Growth of E-Commerce in Southeast Asia's Bathroom Products Market
The growth of e-commerce in Southeast Asia’s bathroom products market has accelerated significantly since the COVID-19 pandemic. With mandated lockdowns and social distancing measures, consumers have increasingly turned to online marketplaces to acquire vital home remodelling supplies such as bathroom fixtures and sanitary ware. This shift in behaviour has persisted, as convenience, wider product variety, and competitive pricing continue to attract buyers. Companies in the region have expanded their digital presence, offering virtual consultations, interactive product displays, and home delivery services, further boosting online sales. As a result, e-commerce has become a vital sales channel in the bathroom products market, reshaping consumer purchasing habits.
E-commerce has revolutionized the bathroom products market in Southeast Asia, particularly in countries like Malaysia, Indonesia, the Philippines, Thailand, and Vietnam. In the wake of the COVID-19 pandemic, the adoption of online retail for home improvement products, including bathroom accessories, shower accessories, taps, and mixers, has skyrocketed. This rapid shift is driven by changing consumer preferences, the growing influence of digitalization, and improved internet access across the region. The pandemic acted as a catalyst for e-commerce adoption in Southeast Asia, pushing both businesses and consumers towards online transactions. E-commerce forms a substantial chunk of this economy, with online retail for home and living products, including bathroom accessories, experiencing a remarkable boom.
As a specific category, bathroom products have seen a rise in demand due to increased home renovations during the pandemic. With more time spent at home, consumers began investing in home improvement projects, including upgrading bathrooms with modern accessories and fixtures. The convenience of browsing and purchasing these products online, along with the availability of discounts and a broad product range, has fuelled this growth.
Country-Specific E-Commerce Developments
Malaysia: Malaysia stands out as a promising eCommerce market in Southeast Asia, thanks to its robust economy and well-established digital infrastructure. According to International Trade Administration (ITA), in 2022 alone, the Malaysian eCommerce market grew by 20%. This surge has been driven by a rising consumer preference for online shopping and the increasing availability of flexible payment options. By 2022, 89.6% of Malaysia's population (29.55 million people) were active internet users, and mobile connections exceeded the population, reaching 127.7%. Additionally, Malaysia had 30.25 million social media users and 42.11 million mobile connections as of January 2022. Bathroom product retailers such as IKEA and local brands have enhanced their digital presence, making it easier for consumers to access a wide range of bathroom accessories, taps, and mixers online.
Indonesia: Indonesia ranked as the largest e-commerce market among ASEAN countries in 2022, generating USD 51.9 billion, equivalent to approximately IDR 778.8 trillion in revenue, according to ITA. This accounted for 52% of the region's total e-commerce revenue, which reached USD 99.5 billion for 2022. The demand for bathroom products, particularly shower accessories and mixers, has surged, driven by urbanization and the growth of middle-class households. Platforms like Tokopedia and Shopee have capitalized on this demand by offering bathroom solutions from both local and international brands.
The Philippines: In 2023, the e-commerce market for bathroom products in the Philippines experienced significant growth, driven by the increasing digitalization of retail and changing consumer preferences. The convenience of online shopping, coupled with a wider variety of products available through digital platforms, has spurred demand for bathroom fixtures, sanitary ware, and related products. According to latest information available from ITA, in 2021, eCommerce sales in the Philippines reached $17 billion, driven by 73 million active online users. This figure is projected to grow by 17%, reaching $24 billion by 2025. The COVID-19 pandemic significantly boosted eCommerce demand, as more Filipinos shifted to working and studying from home.
Thailand: Thailand’s e-commerce market is projected to reach $26 billion by 2025, and bathroom products are an emerging category within the online home improvement sector. Taps, mixers, and shower accessories have become popular as consumers seek stylish yet functional upgrades for their homes. Brands such as Cotto and American Standard have embraced e-commerce, leveraging platforms like Shopee and Lazada.
Vietnam: Vietnam is experiencing rapid digital transformation, with a projected e-commerce growth rate of 29% through 2025. Online sales of bathroom products like taps, mixers, and shower accessories are growing, supported by an expanding middle class and government investments in digital infrastructure. Companies are optimizing their e-commerce strategies to meet rising consumer demand for high-quality bathroom fittings.
The pandemic has significantly altered consumer behaviour in Southeast Asia, with more people opting for the convenience of online shopping. In addition to wider product variety, e-commerce platforms offer detailed product descriptions, reviews, and even virtual reality (VR) tools to help consumers visualize products in their homes. Moreover, the rise of digital payment solutions, such as e-wallets and mobile banking, has made online transactions easier, further facilitating e-commerce growth in the bathroom products market.
Looking ahead, the bathroom products segment within Southeast Asia’s e-commerce landscape is expected to continue its upward trajectory. Market players are increasingly adopting advanced technologies like AI-driven product recommendations and augmented reality to offer personalized shopping experiences. As urbanization accelerates and homeownership rates increase across the region, the demand for online bathroom products will likely rise, supported by improved infrastructure and logistics capabilities.
E-commerce has reshaped the way Southeast Asian consumers purchase bathroom accessories, taps, and mixers. With convenience, variety, and competitive pricing driving demand, online retail will remain a critical growth driver for the bathroom products market in the years to come.
The Southeast Asian e-commerce boom has paved the way for the growth of bathroom products across countries like Malaysia, Indonesia, the Philippines, Thailand, and Vietnam. Post-pandemic shifts in consumer behaviour, coupled with technological advancements and a growing middle class, are fuelling the demand for bathroom accessories and fixtures in the online space. This evolving landscape presents opportunities for both local and international players to capture a share of the growing market.
Source: Anam Khan & Himanshu Labroo, BRG Research