Shopee Malaysia’s annual Seller Summit 2025 welcomed hundreds of local entrepreneurs under the theme “Future of E-Commerce: Profitable Growth with New Wave Shoppers”. The event spotlighted the strategies, tools, and trends helping sellers grow smarter – not just bigger – in an increasingly competitive and fast-paced online retail environment.
In her keynote address, Saovanee Chan-Somchit, Country Director of Shopee Malaysia, outlined the platform’s strategic focus for the remainder of the year. Priorities include AI-assisted selling, faster fulfilment, creator-led content marketing, and seller sustainability – each aligned with evolving consumer expectations and digital commerce trends in Malaysia.
“Our goal is to help sellers grow smarter, not just bigger – with tools and support designed to match how Malaysian buyers shop today,” she said.
Video Commerce and Affiliate Networks Drive Engagement
A major highlight of the summit was Shopee’s growing content commerce ecosystem, powered by Shopee Live, Shopee Video, and YouTube Shopping via Shopee Affiliates. These platforms allow sellers to demonstrate products in real-time, creating engaging shopping experiences for today’s younger, high-intent buyers – particularly Gen Z and Millennial buyers who base their purchasing decisions more and more on video reviews and influencer recommendations.
With over 650,000 registered affiliates, Shopee’s affiliate network has become a powerful engine for product discovery and trust-building. To support this growth, Shopee is expanding its Content Creator Club, Video Missions, and Stream-a-Thons to help sellers access a wider pool of creators who can authentically promote their products.
Speed, Convenience, and Control with Upgraded Fulfilment Services
Shopee also unveiled several fulfilment upgrades aimed at improving delivery speed and buyer experience. Same-Day and Next-Day Delivery services are now available nationwide, while Cross-State Next-Day Delivery has launched between Melaka and Negeri Sembilan, with plans to extend further.
A new Instant Delivery feature will soon roll out in the Klang Valley, promising on-demand delivery within hours. This solution is ideal for urgent or time-sensitive purchases and will be expanded to other regions progressively.
To offer even more flexibility, sellers can now benefit from Buyer Self Collect from over 5,000 pickup points nationwide with free shipping and no minimum spend, helping sellers reduce failed deliveries and improve completion rates.
Fulfilled-by-Shopee (FBS) Helps Sellers Scale with Ease
Shopee’s Fulfilled-by-Shopee (FBS) service also took center stage as a vital solution for managing high volumes, especially during peak campaigns. By outsourcing order fulfilment – from warehousing to shipping – sellers benefit from:
- Faster delivery, increasing the likelihood of repeat business and improving customer satisfaction
- Stronger handling metrics, including fewer order cancellations and reduced return rates
- Exclusive perks, like reduced costs, access to East Malaysia and resources like virtual bundling
Sellers like Pineng Malaysia shared how FBS helped them manage thousands of daily orders, while improving delivery accuracy and freeing up resources to grow their stores.
Smarter Tools for Smarter Selling
New AI-powered tools were also introduced to streamline store management. The AI Shop Chatbot now handles common buyer queries, giving sellers more time to focus on fulfilment and strategy. Visual support tools assist with AI-assisted content generation, helping sellers keep listings competitive with less manual effort.
Combined, these tools lighten sellers’ workloads, increase conversion rates, and simplify day-to-day operations –enabling businesses to focus on long-term growth.
Committed to Seller Sustainability
In a nod to the challenges faced by small businesses, Shopee reaffirmed its commitment to seller sustainability by continuing to offer fee exemptions for new and small sellers, as well as zero fees on essential goods. These policies lower barriers for entrepreneurs and help create a more inclusive e-commerce ecosystem.
Real Sellers, Real Strategies
The summit concluded with a panel of successful Shopee sellers – including KitaShopSabah, Sangla Foods, Pineng Malaysia and Mari Mari Home – who shared their journey of growth on the platform. From voucher strategy and affiliate marketing to managing fulfilment during campaign spikes, their insights reflected the tangible impact of Shopee’s tools on business outcomes.
“Making buyers happy translates into sales for us,” said Fong Shu Ying of Sangla Foods. “FBS saved us the hassle of drop-offs and helped us deliver faster,” added Law How Keong of Pineng Malaysia.
As Shopee marks 10 years in Malaysia, the Seller Summit reaffirmed its continued mission: to support local entrepreneurs with cutting-edge tools, practical insights, and a supportive ecosystem designed to grow businesses in the digital age.
