Technology becomes a lever to raise operating standards
In 2025, Shopee is one of the units that proactively brings AI into operations, solving the "bottleneck" of sellers. Specifically, AI chatbots help respond to customers 24/7, and at the same time, product information summary and image quality improvement features support improved display quality and the intuitiveness of the booth.
Sanjoli, a fashion industry seller on Shopee, is a typical example of the effectiveness of these tools. According to Sanjoli's representative, as soon as AI Chatbot was deployed, the response rate of this booth remained at 99%, even outside of working hours, contributing to improving customer reviews and helping revenue during Mega Sale 12 to triple compared to the previous month.
Notably in 2025, just a few months after deployment, sellers have utilized Shopee's AI tool to process more than 36 million conversations.
Upgrading system standards, strengthening market confidence
To protect brands and genuine sellers, platform governance is also tightened with the deployment of the Intelligent Identity System (SIS). The Shopee Brand Protection program is also expanded with a gateway for registration and protection of intellectual property, which has supported more than 1,500 participating brands.
Shopee also tightened the criteria for reviewing Shopee Mall and raised operating standards for sellers. The results showed that Shopee Mall attracted 28 million active shoppers, of which 40% were first-time customers.
The Shopee Premium segment specifically for high-end products recorded double orders in the fourth quarter of 2025 compared to the beginning of the year.
Supporting Vietnamese businesses to expand markets
Currently, more than 99% of sellers operating on Shopee are domestic businesses and individuals, with more than 11 million "made-in-Vietnam" products being sold. On average, each quarter, these products consume millions of orders.
In the past year, Shopee has organized 70 online and offline training courses, attracting more than 20,000 local sellers to participate. In parallel, programs to promote the consumption of Vietnamese goods have been implemented, such as the OCOP product introduction event and "Tinh Hoa Viet" helping Vietnamese brands achieve many impressive figures such as Vietcoco selling nearly 4,000 units on the first broadcast day or HeyDay Cacao achieving an increase of 11 times compared to normal days.
Shopee continues to support sellers to expand their business abroad through the Direct Selling model. The platform also signed a memorandum of understanding on cooperation with the Department of E-commerce and Digital Economy (iDEA) – Ministry of Industry and Trade, implementing the program "Shopee EZXports: Vietnam Everywhere", supporting MSME Vietnam to export online to Southeast Asia.
By the end of 2025, the export value of Vietnamese businesses through Shopee reached more than 180 million USD, of which fashion continues to be the leading industry.
