Colgate-Palmolive partners Shopee to boost eCommerce biz by 20 times

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Shopee and Colgate-Palmolive have tied up to jointly drive eCommerce penetration of oral care, home care and personal care products and category on Shopee, across seven markets - Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam and The Philippines. The partnership reflects Colgate’s commitment to the markets, as well as its collaboration with Shopee to help grow its digital commerce business across Southeast Asia and Taiwan by over 20 times by 2025.

The tie-up will also see Colgate become a strategic partner under Shopee’s regional champion brands programme in 2022, which will help to strengthen its online presence and deliver more of its products to millions of households through Shopee’s reach.

To accelerate its growth momentum, Colgate will also continue to activate a hyper localised strategy that aims to deliver high value oral care innovations that cater to the evolving needs of customers. For instance, Colgate and Shopee launched a joint oral care study to identify gaps, behaviours, and unmet needs of Gen Z shoppers earlier this year. From the insights garnered, the brands co-created and launched a new toothbrush series with the Brush Your Way regional campaign in Singapore, Malaysia, Thailand, Vietnam and the Philippines. According to a statement by Colgate and Shopee, their first collaboration not only achieved a 14 times uplift in orders but also helped Colgate acquire 70% more new buyers on Shopee.

By continuing to enhance data-sharing and leveraging mutual insights on consumer behaviour, Colgate and Shopee plan to deliver more personalised and curated brand content to deepen their connection with shoppers. Additionally, both brands are also committed to collaborating more closely on marketing and co-branding efforts, including piloting new features and tools, and improving customer service to provide the best possible shopping experience on Shopee. Colgate also plans to launch special deals and promotions with Shopee during the platform's 12.12 birthday sale, aimed at reaching more new and existing users across the seven markets.

Shopee CEO Chris Feng said that it is glad to be a strategic eCommerce partner with Colgate. "As a market leader, Colgate-Palmolive has achieved tremendous growth in the past year and will be a valuable partner in helping to drive further online expansion of the personal care category on Shopee. We hope to support the brand in capturing more opportunities through our robust ecosystem and deep understanding of consumers in each market," he added.

According to a joint statement by Colgate and Shopee, the move comes as more consumers in Southeast Asia continue to adopt eCommerce, with online sales projected to generate 21% of the total market revenue in the personal care category by 2023. Furthermore, oral care is one of the fastest-growing subcategories under personal care on Shopee's platform; driven by the shift towards online shopping, as well as the increasing demand for innovative products such as electric toothbrushes.

Mukul Deoras, president of Colgate-Palmolive APAC, said that it looks forward to winning together in personal care with Shopee by maximising the potential of our digital commerce business. "To achieve this, we will focus on delivering greater value and enhanced customer experiences through our differentiated product offerings and innovations," he added.

Since launching its official store on Shopee Mall in 2019, Colgate has achieved steady growth year-on-year, and has consecutively ranked among the top five personal care brands during Shopee’s year-end mega shopping campaigns. Colgate had also achieved its highest sales in a day during Shopee's 11.11 sale, with over double the growth in some markets.

Separately, Shopee moved into the hospitality scene last month by partnering with global digital platforms Agoda and Booking.com to launch Shopee Hotel. This exclusive partnership will allow Shopee users to access the travel platforms' inventories of hotels, resorts, homes and apartments through the app. Shopee Hotel will be rolled out across seven Southeast Asian markets.

The platform also posted job openings in Singapore for its food delivery arm, ShopeeFood, last month. According to the platform's career portal, it is looking for a UI/UX designer, as well as members to join its product management team. However, ShopeeFood currently does not operate in Singapore, alluding that the food delivery service has earmarked the market as its next destination.

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