Shopee unveils platform upgrades to engage Gen Z shoppers

Born into a digital era, Gen Z’s seamless integration with online environments is transforming the landscape of e-commerce. Representing nearly a quarter of the Asia Pacific population, this generation is on track to wield a global spending power of US$140 billion (S$187 billion) by 2030, according to a survey on online shoppers in Southeast Asia conducted by advertising company WARC.

To stand out to this digital-first audience, brands must refine their approach to customer engagement. At Shopee’s recent Brands Summit, vice-president Ian Ho spotlighted the platform’s commitment to evolving alongside consumer preferences to enhance the online shopping experience. “Our goal is to offer a seamless, safe and reliable experience for our users, while enhancing buyer engagement through a rich content ecosystem,” he said.

The fourth annual Brands Summit, held on Feb 23 at JW Marriott Hotel, saw a robust turnout of 245 attendees representing 122 brands. In addition to celebrating brands that achieved remarkable commercial success in the past year, the forum unveiled plans to enrich seller capabilities and forge deeper brand-consumer connections.

ENSURING QUALITY POST-PURCHASE SERVICE

Shopee’s recent study on shopping behaviours of Gen Z consumers revealed that although they spend considerable time researching their purchases, their decision to proceed with checkout on e-commerce platforms hinges greatly on two main factors: A smooth return and refund process, and the availability of next-day delivery services.

As such, Shopee has worked closely with its partners to bolster its logistics capabilities across Southeast Asia. This includes the rollout of next-day delivery in Singapore and instant delivery services in Malaysia, Indonesia, Vietnam and Thailand. It also plans to provide enhanced visibility in delivery tracking and add more collection points in Singapore and Malaysia to offer consumers greater convenience in retrieving their purchases.

Recognising how fast shipping and an efficient returns and refund policy influence consumer decisions, Shopee has improved its returns and refunds processes. Shoppers across the region will also benefit from its expanded Change of Mind (CoM) policy, which now covers a broader selection of products.

Further improving the returns experience, the platform is also increasing the availability of drop-off points, introducing doorstep pick-up services and on-the-spot product returns in Indonesia, Vietnam and the Philippines.

ENHANCING SHOPPER CONFIDENCE AND PAYMENT FLEXIBILITY

Shopee’s commitment to brand protection ensures a safer and more reassuring shopping experience for consumers. Its Brand IP Portal enables rights holders globally to effortlessly register their intellectual property (IP) and report any suspected infringements. Not only does this safeguard brand integrity on the platform, but it also boosts consumer confidence in the authenticity of their purchases. Last year, Shopee saw over 15,000 IP rights registrations and a 95 per cent success rate in resolving cases.

Deepening its commitment to upholding IP rights, Shopee’s invite-only Brand Protection Partnership Programme engages with brands to establish preventive measures against IP violations. These include the development of AI-driven models for real-time detection of potential online infringements as well as support for offline investigations into counterfeiting networks to create a safer retail ecosystem.

Simultaneously, Shopee is enhancing and expanding Shopee Mall to provide users with a better shopping experience. With Shopee Mall, consumers can access products directly from trusted brands or authorised distributors, ensuring peace of mind with every purchase. By elevating its presence within the app, the platform aims to nurture stronger relationships between brands and consumers, leading to increased brand loyalty and shopper confidence.

Shopee’s buy-now-pay-later service SPayLater offers consumers a flexible payment option, with more than 25 per cent of orders being fulfilled through this avenue in select brand stores. This aligns with Shopee’s findings where seven in 10 Gen Z individuals favour diverse and innovative payment solutions, such as buy-now-pay-later and mobile wallets. Looking ahead, Shopee aims to extend this service for all users to apply and raise credit limits to increase purchasing power.

ENRICHING THE CONTENT ECOSYSTEM TO ENGAGE GEN Z

Based on Shopee’s latest study, Southeast Asian Gen Z consumers showed a marked preference for an e-commerce shopping experience that is both engaging and entertaining. In response, Shopee has pledged to further develop existing features like Shopee Live to deliver engaging and informative content to enliven their shopping journey.

Ms Susan Too, regional e-commerce platform lead at L’Oréal Consumer Products Division (CPD), emphasised the potential of livestreaming to “bridge the gap between the online and offline beauty experience”. “By partnering with Shopee Live, we are able to create a space where consumers can connect with our brand and beauty advisors in real time, replicating the one-on-one interactions and product exploration they might find in-store from the comfort and convenience of their homes,” she added. 

L’Oréal CPD was one of the winners at Brands Summit, taking home awards for Best Livestreaming Activation and Outstanding Commercial Performance in the beauty category. 

To cater to the growing demand for engaging, bite-sized content, Shopee also launched a new feature, Shopee Video, in Indonesia, Vietnam, Thailand, Malaysia and the Philippines, allowing users to connect with their favourite creators.

Additionally, the platform is doubling its efforts to expand its affiliate network and refine its key opinion leader (KOL) marketplace. Enhancements include a more sophisticated filtering and recommendation system to streamline the process of discovering and collaborating with KOLs who embody partner brands’ values. These efforts are designed to help brands craft more impactful campaigns that resonate with consumers.

Shopee’s strategic initiatives showcase a dedication to improving the shopping journey and meeting Gen Z’s evolving needs with innovations like enhanced service capabilities, brand protection and flexible payment options. By enriching the content ecosystem with engaging features, the platform aims to connect with Gen Z shoppers in more meaningful and entertaining ways. In doing so, Shopee strengthens its position as a leading e-commerce destination, trusted by consumers and sellers alike.

Discover how you can join the vibrant community of Shopee sellers and leverage innovative tools to connect with Gen Z consumers.