The 2022 Shopee Cross-border Sellers Conference concluded successfully, kicking off the second half of the year's peak season promotion

July 28, 2022, Shenzhen - Recently, the leading e-commerce platform Shopee successfully held the 2022 "Category Focus, Peak Season Attack" cross-border seller conference, officially opening the curtain of the second half of the peak season promotion. Many experts and senior managers of the Shopee platform appeared at the venue to discuss topics such as new changes in overseas expansion, new industry trends, category growth and preparation measures, and announced the 2022 second half of the peak season promotion calendar and gameplay. The event attracted tens of thousands of online viewers to watch the live broadcast.

Shopee's cross-border experts hold talks with category leaders

Driven by three major trends, cross-border e-commerce has entered the era of "intensive cultivation"

At the conference, Shopee combined platform data to deeply analyze the changes in the cross-border industry ecology: in the markets that Shopee mainly covers, e-commerce platforms have become popular with the rapid development of Internet shopping, and online shopping has gradually become the mainstream. Thanks to consumers' favor for e-commerce platforms, Shopee has insight into the new development trends in the market and the industry, and is driving cross-border e-commerce into the era of "intensive cultivation" .

● Trend 1: Regional purchasing power increases, high-quality products become new choices for consumers in online shopping

It is estimated that by 2030, the middle class in Southeast Asia will account for 67% of the total population; in the Latin American market, the wealthy/middle class with high spending power are also beginning to prefer digital consumption . According to Shopee data, the number of users who purchased at least once a month in Shopee Mall in 2021 increased eightfold compared to 2019;

● Trend 2: Platform search keywords show that consumer behavior is segmented and differentiated

According to Shopee data: vertically, consumers will add more function and scenario qualifiers when searching for products; horizontally, different markets show different preferences for the same product. For example, in the bag category, laptop bags are hot in the Singapore market, while Brazilian consumers prefer maternity bags.

● Trend 3: Platform sellers upgrade services to enhance consumers’ online shopping experience

Shopee data shows that cross-border sellers are constantly improving their service levels: in terms of shopping experience, the number of Shopee Live cross-border live broadcasts has increased by 170%; in terms of communication experience, more than 50% of cross-border sellers have a chat response rate of over 99%; in terms of logistics experience, cross-border sellers’ delivery time has increased by 20%, and the number of cross-border sellers using overseas warehouses has increased by 7 times.

Analyze the marketing layout during the peak season and gather the peak traffic of big promotions

With the arrival of the peak season promotion, in order to help sellers deploy marketing resources more freely, Shopee's cross-border online marketing experts, in-site advertising experts, and live broadcast and private domain operation experts gathered on site to hold a marketing roundtable discussion with sellers of various categories, and comprehensively analyzed the traffic layout strategy for the second half of the year:

● Preheating throughout the promotion and continuous exposure: In view of the differences in purchasing behaviors of consumers in different categories , such as "wandering and planting" and "clear-purpose", we use marketing tools such as in-site advertising, chat, and chat broadcasting to preheat the promotion, reach in-site traffic in advance, and efficiently accumulate momentum for the promotion;

● Seize the golden node and focus on layout: From the perspective of overall marketing layout, at the advertising level, we should focus our own resources on the main promotion period and the outbreak period, monitor the marketing effect in real time, expand keywords and adjust prices; at the traffic level, we can cooperate with        KOLs conduct live broadcasts to attract traffic and combine them with limited events to grab prime traffic;

● Cooperate closely with platform resources: Make full use of the platform's cooperative resource matrix, deploy channels such as Shopee x Facebook Advertising (CPAS) and Shopee Affiliate Marketing (AMS), optimize product image and carry out personalized display, accurately introduce off-site traffic, and promote efficient conversion of orders;

Focusing on category operations, four major venues decode the potential categories in the peak season

In addition to the main venue, Shopee has set up four special sub-venues for fashion, electronics, life, and fast-moving consumer goods, focusing on category operations. Many senior experts will provide targeted industry trend insights, excellent case teaching and practical operation skills to help sellers easily prepare for the peak season.

● Electronics : As a traditional strong cross-border category, the electronics category maintained a good growth momentum, among which the annual sales growth rate of the headphone subcategory exceeded 60% in some markets. As a "dark horse" subcategory in the first half of this year, the cross-border orders of smart monitoring equipment in the Brazilian site increased nearly 3 times compared with the beginning of the year;

● Fashion Special : The fashion category covers high-quality categories such as accessories, men's and women's clothing, shoes and bags. Taking women's shoes as an example, Shopee's cross-border women's shoes category maintained triple-digit growth in 2021. Among them, a cross-border seller of women's shoes joined the Nanning warehouse and made in-depth layout in the Thai market, which not only reduced logistics costs to 30% off, but also successfully exceeded 2,000 orders per day;

● Lifestyle special : Demand for outdoor sports, auto parts and other categories has picked up. In 2021, the order volume of outdoor sports cross-border sellers increased by 160%; auto parts, as another blue ocean category, attracted many sellers to enter the market. A cross-border seller focused on the Latin American market at the beginning of the year and achieved a 5-fold sales growth in just 6 months;

● FMCG Special : FMCG Special covers beauty and health care, maternal and child products and other sectors. Among them, color cosmetics, as a core category, has seen a 2-fold year-on-year increase in cross-border orders in the first half of this year; the skin care category has also seen a gratifying growth, with cross-border orders nearly 2-fold year-on-year in the first half of the year, making it an important growth point for cross-border sellers to expand in 2022.

Shopee 2022 Second Half Peak Season Promotion Calendar

The horn for the peak season promotion in the second half of 2022 has already sounded. Shopee will continue to provide more resources and services focused on refined operations to the majority of cross-border sellers to achieve every possibility of going overseas.

Finally, Shopee sincerely thanks the following co-organizers Skywin, Vinflair Express Limited, Wanse Supply Chain, and deep partners Keyouyun ERP, Leliao CHaT++, Huixiang Logistics, MC-TRANS EXPRESS CO, LTD, Kerry E-Commerce Supply Chain, Mancos Logistics, Haituotong Logistics, Taihao International, and Ethiopian Airlines for their support for this event.