Today we will bring you fresh information on cross-border e-commerce in Southeast Asia on June 11, 2026, allowing you to grasp the market trends before others.
In terms of hot trends, data on June 5 shows that TikTok Shop
In the first quarter of 2026, global GMV reached US$27.453 billion, a year-on-year increase of 95%, of which the Southeast Asian market GMV reached US$19.15 billion, doubling year-on-year, contributing more than 70% of the transaction share.
On June 9, the TikTok Shop Fully Managed Merchant Conference was held in Guangzhou, announcing the strategy of “renewed growth, quality and global success”, and the platform will increase support for high-quality supply chains.
On June 15, TikTok Shop will be launched in Poland, the Netherlands, Belgium, and Austria.
In addition, Order No. 280 of the General Administration of Customs of China was officially implemented on June 1, optimizing the registration rules for overseas production companies of imported food.
“Forbes Vietnam” magazine report shows that 55% of Vietnam’s Generation Z use TikTok for shopping instead of Facebook.
In terms of platform policies, Indonesian halal certification market-side compliance requirements have been upgraded. Failure to display labels will result in a maximum fine of 2 billion Indonesian rupiah. Halal certification will be fully mandatory from October 17, 2026, and 11 categories of products such as food, beverages, and cosmetics will be prohibited from entering without a license.
Indonesian SNI certification will be fully enforced from July 24, 2026.
Vietnam’s green e-commerce plan was launched from 2026 to 2030, requiring 50% of companies to adopt green packaging standards.
The EU’s new return regulations will be implemented on June 19, requiring the return process to be as simple as placing an order.
In terms of market trends, Thailand’s consumer confidence index rebounded to 41.6 points in June, the first increase in six months, indicating that the consumer market will pick up in the second half of the year.
The GMV of short videos for Malaysia’s Ramadan promotion increased by 128% year-on-year, and the GMV of live broadcasts increased by 104% year-on-year.
66% of TikTok users in Indonesia have participated in online shopping in the past 30 days.
The market size of smart pet products in Southeast Asia is expected to reach US$5 billion in 2028, and the Chinese brand CATLINK smart cat litter box has performed well.
76% of consumers are willing to pay 5% more for environmentally friendly transportation, making green consumption a new trend.
In the field of logistics and payment, Ant International launched the mobile intelligent agent protocol AMP to solve the problem of cross-market interconnection of AI intelligent agent shopping.
The digital RMB hard wallet has been upgraded to version 2.0, and overseas tourists can apply for it with their passports.
Many banks and payment intermediaries in Vietnam have launched cross-border QR code payment solutions.
SHEIN has restricted the “export address shipping” function for semi-hosted and self-operated merchants in the United States since June 30.
Thailand’s J&T Express increases delivery efficiency by 10% during the 6.6 promotion period.
In the news of various countries, the list of hot-selling products in Indonesia during Ramadan was announced. Searches for children’s Koko shirts increased by 180% and anti-scald gloves increased by 150%. However, the purchase of fashion products during Ramadan is expected to drop by 23%.
The standard fee for Indonesian halal certification is IDR 300,000 – 5 million, and it is free for small and micro enterprises.
The growth rate of smart wearable devices in Singapore is 47%, and there are more smart devices per capita than jewelry.
Malaysia’s “Quick Customs Clearance One Code” reduces cross-border logistics costs.
Today’s brief commentary pointed out that TikTok Shop performed strongly in Southeast Asia, with GMV exceeding US$27.4 billion in a single quarter, and Southeast Asia contributed more than 70% and doubled year-on-year.
At the same time, the Southeast Asian market is moving from “barbaric growth” to “compliance and deep cultivation”. Cross-border sellers need to work on two parallel tracks to seize the dividends of content e-commerce and complete the compliance layout.
In general, the Southeast Asian cross-border e-commerce market in 2026 is full of opportunities and challenges. Sellers need to keep up with market trends and actively respond to compliance requirements in order to succeed in this market.
