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With a total population of over 630 million inhabitants and an average yearly GDP growth rate of over 5%, South-East Asia (SEA) is among the most attractive emerging regions in which to conduct business. The economic progress of this area is primarily tied to the increasing diffusion of e-commerce since most of the population is young, living in urban areas and acquainted to the use of technology to buy products both within and across the borders. The attractiveness of SEA is further highlighted by the entrance of major e-commerce players, such as Chinese giants Alibaba and JD.com, whose presence has boosted e-commerce sales in the region. The online market growth has also increased the need for more efficient logistics processes. However, improving logistics performances is very challenging: SEA countries are very heterogeneous in terms of geographical features, population distribution and logistics infrastructure. For instance, some of them are archipelagos, therefore maritime transport is a relevant alternative, but it causes delays and congestions in the few available ports. Although infrastructure has improved over time, it is still inadequate to achieve better connectivity at both local and international levels. Given the presence of both opportunities and challenges when conducting business in SEA, the present study aims to explore the SEA logistics industry features in terms of infrastructure, costs, and available services. The study provides useful hints on suitable logistics strategies for international players interested in targeting the area. The research is conducted by empirically analysing and comparing, via interviews and secondary sources, eight in-depth cases of companies operating in SEA. This study applies the theoretical lenses of institutional theory and contingency theory. It enriches the cross border and e-commerce logistics literature, as SEA has received far less attention than larger and more mature markets in Asia-Pacific like China, Japan or Australia.
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