Shaqiri has contributed seven goals and six assists in 28 starts in the Premier League this season, but the Potters still sit in the relegation zone and face a fight to avoid dropping down to the Championship.
In total, the Swiss winger has played a part in just under half of Stoke's goals this season, and Lambert admits that other members of his first-team squad must start to help their teammate.
At a press conference, the 48-year-old told reporters: "I don't think you can be too reliant on one player. I think it is a difficult thing for that to happen unless you are Lionel Messi or that type of player.
"Shaq's done well for us but he needs a little bit of help as well. We need it from other areas on the pitch, if we get that we are certainly in the game. I think that's where, if everybody chips in with some goals, we stand a better chance."
Stoke are next in action when they host Everton at the bet365 Stadium on Saturday afternoon.