TRENDS IN THE DEVELOPMENT OF E-COMMERCE MARKET IN THE COUNTRIES OF EAST AND SOUTHEAST ASIA

Abstract

The article explores the trends in the development of retail e-commerce in East and Southeast Asia. The dynamics of sales volumes of individual product groups in the retail electronic market, both in the whole world and in individual countries, is analyzed. As the study showed, the most sold goods through e-commerce are the products of the "fashion" group. In each country studied, the most significant online stores and delivery service providers were identified, and the degree of internet penetration was assessed. The factors that had the strongest influence on the development of retail e-commerce in the countries of East and Southeast Asia were identified.