Tag: Shopee

Indonesia – The United States government has recently included regional e-commerce platform Shopee and local Indonesian player Bukalapak have been cited in a recent review by the US government of online platforms that promote counterfeit goods. The review also mentioned a list of platforms that are impactful in the growing piracy industry.

The review, posted by the Office of the United States Trade Representative (USTR), mentioned how these platforms, despite increased investment for IP protection in their platform, the platforms still see significant numbers of counterfeit goods in their respective platforms.

In the report, it was noted that while right holders have welcomed reports of greater investments by Bukalapak in its anti-counterfeiting measures, they continue to report high volumes of counterfeit products, particularly counterfeit apparel and footwear, consumer electronics, and pharmaceutical products.

Moreover, right holders noted the limited effectiveness of filtering and other proactive tools and that site penalties for selling counterfeit goods are insufficient to deter repeat offenders.

Meanwhile, Shopee stakeholders continue to report high volumes of counterfeit goods across some of Shopee’s country platforms where Shopee has not implemented its latest IP enforcement systems, and where its teams operate with different levels of resources, responsiveness, and local challenges.  

A persistent complaint that applies to all of Shopee’s country platforms is that Shopee’s points-based repeat infringer policy allows sellers of reported counterfeit goods to continue operating their Shopee storefronts despite multiple reports. This is despite the fact that the platform has introduced several strategies to combat counterfeit goods in their platform.

The USTR has also mentioned that although Indonesia has recently taken steps to improve intellectual property (IP) protection and enforcement, including expanding an IP enforcement task force and increasing efforts to address online piracy, significant concerns remain. In a separate report, it mentioned that the Mangga Dua Market in Jakarta continues to be listed in the 2024 Review of Notorious Markets for Counterfeiting and Piracy (Notorious Markets List), along with multiple online Indonesian marketplaces.

Other Southeast Asian flea markets have also been mentioned as notorious hubs for counterfeit goods, including Petaling Street Market in Kuala Lumpur, Malaysia and Greenhills Shopping Center in Manila, Philippines.

As the digital economy continues to expand in 2025, digitalisation remains a priority for MSMEs striving for long-term success. However, adopting digital solutions is not always straightforward. According to EY, two in five MSMEs find digital adoption daunting. At the same time, waning consumer loyalty and rising expectations are pushing businesses to rethink their marketing strategies and embrace digital tools to foster trust online.

How can MSMEs balance digitalisation with meeting customer needs without becoming overwhelmed? The key lies in understanding their customers’ unique shopping journeys and enhancing their experience incrementally with targeted digital solutions.

Making online shopping feel more human

While transactions are critical conversion points, what truly matters to consumers is the experience leading up to a purchase. Increasingly, consumers prefer shopping experiences that seamlessly fit into their lifestyles, helping them find the right products at the right time.

Take new homeowners, for example. Traditionally, they might visit a furniture store and rely on a sales associate to guide them from sofas and coffee tables to shelves and cabinets. Customers enjoy experiences like this as it reassures them that they are in good hands, and helps them trust that the associate understands and proactively addresses their needs.

Through technology, MSMEs can replicate this personalised shopping journey online. Today, e-commerce platforms like Shopee deploy AI-powered solutions such as tailored search results and smart product recommendations. These tools require minimal effort from small business owners but significantly enhance the customer experience, making online shopping feel more intuitive and personalised.

Earn trust by working with genuine, trustworthy advocates

As consumers become more savvy, driving purchases requires more than just trustworthy and personalised browsing experiences. A 2024 Kantar survey commissioned by Shopee found that Southeast Asian shoppers also rely heavily on recommendations from other consumers when making purchase decisions. In addition to user reviews, MSMEs can also explore other touchpoints and sources to tell their brand story and help consumers trust their brand.

One effective approach is partnering with affiliates—including established content partners and trusted key opinion leaders (KOLs)—to promote their brands and products. Traditionally, brands have to individually vet and negotiate with affiliates for such collaborations. Today, MSMEs can use simple solutions to find relevant KOLs and choose cost-effective partnerships, whether through fixed per-post payments or commission-based models tied to sales.

For instance, a local seller of professional-grade photography and filming equipment can collaborate with budding content creators on affiliate marketing campaigns. These affiliates, who may be everyday consumers rather than influencers, can then share product demos, reviews, and experiences through social media posts, short videos, or personal livestream sessions. This enables potential buyers to learn about products authentically from a third party while also allowing other users to contribute by sharing their own experiences, further reinforcing credibility and trust.

Convert trust to loyalty by delivering on your promises

Unlike brick-and-mortar retail, the e-commerce customer journey doesn’t end at checkout. When it comes to online shopping, a seamless fulfilment experience can also contribute greatly to fostering brand loyalty. Shopee’s 2024 survey highlights this, with shoppers ranking timely deliveries as a top priority. However, many MSMEs, especially those new to online selling, struggle with logistics and inventory management due to limited resources, fragmented supply chains, and unpredictable demand. These occasionally lead to stock shortages, delayed shipments, and dissatisfied customers.

To overcome these hurdles, MSMEs can leverage digital solutions to optimise inventory planning and logistics. By analysing past sales trends, AI-driven forecasting tools help businesses predict demand surges and maintain sufficient stock, reducing the risk of cancelled orders. Additionally, working with logistics partners that provide accurate delivery date estimation enables MSMEs to provide customers with greater transparency and confidence in their purchases. These technologies not only enhance fulfilment efficiency but also help small businesses build stronger customer relationships.

The rapid pace of change—driven by technology, economic shifts, and evolving consumer behaviour—means that simply having an online presence is no longer enough. To earn trust and long-term loyalty, MSMEs must provide a seamless and reliable shopping experience. While this may seem daunting, modern technology makes it easier than ever for small businesses to meet rising customer expectations, build credibility, and position themselves for sustained growth in 2025 and beyond.

This thought leadership is written by Huiyan Pan, Regional Marketing Lead, Shopee

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for 2025 and beyond.

Jakarta, Indonesia – Video-sharing platform YouTube has announced its partnership with e-commerce platform Shopee to launch YouTube Shopping in Indonesia. The tie-up will also be released in Thailand and Vietnam in the following weeks.

The collaboration allows people to purchase products displayed on YouTube through links that lead to Shopee. This feature has previously been only available in the United States and South Korea.

YouTube Asia-Pacific director Ajay Vidyasagar explained that the “energy and velocity around online shopping” in Indonesia inspired the move. 

The launch is part of YouTube’s goal of providing creators with a platform for successful businesses. While the launch benefits consumers in Southeast Asia, the collaboration also issues opportunities for content creators through the YouTube Shopping affiliate program.

“We want more of you to be able to share your favourite products with fans and grow your businesses on YouTube. There are now over 250,000 creators in the YouTube Shopping affiliate program, and soon that number will grow,” the company said in its blog. 

The company also announced the launch of gifts on live streams that allow earnings from viewer participation. Audience engagement will also evolve through the ‘Community Hub’ feature, which reflects audience feedback and metrics. 

Jakarta, Indonesia – Komisi Pengawas Persaingan Usaha (KPPU), the country’s antitrust agency has stated that Shopee has violated a monopoly rule for its courier service in Indonesia. It is worth mentioning that Shopee operates in the country through two local subsidiaries: PT Shopee International Indonesia and PT Nusantara Ekspres Kilat.

KPPU had accused Shopee’s local subsidiary of breaking anti-competition regulations by urging customers to use particular delivery firms, one of which had a Shopee Indonesia official on its board of directors.

The agency also noted that Shopee has agreed to make adjustments to its operating practices following a submission on change of behaviour presented to the agency on June 20. KPPU has acknowledged Shopee’s alleged violation of said ruling with talks ongoing on enforcing lawful conditions and behaviours by the company to operate locally.

It is also worth noting that KPPU also recently investigated antitrust violations by rival e-commerce platform Lazada who also operates in Indonesia.

Singapore – Around 70% of Gen Zs in the region saw e-commerce platforms as important entrance points for their purchasing experiences, and that they use these platforms extensively for researching their purchases. This is according to the latest data from Shopee and Kantar Profiles

The majority of Gen Z respondents (73%) said they conducted their product research and discovery through alternative channels, but they made their purchases on e-commerce platforms. Remarkably, 56% of people who use social commerce platforms for research at first would rather finish their transactions on e-commerce platforms.

A number of important variables contribute to consumers’ choice for e-commerce: a large product selection (79%), high product quality (77%), and easy payment options (59%).

One in three members of Gen Z said in the study that they would spend at least five days researching their purchases. This includes things like viewing product demos and reading reviews (27%), looking over price details (14%), and researching the features and specs of the product (24%). Even with their research methodology, they rank next-day delivery services and a return and refund procedure as their top priorities when making purchases.

Moreover, eight out of ten Gen Z respondents to the survey stated that they are looking for interesting and enjoyable purchasing experiences. This shows how content touchpoints like Shopee Live are to their purchasing experience. 

Ian Ho, vice president of Shopee, stated, “Gen Zs in Southeast Asia highly value using e-commerce platforms for product research and purchases, emphasising their need for a smooth, reliable, and integrated shopping experience. From enhancing service levels to providing new types of shopping entertainment content, our latest initiatives draw on shoppers’ feedback.”

He added, “As the leading e-commerce marketplace in the region, we are fully committed to continuously innovating and enhancing their experience to meet their evolving needs. We look forward to continued support from our valued customers.” 

Singapore – Global home and personal care company Colgate-Palmolive, along with global brand and customer experience agency VMLY&R, are making efforts to raise sustainability in Southeast Asia thanks to a series of campaigns on Shopee.

Running from the end of October to early November 2023 across Southeast Asia and Taiwan, the campaigns saw Colgate offering shoppers highly attractive discounts on its range of recyclable and sustainable oral, personal and home products.

This campaign initiative is also a part of the brand’s overarching Smiling Planet campaign, wherein VMLY&R worked closely with the brand to create several regional campaigns that would help consumers make a difference by choosing Colgate Palmolive’s products.

As an added incentive for conscientious shoppers, the brand also donated a portion of each sale to the WWF-Singapore (World Wide Fund for Nature) Singapore Eco-Schools Programme, which empowers students to become changemakers, by engaging them in student-led sustainability initiatives within campuses.

With Colgate’s commitment of eliminating plastic waste by 2025, more than 83% of the brand’s packaging by weight is now recyclable due to innovations like its recyclable toothpaste tube. Similarly, many other Colgate products are now made from recycled materials, using much less plastic than traditional packaging.

Talking about the campaign, Alex Tan, commerce director at VMLY&R Singapore, said, “We know that consumers care about their environment, but often feel helpless to make an impact. Through Colgate’s Shopee Super Brand Day campaign consumers were empowered to make a sustainable choice whilst contributing to creating a greener future by supporting WWF’s important youth programme, and the results for Colgate speak for themselves.”

Meanwhile, M. Chandrasekar, SVP customer development, Colgate-Palmolive APAC, commented, “Change always begins with a small act. Our small act was to make recyclable tubes a reality and a small act for consumers could be discarding recycling tubes and sustainable packaging in the right spaces or bins in accordance with the local regulations.” 

“Working with VMLY&R we are able to make these small acts slightly bigger. Just by taking the small act of choosing to purchase Colgate-Palmolive sustainable products, consumers know that a portion of their purchase goes towards important educational projects that impact their environment and their future, showing that together, even small acts like this can make a big difference,” he added.

Kuala Lumpur, Malaysia – As retailers now prioritise a safe shopping experience for customers, a recent survey revealed that 90% amongst 500 Malaysian online sellers indicated Shopee as a platform of choice.

According to the survey, Malaysian sellers also conceded how the platform was instrumental in protecting their businesses from any forms of online scams or fraud last year.

These insights have resulted in beneficial outcomes, one of which includes how sellers managed exceptional ratings while safeguarding their brand reputation, as well as the loss of followers and customer complaints. Another advantage is that businesses were able to avert any liabilities from scams coming from order cancellations and processing fees. 

Businesses have also maintained their long-term operations due to fewer business disruptions and client loyalty.

Committed to providing a risk-free shopping experience, Kenneth Soh, head of marketing at Shopee, said, “These findings demonstrate the high level of trust that Malaysian sellers have in Shopee’s ability to provide a safe and secure platform for their businesses.”

Furthermore, the survey yielded insights from Malaysian sellers’ preferences for securing their customers’ online safety. Among these factors, 47% stated that they have already established strong operational safety standards by complying with Shopee’s safe policies and guidelines.

35% of them were verified as Shopee Mall, Preferred+, Preferred seller, with a hundred percent authenticity policy, strict adherence to the 15-day return/refund policy, and no less than 95% of products listed as ready stock.

On the other hand, at least 17% of sellers have guaranteed their customers the safe payment options and return or refund policies offered by Shopee. 

“Our platform offers a variety of innovative features and protections that help to keep customers safe, such as Shopee Guarantee, secure payment options, and Preferred+ and Shopee Mall verification programs. Shopee also works closely with law enforcement agencies to combat fraud and protect its users,” Soh added.

Kuala Lumpur, Malaysia – Multinational e-commerce platform Shopee has launched its unique three-day 3D billboard runway fashion show as part of its big sale shopping festival in Malaysia. 

The 3D billboard, placed in front of KLCC Twin Towers on Jalan Ampang, was meant to tease the audiences for Shopee’s event partnership with Malaysian girl group ‘Dolla’. 

With the big words, ‘Siapa Mereka?’ that translates to ‘Who are they?’, the billboard invites the audiences and passersby to guess the identities of four doll-like women striking poses like still statues. The women are inside four gigantic orange boxes in the shape of number one, spelling out 11.11, with their identities hidden in the shadows.

The spot for the billboard was also intended for the audience profile who frequents the area to shop for fashion and beauty, key segments that Shopee is targeting with their promotion via Dolla as their chosen brand ambassadors and Shopee live streams.

After the three-day teaser, the campaign reaches its highlight with the grand reveal as the girl group steps out of the boxes and onto a fashion runway, dressed in stylish orange-coordinated outfits. While the group performs, fashion accessories and live discount vouchers also fly by and stack up on the runway to promote the big sale.

As part of the campaign, a huge QR code was also emblazoned on the side, so audiences and passersby will be directed to Shopee Live on their mobile apps to claim the vouchers when they scan it.

Speaking on the campaign, Kenneth Soh, head of marketing at Shopee Malaysia, said, “My team’s brief was to do something deliberately out-of-the-box that has never been seen before by either Dolla’s fans or Shopee’s audience. With every campaign, we face a tremendous challenge to create something memorable, unique, and refreshing at the same time, over and over again. The stunning piece of work that was directed by our very own video team is a result of great team effort and the coordination of almost a hundred people pulled across various departments in under two months, including our Creative, Production, Post, and Video Teams.”

He continued, “We are thrilled with the level of engagement and conversions we’re seeing, even though 11.11 has just launched, in Shopee Live’s fashion and beauty categories. This campaign is a testament to the power of seeing Dolla larger-than-life in 3D and to the effectiveness of Shopee Live as a platform for reaching and engaging with younger Malaysians.”

“Thanks to Dolla’s talkability, we’re already seeing a significant increase in traffic to Shopee Live and meaningful, brand-building connections across our platform. We are so honoured that Dolla is bringing our 11.11 song and dance to life with a sense of heart-warming empowerment. The fans would never have seen Dolla this way before, and we hope the experiences created in this campaign will leave a lasting impression,” he added.

Kuala Lumpur, Malaysia – Regional e-commerce platform Shopee in Malaysia has published a book which spotlights local homegrown sellers in each state country, and also inviting users to shop local e-commerce sellers to preserve Malaysia’s heritage, nurture local talents, and drive our economy in an inclusive and sustainable way.

The book, titled ‘Shopee Spotlights Local — Unveiling Malaysian Gems’, profiles Shopee sellers in each state who are top performing in terms of popularity, biggest storefronts, green products, exporters, livestreamers, and women-owned businesses. 

In addition, the book includes street-level stories and testimonials of sellers who have used their online success to uplift others in their communities.

By making the book, the first of its kind in this country, available to the public this Merdeka Day, Shopee aims to empower all Malaysians to start shopping purposefully with an immediate focus on Made-in-Malaysia products from underserved communities. 

Upholding its mission of using technology to help the underserved, Shopee also aims to empower sellers by identifying and highlighting local sellers for better access to marketing solutions and hyper-localised campaigns, managing them so they succeed on Shopee, increasing seller education via its free Shopee University courses, and providing incentives so they find more opportunities on livestream commerce.

Lastly, doubling as a handy guide for users to protect themselves, the book also offers tips on shopping safely, understanding ‘Shopee Guarantee’, identifying responsible sellers, and its full authenticity policy.

Kenneth Soh, head of marketing at Shopee Malaysia, said, “Malaysian businesses near you are often the beating heart of our local economy and the backbone of our communities. When you shop locally online, you are supporting Made-in-Malaysia products from underserved communities. We are heartened to see the support that many of our local sellers continue to receive through their online businesses, and remain committed to partnering with and supporting them in their e-commerce journey.”

Singapore – POND’s, the skin care brand under Unilever, has teamed up with e-commerce platform Shopee to launch an interactive campaign ‘#PondsGlowStage’ to take Shopee users’ online shopping experience to the next level through interactive games, exclusive promotions and discounts on POND’S products and, for the first-time ever, to win limited edition non-fungible tokens (NFTs).

The #PondsGlowStage NFT is an exclusive, first-of-its-kind digital collectible designed by artist Rifqi Ardiansyah. Fans will have a chance to redeem this exclusive NFT when they purchase POND’S products during the promotions. The NFT will give them access to exclusive benefits such as being the first to receive alerts on POND’S latest product releases and value deals in the future. 

During the special event, consumers can play the interactive POND’S Glow Stage Catch Game and earn points to redeem special giveaways. Players just need to tap and hold the shopping basket to catch as many of the falling POND’S products and elements they can within the time limit – all while avoiding harmful skin spots. 

Jopa Malantic, who was recently named as the global brand director at POND’S, said, “We are always seeking out the most innovative and engaging experiences for our consumers. As such we are thrilled to partner with Shopee once again – this time to offer the #PondsGlowStage, featuring the e-commerce platform’s first ever NFT Gift with Purchase.” 

He added, “In addition to providing the chance to win a limited edition NFT, #PondsGlowStage offers a fantastic interactive experience for our fans to engage with the brand and learn more about how our decades of science-backed expertise can help resolve their skin issues.”

Meanwhile, Pavan Challa, director of regional brand partnerships at Shopee, commented, “We are happy to deepen our long-standing partnership with POND’S through this new campaign, which is Shopee’s first collaboration with a brand for an NFT giveaway. Shopee continues to develop and explore new ways to engage and excite our users, and help our brand partners deepen their engagement with shoppers. As we continue to grow the beauty category on Shopee Mall, we look forward to working closely with brands such as POND’S to bring more innovative and exciting experiences to shoppers.”