Shopee's 10-Year Journey in Indonesia: Building a Thriving Digital Ecosystem

Empowering Local Businesses and UMKM

Shopee has played a significant role in Indonesia's digital transformation since its inception in 2015. The platform has created a collaborative space that fosters innovation and growth among various stakeholders, including UMKM, local brands, and creators. Through its initiatives, Shopee has enabled these businesses to scale, reach wider markets, and adapt to the evolving digital economy.

Key Highlights of Shopee's Impact:

• Shopee Pilih Lokal program saw a 60% increase in registered local products in 2025, demonstrating growing support for local businesses.
• Shopee Ekspor facilitated the export of nearly 40 million local products to regions including East Asia, Southeast Asia, and Latin America.
• The Shopee Affiliate Program has seen a significant rise in user engagement, with affiliate link orders increasing more than five times since its launch.
• Shopee Live has become a crucial tool for local brands and UMKM, with tens of millions of local products promoted through this interactive feature in 2025.

Adapting to User Needs and Market Trends

Shopee's success is attributed to its ability to adapt to changing user behaviors and market dynamics. The platform has introduced various features and programs to enhance user experience and support local businesses. For instance, the ShopeeVIP subscription service has grown to over 3.5 million users across Indonesia, Thailand, and Vietnam by the end of September 2025, marking a 75% increase from the previous quarter.

Creating Opportunities for Creators

The Shopee Affiliate Program has not only enhanced user experience but also created new opportunities for creators. The program has seen a 4.5 times increase in the number of creators joining since its inception. This initiative allows creators to share product recommendations and earn additional income, contributing to the growth of UMKM and local brands.

Testimonials from Local Businesses

Vincent Saputera, Marketing Director of Kintakun, a local brand that has been on Shopee since 2015, praised the platform for its support in adapting to changing consumer behaviors and expanding their market reach. Kintakun has benefited from Shopee's interactive features and programs, enabling them to stay relevant and grow their brand presence online.

As Shopee continues to evolve, it remains committed to fostering a collaborative digital ecosystem that benefits all stakeholders, from users and businesses to creators. The platform's ongoing innovations and initiatives are set to further enhance the digital economy in Indonesia and beyond.