2026 Shopee流量峰会落幕：内容、达人与AI 正在重塑跨境增长逻辑

The core takeaway from Shopee's 2026 Traffic Summit is that content, influencers, and AI are reshaping growth logic for cross-border e-commerce. Key insights are as follows:

1. User behavior in major cross-border markets including Southeast Asia and Latin America has shifted from traditional purpose-driven shopping to discovery-driven consumption. Today, Southeast Asian online shoppers browse e-commerce platforms for nearly one hour per day on average, and online shopping frequency has grown 8-fold compared to 10 years ago. 85% of Brazilian consumers have formed a habit of regular online shopping, and over 70% of orders on Shopee come from traffic touchpoints outside of search.

2. Under the new growth logic, content discovery has become a core bridge connecting users to transactions. Nearly 70% of Shopee users discover products through live streams and short-form videos, and Shopee has built an integrated funnel from off-platform content discovery to on-site conversion, amplifying conversion rates.

3. AI improves efficiency through better user matching and automated operations, helping merchants optimize ad投放 and shorten users' decision-making cycles. One electronics seller already achieved a 12-fold increase in ad-driven sales by leveraging Shopee's AI promotion tools.

The summit revealed the latest consumer trends and brand growth opportunities in Southeast Asian and Latin American cross-border markets. Key takeaways are as follows:

1. In terms of consumer trends, discovery-driven consumption has become the mainstream, user shopping journeys are increasingly diversified, and content discovery now exerts growing influence over purchase decisions, with over 70% of orders coming from non-search touchpoints. Brands need to adjust their marketing strategies to align with this shift.

2. For channel development, Shopee has built a mature omni-channel traffic ecosystem, holding over half of Southeast Asia's e-commerce market share, ranking first in monthly active users and usage time among shopping apps in Brazil, and boasting more than 10 million high-value members. It has also established off-platform partnerships with Meta and YouTube, enabling brands to connect with high-quality local influencers via affiliate marketing and build a seamless conversion funnel across off-platform and on-site touchpoints.

3. For efficiency improvement, AI can be integrated across the full process of new product launches and brand building to enable精准 ad投放 and accelerate new product cold starts. Case data shows that well-implemented AI promotion can drive a 12-fold increase in ad-driven sales, making AI a valuable tool for brands to boost operational efficiency.

The summit clarified new growth directions for cross-border sellers and outlined actionable opportunities and strategies. Key insights are as follows:

1. Growth market opportunities: The Southeast Asian and Latin American e-commerce markets covered by Shopee are maintaining rapid growth, with continuous expansion in user scale and user engagement. Online shopping frequency in Southeast Asia has grown 8-fold over 10 years, and 85% of Brazilian consumers have developed regular online shopping habits, leaving ample room for market growth and making these regions ideal for sellers to expand into.

2. Shifting demand signals: Users have shifted from purpose-driven shopping to discovery-driven consumption, with over 70% of orders coming from non-search touchpoints. Short-form videos, live streams, and influencer sharing have become the core conversion paths, so sellers need to reorient their traffic strategy to prioritize these channels.

3. Actionable growth strategies: Sellers can adopt omni-channel marketing, connect with high-quality local influencer resources via Shopee's affiliate program, and leverage the platform's native AI tools to boost efficiency, from automating daily operations to optimizing智能 ad投放. AI is particularly valuable for accelerating new product cold starts and unlocking new growth.

The summit revealed new trends in cross-border e-commerce and brought new business opportunities and transformation insights for export-focused factories. Key takeaways are as follows:

1. For product development and design: Discovery-driven consumption is now the mainstream, and consumers are far more likely to make purchases after discovering products through content. Factories need to develop products that align with the characteristics of content sharing and resonate more with user interest to match the current trend of discovery-driven consumption.

2. For business opportunities: Cross-border e-commerce in Southeast Asia and Latin America is growing rapidly, with large untapped market space. Shopee has built a mature traffic ecosystem, complete logistics fulfillment system, and established membership program, enabling factories to reach overseas consumers directly. Factories can leverage the platform to lower barriers to cross-border expansion and open up new sales channels.

3. For digital transformation insights: Factories entering cross-border e-commerce need to embrace digitalization and AI tools. AI can help optimize ad投放, automate daily operations, and improve overall operational efficiency. Factories can leverage the platform's out-of-the-box AI capabilities, paired with its omni-channel traffic ecosystem, to quickly drive growth in overseas markets.

The summit revealed the latest development trends of the cross-border e-commerce industry, clarified sellers' core pain points, and outlined new business directions for service providers. Key insights are as follows:

1. Industry development trends: Cross-border e-commerce has now entered a new growth phase driven by content, influencers, and AI, with omni-channel marketing becoming a core demand among sellers. High-growth emerging markets in Southeast Asia and Latin America are continuously expanding the overall industry space, bringing more market opportunities for service providers.

2. Core customer pain points: Most sellers currently struggle with inadequate coverage across multiple traffic touchpoints, inaccurate ad投放, slow new product cold starts, and low daily operational efficiency. They need external service providers to deliver targeted solutions that help them adapt to the new growth logic.

3. Solution directions: Service providers can focus on content creation, influencer matchmaking, and AIGC tool development, integrate their offerings with the ecosystem of platforms like Shopee, and provide sellers with supporting omni-channel marketing services and AI-powered operational tools to meet sellers' needs for growth upgrading.

Shopee's 2026 Traffic Summit laid out the latest development direction for cross-border e-commerce platforms, revealed sellers' core demands for platforms, and provided a reference for platform operation and development. Key insights are as follows:

1. Core merchant demands: Sellers need platforms to provide more diverse traffic touchpoints, more accurate traffic matching mechanisms, and smoother cross-channel conversion funnels. They also need intelligent tools to cut operational costs and solve the pain point of difficult new product cold starts.

2. Reference for industry best practices: Shopee's approach is to build an omni-channel traffic ecosystem covering the entire user journey: it has expanded on-site content scenarios while deepening partnerships with off-platform players including Meta and YouTube, helps sellers connect with local influencers via affiliate marketing to build a seamless conversion funnel across off-platform and on-site channels, and has developed AI-powered intelligent ad投放 and operational tools to boost both traffic efficiency and merchant operational efficiency.

3. Risk mitigation guidance: The current growth logic for traffic has shifted from traditional shelf-based search to content and AI-driven growth. Platforms need to build out their content ecosystem and AI capabilities in advance and develop a mature influencer collaboration ecosystem to attract merchants and avoid the risk of stagnant traffic growth.

Shopee's 2026 Traffic Summit revealed the latest developments in the cross-border e-commerce industry, providing new samples and research directions for cross-border e-commerce industry research. Key insights are as follows:

1. New industry developments: The growth logic of cross-border e-commerce has been fundamentally restructured. The original shelf-search-centered growth model has shifted to an omni-channel growth model driven by content, influencers, and AI. User behavior has also shifted from traditional purpose-driven shopping to discovery-driven consumption, bringing fundamental changes to the traffic ecosystem.

2. New business models: A new growth model has emerged: platforms build omni-channel traffic ecosystems, connect off-platform content discovery to on-site conversion, and leverage AI to deliver intelligent matching between products and users to improve conversion efficiency. AI capabilities are now integrated across the full process of new product launches, brand building, and daily operations.

3. New industry characteristics: Users in emerging e-commerce markets such as Southeast Asia and Latin America have already formed mature online shopping habits, and discovery-driven consumption has become the core growth driver for emerging markets. AI is improving industry efficiency across the full value chain, from traffic allocation to daily operations. All these new characteristics open up new directions for industrial research.