Shopee reported strong growth during its 9.9 campaign as Filipino shoppers increasingly turned to e-commerce for product discovery, purchases, and content-driven shopping experiences ahead of the holiday season.
Orders processed through Fulfilled by Shopee (FBS) surged 2.5 times compared with last year’s 9.9 campaign. The fulfillment service allows sellers to store inventory across Shopee’s fulfillment network in Luzon, Visayas, and Mindanao, while Shopee manages storage, packing, shipping, and returns.
The model also supports faster deliveries, with FBS orders typically arriving within one to two days in Metro Manila and three to five working days in Visayas and Mindanao.
Content-driven shopping also gained momentum. Active Shopee Affiliates more than doubled year-on-year, expanding opportunities for creators to recommend products and influence purchasing decisions.
Meanwhile, watch time across Shopee Video and Drama increased 79% year-on-year, while Shopee Live attracted more than 3.7 million viewers, representing a 73% increase compared with an average day.
The results highlight how e-commerce platforms are increasingly combining fulfillment infrastructure, creator ecosystems, and video content to make online shopping more interactive and accessible.
“The 9.9 results give us a good indication of how Filipinos are starting to shop for the holidays,” said Vincent Lee, Head of Shopee Philippines. He added that Shopee aims to help shoppers receive products reliably, enable sellers to manage demand, and give creators more opportunities to connect consumers with products.
With 9.9 marking the beginning of the holiday shopping season, Shopee expects online shopping activity to continue building as Christmas approaches.
