The competitive dynamics of Southeast Asia's e-commerce market are undergoing a significant transformation, with TikTok Shop positioning itself as the potential frontrunner through its aggressive logistics expansion. The battle has evolved into a comprehensive contest focusing on operational efficiency, customer loyalty, and sustainable growth.
Logistics Performance Signals Market Shift
Recent data reveals that J&T Express delivered an average of 26.5 million parcels daily across Southeast Asia during Q4 2025, marking a 73.6% year-over-year increase . Industry analysts attribute this surge primarily to orders from TikTok Shop. Internal estimates from J&T indicate their current delivery volume now exceeds that of Shopee's SPX Express by approximately 18%.
In Malaysia, pickup locations show nearly equal parcel volumes between Shopee (shipped via SPX) and TikTok Shop (shipped via J&T), illustrating the changing competitive landscape. While TikTok Shop's gross merchandise value (GMV) still trails behind Shopee's, its rapid growth trajectory suggests potential parity in parcel volume by 2026.
Strategic Responses and Evolving Competition
Shopee has responded to these challenges by prioritizing upgrades to its instant delivery capabilities, aiming to maintain its market leadership position. The nature of competition has matured beyond initial price wars, now emphasizing deeper operational metrics including:
- Enhanced logistics performance
- Improved customer retention strategies
- Development of sustainable growth models
This shift requires platforms to deliver not just competitive pricing but superior end-to-end user experiences and long-term value propositions.
Future Market Trends
Industry observers identify ten emerging trends that will shape Southeast Asian e-commerce, including:
1. Strategic logistics optimization
2. Customer loyalty program innovations
3. Synergistic development across Southeast and South Asian markets
These developments suggest that e-commerce platforms will need increasingly sophisticated operational strategies and forward-looking planning to maintain competitiveness in this rapidly evolving marketplace.