E-commerce penetration of retail, Southeast Asia (2024)

Platform e-commerce GMV as a share of total SEA-6 retail spending, 2024 (Momentum Works). Single citable aggregate — per-country penetration is not freely published. This is the 'share of retail' definition; do NOT conflate with 'share of population who shop online' (~60%) or 'share of payments that are digital' (~60%), which are different metrics from e-Conomy SEA.