Southeast Asia has witnessed rapid growth in eCommerce due to its large population of young people and high internet penetration. Consumers in this region show strong demand for portable small appliances (such as handheld fans), home cleaning tools (vacuum cleaners), and small kitchen appliances (rice cookers, juicers) from a combination of Europan, American, and Chinese brands alike, as well as some strong local competitors. For the last 2 years, TMO Group has been helping brands—including the Appliance Industry—explore and successfully enter the SEA market.

Having collected first-hand market data from around 380,000 SKUs across Shopee and Lazada, the two major marketplaces in the region, we analyzed the market structure, categories, best-selling brands, price ranges, and consumer trends across the 6 countries with the biggest online eCommerce markets: Indonesia, Malaysia, Thailand, Vietnam, the Philippines and Singapore.

This article is based on the Home Appliances (Southeast Asia Outlook December 2024)This free PDF looks at the home appliances market in Southeast Asia: market segments, price ranges, popular brands, and much more.Southeast Asia Home Appliance Outlook, which you can download for free to see the full analysis of our research.

Now, let’s dive into the key takeaways from our research into Southeast Asia’s online retail landscape for the Home Appliance industry using sales data from October 2024. We will also cover some findings of the different subcategories within the segment.

1. SEA Home Appliances Market: Product Categories

For our research, we divided the Southeast Asian appliance market into 9 sub-categories, taking Shopee and Lazada's top-selling products:

1. Vacuum Cleaners
2. Rice Cookers, Air Fryers and Food Processors
3. Fans
4. Juicers, Blenders & Soya Bean Machines
5. Air Treatment
6. Air Conditioners
7. Refrigerators
8. Irons
9. Washing Machines

Based on the collected data from Shopee and Lazada, we can observe that Vacuum Cleaners are the highest-selling subcategory within Home Appliances, accounting for about 26.7% of sales, and is followed by Rice Cookers, Air Fryers and Food Processors with around 12.9% of the online market share. Following closely behind are Fans and Juicers, Blenders & Soya Bean Machines at 3rd and 4th place respectively, with similar market share. Home Appliances (Southeast Asia Outlook December 2024)This free PDF looks at the home appliances market in Southeast Asia: market segments, price ranges, popular brands, and much more.Download the free report for full analysis.

As for the Vacuum Cleaner subcategory, it can further be divided into Ordinary Vacuum Cleaners, Sweeping Robots, and Handheld Vacuum Cleaners. Ordinary Vacuum Cleaners are in the largest demand on Shopee and Lazada platforms, accounting for about 76.6% of sales, followed by sweeping robots, which are particularly popular in Vietnam and Singapore.

Chinese brands have performed well in the field of sweeping robots, with brands represented by Xiaomi, Dreame, Midea, and Roborock Technology gaining wide recognition among Southeast Asian consumers. In terms of price, the US $50-100 range is the core price range of the overall vacuum market.

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Similarly, within the category of Rice Cookers, Air Fryers & Food Processors, air fryers are the dominant segment, accounting for about 56.7% of the market share, exhibiting particular popularity in Thailand and the Philippines, where they account for more than 70% of the category's share. The second biggest segment is Rice Cookers, which account for 25.5% and feature a wide range of brands, including Korean, Chinese, and European products.

2. SEA Home Appliances Market: Best-Selling Brands

In terms of brands, many Chinese companies have performed very well in the overall Southeast Asian Home Appliance market occupying 4 spots in the top 10 ranking of most popular brands, and hold particular dominance in the subcategories of Vacuum Cleaners, Air Conditioners, and Refrigerators.

In the sweeping robot segment, Chinese brands have won a large number of consumer support due to the high quality of brands such as Xiaomi, Zhuimi, RoboRock, Midea, and Ecovacs have all achieved significant performance on Shopee and Lazada, becoming top competitors in the market. In addition, Xiaomi has also performed well in the air treatment unit market, maintaining its leading position with an online market share of about 8.6%, with Vietnamese brand SUNHOUSE and Chinese brand Levoit ranked second and third place, respectively. In the air conditioner category, Chinese brand TCL ranks first with a market share of about 32.5%. The second and third places are also Chinese brands, namely Hisense and Haier.

In the refrigerator market, Asian brands are more popular among Southeast Asian consumers. Korean brand Samsung and Chinese brand Hisense are the top two brands in this market. In addition to Hisense, Chinese brands Haier, Midea , and AQUA under Haier have also successfully entered the top ten brands. Home Appliances (Southeast Asia Outlook December 2024)This free PDF looks at the home appliances market in Southeast Asia: market segments, price ranges, popular brands, and much more.See the free report for specific hot-selling brands in each country.

Learn how Nanfu BatteryAs a pilot for international expansion, in-depth market scans and opportunity evaluation helped Nanfu explore the potential of major markets in Southeast Asia.TMO's marketplace monitoring services informed Nanfu Battery's entry strategy into Southeast Asia with a custom data research architecture.

Growing your Business in Southeast Asia through Online Marketplace Monitoring & Research

Given the combination of well-known brands as well as successful entrants, we believe that the Southeast Asian Appliance market is open and inclusive. However, due to varying cultural and economic levels among countries, consumer preferences also exhibit notable differences. By understanding the market in each country, brands and businesses can better explore Southeast Asia as a destination for expansion.

As part of our comprehensive long-term data monitoring and collection services, TMO Group helps clients dive deeper into Southeast Asia’s eCommerce market with our thorough research and analysis, as well as customized reports for various industries, providing a deep understanding of your niche, including market structure, size, and emerging trends.

If you are looking for an eCommerce agency to assist you in your Southeast Asia business expansion, or want to explore other alternatives to grow in the region, reach out to us to learn more about our Consultancy & Strategy Services, from branded eCommerce website development to social commerce and other Cross-border eCommerce Solutions.