Not many people know this, but Shopee sellers looking to expand beyond their home market used to face complex and time-consuming hurdles. Selling overseas required merchants to create and manage separate accounts for each target country, adding a logistical burden that hindered growth.
To address this challenge, Shopee introduced the Shopee International Platform (SIP) in 2018, offering an easier way for sellers to reach international buyers without the need to handle multiple storefronts. Instead, Shopee would take care of the operational complexities, including listings, pricing, logistics, and customer service.
Each country’s SIP rollout has been staggered, with different sellers gaining access to specific export markets depending on their home base:
- 2018: Taiwan-based sellers started selling to Singapore, Malaysia, and Indonesia.
- 2019: Malaysia-based sellers gained access to Singapore.
- 2020: Indonesia joined the program, with sellers able to reach most ASEAN countries.
- 2021: Vietnamese sellers expanded into Singapore, Malaysia, the Philippines, and Taiwan. The Indonesia SIP was widened to serve Brazil, Mexico, Chile, and Colombia.
- 2022: Thailand’s SIP launch opened doors to Singapore, Malaysia, the Philippines, and Taiwan.
- 2023: Philippines-based sellers began exporting to Singapore and Malaysia. The Malaysia SIP commenced exports to Thailand and Chile.
The latest update to the program is the launch of the SIP in Singapore, allowing Singapore-based merchants to sell directly to buyers in Malaysia and Thailand. Plans are also underway to expand coverage to the Philippines, further strengthening Singapore’s access to Southeast Asia’s growing e-commerce landscape.
The launch follows a pilot phase that saw more than 8,000 Singapore sellers onboarded. Over three months, Shopee said orders and gross merchandise (GMV) surged by eight times, indicating strong demand and a positive impact on business growth. Among the sellers that have benefited are Global Pet Company, which expanded its pet food business without the overhead of a physical store, and Candy Cottage, a confectionery retailer that tapped into new customers abroad.
At its core, the SIP streamlines cross-border selling by allowing merchants to focus on their local shop, while Shopee automates the expansion process. Once a seller’s products are listed, Shopee manages pricing adjustments, shipping, customer inquiries, and even promotions for overseas markets. Sellers only need to fulfill orders to Shopee’s local warehouse, with Shopee handling the rest.
With SIP, Shopee aims to offer a hybrid approach to cross-border e-commerce, combining seller autonomy with regional support. As more markets are integrated, the platform continues to evolve as a scalable model for international expansion in Southeast Asia.