Shopee Malaysia has unveiled the findings of its 'Championing Inclusive Commerce 2024' study, which surveyed over 3,000 Shopee Affiliates. The study reveals that an overwhelming 9 in 10 Affiliates are optimistic about their e-commerce prospects in 2024.
Their enthusiasm lies in humanizing e-commerce through enhanced personalization, fostering authentic engagements on posts and livestreams, and directing more traffic to local sellers whose values align with theirs.
A Shift Towards Human-Centric Content
In anticipation of e-commerce trends for 2024, 75% of affiliates express excitement about creating more personalized content for their audiences. The desire is to establish authentic connections (30%), personalize content through product education posts and livestreams (30%), and collaborate with local businesses to boost awareness (15%).
Kenneth Soh, Head of Marketing at Shopee Malaysia, emphasizes the affiliates' role in humanizing e-commerce, stating, "Malaysian consumers are craving something real — they want to connect with real people, relatable stories, and genuine experiences."
Promoting Authenticity and Personalisation
Shopee Affiliate Livestreamer Celeste Phuah stresses the importance of authenticity and personalization. She believes that being honest and open during livestream sessions, sharing personal opinions, and providing information based on firsthand experiences are crucial for building sincere relationships with the audience.
Fostering Two-Way Engagement and Community Building
A notable 94% of Shopee Affiliates foresee increased user engagement through authentic content and interactive livestreams. This reflects a significant shift in audience behavior, indicating a growing demand for genuine connections between buyers and sellers. Affiliates play a pivotal role in bridging this digital gap and creating meaningful interactions.
Andrew Tay, COO of Val Media, expresses excitement about the audience engagements and interactions his team anticipates, emphasizing the evolving ways Malaysians consume digital content.
Supporting Local Businesses
Surveyed affiliates unanimously express a desire to drive more traffic to local sellers in 2024, with 96% aiming to collaborate with sellers aligned with their values. This reflects a commitment to the #ShopeeSapotLokal spirit, supporting Made-in-Malaysia products and contributing to the nation's digital economy.
Affiliate Rita Zafran emphasizes the joy of collaborating with local brands aligned with her cultural values, highlighting the significance of supporting homegrown entrepreneurs.
In conclusion, the 'Championing Inclusive Commerce 2024' study sheds light on how Shopee Affiliates, guided by principles of authenticity and personalization, can build mutually beneficial relationships that foster customer loyalty for local brands and sellers.
Further insights on Malaysian affiliates will be shared in the coming week as part of Shopee's thought leadership series.
