Shopee Brands Summit 2025: Powering success through innovation, content, and collaboration

Shopee held its fifth annual Brands Summit this year at Capella Singapore, bringing together more than 300 attendees from 100 leading brands across the region.

With a focus on AI, content innovation, and closer brand collaboration, the 2025 edition spotlighted what it takes to win over Southeast Asia’s increasingly savvy shoppers.

Held under the theme – “Winning smart shoppers: Riding on tech and our ecosystem to drive consumer value” – the summit outlined Shopee’s strategies for the year ahead, centred on tech-powered content, smarter discovery, and seamless shopping experiences.

Key updates of the Brands Summit included a deeper integration of AI across content creation, influencer engagement and fulfilment, alongside new tools designed to boost brand visibility and performance across the platform.

Now in its fifth year, the Shopee Brand Awards remain a highlight of the event. First launched in 2021, the awards recognise brands that have delivered outstanding marketing and commercial results on the platform.

Winners are evaluated not only on metrics such as GMV and order volume, but also on their use of live-streams, in-app content, and platform-exclusive campaigns to drive impact. This year’s recipients showed how effective partnerships and platform know-how can unlock new levels of growth.

Handhika Jahja, executive director of Shopee, with Brand Awards 2025 winners.

“The annual Brands Summit reaffirms our commitment to empowering brands with cutting-edge technology, data-driven insights, and a robust ecosystem designed for long-term success,” said Handhika Jahja, executive director of Shopee.

“The Shopee Brand Awards celebrates the exceptional achievements of our brand partners who have strategically harnessed our platform to grow their presence and meaningfully engage with consumers.

“These winners set the benchmark for excellence, and their success stories inspire others as we continue to redefine eCommerce and unlock new avenues for greater growth.”

This year’s winners included Estée Lauder Companies, Unilever, adidas, PUMA, L’Oréal CPD, vivo, and The Purest Co. Each of the brands showcased unique approaches to performance, innovation, and brand storytelling on Shopee.

Excellence in Commercial Performance (FMCG): Unilever

Unilever was recognised for its outstanding commercial performance in the FMCG category, driven by its ability to move quickly with consumer trends and scale innovation across the region. Its winning formula blended operational excellence with the creative use of Shopee’s beauty tech features.

Unilever’s BeautyCam activation allowed shoppers to preview tinted balms in real time.

The brand saw standout success with BeautyCam and SkinCam. These tech innovations allowed users to virtually try products and better understand their needs before purchase.

According to Unilever, BeautyCam was a key driver of new buyer acquisition, accounting for 82% of first-time customers. Similarly, SkinCam contributed 65%, underscoring the tools’ effectiveness in attracting and converting new users.

Unilever’s success underscores how FMCG brands can win by pairing scale with the smart use of tech, especially in categories such as beauty where personalisation and trial are key.

Excellence in Commercial Performance (Fashion): adidas

Adidas earned top honours in the fashion category for its strong commercial performance on Shopee. The brand stood out for its seamless tech integration and efficient store operations, helping it meet high shopper demand without missing a beat.

Adidas strategically integrated Shopee’s features such as Shopee Live to boost performance.

A major driver was the sync between Shopee and adidas’ dotcom warehouse, which improved stock availability and assortment variety across the platform. Adidas also ramped up its Shopee Live efforts across Southeast Asia, resulting in a 2.8X uplift in live GMV.

Regional Fastest Growing Brand (Fashion): PUMA

PUMA was named the fastest growing fashion brand in the region, driven by strong GMV growth through key collaborations and the strategic integration of campaigns and content to reach target consumers on Shopee.

PUMA integrated its IVE partnership on Shopee for a more consistent and immersive experience.

The brand’s partnership with popular K-pop group IVE was fully integrated into its Shopee store, creating a consistent and immersive brand experience. This alignment with youth culture and fandom resonated strongly with Shopee’s younger, female user base, helping PUMA drive both buzz and baskets.

PUMA also started to stream regularly on Shopee Live, clocking up to 59 hours per week across all markets – expanding its reach and engagement through consistent, live content.

PUMA’s approach is a blueprint for fashion brands looking to scale fast: combine cultural relevance with platform-native storytelling, and meet customers where they already are.

Shopee 100 Million Dollar Club: L’Oréal Consumer Products Division

L’Oréal CPD was inducted into the Shopee 100 Million Dollar Club after surpassing US$100 million in GMV. This milestone was driven by platform exclusives and regional-first product drops across 2024, as the division leveraged Shopee’s scale and reach to introduce platform-exclusive products, offering Shopee buyers priority access.

Beyond Shopee-exclusive product launches, L’Oréal CPD also executed regional campaigns tailored to Shopee’s mega sale moments. For example, the Maybelline #UnleashYourDreamCity campaign during 11.11 demonstrated the power of pairing first-to-platform innovation with regional execution, offering consumers something new while building brand equity at scale.

Shopee 100 Million Dollar Club: vivo

Smartphone brand vivo joined the Shopee 100 Million Dollar Club on the back of a strong performance powered by Shopee’s GMV Max Ads, a solution designed to maximise conversion through automated, data-driven bidding.

By using GMV Max, vivo saw a 3.8x uplift in return on ad spend compared to standard bidding campaigns. The tool helped the brand scale visibility and accelerate orders across its key product lines, driving growth in a category where margin pressures and conversion rates are closely watched.

SG Brand of the Year: The Purest Co

Local wellness brand The Purest Co was named Singapore Brand of the Year for its standout performance across Shopee’s content ecosystem. The brand leaned heavily into Shopee Live, Shopee Video, and Shopee’s affiliate marketing solution to build trust, guide purchase decisions, and drive conversion.

Key to its success was the use of well-known KOLs and celebrities for live-streams, paired with store-wide affiliate campaigns that offered uncapped commissions during mega campaign days.

Notably, 85% of The Purest Co’s customers on Shopee in 2024 were new buyers, a strong signal of how the strategy resonated with fresh audiences.

The brand also launched several Shopee-exclusive bundles and products, including collaborations with LANEIGE, Innisfree, Sulwhasoo, and Cetaphil. In 2024 alone, it launched seven exclusive products, including the Lean Burn Pre+Probiotic Melts and the Collagen Glow Cremé Yogurt.

These efforts further reinforced The Purest Co’s brand identity on Shopee and served as a testament that local brands can thrive by fully leveraging the platform’s ecosystem. It also demonstrated how they are successfully bringing their unique brand of clean, effective, and enjoyable supplements to more consumers through Shopee.

As brands across Southeast Asia continue to scale their digital presence, Shopee has emerged as a critical partner in enabling regional eCommerce success. By leveraging Shopee’s integrated ecosystem, including logistics, payments, content tools, and a cross-border selling infrastructure, brands can streamline operations while expanding their reach across diverse markets.

As the eCommerce landscape continues to evolve, Shopee remains dedicated to empowering brands with the tools and support needed to thrive in Southeast Asia's dynamic digital economy.

“The future of eCommerce continues to be exciting as we work to strengthen our ecosystem by deepening partnerships with brand partners, optimising content, and driving richer customer engagement. We look forward to seeing our partners take full advantage of these opportunities on Shopee to grow and thrive in the years ahead,” Jahja said.

This article was written in collaboration with Shopee.