With the accelerating digital transformation, social commerce has been booming and the Shopee

platform should seize the opportunity to dominate this marketplace in the long run.

1. They clarify their potential customers based on the demographic of location, gender, and age as
well as their requirements. They draw the attraction of the two largest metropolitan cities as
HCM and HN with an approximately one-fifth population of the total cities in VN. The most
common customers go to women and between the age of 18 – 35 for both hedonic and
utilitarian purposes. Shopee does provide a variety and assortment of products to each
customer's demand. It also goes with the particular products that need to be carefully shopped
offline and now can be traded online.
2. Such an extreme investment for mobile app development fits into the younger users’ behaviors.
Having been late in the industry, Shopee has observed the market closely and detected the
trends of the existing competitors of the website platform, and decided to reach the opposite
route the mobile users. With the clean interface and easy navigation, Shopee can customize the
online experience for numerous customers, shaping their shopping habits. They implement the
AI to identify the customer's patterns and insights to catch up with.
3. Shopee has offered heavy promotions for both sellers and customers and provided the
maximum support for digital payment with local banks and mobile wallets. They offer
competitive prices to attract new buyers. Besides, they reveal vouchers according to their
upcoming events to achieve the best performance. The digital payment system appears to be
more secure and convenient than paying cash.
4. Shopee enhances new users’ engagement through a traditional way of celebrity endorsements,
influencers, ambassadors, and other in-app interactive games, events, Livestream, social feed,
and live chat with sellers. The ‘Shoppertainment’ want to increase the traffic among the buyers
and publish product review, the qualified picture/video for full estimation before buying.
5. They find it flexible to adapt to customers' needs with the visualization tools to track and obtain
shopping insights for merchants’ development as well.

https://www.d8aspring.com/eye-on-asia/how-shopee-became-the-top-ecommerce-marketplace-in-
south-east-asia

https://www.businessinsider.com/shopees-digital-inclusion-strategy-e-commerce-growth-in-southeast-
asia-2020-11