Digital Frontiers 2030: Unlocking opportunities from Southeast Asia’s digital acceleration

By 2030, Southeast Asia’s digital economy will reach $1 trillion, with the potential to hit $2 trillion as ASEAN¹ implements its Digital Economy Framework Agreement. Growing at double the global rate,² GDP in Southeast Asia hit $4.25 trillion in 2025, making it the world’s fourth-largest economy after the US, China, and Germany. With a young, digitally engaged population and pro-innovation policies, Southeast Asia is quickly becoming a global economic powerhouse, leaving its former identity as a modest, developing region decidedly in the past.

Singapore, a global leader in finance, innovation, and governance, stands at the centre of this transition. It serves as a regional command centre for multinational corporations and a testing ground for innovations. In 2024, Singapore attracted S$192 (US$142) billion in FDI,³ contributing to a vibrant ecosystem of over 4,500 tech startups and ranking first globally in digital competitiveness. As a major liquidity centre, Singapore enables companies approaching ASEAN to have a headquarters elsewhere while enjoying the explosive growth of emerging markets in Southeast Asia.

This growth is taking place at the forefront of two converging global technology revolutions: generative AI and blockchain-based money movement, marking an era in which data is the currency, hyperpersonalisation the differentiator, and immediacy an unspoken expectation.

Under the force of these trends, ASEAN business leaders will witness the rise of three technological advancements: AI agents as stakeholders, tokenised assets, and automated commerce. Conditions are unlocking scale, flexibility, velocity, and autonomy at unprecedented levels, simultaneously creating opportunity and intensifying competitive pressures.

At the centre of this evolution is the Southeast Asian consumer, who is upwardly mobile, entrepreneurial, and tech-forward. Understanding these consumers has become essential for business leaders who are tasked with prioritising technology investments, defining business models, and devising customer engagement strategies. Customer-centric inquiry helps companies evolve from being product-based—delivering static products and services— to being solutions-based: leveraging digital technologies and partnerships to solve customer needs quickly.

Alongside these consumer shifts, companies must also consider the region’s digital bedrock of hyperscale cloud infrastructure, the growing importance of cybersecurity and governance, and the necessary focus on nurturing digital talent to sustain the region’s momentum.

This report delves into consumers’ digital preferences across Southeast Asia’s six major markets (ASEAN 6)—Malaysia, Indonesia, the Philippines, Vietnam, Thailand, and Singapore. Written for business leaders grappling with digital transformation, this research indicates the innovations required to serve ASEAN consumers while painting a picture of the region as it will look in 2030. To this end, the report answers three main key questions:

• Why has ASEAN attracted so much interest from global companies and investors?
• Within ASEAN’s growing digital economy, what consumer behaviour trends must corporates address while doing business in the region?
• What do these changes mean for business leaders aiming to grow in such a competitive market, and what areas should they prioritise to champion change within their organisations?