MarketingPlatformsSoutheast Asia

Shopee to bolster support for brands with two new major programs

Shaina Teope - January 26, 2021

Singapore – E-commerce Shopee in Southeast Asia and Taiwan has unveiled its 2021 roadmap for brands on its in-app mall, Shopee Mall, during the platform’s inaugural Shopee Brands Summit 2021. It revealed two new major programs to further bolster brands’ consumer reach. 

One of them is the ‘Regional Champion Brands Programme’, a by-invite program that will comprise 16 brands who will receive priority support from Shopee in the areas of marketing, innovation, and insights. These brands will also receive exclusive access to Shopee’s campaigns and new feature launches, as well as dedicated support to further grow their business.  

Meanwhile, the second program is the ‘100 Million Dollar Club’, which will challenge brands to achieve USD100M in gross merchandise value (GMV) within the year. The first ten 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. 

During the summit, Shopee’s leadership team also revealed its targeted plans to further empower brands on the platform. As a start, Shopee looks to scale its mega shopping events and brand collaborations to boost brands’ online visibility and help them capture new consumers. Shopee also shared that it 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, on the other hand, to capture a growing segment of online grocery shoppers, Shopee will be ramping up Shopee Mart, its one-stop shop for groceries and personal care products.  

Shopee will also continue to improve its in-app engagement tools to allow brands to continuously connect and engage with existing consumers. For instance, Shopee most recently upgraded its Shopee Live feature to support co-streaming. 

Meanwhile, to encourage more frequent purchases and further deepen brands’ understanding of consumers’ purchasing habits and preferences, Shopee has also introduced the Brand Membership program to increase consumer retention by rewarding shoppers with loyalty points when they shop from brands’ official stores on Shopee Mall. 

When it comes to its data-driven tools, Shopee said it’s constantly upgrading to further assist brands in tracking, analyzing, and optimizing their store performance.

According to Shopee, orders have grown by 10 times since launching Shopee Mall. Similarly, the ongoing impact of the pandemic on retail traffic has also driven more brands to expand their online businesses, with the number of official stores on the in-app mall doubling in the past year.

In his welcome address, Chris Feng, chief executive officer of Shopee, said, “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 four-fold 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,” added Feng.