高效引爆、热款脱销？Shopee“内容场”正在释放怎样的增长信号？

This article outlines core development trends of cross-border content e-commerce in Southeast Asia and Latin America for 2026, and shares actionable insights for capturing growth opportunities in content-driven commerce.

1. Key takeaway: Consumer purchasing decisions have shifted from traditional static product pages to short videos and live streams. Content e-commerce has evolved from a marketing auxiliary to a core new growth engine, with the industry-standard model of "static listings for baseline revenue, content for incremental growth" now widely adopted. The current moment represents a golden window to enter the space.

2. Actionable guidance: Building a successful content e-commerce business requires both strategic and tactical approaches. Tactically, sellers need to partner with the right creators: new sellers should prioritize local influencers in their niche, and those with limited budgets can start with cost-effective mid-top tier creators to scale exposure gradually. Strategically, sellers should adopt a long-term mindset: align with creators whose brand voice matches their own, give creators sufficient creative freedom, and build long-term content assets rather than just chasing one-off traffic spikes.

This article analyzes consumer trends in content e-commerce across the emerging markets of Southeast Asia and Latin America, and provides clear direction for cross-border brands looking to expand their marketing and distribution channels.

1. Shifting consumer trends: Content e-commerce in Southeast Asia and Latin America has evolved from a novelty to a daily consumption habit. Shopee data shows nearly 70% of users now watch live streams and short videos before purchasing, while orders from content channels have surged 50% year-over-year. Consumer demand has also shifted from purely price-focused to seeking high-quality, immersive, and trustworthy shopping content, with the decision journey completely flipping from "people searching for goods" to "goods finding people".

2. Guidance for brand building: Brands should treat content as a long-term asset rather than a short-term promotional tool, and adopt a dual-driver model of high-quality content plus creator partnerships. This model has already been validated by brands including XPPen and Anta, which achieved 10x to even 100x single-channel order growth during major promotion events.

3. Cold start path: To cold start in emerging markets, brands can leverage Shopee Affiliate Marketing to partner with local creators, resolve gaps in localized communication, achieve higher conversion and repeat purchase rates, and gain market traction quickly.

This article breaks down the current boom of cross-border content e-commerce in Southeast Asia and Latin America, and outlines growth opportunities, actionable tactics, and platform support for sellers at different business stages.

1. Growth opportunity alert: Content e-commerce in Southeast Asia and Latin America is currently in a golden growth phase. Data shows that by 2025, over 40% of regular social media shoppers in Southeast Asia's five largest markets will make purchases via social content, with Vietnam and Thailand approaching 70%. Latin America's live e-commerce market is projected to grow to $32.08 billion by 2033, with a compound annual growth rate of 27.2%. Shopee's data shows orders from content channels are up 50% year-over-year, confirming this as a clear new growth opportunity.

2. Actionable implementation: Sellers should select creator partners aligned with their business stage: new sellers should first partner with local creators in their product category, while those with limited budgets should prioritize cost-effective mid-top tier creators. Partnerships should be built for the long term: respect creators' local content expertise, give them sufficient creative freedom, and align content with your brand identity.

3. Platform support: Shopee offers one-stop tools and benefits, ranging from content operation tools and KOL databases to commission subsidies and traffic packages, lowering the barrier to entry for sellers.

This article introduces new development trends of cross-border content e-commerce in Southeast Asia and Latin America, and outlines opportunities and insights for export-oriented factories looking to expand markets and transition to e-commerce.

1. New business opportunities: Content e-commerce has become a new core growth engine for cross-border e-commerce, and the dual-engine model of "static listings for baseline revenue, content for incremental growth" has already been proven viable. Even for new factory products without established brand recognition, the content-driven "goods finding people" model enables factories to actively reach potential consumers, gain more exposure and trial order opportunities, and break through traffic barriers of traditional channels.

2. Insights for e-commerce transformation: Factories need to shift their operational mindset: content e-commerce is no longer an optional marketing add-on, but a mandatory growth channel that must be built out. Factories should prioritize localized operation, leverage local creators to address gaps in localized communication, adapt to current user demand for high-quality content, and move beyond pure price competition.

3. Digital implementation guidance: Factories can leverage Shopee's mature content ecosystem and various supporting tools to lower the barrier to entry for content e-commerce, quickly enter the emerging markets of Southeast Asia and Latin America, and build their own incremental sales channels.

This article outlines current development trends of cross-border content e-commerce in Southeast Asia and Latin America, identifies core pain points for industry players, and maps out development directions for relevant service providers.

1. Industry development trends: The growth logic of cross-border e-commerce has been reshaped for 2026, with content ecosystems emerging as a new engine to rebuild connections between consumers, products and sales channels. The Southeast Asia and Latin America markets are in a critical growth phase, shifting from trial adoption to daily consumption, with enormous room for future growth. As more sellers enter content e-commerce, market demand for content-related supporting services will continue to rise.

2. Core client pain points: Currently, brands and sellers face three core pain points: first, insufficient localized communication capabilities to match local users' content preferences; second, difficulty accessing creator resources that match their product category and budget; third, high entry barriers for content e-commerce and difficult cold starts for new products.

3. Development directions for service providers: Service providers can expand relevant services around the content e-commerce ecosystem, including creator matching, localized content creation, and content operation training. By integrating with platform resource systems, providers can help sellers solve core pain points around creator partnerships and content operation, and capture industry growth dividends.

This article introduces Shopee's latest content ecosystem initiatives and corresponding industry changes, and provides a reference for other cross-border platforms looking to build their own content ecosystems.

1. Core market demand: User attention has already shifted massively to content channels. Shopee data shows over 70% of orders now come from touchpoints outside traditional search, and users have become accustomed to the one-stop content shopping experience of discovery plus purchase. Content ecosystems have shifted from an optional add-on to core required infrastructure, and platforms that fail to build out content capabilities will miss out on growth opportunities.

2. Replicable operational practices: On one hand, platforms need to build a broad, deep creator affiliate ecosystem, connect to external traffic platforms including YouTube and Meta, offer creators price protection and external引流 support, and boost creator participation. On the other hand, platforms should provide one-stop support for sellers, ranging from operational tools to traffic subsidies, to lower sellers' entry barriers.

3. Risk mitigation guidance: Platforms should guide merchants to adopt a long-term mindset, rather than treating content as a one-off traffic source. They should also help merchants partner with local creators to resolve localization gaps, meet user demand for high-quality content, and sustain long-term healthy growth of the ecosystem.

This article outlines new 2026 growth trends in cross-border e-commerce, showcases the innovative business model of content e-commerce in emerging markets, and provides first-hand industry data and research directions for industrial research.

1. New industry trends: The growth logic of cross-border e-commerce has been reshaped in 2026. Content ecosystems have evolved from an auxiliary role in brand marketing to core infrastructure for transactions. Content e-commerce in emerging markets such as Southeast Asia and Latin America is in a critical growth phase shifting from trial adoption to daily consumption, with user habits already established and enormous growth potential. Latest Shopee data confirms content channel orders have grown 50% year-over-year, validating the growth momentum of content-driven commerce.

2. Innovative business model: The industry has now formed a proven dual-engine growth model of "static listings for baseline revenue, content for incremental growth". Platforms build out complete content ecosystems and incentive systems to connect sellers with local creators, lower partnership barriers for both parties, and achieve a tripartite win for platforms, sellers, and creators. This model has already been validated by multiple successful cases, including top creators generating $1 million GMV in a single live stream, and small new sellers achieving successful cold starts.

3. Research implications: Long-term competition in cross-border e-commerce will fundamentally be competition in localized content capability. Content e-commerce is now a mandatory core component of the industry, and provides a new core direction for future cross-border e-commerce industry research.