2025年3月东南亚电商动态：政策收紧与增长机遇并行，跨境卖家如何破局？
政策与合规：税收上调与监管强化
- 越南增值税新政生效：自2月18日起，越南对所有进口商品征收8%-10%的增值税（VAT），Shopee和Lazada跨境店已调整前台价格显示并代扣税费，卖家需预留额外成本应对政策变动
- 泰国佣金费率调整：Shopee泰国站自3月1日起上调跨境直邮卖家佣金费率，非商城卖家费率提升1.07%，商城卖家提升3.21%，进一步压缩利润空间
- 印尼与菲律宾合规要求升级：印尼强制推行“绿色包装认证”和e-KTP 2.0数字身份证系统，菲律宾要求在线卖家完成本地化注册，未合规店铺面临封禁风险
平台动向：Shopee与TikTok Shop竞逐市场
- Shopee流量波动：2月东南亚各站点总访问量普遍下滑，菲律宾站降幅达15.16%，但印尼市场仍以69.6分蝉联“最佳品牌”，Shopee Live功能带动超10亿件商品销售
- TikTok Shop本土化布局加速：印尼站与Tokopedia整合后，平台标志更新为“TikTokShop by Tokopedia”，强化本地供应链合作；泰国站获TikTok未来五年88亿美元追加投资，计划扩展物流与本地商家服务
- Lazada推出“四大保障”计划：聚焦LazMall品质服务，泰国站通过AR虚拟集市和元宇宙直播提升购物体验，大促期间销售额增长十倍
市场趋势：健康、家居与本土品牌崛起
- 健康品类持续爆发：东南亚膳食补充剂GMV同比增长超30%，低价位（5-20美元）产品在TikTok Shop热销，胶原蛋白、益生菌等细分品类需求激增
- 家居与户外用品创新：防潮收纳家具、轻量化露营装备在菲律宾、马来西亚销量增长40%，气候适应性设计成差异化卖点
- 本土品牌突围：印尼穆斯林品牌Hijup以社群定制设计实现2亿美元年销售额，越南Tiki通过“90年代复古营销”激活Z世代情怀消费
物流与供应链：海外仓布局与成本压力
- 菜鸟与京东物流加码区域仓：新增东南亚智能分拨中心，72小时达服务覆盖主要城市，海外仓数量较2022年增长70%
- 物流成本攀升：中国至东南亚海运费用因清关复杂化上调15%-20%，柔性供应链技术（如AI预测系统）助库存周转效率提升30%
行业活动：第四届东南亚电商增长峰会启幕
3月13日，2025跨境超能冲&第四届东南亚电商增长峰会在深圳乐荟国际会议中心启动，汇聚Shopee、Lazada等平台官方代表及亿级卖家，聚焦“AI智选蓝海”“合规化运营”等议题，发布《2025东南亚电商合规白皮书》，为卖家提供破局路径
Southeast Asia E-commerce Update March 2025: Policy Tightening and Growth Opportunities Coexist—How Can Cross-Border Sellers Adapt?
Policy & Compliance: Tax Hikes and Regulatory Strengthening
- Vietnam’s New VAT Policy Takes Effect: Starting February 18, Vietnam imposes 8%-10% Value-Added Tax (VAT) on all imported goods. Platforms like Shopee and Lazada have adjusted front-end pricing displays and now deduct taxes automatically, forcing sellers to account for additional costs.
- Thailand Adjusts Commission Rates: Shopee Thailand raised commission fees for cross-border sellers on March 1, with non-mall sellers facing a 1.07% increase and mall sellers a 3.21% hike, squeezing profit margins further.
- Compliance Upgrades in Indonesia & Philippines: Indonesia mandates “Green Packaging Certification” and e-KTP 2.0 digital ID systems, while the Philippines requires local business registration for online sellers, with non-compliant shops risking suspension.
Platform Moves: Shopee vs. TikTok Shop Compete for Dominance
- Shopee’s Traffic Fluctuations: Overall traffic across Southeast Asian markets declined in February, with the Philippines dropping 15.16%. However, Shopee Indonesia retained its “Top Brand” title (69.6 points), driven by over 1 billion products sold via Shopee Live.
- TikTok Shop Doubles Down on Localization: After merging with Tokopedia in Indonesia, the platform rebranded to “TikTokShop by Tokopedia” and deepened local supply chain partnerships. In Thailand, TikTok pledged an additional $8.8 billion over five years to expand logistics and local merchant services.
- Lazada Launches “Four Guarantees” Program: Focusing on LazMall’s premium services, Lazada Thailand introduced AR virtual markets and metaverse livestreams, boosting sales tenfold during promotions.
Market Trends: Health, Home & Local Brands Surge
- Health Products Boom: Southeast Asia’s dietary supplements GMV grew over 30% YoY, with low-cost (5−20) items like collagen and probiotics dominating TikTok Shop sales.
- Innovation in Home & Outdoor Goods: Waterproof storage furniture and lightweight camping gear saw 40% sales growth in the Philippines and Malaysia, driven by climate-adaptive designs.
- Local Brands Break Through: Indonesia’s Halal fashion brand Hijup hit $200 million annual revenue via community-driven designs, while Vietnam’s Tiki leveraged “90s Nostalgia Marketing” to attract Gen Z shoppers.
Logistics & Supply Chain: Warehousing Expansion vs. Rising Costs
- Cainiao & JD Logistics Expand Regional Hubs: New smart warehouses in Southeast Asia enable 72-hour delivery in major cities, with overseas warehouse counts up 70% since 2022.
- Spiking Logistics Costs: China-to-Southeast Asia shipping fees rose 15%-20% due to complex customs processes. AI-powered inventory systems improved turnover efficiency by 30%.
Industry Event: 4th Southeast Asia E-Commerce Growth Summit Opens
On March 13, the 2025 Cross-Border Power-Up & 4th Southeast Asia E-Commerce Growth Summit launched in Shenzhen, gathering representatives from Shopee, Lazada, and top sellers. Key themes included “AI-Driven Blue Ocean Strategies” and “Compliance Best Practices,” alongside the release of the 2025 Southeast Asia E-Compliance White Paper to guide sellers.
