The report highlights the rapid rise of social commerce in Southeast Asia, driven by increased digital connectivity and a growing middle class. Social commerce saw a surge in 2020, with gross merchandise value (GMV) growing threefold and orders doubling compared to 2019. The pandemic accelerated trends like live-selling, which became a key sales channel. Each country adopted different social commerce technologies, with AI chatbots and live sales tools being popular. Trust and payment methods like cash-on-delivery remain critical issues for the region's growth.

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