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  "documentTitle": "e-Conomy SEA 2021 Roaring 20s: The SEA Digital Decade",
  "authorId": "Bain",
  "authorName": "Google, Temasek, Bain",
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  "notes": "The chart is a Marimekko-style representation of category size vs penetration.",
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      "kind": "callout",
      "text": "Grocery currently accounts for over 50% of all retail spend in SEA. Prompted by the pandemic, 64% of internet users have now purchased groceries online at least once.",
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      "text": "Online penetration in the e-commerce category (H1 2021)",
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      "kind": "list",
      "text": "Grocery as e-commerce's last frontier: Grocery currently accounts for over 50% of all retail spend in SEA. Challenging unit economics remain: Despite clear whitespace for growth, unit economics of e-groceries remain a challenge.",
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      "text": "Online penetration: 2%",
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      "kind": "source-note",
      "text": "Source: Bain analysis. Note: Non-grocery includes consumer electronics, apparel & footwear, home & living, beauty & personal care, and others.",
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      "kind": "title",
      "text": "Online grocery remains underpenetrated and offers significant opportunity for growth",
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      "evidence": "$170B aggregate → e-commerce $234B, transport/food $18B, travel $43B, media — sector-by-sector breakdown.",
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