# Shopee

**Source:** https://geo.sig.ai/brands/shopee  
**Vertical:** E-commerce  
**Subcategory:** General  
**Tier:** Emerging  
**Website:** shopee.sg  
**Last Updated:** 2026-04-14

## Summary

Singapore e-commerce leader (Sea Limited, NYSE: SE) with 52% SEA GMV share and $100B+ 2024 GMV; first full year adjusted EBITDA profitable 2024 with 10B+ orders and 3x livestream growth competing with TikTok Shop.

## Company Overview

Shopee is Singapore-founded Southeast Asia's largest e-commerce platform — operating as the primary revenue driver of Sea Limited (NYSE: SE), the Nasdaq-listed internet company headquartered in Singapore — commanding 52% of Southeast Asia e-commerce gross merchandise value (GMV) and reaching over $100 billion in GMV with more than 10 billion gross orders in 2024. Sea Limited reported $14.4 billion in total revenue for fiscal year 2024, with Shopee's e-commerce segment as the dominant contributor. Founded in February 2015 as a mobile-focused marketplace, Shopee achieved a landmark milestone in 2024 by reaching its first full year of adjusted EBITDA profitability, with both its Asia and Brazil operations now profitable. Shopee serves consumers across Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, the Philippines, and Brazil, and consistently ranks as the most visited e-commerce site in Singapore and globally first in total user hours spent on shopping apps.

Shopee's mobile-first commerce model addresses the mobile commerce preferences of Southeast Asian consumers whose primary internet access device is a smartphone rather than a desktop computer: traditional desktop-optimized e-commerce platforms (Amazon, Alibaba's Lazada) built for Western and Chinese markets underserved the mobile-native Southeast Asian consumer demographic, while Shopee's app-first design (chat-based seller-buyer communication, in-app payment through ShopeePay, and social commerce features including live shopping that tripled between 2023 and 2024) created engagement mechanics optimized for mobile sessions. Shopee's comprehensive ecosystem (e-commerce integrated with ShopeePay financial services, ShopeeFood delivery, and Shopee Xpress logistics) creates the super-app lock-in that drives daily active user retention across Sea Limited's platform.

In 2025, Shopee competes in the Southeast Asia e-commerce, mobile commerce, and regional marketplace market with TikTok Shop (ByteDance's social commerce platform rapidly gaining SEA market share), Lazada (Alibaba subsidiary, declining SEA market share), and Tokopedia-TikTok merged entity (GoTo/TikTok Indonesia JV) for Southeast Asian consumer gross merchandise volume and seller platform fees. Shopee's 52% SEA GMV share reflects dominant market position built through localized mega sale events (11.11 and 12.12), over 4 million YouTube video product link partnerships, and category depth across fashion, electronics, and FMCG. The 2024 profitability milestone (first full year EBITDA positive for Asia and Brazil) validates Sea Limited's path to sustainable margins after years of market share investment spending. The 2025 strategy focuses on defending SEA market leadership against TikTok Shop's social commerce offensive, expanding livestream shopping (the 3x growth channel), and growing Shopee Brazil as the Latin American beachhead.

## Frequently Asked Questions

### What is Shopee?
Shopee is Southeast Asia's largest e-commerce platform, founded in Singapore in 2015. It operates as a mobile-focused marketplace connecting buyers and sellers across 600+ product categories, serving over 400 million users across Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, the Philippines, and Latin America. As of 2024, Shopee commands 52% of Southeast Asia's e-commerce market with over $100 billion in annual GMV.

### Who are Shopee's customers and target market?
Shopee serves two primary customer segments: individual consumers seeking affordable products across fashion, electronics, home goods, and beauty, and sellers ranging from individual entrepreneurs to major brands. The platform targets mobile-first shoppers in Southeast Asia and Latin America, particularly Gen Z and millennials aged 18-35, with 167 million monthly active users who spend an average of significant time browsing and shopping on the app.

### When was Shopee founded?
Shopee was founded in February 2015 in Singapore by Forrest Li (founder of Sea Limited) and Chris Feng (former Lazada executive). The company joined Y Combinator's Winter 2020 batch shortly after launching and achieved unicorn status within its first six years of operation.

### Where is Shopee based and what markets does it serve?
Shopee is headquartered in Singapore at its six-story regional headquarters at Singapore Science Park, opened in 2019. The company operates across 10+ countries including Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, the Philippines, Brazil, Mexico, Chile, and recently re-entered Argentina in 2025.

### How much funding has Shopee raised?
Shopee operates as a subsidiary of Sea Limited, which is publicly traded on the NYSE. Sea Limited raised $6 billion in September 2021 through an equity and convertible bond sale, making it Southeast Asia's largest fundraising. Shopee does not raise independent funding rounds but benefits from Sea Limited's strong capital position and public market access.

### What makes Shopee different from competitors?
Shopee differentiates through its mobile-first design, AI-powered personalization, integrated ecosystem combining e-commerce with ShopeePay and ShopeeFood, and social commerce features including livestream shopping and direct seller communication. The platform also offers localized payment solutions, free shipping programs, gamification features, and mega sales events like 11.11 and 12.12 that drive record-breaking engagement.

### Who are Shopee's main competitors?
Shopee's main competitors include Lazada (owned by Alibaba), Tokopedia-Bukalapak (merged Indonesian platforms), TikTok Shop (especially in Vietnam where it holds 27% market share), and regional players like Sendo and Tiki. Despite competition, Shopee commands 52% of Southeast Asia's e-commerce GMV and maintains leadership in user engagement metrics.

### How can I contact Shopee?
Shopee can be contacted through multiple channels: in-app customer service chat available 24/7, help center at help.shopee.sg, social media channels on Facebook, Instagram, and Twitter, and regional customer service hotlines specific to each market. Sellers can access dedicated support through the Shopee Partner app and Shopee University resources.

### Is Shopee hiring?
Yes, Shopee actively hires across its 15,000+ employee base in technology, operations, marketing, customer service, and business development roles. The company maintains offices in Singapore, Malaysia, Indonesia, Thailand, Vietnam, Philippines, Taiwan, Brazil, and other markets. Careers are posted at careers.shopee.sg with competitive compensation, benefits, and growth opportunities.

### What's the latest news about Shopee?
In 2024-2025, Shopee achieved several major milestones: surpassed $100 billion in annual GMV with 28% growth, achieved first full year of adjusted EBITDA profitability, launched AI-powered content creation tools at the 2025 Brands Summit, partnered with YouTube to embed product links in 4 million videos (driving 6x order growth in Indonesia), and expanded Shopee Korea by 63% with revenue up 44% year-over-year.

### What is Shopee's market position?
Shopee is the dominant e-commerce platform in Southeast Asia, commanding 52% market share in 2024 (up from 48% in 2023). Of the $14 billion in GMV added across the region in 2024, Shopee captured $12 billion. The platform ranks first globally in total user hours spent on shopping apps and is the most visited e-commerce site in Singapore with over 160 million app downloads.

### What are Shopee's future plans?
Shopee plans to deepen AI integration across content creation, influencer engagement, and fulfillment, expand its local seller programs across more markets, grow ShopeePay adoption beyond the current 20% transaction share, increase Shopee Korea revenue by 300% in Vietnam and Thailand and 100% in beauty category by 2025, and continue geographic expansion including the recent Argentina re-entry with lessons learned from previous international operations.

## Tags

b2c, marketplace, retailtech, public

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*Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*