Co-founder of Cube Asia, Cube Asia

Simon Torring

Co-founder of Cube Asia

Defining Social Commerce in Southeast Asia

Cube Asia

We offer granular market data and insights for online retail in Southeast Asia, helping brands and retail companies drive profitable growth. 

Why the Cube?
3 dimensions of granularity to help you get deep into the 1) geographies, 2) categories, and 3) types of data and insights you need for your business.

The Cube is a big-data machine that is continuously listening to public data sources and primary research, and triangulating across thousands of data points using probabilistic modeling to produce an accurate and granular picture of Southeast Asia’s online retail landscape.

Thematic (Sector/Industry)

<ul><li>Indonesia’s Beauty &amp; Personal Care e-commerce category grew 27% year on year in 2025 to roughly 137 trillion IDR across the three platforms Cube tracks inTradewinds: Shopee, TikTok Shop, and Lazada.</li><li>Shopee still holds the largest share, but TikTok Shop has nearly caught up, closing to 47% against Shopee’s 50% in Q1 2026.</li><li>Here is what the data says about the platforms, the brands, and the tactics defining the category.</li></ul>

Indonesia’s Beauty &amp; Personal Care e-commerce category grew 27% year on year in 2025 to roughly 137 trillion IDR across the three platforms Cube tracks inTradewinds: Shopee, TikTok Shop, and Lazada.Shopee still holds the largest share, but TikTok Shop has nearly caught up, closing to 47% against Shopee’s 50% in Q1 2026.Here is what the data says about the platforms, the brands, and the tactics defining the category.

Indonesia Beauty & Personal Care E-Commerce 2026 | Cube

Equity Bottom-Up

Alibaba Group Holding Limited provides online sales services. The Company provides internet infrastructure, electronic commerce, online financial, and internet content services through its subsidiaries. Alibaba Group Holding offers its products and services worldwide.

<ul><li>Indonesia’s Mother &amp; Baby e-commerce category grew 36% year on year in Q1 2026 to roughly 20 trillion IDR across the three platforms Cube tracks inTradewinds: Shopee, TikTok Shop, and Lazada.</li><li>Shopee still commands the category with a 69% share, but TikTok Shop is the fastest-rising force, and Baby personal care is where the shift is most visible.</li><li>Here is what the data says, and what brands should do about it.</li></ul>

Indonesia’s Mother &amp; Baby e-commerce category grew 36% year on year in Q1 2026 to roughly 20 trillion IDR across the three platforms Cube tracks inTradewinds: Shopee, TikTok Shop, and Lazada.Shopee still commands the category with a 69% share, but TikTok Shop is the fastest-rising force, and Baby personal care is where the shift is most visible.Here is what the data says, and what brands should do about it.

Indonesia E-Commerce 2026: Mother & Baby category | Cube

<ul><li>It has now been a few weeks since TikTok Shop stopped operating in Indonesia.</li><li>As the immediate dust raised by the action has settled, all the key stakeholders – sellers, brands, investors, enablers, influencers, and of course the teams at TikTok – are back at their drawing boards planning their next moves in Indonesia.</li><li>Outside of Indonesia meanwhile, many have asked the question –will other countries follow suit?</li></ul>

It has now been a few weeks since TikTok Shop stopped operating in Indonesia.As the immediate dust raised by the action has settled, all the key stakeholders – sellers, brands, investors, enablers, influencers, and of course the teams at TikTok – are back at their drawing boards planning their next moves in Indonesia.Outside of Indonesia meanwhile, many have asked the question –will other countries follow suit?

TikTok alerts: Indonesia’s suspension of TikTok Shop unveils a diverse regional risk landscape

<ul><li>It has been a challenging couple of years for Lazada, Alibaba’s e-commerce platform in Southeast Asia.</li><li>After entering – and arguably helping create – the region’s modern online shopping market in 2012 as a first-mover (then backed by Rocket Internet), Lazada’s competitive environment got tougher and tougher over the years.</li><li>First, Shopee emerged as a formidable regional competitor from 2015/2016.</li></ul>

It has been a challenging couple of years for Lazada, Alibaba’s e-commerce platform in Southeast Asia.After entering – and arguably helping create – the region’s modern online shopping market in 2012 as a first-mover (then backed by Rocket Internet), Lazada’s competitive environment got tougher and tougher over the years.First, Shopee emerged as a formidable regional competitor from 2015/2016.

How Should We Think About Lazada’s Future Prospects?

PDD Holdings Inc. is a multinational commerce group that owns and operates a portfolio of businesses. The Company focuses on digital economy so that local communities and small businesses can benefit from the increased productivity and new opportunities. PDD Holdings has built a network of sourcing, logistics, and fulfillment capabilities for its underlying businesses.

<ul><li>Temu, the cross-border e-commerce platform of Chinese PDD Holdings (owner of Pinduoduo), has caused a great stir in Southeast Asia’s e-commerce landscape after its launch in Thailand in mid  July.</li><li>The platform has achieved remarkable success in Western markets, especially in the US, where it became themost downloaded app, surpassing Amazon, and has reached 70 markets worldwide within just 24 months.</li><li>By directly connecting manufacturers and wholesalers – mainly in China – to customers around the world, Temu offers a unique value proposition of low prices through its cross-border model, as highlighted by its tagline “shop like a billionaire”.</li></ul>

Temu, the cross-border e-commerce platform of Chinese PDD Holdings (owner of Pinduoduo), has caused a great stir in Southeast Asia’s e-commerce landscape after its launch in Thailand in mid  July.The platform has achieved remarkable success in Western markets, especially in the US, where it became themost downloaded app, surpassing Amazon, and has reached 70 markets worldwide within just 24 months.By directly connecting manufacturers and wholesalers – mainly in China – to customers around the world, Temu offers a unique value proposition of low prices through its cross-border model, as highlighted by its tagline “shop like a billionaire”.

Will Temu find success in Southeast Asia? A preliminary pricing study from Thailand