The digital commerce landscape is evolving, where we see a huge shift in customer buying behaviour, particularly among Gen Z. Interactivity is at the forefront, reshaping the customer experience with livestreaming and shoppable videos leading the charge into a new era of dynamic shopping.
So, how has video changed the online shopping experience? And does it really have business potential for today’s micro, small and medium-sized enterprises (MSMEs)?
According to Kantar’s latest research commissioned by Shopee, The Future of Shopping: Engaging Generation Z Shoppers in the Digital Era, nearly 70% of Gen Zs in Southeast Asia consider e-commerce platforms the starting point for their shopping journey. They rely on these platforms to research their purchases, including watching product demonstration videos. Livestreams offer the ideal touchpoint for discerning shoppers by allowing sellers to conduct in-depth walkthroughs of how items work while addressing buyers’ questions in real-time.
The study also showed that eight in ten respondents said they seek engaging and entertaining experiences while shopping, further reinforcing the role of video content in their buying journey. This opens an excellent opportunity for MSMEs to showcase their creativity for a more interactive shopping experience while deepening their relationship with their customers.
Syukor Majid, owner of Kedai Abang Syukor, began his business journey by manufacturing and selling pre-mixed beverages and other products through traditional channels. After moving online in 2015, he needed a way to reach a wider audience and boost sales for his newly launched sambal line in 2023. Aware of the challenges in promoting perishable products, Syukor turned to livestreaming on Shopee, creatively differentiating his new line from the many other brands in the market.
His secret weapon? A revolutionary 24/7 live approach. This wasn't just about product demos; it was about constant customer availability, mimicking the convenience of your favourite pasar malam that stays open late. Unlike competitors with limited hours, Syukor was always "on" and ready to answer questions and chat with viewers. Syukor's engaging personality shone through the screen, fostering a loyal community through humour and real-time interaction. The result is a captivating and memorable livestream experience that translated into commercial success.
"Embracing a 24/7 livestream strategy has allowed us to connect with customers anytime," he says. "With Shopee's extensive reach and user-friendly interface, we’ve transformed our sambal line's visibility and sales.”
As a result of impressive sales and interest from buyers, Syukor grew his team to include seven hosts to help manage the demand and continue delivering high-quality content. Syukor became one of Shopee Live's top sellers, logging an impressive 155 hours of airtime per week. Over the first three months on Shopee Live, he made over RM 1 million, and his participation in Shopee’s double-digit sales campaigns achieved a 600% increase in sales thanks to strategic discounts and Shopee Live vouchers.
Recently, he sold over 60,000 packs of ready-to-eat dendeng during Hari Raya Aidilfitri, thanks to the support of his 300,000 loyal Shopee followers. By leveraging Shopee’s robust ecosystem, Syukor's products have also gained international exposure, reaching customers in neighbouring countries like Singapore. Encouraged by these results, he plans to open additional Shopee Live accounts to meet rising customer demands as he explores venturing into non-food products.
Livestreaming Transformed Sleepwear to Everyday Fashion
Bella Hazaha, a fashion entrepreneur from Terengganu, dreamt of shattering sleepwear stereotypes. Her vision? Cosy pyjamas that transitioned seamlessly from the bedroom to everyday wear, all while staying trendy, modest, and affordable. But reaching her audience with static images proved difficult. "Gone are the days of niche social media advertising," says Bella. She needed a platform that captured the essence of her brand: a space for real-time interaction and product demonstration.
Livestreaming became Bella's game-changer. "Shopee Live allows me to connect directly with customers. Live sessions transformed how customers experienced the brand. Viewers could see how pajamas transitioned into stylish outfits, ask questions in real-time, and enjoy a seamless checkout process,” she explains. Bella's approach went beyond product display. She handpicked and trained a team of eight lively hosts, turning them into brand ambassadors. These hosts fostered a genuine connection with viewers, ensuring every comment was addressed and a sense of community thrived.
Bella Hazaha Pyjamas skyrocketed to become a top seller on Shopee Live, exceeding 1,000 daily sales. The brand's success transcended the digital world, allowing Bella to open a physical office and warehouse to meet the booming demand. Shopee Live wasn't just a sales platform; it was the launchpad for Bella Hazaha's innovative take on sleepwear, transforming a bold idea into a thriving business.
Recently, Bella Hazaha Pyjamas began venturing into Shopee Video, seeing it as a tool to help promote her brand and increase visibility to her target audience. "It's fun to upload videos," she says, noting that while the initial results were more about engagement, she started seeing conversions shortly after.
Small Electronic Store 900% Growth Journey with Livestreaming
In 2020, Lee Chin Sun launched his dream: Allblue5367, a store brimming with cool electronics and gadgets. But starting small, with a warehouse the size of a studio apartment and just a handful of daily orders, Lee faced a challenge – how to grab attention in the vast online world? Text descriptions just weren't cutting it, especially for the tech-savvy Gen Z crowd.
Then, in 2023, Lee discovered a game-changer: Shopee's built-in livestreaming feature. This wasn't limited to showing off products. Lee turned his live streams into engaging demos, letting viewers see exactly how his gadgets worked and answering their questions on the spot. He even took feedback to heart, highlighting his top-notch after-sales service live, something viewers really cared about.
Lee's dedication paid off in a big way. Not only did his Shopee followers jump by 20%, but Allblue5367 snagged the prestigious title of "Shopee Super Seller Awards 2023: Super Electronic Livestream Seller" – all thanks to public votes! But Lee knew it wasn't just about the numbers. He kept viewers glued to their screens with creative content that provided entertainment beyond shopping. He offered sneak peeks into the warehouse, showed viewers how he brainstormed with his team, and even broadcasted live while on vacation - talk about dedication!
By 2024, Allblue5367's monthly sales was at a mind-blowing 900% compared to 2020, reaching a whopping RM1 million. Their warehouse had also grown to a massive 33,000 square feet.
Building on the Shopee Live success of Allblue5367, Lee intends to continue the shop’s e-commerce journey: "Our trust in Shopee's sales channel and the phenomenal success of Shopee Live excites us to explore their new feature, Shopee Video. It is a natural continuation of our growth strategy. Live streams have been fantastic for real-time engagement, and Shopee Video will complement this by allowing us to create bite-sized, informative product videos that customers can discover at their convenience."
“At Shopee, we understand that crafting the perfect online presence is crucial for MSMEs. Shopee Live and Shopee Video can help supercharge their e-commerce strategy, transforming their listings into dynamic experiences that build real connections and set their brands apart,” shared Ming Kit Tan, Head of Marketing and Business Intelligence at Shopee Malaysia.
While livestreaming and videos serve as powerful tools for MSMEs to boost their visibility and deepen their engagement with shoppers, having a robust ecosystem platform is also critical to ensuring the success of businesses. Kantar’s research also revealed that 68% of Gen Z respondents show a higher purchase completion rate on e-commerce platforms compared to other channels. It further noted that while shoppers take their time to conduct in-depth research for their purchases, a seamless return and refund process, along with next-day delivery services, emerge as top considerations for carting out.
In response to these evolving shopping behaviours and recognising the opportunity they present for MSMEs to further drive growth, Shopee recently introduced new programmes to enhance the shopping experience for Malaysians, such as Instant Delivery, Next Day Delivery, and the On-Time Guarantee to help ensure prompt deliveries, with the On-Time Guarantee even offering customers an RM5 voucher if an order arrives late.
In addition, Shopee also introduced a 15-Day Free Returns policy that allows users to return eligible items across all product categories for free within the 15-day period, offering a full refund for 'Change of Mind' returns with no questions asked. Additionally, Shopee’s best-in-class Return and Refund process can be completed within two days for payments via ShopeePay—significantly faster than the industry average of seven days.
These features make it easier for customers to make purchases without worrying about the hassle of returns and refunds or additional shipping expenses. Through these, Shopee supports businesses in building customer loyalty and sustainable growth. These features collectively empower Malaysian MSMEs to succeed in the competitive digital marketplace, leveraging Shopee's platform to their advantage.
"We're not just here to assist sellers on livestream. We understand how impactful these tools can be, but more importantly, we're here to offer comprehensive support to help these businesses flourish. Our strong ecosystem, with secure integrated payment systems and a network of logistics partners, ensures that," Tan added.
*The “The Future of Shopping: Engaging Generation Z Shoppers in the Digital Era” survey was conducted by Kantar’s Profile division, between 31 January and 5 February 2024. Voluntary feedback was obtained from 400 Malaysians.
