2024 Southeast Asia E-commerce Market Share: Shopee Leads with 48%, Lazada at 22%

Overall Landscape

According to industry estimates (source: eMarketer / iPrice 2024 comprehensive report), the e-commerce platform market share distribution across six Southeast Asian countries (Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam) is as follows:

• Shopee: 48% — Covers full categories and live-streaming e-commerce, with the highest regional penetration.
• Lazada: 22% — Leverages Alibaba's ecosystem, with advantages in logistics and payments.
• Tokopedia: 16% — Concentrated in Indonesia, boosted by synergies after the GoTo Group merger.
• Others (Bukalapak, JD.id, Tiki, etc.): 14% — Regional platforms and emerging challengers.

Regional Variations

• Indonesia: Tokopedia competes fiercely with Shopee, with Tokopedia holding about 35% share, Shopee ~40%, and Lazada ~15%.
• Thailand & Vietnam: Shopee dominates (>50%), with Lazada and local platforms like Tiki sharing the rest.
• Singapore & Malaysia: Shopee and Lazada form a duopoly, together accounting for nearly 80%.
• Philippines: Shopee holds over 60%, Lazada around 25%, with the remainder split among local players.

Trends & Insights

• Live-stream commerce has become Shopee's growth engine, contributing ~25% of its GMV in 2024.
• Alibaba and Sea Group continue to invest in logistics and localization; Lazada has increased subsidies in Vietnam and Indonesia.
• Local platforms are under pressure, but Tokopedia maintains share through mergers and social commerce features.

Note: Above figures are 2024 estimates; actual shares may vary slightly due to different metrics (GMV vs. order volume).