The competition between e-commerce giants in Southeast Asia has reached new heights, according to the latest traffic data from Similarweb. Shopee maintains its lead with strong performance in Indonesia, while Lazada strives to close the gap. Meanwhile, local platforms face growth challenges, and Amazon struggles in Singapore's competitive market.
Steady Growth in Regional E-Commerce Traffic
In August, Lazada and Shopee recorded a combined 6.91 billion visits across their six Southeast Asian markets (Malaysia, Singapore, Philippines, Thailand, Indonesia, and Vietnam), marking a 4.6% increase from July's 6.61 billion. Shopee dominated with 5.01 billion visits ( +6.3% ), while Lazada reached 1.91 billion ( +0.5% ).
Shopee Indonesia led all markets with 190 million visits , benefiting from the country's massive population. Lazada's strongest performer was Thailand with 39.6 million visits. Notably, Shopee showed growth across all markets, with Indonesia surging 11.4% . Lazada only grew in three markets, with Vietnam showing the strongest increase at 10.4% .
Local Platforms Face Headwinds
Regional players like Bukalapak, Tiki, and Amazon.sg experienced traffic declines, with some platforms seeing drops as steep as 14.6% .
In Indonesia, Tokopedia's visits fell 1.2% to 147.4 million, while Bukalapak dropped 5.5% to 24.1 million. Vietnam's Tiki declined 4.1% to 16.2 million visits, and Sendo plummeted 14.6% to just 3.5 million.
Singapore proved challenging for international players, with Qoo10 falling 7.7% and Amazon declining 7.4% , widening its gap with Lazada in the city-state.
Analyzing Shopee's Indonesian Success
Shopee's dominance in Indonesia stems from multiple strategic advantages. The platform has invested heavily in localization, tailoring products and services to local preferences while running targeted marketing campaigns. Partnerships with domestic payment and logistics providers have enhanced user experience, helping Shopee build strong brand loyalty in Southeast Asia's largest market.
Lazada's Counterstrategies
Lazada is focusing on its stronger markets—Thailand, Philippines, and Vietnam—while seeking to improve its Indonesian position through increased investment and innovation. Potential partnerships with local businesses could help the platform regain momentum against its rival.
Future Market Trends
Industry observers anticipate several key developments:
• Intensified competition: New entrants will increase pressure on existing platforms to differentiate themselves.
• Hyper-localization: Cultural and consumer behavior differences between Southeast Asian nations will require increasingly tailored approaches.
• Mobile commerce growth: High smartphone penetration continues to drive mobile shopping adoption.
• Cross-border opportunities: Economic development across the region creates new potential for international e-commerce.
The August data confirms Shopee's regional leadership while highlighting the challenges facing both local platforms and global competitors. As Southeast Asia's digital economy matures, only the most adaptable players will maintain their positions in this dynamic market.