Shopee Leading The Way In E-Commerce Marketing | World Brand Affairs

Shopee Leading The Way In E-Commerce Marketing


3/24/20233 min read

Shopee is an e-commerce platform that was founded in Singapore in 2015. It is now one of the leading online marketplaces in Southeast Asia and Taiwan, offering a wide range of products including electronics, fashion, beauty, home and living, and more.

Shopee allows individuals and businesses to sell their products on its platform, making it a popular choice for small and medium-sized enterprises (SMEs). The platform has also introduced various features to enhance the user experience, such as Shopee Mall, Shopee Guarantee, Shopee Live, and ShopeePay.

Shopee operates in several countries including Singapore, Malaysia, Thailand, Indonesia, Vietnam, the Philippines, and Taiwan, and has expanded rapidly in recent years. Its success is attributed to its user-friendly interface, competitive pricing, and extensive marketing efforts, which include collaborations with popular influencers and celebrities in the region.

Making the right use of the mobile app

Shopee recognized the potential of mobile as a dominant force in e-commerce early on and made it a priority to enhance user experience and engagement through mobile. The company believes that online shopping must adapt to the needs of younger generations, who are accustomed to communicating, collaborating, and entertaining themselves through mobile devices. By prioritizing a mobile-first approach, Shopee is able to leverage the expected growth in mobile subscriber penetration.

According to Shopee, mobile orders make up more than 95% of transactions on the platform. In response to this trend, Shopee offers a comprehensive online shopping experience directly through its mobile app. Buyers can browse products, place orders, make payments, and track deliveries all through the app, while sellers can create listings, monitor shop performance, receive payments, and track deliveries using integrated logistics and payment tools.

Going local

Shopee’s ability to cater to the unique needs of each market and its users is a result of its understanding of their behaviors. To achieve this, Shopee has established local offices and teams in the countries it operates in, with highly localized product categories and marketing campaigns. For instance, in Indonesia, Shopee launched Shopee Barokah to provide Muslim users with a range of Shariah-compliant products and services, particularly during the fasting month.

In addition, Shopee conducts localized initiatives during festivals such as Chinese New Year or Tet, and offers different versions of the app and various payment options to match specific country-level needs at the operational level.

Power of personalization

To provide personalized experiences for its users, Shopee employs data and AI to analyze browsing and purchase data and utilize new technologies such as AI and AR-powered tools to help brands offer unique shopping experiences. Rather than solely focusing on driving transactions and competing on price, brands, and sellers can stand out by engaging customers and creating brand affinity through these experiences.

Shopee has integrated shopping and social elements from the outset, building a strong community that allows users to connect and interact with each other. The platform offers various features such as Shopee Live (a live streaming feature), Shopee Games (an in-app gaming function), Shopee Feed (an in-app social feed that enables users to share content related to what they are listing, buying, and selling with the larger Shopee community), and Shopee Live Chat (a chat function that allows buyers to communicate directly with sellers and obtain more information before and after making a purchase).

Key Elements of their Marketing Strategy

To attract potential customers and increase traffic to its platform, Shopee utilizes various digital advertising methods, including online display ads, social media ads, and search engine marketing. Shopee also partners with popular influencers and celebrities to promote its brand and products, leveraging its extensive reach and engagement with target audiences through influencer marketing. Additionally, Shopee offers frequent promotions and discounts, such as flash sales, daily deals, and coupon codes, to attract customers and drive sales.

Shopee encourages customers to create and share user-generated content, such as product reviews and ratings, which helps to establish trust and credibility with potential customers. The platform leverages social media platforms, including Facebook and Instagram, to interact with customers, promote products, and create brand awareness.