not vested
Negatives in the price, catalyst in 2Q23F
Factoring the threat from TikTok Shop pro-activelyShopee’s GMV decline amid a rising take rate has concerned investors. SE’s share price dropped from US$88 on 18 May to US$57 on 31 May (35% drop) on concerns that Shopee is losing market share, based on second consecutive quarter of sequential decline in GMV.
1Q tends to be weaker than preceding 4Q due to the seasonality. However, market is still concerned that
TikTok Shop, has penetrated all six key regions in Southeast Asia.How big of a threat is TikTok Shop in Southeast Asia? The live-ecommerce sector in Southeast Asia is growing rapidly. According to a joint study by TikTok Shop and Boston Consultancy Group (BCG), Southeast Asia’s shoppertainment GMV is expected to grow at a CAGR of over 60% during 2022-2025, driven by Indonesia which is projected to contribute to 30% of the region’s Shoppertainment GMV.
After launching only in Indonesia in 2021, TikTok Shop expanded to five more countries in Southeast Asia in 2022. In 2022, the GMV of TikTok Shop quadrupled to US$4.4bn, accounting for 6.4% of Shopee’s GMV, excluding Brazil.
TikTok Shop is battling the dominant players in the e-commerce landscape, especially Shopee and Lazada. The major threat comes from the massive user base TikTok has amassed in Southeast Asia of an estimated figure of 266m, according to Influencer Marketing Hub. In our estimate, TikTok Shop could achieve a GMV of US$15.0bn and account for 19% of Shopee’s GMV in 2024.
Shopee to see at least 9% CAGR in GMV over FY22-25 despite the threat from TikTok Shop in Southeast Asia. According to Google Temasek and Bain, e-commerce GMV in Southeast Asia in 2022 stood at US$131bn and this is expected to rise at a CAGR of 17% over 2022-2025. TikTok Shop is expected to achieve a CAGR of 60% in Southeast Asia, according to Accenture.
TikTok Shop could achieve an incremental GMV value of US$3.5bn in 2023 and the industry is expected to gain a GMV of US$22.3bn, based on Google Temasek and Bain’s projections, implying that the rest of the players will be left with US$18.8bn in GMV in 2023.
Shopee can indeed gain a portion of this GMV growth only from Southeast Asia, in our view. In addition, based on SE’s 4Q21 results, it was reported that Brazil’s 140m gross orders accounted for 7% of Shopee’s total orders in 4Q21.
As the Brazilian market is aggressively expanding, we can assume this contribution will rise to 10% of Shopee’s GMV. Shopee will also experience GMV growth from Brazil. Hence, we don’t expect a decline in GMV from 2023 onwards for Shopee, and instead we see slower growth in GMV.
Source: DBS
https://www.dbs.com/insightsdirect/comp ... ecid=14631
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