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8 in 10 digital consumers are satisfied with their digital services
Bain · 2021 · key_takeaways
8 in 10 digital consumers are satisfied with their digital services
80% — Consumer satisfaction
 Increased satisfaction has a positive effect on willingness to spend
Bain · 2021 · key_takeaways
Increased satisfaction has a positive effect on willingness to spend
1.7x — Spending multiplier
 Adoption of digital services has been one way, with no signs of reversal - 9 out of 10 new users in 2020 continue to use them in 2021
Bain · 2021 · key_takeaways
Adoption of digital services has been one way, with no signs of reversal - 9 out of 10 new users in 2020 continue to use them in 2021
90% — Retention rate
 SEA consumers intend to continue using digital services, accepting them as a new way of life
Bain · 2021 · key_takeaways
SEA consumers intend to continue using digital services, accepting them as a new way of life
67% — Consumer adoption intent
 Digital services are now integral to everyday life in SEA and merchants who want to thrive must meet the rising expectations of consumers
Bain · 2021 · key_takeaways
Digital services are now integral to everyday life in SEA and merchants who want to thrive must meet the rising expectations of consumers
 Digital merchants take off
Bain · 2021 · transition
Digital merchants take off
 In this inaugural feature on Southeast Asian SMEs, we profile ~3,000 digital merchants across 6 countries
Bain · 2021 · context
In this inaugural feature on Southeast Asian SMEs, we profile ~3,000 digital merchants across 6 countries
~3,000 — sample size
 Underpinned by the extraordinary shift in consumer behaviour, SEA’s SMEs have been adopting technology with fervour
Bain · 2021 · industry_trends
Underpinned by the extraordinary shift in consumer behaviour, SEA’s SMEs have been adopting technology with fervour
 1 in 3 digital merchants believe that they would not have survived COVID-19 if not for digital platforms.
Bain · 2021 · key_takeaways
1 in 3 digital merchants believe that they would not have survived COVID-19 if not for digital platforms.
1 in 3 — merchant survival rate
 Operating online helped ensure business continuity
Bain · 2021 · key_takeaways
Operating online helped ensure business continuity
35% — Percentage of merchants
 Digital merchants are highly satisfied with the digital platforms they use
Bain · 2021 · key_takeaways
Digital merchants are highly satisfied with the digital platforms they use
31 — Net Promoter Score
 Digital merchants believe that online platforms deliver positive impact - from job creation to business opportunities
Bain · 2021 · key_takeaways
Digital merchants believe that online platforms deliver positive impact - from job creation to business opportunities
88% — Merchant agreement rate
 Digital platforms have unlocked unprecedented scale, but there’s still room for improvement around discounts and fees
Bain · 2021 · pain_points
Digital platforms have unlocked unprecedented scale, but there’s still room for improvement around discounts and fees
1 in 3 — merchant adoption barrier
 Digital financial services are critical enablers, with 9 in 10 digital merchants now accepting digital payments.
Bain · 2021 · key_messages
Digital financial services are critical enablers, with 9 in 10 digital merchants now accepting digital payments.
9 in 10 — merchant adoption
 Majority of merchants who use digital financial services intend to continue or increase usage
Bain · 2021 · industry_trends
Majority of merchants who use digital financial services intend to continue or increase usage
92% — Merchant usage intent
 Other than increased sales and customers, convenience and safety are the top reasons behind digital payment adoption
Bain · 2021 · key_takeaways
Other than increased sales and customers, convenience and safety are the top reasons behind digital payment adoption
75% — merchant adoption
 Immense headroom for growth across digital lending services if privacy and security concerns for risk assessment purposes are addressed
Bain · 2021 · pain_points
Immense headroom for growth across digital lending services if privacy and security concerns for risk assessment purposes are addressed
67% — adoption barrier
 Digital merchants are embracing end-to-end digitalisation efforts, including front-end digital tools used to engage customers and back-end digital solutions to help enhance operations.
Bain · 2021 · key_messages
Digital merchants are embracing end-to-end digitalisation efforts, including front-end digital tools used to engage customers and back-end digital solutions to help enhance operations.
8 in 10 — online sales share
 Merchants have accelerated digital transformation due to the pandemic
Bain · 2021 · industry_trends
Merchants have accelerated digital transformation due to the pandemic
87% — Percentage of merchants increasing/maintaining usage
 Most merchants expect the majority of their sales to come from online sources in the next 5 years
Bain · 2021 · key_takeaways
Most merchants expect the majority of their sales to come from online sources in the next 5 years
82% — Merchant digital adoption expectation
 Resilience gives way to resurgence
Bain · 2021 · section_divider
Resilience gives way to resurgence
 SEA's internet economy was resilient in 2020, but 2021's revitalisation has propelled the region upwards to ~$170B GMV.
Bain · 2021 · section_divider
SEA's internet economy was resilient in 2020, but 2021's revitalisation has propelled the region upwards to ~$170B GMV.
$170B — GMV
 Continued surge in e-commerce is driving most of the year's market growth
Bain · 2021 · market_landscape
Continued surge in e-commerce is driving most of the year's market growth
$363bn — GMV
 All markets are exhibiting double-digit growth in 2021, with the Philippines leading by a margin
Bain · 2021 · market_sizing
All markets are exhibiting double-digit growth in 2021, with the Philippines leading by a margin
146 — GMV
 e-Commerce is the biggest growth driver and could continue to be until 2025; online travel faces a challenging recovery
Bain · 2021 · market_landscape
e-Commerce is the biggest growth driver and could continue to be until 2025; online travel faces a challenging recovery
$234B — GMV
 e-Commerce GMV sprints ahead, with a host of new growth areas
Bain · 2021 · market_landscape
e-Commerce GMV sprints ahead, with a host of new growth areas
$234bn — GMV
 Online grocery remains underpenetrated and offers significant opportunity for growth
Bain · 2021 · market_landscape
Online grocery remains underpenetrated and offers significant opportunity for growth
2% — Online penetration
 More merchants are eager to join the e-commerce rocketship
Bain · 2021 · market_landscape
More merchants are eager to join the e-commerce rocketship
18x — Search volume index
 Transport & food GMV hits $18B as fortunes continue to diverge
Bain · 2021 · market_sizing
Transport & food GMV hits $18B as fortunes continue to diverge
$18B — GMV
 Transport continues to struggle amidst persistent lockdowns
Bain · 2021 · industry_trends
Transport continues to struggle amidst persistent lockdowns
 Food delivery remains sizzling hot, with incumbents expanding rapidly and new entrants rushing to join the race
Bain · 2021 · industry_trends
Food delivery remains sizzling hot, with incumbents expanding rapidly and new entrants rushing to join the race
69 — Percentage of users who increased frequency of food delivery orders
 Compared to pre-COVID levels, interest in food delivery remains significantly elevated
Bain · 2021 · industry_trends
Compared to pre-COVID levels, interest in food delivery remains significantly elevated
 Travel will remain grounded for longer than expected
Bain · 2021 · industry_trends
Travel will remain grounded for longer than expected
$43B — Online travel GMV
 Travel likely to see a swift recovery once travel restrictions ease
Bain · 2021 · industry_trends
Travel likely to see a swift recovery once travel restrictions ease
+700% — Search volume growth
 Users are glued to online media amidst lockdowns and travel restrictions
Bain · 2021 · industry_trends
Users are glued to online media amidst lockdowns and travel restrictions
43 — Online media GMV ($B)
 Online video growth still in early stages
Bain · 2021 · industry_trends
Online video growth still in early stages
+30% — CAGR
 Consumer interest in video subscription services continues to soar
Bain · 2021 · market_landscape
Consumer interest in video subscription services continues to soar
18x — Search volume index
 Digital financial services are seeing strong growth across all products.
Bain · 2021 · key_messages
Digital financial services are seeing strong growth across all products.
 All digital financial services are flourishing, especially digital lending
Bain · 2021 · market_landscape
All digital financial services are flourishing, especially digital lending
1169 — USD Billions
 Digital payments are gaining momentum off the back of growing digital services and national payment rails
Bain · 2021 · industry_trends
Digital payments are gaining momentum off the back of growing digital services and national payment rails
47% — Share of GTV
 e-Wallet transaction volumes to accelerate as consumer and merchant adoption fuel one another
Bain · 2021 · key_messages
e-Wallet transaction volumes to accelerate as consumer and merchant adoption fuel one another
90% — e-wallet adoption
 e-Wallet payments continue to gain popularity, with Malaysia and the Philippines seeing the biggest surge
Bain · 2021 · market_landscape
e-Wallet payments continue to gain popularity, with Malaysia and the Philippines seeing the biggest surge
16x — Indexed search queries
 Strong recovery in digital lending underpinned by low NPLs and economic rebound
Bain · 2021 · market_landscape
Strong recovery in digital lending underpinned by low NPLs and economic rebound
$116B — Digital lending outstanding balance
 Insurance purchase moves online as traditional channels get disrupted
Bain · 2021 · industry_trends
Insurance purchase moves online as traditional channels get disrupted
$9.0bn — Digital insurance (APE / GWP, $B)
 Digital investment continues to intensify with a host of benefits
Bain · 2021 · industry_trends
Digital investment continues to intensify with a host of benefits
23M — Number of users on robo-advisory platforms
 Funding on track to reach new heights
Bain · 2021 · transition
Funding on track to reach new heights
 In 2021, investments in SEA’s internet economy hit an all-time high despite the pandemic.
Bain · 2021 · section_divider
In 2021, investments in SEA’s internet economy hit an all-time high despite the pandemic.
 2021 on track to be SEA’s busiest deal year in recent times
Bain · 2021 · market_landscape
2021 on track to be SEA’s busiest deal year in recent times
$11.5B — Deal value
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