Shopee is expanding its content creator network as it prepares for its annual 11.11 Mega Pamasko Sale on Nov. 11.
The leading e-commerce platform in Southeast Asia reports significant growth in its creator ecosystem, noting that content creators are key to enhancing the shopping experience through honest product reviews and personalized recommendations.
According to Kantar 2023 “Philippine Media Landscape” report, 60 percent of Filipino shoppers have made purchases based on creator recommendations. Shopee’s Affiliate Program enables registered creators to earn commissions by promoting products, strengthening consumer trust in the process.
Sharlaine Andal, a Shopee Affiliate, began sharing Shopee purchases on social media to redecorate her room and soon joined the program.
“I get to share quality items from Shopee with my followers and earn a commission,” Andal said.
In the past year, Shopee’s Affiliate Program has expanded with nearly 600 percent growth in new affiliates, supporting millions of transactions through creator-driven campaigns. The program contributed significantly to Shopee’s recent 9.9 sale.
To increase creator engagement, Shopee introduces Shopee Live and Shopee Video. Shopee Live, a widely used interactive shopping tool, has seen a 60 percent viewership increase in 2024. This feature allows creators to connect directly with their audiences by showcasing products and boosting viewer interaction.
Shopee Video, on the other hand, is a recent feature that allows creators to produce content that remains accessible for longer periods. According to Shopee, this platform has boosted brand visibility and consumer interaction, with orders on Shopee Video increasing six-fold during the 9.9 sale.
Among the program’s success stories is beauty creator Maria Jhazelle, known as callieszn, who gained over 1.1 million followers and doubled her earnings in 2024. By hosting interactive streams, she increased daily sales by 62 percent.
Fashion creators are particularly impactful in easing consumer concerns about sizing and fit, a key factor in online apparel shopping. Shopee’s efforts to foster trust in this area saw a 140 percent increase in fashion orders during the 9.9 sale, with creators offering product demos and reviews.
The platform’s fashion offerings include brands such as Cole Haan and Forever 21, as well as emerging labels like Lovito and Tala by Kyla. Shopee’s tools like Shopee Live and Shopee Video help consumers visualize items, strengthening shopper confidence.
Shopee’s creator programs highlight the shift towards content creation as a cultural trend. With e-commerce in the Philippines expected to reach $30 billion by 2027, Shopee sees this as a moment for creators to leverage increased shopping activity, particularly during the holiday season.
As part of its 11.11 Mega Pamasko Sale, Shopee will offer exclusive deals, including “Rush Deals” at key times, 70 percent off discounts, and free shipping. Consumers can access these offers through the Shopee app and participate in games like Shopee Shake for a chance to win Shopee Coins.
