The Rocket businesses are growing fast - revenue was up 74 percent in 2013 - and they have succeeded in attracting over 1 billion euros in capital from a raft of high-profile investors - most recently German service provider United Internet AG and Philippine Long Distance Telephone Company.

Chief Executive Oliver Samwer, who founded Rocket Internet in 2007 with his brothers Alexander and Marc, sees huge opportunities for digital businesses in emerging markets, noting that the cities with the most active Facebook users are Bangkok, Jakarta and aliexpress virgin hair Istanbul - with no U.S. city in the top 10.

In Southeast Asia, Rocket has had a freer run to do both fashion with Zalora and general wares with Lazada, although Alibaba has positioned itself to expand in the region by taking a stake in logistics firm Singapore Post.

SINGAPORE/MOSCOW/BERLIN, Sept 5 (Reuters) - Germany's Rocket Internet faces daunting logistical challenges and rising local competition from Lagos to Laos as it races to capture customers in emerging markets before e-commerce titans Amazon and Alibaba can catch up.

Rocket has the top e-commerce sites in terms of overall rankings in Indonesia, the Philippines and Thailand, while its Jabong fashion site ranks No. 2 among all e-commerce sites in India. In Malaysia, Lazada is No. 3 shopping site and Zalora is No. 1 in fashion, according to SimilarWeb measurements.

That spells mounting losses as the venture capital company gears up to launch an initial public offering (IPO) this month that will help provide the war chest it needs to build and defend what it hopes will be the largest online shopping empire outside the United States and China.

"You cannot think of beating the Chinese on cash, because they have so much of it," Giulio Xiloyannis, managing director of Zalora Malaysia, told Reuters. "You beat them on branding and product quality."

Rocket has the aliexpress virgin hair top e-commerce sites in terms of overall rankings in Indonesia, the Philippines and Thailand, while its Jabong fashion site ranks No. 2 among all e-commerce sites in India. In Malaysia, Lazada is No. 3 shopping site and Zalora is No. 1 in fashion, according to SimilarWeb measurements.

Xiloyannis said it took Amazon 10 years to break even.

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