25-06-2025
- Business
- New Straits Times
Shopee mobilises 2,000 affiliates, 80 brands to power 7.7 sale
PETALING JAYA: Shopee recently hosted its largest affiliate creator gathering, bringing together over 2,000 affiliates and more than 80 brands at the latest edition of Shopee House.
The flagship physical event on June 21 was designed to strengthen ties between affiliates, brands and the Shopee ecosystem in the lead-up to its 7.7 Mid Year Sale.
The event focused on content-driven commerce and featured brands such as Kiehl's, La Roche-Posay, Kérastase and Maybelline, alongside local names such as Naelofar, The Pastels Shop, Al 'Ard, BateriHub and ZUS Coffee.
Attendees engaged in product demonstrations, content creation sessions and real-time learning opportunities to help enhance the local shopping experience.
Shopee said the initiative aims to help Malaysians shop 'Lagi Murah' and 'Lagi Cepat' this 7.7, while empowering creators with the tools and resources to build trusted, localised content.
CREATOR-LED COMMERCE
This June edition of Shopee House saw more than double the turnout of its February session, marking a key milestone in Shopee's commitment to creator-led commerce.
The programme included panel discussions, masterclasses, brand activations and a livestream matchmaking platform pairing affiliates with sellers for co-hosted broadcasts.
In a panel titled 'Content with Purpose', creators Muhamad Zaki Saidatul Akmal (Brozaki), Syakirah Al-Edrus (JoyahSiKepoh) and Fatimah Az Zahraa' Jamil (FHStore) shared insights into building trust with followers.
"It's not about going viral, it's about being real," said Brozaki.
"People follow you for who you are, and they buy when they trust what you say. With Shopee Live and Shopee Video, I can show real product experiences and that's what people connect with."
JoyahSiKepoh said: "Your content doesn't have to be perfect, just honest. Shopee makes it easy to share what I love using trackable product links, vouchers and the 'Shopee Lagi Murah' tag, so my followers can shop smarter and I can earn too."
FHStore added: "Even simple, everyday content builds momentum when you speak your customer's language. Shopee's tools make it easy to upload, tag and focus on the message."
In the Shopee Live Masterclass, livestreamer Norazlina Azmi (Mekallynashop) walked participants through a practical guide to campaign execution.
"You don't need a big team to succeed, just the right tools and the right rhythm," she said.
"Features like pinned comments, real-time vouchers and product tagging make it easy to guide viewers from interest to checkout."
Meanwhile, in the YouTube Masterclass, tech content creator Muhammad Najmi Abdul Rahman (TheKampungNerd) highlighted how creators can repurpose livestream content into long-form videos using FAQs and product reviews.
"You don't need fancy production to add value," he said. "If you listen to your audience and explain things clearly, even through a simple tutorial, that builds trust."
Shopee Malaysia head of marketing Tan Ming Kit said the event demonstrated the platform's long-term investment in content-driven commerce.
"As we head into the 7.7 Mid Year Sale, Shopee House reflects the next chapter of our investment in content-led commerce," he said.
"We're helping creators grow through programmes like the Content Creator Club, Livestream Ads Incentives and our new YouTube partnership, which lets affiliates turn videos and YouTube Shorts into fully shoppable content. Powered by our Affiliate Marketing Solution and driven by our commitment for Lagi Murah and Lagi Cepat, these initiatives give creators more ways to earn, connect with brands and help shoppers find unbeatable value from voices they trust."
Shopee's Affiliate Programme now includes more than 500,000 creators from diverse backgrounds, from students and stay-at-home parents to full-time streamers.
The Shopee House series forms part of the platform's broader strategy to cultivate a creator-powered digital economy.
As the 7.7 Mid Year Sale kicks off on June 25, Malaysians can expect real-time reviews, trusted recommendations and unbeatable value on Shopee Live and Shopee Video.
