While Grab and Lazada offer a seamless experience by allowing users to access their apps across regions without installing a separate app for each country, Shopee takes a very different approach.
Shopee basically says no to a single app everywhere.
Hmm… that caught my attention.
This topic instantly triggered so many whys in my head, haha.
Whether an app chooses a single global version or multiple regional versions usually depends on its target audience. Some apps are designed to serve users globally, while others focus deeply on localization. In this post, I want to share my experience using apps that operate across Southeast Asia (SEA).
The first app that feels super useful for me as a traveler is Grab. As a ride-hailing service across SEA, it solves so many travel problems: not knowing public transport routes, avoiding taxi scams, and dealing with language barriers.
What I really appreciate is that I don’t need to install a new app when visiting another country. Grab automatically switches the regions, while the UI and user flow stay the same as the version I use in Indonesia. Since the payment accepts Visa/Mastercard, there is no problem at all with the payment.
During a short visit to Thailand, I also explored local e-commerce apps like Lazada and Shopee. Naturally, I chose platforms I already knew.
This is where I was surprised.
Lazada works just like Grab. I didn’t need to install Lazada Thailand. I simply switched the region and logged in with the same account I use in Indonesia. That felt like a great user experience.
But when I tried to access Shopee Thailand, I felt a bit sad : (
Shopee Thailand wasn’t available in my Google Play Store. To install it, I had to change my Google Play region to Thailand. As an alternative, I searched for a Shopee APK online and installed it manually, not via the Play Store.
I’m not saying this method is 100% safe, but it worked for me.
The reason I avoided changing my Google Play region is simple: once you change it, you have to wait one year before you can change it again.
Shopee and Lazada are competitors, yet they run completely different strategies for regional apps. I read several articles explaining why Shopee chooses to build a separate app for each region. The idea is to give regional teams more freedom to deeply localize the app so it truly resonates with local users. And honestly, they do a great job at localization. Some UI elements and features are clearly different between Shopee Thailand and Shopee Indonesia.
From a product perspective, this might also make development more efficient. Fixes, experiments, or feature rollouts can happen at a regional level without affecting the global app.
A related thought
Why Online Shopping in Thailand Feels Easier Than in Indonesia
My final thought? As a user, especially as a traveler, I personally prefer one global app. It feels simpler, more efficient, and more convenient. But I understand why Shopee chose a different path.
How about you?
Would you rather use one app everywhere, or separate apps for each country?
Share your thoughts below.
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If you need a +1 on something you’re building, I’m in.
Timy Space 
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