In Southeast Asia, Ramadan is an online shopping bonanza

  • Shopee, Lazada, TikTok, and Tokopedia have more than half of Southeast Asia’s e-commerce market.
  • Shoppertainment, or content-driven commerce, is set to grow quickly with popularity of livestreams.
  • Regulations could damp growth, even as consumers spend more online.

For Fauzi Arif Hutama, who lives in the Indonesian city of Tangerang in Java, the holy month of Ramadan and celebrations for Eid al-Fitr are another excuse to check out deals on Shopee, the most popular e-commerce site in the country. The 29-year-old electrician buys everything from clothing to food for his four pet cats on the Singapore-based Sea’s Shopee site.

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