Shopee to End Cross-Border Operations in Colombia and Chile Amid Strategic Focus Shift
2 min read
Press Release
November 4, 2025
Southeast Asian e-commerce leader Shopee, owned by Singapore’s Sea Ltd, has revealed plans to discontinue its cross-border services in Colombia and Chile. This decision aligns with a strategic pivot toward prioritizing core, profitable markets amid evolving global economic conditions. The withdrawal marks another step back from Latin America, where the company previously expanded rapidly but encountered fierce competition and operational hurdles.
Shopee first launched in Latin America via Brazil in 2019 before expanding to Mexico, Chile, and Colombia. While Brazil continues to be its strongest regional market—contributing roughly 20% of its total gross merchandise value (GMV)—the company shifted toward an asset-light approach in Mexico and trialed cross-border models in Chile and Colombia.
The move follows earlier exits from Argentina and localized operations in Mexico, reflecting a corporate strategy to streamline resources and concentrate on high-growth, high-potential markets. Dozens of employees in Colombia and Chile will be affected by workforce reductions.
Chris Feng, Shopee’s CEO, attributed the retrenchment to “elevated macroeconomic uncertainty,” stressing the company’s renewed emphasis on Southeast Asia and Brazil, where it holds dominant market positions. Operations in these core regions will continue without disruption.
This retreat underscores the challenges global e-commerce platforms face when competing against entrenched regional players like Mercado Libre, which leverages localized logistics expertise and consumer insights.
Despite these adjustments, Shopee reports robust growth in its remaining key markets—driven by mobile-first technology, seamless payment solutions, and targeted influencer campaigns. The strategy aims to ensure sustainable, profitable growth while maintaining investor trust.
In summary, Shopee’s withdrawal from Colombia and Chile highlights its sharper focus on stabilizing core markets amidst global volatility. This recalibration illustrates the complexities of scaling e-commerce across diverse regional landscapes, even for industry leaders.
