Homegrown Sellers Benefit from Greater Credibility and Endorsements
Livestreaming and
affiliate commerce have driven greater marketplace inclusion for homegrown
sellers and local talents across Shopee’s platform in 2023. Over the last year,
the leading e-commerce platform in Southeast Asia & Taiwan observed that
Malaysians watched over 34 million hours of livestreams on Shopee Live and
engaged with local influencer hosts 3.5 billion times. For sellers who realised
over 500 thousand Ringgit in sales this year, livestream orders represented
between 10 and 40% of total platform orders. Compared to 2022, Shopee saw
affiliate-driven orders increase 420%, with the inclusion of more than 20,000
new affiliates in its ecosystem this year.
This marks a significant milestone in Malaysia’s digital transformation journey. These trends have revolutionised the way Malaysians shop, learn, and engage with brands, creating a dynamic and interactive online landscape. It’s also a demonstration of just how hyper-localised e-commerce has become; Malaysians on our platform are favouring local livestreamers and affiliates, whereas our homegrown sellers are upskilling to be more relatable to digitally-savvy audiences.
Kenneth Soh, Head of Marketing at Shopee
Malaysia.
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| Shopee Live 9.9 Countdown Concert featuring local talents and hosts |
Shoppable
livestreaming, the seamless integration of e-commerce into livestreaming
sessions, has captivated Malaysian consumers of all ages by providing engaging
shopping experiences whether they are looking for motorcycles, keropok lekor, chocolates, gold
jewellery, or household groceries. While the majority 60% of Shopee Live fans
shopped beauty and fashion, 20% bought groceries and baby products, 10% sought
home appliances and electronics, while the remainder shopped Automotive and
Sports and Outdoor gear over the last year.
The expansion of
Shopee Live into new verticals has given rise to many opportunities for local
sellers. Of the top Shopee Live sellers by sales in 2023, 60% are local sellers
and brands like PHINIX STORE, Momo House, Elgini Apparel, MYDIN, and HABIB. Not
only are local sellers taking advantage of Shopee Live’s polling function and
interactive games to understand audience preferences better, but they are also
benefiting from the added credibility and endorsements of Malaysian celebrities
such as Elfira Loy, Najiah Hassan, Sherry Alhadad, Syamira Zahar, and Zoey
Rahman.
Malaysian brands and sellers have been collaborating with Shopee Affiliates, who connect with Malaysian customers, provide genuine product recommendations and reviews, and drive traffic. Based on affiliate orders over the last 12 months, Shopee Affiliates’ customers shopped for Home and Living products the most (30%), followed by Health and Beauty (25%) and Mobile and Accessories (25%). 70% of the top products Malaysians have bought from Shopee Affiliate links benefit local sellers. About two-thirds of Shopee Affiliate links generated this year directed traffic to boost local sellers such as B.S.B (Bed Sheet Bestseller), Momo House, and Myfooyin.
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| Shopee House 2023, an event designed to promote engagement between local brands and KOL affiliates |
These collaborations have proven to be a win-win relationship, Malaysian affiliates benefit from the interactive and engaging format that allows immediate purchase opportunities, maximising their earnings which is performance-based. On the other hand, Malaysian sellers benefit from affiliates who have a loyal following and a reputation for recommending quality products; they can bring positive associations to the livestream seller’s brand.
Kenneth Soh
The success of
livestreaming and affiliate commerce as demonstrated by Shopee in 2023 sets the
stage for even greater growth in the years to come. With the continuous
advancement of technology and the evolving preferences of Malaysian consumers,
these trends are poised to play an increasingly significant role in driving
more inclusion for local players in the marketplace.
This 12.12 Birthday
Sale, Malaysians can enjoy immersive and entertaining shopping
experiences at
discounted prices with Shopee Live, and stand a chance to win 1 Year Free Toll
when they play Roda
Shopee: https://shopee.com.my/m/12-12
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