Southeast Asia’s internet economy has reached a significant turning point. The region’s internet users are among the most engaged globally. In 2018, the internet economy in Southeast Asia hit US$72 billion and is projected to surpass US$240 billion by 2025, which is US$40 billion higher than previous estimates. The fastest-growing sectors include Online Travel, e-Commerce, Online Media, and Ride-Hailing, as reported by Google-Temasek in December 2018.
For tech startups to expand successfully, founders and teams must understand the diverse local user behaviors, challenges, and regulatory obstacles.
The region’s digital payment solutions are fragmented, online consumer trust is lacking in many sectors of the internet economy, and there is a shortage of deep tech talent.
A Unique Market
Southeast Asia demands a nuanced understanding of users from different countries and their unique ways of utilizing and valuing technology.
A one-size-fits-all approach to scaling across the region is likely to face numerous challenges and failures. Understanding the cultural and economic nuances of each country will be crucial for success.
Interviews with key tech leaders in nine Southeast Asian countries revealed four key points that can help navigate the region, facilitate cross-border expansions, build partnerships, and drive market expansion.
1. Common Challenges Across the Region
The principle of mobile-first and mobile-only is essential to grasp. Smartphones serve as the primary personal computers for many people in Southeast Asia and other emerging markets.
While technology offers solutions to local problems, crucial infrastructure is still lacking in many developing nations. Areas to consider include healthcare, financial inclusion, last-mile logistics, B2B solutions, off-grid power, and digital upskilling services.
2. Addressing the Tech Talent Shortage
Talent shortage is a significant challenge for Southeast Asia’s internet economy. Matching a company’s needs with the talent pool in a specific market could be a viable solution. Various countries in the region offer different strengths in terms of tech talent.
Although Singapore faces a tech talent crunch, countries like Vietnam, Taiwan, and Thailand boast abundant pools of skilled developers in different domains.
3. Regulatory Challenges
The rapid growth of the startup ecosystem has outpaced the development of legal frameworks in many Southeast Asian countries. Some nations lack the necessary structures for startups to operate efficiently, leading to challenges in investment and compliance.
4. Adopting a Distributed Model
To succeed, tech startups in Southeast Asia must leverage resources, mentors, and partnerships from multiple countries. A distributed model involving various countries can enhance a startup’s growth potential and access to critical resources.
5. A Diverse Market
Southeast Asia is a diverse market that requires a tailored approach for success. Startups must adapt quickly to changing consumer preferences, understand regulatory requirements, and familiarize themselves with local user behavior to thrive in this dynamic region.
Overall, Southeast Asia presents a wealth of opportunities for tech startups, but careful navigation, local knowledge, and adaptation are essential for success in this vibrant and diverse market.
