E-Commerce Lintas Batas ASEAN: Peluang dan Tantangan Integrasi Ekonomi Digital
DOI:
https://doi.org/10.61116/jiih.v3i4.585Keywords:
E-Commerce, ASEAN, Ekonomi, DigitalAbstract
Kawasan Asia Tenggara mengalami transformasi digital yang pesat dengan pertumbuhan e-commerce lintas batas yang signifikan, namun masih menghadapi fragmentasi regulasi dan ketimpangan infrastruktur digital antar negara ASEAN yang menghambat integrasi ekonomi digital optimal. Penelitian ini menganalisis peluang dan tantangan integrasi ekonomi digital ASEAN melalui e-commerce lintas batas serta memberikan rekomendasi strategis untuk memaksimalkan potensi tersebut. Pendekatan kualitatif dengan metode analisis dokumen dan studi literatur sistematis digunakan untuk menganalisis publikasi akademik terindeks, laporan organisasi internasional, dan dokumen kebijakan ASEAN periode 2020-2025. Pasar e-commerce lintas batas Asia Tenggara mencapai USD 45,39 miliar pada 2025 dengan proyeksi pertumbuhan 11,14% per tahun hingga USD 76,97 miliar pada 2030. Peluang utama meliputi basis 402 juta konsumen digital, dominasi segmen B2C (78,67%), dan dukungan kerangka kebijakan DEFA serta RCEP. Tantangan signifikan mencakup kesenjangan infrastruktur TIK (0,7%-5,4% dari PDB), fragmentasi regulasi, kompleksitas logistik dengan tingkat pengembalian 22% untuk kategori fashion, dan ancaman keamanan siber yang meningkat. Studi ini menunjukkan bahwa integrasi e-commerce lintas batas ASEAN memerlukan pendekatan holistik yang menggabungkan harmonisasi kebijakan, investasi infrastruktur merata, dan kerangka keamanan siber bersama rekomendasi strategis yang melampaui analisis pasar konvensional dan memberikan roadmap implementasi konkret untuk pembuat kebijakan regional.
References
Asian Development Bank. (2022). Asian Economic Integration Report 2022: Advancing Digital Services Trade in Asia and the Pacific. https://doi.org/10.22617/TCS220041-2
Ayob, A. H. (2021). E-commerce adoption in ASEAN: who and where? Future Business Journal 2021 7:1, 7(1), 1–11. https://doi.org/10.1186/S43093-020-00051-8
Chadha, S. (2025, November 11). ASEAN’s $300 billion digital economy enters the AI reality. Google. https://blog.google/around-the-globe/google-asia/sea-economy-2025/
Chen, L. (2020). Improving Digital Connectivity For E-commerce: A Policy Framework and Empirical Note for ASEAN. In ERIA (Issue 327).
David, L. K., Wang, J., Brooks, W., & Angel, V. (2025). Digital transformation and socio-economic development in emerging economies: A multinational analysis. Technology in Society, 81. https://doi.org/10.1016/j.techsoc.2025.102834
Ha, H., & Chuah, C. K. P. (2023). Digital economy in Southeast Asia: Challenges, opportunities and future development. Southeast Asia: A Multidisciplinary Journal, 23(1), 19–35. https://doi.org/10.1108/SEAMJ-02-2023-0023
Hourn, K. K. (2025, May 26). Why ASEAN’s new Digital Economy Framework Agreement is a game-changer. World Economic Forum. https://www.weforum.org/stories/2025/05/asean-digital-economy-framework-agreement-a-gamechanger/
Husaini, D. H., & Lean, H. H. (2022). Digitalization and Energy Sustainability in ASEAN. Resources, Conservation and Recycling, 184, 106377. https://doi.org/10.1016/j.resconrec.2022.106377
Imam, T., McInnes, A., Colombage, S., & Grose, R. (2022). Opportunities and Barriers for FinTech in SAARC and ASEAN Countries. Journal of Risk and Financial Management 2022, Vol. 15, Page 77, 15(2), 77. https://doi.org/10.3390/JRFM15020077
Kim, H. (2019). Globalization and regulatory change: The interplay of laws and technologies in E-commerce in Southeast Asia. Computer Law and Security Review, 35(5). https://doi.org/10.1016/J.CLSR.2019.03.009
Li, K., Kim, D. J., Lang, K. R., Kauffman, R. J., & Naldi, M. (2020). How should we understand the digital economy in Asia? Critical assessment and research agenda. Electronic Commerce Research and Applications, 44, 101004. https://doi.org/10.1016/J.ELERAP.2020.101004
Liu, W. (2023). Comparative Analysis of Digital Trade Terms Under RCEP and CPTPP Agreements. Highlights in Business, Economics and Management, 17, 153–164. https://doi.org/10.54097/HBEM.V17I.11080
Markus, M., & Nazara, L. F. (2023, June 3). Unlocking ASEAN’s Digital Economy: Payment Systems in the Digital Era. ERIA. https://www.eria.org/news-and-views/unlocking-aseans-digital-economy-payment-systems-in-the-digital-era
Mordor Intelligence. (2025). Southeast Asia Cross-border E-commerce Market Size & Share Analysis—Industry Research Report—Growth Trends, 2030. Mordor Intelligence. https://www.mordorintelligence.com/industry-reports/southeast-asia-cross-border-e-commerce-market
Salisu, M. A., Marafa, L., Bamiro, N. B., Shokunbi, M. O., & Raimi, B. O. (2025). Systematic review of post-COVID policies and strategies for strengthening e-commerce cooperation among ASEAN countries. Journal of Economic and Administrative Sciences.
UN Trade and Development (UNCTAD). (2021). Digital Economy Report 2021.
US-ABC. (2023, October 4). Enabling Cross-Border E-Commerce Trade in ASEAN. US-ASEAN Business Council. https://www.usasean.org/article/enabling-cross-border-e-commerce-trade-asean
Wang, G., & Cao, Z. (2021). An Empirical Study on the Trade Impact of Cross border E-commerce on ASEAN and China under the Framework of RECP. E3S Web of Conferences, 275, 01039. https://doi.org/10.1051/E3SCONF/202127501039
Wu, S., & Ho, Y. J. (2025). Digital Consumption Index for ASEAN-6: A proxy developed with China as benchmark. Journal of Policy Modeling, 47(3), 551–568. https://doi.org/10.1016/j.jpolmod.2024.08.001
Zhang, L., & Zhang, J. (2023). Research on Current Situation, Problems and Countermeasures of Cross-border E-commerce between China and ASEAN under the RCEP Background. E3S Web of Conferences, 409, 04016. https://doi.org/10.1051/E3SCONF/202340904016
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Arya Luthfi Permadi, Dhanang Fawaiz Akbar, Munawir Siahaan, Yusuf Krisman Gea, Puput Rusmawati, Azzahra Handhika G. Fajri, Denisa Nurmalia, Siti Wahyu Vitamagistra
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
