Shopee’s 9.9 Super Shopping Festival Heats Up, Shopee Live Broadcast Sells 9 Million Products in Just 3 Minutes at the Opening
On September 11, 2024, China—The Shopee 9.9 Super Shopping Festival in Southeast Asia concluded successfully. Within just 3 minutes of the opening, Shopee Live sold 9 million products. The cross-border business remained impressive, with orders in strong categories increasing to five times the usual daily volume. New sellers rapidly emerged, with standout performance in categories such as laptops and knitted sweaters, where new seller orders soared to ten times the daily average. On the day of the promotion, the volume of orders fulfilled by localized sellers increased to four times the daily average. The influence of domestic brands steadily grew, with cross-border Shopee Mall orders reaching four times the daily average. Mobiles, tablets and accessories, beauty products, women’s clothing, home living, and fashion accessories topped the cross-border bestseller lists.
The potential for consumption was fully unleashed, with content and logistics acting as ‘accelerators’ for exploding order volumes.
During the promotion, Shopee’s content ecosystem demonstrated strong sales-driving capabilities: on the day of 9.9, cross-border live broadcasts by MCNs increased ninefold, with high-quality MCNs selected by the platform helping a massive number of sellers achieve both traffic and orders. Meanwhile, Shopee Video short videos became a new trend, with platform-wide short video sales increasing sixfold and cross-border short video orders growing eightfold. The beauty brand Carslan, before the promotion, previewed its live broadcasts across all channels, increased the length of the live broadcasts on the day of the promotion, and intensified ‘live advertising’ placements, effectively using ‘live special prices’ in the live room, coupled with platform coupons, significantly increasing user purchase intentions, ultimately achieving a sevenfold increase in live broadcast orders, while short video orders surged twentyfold, bringing a fivefold increase in store followers.
Furthermore, Shopee’s continually upgraded logistic fulfillment services also boosted the competitiveness of sellers. Under the support of Shopee’s official end-stage ‘Ultra-Fast Delivery’ and ‘Next-Day Delivery’ services, the conversion rate of single site products increased by over 80%. The emerging beauty brand INTO YOU took advantage of Shopee’s localized fulfillment services, pre-stocked overseas warehouses for more efficient fulfillment experiences to inspire consumer enthusiasm for ordering, and carried out comprehensive content marketing through round-the-clock live broadcasts and short videos, driving a dramatic increase in order volume on the day of the promotion to eleven times the daily average.
Four major categories soared together, igniting a strong start to the peak season:
- Electronics: Southeast Asian consumers showed high enthusiasm for cross-border electronics, using the 9.9 promotion to upgrade their electronics: demand for mobile tablets, computer monitors, surveillance cameras, and other categories reached new heights, with orders on the day of the promotion reaching five times the daily average. The global high-quality intelligent charging brand ANKER, which primarily sells mobile power sources, chargers, and data cables, continued to leverage Shopee Alliance Marketing (AMS) for efficient conversion through seeding, selecting appropriate KOLs through the promoter platform, effectively enhancing the brand’s visibility and user purchase intent both on and off the platform, with AMS orders on the day of the promotion reaching sixteen times the daily average.
- Fashion: Daily commuting and office needs drove the demand for sports shoes, suitcases, computer bags, suits, and other categories, with seasonal items like knitted sweaters and hoodies becoming consumer trends, with orders increasing to four times the daily average. The bag brands BOSTANTEN and MOSSDOOM, in conjunction with the ‘Store Live + Talent Live + Short Video’ content marketing matrix, achieved efficient traffic attraction, with short video orders on the day of the promotion surging eighteenfold and live broadcast orders surging ninefold, bringing a sixfold increase in store followers during the promotion period.
- Fast-moving consumer goods: While continuously hot-selling categories such as makeup, skincare, beauty tools, and personal care products remained popular, an increasing number of Southeast Asian consumers focused on health and wellness, driving sales in medical care, health foods, and other categories. The emerging contact lens brand Kilala, through the Chinese Seller Center, easily launched placements on Shopee x Facebook ads (CPAS), continuously bringing in high-quality off-site traffic and accurately converting local consumers, driving growth across sites, with CPAS sales on the day of the promotion exceeding seven times the daily average, and the CPAS production-to-consumption ratio reaching twenty-three times the daily average.
- Lifestyle: Outdoor sports equipment, household daily necessities, and other strong cross-border categories continued to be hot-selling items. Additionally, as Southeast Asian consumers increasingly pursued quality living, demand for interest and entertainment products like vinyl records and collectibles soared, with orders increasing to four times the daily average. The high-quality life paper brand Botare, during this 9.9 promotion, fully leveraged both on-site and off-site traffic, strategically attracting new customers and traffic before the promotion, and achieving explosive growth on the day of the promotion, with both ad sales and order volume reaching five times the daily average.
More and more cross-border sellers and brands are achieving rapid growth through Shopee’s super promotions. As consumer shopping enthusiasm in Southeast Asia and Latin America continues to climb towards the end of the year, Shopee will continue to optimize platform services and the ecosystem, creating a higher quality experience for consumers and pushing sellers’ overseas business to new heights.
