Shopee rounds off a memorable 12.12 Birthday Sale alongside shoppers, businesses, and local communities with a 6-time uplift in visits on 12 Dec

Users also brought a smile to local businesses, with 9 in 10 shoppers buying from a local seller this 12.12


Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, concluded the region’s most joyful year-end celebration, 12.12 Birthday Sale, with visits surging 6 times on 12 December compared to an average day. Shopee users also enjoyed the best deals and rewards on their holiday shopping, with over 850 million Shopee vouchers claimed on 12.12.

Suchaya Paleewong, Senior Marketing Manager at Shopee Thailand said, “We are heartened to have closed the year on a positive note, with a successful 12.12 Birthday Sale, the finale of Shopee’s year-end shopping festivals. At this year’s 12.12 celebrations, we were glad to have spread joy to all our users by bringing shoppers the best deals and boosting the visibility of more businesses. 2021 has been a year of accelerated digitalisation and we are thankful for all the support from our users. As we move into 2022, we look forward to helping even more shoppers, businesses, and wider communities access the benefits of e-commerce.”

Catered to all shopping needs in the holiday season

Shoppers delighted in hunting for the best gifts for themselves and their loved ones during this holiday season. On 12 December, products such as purses and wallpapers were the most popular among Thai shoppers.

Amidst the 12.12 celebrations, Thai users came together to enjoy a wide range of entertainment on Shopee. Shopee’s 12.12 TVC saw 75 million views in Thailand, as users danced along to International Superstar Jackie Chan’s action-packed moves. Shoppers also connected with their favourite brands and sellers via livestream, with over 65 million views recorded on Shopee Live in Thailand. At the same time, over 320 million game plays were recorded on Shopee Prizes, as users enjoyed more fun and rewards across 12.12.

Accelerated growth for local businesses amidst 12.12 celebrations

Shoppers also spread the holiday cheer to their favourite local businesses at 12.12, with 9 in 10 users shopping from local sellers. This year, Shopee supported even more local sellers in digitalising and growing their businesses. At 12.12 in Thailand, top sellers achieved over 12 million baht in a single day, with one top seller clocking over 30 million baht in sales.

In addition, at the Shopee Celebrates Local contest, users voted for their favourite local businesses with Cintage Official, Simplywear Official, and Prima Official Store emerging as crowd favourites. They shared their heartwarming stories on Shopee Live on 5 December 2021, discussing topics such as their path to success with e-commerce. Through their sharing, they hoped to inspire communities and local merchants in Thailand to also chart their own paths in the digital economy. The winning sellers took home a special package of Shopee marketing tools to further strengthen their online businesses, while users won Shopee vouchers of up to 2,000 THB[1]. Through Shopee’s support local page, users also enjoyed exclusive deals while supporting these sellers.

ShopeePay also enabled more users to connect with offline merchants during the 12.12 period. With over 2 million purchases made through Deals Near Me, Shopee’s location-based online-to-offline feature, offline retailers enjoyed a boost in footfall as users redeemed their payment vouchers in-store.

Connected more shoppers to brands

This 12.12 Birthday sale, users soaked up the holiday spirit as they shopped for the best gifts from their favourite brands on Shopee, with orders on Shopee Mall surging 14 times from an average day. At the same time, brands on Shopee Mall also connected with new shoppers at 12.12, with 1 in 8 users being first-time Mall shoppers.

12.12 Birthday Sale highlights in Thailand

  • Catered to unique shopper needs:

    • Thais, especially those from Nonthaburi eagerly anticipated year-end deals at 12.12 Birthday Sale, with Skin care, Laundry Supplies & Cleaning Equipments and Home Decoration being the most popular. Top brands include Unilever, La Roche-Posay and Index Living Mall
    • Shopee Supermarket also continued to be the preferred one-stop shop for groceries and essentials, with top products being Snacks, Beverages and Bath & body care
  • Brought users the best in entertainment:

    • Shoppers found endless fun and joy on Shopee Live: Users were treated to an energetic and upbeat performance by Tomorrow X Together on Shopee Live where they sang hit songs ‘Loser Lover’, ‘Anti Romantic’, ‘Lovesong’, and ‘Crown’. Thai fans even got to hear from the group at their exclusive interview via Shopee Live. Thai users also got to celebrate 12.12 with Superstars such as Yin-War, BNK48, See-New, Mew Suppasit and many more
    • Shopee 12.12 Birthday Game Show: In Thailand, Shopee delivered joy to Thai users by hosting Shopee 12.12 Birthday Game Show on 12 December via CH7 and Shopee Live. Led by top Thai celebrities including Air-Phantila, Thanwa-Suriyachak, Green-Asadaporn, Pat-Napapha, Chakrit-Yamnam, Earth-Phirapat, Chris-Peerawat and more, Thai shoppers were entertained by various activities such as  a song challenge competition, extravagant shows and more. At 12.12, users also got to win big, with surprise giveaways worth up to 12 million baht, including prizes such as a  Toyota Hilux Revo Double cab Pre-runner 2.4 AT,  Toyota Yaris X-Urban and more Winners will be notified in-app at 7.30 PM on 15 December


  • Widened access to more users across the country:


    • More sellers and shoppers based outside big cities joined Shopee this year. Sellers in non-metro cities benefited from the increased visibility at 12.12, seeing an 5 time-uplift in orders, compared to an average day.
    • Pattani also saw the biggest uplift in orders on 12 December this year.


  • Drove greater convenience and rewards with ShopeePay:


    • Users enjoyed a rewarding payment experience, claiming 15 times more ShopeePay vouchers on 12.12, compared to an average day.


  • Serving the needs of the community:


    • Shopee rallied users to support the “Shopee Ruam Jai Fight Covid” initiative introduced as part of #ShopeeTogether, and brought a smile to more Thais across the country. Over 1.5 Million baht was donated to local charities such as Thai Red Cross, Siriraj Foundation, Ramathibodi Foundation, World Vision Foundation of Thailand, Community Children Foundation (CCF), Sai Jai Thai Foundation Under Royal Patronage, Mirror Foundation, Zendai, UNDP together with Food For Fighters, UNHCR and more during Shopee’s 12.12 Birthday Sale Campaign

Moreover, Thai shoppers can also look forward to more non-stop shopping to celebrate the year-end, with an extended 3-day sale until 15 December. Users can expect special deals including Shopee Voucher Code up to 2,000 THB, 50% off  discount and Free Shipping 0 minimum spend and more as well as exciting deals from ShopeePay. For more information, please visit

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