Online spending in the region is expected to rise around 17% to $368 billion in 2026, though the pace slows from the previous year.

AI is viewed as a macro headwind mitigant, supporting growth across online spending, media advertising, and private equity investment in Southeast Asia.

Vietnam maintains protections for sensitive data and generally requires prior approval for international transfers, with certain exceptions.

AI is a key driver across sectors, helping consumers compare products and aiding sellers with short-video content creation and personalized recommendations to boost engagement and conversions.

Geopolitical shocks are weighing on energy prices, inflation, and interest rates, potentially dampening demand for AI hardware and related sectors.

Persistent high inflation and interest rates, plus energy-price shocks, are reducing consumer purchasing power and raising concerns about demand for AI hardware.

Private AI-related funding in the region has surged, with data centers emerging as notable beneficiaries amid a broader rebound in tech investment.

Data center operators such as STT GDC and DayOne Data Centers Ltd are attracting AI-driven capital, signaling a focus on building regional AI infrastructure.

Over the past year, private capital for AI computing and digital infrastructure reached around $20 billion, including a major $11 billion deal with ST Telemedia Global Data Centres.

Regional interoperability efforts include a proposed Singapore–Vietnam digital credentials initiative to speed trade-document verification, currently at a proof-of-concept stage.

Only about 1%–2% of the region’s population pays for personal AI subscriptions, indicating monetization is largely indirect or business-focused.

Southeast Asia’s digital economy is on track to reach about $368 billion in GMV in 2026, powered by widespread use of generative AI among 243 million people and rapid AI adoption that could boost regional AI usage 60-fold by 2030.