Ayesha KhanE-commerce in 2025 is moving at lightning speed. For sellers, that means more competition but also more ways to win.
If you’re trying to figure out where to focus your efforts, TikTok Shop vs Shopee is probably at the top of your list.
Shopee has been the go-to marketplace in Southeast Asia for years. It is trusted, search-based, and a platform backed by strong logistics. It’s where buyers go when they know what they want.
But, at the same time, TikTok Shop is changing the game fast, all due to its viral videos, livestream shopping, and a massive Gen Z and millennial audience that’s ready to buy while they scroll.
And it’s not just hype. In 2024, e-commerce sales in Southeast Asia jumped to US $128.4 billion, and TikTok Shop is now the second-largest player, right behind Shopee.
With so much growth happening, the real question is: Which platform is right for your business?
In this guide, we’ll compare TikTok Shop and Shopee based on key factors like audience, product types, selling experience, marketing tools, fees, etc, so you can confidently choose the one that works best for your brand.
Without further ado, let’s get started.
Seller’s Perspective: TikTok Shop vs Shopee
In this section, we’ll compare TikTok Shop vs Shopee from a seller’s point of view. We’ll explore how each platform supports sellers, including their setup process, fees, tools, and potential to grow your business.
Platform Overview
Before you start your journey as a seller on an online platform, it is important for you to understand how each platform works, who uses it, and what tools it offers. Choosing the right platform can be your first step to make a big difference in your business success.
So, let’s take a quick look at how TikTok Shop vs Shopee compare so you can decide which one fits your goals best.
TikTok Shop
TikTok Shop was first introduced in 2021 as part of TikTok’s push into social commerce. It allows users to buy products directly from videos or live streams, without even leaving the app.
With over 1 billion potential shoppers worldwide, including around 70 million in the U.S. alone, TikTok is not just an entertainment app, it’s now a major platform of online shopping.
In 2024, TikTok Shop hit US$33.2 billion in Gross Merchandise Value (GMV), more than double of its 2023 performance.
Here are some key features of TikTok Shop
- Shoppable short-form videos
- Live shopping during broadcasts
- Creator affiliate program
- Powerful algorithm for product discovery
TikTok Shop is one of the fastest-growing e-commerce markets in the world. Starting in Indonesia, it quickly expanded to other countries including Malaysia, the UK, the US, and several parts of Southeast Asia.
For sellers, especially those targeting younger audiences or impulse buyers, TikTok Shop offers massive potential. It’s designed for the creator economy, where engaging content is the key to driving sales. If your brand shines in a visual, fast-moving space, TikTok Shop could be the perfect place to grow.
Shopee Overview
Shopee is the top online shopping platform in Southeast Asia. It’s a favorite for people who come to the app ready to search, compare, and buy. It is like the Amazon of Southeast Asia, but made for mobile-first shoppers.
In 2024, Shopee held a massive 52% share of the region’s e-commerce GMV, rising from 48% in 2023. The platform hit $66.8 billion in sales. That means over half of all online shopping in Southeast Asia happened on Shopee.
Its parent company, Sea Limited, expects this number to grow another 20–25% in 2025, while also becoming more profitable.
Key Features:
- Product search and category-based discovery
- Shopee Coins, flash sales, and discounts
- Shopee Xpress for shipping and delivery
- Chat support and review systems
- Shopee Live for livestream selling
Shopee is available in countries like Indonesia, Malaysia, Thailand, Philippines, Vietnam, Taiwan, and Singapore. It helps local sellers with built-in logistics, local language support, and a loyal customer base.
For sellers, Shopee offers a stable and well-organized platform. It’s perfect if you want to reach millions of serious shoppers who are already used to browsing and buying online.
Seller Onboarding & Setup
Selling on TikTok Shop and Shopee is straightforward. However, each platform targets different seller needs. Here’s what you should know before getting started:
TikTok Shop
Over 500,000 U.S.-based merchants are active on TikTok Shop. Not only this, there are 264,000+ stores worldwide across the U.S., UK, and Southeast Asia. Below is the quick step by step to register on TikTok Shop.
- Register on Seller Center
Sign up at the TikTok Shop Seller Center using your email, phone number, or TikTok account.
- Complete KYC Verification
Submit personal or business documents (e.g., ID, business license) to verify your identity.
- Create Your Store
Customize your storefront by adding a name, logo, and brand details.
- Upload Your Products
Add items manually or in bulk with descriptions, prices, and images. TikTok Shop supports catalog syncing with other platforms.
- Start Selling with Content
Your products appear in shoppable videos or live streams. The platform is designed for impulse buyers and audience engagement.
Check out our step-by-step guide: How to Start A TikTok Shop: A Guide for Beginners to get started with ease and confidence.
Shopee
Getting started on Shopee is simple, but there’s a lot of competition. In 2024 alone, more than 31,500 new international sellers opened their shops on the platform. That means you’re not the only one trying to sell here, so setting up your shop the right way is super important.
Here’s a step-by-step guide to help you get started and stand out.
- Create an Account
Sign up for a Shopee account. If you already have one, you can use it to start your shop.
- Go to Seller Centre
Log in and head to the Shopee Seller Centre, this is where you’ll manage your shop.
- Add Your Shop Info
Fill out your shop details like name, product categories, shop logo, banner, description, shipping, and return policies.
- List Your Products
Start adding your products. Include clear photos, descriptions, and prices so buyers know what they’re getting.
- Manage Orders
When someone buys from you, Shopee will notify you. Use the Seller Centre to track, pack, and ship the orders.
- Set Up Payments
Shopee lets you get paid through options like ShopeePay, bank transfers, or Cash on Delivery. Choose what works best for you.
- Promote Your Shop
To boost visibility and sales, use Shopee tools like Shopee Ads, Flash Sales, and other discounts.
- Deliver & Support
Ship orders on time and reply to customer questions quickly. Good service helps you get better reviews.
- Know the Rules
Make sure you understand Shopee’s policies so your shop runs smoothly and avoids penalties.
Trending Products on TikTok Shop vs Shopee
While TikTok Shop leans into viral, aesthetic-driven finds, Shopee caters to practical daily needs and tech-savvy buyers. Here’s a quick look at what’s trending on each platform:
|
TikTok Shop |
Shopee |
|---|---|
|
T-Shirts (Men’s) |
Balloon Bubble Pendant/Necklace |
|
Phone Cases, Screen Protectors & Stickers |
Summer/Beach Tube Tops |
|
Perfume |
Orchid Hair Clip |
|
Casual Dresses |
Men Cargo Pants |
|
Lipstick & Lip Gloss |
Off Shoulder Basics |
|
Serums & Essences |
Adidas VL Court 3.0 Shoes |
|
Shampoo & Conditioner |
Tailored Vests |
|
Trousers (Women’s) |
Garnier Vitamin C Double Cleansing Duo |
|
Crossbody & Shoulder Bags |
Careline Multi Stick |
|
Shirts (Men’s) |
Issy Brow Pencil Trio |
|
Moisturisers & Mists |
Dazzle Me Get A Grip! Setting Spray |
|
Blouses & Shirts |
Pond’s Bright Miracle Facial Wash |
|
Trousers (Men’s) |
JISULIFE Handheld Fan Pro1/Pro1S |
|
Shorts (Men’s) |
Xiaomi Smart Band 9 |
|
T-Shirts (Women’s) |
UGREEN Magnetic Car Phone Holder |
|
Frames & Glasses |
POCO F7 |
|
Earphones & Headphones |
Sony WH-1000XM6 |
|
Beauty Supplements | |
|
Body Creams & Lotions | |
|
Jeans |
Audience Reach & Product Discovery
How each platform connects you to customers is necessary to understand for successful business. Here’s how TikTok Shop and Shopee differ in reaching buyers and showcasing products
TikTok Shop
TikTok Shop operates on viral discovery powered by the For You Page (FYP). Products can gain rapid traction, even from a single video or livestream, without needing a large follower base.
It works less like a traditional marketplace and more like a discovery engine, where entertaining content drives product visibility and appeal. Live-streamed commerce continues to grow, accounting for up to 60% of sales in certain product categories across Southeast Asia on social platforms including TikTok Shop and Shopee.
As far as audience profile is concerned, it predominantly consists of younger users, 35% are aged 18–24 and 23% are 25–34. The user base has a slight male skew (55.7%). The platform is Ideal for sellers targeting Gen Z and Millennials with visually appealing, impulse-driven products.
Shopee
Shopee focuses on search- and recommendation-based discovery. Buyers often search using keywords, explore product categories, and respond to in-app promotions like flash deals and featured banners.
According to Momentum Works, Shopee captured more than half of the regional share of e-commerce traffic in 2024 that reflects strong user retention and buyer intent.
Additionally, Shopee’s image search system, known as LightSAGE, increased user clicks by nearly 10% and orders by over 4%, improving discovery across large- scale and new products.
Around 70% of Shopee’s users in Southeast Asia are aged 32 or younger, with users spending about 30 minutes daily on the app. However, middle aged people also buy from Shopee. The platform is Ideal for sellers offering daily essentials, electronics, or budget-friendly goods, products that buyers search for deliberately.
Product Listing & Content Creation
Creating content and listing products correctly is critical in driving sales. Here’s how TikTok Shop and Shopee differ in their approaches:
TikTok Shop
Sellers prioritize short-form videos and livestreams to showcase products in action such as demos, styling, or influencer showcases. It helps make discovery engaging and immediate. According to Influencer Marketing Hub, 83% of users discover new products on every visit, triggered by autoplay videos and compelling content.
Livestreams aid in conversion exceptionally well, with nearly 76% of viewers making a purchase during a live event. Over half (55%) of TikTok users made impulse buys in 2022, and 71.2% reported shopping after stumbling upon products while browsing the feed.
This content-first strategy pairs perfectly with influencer marketing, 38% of users buy products recommended by creators, while Spark Ads boost conversions by over 40% compared to regular ads.
Our TikTok Shop agency helps brands connect with the right influencers who not only align with their brand voice but also drive real sales growth.
Shopee
Shopee sellers rely on image-based listings, detailed product specs, and clear photos/videos to build trust and spur informed buying. SEO plays a big role in visibility like keywords, descriptions, and rating influence ranking.
Products are discovered through search queries, category browsing, and in-app features such as flash deals, banners, and CPC ads, driven by buyer intent rather than surprise discovery.
While specific conversion stats are limited, Shopee’s trust signal (like seller rating, verified tags, Shopee Guarantee) encourages longer decision-making. Buyers compare, add to cart, and engage in upselling or bundle offers, all supported by the platform’s structure.
Sales & Conversion Funnel Comparison
Here’s how TikTok Shop and Shopee guide users from discovery to purchase, each leveraging a different approach to drive conversions:
|
Platform |
Sales Trigger |
Conversion Style |
Best For |
|---|---|---|---|
|
TikTok Shop |
Impulse-driven, trust via creators, urgency |
Short videos + livestream conversion |
Trendy or visual products, young audiences |
|
Shopee |
Informed browsing, search, comparisons |
Cart-building, deals, upselling |
Practical, reliable products, repeat buyers |
On TikTok Shop, content is your conversion engine. Strong storytelling, trend timing, and creator partnerships are essential to catching attention and driving purchases.
On the other hand, on Shopee, clear product data, competitive pricing, and optimized listings are the keys to ranking in searches and converting serious buyers who use filters and comparisons.
Cost Structure and Fee
Understanding the fee setup on each platform is essential for your profit planning:
TikTok Shop
The standard marketplace commission in Southeast Asia is 6% per order, rising from 2%–8% depending on category as of Q1 2025. In the US, TikTok introduced a 6% referral fee in April, increasing to 8% in July 2024
Some new merchants enjoy an introductory discount—2% + $0.30 per order on the first $500K in sales or 60 days.
Additional fees include transaction fees (e.g., withdrawal fee of $0.05 per payout) and optional ad/promotion costs
Shopee
Shopee charges no registration or listing fees, but sellers pay a transaction fee of ~2% (e.g., 2.24% in the Philippines). Commission fees vary by category and seller tier, 2–6% for regular sellers and 4–6% for Shopee Mall.
Optional programs like cashback and free shipping add 3–7.4% in service fees. From March 2025, fee increases are expected, especially for fashion and FMCG categories.
Shipping & Fulfillment Comparison: TikTok Shop vs. Shopee
Both platforms offer distinct fulfillment systems tailored to their audience and logistics strategies.
TikTok Shop
TikTok Shop provides sellers with two options including TikTok Fulfilled and third-party logistics (3PL).
TikTok Fulfilled offers perks like 90 days of free storage, priority dispatch, and algorithmic boosts for faster delivery. These benefits help improve buyer trust and streamline order handling.
Shopee
Shopee operates through Shopee Xpress and various partner couriers, offering real-time tracking, automated updates, and Shopee Guarantee, an escrow system that secures payments until delivery is confirmed. Shopee also supports returns and inventory handling, especially for high-volume sellers.
Analytics & Business Tools
Both TikTok Shop and Shopee offer built-in analytics but each targets different seller needs and use cases.
TikTok Shop
TikTok provides a range of creator-focused metrics, including video views, engagement (likes/comments/shares), clicks, and conversion performance, all accessible via the Seller Center.
For example, Shop Tab Analytics breaks down orders triggered by videos, product cards, and livestreams. Sellers can also evaluate campaign performance by tracking CTR, ROAS, total GMV, and ad-attributed sales directly within the Ads dashboard. These insights help creators refine content, optimize live sessions, and identify high-performing product formats.
Shopee
Shopee offers a comprehensive analytics hub in its Seller Centre. The Business Insights dashboard delivers real-time data on sales, traffic, conversion rates, and product-level performance.
Sellers can also use the Performance dashboard (“My Performance”) to track penalties, fulfillment rates, shipping metrics, response times, and listing violations. These tools support data-driven decisions, campaign optimization, and operational efficiency.
TikTok Shop analytics excel at measuring content reach and effectiveness that is crucial for creators leveraging video and live formats.
Shopee provides deeper operational and inventory insights, ideal for traditional e-commerce sellers who value data-backed decisions on stock, orders, and performance targets.
Marketing & Advertising Tools
Both TikTok Shop and Shopee offer powerful marketing tools, each tailored to their respective platforms and audiences.
TikTok Shop
Rather than relying on static listings, TikTok turns every video into a potential storefront.
- Shoppable Videos: Creators tag products directly in their short-form videos, making it easy for viewers to browse and buy—without ever leaving the app.
- Livestream Selling: Live shopping sessions create urgency and drive instant conversions through real-time interaction and exclusive offers.
- Influencer Collaboration: Through the TikTok Creator Marketplace, brands team up with influencers to produce authentic, sales-focused content that resonates with target audiences.
- AI-Powered Discovery: TikTok’s intelligent algorithm recommends products based on each user’s behavior, ensuring your offers get in front of the right eyes.
- Paid Promotions: Sellers can amplify their reach using TikTok Shop Ads, including Spark Ads and Video Shopping Ads, extending their visibility beyond organic followers.
In TikTok Shop, content doesn’t just entertain, it drives revenue. Thanks to the platform’s viral potential, even small creators can make a big impact. Want to scale faster? Let our TikTok Shop Ads specialists help you turn scrolls into sales.
Shopee
Shopee presents a comprehensive suite of advertising options:
- CPC (Cost‑Per‑Click) ads within search and discovery feeds
- Bundled promotions, such as “Buy 2, Save 10%” offers
- Vouchers—platform-wide or shop-specific
- Shopee Coins, which customers collect and redeem on purchases
These tools are especially effective during mega sales events and can generate an average 28% sales lift and 29% more product views, delivering estimated 10× ROI for active sellers .
Which Platform Should You Choose? TikTok Shop vs Shopee
Go with TikTok Shop if your product needs visual storytelling to shine. If you’re aiming to go viral, work with influencers, or build brand awareness fast, TikTok is where you’ll find your audience. It’s built for entertainment-first commerce, creating short videos, livestreams, and content that not only grabs attention but also sells.
On the flip side, Shopee is perfect if you’re selling everyday essentials or utility products. If you want stable logistics, consistent traffic, and a long-term platform you can rely on, Shopee’s structure and trust-driven model make it a solid pick.
But honestly? You don’t have to choose just one. You can use TikTok Shop to get discovered and build hype through viral content and influencer reach, then convert and fulfill your orders reliably through Shopee.
A hybrid strategy lets you tap into the best of both platforms. TikTok improves visibility and engagement, while Shopee handles the logistics and delivers a seamless customer experience.
Conclusion
In 2025, the best strategy isn’t about picking TikTok Shop vs Shopee , it’s about knowing how to leverage both.
TikTok Shop is built for the creator economy, where products go viral, influencers drive trust, and purchases happen in the moment. It’s ideal for visual, trend-driven brands targeting younger audiences ready to buy while they scroll.
Shopee, on the other hand, is a traditional e-commerce powerhouse, a structured, reliable platform that helps you scale through search, stable logistics, and an intent-based shopping experience.
If you’re launching a new product or want to amplify your brand through content and creators, TikTok Shop is your stage. If you’re looking to build long-term sales, handle high-volume inventory, or cater to shoppers who prefer search-based buying, Shopee is your foundation.
The smartest sellers in 2025 aren’t choosing sides, they’re building multi-platform strategies that combine TikTok’s attention economy with Shopee’s conversion engine.
Bottom line? Use TikTok Shop to get discovered, and Shopee to deliver with confidence. That’s how you win in this new era of e-commerce.
Need guide launching or growing on TikTok Shop?
Let us handle everything, from finding winning products and setting up your TikTok Shop to securing influencer partnerships and running high-converting ad campaigns.
Book your 1:1 TikTok Shop consultation now and start your first campaign with clarity and confidence.
FAQs
How many people use TikTok to shop?
Globally, TikTok has over 1.5 billion users, and a growing portion of them shop directly through the app. In markets like Indonesia, Malaysia, and the Philippines, TikTok is becoming one of the top platforms where users discover and purchase products, all without leaving the app.
How many followers do you need to earn on TikTok Shop?
Surprisingly, you don’t need a massive following to get started. For TikTok Shop creators, you typically need at least 1,000 followers to be eligible to promote and earn from products. However, brands and sellers can open a TikTok Shop and start selling regardless of follower count, especially if they plan to run ads or collaborate with influencers.
Is Shopee still worth it for new sellers?
Absolutely. Shopee remains Southeast Asia’s most trusted marketplace, holding 52% of platform-based GMV in 2024. It offers robust logistics support, built-in traffic, and is perfect for sellers who want a search-driven platform with reliable order fulfillment systems. It’s especially great if you’re looking for long-term, consistent sales growth.
