For small online sellers, running a digital storefront often means juggling customer service, order fulfillment, and product management all at once—a balancing act that can stretch even the most efficient teams.

For New Earth, a sustainability-focused brand known for its eco-friendly washable paper bags, those daily demands quickly became overwhelming.

With a six-person team handling everything from inquiries to logistics, staying responsive to customers while keeping operations running smoothly proved to be a constant challenge.

“We take turns answering customer inquiries,” said Valerie Pineda, founder of New Earth. “Whenever our admin assistant is busy and cannot reply, I step in and help respond to customers.”

During peak periods, the volume of messages meant pausing other tasks just to keep up—an inefficiency that can weigh heavily on small businesses with limited manpower.

To ease the strain, New Earth adopted tools from Shopee, turning to its Chat Artificial Intelligence (AI) Assistant to help manage routine customer interactions.

Before using the tool, the team handled every message manually. Weekends and high-traffic days stretched their capacity thin, as responding to inquiries competed with core operational work.

With Chat AI Assistant now handling common queries—such as delivery updates, order status, and product availability—the team no longer needs to respond to every message individually.

“It helps us immensely because we don’t have to go through every single message anymore,” Pineda shared.

Features like FAQ Assistant, which allows preset responses, and Auto Reply, which automates replies, have helped streamline communication—particularly during busy periods when response time can influence purchasing decisions.

For New Earth, the shift has translated into faster replies, reduced manual workload, and more time to focus on higher-value tasks such as product development and business strategy.

Customer conversations are only one part of the equation. For many online sellers, maintaining clear, accurate, and visually appealing product listings is another time-consuming responsibility.

To address this, Shopee has rolled out additional AI-driven tools, including its Product AI Optimizer, designed to help sellers enhance their storefronts without requiring advanced design or merchandising skills.

The tool can guide buyers to the most suitable size based on a seller’s size chart, reducing pre-purchase inquiries related to measurements. It can also generate polished product posters automatically, enabling sellers to produce professional-quality visuals more efficiently.

Meanwhile, Image Optimizer recommends cover images most likely to drive engagement, using performance data to help listings stand out in an increasingly competitive marketplace.

For small and medium enterprises (SMEs), tools that reduce repetitive work can significantly improve efficiency—particularly as e-commerce competition intensifies.

New Earth’s experience highlights how automation can help smaller teams remain responsive without sacrificing operational priorities.

By integrating AI into both customer service and product presentation, sellers can redirect time and resources toward growth initiatives, rather than routine tasks.

Shopee, part of Sea Ltd., positions these tools as part of its broader push to support digital entrepreneurship across Southeast Asia and beyond.

As one of the region’s largest e-commerce platforms, Shopee continues to invest in features aimed at helping businesses digitalize operations, improve customer engagement, and scale more efficiently.

For sellers like New Earth, the adoption of such tools reflects a broader shift in e-commerce—where leveraging technology is no longer optional, but essential to staying competitive.

And for small teams navigating the complexities of online retail, even incremental gains in efficiency can make a meaningful difference in sustaining and growing their business.