Beauty MNL Note.Adapted from“Local Insights: Rankings of E-commerce Platforms in Six Southeast Asian Countries”, by iPrice, 2019, Year-End Report on Southeast Asia’s Map of E-commerce 2019. In the public domain. Meanwhile, in Taiwan, Shopee ranks first, followed by Ruten, Momoshop, Books, and Taobao accordingly (Similarweb, 2020). However, in South Korea, Shopee ranks outside of the top 5 e-commerce players based on its daily active users (Song, 2019). The market analysis performed earlier has identified Vietnam, Indonesia, and the Philippines to be highly attractive markets to expand into. The following analysis seeks to examine the competitiveness of these markets. Competition in the Vietnam market is the most intense as the top 5 merchants have an almost similar number of monthly web visits. This could mean that they are strong substitutes for one another. Although Shopee is currently the top e-commerce player in Vietnam, its hold is precarious at best. The monthly web visits to Thegioididong — the second top merchant in Vietnam — is almost comparable
BUS489 Sea Group Corporate Strategy Report Group 1 49 | P a g e to that of Shopee. With Vietnam identified as a market with strong growth, it is imperative for Shopee to formulate strategies to retain its foothold in the market. Meanwhile, competition in Malaysia, Thailand and the Philippines markets are less intense with only two major players — Shopee and Lazada — in each market. However, there is room for improvement in the Philippines market where Shopee is lagging behind Lazada. Previously identified to have high growth potential, the Philippines is a market that Shopee cannot afford to lose out on. While the competition is extremely tough amongst the top two merchants — Shopee and Tokopedia — in the Indonesia market, homegrown marketplaces like Bukalapak and Blibli also have a sizable monthly web visit of 39.26 million and 26.86 million respectively (iPrice, 2019). It is plausible for Shopee to engage in some form of partnerships, investment, or collaborations with these companies to increase its market share in Indonesia. Meanwhile, Sendo, Wish and Zilingo are regarded as the up-and-coming competitors of e-commerce. Despite being available only in Vietnam, Sendo managed to surpass the odds and clinch fifth in terms of the most downloaded mobile application in the region. In 2019, Sendo also experienced an impressive 23% increase in its mobile and desktop traffic, further signifying its huge growth potential. Wish, likewise, has rose rapidly to clinch the fourth place. Zilingo ranked within the top 10 downloaded e-commerce application although is a fashion retailer (iPrice, 2019). Shopee could tap into the potential of these rising companies through greater collaborations and even partnerships. Analysis of Top 5 leading e-commerce players in ASEAN-6 This section examines the top 5 leading e-commerce players in ASEAN-6.