Shopee sets up brands to catch next-wave growth at Mall

Shopee has unveiled a series of new initiatives and features for Shopee Mall at the inaugural Shopee Brands Summit 2021 held at Andaz Singapore

At the summit, the e-commerce platform shared this year’s roadmap for brands to capture the next wave of growth in the region’s US$172 billion market.

The ongoing impact of the pandemic on retail traffic has driven more brands to expand their online businesses, with the number of official stores on Shopee Mall doubling in the past year.

Shopee Mall currently hosts more than 20,000 international and local brands, a four-fold increase from when they 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,” said Chris Feng, CEO of Shopee.

“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,” said Feng.

At the summit, Shopee launched two new programmes that aim to help top performing brands maximise their online growth potential.

One is the Regional Champion Brands Programme, a by-invite program comprising 16 brands who will receive priority support from Shopee in the areas of marketing, innovation and insights. 

These brands will receive exclusive access to Shopee’s campaigns and new feature launches, as well as dedicated support to further grow their business.  

The other is the “100 Million Dollar Club,” which challenges brands to achieve US$100 million in gross merchandise value (GMV) within this year. 

The first 10 brands to reach this milestone will be rewarded with special perks, including privileged access to exclusive business insights, increased campaign exposure, media support and more.

Also, Shopee will roll out a series of new initiatives and improvements to help brands acquire new consumers, increase consumer retention and optimise their online performance.

Shopee 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 capture a growing segment of online grocery shoppers, Shopee will also be ramping up on Shopee Mart.

For engaging customers, Shopee upgraded its Shopee Live feature to support co-streaming, which allows for more dynamic and interactive entertainment for viewers during brands’ livestreams.

For brands to increase consumer retention by rewarding shoppers with loyalty points when they shop from brands’ Official Stores on Shopee Mall, the company has introduced the Brand Membership program. This encourages more frequent purchase and deepens brands’ understanding of their consumers’ purchasing habits and preferences.