[SINGAPORE] The early e-commerce experience was all about discounts and subsidies. But, as the sector matures, e-commerce platforms in South-east Asia are no longer competing on price for market share. While price remains a critical factor, the landscape has shifted towards “competing on engagement and content”, says Willy Chang, a partner at Bain. Social and live commerce, as well as artificial intelligence, are reshaping how consumers find and decide on purchases, he adds. The e-commerce market is currently dominated by three key players, Shopee, TikTok Shop and Lazada. Together, they control about 98.8 per cent of the market in South-east Asia, based on a report by consultancy Momentum Works. Shopee is in pole position with a market share of 53 per cent. The dominance of these three international players means single country e-commerce platforms are struggling to compete, the report noted.   https://www.businesstimes.com.sg/opinion-features/features/shop-till-they-drop-e-commerce-platforms-fight-share-maturing-south-east-asian-market (ICE SINGAPORE)

Fonte notizia: The Business Times, 11 September 2026