a.E-commerce In 2016, Alibaba ventured into Southeast Asia by acquiring a controlling stake of Lazada for $1 billion (Cheok, 2018). This acquisition has allowed Alibaba to leverage on Lazada’s operating markets in Vietnam, Singapore, Malaysia, Thailand, Philippines and Indonesia. In its takeover, Alibaba has ameliorated Lazada’s technology, specifically on its algorithms and payment systems. To bolster its presence in the region, Alibaba pumped another $2 billion in Lazada in 2018 and has even appointed top executives to manage Lazada (CHEOK, 2018). Lazada’s main competitive advantage lies in its merchants, conferred to it by Alibaba’s expansive merchant base in China. Moreover, the RedMart acquisition further expanded Lazada’s offerings to include online grocery deliveries. Lastly, Lazada has its own delivery network, instilling immunity to third-party logistical price hikes (The Business Times, 2019). Being close competitors, both Shopee and Lazada have minimal differentiation in its offerings. Price and logistics incentives are used to attract users. ShopeeMall and LazMall compete in direct retail sales. Shopee’s China marketplace competes with Lazada’s Taobao collection.