The e-commerce landscape in Southeast Asia is dominated by three major platforms: Shopee, Lazada, and Tokopedia:
- Shopee: Average monthly visits of about 500 M, GMV of 47.9 BUSD in 2023
- Lazada: 160 M monthly active users, annual revenue of 2.4 BUSD
- Tokopedia: 62.4 M monthly visits
The following 8 bag types are all leading in sales on these three platforms, and annual sales estimates, major markets and core information are listed.
1. Multifunctional commuter backpack
- Annual sales estimate:
- The proportion of backpacks in Shopee is ≈20%, corresponding to a GMV of about 9.6 BUSD
- Lazada backpack sales ≈360 MUSD
- Main markets: Indonesia, Malaysia, Vietnam.
- Applicable groups: students, office workers, light travelers.
- Size/material: 20–30 L; nylon, polyester blend, some brands use recycled materials.
- Brand/Origin:
- Bellroy Apex (Australian design, made in China);
- Crumpler Squid (Australian design, made in Vietnam).
- Pros: multi-compartment design, ergonomic shoulder straps;
- Cons: some styles are expensive.
- User reviews (Shopee):
- “The storage space is super large and it is very comfortable to carry.”
- “The water-repellent material can handle the rainy season.”
- “The price is a bit expensive, but the quality is worth it.”
2.Crossbody Bag
- Annual sales estimate:
- Shopee crossbody bags account for about 8% of GMV, ≈3.8 BUSD;
- Lazada sales account for ≈6%, ≈144 MUSD.
- Main markets: Philippines, Singapore, Thailand.
- Applicable groups: urban women, cycling commuters.
- Size/material: small 8–12 L; PU leather, Oxford cloth.
- Brand/origin:
- Peta + Jain (Australian design, made in China);
- Charles & Keith (Singaporean brand, made in Vietnam).
- Pros: light and beautiful;
- Cons: limited capacity.
- User reviews (Lazada):
- “There are many colors, and it can be matched with daily wear.”
- “Light but strong, and it is not tiring to carry it on one shoulder for a long time.”
- “Good export quality, fine leather.”
3.Tote Bag
- Annual sales estimate:
- Shopee tote bags ≈ 5% GMV (2.4 BUSD);
- Tokopedia also contributes about 120 MUSD.
- Main markets: Vietnam, Indonesia, Malaysia.
- Applicable groups: commuting, shopping, students.
- Size/material: 15–20 L; canvas, sustainable cotton.
- Brand/origin:
- Cotton On (Australia, produced in Asia);
- Mimco (Australian design, made in China).
- Pros: environmentally friendly and durable, large capacity;
- Cons: not waterproof, basic style.
- User reviews (Tokopedia):
- “The material is strong and not easily deformed after washing.”
- “It has a large capacity and can hold notebooks and sundries.”
- “The price is affordable, recommended.”
4.Briefcase/Satchel
- Annual sales estimate:
- Shopee briefcase ≈ 3% GMV (1.4 BUSD);
- Lazada about 72 MUSD.
- Main markets: Singapore, Malaysia, Thailand.
- Applicable groups: business elites, lawyers, students.
- Size/material: 10–15 L; genuine leather, PU synthetic leather.
- Brand/origin:
- The Horse (Australian brand, made in Vietnam);
- Coach (US design, made in China).
- Pros: good structural rigidity, strong sense of professionalism;
- Cons: high price, heavy weight.
- User reviews (Shopee):
- “Superior texture, exquisite workmanship in details.”
- “Soft leather, comfortable shoulder strap.”
- “The price is high, but it will not deform after long-term use.”
5. Belt Bag
- Annual sales estimate:
- Shopee waist bag ≈ 4% GMV (1.9 BUSD);
- Tokopedia about 96 MUSD.
- Main markets: Philippines, Thailand, Vietnam.
- Applicable groups: outdoor sports, music festivals, fast-paced commuting.
- Size/material: 2–5 L; PU leather, nylon.
- Brand/origin:
- Herschel (designed in Canada, made in Vietnam);
- Fjällräven (designed in Sweden, made in China).
- Pros: free your hands, lightweight;
- Cons: very small capacity.
- User reviews (Lazada):
- “It’s enough to carry a mobile phone or wallet when going out.”
- “The material is wear-resistant and slightly splash-proof.”
- “The colors are bright and the small and cute.”
6. Weekender Bag
- Annual sales estimate:
- Shopee weekend bag ≈ 2% GMV (0.96 BUSD);
- Lazada about 48 MUSD.
- Main markets: Indonesia, Vietnam, Singapore.
- Applicable groups: weekend short trips, business trips.
- Size/material: 30–50 L; coated canvas, polyester.
- Brand/origin:
- Caribee (Australia, produced in Asia);
- Rains (Danish design, made in China).
- Pros: large capacity, detachable shoulder strap;
- Cons: large size, not suitable for daily use.
- User reviews (Shopee):
- “The zipper is smooth and the internal compartments are practical.”
- “The fabric is water-repellent, and it is safe for rainy days.”
- “The handle is reinforced, so it is no problem to carry it hard.”
7. Phone Sling Bag
- Annual sales estimate:
- Shopee Phone Sling≈1%GMV (0.48 BUSD);
- Tokopedia about 31 MUSD.
- Main markets: Thailand, Vietnam, Indonesia.
- Applicable groups: mobile phone addicts, short-term travel.
- Size/material: 1–2 L; PU leather, canvas.
- Brand/origin:
- Bellroy Phone Pocket (Australia, made in China);
- Uniqlo (designed in Japan, produced in Asia).
- Pros: ultra-light and thin, anti-theft design;
- Cons: can only hold mobile phones and a small number of cards.
- User reviews (Shopee):
- “It can hold both coins and cards, and is convenient for going out.”
- “Simple style, versatile for daily use.”
- “Good quality, strong stitching.”
8.Doctor Bag
- Annual sales estimate:
- Shopee Doctor Bag≈0.5%GMV (0.24 BUSD);
- Lazada about 12 MUSD.
- Main markets: Singapore, Malaysia, Thailand.
- Applicable groups: retro lovers, workplace elites.
- Size/material: 8–12 L; leather, vegetable tanned leather.
- Brand/origin:
- The Row (designed in the United States, made in Italy);
- Mulberry (designed in the United Kingdom, made in China).
- Pros: retro texture, stiff structure;
- Cons: expensive, heavy weight.
- User reviews (Lazada):
- “Excellent texture, I am asked about it every time I go out.”
- “The frame design is convenient for taking things out.”
- “It is expensive but the materials are exquisite and it is very collectible.”
Suggestions for bags consumers
- Clear usage scenarios: Prioritize bags with corresponding functions and capacities based on daily commuting, short trips, outdoor sports and other needs.
- Reference to local hot-selling models: On platforms such as Shopee, Lazada, and Tokopedia, pay attention to sales rankings and highly rated products to quickly lock in models with good reputation and high cost performance.
- Pay attention to actual test evaluations: Focus on checking three or more real user reviews and usage experience, and pay attention to the durability, waterproofness and comfort of the bag.
- Compare platform prices: The same product can be searched and compared on different platforms for prices, shipping costs and promotions to get it at a low price.
- Pay attention to after-sales and warranty: Choose a store that provides official after-sales or brand-authorized after-sales service to ensure the rights of repair and replacement after purchase.
Suggestions for bags distributors
- Regional differentiated inventory: According to the market share of hot-selling backpacks in Indonesia, Vietnam, the Philippines and other places, flexibly adjust the stocking ratio to avoid unsalable products.
- Strengthen platform operations: Open flagship stores on Shopee/Lazada/Tokopedia, optimize keywords (such as “Large volume custom backpack“), enrich store content, and regularly participate in platform promotions.
- Multi-channel linkage: Combine offline retail, social e-commerce and O2O activities, and use KOL live broadcasts, WeChat group purchases and other methods to expand brand exposure and conversion.
- Provide customized services: Cooperate with regional backpack manufacturers to develop OEM/ODM limited editions or co-branded models to enhance product differentiation competitiveness.
- Improve logistics and distribution: Establish cooperation with high-quality logistics providers, promise next-day delivery or same-day delivery, and improve consumer satisfaction and repurchase rate.
Tips for bags manufacturers & suppliers
- Diversified channel layout: Combine Shopee, Lazada, Tokopedia and other platforms to promote new models;
- Customization and OEM: Provide OEM/ODM services to regional wholesalers to enhance the influence of bags supplier;
- Social media diversion: Promote the brand story and product features of bag manufacturer through TikTok Shop and Instagram.
The above content is based on the latest platform data and industry reports, aiming to provide practical product and market insights for backpack manufacturers, wholesalers and consumers in Southeast Asia.
