Challenges And Optimization Strategies Of Shopee Indonesia To Face Digital Economy 2030
Abstract
This study examines the challenges and optimization strategies of Shopee Indonesia in navigating the rapidly evolving digital economy toward 2030. Using a descriptive qualitative approach, this research analyzes multidimensional factors that shape Shopee’s competitiveness and long-term business sustainability, including technological advancement, regulatory transformation, consumer behavior dynamics, and logistical efficiency. The findings indicate that Shopee encounters various strategic challenges, such as increasingly fierce competition with major e-commerce players like Tokopedia, Lazada, and TikTok Shop; rapid shifts in user preferences driven by social-commerce trends; and the impact of government policies related to digital taxation, data protection, and fair competition. In addition, Shopee faces internal challenges connected to cybersecurity risks, platform trust, and the need for continuous improvement in supply-chain integration. To address these issues, Shopee implements a series of adaptive strategies that emphasize technological innovation—including the utilization of artificial intelligence, automation, and big data analytics—to enhance personalization, operational efficiency, and risk mitigation. Shopee also strengthens MSME empowerment programs, improves customer experience through advanced service features, and develops an end-to-end logistics ecosystem designed to accelerate delivery performance. Looking toward 2030, Shopee’s optimization efforts focus on sustainable digital transformation, cross-sector collaboration, the adoption of environmentally friendly logistics (green logistics), and the enhancement of digital literacy for its workforce. These strategies demonstrate Shopee’s proactive adaptation in supporting the national e-commerce landscape and contribute to Indonesia’s inclusive and sustainable digital economic growth.
Keywords: Shopee Indonesia, digital economy, optimization strategy, technological innovation, MSMEs, logistics.
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