Trends & Innovation

Shopee: Localizing Ecommerce in Southeast Asia and Taiwan

Brand strategy briefing


Shopee is an online shopping platform in Indonesia, Taiwan, Vietnam, Thailand, the Philippines, Malaysia and Singapore. It is operated by Sea Ltd, an internet platform company that also runs digital entertainment platform Garena, and digital financial service AirPay.

Shopee prides itself on being extremely localized for each of its markets, providing buyers and sellers with an easy, secure and hassle-free online shopping experience through strong payment and logistics support. It offers a wide selection of products, ranging from consumer electronics, health and beauty, fashion, toys and baby products to home and living.

What you'll learn

  • Shopee’s differentiation strategy
  • Shopee’s 9.9 Mobile Shopping Day
  • How it measured the success of its campaigns and strategies, and overcame obstacles
  • Valuable takeaways from Shopee’s experience

Table of contents

1. Introduction

  • About Econsultancy

2. Shopee's strategy

3. Revenue model and 9.9 Mobile Shopping Day

4. Nurturing the industry and its people

5. Measuring success and moving forward


  • Pdf Disabled Shopee: Localizing Ecommerce in Southeast Asia and Taiwan (1.2 MB PDF)

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