Shopee Influencers Champion Human-Centric E-commerce in 2024

Shopee Malaysia officially unveiled the ‘Championing Inclusive Commerce 2024’ study of over 3,000 Shopee Affiliates. The study discovered that 9 in 10 Affiliates are feeling positive for their e-commerce opportunities in 2024. These affiliates are excited to humanise e-commerce with increased personalisation, engage with more users on posts and livestreams, and drive more traffic for local sellers aligned with their values.

The Rise of Human-Centric Content 

When asked on the e-commerce trends they are most excited to embrace in 2024, 75% of affiliates were enthusiastic about creating more personalised content for their audiences. Shopee Affiliates want to have more authentic engagements with their audiences (30%), seek to personalise their content further through product education posts and livestreams (30%), while the remaining want to collaborate with more local businesses to drive awareness (15%). 

“Our affiliates are leading the charge in humanising e-commerce, providing users with original content and ultimately, building a stronger competitive edge for our local brands and sellers. This powerful statement tells us that Malaysian consumers are craving something real. They're tired of the perfectly polished posts on their feeds. They want to connect with real people, with relatable stories, and genuine experiences,” said Kenneth Soh, Head of Marketing at Shopee Malaysia, during the launch of the study today.

Shopee’s E-Commerce Leadership Fuels Unprecedented Economic Inclusion

Shopee, the leading e-commerce platform in Southeast Asia & Taiwan, today revealed demonstrated proof of Malaysia’s radically inclusive digital economy by concluding 2023 with over 1 million Malaysians registered to stream on Shopee Live and over 450,000 new homegrown sellers, influencers, and affiliates incorporated into its marketplace ecosystem nationwide*. Inclusive by design, Shopee’s trifecta of collaborative government partnerships, free Shopee University upskilling programs, and seamless marketplace technology drove home the power of authenticity and hyper-localisation at scale in achieving real social equity. The impact on economic empowerment is clear: this year alone, 80 thousand sellers boosted earnings by 25% year on year, while affiliate orders grew 420% and livestream orders grew 500% respectively. 

“While our DNA is digital, and we bring the conveniences of virtual commerce, every one of our local sellers, influencers, and affiliates are real people building real communities on the ground. Not only are we direct to the community, but we are also highly passionate when it comes to using technology to help the underserved. Malaysians who shop from us have direct relationships with our sellers on Seller Chat, Shopee Live, and greet SPX couriers at the door. Malaysian brands and sellers align with our platform because our Shopee Guarantee, Shopee Mall, and 360 Marketing Solutions enable them to showcase how their values align with the values of our customers and are a force for social good,” explained Kenneth Soh, Head of Marketing at Shopee Malaysia.

Shopee Live Opens Up New Channel Opportunities at Scale

In 2023, Malaysians engaged with local influencer hosts 3.5 billion times on Shopee Live and the platform recorded 1 million local streamers registered since its inception in 2019. By investing in high quality studio production and KOL livestream services, increasing livestream touchpoints across the user journey, and offering in-stream tools to optimize livestreams for conversions, Shopee Live has become a key channel for discovery of locally made products.

Over the last 12 months, livestream orders surged by an impressive 500% compared to the previous year. The adoption of Shopee Live by new local sellers saw a remarkable ten-fold increase in sales and a sixteen-fold surge in orders compared to the previous year