In recent years, Southeast Asia has established itself as one of the fastest-growing e-commerce hubs worldwide: with more than 400 million Internet users, digital penetration above 70%, and a mobile-first mindset, the region offers unprecedented opportunities for brands that are able to understand and leverage its dynamics.
In this context, digital marketplaces have become the main gateway to online shopping, thanks to integrated logistics infrastructure, large-scale promotional offers, and user-friendly interfaces that attract and retain millions of users.
Among the fastest-growing platforms, Shopee and Lazada represent two of the most effective gateways for international businesses. Both offer a comprehensive ecosystem that simplifies entry into complex and diversified markets. For an Italian brand, knowing how to leverage the specific strengths of each platform means maximising visibility, sales performance, and the ability to scale rapidly.
The e-commerce boom in Southeast Asia
Southeast Asia currently boasts one of the world’s most dynamic digital markets, with total online transaction volumes exceeding USD 130 billion in 2024 and compound annual growth rates (CAGR) of around 18–20% for the 2022–2025 period. Within this landscape, several countries stand out for their dynamism:
- Indonesia: GMV of approximately USD 75 billion in 2024, with a CAGR of 19% through 2027.
- Vietnam: a rapidly developing market, expected to exceed USD 35 billion in 2025, thanks to an expanding middle class.
- Thailand: more than USD 25 billion in e-commerce revenue, supported by the boom in social commerce.
- The Philippines: double-digit growth (CAGR >20%), driven by the widespread adoption of mobile payments.
This digital growth is fuelled by a mobile-first approach: more than 70% of transactions take place via smartphone, supported by increasingly widespread 4G/5G connectivity. Digital wallets (OVO, GoPay, TrueMoney) are among the preferred payment methods, thanks to their easy registration process and direct integration with social platforms and marketplaces.
Social commerce has become an established discovery and purchasing channel: live streaming, Facebook groups, and in-app integrations turn every user into a potential brand ambassador, amplifying the effectiveness of viral promotions.
In terms of purchasing preferences, consumers in the region show a high level of trust in major marketplaces, which are considered safer and more reliable than proprietary brand websites, as well as strong price sensitivity. Promotional campaigns (flash sales, vouchers, bundle discounts) and major shopping events generate exceptional volumes, with peaks in traffic and conversion rates of up to 3–4% during key events.
Italian companies wishing to enter this market must therefore carefully calibrate competitive offers and timing, making the most of digital wallets and the viral potential of social commerce to build engagement and loyalty.
Shopee and Lazada compared
Platform overview
- Shopee is Sea Limited’s e-commerce platform, launched in 2015 and now a leading player in six Southeast Asian markets (Indonesia, Vietnam, Thailand, the Philippines, Malaysia, and Singapore). With 295 million registered users and revenue of USD 9 billion in 2023, Shopee dominates the region thanks to its C2C/B2C model, extensive gamification (Shopee Coins, mini-games), and strong integration with more than 70 local and international logistics providers.
- Lazada, founded in 2012 and acquired by Alibaba in 2016, operates in six Southeast Asian markets and relies on a hybrid logistics network, using Cainiao for cross-border shipping and local warehouses for last-mile delivery. Although Lazada does not frequently disclose user figures, it has tens of millions of monthly consumers and is rapidly expanding its AI capabilities, such as the “AI Lazzie” personal shopper and GenAI tools for discovery, translation, and content generation.
Key differences
- Target users and product categories: Shopee primarily attracts a young audience (18–35 years old) that is particularly responsive to “instant gratification” dynamics, with fashion and beauty among the leading categories (apparel 27.3%, health and wellness 19.3% of GMV). Lazada, while also maintaining a strong presence in these segments, has a larger share in home & lifestyle and promotes a more “premium” image through the curated selection available on LazMall.
- Promotional mechanisms: Shopee Live accounts for more than 70% of the live-commerce market in several countries, including Indonesia, encouraging engagement through co-hosting and Shopee Coins rewards; Lazada focuses on LazLive and recurring promotional campaigns (11.11, 12.12, Ramadan), combined with exclusive discounts for Lazada Plus members.
- Logistics and cross-border: Shopee International Platform supports direct sales through the “Seller Hub” and the SPX Express network, which delivers 70% of orders in Java within three days, while reducing the cost per order by 8% annually. Lazada Global Shipping, supported by Cainiao, reduces cross-border delivery times to 6–7 days and, for products held in stock, delivers 88% of orders within three days.
This comparison helps Italian brands choose the platform best suited to their strategy: Shopee for a mass-market, viral, strongly mobile-first approach; Lazada for a more selective offering, with high service quality and a focus on the omnichannel customer experience.
Entry models for Italian brands
For Italian brands considering Shopee and Lazada as expansion channels in Southeast Asia, there are two main approaches:
Direct sales (cross-border)
The cross-border model makes it possible to manage the store from Italy, without local warehouses. Orders are fulfilled directly from the country of origin, using the platforms’ international shipping programmes (Shopee International Platform or Lazada Global Shipping).
- Advantages: fast setup, limited initial costs, and full control over the catalogue.
- Disadvantages: higher shipping costs, longer delivery times, and potentially reduced price competitiveness.
Localisation (local seller with warehouse)
Under this model, the brand establishes a local entity or relies on a partner with warehouses in the target market. Imported products are stored in Shopee or Lazada fulfilment centres, enabling fast delivery (1–3 days) and lower transportation costs.
- Advantages: better customer experience, access to flash-sale campaigns, and participation in Prime/Lazada Plus programmes.
- Disadvantages: greater investment in inventory, tax and customs management, and increased complexity in local logistics.
Requirements for opening a store
- Corporate documentation: Chamber of Commerce registration documents, VAT registration certificate, and identity documents of the legal representatives.
- Product standards: compliance with safety regulations and declarations of origin (Made in Italy), as well as labelling in the local language.
- Bank account: opening an international account (for cross-border operations) or a local account (for localisation), integrated with the platforms’ payout systems.
- Minimum capital: Shopee does not require an initial deposit when using its cross-border service, while Lazada may require a variable “security deposit” depending on the product category.
Local partners and trade enablers
Relying on an aggregator or a marketplace enabler can accelerate go-to-market: these providers offer end-to-end support — from company registration to catalogue uploads, from local-language customer service to logistics coordination. Choosing a trade enabler is advisable when:
- The company has limited experience in Southeast Asia and prefers to reduce time-to-market.
- Comprehensive services are required (pricing, promotions, Live campaigns).
- The company prefers to pay a fee proportional to sales, thereby limiting the initial risk.
By contrast, brands with dedicated internal resources and market knowledge may opt for direct management, maximising margins and strategic control. In any case, a reliable local partner remains useful for navigating the regulatory and cultural complexity of Southeast Asia.
Winning positioning strategies
To compete effectively on Southeast Asian marketplaces such as Shopee and Lazada, simply listing a product and hoping it sells is not enough. Italian companies must adopt positioning strategies tailored to the region’s cultural, behavioural, and commercial characteristics, striking a balance between local adaptation and the enhancement of Italian brand value.
Adapting the offering to Southeast Asian consumers
Price is one of the most critical factors: Southeast Asian consumers are highly price-sensitive and accustomed to comparing offers in real time, including during major promotional events. It is therefore essential to set competitive pricing, potentially supported by dynamic discounts, vouchers, or bundles. Packaging should also be optimised: in markets such as Indonesia and the Philippines, where home deliveries are often made by scooter or motorcycle, compact, durable, and easy-to-transport packaging is preferable. The visual identity must also be immediate and appealing on mobile devices: clean layouts, high-resolution images, and designs consistent with local aesthetic preferences — without sacrificing the elegance associated with “Made in Italy”.
Translation and localised copywriting
Translation is not enough: brands need to communicate locally. Product pages should speak the consumer’s language, using familiar expressions, a tone of voice consistent with local habits, and messages that resonate with cultural values. In Thailand, emphasising aesthetics and “social prestige” can make a difference; in Vietnam, it is often more effective to highlight everyday usefulness and product value. Localised copywriting in Bahasa Indonesia, Vietnamese, or Thai therefore plays a key role in increasing conversion rates, while conveying reliability and customer focus.
Smart promotions and participation in platform campaigns
Shopee and Lazada have built highly developed promotional ecosystems: from major events such as 11.11 and 12.12 to local occasions (Lunar New Year, Ramadan, national holidays). Participating in these official campaigns is a strategic way to increase visibility, traffic, and sales, also thanks to the platforms’ algorithmic support, which gives greater exposure to featured products. Italian companies should plan their promotional calendars around these occasions, developing smart offers (e.g. progressive discounts, early-bird offers, gift bundles) and leveraging tools such as Shopee Coins, Flash Deals, Lazada Vouchers, and live selling. A well-orchestrated strategy can multiply engagement and significantly increase brand awareness.
In summary, success on Southeast Asian marketplaces depends on how effectively Italian brands can integrate into the local digital and cultural environment without losing the distinctive value of their heritage.
Opportunities and incentives for Italian companies
For Italian companies interested in expanding internationally into Southeast Asia through Shopee, Lazada, and other digital marketplaces, the current environment is particularly favourable. A number of initiatives promoted by public bodies and European institutions are available to facilitate entry into foreign markets and the adoption of advanced digital tools.
ICE – Italian Trade Agency, the government agency responsible for promoting Italian companies abroad and supporting their internationalisation, regularly organises e-commerce projects in cooperation with major platforms, including Shopee and Lazada, offering free digital showcases, strategic consulting, and tailored training. SIMEST, through Fund 394/81, provides subsidised financing and non-repayable grants for digitalisation projects and expansion on international marketplaces, including costs related to localisation, advertising, logistics, and marketplace enabler services.
At European level, initiatives such as Access2Markets and the Digital Europe Programme provide practical tools, information on tariffs and local regulations, as well as financial support for cross-border digital investments. In addition, many ASEAN countries offer local co-financing programmes and incentives for foreign companies operating in e-commerce, particularly in sectors such as fashion, food, and design, which are considered high value-added industries.
Numerous successful case studies confirm the effectiveness of a structured approach. Some Italian brands in the fashion and accessories sector have achieved significant visibility and sales volumes through smart localisation strategies, participation in platform events, and collaboration with regional trade enablers. In particular, the combination of Made in Italy storytelling and cultural adaptability has proven successful.
In conclusion, entering Southeast Asian marketplaces today is not merely a commercial choice, but a medium- to long-term strategy for reaching dynamic, rapidly growing, digital-first consumers. With the support of available public-sector tools and a clearly defined operational plan, Italian companies have a tangible opportunity for sustainable and competitive expansion.