Singapore-headquartered Momentum Works in its research showed that Southeast Asia’s quick commerce market generated US$7.3 billion in gross merchandise value (GMV) in 2025, equivalent to approximately 4.6% of the region’s e-commerce market. Nevertheless, this represents less than 1% of total sales across Southeast Asia.
Quick Commerce is a form of e-commerce focusing on ultra-fast delivery of goods, typically within less than 60 minutes after ordering. Currently, in its early stage of adoption, it is undergoing a new phase of growth in countries where dense urban infrastructure facilitates adoption.
Momentum Works estimates online grocery penetration across Southeast Asia at approximately 4.2%, while previous industry estimates suggest Indonesia remains below that level despite having the region’s largest population and one of its fastest-growing digital commerce markets.
Momentum Works expects Indonesia’s quick commerce market to evolve differently from several neighbouring countries, with e-commerce platforms expected to play a larger role than traditional convenience store chains.
Quick commerce is often associated with delivery speed, but grocery remains the category that underpins the economics of the business, as it is a recurring purchase unlike consumer electronics or clothing. As purchasing frequency increases, fulfillment centres process more orders, inventory moves more efficiently, and delivery routes become denser. Existing infrastructure becomes more productive without requiring the same pace of network expansion.
Grocery continues to anchor Southeast Asia’s quick commerce market, even as operators broaden their assortment into categories such as personal care and household products.
In China, already 83% of consumers surveyed use quick commerce, according to NielsenIQ data, and this market is expected to surpass Rmb 1 trillion (US$149 billion) in 2026. Similarly, in India the quick commerce adoption is at 82%. ASEAN is still far behind but shows strong growth potential.
