Shopee vs Lazada vs TikTok Shop: which platform fits your business?

Southeast Asia's three big marketplaces now control almost the entire market — but they are not interchangeable. Pick by the data, not the hype: here's how Shopee, Lazada and TikTok Shop actually compare on share, fees, audience and category fit in 2026.

"Which marketplace should we sell on?" is the wrong question. The right one is which platform fits the product, margin and audience you already have — because in Southeast Asia, choosing wrong means paying a take rate that eats your margin or chasing shoppers who were never going to buy your category. In 2025 the region's platform e-commerce hit US$157.6 billion, up 22.8%, with just three players holding 98.8% of it. Here's how to read them.

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Shopee is the habitual, everything-store that shoppers open by reflex. TikTok Shop is discovery-led commerce where video does the selling. Lazada is the brand-and-authenticity channel with the region's highest average order value. That difference decides where your product belongs.

Content commerce alone drove US$49.7 billion — 32% of all platform GMV in 2025 — which is why TikTok Shop's demonstration-led model keeps compounding. But reach without margin is a trap: the right answer depends on your economics, not the leaderboard.

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Choosing a platform is one decision; operating profitably across several is an ongoing one. At Glyde we set up the listings, sync inventory, tune the promo calendar and read the data per channel — so your catalogue works to each platform's strengths instead of fighting all three at once.