The Southeast Asian e-commerce market is expected to more than double in the next six years to reach US$370 billion by 2030. The booming sector has attracted a slew of Chinese players – including Alibaba Group Holding’s Lazada, PDD Holdings’ Temu and ByteDance’s TikTok Shop, as well as regional giant Shopee from Singaporean conglomerate Sea – all vying for Southeast Asia’s 612 million consumers.