Shopee - From the Thrill of the Chase Mentality to a Massive Sale-Hunting Culture
As the clock strikes midnight, millions tap furiously on their phones—vouchers vanish, flash deals disappear, and carts become strategies. In Shopee’s world, the fastest fingers win. But how did it turn online shopping into a high-stakes hunt?
At a glance
Origin
Singapore
Established
2015
Industry
E-Commerce
Number of Users
295 million
(FY 2023)
Abstract
To thrive in the busy Southeast Asian e-commerce landscape, unlike traditional e-commerce models that emphasize convenience, Shopee introduced a gamified approach where urgency, participation, and digital entertainment drive consumer behavior. Through flash sales, limited-time vouchers, and live-streaming commerce, the platform cultivated a “sale-hunting” culture that keeps users engaged beyond price discounts.
This case study explores Shopee’s rapid ascent from a regional underdog to Southeast Asia’s leading e-commerce powerhouse. Key strategic advantages include its mobile-first design, deep localization efforts, and integration of entertainment-driven shopping experiences such as Shopee Live and Shopee Video. By leveraging AI-driven personalization and behavioral psychology, Shopee fosters a cycle of anticipation, participation, and reward that encourages repeat usage.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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