On 19 June, Amanda Lam, Consultant and International Business Advisor for Dezan Shira & Associates Singapore was invited by Trade and Investment Queensland to speak at a webinar focused on E-Commerce in ASEAN, highlighting key developments across the ASEAN-6 economies. With ASEAN emerging as one of the fastest-growing digital commerce regions in the world, her presentation offered timely insights into the opportunities for Australian businesses looking to expand into Southeast Asia.
Drawing on research from Dezshira’s Business Intelligence unit, Amanda explored the evolving landscape of consumer behaviour in each of the ASEAN-6 markets. Her presentation emphasized the importance of adapting product positioning and marketing strategies to local preferences, illustrating how seemingly small cultural nuances can make or break commercial success.
Amanda shared the panel with Austin McAnena, Commercial Director, Asia at Metagenics, and Shannon Leahy, Senior Trade and Investment Commissioner with Trade and Investment Queensland. This webinar underscored the strategic importance of ASEAN, a region where Australia’s two-way trade now exceeds $190 billion annually, making it a vital area for future commercial engagement.
Amanda emphasised: “Southeast Asia’s e-commerce market is entering a new phase of maturity — defined by sustainable growth, better customer experience, and digital integration. With sales expected to reach US$410 billion by 2030, it’s an imperative for Australian businesses to engage now. Missing this moment means missing a defining regional development.”
The Australian state of Queensland has engaged Singapore through investment promotion and trade missions, and in 2024 exported coal and other mineral fuels, crude materials, and agricultural products. For 2025 and 2026, it plans to deepen collaborations in life sciences and knowledge industries.
Our team from Dezan Shira & Associates is honoured and excited to support more business from Queensland and entire Australia with their investments and expansion plans in Singapore, ASEAN and beyond. Our dedicated Australia Desk can help you to get started.
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