection.

At the same time, platforms like Facebook and Instagram continue to serve as significant sites for discovery and research. Services such as Meta’s ad solutions will be crucial for D2C brands’ efforts in boosting visibility and connecting with this new pool of customers.

All these underscore the need for South-east Asian D2C brands to meet potential consumers where they are.

4. Trust paves the way for purchase

Gone are the days when trust was simply assumed. Now it must be earned through proof, consistency and credibility across all touchpoints.

The report explores three different product categories: fashion and lifestyle, health and beauty, and furniture and electronics.

Consumers have different considerations and thresholds for each category, yet a recurring theme has emerged: the wisdom of the crowd.

Across all three categories, respondents cited customer reviews as a primary influence in making a decision, prioritising authentic, detailed and recent feedback.

For example, in the furniture and electronics category, 64 per cent of shoppers said they rely on reviews when deciding whether to buy a product, as items under this category tend to be high-value purchases.

At the same time, customers trust recommendations from friends, influencers and social content, particularly for items with smaller ticket sizes, such as clothes.

The report identifies these as “secondary influences”, but notes that they can still sway purchase choices by 30 per cent to 50 per cent.

5. Strategy matters as much as the product

South-east Asian D2C brands looking to expand into the US, the UK and Australia should focus on price strategy, trust and visibility, according to the report.

Aside from following market-specific pricing and promotion strategies, companies will need to invest in verified customer review systems across all platforms.

They also have to maintain quality listings across key marketplaces, including Amazon and local retailers, to increase brand presence and visibility.

Working with local influencers and platforms will boost these firms’ credibility as well, making it easier for consumers to connect with them and make a purchase.

Moreover, services such as Meta’s ad solutions can be an important tool in helping businesses strategically connect with customers. To reach multiple customer segments, they can raise brand awareness through different types of advertising across various platforms and formats.

Made local, going global

Given South-east Asian D2C companies’ success in their local markets, the US, the UK and Australia present promising avenues for expansion and growth.

According to the report, consumers will remain cost-conscious through 2025 and beyond. They will also be more open to switching brands, creating new opportunities for agile newcomers.

At the same time, cross-border shopping will be more sophisticated, and customers will be more discerning.

“Brands that adapt to these changes and build genuine customer relationships will be best placed to grow in these markets,” says Tan.

“Economic pressure and digital maturity have created this rare window for D2C expansion, creating the prime conditions for cross-border businesses looking to expand.”

Meta’s mission is to build the future of human connection and the tech that makes it possible. Its latest report, titled “Unlocking Cross-border Growth: A Blueprint for Leveraging Evolving Consumer Trends in Australia, the UK, and the US”, covers cross-border opportunities for South-east Asian D2C companies, providing insights to help businesses scale and grow. Download the report today.

This article was first published in Tech in Asia.