The Southeast Asia online on-demand home services market is forecast to expand by a staggering USD 2.26 trillion between 2023 and 2028, growing at an unprecedented CAGR of 86.02%. This rapid evolution isn’t just another digital transformation trend — it reflects a deeper, regional shift toward ultra-convenience, mobile-first solutions, and urban lifestyle alignment. As the world enters 2025, this market is becoming a strategic goldmine for tech startups, service aggregators, and legacy offline players pivoting toward digital.
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The Southeast Asia Online On-Demand Home Services Market is rapidly expanding, fueled by increasing urbanization, busy lifestyles, and the widespread adoption of mobile app booking platforms. Consumers are turning to digital platforms for a wide range of services including home cleaning, deep cleaning, carpet cleaning, and upholstery cleaning. Other commonly requested services include furniture assembly, plumbing services, electrical repairs, and handyman tasks, catering to the region’s growing middle-class population. The demand for lifestyle-oriented services such as nail services, hair services, massage therapy, and beauty treatments is also rising, particularly among younger demographics. With integrated features like geolocation services, payment gateway, and service scheduling, users enjoy greater convenience and reliability. The market also sees increased activity in interior design, pest control, laundry services, and air conditioner repair, positioning digital service platforms as comprehensive solutions for house maintenance needs.
Mobile applications are the heart of this revolution. In 2018, the mobile platform was valued at USD 14.4 billion. By 2028, that figure is forecast to represent the lion’s share of the entire market, as mobile apps outpace website-based solutions due to better UX, real-time communication, and push notifications.
Example:
Urban Company’s app allows users to book home cleaning in under 60 seconds, track arrival times, and rate performance — all from a single interface. This type of frictionless experience is the new standard.
Social media marketing has emerged as a low-cost, high-impact acquisition channel. Companies are leveraging platforms like Instagram, Facebook, and TikTok to push promotions, influencer-led campaigns, and service demos.
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Repair and Maintenance: Dominates the market — driven by aging infrastructure and rising housing ownership.
Health, Wellness, and Beauty: Surging due to a self-care boom and rising disposable income.
Home Design and Care: Gaining traction among affluent, urban consumers seeking interior upgrades.
Residential: The core market, accounting for over 70% of bookings.
Commercial: Growing due to outsourcing trends in office maintenance and wellness offerings for employees.
Commission-Based Platforms: Dominant due to scalability and low overhead.
Subscription-Based Services: Emerging among wellness and maintenance players for recurring needs.
Direct Service Providers: Niche players offering premium, white-glove offerings.
Regional players like Kaodim and Everyworks Services are excelling by customizing offerings to local cultural and pricing sensitivities — something global giants often miss.
Recent strategic partnerships — such as the November 2024 deal between a top e-commerce brand and a cleaning service — are reshaping market access strategies. These alliances offer faster customer base expansion than traditional organic growth.
Explosive revenue potential ($2.26 trillion projected increase)
Mobile-first user base ready to spend
Untapped commercial sector opportunities
Strong investor interest and VC funding
Hyper-competition leading to margin pressure
High customer acquisition costs (CAC)
Platform loyalty remains low; price-sensitive consumers
Regulatory inconsistencies across borders
Prioritize mobile UX: Apps must be intuitive, fast, and multilingual.
Offer tiered pricing: Capture both budget-conscious users and luxury seekers.
Localize aggressively: What works in Manila may flop in Hanoi.
Incentivize loyalty: Referral programs and subscription tiers are essential.
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With urbanization accelerating and smartphone dependency at an all-time high, this market will likely mirror the trajectory of Southeast Asia’s e-commerce boom. Health-at-home services (e.g., Amazon Care, One Medical) and smart-home integration (e.g., Go-Jek’s 2024 expansion) will redefine the definition of “home services.”
By 2028, it’s not unlikely that fully integrated platforms will offer everything from appliance repairs to mental health consultations — on-demand, at home.
Market Saturation: With hundreds of players, differentiation becomes difficult.
Profitability: High CAC and operational costs may erode margins.
Trust & Quality Control: Ensuring consistent service quality remains a challenge across decentralized gig networks.
Data Privacy & Regulations: Vary widely across ASEAN markets; compliance will be complex.
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Prioritize startups with platform loyalty and recurring revenue.
Look for traction in tier-2 and tier-3 cities, where competition is thinner.
Integrate digital payment, real-time tracking, and push-based engagement.
Build value-adds like subscription tiers, emergency services, or bundled packages.
Digitize operations fast. Hybrid models (offline + online) are thriving.
Partner with local apps to gain instant reach without tech investment.
Further analysis reveals diversification in service offerings, covering both essential and value-added home solutions. Services like lawn mowing, painting services, woodwork repair, and glasswork services are gaining popularity, as are technical offerings such as carpentry work, appliance repair, and smart home setup. Seasonal and specialty services like window cleaning, gutter cleaning, pool maintenance, and pet grooming also contribute to market expansion. There’s a notable rise in demand for niche categories such as home organizing, locksmith services, and moving assistance, often bundled through monthly or one-time packages. Wellness and lifestyle enhancements like fitness training, meal prep services, and virtual consultations are becoming standard additions. Consumers are increasingly influenced by customer ratings and the growing trend of eco-friendly services, which promotes sustainable practices in both cleaning and maintenance. As service providers continue to innovate and optimize user experience, the Southeast Asian market is poised for sustained growth in digital on-demand home services.
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