STRATEGI PEMBEDAAN SHOPEE DI TENGAH DINAMIKA E-COMMERCE INDONESIA: ANALISIS PESTEL

Maritsa Aurelia Nismara; Shafira Pramatya; Amanah Nuraini; Cristiano Niwanoti  Serrao; Dimas Razan Putra Wijaya; Kaila Athifa Tsabitha; Almadhea Aurely Tristina

Authors

Maritsa Aurelia Nismara Universitas Negeri Surabaya
Shafira Pramatya Universitas Negeri Surabaya
Amanah Nuraini Universitas Negeri Surabaya
Cristiano Niwanoti Serrao Universitas Negeri Surabaya
Dimas Razan Putra Wijaya Universitas Negeri Surabaya
Kaila Athifa Tsabitha Universitas Negeri Surabaya
Almadhea Aurely Tristina Universitas Negeri Surabaya

Keywords:

E-commerce, Shopee, Differentiation Strategy, PESTEL Analysis, Competitive Advantage

Abstract

The rapid growth of Indonesia’s e-commerce market has created a highly competitive environment. This report examines how Shopee has established a dominant market position by implementing strategic differentiation in response to external macro-environmental factors identified through a PESTEL analysis. The findings indicate that Shopee’s strategies ranging from product and service innovation to branding and logistics are directly shaped by its ability to adapt to Indonesia’s political, economic, social, technological, environmental, and legal landscape. The report concludes that Shopee’s sustainable competitive advantage results from the dynamic alignment between internal initiatives and external market forces, underscoring the critical interplay between internal strategy and the broader business environment.