Amazon brought Prime to Southeast Asia a year back as it kicked off its membership schedule in Singapore. Since that time, its regional rivals have seen strong growth, and the American juggernaut has failed to take the lead, economy observers told CNBC.
That does not necessarily mean Amazon is failing in what it set out to do. Instead, the growth of Southeast Asian e-commerce is”still in early phases,” according to Candice Ong, the main business officer of e-commerce retailer Shopback.
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