MICROENVIRONMENT AND
MACROENVIRONMENT OF SHOPEE
I. MICROENVIRONMENT
1. Suppliers
Find/Information
Unstable input material
quality
The difference between
Shopee Mall, which offers
verified quality products, and
Shopee Marketplace, where
anyone can register to sell
products.
2. Customer
Find/Information
According to Shopee's Q4
2022 report: Shopee has
over 350 million monthly
active users (MAU) across
the region. In Vietnam,
Shopee has over 180 million
MAU.
Spending habits
Shopee Launches "Green
Choice with Shopee"
Program:
Argument Conclude
According to another Threat
survey conducted by
Decision Lab in 2021, 63%
of Vietnamese consumers
have experienced buying
counterfeit goods on
Shopee.
Number of Sellers: Threat
Shopee Mall: Over 10,000
sellers
Shopee Marketplace: Over
1 million sellers
Argument Conclude
Region: Increased by 25% Opportunitie
Vietnam: Increased by s
50%.
→ Increased demand
Thrifty shopping, Shopping Threat
habit, Extensive
distribution network
Shifts in the perception of Opportunitie
needs and wants: Shopee s
Customers Have a
Introduces a Collection of
Nearly 100 Environmentally
Friendly Products from
Reputable Sellers.
Growing Demand for
Environmentally Friendly
Products

II. MACROENVIRONMENT

1. Demographic

Find/Information Argument Conclude

Age: Vietnam has a young This is a potential Opportunities
population, with over 60% customer group for
of the population under 35 Shopee, especially for
years old. fashion, cosmetics, and
electronics products.
Size: Hanoi: High demand Opportunities
Average population: 8.4
million people.
Ho Chi Minh City:
Average population: 9.6
million people.
Gender: Women - the Women over 24 years old Opportunities
future of e-commerce in contribute more to
Southeast Asia, "women customer retention and
contribute to 80% of loyalty on Shopee over
consumption, and spend time.
more than 40% of their
time and online shopping."
The fertility rate in Fewer children Threat
Vietnam is on a downward → Decreased demand
trend.
Generational marketing: TikTok is the "cradle" of Opportunities
Follow social media trends trends, with over 49.8
million users.
In 2023: Economically Opportunities
The female labor force in independent, women
Vietnam reached 24.5 spend more on beauty
million people, accounting and hobbies.
for 46.7% of the total labor
force in the country.
Social Media Usage in High exposure to Shopee Opportunities
Vietnam
Number of users: 76.95
million (accounting for
97.8% of the population
aged 13 and over).
Time spent: Average of 2
hours and 42 minutes per
day.
Interest: According to Potential for growth in Opportunities
JWT Intelligence: 70% of clothing product
Vietnamese women say categories
they enjoy shopping for
clothes more than any
other item.