can shopee test the water travel business become a new super application in Southeast Asia?
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Shopee and local taxi company Blue Bird jointly launched the taxi function taksi in Indonesia to test the travel business. Users in some parts of Indonesia can now use the Shopee app to book Blue Bird trips and pay with Shopeepay. A cashback offer is available at the start of the service.
In August, Blue Bird and Shopee collaborated to integrate Shopeepay into Blue Bird’s application MyBluebird, while Shopee accessed Blue Bird’s logistics service Birdkirim. Blue Bird is one of the largest taxi companies in Indonesia, offering car rental, bus, express, and other services. In 2017, Blue Bird partnered with Gojek to launch Go Blue Bird, allowing users to book Blue Bird taxis through the Gojek app.
According to the 2021 Southeast Asia Digital Economy Report by Google, Temasek, and Bain, the GMV of the travel and catering industry in Southeast Asia is projected to reach $18 billion in 2021, with a compound annual growth rate of 36% from the previous year. Although travel services have been affected by lockdowns, they are expected to recover in 2022.
With delivery and payment services, Shopee is moving closer to becoming a super app. Over the past two years, Shopee has expanded its business types, offering takeout (Shopeefood), hotel reservations (Shopehotel), and fresh food distribution (Shopesegar) in addition to its core e-commerce services.
It is unclear whether Shopee will introduce motorcycle travel services, given the large number of riders in its takeaway Shopeefood and logistics Shopeeexpress businesses. However, considering the success of its other services, it is not surprising that Shopee might expand into motorcycle travel.
Gojek and Grab, two other Southeast Asian internet giants, have developed their own super apps. Gojek, for example, includes travel (GoRide, GoCar), express (GoSend), takeout (GoFood), shopping (GoMall), payment (GoPay), news, and entertainment (GoNews, GoGames) services. Shopee or the Donghai group behind it has not yet integrated super apps of the same scale.
In 2021, Shopee launched the takeout service Shopeefood in Indonesia, but it has not yet achieved the same level of popularity as Grab or GoTo among users. According to a survey by Snapcart, a consumer service and data company, among Indonesian merchants and consumers, GrabFood is the most popular takeaway platform. Among the surveyed merchants, 82% have registered for GrabFood, 71% for GoFood, and only 28% for Shopeefood. 100% of users have heard of GrabFood or GoFood, with more than 90% using these platforms, while only 52% have heard of Shopeefood, and 35% have used it.
Gojek and Grab both started from the travel business. According to Statista, Gojek holds a 49% market share in Indonesia's online car-hailing market, while Grab holds 51%. Although takeout and online car-hailing services have increased, it remains a challenge for Shopee, dominated by e-commerce, to join the super app battle in Southeast Asia and compete with Grab and GoTo for market share.
In August, Blue Bird and Shopee collaborated to integrate Shopeepay into Blue Bird’s application MyBluebird, while Shopee accessed Blue Bird’s logistics service Birdkirim. Blue Bird is one of the largest taxi companies in Indonesia, offering car rental, bus, express, and other services. In 2017, Blue Bird partnered with Gojek to launch Go Blue Bird, allowing users to book Blue Bird taxis through the Gojek app.
According to the 2021 Southeast Asia Digital Economy Report by Google, Temasek, and Bain, the GMV of the travel and catering industry in Southeast Asia is projected to reach $18 billion in 2021, with a compound annual growth rate of 36% from the previous year. Although travel services have been affected by lockdowns, they are expected to recover in 2022.
With delivery and payment services, Shopee is moving closer to becoming a super app. Over the past two years, Shopee has expanded its business types, offering takeout (Shopeefood), hotel reservations (Shopehotel), and fresh food distribution (Shopesegar) in addition to its core e-commerce services.
It is unclear whether Shopee will introduce motorcycle travel services, given the large number of riders in its takeaway Shopeefood and logistics Shopeeexpress businesses. However, considering the success of its other services, it is not surprising that Shopee might expand into motorcycle travel.
Gojek and Grab, two other Southeast Asian internet giants, have developed their own super apps. Gojek, for example, includes travel (GoRide, GoCar), express (GoSend), takeout (GoFood), shopping (GoMall), payment (GoPay), news, and entertainment (GoNews, GoGames) services. Shopee or the Donghai group behind it has not yet integrated super apps of the same scale.
In 2021, Shopee launched the takeout service Shopeefood in Indonesia, but it has not yet achieved the same level of popularity as Grab or GoTo among users. According to a survey by Snapcart, a consumer service and data company, among Indonesian merchants and consumers, GrabFood is the most popular takeaway platform. Among the surveyed merchants, 82% have registered for GrabFood, 71% for GoFood, and only 28% for Shopeefood. 100% of users have heard of GrabFood or GoFood, with more than 90% using these platforms, while only 52% have heard of Shopeefood, and 35% have used it.
Gojek and Grab both started from the travel business. According to Statista, Gojek holds a 49% market share in Indonesia's online car-hailing market, while Grab holds 51%. Although takeout and online car-hailing services have increased, it remains a challenge for Shopee, dominated by e-commerce, to join the super app battle in Southeast Asia and compete with Grab and GoTo for market share.
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