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As its livestreaming service hits a new record, Shopee is bringing Korean culture to Shopee Live

For Shopee, livestreaming has become a “new normal”; more brands are using it to engage with customers.

Shopee Live, the livestreaming service from Southeast Asia’s e-commerce platform Shopee, has hit a new record in Indonesia with 120 million views in April. The platform recorded also an increase in viewers aged 34–50, which debunks the assumption that only younger audiences enjoy livestreams.

If we believe Shopee, livestreaming has become a “new normal” for consumers. More brands and sellers are adopting this method to engage with customers, the company said in a statement. In Singapore and Malaysia, the amount of hours streamed on Shopee Live increased by 200% since February.

As COVID-19 forced people around the globe to stay at home, they turned to online platforms more frequently than ever before. Livestreaming is being touted as the future of e-commerce combining the shopping experience with entertainment and social elements.

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Shopee Live was launched in March 2019, allowing sellers including micro, small, and medium enterprises (MSMEs), as well as official brands to interact and engage directly with customers. Shopee works closely with the brands and sellers to help them maximize the impact of their content, leveraging on Shopee’s strong local networks. They can also promote their streams more actively on Shopee, using customized banners for better exposure.

K-pop collaboration

Shopee partners with South Korean entertainment and media company CJ ENM to bring KCON, a K-culture festival, to its platform. From June 20–26, users in Singapore, Indonesia, Vietnam, Philippines, Malaysia, and Taiwan can watch free concerts from over 30 K-pop acts and gain access to virtual interviews on Shopee Live.

“Shopee is proud to be the exclusive partner of CJ ENM to stream KCON:TACT 2020 Summer to fans in Southeast Asia and Taiwan for the first time, as part of Shopee Live K-pop Fest,” said Agatha Soh, Shopee’s head of regional marketing, in a statement. “This partnership builds on our efforts to connect people through entertainment and shared experiences, and comes after a series of successful collaborations with K-pop stars.”