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Amid rising rents in South-east Asia, brands could see a renaissance from e-commerce

Brands still currently lack penetration on e-commerce platforms across South-east Asia

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Benjamin Cher

Benjamin Cher

Published Thu, Sep 18, 2025 · 12:15 PM
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    • The growth in online spending is not limited to just electronics and accessories, where customers might be less fussed about how the product feels or fits.
    • The growth in online spending is not limited to just electronics and accessories, where customers might be less fussed about how the product feels or fits. PHOTO: BT FILE

    [SINGAPORE] The boom for e-commerce in South-east Asia might be finding a second wind from an unlikely source: brands.

    E-commerce in the region exploded during the pandemic. With people forced to stay home, digital penetration surged as they turned to e-commerce apps and ordered online.

    For the companies operating these e-commerce platforms, however, profits have not increased in tandem with the rise in number of users.

    Hock Lock SiewE-commerceRetailLazadaShopee

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