A majority of online purchases in Southeast Asia come from consumers discovering products rather than intentionally searching for them, according to research from Facebook and Bain & Company.
One-half (53%) of online purchases are discovery led and of this, three-fifths (62%) come from social media, short video and messaging. This in part explains the rapid growth of video advertising spend in the region.
Instead, one-third (35%) of online purchases are search led, coming from consumers intentionally looking for specific information or items.
Within the search led group, two-fifths (43%) is from non-live e-commerce while a quarter...