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How Major E-commerce Platforms in Southeast Asia Are Changing the Market

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How Major E-commerce Platforms in Southeast Asia Are Changing the Market

Major Mid-Year Promotions

In June 2026, the largest e-commerce platforms in Southeast Asia — Shopee, Lazada, and TikTok Shop — held large-scale promotions timed for mid-year. The projected total revenue from these events exceeded 6.5 trillion Vietnamese dong (approximately $280 million USD).

TikTok Shop stood out with entertaining live streams, while Shopee offered exclusive discounts on official merchandise during specific hours. Lazada, on the other hand, focused on optimizing after-sales service and expanding its range of international products.

Shopee promotion in Southeast Asia Source: jingpost.com

Market Competition

These initiatives highlight the platforms’ desire not only to increase sales volumes but also to enhance user engagement by offering a unique shopping experience. According to a report by Momentum Works, in 2025, Shopee, Lazada, and TikTok Shop accounted for 99% of the e-commerce market in the region, indicating their dominant position and the intensifying competition among them.

Notably, TikTok Shop, in collaboration with its Indonesian subsidiary Tokopedia, reached a gross merchandise volume that is two-thirds of Shopee’s figures. This confirms the rapid growth and strengthening of TikTok’s position in the market.

TikTok Shop promotion Source: yicaiglobal.com

What This Means for Sellers

These events underscore the dynamic development of the e-commerce market in Southeast Asia. Sellers should consider several important aspects:

  1. Adapting to Changes: Sellers need to be ready to quickly adapt their strategies and approaches in the face of competition. Regularly review your promotions and offers.
  2. Utilizing New Formats: Consider using live streams to promote your products. This can significantly increase engagement and interest in your assortment.
  3. Optimizing Service: Pay attention to the quality of after-sales service. This will not only enhance customer satisfaction but also help strengthen your reputation.
  4. Analytical Tools: Use the HelpTools extension for analyzing reviews and downloading media without watermarks. This will help you better understand audience needs and tailor your offerings.

These steps will help you remain competitive in the rapidly changing e-commerce market.

Sources