In-depth report on Shopee Southeast Asia market in 2025: growth opportunities and challenges

In 2025, Shopee will continue to lead the Southeast Asian e-commerce market, but the competition landscape and user needs have changed significantly. The following is an analysis of key trends:

Market expansion and penetration

Indonesia, Vietnam, and the Philippines are still Shopee's core markets, but the focus of growth has shifted to rural areas and second- and third-tier cities. It is expected that 60% of new users in 2025 will come from non-first-tier regions.

Shopee faces fierce competition from TikTok Shop in Malaysia and Thailand, and its market share has declined slightly, but it maintains its advantage through localized operations (such as Islamic goods areas).

Emerging consumer trends

AI shopping assistant: Shopee launched an AI shopping guide robot that can recommend products based on user chat records, which is expected to increase conversion rates by 15%.

Sustainable consumption: Search volume for environmentally friendly products (such as degradable packaging and second-hand clothing) increased by 80%, and Shopee Green plans to provide traffic support for related sellers.

Social e-commerce upgrade: Shopee Live introduced VR try-on function, especially for beauty and clothing categories.

Logistics and payment innovation

Cooperated with Grab to launch "2-hour express delivery", covering core cities such as Singapore and Bangkok.

Digital wallet ShopeePay has a market share of over 40% in Indonesia and supports cross-border payments (such as Malaysia-Singapore transfers).

Recommendations: Sellers should pay attention to the needs of non-first-tier cities, optimize AI keywords, and participate in Shopee Green certification to obtain traffic tilt.