Shopee Reveals How Influencer Communities Build Trust

 

30% of Malaysian Buyers Reaffirm Purchase Decisions Through Relatable Influencers

KUALA LUMPUR, 26 OCTOBER 2022 – Shopee, Malaysia’s leading e-commerce platform, studied the impact of Malaysian influencers on informing Malaysians’ purchase decisions online. Shopee’s marketplace study* examined the motivational structures of 2,459 buyers, consisting of Gen-Z (40%), Millennials (36%), Generation X (17%) and Baby Boomers (7%), in following influencers.

Five in ten of Malaysians relate most to micro-nano influencers with follower count under 500,000. The surveyed buyers find these influencers relatable because they occupy a niche in posting word-of-mouth recommendations to well-acquainted circles of interest. The degree to which Malaysians follow influencers in other tiers are spread: 25% like Mega influencers (over 1 million) and 22% prefer macro influencers (with 500,000 to less than a million followers). With the rise of influencers in Malaysia, 3 in 10 buyers want influencers to bond with them on a personal level so they can continue to stand out from their peers.

A third (30%) concede that they follow influencers to reaffirm their shopping choices before they purchase a product. 22% habitually follow influencers to stay on trend or to educate themselves, 21% find them relatable, 20% want to discover new things, and only 7% choose to follow them for their popularity. Across generations, Malaysians online want access to information that helps them shop smarter.

The most popular type of influencer content, according to a third (33%) of Malaysian buyers, are reviews, vlogs and unboxing videos. Unboxing has become a popular trend across e-commerce, particularly for Shopee livestream influencers, where they have the advantage of showcasing the full potential of products and demonstrating their effectiveness in action to their strong community of followers. It has become the most trusted way for them to share personal advice, get two-way feedback, and answer questions about the product directly with compelling proof.

Remaining buyers surveyed find inspiration in the following types of content: 20% watch DIY hacks, tips, and tricks, 19% feel rewarded by giveaways, special offers or contests, 15% discover new products or feature launch announcements, and 12% prefer interactive videos, livestreams and polls. Shopee brings communities together through content that entertains and for influencers to forge meaningful connections in real-time channels like Shopee Live.

“With many new sellers on the marketplace since the pandemic, buyers understandably are faced with more to choose from and more unknowns. Our influencers are a trusted community: Malaysian shoppers on our marketplace know the source, perceive them as fellow peers, and look to them to determine if they’re getting the best prices and whether they can trust user recommendations,” said Kenneth Soh, Head of Marketing Campaigns at Shopee Malaysia.

When Shopee asked 1,035 sellers what type of content they thought influencers should post on social media to help Malaysians shop smarter, 48% of sellers preferred influencers to post relevant and genuine reels and videos of their product. 24% wanted their products featured organically in engaging content, 15% wanted to see their products on influencer selfies, and 15% wanted influencers to give away their products in live interactions.

“We strongly believe that our community of influencers will help our sellers achieve sustainable growth because we see more Malaysians trusting them to inform their shopping decisions. Shopee Affiliate Programme, Shopee Influencer Marketing Programme, and Shopee Live are examples of how sellers can leverage trusted communities to cultivate more meaningful and loyal relationships online,” Soh added.

This study kicks off Shopee Malaysia’s November edition of e-commerce insights on how Malaysian influencers resonate with local audiences and how sellers can engage them to cultivate loyalty online. Further insights will be revealed on 2 November 2022. Shopee will level up these individuals by bringing the community closer through its Shopee Influencers Fest Countdown Party on 10 November 2022.

Malaysian sellers participating in Shopee’s 9.9 Super Shopping Day for the first time achieve over 5 times uplift in sales

 

Health & Beauty and Home & Living categories proved popular, with most buyers coming from areas including Johor Bahru, Kuching and Kota Bharu

KUALA LUMPUR, 19 September 2022 - Shopee continues to offer more value and fun for shoppers and sellers during its 9.9 Super Shopping Day. The start of the End of Year Sale season concluded on a high, with local sellers in Malaysia who were participating in Shopee’s 9.9 Super Shopping Day for the first time achieving an average sales uplift of more than 5 times on 9 September, compared to a usual day.

Health & Beauty, Home & Living and Mobile & Accessories emerged as the top categories sold during the shopping festival’s peak day.

Interestingly, despite the recent announcement that face masks are no longer mandatory indoors except in certain situations, masks were still one of the most sought-after products on 9 September. Treats and snacks for cats and storage products such as folding boxes, cake boxes and paper bags also proved to be a hit among consumers. The latter may be a sign that local sellers are preparing for anticipated orders in the coming months.

Those living in Johor Bahru, Kinta, Seremban, Melaka Tengah, Kuching and Kota Bharu were busy checking out their shopping carts during 9 September. These locations registered the highest number of orders in the country, outside of Klang Valley.

Meanwhile, live streaming continued to provide enjoyable and interactive shopping experiences to users. Within the campaign period from 26 August till 9 September, Malaysian shoppers spent over 2 million hours watching streams on Shopee Live. Buyers also had fun while shopping, with a total of over 24 million game plays on Shopee Prizes during the same period.

 

ShopeePay was also a preferred payment method for checking out by users when purchasing items on Shopee during the 9.9 Super Shopping Day. Within the first two hours of 9 September, there was a 9-times uplift for orders paid using ShopeePay, compared to an average day in the previous year. In the last two years since the pandemic, users are likely more accustomed to paying using cashless payments methods like ShopeePay for ease of use as well as value in terms of rewards.

 

ShopeeFood since starting in November 2021 has helped many users to connect with merchants that are both big and small through the integrated platform offered by Shopee. Micro merchants especially benefit greatly from the ecosystem as the platform helps merchants to expand their businesses in the post-pandemic period by connecting them to a large base of online users available on the Shopee mobile app.

 

This is evident based on the Top Dishes ordered by users during the 9.9 Super Shopping Day. Across all the five locations (Kuala Lumpur/Putrajaya, Johor, Penang, Sabah and Ipoh), most users took advantage of the great discounts and promotions to order their favourite local staples like Roti Canai, Satay and Nasi Ayam Penyet. Besides supporting local F&B merchants, users also ordered a high number of food items like Strawberry Chocolate Chip Almond Milk Frappe, Sushi, Matcha Boba Tea and Pasta based food items.

Kenneth Soh, Head of Marketing Campaigns at Shopee Malaysia said, “We’re really humbled to play a small part to help local sellers on our platform achieve a significant level of sales uplift during the 9.9 Super Shopping Day. We can see that our marketing tools and seller engagement features are empowering MSMEs to capture significant growth opportunities in the digital economy. Shopee is looking forward to continuing boosting their sales during the year end, while enabling Malaysians to enjoy the best savings on our platform.”

148% Boost in Affiliate Sales for Local Prepaid Sellers on Shopee

 

Malaysians help local sellers to drive tangible results with Shopee Affiliate Programme

The internet, social media, and affiliate market have changed dramatically over the past year. Enabled across the board and many product categories, the top three most popular products among Shopee Affiliates span across telco prepaid cards, followed by mobile phones and women’s watches.

Shopee witnessed a 148% year-on-year boost in local telco prepaid cards sold through the Shopee Affiliate Programme throughout Malaysia between January to August 2022 compared to last year. Between 1 July and now shows that local sellers selling prepaid cards have received a traffic boost of at least 6.1 million clicks from Shopee Affiliates.

According to Shopee, this trend aligns with market data towards an increase in millennial spending and telecommunication penetration rate. Users have become much more tech-savvy and are actively seeking services that suit their increasingly digital lifestyle, from how they reload mobile prepaid to how they pay their bills. This reflects the need for users to source more affordable and convenient alternatives in the market.

Huiyan Pan, Head of Brand Marketing at Shopee Malaysia, shared that telco prepaid cards are popular among Shopee Affiliates to promote and for industry players to keep ahead with more promotional activities. With many new channels evolving and affiliates thriving on their knowledge and influence over niche audiences, they have become an important channel to drive sales and awareness for sellers on Shopee.

“We want to open up more opportunities for affiliates to earn a side income by optimizing their social media following while increasing sellers' online sales. As the market continues to grow, the programme’s benefits are more apparent to sellers of all sizes, and we can expect to see more involvement of Shopee Affiliates in the coming years,” added Pan.

Shopee strives to empower affiliates to showcase their creativity and build authentic connections while helping local sellers grow their social presence and drive tangible results.

The Shopee Affiliate Programme is a free initiative for affiliates to earn cash incentives for every completed order via their personalized link. The programme currently serves as a means for non-Shopee shop owners to earn additional income from their social media followings.

Over 9,000 Malaysians Raise Funds for Environmental Sustainability with #ShopeeGivesBack

ShopeeGivesBack, Shopee’s long-term community initiative, has raised over RM48,000 from 1 May 2020 to 31 July 2022 for two Non-Governmental Organisations (NGOs) championing environmentally-conscious efforts in Malaysia. Over two years, WWF-Malaysia and Zero Waste Malaysia received donations from over 9,000 donors, including over 5,500 first time donors.

85% of the funds raised went to assisting WWF-Malaysia, a national conservation trust with more than 90 ongoing projects nationwide. Funds raised are used to safeguard some of Malaysia’s most iconic wildlife – including the Malayan tiger, Bornean elephants, Bornean orangutans and sea turtles – from threats such as poaching and habitat loss. WWF-Malaysia continues to address environmental issues to spread awareness, support education and research, and conserve the local landscape flora and fauna, water, soils, and other natural resources.

Across the two years, Zero Waste Malaysia received 15% of their total donations through #ShopeeGivesBack, supporting them in their efforts to go further in achieving their mission of building a waste-free and sustainable future for the nation. Zero Waste Malaysia advocates for sustainable development and aims to increase the local community’s awareness of sustainable living through education, resources, public engagement, and on-ground initiatives. In 2021 alone, Zero Waste Malaysia received 13% of their total donations through #ShopeeGivesBack.

Huiyan Pan, Head of Brand Marketing at Shopee Malaysia said, “Shopee is moved by the reception of the community in supporting the efforts of our NGO partners in contributing towards environmental change. We firmly believe that with greater awareness and support from shoppers on our marketplace, we can strike a balance towards building a long-term, sustainable future for the environment and the economy.”

“Shopee appreciates being able to play a part in WWF-Malaysia’s conservation efforts and is thrilled to hear about the efforts that have reduced 90% of snare encounters for the Malayan tiger. In 2020 and 2021, more fresh sightings of the tigers, including a mother and three cubs, were discovered in the Belum-Temengor Forest Complex,” Pan continued.

During Ramadan in 2021 and 2022, these two NGOs saw a collective month-on-month increase in donations of 85% and 113% respectively, from March to April compared to other months through #ShopeeGivesBack. Of the 1,400 donations received, WWF-Malaysia and Zero Waste Malaysia saw 1,000 first time donors donating during a time where generous Malaysians were giving back to communities and causes close to their hearts and values.

“The majority of our donations come from the public, hence the #ShopeeGivesBack platform has helped us reach wider audiences to raise the much needed public support that ensures the continuity of WWF-Malaysia’s vital conservation projects. WWF-Malaysia is also taking action to promote sustainable lifestyles and increase resilience to climate change through policy advocacy and conserving natural ecosystems,” said Helina Yow, Director of Partnerships, WWF-Malaysia.

#ShopeeGivesBack was launched on 1 May 2020 to help the underserved communities in Malaysia across four areas: underprivileged communities development, children and family services, health charities, and environmental charities. The platform provides Malaysians with an online avenue to support their favourite causes in the most convenient way. Shopee ensures that these NGOs have credible track records and are registered with the Registry of Societies.

Shopee Sees 14% Increase in Demand for Sustainable Household Products

 

Shop Green with Shopee connects users to shop sustainably and supports eco-friendly sellers

Shopee is spotlighting more local and sustainable sellers to offer the best value for eco-friendly products to meet demand as more Malaysians become increasingly environmentally conscious. According to Shopee’s data trends¹, users are searching for more eco-friendly household products such as solar lights, solar panels, and inverter air conditioners, with keyword searches higher by 14% between 1 January to 25 July 2022 compared to the six months prior.

Users want to trust that what they buy is sustainable and beneficial for long-term use. By introducing Shop Green with Shopee, users can reach out to more eco-friendly sellers, learn more about sustainable living and habits, and inspire others to take action for the environment.

The surge in demand for eco-friendly alternatives reflects Malaysians’ greater awareness and desire for sustainable living. During the first half of 2022 versus the second half of 2021, Shopee sellers saw demand increase for biodegradable items that help the environment like reusable bags and biodegradable plates (19%) and personal hygiene items such as natural deodorant, shampoos, and body soaps (33%).

Malaysian consumers’ desire to lead a sustainable lifestyle has created new market opportunities for local sellers, particularly in the wellness, cosmetics, and personal care industries. Shop Green with Shopee will enable sellers offering eco-friendly products to gain higher visibility and greater brand awareness.

Huiyan Pan, Head of Brand Marketing at Shopee Malaysia said: “Living sustainably means making greener choices today that will positively impact the environment tomorrow. While we see consistent and healthy demand for eco-friendly products in Malaysia, we will continue to work closely with sellers to offer users more affordable and responsible products.”

“Shop Green with Shopee is one way we are connecting users to sellers who have clearly stated their commitment towards environmental sustainability, identified as recycled or reusable materials, and are made locally in the spirit of minimizing carbon footprints.”

Shopee has an array of local eco-friendly sellers and product types spanning categories such as cosmetics and grooming, beauty and fashion, and household, among others. Products from brands include but are not limited to HYGR, The Hive, Minus Zero Waste, PYNGzerowaste, and Green Eco Paradise.

The local and popular eco-friendly seller, HYGR, shared the following perspective for being part of Shopee.

”With all the toxic chemicals found in products, the importance of eco-friendly products has never been crucial. We hope more Malaysians will spread awareness and educate one another on sustainable living. With Shopee as one of our partners, we can expand our customer base and encourage the community to go green.” said Ivor Lim Xian Z and Chew Hoi Meng, Founders of HYGR.

As more users continue to seek sustainable alternatives, Shopee will support eco-friendly sellers and their innovations that allow users to reduce environmental impact. Shopee hopes to connect users with more brand choices with a social impact mission and lean towards a more sustainable direction.

For more information on the Shop Green with Shopee initiative, visit https://shopee.com.my/m/shop-green-with-shopee.

#ShopeeGivesBack raised RM2.9 million to support underserved families

Donations to 40 NGOs sustains long-term community-building for B40

KUALA LUMPUR, 28 July 2022 - #ShopeeGivesBack, Shopee’s long-term community initiative, has collectively raised RM2.9 million across two years, through fundraising efforts with over 40 Non-Governmental Organisations (NGOs) to help underprivileged Malaysians in times of need.

#ShopeeGivesBack which launched on 1 May 2020 during the height of the COVID-19 pandemic, uses technology to help the underserved in Malaysia across four areas: underprivileged communities development, children and family services, health charities, and environmental charities. The platform provides Malaysians with an online avenue to support their favourite causes in the most convenient way. Shopee ensures that these NGOs have credible track records and are registered with the Registry of Societies.

RM2.1 million came through always-on platform donations as buyers shopped on a daily basis and made informed choices on which causes to donate to via the #ShopeeGivesBack dedicated microsite. 56% of donations raised through this channel went to B40 and community aid NGOs such as Pertubuhan Kasih Neelofa, Islamic Relief Malaysia, and Pusat Jagaan Nurul Jannah. 20% of the funds raised went to NGOs providing medical kits and mobile clinics during floods such as MERCY Malaysia. 14% of the donations assisted partners like UNICEF Malaysia in meeting critical needs of marginalised children and their families in Covid-19. 10% went towards environmental causes such as Zoo Negara, where the funds aid in the annual food, enrichment, and veterinary care of the animals.

RM800,000 was raised during special e-commerce campaigns helping targeted causes: Zoo Negara ticket sales for example raised over RM400,000 for animal welfare whereas over RM200,000 in flood relief funds (including RM100,000 matching contribution from Shopee) helped 1,300 families rebuild their lives after recent floods in Kedah, Kelantan, Selangor, Pahang, Terengganu, Johor, and Negeri Sembilan.  

Huiyan Pan, Head of Brand Marketing at Shopee Malaysia said, “Based on the estimates from our key community development NGOs, we would have provided food and essential supplies to over 3,000 families in dire need during the pandemic. Shopee is humbled to be able to obtain the support of our NGO partners and galvanise shoppers on our marketplace to contribute towards long-term sustainability of these communities.”

Pertubuhan Kasih Neelofa, Islamic Relief Malaysia, and Pusat Jagaan Nurul Jannah are #ShopeeGivesBack’s longer-term partner NGOs. These three NGOs raised nearly RM400,000 in food aid, essential needs and household products for B40 families and homes in Kuala Lumpur, Selangor, Perak, Kedah, Sabah and Sarawak.

“Pertubuhan Kasih Neelofa was moved by the kindness of Malaysians to aid the underprivileged communities that have been affected by various unfortunate circumstances. The #ShopeeGivesBack program has provided a platform for generous donors to pledge their support, and we are grateful for the trust Malaysians placed in us to give back to the needy,” said Noor Neelofa Mohd Noor, Founder of Pertubuhan Kasih Neelofa.

Malaysian online fashionistas celebrated endemicity in Boho-inspired style

 

21 per cent increase in Boho inspired clothings up to June this year with later trend shifting towards fall/holiday 2022 inspired jackets, skirts and pants on Shopee

KUALA LUMPUR, 21 JULY 2022 - Malaysians’ fashion purchase driven by the need to switch from casual to office wear post-pandemic? Shopee’s fashion purchase insight tells another story.

The trend shows that colourful Boho appeal which came back in Spring/Summer 2021 made it through Fall/Holiday 2021 and Spring/Summer 2022 on Shopee. However, it may be phasing out soon to make way for fall/holiday 2022 colour blocking.

Shopee’s data¹ revealed that Malaysians were buying 21 per cent more Boho² influenced clothing between 1 June 2021 to 30 June 2022.  

The trend, according to Shopee, gradually took over the more practical athleisure clothing starting from the first half of 2021 when sales for athleisure wear tapered off by 10.2 per cent compared to the same period the year before. This was the beginning point for colourful outerwears, peasant blouses, flowy maxi dresses and skirts, loose and lightweight button-down shirts with retro patterns, denims and slacks.

The height of this trend, according to Shopee users’ purchase insight came in the first quarter of this year when Malaysians were fulfilling their suppressed travel and leisure appetite with vacations, hang outs at cafes, shopping malls and more.

The total number of purchases for boho themed chino pants increased by 114 per cent, dresses 55 per cent and skirts 41 per cent compared to the same period last year.

Conversely, searches for lounge and sleepwear continue to drop.

With boho inspired style reaching its optimum point, Shopee Malaysia users’ purchase trend, in alignment with the global fashion trend, started to show a shift towards colour blocking.

Between March and May this year, as global fashion labels started to give consumers a glimpse into their upcoming fall/holiday 2022 collection which mainly consist of faux leather jackets, tank tops and mason pants, we see users starting to prepare their wardrobes to be on trend for the next half of the year.

Neutral, ivory and peachy beige colour palettes were gradually replacing the colourful boho-chic styles. This purchase pattern, according to Shopee’s consumers’ insight, had its beginning in the second quarter of this year.

Between April and June this year, Shopee users were starting to purchase 13 per cent more blazers and coats from the quarter before and this upward trend is expected to stay until the end of fall/holiday season 2022.

With the rise in demand for blazers and coats, Shopee also saw a 35 per cent increase in sales for undershirts between the first quarter and second quarter this year.

Consequently, demand for trousers – with fitted waists and wide hems — also saw a 10 per cent increase.

With the gradual transition between fashion trends, Malaysians are also seen to be buying new footwear to match.

Malaysians are seen purchasing sandals and mules to match their Boho influenced outfit while  loafers, high and low tops, stilettos and oxfords were purchased to gear themselves up to head back to their offices after a long hiatus. As such, these items saw an increase in demand and are replacing flip flops this year compared to last year.

According to Shopee, the buying behaviour observed is a sign that Malaysian online fashion shoppers are beginning to enjoy dressing on trend again. With Malaysia in the endemic phase, Malaysians are also bracing themselves for the cooler days ahead in their air conditioned offices after fulfilling their suppressed appetite for leisure and travel.