The following thesis has focused on researching the manner in which the rise of a Southeast Asian middle-class has contributed to propel and sustain the ecommerce sector growth in Southeast Asia....Show moreThe following thesis has focused on researching the manner in which the rise of a Southeast Asian middle-class has contributed to propel and sustain the ecommerce sector growth in Southeast Asia. Three primary arguments were advanced within the paper. Firstly, the demographics of the Southeast Asian middle-class. With an expanding middle-class size, the rise of ecommerce is primarily dictated by a growing number of individuals using online shopping platforms to consume. Secondly, the purchasing power of the middle-class. Due to higher salaries, the purchasing power is deemed to represent a pivotal variable in influencing the ecommerce sector growth in the region. Thirdly, the inner features and values held by the Southeast Asian middle-class today. Consumerist in nature and with a rising desire for exlcusivity and rare items, this last factor is one of great importance, particularly among the youngest segments of society.Show less