The high mobile phone penetration in ASEAN, the fact that consumers are reluctant to share their personal information online, and less than 30% (except in Malaysia and Singapore) using either debit or credit card to make payments, explain why social commerce has become such as a booming phenomenon in ASEAN. Facebook and Instagram are two most effective social networks for electronic accessories and gadgets. With posting videos, Instagram Stories, and links to shoppable content, these platforms allow users to smoothly transition from browsing to buying.