How to Choose Between a Shopee Cross-Border Store and a Local Store

Choosing Between Shopee Cross-Border Stores and Local Stores

In the field of cross-border e-commerce, Shopee is a highly regarded platform. It covers multiple markets in Southeast Asia and Taiwan, providing merchants with an easy way to enter international markets. However, for merchants considering joining Shopee, whether to open a cross-border store or a local store is a question that requires careful consideration. Both options have their own advantages and challenges. This article will explore how to make a wise choice from several perspectives.

First, let us clarify what a cross-border store and a local store are. A cross-border store refers to a seller registering and operating a shop in their home country but selling products to consumers in other countries; while a local store means the seller registers and operates a shop in the local country, uses the local currency for transactions, and complies with local laws and regulations. The core difference between the two models lies in the target market and the cultural environment they need to adapt to.

For start-up companies looking to get off the ground quickly, a cross-border store may be more attractive. This is because setting up a cross-border store usually does not require complex localization settings, such as language translation or payment system integration. For example, according to official Shopee data, in the first quarter of 2025, its cross-border business continued to maintain strong growth momentum, especially in the electronics and fashion apparel categories. This indicates that if your product has strong versatility and can attract widespread interest, then a cross-border store may be an ideal starting point.

However, cross-border stores also have some limitations. Due to a lack of deep understanding of the target market, pricing strategy errors or failure to effectively meet customer needs may occur. In terms of logistics delivery, cross-border orders often face longer transportation times and higher shipping costs. To improve the cross-border logistics experience, Shopee has introduced several measures, such as establishing an overseas warehouse network. According to media reports, by the end of last year, Shopee had established dozens of overseas warehouses in multiple countries, aiming to shorten delivery cycles and reduce damage rates.

On the other hand, choosing to open a local store means deeper integration into the local market. This means you need to hire team members familiar with local culture, learn and comply with regional business rules, and consider how to use social media platforms for brand promotion. Although the initial investment is larger, from a long-term perspective, this approach helps build stronger brand loyalty. Taking the Indonesian market as an example, in recent years, with a large young population base and continuously rising internet penetration rate, more and more brands are beginning to focus on localized operations. Data shows that in 2025, the average sales growth of local merchants on the Indonesian site increased by more than 50%, showing great potential.

It is worth noting that regardless of whether you choose a cross-border store or a local store, user experience must always be taken seriously. Shopee has been committed to improving platform service quality by introducing features like lightning-fast returns and worry-free guarantees to enhance buyer confidence. At the same time, to help sellers better manage their stores, Shopee has developed a complete ecosystem, including data analysis tools and marketing activity support. These resources can serve as references to help you assess which form is more suitable for your business development plan.

In conclusion, there is no absolute correct answer when deciding whether to open a Shopee cross-border store or a local store. The key lies in weighing the pros and cons based on your own conditions. If you have strong product competitiveness and are willing to take certain risks, you can try a cross-border store; but if you want a more stable and reliable growth path, you might consider prioritizing localization strategies. Regardless of the final decision, the most important thing is to remain open-minded and actively respond to changing market demands and technological innovations. Only then can you stand firm in the tide of globalization.