Baozun Inc., the leading e-commerce service partner that helps brands execute their e-commerce strategies in China, announced Thursday its new regional headquarters in Singapore, as it seeks to drive e-commerce innovation and bring a competitive advantage to brands in Southeast Asia (SEA).

Baozun said in a statement following its expansion into Hong Kong and Taiwan in 2013, the firm identified Singapore and Malaysia as key markets in SEA to expand its footprint.

The company is also in the midst of setting up its Philippines office and plans to expand to Indonesia, Vietnam and Thailand by the end of 2023.

According to Baozun, the demand for strong e-commerce technological capabilities and infrastructure is only increasing, and Baozun Asia’s entry in the region means that brands will have access to custom end-to-end omnichannel services, tailored to the fast-changing needs of brands in SEA.

This encompasses the entire e-commerce value chain covering information technology (IT) solutions, store operations, digital marketing, customer services and warehousing and logistics, it added.

Baozun also noted e-commerce sales in Southeast Asia will total $89.67 billion in 2022, an increase of $15.31 billion over the last year. By next year, that figure will cross the $100 billion mark, making Southeast Asia the region to watch.

“With 15 years of experience in the most advanced e-commerce market, we’re confident that Baozun Asia’s advanced technologies and infrastructure will give brands in the region a competitive advantage,

“Having said that, we’re acutely aware that SEA is a highly diverse region, so we look forward to prioritising a localised approach and creating custom solutions that help brands grow sustainably through a long-term relationship,” said Thomas Yeoh, Board Member, Baozun Asia.

Baozun Asia’s holistic solutions are backed by 15 years of experience in China, the world’s largest e-commerce consumption market.

With solutions ranging from IT solutions, online store operations, digital marketing, customer services, warehousing, and fulfilment, Baozun Asia is committed to pursuing excellence and relevance driven by innovation and customer needs.

To date, Baozun Asia has 132 employees across Hong Kong, Taiwan, Singapore and Malaysia. The company plans to continue nurturing a robust team of local experts with first-hand e-commerce experience to support business expansion and growth in the region.

In greater China, Baozun has served over 355 brands over eight vertical industries and has generated RMB71.1 billion ($11.1 billion) gross merchandise value (GMV) in 2021.

Today, Baozun covers more than 30 mainstream e-commerce platforms including Tmall,, WeChat Mini Programs, Pinduoduo and more in China and provides all-channel new retail digital commerce services.

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