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With the rise of Asian middle class, e-commerce sales in Asia are continuing to accelerate rapidly and create a unique growth opportunity for e-commerce alcohol sales. Consumers of younger and wealthier socioeconomic strata are more tech-savvy, more accustomed to the convenience of online orders and delivery and tend to experiment and change preferences more frequently.
ASEAN markets have seen substantial total retail e-commerce growth in the last five years, with 94% annual growth estimated within the Indonesian market between 2015 to 2018, and 87% annual growth estimated in the Vietnamese market over the same period.

Strong growth is expected to continue at rate between 18% and 43% per year to 2025.