Manila, Philippines – Leading e-commerce Shopee has announced that the platform and Colgate-Palmolive inked their first Memorandum of Understanding (MoU) to jointly drive e-commerce penetration of its oral care, home care, and personal care products and category on Shopee. The tie-up is a multi-year partnership and will run across seven markets in the region.

Starting 2022, Colgate-Palmolive will become a strategic partner under Shopee’s Regional Champion Brands Program, which will help strengthen Colgate-Palmolive’s online presence and deliver more of its products to consumers through Shopee’s extensive reach. 

Shopee’s Regional Champion Brands Program is an exclusive, by-invite-only program that is open to top brand partners, aimed to better support brands in accelerating their growth on regional and local levels. Shopee currently has 17 brands on board the program.

Acording to Shopee, since launching the company’s official store on Shopee Mall in 2019, Colgate-Palmolive has achieved steady growth year-on-year and has consecutively ranked among the Top 5 personal care brands during Shopee’s year-end mega shopping campaigns. Shopee shared that in the recent 11.11 Big Christmas Sale, Colgate achieved a record highest sales in a single day and grew more than 100% vs 9.9 Super Shopping Day. 

With the partnership, Colgate aims to grow its digital commerce business across Southeast Asia more than 20 times by 2025.

Mukul Deoras, president of Colgate-Palmolive APAC, said, “We are excited to grow our partnership with Shopee to better serve our customers in the region. As the world’s leading Oral Care company, we look forward to winning together in Personal Care with Shopee by maximizing the potential of our digital commerce business. To achieve this, we will focus on delivering greater value and enhanced customer experiences through our differentiated product offerings and innovations.”

Meanwhile, Chris Feng, Shopee’s CEO, commented, “Shopee is glad to be a strategic e-commerce partner to one of the world’s most recognized Personal and Oral Care brands. As a market leader, Colgate-Palmolive has achieved tremendous growth in the past year and will be a valuable partner in helping to drive further online expansion of the Personal Care category on Shopee. We hope to support Colgate-Palmolive in capturing more opportunities through our robust ecosystem and deep understanding of consumers in each market.”

To accelerate its growth momentum, Colgate-Palmolive will continue to activate a hyper-localized strategy. Earlier this year, Colgate-Palmolive and Shopee launched a joint oral care study to identify gaps, behaviors and unmet needs of Generation Z shoppers. As a result of the insights garnered, Colgate-Palmolive and Shopee co-created and launched a new toothbrush series with the ‘Brush Your Way’ regional campaign in Singapore, Malaysia, Thailand, Vietnam, and the Philippines.