Shopee looks to make mark in SEA sales season

• Top SEA e-commerce site Shopee is looking to “make e-commerce for everyone” in conjunction with its annual Shopee 11.11 Big Sale

E-commerce sales were expected to be dampened this year as the pandemic seemed like it would limit consumer spending. Instead, leading Southeast Asian (SEA) shopping platforms like Shopee and Lazada have been doing brisk business.

In fact, the SEA region is firmly in its biggest year-end promotional period, where e-commerce sites are throwing madly discounted prices across their sites for a limited one-day or weekend-only window. Following September 9 and October 10 (the 9.9. and 10.10 sales milestones, respectively) the next big retail date is on November 11, and top regional platform Shopee is gearing up for its annual 11.11 – 12.12 Big Sale.

However, the leading e-commerce platform in SEA and Taiwan is introducing a slew of activations across its active regions in conjunction with the Shopee 11.11 promotional period. Instead of just another massive sale, Shopee is this time providing more opportunities for most players along its online shopping value chain, including businesses, retailers, and consumers.

The growth of e-commerce in Southeast Asia and Taiwan has created new opportunities for sellers, SMEs, and brands. This trend is reflected in Shopee, as the number of sellers on the platform increased by 60% year-on-year.

As the regional e-commerce scene became increasingly diverse, it became apparent that there was no unilateral model that would suit all small to midsize enterprises (SMEs) who were selling in the marketplace.

Firstly, Shopee will support more than 300,000 sellers, SMEs, and entrepreneurs in the region who signed up for Shopee’s Seller Support Package in early April. By highlighting new sellers during Shopee’s 9.9 Super Shopping Day in September, new merchants posted a 6x sales boost during that period, and similar support should be expected for Shopee 11.11.

In Malaysia, the Shopee 11.11 Big Sale will offer the widest selection of merchants offering the biggest amount of discounts and cashback. A total of 11 million orders were recorded on November 11 last year, signifying a 24x increase from the first Shopee 11.11 Big Sale campaign back in 2016.

Shopee is also committed to propping up to 10,000 SMEs in Malaysia and Singapore with initiatives that aim to assist SMEs in embracing digitalization, in the wake of the present economic backdrop. Shopee’s recent survey of 11,850 Malaysian sellers found that 5,406 are new entrepreneurs who turned to e-commerce in the recent economic downturn, and are operating 100% online storefronts.

The platform has also enhanced its Shopee University program, including digitalizing the curriculum and widening its online Seller Education Hub so that all sellers can level up their e-commerce skills. Shopee Masterclass, the e-tailer’s social commerce tutorials by popular live-streamers, helps sellers get acquainted with Shopee Live, the platform’s ‘shoppertainment’ component.

Shopee also helped local and international brands connect and engage with the region’s digital-first shoppers. In 2020, Shopee co-created 600 Super Brand Days with top companies such as Disney, Samsung, and L’Oreal, generating strong traction during the past 10.10 Brands Festival, where traffic on the site surged by two and half times the usual amount.

Along with supporting brands and sellers, this year Shopee is also committing to community initiatives like the Shopee 11.11 Big Charity Drive. This will occur in each of Shopee’s SEA markets, supported by trusted social organizations, top celebrities, and the biggest brands in the region. The Charity Drive aims to raise awareness and donations for underprivileged children and cancer research in the region, among other causes.

Martin Yu, the associate director at Shopee Philippines, said that “e-commerce has made a profound impact on our lives, and especially so this year.”

Yu pointed out a parallel with the Black Friday sales that have become a tradition in the US and other markets. “Shopee 11.11 Big Sale is our way of transforming a global phenomenon into one that truly belongs to our region,” he explained.

“It continues the strong momentum of our successful 9.9 and 10.10 events, and builds on our long-term vision to transform the lives of people and businesses we serve. Join us as we make e-commerce for everyone at 11.11 this year.”

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