A recent study by Lazada and eCommerce intelligence firm Cube has identified a significant shift in consumer behaviour across Southeast Asia, with Savvy Shoppers spending 31% more per month than their general counterparts. This spending behaviour is projected to contribute to a US$11.5b gap in the region’s eCommerce market by 2026.
The 2026 ECommerce Savvy Shopper Report surveyed 6,000 consumers across six Southeast Asian countries, revealing that one in four shoppers are classified as Savvy Shoppers. These consumers are characterised by their deliberate approach to assessing value, verifying purchases, managing risk, and utilising digital tools. Notably, 47% of Savvy Shoppers are willing to pay more for stronger purchase protection, indicating a preference for value over mere cost savings.
The study highlights significant variations in the prevalence of Savvy Shoppers across the region, with the Philippines leading at 36%, whilst Singapore lags at 9%. Savvy Shoppers are also more engaged, frequently shopping multiple times a week and using a variety of platforms and digital tools to make informed decisions.
Simon Torring, Co-Founder of Cube, noted, “Southeast Asia’s eCommerce market is no longer defined by whether consumers shop online, but by how confidently and effectively they do so.” This evolution in shopping behaviour underscores the importance of trust and informed decision-making in the digital marketplace.
As the eCommerce landscape matures, the focus is shifting towards enhancing consumer engagement and confidence. Iris Wei, President of Lazada Group, emphasised the need for a trusted eCommerce ecosystem that supports informed consumer choices, paving the way for deeper market participation and growth.
