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From Line to TikTok: Exploring APAC’s US$1 trillion social commerce market

When it comes to social commerce or ‘shopper-tainment’, the valuations of this burgeoning space can fluctuate wildly. One report claimed that social experiences will directly influence US$42 billion of e-commerce sales in Southeast Asia by the end of 2022. On the other hand, another report claimed that this could be a US$1 trillion opportunity in APAC by 2025. Social commerce is defined as any form of e-commerce that is influenced heavily by real-time communications, authenticity, trust and