SimilarWeb: Southeast Asian E-commerce Giants See Slight Traffic Uptick in May, with Shopee Indonesia Leading

On June 8th, data from analytics firm SimilarWeb showed that the combined desktop and mobile web traffic for major e-commerce platforms Lazada and Shopee across six Southeast Asian countries—Malaysia, Singapore, Thailand, the Philippines, Indonesia, and Vietnam—in May 2026 reached 599.5 million visits. This represents a month-over-month increase of 1.7% and a slight year-over-year growth of 1.3%. Traffic has now seen positive year-over-year growth for three consecutive months, indicating the regional e-commerce traffic has entered a period of relative stability. Among them, Shopee's total traffic across the six countries was 528.1 million visits (up 2.1%), with its Indonesian site performing most strongly, surging 6.7% month-over-month to 152.3 million visits. The Philippine site grew by 2.6%, while Malaysia, Thailand, and Vietnam experienced slight fluctuations. Lazada's overall traffic dipped slightly by 0.6% to 71.5 million visits, though its Vietnamese site bucked the trend with a noteworthy 9.7% increase to 8.11 million visits. Regarding local platforms, Indonesia's Tokopedia saw a minor 0.1% decrease to 52.66 million visits, Vietnam's Tiki had a slight 0.5% increase to 2 million visits, and Amazon in Singapore grew 6.5% to 6.7 million visits. Meanwhile, Shopee's Taiwan site saw a marginal 0.2% increase, and its Brazil site recorded a significant 5.9% jump to 193.5 million visits. The overall stabilization in traffic suggests intensified competition among platforms. It is recommended that sellers adopt more refined operational strategies in advertising and promotional campaigns to mitigate risks associated with order diversion and declining profit margins. [This article is sourced from Ebrun Go. Ebrun's automated writing robot delivers e-commerce industry intelligence via algorithms. This 'dog' is still young; welcome to contact run@ebrun.com or leave comments to help it grow.]