Shopee has made significant investments in Star Marketing to boost its popularity. They have strategically partnered with blackpink, a popular Korean women's group, to represent the brand in the Indonesian market. In the Philippine market, they have chosen Manny Pacquiao, the world boxing champion, as the brand ambassador for the 11.11 promotion. Furthermore, they have successfully secured soccer superstar Ronaldo as their global spokesperson in August 2019.
Excessive promotion of investments, generous subsidies for shipping, and extraordinarily low prices for customers have benefitted both buyers and sellers for a limited period. Nevertheless, soon enough, sellers will begin to realize that there is no need for any operation at all. Simply lowering the price becomes the key to making sales! Consequently, to decrease prices and enhance product competitiveness, defective items and even counterfeits arise. This includes free insurance, as well as wholesale opportunities.