Project Background
The cooperative merchant is a mainland auto parts manufacturer, mainly engaged in in-car navigation and car lamp modification parts. In the first quarter of 2025, it attempted to expand Shopee's Southeast Asia sites (Malaysia and Indonesia). In the initial stage, due to insufficient product compatibility (not matching local mainstream models), lack of localized marketing, and poor logistics timeliness, the GMV in the first month was only 30,000 Malaysian Ringgit, and the complaint rate exceeded 8%. There is an urgent need for targeted operation to break the deadlock.
Core operation strategy
1. Precise localization adaptation of products Combining the market characteristics of Southeast Asia, which is dominated by fuel vehicles and has a strong demand for later modifications (refer to Abstract 1), select modification parts suitable for local popular models (such as Toyota Vios and Honda Fit), and optimize the product titles (add regional keywords such as "Malaysian model compatibility" and "free shipping modification parts for Indonesia"). The detail page is supplemented with Indonesian/Malay installation tutorials and vehicle model compatibility tables.
2. Live streaming + community dual-track traffic diversion: Leveraging the high growth trend of Shopee's live streaming business (refer to Abstract 3), two "modification test live streams" are held every week, inviting local car bloggers to demonstrate car light installation and navigation functions. During the promotion period, the number of live stream orders increased by 15 times compared to the daily average. At the same time, build car owner communities in Malaysia and Indonesia, push new product trials and exclusive discounts, and accumulate precise users.
3. Logistics and after-sales service upgrade: Assisted merchants in connecting to Shopee's official overseas warehouse in Southeast Asia, achieving next-day delivery to West Malaysia and 3-day delivery to East Malaysia and Indonesia. The logistics score was raised from 3.5 to 4.8. We simultaneously launched a "30-day quality guarantee" to reduce the rate of after-sales disputes.
Project outcome
After six months of cooperation, the GMV of Shopee's dual sites increased from 30,000 Malaysian Ringgit to 92,000 Malaysian Ringgit, a year-on-year growth of over 200%. Among them, the in-car navigation product ranked among the top 20 in the automotive electronics category in Malaysia.
The overall rating of the store has remained stable at 4.7/5, and the repurchase rate has increased from 6% to 19%. The core customers are mainly "owners of old car modifications" and "users of new car modifications with high cost performance" (refer to User profile in Abstract 1).
Successfully selected as a "New Star Auto Parts Merchant" on Shopee Southeast Asia, it received exclusive traffic preference for the platform's major promotions. During the 9.9 promotion period, the single-day order volume exceeded 300.
