Six ways to win digital growth in South-east Asia

THE digital economy is booming in Southeast Asia (SEA). With 350 million digital consumers, SEA is set to leapfrog China, outpacing that country at a 1.6x growth rate and becoming the fastest-growing digital economy in Asia-Pacific. According to research conducted by Bain & Company and Meta, 78 per cent of consumers in SEA are now digital consumers - that is, those who have performed a commercial transaction online.

At the same time, brands are also facing obstacles as a result of commodity price increases, raw material shortages, as well as shipping and port capacity chokes that are beginning to impact their top line and margins. A poll conducted by Bain of Asia-Pacific consumer product leaders revealed their top 3 issues for 2022: supply chain, inflation, and post-Covid consumer road maps. While solving for the here and now, savvy brands are building strategies around post-pandemic readiness. To reach these 350 million consumers in SEA, we see 6 crucial strategies. These 'Six Rs' can help maximise your brand success.

Rewrite your digital-first agenda