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In today’s competitive ecommerce landscape, attention is the new currency—and engaging content through video and influencers are just a few ways to earn it. To help brands stand out in scrolls, swipes, and split-second decisions, leading Singapore-based ecommerce platform Shopee is expanding its ecosystem. For starters, it’s introducing Shopee Video in Singapore and enhancements to Shopee Live to offer brands more impactful ways to engage shoppers. Plus, its robust Affiliate Marketing Solutions (AMS) programme empowers brands and KOLs to create authentic, content-driven experiences that do more than just sell—they spark connections, drive conversions, and build long-term loyalty.
To reaffirm its commitment to enhancing shopping experiences and delivering consumer value, Shopee highlighted its support for brands at the recent Brands Summit in Singapore. Themed ‘Winning Smart Shoppers: Riding on Tech and our Ecosystem to Drive Consumer Value’, the annual event, held on March 14 at Capella Singapore, brought together industry leaders to celebrate brand excellence. The event was also a platform to unveil Shopee’s strategic roadmap as well as empower the platform’s key stakeholders with suggestions on how to drive value. With a focus on strengthening partnerships, refining content strategies, and deepening customer engagement, the summit underscored Shopee’s role as a key enabler for brands navigating the evolving digital landscape.
A key highlight of the summit was a panel discussion featuring industry leaders who shared insights on the future of ecommerce engagement. Moderated by Geraldine Ho, head of marketing, Shopee Singapore, the panel included Kay Veloso, head of SEA integrated media & commerce for beauty & wellbeing at Unilever; Junn Wan Lew, head of marketplace, Evo Commerce, Stryv; Irene Ang, local celebrity and founder and CEO of FLY Entertainment; and Milky Li, co-founder of LiveLab. Together, they explored how brands can leverage Shopee’s robust ecosystem and evolving content strategies to forge deeper and more meaningful connections with today’s digital-savvy consumers. Key takeaways included the importance of personalised, authentic content, the growing impact of livestreaming and video commerce, and the need for brands to adopt flexible, data-driven approaches to optimise engagement and drive conversions.
The rise of video-driven commerce
As online shopping evolves, video content is rapidly reshaping the way consumers discover and engage with brands, moving beyond transactional experiences towards deeper connections and community engagement. Short-form videos and livestreaming have become powerful tools that blend entertainment with shopping, catering to consumers who crave interactive, real-time experiences.
According to Shopee’s recent study on shopping behaviours of gen Z consumers, eight in ten gen Z shoppers seek entertaining ecommerce experiences, while 44% of online shoppers engage with video content during their shopping journey. These insights underscore the growing need for brands to embrace video as a key differentiator in their strategy. Shopee is supercharging this shift, with features like Shopee Live already driving conversions. The introduction of Shopee Video in Singapore on March 13 further expands content-driven touchpoints to elevate the entire shopping experience, helping brands engage consumers on a deeper, more meaningful level.
Shopee Video is an in-app video-sharing feature that allows users to follow and watch their favourite creators while providing brands with an innovative way to connect with shoppers. Since its initial rollout in Indonesia in 2022, the feature has also been introduced in Vietnam, Thailand, the Philippines, Malaysia, and Brazil, with strong adoption across markets. Shopee Video not only enables brands to increase store visibility and showcase products in an interactive format, but also enhances engagement by simplifying product demonstrations and boosting conversions. Early data indicates that brands utilising Shopee Video have experienced a 15% growth in average daily orders, underscoring the potential of video commerce in driving sales.
Together, Shopee Video and Shopee Live offer complementary formats tailored to different stages of the consumer journey. Each format plays a distinct role: Shopee Live creates interactive, real-time engagement, while Shopee Video provides snackable, discoverable content that fuels product awareness and inspires purchase consideration—providing brands with a powerful, integrated approach to succeed in today’s ecommerce landscape.
Crafting impactful livestream strategies
Across Southeast Asia, brands are stepping up their livestream game with slicker productions, pro hosts, and data-backed strategies. And it’s paying off. Shopee Live has seen livestream sales and order contributions triple between 2023 and 2024. Regional viewership of livestreams is up 44% year-on-year, with Singapore alone seeing a 62% spike in engagement.
During the panel discussion, industry experts shared insights on the evolving role of livestreaming in ecommerce. Li from LiveLab highlighted how brands are shifting towards professionalised livestream setups, using in-depth data analytics to tailor content and enhance conversion rates. Across Southeast Asia, livestreaming has become a key influence in purchasing decisions, with 60% of consumers developing interest in products through livestreams and 40% making a purchase during the session itself—proof that audiences aren’t just watching, they’re buying.
Beyond boosting conversions, livestreaming is also emerging as a key lever for building brand authenticity and organic reach. Junn Wan from Stryv shared, “Livestreaming not only drives organic traffic to the store but also serves as a bridge between brands and customers, fostering real-time interaction. This engagement is crucial in building customer loyalty, which ultimately leads to higher conversions.”
Depending on their goals, brands can opt for in-house livestreaming for greater control, partner with agencies for expertise, or take a hybrid approach. Unilever’s hybrid strategy, which blends in-house efforts with agency partnerships, has contributed 29% of GMV in the FMCG category. By leveraging Shopee’s AMS and multi-channel networks, the brand has successfully optimised its livestreaming approach across different markets to maximise reach and relevance.
Strengthening KOL collaborations with Shopee’s AMS
When it comes to influence, reach means nothing without relevance. That’s why brands are leaning into Shopee’s Affiliate Marketing Solutions (AMS) — a powerhouse network of over 19 million affiliate partners across Southeast Asia. As Ang of FLY Entertainment puts it, aligning with the right KOLs—those who share your brand’s values—is key to building authentic, high-trust connections. With AMS, brands can gain insights into KOL engagement rates, audience demographics, and campaign performance to drive strategic partnerships that actually move the needle.
"A common misconception is that celebrities are too expensive for brand collaborations, but the reality is that partnerships today are far more flexible," said Ang. "In the past, brands would spend millions on celebrity endorsements before making a single sale. Now, with Shopee’s AMS, brands can strategically combine celebrity influence with KOL engagement, ensuring both brand association and direct conversions. The key is authenticity – when influencers and celebrities genuinely believe in a product, their recommendation carries more weight, building trust and driving stronger sales."
Successful KOL partnerships rely on a tailored data-driven approach that balances authenticity with scalability. While mega-KOLs can generate widespread awareness, micro-KOLs may be able to offer more niche engagement and stronger community trust. Many brands have found success by partnering with influencers who genuinely love their products, resulting in higher conversion rates and stronger brand loyalty. By combining KOL partnerships with Shopee’s suite of content tools, brands can create a more dynamic and engaging shopping experience for consumers.
As ecommerce continues to evolve, content and influencer marketing are no longer optional—they are essential. Shopee’s continued investment in Shopee Video, Shopee Live, and AMS reflects its commitment to empowering brands to harness the power of content-driven commerce. As the lines between content, commerce, and community continue to blur, brands that win will be the ones who create, connect, and convert all in one scroll. Shopee’s robust ecosystem and full suite of tools are built for that—and the future of ecommerce is already here.
Partner with Shopee to unlock the full potential of our content ecosystem—Shopee Video, Shopee Live, and AMS — to drive deeper engagement with your audience. Reach out to our Marketing Solutions team here to get started.
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