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Figure 4. Monthly sales market share on E-commerce platforms (Jan 2025 - Sep 2025)
Source: Metric,2025
Shopee currently holds a "monopolistic" position in the E-commerce market,
capturing up to 72.7% of the revenue market share and 74.5% of the volume market
share, completely outdistancing the runner-up, Lazada. Shopee remains one of the rare
two platforms (along with TikTok Shop) to record positive growth (+59%). This indicates
that Shopee is not only safeguarding its throne but is also continuing to expand its scale.
4.2. Empirical measurement of the impact on purchasing decisions
4.2.1. Demographic characteristics
Gender profile
Regarding gender, the sample consists of 135 female respondents (accounting for
58.7%) and 95 male respondents (accounting for 41.3%).

Figure 5. Gender distribution of respondents
Source: The author's data analysis results
Age profile
In terms of age, 33 respondents fall into the 16 - 18 age group (accounting for
14.4%), 125 respondents belong to the 18 - 25 age group (accounting for 54.3%), and 72
respondents are in the 25 - 30 age group (accounting for 31.3%).

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