MANILA, Philippines – Shopee kicked off the holiday shopping season with strong 9.9 results, as Filipinos turned to the platform to shop, discover products, and engage with content.
Leading overall growth, orders processed through Fulfilled by Shopee (FBS) surged 2.5 times compared to 9.9 last year. The campaign also saw a rise in active affiliates and strong engagement across Shopee Video, Drama, and Live.
The growth in FBS comes as Shopee continues to expand the fulfillment support available to sellers during major shopping periods. Through FBS, sellers can store products within Shopee’s fulfillment network across Luzon, Visayas, and Mindanao, bringing inventory closer to buyers while Shopee handles storage, packing, shipping, and returns.
For shoppers, this means faster deliveries. FBS orders typically arrive within 1-2 days in Metro Manila and 3-5 working days in Visayas and Mindanao, versus 7-10 working days for non-FBS sellers in the region.
Content-led shopping surges this 9.9 as content ecosystem expands
Active Shopee Affiliates more than doubled compared to last year’s 9.9 campaign, giving shoppers more opportunities to discover products through trusted creator recommendations and video content.
The campaign also saw increased engagement across the platform, with shoppers spending more time watching content on Shopee Video, Drama, and Live. Watch time across Shopee Video and Drama surged 79% year-on-year, while Shopee Live attracted over 3.7 million viewers—a 73% jump compared to an average day.
As content becomes increasingly embedded in the shopping journey, e-commerce becomes more inclusive, allowing Filipinos to not only shop and sell but also to participate as creators who can influence discovery and earn from it.
“The 9.9 results give us a good indication of how Filipinos are starting to shop for the holidays. Our role is to make sure shoppers get what they need reliably, sellers can keep up with the demand, and creators have more opportunities to connect people with the right products,” said Vincent Lee, head of Shopee Philippines.
9.9 marks the start of the holiday shopping season, with activity expected to build as Christmas draws closer.
