Alibaba’s bid to dominate e-commerce in Southeast Asia may not be going according to plan. This was clear when the Chinese online retail giant in June switched the chief executive of Lazada, its Southeast Asian e-commerce service, for the fourth time in three years.
Eight-year-old Lazada was the first online retail major in Southeast Asia, which has more than 640 million consumers. But the leadership shake-up comes as its young and ambitious rival Shopee has overtaken it on monthly downloads in every regional market, according to data from app analytics provider Apptopia. E-commerce aggregator iPrice estimates Lazada is ahead of Shopee on web traffic in the Philippines only.