E-Commerce Rivalry in Southeast Asia: A Google Trends Analysis of TikTok Shop, Shopee, and Lazada

Asep Koswara

doi:10.55927/mijb.v1i1.2

Authors

Asep Koswara IKOPIN University

DOI:

https://doi.org/10.55927/mijb.v1i1.2

Keywords:

E-commerce Competition; Google Trends Analysis; TikTok Shop; Shopee; Lazada

Abstract

This study presents a comprehensive analysis of e-commerce competition in Southeast Asia through Google Trends data (2021-2024), examining TikTok Shop, Shopee, and Lazada across six key markets. Our quantitative methodology reveals three distinct trajectories: TikTok Shop's unprecedented 300% growth in Indonesia (from 25% to 100% search interest) within 18 months, Shopee's gradual 20-25% annual decline despite maintaining overall dominance, and Lazada's stark 39-point regional disparity (Singapore at 100% vs. Brunei at 61%). The data highlights critical competitive dynamics, including TikTok Shop's superior engagement (6.8% conversion rate) offset by 77% slower delivery times compared to Shopee, and Lazada's weakening position in growth markets despite Singaporean stronghold. Platform performance diverges most dramatically during major sales events, with Shopee generating stronger spikes but TikTok demonstrating more sustained interest. These findings illuminate Southeast Asia's shifting e-commerce landscape, where success increasingly depends on balancing social commerce innovation (minimum 4.1% click-to-purchase rate) with operational excellence (under 2-day delivery threshold). The study provides strategic insights for platforms navigating this complex, rapidly evolving marketplace where no single player has yet achieved comprehensive dominance across all markets and consumer segments.

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