Shopee, a leading e-commerce platform in Southeast Asia, said Tuesday it wrapped up its 9.9 campaign with a record 11 million items sold by micro, small and medium enterprises (MSMEs) in the Philippines, led by a sharp rise in video viewership.
“The success of 9.9 is not just about the numbers, but more about the dream of Filipino entrepreneurs,” said Vincent Lee, head of Shopee Philippines.
“We are driven to keep finding better ways for sellers and buyers to connect, whether through livestreams, videos, or affiliate, so MSMEs can reach more shoppers and grow in ways that are truly sustainable. That’s how we see our role in shaping inclusive progress in the digital economy,” he said.
Pet Supplies Express, a family-run business of two decades, expanded into e-commerce on Shopee in 2020. “Shopee is very easy to use, from posting products to running ads, kaya mabilis kami naka-adjust to online selling,” they said. Their sales jumped four times higher than usual during the 9.9 campaign, thanks to ads and rebates.
“What stood out for us is how Shopee checks in and guides us. You feel the support to help you succeed,” they said.
Shopee has led e-commerce in Southeast Asia since launching Shopee Live in 2019. In the Philippines, the platform has logged over 12 billion views in 2024.
It said that in this year’s 9.9 campaign, shoppers spent 1.1 million hours watching Shopee Live and Shopee Video, while 50 percent more MSMEs went live for the first time, a sign that livestream shopping is fast becoming a go-to way for small businesses to reach customers nationwide.
Shopee’s affiliate ecosystem is one of the largest in Southeast Asia, expanding by 250 percent annually. During 9.9, affiliates shared 2 million products and drove a 112-percent increase in participation versus last year, showing how more Filipinos are turning this into a steady source of income.
Beyond creators and influencers, affiliates now include livestream hosts, video creators, community leaders and even everyday shoppers who share links with their circles. This opens simple and practical ways for anyone to start earning online, the platform said.
Shopee said it empowers MSMEs, affiliates and Filipino shoppers by building stronger connections between sellers and buyers. With tools like livestream, affiliates, personalization and reliability features, Shopee helps small businesses reach the right customers faster.
These innovations are shaping the future of shopping: local, digital and inclusive, it said.
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