Shopee unveils new initiatives to power the next phase of growth for brands and uplift the Shopee Mall experience

January 25, 2021 - 12:59
Shopee unveils new initiatives to power the next phase of growth for brands and uplift the Shopee Mall experience

As e-commerce in the region accelerates, brands learnt new ways to attract and retain consumers at the first Shopee Brands Summit


SINGAPORE - MediaOutReach - 25 January2021 - Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, today unveiled a series of new initiatives andfeatures for Shopee Mall[1], at theinaugural Shopee Brands Summit 2021, held at Andaz Singapore. The event saw Shopee'sleadership team share the 2021 roadmap for brands to capture the next wave ofgrowth in the region's US$172 billion[2]e-commerce market, as consumers shop and spend more online. Since launchingShopee Mall, orders have grown by 10 times, indicative of a growing consumerdemand. Similarly, the ongoing impact of the pandemic on retail traffic hasalso driven more brands to expand their online businesses, with the number ofofficial stores on Shopee Mall doubling in the past year. 

In his welcome address, Chris Feng, Chief Executive Officer of Shopee said, "Shopee Mall isan integral part of our business, and we have a strong track record of helpingbrands to transit, grow and succeed online. Today, Shopee Mall houses more than20,000 international and local brands, a four-fold increase from when we firstlaunched in 2017. As opportunities in Southeast Asia's digital economy continueto flourish, we are committed to strengthening our support for brands to boosttheir online presence, drive sales and serve consumers better. We will alsocontinue to innovate our platform, services and features to meet the everchanging needs of our consumers, delivering a seamless and fun shoppingexperience."

Newprogrammes to help high-performing brands scale new heights

At the summit,Shopee announced the launch of two new programmes that aim to help topperforming brands maximise their online growth potential. This includes the Regional Champion Brands Programme, aby-invite program comprising 16 brands who will receive priority support fromShopee in the areas of marketing, innovation and insights. These brands willreceive exclusive access to Shopee's campaigns and new feature launches, aswell as dedicated support to further grow their business.  


The second programmeis the '100 Million Dollar Club',which challenges brands to achieve USD100 million in Gross Merchandise Value(GMV) within the year. The first ten brands to unlock this milestone will berewarded with special perks, including privileged access to exclusive businessinsights, increased campaign exposure, media support and more.

New features and initiatives to empower brands

In addition to thetwo new programmes, Shopee will also be rolling out a series of new initiativesand improvements to help brands acquire new consumers, increase consumerretention and optimise their online performance. 


1)    Increasing brand awarenessand reach among different consumer segments

This year, Shopee will be scaling up on its megashopping events and brand collaborations to boost brands' online visibility andcapture new consumers. This includes helping brands to reach new consumerdemographics, such as the growing segment of affluent consumers shopping onlinefor premium products. As such, Shopee will be scaling up its Shopee Premiumofferings and campaigns and expanding its assortment to include more premiumfashion and beauty brands.
To help fast-moving consumer (FMCG) brands capture a growing segment of onlinegrocery shoppers, Shopee will also be ramping up on Shopee Mart, a one-stopshop that allows consumers to conveniently purchase a wide variety of groceriesand personal care products. 

2)    Providing brands with moreways to connect and engage with existing consumers


In addition to helping brands reach new consumer segments, Shopee'ssuite of in-app engagement tools also allow brands to continuously connect andengage with existing consumers. For instance, Shopee most recently upgraded itspopular Shopee Live feature to support co-streaming, which allows for moredynamic and interactive entertainment for viewers during brands' livestreams.


Shopeealso introduced the Brand Membershipprogram for brands to increase consumer retention by rewarding shopperswith loyalty points when they shop from brands' Official Stores on Shopee Mall.This encourages more frequent  purchaseand deepens brands' understanding of their consumers' purchasing habits and references.


Finally,Shopee also provides brands with an extensive range of warehouse and  fulfilmentsupport, allowing them to fulfil orders quickly and reliably all year round.  Thistranslates to a more seamless shopping experience for consumers and in turn,  increasedconsumer satisfaction and likelihood of repurchase.


3)   Optimising brands' performance with enhanced data-driven tools


Asthe online space becomes increasingly competitive, Shopee is constantlyupgrading its data-driven tools to empower brands to track, analyse andoptimise their store performance. This includes an enhanced marketing and business data portal that provides brandswith centralised access to market intelligence, product rankings, store trafficand more, giving them useful insights to guide decision-making and drivesustained growth.


Shopee Brands Awards 2021

To celebratebrands' milestones and achievements, Shopee also presented awards to ten brandsfor their outstanding marketing and commercial performance (refer to Appendixfor full list of award categories and winners).


At the closing of the event, Ian Ho, Regional Managing Director and Headof Regional Brand Partnerships at Shopee, reiterated Shopee's commitment tobrands, and said, "We are all gathered here today because we share the commongoal and commitment to deliver the best shopping experience for our users andcustomers. With our strong and dedicated teams in each of our markets, Shopeeis confident of taking brands to the next level in an increasinglydigital-first world."


Download Shopee forfree on App Store or Google Play Store.


Award Title


Best Campaign: Creative Concept

Procter & Gamble

Best Campaign: Original Content


Best Campaign: User Engagement


Best Product Launch


Best Tech Innovation


Fastest Growing Electronics Brand


Fastest Growing Beauty Brand

Amore Pacific

Fastest Growing Fashion Brand


Fastest Growing FMCG Brand

Reckitt Benckiser

Best Sales Performance



[1] Shopee Mall is a dedicated space offeringauthentic products from thousands of renowned international and local brands,guaranteed by Shopee

[2] Google-Temasek-Bain,'e-Conomy SEA 2020' projected that Southeast's e-commerce market will be worthUS$172 billion by 2025

About Shopee

Shopee is the leading e-commerce platform in Southeast Asia and Taiwan.It was launched in 7 markets in 2015 to connect consumers, sellers, andbusinesses in the region.


Shopee offers an easy, secure, and engaging experience that is enjoyedby millions of people daily. It offers a wide product assortment, supported byintegrated payments and logistics, as well as popular entertainment featurestailored for each market. Shopee is also a key contributor to the region'sdigital economy with a firm commitment to helping brands and entrepreneurssucceed in e-commerce.


Shopee is a part of Sea Limited (NYSE:SE), a leading global consumerinternet company. In addition to Shopee, Sea's other core businesses includeits digital entertainment arm, Garena, and digital financial services arm,SeaMoney. Sea's mission is to better the lives of consumers and smallbusinesses with technology.