SHOPEE MALL REQUIREMENTS

SELLER ONBOARDING
Table of Contents
CONTENT PAGES

Shopee Mall Brand Type 3-13

Document Requirements 14-15

Shop Display Requirements 16-17

Shopee Mall Listing Requirements 18-30

Shopee Mall NFR (Non-Fulfilment Rate) & LSR (Late

31-32
Shipment Rate)

Shopee Mall Penalty Point 33-37

Shopee Mall Pre-Order Standards 38-39

Shopee Mall Admin Fee 40-41

Off-boarding Clean Up Criteria 42

SHOPEE MALL REQUIREMENT 2

Shopee Mall Brand Type
SELLER ONBOARDING
Brand Type Shopee Mall
Please make sure your brand is one out of these brand type

1 Global brand

2 Brand in supermarket/hypermarket

3 Supermarket or Hypermarket

4 Celebrity shop

5 Shopping Centre Brands

6 Department Store

7 Brand in department store

8 Brand that does not satisfy 1-7 above, but is popular (Have Min. 5 Media Good Coverage)

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1. Global Brand

At least sold in 2 countries.

Overseas presence cannot be only online sales. Products must be
sold offline overseas in either super/hypermarkets, shopping centres,
department stores, or fixed-location proper offline store (this means
cannot be only in pop-up stalls / events / markets / bazaars / tents /
containers / pushcarts / vans or trucks / streetside vendors)

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2. Brand in Supermarket/ Hypermarket

Products sold in Min. 2 supermarket/hypermarket brands*

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3. Supermarket or Hypermarket

Definition #3: Supermarket or Hypermarket

Examples of
To be classified as Supermarket or Hypermarket, respective sellers need Supermarket/Hypermarket
to satisfy compulsory criterias A & B, and minimum 2 out of 4 non
compulsory criterias C1-C4 below

A Product type Grocery merchandise Compulsory

Min 500 brand

B Assortment assortment Compulsory

C1 Retail selling space (m²) Min. 1000 m²

Min 2 floors in one of

C2 Number of floors the store/ outlets

Min. 2 presence in
C3 Geographic location Java

Min. 10 stores/ outlets/

C4 Number of branches branches in Indonesia

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4. Celebrity Shop
Definition #4: Celebrity Shop

To be classified as Celebrity Shop, respective sellers need to satisfy the following Examples of Celebrity Shop
two criterias:

1 Business Owner Celebrity, as defined by the following criteria:

Tier 1 - Top celebrities that appears a lot on TV

- IG Followers#: > 15Mio followers (eg. Prilly, nagita, ayu
ting2, LCB)
Tier 2 - Celebrities that appeared in TV or movies, but not as
popular as tier 1 (we don't see them as often as tier 1. eg.
Wulan guritno, Rio Dewanto)
- IG Followers#: > 1 Mio followers

Tier 3 - Top IG influencers (Harumi Sudradjat, Olivia Lazuardi,

etc) with IG Followers#: >250k followers on IG

2 PR / media value Min. 10 PR / news article from credible news sources (i.e.
no blogspot / forum posts) covering the celebrity

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 5. Shopping Center Brand
Definition #5: Shopping Centre Brands

To be classified as an approved Shopping Centre in this requirement, the Shopping Centre needs to satisfy the following criterias:

1 Location of the shopping centre Tier 1 and Tier 2 cities in Indonesia:

2 Tenancy of the shopping centre
Jabodetabek, Surabaya, Medan, Bandung, Makassar, Semarang, Palembang, Pekanbaru, Denpasar,
Yogyakarta
- Dominated by chained retailers and good-quality tenants such as Zara, Giordano (as opposed to
independent stores)
- Typically has at least one upscale department store
- Typically has a nice diversity of quality food options
- Typically has a good selection of entertainment options (cinemas, play areas, community event
space)
- Generally has high number of tenant occupancy ratio, only few spaces are available for rent

3 Condition of the shopping centre Furnishings (interior and exterior walls, benches, tiles) and equipments (elevators, escalators) are
generally still well-maintained and are in good condition

4 Image of the shopping centre Viewed as a positive draw for the region

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Example
Examples of Shopping Center Brand

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 6. Department Store
Definition #6: Department Store Examples of Department Store

To be classified as Department Store, respctive sellers need to satisfy compulsory

criterias A & B, and minimum 2 out of 4 non compulsory criterias C1-C4 below

Majority products sold are

non F&B products & non
A Product type baby food products Compulsory

B Brand Assortment Min 15 brand assortment Compulsory

C1 Retail selling space (m²) Min. 1000 m²

Min 2 floors in one of the
C2 Number of floors store/ outlets

C3 Geographic location Min. 2 presence in Java

Min. 10 stores/ outlets/

C4 Number of branches branches in Indonesia

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7. Brand in Department Store

Products sold in department store*, e.g SOGO, Matahari

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8. Popular

Approval is on case-by-case basis

Need to have proof that brand is popular, i.e. covered by at least 5

established mainstream news media (either printed media, online media, or
TV media)

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Document Requirements
SELLER ONBOARDING
Document Requirements for Official Shop
COMPANY/CORPORATION:
1. Business License Number
(SIUP) or Nomor Induk
Berusaha (NIB)
5
2. Tax Document (NPWP)
3. Trademark/ Intellectual
Property Right
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INDIVIDUAL:
1. Identity Registration
2. Tax Document (NPWP)
3. Trademark/ Intellectual
Property Right
4. Statement Letter/ New
Mall T&C
15
Shop Display Requirements
SELLER ONBOARDING
Shop Display

1. Chat Performance Minimum 75%

2. Minimum Shop Rate of 4.5 Stars
3. The number of products that have stock and appear in stores is at least 25 products
4. The shop name must be “[Brand] Official Shop"
5. The shop description must be "[Brand] Official Shop adalah akun resmi dari [Brand] di
5 platform shopee. (Including operational hour)
6. Don't include shop shopping links or other marketplace link.
7. Have at least 1 photo / video on the shop banner
8. The store logo must be 480 x 360px and 640 x 360px and size of each logo must be
under 80kb.

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Shopee Mall listings must comply to standards in 6 main areas

1 Relevant and high quality images

2 Structured product name

3 Correct categories

4 Informative description

5 Accurate and comprehensive attributes

6 Variations

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Shopee Mall Listing Requirements
SELLER ONBOARDING
 1. Relevant And High Quality Images

Elements of a listing Requirements Exceptions

● Each listing to have 3 or more images professionally taken ● Products in Adult

● For every image, the product being sold must be clear, sharp, not pixelated and photographed with categories must
realistic color meet additional
● Images should not have any reflection of people or other objects guidelines
● Sim cards,
stickers, books,
All Images
ballpoint can be
less than 3 image
if the seller sells
per pcs

● Cover image must be against a solid background (white preferably) ● Product may be
● The product for sale must cover at least 60% of image frame unwrapped if item
● Logo is allowed, and must be placed at the top left/ top right/ bottom left/ bottom right corner and does is a consumables
not exceed 10% of image frame (e.g. food, baby
● Watermark is not allowed diapers)
● Showing multiple products in one image is allowed as long as the image is captured in 1 professional ● Product in
photograph (without any kind of gridline). However, montage (image that is a combination of multiple Apparel, Home &
Cover image photos with gridlines) is not allowed Living, and
● Full Borders is not allowed, except shopee’s official border template. Automotive may
● use photo against
environment
background
 Relevant And High Quality Images

Elements of a listing Requirements Exceptions

● Text or graphic suggest to be placed on either side of the corner on the photo that are intended as Crop Image :
additional info regarding product feature or specification are allowed, and must not block the product 1. For EL: cables,
picture. earphones, hair dryer / hair
● Text or graphic is allowed to describe any kind of free gift, as long as the main product is sized 60% straightener (for its cables)
of the cover image. 2. For FACC: necklaces
● Text or graphic that is intended to clarify a specification of a product is acceptable. (e.g, lipstick (focusing on pendants)
shade for lipstick SKUs, paint shade for spraypaint SKUs) 3. For FMCG: cropped
● Full product must be in frame and cannot be cropped packshots are allowed as
● No model in the cover image except Fashion, Health and beauty, Sports and outdoor categories long as it displays clearly the
Cover Image
● Product is unwrapped (exceptions allowed) brand and the product
variant
4. For Beauty: makeup
brush

● Backgrounds and environments are allowed for non-cover images to help demonstrate the use or
scale of product.
● The image content should take up at least 50% of the image frame
● Cropped or close-up images are allowed
Other images
● Use of model is allowed
● Each image should show a different angle of the product.
Example : Acceptable cover images (exceptions)
Examples of exceptions for background Not allowed

Examples of exceptions for unwrapped product Not allowed

The product should be unwrapped and professionally taken

Example : Rejected cover images
2. Structured Product name

Elements of a Requirements Exceptions

listing

● Product names must follow naming convention (See below) ● Brand name
● The first letter of each word must be capitalized. Do not use ALL CAPS may be be
● Subjective commentary such as "Hot Item" or "Best Seller" or Price or promotional messages, caps
such as "Sale" or "Free Shipping" are not allowed (MANGO)
Product Name
● No keyword spam allowed e.g. irrelevant words
● No emoticons, symbols or hashtags allowed, including but not limited to }, ~, $, ^, {, <, !, *, #, @,
;, %, >

11 22 33 44
Product name format = Brand + Product model + Specification + Size

Brand
Brand Specification
Specification

Product model Size

3. Correct Categories
Elements of a
Requirements Exceptions
listing

● Most relevant categories at the lowest level (level 3) must be selected

● Do not select “Others” if possible
Category
E.g. THE FACE SHOP Jeju Volcanic Lava Peel-off Clay Nose Blackhead Mask
Pack 50g (L1: Beauty & Personal Care, L2: Skincare, L3: Mask)

Tips:
Draw a reference from
relevant product listings
and decide on the most
suitable category for
your product.

Level-1 Main Category Level-2 Sub Category Level-3 Sub Category

4. Informative Description

Elements of a Requirements Exceptions

listing

● No external links/seller contacts allowed in product description -

● Must include packaging content, e.g. 1x laptop; 1x charger; 1x user manual
● Recommended to have short description/highlights with main product selling
points in 3 to 8 bullet points
Description ● Long description to include other major product features, such as size, style,
and what the product can be used for
● Include accurate dimensions, care instructions, and warranty information
● Use correct grammar, punctuation, and complete sentences

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5. Accurate and Comprehensive attributes

Elements of a Requirements Exceptions

listing

-
● All mandatory attributes must be filled in
Attributes ● Optional attributes are to be filled in to assists buyers in their
shopping decisions

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 5. Accurate and Comprehensive attributes
1 Some examples of invalid attributes include spelling errors or inaccurate
descriptions. These errors will be flagged by the system, and will also be
reflected on your product listing for your attention.

1 An alert will appear on product listings with invalid attributes to prompt

sellers to edit their attribute values.

2 In this example, the brand ‘Appel’ was spelt incorrectly and has been
flagged by the system.

3 Wrong attribute will resulted in “No brand value”

2 3
5. Accurate and Comprehensive attributes
Informative Description

● Resolution:400-1600CPI conversion
● Wireless transmission, the longest sensing distance up to 10-15
meters
● Mouse type: Wireless Optical Mouse up to 10 meters of operating
distance with 6 Keys, including Scroll Wheel, Page Forward and
Page Backward buttons for easy Internet Surfing
● Portable and weight light, very convenient to carry and store
● Size:95*54*30mm
● Interface: USB
● Specification
Power Supply: 2 x AAA Battery (Not included)
Power switch for save power
Mini adapter Plug and play
● Package include:
1 x 2.4GHz Wireless Mouse
1 x USB receiver

Complete Attributes

Provide product
variation
6. Variation

Variations are different options within the same listing. Variations allow buyers to make their selection based on different
attributes including size, colour, or other characteristics from the same product on a single detail page.

Types of variation When to use Example

No Variations There is no configuration available for the product Any non-variant products

Single Variations The products vary in one configuration only and buyers can 1) Hats available with different
make purchasing decision based on the difference colors
between these configurations 2) Laptop model available in
13-inch and 15-inch

Two-tiers The products vary in two configurations and buyers can 1) Dress with different colors
variations make purchasing decision by comparing those and sizes
configurations 2) iPhone with different memory
sizes and colors

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Shopee Mall NFR (Non-Fulfilment Rate) &
LSR (Late
SELLERShipment
ONBOARDING Rate)
Non-Fulfilment Rate (NFR) & Late Shipment Rate (LSR)
• Non-Fulfillment Rate (NFR): percentage of net orders in the past 30 days that are (1)
cancelled by Seller, (2) cancelled by system, and (3) refund request from Buyer out of all net
orders in the past 30 days.

• Late Shipment Rate (LSR): percentage of net orders in the past 30 days that are shipped
beyond the DTS, out of all net orders in the past 30 days.

Threshold Seller Criteria 1 : 10%*

Threshold Seller Criteria 2 : 5%*

* Seller Criterion 1: Seller with < 50 orders in the last 30 days

Seller Criterion 2: Seller with order > = 50 in the last 30 days

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32
Shopee Mall Penalty Point
SELLER ONBOARDING
What is the Penalty Point System?

A penalty Point system is a point-based system designed for Seller buyers who have good shop
performance, so they can be the Buyer's main choice compared to Sellers with poor shop
performance.

The Penalty Point System is designed as a fair and

transparent system for:

1. Appreciate the seller's good performance with access to

Shopee benefits, while winning exclusive benefits for the
Seller who need more time to improve performance.

2. Appreciate the performance of the Seller who gives priority

assessment to be nominated as a Star Seller.

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How are penalty points calculated?

For any shop performance that is not good / product

violation/abuse, then 1 penalty point will be added to
the Seller. The seller will receive notification of
penalty points obtained every Monday.

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How are penalty points calculated?

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 Points Accumulation System

However, if within 4 weeks of punishment, the points

go up to the next level, then the ongoing punishment
period will end, and will be replaced with a new period
starting from the point to the next level which will be
valid for 4 weeks. The penalty point will be reset to 0
every quarter (every 3 months) on the first Monday.

*more detail for penalty point please click this: Details

of Penalty Point

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Shopee Mall Pre-Order Standards
SELLER ONBOARDING
Pre-Order System

Shops may not have a percentage of pre-ordered

products > 20% (from total live SKU) for > 5 days in the
last 30 days.

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Shopee Mall Admin Fee
SELLER ONBOARDING
Admin Fee

Starting 1 January 2019, Shopee has started to charge

admin fee to Shopee Mall shops at the rate of 0.5% or
1.5% (depending on L2 product category). Formula to
calculate Admin Fee is:

Admin Fee = (Price - Discount Total and Voucher from

seller) x Admin Fee% according to each product
category

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OFF-BOARDING CLEAN UP CRITERIA
Last Login - Last login 3 days ago
- Maks 14 days Mall sellers can set vacation mode with legit reason example: stock opname
On Vacation Mode
- Exception can apply for shop >14 days vacation mode (need approval from Daniel/Martin)
- >25% of product out of stock in 10 days (applied for seller with total SKU <50)
Product listing - Total SKU ATP <20 SKU
- Prohibited listing (<10)

Spam : Switched Listing, duplicate, etc) > 3 SKU / week

- Can not be contacted in 2 days (by chat, call, email)

Seller not cooperative
- Seller response not satisfying (campaign issue, price more expensive at shopee)
- Upload counterfeit product => 2 times (screening every week)
Counterfeit
- Shop with mark non brand will help them to apply HAKI
- Shop with mark non brand + poor photo product quality will invite them to our training (Jabodetabek). Outside Jabodetabek area
Photo product
/ seller cannot join our training will share them the deck and will followup them until their photo product in better quality

Shop activated Pre-order feature - Fulfillment still above threshold (NFR - LSR) in last 2 weeks

- Total order 0 in 1 month

Total Order
- No promotion activity in the last 1 month
- No shop banner
Shop Banner
- Banner design not professional, e.g : using photo warehouse / admin, using image from Google, etc

Request off-board from Shopee Mall - Provide the confirmation letter about the reason why the shops need to be off board from Shopee Mall

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Thank you