Risultati della Ricerca sul Mercato Ecommerce Asia-Pacifico

Scopo: Input di ricerca per il report bilingue (cinese/inglese) "The Worldwide Ecommerce Landscape". Metodo: 28 ricerche web eseguite tramite web_search (data di recupero: gennaio 2026). Ogni numero sotto proviene da una fonte recuperata e riporta il suo URL. Le cifre sono dell'anno 2024–2025 salvo diversa indicazione. I numeri in conflitto tra fonti sono segnalati inline e riassunti alla fine. Nota sull'uso: Le cifre provengono da frammenti/titoli dei risultati di ricerca; prima di citare nel report finale, aprire ogni URL sorgente per confermare la cifra esatta nel contesto.

1. Cina

Numeri principali

• Vendite retail online 2024: RMB 15,5225 trilioni (¥155,225亿), +7,2% YoY — National Bureau of Statistics, rilasciato 17 gen 2025.
• https://dzswgf.mofcom.gov.cn/news/43/2025/1/1737092576375.html">MOFCOM
• https://www.stcn.com/article/detail/1498346.html">Securities Times (stcn)
• http://big5.china.com.cn/gate/big5/finance.china.com.cn/news/20250117/6207263.shtml">China.com.cn
• https://jingji.cctv.com/2025/01/17/ARTI7MvTXJb6gD0YQjI1whmv250117.shtml">CCTV finance
• Al tasso di cambio medio 2024 di ~7,1 RMB/USD questo è ≈ US$2,19 trilioni (conversione derivata — segnalata come tale).
• Vendite retail online 2025: ≈ ¥15,97 trilioni, +8,6% YoY — NBS, rilasciato 19 gen 2026.
• https://dxpress.gelonghui.com/live/2261628">Gelonghui
• https://www.yilantop.com/news/79507">Yilantop
• https://imgs-b2b.100ec.cn/detail--6656317.html">100EC (contesto transfrontaliero)
• Vendite retail totali di beni di consumo 2025: > ¥50 trilioni, +3,7% YoY.
• https://english.www.gov.cn/archive/statistics/202601/19/content_WS696da722c6d00ca5f9a08a31.html">Xinhua via gov.cn
• http://finance.people.com.cn/BIG5/n1/2026/0119/c1004-40648128.html">People's Daily
• https://finance.sina.com.cn/jjxw/2026-01-19/doc-inhhuzkc7091924.shtml">Sina Finance
• Vendite retail totali 2024 +3,5% YoY (contesto: l'ecommerce ha superato il retail totale).
• https://english.www.gov.cn/archive/statistics/202501/17/content_WS6789bffdc6d0868f4e8eee38.html">gov.cn
• https://www.cncic.org/?p=5957">CNCIC analysis of 2024 online consumption

Quota ecommerce del retail totale

• Retail online di beni fisici = 26,1% delle vendite retail totali nel 2025, in calo per due anni consecutivi (il 2024 era più alto).
• https://paper.people.com.cn/rmrbhwb/pc/content/202602/10/content_30139768.html">People's Daily Overseas Edition
• https://www.ceweekly.cn/finance/macro/2026/0210/489101.html">CE Weekly
• https://www.peoplecen.com/html/2026/chany_0210/25794.html">People's Weekly reprint
• Comunicato statistico 2024 (capitolo commercio domestico) per il riferimento sulla quota beni fisici. https://biz.haiwainet.cn/n/2025/0320/c3545021-32847887.html">Haiwainet

Panorama delle piattaforme

• Concentrazione di mercato: CR5 (le 5 piattaforme principali) = 78,3% dell'ecommerce nel 2024, +5,2pp rispetto al 2020.
• https://www.renrendoc.com/paper/498298000.html">Renrendoc — 2025 e-commerce industry research
• Goldman Sachs pubblica previsioni di quota di mercato GMV per Alibaba (Taobao/Tmall), JD.com, Pinduoduo, Douyin, ecc.
• http://wdatacn.aastocks.com/sc/(Z(@@78XMF=" title="zzzzz%605002369063%60">AAStocks — Goldman table)/stocks/news/aafn-con/NOW.1470615/popular-news/AAFN)
• https://m.aastocks.com/tc/stocks/news/aafn-con/NOW.1470615/popular-news/AAFN">AAStocks (traditional Chinese)
• GMV ecommerce Douyin ≈ ¥3,5 trilioni nel 2024, +30% YoY (riportato/non ufficiale).
• https://finance.sina.com.cn/roll/2025-02-15/doc-inekpnsk6506769.shtml">Sina Finance
• https://m.jiemian.com/article/12351191.html">Jiemian
• https://dxpress.gelonghui.com/live/1833264">Gelonghui
• http://fmcgchina.com/newsinfo/8033921.html">FMCG China
• Il live commerce ≈ 40% dell'ecommerce cinese nel 2025 (analisi di agenzia); lo store livestreaming in crescita mentre l'influencer selling declina.
• https://ecommercechinaagency.com/douyins-live-commerce-40-of-chinas-e-commerce-pie-in-2025/">E-commerce China Agency
• https://fashionchinaagency.com/douyin-e-commerce-in-2025-store-livestreaming-rises-as-influencer-selling-declines/">Fashion China Agency
• https://stock.jrj.com.cn/2025/02/18091448215834.shtml">CITIC Securities on Douyin live commerce / TikTok global expansion
• Temu (PDD Holdings internazionale): profitto netto 2024 ≈ €14,3B (~US$15,5B); Temu ancora in crescita di ~40% nonostante le tariffe USA; HSBC vede Temu potenzialmente redditizia nel 2025 con fatturato oltremare > 50% di PDD.
• https://cross-border-magazine.com/pdd-holdings-net-profit-2024/">Cross-Border Magazine
• https://www.eccang.com/news/4235">ECCang
• https://awtmt.com/articles/3709375">AWTMT / HSBC
• https://m.sohu.com/a/982258696_134311/">Sohu — "Temu world #1 shopping app, matched Amazon in 3 years"
• Ecommerce transfrontaliero: import+export 2025 in aumento ~70% rispetto a 5 anni prima.
• https://imgs-b2b.100ec.cn/detail--6656317.html">100EC

Dinamiche chiave

• Scala del live commerce: Douyin ~¥3,5T GMV (2024) e ~40% di quota dell'ecommerce nazionale via livestreaming (2025) — vedi link sopra.
• Il social/livestream commerce continua a rimodellare il panorama delle piattaforme; commentario di settore "电商2025：无路可退" sulla concorrenza in intensificazione. https://36kr.com/p/3181875705074819">36Kr

2. Giappone

Numeri principali

• METI FY2024 E-Commerce Market Survey (pubblicato ago 2025): mercato ecommerce consumer-facing (B2C) ≈ ¥26,1 trilioni nel 2024, +5,1% YoY, crescita in rallentamento.
• https://www.meti.go.jp/english/press/2025/0826_003.html">METI official press release
• https://www.nippon.com/cn/japan-data/h02555/">Nippon.com (dati giapponesi)
• https://www.amz123.com/kx/leslVVGe">AMZ123 summary
• Segnalazione: le pubblicazioni METI più vecchie riportavano una cifra B2C più ristretta (~¥15–16T); ¥26,1T è la serie attualmente riportata — verificare definizione/anno prima di citare.
• Penetrazione ecommerce prevista al 9,78% nel 2024 — bassa rispetto ad altri grandi mercati.
• https://www.strategy-advisors.co.jp/sa-adv_2025/wp-content/uploads/2026/06/3182_Oisix-ra-daichi_2603Q4_initiation_ENG.pdf">Strategy Advisors (Oisix initiation PDF)
• https://en.jasec.or.jp/single-post/expansion-of-japan-s-e-commerce-market-size">JASEC — Expansion of Japan's e-commerce market size
• Previsione retail online Giappone: CAGR ~7,5% (2023–2028) secondo un databook di un fornitore. https://finbets.websol.barchart.com/?module=topNews&0=NEWS&storyID=27824836&selected=news&symbol=">Barchart / GlobalData

Player chiave

• Marketplace principali: Amazon Japan, Rakuten, Yahoo! Shopping (confronti "big three").
• https://kakushin-digital.com/blog/2025/10/22/japan-ecommerce-marketplace-comparison/">Kakushin Digital
• https://www.webretailer.com/marketplaces-worldwide/online-marketplaces-japan/">Webretailer
• https://www.silkdrive.com/insights/ecommerce-japan-marketplaces">Silkdrive
• http://www.retailjapan.com/market-guides/japan-e-commerce/">Retail Japan guide
• Mercari (marketplace C2C) e ZOZOTOWN (fashion) sono verticali chiave; ranking delle top-10 piattaforme giapponesi. https://www.10100.com/article/1958360">大数跨境 (10100.com)
• Confronti di performance del Black Friday delle tre piattaforme principali. https://www.chwang.com/article/187143131305">Chuang (chwang.com)

Tendenze dei consumatori

• Digitalizzazione e domanda non-face-to-face come driver strutturali. https://en.jasec.or.jp/single-post/accelerating-digitalization-and-non-face-to-face-demand-in-japan-s-e-commerce-market-and-implication">JASEC
• La penetrazione continua a salire, creando opportunità per i produttori esteri. https://en.jasec.or.jp/single-post/trends-in-increasing-e-commerce-penetration-rates-in-japan-and-business-opportunities">JASEC
• Dossier B2C ecommerce di Statista (Giappone). https://www.statista.com/study/96186/b2c-e-commerce-in-japan/">Statista

3. Corea del Sud

Numeri principali

• Valore delle transazioni di shopping online 2024: ₩242,3 trilioni (~US$165,9B), +5,8% YoY — massimo storico.
• https://en.yna.co.kr/view/AEN20250204001900320">Yonhap
• https://sri.kostat.go.kr/board.es?mid=a20101000000&bid=11722&list_no=434943&act=view&mainXml=Y">Statistics Korea (December 2024 online shopping)
• http://www.chinaview.cn/20250204/8cb41f2ef0374e2a8b767d6f483eae3e/c.html">Xinhua
• https://www.thestar.com.my/news/world/2025/02/04/s-korea039s-online-shopping-grows-58-pct-in-2024">The Star
• http://www.sinotf.com/GB/kuaixun/2025-02-08/zMMDAwMDM3MzAzMw.html">SinoTF — $165.9B
• https://www.pai.com.cn/p/01jkarshn00qnwb3nwb4d5ckew">Pai.com — ₩242T
• https://ombudsman.kotra.or.kr/ik-ch/bbs/i-657/detail.do?ntt_sn=492920">Yonhap (Chinese, KOTRA)

Player chiave

• Coupang e Naver in una "corsa serrata" per la leadership del mercato ecommerce (2024); entrambi hanno registrato vendite record.
• https://www.kedglobal.com/us/e-commerce/newsView/ked202501210003">KED Global
• https://www.yilantop.com/news/53318">Yilantop
• https://www.amz123.com/t/4YvjESwd">AMZ123
• Finanziari di Coupang: fatturato Q3 2025 US$9,267B (+16–18% YoY). https://www.stocktitan.net/sec-filings/CPNG/10-q-coupang-inc-quarterly-earnings-report-190743abf7b4.html">StockTitan 10-Q; risultati Q4 2025 rilasciati il 26 feb 2026. https://www.nasdaq.com/press-release/coupang-announces-results-fourth-quarter-2025-2026-02-26">Nasdaq, https://www.marketscreener.com/news/coupang-announces-results-for-fourth-quarter-2025-ce7e5cd9d189f725">MarketScreener
• Altri player: Gmarket, 11Street, Kakao (KakaoTalk commerce); AliExpress e Temu riportate spingere verso ₩4 trilioni di vendite combinate in Corea.
• https://www.56ok.com/topic/detail-593930-temu-aliexpress-hit-3b-in-south-korea-rival-local-ecommerce.html">56OK — Temu/AliExpress in Korea
• https://agriculture.canada.ca/en/international-trade/reports-and-guides/sector-trend-analysis-e-commerce-trends-south-korea?wbdisable=false">Agriculture Canada — sector trend analysis
• https://wpic.co/reports/korea-ecommerce-market-report-2025/">WPIC Korea e-commerce market report 2025

Mobile & social commerce

• La quota mobile commerce è molto alta — mercato dominato dal mobile (~80%+ dello shopping online secondo dossier di settore; % esatta nel dossier Statista). https://www.statista.com/study/112327/mobile-commerce-in-south-korea/">Statista mobile commerce, https://www.statista.com/study/29755/e-commerce-in-south-korea-statista-dossier/">Statista e-commerce dossier
• Lacuna dati: % esatta di quota mobile non confermata nei frammenti — verificare nel dossier Statista.

4. India

Numeri principali (ambiti in conflitto — segnalare tutti)

• GlobalData: il mercato ecommerce dell'India supererà US$200B nel 2025 (ambito ecommerce totale). https://www.globaldata.com/media/banking/india-e-commerce-market-to-surpass-200-billion-mark-in-2025-forecasts-globaldata/">GlobalData
• Stima in stile ET/Bain: gli acquirenti spenderanno US$140–160B online entro il 2025. https://m.economictimes.com/tech/technology/indian-shoppers-to-spend-140-160-billion-online-by-2025-report/amp_articleshow/99276263.cms">Economic Times
• IBEF: il mercato raggiungerà US$325B entro il 2030; economia digitale US$800B entro il 2030; l'India rurale guiderà la crescita.
• https://www.ibef.org/news/e-commerce-market-to-hit-us-325-billion-by-2030-rural-india-to-lead-growth">IBEF
• https://www.financialexpress.com/business/industry-indian-ecommerce-market-to-grow-to-325-billion-digital-economy-to-reach-800-billion-by-2030-3470164/">Financial Express
• https://www.business-standard.com/industry/news/e-commerce-market-to-hit-325-billion-by-2030-rural-india-to-lead-growth-124042900284_1.html">Business Standard
• https://timesofindia.indiatimes.com/technology/tech-news/india-to-become-worlds-third-largest-ecommerce-market-by-2030/articleshow/109669019.cms">Times of India — 3rd largest market by 2030
• India = mercato ecommerce a più rapida crescita al mondo (commentario 2025). https://insideretail.co.nz/2025/04/08/why-india-is-on-track-to-become-the-worlds-fastest-growing-e-commerce-market/">Inside Retail NZ
• L'ecommerce catturerà il 22% del GMV retail dell'India entro il 2031 (Inc42). https://inc42.com/buzz/ecommerce-to-capture-22-of-indias-retail-gmv-by-2031/">Inc42

Stagione festiva (finestra di vendita chiave)

• Redseer: il GMV della stagione festiva 2025 supererà ₹1,15 lakh crore (~US$13,1B), +20% YoY.
• https://www.ibef.org/news/e-commerce-gmv-set-to-cross-rs-1-15-000-crore-us-13-12-billion-grow-20-in-festive-season-redseer">IBEF / Redseer
• https://www.business-standard.com/amp/industry/news/india-festive-season-ecommerce-sale-redseer-report-125082700476_1.html">Business Standard
• Datum: le vendite online festive 2025 raggiungeranno ₹1,2 lakh crore, +27% YoY (stima leggermente diversa). https://www.financialexpress.com/business/industry-online-festive-shopping-to-hit-rs-1-2-lakh-crore-datum-3960523/">Financial Express
• Festive Barometer 2025 (Datum). https://datumintell.com/festive-barometer-2025">Datum

Player

• Flipkart guida l'ecommerce indiano con fino al 60% di quota GMV e ~220M utenti (ICICI Securities).
• https://www.moneycontrol.com/news/business/startup/flipkart-leads-india-e-commerce-with-up-to-60-gmv-share-220-million-users-icici-securities-report-13923245.html">Moneycontrol
• https://www.bizzbuzz.news/industry/ecommerce/flipkart-stays-ahead-of-amazon-meesho-in-gmv-user-growth-1391114">Bizzbuzz
• Meesho: GMV run-rate di US$6,2B per il FY25; CAGR del 26% fino al FY31 (CLSA).
• https://www.moneycontrol.com/news/business/startup/meesho-clocks-6-2-billion-gmv-run-rate-for-fy25-to-grow-at-26-cagr-through-fy31-clsa-13004405.html/amp">Moneycontrol / CLSA
• https://www.thehindubusinessline.com/companies/meesho-reaches-gmv-of-62-bn-eyes-bigger-slice-of-ecommerce-pie-with-value-first-playbook-report/article69491464.ece">Hindu BusinessLine
• Amazon India, Myntra, Nykaa, Reliance JioMart, ONDC: mercato in consolidamento attorno a conglomerati e piattaforme (Reliance Retail, Tata Digital, Amazon India, Meesho, ONDC). https://www.researchandmarkets.com/reports/6191201/india-b2c-ecommerce-market-size-and-forecast-value">ResearchAndMarkets — India B2C databook
• Analisi delle performance di Flipkart Big Billion Days contro Amazon Great Indian Festival. https://finwhisp.com/how-much-earning-made-by-flipkarts-big-billion-days-and-amazons-great-indian-festival/">Finance Whisper

UPI / pagamenti digitali

• UPI è la spina dorsale dei pagamenti dell'ecommerce indiano — Zepto e Blinkit processano miliardi di transazioni UPI. https://www.news18.com/business/zepto-blinkit-rake-in-billions-via-upi-from-fuel-to-pharma-see-who-made-the-most-ws-adkl-9500044.html">News18
• I pagamenti digitali accelerano l'adozione della grocery online e del quick commerce. https://www.indiabusinesstrade.in/blogs/indias-online-grocery/">India Business & Trade

Tendenza del quick commerce

• La corsa alla consegna istantanea (quick commerce) dell'India ≈ US$15B annualizzati, ma le perdite > US$1,4B.
• https://in.investing.com/news/stock-market-news/indias-instant-delivery-race-hits-15-billion-but-losses-exceed-14-billion-4984461">Investing.com / Invezz
• Zepto FY25: vendite +129%, perdite ampliate del 177% a ₹3.367 crore. https://www.moneycontrol.com/news/business/startup/zepto-s-fy25-loss-widens-177-to-rs-3-367-crore-total-sales-jump-129-13743016.html/amp">Moneycontrol
• Il mercato quick-commerce raggiungerà US$12,97B entro il 2029 — Blinkit, Zepto, Swiggy Instamart in testa; JioMart e BigBasket scalano un'entrata competitiva. https://www.researchandmarkets.com/reports/6232845/india-quick-commerce-market-size-and-forecast">ResearchAndMarkets
• Report di settore sul quick commerce (panoramica dei player). https://www.nexdigm.com/market-research/insights/blog/india-quick-commerce-industry-report/">Nexdigm

5. Australia / Nuova Zelanda

Australia

• 2025: spesa retail online dell'Australia ≈ A$82,6B, +14% YoY. https://eightx.co/blog/australian-online-retail-spend-2026">Eightx
• 2024: spesa online record di A$69B — marketplace e cibo dominano.
• https://insideretail.com.au/business/financial/marketplaces-food-dominate-as-aussies-spend-a-record-69-billion-online-202503">Inside Retail
• https://officeproductsnews.com.au/newsitem/aussies-spend-record-69-billion-online">Office Products News
• https://powerretail.com.au/why-ecommerce-is-setting-records-despite-cost-of-living-pressures/">Power Retail
• Segnalazione conflitto: una fonte dice "mercato ecommerce Australia 2024 = US$37,2B". https://www.yilantop.com/news/54516">Yilantop — definizione diversa (solo-retail contro spesa online totale). Preferire la cifra basata su AusPost di A$69B (2024) per il report, e notare la differenza definitoria.
• Amazon AU: vendite locali in crescita di ~A$1B/anno; spesa totale su Amazon AU sulla buona strada per superare A$5B.
• https://thenightly.com.au/business/online-retail-behemoth-amazon-racks-up-another-1b-in-sales-in-australia-c-22198124">The Nightly
• https://www.smh.com.au/business/companies/australia-s-addiction-to-amazon-is-set-to-blow-past-5-billion-20260427-p5zrba.html">SMH
• Temu e Shein restano i principali dirompenti nel 2025; Amazon, Temu, Shein dominano la crescita mentre i rivenditori locali declinano.
• https://www.roymorgan.com/findings/10158-amazon-temu-and-shein-growth-story-continues-march-2026">Roy Morgan
• https://retailasia.com/news/amazon-temu-and-shein-dominate-in-australia-local-retailers-decline">Retail Asia
• https://www.amz123.com/t/J8HuLXbN">AMZ123 — 2025 Australia $82.6B
• Comportamento consumatori: tendenza a ordini più piccoli e più frequenti. https://www.smartcompany.com.au/retail/basket-case-smaller-more-frequent-orders-driving-online-retail/">SmartCompany

Nuova Zelanda

• Q4 2024 spesa online NZ$1,73B, +9% YoY; livelli di transazione record nel 2024.
• https://www.nzpost.co.nz/about-us/media-centre/media-release/online-shoppers-spent-173-billion-october-to-december-2024">NZ Post media release
• https://www.nzpostbusinessiq.co.nz/latest-ecommerce-insights/record-transaction-levels-drive-2024s-online-growth">NZ Post BusinessIQ — record transactions
• https://www.cep-research.com/2025/02/26/new-zealanders-spend-more-online-in-peak-2024/">CEP-Research
• https://www.parcelandpostaltechnologyinternational.com/news/e-commerce/online-shopping-grows-9-year-on-year-in-new-zealand.html">Parcel and Postal Technology International
• "Mania Temu": i Kiwi comprano di più online ma spendono meno complessivamente. https://newsroom.co.nz/2025/02/25/temu-mania-kiwis-buy-more-online-but-spend-less-overall/">Newsroom

6. Sud-Est Asiatico

Mercato totale (due serie headline — segnalare le definizioni)

e-Conomy SEA (Google / Temasek / Bain) — segmento economia-digitale + ecommerce ampio: - e-Conomy SEA 2024 (nov 2024): GMV economia-digitale SEA US$263B (+15% YoY); GMV segmento ecommerce ≈ US$159B nel 2024. - https://blog.google/company-news/inside-google/around-the-globe/google-asia/sea-economy-2024/">Google blog — 3 takeaways - https://www.publicnow.com/view/B690901E44361D403F2ACBE9F379ADF9E1BBBB7E">Bain (via PublicNow) - https://www.asiaecs.com/blog-index-detail-169.html">AsiaECS — per-country GMV summary - https://thediplomat.com/2024/11/growth-in-southeast-asias-digital-economy-slows-slightly-in-2024/">The Diplomat - https://ceoworld.biz/2024/11/06/sea-digital-economy-poised-for-growth-with-ai-and-e-commerce-leading-the-charge-singapore-to-reach-29-billion-in-gmv-by-2024/">CEOWORLD — Singapore $29B GMV - e-Conomy SEA 2025 (nov 2025): l'economia digitale ASEAN prevista superi US$300B di GMV nel 2025 (crescita GMV di 7,4x in un decennio); ecommerce previsto ≈ US$181B nel 2025. - https://www.temasek.com.sg/en/news-and-resources/news-room/news/2025/e-conomy-sea-2025-report-aseans-digital-economy-poised-to-surpass-300-billion">Temasek - https://www.bain.com/zh/about/media-center/press-releases/sea/e-conomy-sea-2025/">Bain - https://blog.google/company-news/inside-google/around-the-globe/google-asia/sea-economy-2025/">Google blog — ASEAN $300B - https://www.vietnam.vn/en/thuong-mai-dien-tu-dong-nam-a-du-kien-dat-181-ty-usd-nam-2025">Vietnam.vn — $181B e-commerce - https://technode.global/2025/11/11/aseans-digital-economy-poised-to-surpass-300b-in-gmv-by-2025-report/">TNGlobal

Momentum Works — solo GMV di piattaforma (più ristretto, GMV marketplace): - 2024: GMV di piattaforma ecommerce SEA = US$128,4B; le tre piattaforme principali = 84% di quota; Shopee ≈ US$66,8B. - https://thelowdown.momentum.asia/new-report-southeast-asias-platform-ecommerce-gmv-reaches-us128-4b/">Momentum Works - https://thelowdown.momentum.asia/press-release-southeast-asias-platform-ecommerce-gmv-reaches-us128-4b-top-3-platforms-increase-market-share-to-84-momentum-works/">Momentum Works press release - https://www.100ec.cn/detail--6650405.html">100EC — Shopee $66.8B - https://databoks.katadata.co.id/en/technology-telecommunications/statistics/685d3cef5a751/shopee-dominates-southeast-asias-e-commerce-gmv-until-2024">Databoks — Shopee dominance - 2025: GMV di piattaforma ecommerce SEA = US$157,6B, +22,8% YoY; la quota delle piattaforme principali è salita al 98,8%. - https://thelowdown.momentum.asia/new-report-southeast-asias-platform-ecommerce-reaches-us157-6b-in-2025-with-top-platforms-expanding-share-to-98-8/">Momentum Works - https://technode.global/2026/04/14/southeast-asias-ecommerce-market-up-22-8-percent-year-on-year-to-157-6b-in-2025-momentum-works/">TNGlobal - https://english.news.cn/asiapacific/20260414/8b579cf73a3f474088c05122a2cbadae/c.html">Xinhua - https://www.businesstimes.com.sg/zh-hans/international/asean/south-east-asia-e-commerce-gmv-grows-us157-6-billion-2025">Business Times SG (Chinese) - Ecommerce SEA previsto in crescita del +16% nel 2025; il video commerce (TikTok Shop) e l'AI ridefiniscono lo shopping. https://www.business-standard.com/world-news/southeast-asia-ecommerce-growth-video-commerce-ai-shopping-digital-economy-125111100989_1.html">Business Standard

Per paese (2024–2025)

Indonesia — mercato SEA più grande: - L'ecommerce supererà US$46B nel 2025 (GlobalData; $46,6B secondo Retail Asia). - https://www.globaldata.com/media/banking/indonesias-e-commerce-market-surpass-46-billion-2025-forecasts-globaldata/">GlobalData - https://retailasia.com/e-commerce/news/indonesia-e-commerce-market-hit-466b-2025">Retail Asia - L'ecommerce B2C crescerà del 10,6% a US$43,4B (databook R&M — ambito leggermente diverso). https://www.researchandmarkets.com/reports/6191233/indonesia-b2c-ecommerce-market-size-and-forecast">ResearchAndMarkets - L'Indonesia resta il mercato ecommerce più grande della SEA nel 2025. https://databoks.katadata.co.id/en/technology-telecommunications/statistics/69e1a07207d12/indonesia-remains-southeast-asias-largest-e-commerce-market-in-2025">Databoks - L'economia digitale prevista crescere ~13%; Shopee si àncora via logistica + programmi seller locali; Tokopedia (con GoTo) cross-promotion. https://en.tempo.co/read/1940641/google-predicts-indonesias-digital-economy-to-grow-by-13-driven-by-e-commerce-innovation#1">Tempo, https://secure.businesswire.com/news/home/20260129537865/en/Indonesia-B2C-Ecommerce-Business-Report-2025-Shopee-Anchors-the-Market-Through-Logistics-and-Local-Seller-Programs-Tokopedia-Leverages-Cross-Promotion-Supported-by-Gojek---Forecast-to-2029---ResearchAndMarkets.com">ResearchAndMarkets — Indonesia B2C business report

Vietnam: - Ecommerce 2024 = US$25B, +20% YoY. https://en.baochinhphu.vn/print/viet-nams-e-commerce-market-up-20-in-2024-111250107155234946.htm">Bao Chinh Phu, https://english.baoquangninh.vn/viet-nam-s-e-commerce-hits-us-25-billion-in-2024-3338580.html">Bao Quang Ninh - Vendite retail online 2025 +35% a > US$16B (VCCI); i vietnamiti spendono ~US$45M/giorno online. - https://en.vcci.com.vn/economic-news/online-retail-sales-in-vietnam-jump-35-to-over-16-bln-in-2025-report-114817">VCCI - https://en.vietnamplus.vn/vietnamese-spend-45-million-usd-a-day-online-shopping-post335990.vnp">VietnamPlus - https://vietnamnews.vn/economy/1763770/vietnamese-spend-45-million-a-day-online-shopping.html">Vietnam News - https://e.vnexpress.vn/news/business/economy/vietnamese-consumers-spend-16b-on-online-shopping-among-highest-in-southeast-asia-4907392.html">VnExpress - Ecommerce > 10% delle vendite retail. https://english.thesaigontimes.vn/e-commerce-tops-10-of-retail-sales-in-vietnam/">Saigon Times - Previsione US$70B entro il 2030. https://vntradetoca.org/en/vietnam-e-commerce-forecast-to-reach-us70-billion-by-2030/">VN Trade - Contesto competitivo TikTok Shop (contro Shopee) fatturato +93% YoY. https://www.vietnam.vn/en/so-ke-thi-phan-voi-shopee-tiktok-shop-tang-truong-doanh-thu-den-93-nam">Vietnam.vn

Thailandia: - Previsione valore di mercato 2025 ฿6.770–7.470 miliardi (~US$200–220B — probabilmente ecommerce totale ampio incl. servizi digitali; segnalazione). https://www.100ec.cn/detail--6638704.html">100EC - Fatturato TikTok Shop Thailandia 2025 ฿54,4B (~4x YoY), superata Lazada per il #2; TikTok Shop diventata il player più redditizio. - https://www.baijing.cn/article/55754">Baijing - https://m.163.com/dy/article/KVU2461H05118A6A.html">163 - https://www.magzter.com/en/stories/newspaper/Bangkok-Post/TIKTOK-SHOP-FLEXES-MUSCLE-IN-3WAY-THAILAND-TUSSLE">Bangkok Post via Magzter - https://www.chwang.com/news/207032220028">Chuang — 350% revenue jump - Fatturato combinato di Shopee e Lazada Thailandia > ฿78B. https://www.bigseller.com/blog/articleDetails/3308.htm">BigSeller - Prospettive di mercato e contesto di crescita guidato da SMS. https://www.nationthailand.com/blogs/business/trade/40045919">Nation Thailand, https://www.jinfengkou.com/show-219075.html">Jinfengkou

Filippine: - Mercato ecommerce 2024 ≈ US$24,5B; previsione superi US$75B entro il 2033. - https://www.amz123.com/kx/SIcwmaDI">AMZ123 - https://www.amz123.com/kx/BnSjbSgm">AMZ123 — 2033 forecast - https://36kr.com/p/3190380400021634">36Kr - Panoramica delle piattaforme (Shopee/Lazada/TikTok Shop). https://cube.asia/e-commerce-in-philippines/">Cube

Malesia: - Fatturato ecommerce RM937,5B per i 9M 2025 (+1,9% YoY) — misurazione dell'economia-digitale nazionale molto ampia, non comparabile al GMV B2C. - https://www.freemalaysiatoday.com/category/business/2025/11/26/malaysias-e-commerce-revenue-rises-1-9-to-rm937-5bil">Free Malaysia Today - https://technode.global/2025/11/27/e-commerce-continues-to-drive-malaysias-digital-economywith-227-billion-in-revenue-for-the-first-three-quarters-of-2025/">TNGlobal - https://sme.asia/malaysias-e-commerce-revenue-reaches-rm937-5-bil-in-9m-2025/">SME.asia - L'ecommerce B2C raggiungerà US$21,42B entro il 2029 (R&M). https://www.researchandmarkets.com/reports/6191229/malaysia-b2c-ecommerce-market-size-and-forecast">ResearchAndMarkets - La Malesia = economia digitale a più rapida crescita della SEA (e-Conomy SEA 2025). https://thesun.my/business/asean-business/malaysias-digital-economy-is-southeast-asias-fastest-growing-e-conomy-sea-report-2025/">The Sun - Analisi NST — la storia dell'ecommerce malese come prossimo capitolo di crescita dell'ASEAN. https://www.nst.com.my/business/insight/2025/10/1296140/malaysias-e-commerce-story-also-aseans-next-growth-chapter">NST

Singapore: - Ecommerce B2C US$16,39B nel 2024 → US$25,5B entro il 2029 (R&M). https://www.globenewswire.com/fr/news-release/2026/01/29/3228356/28124/en/Singapore-B2C-Ecommerce-Industry-Report-2025-A-25-5-Billion-Market-by-2029-from-16-39-Billion-in-2024-Size-Forecast-by-Value-and-Volume-Across-80-KPIs.html">GlobeNewswire - Il mercato di piattaforma è cresciuto +21% nel 2024, guidato da Shopee. https://www.straitstimes.com/business/singapores-e-commerce-platform-market-expands-by-21-led-by-shopee">Straits Times - e-Conomy SEA: economia digitale di Singapore ~US$29B GMV (2024). https://ceoworld.biz/2024/11/06/sea-digital-economy-poised-for-growth-with-ai-and-e-commerce-leading-the-charge-singapore-to-reach-29-billion-in-gmv-by-2024/">CEOWORLD

Panorama delle piattaforme & live/social commerce

• Shopee (Sea) #1; TikTok Shop (ByteDance) in ascesa; Lazada (Alibaba) #3; Tokopedia (ora parte di TikTok Tokopedia / GoTo) — "TikTok, Sea, Alibaba corner ASEAN markets".
• https://kr-asia.com/tiktok-sea-alibaba-owned-e-commerce-corner-asean-markets">KR Asia
• https://finance.sina.com.cn/tech/shenji/2025-06-26/doc-infckpak7119288.shtml">Sina Finance / Momentum Works analysis
• https://cube.asia/shopee-lazada-and-tiktok-shop-in-southeast-asia-what-the-data-shows-in-2026/">Cube — Shopee, Lazada, TikTok Shop data 2026
• https://www.sgpjbg.com/hyshuju/223ce04e1dd22bb0982fd2ba75463850.html">Singapore PGB analysis
• Le piattaforme cinesi detengono ~50% della quota di mercato ecommerce SEA; "quattro aziende cinesi dominano l'ecommerce SEA".
• https://www.yiofong.com/news/2510312802">Yiofong
• https://www.bianews.com/news/details?id=224214">Bianews
• Il video/live commerce è il motore di crescita — "2025 ASEAN six-country e-commerce > US$180B, video commerce the engine".
• https://dxpress.gelonghui.com/p/3531912">Gelonghui
• https://www.163.com/dy/article/KIOJMJHQ05118FBF.html">163
• Scala transfrontaliera: il GMV ecommerce SEA è cresciuto da US$54B (5 anni fa) a ~US$155B; Vietnam e Thailandia i mercati a più rapida crescita. https://www.sgpjbg.com.cn/hyshuju/9f0f45dfc7181f32a04546ec4472757a.html">SGPJBG, https://www.chwang.com/news/181383897336">Chuang
• Lacuna dati: la quota US$ specifica dell'ecommerce transfrontaliero SEA non è emersa direttamente — solo qualitativa (piattaforme cinesi ~50% del GMV SEA, sopra).

7. Contesto Regionale (Asia-Pacifico contro globale)

• La crescita dell'ecommerce asiatico prevista superi il 16% nel 2025 — sopra la media globale. https://pluralia.com/en/news/asia-e-commerce-growth-to-exceed-16-in-2025/">Pluralia
• Ecommerce SEA +16% nel 2025 contro Cina +8,6% e mercati sviluppati in maturazione (Giappone ~5%, Corea ~6%) — SEA/India sono i motori di crescita. https://www.business-standard.com/world-news/southeast-asia-ecommerce-growth-video-commerce-ai-shopping-digital-economy-125111100989_1.html">Business Standard
• Report ecommerce APAC 2025: "i mercati emergenti contro maturi divergono nettamente". https://www.amz123.com/kx/j1DRvejC">AMZ123
• L'ecommerce globale continua a crescere (es., IMARC $94,2T entro il 2033 — definizione molto ampia incl. B2B; segnalazione). https://content-archive.fast-edgar.com/20250627/AQ29C22CLZ22LT9Z2IJF2ZY2NBKCZ222Z272/">Fast-Edgar / IMARC
• La Cina resta il mercato ecommerce a singolo paese più grande del mondo (retail online 2025 ≈ ¥15,97T / ~US$2,2T), e l'Asia-Pacifico è la regione più grande per GMV ecommerce, guidata dalla crescita di Cina + India + SEA.
• Confronti di tendenza sulla dimensione dell'ecommerce B2C regionale. https://www.sgpjbg.com.cn/hyshuju/9106452a43cb9eeba0a2cc3033800637.html">SGPJBG

Numeri in Conflitto da Segnalare nel Report Finale

1. Dimensione mercato Giappone: ¥26,1T (2024, serie METI attuale) contro le vecchie cifre B2C di ~¥15–16T — cambio di definizione/anno; citare il sondaggio METI FY2024.
2. Australia 2024: A$69B ("online spend" AusPost) contro US$37,2B (stima solo-retail).
3. Dimensione India: US$200B+ (GlobalData, totale) contro US$140–160B (ET) contro databook B2C più ristretti — differiscono per ambito.
4. Totali SEA: ecommerce e-Conomy SEA US$159B (2024) / US$181B (2025) contro solo-piattaforma Momentum Works US$128,4B (2024) / US$157,6B (2025) — GMV di piattaforma contro ecommerce più ampio incl. non-piattaforma e servizi.
5. Thailandia 2025: previsione ecommerce totale ampia ฿6,77–7,47T contro cifre di fatturato di piattaforma molto più piccole — ambiti diversi.
6. Malesia RM937,5B (9M 2025): misurazione dell'economia-digitale nazionale molto ampia, non comparabile alle cifre GMV B2C.
7. Indonesia: US$46B (GlobalData) contro US$43,4B (R&M B2C) — differenze di ambito/databook.
8. India festivo 2025: Redseer ₹1,15 lakh crore (+20%) contro Datum ₹1,2 lakh crore (+27%).

Lacune Dati (nessuna cifra specifica trovata)

• % esatta di quota mobile-commerce della Corea (dossier Statista citato; verificare all'interno).
• Quota US$ dell'ecommerce transfrontaliero SEA (solo qualitativa: piattaforme cinesi ~50% GMV SEA).
• Cifre GMV individuali di Rakuten / Amazon Japan (solo ranking qualitativi).

Nota Metodologica

• 28 ricerche web eseguite tramite web_search (gennaio 2026).
• Tutte le cifre sopra provengono da frammenti/titoli recuperati; prima di citare nel report finale, aprire ogni URL sorgente per confermare la cifra esatta nel contesto.
• Le cifre convertite (RMB→USD) sono esplicitamente segnate come derivate.