While you might think of Shopee as just another shopping app, its staggering 1 billion downloads and reign over 343 million monthly visitors reveal it as the undisputed digital empire of Southeast Asia.
Key Takeaways
- Shopee has over 343 million monthly visitors in Southeast Asia and Taiwan as of 2023
- Shopee's mobile app has been downloaded over 1 billion times on the Google Play Store
- Shopee Indonesia receives an average of 158 million visits per month
- Sea Limited reported Shopee's GAAP revenue of $9.0 billion for the full year 2023
- Shopee's Gross Merchandise Value (GMV) reached $78.5 billion in 2023
- Shopee achieved its first-ever quarterly positive adjusted EBITDA in Q4 2022
- Shopee hosts over 20 million active sellers across its global platforms
- 80% of Shopee sellers are classified as micro, small, and medium enterprises (MSMEs)
- Shopee University has trained over 1 million sellers in digital marketing and operations
- Shopee Xpress (SPX) delivers over 50% of total orders in Southeast Asia
- Shopee operates more than 300 sorting centers across Southeast Asia
- In Brazil, Shopee has established 10 distribution centers as of 2023
- Shopee employs over 67,000 full-time employees globally as of end 2023
- Shopee Coins are earned by 70% of daily active users through games and check-ins
- "Shopee Prize" games like Shopee Farm have been played over 40 billion times
Shopee dominates Southeast Asian e-commerce with massive reach and mobile-first growth.
Features and User Engagement
- Shopee employs over 67,000 full-time employees globally as of end 2023
- Shopee Coins are earned by 70% of daily active users through games and check-ins
- "Shopee Prize" games like Shopee Farm have been played over 40 billion times
- Users spend an average of 35 minutes per day on the Shopee app
- Shopee Live recorded over 1 billion cumulative hours watched in 2023
- Shopee Video, a short-form video feature, saw a 4x increase in user-generated content in 2023
- During the 11.11 sale, Shopee users claimed over 2 billion vouchers in 24 hours
- Shopee’s in-app chat handles over 500 million messages daily
- 80% of Shopee users engage with at least one "gamification" feature weekly
- ShopeePay is the second most used e-wallet in Indonesia for online shopping
- Shopee’s "Search by Image" feature is used by 12% of shoppers to find fashion items
- The "SpayLater" (Buy Now Pay Later) feature is active for over 10 million users
- Shopee's app rating is 4.7/5 on the iOS App Store across 2 million reviews
- 40% of orders during flash sales are completed within the first 10 minutes
- Shopee's membership program, Shopee Mum's Club, has over 2 million members in Malaysia
- 60% of Shopee Beauty users utilize the "Beauty Cam" AR try-on feature
- Shopee Feed (the social timeline) attracts 25% of total app opens
- Shopee's customer support bot "Sophie" resolves 75% of inquiries without human intervention
- Personalized product recommendations account for 30% of total clicks on the home page
- Shopee’s "Group Buy" feature is most popular in the grocery category in Vietnam
- Average time spent on Shopee Live per session is 15 minutes
- Shopee's influencer affiliate program includes over 1 million influencers in SE Asia
- 50% of users use the "Wishlist" or "Heart" feature before making a purchase
- Shopee's annual "Super Brand Day" events result in an average sales uplift of 8x for brands
- Shopee's "Lowest Price Guaranteed" feature covers over 1 million SKUs in Singapore
- 20% of users utilize the "Shopee Catch" game during campaign periods
- Shopee's app update cycle is once every 2 weeks to introduce new features
- Users who play Shopee Candy are 2x more likely to make a purchase within 24 hours
- Shopee’s referral program offers 1000 coins for every successful new user invite
- Shopee's "Shake" feature recorded 100 million shakes in a single day during 12.12
Features and User Engagement Interpretation
With its empire of 67,000 employees, Shopee has masterfully engineered an app where users spend more than half an hour a day lost in a digital carnival of 40 billion games, a billion hours of live streams, and countless voucher hunts, all cleverly designed to transform every tap, shake, and video watch into a more likely purchase.
Financial Performance and Revenue
- Sea Limited reported Shopee's GAAP revenue of $9.0 billion for the full year 2023
- Shopee's Gross Merchandise Value (GMV) reached $78.5 billion in 2023
- Shopee achieved its first-ever quarterly positive adjusted EBITDA in Q4 2022
- The core marketplace revenue for Shopee grew 31% year-on-year in 2023
- Shopee's adjusted EBITDA for the full year 2023 was negative $213.8 million, an improvement from negative $1.7 billion in 2022
- Transaction-based fees and advertising revenue increased by 40% in Q3 2023
- Shopee’s marketplace revenue contribution from Brazil surpassed $150 million per quarter in 2023
- The take rate for Shopee (revenue/GMV) increased to 11.4% in 2023
- Marketing and sales expenses decreased by 15% year-on-year in 2023 to improve profitability
- Total gross orders on Shopee reached 8.2 billion for the full year 2023
- Shopee's average order value (AOV) is estimated at $9.50 across all markets
- Shopee's revenue in the Southeast Asia and Taiwan segment grew by 23.2% in 2023
- Logistics costs per order decreased by 12% in 2023 due to Shopee Xpress optimization
- Shopee's Latin America revenue segment grew 67% year-on-year in Q1 2023
- Advertising revenue from Shopee Ads accounts for 15% of total marketplace revenue
- Shopee's parent company Sea Ltd raised $6 billion in a stock and shark bond sale in 2021
- Shopee’s adjusted EBITDA per order in Brazil improved to negative $0.05 in Q4 2023
- Over 50% of Shopee’s revenue is generated from transaction fees (take rates)
- Research and Development expenses for Shopee increased to $1.2 billion in 2023
- Shopee’s cash position as part of Sea Group stood at $7.5 billion at the end of 2023
- Value-added services revenue grew to $2.1 billion in 2023
- Shopee's net loss narrowed by 75% between 2022 and 2023
- Shopee Singapore has the highest average basket size among its Southeast Asian markets
- In 2023, Shopee's contribution margin per order in Indonesia turned positive
- Shopee Taiwan accounts for 12% of the total revenue of the Southeast Asia and Taiwan segment
- Shopee's share price impact from Sea Ltd peaked at $372 in late 2021
- Cost of revenue for Shopee's marketplace services was $4.3 billion in 2023
- Shopee's marketing spend for the "12.12 Birthday Sale" decreased by 20% in 2023 while maintaining GMV
- Shopee’s EBITDA margin in Southeast Asia reached 4.5% in the final quarter of 2023
- Shopee Vietnam contributes approximately 18% to the total regional GMV
Financial Performance and Revenue Interpretation
Shopee is the financial equivalent of a teenager finally learning to drive after years of expensive lessons, as it managed to squeeze over $9 billion in revenue from a staggering $78.5 billion in sales while only losing a couple hundred million instead of billions, proving that with enough scale, even a meager $9.50 per order can eventually add up to something resembling a real business.
Market Reach and Traffic
- Shopee has over 343 million monthly visitors in Southeast Asia and Taiwan as of 2023
- Shopee's mobile app has been downloaded over 1 billion times on the Google Play Store
- Shopee Indonesia receives an average of 158 million visits per month
- Shopee Philippines commands a 47% market share of total e-commerce web traffic in the country
- In Vietnam, Shopee holds a 63% market share by gross merchandise value as of 2023
- Shopee Thailand recorded 75 million monthly web visits in Q4 2023
- Shopee Malaysia accounts for approximately 60% of all e-commerce transactions in the country
- Shopee Taiwan has an average session duration of 7 minutes and 42 seconds per user
- Shopee Brazil became the most downloaded shopping app in South America in 2022
- 95% of Shopee users access the platform via a mobile device rather than a desktop
- Shopee's brand awareness in Singapore is estimated at 92% among online shoppers
- Market penetration for Shopee in urban areas of Vietnam reached 82% in 2023
- Shopee ranks as the #1 shopping app by average monthly active users in Southeast Asia
- Shopee’s web traffic in Poland peaked at 10 million monthly visitors before its exit in 2023
- Shopee Live viewers increased by 2.5x in Indonesia during the 11.11 sale of 2023
- Shopee Mall attracts 15 million unique visitors per month in Thailand
- Average page views per visit for Shopee Malaysia is 8.4 pages
- Shopee's Facebook page has over 25 million followers globally
- Shopee's TikTok hashtag #ShopeeHaul has over 10 billion views
- Shopee accounts for 44% of total e-commerce GMV in the Southeast Asian region
- Shopee Singapore has a bounce rate of 34% on its web platform
- 70% of Shopee Brazil's traffic comes from organic searches and direct visits
- Over 50% of Shopee’s users in Vietnam are under the age of 30
- Shopee is the most visited e-commerce site in the Philippines, surpassing competitors by 3x in traffic
- Shopee’s daily active users (DAU) peak during lunchtime (12 PM - 1 PM) and evening (9 PM - 10 PM)
- Shopee Spain had reached 3 million monthly active users before it ceased operations
- In 2023, Shopee recorded 4.5 billion searches on its platform in Indonesia alone
- Shopee’s market share in the Mexican e-commerce landscape grew to 5% in 2023
- Shopee's user retention rate after 30 days is 35% higher than the industry average in Southeast Asia
- Shopee Video reached 100 million daily views across the region in Q4 2023
Market Reach and Traffic Interpretation
From Taiwan’s seven-minute sessions to Brazil’s top downloads, Shopee has so thoroughly embedded itself in the daily life of Southeast Asia that its app is essentially the region’s digital market stall, lunchtime scroll, and late-night haul all rolled into one.
Operations and Logistics
- Shopee Xpress (SPX) delivers over 50% of total orders in Southeast Asia
- Shopee operates more than 300 sorting centers across Southeast Asia
- In Brazil, Shopee has established 10 distribution centers as of 2023
- Shopee's logistics network in Indonesia covers 500+ cities and regencies
- Average delivery time for Shopee Xpress in urban centers is 1.2 days
- Shopee Xpress utilizes a fleet of over 50,000 delivery riders in Vietnam and Thailand
- 90% of parcels in Singapore are delivered via Shopee's own logistics arm
- Shopee's logistics cost as a percentage of GMV decreased to 7% in 2023
- Shopee's automated sorting hub in Malaysia can process 200,000 parcels per day
- Shopee Food is integrated into the app in 5 markets: Indonesia, Vietnam, Thailand, Malaysia, and Philippines
- Shopee Food has over 1 million registered driver partners
- 65% of Shopee users in Indonesia use ShopeePay for their transactions
- Shopee's "Next Day Delivery" service is available for 30% of all items on the platform
- Shopee has over 20,000 self-collection points (Shopee Collection Points) across the region
- Cross-border shipping time from China to Southeast Asia has been reduced to 5-7 days
- Shopee Thailand’s logistics network covers 100% of provinces in the country
- Shopee’s carbon footprint reporting for logistics started in 2022 to reach net zero
- Shopee Xpress Brazil has a 95% on-time delivery rate
- Use of AI in route optimization reduced fuel consumption by 15% in 2023
- Shopee has 15 warehouses dedicated to its "Fulfillment by Shopee" service in Indonesia
- Shopee Vietnam’s "2H Delivery" (2-hour delivery) is active in Hanoi and Ho Chi Minh City
- 45% of Shopee's operational staff work in logistics and supply chain management
- Shopee handles an average of 22 million orders per day during peak season
- "Ship by Shopee" handles returns for 98% of all dispute cases
- Shopee's logistics hub in Singapore spans over 200,000 square feet
- In the Philippines, Shopee has 40+ sorting centers to manage archipelago distribution
- Shopee’s air freight partnerships include 5 dedicated daily cargo flights between China and SE Asia
- Package loss rate on Shopee Xpress is kept below 0.02%
- Shopee’s logistics integration with local post offices covers regional rural areas in 100% of its markets
- Shopee uses electric vehicles for 5% of its last-mile deliveries in Singapore
Operations and Logistics Interpretation
While Shopee's logistical might makes the speed of light look lazy—delivering over half of Southeast Asia's orders from over 300 sorting centers and ensuring 95% on-time delivery in Brazil—it's the fine-print details, from cutting its own logistics costs to 7% and reducing its carbon footprint, that prove its serious ambition to conquer the world one efficiently routed, possibly electric-vehicle-delivered parcel at a time.
Seller and Merchant Ecosystem
- Shopee hosts over 20 million active sellers across its global platforms
- 80% of Shopee sellers are classified as micro, small, and medium enterprises (MSMEs)
- Shopee University has trained over 1 million sellers in digital marketing and operations
- Shopee Mall features more than 35,000 international and local brands
- The "Preferred Seller" program covers 15% of all active sellers on the platform
- Sellers using "Shopee Ads" see an average 25% increase in shop visits
- 60% of sellers on Shopee Indonesia are located outside the capital city of Jakarta
- Shopee's cross-border seller program connects 100,000 Chinese sellers to Southeast Asia
- New sellers on Shopee Thailand increased by 50% during the pandemic period of 2020-2022
- Over 2 million sellers participate in the annual 11.11 Big Sale
- Shopee's commission rate for Shopee Mall brands ranges from 2% to 8% depending on the category
- 70% of Shopee sellers use the platform's internal chat feature to interact with customers
- Shopee Philippines has over 1 million registered local sellers as of 2023
- The "Global Sellers" program allows items from Korea and Japan to be sold in 7 markets
- Average seller rating across the platform is 4.6 out of 5 stars
- Shopee Seller Centre receives over 50 million unique logins per month
- Sellers who use Shopee Live streams experience a 10x uplift in sales during the broadcast
- Shopee Indonesia’s "Kampus UMKM" has physical training centers in 10 cities
- 30% of Shopee sellers are female entrepreneurs
- Shopee’s Fulfillment by Shopee (FBS) is used by 20% of top-tier sellers
- The "Shopee-Certified Enabler" program includes over 100 third-party service providers
- Brand partners on Shopee Mall saw a 14x sales increase during the 9.9 Super Shopping Day
- Seller payout period on Shopee ranges from 1 to 3 days after order completion
- Shopee's "Support Local" campaigns have featured over 500,000 local products in Singapore
- Active sellers in Brazil grew by 40% year-on-year in 2023
- 15% of sellers use automated chat bots provided by Shopee to handle inquiries
- Shopee Mall brand owners have access to over 100 data points via the Brand Portal
- 40% of sellers on Shopee Vietnam are based in Ho Chi Minh City
- Shopee's "Cash on Delivery" option is enabled by 85% of sellers in the Philippines
- Over 5,000 sellers use Shopee's "Flash Sale" feature daily to clear inventory
Seller and Merchant Ecosystem Interpretation
Shopee is the digital colossus that turned millions of living rooms into storefronts, empowered by its own university and logistics, to create a sprawling, trained, and globally-connected bazaar where a micro-entrepreneur in rural Indonesia can outsell a mall brand in Manila with nothing but a smartphone and a good live stream.
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