By 2030, the Indonesian e-commerce market was predicted to generate around 150 billion U.S. dollars in online retail sales, increasing from 65 billion U.S. dollars in 2024. By 2030, Indonesia was forecasted to account for over 40 percent of the Southeast Asian e-commerce market, likely due to a growing middle class and the increasing access to the internet. Other emerging markets include Malaysia, the Philippines, Thailand and Vietnam.E-commerce in Southeast AsiaThe leading product categories that were bought through e-commerce platforms in Southeast Asia include fashion and beauty. Shopee and Lazada have emerged as leading e-commerce sites in the region, with Shopee generating over 500 million web sessions. The preferred payment method among Southeast Asian consumers when shopping online varied between digital wallets and credit cards, depending on the country. In Singapore, credit cards were widely used, while digital wallets were more popular in Indonesia and Vietnam.Omni-channel experiences through e-commerceWith no doubt, e-commerce has been steadily growing with the emergence of numerous online retail brands and online marketplaces. Further, more and more fashion brands provide the option of browsing products on their online shop while consumers are shopping in the physical store, so the customer can check on size availability and order it for delivery to their homes or to the store. Given that, omnichannel experiences are relevant for offering the customer more convenience and to increase customer loyalty.