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Shopee Marketing Strategy

Updated: Aug 21, 2021

Sea Limited, the parent company of Shopee, was founded in 2009. It started out as online gaming company Garena, and it didn’t jump into e-commerce only until 2015.

Shopee was launched in 2012, and Lazada was already a leading e-commerce platform in the region when Shopee first entered the market.



  1. However, Shopee quickly went from being a new entrant to taking the crown as the most-visited e-commerce platform in Singapore by the second quarter of 2020.

  2. The company saw an 82 per cent increase in the number of users from the first to second quarter of 2020, gaining nearly an additional five million in average visitors.

  3. The surge in the number of visits was also potentially driven by its strong promotional efforts through initiatives such as the 4.4 flash sale and Super Mart Month during the circuit breaker period.

  4. Although Shopee was a latecomer to the game, we take a look at how it has managed to overtake Lazada and climbed its way to be the top in Singapore.



According to a study by Google and Temasek, SEA’s average usage of mobile internet is the highest among regions (3.6 hours per person a day).

Shopee also noted that mobile — not desktop — is the main battleground for e-commerce in the future. Moreover, app users tend to be more loyal and spend more money per order than web users.


In fact, Shopee observed last year a 40 per cent increase in the time users spent in-app per week. This is a testament to Shopee’s ability to provide more than just transactional shopping experiences.


If you need assistance to get your shop onboard the e-commerce platform, you can book a session with our consultant



In the third quarter of 2020, Shopee continued to record strong momentum, as it ranked first in the Shopping category by downloads, average monthly active users, and total time spent in-app on Android in SEA and Taiwan, according to App Annie.

  • Campaigns Featuring Relatable Icons Shopee’s 9.9 shopping event in 2019 featuring Cristiano Ronaldo and Baby Shark saw three times more orders than the year before.


  • The soccer star was seen dancing to a remix of the viral children’s song while swiping on Shopee’s mobile app in the company’s advertising campaign.