Shopee Mall

Registration Program

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 1. Regular Program
Registration 2. Homegrown Program
Program

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Regular Program

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Regular Program
Please make sure your brand is one out of these criteria

1. Global brand

2. Shopping Centre Brands

3. Brand in supermarket/hypermarket

4. Supermarket or Hypermarket

5. Brand in department store

6. Department Store

7. Celebrity shop

8. Bazaar Brand

9. Instagram Brand

10. Popular Brand (Have Min. 5 Coverage from Established Media)

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Homegrown Program

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Homegrown Program
Please make sure your brand can fulfill all the criteria

1. Gross ADO >= 200 AND daily production capacity >= 500

2. Have warehouse

3. Selling product of the same category

4. Must create new brand in Shopee Mall

5. New brand must be shop exclusive

6. Deposit money

*for detail please check here

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Documents

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Document Requirement for ShopeeMall Seller

Please make sure your brand can fulfill all the criteria

COMPANY/CORPORATION: INDIVIDUAL:

1. Business License Number (SIUP) or 1. Identity Registration

Nomor Induk Berusaha (NIB) 2. Tax Document (NPWP)
2. Tax Document (NPWP) 3. Trademark/ Intellectual Property
3. Trademark/ Intellectual Property Right Right
4. LOA (Applicable) 4. Statement Letter/ New Mall T&C
5. Other Licenses/ Documents* 5. LOA (Applicable)
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6. Other Licenses/ Documents*

*for FMCG products must have a BPOM certificate / TDUP / PIRT / Laik Sehat
*for drugstore (apotek) must have Surat Izin Apotek & Surat Izin Praktek Apoteker
*for alcohol brands, see next slide
*for brands selling product categories as listed here, need to submit Product Knowledge FAQ. More info can
be found here. [NEW, effective on July 5, 2021)
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Document Requirement for Alcohol Brands
Business type: Must be either retailer (pengecer) or F&B establishment (restaurant/hotel/bar).

1. Business License Number (SIUP) or Nomor Induk Berusaha (NIB)

2. Tax Document (NPWP)
3. Trademark/ Intellectual Property Right
4. LOA (if applicable)
5. Surat Keterangan Pengecer Minuman Beralkohol (SKP). Depending on the type of alcoholic beverages:
a. SKP-A = if selling beverages containing alcohol <= 5%
b. SKP-B = if selling beverages containing alcohol > 5% but <= 20%
c. SKP-C = if selling beverages containing alcohol > 20% but <= 55%
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6. Surat Keterangan Penjual Langsung Minuman Beralkohol Golongan A / SKPL-A (applicable if seller is
restaurant/ hotel/ bar). Note that this does not replace SKP-A / SKP-B / SKP-C
7. Tanda Daftar Usaha Pariwisata / TDUP (applicable if seller is restaurant / hotel / bar)
8. Surat Izin Usaha Perdagangan Minuman Beralkohol (SIUP-MB)

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Shop Display
Requirements

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Shop Display Requirements
Please fulfill all these criteria

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 username must be “[brand]official/ [brand]officialshop/ [brand]officialindonesia”
6. The shop description must be "[Brand] Official Shop adalah akun resmi dari [Brand] di
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platform shopee. (Including operational hour)
7. Don't include shop shopping links or other marketplace link.
8. Have at least 1 photo / video on the shop banner
9. 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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Return Refund

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Return Refund

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
platform shopee. (Including operational hour)
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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
Penalty Point

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How are penalty points calculated?

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How are penalty points calculated?

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Non-Fulfilment Rate (NFR) & Late Shipment Rate (LSR)

• Non-Fulfillment Rate (NFR): percentage of net orders in the past 7 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 7 days.

• Late Shipment Rate (LSR): percentage of net orders in the past 7 days that are shipped
beyond the DTS, out of all net orders in the past 7 days.

Threshold Seller Criteria : 10%

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Shopee Mall Pre-Order Standards

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
Mandatory Fee

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Shopee Mall Admin Fee

Shopee has started to charge admin fee to Shopee Mall shops at the rate of
1%, 3% or 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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Shopee Mall Payment Fee

A mandatory fee to facilitate payment for every products sold. All Shopee
Mall sellers (except SBS Retail & Charity brand) from all category will be
charged for payment fee of 1.5%. Formula to calculate Payment Fee is:

Payment Fee = (Price - Discount Total and Voucher from seller) x 1.5%

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Next Steps?

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What are the next steps?

1 Set up account 2 Incubation 3 Go - Live

• SKU upload • Order to commence

• Minimum 1 order
• Logo and banner setup • Start campaign push
• Minimum 1 review
• Price check • Grand shop launch
• Minimum 4.5 rating
• SIUP
• Minimum 75% chat
• HAKI
• Minimum 25 SKU
• NPWP
• 0 penalty point

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Appendix

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Regular Program
Please make sure your brand is one out of these criteria

1. Global brand

2. Shopping Centre Brands

3. Brand in supermarket/hypermarket

4. Supermarket or Hypermarket

5. Brand in department store

6. Department Store

7. Celebrity shop

8. Bazaar Brand

9. Instagram Brand

10. Popular Brand

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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. 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 Tier 1 and Tier 2 cities in Indonesia:

centre Jabodetabek, Surabaya, Medan, Bandung, Makassar, Semarang, Palembang,
Pekanbaru, Denpasar, Yogyakarta
2 Tenancy of the shopping - Dominated by chained retailers and good-quality tenants such as Zara, Giordano
centre (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 Furnishings (interior and exterior walls, benches, tiles) and equipments (elevators,
centre escalators) are generally still well-maintained and are in good condition

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

centre

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Example
Examples of Shopping Center Brand

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3. Brand in Supermarket/ Hypermarket

Products sold in Min. 2 approved supermarket/hypermarket*

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4. Supermarket or Hypermarket
Definition #3: Supermarket or Hypermarket
Examples of
To be classified as Supermarket or Hypermarket, respective Supermarket/Hypermarket
sellers need to satisfy compulsory criterias A & B, and
minimum 2 out of 4 non compulsory criterias C1-C4 below

Grocery
A Product type merchandise Compulsory
Min 500 brand
B Assortment assortment Compulsory
Retail selling space
C1 (m²) Min. 1000 m²
Min 2 floors in one
C2 Number of floors of the store/ outlets
Min. 2 presence in
C3 Geographic location Java
Min. 10 stores/
outlets/ branches in
C4 Number of branches Indonesia

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5. Brand in Department Store

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

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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 baby food
A Product type products Compulsory
Min 15 brand
B Brand 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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7. Celebrity Shop
Definition #4: Celebrity Shop

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

1 Business Celebrity, as defined by the following criteria:

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

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 8. Bazaar Brand
Brand criteria:
Bazaar criteria: Brand has to satisfy all of the following
All bazaar in the O2O project automatically requirements
approved.
If bazaar is not within O2O project pipeline, then No Type Requirements Source
have to satisfy either of these criteria: .

Criteria 1 Brand bazaar Must joined at least 1 Agreement

experience: bazaar (that fulfill Mall between
P1 1. Events with more than 70K visitors, AND Number of bazaar bazaar requirements) in brand and
2. Search results of news article in Google more joined by brand in the the past 1 year vendor
than 5K, AND past 1 year
3. IG Followers more than 50K, AND
4. Held in 1st tier cities (Jakarta, Bandung and 2 Product origin Must be self produced / Photos of
Surabaya) OEM factory /
production line
P2 1. Events with more than 100K visitors, OR
2. Events with search results of news article in 3 Brand popularity: Must have min 25k IG Social media
Google more than 100K OR Min IG followers followers screenshots
3. Events with IG followers more than 50K, AND
4. Held in 1st tier cities (Jakarta, Bandung and 4 Online business size ADO >= 10 in each online Report / seller
Surabaya) platform centre
screenshot

5 Shopee Mall Must have SIUP (if Documents

document PT/CV), HKI, NPWP submitted
requirements

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9. Instagram Brand (1/2)
Category Metrics As-Is Definition

Engagement IG followers relative to Tier 1 (all clusters)

engagement metrics: ● IG followers: ≥150k
- Avg likes ● Avg likes: 1k, Avg comments: 15, Monthly post: 30 (Must satisfy 2 out of 3)
- Avg comments
- Monthly # post Tier 2 (all clusters)
● IG followers: 75k-149k
● Avg likes: 500, Avg comments: 10, Monthly post: 25 (Must satisfy 2 out of 3)

Performance ADO online ADO >= 10 in one online platform

Brand Quality IG business account Compulsory

IG highlights Must have at least 2 of the following highlights to ensure good user experience:
● Review / testimonial
● How to order OR where to buy OR online site link
● Catalogue/ collections
● Size guide (for Fashion cluster)

Brand Quality Products must be self-produced/ Compulsory to be selling its own brand, i.e. the product they’re selling must have its
OEM brand in the tag/ packaging

Operations Warehouse Must fulfill the below requirements:

Excellence ● Located in area which is accessible by car
● Warehouse is well organized (e.g. have racks, have admin)

Others Documents Must have SIUP (if PT/CV), HKI, NPWP

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10. Popular Brand

Approval is on case-by-case basis

● Covered by at least 5 established mainstream news media (either printed media, online
media, or TV media), or
● Obtained exposure (posted on story / feed) by KOL with verified Instagram / TikTok account
and reputation, must fulfill:

KOL Followers Requirement Number of KOLs to Review Brand

Tier 1 > 1M followers 1 KOLs

Tier 2 > 500K - 999K 3 KOLs

Tier 3 > 100K - 499K 5 KOLs

Case-by-case Combination of all tiers

Total followers combined must be > 500K

* Distributor selling multiple brands cannot onboard as 1 shop since HKI have different applicant name
* If Distributor want onboard 1 shop must have offline store, article and exposure must explain the offline store and the brand

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Guiding Principles to Check Brand Quality

Applicable to IG, Popular, and Bazaar Brand
1. Brand Website 3. Curated Social Media 4. Product

2. Product Catalogue 5. Packaging

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Thank You

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