AMZ123 Cross-border NewsletterAMZ123 has learned that, according to data from Southeast Asia’s three major e-commerce platforms in June 2026, TikTok Shop’s total visits across six markets—Indonesia, Vietnam, Malaysia, the Philippines, Thailand, and Singapore—reached approximately 438.9 million, an increase of about 15.7% compared to December 2025. Among them, the Indonesian and Vietnamese sites saw the most significant growth, with visits rising by 29.1% and 31.8% respectively. Visits to the Malaysian site have surpassed Shopee by roughly 2.4%, while the visit gaps between TikTok Shop and Shopee in Indonesia and Vietnam have narrowed to 0.4% and 3.4%, respectively. Currently, TikTok Shop’s total visits across the six countries have reached 85.9% of Shopee’s and are about 6.1 times that of Lazada, gradually moving from a supplementary sales channel into the ranks of core e-commerce platforms.
As traffic continues to grow, the overall platform e-commerce GMV in Southeast Asia reached $157.6 billion in 2025, with TikTok Shop’s GMV surging from $22.6 billion to $45.6 billion, nearly doubling. The contribution of the content-driven e-commerce model centered on short videos and live streaming rose to 32%, gradually becoming an important part of the transaction ecosystem. At the same time, Shopee has also been continuously strengthening its live streaming and affiliate marketing layout to counter the competitive pressure brought by TikTok Shop.
For sellers, they need to shift from simply focusing on traffic scale to comprehensively evaluating the operational costs of content e-commerce. This involves calculating overall costs around influencer commissions, advertising expenses, logistics fees, and local taxes, while paying attention to profit quality. Under the current market landscape where Shopee still holds a scale advantage, TikTok Shop leads in growth speed, and Lazada continues to focus on high-price product categories, sellers should choose the appropriate platform positioning based on their own business characteristics.
Seller Home Review
TikTok Shop’s rapid catch-up in Southeast Asia cannot be overlooked, and its traffic structure is shifting from entertainment to e-commerce conversion. Sellers are advised to prioritize increasing investment in short videos and live streaming in the Indonesian and Vietnamese markets, compare their own category conversion efficiency on TikTok versus Shopee, and plan ahead for content e-commerce.
Source: AMZ123
Original link: https://www.amz123.com/kx/7kSsfQDm
