Strategi Segmentasi Pasar E-Commerce Indonesia di Era Persaingan Digital Shopee dan Tokopedia

Abstract

In the context of increasingly fierce digital competition,this study analyzes strategies for expanding the e-commerce market inIndonesia, focusing on two major platforms, Shopee and Tokopedia. Empirical data, industry reports, and the latest academic literature were evaluated inthis study, which is based on a literature review. The results show thatShopee uses aggressive digital entertainment promotion strategies to targetyoung demographics who are price-sensitive and emotional. Conversely,Tokopedia stands out through functional segmentation with a focus onproductive, rational, and loyal c ustomers, supported by the integration of theGoTo ecosystem, which enhances trust and transaction efficiency. This research confirms that the ability to tailor data-based segmentation strategies, technological advances, and personalized and continuous customer experiencesdetermine the success of e-commerce in the digital age. Digital consumer behavior, customer loyalty, and national market share are alldirectly influenced by segmentation strategies.