9.9 sees higher activity from fulfillment to discovery, as more orders move through Shopee while Filipinos engage with creators and content
Shopee kicked off the holiday shopping season with strong 9.9 results, as Filipinos increasingly turned to the platform not only to shop, but also to discover products and engage with content.
Leading the overall growth, orders processed through Fulfilled by Shopee (FBS) surged 2.5 times compared to 9.9 last year. The campaign also recorded a significant increase in active affiliates, alongside 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 their products within Shopee’s fulfillment network across Luzon, Visayas, and Mindanao, bringing inventory closer to buyers while Shopee manages storage, packing, shipping, and returns.
For shoppers, the setup translates to faster deliveries. FBS orders typically arrive within 1–2 days in Metro Manila and 3–5 working days in Visayas and Mindanao, compared with 7–10 working days for non-FBS sellers in the region.
Content-Led Shopping Surges This 9.9 as Content Ecosystem Expands
The 9.9 campaign also highlighted the growing role of content in the Filipino shopping journey.
Active Shopee Affiliates more than doubled compared to last year’s 9.9 campaign, giving shoppers more opportunities to discover products through creator recommendations and engaging video content.
Engagement across the platform likewise climbed, 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 more than 3.7 million viewers, representing a 73% increase compared to an average day.
As content becomes increasingly integrated into the shopping experience, e-commerce continues to become more inclusive. Filipinos are not only participating as shoppers and sellers, but also as creators who can help drive product discovery while earning through their content and recommendations.
“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.
With 9.9 marking the beginning of the holiday shopping season, activity is expected to continue building as Christmas draws closer, setting the stage for an increasingly active shopping period in the months ahead.
