Understanding consumer behavior trends in Southeast Asia (SEA) is paramount for businesses aiming to succeed in this dynamic market. From the bustling urban centers of Jakarta and Manila to the remote rural communities, a myriad of factors shape the purchasing patterns and shopping habits of Southeast Asian consumers. 

As technological tools and innovative logistics practices continue to advance, customers’ online shopping behavior is characterized by increasing expectations of quality standards and a desire for safer and more efficient service delivery. Follow along as we examine some of the biggest customer behavior trends across the SEA region in 2023 and beyond. 

1) Sustainability is of Vital Importance to SEA Customers 

In recent years, sustainability and environmental consciousness have grown in many areas around the world. SEA customers have not been left behind in this regard and have indeed begun to prioritize green stores. 

This trend is reflected in Rakuten Insight’s findings which reveal that 65% of SEA customers consider sustainability-focused tactics such as sustainable product packaging and the use of collection points to reduce greenhouse emissions to be the most important factor attracting them to retailers. This is most true of the Philippines where 74% of respondents say sustainability is their primary consideration in picking a retailer to buy from. Over 60% of surveyees in Malaysia and Indonesia indicated the same opinion.

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