Visualizing SEA’s ecommerce value chain

Image credit: January Capital

It’s no secret that ecommerce has taken off in a big way across Southeast Asia and every facet of the value chain is now being digitalized.

As this graphic from investment firm January Capital shows, there is a plethora of companies seeking to digitalize specific functions in the value chain. The company terms this a “pick and shovel” approach to digital commerce.

This “great unbundling,” as January Capital calls it, is in stark contrast to the status quo in Southeast Asia’s ecommerce space, where marketplaces have typically dominated. Instead, brands and merchants are seeking new sales channels and ways to win consumer attention.

This graphic originally appeared in January Capital’s state of the Southeast Asian technology ecosystem report for 2022. The report was created using the firm’s proprietary data as well as other data sources.