Choosing the right e-commerce platform can make or break your online selling business in Southeast Asia. TikTok Shop, Shopee, and Lazada each offer distinct advantages depending on your products, target audience, and selling style.
This guide breaks down the key differences to help you decide where to focus your efforts.
Platform Overview
TikTok Shop
TikTok Shop combines social media entertainment with e-commerce. Sellers can showcase products through short videos, LIVE streams, and affiliate partnerships with creators.
Best for: Trendy products, impulse purchases, brands targeting Gen Z and Millennials, food and beverage businesses.
Shopee
Shopee dominates Southeast Asian e-commerce with a mobile-first marketplace approach. Known for flash sales, vouchers, and gamification features that drive engagement.
Best for: Price-competitive products, established inventory, sellers comfortable with marketplace competition.
Lazada
Backed by Alibaba, Lazada offers a more traditional e-commerce experience with strong logistics infrastructure (LEX) and brand mall options for established businesses.
Best for: Electronics, branded goods, businesses seeking premium positioning, B2B sellers.
Audience Comparison
| Platform | Primary Audience | Age Range | Shopping Behavior | |----------|-----------------|-----------|-------------------| | TikTok Shop | Gen Z, Millennials | 18-34 | Discovery-driven, impulse | | Shopee | Broad, value-seekers | 18-45 | Deal-hunting, comparison | | Lazada | Middle class, professionals | 25-50 | Planned purchases, brand-conscious |
Fee Structure
TikTok Shop Fees
- Commission: 2-5% (varies by category)
- Payment processing: ~2%
- No listing fees
- Affiliate commission: Set by seller (typically 5-20%)
Shopee Fees
- Commission: 2-5% (varies by category and seller tier)
- Payment fee: 2%
- Transaction fee: Additional for certain payment methods
- Shipping subsidies available
Lazada Fees
- Commission: 2-5% (category dependent)
- Payment fee: 1.5-2%
- Higher fees for LazMall sellers (premium positioning)
Traffic and Discovery
TikTok Shop
- Algorithm-driven discovery through For You Page
- Viral potential regardless of follower count
- LIVE shopping drives real-time engagement
- Affiliate creators can promote your products
Shopee
- Search-based discovery
- Flash sales and campaigns drive traffic
- Shopee Live available but less prominent
- Heavy reliance on paid ads for visibility
Lazada
- Search and category browsing
- LazMall for brand visibility
- Sponsored product ads
- Campaign participation (11.11, 12.12)
Logistics and Fulfillment
TikTok Shop
- Integrated with local logistics partners
- Seller-managed or platform logistics options
- Fast delivery expectations from LIVE sales
Shopee
- Shopee Supported Logistics (SSL)
- Multiple courier options
- Shopee Xpress for faster delivery
- Free shipping campaigns common
Lazada
- Lazada eLogistics (LEX)
- Warehouse fulfillment options (FBL)
- Strong cross-border infrastructure
- Premium delivery for LazMall
Which Platform Should You Choose?
Choose TikTok Shop if:
- Your products are visually appealing or demonstrable
- You can create engaging video content
- You're targeting younger demographics
- You sell food, fashion, beauty, or lifestyle products
- You want to leverage influencer/affiliate marketing
Choose Shopee if:
- You're competing on price
- You have diverse product inventory
- You want maximum market reach
- You're comfortable with aggressive promotions
- You need flexibility in shipping options
Choose Lazada if:
- You sell electronics or branded goods
- You want premium brand positioning
- You need strong logistics infrastructure
- You're targeting higher-income consumers
- You plan to scale regionally
The Multi-Platform Approach
Many successful sellers don't choose just one—they sell across all three platforms to maximize reach. The key is adapting your strategy to each platform's strengths:
- TikTok Shop: Focus on hero products, creator partnerships, LIVE sessions
- Shopee: Competitive pricing, flash sale participation, voucher stacking
- Lazada: Brand building, premium positioning, campaign participation
Managing Multiple Platforms with klikit
Selling across TikTok Shop, Shopee, and Lazada creates operational complexity. Multiple dashboards, inventory syncing, and order management become challenging at scale.
klikit helps F&B and retail businesses manage multi-platform selling:
- Unified order management: All platform orders in one dashboard
- Inventory sync: Prevent overselling across channels
- Analytics: Compare platform performance
- Fulfillment: Smart routing to delivery partners
Ready to sell across multiple platforms? klikit connects your TikTok Shop, marketplace, and delivery operations. [Talk to our team](/contact) about multi-channel selling.