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Just as SEA economies reopened from pandemic lockdowns, macroeconomic headwinds started to blow. SEA consumers and the digital economy are increasingly feeling the impact.
Bain · 2021 · transition
Just as SEA economies reopened from pandemic lockdowns, macroeconomic headwinds started to blow. SEA consumers and the digital economy are increasingly feeling the impact.
 SEA COVID-19 vaccination rates have exceeded global standards
Bain · 2021 · peer_benchmark
SEA COVID-19 vaccination rates have exceeded global standards
88% — Vaccination rate
 With COVID restrictions lifted, people are now heading out more than before the pandemic
Bain · 2021 · industry_trends
With COVID restrictions lifted, people are now heading out more than before the pandemic
 However, global headwinds threaten to derail the path to recovery
Bain · 2021 · problem_statement
However, global headwinds threaten to derail the path to recovery
 Macro headwinds have cascading implications on SEA consumers
Bain · 2021 · problem_statement
Macro headwinds have cascading implications on SEA consumers
 Interest rates have been raised to combat inflationary pressure
Bain · 2021 · context
Interest rates have been raised to combat inflationary pressure
 SEA is relatively less impacted than other regions
Bain · 2021 · market_landscape
SEA is relatively less impacted than other regions
 Approaching $200B in rough seas
Bain · 2021 · section_divider
Approaching $200B in rough seas
$200B — GMV
 100M additional internet users have come online in the last three years
Bain · 2021 · context
100M additional internet users have come online in the last three years
460M — Internet users
 After years of acceleration, digital adoption growth is normalising
Bain · 2021 · industry_trends
After years of acceleration, digital adoption growth is normalising
94% — Digital adoption rate
 With digital adoption maturing, understanding usage behaviour across consumer segments is necessary to unlock incremental headroom for growth.
Bain · 2021 · transition
With digital adoption maturing, understanding usage behaviour across consumer segments is necessary to unlock incremental headroom for growth.
 There are five consumer demographics, each at different stages of adoption and usage
Bain · 2021 · segmentation
There are five consumer demographics, each at different stages of adoption and usage
41% — % of digital population
 Urban affluent users and young digital natives are the heaviest adopters of digital services
Bain · 2021 · heatmap_matrix
Urban affluent users and young digital natives are the heaviest adopters of digital services
98% — Adoption rate
 Southeast Asia’s digital economy approaches $200B GMV in 2022—three years earlier than expected.
Bain · 2021 · context
Southeast Asia’s digital economy approaches $200B GMV in 2022—three years earlier than expected.
$200B — GMV
 SEA’s digital economy is closing in on $200B, growing 20% YoY
Bain · 2021 · market_sizing
SEA’s digital economy is closing in on $200B, growing 20% YoY
$200B — GMV
 As SEA’s digital sectors leave the pandemic behind, they are following one of three growth trajectories
Bain · 2021 · framework_other
As SEA’s digital sectors leave the pandemic behind, they are following one of three growth trajectories
 E-commerce: Persistent growth despite resumption of offline shopping and greater focus on profitability
Bain · 2021 · market_landscape
E-commerce: Persistent growth despite resumption of offline shopping and greater focus on profitability
211 — GMV ($B)
 E-commerce: Despite widespread adoption, there remains an urban/suburban usage gap, especially in online groceries
Bain · 2021 · market_landscape
E-commerce: Despite widespread adoption, there remains an urban/suburban usage gap, especially in online groceries
4% — Monthly active users (%)
 Food delivery: Demand returns to trendline growth after tripling during the pandemic
Bain · 2021 · industry_trends
Food delivery: Demand returns to trendline growth after tripling during the pandemic
$24B — GMV
 Transport: Strong recovery expected as opportunities unlock but hurdles aplenty
Bain · 2021 · industry_trends
Transport: Strong recovery expected as opportunities unlock but hurdles aplenty
14 — GMV
 Food delivery & transport: Digital services provide convenience, but they are not for everyone
Bain · 2021 · market_landscape
Food delivery & transport: Digital services provide convenience, but they are not for everyone
70% — Monthly active users (%)
 Online travel: ‘Revenge travel’ is here, but recovery to pre-pandemic levels will take years
Bain · 2021 · market_landscape
Online travel: ‘Revenge travel’ is here, but recovery to pre-pandemic levels will take years
44 — SEA travel GMV ($B)
 Online travel: Travel-related search interest reaches or exceeds pre-pandemic levels, indicating impending demand
Bain · 2021 · industry_trends
Online travel: Travel-related search interest reaches or exceeds pre-pandemic levels, indicating impending demand
 Online travel: Intent to travel internationally is back, with Singaporeans and Malaysians most likely to take flight
Bain · 2021 · market_landscape
Online travel: Intent to travel internationally is back, with Singaporeans and Malaysians most likely to take flight
52% — Intent to travel internationally
 Online media: Growth slows to single-digit following pandemic acceleration
Bain · 2021 · industry_trends
Online media: Growth slows to single-digit following pandemic acceleration
$36B — GMV
 Online entertainment: Affluent users and young digital natives are the most willing to pay for music, video, and gaming services
Bain · 2021 · segmentation
Online entertainment: Affluent users and young digital natives are the most willing to pay for music, video, and gaming services
59% — Weekly active usage by paying users (%)
 Gaming: Seeing clear pullback from pandemic peaks
Bain · 2021 · industry_trends
Gaming: Seeing clear pullback from pandemic peaks
7 in 10 — Time spent on digital games
 Digital financial services (DFS) have made significant inroads over the years, buoyed by a highly conducive growth environment. However, clear shifts in battlegrounds have made the landscape more competitive.
Bain · 2021 · transition
Digital financial services (DFS) have made significant inroads over the years, buoyed by a highly conducive growth environment. However, clear shifts in battlegrounds have made the landscape more competitive.
 DFS: All sub-sectors are growing as a result of enduring offline-to-online behaviour shifts post-pandemic
Bain · 2021 · industry_trends
DFS: All sub-sectors are growing as a result of enduring offline-to-online behaviour shifts post-pandemic
 DFS: We introduced the diverse competitive landscape in 2019...
Bain · 2021 · market_landscape
DFS: We introduced the diverse competitive landscape in 2019...
 ... fast forward three years and winning business models are emerging
Bain · 2021 · market_landscape
... fast forward three years and winning business models are emerging
 DFS: Digibanks compete for mass and unbanked consumers while established banks fast-track digitalisation
Bain · 2021 · competitive_analysis
DFS: Digibanks compete for mass and unbanked consumers while established banks fast-track digitalisation
 DFS: Uptake of digibanks will depend on unbanked share of population and digital maturity of incumbent banks
Bain · 2021 · framework_other
DFS: Uptake of digibanks will depend on unbanked share of population and digital maturity of incumbent banks
 Prudence clouds tech investments
Bain · 2021 · section_divider
Prudence clouds tech investments
 Investments maintained strong momentum in H1 2022, but investors are getting increasingly cautious
Bain · 2021 · market_landscape
Investments maintained strong momentum in H1 2022, but investors are getting increasingly cautious
$13.2B — Private funding value
 Early-stagers are flourishing, while late-stage investments are impacted by dim IPO prospects
Bain · 2021 · market_landscape
Early-stagers are flourishing, while late-stage investments are impacted by dim IPO prospects
 In public markets, IPOs and post-IPO financing deals are drying up
Bain · 2021 · financial_analysis
In public markets, IPOs and post-IPO financing deals are drying up
$13B — Public funding value
 Most VCs expect valuations to continue dwindling; only a small minority sees recovery in the near-term
Bain · 2021 · key_messages
Most VCs expect valuations to continue dwindling; only a small minority sees recovery in the near-term
3 in 4 — VC valuation expectations
 Most tech companies are expediting their paths to financial sustainability
Bain · 2021 · comparison_table
Most tech companies are expediting their paths to financial sustainability
 VCs remain vested in the region with $15B dry powder to sustain deals
Bain · 2021 · market_landscape
VCs remain vested in the region with $15B dry powder to sustain deals
$15B — Dry powder
 Despite the headwinds, investors remain confident in SEA’s long-term prospects and the opportunities they bring.
Bain · 2021 · key_messages
Despite the headwinds, investors remain confident in SEA’s long-term prospects and the opportunities they bring.
 Singapore and Indonesia are 2022’s leading investment destinations yet again
Bain · 2021 · market_landscape
Singapore and Indonesia are 2022’s leading investment destinations yet again
$27B — Private funding value
 Vietnam, Indonesia, and the Philippines are most likely to attract more investors over the longer-term
Bain · 2021 · market_landscape
Vietnam, Indonesia, and the Philippines are most likely to attract more investors over the longer-term
83% — Expected increase in deal activity
 DFS overtakes e-commerce as SEA's top investment sector
Bain · 2021 · market_landscape
DFS overtakes e-commerce as SEA's top investment sector
$27B — Private funding value
 DFS: Payments retain the lion's share of deal activities
Bain · 2021 · market_landscape
DFS: Payments retain the lion's share of deal activities
$6bn — DFS private funding value
 E-commerce: Logistics deals diminishing after years of growth
Bain · 2021 · market_landscape
E-commerce: Logistics deals diminishing after years of growth
23% — E-commerce private funding value
 Nascent sectors like healthtech, SaaS, and Web3 hold the promise of addressing some of SEA’s key challenges. But as they gather adoption momentum, they’re facing persistent challenges in terms of monetisation.
Bain · 2021 · transition
Nascent sectors like healthtech, SaaS, and Web3 hold the promise of addressing some of SEA’s key challenges. But as they gather adoption momentum, they’re facing persistent challenges in terms of monetisation.
 >80% of VCs expect to increase focus on healthtech, SaaS, and Web3, while enthusiasm for edtech cools
Bain · 2021 · industry_trends
>80% of VCs expect to increase focus on healthtech, SaaS, and Web3, while enthusiasm for edtech cools
87% — Expected increase in deal activity
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