In 2021, Southeast Asia observed a 41 million surge in internet users to reach 440 million total users, making Southeast Asia a lucrative market for the e-commerce industry. This project focuses on one company, Sea Limited and its subsidiary Shopee, which has risen to the top of the e-commerce industry through with constant promotion campaigns (such as 11.11, Singles Day, Valentine’s) to maximize sales, and identifies issues in their business model from both the business’s and customer’s perspective. The project also recommends solutions: increasing capacity by setting up warehouses in different countries, and revamping the delivery and tracking system. Ultimately, the project shows that despite strong growth, companies within the e-commerce industry must be flexible, dynamic, and continue to be innovative to remain competitive.