Southeast Asia’s e-commerce hit US$128B in 2024 — Shopee still leads, Lazada turns profitable, and TikTok Shop is rewriting the rules of retail. 2025 is the year where content meets commerce — and brands that master all three platforms will win the region. TL;DR In 2024, Southeast Asia’s e-commerce market continued its strong growth trajectory, reaching a total GMV of US$128.4 billion (+12% year-on-year). Shopee, TikTok Shop, and Lazada remained the top three dominant players, collectively accounting for over 84% of the regional market share. Shopee retained its leadership position with 52% share, TikTok Shop recorded the fastest growth...