Small smart appliances become Southeast Asia sales explosion

Date: 2025. 3.20   Author: Sherri

Small Home Appliances are Selling Like Hotcakes in Southeast Asia

Amid the current wave of global expansion, small home appliances have emerged as a force to be reckoned with. Bolstered by the "home economy," these compact, versatile, and multifunctional products have sparked one shopping frenzy after another. More and more original brands are venturing overseas to seize new opportunities. 

For example, In September 2021, a small home appliance brand was launched, Gaabor, focusing on product lines in kitchen appliances🍳, personal care🚿, and cleaning appliances🧹. Their offerings include air fryers, hair dryers, vacuum cleaners, and more.  

Unlike most brands expanding overseas, Gaabor did not target mature markets like Europe or the US. Instead, it set its sights on the emerging Southeast Asian market. In terms of strategy, Gaabor primarily uses online platforms such as Shopee, Lazada, and TikTok 🎶 as its main sales channels. The company has also established a strong presence by owning and leasing warehouses in multiple countries, including Indonesia, the Philippines, and Thailand, enabling seamless omnichannel resource integration.

Top Ecommerce Platform in Southeast Asia Market

(Photo Cr. Marketing Interactive) 

To better tap into the Southeast Asian market, a localized strategy is crucial. For instance, in terms of product development, Gaabor has introduced a 4.5L air fryer with a "droplet-shaped handle" catering to Southeast Asian consumers' preference for "strong metallic finishes" and "large-capacity products" On the operational side, the company has established a dual-track structure combining a "core Chinese team + local operations team."  

Public data shows that within just one year of its launch, Gaabor's sales exceeded 200 million RMB, achieving the impressive rankings of "Top 2🥈 in the small home appliance category across Shopee Southeast Asia" and "🥇Top 1 on TikTok Southeast Asia" in the same category. By the end of 2022, Gaabor's cumulative orders surpassed 1.82 million units, with air fryers alone accounting for over 1 million units sold. 

The surge in small home appliance consumption in Southeast Asia

With Gaabor's success in the region, reflects a robust demand for such products among local consumers. Indeed, Southeast Asia seems to be a "natural paradise" for the development of small home appliances. 

Regional Reasons

1. Climatic Perspective

The region's hot and rainy weather☔ makes cooling appliances like air conditioners and fans essential for daily life, while the humid conditions also create a market for dehumidifiers. 

2. Diet

Southeast Asians prefer fresh🍊 ingredients and have a fondness for coffee and barbecue, making products like juicers, small coffee machines, and portable electric grills highly popular. 

A Fruit Market In Vietnam. © Marla Brown

According to data from Statista, the home appliance market revenue in Southeast Asia is expected to reach $50.33 billion by 2024, with the small and medium home appliance market accounting for approximately $16.88 billion. 🌏This segment is projected to grow steadily in the coming years, indicating a promising future for the market.

The ongoing boom in small home appliance consumption in Southeast Asia has driven domestic manufacturers with mature supply chains to focus intensely on this region. Another brand, Han River, a Guangdong-based brand specializing in overseas small home appliances, has also set its sights on the lucrative Southeast Asian market, much like Gaabor.

It is understood that Han River primarily focuses on kitchen appliances and personal care appliances, such as ovens, air fryers, hair dryers, and electric kettles. In the Indonesian market, the brand has established a comprehensive presence across platforms like Shopee, Lazada, and TikTok. By the end of 2020, it had risen to the top of its category on Shopee Indonesia, and by August 2021, it had become the fourth-ranked brand in Southeast Asia. 

It is foreseeable that the influence of domestic small home appliance🔌 brands in the international market will continue to grow. Against the backdrop of increasingly fierce competition, sellers should prioritize product innovation while adopting suitable localized marketing strategies. With these efforts, more domestic sellers are expected to emerge on the global stage in the future.

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