2023, Vol. 6, Issue 1

author(s)
Dinh Ba Hung Anh, Tran Thi Lan Chi and Luu Minh Loi

abstract
E-commerce can be considered one of the fastest-growing sectors now. That also means the level of competition is more complex than ever. Shopee and Lazada can be considered twotypical e-commerce platforms of the industry with commensurate competitiveness. Especially, the marketing strategy betweenthese two e-commerce platforms is always a topic of discussion that attracts a lot of attention. Although Lazadalaunched 3 years ago that has a lower position than the competition now. The article shows the marketing activities of Lazada and Shopee in recentyears. Giving comparisons, analysis, and evaluation to have a broader perspective on the role of marketing in e-commerce, thereby proposing marketing strategies for Lazada along with therest of the e-commerce platforms.