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Sat Sep 26, 2026 · by Kong
Most people who start selling on Shopee believe the same thing: put the product up, and the orders will come. Then the listing just sits there — a handful of views, barely any sales. When that happens, the problem usually isn't your product. It's that nobody showed you how selling on Shopee actually works today.
What's changed is simple but brutal: the sellers winning now aren't the cheapest — they're the ones who invest in marketing, differentiate their product, and use every tool Shopee gives them. The ones who stall are still waiting for "organic" sales that never come.
This guide breaks down what actually moves the needle — for beginners who want to earn extra income (some of you aren't even sure what to sell yet), and for experienced sellers who've been on Shopee for years but watched growth quietly stall.
One honest note first: there's no magic button. Your results depend on how much you invest in marketing, how consistent you are, and how well you differentiate your product. Anyone promising guaranteed overnight sales isn't being straight with you.
Everything here comes from over a decade of selling on Shopee, Lazada and TikTok and managing Shopee for many brands — tested with real money, not theory.
This is the single biggest mistake I see. Sellers upload their products, sit back, and expect Shopee to magically deliver thousands of orders a month. It doesn't work that way.
The sellers who genuinely grow invest in marketing and Shopee Ads. As a rough benchmark, serious sellers put around 15–20% of their monthly sales back into ads and marketing. That's not a cost to avoid — it's the fuel that gets your product seen.
It used to be true that the cheapest seller sold the most. Not anymore.
Here's the trap that kills most small and medium sellers: they sell the exact same product, with the exact same copy-paste photos from their supplier, as thousands of other sellers. When everything looks identical, the only lever left is price — and that starts a race to the bottom with almost no margin.
The brands that are winning do the opposite. They invest in products that are genuinely different, with a strong USP, then spend on content and awareness — videos, posts, showing up everywhere — to prove why theirs is better. On today's Shopee, differentiation and content win. Cheapness alone doesn't.
If you're just starting, don't rush to list. Step one is research. Study your competitors — how they design their images, and how they run their promotions. Then invest in your listing images, because customers today won't read long descriptions. Your images have to sell for you:
I get asked all the time, "Kong, which Shopee tool is the most important?" Honestly — that's the wrong question. The real one is: which tool have you NOT used yet?
Big wins on Shopee come from using every marketing tool to the max — livestream, Shopee Video, vouchers, gift-with-purchase, campaigns (9.9, 10.10, 11.11), flash sales, Product Ads, Shop Ads, Live Ads, Shopee Coins and more. Most sellers only touch two or three. The ones who grow deploy all of them.
Strategy only matters if it delivers. One of my students, a health & beauty brand, grew from RM8,000 to RM400,000 in monthly sales in 20 months — now a leading brand in its category. It came from doing the fundamentals right: investing properly in ads, differentiating instead of price-cutting, building images and content that sell, and maxing out every Shopee tool — all guided by data.
Individual results vary and depend on marketing investment, consistency, and product differentiation. This is one student's result, not a guarantee.
This is why free tutorials only get you so far: the right strategy depends on who you are and what you sell. A brand can't be coached the same way as a reseller — brands need to go deep on awareness and branding. A fashion seller's tactics are very different from a health & beauty seller's (health & beauty, for example, faces far more platform violations to manage).
Free YouTube tutorials do work — but they're beginner-level and one-size-fits-all. What I do differently is customize everything to your level and your product category, using deep data analysis of your past performance. I've done this across fashion, home & living, health, beauty, food, and personal care.
When I run a private Shopee class, I don't hand you a generic slideshow. For sellers in Malaysia it's face-to-face — I come to your office and sit down with the founder and the team. We start by diagnosing what's actually holding you back and the goals you want to hit. Then I customize everything around your level (beginner, moderate, advanced, or a growth/decline stage) and your product category.
For sellers outside Malaysia, I run it online via Zoom — I've trained sellers in Singapore, Taiwan, Vietnam, Thailand and the Philippines. My approach is hands-on: I guide you to use the system yourself and build real problem-solving skills — I'd rather teach you to fish than spoon-feed you. Every class ends with a concrete 5- or 6-figure monthly sales growth plan you can execute.
How much should I spend on Shopee ads?
As a rough guide, serious sellers invest around 15–20% of monthly sales into ads and marketing. Ads aren't optional if you want consistent growth.
Can a complete beginner really grow on Shopee?
Yes. Beginners just need to start on the right foundation — proper research, differentiation, strong images, and using all the tools — instead of guessing.
Is the cheapest price still the way to win?
No. Competing only on price leads to a downward spiral with no margin. Differentiation and content is what grows sustainable sales today.
Do you offer Shopee training online or outside Malaysia?
Yes. In Malaysia my classes are face-to-face at your office; for overseas sellers I run them online via Zoom.
Is your Shopee training HRDF claimable?
I'm an HRDF Certified Trainer. Message me on WhatsApp and I'll walk you through the options for your situation.
Free tutorials get you started, but they can't diagnose your shop, your category, or your data. In my private Shopee & Lazada training I teach the exact strategies I use with the brands I work with — customized to your level and product, face-to-face in Malaysia or online wherever you are. You'll walk away with a real growth plan, not just notes.
See the private Shopee & Lazada training →
Or message me on WhatsApp at +60 19-801 9538 or kong@kongpreneur.com.
Kong · HRDF Certified Trainer · Lazada Senior Certified Trainer · 12 years in e-commerce. Results vary with marketing investment, consistency and product differentiation.