Cumulative views reach 4.8 billion! Shopee Live builds a high ground for cross-border traffic

On September 11, Shopee’s first promotional event in the second half of the year, the 9.9 Sale, came to a successful conclusion. Sellers and brands on the platform accelerated the pace of explosive orders in the second half of the year during the sale.

During this shopping carnival, Shopee Live showed amazing explosive power, with cumulative views reaching 4.8 billion, among which the number of cross-border live broadcast orders increased 20 times compared to usual days .

Obviously, the new model of live shopping is increasingly attracting Southeast Asian consumers , and various data also show that the Southeast Asian live e-commerce market has become a new blue ocean. Nowadays, many cross-border sellers have begun to rely on Shopee to complete cross-border live streaming to bring goods in order to seek rapid growth in their own business.

Southeast Asia 's $19 billion live e-commerce market has attracted a group of cross-border sellers

"Live streaming sales is an interesting marketing strategy for e-commerce sellers," said Winston Seow, chief marketing officer of Southeast Asian logistics company Ninja Van Group .

With the dividends of the development of the Internet , the new sales model of " KOL + live broadcast + product promotion " has emerged. With the strong interactivity and entertainment, live broadcast e-commerce has brought a new look to the traditional e-commerce market and has now become the new mainstream of China's e-commerce market.

The "live streaming trend" has naturally also spread overseas.

In recent years, many well-known foreign social media platforms and e-commerce platforms have launched live streaming sales functions, and there are also domestic platforms that have crossed the ocean and are eager to make a big splash in the European and American live streaming e-commerce markets.

However, they all failed, as European and American consumers failed to establish the consumption habit of "entertainment + shopping". It has become a consensus among many cross-border sellers that this model is not suitable for Europe and the United States.

Is live streaming e-commerce a unique model that can only be realized in the Chinese e-commerce market and cannot work overseas? No.

Let’s turn our attention to Southeast Asia: Similar to the European and American markets, Southeast Asia has a high Internet penetration rate; but unlike the European and American e-commerce markets, Southeast Asian consumers are very interested in live e-commerce. iabseaindia.com once reported that about 40%-63% of Southeast Asians have watched live broadcasts .

In this context, Southeast Asia's live e-commerce market has begun to unleash dividends. Omise data shows that Southeast Asia's live e-commerce GMV has grown by 306% annually, and the order volume has grown by 115% annually . It is expected that the market size will reach US$19 billion by 2023 .

Seeing this potential, MCN agencies have sprung up in Southeast Asia, the live streaming e-commerce market has become increasingly active, and several e-commerce platforms have also launched live streaming functions .

In March 2019, Shopee launched "Shopee Live " and launched the live broadcast function in Southeast Asia and Brazil. Thanks to the platform's original accumulated user pool, Shopee Live has gained huge traffic attention as soon as it was launched.

In the first year of launching the live streaming function, Shopee sellers have reaped the benefits: a new seller on the platform had almost no traffic before starting live streaming, but the traffic increased 40 times after the start of the live streaming; after a mature seller started live streaming, he had stronger exposure and more traffic, with the traffic on live streaming days being twice that of non-live streaming days .

Today, Shopee Live is gaining more and more recognition among Southeast Asian consumers. Not long ago, Southeast Asian anchor Dr. Richard achieved sales of approximately RMB 2.6 million in just 1.5 hours of live streaming on Shopee Live , setting a new record for Shopee Live. During last year’s 12.12 promotion, Shopee Live’s views exceeded 1.6 billion. During this year’s 9.9 promotion, Shopee Live’s cumulative views reached 4.8 billion, setting a new record.

Nowadays, more and more domestic brands are taking advantage of Shopee Live to capture growth . Categories such as mobile phones, tablets and accessories, women's clothing, home life, beauty, and fashion accessories continue to be hot-selling, among which beauty sellers are making a lot of money.

Chinese cosmetics gather at S hopee Live , making the dream of becoming the best-selling brand in the category come true

For beauty products, Southeast Asia is undoubtedly a "fertile ground".

According to a report by Statista , Southeast Asia has been listed as a "future market" that the global cosmetics industry will focus on developing . It also predicts that the revenue of the Southeast Asian beauty and personal care market will reach US$30.48 billion in 2023, with a compound annual growth rate of 3.45% from 2023 to 2028 .

Under this temptation, many domestic beauty brands have set their sights on this piece of cake and have successively entered the market through Shopee .

In 2020, Perfect Diary took advantage of Shopee to conquer Southeast Asia. One year later, it topped the makeup sales list in Singapore and Vietnam . In addition, it ranked first in the lip makeup category in Malaysia and the loose powder category in the Philippines . In just one year, it became the sales champion in multiple subcategories. Joining hands with Shopee to go global is undoubtedly one of the right decisions made by Perfect Diary .

In the same year, Colorkey also announced its entry into Shopee. Taking advantage of Shopee’s 12.12 promotion that year, Colorkey became a huge hit, with the total number of orders increasing nearly 100 times compared to usual times, and the sales on the same day increasing about 64 times compared to usual times. During the promotion period, the number of store fans increased to three times the original amount.

Sacelady also used Shopee to realize its bet on the potential e-commerce market in Southeast Asia . Its sales increased fivefold in two months , from "planting grass outside the site" to "pulling grass inside the site" , and its brand barriers were strengthened .

In addition, domestic beauty brands such as O.TWO.O, Huaxizi, and Juduo have also entered the market through Shopee , encircling the lucrative beauty market in Southeast Asia.

As competition intensifies, these beauty brands have to start looking for new ways to grow their business. At this time, the emergence of Shopee Live has allowed sellers to see more possibilities.

“Anyone who works in the beauty and cosmetics industry cannot ignore live streaming,” said a beauty and cosmetics seller.

Compared with other products, the beauty category has a higher demand for live streaming, because live streaming can directly break down the barriers between products and consumers. The visual presentation feature allows consumers to more intuitively feel the effects on their faces. While enhancing the persuasiveness of the product, it also increases consumer loyalty to the brand. In addition, live streaming can also bring higher instant transaction rates.

Focallure has cooperated with live streaming in Shopee promotions many times to achieve a surge in orders: During the 9.9 promotion in 2022, Focallure's total site-wide order volume was close to 100,000, of which key markets Vietnam and the Philippines received 80,000 orders; in the same year's 10.10 brand promotion, sales exceeded 80,000 again; and during this year's 9.9 promotion, Focallure's full-site live streaming sales exceeded 61 times that of normal days .

Shopee Live has a huge traffic pool, and sellers’ sales have increased 20 times

Beauty makeup is naturally suitable for live streaming, but beauty makeup is not the only thing that can be used for live streaming.

In addition to beauty products, sellers in other categories also reaped great benefits from Shopee live .

During the live broadcast of the shoe brand POSEE on Shopee, the number of viewers for each live broadcast exceeded 100,000. During the 315 promotion last year , the number of viewers for POSEE's live broadcasts on each site of Shopee Live exceeded one million. In the just-concluded 9.9 promotion, it also received good news of a surge in orders thanks to the live broadcast of the entire site . It is reported that the orders received by POSEE live broadcast accounted for more than 15% of the total orders , and the sales of live broadcast exceeded 20 times the usual day.

Electronic accessories brand Vention uses Shopee Live to broadcast live three times a week , which continuously brings traffic to the store. In the four years since it was launched on Shopee, Vention's daily order volume has stabilized at more than 2,500 , and during the promotion period, it has received more than 10,000 orders per day. In terms of daily traffic generation , Vention has also accumulated a group of loyal brand consumers with a frequency of more than three live broadcasts per week .

More sellers are experiencing explosive sales through Shopee Live . Some sellers have increased their daily shipments sixfold , and some have even increased their daily shipments from 3 pieces to 500 pieces, a crazy increase of more than 160 times .

There is a reason why Shopee Live is trusted by more and more sellers.

Strong traffic, high conversion rate, and strong user stickiness. Colorkey said, "Platform traffic, user attributes, and platform support policies are the most important reasons why we chose Shopee Live."

At the same time, Shopee's emphasis on its live streaming function has also made more sellers feel at ease. Colorkey said that during the use of Shopee Live, the platform will provide some additional support or resources to optimize live streaming activities, such as live broadcast version position promotion, coupon distribution, etc., which can promote order conversion. Sacelady also said that the support provided by the platform has a significant effect on order completion.

More importantly, compared to live streaming sales on social media platforms, Shopee Live can achieve a closed loop. Consumers can be attracted to products in the highly entertaining live broadcast room and can place orders directly without jumping to other third -party platforms. The entire link is very smooth. Sacelady said that the target audience can jump to the Shopee store to understand the product features more intuitively, and better answer users' questions.

On the buyer side, Shopee Live is increasingly becoming a trusted purchasing channel. Based on this, more and more cross-border sellers and KOL influencers from Shopee Affiliate Marketing (AMS) have joined the live streaming ranks. Sellers of various categories have achieved a comprehensive performance boost by leveraging the heavy incentives of live streaming on the platform .

The traffic highland created by Shopee Live has now become a new source of growth for sellers. Brands such as Sacelady and Colorkey also stated in interviews that they will continue to use Shopee Live to promote and sell products in the future.

In order to help more cross-border sellers to expand overseas easily, Shopee has officially launched the Ten “All” and Ten “Free” Plan for New Sellers, which is a heavy incentive plan under the “self-operated model”! The Ten “All” refers to the full opening of the top ten first stations, and the Ten “Free” includes a total of ten free incentives including three months of commission, free turnover, and free traffic. Scan the QR code below or click the Shopee official link to participate in this plan. Shopee will guide new “self-operated” sellers from 0 to 1 to settle in Shopee and gain traffic!

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