Southeast Asia is one of the most exciting and dynamic e-commerce markets in the world today. With a young population, affordable smartphones, and widespread digital adoption, the region has quickly become home to hundreds of millions of mobile shoppers. For app developers and marketers, the question is no longer whether the audience is there—it’s how to reach them effectively in a fragmented and highly competitive environment.
It is where Mobile OEM (Original Equipment Manufacturer) advertising steps in. OEM advertising is a unique form of marketing that involves placing ads directly within the device ecosystem, such as in app stores, smart folders, or recommendation feeds. This approach enables brands to connect with mobile shoppers in a native, non-intrusive manner, at scale, and with higher trust than traditional ad platforms.
Southeast Asia: A Mobile-First Market
Southeast Asia is a true mobile-first economy, where smartphones are not just a primary device but, for many, the only device for going online. Nearly 90% of internet users in the region access the web through smartphones, and most prefer shopping via dedicated apps over mobile websites.
Events like 11.11 (Singles’ Day) and 12.12 (Double 12) have evolved into massive digital
shopping festivals, similar to Black Friday and Cyber Monday in the West. These events, especially 11.11, have become a significant part of the e-commerce landscape, generating billions of dollars in sales within a matter of days.
In 2023 alone, TikTok Shop’s GMV skyrocketed to $16 billion, with approximately 80% of those sales occurring in SEA—a clear indication of how quickly the region’s mobile shoppers are embracing new platforms and buying channels.
This environment creates tremendous opportunity but also raises a challenge: how can e-commerce apps cut through the noise and stand out during both everyday browsing and peak sale seasons?
Why Mobile OEM Advertising Works for SEA
For developers and marketers, OEM advertising offers several advantages tailored to the unique traits of SEA’s mobile shoppers:
- Native Discovery: OEM ads are integrated directly into the device experience—whether in app stores, smart folders, or recommendation feeds. It allows apps to be discovered in ways that feel organic, rather than interruptive.
- Trusted Environments: Shoppers are more likely to engage with content that comes from the same ecosystem they use daily. OEM ads reduce the risk of fraud while increasing user confidence.
- Localized Reach: Each market within SEA—Indonesia, Vietnam, Thailand, the Philippines, and beyond—has its own dynamics. OEM partners provide targeting options by device type and geography, ensuring campaigns reach the right users at the right time.
- High-Intent Users: Since ads appear in contexts where users are already exploring apps or content, conversion rates are often stronger compared to those of traditional ad networks.
Early Proof of Impact
Across global markets, OEM advertising has demonstrated impressive performance metrics, including higher install rates and stronger retention. In SEA, where e-commerce adoption is growing at a breakneck speed, OEM placements provide app marketers with a powerful tool to capture incremental reach beyond Google or Meta. For developers seeking to grow in a cost-efficient manner, OEM channels deliver not just installs, but also engaged shoppers with long-term value.
Practical Ways to Leverage OEM Channels
For app developers and marketers in SEA, here are three key strategies to maximize results:
- Dynamic Preloads – Partner with OEMs to have your app recommended during the device setup. It ensures that your app is visible from day one.
- App Store Placements – Feature your app in OEM-managed app stores where millions of users are actively looking for shopping solutions.
- Smart Folders & Recommendations – Place your app in curated spaces where mobile shoppers are already exploring similar categories.
Combined, these approaches ensure your app isn’t lost in the shuffle of crowded digital campaigns but instead appears where mobile shoppers are most receptive.
Conclusion
Southeast Asia’s digital economy is expected to continue expanding rapidly, with e-commerce remaining the fastest-growing sector. For mobile app developers, the stakes are clear: winning the hearts of SEA’s mobile shoppers today can secure long-term growth tomorrow.
But achieving this requires going beyond traditional digital channels. By investing in OEM advertising, e-commerce apps can reach previously untapped audiences, build trust, and sustainably and cost-effectively grow their installs.
👉 Want the complete picture of SEA’s mobile shopping landscape? Download the AVOW Mobile OEM Advertising Playbook for E-Commerce Apps to explore detailed country insights, strategies, and real-world examples of how OEM advertising is powering app growth across the region.
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