KUALA LUMPUR, MALAYSIA – Media OutReach – December 1, 2023 – Live streaming and affiliate commerce have driven greater market inclusion of local sellers and local talents on the Shopee platform in 2023. During the Last year, the leading e-commerce platform in Southeast Asia and Taiwan observed that Malaysians watched over 34 million hours of live streams on Shopee Live and interacted with 3 local influencer hosts, 5 billion times. For sellers who made more than RM500,000 in sales this year, livestream orders accounted for between 10 and 40 percent of the platform’s total orders. Compared to 2022, Shopee saw affiliate orders increase by 420%, with the inclusion of over 20,000 new affiliates into its ecosystem this year.
Shopee Live 9.9 Countdown Concert with local talent (left) and Shopee House 2023 with KOL brands and affiliates (right)
“This marks a significant milestone in Malaysia’s digital transformation journey. These trends have revolutionized the way Malaysians shop, learn and interact with brands, creating a dynamic and interactive online landscape. It’s also a demonstration of how hyper-localized e-commerce has become; Malaysians on our platform favor local livestreamers and affiliates, while our local sellers upskill to be more accessible to digitally savvy audiences. comments
Kenneth Soh, Head of Marketing at Shopee Malaysia.
Shoppable livestreaming, the seamless integration of e-commerce into live streaming sessions, has captivated Malaysian consumers of all ages by providing them with engaging shopping experiences, whether they are looking for motorcycles,
Lékor crackers, chocolates, gold jewelry or household groceries. While the majority of Shopee Live fans, 60%, purchased beauty and fashion products, 20% purchased groceries and baby products, 10% searched for home appliances and electronics, while that the rest purchased automotive, sports and outdoor equipment in the last year.
Shopee Live’s expansion into new verticals has given rise to numerous opportunities for local sellers. Among the top Shopee Live sellers in terms of sales in 2023, 60% are local sellers and brands like PHINIX STORE, Momo House, Elgini Apparel, MYDIN and HABIB. Not only do local sellers take advantage of Shopee Live’s polling feature and interactive games to better understand audience preferences, but they also benefit from the increased credibility and support of Malaysian celebrities such as Elfira Loy, Najiah Hassan, Sherry Alhadad, Syamira Zahar and Zoey Rahman.
Malaysian brands and sellers collaborate with Shopee Affiliates, who connect with Malaysian customers, provide real product recommendations and reviews, and drive traffic. Based on affiliate orders over the past 12 months, Shopee Affiliates customers purchased home & living products the most (30%), followed by health & beauty (25%) and mobile devices and accessories (25%). 70% of the top products Malaysians purchased from Shopee affiliate links benefit local sellers. About two-thirds of Shopee affiliate links generated this year directed traffic to local sellers such as BSB (Bed Sheet Bestseller), Momo House and Myfooyin.
“These collaborations have proven to be a win-win relationship,” said Soh. “Malaysian affiliates benefit from an interactive and engaging format that allows for immediate purchasing opportunities, thereby maximizing their performance-based revenue. 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 live streaming seller’s brand.
The success of livestreaming and affiliate commerce, demonstrated by Shopee in 2023, paves the way for even greater growth in the years to come. With continued advancements in technology and evolving Malaysian consumer preferences, these trends are poised to play an increasingly important role in driving greater inclusion of local players in the market.
During this 12.12 Anniversary Sale, Malaysians can enjoy immersive and entertaining shopping experiences at discounted prices with Shopee Live, and stand a chance to win 1 year of free fees when playing Roda Shopee:
https://shopee.com.my/m/12-12
Hashtag: #Shopee #ShopeeMY #ShopeeMalaysia #ShopeeLive #ShopeeAffiliate
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