The Fierce Competition of Shopee Battlefield Among Generation Z Consumers

ABSTRACT The shift in consumer buying patterns towards online purchases has led to a significant increase in the number of sellers using e-commerce platforms to promote their products. Shopee is one of the most popular e-commerce platforms in Indonesia. However, the rapid rise in the number of sellers on Shopee has resulted in intensified competition within the platform. E-commerce platforms typically offer various services to assist sellers in marketing their products, including organic and paid options. Paid services on e-commerce platforms can enhance product exposure. However, the effectiveness of these paid services is being questioned due to the large number of sellers utilizing them. This research aims to assess the significance of sellers using paid services in the competitive landscape of e-commerce platforms. The study adopts a quantitative approach and explores the topic from a neuromarketing perspective. Eye-tracking, a neuromarketing method that records and analyzes where consumers focus their attention and how they navigate and make purchases on digital platforms, is used in this research. The findings of this study indicate that there is no statistically significant difference in the time required to locate and select products sold by organic sellers and paid sellers. This research will help e-commerce platform providers improve their services for customers. The article also discusses the research implications and limitations in more detail.