Waiting is Overrated—Same-Day Delivery is Taking Over Southeast Asia Trends

Same-day delivery has shifted from a premium service to something shoppers in Southeast Asia’s e-commerce scene are starting to expect. Whether it’s a last-minute gift, an urgent beauty restock, or just a random impulse buy, buyers want their purchases in their hands—fast. And platforms are racing to make it happen.

Shopee, Lazada, and TikTok Shop are all doubling down on ultra-fast delivery options, but they’re not alone. Super apps like Grab and GoTo are jumping in, turning logistics into a battleground where speed is king. Because in today’s world, if you can’t deliver now, someone else will.

Why Do Shoppers Want Everything Immediately?

You’ve probably noticed it yourself—your patience for shipping times is shrinking. That’s not just you. Across Southeast Asia, e-commerce shoppers are increasingly driven by instant gratification. The reasons? A mix of convenience, shifting consumer habits, and, of course, the influence of tech-driven lifestyles.

1️⃣ We Live in a Click-and-Get World – From ride-hailing to food delivery, everything is designed to be fast. When you can get a meal in 30 minutes, why wait days for a new phone case?

2️⃣ Shopping is More Impulsive Than Ever – Social commerce platforms like TikTok Shop make it easy to see, want, and buy within seconds. The faster the delivery, the lower the chances of buyer’s remorse.

3️⃣ Competitors Are Setting the Bar – When some platforms offer same-day delivery, others have no choice but to keep up. Faster fulfillment means fewer cart abandonments and happier customers.

How Fast Is Too Fast? The Logistics of Same-Day Delivery

Speed sounds great until you’re the one who has to make it happen. Delivering an order within hours is no small feat, and platforms are making serious investments to keep up with growing demand.

🛵 More Warehouses, Closer to You – E-commerce giants are setting up micro-fulfillment centers and dark stores in major cities to speed up processing. The closer the inventory, the faster the delivery.

📦 Supercharged Logistics Networks – Shopee, Lazada, and even TikTok Shop are teaming up with third-party logistics (3PL) providers like J&T Express and Ninja Van to ensure last-mile deliveries are as seamless as possible.

🤖 Tech-Driven Efficiency – AI-powered inventory management, real-time tracking, and automated sorting centers are helping sellers and platforms optimize delivery routes and reduce delays.

Sure, lightning-fast delivery is great, but at what cost? Logistics companies face higher operational expenses, and sellers must balance the benefits of speed with the impact on margins. Some brands now factor in delivery speed as a competitive edge, while others stick to standard shipping to keep costs in check.

What’s Next? The Future of Instant Delivery in Southeast Asia

Same-day delivery is just the beginning. As Southeast Asia’s e-commerce trends continue evolving, expect even faster and more efficient fulfillment solutions. Here’s where things are heading:

🚀 15-Minute Delivery for Essentials – Quick-commerce services like GrabMart and GoMart are already offering near-instant deliveries for groceries, snacks, and daily necessities. Will e-commerce follow?

📍 More Click-and-Collect Options – Not at home? No problem. Pick-up lockers and store partnerships are making collection points more accessible.

🌱 Sustainable Speed – Faster isn’t always greener. Expect more electric vehicles, carbon offset programs, and eco-friendly delivery solutions to balance speed with sustainability.

💡 AI-Powered Predictions – Platforms might soon anticipate what you’ll buy before you even place an order, pre-stocking warehouses in your area for near-instant fulfillment.

E-commerce is getting faster, smarter, and more competitive, but one thing is clear: shoppers will always want things sooner rather than later. If same-day delivery is already the norm, what’s next—delivery before you even hit checkout? At this rate, nothing seems impossible.

The Free Shipping Dilemma – Can sellers afford it?

You love free shipping. I love free shipping. Everyone loves free shipping. But while buyers are happily clicking “checkout,” sellers are left wondering, “Can we actually afford this?”

Free shipping has become a non-negotiable expectation in Southeast Asia’s e-commerce landscape. Platforms like Shopee, Lazada, and TikTok Shop constantly push aggressive free shipping promotions to attract and retain buyers. Consumers have grown so used to it that any listing without “FREE SHIPPING” in bold letters might as well not exist.

But here’s the catch—free shipping isn’t actually free. Someone has to pay for it, and spoiler alert: it’s usually not the platform. It’s either the seller, the buyer, or a mix of both. The question is: how much longer can sellers keep absorbing these costs?

Who Pays for Free Shipping? 

Platforms often advertise free shipping subsidies, but they rarely cover the entire cost. Instead, they use a co-funding model, where sellers must pitch in a percentage. Let’s break it down:

• Scenario 1: Seller Pays for It All – This is common for small, independent sellers. They raise prices slightly to cover the shipping cost, but that makes them less competitive.
• Scenario 2: Buyer Covers It (Without Realizing) – Some sellers bake the shipping fee into the product price, so the customer unknowingly pays for it. But if the price gets too high, buyers might abandon the cart.
• Scenario 3: The Platform Chips In (A Little) – Shopee and Lazada sometimes offer vouchers or partial shipping subsidies, but only for select sellers or during big campaigns.

For big brands and deep-pocketed sellers, free shipping is just another marketing cost. But for smaller sellers—especially those in price-sensitive categories like fashion, beauty, or home goods—it’s a constant battle between staying competitive and staying profitable.

The Hidden Cost of “Free” Shipping

Offering free shipping isn’t just about absorbing delivery costs. There are hidden expenses that make it even harder for sellers to sustain.

• Higher Return Rates – Free shipping encourages impulse purchases, but it also increases return rates. And guess who pays for return shipping?
• Logistics Costs Keep Rising – Fuel surcharges, warehouse fees, and last-mile delivery expenses keep climbing, eating into already thin margins.
• Competitive Pressure – Once a competitor offers free shipping, sellers feel forced to follow suit—whether they can afford it or not.

So, Can Sellers Afford Free Shipping Forever?

Short answer: Not really. Long answer: They’ll try to, but it’s getting harder.

Many sellers are now rethinking their free shipping strategy to make it sustainable. Some set a minimum order valueto unlock free shipping, nudging customers to buy more in one go. Others restrict free shipping to certain locations or loyal customers.

Some are even experimenting with subscription models (think: Shopee Mall’s Free Shipping Club) where buyers pay a small fee upfront for unlimited free shipping. This shifts part of the cost to the consumer while keeping them engaged with the platform.

At the end of the day, free shipping isn’t going away, but sellers are learning to be smarter about how they offer it. As Southeast Asia’s e-commerce trends evolve, buyers may need to accept that “free” shipping might not be completely free forever.

Take Rates Are Eating Into Profits

A few years ago, selling on Shopee or Lazada was a no-brainer. Marketplaces brought in tons of traffic, and fees were manageable. But now? Platform fees, commissions, advertising costs, and payment processing charges are all adding up.

Shopee and Lazada both increased their take rates across multiple categories, making it harder for sellers to stay profitable. For some, the cost of selling on marketplaces now eats up 15-30% of their revenue, depending on the category and promotions they run. And let’s not forget platform ads—if you’re not spending on them, your visibility drops.

Some brands realize they’re giving away too much margin just to be on these platforms. So, what’s the alternative?

Owning Your Sales = More Control (and More Profit)

Instead of paying higher fees every year, brands are investing in direct-to-consumer (DTC) websites. Why? Because owning your store means keeping more of your revenue.

Plus, you control your brand experience. Marketplaces can be great for exposure, but they limit how you showcase your products. With your own website, you can tell your brand story, customize the shopping experience, and build long-term relationships with customers.

Marketplaces vs. DTC: It’s Not All or Nothing

Now, let’s be clear: DTC isn’t for everyone. Running your own store comes with challenges—logistics, marketing, and customer service all fall on your shoulders. Marketplaces still offer huge traffic and convenience for buyers, so many brands use a hybrid strategy.

Here’s how some businesses are doing it:
🚀 Using marketplaces for discovery – They sell their bestsellers on Shopee & Lazada while driving loyal customers to their website.
📦 Offering exclusive deals on DTC sites – Discounts, limited-edition drops, or bundles only available on their own platform.
📲 Building communities through social media & email – Engaging customers outside of marketplaces for long-term retention.

So, should you move away from marketplaces? If you’re a seller feeling the pinch of rising take rates, growing ad costs, and shrinking margins, it might be time to rethink your strategy. Moving away from Shopee or Lazada doesn’t have to be overnight—you can test the waters with a DTC site while keeping a presence on marketplaces.