Shopee vs Lazada vs TikTok Shop: Do You Still Need a Website for Your Online Store?

Shopee vs Lazada vs TikTok Shop — these three names dominate online shopping in the Philippines today. If you’re a business owner in Manila or anywhere in the country, chances are you’ve thought about where to start. Should you set up shop on these platforms or invest in your own website? Marami ang nalilito dito, and it’s a fair question because each choice comes with its own pros and cons.

In this guide, we’ll look at Shopee, Lazada, and TikTok Shop side by side and see if having your own website is still worth it for your online store.

The Rise of Online Marketplaces in the Philippines

Online shopping in the Philippines has grown fast in the past few years. According to IMARC Group (2025), the Philippine e-commerce market reached USD 24.53 billion in 2024 and is expected to grow to almost USD 75.59 billion by 2033 (imarcgroup.com).

Platforms like Shopee, Lazada, and TikTok Shop make it easy for sellers to reach customers without setting up their own websites. Sellers can sign up, upload products, and start selling in just a few hours. This is why many small and medium enterprises (SMEs) in the Philippines rely heavily on these platforms.

But while they give instant visibility, they also come with limits.

Shopee vs Lazada vs TikTok Shop: Platform Overview

Shopee

Shopee is one of the most popular marketplaces in Southeast Asia. It offers:

• Free sign-up for sellers

• ShopeePay for easy payments

• Built-in marketing tools like vouchers and flash sales

Shopee attracts bargain-hunters and is known for heavy promotions. But the competition is intense, and sellers often have to lower prices just to stay visible.

Lazada

Lazada, backed by Alibaba, is another big player. Its strengths include:

• Integration with Alibaba’s global supply chain

• Strong logistics through Lazada Express

• A focus on trusted brands and official stores

Lazada appeals to shoppers who want more reliable or branded products. Sellers may enjoy higher average order values here, but fees and requirements can be stricter.

TikTok Shop

TikTok Shop is the newest but fastest-growing player. It combines social media and shopping in one app. Features include:

• Livestream selling (very popular in the Philippines)

• Influencer collaborations

• Seamless in-app checkout

It’s perfect for brands that know how to engage audiences through videos and trends. However, sales can depend heavily on algorithm reach, which can change anytime.

Website or Marketplace: Which Should You Choose?

Here’s where the big question comes in: if Shopee, Lazada, and TikTok Shop already exist, do you still need your own website?

Control and Branding

Marketplaces let you sell, but your store looks almost the same as everyone else’s. With a website, you control your branding, design, and customer experience. Shopify explains that first-party customer data helps brands understand how customers think, act, and feel (shopify.com). This is harder to achieve if you only sell on third-party platforms.

Customer Data and Insights

Marketplaces own the customer relationship. You rarely get full details about your buyers. With a website, you capture emails, create loyalty programs, and use analytics to improve your sales strategy.

Long-Term Stability

Shopee, Lazada, and TikTok Shop can change their fees, algorithms, or policies anytime. Your store might suddenly lose visibility. A website gives you a stable home base that you fully control.

Costs and Profit Margins

Marketplaces usually charge commission or transaction fees. Over time, these eat into your profit. With your own website, you avoid many of these costs and keep more earnings.

The Best Strategy: Combine Website and Marketplaces

Instead of choosing only one, the smarter strategy is to use both.

• Use Shopee, Lazada, and TikTok Shop to attract new customers.

• Direct loyal customers to your own website where you can control branding and build long-term relationships.

• Offer exclusive discounts or bundles only available on your website.

This approach balances visibility and stability.

How a Website Helps Your Business Grow

If you’re serious about scaling your online store in the Philippines, having a website offers:

1. Professional credibility – Customers trust businesses with their own website.

2. Easier marketing – You can connect your website to Facebook Ads, Google Ads, and email campaigns.

3. SEO benefits – With the right content strategy, customers can find you through Google searches.

4. Better customer trust – A secure, professional-looking site reassures buyers.

The Department of Trade and Industry (DTI) encourages SMEs to adopt digital tools and e-commerce strategies for long-term growth (dti.gov.ph). This includes having a website alongside other platforms. 

Many local SMEs started on Shopee or Lazada, but eventually built their own websites to grow. For example, homegrown brands in Manila expanded by using their websites as their “digital HQ” while continuing to sell on marketplaces for reach. This hybrid model helps reduce dependency on third-party apps while building stronger brand loyalty.