Online Marketplaces in Southeast Asia : The Rank and Competition

Online Marketplaces in Southeast Asia : The Rank and Competition

Southeast Asia consists of 11 countries, with six of those leading the region economically: Indonesia, Thailand, Malaysia, Singapore, the Philippines and Vietnam. With a combined population of 655 million, a young demographic and online retail sales projected to grow by 44.4% annually, Southeast Asia is an exciting region for ecommerce.

The region has a rich landscape of local ecommerce companies with brands that will be recognized by few people outside SE Asia. The largest players, including Shopee, Lazada and Tokopedia, are online marketplaces selling a diverse range of goods, similar to the Amazon model. They take a large share of Southeast Asia’s total online retail sales, which are forecast to reach $55 billion in 2020.

Despite the similarities of Southeast Asia’s local online marketplaces to Amazon, it is a region where Amazon is a very small force. It launched in Singapore in 2019, but still lags far behind local alternatives. Chinese ecommerce brands do not have a strong ecommerce presence in the region either. There has, however, been billions of dollars of foreign investment in Southeast Asia’s ecommerce industry, from both China and the West.

Keterangan Gambar (© Pemilik Gambar)

Shopee is the largest online marketplace in Southeast Asia, with 198 million visits per month. Lazada is similar in size, with 162 million monthly visits. Both companies operate across the region, but their mix of countries is quite different. While 29% of Shopee’s traffic is from Indonesia (by far the largest economy in Southeast Asia), for Lazada the most important countries are Thailand and the Philippines.

The next largest marketplaces, Tokopedia and Bukalapak, are almost exclusively Indonesian, as is the sixth largest website Blibli. All three sell general merchandise and have a combined total of 115 million monthly visits from Southeast Asia.

There are two other single-country marketplaces on the list, Tiki and Sendo, with 22 million and 11.4 million visits per month respectively. Both focus on Vietnam, a smaller economy amongst the six that lead the region, but the fastest growing.

Next there is fashion retailer Zalora, unique on the list as the only marketplace specializing in a single product category, with 7.7 million monthly visits. Fashion is the most popular segment of the ecommerce market in Southeast Asia, with 27% of total sales.

The final marketplace on the list is Qoo10. It sells a wide range of merchandise to countries across the region, with 60% of its traffic from Singapore.


Akhyari Hananto

I began my career in the banking industry in 1997, and stayed approx 6 years in it. This industry boost his knowledge about the economic condition in Indonesia, both macro and micro, and how to More understand it. My banking career continued in Yogyakarta when I joined in a program funded by the Asian Development Bank (ADB),as the coordinator for a program aimed to help improve the quality of learning and teaching process in private universities in Yogyakarta. When the earthquake stroke Yogyakarta, I chose to join an international NGO working in the area of ?disaster response and management, which allows me to help rebuild the city, as well as other disaster-stricken area in Indonesia. I went on to become the coordinator for emergency response in the Asia Pacific region. Then I was assigned for 1 year in Cambodia, as a country coordinator mostly to deliver developmental programs (water and sanitation, education, livelihood). In 2009, he continued his career as a protocol and HR officer at the U.S. Consulate General in Surabaya, and two years later I joined the Political and Economic Section until now, where i have to deal with extensive range of people and government officials, as well as private and government institution troughout eastern Indonesia. I am the founder and Editor-in-Chief in Good News From Indonesia (GNFI), a growing and influential social media movement, and was selected as one of The Most Influential Netizen 2011 by The Marketeers magazine. I also wrote a book on "Fundamentals of Disaster Management in 2007"?, "Good News From Indonesia : Beragam Prestasi Anak Bangsa di dunia"? which was luanched in August 2013, and "Indonesia Bersyukur"? which is launched in Sept 2013. In 2014, 3 books were released in which i was one of the writer; "Indonesia Pelangi Dunia"?, "Indonesia The Untold Stories"? and "Growing! Meretas Jalan Kejayaan" I give lectures to students in lectures nationwide, sharing on full range of issues, from economy, to diplomacy Less
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