In 2024, e-commerce competition in Southeast Asia has entered a new stage, with major platforms ramping up their strategies to retain customers.
Recently, Shopee officially launched the brand-new Shopee Rewards, a "consumer loyalty program."
For the platform, this is a key step to consolidate its growth momentum; for sellers and consumers, it is a win-win opportunity window.
Image source: Internet
Four Membership Tiers Launched
The core of Shopee Rewards lies in establishing a tiered membership system, dividing users into Classic, Silver, Gold, and Platinum levels. Users start at Classic, and upgrade based on spending amount and order quantity. The cycle is set at 6 months, after which it resets, and users who do not meet the criteria will be downgraded.
Simply put, Silver requires at least 10 orders and RM500 in spending; Gold requires RM2000 in spending and a certain number of orders; Platinum has a higher threshold, requiring 50 orders and RM4000 in spending. The higher the tier, the more benefits enjoyed, such as extra birthday vouchers, shipping discounts, ShopeeFood offers, etc.
Under this system, Shopee's goal is very clear: to keep "big spenders and frequent buyers" on the platform, providing them with a better shopping experience. For ordinary consumers, this step-by-step growth path encourages them to keep placing orders to gain more exclusive benefits, forming a virtuous cycle of consumption.
Image source: Internet
What New Opportunities Does This Bring for Sellers?
On the surface, Shopee Rewards is a welfare policy for consumers, but the real winners behind it are also the merchants on the platform.
Firstly, the launch of the loyalty program will directly increase the activity of high-frequency users. Higher-tier members mean greater spending power and higher repurchase rates. For sellers, the platform "cultivates" these quality users, making them a precise potential customer base. Merchants can enjoy stable traffic from the platform, higher conversion efficiency, and potentially higher average order value.
Secondly, to promote the loyalty program, Shopee will inevitably strengthen the planning of exclusive member events, such as Platinum member specials and limited-time discounts for Silver users. Sellers can take the opportunity to participate in these exclusive member activities, leveraging platform exposure to accurately reach high-value users.
Image source: Internet
Why Is Shopee Making a Move Now?
From a macro perspective, it is not surprising that Shopee is launching a tiered membership program.
As competition in the Southeast Asian market intensifies, the rapid rise of platforms like Temu, Lazada, and TikTok Shop has made the battle for traffic fiercer. The previous approach of attracting new users through subsidies is fading, and retaining existing users and boosting repurchase rates has become the core focus.
Therefore, Shopee needs to use the loyalty program to retain core users with strong spending power, laying a solid foundation for the platform's long-term and steady growth.
Image source: Internet
Conclusion
Shopee's launch of the loyalty program is both a long-term strategy to enhance user stickiness and a signal of new growth opportunities for sellers.
From more stable traffic supply, to precise conversion of high-spending users, to diverse membership marketing strategies, the "membership battle" has already begun.
For cross-border sellers, now is the perfect time to adjust pace and upgrade strategies. By planning best-selling products and activities around Shopee Rewards in advance, there may be more opportunities to gain an edge in the Southeast Asian market in 2025!