RECP與東盟國家跨境電商-88正式版

RCEPandCross-borderE-commerceOpportunitiesforASEANCountriesAboutthepaperCross-bordere-commercehelpstheMicro,smallandmedium-sizedenterprises(MSMEs)fromdevelopingcountriestobecomemorecompetitiveintheinternationalmarketandtodiversifytheirexports.TheRegionalComprehensiveEconomicPartnership(RCEP)agreementprovidesnewopportunitiesforcompaniesfromtheAssociationofSoutheastAsianNations(ASEAN).Tocapturethatpotential,smallbusinessesinthesecountriesneedmoremarketintelligence.Thispaperfillsthatgap,usingmarketdatafromAtoidentifywhichproductsfromASEANcountriescangeneratethemostdemandabroad.ItalsofeaturesproductandmarketdiversificationandexportpotentialanalysisfromtheInternationalTradeCentre(ITC)forindividualRCEPcountries.Thepublicationprovidesup-to-datemarketintelligenceforASEANMSMEsintheircross-bordere-commerceoperations.ThispaperispublishedasatechnicalpaperandhasnotbeeneditedbyITC.Publisher:InternationalTradeCentreTitle:RCEPandCross-borderE-commerceOpportunitiesforASEANCountriesPublicationdateandplace:Geneva,November2022Pagecount:88Language:EnglishITCDocumentNumber:Citation:InternationalTradeCentre(2022).RCEPandCross-borderE-commerceOpportunitiesforASEANCountries.ITC,Geneva.Formoreinformation,contact:QuanZhao,zhao@andTianyuMao,tmao@.FormoreinformationonITCpublicationsone-commerce,see:/itc/sectors/services/e-commerce/.ITCencouragesthereprintingandtranslationofitspublicationstoachievewiderdissemination.Shortextractsofthispapermaybefreelyreproduced,withdueacknowledgementofthesource.Permissionshouldberequestedformoreextensivereproductionortranslation.AcopyofthereprintedortranslatedmaterialshouldbesenttoITC.Digitalimage(s)onthecover:?Shutterstock?InternationalTradeCentre(ITC)ITCisthejointagencyoftheWorldTradeOrganizationandtheUnitedNations.2AcknowledgementsThispaperwaspreparedbyYutongDang,ITCconsultant,underthesupervisionofQuanZhaoandTianyuMao(bothITC).ThanksforsupportwithdataandanalysisarealsoduetoProfessorBenShenglin,deanoftheInternationalBusinessSchoolofZhejiangUniversity(ZIBS);ZhouWenyu,assistantprofessoratZIBS;OuyangCheng,deputydirectorofAliResearch;HuXiangfang,senioradvisoratAliResearch;LiPeng,advisoratAliResearch;RenJie,senioradvisoratAliResearch;YueHongfei,advisoratAliResearch.ITCalsoextendsitsthankstoAntGroupResearchInstituteforprovidingcasestudiesusedforthepublication.3ContentsAboutthepaperAcknowledgementsAcronyms239Executivesummary10Chapter1:Cross-bordere-commerceinRCEP:trends,opportunitiesandchallenges11Measuringcross-bordere-commerceinRCEP111214151720Cross-bordere-commercefaredbetterinthepandemic,especiallyinASEANCross-bordere-commercehelpsbusinessescopewithuncertaintyCross-bordere-commercebenefitsdiverseindustriesRCEPboostse-commerceexportsforASEANcountriesOpportunitiesandchallengesforASEANMSMEs,andhowRCEPcanhelpOpportunity：Boominge-commercemarket,rapidlydevelopingdigitalplatforms,andsupportfromgovernments20Challenge：ASEANcountriesareindifferentstagesofdevelopmentinICTinfrastructure,logisticsandpaymentsolutions23RCEPagreementenablesadvancementofregionale-commerce28Chapter2:Casestudies:howcompaniesandplatformsleveragee-commerceopportunities30HappyHands:Popularizelocalcharacteristicstotheglobeandpromotetradeledbywomen30HanhSilk:AcceleratedigitaltransformationandbenefitruraldevelopmentLazadaPlatform:One-stopservicetoextendindustrialchainandliftcompetitivenessAirwallex:ImprovecustomerexperiencethroughinnovativedigitalpaymentservicePegasusOfficial:BuilddigitalchannelsandreduceproductpromotioncostDongqiGroup:Analyzeonlinecustomerdatatoimprovemarginalreward3132333435Chapter3:Conclusionandrecommendations37DigitaltransformationiskeyforbusinessestocopewithuncertaintyDigitalplatformscanhelpMSMEsdivsersifyexportsandsecuregrowthRecommendations3737384AcronymsUnlessotherwisespecified,allreferencestodollars($)aretoUnitedStatesdollars,andallreferencestotonsaretometrictons.ASEANB2BAssociationofSoutheastAsianNationsBusiness-to-businessB2CBusiness-to-consumerE-commerceE-paymentGDPElectroniccommerceElectronicpaymentGrossdomesticproductGNIGrossnationalincomeICTInformationandcommunicationstechnologyInternationalTradeCentreITCITUInternationalTelecommunicationUnionMicro,smallandmedium-sizedenterprisesMSMEs9ExecutivesummaryTheRegionalComprehensiveEconomicPartnership(RCEP)enteredintoforceon1January2022.Thecurrentmembersarethe10countriesintheAssociationofSoutheastAsianNations(ASEAN),aswellasAustralia,China,theRepublicofKorea,Japan,andNewZealand.Theregionhasalargepopulation,economicscale,andtradevalue.Withapopulationof2.27billion,theRCEPhasacombinedGDPof$26trillionandtradeworth$10trillion,accountingforaboutonethirdoftheglobaltotals.Cross-bordere-commerceisboominginRCEPCross-bordere-commerceintheregionislargeandgrowingfast.Morethanhalfoftheworld’scross-bordere-commerce,some53.3%oftheglobaltotal,occurswithintheregion.Thevalueofcross-bordere-commerceaddedupto$285billionin2020,upfrom$86.2billionin2016,foranaverageannualgrowthrateof34.8%.Thisreportinvestigatescross-bordere-commercedevelopmentsintheRCEP,andanalyzesopportunitiesformicro,smallandmedium-sizedenterprises(MSMEs)inASEAN.ThefirstchapterusesaninnovativenewB2Be-commerceindextomeasurecross-bordere-commerceintheRCEPfrom2019to2021.Enterpriseshaveexpandedtheironlinebusinesses,aprocessthatacceleratedduringthepandemic.AppealingmarketpotentialandanimprovingpolicyenvironmenthaveallowedMSMEsinASEANtogrowtheirbusinessonline.RCEPmembershaveprovidedstrongpoliciestohelpdomesticenterprisesparticipateincross-bordere-commerce,especiallyinthecontextofthepandemic.Challengesremain,notablyininfrastructureinsomeASEANcountries.Thegovernmentshaveemphasizedbuildingbusiness-friendlyecosystems.MSMEsshouldalsoactivelyseekbusinesssolutionstocopewiththechallenges.LocalexpertiseandinnovationdrivegrowthThesecondchapterfeaturescasestudiesofMSMEs.Eachcasestudyillustratesthekeyelementsforsuccessinonlinebusiness.Theseinclude:one-stopservicetoextendtheindustrialchainandenhancecompetitiveness;innovativedigitalpaymentsthatimprovethecustomerexperience;localexpertiseadaptedtotheglobalmarket;promotionoftradeledbywoman;digitaltransformationandruraldevelopment;newdigitalchannelsthatreduceproductandpromotioncosts;anddataanalysistoimprovemarginalreturns.Thethirdchapterproposesrecommendationsforenhancinge-commercecooperationwithinRCEP.Evidenceindicatesthatdigitaltransformationhelpsbusinessescopewithuncertainty,anddigitalplatformscanhelpMSMEstogrowandtodiversifyexports.Inthecontextofaccelerateddigitalization,MSMEsshouldseizeopportunitiesthroughinnovationinbothproductsandoperations.Thatmeanscreatingbrandvaluethroughonlineplatforms;providingall-roundservicestoattractonlineconsumers;improvingtheproductionprocessthroughproductinnovation;andpromotingonlinetransactionstoreducefixedcosts.Theannexprovidesacase-by-caseanalysisofRCEPmembers,usingtradedataandcross-bordere-commercedatafrom2019to2021.Thisanalysiscomparesproductstradedthroughe-commerceversusthosetradedoffline.Datashowsthatcross-bordere-commerceencouragesdiversificationofexportedgoodsandexportdestinations.ThereportusesITC’sexportpotentialanalysistohighlightpossibleexports,listthepotentialofeachcountrybyproductandbyexportcountry/region,andvisualizesthediversificationpotentialofeachproductcategory.10CHAPTER1:CROSS-BORDERE-COMMERCEINRCEP:TRENDS,OPPORTUNITIESANDCHALLENGESMeasuringcross-bordere-commerceinRCEPThissectionusesanewquantitativemethodtoportraycross-bordere-commerceintheRCEP,withaspecificfocusonASEANcountries.Theresultindicatesthat???despitethepandemic,cross-bordere-commercegrewrapidlyfrom2019to2021thesharpgrowthcurveisthankstoenterprisedevelopmentcross-bordere-commercehelpsthepandemicrecoverybyboostinggrowthandbenefitingmorediversifiedindustriesThedevelopmentofcross-bordere-commerceresultsfrommultiplefactorsandisnoteasytomeasurequantitatively.ThisreportinnovativelyusestheRCEPMSMEsCross-borderE-commerceB2BIndexcompiledbyAliResearchandtheInternationalBusinessSchoolofZhejiangUniversity(ZIBS)foracomprehensiveinvestigation.TheRCEPB2BIndexcomprehensivelymeasuresthedevelopmentofcross-bordere-commerceofMSMEsfromfourdimensions:comprehensiveresults,supplyanddemandscale,supply-sidedevelopmentquality,anddemand-sidedevelopmentquality.Detailsoftheindicatorsarepresentedinthefollowingtable.Table1IndicatorsoftheRCEPMSMEscross-bordere-commerce(B2B)indexOverallIndexPrimaryIndicatorsTertiaryIndicatorsMSMEsCross-borderE-commerce(B2B)IndexTradeScaleTransactionamountoftheordersinRCEPregionNumberofordersintheRCEPregionEnterpriseAveragenumberofproductsofsellersintheRCEPregionAveragenumberofnewproductsofsellersintheRCEPregionNumberofcountriescoveredbyRCEPregionalsellers'exportsDevelopmentMarketDiversificationProportionofenquiriesofRCEPsellersreceivedfromthemarketsoutsidetheUSandEuropeSource:CompiledbyAliResearchandZIBS,anddataarefromAAistheworld'slargestcross-bordere-commerceB2Bplatform.Itcoversover40categoriesofindustries,andsupportsglobalsellerstocarryoutbusinesswithpartnersfrommorethan200countriesandregions.11Cross-bordere-commercefaredbetterinthepandemic,especiallyinASEANTheoverallindexforRCEPcountries,showninthebluelineinFigure1,reflectsasteadyupwardtrendthatdoubledwithinthreeyears,withanaverageannualgrowthrateof34.4%.Intermsoftheyear-on-yearchange,growthin2020and2021underCOVID-19topped40%,outpacingthegrowthratein2019.Intermsofseasonalfluctuations,Q2andQ3ofeachyeararethefastest-growingperiodsforcross-bordere-commerce.ThequarterlygrowthrateoftheoverallindexofQ2andQ3in2020and2021evenexceeded20%.ASEANcountries,shownintheredline,sawanevenfastergrowthpath,increasingby4.2timeswithinthreeyears.Year-on-year,growthduringtheCOVID-19recoveryperiod(2021Q4-2021Q4)significantlyoutpacedtheRCEPoverallindex.Figure1B2Bindexfrom2019to2021Source:CompiledbyAliResearchandZIBS,anddataarefromAToexaminethesegrowthtrendsinmoredetail,theoverallindexisdividedintothreesub-indexes:tradescale,enterprisedevelopment,andmarketdiversification.Tradescaleexaminestransactionamountsandthenumberoforders.Itservesasaproxyfortradevolumeviacross-bordere-commerce.Enterprisedevelopmentfocusesontheseller'scapacityandmeasuresthenumberofexistingproductsandthenumberofnewproductsperseller.Marketdiversificationindicatese-commercetradeamongcountriesintheRCEPregionbythenumberofcountriescoveredbyregionalsellers'exportsandproportionofenquiries(aproxyfordemand)thatRCEPsellersreceivedfrommarketsoutsidetheUnitedStatesandEurope,whicharethetraditionalmajorexportmarketsofAsiancountries.FortheRCEPregion,thetradescaleindexgrewby2.9timeswithinthreeyears.Theenterprisedevelopmentindexgrew3.2timesoverthreeyears,surgingfromQ1toQ3in2021.Themarketdiversificationindexincreased1.8times.Thesenumbersshowtheincreasingactivitiesoftheoveralldevelopmentofcross-bordere-commerceinRCEPregions.12Figure2RCEPB2Bsub-indexfrom2019to2021350.0322.7286.2252.9300.0250.0200.0150.0100.050.0186.80.02019Q12019Q22019Q32019Q42020Q12020Q22020Q32020Q42021Q12021Q22021Q32021Q42022Q12022Q2OverallIndexTradeScaleSub-indexEnterpriseDevelopmentSub-indexMarketDiversificationSub-indexSource:CompiledbyAliResearchandZIBS,anddataarefromAForASEANcountries,theenterprisedevelopmentsub-indexhasexperiencedsharpgrowthsinceQ42020.Thetradescalesub-indexgrewsteadilyfromQ12019toQ22022.Theoverallindexhasbeenmainlydrivenbyenterprisedevelopment,especiallyinQ42020andQ32021.Thisindicatesthatthequalityofenterprisedevelopmentplaysakeyroleinoverallcross-bordere-commercedevelopmentforASEANcountries.ThemarketdiversificationofASEANcountriesisgrowingatasteadyrate.Figure3ASEANB2Bsub-indexfrom2019to2021Source:CompiledbyAliResearchandZIBS,anddataarefromA13Cross-bordere-commercehelpsbusinessescopewithuncertaintyCOVID-19wasthebiggestshockofthedecade.FormostRCEPcountries,GDPcontractedby5-8%in2020.Thepandemiccausedeconomiestoslow,asprofitsinthetourismandserviceindustriesdeclined,especiallyforcountriesthatrelyonoverseastourism.Since2021,GDPinmostcountrieshasstartedtorise,showingatrendofgradualrecoveryaspandemicrestrictionseased.Figure4GDPgrowth(annual%)inRCEPcountriesSource:WorldBankHowever,therecoveryinmostRCEPcountriesstillhasalongwaytogo.Tenofthe15RCEPcountriesstillhavegapsbetweentheirGDPgrowthratein2021andthe10-yearaveragefrom2010-2019.In2021,theGDPgrowthratesofChina,theRepublicofKorea,andthePhilippinesareslightlyabovethe10-yearaverageGDPgrowthratefrom2010-2019.NewZealandandSingaporeoutperformedRCEPcountriesin2021,astheirgrowthwasmorethan1.5pointshigherthanthe10-yearaverage.ForAustralia,Brunei,Indonesia,Malaysia,andThailand,theirgrowthin2021was1to3pointslowerthanthe10-yearaverage.Cambodia,LaoPeople'sDemocraticRepublic,Myanmar,andVietNamhavegapsofover3points.14Table2GDPgrowth(annual%)inRCEPcountries2010-20192020AverageGapbetween20212021and10-yearaverageAustralia2.590.507.037.685.421.213.330.001.131.48-1.12-2.11-4.000.43-1.720.410.69BruneiDarussalamCambodiaChina-1.613.038.113.691.624.02-3.102.24Indonesia-2.07-4.51-0.85JapanKorea,RepublicofLaoPeople’sDemocratic7.310.502.53-4.78RepublicMalaysiaMyanmarPhilippinesSingaporeThailand5.357.296.414.993.646.53-5.653.173.13-17.985.70-2.22-25.27-0.702.63-9.52-4.14-6.202.947.611.57-2.07-3.94VietNam2.59Source:WorldBankForbothRCEPcountriesandASEANcountries,cross-bordere-commercesignificantlyoutpacedGDPgrowthandevenshowsatrendofacceleratedgrowth.That’spartlybecausepandemicrestrictionsmovedroutinepurchasesandbusinessnegotiationsfromofflinetoonline.Echoingtheresultsofthecross-borderB2Bindex,cross-bordere-commercehasprovidedtailoredsolutionsforinclusivedevelopmentneeds.MSMEsintheregionhavealsoactivelyusedcross-bordere-commerceplatformsfortheirrecoveryanddevelopment.Cross-bordere-commercebenefitsdiverseindustriesDatainmostcountriesshowsfluctuationsincommoditytradeconsistentwiththatofGDP.Commoditiesweremoresensitivetothepandemic,fallingfasterthanGDP,andintherecoverygrowingfasterthantheGDPrate.Inmostcountries,therateoftraderecoverywasmorethan20percentagepointshigherthanthatofGDPrecovery.15Table3GDPgrowthandgeneraltradegrowth(annual%)inRCEPcountries20202021GDPTradeofGDPTradeofDifferenceDifferenceGrowthGoodGrowthGrowthGoodGrowthAustralia0.001.13-6.62-8.7719.513.61-6.62-9.9022.601.371.48-1.613.038.113.691.624.022.533.13-17.984.655.707.611.572.5935.7867.19-0.8234.3068.79-3.8421.7736.0716.5621.6527.5522.59-2.2911.0831.3516.1327.4328.18BruneiDarussalamCambodia-3.102.24China29.8839.7618.1825.6730.0825.72-20.2715.7337.0523.7528.9930.77Indonesia-2.07-4.51-0.850.50-2.61-9.19-5.45-0.46-7.53-3.47-1.87-19.62-8.41-13.133.10-0.54-4.69-4.60-0.96-1.88-6.65-0.62-10.10-4.26-6.930.16JapanKorea,RepublicofLaoPeople’sDemocraticRepublicMalaysia-5.653.17MyanmarNewZealandPhilippines-1.25-9.52-4.14-6.202.94SingaporeThailandVietNamSource:WorldBank,ITCHowever,tradehasbeenconcentrated.Thefollowingtablelooksatthetopthree,fiveand10biggestexportsandexportingcountriesfigureintoeachcountry’stotaltrade.Highervaluesindicateahigherconcentrationlevelofgeneraltrade.AmongRCEPcountries,tradeinASEANcountriesishighlyconcentrated.InsixofthetenASEANcountries,theirthreebiggestcommoditiesaccountformorethan50%oftotalexports.InsevenASEANcountries,thetop10exportcommoditiesaccountformorethan80%oftotalexports.Thisindicatesthatthesecountriesarehighlydependentonspecificcommoditiesandexportingcountries,whichmeanstheyhavediversificationpotential.16Table4Generaltradeconcentrationrate(%)inRCEPcountriesByproductBycountryTop576.9371.8Top348.397.754.632.543.346.849Top555.598.468.741Top1063.3Top370.66Top1085.0893.8AustraliaBruneiDarussalamCambodiaChina99.264.654.785.167.882.455.247.1842.554.6548.368.4571.8Indonesia50.958.459.565.2Japan72.753.3853.5665.7360.0680.5782.66Korea,Republicof71.4LaoPeople’sDemocratic4862.681.978.386.393.8RepublicMalaysia55.247.354.567.261.743.657.267.46581.7824158.651.7145.837.138.451.653.368.261.864.75271.381.175.7483MyanmarNewZealandPhilippinesSingaporeThailand63.670.171.956.866.17482.187.570.877.772.265.66747.562.1VietNamSource:ITCTheannexofthisreportadoptstheGlobalIndustryClassificationStandard(GICS)tocompareandanalyzethedataofgeneraltradeande-commerceinvariouscountriesfrom2019to2021,tovisualizethecorrespondingindustrycategories.Theresultsshowthat:?Exportproductsanddestinationcountriesdiffergreatlybetweengeneraltradeandcross-bordere-commerce?Traditionaltradebenefitsindustrieslikeenergy,materials,andindustries.Cross-bordere-commerceismorebeneficialtoconsumerdiscretionary,consumerstaplesandhealthcare.RCEPboostse-commerceexportsforASEANcountriesAustralia,China,Japan,NewZealand,andtheRepublicofKoreaareessentialtradepartnersforASEANcountries,astheyoffergreatopportunitiesinwell-developede-commercemarkets.Australiaistheworld’s10th-largeste-commercemarket,withabout80%ofpopulationpurchasingonline,spending$1,527perpersoneachyear.Revenueofthee-commercemarketreachedanestimated$29.7billion17in2021.Withapopulationofabout24millionand21millioninternetusers,Australia’sinternetpenetrationisabout81%,ofwhichsmartphoneusersaccountfor48%.AmazonandeBaydominateAustralia’se-commercemarket.Surveysshowthatconsumerspaymoreattentiontobrandvalueandproductquality.Currently,cardpayments(42%)arethemajorchannelforAustralia’sonlinepurchasesfollowedbybanktransferande-wallet.POLi,alocalpaymentagencyandareal-timetransfertoolforAustraliaPost,hasbecomethemainonlinepaymenttoolbesidescreditcardsandPayPal.China’simportandexportvolumeofcross-bordere-commercetotaled$271.06billion.in2021,up15%year-on-year,accordingtoChinaCustoms.Chinaishometo1.41billionpeople,withthepopulationofinternetusershitting989millionin2020.Thevastmajority,986million,aremobileinternetusers.Nearlyone-thirdliveinruralareas,withtherestinurbancentres.Some79.1%ofChineseinternetusersshoponline.OfChina’sonlineshoppers,79.2%shopontheirmobiledevice.Japan’sB2CandB2Be-commercemarketsreached$132billionand$2.289trillionrespectivelyin2020.Japanhasawell-developeddigitaleconomicinfrastructure,with117millioninternetusersin2021.Todevelopitsdigitaleconomy,thegovernmentofJapanisactivelysupportingthedeepintegrationofdigitaltechnologywitheconomicgrowthandsocialgovernance.Japanspentmorebudgeton“post5G”informationandcommunicationinfrastructuretobuildaleadingdigitalandintelligenteconomy.NewZealand’sonlineretailmarketcapitalizationranked39thintheworld,withayear-on-yeargrowthrateof31%.In2020,NewZealand’sonlineconsumptionpercapitawas$1,529ayear.About71.7%ofthepopulationvisitedonlinestores,and61%orderedatleastoneproductonline.Inthefirst10monthsof2021,NewZealand’sonlinespendingincreasedby18%comparedwiththesameperiodin2020.Thatwasupnearly50%comparedwiththesameperiodin2019.Asof2021,internetcoverageinNewZealandhit94%.Thedevelopmentofe-commercealsobenefitse-paymentande-commerceplatforms.In2020,thetopfivepaymentplatformsinNewZealandwereFlo2Cash,Paystation,Windcave,Bambora,andStripe.Intermsofsales,thetopthreee-commerceplatformswereCountdown,Apple,andMitre10.TheRepublicofKorea’se-commercemarketranksthefifthlargestintheworldandthethirdlargestintheAsia-Pacificregion,nextonlytoChinaandJapan.In2020,thetotalretailsalesintheRepublicofKoreawere$413.4billion,ariseof0.41%fromthepreviousyear.Incontrast,onlineretailsalessurgedby19.11%to$140.2billion,accountingfor34%ofthetotal.TheRepublicofKoreahasrankedfirstintheworldforthreeconsecutiveyearsintermsofitsinformationandcommunicationtechnology(ICT)penetration,accordingtotheWorldEconomicForum.TheRepublicofKoreahadaround49millionInternetusersand39.2millionmobilesubscribersin2020,withthepenetrationratesat97%and76%respectively.Onesurveyrevealedthatalmost99%ofthepopulationgoonlineatleastonceaweek,spendinganaverageof14.3hoursaweekontheinternet.Dataoncross-bordere-commerceimportsin2021indicatesthatthesefivecountriesareimportanttradingpartnersforASEANcountries.Thetablebelowliststhekeyimportcountriesandcategoriesofimportedproductsforthesefivecountries,basedonAlibaba’se-commercedata.18Table5Top10importcountriesorregionsincross-bordere-commercein2021RankAustraliaChinaJapanKorea,RepublicofChinaNewZealandChina12ChinaIndiaIndiaChinaVietNamVietNamVietNamVietNamUnitedStatesofAmerica345PakistanVietNamKorea,RepublicofIndiaThailandSouthAfricaThailandThailandPakistanKorea,RepublicofIndonesiaUnitedStatesofAmericaUnitedStatesofAmericaPhilippines67UnitedKingdomSouthAfricaFranceFranceMalaysiaThailandMalaysiaJapanUkraineSingaporeIndonesiaNewZealandAustraliaChineseTaipeiSouthAfricaUnitedKingdomFrance8UnitedKingdomGermanyPakistanPhilippinesSingaporeAustralia9ChineseTaipeiSpain10Note:ASEANcountriesareindicatedinblue.Source:CompiledbyAliResearch,anddataarefromA19Table6Top10categoriesofimportedgoodsincross-bordere-commercein2021RankAustraliaChinaJapanKorea,RepublicofNewZealandApparel1HomeandGardenHomeandGardenSportsandApparelHomeandGarden23456789ApparelConsumerElectronicsConsumerElectronicsHomeandGardenEntertainmentPackagingandPrintingSportsandMachineryHomeandGardenMachineryEntertainmentBeautyandPersonalCareSportsandSportsandConsumerElectronicsCarsandMotorcyclesApparelCarsandMotocyclesEntertainmentEntertainmentSportsandPackagingandPrintingPackagingandPrintingPackagingandPrintingEntertainmentCarsandBeautyandPersonalCareCarsandMotorcyclesMachineryMotorcyclesPackagingandPrintingGiftsandCraftsMachineryApparelConsumerElectronicsConsumerElectronicsBeautyandPersonalCareBeautyandPersonalCareCarsandMotorcyclesHardwareHealthandPersonalMachineryHardwareFurnitureHealthCareFurnitureCare10FurnitureFurnitureConstructionGiftandCraftsSource:CompiledbyAliResearch,anddataarefromATheproductsimportedthroughcross-bordere-commercevaryfromcountrytocountry,withhomeandgarden,apparel,consumerelectronics,carsandmotorcycles,andmachinerytakingthelead.TheannextothisreportshowsthemainexportsofASEANcountries,whichhighlymatchtheimportdemandsofthesefivecountries.OpportunitiesandchallengesforASEANMSMEs,andhowRCEPcanhelpOpportunity：Boominge-commercemarket,rapidlydevelopingdigitalplatforms,andsupportfromgovernmentsSince2019,bothdomestice-commerceandcross-bordere-commercehavebecomeincreasinglypopularinASEAN.Localcompaniesleveragede-commerceandbegantoconducttransactionsonline.Thetablebelowshowsthegrowthrateofprojectede-commercerevenueforASEANcountriesfrom2022to2025.E-commercerevenueisexpectedtogrowbetween9%and19%annually,withthefastestgrowthexpectedfortheLaoPeople'sDemocraticRepublic,Malaysia,Myanmar,thePhilippines,andSingapore.20Figure5E-commercerevenueof2022and2025inASEANcountries(USDbn)Source:StatistaMarketForecastWiththehighgrowthrate,internationale-commerceplatformshavebeenexpandingtheirbusinessinASEAN,asdomestice-commerceplatformshavealsograduallyemerged.Thistrendofincreasingmarketdemandisinspiringenterprisestomovetheirbusinessesonline.21Table7CountryMajore-commerceplatformsinASEANe-commerceplatformsBruneiDarussalameBay,Zalora,andAmazonarethetopthree.Allareforeigncompanies.GladMarket,Mall855,MAIOMall,RoseRb,Aliexpress,andTaobao.OnlineshoppingonsocialmediasuchasFacebookisalsopopular.CambodiaIndonesiaTokopedia,Bukalapak,andBhinnekaYula.laandplaosmeLaoPeople’sDemocraticRepublicMalaysiaShopee,Lazada,andPGMall,LeLongandQoo10MyanmarShopMM,Spree,and365PhilippinesShopee,Lazada,Zalora,andBeautyMNLSingaporeShopee,Lazada,AmazonQoo10,andEZBuyShopee,Lazada,andFacebookFanpage.Thaiconsumersalsoliketoshoponsocialmediaplatformss