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This study aims to describe and analyze the discourse structure consisting of macro structure, supra structure, micro structure, and discourse contained in Shopee  and Blibli online shopping advertisements. The object of the research is the transcript of online shopping advertisements from Shopee  and Blibli. The data collection methods used were advertising observation and doing advertising transcripts so that the final data used was in the form of text. This data was then analyzed using a qualitative descriptive analysis model of Teun A Van Dijk's discourse analysis theory. From the data studied, the results of the study showed that (1) the macro structure or theme in the transcript of online shopping ads was seen in the entire content. The themes were big discounts, free shipping, cash back bonuses and discount vouchers. (2) The super structure consisted of (a) an introduction to the issue, (b) a series of arguments, (c) a statement of invitation, (d) a reaffirmation. (3) Microstructure consists of (a) background, (b) details, (c) meaning, (d) coherence marker, (e) stylistic, (f) rhetoric, (g) graphic use. (4) The discourse contained in the text was a persuasive discourse.

Online shopping has become an activity carried out by many groups, one of which is Shopee. Shopee is an e-commerce application which was launched in December 2015 by PT. Shopee Indonesia can foster the entrepreneurial spirit of sellers in Indonesia. Discourse analysis aims to determine the existence of patterns or order expressed by a text. The interpretation of a linguistic unit can be known clearly, including the message to be conveyed, why it must be conveyed, and how the message is conveyed. This research uses a content analysis method with a qualitative approach.