As it celebrates its 10th anniversary, Shopee is looking back on a decade defined by growth, inclusion, and opportunity—one powered largely by micro, small, and medium enterprises that have embraced the digital economy.
To mark the milestone, the platform released its first-ever impact report, Shopee: A Decade of Impact for Sellers, alongside a new regional docuseries, Shopee: Keeping Cultures Alive, highlighting how online entrepreneurship has transformed livelihoods and preserved local heritage across Southeast Asia, Taiwan, and Brazil.
Since launching in 2015, Shopee has positioned itself as a gateway to the digital economy for millions of local businesses. Over the past ten years, MSME sellers on the platform have generated more than US$270 billion in total sales, a figure that underscores how e-commerce has reshaped access to markets and accelerated business growth at scale.
The number of MSMEs joining Shopee has doubled on average each year, with around 80 percent of these sellers operating outside capital cities—using the platform not only to reach customers in their immediate communities, but also to tap into regional demand.
Access to technology has gone hand in hand with skills development. More than 7.6 million MSME sellers have participated in Shopee University programs to date, benefiting from over 1,500 online learning modules and in-person workshops held across 318 cities in Southeast Asia and Taiwan.
These initiatives have helped sellers build confidence in digital tools, marketing, and operations—capabilities that are increasingly essential in today’s online-first economy.
“The past decade has been a time of tremendous change as the digital economy opened new opportunities for people and businesses everywhere,” said Terence Pang, Chief Operating Officer of Shopee. “We are deeply grateful to our community of MSME sellers who first kickstarted their online journey 10 years ago on our platform, and continue to partner with us as they grow and unlock greater success through e-commerce.”
As buyer behavior evolved, MSMEs adapted by embracing Shopee’s content-driven commerce tools. Features such as Shopee Live and Shopee Video have allowed sellers to engage customers in real time, turning discovery into conversion through more interactive experiences.
Since the launch of Shopee Live, MSME sellers have recorded an average annual increase of more than 300 percent in live-stream orders, reflecting how content-led selling has become a powerful growth engine.
For sellers without large marketing teams, Shopee Affiliate Marketing Solutions has opened another pathway to scale. By collaborating with creators and trusted key opinion leaders, MSMEs have expanded their reach and boosted sales, with affiliate-driven activity contributing to around 30 percent of order increases. The success of these tools illustrates how accessible digital solutions can deliver measurable impact even for the smallest businesses.
Shopee has also lowered barriers for cross-border expansion. Through the Shopee Export Program, MSMEs can list products seamlessly across multiple regional markets. Since 2018, more than 2.1 million MSME sellers have joined the program, using e-commerce to extend their reach beyond national borders and participate in regional growth.
On the consumer side, Shopee’s expansion has helped bridge geographic gaps in access to goods and services. Users from over 400 cities now shop regularly on the platform, with more than 140 billion items purchased by buyers living outside capital cities. This trend highlights the role of e-commerce in making everyday essentials more accessible and in supporting more inclusive participation in the digital economy.
The platform’s growth has also translated into broader employment and income opportunities. More than 97 percent of Shopee employees are local talent, while over 23 million affiliates and creators have joined the Shopee Affiliate Program to build alternative income streams.
Affiliate earnings have grown by an average of over 90 percent annually, reflecting how the creator economy has become an increasingly viable source of livelihood across the region.
To commemorate its first decade, Shopee is set to launch Shopee: Keeping Cultures Alive, a regional docuseries that spotlights local sellers whose businesses are deeply rooted in tradition and community. Spanning seven themes—passion, tradition, transformation, modernisation, heritage, community, and empowering women—the series tells the stories of entrepreneurs who are growing online while preserving what makes their cultures unique.
The docuseries will premiere soon on Shopee’s official YouTube channels, serving as both a celebration of the people who shaped its first ten years and a reflection of how digital commerce can continue to drive shared progress in the decade ahead.