Shopee achieves 11M item sold during 9.9 sale, assisted by livestream and affiliate networks

Shopee, a major e-commerce platform in Southeast Asia, ended its recent 9.9 campaign with 11M items sold in a single day in the Philippines.

Shopee's report

Livestream and affiliate are the future for shopping platforms?

The company reported that the increased video viewership was a significant factor during last month's biggest, attracting hundreds of thousands of viewers per hour in the country.

The success of 9.9 is not just about the numbers, but more about the dream of Filipino entrepreneurs, shares Vincent Lee, Head of Shopee Philippines. We are driven to keep finding better ways for sellers and buyers to connect, whether through livestreams, videos, or affiliates, so MSMEs can reach more shoppers and grow in ways that are truly sustainable. That’s how we see our role in shaping inclusive progress in the digital economy.

One business that participated, Pet Supplies Express, a family-run enterprise that moved online in 2020, reported that sales during the 9.9 campaign were four times higher than usual. The business attributed this increase to the use of platform advertising and rebates.

Livestream Shopping Trends

Shopee Live, launched in 2019, has become a staple on the platform. In the Philippines, Shopee videos have accumulated over 12 billion views so far in 2024.

During the 9.9 campaign, shoppers spent a total of 1.1 million hours watching Shopee Live and Shopee Video. The platform also noted a 50 percent increase in the number of MSMEs hosting livestreams for the first time, indicating a growing adoption of this sales method among small businesses.

Growth of the Affiliate Ecosystem

Shopee's affiliate program, described as one of the largest in Southeast Asia, has been expanding by 250 percent annually.

During the 9.9 campaign, participants shared links to 2 million products, and overall affiliate participation increased by 112 percent compared to the previous year. The affiliate network now includes not only content creators but also livestream hosts, community leaders, and regular shoppers, providing a method for individuals to earn income by sharing product links.

Through features like livestreaming, affiliate programs, and personalized shopping tools, Shopee aims to build connections between sellers and buyers, supporting a shift towards a more digital and accessible retail environment.

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