Shopee 9.9 Super Shopping Festival drives more than 7 times growth in cross-border multi-category sales

September 13, 2022, China - Recently, the leading e-commerce platform Shopee announced that the first promotional event of the second half of the year, the 9.9 Super Shopping Festival, has come to a successful conclusion. Shopee has helped cross-border sellers achieve outstanding results with refined operation tools and services. On the day of the promotion, the number of cross-border multi-category goods sold increased by more than 7 times compared with normal days. Fashion accessories, mobile phones, tablets and accessories, home life, beauty, and women's clothing became the most popular cross-border categories. The Korean pop girl group STAYC performed exclusively on Shopee Live, further triggering a climax in traffic. During the promotion, Shopee Live's views exceeded 1 billion, attracting many young buyers to participate.

Behind the massive orders, consumer behavior is showing a trend of segmentation and differentiation

Shopee platform data shows that consumers' search keywords are becoming more and more segmented, and users have more precise demands for what they want. On the day of the big sale, consumers also added more qualifiers when searching. For example, for headphone products, keywords such as wireless headphones, Bluetooth headphones, gaming headphones, and bass headphones were among the top hot searches.

On the other hand, different markets also show differentiated preferences for the same product. Taking luggage as an example, there are obvious differences in the popular product types in each market. Consumers in the Singapore market prefer suitcases and computer bags, while consumers in the Philippines prefer handbags and wallets.

Insight into the new industry ecology, Shopee helps sellers to "cultivate carefully" and usher in growth

Changes in consumer behavior are driving cross-border e-commerce to transform from "extensive" to "refined". During this promotion, Shopee also continued to optimize services in terms of categories, markets, logistics, etc. to help sellers grow strongly:

● Focus on four major categories and efficiently reach potential consumers through all channels

Electronics: Most buyers of 3C digital products are male , and they have strong shopping purposes and spending power. Shopee search ads perform well in this category. Electronics brand Vention paid special attention to the use of "product search ads" during the promotion period. The orders generated by "product search ads" accounted for more than 72% of all advertising orders, driving the store's overall order volume to increase by 5 times.

Fashion category: Women are the main consumers of fashion accessories, clothing, shoes and bags. They like to try new products and are happy to get popular information and recommendations through various channels. Little Lady, a fashion accessories seller from Xiamen, relies on original jewelry design and leverages Shopee x Facebook ads (CPAS) to efficiently attract traffic. The advertising investment-to-production ratio on September 9 was as high as 16 times. Shoe brand Posee used the Shopee Live live broadcast function to attract consumers to interact and "shop". On September 9, the live broadcast had more than 30,000 views and the store's order volume exceeded 5 times that of normal days.

Lifestyle category: This category covers a wide variety of products. More buyers like to compare products in stores before placing orders. Shopee's contextual advertising has become a powerful means to reach such consumers. A Shenzhen seller who specializes in maternal and child products has effectively expanded its exposure through this advertising format, with overall exposure 4 times higher than usual, driving a 4-fold increase in orders.

Fast-moving consumer goods: Marketing methods such as social interaction are an important source of traffic for fast-moving consumer goods. Domestic beauty brands Focallure, PinkFlash and Sacelady continued to attract fans through the “Target KOL” function of Shopee Affiliate Marketing (AMS) during the promotion, and sold more than 250,000 items on the day of the promotion.

● Go deep into the target market and identify growth opportunities through localized product selection

Shopee not only provides sellers with professional team support around the four major categories, but also provides personalized product selection suggestions based on the characteristics of different markets and sellers themselves. At the same time, the platform integrates the hot-selling recommendations of the season, basic guidelines for new products, and selected product selection content in each market, providing sellers with a one-stop product selection guide sharing platform to help sellers keep abreast of the latest product selection strategies.

Taking fashion products as an example, Shenzhen Dongxin, a women's clothing seller, under the guidance of the cross-border team, independently designs and produces products that meet local needs based on the characteristics of different markets, based on factors such as design style, seasonal demand, and fabric size. During the promotion period, it mainly promoted brightly colored printed skirts in the Philippine market, and through ethnic women's clothing, it increased the number of orders in Malaysian stores to four times that of normal days.

● With the support of fulfillment warehouses at home and abroad, stable delivery capacity supports the consumption boom during the peak season

Logistics timeliness is an important part of improving consumer experience. During the promotion period, Shopee upgraded its service system for fulfillment warehouses at home and abroad to help more sellers deliver products to consumers at a lower cost and higher timeliness, ensuring smooth and orderly logistics during the peak season. Platform data shows that women's bag seller Quanzhou Ziyuan Shangyou took advantage of overseas warehouse resources and conversion advantages to stock up a large number of goods in the Philippines overseas warehouse, and continued to optimize the replenishment plan. The number of orders on the 99 promotion day increased to 10 times that of normal days.

As a leading e-commerce platform, Shopee has always been committed to helping sellers connect with local consumers efficiently. As the year-end shopping season gradually enters its climax, Shopee will continue to optimize the platform experience and provide consumers with more complete and refined operational services to create a better shopping experience.