Shopee, the e-commerce platform in Southeast Asia and Taiwan, has unveiled its 2021 roadmap for the brands on its platform to capture the next wave of growth in the region’s US$172 billion* e-commerce market.
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| Shopee's advertisement of its February 2 sale promises daily surprises this '牛' (new) year. The company said it would be scaling up on mega events in 2021. |
Since launching Shopee Mall, orders have grown by 10 times, indicative of a growing consumer demand, the company said, while the number of official stores on Shopee Mall doubled in the past year. Shopee Mall is a dedicated space offering authentic products from thousands of international and local brands, guaranteed by Shopee.
Chris Feng, Shopee CEO said during the inaugural Shopee Brands Summit 2021 in Singapore: “Shopee Mall is an integral part of our business, and we have a strong track record of helping brands to transit, grow and succeed online. Today, Shopee Mall houses more than 20,000 international and local brands, a fourfold increase from when we first launched in 2017.
"As opportunities in Southeast Asia’s digital economy continue to flourish, we are committed to strengthening our support for brands to boost their online presence, drive sales and serve consumers better. We will also continue to innovate our platform, services and features to meet the ever changing needs of our consumers, delivering a seamless and fun shopping experience.”
Shopee also launched two programmes that aim to help top-performing brands maximise their online growth potential. The Regional Champion Brands Programme, is by invitation only. Under this initiative, 16 brands will receive priority support from Shopee in marketing, innovation and insights. These brands will receive exclusive access to Shopee’s campaigns and new feature launches, as well as dedicated support to further grow their business.
The 100 Million Dollar Club challenges brands to achieve US$100 million in gross merchandise value (GMV) within the year. The first 10 brands to unlock this milestone will be rewarded with special perks, including privileged access to exclusive business insights, increased campaign exposure, media support and more.
Shopee will also help brands acquire new consumers, increase consumer retention and optimise their online performance through:
Boosting brand visibility
This year, Shopee will be scaling up on its mega shopping events and brand collaborations to boost brands’ online visibility and capture new consumers. This includes helping brands to reach new consumer demographics, such as the growing segment of affluent consumers shopping online for premium products. As such, Shopee will be scaling up its Shopee Premium offerings and campaigns and expanding its assortment to include more premium fashion and beauty brands.
To help fast-moving consumer (FMCG) brands capture a growing segment of online grocery shoppers, Shopee will also be ramping up on Shopee Mart, a one-stop shop that allows consumers to purchase groceries and personal care products.
Boosting brand engagement
Shopee’s suite of in-app engagement tools is continually upgraded to help brands to connect and engage with existing consumers more easily. The Shopee Live feature was recently enhanced to support co-streaming, which allows for more dynamic and interactive entertainment for viewers during brands’ livestreams.
Shopee has also introduced the Brand Membership programme to increase consumer retention. The programme rewards shoppers with loyalty points when they shop on brands’ official stores on Shopee Mall. This encourages purchases and deepens brands’ understanding of their consumers' purchasing habits and preferences, the company said.
Enhanced data-driven tools
Shopee constantly upgrades its data-driven tools to empower brands to track, analyse and optimise their store performance. This includes an enhanced marketing and business data portal that provides brands with centralised access to market intelligence, product rankings, store traffic and more.
To celebrate brands’ milestones and achievements, Shopee also presented Shopee Brands Awards to 10 brands for their outstanding marketing and commercial performance.
Award | Winner |
Best campaign: creative concept | Procter & Gamble |
Best campaign: original content | Disney |
Best campaign: user engagement | L'Oreal |
Best product launch | Samsung |
Best tech innovation | Unilever |
Fastest growing electronics brand | Huawei |
Fastest growing beauty brand | Amore Pacific |
Fastest growing fashion brand | Adidas |
Fastest growing FMCG brand | Reckitt Benckiser |
Best sales performance | Xiaomi |
Ian Ho, Regional MD and Head of Regional Brand Partnerships at Shopee said during the summit, “We are all gathered here today because we share the common goal and commitment to deliver the best shopping experience for our users and customers. With our strong and dedicated teams in each of our markets, Shopee is confident of taking brands to the next level in an increasingly digital-first world.”
*Google-Temasek-Bain, e-Conomy SEA 2020 projected that Southeast’s e-commerce market will be worth US$172 billion by 2025.
