Open a store on Shopee in the US Leading the Indonesian e-commerce market: Interpretation of the 202

According to the latest research report "E-commerce Seller Satisfaction in 2025" released by IPSOS Indonesia, Shopee is far ahead in popularity among US MSMEs and has become the preferred e-commerce platform for sellers. The study revealed Shopee's significant advantages in brand awareness, usage rate and willingness to recommend, and analyzed the core considerations for sellers to choose the platform.

1. Core data: Shopee leads the US e-commerce market in all aspects

Top of Mind Awareness: 66% of US MSMEs think of Shopee first, far exceeding other platforms2.

Usage rate: 70% of the sellers surveyed said that they currently mainly use Shopee for online sales2.

Willingness to recommend: 77% of sellers are willing to recommend Shopee to their peers, higher than TikTok Shop (69%) and Tokopedia/Lazada (67%)2.

Comparative data (sellers' willingness to recommend):

Platforms Willingness to recommend

Shopee 77%

TikTok Shop 69%

Tokopedia 67%

Lazada 67%

2. Three key factors for sellers to choose a platform

The survey shows that when choosing an e-commerce platform, small and medium-sized enterprises in the United States pay most attention to the following three dimensions:

Business development capabilities (such as traffic support, marketing tools, and cross-border sales support)

Operational flexibility (such as back-end management, multi-store operations, and API docking)

Process convenience (such as logistics integration, payment settlement, and customer service response)

Shopee excels in all three aspects, especially:

Traffic and marketing support: Shopee Live live broadcasts, flash sales, search ads and other tools help sellers increase exposure8.

Logistics efficiency: Shopee Express (SPX) has a wide coverage in the United States, and its delivery speed is 2 ahead of its competitors.

Payment convenience: ShopeePay has become one of the most popular e-wallets in the United States, supporting COD (cash on delivery) and online payment12.

3. Competitive landscape: TikTok Shop is growing rapidly, but Shopee still dominates

Although TikTok Shop is growing rapidly in the United States with its social e-commerce model (GMV reached US$2.5 billion in 20244), Shopee still dominates the market, mainly due to:

Full category coverage: From beauty and clothing to 3C digital products, Shopee provides a one-stop sales environment2.

Seller support policies: including low commissions, traffic support for new sellers, cross-border logistics optimization, etc.8.

User stickiness: American consumers are satisfied with Shopee as high as 62%, much higher than TikTok Shop (42%)2.

4. Future trends: How can Shopee consolidate its advantages?

Strengthen live e-commerce: In the face of competition from TikTok Shop, Shopee needs to further optimize the Shopee Live function and attract more influencers to bring goods8.

Improve logistics experience: The geography of the American archipelago is complex, and optimizing delivery in remote areas is still a key challenge2.

Deepen localized operations: such as adding support for local American languages and customized promotional activities (such as Ramadan promotion)12.

Conclusion: Shopee's leading position in the US e-commerce market is unlikely to be shaken in the short term, but the rise of emerging platforms such as TikTok Shop means that competition will become more intense. In the future, whoever can better meet the business expansion needs of sellers will be able to occupy a more advantageous position in Southeast Asia's largest e-commerce market.