Kuala Lumpur, Dec 1: In a transformative surge, Shopee, Malaysia’s leading e-commerce platform, reveals that livestreaming and affiliate commerce have revolutionized the marketplace, offering greater inclusion for homegrown sellers and local talents throughout 2023.
The platform observed Malaysians spending over 34 million hours on Shopee Live, engaging with local influencers 3.5 billion times.
For sellers achieving over 500 thousand Ringgit in sales this year, livestream orders constituted between 10 and 40 per cent of total platform orders, indicating a significant shift in consumer behavior.
Compared to 2022, Shopee experienced a remarkable 420 per cent increase in affiliate-driven orders, welcoming more than 20,000 new affiliates into its ecosystem this year.
Kenneth Soh, Head of Marketing at Shopee Malaysia, commented on this milestone, stating, “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.”
Shoppable livestreaming, seamlessly integrating e-commerce into livestreaming sessions, has captivated Malaysians of all ages, offering engaging shopping experiences across diverse categories. While 60 per cent of Shopee Live fans shopped for beauty and fashion, 20 per cent focused on groceries and baby products, and 10 per cent sought home appliances and electronics.
Local sellers, including PHINIX STORE, Momo House, Elgini Apparel, MYDIN, and HABIB, have seized the opportunities provided by Shopee Live’s expansion into new verticals.
Local sellers benefit not only from Shopee Live’s interactive features but also from the added credibility and endorsements of Malaysian celebrities such as Elfira Loy, Najiah Hassan, Sherry Alhadad, Syamira Zahar, and Zoey Rahman.
This collaborative approach has created a win-win relationship, enhancing the sellers’ reach and reputation.
Shopee’s success in livestreaming and affiliate commerce is evident in the platform’s continuous growth. Shopee Affiliates, connecting with Malaysian customers and providing genuine product recommendations, have driven traffic significantly.
Based on affiliate orders over the last 12 months, customers focused on Home and Living products the most (30 per cent), followed by Health and Beauty (25 per cent) and Mobile and Accessories (25 per cent).
Approximately 70 per cent of the top products purchased from Shopee Affiliate links support local sellers.
“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,” Soh said.
The success of livestreaming and affiliate commerce showcased by Shopee in 2023 sets the stage for even greater growth in the years to come.
With technology continually advancing and the preferences of Malaysian consumers evolving, these trends are poised to play an increasingly significant role in driving more inclusion for local players in the marketplace.
As Malaysians gear up for the 12.12 Birthday Sale on Shopee, the platform offers immersive and entertaining shopping experiences at discounted prices through Shopee Live, providing participants with the chance to win a one-year free Toll when they play Roda Shopee.
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