[Event Recap] Digital Commerce in Southeast Asia and South Korea: Key Insights from SOA × Santander Webinar

Insight #1: 5 Drivers Behind the Rise of Digital Commerce in Southeast Asia and South Korea

During the webinar, speakers outlined five structural factors that explain the rapid expansion of digital commerce in Southeast Asia and South Korea.

5 key drivers accelerating digital commerce growth across Southeast Asia and South Korea. (Source: Santander x SOA webinar 2026)

Mobile-first payments power over 60% of transactions across Southeast Asia

Mobile wallets and digital payment platforms have become a standard part of everyday life across Asia. Consumers can complete transactions quickly through smartphones, reducing friction during the checkout process.

In Southeast Asia, more than 60% of payments are now digital, supported by the rapid adoption of mobile wallets and national QR payment systems across ASEAN markets.

As a result, mobile commerce dominates many Southeast Asian markets. This trend also supports higher purchase frequency and stronger digital engagement.

Video commerce now generates 25% of Southeast Asia’s e-commerce GMV

Social platforms now play a major role in online shopping journeys. Video content, livestream shopping, and influencer marketing influence how consumers discover products.

Across Southeast Asia, video commerce has increased fivefold in just three years and now accounts for about 25% of total e-commerce GMV. Meanwhile, South Korea’s advanced marketplace ecosystem supports efficient checkout and integrated payment systems.

AI adoption surges as consumer interest reaches 3X the global average

Artificial intelligence is increasingly embedded in digital marketplaces. Recommendation engines analyze browsing behavior, preferences, and purchasing patterns. Consumer interest in AI across Southeast Asia is nearly three times the global average, and three out of four users report that AI-powered tools help them discover content and products more easily

Consequently, personalization improves search results, increases conversion rates, and enhances the overall customer experience.

Three out of five Southeast Asians already shop online

Another key driver is the demographic profile of online shoppers. Millennials and Gen Z consumers dominate digital commerce in many Asian markets.

Across Southeast Asia, three out of five people now shop online, while in South Korea, four out of five consumers purchase items through e-commerce platforms. These consumers expect seamless online experiences, fast delivery, and personalized recommendations.

Cross-border e-commerce in Southeast Asia projected to reach $14.6B by 2028

Consumers across Southeast Asia actively seek international brands, especially niche or premium products that may not be available locally. Intra-Southeast Asia cross-border commerce is projected to reach approximately $14.6 billion by 2028, nearly 2.8 times the level recorded in 2023.

For merchants, cross-border transactions also generate around 21% higher order values compared to domestic purchases.

Insight #2: Why Many Exporters Struggle with Digital Commerce in Asia

While the opportunities are significant, the speakers emphasized that many exporters underestimate the complexity of Asian digital ecosystems. Here are several structural challenges that frequently lead to unsuccessful market entry.

Common challenges exporters face when entering e-commerce markets in Southeast Asia and South Korea. (Source: Santander x SOA webinar 2026)

• Treating Asia as a single market

One common mistake is approaching Asia as a single homogeneous region. In reality, Southeast Asia includes diverse markets with different languages, consumer behaviors, and regulatory environments. Therefore, companies must adapt their strategies country by country and platform by platform.

• Underestimating the power of marketplaces

Marketplaces dominate e-commerce across Asia. Platforms strongly influence product visibility, pricing competition, and customer trust. To succeed in this region, brands must understand how marketplace ecosystems operate. This includes mastering algorithms, optimizing product listings, and managing reviews and ratings.

• Logistics and delivery expectations

Logistics plays a critical role in customer experience. Fast delivery and reliable return policies are essential to building consumer trust. Companies that fail to meet local delivery expectations may struggle to compete with established regional players.

• Compliance challenges

Regulatory compliance is another important factor. Certification requirements, product standards, and consumer protection rules vary widely across markets. South Korea, in particular, has strict regulatory requirements. Companies that address compliance too late often face delays or unexpected costs.

• Lack of local market intelligence

Finally, many exporters rely too heavily on headquarters assumptions rather than local consumer data. Successful companies continuously monitor platform performance, consumer behavior, and market trends. Real-time insights allow them to adapt strategies quickly and improve results.

Besides, the webinar highlighted Intrepid, a regional digital commerce operator helping international brands expand across Southeast Asia through marketplace activation, digital marketing, and livestream commerce.

Strategic Lessons for Companies Entering SEA Through Digital Commerce

The webinar concluded with several practical recommendations for companies looking to expand through e-commerce in Southeast Asia and South Korea. According to Thierry Mermet, CEO of Source of Asia, companies entering digital commerce in Southeast Asia must adapt their strategy to each market and marketplace ecosystem.

Intrepid supports international brands expanding digital commerce operations across Southeast Asia through marketplace activation and livestream commerce. (Source: Santander x SOA webinar 2026)

1. First, brands should develop localized strategies that adapt to each market’s consumer behavior, logistics infrastructure, and pricing dynamics.
2. Second, marketplaces should be treated as strategic growth partners rather than simple distribution channels. Understanding platform algorithms and promotional mechanics is essential for visibility.
3. Third, logistics must be integrated into the overall customer experience. Fast delivery and reliable returns significantly influence consumer satisfaction.
4. Finally, companies should rely on data-driven decision-making. Monitoring consumer behavior and marketplace performance enables brands to refine strategies in real time.

Look Forward

To conclude, the SOA × Santander webinar confirmed that Southeast Asia and South Korea remain among the most promising digital commerce regions globally. Southeast Asia continues to offer strong growth potential, driven by mobile-first consumers and expanding cross-border demand. At the same time, South Korea stands out as one of the most advanced and competitive digital commerce markets in the world.

However, succeeding in these markets requires more than simply exporting products. Companies must understand local digital ecosystems, adapt to diverse consumer behaviors, and build strong operational capabilities on the ground.

As highlighted throughout the webinar, businesses that combine market insight, localized execution, and platform expertise will be best positioned to capture the opportunities emerging across Asia’s digital commerce landscape.

Thank you to Winnie Seow and the Navigator Global community for hosting this discussion. And a special thank you to Pierre Faucher from Intrepid Asia for joining the session and sharing valuable insights from his experience in the region.