1% Overlap between Shopee and Competitor – Indonesia E-Commerce Trends
When Bukalapak stepped away from physical goods in 2025, analysts framed it as a “strategic pivot.” But here’s what they overlooked: Bukalapak wasn’t just losing—it was actually operating in a parallel universe.
According to Measurable AI’s analysis of millions of consumers’ transactional e-receipts: only 1% of Bukalapak’s users in 2024 overlapped with Shopee’s customer base. This wasn’t a battle for the same shoppers. Bukalapak’s core users lived in a different world than Shopee’s —more rural, cash-driven, with lower average order values (AOV).
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