Malaysia's 11.11 showdown: How Shopee, Lazada, TikTok Shop are engaging shoppers

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Malaysia’s 11.11 eCommerce sales season is officially underway, and the nation’s top platforms are vying for attention in distinctly different ways. Shopee, Lazada, and TikTok Shop are each leveraging their unique strengths, from livestreamed celebrity appearances and immersive offline events to AI-driven shopping tools and robust IP protection for local entrepreneurs.

Together, these platforms are not only offering deals and discounts, but also crafting experiences that deepen engagement with its own audiences, showcasing creativity in eCommerce marketing, with the aim of turning casual browsers into loyal customers while amplifying brand excitement in the run-up to the biggest shopping day of the year.

Here’s a closer look at what the three eCommerce giants each have in store for Malaysians this 11.11.

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Shopee: Celebrities, livestreams, and gamified engagement

Shopee is leaning heavily on star power this 11.11, with Aliff Syukri and Bella Astillah leading the charge. The platform’s "Daily superstar livestreams" give fans the chance to interact with their favourite celebrities while grabbing exclusive deals from top brands. Shoppers can enjoy up to 50% off "lagi murah" (even cheaper) deals, free shipping with no minimum spend, and participate in interactive games for a chance to win prizes, including meeting Bella Astillah in person or scoring 500 packs of Aliff Syukri’s famous jeruk mangga (pickled mango) through Shopee Farm.

Both brand ambassadors are also launching exclusive products during the sale. Bella’s first official store, Baellova, offers her viral 3-in-1 lipstick at a special RM27 price, while Aliff Syukri unveils a new handbag collection, with select designs available only through Shopee Live. Their joint livestream on 11 November promises to be a highlight, featuring two hours of entertainment, exclusive deals, and bonus vouchers.

Shopee is also turning cars into interactive promotional tools with the ICON Hunt, where shoppers can spot 11.11-themed Proton Saga cars around Klang Valley, share photos or videos online, and stand a chance to win one of the new sedans. Meanwhile, the "From click to ICONic drive" campaign offers early registrants a test drive and RM50 vouchers, ensuring the experience is both memorable and rewarding for participants.

Rounding out the campaign is Shopee’s Singles’ Day film, starring the two celebrities and highlighting a lineup of deals set to the platform's iconic notification jingle, “Shopee!”. The film also spotlights the 12-hour non-stop Shopee Live marathon, featuring Sam Lim, Dear Carynn, Bella Khann, Kak Ell, and Neonco.

Lazada: AI, pre-sale deposits, and marathon deals

Lazada Malaysia is taking a more tech-driven approach this year, building on a US$25 million regional investment to empower sellers and creators ahead of 11.11. Its initiatives include doubling affiliate commission payouts for creators, enabling YouTube Shopping partnerships, and introducing AI Lazzie, a smart shopping assistant to guide users in discovering personalised deals and stacking vouchers for maximum savings.

The platform’s "Sweetest brand deals of the year" features a 28-hour marathon sale starting on 10 November, including tantalising hourly RM11 deals on items ranging from mobile phones to gold jewellery. Additional offerings such as "Crazy brand mega offer" (up to 90% off), "Chup dulu" pre-sale deposits, LazMall Boxes, and happy hour vouchers ensure shoppers have multiple avenues to save and engage with the platform. Adding to the hype, Lazada amped up social content with influencer tie-ups and a KOL-led livestream which kicked off on 10 November, 8PM.

From early-bird morning deals to mid-day happy hour promotions, Lazada added an extra layer of fun with a campaign film that’s literally sweet. The 15-second spot, set in an office, features a swarm of ants who, spotting the Lazada 11.11 sale on a mobile phone, scurry toward the device while shouting “So sweet!”. The playful scene of the ants dancing is certainly eye-catching.

TikTok Shop: Local brands, IP protection, and offline engagement

TikTok Shop is differentiating itself by emphasising local entrepreneurship and authenticity, reporting over 200% YoY growth in brands participating in its "Mall program". Ahead of 11.11, it has upskilled more than 300 local MSMEs and 40 enforcement officers through collaboration with MyIPO and KPDN, and proactively blocked over 7 million counterfeit products from being listed.

Shoppers can enjoy deals from local favourites such as Skinmade, Hetch, Mommyhana, SALYRA Shop, and Olive House, along with unlimited free shipping, stackable discounts up to 30% off, and "Buy 1 free 1" promotions. TikTok Shop also hosted its first on-ground 11.11 Mega Sale Carnival from 7 to 9 November at Pavilion Bukit Jalil Exhibition Centre, blending live entertainment with eCommerce in an immersive O2O experience.

Fans were treated to live performances from popular creators and celebrities, including Phei Yong, Fizo Omar, and Alif Satar, while exploring more than 60 booths offering exclusive promotions.

Highlighting its mega deals, TikTok Shop’s one-minute campaign video features a giant gachapon machine soaring over KL like a spaceship. Phei Yong waves from inside, sending gacha balls to fellow TikTok creators, who load them with products for the Buy 1 Free 1 deal before releasing them over the city. Streets and skies fill with flying gachas, all set to a dramatic, custom TikTok Shop 11.11 opera track.

While Shopee, Lazada, and TikTok Shop each have their own strategies, they share a common goal, and that is to turn 11.11 into a multi-dimensional shopping and engagement festival. Whether it’s through celebrity livestreams, AI-driven smart shopping tools, or offline brand activations, Malaysians can expect a shopping season this week that is immersive.

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