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
n 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 driven by short-video and live commerce trends, while Lazada achieved its first-ever monthly profit in mid-2024. Among individual markets, Thailand and Malaysia showed the highest growth rates (+21.7% and +19.5%, respectively), while Indonesia remained the region’s largest e-commerce market, contributing around 44% of total GMV.
- Shopee remains the market leader with 52% share of Southeast Asia’s e-commerce GMV in 2024.
- TikTok Shop is the fastest-growing platform, boosted by its TikTok–Tokopedia integration in Indonesia.
- Lazada is regaining ground, recording its first monthly profit in July 2024.
The total e-commerce GMV in Southeast Asia reached US$128.4 billion (+12% YoY) in 2024.Overall, Southeast Asia’s e-commerce industry is shifting from price-driven competition to a new era of content-driven and brand-led growth.
Sources: Momentum Works, The Business Times, Tech in Asia, SCMP (2024–2025)
Shopee: The Efficient Giant
Shopee continues to dominate the regional market, holding about 52% of total GMV in 2024—up from 48% in 2023.
“Shopee increased its regional market share to 52% in 2024 … more than 50% in all SEA countries except Indonesia.”
Shopee’s success comes from its strong logistics network, aggressive in-app advertising, and consistent user engagement through vouchers and loyalty coins. The platform has shifted from heavy subsidy spending to profit-driven growth.
Best for: mass-market retail, FMCG, fashion, beauty.
Why it wins: scale, reliability, and advertising ROI.
Lazada: The Profit-Focused Challenger
Lazada, backed by Alibaba, has spent the past two years tightening operations and optimizing for profitability. In July 2024, it achieved its first month of profit since launching in Southeast Asia.
“Lazada achieved a monthly profit for the first time in July 2024.”
While Lazada’s market share trails Shopee and TikTok Shop, it remains a strong platform for official brand stores and cross-border sellers, particularly in electronics and fashion. Lazada’s logistics and customer service are seen as more premium.
Best for: global brands, higher-value products, curated retail.
Why it wins: trust, brand protection, and cross-border strength.
TikTok Shop: The Social Commerce Disruptor
TikTok Shop is reshaping how people buy online. After the TikTok–Tokopedia merger, Indonesia became TikTok Shop’s second-largest market globally, with GMV reaching US$6.2 billion in 2024.
“Indonesia has solidified its position as TikTok Shop’s second-largest market … US$6.2B GMV in 2024.”
TikTok Shop’s edge lies in its content-to-commerce funnel — short videos, live streaming, and influencer-led sales all happen in one place. Conversion can happen within seconds of entertainment.
Best for: new brands, beauty, lifestyle, impulse products.
Why it wins: virality, authenticity, and influencer economy.
Regional Trends
- Indonesia: Largest market, reshaped by the TikTok–Tokopedia merger.
- Thailand & Malaysia: Fastest-growing countries (+20% YoY).
- Vietnam & Philippines: Strong adoption of live-commerce and creator selling.
What This Means for Brands
Here is the table summarized the strength and best use cases of each marketplace.
| Platform | Strength | Best Use Case |
|---|---|---|
| Shopee | Scale, logistics, reliable performance | Always-on retail, promo campaigns |
| Lazada | Brand trust, profitability | Flagship stores, premium positioning |
| TikTok Shop | Content virality, creator sales | Product launches, influencer marketing |
Bottom Line:
- Start with Shopee for scale and stability.
- Use Lazada for brand storytelling and premium margins.
- Experiment with TikTok Shop for growth and new audiences.
As competition intensifies across these platforms, customer experience (CX) has become a critical differentiator for brands.
Integrating Zendesk with CXBOX allows businesses to centralize customer data from Shopee, Lazada, and TikTok Shop into a unified workspace — enabling faster response times, automated chat support, and data-driven personalization. This helps brands not only handle post-sale inquiries more efficiently but also turn customer service into a growth channel by improving satisfaction and loyalty.
About the author
Dr. Varanyu Suchivoraphanpong is currently the Founder & CEO of DEMETER ICT, a Premier Partner of Google and Zendesk in the APAC region. The company has the largest customer base for Google and Zendesk services in APAC including Greater China, with a combined total of more than 4,600 business customers. Dr. Varanyu has over 25 years of experience in information technology, having previously held senior executive positions in major organizations including banks, IT service providers, and business consulting firms. Dr Varanyu obtained his PhD in Computational Mechanic from Imperial College London.
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