## **Shopee Brands Summit 2025: Powering Success Through Innovation, Content, and Collaboration**
This year, **Shopee** proudly hosted its **fifth annual Brands Summit** at the prestigious **Capella Singapore**, gathering over **300 industry leaders** from **100 top brands** across the Southeast Asian landscape. This engaging event centered on the **manifestation of AI, innovative content**, and **collaborative strategies**, key elements necessary to captivate **Asia’s savvy shoppers**.
### **Unveiling the Future of eCommerce**
Under the thought-provoking theme, **“Winning Smart Shoppers: Riding on Tech and Our Ecosystem to Drive Consumer Value,”** the summit illuminated Shopee’s dynamic strategies aimed at elevating online shopping. Attendees gained insights into **tech-powered content**, enhanced **product discovery**, and creating **seamless shopping experiences**.
#### **AI at the Core**
A major highlight was the **deeper integration of AI** into several domains, including **content creation**, **influencer engagement**, and **fulfillment processes**. Coupled with new tools tailored to amplify brand visibility on the platform, these innovations are pivotal in the race to capture discerning consumers.
#### **Celebrating Excellence: The Shopee Brand Awards**
Now a centerpiece of the event, the **Shopee Brand Awards** recognized the commendable achievements of brands flourishing on their platform. Launched in **2023**, the awards celebrate brands that have not only excelled in metrics like **gross merchandise value (GMV)** but have also leveraged **live-streaming**, engaging **in-app content**, and unique **platform-exclusive campaigns** to create a lasting impact.
### **Notable Winners of 2025**
This year’s coveted awards acknowledged brands such as **Estée Lauder**, **Unilever**, **adidas**, **PUMA**, **L’Oréal Consumer Products Division**, **vivo**, and **The Purest Co.** Each demonstrated **unique strategies** in content innovation, marketing prowess, and brand storytelling that resonate deeply with consumers on Shopee.
#### **Unilever: A Benchmark for FMCG Excellence**
**Unilever** took home the award for **Excellence in Commercial Performance** in the FMCG category. What set the brand apart was its agility in tapping into consumer trends while effectively harnessing Shopee’s cutting-edge **beauty tech features**. Their standout offerings, **BeautyCam** and **SkinCam**, empowered users to virtually try products, leading to **82%** of new buyers engaging through these technological innovations — a stellar testament to the importance of personalized consumer experiences.
*Unilever’s BeautyCam allowed shoppers to preview tinted balms in real-time.*
#### **adidas: Revolutionizing Fashion Retail**
In the fashion realm, **adidas** emerged victorious, showcasing unparalleled commercial prowess through **seamless technology integration** and robust store operations. Their strategic collaboration with Shopee enhanced stock availability, driving sales and customer satisfaction.
*Adidas leveraged Shopee Live to boost performance.*
#### **PUMA: A Fast-Growing Fashion Force**
Recognized as the **Fastest Growing Fashion Brand**, **PUMA** coupled cultural relevance with strategic brand partnerships, notably with K-pop sensation **IVE**, enriching their **Shopee store** and aligning with the youth-centric consumer base. Their **live-streaming initiatives** on Shopee propelled engagement, making them a stellar example of effective platform-native storytelling.
*PUMA’s partnership with IVE enhanced the brand experience on Shopee.*
### **L’Oréal and vivo: Breaking New Grounds**
Both **L’Oréal** and **vivo** achieved remarkable distinctions by reaching the **Shopee 100 Million Dollar Club**. L’Oréal’s success was driven by exclusive product launches and tailored regional campaigns, while vivo’s strategic use of **GMV Max Ads** resulted in significant **return on ad spend**.
### **Local Heroes: The Purest Co.**
**The Purest Co.** clinched the title of **Singapore Brand of the Year**, standing out for its exceptional content execution within Shopee’s ecosystem. With a strategic focus on **live-streams** and engaging **content marketing**, the brand not only built consumer trust but also attracted new buyers, showcasing how local brands can thrive with Shopee’s comprehensive support.
### **Empowering Brands for Future Success**
As brands in Southeast Asia fortify their digital presence, **Shopee** has emerged as a pivotal partner, delivering essential tools and support to amplify **eCommerce success**. **Handhika Jahja**, Executive Director of Shopee, emphasized the commitment to empowering brands through innovative solutions and collaborative partnerships, reinforcing the belief that the **future of eCommerce** is bright and full of potential.
> “We look forward to seeing our partners leverage these opportunities on Shopee, fueling their growth and success in the years to come,” Jahja noted.
As the eCommerce landscape continues to evolve, Shopee remains dedicated to adapting and innovating, ensuring brands can meet and exceed consumer expectations in this rapidly changing environment.
This article was written in collaboration with Shopee.
