From Scroll to Sale How Video Commerce is Transforming Shopping in Southeast Asia

Curiosity to Conversion: The Rise of Video Commerce in Southeast Asia In the fast-evolving digital marketplace of Southeast Asia, a new shopping phenomenon is capturing the attention—and wallets—of consumers: video commerce. Once a niche trend popularised by influencers and livestreamers, video-based shopping has now become a mainstream force driving both curiosity and conversion across the region. The rapid growth of e-commerce platforms like Shopee, Lazada, and TikTok Shop has been matched by a surge in short-form video and livestream shopping content. These formats are not only visually engaging but also interactive, allowing sellers to showcase products in real time, answer questions, and offer exclusive deals to viewers. As customers increasingly seek authentic and personalized experiences online, video commerce offers a compelling blend of entertainment and convenience. Crucially, Southeast Asia’s digital consumers are among the world’s most engaged. According to the article, the region registers the highest levels of social media and video consumption globally. This context creates a fertile ground for the expansion of video-driven retail. Brands and marketers are responding by integrating commerce features—all while leveraging algorithms to target the right audiences at the right moments. Importantly, the adoption of video commerce is not just a result of technology, but also a cultural shift. As noted in the article, “Consumers in Southeast Asia are naturally social and curious—they want to be part of a community and engage directly with personalities they trust.” This community-driven interaction fosters a sense of trust and urgency, with in-video purchase buttons and exclusive offers nudging viewers toward instant buys. The future of video commerce in the region looks bright as well. Marketers are increasingly investing in AI-powered personalization and seamless checkout experiences, aiming to shorten the path from product discovery to conversion. As the technology matures, expectations are that this trend will evolve into new formats, including shoppable ads, augmented reality try-ons, and even more immersive ways to bridge the gap between offline and online shopping. As video commerce continues to blur the lines between entertainment, discovery, and transaction, Southeast Asia is emerging as a global leader in evolving how consumers connect with brands. Team V.INO-LNK