Southeast Asia Online On-Demand Home Services Market Size 2024-2028
The Southeast Asia online on-demand home services market size is forecast to increase by USD 2.26 trillion at a CAGR of 86.02% between 2023 and 2028.
- The online on-demand home services market in Southeast Asia is growing steadily within the broader global landscape, fueled by rising consumer demand for convenience and the widespread adoption of mobile apps. Busy urban lifestyles are driving a shift toward instant booking for services like cleaning and repairs, while technological advancements in platform usability are making these solutions more accessible and efficient.
- This report offers a practical look at the market, covering its current size, growth forecasts through 2028, and key segments such as home cleaning and maintenance services. It’s tailored for business use - whether for shaping strategies, engaging customers, or streamlining operations - with data on market value and country-specific trends across Southeast Asia. A key trend is the increasing reliance on digital platforms for service delivery, though a notable challenge is the intense competition among local and regional players, which pressures pricing and customer retention. For businesses aiming to succeed in the online on-demand home services market, this report provides valuable insights to navigate digital trends and competitive dynamics, helping leaders make informed decisions in a fast-evolving region.
What will be the size of the Southeast Asia Online On-Demand Home Services Market during the forecast period?
- The market has experienced significant growth in recent years, driven by the region's large and growing consumer base with busy lifestyles. This market encompasses various sectors, including repair and maintenance, health, wellness and beauty services. The internet has become a prime reason for the market's expansion, enabling consumers to easily access and book services online through websites and social media platforms. Inorganic growth strategies, such as collaborations and acquisitions, have also played a role in market development. Repair and maintenance services dominate the market, but health, wellness, and beauty sectors are gaining traction due to increasing consumer interest in self-care and convenience.
- Industry influencers predict continued growth In the next few years, with profitability expected to increase as pricing becomes more competitive. Synthesis of data from multiple sources indicates that social media platforms are essential for consumer engagement and business success in this market. Offline home services providers are also adapting to the digital landscape by offering online booking and payment options. Overall, the market is poised for continued growth, driven by consumer preferences for convenience, busy lifestyles, and the increasing role of the internet in everyday life.
How is this market segmented and which is the largest segment?
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.
- Platform
- Mobile application
- Website
- Service
- Home care and design
- Repair and maintenance
- Health wellness and beauty
- Others
- End User
- Residential
- Commercial
- Business Model
- Commission-Based Platforms
- Subscription-Based Platforms
- Direct Service Provision
- Geography
- Southeast Asia
- Singapore
- Malaysia
- Thailand
- Indonesia
- Rest of Southeast Asia
- Southeast Asia
By Platform Insights
The mobile application segment is estimated to witness significant growth during the forecast period. Online on-demand home services in Southeast Asia have seen significant growth due to the increasing use of smartphones and the convenience of mobile applications. These platforms enable customers to easily book and schedule appointments for various services, including repair and maintenance, health and wellness, and beauty. The shift from web-based to mobile applications is driven by the ease of use and accessibility of smartphones, particularly for busy lifestyles. companies in this market offer services ranging from home cleaning to photo printing. Inorganic growth strategies, such as collaborations and promotions, have also contributed to market expansion. Industry influencers and effective strategies have helped enterprises establish competitive positions.
Latest developments include the introduction of online health services, such as Amazon Care and Ginger, and the growth of the mobile segment with players like Urban Company, Zimmber, and Timesaverz. The next few years are expected to bring further advancements and opportunities in this sector.
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The Mobile application segment was valued at USD 14.40 billion in 2018 and showed a gradual increase during the forecast period.
Market Dynamics
The home services market is adapting to busy lifestyles by integrating home care solutions, repair services, and maintenance services with health wellness and beauty services. Mobile applications and online platforms enhance service bookings and consumer engagement, leveraging smartphone usage and internet convenience for seamless access. Digital marketing strategies, including social media, push notifications, and digital advertisements, amplify service visibility, while hyperlocal providers and local partnerships strengthen market presence. User interface design and pricing strategies cater to client expansion, complemented by promotional deals and referral programs to drive demand. Industry influencers and collaborative strategies further elevate wellness beauty offerings and home cleaning services. Offline services, such as photo printing, coexist with digital innovations, ensuring broad appeal. This convergence of technology and localized solutions reflects a dynamic ecosystem tailored to modern consumer preferences, fostering sustained growth and competitive differentiation in the sector.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
What are the key market drivers leading to the rise in adoption of Southeast Asia Online On-Demand Home Services Market?
- Busy lifestyles propelling demand for home services and solutions is the key driver of the market. The market has witnessed significant growth due to the region's increasing urbanization and the busy lifestyles of its inhabitants. With the younger generation focusing on career advancement, managing household chores and personal commitments becomes a challenge. Consequently, the demand for on-demand home services, including repair and maintenance, health, wellness, and beauty, has surged. Websites offering these services have become essential for consumers, enabling them to engage with enterprises through user-friendly interfaces. Social media platforms have also played a pivotal role in promoting these services, driving inorganic growth strategies. The market covers multiple segments, including offline and online home services.
- The online segment, particularly the mobile segment, has seen rapid growth due to the widespread use of smartphones. In the health and wellness sector, enterprises like Amazon Care, Ginger, One Medical, and Urban Company have gained considerable client bases. Similarly, home cleaning services such as Zimmber and Timesaverz have seen effective strategies, including promotions and collaborations, contributing to their competitive positions. The latest developments In the industry include the integration of technology, with enterprises focusing on providing comprehensive coverage and convenience to consumers. Pricing and profitability remain key considerations, with players like Amazon Home Services and other industry influencers setting trends In the market.
- As the market continues to evolve, it is expected to grow substantially In the next few years.
What are the market trends shaping the Southeast Asia Online On-Demand Home Services Market?
- Digital marketing and consumer engagement on social media platforms is the upcoming trend In the market. Online on-demand home services in Southeast Asia have gained significant traction among consumers with busy lifestyles, driven by the convenience of booking repairs and maintenance, health, wellness, and beauty services online. Websites and apps have become the go-to platforms for consumers seeking services, with offline home services increasingly moving online. Industry influencers play a crucial role in promoting these services through social media platforms, driving inorganic growth strategies. Effective user interface designs and comprehensive coverage of multiple services, including photo printing, home cleaning, and health and welfare, are key to attracting and retaining a client base. Collaborations between online and offline service providers have become commonplace, with companies leveraging each other's strengths to expand their reach.
- Promotional offers, such as discounts on the first order, and an affiliate/referral model are effective strategies for acquiring new customers. Digital platforms based on mobile and smartphone technologies are helping hyperlocal service providers increase their service visibility through push messages and emails, detailing new service launches and discounts. Major players like Amazon Home Services, Amazon Care, Ginger, One Medical, Urban Company, Zimmber, and Timesaverz are leading the market, with competitive positions shaped by pricing and profitability. The next few years are expected to see continued growth in this sector, as more consumers embrace the convenience of online home services.
What challenges does Southeast Asia Online On-Demand Home Services Market face during the growth?
- High competition among market companies is a key challenge affecting the market growth. The market is experiencing significant growth due to the increasing number of smartphone users and their busy lifestyles. This market encompasses repair and maintenance, health, wellness and beauty services offered through websites and mobile applications. Consumer engagement is a prime focus for enterprises, leading to effective strategies such as promotions, social media platforms, and collaborations. Inorganic growth strategies like acquisitions and partnerships are also being employed. Amazon, with its offerings like Amazon Home Services and Amazon Care, is a major player in this market. Other notable players include Ginger, One Medical, Urban Company, Zimmber, and Timesaverz. The market's competitive landscape is shaped by comprehensive coverage of multiple home services, including home cleaning and health and welfare.
- The latest developments in this market include the integration of user interface enhancements, such as photo printing, to improve client base engagement. Effective pricing strategies are also essential for maintaining competitive positions. The next few years are expected to bring further advancements in this sector. The market is a dynamic and competitive industry influenced by various factors, including consumer behavior, technological advancements, and market trends. Companies must stay informed of these developments to maintain profitability and market position.
Exclusive Southeast Asia Online On-Demand Home Services Market Customer Landscape
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Key Companies & Market Insights
Companies are implementing various strategies, such as strategic alliances, market forecast partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence In the market.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
- Amazon.com Inc.
- APLUS CLEAN SOLUTIONS
- Borigarn Co. Ltd.
- Business Pixel Sdn Bhd
- Carousell Pte. Ltd.
- Everyworks Services Pte. Ltd.
- Fixi Co. Ltd.
- GoodWork Solutions Inc.
- Grab Holdings Ltd.
- Home Reno Pte. Ltd.
- JB Hi Fi Ltd.
- Kaodim
- LS Handyman
- Maclean Services Sdn Bhd
- Manage 4 U Sdn Bhd
- PT. OKHOME Indonesia
- Smile Clean Co.,Ltd.
- Taskrabbit Inc.
- Up Your Home Services Sdn Bhd
- Urbanclap Technologies India Pvt. Ltd.
- Wizard Home Services Pte. Ltd.
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
Latest Market Developments and News
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In December 2024, a leading Southeast Asian tech company launched a new online platform that connects consumers with vetted home service professionals for repairs, cleaning, and maintenance. The platform features real-time booking, payment integration, and service tracking, aimed at streamlining the booking process and meeting the growing demand for on-demand home services across urban areas in Southeast Asia.
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In November 2024, a strategic partnership was formed between a major e-commerce platform and a local home services provider to expand their offerings in Southeast Asia. The collaboration aims to leverage the e-commerce platform’s extensive customer base to provide home cleaning, plumbing, and electrical services, making these services more accessible to busy urban dwellers.
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In October 2024, Go-Jek, a Southeast Asian super-app, expanded its on-demand home services segment by adding new features, such as smart home installation services and personal home assistant tasks. The company’s move aims to cater to the growing trend of smart home adoption in Southeast Asia, providing a seamless, all-in-one platform for household needs.
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In September 2024, a significant acquisition took place when a regional home services startup acquired a competitor specializing in high-end home renovation and interior design services. The acquisition allows the company to diversify its offerings, tapping into the luxury home services market and responding to the rising demand for premium home services in Southeast Asia’s affluent urban centers.
Research Analyst Overview
The market has witnessed significant growth in recent years, driven by the region's large and growing consumer base and the increasing prevalence of smartphone usage. This market encompasses a range of services, including repair and maintenance, health and wellness, and beauty. Consumer engagement is a key factor driving the growth of the online home services market in Southeast Asia. Enterprises in this sector have adopted various strategies to engage consumers, such as social media platforms and inorganic growth strategies. Industry influencers have also played a role in promoting these services through collaborations and effective marketing campaigns. The repair and maintenance segment is a significant contributor to the market's growth.
Consumers in Southeast Asia are increasingly turning to online platforms to book repairs for various household appliances and systems. The convenience and ease of scheduling appointments online, as well as the availability of real-time tracking and communication with service providers, have made online repair and maintenance services a popular choice for busy lifestyles. The health and wellness segment is another area of growth In the market. Services in this category include telemedicine, home health care, and wellness and beauty services. The region's large and growing population, combined with the increasing awareness of health and wellness, has created a significant demand for these services.
The mobile segment is also a key driver of growth In the online home services market in Southeast Asia. With the widespread adoption of smartphones, consumers can easily access and book services on-demand, making the market more accessible and convenient. Despite the market's growth, competition remains fierce. Enterprises In the online home services sector are constantly seeking ways to differentiate themselves and maintain competitive positions. Pricing and profitability are major concerns for players in this market, with some companies, such as Amazon Home Services and Amazon Care, leveraging their existing customer base and resources to gain a competitive edge.
The next few years are expected to bring further developments In the market. Collaborations between companies and partnerships with other industries are likely to be a trend, as enterprises seek to expand their offerings and reach new audiences. Synthesis of data from multiple sources will also be crucial for companies looking to gain insights into consumer behavior and market trends. The market is a dynamic and growing industry, driven by consumer engagement, the prevalence of smartphone usage, and the increasing demand for convenient and accessible services. Companies in this sector are constantly seeking ways to differentiate themselves and maintain competitive positions, with pricing and profitability being major concerns.
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Market Scope |
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Report Coverage |
Details |
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Page number |
155 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 86.02% |
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Market growth 2024-2028 |
USD 2.26 trillion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
60.75 |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
What are the Key Data Covered in this Market Research Report?
- CAGR of the market during the forecast period
- Detailed information on factors that will drive the market growth and forecasting between 2024 and 2028
- Precise estimation of the size of the market and its contribution of the market in focus to the parent market
- Accurate predictions about upcoming market growth and trends and changes in consumer behaviour
- Growth of the market across Southeast Asia
- Thorough analysis of the market’s competitive landscape and detailed information about companies
- Comprehensive analysis of factors that will challenge the growth of market companies
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