# Three Platforms Now Hold Almost All of Southeast Asia

By GLOSKU Research · May 19, 2026 · Research, Market Updates
Canonical: https://glosku.com/three-platforms-now-hold-almost-all-of-southeast-asia/

The 2025 figures for Southeast Asian platform commerce are in, and they describe a market that grew quickly while becoming markedly less varied.

## The headline numbers

Platform gross merchandise value across the region reached roughly 157.6 billion US dollars in 2025, up close to 23 percent on the previous year. Growth of that order in a market this size is remarkable on its own.

The more consequential figure is concentration. Shopee, Lazada and TikTok Shop together accounted for approximately 98.8 percent of platform GMV. Shopee held around 53 percent and led in all six markets. TikTok Shop, counting Tokopedia, reached about 65.7 percent of Shopee’s GMV, which puts the two of them close to nine tenths of the market between them. Lazada is now a distant third and is repositioning around brands, with its clearest traction in Singapore.

## What concentration does to a brand

Two platforms now decide most of what a Southeast Asian shopper sees. That has practical consequences whatever your opinion of it.

Platform policy changes affect a larger share of your revenue than they did two years ago. Commission and advertising rates face less competitive pressure. And a channel mix that looked diversified in 2023, spread across three roughly comparable marketplaces, is now materially more exposed than it appears on a slide.

The shift in position between the platforms is the part brands should look at closely. A business that built its regional presence around one marketplace can find its share of attention moving elsewhere, and rebuilding on a platform with different mechanics, fees and content requirements is expensive. It is also difficult to see coming from inside a single-platform view.

## The reasonable response

Not to avoid the large platforms, which would be foolish given where the customers are. The response is to keep the assets that are genuinely yours in a state where they can move. [Product data, customer relationships, brand content and demand history](https://glosku.com/brand-loyalty-insights/) should live somewhere you control, structured well enough to deploy on a new platform in weeks rather than quarters.

Concentration is the condition of this market now. The brands that handle it well are the ones that can change channel without starting over.

## Sources

- [Southeast Asia's platform ecommerce reaches US$157.6B in 2025](https://thelowdown.momentum.asia/new-report-southeast-asias-platform-ecommerce-reaches-us157-6b-in-2025-with-top-platforms-expanding-share-to-98-8/), Momentum Works, Apr 14, 2026