Southeast Asia quick commerce enters “value-first” phase: AOV and repeat rate both rising

Latest 2026 operational data from Southeast Asia quick commerce platforms shows average order value (AOV) up 28-40% year-on-year, with repeat purchase rates stabilizing above 65% in major cities. Consumer behavior has shifted from pure instant gratification to value orientation — preferring platforms offering bulk discounts, membership benefits, and reliable fulfillment. This forces business model evolution away from early high-subsidy market-grab toward building high-stickiness membership systems, optimizing supply chain efficiency, and improving on-time delivery rates. Over the next 12-18 months, quick commerce is expected to polarize further: leading platforms leverage scale and data-driven pricing for dominance, while smaller players must differentiate through vertical niches (fresh produce, organic goods) or hyper-local services to survive.