Shopee Southeast Asia Market Operation Guide Detailed Explanation of Local Store and Cross-Border Store Strategies

Shopee Southeast Asia Market Strategy Operational Differences Between Local and Cross-Border Stores

In this vibrant land of Southeast Asia, e-commerce is booming at an unprecedented pace. As one of the largest e-commerce platforms in the region, Shopee not only attracts significant consumer attention but also serves as an ideal platform for many merchants to achieve global development. However, in this fiercely competitive market, choosing the right business model is a critical issue that every merchant looking to enter the Southeast Asian market must carefully consider. Although both local and cross-border stores operate on the Shopee platform, their operational methods differ significantly.

First, let’s take a look at the advantages of local stores. For merchants who already have some understanding of the target country's culture, consumption habits, and legal regulations, opening a local store is undoubtedly a more market-oriented choice. According to Shopee's 2025 annual report, consumers in the Indonesian market tend to purchase localized products, which often better meet their personalized needs. A local store can gain a competitive edge by offering products and services that are more closely aligned with local characteristics. Local stores can also leverage the local logistics network and warehousing facilities to shorten delivery times and enhance customer satisfaction. For instance, in the Thai market, Shopee launched the ShopeeExpress service, providing local sellers with a fast delivery option that allows goods to be delivered to buyers within 24 hours after an order is placed. This efficient logistics system greatly strengthens the competitiveness of local stores.

In contrast, cross-border stores attract a large number of novice sellers due to their lower entry barriers. Compared to the complex challenges of local operations that local stores face, cross-border stores only need to comply with basic platform rules to start doing business. This allows small and medium-sized enterprises that are not yet fully familiar with the target market to test the international market at a lower cost. Meanwhile, Shopee has introduced various preferential policies for cross-border sellers, such as free shipping programs, to help alleviate initial operational pressures. Statistics show that in the fourth quarter of 2025, the number of new cross-border stores on the Shopee platform increased by nearly 50% year-over-year, indicating that an increasing number of international brands are beginning to focus on the Southeast Asian market.

However, whether it is a local store or a cross-border store, success hinges on precise positioning and quality service. Taking the Malaysian market as an example, although the country has a relatively high level of economic development, consumers remain very price-sensitive. Both local and cross-border stores need to attract customers through reasonable pricing strategies. At the same time, as social media marketing tools become increasingly popular, both types of stores should make full use of social platforms like Instagram and Facebook to carry out promotional activities and build brand images. It is worth noting that Shopee itself is continuously optimizing its algorithm systems to better match user needs with merchant offerings, which requires merchants to keep up with platform trends and adjust their operating strategies in a timely manner.

Of course, in practice, whether choosing a local store or cross-border store model, one must fully consider their own resource conditions and long-term planning. For companies with certain supply chain management and market insight capabilities, a local store may be a better choice; whereas for newly established small entrepreneurial teams, starting with a cross-border store and gradually accumulating experience before deciding whether to transition into a local store could be a viable approach. In short, in this ever-evolving e-commerce era, only businesses that constantly innovate and adapt to changes can establish themselves on this land full of opportunities.

In conclusion, both local and cross-border stores have their unique development paths on the Shopee platform. The key lies in making wise decisions based on actual circumstances and continuously optimizing operational models to respond to the ever-changing market environment. As Shopee CEO Huang Li said, We are always committed to creating value for all types of merchants. Looking ahead, as Southeast Asia's economy continues to open up and digital infrastructure improves, we believe that more outstanding Chinese enterprises will find their stage here.