Southeast Asia E-Commerce in Automotive Aftermarket Size & Share Analysis - Emerging Trends, Growth Opportunities, Competitive Landscape, and Forecasts (2025 - 2032)

The Southeast Asian e-commerce automotive aftermarket was valued at $4321.5 million in 2024 and is projected to grow at a CAGR of 11.4%, reaching $10138.9 million by 2032. The growth is being fueled by increased digitalization, rising internet usage, and growing consumer awareness about the benefits of online shopping. As the number of vehicles on the road continues to rise and vehicle ages increase, there is a significant demand for automotive aftermarket products, contributing to the expansion of this market. Furthermore, the frequency of road accidents in the region is boosting the need for replacement parts and services.

A shift in consumer behavior is also driving this market, as more customers opt for the convenience of online shopping for automotive products. Traditional retailers are increasingly adopting e-commerce strategies, creating a hybrid "click-and-mortar" model where customers can buy online and pick up in-store. This approach combines the advantages of e-commerce with the immediate availability of products from physical stores, making it easier for consumers to access automotive parts and accessories.

Key Insights

The equipment category is expected to dominate the market, accounting for the largest share of 65% from 2025 to 2032. This growth is driven by the trend of vehicle upgrades and the easy availability of automotive equipment through e-commerce platforms like Alibaba, Amazon, and Walmart, which offer a wide range of products.

Electrical parts currently hold the largest share in 2024, benefiting from collaborations between key manufacturers and major online sales platforms in the region. As the online sale of electrical components like starter motors, spark plugs, and batteries becomes more widespread, this segment is expected to see continued growth.

Third-party retailers dominate the market with an 80% share in 2024 and are also the fastest-growing category. E-commerce platforms like Tokopedia, Shopee, and Lazada allow consumers to access a broad variety of automotive spare parts, accessories, and lubricants from multiple suppliers, increasing competition and offering affordable options to customers.

Garage owners represent the largest and fastest-growing consumer segment, holding a 60% share in 2024. The growing trend of garage owners purchasing automotive components online is being driven by the ease of access to diverse inventories, competitive pricing, and direct delivery options offered by e-commerce platforms.

Thailand is the largest market for e-commerce automotive aftermarket in Southeast Asia, with a 40% market share in 2024. Factors such as rapid urbanization, increased disposable income, a growing vehicle industry, and government initiatives focused on vehicle safety contribute to Thailand's leadership in this market.

Malaysia is expected to witness the highest growth rate during the forecast period, driven by an increase in vehicle sales and a growing familiarity with digital platforms among consumers. Additionally, the rising number of commercial vehicles in the country is boosting demand for automotive aftermarket products.

The market is highly fragmented, with numerous players competing for market share. Leading companies such as Alibaba Group, Robert Bosch, Amazon, eBay, and Bukalapak are driving the market through collaborations, acquisitions, and technological advancements, enhancing the overall consumer experience.

Recent Developments include the launch of new products by Bosch Mobility Aftermarket in Malaysia in February 2025, aimed at improving vehicle performance and safety. Additionally, Alibaba's restructuring in March 2023 under its "1+6+N" plan is designed to foster greater innovation and agility within its e-commerce operations, likely benefiting the automotive aftermarket segment.