SEA shoppers turn to verified stores as authenticity drives eCommerce choices

Southeast Asia’s eCommerce landscape is moving decisively toward authenticity-driven, quality-first shopping, according to new research from Cube Asia. The regional study, commissioned by Lazada and unveiled at the LazMall brand gala, surveyed 6,000 consumers across Singapore, Malaysia, Indonesia, Thailand, the Philippines and Vietnam.

Cube Asia found that 90% of online shoppers now engage with mall-style environments, signaling rising demand for trusted products, reliable fulfilment and verified brand stores. The shift towards authenticity-led eCommerce, defined as buying branded goods through authorised mall environments, has grown from 12% of total eCommerce sales in 2020 to 30% in 2025, representing roughly US$40 billion in market value. The segment is projected to account for 55% of Southeast Asia’s eCommerce retail by 2030, or around US$150 billion.

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Premiumisation is evident across the region. 86% percent of respondents qualify as active mall shoppers, defined as having made at least 20% of recent online purchases from mall stores. 90% said they are willing to pay more for branded goods purchased in trusted environments, with 31% willing to spend 10–30% extra for authenticity and assurance. Thailand and Vietnam recorded mall shopper penetration above 90%, while Indonesia and the Philippines were around 80%.

Three key factors are driving the trend: wider access to quality brand assortments, stronger omnichannel behaviour, and increasing reliance on AI for discovery and comparison. More than 80% of consumers said they face supply gaps when searching for authentic branded products, although 91% discovered overseas brands that exceeded expectations.

Showrooming is also widespread, with 73% visiting physical stores before purchasing online. AI usage is highest during product discovery (66%) and comparison (78%), though only 16% use it for final purchase decisions.

The findings indicate that Southeast Asian consumers are moving towards “confidence commerce”, where verified brands, quality assurance, and reliable fulfilment increasingly shape purchasing decisions. According to Lazada, its investments in AI listing tools, automated marketing, personalisation, and omnichannel integrations position the platform to capture this next wave of “confidence commerce” as quality-led shopping becomes the default across SEA.

“The findings from Cube Asia validate Lazada’s brand-led strategy and reinforce our commitment to building a high-trust, quality-first ecosystem for both consumers and brands. As consumers increasingly seek authenticity, Lazada’s strong position in the mall ecosystem gives us a unique opportunity to lead the region’s next phase of eCommerce growth," said Iris Wei, president, Lazada Group. 

In fact, AI is increasingly shaping consumer expectations in eCommerce across Asia Pacific. DHL eCommerce’s "eCommerce Trends Report 2025", which surveyed 24,000 shoppers across 24 markets, found that 81% expect AI-powered features such as visual try-ons, voice search, and smart shopping assistants. Nearly half (47%) are already using voice commands to shop.

The report highlights that AI, social commerce, delivery expectations, and sustainability are redefining what it takes to win and retain customers. Virtual try-ons, AI assistants, and voice-enabled search have shifted from “nice-to-have” to essential tools, signaling that investing in AI is now a must for retailers to stay competitive in the rapidly evolving digital retail landscape.

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