Marketing Strategy Formulation for Shopee Marketplace Using SWOT Analysis

Jordan Putra Dewangga; Putu Anggi Suryantari; I Gusti Ayu Sri Deviyanti

Authors

Jordan Putra Dewangga Institut Sains Terapan dan Teknologi Surabaya (iSTTS)
Putu Anggi Suryantari Universitas Pembangunan Nasional "Veteran" Jawa Timur
I Gusti Ayu Sri Deviyanti Institut Sains Terapan dan Teknologi Surabaya (iSTTS)

Keywords:

Shopee, marketplace, marketing strategy, SWOT, e-commerce

Abstract

The development of information technology has transformed trading activities through digital marketplaces. Shopee operates in Indonesia’s competitive e-commerce sector. This study aims to analyze Shopee’s marketing strategy using the SWOT (Strengths, Weaknesses, Opportunities, and Threats) method. A quantitative descriptive approach was employed, with data collected through questionnaires from 50 university students in Surabaya who had used Shopee. The data were analyzed using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices, followed by a SWOT Cartesian diagram and SWOT matrix. Based on respondents’ reports, the analysis yielded scores of 1.94 for strengths, 1.53 for weaknesses, 2.12 for opportunities, and 1.60 for threats. The SWOT Cartesian diagram placed Shopee in Quadrant I, with coordinates of (0.205, 0.26), indicating that a growth-oriented strategy may be considered by leveraging the identified strengths and opportunities. In the SWOT matrix, the SO strategy obtained the highest score of 4.06, followed by WO at 3.65, ST at 3.54, and WT at 3.13. These findings reflect the perceptions of the 50 respondents and are not based on Shopee’s official internal data. Therefore, the results should be interpreted within the scope of the respondents and cannot be generalized to all Shopee users in Indonesia.

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