E-commerce platform Shopee recently concluded its "12/12 super birthday sale" event, which saw strong engagement from Vietnamese users. The campaign also demonstrated the effective conversion rates of its shopping-entertainment activities, marking Shopee's 10th anniversary.

Shopee's "12/12 super birthday sale" concluded 2025 with notable growth figures. Photo: Shopee

Tran Tuan Anh, Chief Operating Officer of Shopee Vietnam, shared that over one decade of operation, Shopee has become a bridge connecting and creating comprehensive value for consumers, businesses, and communities across the region. "Through this year's 12/12 campaign, we aimed to provide an increasingly complete shopping-entertainment experience for Vietnamese users, while continuing our commitment to supporting and fostering sustainable growth for local sellers", said Tran Tuan Anh.

Marking its 10-year establishment across the region, the 12/12 event in Vietnam offered many birthday privileges from Shopee, brands, and sellers, attracting a large number of users to interact and shop on the platform.

Over 12 million visits were recorded on 12/12 alone. Throughout the over two-week campaign, Vietnamese users saved a total of over 4,000 billion VND by shopping on the platform.

Over 1.6 million online gift boxes were opened in the game "Shopee birthday - real fun gift opening", containing vouchers exclusively for Vietnamese users. Photo: Shopee

Entertainment activities on the platform were also vibrant. Beyond product introductions, the platform offered various programs with distinct formats, from music festivals to video series derived from reality shows.

A highlight was the "Birthday music show - Shopee sao live dinh chop" (Shopee Stars Live at the Top), which featured a series of hit songs performed by V-biz singers. The program impressed audiences with its multi-layered hologram stage combined with modern performance technology.

Millions of fans directly immersed themselves in the festive atmosphere and followed via livestream, enjoying entertainment, participating in coin shakes, hunting for vouchers, and placing orders during the show. All these elements created a seamless online and offline shopping and entertainment experience, affirming the appeal of this model on Shopee.

"Birthday music show - Shopee sao live dinh chop" and the "Sao thi sao" (Star is a Star) livestream garnered over 13 million views across platforms. Photo: Shopee

Parallel to programs organized by Shopee, over 27,000 brands and sellers also embraced the birthday spirit by launching nearly 450,000 livestream sessions and uploading millions of videos during the 12/12 period.

The platform continues to advance its shopping-entertainment strategy by increasing user interaction and optimizing conversion efficiency for sellers. These efforts focus on applying artificial intelligence technology, expanding the KOL/KOC network, and collaborating with brands to enhance production scale and diversify entertainment content.

As a result, activities on Shopee Live and Shopee Video attracted a total of two billion views, helping brands and sellers sell over 50 million products through livestreams and videos throughout the campaign.

Additionally, the trend of purchasing genuine products continued to rise during the final "mega sale" event of 2025. Throughout the 12/12 campaign, over 14 million users placed orders for products on Shopee Mall.

Items from Shopee Mall accounted for over 35% of total products sold on the platform on 12/12. Photo: Shopee

Shopee Mall categories that saw growth in sales volume on 12/12 included: e-books, traditional attire, gift sets, winter warm clothing, and motorcycles.

Among these, genuine e-book titles distributed by bookstores and publishers recorded the highest increase, 42 times higher than on a normal day. The fact that the motorcycle category saw orders 23 times higher and entered this ranking indicates that Vietnamese consumers are increasingly confident in purchasing high-value, bulky products on e-commerce platforms.

Furthermore, Shopee also noted several prominent trends leading up to Christmas. There were nearly four million searches containing the keyword "Christmas" during the 12/12 campaign period. Top products considered for gifts to family and friends included phone cases, handbags, shirts, footwear, and lipsticks.

The Dan

To enjoy more offers, users can access the Shopee app here