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Manila Bulletin devider Business devider Trade & Industry devider Filipino MSMEs hit 11 million items sold on Shopee 9.9, boosted by livestream and affiliate networks

Filipino MSMEs hit 11 million items sold on Shopee 9.9, boosted by livestream and affiliate networks

Shopee's tools help local entrepreneurs reach more shoppers and unlock growth opportunities

Published Sep 30, 2025 09:47 am
Shopee, the leading e-commerce platform in Southeast Asia, Taiwan and Brazil, wrapped up its 9.9 campaign with a record surge of 11 million items sold nationwide in a single day. This growth was fueled by the sharp rise in video viewership, which drew hundreds of thousands of Filipinos per hour.
“The success of 9.9 is not just about the numbers, but more about the dream of Filipino entrepreneurs,” shares Vincent Lee, Head of Shopee Philippines. “We are driven to keep finding better ways for sellers and buyers to connect, whether through livestreams, videos, or affiliate, so MSMEs can reach more shoppers and grow in ways that are truly sustainable. That’s how we see our role in shaping inclusive progress in the digital economy.”
Pet Supplies Express, a family-run business of two decades, expanded into e-commerce on Shopee in 2020. “Shopee is very easy to use, from posting products to running ads, kaya mabilis kami naka-adjust to online selling,” they shared. This 9.9, their sales jumped four times higher than usual, thanks to ads and rebates. “What stood out for us is how Shopee checks in and guides us. You feel the support to help you succeed.”
Livestream: a mainstay in Filipino shopping
Shopee has led e-commerce in Southeast Asia since launching Shopee Live in 2019. In the Philippines, the platform has logged over 12 billion views in 2024.
This 9.9 alone, shoppers spent 1.1 million hours watching Shopee Live and Shopee Video, while 50% more MSMEs went live for the first time, a sign that livestream shopping is fast becoming a go-to way for small businesses to reach customers nationwide.
Affiliates: the next wave of Filipino entrepreneurs
Shopee’s affiliate ecosystem is one of the largest in Southeast Asia, expanding by 250% annually. During 9.9, affiliates shared 2 million products and drove a 112% increase in participation versus last year, showing how more Filipinos are turning this into a steady source of income.
Beyond creators and influencers, affiliates today include livestream hosts, video creators, community leaders, and even everyday shoppers who share links with their circles. This opens simple and practical ways for anyone to start earning online.
Shopee empowers MSMEs, affiliates, and Filipino shoppers by building stronger connections between sellers and buyers. With tools like livestream, affiliates, personalization, and reliability features, Shopee helps small businesses reach the right customers faster.
Together, these innovations are shaping the future of shopping: local, digital, and inclusive.

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