In 2019, Facebook and Bain & Company released a study "Riding The Digital Wave" where they introduced us to a new consumers called "digital consumers". Digital consumers are consumers who purchase goods or services online at least once a year which purchases behavior are hugely driven by inspiration and their openness to switch and try other brands discovered both online and offline.

Facebook and Bain & Company released a follow-up report entitled "Digital Consumers of Tomorrow, Here Today". According to the report, 7 in 10 consumers in Southeast Asia* will go digital by end 2020. This digital transformation was supposed to happen in 5 years but took place in one.

This change at an accelerated pace includes the number of digital consumers, online spending, size of the retail market, and the number of categories purchased online.

* Southeast Asia refers to the six markets (Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.)