Outstanding Performance of Local Brands & MSMEs at Year-End, Sales Increased Up to 7 Times at the Peak of the 12.12 Birthday Sale

Kapanlagi.com - The enthusiasm of the Indonesian people to participate in the year-end campaign series of Shopee known as the 12.12 Birthday Sale is immense. This campaign, which took place from November 15 - December 12, 2024, achieved outstanding performance for sellers. In this campaign, Shopee recorded a high transaction volume that also played a significant role in providing a significant increase for local brands and MSMEs, as evidenced by the increase in sales of local brands and MSMEs by up to 7 times at the peak of 12.12 compared to regular days.

Monica Vionna, Senior Director of Marketing Growth Shopee Indonesia stated that Shopee's success during the 12.12 campaign is inseparable from the extraordinary support of users, the dedication of local brands and MSMEs, and the collaboration of content creators who tirelessly prepare their best strategies.

"The results of the collaboration from the entire Shopee ecosystem made the journey of the year-end campaign 12.12 Birthday Sale very impressive and unforgettable in closing the year 2024," said Monica.

Year-end shopping trends at the peak of the 12.12 Birthday Sale campaign

Users flocked to a series of attractive offers on December 12, ranging from promotions for local brand products and MSMEs to the excitement of shopping through interactive features. This directly impacted the surge in orders, where many sellers recorded significant sales increases thanks to higher visibility for local brand products and MSMEs throughout the campaign.

This increase in shopping trends is also in line with the growing number of users utilizing this campaign to meet daily needs from local brand products and MSMEs across various categories. At the peak of the Shopee 12.12 Birthday Sale campaign, sellers and products in several categories also became user favorites, such as:

• Women's Tops and Bags also became the most favorite categories of local brands and MSMEs among users with an increase in orders of up to 7 times. Cardigans, Shirts, and Sling Bags successfully became the chosen local brand and MSME products as one of the options for year-end outfits.
• Demand for local products in the Facial Cosmetics and Perfumes & Fragrances categories also increased up to 11 times. Users began preparing for year-end celebrations, with Face Powder, Lipstick, and Eau de Parfum being the most purchased local products.
• People also took advantage of this moment to meet household needs, as seen from the Cleaning & Laundry category increasing up to 18 times. At the peak of the campaign, users took advantage of promotions to buy Dish Soap, Fabric Softener, and Detergent, which became popular local products in this category.

Maintain business sustainability & ecosystem engagement in 12.12 through interactive features

At the end of 2024, the interactive shopping style where seller and buyer interactions increasingly became the main attraction. This trend continues to increase as more buyers prioritize interactive and personalized shopping experiences.

To accommodate this need, Shopee continually develops various programs and features designed to create a dynamic ecosystem. Not only facilitating transactions, the programs and features introduced also focus on building closer relationships between users, sellers, and content creators.

Observing the massive trend of buying and selling online through live streaming, it is no surprise that Shopee Live continues to be a favorite feature for the entire Shopee ecosystem. At the peak of the 12.12 Birthday Sale campaign, Shopee recorded a more than 9-fold increase in Shopee Live transactions for local brands and SMEs, demonstrating user enthusiasm in utilizing this feature to meet their year-end needs while enjoying a shopping experience full of entertainment.

The excitement of the year-end shopping festival, which also marks Shopee's 9th birthday celebration, was also felt by content creators, where the number of clicks on the link of product recommendations from Shopee Affiliate saw a 5-fold increase at the peak of the campaign compared to last year. This indicates that more Shopee users are searching for and purchasing recommendations for local brand products and SMEs through engaging content from creators. The synergy of the Shopee ecosystem is clearly evident from the collaboration between sellers and content creators who are taking advantage of the year-end moment to maximize their joint potential.

Monica expressed her gratitude for the positive collaboration and the extraordinary trust from users, sellers, and creators within the Shopee ecosystem.

"Looking ahead, we hope Shopee can continue to be a loyal companion for local brands, SMEs, and the wider Indonesian community, to help them meet their needs, seize opportunities, and achieve sustainable collective growth," said Monica.

(Kpl/Gil)