KUALA LUMPUR: A study conducted by Shopee has found that celebrity and influencer-owned brands had a 59 per cent year-on-year (y-o-y) growth in revenue from October 2021 to September 2022 compared to the year before.
In its latest “Shopee Super Awards 2022 Milestones” study, Shopee said that Malaysian celebrity and influencer-owned brands are gaining greater visibility in an increasingly saturated e-commerce landscape.
The e-commerce platform said Shopee Celebrity Squad sellers actively engage with their viewers on livestream by offering interactive content, bringing a more personal touch to their audience.
“Sellers that conduct livestream sessions had over 166,000 cumulative unique viewers joining the sessions and over 20,000 peak continuous users watching the stream at any one point of time, over the past year,” the report said.
Shopee also hosts weekly exclusive launches for Shopee Celebrity Squad brands every Sunday, where the celebrities and influencers have a dedicated platform to showcase their new store or latest products to new and existing audiences.
Through these launches, buyers feel excited to be one of the first to know about and purchase their favourite personality’s new releases on the microsite and receive better brand experiences when tuning into their live streams, Shopee said in a statement today.
Through the strategic plan, these brands also saw 55 per cent y-o-y growth in orders as a testament to their efforts, it said.
Shopee Malaysia head of marketing campaigns Kenneth Soh said as the retail sector opens up with the loosening of pandemic restrictions, Shopee’s community of local celebrities and influencers have innovated their marketing tactics using technology to reach their audiences online.
“Shopee Celebrity Squad brands have about 80 per cent Big Sale Campaign participation rate throughout the year in their commitment to strengthen their online presence.
“It is estimated that one in four users claim vouchers with these brands during Big Sale Campaigns. We hope to continuously empower our Shopee Celebrity Squad by connecting them to new users in Shopee’s growing and highly-engaged online community,” said Soh.
Shopee said the platform will continuously encourage Shopee Celebrity Squad sellers to innovate and produce new brand experiences for their buyers through various in-app functions.
It added that Shopee will be recognising and celebrating the best and brightest Shopee Celebrity Squad members of 2022 at the upcoming Shopee Super Awards on Dec 15, 2022. — BERNAMA
