With regulations in China tightening and possibly stifling growth of tech behemoths like Alibaba, Tencent and JD.com, investors are expected to eye the region with a population of more than 650 million and an underdeveloped internet economy to look for the strongest companies to become new moneymakers.

Indonesia, the largest country in the region, has witnessed tight competition among Southeast Asian giants, which has seen Shopee, Singapore-based Sea Group's e-commerce and digital wallet arm, overtake local market leaders like Gojek and Tokopedia to reign over the country’s digital market.

The Tencent-funded company has surpassed other players in terms of digital wallet users, according to a recent survey by market research firm NeuroSensum, while online shopping aggregator iPrice recorded that it had outnumbered Tokopedia in e-commerce traffic.

The recent merger of Gojek and Tokopedia is predicted to escalate the digital race. The two companies that have formed a new entity called GoTo Group are predicted to become a stronger contender to win back the local market as well as venturing into the regional market.

GoTo will not have an easy journey. Priding itself as a local company that creates jobs for millions of people, Gojek had won early in the ride-hailing industry and digital payment market. In the same spirit of nationalism, Tokopedia led e-commerce two years ago, working with thousands of local SMEs and generating millions of jobs.

But the recent rise of Shopee proves that Indonesian customers look beyond nationalism for online services.

The company's moves by allocating a large promotional budget and investment in user interfaces has won many customers. At the end of the day, the basic principle of marketing applies. The best products offered at the best prices win.

Shopee’s strategy of offering vigorous discounts and cashback offers through the promotional campaign also does not come cheap. It requires a large budget and strong investment. It will also not last forever, especially when it cannot reach the market scale and profit required by investors.

If GoTo gains sufficient funds through its listings in New York and Jakarta, the group may have more ammunition to wage war against Shopee. And more than just consolidating the Indonesian market, the group should also begin to expand to other countries in the region.

Compared to other Southeast Asian giants like Shopee, Alibaba-backed Lazada and Singapore-based Grab, Indonesian companies like Gojek and Tokopedia have been less aggressive in entering other countries in the region.

With more investors taking interests in the region, the new group and other Indonesian startups should not settle for only winning the local market but aim higher.

Because eventually, in trade and the increasingly digital world, customers hardly look for nationalities in purchasing products. They look for the best shopping experience: the best products offered at the best prices and with the best delivery services.