Shopee at 10: Fueling MSME in the Digital Economy

Ten years ago, Shopee launched with a simple vision: to make buying and selling online accessible to everyone. What began as a digital marketplace has since grown into a thriving ecosystem where millions of entrepreneurs from bustling cities to remote towns have built businesses, preserved traditions, and transformed their communities.

To mark its 10th anniversary, Shopee is releasing its first impact report, “Shopee: A Decade of Impact for Sellers”, alongside a new docuseries, “Shopee: Keeping Cultures Alive”. Together, they tell the story of how entrepreneurship, powered by digital commerce, has reshaped lives across Southeast Asia, Taiwan, and Brazil.

Empowering MSMEs Through Digital Commerce

When Shopee opened its doors in 2015, many micro, small, and medium enterprises (MSMEs) were just beginning to explore the digital economy. Over the past decade, these sellers have achieved more than US$270 billion in sales, proving that online platforms can be powerful launchpads for entrepreneurial dreams.

The numbers tell a story of resilience and ambition: MSME participation doubled annually on average, 80% of sellers operate outside capital cities, showing how entrepreneurs in smaller communities are reaching buyers nationwide, and more than 7.6 million sellers have sharpened their digital skills through Shopee University, gaining confidence to compete in a fast-changing marketplace.

In the Philippines, the impact has been especially striking. Sellers recorded a 5X increase in annual items sold, while participation in Visayas and Mindanao surged 30X. For many entrepreneurs outside Luzon, Shopee became the bridge to customers they could never have reached before.

Innovating to Engage Today’s Digital Buyers

Shopee’s story is also one of adaptation. As consumer habits evolved, sellers embraced new tools to stay ahead. Shopee Live and Shopee Video turned selling into storytelling, with MSMEs seeing a 300% yearly increase in live orders.

In the Philippines, live selling quadrupled annually, while the creator network expanded fourfold, giving small businesses fresh ways to engage and inspire.

Through Affiliate Marketing Solutions (AMS), even sellers without marketing teams could collaborate with influencers, driving 30% more orders and proving that visibility is no longer reserved for big brands.

For entrepreneurs ready to dream bigger, Shopee opened doors to international markets. More than 2.1 million sellers joined the Shopee Export Program, while 400,000 Filipino MSMEs now sell directly to buyers in Singapore and Malaysia. Local products, ranging from handmade crafts to specialty foods, are finding new audiences abroad, transforming homegrown businesses into global players.

Entrepreneurship as Community Building

Shopee’s impact extends beyond profits. It has connected buyers in 400+ cities to essential goods, with 140 billion items purchased outside capital hubs, breaking down geographic barriers and making commerce more inclusive.

It has also created new income streams: over 23 million affiliates and creators joined Shopee’s programs, with earnings growing 90% annually, and Shopee Philippines employs 90% local talent, strengthening the country’s digital ecosystem and ensuring that entrepreneurship is supported by homegrown expertise.

Stories of Culture and Resilience

Shopee’s new docuseries, “Keeping Cultures Alive”, captures the human side of entrepreneurship. Through themes of passion, tradition, transformation, modernization, heritage, community, and women empowerment, it spotlights sellers who are not only building businesses but also preserving what makes their culture unique.

From artisans weaving heritage into modern fashion, to women entrepreneurs redefining community leadership, the series celebrates the spirit of entrepreneurship as a force for both economic progress and cultural continuity.