Shopee's gross merchandise value amounted to 23.3 billion U.S. dollars in the second quarter of 2024. Shopee is a subsidiary of Sea Limited, one of Southeast Asia's leading online service providers headquartered in Singapore. Sea Limited rides the pandemic-driven e-commerce wave Shopee is the most visited e-commerce platform in Singapore, surpassing rivals Lazada, Amazon, and Qoo10. The e-commerce platform saw a marked increase in monthly web traffic with the onset of the COVID-19 pandemic. Lockdowns and movement restrictions imposed during the pandemic accelerated the use of digital services such as e-commerce. A quarter of Singaporean consumers now reported purchasing items online several times a month. Choppy seas ahead for one of Singapore’s leading unicorns However, the quick, short-term gains brought about at the beginning of the pandemic have given way to increasing challenges in 2022. The marked increase in revenue for digital services such as e-commerce and digital entertainment has stabilized with the easing of restrictions and a return to normal. Coupled with global economic and political crises, tech companies such as Sea are seeing their stock value tumble. To mitigate their losses, Sea has resorted to cost-cutting measures, such as reigning in their expansion to other international markets and mass lay-offs in their e-commerce arm, Shopee.

As of the first quarter of 2024, the largest shopping categories of Shopee are beauty and home and living among the Southeast Asian countries. Electronics are also one of the leading categories in Thailand, Malaysia, the Philippines, and Singapore.

The online GMV of Shopee amounted to US$86,379.1m in 2024. Explore everything you need to know about it. Including GMV development, regional scope, and many more.

In the 1st quarter of 2024, the largest category by gross merchandise value (GMV) on Shop in Singapore was home and living. This was followed by beauty, health, and personal care.

As of the first quarter of 2024, home and living and beauty, health, and personal care were the leading categories of products bought from Shopee in Indonesia, accounting for 15 percent of the total gross merchandise value (GMV) each. Shopee was the leading e-commerce platforms in Indonesia in 2023.

In 2023, the gross merchandise value of e-commerce platform Shopee amounted to 55.1 billion U.S. dollars. This was double the amount of 2020, where the GMV reached 24.3 billion dollars.

The Asian marketplace Shopee launched its platform in Brazil in 20220. The e-commerce store had an estimated gross merchandise volume (GMV) of 7 billion U.S. dollars in 2023 in the South American country.

In the first quarter of 2024, Shopee was the leading e-commerce platform in Vietnam with a gross merchandise value (GMV) reaching over two billion U.S. dollars. Meanwhile, TikTok Shop has been expanding fast in the country, collecting over 721 million U.S. dollars in GMV that quarter.

Explore TikTok Shop Statistics for 2025, including the distribution of shops by category and region, GMV amounts, and total sales. Discover popular categories like Womenswear & Underwear and Beauty & Personal Care. Analyze regional adoption levels with Indonesia, Thailand, and Vietnam leading the way. Uncover the dominance of Beauty & Personal Care in GMV and sales. Experience the global presence and economic impact of TikTok Shops in eCommerce.

As of the first quarter of 2024, home and living was the leading category of products bought from Shopee in Malaysia, accounting for 20 percent of the total gross merchandise value (GMV). Meanwhile, beauty and personal care products had a GMV share of 16 percent. In the same year, Shopee was the most visited e-commerce platform in Malaysia.

The GMV generated by TikTok shops varies across different regions, reflecting the economic impact of the platform on a global scale. Among the regions we monitor, Thailand stands out as a leader in terms of GMV, indicating a prosperous TikTok eCommerce economy. Moreover, Vietnam and Malaysia demonstrate significant contributions to the total GMV, accounting for 20.79% and 14.68% of the global TikTok shop GMV, respectively. Beyond these regions, other notable areas such as Philippines, Indonesia and United States also make substantial GMV contributions.

In 2023, the gross merchandise volume (GMV) of the Singapore e-commerce market amounted to eight billion U.S. dollars and was expected to reach 10 billion dollars by 2025. Singapore has established itself as the best-equipped e-commerce market in Southeast Asia. Singapore’s success in e-commerce Compared to its neighboring countries, Singapore's e-commerce market depends more on the quality and price of the products than on the number of sales. The high GDP per capita , the well- developed ICT infrastructure and the government’s interest in making Singapore a smart nation are the main reasons for its success. While the total revenue might not be as high as the largest e-commerce market in Southeast Asia, Indonesia, the revenue per order and the frequency of ordering online per person by far exceeds those for Indonesia. Main e-commerce players Lazada, Qoo10 and Shopee were the most clicked e-commerce sites in Singapore as of the first quarter of 2022. While Shopee and Lazada primarily offer retailers to sell their own goods, Qoo10 is mainly popular for its wide range of Korean products.

In 2024, the leading product category on TikTok Shop in the United States was the health segment. That year, health products grew by 1,331 percent, based on year-over-year Gross Merchandise Value (GMV) growth. Automotive and motorcycles ranked second, with a GMV growth of roughly 1,080 percent.

The Gross Merchandise Value (GMV) is an important metric that reflects the monetary value of transactions within the TikTok eCommerce platform. Analyzing the GMV amounts by category reveals that Beauty & Personal Care plays a dominant role, generating the highest GMV among all categories. It accounts for 22.50% of the total TikTok shop GMV. Following closely behind, Womenswear & Underwear and Menswear & Underwear exhibit significant GMV contributions as well, representing 12.56% and 8.06%, respectively.

In 2023, the e-commerce gross merchandise value of Shopee amounted to 55.1 billion U.S. dollars. This was followed by Lazada with 18.8 billion U.S. dollars. The total GMV of e-commerce in Southeast Asia stood at around 114.6 billion dollars.

In the United States, the top-selling product category in 2024 was the beauty and personal care segment. That year, the category accounted for around 21 percent of the Gross Merchandise Value (GMV) share. Womenswear and underwear followed, with roughly 13 percent of the GMV share.

As of the first quarter of 2024, Shopee was the leading e-commerce in Thailand, accounting for nearly half of the total gross merchandise value (GMV). Having entered Thailand in 2015, Shopee remains one of the most dominant players among e-commerce platforms in the country.

TikTok's eCommerce presence spans across different regions, with varying levels of adoption and participation. Among the regions we monitor, Indonesia emerges as a dominant force in terms of the number of TikTok shops, showcasing a thriving eCommerce ecosystem. Additionally, Thailand and Vietnam exhibit substantial online shop presence, accounting for 18.29% and 17.54% of the global TikTok store market, respectively. The popularity of TikTok shops is not limited to these few regions, as other notable regions such as Malaysia, United States and Philippines also contribute significantly.

The reach and influence of TikTok Shops extend beyond geographical boundaries, showcasing its global presence in the eCommerce market. Notably, Thailand emerges as an outstanding performer in terms of total sales on TikTok Shops, displaying the prosperity of its eCommerce ecosystem. Moreover, both Philippines and Malaysia contribute significantly to the platform's sales, collectively representing 25.22% and 15.67% of the total global sales on TikTok Shops. The impressive performance of these regions underscores their strong consumer base and their embrace of the exciting possibilities offered by TikTok Shops.

Analyzing the total sales figures provides insights into the performance of different categories within the TikTok eCommerce platform. Among them, Beauty & Personal Care emerges as the dominant force, contributing significantly to the total sales on TikTok Shops. With its appealing products and favorable market conditions, Beauty & Personal Care captures the attention of a substantial portion of users. Additionally, Womenswear & Underwear and Food & Beverages also make a notable impact on the platform's sales, accounting for 14.36% and 6.96% of the overall TikTok Shops sales landscape.