Market share
Which brands are gaining or losing?
Track share by category, sub-category, pack size, and seller type so teams can separate true demand shifts from temporary promo noise.
Platform intelligence
Measure market share, pricing, assortment, promotions, and seller movement on Shopee across Southeast Asia from the region's deepest SKU-level ecommerce dataset.
What you can measure
Market share
Track share by category, sub-category, pack size, and seller type so teams can separate true demand shifts from temporary promo noise.
Pricing
See listed price, average selling price, discount intensity, and price architecture changes across competitors and channels.
Assortment
Find missing SKUs, weak shelf presence, and assortment gaps by platform category and merchant landscape.
Weekly Shopee questions
Related tools
Magpie IQ is strongest when teams need both speed and depth: fast interpretation through Farsight, and direct access when they want to model the market on their own terms.
Related pages
Data fields
Magpie IQ has been collecting structured Shopee data since 2020 — longer than any other commercial intelligence provider in Southeast Asia. The dataset now covers 10 million+ product SKUs and 78 billion data points. Here is what that means at the field level.
GMV and units sold
Gross merchandise value and Terjual (units sold) are the two cleanest demand signals on Shopee. They tell you which SKUs are clearing volume and at what price, which is the foundation for any serious share calculation. Magpie IQ normalises both across currencies and pack sizes so brands can compare volume across Indonesia, Malaysia, and the Philippines without manual adjustments.
Listed price and average selling price
Listed price is what a seller posts. Average selling price is what buyers actually paid once discounts, vouchers, and flash-sale mechanics are applied. The spread between the two — often 15–30% during peak events — is the true competitive price floor. Magpie IQ tracks both, so teams can see when a competitor is structurally re-pricing versus running a one-week promo.
Stock signals
Out-of-stock events on Shopee are more common than most brand teams realise, and they distort share readings if not accounted for. Magpie IQ captures stock status changes at SKU level so teams can distinguish between a competitor losing share because demand fell and one that lost share because their inventory ran out during 11.11.
Seller type: OS, C2C, and Mart
Shopee contains three distinct seller layers: Official Stores (OS) operated by brands or authorised distributors, C2C marketplace sellers who may be resellers or grey-market operators, and Shopee Mart for FMCG fast-delivery listings. Magpie IQ tags every transaction by seller type, which is the only way to separate first-party brand performance from uncontrolled channel activity.
Search rank
Search rank position directly drives click volume and conversion. A brand that drops from position 3 to position 12 for its core search term will see GMV fall within days. Magpie IQ tracks search rank movement by keyword and category, so commercial teams can connect ranking changes to revenue outcomes rather than treating search as a purely media metric.
Reviews and ratings
On Shopee, a 4.7-star listing converts at a measurably higher rate than a 4.2-star listing in the same category. Magpie IQ tracks review volume and average rating at SKU level, which lets teams spot competitor products gaining credibility through structured review campaigns — a common tactic ahead of major sales events.
Category data
Shopee holds approximately 52% of ASEAN ecommerce GMV. But that topline number hides significant category-level variation, and the category-level read is the one that matters for brand planning.
In Indonesia formula milk, Shopee holds approximately 71% of total ecommerce GMV. That reflects a category where trust in official storefronts is high, the purchase is research-heavy, and price-matching across platforms has made Shopee the default channel for most major brands. Wyeth, Mead Johnson, and Danone all run substantive Official Store operations on Shopee Indonesia, and Magpie IQ's data shows that OS-attributed GMV dominates total category volume in that segment.
Indonesia pet food shows a different picture. Shopee holds roughly 80% of pet food ecommerce GMV — a concentration driven partly by the absence of strong competing storefronts on other platforms, and partly by the platform's established position with the household-shopper demographic that makes most pet food purchases. What makes the pet food story interesting is TikTok Shop's entry: Magpie IQ data shows TikTok Shop at approximately 5.9% of Indonesia pet food GMV and growing, driven largely by content-native brands like Mr. Vet, which grew +1,781% on TikTok Shop Indonesia in 12 months.
What drives category concentration
Seller intelligence
Most Shopee analytics tools report total category GMV without separating Official Store performance from C2C reseller activity. That is a critical failure. The two tell completely different commercial stories.
The OS share signal
A brand with 60% of its category GMV coming from its Official Store is running a healthy, controlled commercial operation. Its pricing is consistent, its promotions are deliberate, and its customer data is clean. A brand with 60% total category share but 40% of that in C2C reseller accounts has a different problem: who are those resellers, where is the product coming from, and is the price cutting happening outside the OS undermining the category floor?
The C2C risk signal
C2C resellers on Shopee often react to inventory overhang, import margins, or cross-border supply by cutting price independently. Magpie IQ tracks the C2C seller landscape at SKU level, which means brand teams can see when a cluster of resellers is pricing below the OS floor — a signal that typically precedes broader price erosion within 4–8 weeks if not addressed.
The competitor read
When a competitor gains 5 points of category share in a month, the first question is whether that gain is OS-driven (a deliberate commercial push) or C2C-driven (a grey-market supply event or distributor liquidation). The two require entirely different responses. Magpie IQ gives you the disaggregated view by default, not as an optional add-on.
Use cases
Magpie IQ's 30+ FMCG brand clients — including Nestlé, Panasonic, Kraft Heinz, Danone, and Godrej — use Shopee data in three primary ways. Each use case produces a different kind of commercial advantage.
Use case 1
In the lead-up to 12.12, Magpie IQ data showed a challenger brand cutting listed price on its Stage 3 formula SKUs by 18% across its Shopee Indonesia Official Store approximately 11 days before the event peak. Teams tracking this with Magpie IQ had 10 days to respond: adjust their own promo mechanics, escalate to regional for budget, or decide not to match and accept the share risk. Teams relying on their own sales data had zero advance notice — the first signal they got was the GMV drop in their internal dashboard three weeks later.
Use case 2
Assortment gaps on Shopee are not just about listing completeness — they are about which pack sizes and formulations competitors are winning volume in that you are not present in. Magpie IQ's SKU-level data lets teams run a gap analysis across the full competitive landscape: which competitor SKUs are in the top 20% of category GMV that you have no direct equivalent for? In FMCG categories with 50–200 tracked SKUs per brand, this analysis consistently surfaces 3–7 high-priority gaps that were invisible to teams relying on self-reported sales data.
Use case 3
Most brand teams review OS performance against their own historical baseline. That is necessary but not sufficient. The more important question is whether the OS is outperforming or underperforming relative to the category. A brand whose OS grew GMV 12% month-on-month looks healthy in isolation — but if the category grew 28% in the same period, that brand lost share despite the absolute growth. Magpie IQ makes OS vs category benchmarking standard, not a custom analysis that takes a week to build.
FAQ
Yes. Magpie IQ is built to help commercial teams compare official stores, reseller clusters, and category competition instead of blending them into one unreadable number.
No. The point is broader market intelligence: share movement, category pricing, assortment presence, and competitor pressure across the platform.