Shopee's Local Fulfillment Orders Surged 100% YoY Last Year; Focus in 2026 on Traffic Expansion and Faster, Cheaper Fulfillment

[Ebrun Exclusive] On January 28, at the "A Decade Together, Winning Globally" 2025 Seller Awards Ceremony held to mark Shopee's 10th anniversary, the company officially disclosed its core operational data from the past year and simultaneously announced its key development directions for 2026. Overall, against the backdrop of intensifying cross-border e-commerce competition, Shopee has maintained relatively steady growth by strengthening its local fulfillment capabilities, content-driven operations, and logistics system upgrades.

Liu Jianghong, General Manager of Shopee's Cross-Border Business, stated at the event that Shopee's order volume and GMV had maintained growth for multiple consecutive quarters in 2025, both hitting record highs in the third quarter. The year-on-year growth rates for both order scale and total transaction value reached 28%.

The scaling of localized fulfillment capabilities is considered one of the most critical supporting factors behind this growth. Data shows that Shopee's localized fulfillment order volume increased by over 100% year-on-year in 2025, with corresponding sales growth also exceeding 70%, making it a crucial foundation for the platform's stable expansion.

At the regional market level, Brazil is regarded by Shopee as the most representative breakthrough case of the past year. Shopee has established a fully integrated, self-operated cross-border direct mail channel there, achieving high integration from first-mile shipping, customs clearance, to last-mile delivery. As a result, the overall fulfillment time has been accelerated by up to 2 days, and the proportion of platform-cleared parcels has increased to 90%, effectively alleviating long-standing pain points related to the stability and timeliness of cross-border fulfillment.

With the continued expansion of its main and satellite warehouse network, Shopee's local fulfillment system coverage is further increasing. Official data indicates that Shopee's last-mile logistics coverage has now reached 99%, enabling stable delivery even to previously hard-to-reach remote areas, providing the infrastructure necessary for the scaled growth of local fulfillment.

Beyond fulfillment capabilities, content is becoming a new growth variable for Shopee's cross-border business. Over the past year, cross-border livestreaming and short videos have gradually become important channels for sellers to acquire incremental growth. Data shows that some sellers achieved up to 30-fold sales growth through cross-border short videos; during the 12.12 mega-sales day in 2025, the cumulative duration of cross-border livestreams exceeded 50 million hours, and short video views reached 140 million.

Focusing on content ecosystem development, Shopee became the first partner in Meta's alliance program in 2025, leveraging over 19 million creators and more than 100 million pieces of content to deepen cooperation in areas like content distribution, traffic synergy, and content format innovation.

Building on this, Shopee has also defined three core development strategies for 2026.

First, broadening the main traffic channels. Through the advancement of its VIP program, Shopee is cultivating a core user base characterized by high loyalty and repurchase rates. The Shopee VIP membership system currently reaches millions of users. Simultaneously, the platform continues to expand its coverage in remote areas, where the overall waiting time for receiving goods was reduced by 40% in 2025. Furthermore, content remains a key engine for traffic expansion. In 2026, Shopee plans to further increase investment in short videos and livestreaming, using AI to enhance content supply, strengthening the synergy between short videos and live streams, and deepening alliance marketing collaborations with external platforms like YouTube and Meta to attract more external traffic.

Second, advancing "cost reduction and speed increase" in fulfillment services.

Shopee plans to further optimize its official warehouse pricing structure, reducing seller fulfillment costs through price adjustments, operational fee discounts, and free trials for new buyers. On the logistics front, it aims to accelerate first-mile fulfillment times by 1 to 1.5 days while reducing large-scale shipping costs.

Third, upgrading the platform's "Escort System" to build a more solid foundation of trust for sellers.

On the delivery front, Shopee's logistics arm SPX has launched same-day delivery services and expanded same-day dispatch and fulfillment capabilities to markets like the Philippines. For large-item logistics, the platform is lowering fulfillment barriers, offering preferential pricing, and deploying last-mile networks for bulky goods in multiple markets to improve delivery certainty for large items. In inventory management, AI capabilities are being introduced to support replenishment decisions, using stock-out risk alerts and standardized pre-holiday stocking guidance to help sellers reduce operational volatility.

Discussing Shopee's plans and outlook for 2026, Liu Jianghong, General Manager of Shopee's Cross-Border Business, said:

"In 2025, the key to helping Chinese cross-border sellers succeed overseas with Shopee was deep localization. Shopee will continuously upgrade the platform experience, striving to acquire more new users while also upgrading existing users to increase repurchase rates."

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Ebrun will continue to track this development. To learn more information related to this article, please scan the QR code to follow the author on WeChat.