Consumer startups in Southeast Asia have shown strong growth despite economic uncertainty, with founders adapting rapidly to evolving digital behavior.

The latest e-Conomy SEA report by Google, Temasek, and Bain highlights that AI is transforming the consumer purchase journey. Traditional linear searches are now being replaced by AI-powered discovery tools, where consumers use text, images, video, and voice to find answers to complex questions.

Four women founders from East Ventures’ portfolio—Roshni Mahtani, Cindy Angelina, Sharon Wong, and Tania Suganda—share strategies that keep their consumer brands competitive in this fast-changing digital landscape.

AI, Social Media, and Video Commerce: New Drivers of D2C Growth

Direct-to-consumer (D2C) brands in 2025 are moving toward hybrid and omnichannel models. With over 200 million digitally-engaged new users, Southeast Asia’s Gen Z is demanding hyper-personalized and seamless shopping experiences.

“Social media is advertising, marketing, communications, and selling wrapped up into one effective and incredibly efficient medium,” says Cindy Angelina. For ESQA, social media plays a key role in product development and marketing strategies.

Tania Suganda of Compawnion emphasizes that weekly social media listening is necessary to stay relevant, as trends shift quickly. The D2C approach strengthens direct connections with pet owners, allowing deeper engagement.

Video commerce now drives about 25% of e-commerce GMV in the region. The rise of “shoppertainment,” which combines content and retail, enables brands to increase high-frequency transactions with trusted creator recommendations.

Building Loyalty and Leveraging Data Insights

Creating a loyal community is critical for long-term growth. “Building a loyal community is essential for D2C brands. Loyal customers not only buy products but also become ambassadors, spreading positive reviews,” says Roshni Mahtani Cheung.

The Parentinc leverages its community to develop the D2C brand Mama’s Choice, while Motherswork uses newsletters and forums as a feedback loop to understand customer needs. Sharon Wong explains, “The two-way dialogue allows us to truly understand their needs and preferences.”

Data and analytics also play a pivotal role. The launch of Youvit Vitamin D+ Kids Gummy in Indonesia and Malaysia was guided by insights from theAsianparent app, surveys, and community feedback. This approach addressed concerns about Vitamin D deficiency in children while ensuring control over the brand experience from browsing to checkout.

Innovation, Quality, and Transparency in Products

Compawnion focuses on product innovation through research partnerships with veterinary universities and clinical feeding trials. Tania Suganda highlights that scientific trials and vet supervision maintain high-quality standards.

Cindy Angelina notes the challenge of plagiarism in beauty products. “Product innovation is at the forefront of our brand; we are the first-mover of a lot of products in the country, and it is important to always stay ahead of the game,” she says.

Transparency is also central. The Parentinc provides resources and detailed ingredient information for pregnant women and mothers. “We provide valuable resources, tips, and insights on pregnancy, breastfeeding, and baby care. We are also very transparent about our ingredients per product,” Roshni explains.

Compawnion ensures safety with NKV Level 1 certification, lab testing, and preservative-free products using its Sterizero™ technology. This method uses precise temperature to eliminate bacteria and harmful pathogens, making it a first among local pet food brands.

Global Trends and Physical Retail in the D2C Model

Monitoring global consumer trends allows founders to anticipate local behavior shifts. Roshni highlights that the rising preference for preventive health and gummy supplements influenced the Vitamin D+ Kids Gummy launch. Consumers increasingly seek products that add value and improve daily life, reflecting the growing “wellness economy.”

Physical retail is also becoming more relevant for digitally native brands. Sharon Wong explains, “Traditionally, D2C brands have primarily operated online… We will definitely see more and more digitally native brands opening physical stores to make their brand more visible and engaging.”

Founders agree that understanding the customer and why they choose a brand remains key, even as channels and trends evolve.

PHOTO: EAST VENTURES

This article was created with AI assistance.