Shopee Live Selling: Basics and How-to’s [Ultimate Guide]

June 10, 2022
Jomel Alos

One of the leading e-commerce names in Southeast Asia today is Shopee (Shopee Pte Ltd). The company was founded in 2015 in Singapore primarily as a C2C (customer-to-customer) marketplace.

As it expanded its reach to other countries in Asia (Malaysia, Thailand, Taiwan, Indonesia, Vietnam, and the Philippines), South America (Brazil, Mexico, Chile, and Colombia), and Europe (Poland and Spain), Shopee updated to a hybrid business model to include B2C (business-to-customer).

It now has seller centers in Mainland China, Hong Kong, Japan, and South Korea and is also expected to launch in India and Argentina.

Shopee boasts a “social-first, mobile-centric” platform where buyers can browse and shop for items, as well as communicate with sellers directly.

Livestreams and Selling

Livestreaming encompasses several activities broadcasted over the internet and can be private (for select watchers) or public (for everyone).

Between 2019 and 2020, livestreaming watch hours saw a 99% growth, from 1.9 billion to 3.4 billion hours. The biggest livestreaming platform, Twitch, has so far recorded 9.3 billion watch hours for live videos.

Businesses saw how livestreaming can help highlight, demo, and sell their products through the different platforms and social media sites that started offering the service.

Shopee Live: Live Selling in Shopee

In 2019, Shopee got into the live selling game with Shoppe Live. Initially offered in Singapore, the Shopee live selling feature is now available to sellers and customers in other Asian territories. It was introduced to cater to “the growing demand for video content” and bring brands and retailers closer to their consumers.

The company intends to “foster long-term engagement” with users, and Shopee Live is one way to do that. This initiative has resulted in users spending more time on the app, making their online shopping more interactive in the process.

Much like a regular livestream, users can directly ask and engage with sellers in real-time through live selling in Shopee and even complete their purchases without leaving the stream. Even if it’s only available for mobile for viewers, participating sellers have already seen an increase in sales up to 75% with it.

Shopee sellers that tried live selling saw an increase in sales up to 75%

It’s worth noting that the introduction of Shopee Live overlapped with the global pandemic that compelled people to stay at home. Sellers were able to capitalize on the consumers’ need to buy necessities and other items without going out.

Shopee Live Features

If you’re a seller looking to start Shopee live selling, you can utilize the following functions:

  • Feature a product: Add featured or discounted products during the livestream in the Shopping Bag. Show these featured products by tapping the icon and clicking the Show button.
  • Auction: Also referred to as Mine, it creates a sense of urgency to the viewers as they try to get a coveted product first.
  • Vouchers: Seller can offer vouchers for discounts, free shipping, or other perks that customers can claim when they watch the stream and use on said seller’s store.
  • Coins: Another way to increase viewership is to reward coins. Sellers should first purchase Shopee Coins to do this, then give them out during the stream. Coins can be used to pay for purchases on the app.
  • Live polls: Interactive polls mid-stream foster engagement by getting the viewers’ opinion about the livestream or the merchant’s products.
  • Camera: Control which filters to use during the stream or switch between front and back cameras.
  • Stream replays: Sellers can add past livestreams as a separate tab on their shop page so viewers can rewatch them. Recorded streams can be kept for 60 days for now.

How to Live Sell in Shopee: Eligibility and Materials

In most countries, Shopee sellers with good standing and have at least one active listing on their shops already have access to Shopee Live. But if you’re one of those who do not, you can register for it. Once you’ve filled out and submitted the Shopee Live registration form, it may take five working days before the application can be approved.

Apart from eligibility, having these things beforehand will streamline your live selling on Shopee.

Products to be featured

Choose the items you’re going to highlight and add them to the livestream feed. Outline their key features and other facts, such as prices and discounts if you are offering any, so you don’t forget to mention them. Of course, don’t forget to do inventory. Make sure there are enough stocks, so every customer gets what they purchase.

A script or general flow

A general idea of how the program will go will keep the stream on track. The script should explain the products in detail while incorporating promos, discounts, and other offers. As per Shopee, the basic livestream flow is as follows: 

  • Opening monologue: The first 30 seconds introduce the seller and what the livestream is about. Entice the viewers to stay through a giveaway or incentive. 
  • Main content: A minimum of 5 minutes is enough for the stream’s main content, though it depends on the products to be featured. Keep it interactive by periodically checking comments and responding to queries. You can also ask questions or create polls to keep the viewers interested.
  • Incentives or call-to-action: This is the time for your viewers to claim their incentives like vouchers and discounts. If you had a contest as part of the program, announce the winner, as well. Remind watchers to avail the products featured in the livestream.
  • Announcement of next live: Before signing off, let your followers know when they can expect your next live selling on Shopee.

Reliable equipment and right background

The essential equipment needed for a livestream includes the following:

  • Camera: A smartphone with high-quality cameras will suffice
  • Tripod: To make the camera stable
  • Stable internet: 4G or ethernet connection (minimum of 5 Mbps of bandwidth) is recommended; have a backup in case the primary connection fails
  • Microphone: Connected to the smartphone if you’re using one
  • Light: A ring light should suffice

If you’re using a standalone camera connected to the internet, make sure to have a speaker along with the microphone.

Before going live, it’s only reasonable to test all equipment to know if they are working properly. Also, even if all the equipment is fully charged before going live, prepare extra batteries and chargers still.

Do a dry run to check if the audio and video are clear from the viewers’ perspective. If you’re using a mobile device’s front camera, note that the video capture will be mirrored. In addition, set notifications to “Do Not Disturb” to avoid disruptions during the stream.

It’s also worth checking your background. Even if you do not have the means to do a full production, ensure that your environment is appropriate and you have everything you need within reach.

How to Start Live Selling in Shopee

Once you’ve passed the seller eligibility and prepared the necessary equipment for the livestream, you can follow these steps to begin your Shopee Live.

  1. Open the Shopee app, go to Me tab, tap Live Streaming, then Create Stream.
Start live stream on shopee
  1. Type in your Title (required) and Description (optional) and choose or upload a cover photo. Size should ideally be 500x500p; the image will be shown in full on the Coming Soon page but will be cut to 300x500p in the Stream Replay section.
streaming title
  1. Tap Add Related Products to the Shopping Bag (products that will be available for purchase during the livestream; maximum of 200). You can select from My Likes or My Shop.
  2. If needed, rearrange the products and edit the details, such as price discounts. You cannot do these anymore once you’re live.
addin gproducts on shopee live shopping
  1. Once done, click Next to see a preview of your stream, then Go Live. There will be a 3-second countdown before the actual livestream starts.
live shopping preview
  1. Shopee users who follow your shop will be notified of your livestream.

Shopee Live Stream on PC or Desktop

While a mobile device is a convenient way to access the Shopee app and start a livestream, sellers can also go live using their desktop or laptop. Here are the steps.

  1. Open your livestream software like OBS, X-Split, or Wirecast and adjust the necessary settings.
live shopee OBS

  1. Log in to your country’s Shopee Live page.

Shopee login page
  1. Fill in the details like the cover photo, title, description, and related products.
Shopee live streaming creation
  1. Click Products under the Function Box to add items to the stream and edit them if needed. There’s also a Vouchers section to manage available vouchers.
shopee live voucher setup
shopee live product upload

  1. Copy the RTMP (Real Time Messaging Protocol) URL and Stream Key into the software. RTMP facilitates the streaming of audio, video, and data between the livestream software and Shopee.
hopee live rmtp
  1. Click Go Live once you’re set.

Here are other things sellers can do while livestreaming via desktop.

  • Check remaining budget and claims of your Coins Rewards with corresponding times
  • Notify followers of the stream

Best Practices: How to Do Live Selling on Shopee

Guidelines to Make the Stream Engaging

You need to interact with your audience during the livestream as it is the fastest way to convince them to buy from you. Here are the guidelines to do just that, as well as some tips:

  • Share the stream on your social media pages
  • Use a title that will draw viewers in. Give them a glimpse of what they can expect and if it’s something that can answer their concerns.
  • You can mention freebies or giveaways to attract them or make them stay tuned until the end of the stream.
  • Fit the subjects in the middle of the frame. Aside from you or the host, other subjects like the products you’re highlighting should be seen.
  • A good internet connection with backup ensures that the stream won’t be disrupted or end abruptly.
  • Only use decent words and actions. You don’t want to offend your viewers.
  • Utilize the Poll function when asking for their views or opinion regarding your shop and items.
  • Avoid static screen views or long pauses in between your visual or verbal interaction with the viewers.
  • Use the designated ShopeePartnered remittance center.
  • Converse with viewers by asking questions and reading their comments.

Get More Viewers and Conversions

While streaming is indeed an excellent way to connect with an audience, merchants would like to close sales through it at the end of the day. Here are some ways Shopee Live allows conversions and sales.

Make your products easy to buy

Focus on one main topic or category of products during the stream. Ensure that your items are within Shopee guidelines (this could vary from country to country); it would also help to know if there are specific products that are not allowed to be sold in your country.

Introduce the items one at a time, and give viewers enough information to learn more about them. As much as possible, interact with it so that people will know how to use it.

Make sure that the products are in the Shopping Bag so that viewers can purchase without leaving the stream. Add more if you see a demand for a particular item or some viewers not part of your planned target audience are present.

Keep in mind that the sequence of products cannot be edited once you’re live. The last ones added will appear at the bottom of the list.

Offer discounts

Increase buyer conversions by offering livestream-exclusive prices. You can add Livestream Sale items in the Shopping Bag, and they will appear at the top of the list. The sale ends once your reserved stock, or the stock allocated for the stream, runs out or when you terminate the stream.

Utilize vouchers

If you’re offering permanent voucher codes, make sure that they are displayed throughout the stream. Add them in the Shopping Bag before going live.

Other vouchers you can offer are the 30-second Giveaway and Follower Prize. The former will be displayed for 30 seconds during Live and disappear once fully claimed or if closed manually. The latter is a promotion for eligible shoppers that will pop up for 10 seconds after they join the stream.

Remember that 30-second Giveaway vouchers cannot be used for the permanent display and vice versa.

Host an auction

In an auction, you pick either a random watcher or the one with the fastest finger to win livestream-exclusive deals. Once you start an auction, an In Progress card will be displayed. It will change to End Round once the set time expires.

Here are more tips on how you can attract viewers and make them participate in your auction:

  • Limit the number of winners to make your deals feel more exclusive and your viewers participate.
  • Set auction rule to Random. Picking just one winner can boost the audience’s excitement. Meanwhile, the Fastest Finger rule can help you to gain buyers and increase sales.
  • Set Followers Only to convince non-followers in your audience to follow your shop.

You cannot make any changes to the rules once the auction is ongoing. You can cancel it by clicking X on the top right of the auction card.

Shopee Live Selling Possible Causes of Disruption

There are two general reasons why your Shopee Live may abruptly end.

1. Technical issues

Poor internet connection will make the stream laggy or lead to bad quality. Other problems you may encounter include unclear or no sounds, a black screen with no sounds, or a black screen with sounds.

The host may either try to reconnect to the current livestream or end it and set up a new one.

2. Inappropriate content

Shopee live selling rules imply that offensive activities or languages such as the following merit dismissal of the stream, warnings, penalties, or even a ban:

  • Harassing, threatening, or maliciously embarrassing others
  • Discussing transactions to be made outside of Shopee, including competitor platforms
  • Misuse of stream
  • Spamming unsolicited messages or information
  • Spreading personal information
  • Sharing misleading or inaccurate information, promotional content, or product facts and features
  • Promoting explicit content like pornography, foul language, drugs, gambling, violence, racism, hate, arms trade, animal abuse, and others
  • Selling prohibited products as per Shopee’s general listing guidelines, including counterfeits or products that infringe copyright or trademark

Upon discovery of the violation, the Shopee admin may immediately terminate the live stream without warning. The audience will only see that the livestream has ended.

If the Shopee admin chooses to issue a warning, it will pop up on the seller to warn that their content is violating Shopee Live policies. If the host does not heed it, the admin will terminate the livestream. The pop-up will dismiss automatically if the issue is addressed.

A More Effective Way of Live Selling

Through Shopee Live, sellers increase awareness of their shop and products, gain new followers or customers and directly communicate with them, and boost sales through a streamlined way to shop.

The obvious downside is you need a Shopee seller account to utilize the service—the same goes for viewers who need to download the app.

Even then, merchants don’t own and have no control over the data they collect and, therefore, have no other way of reaching out to customers; they are even discouraged from doing so outside the platform as per Shopee live selling rules.

For brands that want to scale, it’s not ideal to be confined to just one app or be limited in promoting the business and products. A live stream shopping app like Flux Panda will allow sellers to go live in more than one streaming or social media platform, and consumers don’t even need to download any more apps to watch them.

Flux Panda offers multiple features to help manage not only your store but also your viewers’ information to help with promotions and in capturing leads. You’ll regularly receive automated, clearly written reports about your channel’s performance so you can make the right decisions and scale easier.

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