Age: Mainly 18–35, younger and active generation

Regions: Not only big cities (Hanoi, HCMC), but also rural and suburban areas like Binh Duong, Da Nang, Nam Dinh, etc.

Shopee Mall is a feature on Shopee where large brands and retailers (like Samsung, Unilever) can sell authentic products.

Shopee Mall is not just an online selling space but also offers consumers a safe shopping experience with consumer protection policies and a commitment to product quality.

Ensured product quality: Shopee Mall focuses on well-known and high-quality brands, attracting customers who seek authentic products.

Strong advertising strategy: Shopee Mall is heavily promoted through large marketing campaigns, creating trust and attracting a large customer base.

Consumer protection policies: With refund policies and payment protection, Shopee Mall offers peace of mind for consumers

Increased reliability: Customers feel more confident shopping online knowing they won't lose money if the product doesn't match the description.

Long-term trust: When customers feel protected, they are more likely to return for future purchases, enhancing brand loyalty.

As one of the biggest shopping events of the year, Shopee launched a large-scale multi-channel media campaign, offering millions of discount vouchers, free shipping, and gifts to attract users.

Participating sellers received support in smart pricing strategies, advertising, and customer service to drive traffic and boost sales.

Shopee hosted extended interactive livestreams featuring influencers to help users hunt vouchers and enhance real-time engagement.

Deep discounts and free shipping up to 500,000 VND/day for orders from 100,000 VND, with special check-in hours (0h, 9h, 12h, 21h) designed to create urgency and stimulate purchase behavior.

As Shopee’s year-end mega event, 12.12 featured aggressive promotions and exclusive ShopeePay payment incentives.

ShopeePay introduced attractive offers, including:

• Voucher combos worth up to 120,000 VND

• Coin cashback up to 1.2 million Shopee Coins

• 50% off for in-store “Scan & Pay” (capped at 120,000 VND)

• Multiple FreeShip Xtra codes and wallet-exclusive vouchers

Users enjoyed exclusive livestream-only deals and interactive voucher hunts.

Flash Sale is a short-term promotion or limited-stock event designed to create urgency and excitement among buyers.

Shopee organizes Flash Sales during fixed “golden time slots” (midday, evening, midnight) aligned with consumer shopping habits.

Sellers can either create their own Flash Sales or participate in official Shopee-led campaigns.

These campaigns are enhanced by discount vouchers, countdown reminders, and one-click checkout, offering a seamless and efficient buying experience.

Increasing product visibility, reaching the right audience, and boosting conversion rates through keyword and behavior targeting.

Sellers can also flexibly manage budgets and only pay per click, enabling smaller shops to compete with bigger ones by securing prominent placements.

Analysis by UpBase shows that Shopee Ads play a crucial role in revenue growth, especially during promotional campaigns and livestreams.

Optimizing ad strategies can help sellers achieve 20–30% revenue growth.

Shopee organized 9 million livestream sessions in 2024, attracting a total of 260 million watch hours across Shopee Live and Shopee Video.

The number of first-time buyers through Shopee Video increased by 101 times, and orders via this feature rose 185 times.

Shopee’s revenue reached USD 4.3 billion by Q3 2024, a 30% year-on-year increase, with livestreaming being one of the key drivers of growth.

Shopee supported over 350,000 local sellers in expanding to the ASEAN market, with monthly revenue from livestreams growing by 20–30%.

Quality Control: As an in-house courier, Shopee Express (SPX) easily controls delivery times — 1-3 days in major cities.

Cost Savings: The in-house system reduces reliance on third parties, optimizes resources, and lowers shipping costs.

Standardized Processes: SPX operates alongside modern hubs/shipping centers, integrating detailed operations.

Peak Season Speed: During largesales events (9.9, 11.11, etc.), SPX ensures quick handovers, scanning, andsorting to minimize congestion.

Shopee’s ao dai sales reached VND 190 billion in just four weeks before Tet 2025, proving the power of AI in accurately targeting demand.

Big Data also helps Shopee capture market trends—like Tet gift baskets or home appliances—ensuring users always find the right product at the right time.

From 2019 to 2022, ShopeePay experienced strong growth, with revenue increasing from over VND 3,000 billion to approximately VND 7,100 billion in 2022.

In 2023, revenue reached nearly VND 6,100 billion, and ShopeePay reported a profit of VND 100 billion — the highest in the past five years.

Broadcast live videos to introduce and demonstrate products (via mobile app or by connecting PC + OBS) .

Pin selected products during the livestream (typically 5–10 featured items)

Engage in real-time interaction: viewers can comment, ask questions, follow, share, apply vouchers/freeship codes, and click “Buy Now” directly on the stream

Use interactive tools: such as pinned products, discount vouchers, minigames, coin drops, and gift pop-ups

Receive post-livestream analytics: including total views, average watch time, conversion rate, and revenue to help sellers optimize future streams

Before Tet 2025, Shopee Live attracted 2.9 billion views, highlighting the strong appeal of livestream shopping.

In 2024, Shopee users in Vietnam spent a total of 260 million hours watching livestreams and videos, reflecting high user engagement on the platform.

Boosts engagement through real-time interaction, building trust between sellers and buyers.

Drives sales with exclusive livestream promotions and limited-time deals.

Cost-effective marketing tool to reach a wide audience and grow brand awareness.

Leverages KOLs/KOCs to create authentic content and expand customer reach.

Enhances personalization by using AI to recommend products during livestreams.

Shopee employs a multi-channel customer service model that integrates both automated and human-assisted communication methods to optimize responsiveness and issue resolution efficiency.

The 24/7 chatbot system supports customers with basic inquiries such as order tracking, refund status updates, and return policy clarification.

In addition to chatbot services, Shopee also provides live chat support from customer service representatives, a hotline, and an email system for more complex issues such as transaction disputes and escalated complaints.

Defective, damaged, wrong, missing, or misdescribed items

Item not received

“Change of mind” is accepted only for Shopee Mall orders from June 19, 2025 onward. For regular shops, Shopee no longer supports this reason to reduce abuse and cut operational costs.

ShopeePay Wallet: within 24 hours

Credit/Debit Card: within 7–14 business days (depending on bank)

SPayLater: within 24 hours

As of Q4/2024, refund requests accounted for approximately 3.2% of total orders, with 91% of such requests resolved successfully within three business days (SEA Group, 2025).

An internal survey by Shopee Vietnam revealed that 67% of buyers continued shopping on the platform after receiving timely refunds.

Consumers who purchase counterfeit items from Shopee Mall are eligible for compensation up to 200% of the product value.

Shopee deploys artificial intelligence (AI) to detect and remove listings that violate authenticity guidelines.

Protecting vulnerable consumer groups and personal data privacy.

15-day return policy, including “change of mind” for Shopee Mall items, with free return shipping in many cases.

Open-box inspection policy before accepting delivery.

Shopee holds transaction funds until the buyer confirms satisfaction or the complaint window closes.

Secure payments with OTP, 2FA, and 3DS authentication.

Strict measures against counterfeit and fake products.

24/7 multi-channel customer support (chatbot, hotline, email).